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Question
Between 1930 and 1970, "Who says what to whom with what effect?" became the key question in American communications research.A) True
B) False
Answer
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Related questions
Q:
Radio and television stations have been less willing to air public service announcements since the deregulation of broadcasting in the 1980s.
A) True
B) False
Q:
Ivy Ledbetter Lee and Edward Bernays believed that public opinion was rational and difficult to influence.
A) True
B) False
Q:
Deadheading was the practice of giving reporters free rail passes with the tacit understanding that they would write glowing reports about rail travel.
A) True
B) False
Q:
P. T. Barnum used gross exaggeration, fraudulent stories, and staged events to secure newspaper coverage for his clients, his American Museum, and his circus.
A) True
B) False
Q:
Which of the following statements is true about the unsolicited commercial e-mail known as spam?
A) Most companies have stopped using it because consumers find it annoying.
B) It accounted for more than 85 percent of e-mail messages by 2010.
C) It is the only way advertisers can use the Internet to attract customers.
D) It is the dominant format of Web advertising.
E) None of the above options is correct.
Q:
In advertising, ______ coordinate the views and needs of clients, the creative team, and consumers to create an effective marketing strategy.
A) writers
B) space brokers
C) account planners
D) media doctors
E) media buyers
Q:
Which of the following is one of the WPP Group's top competitors?
A) Omnicom
B) Ogilvy & Mather
C) J. Walter Thompson
D) Peterson Milla Hooks
E) None of the above options is correct.
Q:
Hidden or disguised print or visual messages are called ______.
A) subliminal advertising
B) slogans
C) public service announcements
D) saturation advertising
E) spam
Q:
The public became increasingly cynical about advertising in the late 1890s and early 1900s because ______.
A) manufactured products always cost more than their advertised price
B) advertised products were frequently not available
C) advertisers forced newspapers to omit stories about their competitors
D) patent medicines made outrageous claims about what they could cure
E) society had become more urban and more trusting
Q:
Which of the following was an early brand name in the United States?
A) Eastman Kodak
B) Levi Strauss
C) Quaker Oats
D) Campbell Soup
E) All of the options are correct.
Q:
Under the 1998 tobacco settlement, all of the major cigarette companies agreed to pull their advertising from general audience magazines that had young readers.
A) True
B) False
Q:
Advertising has been increasingly targeted at children and teenagers because they influence roughly $500 billion in family spending every year.
A) True
B) False
Q:
Ads featuring the Marlboro cowboy use a persuasive strategy based on the association principle.
A) True
B) False
Q:
WPP is one of the four global mega-agencies that control over half the world's advertising revenues.
A) True
B) False
Q:
Mega-agencies are not seen as a threat to the independence of smaller advertising firms.
A) True
B) False
Q:
The Ad Council produces public service announcements (PSAs) at no cost to the client.
A) True
B) False
Q:
Some of the first American advertising agencies were space brokers,who bought space in newspapers and sold it to their clients.
A) True
B) False
Q:
About 80 percent of early newspaper and magazine advertisements covered three subjects: land sales, transportation announcements, and runaway slaves.
A) True
B) False
Q:
In an effort to attract more viewers, the four major TV networks have reduced the number of commercials aired during prime time.
A) True
B) False
Q:
____________________ has become the dominant form of Web advertising.
Q:
Which of the following statements about the advertising of prescription drugs is true?
A) Pharmaceutical companies have started direct-to-consumer marketing via text messages and Facebook.
B) Pharmaceutical companies have engaged in "disease awareness" campaigns in order to build markets for their products.
C) Pharmaceutical companies are spending billions of dollars to advertise their prescription drugs to the public.
D) The United States and New Zealand are the only countries that allow the direct advertisement of prescription drugs to consumers.
E) All of the options are correct.
Q:
Channel One is an example of ______.
A) an online service that tracks the success and placement of VNRs
B) a campaign finance reform initiative
C) a boutique agency
D) advertising in schools
E) an ABC subsidiary
Q:
Which of the following is the form of advertising in which sponsors pay to have their products seen in TV programs and movies?
A) Billboarding
B) Integrated advertising
C) Product placement
D) Program exposure
E) Pseudo-consumerism
Q:
Which of the following is not an example of the association principle of advertising at work?
A) A store puts up extra flags and red, white, and blue decorations to create an image of national pride.
B) A commercial shows a man surrounded by attractive women after using a brand of cologne.
C) A noisy, high-powered, gas-guzzling vehicle is shown in a rustic setting.
D) A brand of candy bar made by a major candy company is portrayed as a "working-class treat" made by local efforts.
E) An ad for a "green" cleaning product shows the bottle in a woodland setting.
Q:
An owner of a discount appliance store who dresses in a goofy costume and yells at the camera is making use of ______.
A) the plain-folks pitch
B) the hidden-fear appeal
C) subliminal advertising
D) overt advertising
E) irritation advertising
Q:
A company that wants to get consumers to buy a more expensive version of an item, such as fancy bottled water, might try which persuasive technique?
A) Famous-person testimonial
B) Plain-folks pitch
C) Snob-appeal approach
D) Bandwagon effect
E) Irritation advertising
Q:
______________________ editors attend to specific problems in writing or length in a book manuscript.
Q:
While e-books can be read off computers and smartphones, devices created specifically for reading e-books are called ______________________.
Q:
______________________ are sold from racks in drugstores, supermarkets, and airports as well as in bookstores.
Q:
A fine parchment made from treated animal skin, ______________________ was used in the Gutenberg Bibles.