Test your knowledge of the previous lesson. If you are unsure of any of the answers review Lesson 4

1. Earnest Elmo Calkins created ads for Arrow shirt, Pheobe Snow on the Road of Anthracite. Which of the following is true

a. He focused attention on "the look" that would stop a reader from turning a page
b. He focused attention on where the ad ran
c. He focused attention on the budget
d. all the above are false

2. _____________developed verses promoting a clean comfortable trip on the Road of Anthracite introducing a series about fictional Phoebe Snow's travels using a score of jingles. The campaign made Phoebe a household name and lasted 6 years. His pictorial story-telling style was widely copied. He was known for focusing on 'the look' of the ad.

a. John Powers
b. John Wanamaker
c. Anson McKim
d. Earnest Elmo Calkins

3. In 1900s with a volume of ads, readers stopped responding and advertisers were forced to try a harder sell and adopt what was called

a. demand ads
b. reason-why ads
c. scientific advertising
d. psychological ads

4. ___________marketing occurs when you take some behind-the-scenes feature or benefit of your product or business -- something that your industry universally uses or does as a standard practice -- and make it a central feature of your advertising campaign and marketing message.

a. Preemptive
b. Redemptive
c. Claim
d. Feature

5. "Washed with Live Steam" Schlitz beer's claim is an example of

a. Claude Hopkins' preemptive marketing
b. Maxwell Parrish's redemption appeal
c. soft sell
d. none of the above

6. During 1900s advertisers tried to appeal to women's success-marrying well and building a family. All of the following are true except

a. Helen Landsdowne Resor used the approach in her woodbury's soap ad "A skin you love to touch"
b. the approach is consistent with a reason-why emotional appeal
c. the approach is not consistent with a reason-why emotional appeal

7. Helen Landsdowne Resor's ads

a. had an editorial style that attracted attention with a gentle sell giving specific reasons to purchase often with coupons
b. used an in your face sell with large colour illustrations and little body copy
c. appealed to men who didn't understand women
d. were not selling beauty, love, envy and admiration which beauty engenders

8. Atmospheric advertising is focused on the pleasure the product would provide and is another name for

a. editorial style
b. impressionistic copy
c. realism
d. art nouveau

9. In the 1900s the reason-why technique and the atmospheric approaches coexisted. Which of the following is true

a. Generally the reason-why technique worked best for small, inexpensive items.
b. Reason-why technique worked well for large, expensive items not bought on impulse
c. The atmospheric approach worked best for small, inexpensive items.
d. The atmospheric approach didn't work for large expensive items not bought on impulse.

10. The first ads for ____________were silhouettes with technical information and an effort to make clear they were safe

a. light bulbs
b. bicycles
c. automobiles
d. radios

11. Early automobile ads showed silhouettes and gave technical information but by 1910 the approached changed and showed illustrations of people in cars enjoying the open road and by 1915 it was "the look" and a status appeal

a. true
b. false

12. To keep their products in the public eye many companies wrote stories about how they were helping the war

a. true
b. false

13. Entering World War I boosted advertising

a. true
b. false