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Exam 3: The History of Advertising and Brand Promotion

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Question 31

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Scenario 3-3 Zooppa, a pharmaceutical company, started its business in 1850.Its advertisements helped their drugs to grow in popularity and was well-known for a brief period.It had developed a logo and had made itself known by their symbol on all of its product wrappers. -(Scenario 3-3) Which of the following eras would Zooppa belong to?

A) The industrialization era
B) The P.T.Barnum era
C) The preindustrialization era
D) The era of Great Depression

E) A) and D)
F) B) and C)

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Question 32

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Without the rise of mass media, there would be no national brands, and no advertising.

A) True
B) False

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Question 33

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In the 17th century, printed advertisements were published in the newsbooks.

Which of the following is true about the designer era of advertising?

In the 1970s, there was a growing concern over what effect $200 million a year in advertising had on children.

Which of the following is a major factor that gave rise to advertising?

National firms started putting names on their products because:

One of the elements that characterizes present day advertising is that consumers:

became the biggest word of the 1970s, a word that was integrated into the promotional theme of the decade.

For advertisers, one main difference between the period immediately after World War I and the period immediately following World War II was that after World War I, .

When the Western world turned to capitalism as the foundation of an economic system, the foundation was also laid for advertising.

The Pure Food and Drug Act had only a minimal effect on advertising because it did not restrict advertisers' claims.

Scenario 3-2 When referring to the period of advertising known as the creative revolution, advertising pundit and practitioner Jerry Della Femina wrote, "Volkswagen was being handled in the United States by Fuller & Smith & Ross.Doyle Dane took over the account around 1959.One of the first ads that came out for Volkswagen was the first ad that anyone can remember when the new agency style came through with an entirely different look.The ad simply said, 'Lemon.' The copy for 'Lemon' said that once in a while we turn out a car that's a lemon, in which case we get rid of it.We don't sell them.And we are careful as hell with our cars, we test them before we sell them, so the chances are you'll never get one of our lemons. "For the first time in history an advertiser said that he was capable, on rare occasions, of turning out an inferior product ...By today's standards, of course, this is pretty tame stuff." (Jerry Della Femina, From Those Wonderful Folks Who Gave You Pearl Harbor, [New York: Simon and Schuster, 1970], 26-27.) -(Scenario 3-2) Which one of the following is an accurate description of the era in which Bill Bernbach created the Volkswagen campaign?

In the mid-1800s, mass-circulation magazines began to make national advertising possible, and national advertising began to make national brands possible.

By the early 1900s, the "power of advertising" was based on the reality that consumers:

The first regulatory initiative by the federal authorities was the Pure Food and Drug Act that required manufacturers to list the active ingredients of their products on their labels.

Scenario 3-1 In the early and mid-1800s, soaps were made from animal fats.The perishable quality of the soap, however, allowed manufacturers to sell a product with only regional appeal.This changed when soap makers began to use vegetable fats and perfume in the soap-making process. According to Procter & Gamble, one batch of this vegetable-based soap was left to mix too long.The result was a product that floated in water due to an excess amount of air.The company turned this into a selling point and, in 1882, launched one of the first soaps with the potential for national sales-Ivory soap-with the slogans "It floats" and "99­44/100 percent pure." (Stephen Fox, The Mirror Makers, [New York: Random House, 1984], 24.) -(Scenario 3-1) If the Ivory soap was promoted during the era of industrialization, in which of the following mediums would their ads appear?

Manufacturers were required to list the active ingredients in their products after the creation of the Pure Food and Drug Act in the early 1900s.

Scenario 3-4 In 2010, Procter & Gamble, the world's largest ad spender, teamed up with Walmart and NBC to create a number of prime-time family movies produced by P&G Productions.The films were designed to lure consumers to buy P&G products at Walmart using original family movies and exclusive ad buys.This was not the first time the two major brands teamed up to push family­oriented entertainment-in the late 1990s, both companies were launch members of the Association of National Advertisers' Alliance for Family Entertainment-the organization responsible for getting the WB's Gilmore Girls on air.The two have each found great success as a result of the movies, with each seeing an increase both in sales and brand favorability scores.Both companies have expressed strong interest in continuing their working partnership down the road, and as long as they continue to encounter favorable results, the relationship will likely remain a positive one. -(Scenario 3-4) During the P.T.Barnum era, life in the United States began to change rapidly.Consumers began taking pride in their ability to purchase material goods, and advertising efforts became far more important.This new purchase-oriented attitude is commonly referred to as:

Scenario 3-4 In 2010, Procter & Gamble, the world's largest ad spender, teamed up with Walmart and NBC to create a number of prime-time family movies produced by P&G Productions.The films were designed to lure consumers to buy P&G products at Walmart using original family movies and exclusive ad buys.This was not the first time the two major brands teamed up to push family­oriented entertainment-in the late 1990s, both companies were launch members of the Association of National Advertisers' Alliance for Family Entertainment-the organization responsible for getting the WB's Gilmore Girls on air.The two have each found great success as a result of the movies, with each seeing an increase both in sales and brand favorability scores.Both companies have expressed strong interest in continuing their working partnership down the road, and as long as they continue to encounter favorable results, the relationship will likely remain a positive one. -(Scenario 3-4) Branded entertainment has become popular in recent years because of its many advantages.One of its main advantages is that: