ADPR 3100 UGA EVANS TEST 3 STUDY
GUIDE QUESTIONS AND SOLUTIONS 2026
CORRECT ANSWERS GRADED A+
⩥ advertising (new view). Answer: brand-initiated communication intent
on impacting participants (Dahlen & Rosengren)
⩥ advertising campaign. Answer: an integrated series of ads or
promotions that communicate a central theme or idea
⩥ Integrated Brand Promotion (IBP). Answer: Coordinating promotional
tools with advertising to build and maintain brand awareness, identity,
and preference
⩥ advertising eras. Answer: Pre-marketing era, Mass communication
era, Research era, Interactive era
⩥ premarketing era. Answer: pre printing press
⩥ mass communication era. Answer: 1700s to early 1900s. Newspapers,
magazines, and radio
, ⩥ research era. Answer: 1920s to current. History in psych.-> what
motivates, how to segment on demographics, psychographics, now BIG
DATA!
⩥ interactive era. Answer: Current with focus on consumer control, use
of interactive devices, and social media. (REAL TIME); consumer
values now dicatate advertising
⩥ influences on the evolution of advertising. Answer: 1. Rise of
capitalism -> competition
2. Industrial revolution -> mass production (more products=more need
to sell)
3. Manufacturer's pursuit of power -> branding (consumer preferences)
4. Rise of mass media -> advertisers drive media prices down (more
accessible)
⩥ holding companies. Answer: parent companies of many different
agencies
⩥ role of ad agencies. Answer: For Businesses (advertising)
- Agencies managed advertising placement
For Media Companies (such as newspapers)
- Agencies took over billing
GUIDE QUESTIONS AND SOLUTIONS 2026
CORRECT ANSWERS GRADED A+
⩥ advertising (new view). Answer: brand-initiated communication intent
on impacting participants (Dahlen & Rosengren)
⩥ advertising campaign. Answer: an integrated series of ads or
promotions that communicate a central theme or idea
⩥ Integrated Brand Promotion (IBP). Answer: Coordinating promotional
tools with advertising to build and maintain brand awareness, identity,
and preference
⩥ advertising eras. Answer: Pre-marketing era, Mass communication
era, Research era, Interactive era
⩥ premarketing era. Answer: pre printing press
⩥ mass communication era. Answer: 1700s to early 1900s. Newspapers,
magazines, and radio
, ⩥ research era. Answer: 1920s to current. History in psych.-> what
motivates, how to segment on demographics, psychographics, now BIG
DATA!
⩥ interactive era. Answer: Current with focus on consumer control, use
of interactive devices, and social media. (REAL TIME); consumer
values now dicatate advertising
⩥ influences on the evolution of advertising. Answer: 1. Rise of
capitalism -> competition
2. Industrial revolution -> mass production (more products=more need
to sell)
3. Manufacturer's pursuit of power -> branding (consumer preferences)
4. Rise of mass media -> advertisers drive media prices down (more
accessible)
⩥ holding companies. Answer: parent companies of many different
agencies
⩥ role of ad agencies. Answer: For Businesses (advertising)
- Agencies managed advertising placement
For Media Companies (such as newspapers)
- Agencies took over billing
