Test Bank for Contemporary Advertising and Integrated

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1259548155 9781259548154
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Chapter 02

The Big Picture: The Evolution of Advertising and IMC

True / False Questions

1. Economics has created the need for advertising and has made it a staple of the free enterprise
system.

True False

2. A market economy is characterized by two assumptions: the interest of the community and the
presence of externalities.

True False

3. Open competition between self-interested sellers advertising to self-interested buyers leads to

greater product availability at more competitive prices.

True False

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4. The sale or consumption of products rarely benefits or harms other people who are not involved
in the transaction and who did not pay for the product.

True False

5. The assumptions characterizing a market economy describe an ideal economy, not one that
actually exists.

True False

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6. The most significant function of advertising is to lower the overall cost of sales.

True False

7. In a free-market economy, when one company starts making significant profits, other companies
immediately jump in to compete.

True False

8. Messages aimed to encourage trade were unheard of in pre-industrial societies.

True False

9. Benjamin Franklin was the first American known to use illustrations in ads.

True False

10. The emergence of urban markets following the Industrial Revolution hindered the growth of
advertising.

True False

11. The advertising industry existed before the industrial age.

True False

12. The American profession of advertising began when Volney B. Palmer set up business in
Philadelphia in 1841.

True False

13. A. C. Nielsen produced the earliest catalogs, bringing a wide variety of products to new, rural
markets.

True False

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14. A vodka company using the slogan "Spirit for the Spirited" in order to enhance the appeal of its
brand is using product differentiation.

True False

15. A product's unique selling point is a feature that differentiates it from competitive products.

True False

16. Market segmentation is a process by which manufacturers seek to portray their brands as
different from and better than the competition by offering consumers quality, variety, and
convenience.

True False

17. Demarketing is used by marketers primarily to identify unique groups of people whose needs can
be addressed through more specialized products.

True False

18. A megamerger occurs when big multinational companies buy other big companies in orderto
expand globally.

True False

19. Beginning around 1980, the postindustrial age has been a period of relative stability.

True False

20. The marketing world of the postindustrial age was characterized by competition intensified by
lower trade barriers and growing international trade.

True False

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21. Larry Page and Sergey Brin developed AdWords, an advertising program, that eventually
generated billions in profits.

True False

22. The importance of advertising in individual countries depends on the country's level of
development and national attitude toward promotion.

True False

23. Small companies and product marketers that appeal to a limited clientele use TV to reach
audiences with unique interests.

True False

24. Advertising has been a major factor in improving the standard of living in the United States and
around the world.

True False

25. Advertising helps create personalities for products in the market.

True False

Multiple Choice Questions

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26. Which of the following is an assumption that characterizes a free-market economy?

A. Presence of externalities
B. Few buyers and sellers
C. Self-interest
D. Greater involvement of the government
E. Emphasis on communal goals

27. Which of the following is true of a market economy?

A. The government determines what and how much is produced and consumed.
B. Firms and households rarely interact in the marketplace.
C. Open competition between self-interested sellers advertising to self-interested buyers
adversely affects product availability.
D. The role of information is negligible with regard to buying decisions.
E. People and firms pursue their own goals.

28. Which of the following refers to an externality associated with the purchase of firearms?

A. An increase in the rate of crime

B. An increase in the popularity of shooting sports
C. Easy availability of cheap, after-sales service of firearms
D. Enhanced personal security
E. An increase in exports of firearms

29. Which of the following functions does advertising serve as a marketing tool?

A. Withhold information about products and the place of sale

B. Discourage reuse of products
C. Increase the overall cost of sales
D. Increase the use of products
E. Create and sustain market monopolies

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30. Which of the following is a basic function of branding?

A. To ensure that all products are offered at everyday low prices

B. To identify products and differentiate them from others
C. To dampen the demand for unwanted products
D. To search for unique groups of people with special product needs
E. To impede the distribution of products

31. Which of the following is a benefit provided to a company by strong brands?

A. They tend to trigger price wars.

B. They eliminate the chance of failure for new products completely.
C. They garner consumer loyalty.
D. They encourage customers to choose products from different companies.
E. They ensure uniform pricing versus competitors.

32. During the , the Chinese invented paper and Gutenberg invented the printing press in
Germany.

A. preindustrial age
B. Industrial Revolution
C. information revolution
D. industrial age
E. postindustrial age

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33. Until the advent of public schooling in America, many advertisements took the form of signs with
symbols, such as a beer tankard indicating a tavern, because:

A. most people were illiterate and could not read.

B. the advertisers could not afford to produce sophisticated advertisements.
C. there were laws prohibiting advertising in newspapers and handbills.
D. the Church would not approve of any other form of advertising.
E. such advertisements promoted puffery.

34. Which famous English literary figure's observation that advertisements were so numerousthat
they were "negligently perused" and that it had become necessary to gain attention "by
magnificence of promise", led to the beginning of puffery in advertising?

A. Samuel Pepys
B. Nicholas Rowe
C. William Congreve
D. John Dennis
E. Samuel Johnson

35. Which of the following products was advertised in the first ad in English that appeared in 1472?

A. A plow
B. A farm animal
C. A prayer book
D. A religious service
E. A country tavern

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36. In the context of early advertising, the invention of the made advertising via posters,
handbills, and signs possible.

A. quill pen
B. printing press
C. silk screen
D. lead molding machine
E. steam engine

37. In the industrial age, fresh mass markets developed for new and inexpensive brands of luxury
and convenience goods called .

A. pure public goods

B. business goods
C. consumer packaged goods
D. intermediate goods
E. common goods

38. Who among the following is regarded as the father of advertising art and was the first American
known to use illustrations in ads?

