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O' Guinn
Chapter 3
| Question | Answer |
|---|---|
| Great advertising uses the _______________________ to its advantage. | Contemporary culture |
| Successful advertisements covey a particular version of ___________________ and ______________. | Contemporary culture and society. |
| If you are in the Advertising business, you are in the ____________ and ________ business. | Contemporary culture and society business |
| Advertising came into being as a result of at least 4 major factors: | 1) The rise of capitalism 2) The Industrial Revolution 3) The Emergence of Modern Branding 4) The rise of modern mass media |
| Why did Advertising become a prominent part of the business environment? | With the rise of capitalism, profit maximizing organizations needed a way to stimulate demand. Advertising is one of those tools that does a damn good job of doing just that. |
| When did the Industrial Revolution begin? | 1750 in England |
| What set the scene for widespread industrialization? | The emergence of the principle of interchangeable parts, the perfection of the sewing machine in 1850 & the American Civil War a decade later |
| What revolution in transportation occurred in 1869 | The completion of the East-West connection of the United Sates |
| What investment principle resulted in the accumulation of large amounts of capital? | The Principle of Limited Liability ( 1840s) |
| From ________ to ________ the population of the U.S. nearly ________ from 12.8 million to _________. | 1830, 1860, 31.4million |
| What role did Urbanism play in the widespread use of advertising? | Growth and concentration of population provided the marketplaces that were essential to the widespread of advertising. |
| What were among the first branded consumer products? | Ivory (1882) Coca-Cola (1886) Budweiser (1891) Maxwell House (1892) |
| Brands command a _______ price than a commodity. | Higher. i.e. Ivory vs Soap |
| What invention set a communication revolution in motion? | The Telegraph in 1844 |
| What is the main supporter of mass media? | Advertising |
| How was Advertising shared with audiences in the Preindustrialization Era (Pre-1800)? | Printed advertisements appeared in news books; informational in nature & appeared on the last pages of the tabloid. |
| What is said to be the first newspaper advertisement in U.S. history? | 1704 in the Boston News Letter; 2 notices were printed under "Advertising" offering rewards for the return of merchandise stolen from an apparel shop |
| What did Advertising look like in its first 70 years? | Some illustrations were used, but they were more characteristic of classified notices that to product promotions in our media today |
| What are Dailies? | Newspapers as they were called in the mid 19th century (1850s) |
| Who is said to be the first advertising agent in the Era of Industrialization (1800-1875)? | Volney Palmer, Philadelphia |
| What did the first advertising agencies in the industrialization era do? | Essentially they worked for the newspapers by soliciting orders for advertising and collecting payment from advertisers. |
| Why did some firms risk their credit rating if they used advertising in the industrialization era? | Banks considered the practice a sign of financial weakness. |
| Which years are considered the Industrialization Era? | 1800-1875 |
| Which years are considered the P.T Barnum Era? | 1875-1918 |
| When did "modern" advertising begin? | Shortly after the Civil War |
| What is Consumer Culture? | A way of life centered on consumption, ushered by P.T. Barnum Era advertising. |
| When did advertising become a full-fledged industry? | P.T Barnum Era |
| Albert Lasker | Head of Lord & Thomas, Chicago. |
| Who is possibly the most influential agency of the P.T Barnum Era? | N.W. Ayer founded by Francis W. Ayer |
| Who was the most important copywriter of the P.T Barnum Era? | John E. Powers |
| Who created "reason why" advertising? | John e. Kennedy |
| What period is known to be the time of advertising legends? | The P.T. Barnum Era |
| What is interesting about the founders of modern advertising as we know it? | Several of them were the sons of preachers. These young men would have been exposed to public speaking and the passionate selling of ideas. |
| Advertising made unmarked commodities into …. | Social symbols and identity markers, and it allowed marketers to charge far more money for them. |
| Advertising was completely unregulated in the U.S. until _______. | 1906 |
| Pure Food & Drug Act (1906) | Required manufactures to list the active ingredients of their products on their labels. |
| What effect did the PF&D Act (1906) have on advertising? | Minimal; advertisers could continue to say just about anything -- an usually did. |
| Why is the advertising period of 1875-1918 known as P.T. Barnum? | The tone and spirit of advertising of this period owed more to P.T. Barnum "There's a sucker born every minute" than to any other influence. |
| What was characteristic of P.T. Barnum era ads? | Bold, carnivalesque, garish, and often full of dense copy that hurled incredible claims at prototype. |
| What are the main differences between P.T. Barnum era ads and today's ads? | More copy, very little color, very little photography, plenty of exaggeration and even some lies (yes lies). |
| Social and cultural change ... | Opens up opportunities for advertisers. |
| What dates mark The 1920s in advertisement? | 1918-1929 |
| How was advertising viewed after WW1? | It found respectability, fame, and even glamour. Working in an ad agency was the most modern of all professions; it was where the young, smart, & sophisticated worked & played. |
| What is The Chain of Needs? | Needs lead to products; new needs are created by the unintended side effects of modern times and new products; even newer products solve even newer needs, and on and on. |
| What divisions did ads in the 1920s emphasize? | The division between the public workspace, the male domain of the office, and the private, "feminine" space of the home; thus two separate consumption domains were created, with women placed in charge of the latter. |
| During the 1920s advertisers understood that ____% of household purchases were made by women. | 90 |
| When the social context of product use in advertising become critical? | 1920s |
| What agency was dominant during the 1920s era of advertising? | J. Walter Thompson |
| Who was the first prominent female advertising executive? | Helen Resor |
| Brands that can resolve _______ ______________ and soothe _______ ______________ will often be effective. | Cultural contradictions, social disruptions |
| By 1932, _____% of American workers were unemployed. | 25 |
| What changed about how people perceived advertising during The Depression Era (1929-1941)? | Advertising was part of big business, big greed, and big lust which had gotten american into the great economic depression; the public now saw it as more suspect, as it tempted & seduced people into excess. |
| How did the advertising industry respond to changed public perception for them during the great depression? | They adopted a tough, no-frills ad style. Harsher, more cluttered, inappropriately sexual, and often egregiously unethical. |
| What entertainment medium dominated in the 1930s? | Radio |
| Wheeler Lea Amendments | Added to the Federal Trade Commission Act in 1938; Dechlared "deceptive acts of commerce" to be against the law. Advertisers would have to be at least a little more careful now. |
| When did Internet advertising become truly viable? | Around 1993 |
| What is Consumer Generated Content? | Brand messages created and produced by consumers in a home-made style. i.e. Doritos Super Bowl ads |
| When was the Great Recession? | 2007-2009 |
| What is E-Business? | Business to Business promotion on the web in which companies selling business customers rely on the Internet to send messages and close sells. |
| What is Branded Entertainment? | The blending of advertising and integrated brand promotion with entertainment, primarily film, music and television programming. |
| What is Product Placement? | The significant placement of brands within films or television programs. |
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rrayos
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