ADPR 3100 Test 1, ADPR 3100 Evans test 1 UPDATED ACTUAL QUESTIONS AND
CORRECT ANSWERS
Centralized Exchange A system of trade and marketing through specialized intermediaries rather than
the direct exchange of goods between buyers and producers.
Claude Hopkins This person conducted direct-mail and coupon-response research in the 1920s to
gather information about effective advertising messages.
a Babylonian Clay Tablet This was the earliest known evidence of advertising dating back to 3000 BC,
which bears inscriptions for an ointment dealer, a scribe, and a shoemaker.
Hoarding First printed outdoor signs - the forerunner of modern advertising.
The Interactive Era (4) In this era, communication will increasingly be controlled by consumers who will
determine when and where they can be reached with promotional messages.
John Powers This person is considered to be the first true copywriter.
John Watson This person is the "father of behavioral research" and was one of the earliest
researchers to study the underlying motivations of consumer purchasing.
Johannes Gutenberg This person invented the movable type that brought printing to the West in 1440.
The Oxford Gazette What was the first English newspaper, published in 1665?
Publick Occurrences What was the first colonial newspaper published in Boston in 1690 that was
promptly banned by the governor after one issue?
The Boston Newsletter What was the first American newspaper to carry advertising, published in 1704?
Volney Palmer Who is generally credited with starting the first advertising agency in 1841?
American Association of Advertising Agencies What is the national organization of advertising agencies called?
Marion Harper Who founded the Interpublic Group in 1954?
The Interpublic Group (1954) This sought to provide a holding company for separate agencies that could then
serve competing accounts. By 1960, this not only controlled a number of agencies
but also owned subsidiaries that conducted research, provided television
production, and handled the public relations needs of clients.
, Pure Food and Drug Act (1906) Passed in 1906 by legislation, this was one of the earliest attempts by the federal
government to protect consumers.
Citizen Media The relationship between consumers and advertisers implying more control by
users of communication rather than by providers.
Convergence The blending of various facets of marketing functions and communication
technology to create more efficient and expanded synergies.
Return On Investment (ROI) One measure of the efficiency of a company is the rate of return (profits) achieved
by a certain level of investment on various business functions including
advertising.
Marketing Mix Combination of marketing functions, including advertising, used to sell a product.
(Product, Price, Place, Promotion).
Sales Promotion An extra incentive for a customer to make an immediate purchase.
Trade Promotions These promotions are used to persuade the distributors to carry a brand or give it
an advantage such as favorable shelf space.
Public Relations Communication with various internal & external publics to create an image for a
product or corporation.
Advertising This is a message paid for by an identified sponsor and usually delivered through
some medium of mass communication.
Exchange Theory This theory suggests that market transactions will take place only to the extent
that both buyers and sellers see value in the process.
Technology and Consumer Control What 2 things are reshaping the communications environment today?
(1) Paid for In the old school view of advertising, three criteria must be met for a
(2) Mass Media communication to be classified as advertising:
(3) Persuade 1. The communication must be __________ _.
2. The communication must be delivered through ____________ _.
3. The communication must be attempting to ______ _.
Brands communicating with people What is the "new view" definition of advertising?
True T or F: Advertising is a part of IBP process.
Media Companies Ad agencies took over billing and created a new revenue source for these.
CORRECT ANSWERS
Centralized Exchange A system of trade and marketing through specialized intermediaries rather than
the direct exchange of goods between buyers and producers.
Claude Hopkins This person conducted direct-mail and coupon-response research in the 1920s to
gather information about effective advertising messages.
a Babylonian Clay Tablet This was the earliest known evidence of advertising dating back to 3000 BC,
which bears inscriptions for an ointment dealer, a scribe, and a shoemaker.
Hoarding First printed outdoor signs - the forerunner of modern advertising.
The Interactive Era (4) In this era, communication will increasingly be controlled by consumers who will
determine when and where they can be reached with promotional messages.
John Powers This person is considered to be the first true copywriter.
John Watson This person is the "father of behavioral research" and was one of the earliest
researchers to study the underlying motivations of consumer purchasing.
Johannes Gutenberg This person invented the movable type that brought printing to the West in 1440.
The Oxford Gazette What was the first English newspaper, published in 1665?
Publick Occurrences What was the first colonial newspaper published in Boston in 1690 that was
promptly banned by the governor after one issue?
The Boston Newsletter What was the first American newspaper to carry advertising, published in 1704?
Volney Palmer Who is generally credited with starting the first advertising agency in 1841?
American Association of Advertising Agencies What is the national organization of advertising agencies called?
Marion Harper Who founded the Interpublic Group in 1954?
The Interpublic Group (1954) This sought to provide a holding company for separate agencies that could then
serve competing accounts. By 1960, this not only controlled a number of agencies
but also owned subsidiaries that conducted research, provided television
production, and handled the public relations needs of clients.
, Pure Food and Drug Act (1906) Passed in 1906 by legislation, this was one of the earliest attempts by the federal
government to protect consumers.
Citizen Media The relationship between consumers and advertisers implying more control by
users of communication rather than by providers.
Convergence The blending of various facets of marketing functions and communication
technology to create more efficient and expanded synergies.
Return On Investment (ROI) One measure of the efficiency of a company is the rate of return (profits) achieved
by a certain level of investment on various business functions including
advertising.
Marketing Mix Combination of marketing functions, including advertising, used to sell a product.
(Product, Price, Place, Promotion).
Sales Promotion An extra incentive for a customer to make an immediate purchase.
Trade Promotions These promotions are used to persuade the distributors to carry a brand or give it
an advantage such as favorable shelf space.
Public Relations Communication with various internal & external publics to create an image for a
product or corporation.
Advertising This is a message paid for by an identified sponsor and usually delivered through
some medium of mass communication.
Exchange Theory This theory suggests that market transactions will take place only to the extent
that both buyers and sellers see value in the process.
Technology and Consumer Control What 2 things are reshaping the communications environment today?
(1) Paid for In the old school view of advertising, three criteria must be met for a
(2) Mass Media communication to be classified as advertising:
(3) Persuade 1. The communication must be __________ _.
2. The communication must be delivered through ____________ _.
3. The communication must be attempting to ______ _.
Brands communicating with people What is the "new view" definition of advertising?
True T or F: Advertising is a part of IBP process.
Media Companies Ad agencies took over billing and created a new revenue source for these.
