ARE 136 Ch. 3 Questions and Answers

ARE 136 Ch. 3 Questions and Answers
When the Western world turned to capitalism as the foundation of its economic
system, the foundation was NOT suited for advertising.
a. True
b. False
False
The rise of capitalism was one of the four major factors that gave rise to
advertising.
a. True
b. False
True
The Great Depression was an economic force that yielded the need for
advertising.
a. True
b. False
False
In the late 1880s, a few companies began putting names and labels on previously
unmarked products, and branding began.
a. True
b. False
True
Hershey's and Pepsi were some of the first branded goods found on store
shelves.
a. True
b. False
False
With the invention of the telegraph in 1844, a communication revolution was set
in motion.
a. True
b. False
True
Advertising changed commerce, but not society.
a. True
b. False
False
In the late 1800s, consumers were willing to pay more for brands than for
unmarked commodities, even if they were identical.
a. True
b. False
True
In the mid-1800s, mass-circulation magazines began to make national advertising
possible, and national advertising began to make national brands possible.
a. True
b. False
True

,10. Mass media is not supported by advertising.
a. True
b. False
False
In the 17th century, printed advertisements were published in newsbooks.
a. True
b. False
True
In the 1700s, a middle class, spawned by the rise of regular wages from factory
jobs, was beginning to emerge.
a. True
b. False
False
Advertising was highly regulated during the industrial era, which limited the
scope for advertisers to come up with creative ads.
a. True
b. False
False
Advertising in the early 1800s was widely considered a luxury or something only
for wealthy businesses and businesspeople.
a. True
b. False
False
By 1900, an increase in the supply of mass-produced goods, and the increasing
demand for these goods by a growing urban population, led to the growth of
advertising.
a. True
b. False
True
The first regulatory initiative by the federal authorities was the Pure Food and
Drug Act, which required manufacturers to use the healthiest ingredients
possible.
a. True
b. False
False
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.
a. True
b. False
True
The prewar movement to reform and regulate advertising was dissipated in the
1920s by the distractions of war and advertising's role in the war effort.
a. True
b. False
True

, Men became the major target of advertisers in the 1920s because they were the
head of households and made most purchase decisions.
a. True
b. False
False
During the 1920s, "fantasy" advertisements dominated the ad industry.
a. True
b. False
False
Advertisers responded to the Depression by adopting a soft, feminine style in
their ads.
a. True
b. False
False
During the widespread poverty of the Great Depression, most segments of the
population believed in the power of advertising.
a. True
b. False
False
During the 1950s, a renewed consumer culture resumed, and advertising once
again found the respectability and fame it had in its heyday of the 1920s.
a. True
b. False
False
After WWII and into the 1950s, ads began to take on an air of self-awareness,
conveying the sentiment that "you know it's an ad and so do we."
a. True
b. False
False
The media revolution was a period during which advertising started to take on the
themes, language, and look of the revolutionary 1960s.
a. True
b. False
False
In the 1970s, there was a growing concern over what effect $200 million a year in
advertising had on children.
a. True
b. False
True
Advertisements during the 1980s reflected "traditional" American values.
a. True
b. False
True
In the 1980s, the Saatchi and Saatchi ads were primarily politically neutral.
a. True
b. False