MCOM 1300 EXAM QUESTIONS
AND CORRECT ANSWERS 100%
VERIFIED
Describe the impact of advertising in WWI and WWII - Answer- Advertisings success in
selling war bonds and other patriotic causes during WWII showed its ability to sell ideas.
The War Advertising Council- encouraged Americans to support the war effort by
purchasing war bonds.
Describe the impact of advertising after WWII - Answer- 1. Growth in the size and
number of agencies
2. availability of television as a new selling device
3. use of research to provide facts about products and to discover motivations of
consumers
4. greater creativity in advertising
5. expansion of American agencies overseas to tie in with the growing world economy.
6. increased effort for self-improvement, self-criticism, and ultimately,
professionalization.
What is the Advertising Council? - Answer- - came about from WWII
-has campaigns such as Smokey the bear, United Negro College Fund, Red Cross etc.
- the media donates more than $800 million in time and space to support these
campaigns.
What is "Positioning"? - Answer- Do it first- taking into considerations not only the
product's own strengths and weakness, but those of its competitors as well.
What have advertising people tried to do in regard to being considered "professional"? -
Answer- Tried to clean up own house:
Review boards for false advertising
What are the principal criticisms of advertising? - Answer- 1. It persuades us to buy
goods and services we cannot afford
2. it appeals primarily to our emotions rather than to our intellect
3. it is obtrusive and needlessly repetitious
4. too much is false, deceptive, and in bad taste.
5. it is expensive and wasteful. Wouldn't it be better to eliminate ads and cut prices?
, What is the principal government agency that deals with advertising? - Answer- Federal
trade commission
Why have consumer groups targeted advertising? - Answer- Drawn a sharp bead on
ads and sought federal sanctions against what it considers to be social ills encouraged
by many industry practices.
Advertising is most visible point of any company
What is the Truth in Lending Act? - Answer- An act that required credit card company's
to disclose the annual interest rate/terms on revolving charge accounts
What is the definition given in class of advertising? (4 parts) - Answer- Paid for, non
personal, a presentation of goods ideas and services, identified sponsor.
1. The advertisers pay for it- it is not free publicity of space in a window
2. It is non personal- not like face-to-face selling. Ability to reach staggering audience.
ex: Super Bowl, the world series
3. it pertains to more than just tangible goods, but extends to ideas and services
4. it is identified- not like a publicity release or propaganda
Be able to describe the following forms of advertising: national retail or local, direct
response, industrial trade, professional. - Answer- 1. National advertising- network TV,
radio, and magazines. used to establish the value of a product in the mind of the
consumer, so the consumer will go out and buy the product.
2. Retail local advertising- by a merchant or dealer, designed to cause the consumer to
buy at his store
3. direct response advertising- buying directly from the manufacturer
4. trade advertising- directed at store owners who are important buyers of goods in
quantity and manufacturers who are buyers of raw materials and other parts that go into
the main of their own products
5. Professional advertising- directed by the maker or seller of products to someone who
can either recommend their use to others or who specifies or buys them for use by
those whose he advises. advertising to doctors, dentists, etc.
6. institutional advertising- designed to sell an entire company or even an idea rather
than a specific product.
Describe what the creative department of an ad agency does: - Answer- Research and
brainstorm to put together the best way to sell a product.
How do ad agencies make money? - Answer- by charging the media 15% of the cost
How competitive is the ad agency business? - Answer- Extremely competitive
What is the roll of the account executive in an ad agency? - Answer- The liaison
between the agency and the client.
AND CORRECT ANSWERS 100%
VERIFIED
Describe the impact of advertising in WWI and WWII - Answer- Advertisings success in
selling war bonds and other patriotic causes during WWII showed its ability to sell ideas.
The War Advertising Council- encouraged Americans to support the war effort by
purchasing war bonds.
Describe the impact of advertising after WWII - Answer- 1. Growth in the size and
number of agencies
2. availability of television as a new selling device
3. use of research to provide facts about products and to discover motivations of
consumers
4. greater creativity in advertising
5. expansion of American agencies overseas to tie in with the growing world economy.
6. increased effort for self-improvement, self-criticism, and ultimately,
professionalization.
What is the Advertising Council? - Answer- - came about from WWII
-has campaigns such as Smokey the bear, United Negro College Fund, Red Cross etc.
- the media donates more than $800 million in time and space to support these
campaigns.
What is "Positioning"? - Answer- Do it first- taking into considerations not only the
product's own strengths and weakness, but those of its competitors as well.
What have advertising people tried to do in regard to being considered "professional"? -
Answer- Tried to clean up own house:
Review boards for false advertising
What are the principal criticisms of advertising? - Answer- 1. It persuades us to buy
goods and services we cannot afford
2. it appeals primarily to our emotions rather than to our intellect
3. it is obtrusive and needlessly repetitious
4. too much is false, deceptive, and in bad taste.
5. it is expensive and wasteful. Wouldn't it be better to eliminate ads and cut prices?
, What is the principal government agency that deals with advertising? - Answer- Federal
trade commission
Why have consumer groups targeted advertising? - Answer- Drawn a sharp bead on
ads and sought federal sanctions against what it considers to be social ills encouraged
by many industry practices.
Advertising is most visible point of any company
What is the Truth in Lending Act? - Answer- An act that required credit card company's
to disclose the annual interest rate/terms on revolving charge accounts
What is the definition given in class of advertising? (4 parts) - Answer- Paid for, non
personal, a presentation of goods ideas and services, identified sponsor.
1. The advertisers pay for it- it is not free publicity of space in a window
2. It is non personal- not like face-to-face selling. Ability to reach staggering audience.
ex: Super Bowl, the world series
3. it pertains to more than just tangible goods, but extends to ideas and services
4. it is identified- not like a publicity release or propaganda
Be able to describe the following forms of advertising: national retail or local, direct
response, industrial trade, professional. - Answer- 1. National advertising- network TV,
radio, and magazines. used to establish the value of a product in the mind of the
consumer, so the consumer will go out and buy the product.
2. Retail local advertising- by a merchant or dealer, designed to cause the consumer to
buy at his store
3. direct response advertising- buying directly from the manufacturer
4. trade advertising- directed at store owners who are important buyers of goods in
quantity and manufacturers who are buyers of raw materials and other parts that go into
the main of their own products
5. Professional advertising- directed by the maker or seller of products to someone who
can either recommend their use to others or who specifies or buys them for use by
those whose he advises. advertising to doctors, dentists, etc.
6. institutional advertising- designed to sell an entire company or even an idea rather
than a specific product.
Describe what the creative department of an ad agency does: - Answer- Research and
brainstorm to put together the best way to sell a product.
How do ad agencies make money? - Answer- by charging the media 15% of the cost
How competitive is the ad agency business? - Answer- Extremely competitive
What is the roll of the account executive in an ad agency? - Answer- The liaison
between the agency and the client.
