MCOM 1300 EXAM 4 QUESTIONS
AND CORRECT ANSWERS
2024/2025 LATEST UPDATE
l. How many advertising messages are we exposed to daily? - Answer- 500 Daily.
2. In the future what age groups will require strategy changes for advertisers? - Answer-
Baby Boomers.
3. Describe the growth of advertising. What has it paralleled? - Answer- Paralleled
growth of mass production, transportation, & communication.
4. When did national advertising first develop? - Answer- 1840s
5. Who is a "Huckster"? - Answer- Con-artist.
6. What was the Pure Food & Drug Act designed to do? - Answer- Forced manufactures
to put on the labels what's inside of the product.
7. What is the Audit Bureau of Circulations? - Answer- Organization that verifies the
circulation figures of newspapers and magazines, not
broadcast.
8. What was the Wheeler-Lee Act? - Answer- Gave FTC general jurisdiction over all
forms of advertising.
9. Describe the impact of advertising in World War I and World War II. - Answer-
Campaigns were well put together and executed. It changed people's minds.
10. After WWII describe the growth of advertising. - Answer- International advertising,
creativity, more research and technology.
11.What is the Advertising Council? - Answer- Media for free, public service.
12. What is "positioning"? - Answer- Putting out something first in front of media
competition.
, 13.What have advertising people tried to do in regard to being considered
"professional"? - Answer- They have a code of conduct, ethical standards, organizations
designed to combat
unethical advertising.
14.What are the principal criticisms of advertising? - Answer- Emotions vs. Reasoning,
fraudulent, repetitions.
15.What is the principal government agency that deals with advertising? - Answer- FTC
16.Why have consumer groups targeted advertising? (drawn a sharp bead) - Answer-
Most visible aspect of any business, easy target
17.What is the Truth in Lending Act? - Answer- Made credit card companies and
loaning to provide all information to clients.
18.What is the definition given in class of advertising (4 parts)? - Answer- Paid for, non
personal, presentation of goods and services, identified.
19.Be able to describe the following forms of advertising: national, retail or local,
specialty, mail-order, industrial, trade, professional. - Answer- What you see on tv/Local
advertising
20. Describe what the creative department of an ad agency does. - Answer- Sits down
with information gathered and creative ideas.
21. How do ad agencies make money? - Answer- Takes 15% from the media.
22. How competitive is the ad agency business? - Answer- Highly competitive
23. What is the role of the account executive in an ad agency? - Answer- Liaison
between the client, keeping them satisfied.
24.What do media sales reps do? (Whom do they call on?) (How do they use a rate
card?) - Answer- They call on clients who can't afford agencies, work for the media and
provide ad agency
like services.
25.What is drive time period in radio? - Answer- 7-9 mornings and 5-7 evenings.
26.What is a major difference between advertising rates for newspapers as compared
with radio-TV? (radio -TV will offer special rates) - Answer- Competitive nature, not
newspapers, no competition.
27.What are the advantages of radio advertising? - Answer- Cheaper, less time, targets
certain audiences, visualize radio ads if well done.
AND CORRECT ANSWERS
2024/2025 LATEST UPDATE
l. How many advertising messages are we exposed to daily? - Answer- 500 Daily.
2. In the future what age groups will require strategy changes for advertisers? - Answer-
Baby Boomers.
3. Describe the growth of advertising. What has it paralleled? - Answer- Paralleled
growth of mass production, transportation, & communication.
4. When did national advertising first develop? - Answer- 1840s
5. Who is a "Huckster"? - Answer- Con-artist.
6. What was the Pure Food & Drug Act designed to do? - Answer- Forced manufactures
to put on the labels what's inside of the product.
7. What is the Audit Bureau of Circulations? - Answer- Organization that verifies the
circulation figures of newspapers and magazines, not
broadcast.
8. What was the Wheeler-Lee Act? - Answer- Gave FTC general jurisdiction over all
forms of advertising.
9. Describe the impact of advertising in World War I and World War II. - Answer-
Campaigns were well put together and executed. It changed people's minds.
10. After WWII describe the growth of advertising. - Answer- International advertising,
creativity, more research and technology.
11.What is the Advertising Council? - Answer- Media for free, public service.
12. What is "positioning"? - Answer- Putting out something first in front of media
competition.
, 13.What have advertising people tried to do in regard to being considered
"professional"? - Answer- They have a code of conduct, ethical standards, organizations
designed to combat
unethical advertising.
14.What are the principal criticisms of advertising? - Answer- Emotions vs. Reasoning,
fraudulent, repetitions.
15.What is the principal government agency that deals with advertising? - Answer- FTC
16.Why have consumer groups targeted advertising? (drawn a sharp bead) - Answer-
Most visible aspect of any business, easy target
17.What is the Truth in Lending Act? - Answer- Made credit card companies and
loaning to provide all information to clients.
18.What is the definition given in class of advertising (4 parts)? - Answer- Paid for, non
personal, presentation of goods and services, identified.
19.Be able to describe the following forms of advertising: national, retail or local,
specialty, mail-order, industrial, trade, professional. - Answer- What you see on tv/Local
advertising
20. Describe what the creative department of an ad agency does. - Answer- Sits down
with information gathered and creative ideas.
21. How do ad agencies make money? - Answer- Takes 15% from the media.
22. How competitive is the ad agency business? - Answer- Highly competitive
23. What is the role of the account executive in an ad agency? - Answer- Liaison
between the client, keeping them satisfied.
24.What do media sales reps do? (Whom do they call on?) (How do they use a rate
card?) - Answer- They call on clients who can't afford agencies, work for the media and
provide ad agency
like services.
25.What is drive time period in radio? - Answer- 7-9 mornings and 5-7 evenings.
26.What is a major difference between advertising rates for newspapers as compared
with radio-TV? (radio -TV will offer special rates) - Answer- Competitive nature, not
newspapers, no competition.
27.What are the advantages of radio advertising? - Answer- Cheaper, less time, targets
certain audiences, visualize radio ads if well done.
