MCOM 1300 STUDY TEST QUESTIONS
AND CORRECT ANSWERS ALREADY
PASSED
What is the Adult Bureau of Circulations? - Answer- 1914, formed to assure accurate
periodical audits and statements of newspaper and magazines, circulations to do with
election
What was the Wheeler- Lee Act? - Answer- 1938, passed to protect the consumer
against false advertising, gave regulations authority over advertising to the FTC
Describe the impact of advertising in World War I and World War II. - Answer- WWI-
campaigns were successful, shot advertising in the arm.
WWII- success in selling war bonds and other patriotic causes. Sell Ideas as well as
products and services
What is the advertising council? - Answer- War advertising council-> Advertising council
(Smokey the Bear, Red Cross, etc)
What is "positioning"? - Answer- "Comparative advertising" Consider not only the
products and strengths and weaknesses but those or its competitors
What have advertising people tried to do in regard to being considered "professional"? -
Answer- Efforts to clean up the profession.
What are the principle criticisms of advertising? - Answer- Agee Ault and Emery.
-persuades us to buy services/goods that we can't afford
-appeals to emotions over intellect
-Obtrusive and repetitions
-too much is false, deception and in bad taste
-expensive and wasteful
What is the principal government agency that deals with advertising? - Answer- FTC-
Federal Trade Commission
Why have consumer groups targeted advertising? - Answer- Visible form of any
business
What is the Truth in Lending Act? - Answer- Required disclosure the annual interest rate
on revolving charge accounts. 1968
, What is the definition given in class of advertising? 4 parts. - Answer- 1. Paid For
2. Non Personal Selling, Mass selling
3. Presentation and Promotion of goods, services, and ideas
4. Identified
After World War II describe the growth of advertising. - Answer- 1. Growth in size and
number of agencies
2. Availability of TV as a new selling device
3. Use of research to provide facts about products and to discover motivations of
consumers
4. Greater credibility in advertising
5. Expansion of American Agencies overseas to tie with the growing world economy
6. Increased effort for self-improvement, self criticism and ultimately,professionalization
Describe what the creative department of an ad agency does. - Answer- Takes the idea,
research, brainstorm and creates campaign
How do ad agencies make money? - Answer- Charges the media 15% of the ad. (plus a
service charge of 2.65%)
How competitive is the ad agency business? - Answer- Extremely
What is the role of the account executive in an ad agency? - Answer- The liaison
between agency and client
What do media sales reps do? Whom do they call on? How do they use a rate card? -
Answer- Preform advertising agencies type services for clients who cannot afford ad
agencies. Sales advertising by day cards- time of day ad appears call on client list. Rate
card- very inflexible, column inch
What is the drive time period in radio? - Answer- 7-9am, 5-7pm
What is a major difference between advertising rates for newspapers as compared with
radio?TV? - Answer- Radio- 60% income from local ads.
Radio and TV offer special rates
What are the advantages of radio advertising? - Answer- Cheap production time short,
frequency is repetitive, good quality of sound effects use of imagination.
What is different about industrial advertising? - Answer- Employ one person to as many
as 400
Public does not see it
What is probably the chief characteristic that an ad person needs to have? - Answer-
The ability to write
AND CORRECT ANSWERS ALREADY
PASSED
What is the Adult Bureau of Circulations? - Answer- 1914, formed to assure accurate
periodical audits and statements of newspaper and magazines, circulations to do with
election
What was the Wheeler- Lee Act? - Answer- 1938, passed to protect the consumer
against false advertising, gave regulations authority over advertising to the FTC
Describe the impact of advertising in World War I and World War II. - Answer- WWI-
campaigns were successful, shot advertising in the arm.
WWII- success in selling war bonds and other patriotic causes. Sell Ideas as well as
products and services
What is the advertising council? - Answer- War advertising council-> Advertising council
(Smokey the Bear, Red Cross, etc)
What is "positioning"? - Answer- "Comparative advertising" Consider not only the
products and strengths and weaknesses but those or its competitors
What have advertising people tried to do in regard to being considered "professional"? -
Answer- Efforts to clean up the profession.
What are the principle criticisms of advertising? - Answer- Agee Ault and Emery.
-persuades us to buy services/goods that we can't afford
-appeals to emotions over intellect
-Obtrusive and repetitions
-too much is false, deception and in bad taste
-expensive and wasteful
What is the principal government agency that deals with advertising? - Answer- FTC-
Federal Trade Commission
Why have consumer groups targeted advertising? - Answer- Visible form of any
business
What is the Truth in Lending Act? - Answer- Required disclosure the annual interest rate
on revolving charge accounts. 1968
, What is the definition given in class of advertising? 4 parts. - Answer- 1. Paid For
2. Non Personal Selling, Mass selling
3. Presentation and Promotion of goods, services, and ideas
4. Identified
After World War II describe the growth of advertising. - Answer- 1. Growth in size and
number of agencies
2. Availability of TV as a new selling device
3. Use of research to provide facts about products and to discover motivations of
consumers
4. Greater credibility in advertising
5. Expansion of American Agencies overseas to tie with the growing world economy
6. Increased effort for self-improvement, self criticism and ultimately,professionalization
Describe what the creative department of an ad agency does. - Answer- Takes the idea,
research, brainstorm and creates campaign
How do ad agencies make money? - Answer- Charges the media 15% of the ad. (plus a
service charge of 2.65%)
How competitive is the ad agency business? - Answer- Extremely
What is the role of the account executive in an ad agency? - Answer- The liaison
between agency and client
What do media sales reps do? Whom do they call on? How do they use a rate card? -
Answer- Preform advertising agencies type services for clients who cannot afford ad
agencies. Sales advertising by day cards- time of day ad appears call on client list. Rate
card- very inflexible, column inch
What is the drive time period in radio? - Answer- 7-9am, 5-7pm
What is a major difference between advertising rates for newspapers as compared with
radio?TV? - Answer- Radio- 60% income from local ads.
Radio and TV offer special rates
What are the advantages of radio advertising? - Answer- Cheap production time short,
frequency is repetitive, good quality of sound effects use of imagination.
What is different about industrial advertising? - Answer- Employ one person to as many
as 400
Public does not see it
What is probably the chief characteristic that an ad person needs to have? - Answer-
The ability to write
