MKT 4350 (advertising) Exam 1 with
Complete Solutions
T or F: examples of very early ads date back to 4000 BC - ANSWER-True
The first printed ad in english dates back to ______ - ANSWER-1477
Definitions of Advertising - ANSWER-Originally: to announce
AMA: Any paid form of non-personal communication about an organization, product,
service, or idea by an identified sponsor
Three criteria to be classified as advertising - ANSWER--communication must be paid
for
-communication must be delivered through mass media
-communication must be attempting to persuade
advertisements - ANSWER-general messages designed to persuade an audience
advertising campaign - ANSWER-an integrated series of ads and promotions that
communicate a central theme or idea
integrated brand promotion (IBP) - ANSWER-coordinating promotional tools with
advertising to build and maintain brand awareness, identity, and preference
advertising in mktg and brand promo: - ANSWER--advertising & Mktg. mix (promotion)
-adv. in brand dev. & mgmt.
-adv. in mkt. segmentation, differentiation, positioning
-adv. in revenue & profit generation
What does marketing do? - ANSWER-create exchanges to satisfy needs and wants of
customers and companies
advertising platform launch dates - ANSWER-newspaper: 1704
billboard: 1835
radio: 1920
television: 1941
internet: 1993
Why are advertisements a good way to track social changes? - ANSWER--progression
of values over the years
-you can easily see the beliefs, what is acceptable at the time, sexism, racism, etc.
, T or F: Because ads reflect/mirror society, they can help tell you what time it is and
where in the world the ad is from - ANSWER-True
T or F: 1st tv ad cost $9 to air in 1941 - ANSWER-True. By Bulova Watches. TV ads
mainly became popular later on in 50s
Pros and Cons of Advertising Effect on Mass Media - ANSWER-Pros:
-if not for advertising, then every show would cost you money
-ads foster diverse & affordable mass media that provide info
Cons:
-ads affect and control programs
-advertainment has made it worse
T or F: there is deception and misleading statements typically made in advertising. they
have no ethics - ANSWER-False. While some may try to do so, there is government
regulation which states that companies must not make misleading or false claims. They
must be able to prove their claims in court
Ethical Aspects of Advertising - ANSWER--Puffery (exaggeration) is legal as long as a
reasonable adult could decipher it as so
-Cannot legislate against emotional appeals
Ethical Aspects of Advertising to Children - ANSWER--advertising promotes
superficiality/materialism (parents should take responsibility tho)
-children are inexperienced and easy prey
-persuasion to kids creates parent-child conflict
Areas of Advertising Regulation - ANSWER-Deception and Unfairness, Competitive
Issues, Comparison Advertisements
3 primary regulatory agents - ANSWER--government bodies
-industry organizations
-consumers
Consumerism in Advertising - ANSWER-Started in 1970s. Grassroots consumer
movements like boycotting companies that put out unethical ads
*Father of consumerism*: Ralph Nader
consumer behavior - ANSWER-a wide spectrum of things that affect, derive from, or
form the context of human consumption
2 perspectives of looking at consumer behavior - ANSWER--consumers are systematic
decision makers (maximize benefits, deliberate)
Complete Solutions
T or F: examples of very early ads date back to 4000 BC - ANSWER-True
The first printed ad in english dates back to ______ - ANSWER-1477
Definitions of Advertising - ANSWER-Originally: to announce
AMA: Any paid form of non-personal communication about an organization, product,
service, or idea by an identified sponsor
Three criteria to be classified as advertising - ANSWER--communication must be paid
for
-communication must be delivered through mass media
-communication must be attempting to persuade
advertisements - ANSWER-general messages designed to persuade an audience
advertising campaign - ANSWER-an integrated series of ads and promotions that
communicate a central theme or idea
integrated brand promotion (IBP) - ANSWER-coordinating promotional tools with
advertising to build and maintain brand awareness, identity, and preference
advertising in mktg and brand promo: - ANSWER--advertising & Mktg. mix (promotion)
-adv. in brand dev. & mgmt.
-adv. in mkt. segmentation, differentiation, positioning
-adv. in revenue & profit generation
What does marketing do? - ANSWER-create exchanges to satisfy needs and wants of
customers and companies
advertising platform launch dates - ANSWER-newspaper: 1704
billboard: 1835
radio: 1920
television: 1941
internet: 1993
Why are advertisements a good way to track social changes? - ANSWER--progression
of values over the years
-you can easily see the beliefs, what is acceptable at the time, sexism, racism, etc.
, T or F: Because ads reflect/mirror society, they can help tell you what time it is and
where in the world the ad is from - ANSWER-True
T or F: 1st tv ad cost $9 to air in 1941 - ANSWER-True. By Bulova Watches. TV ads
mainly became popular later on in 50s
Pros and Cons of Advertising Effect on Mass Media - ANSWER-Pros:
-if not for advertising, then every show would cost you money
-ads foster diverse & affordable mass media that provide info
Cons:
-ads affect and control programs
-advertainment has made it worse
T or F: there is deception and misleading statements typically made in advertising. they
have no ethics - ANSWER-False. While some may try to do so, there is government
regulation which states that companies must not make misleading or false claims. They
must be able to prove their claims in court
Ethical Aspects of Advertising - ANSWER--Puffery (exaggeration) is legal as long as a
reasonable adult could decipher it as so
-Cannot legislate against emotional appeals
Ethical Aspects of Advertising to Children - ANSWER--advertising promotes
superficiality/materialism (parents should take responsibility tho)
-children are inexperienced and easy prey
-persuasion to kids creates parent-child conflict
Areas of Advertising Regulation - ANSWER-Deception and Unfairness, Competitive
Issues, Comparison Advertisements
3 primary regulatory agents - ANSWER--government bodies
-industry organizations
-consumers
Consumerism in Advertising - ANSWER-Started in 1970s. Grassroots consumer
movements like boycotting companies that put out unethical ads
*Father of consumerism*: Ralph Nader
consumer behavior - ANSWER-a wide spectrum of things that affect, derive from, or
form the context of human consumption
2 perspectives of looking at consumer behavior - ANSWER--consumers are systematic
decision makers (maximize benefits, deliberate)
