Test your knowledge of the last lesson. If you are unsure of any of the answers, review Lesson 3 notes

1. Between 1880 and 1900 there was the realization that advertising couldn't increase sales or create desires.

a. true
b. false

2. This process that began in the late 1800s created specific distinctive demand. Many locally produced goods were sold in bins without names other than what the product was. This process is

a. branding
b. direct mail
c. distribution
d. all the above

3. Called " The easy food- easy to buy-easy to eat"________ had "personality"- a brand name that distinguished it before it was bought and was marketing's first brand packaged success.

a. Quaker Oats
b. Aunt Jemima Pancake Mix
c. Kellogg's Corn Flakes
d. Spam

4. A(n) _________________ guaranteed a certain standard and enabled manufactures to suggest consumers should not accept a substitute and ask for the product by name

a. package
b. trademark
c. C.O.D.
d. stamp

5. The _____________________era encouraged desire to be fashionable- acquire goods that show you are worth something -rise up in class; men and women were encouraged to overdress, use over stuffed furniture, clutter their homes with symbols of mass production

a. Pre Victorian
b. Consumer Economy
c. Victorian
d. Post Victorian

6. John Powers in 1880 became known for

a. his understated honesty
b. using a few words as a headline, brief anecdotes and catchy slogans
c. his ads for Wanamakers
d. all the above

7. ______________ said, "The first thing one must do to succeed in advertising is to have the attention of the reader. That means to be interesting. The next thing is to stick to the truth, and that means rectifying whatever's wrong in the merchant's business. If the truth isn't tellable, fix it so it is. That is about all there is to it"

a. PT Barnum
b. John Powers
c. Patrick Towle
d. George Brown

8. Up until 1870s ads generally were blaring lists of overstatements

a. true
b. false

9. John Powers was known for

a. raising the standard of advertising with his honest ads
b. lowering the standard of advertising with his hard sell approach
c. using exaggerating his products effectiveness
d. none of the above

10. In general a good slogan was

a. brief, appropriate, simple,
b. memorable, easy to repeat
c. needed to reinforce a key theme of product
d. all of the above

11. George Eastman's product the _________________ made this past time popular for everyone and also changed the face of advertising.
a. radio
b. Kodak camera
c. automobile
d. television

12. Known for his western scenes for Smith and Wesson artist __________________ created original art for ads.

a. Frederick Remington
b. Erte
c. Andy Warhol
d. Randolph Hearst

13. In the 1800s ads, packages and trademarks perpetuated gross stereotypes. Companies who were accused of this included

a. Smith and Wesson
b. Aunt Jemima pancake
c. Cream of Wheat
d. both 'b' and 'c' are true

14. The Spotless Town created for ___________became familiar in popular culture- in speeches and in plays.

a. Sapolio Soap
b. Dutch Cleanser
c. Michelin Tires
d. Uncle Remus

15. Pemberton's French Wine Coca was the original name of

a. Pepsi Cola
b. Coca Cola
c. Royal Crown Cola
d. Old Sailor Cola

16. Advertised as a "delicious, exhilarating, refreshing and invigorating" soda-fountain beverage and the ideal "temperance drink." It is

a. 7 Up
b. Pepsi Cola
c. Coca cola
d. Canada dry Ginger Ale

17. ____________ were initially marketed as healthy, energy sources, for headache, exhaustion or even as Brain food.

a. Quaker Oats
b. soda's like Pepsi, Dr. Pepper and Ginger Ale
c. Kellogg's cereals
d. Aspirins

18._____________ manufacturers showed they could sell an item over $100 to the masses with the introduction of the _________in 1889.
a. Automobile/ model T
b. Bicycle/ safety bicycle
c. Camera/ Kodak
d. Rifle/ Smith and Wesson Revolver

19. Early ____________ads showed mechanical aspect; some claimed 21 engineers inspected every detail before the product left the shop. Later the ads focused on sport, fun and freedom in countryside.

a. bicycle
b. camera
c. airplane
d. train

20. Early advertising agencies include

a. NW Ayer &Son, J Walter Thompson , Lord & Thomas, and Bates
b. Jameson Smith & Son, Walter Greenfield , and Jessie Wilcox agency
c. Jones, Jones & Co., Studebaker & Stuart , Ford Agency
d. all of the above

21. In 1895 Anson McKim in Montreal formed the ______________________.

a. first Canadian newspaper
b. first Canadian advertising agency
c. first Canadian bicycle company
d. first canadian radio station

22. Meme theory explains why Hush Puppies suddenly became chic, even though the company did nothing to promote this image.
a. True
b. False

23. Diffusion of innovations refers to the process by which a new product, service, or idea spreads throughout a population.
a. True
b. False