Chapter 1 Flashcards
_ is the structured and composed non personal communication of information, usually paid for and usually persuasive in nature, about products or ideas by identified sponsors through various media.
Advertising
Which of the following statements about advertising is true?
Advertising has an identifiable sponsor
Since advertising is typically directed to groups of people rather than to individuals, advertising is defined as:
nonpersonal or mass communication
When Oren buys a cup of Starbucks coffee to drink and when Joachim buys New York Times newspaper to read on the train, both are acting as:
consumers
Which of the following organizations is most likely to benefit from a PSA?
United Way
Which of the following is the best example of a good?
greeting cards
Which of the following is the best example of a service?
a seminar on how to quit smoking
Which of the following is an example of a product?
all of the above: a dog obedience training course, a box of chocolate candy, the script for a new Broadway-bound musical, an idea for a new reality television show
Advertising reaches us through various channels of communication referred to as:
media
Which of the following is NOT an example of an advertising medium?
word of mouth between consumers
Of all the business functions, __ is the only function whose primary role is to bring in revenues.
marketing
___ is the process of planning and executing the conception, pricing, distribution, and promotion of ideas, goods and service, to create exchanges that satisfy the perceived needs, wants, and objectives of individuals and organizations.
marketing
which of the following is NOT one of the assumptions of the free-market economics that our market-driven society believes in?
presence of opportunity costs
as a marketing tool advertising as a marketing tool is used to:
increase product use
As a marketing tool, advertising is used for all of the following purposes EXCEPT:
to insure that all products are offered at everyday low prices
During the preindustrial age, most advertisements took the form of signs with symbols such as a beer tankard indicating a tavern because:
most people were illiterate and could not read
The period in the evolution of advertising that extended from the beginning of recorded history to roughly the start of the nineteenth century was called the
preindustrial age
What did the first ad in English advertise?
a prayerbook
Which of the following ages in the evolution of advertising was characterized but the Chinese inventing paper, Johannes Guttenberg inventing the printing press, and the Boston Newsletter beginning to carry advertisements that appealed to American colonists?
preindustrial age
In the history of advertising, the __ made possible the first advertising formats–posters, handbills,signs, and newspapers.
printing press
Benjamin Franklin
was the first American known to use illustrations in ads
During the __ age, manufacturers were principally concerned with production. The primary burden of marketing fell on the wholesalers. They used advertising primarily as an information vehicle. Advertising to the consumer was the job of the retailers and the large mail-order catalog companies.
industrializing
which of the following statements best describes how Volney b, Palmer influenced advertising?
in 1841, he set up the first professional advertising agency in the United States
What role did the firm N.W. Ayer & Son play in the history of U.S. advertising?
it was the first ad agency to charge a commission based on the “net cost of space”