Media and Ethics Quiz Chp 11 by cL9Y259B


									                             Media and Ethics Quiz Chp. 11

Name: ___________________________________             Date: ______________

Choose the best answer to each question:

1. According to historians, advertising has existed since 3000 B.C., when wooden or
    stone signs were placed outside shops in ancient Babylon.
A) True
B) False

2. One twentieth-century trend associated with advertising was the transition from a
    producer to a consumer society.
A) True
B) False

3. Commercial speech is a right guaranteed by the First Amendment.
A) True
B) False

4. Television networks are unwilling to air issue-based advertising that might upset their
     traditional advertisers.
A) True
B) False

5. About 80 percent of early advertisements covered three subjects: land sales,
    transportation announcements, and runaway slaves.
A) True
B) False

6. In the twentieth century, advertising
A) Influenced the change from a producer-driven to a consumer-driven economy
B) Stimulated demand for new products
C) Showed how new products improved daily life
D) All of the above
7. VALS research for advertising refers to
 A) Emotional, social, and economic audience profiles
 B) Profiles of advertising sales by geographic region
 C) Viceroy's Analysis of Liminal Sensations
 D) The study of audience attention spans

8. The form of advertising in which sponsors pay to have their products seen in TV
     programs and movies is called
A) Billboarding
B) Integrated advertising
C) Product placement
D) Program exposure
E) Pseudo-consumerism

9. A recent Saturn ad shows a salesman talking about how his father taught him to be
     honest and hardworking and to understand the value of treating people fairly. In this
     ad, Saturn demonstrates
A) An appeal to the bandwagon effect
B) Propaganda
C) A plain folks appeal
D) Famous person testimonial
E) Myth analysis

10. “Branding” is an advertising trend that
A) Is focused on a general company image rather than a particular product
B) Is focused on global holdings rather than local distribution
C) Is focused on overseas markets rather than the domestic market
D) Is focused on sports-related merchandising
E) All of the above

11. What was the first novel to be written on a typewriter?
A) Huckelberry Finn
B) Little Women
C) Tom Sawyer
D) Uncle Tom's Cabin

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