21) Brand advertising is also known as ________ advertising.

A) trade

B) local

C) consumer

D) corporate

E) public service

22) ________ advertising is sent from one business to another.

A) Brand

B) Retail

C) Direct-reponse

D) Institutional

E) Trade

23) ________ advertising focuses on establishing a corporate identity or winning the public over to the organization’s point of view.

A) Brand

B) National

C) Public service

D) Institutional

E) Business-to-business

24) Charities, foundations, associations, hospitals, orchestras, museums, and religious institutions advertise for customers, members, volunteers, and donations and other forms of program participation using which major type of advertising?

A) nonprofit

B) local

C) consumer

D) institutional

E) trade

25) Which major type of advertising is used to communicate a message on behalf of some good cause, such as stopping drug abuse, and is usually created by advertising professionals free of charge with the necessary time and space often donated by the media?

A) nonprofit

B) societal role

C) direct-response

D) business-to-business

E) public service

26) An advertising ________ is a set of related ads that are variations on a theme.

A) brand

B) market

C) campaign

D) position

E) target

27) In the evolution of advertising, which of the following came before the Early Age of Agencies?

A) the Early Age of Print

B) the Scientific Era

C) the Creative Revolution

D) the Era of Accountability

E) the Era of Integration

28) In the evolution of advertising, P.T. Barnum is known for which of the following?

A) conducting one of the first full ad campaigns

B) crafting the strategy of advertising as news

C) identifying the pulling power of headlines

D) scientifically measuring the effectiveness of advertisements

E) introducing the concept of status appeal

29) When did television commercials first come on the scene?

A) during the Great Depression

B) during World War II

C) during the 1950s

D) during the 1960s

E) during the Great Recession

30) The idea of positioning was developed in which era of the evolution of advertising?

A) the Early Age of Print

B) the Early Age of Agencies

C) the Scientific Era

D) the Creative Revolution

E) the Era of Accountability

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