A. Benjamin Franklin
B. Johannes Gutenberg
C. Samuel Johnson
D. Samuel Pepys
E. Marcel Bleustein-Blanchet

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39. An ad in a fitness magazine offered a 30-day, free, at-home trial of an exercise bicycle with free
shipping, and the option of returning the bicycle if the customer was not satisfied with it. The
primary function of the ad was to:

A. control competitive pricing practices.

B. establish exclusive distribution rights for the bicycle.
C. communicate the company's quality mission.
D. induce consumers to try the bicycle.
E. communicate information about the bicycle's after-sale service.

40. The industrial age started during:

A. the second half of the 16th century.

B. the second half of the 15th century.
C. the second half of the 19th century.
D. the second half of the 20th century.
E. the second half of the 17th century.

41. Which of the following statements most accurately describes the role of manufacturers during the
1800s?

A. Manufacturers were responsible for marketing their products.

B. Manufacturers stimulated consumer demand through mass media advertising.
C. Manufacturers were primarily responsible for keeping retailers informed about the sources of
supply and shipping schedules for commodities.
D. Manufacturers were principally concerned with production.
E. Manufacturers were principally concerned with segmenting markets for their products.

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42. During the 1800s, wholesalers placed ads in publications called that informed retailers
about the sources of supply and shipping schedules for commodities.

A. supply currents
B. demand currents
C. price currents
D. puff pieces
E. sales pitches

43. Which American hired the first full-time agency copywriter in the industrial age?

A. Claude Hopkins
B. Francis Ayer
C. A. C. Nielsen
D. Albert Lasker
E. Volney B. Palmer

44. During the Great Depression in America, each brand sought to convince the public of its own
special qualities. What is this marketing strategy known as?

A. Production focus
B. Demarketing
C. Product differentiation
D. Puffery
E. Market segmentation

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45. Which of the following historical events in the first half of the 20th century caused advertising
expenditures to plummet in America?

A. Germany's defeat in World War I

B. The Fairbanks Gold Rush
C. The stock market crash on October 29, 1929
D. The Bolshevik Revolution
E. The introduction of a new system of consumer credit

46. Scientific Advertising, the bible of the era of salesmanship in the 1920s, was written by .

A. Johannes Gutenberg
B. Benjamin Franklin
C. Claude Hopkins
D. Volney B. Palmer
E. Francis Ayer

47. During the 19th century, manufacturers changed their focus to in order to wrest back control
from wholesalers.

A. production orientation
B. marketing orientation
C. labor orientation
D. cost orientation
E. process orientation

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48. Which of the following is an example of product differentiation?

A. A marketer searching for unique groups of people whose needs could be addressed through
more specialized products
B. Manufacturers of electric heating appliances using advertising to slow the demand for their
products
C. Marketers engaged in manipulating the supply of consumer goods to create artificial demand
D. An automobile manufacturer trying to lower the cost of production by manufacturing a small
number of cars during lean periods
E. A manufacturer of cosmetics trying to portray that its brands are not only different from its
competitors but also superior in terms of quality and variety

49. The American profession of advertising began when set up business in Philadelphia in
1841.

A. Claude Hopkins
B. Volney B. Palmer
C. Benjamin Franklin
D. Samuel Johnson
E. Francis Ayer

50. Which of the following can be attributed to the ad agency, N. W. Ayer & Sons, set up by Francis
Ayer in 1869?

A. It pioneered the use illustrations in ads.

B. It introduced the use of large headlines and considerable white space in ads.
C. It was the first ad agency to charge a commission based on the "net cost of space."
D. It introduced full color printings in magazines.
E. It published the first printed ad in English.

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51. Who among the following introduced the idea that every ad must point out the product's USP?

A. Rosser Reeves
B. Leo Burnett
C. David Ogilvy
D. Bill Bernbach
E. Claude Hopkins

52. A feature that differentiates a coffee-maker from other similar products in the market is its .

A. trademark
B. share of wallet
C. Q score
D. brand value
E. unique selling proposition

53. refers to a process by which marketers search for unique groups of people whose needs
can be addressed through more specialized products.

A. Relationship marketing
B. Demarketing
C. Action advertising
D. Branding
E. Market segmentation

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54. Which of the following strategies best describes a company's efforts to slow the demand for
cigarettes through public service messages?

A. Macromarketing
B. Product positioning
C. Corrective advertising
D. Demarketing
E. Image advertising

55. A publishing company prints three monthly magazines—one each for horse breeders, adventure
sports enthusiasts, and care givers—to cater to different groups of readers with varying interests.
This is an instance of .

A. multi-level marketing
B. market segmentation
C. product differentiation
D. unique selling proposition
E. production focus

56. Which of the following is the primary objective of demarketing?

A. To separate a particular brand from its competitors by associating that brand with a particular
set of customer needs that ranked high on the consumer's priority list
B. To cater to unique groups of people whose needs could be addressed through more
specialized products
C. To stimulate demand for a product artificially by manipulating supply
D. To dampen demand for products, especially those that create unwanted costs for society
E. To encourage consumers to reuse products

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Another random document with
no related content on Scribd:
The Project Gutenberg eBook of The boy
mechanic, book 3
 This ebook is for the use of anyone anywhere in the United
States and most other parts of the world at no cost and with
almost no restrictions whatsoever. You may copy it, give it away
or re-use it under the terms of the Project Gutenberg License
included with this ebook or online at www.gutenberg.org. If you
are not located in the United States, you will have to check the
laws of the country where you are located before using this
eBook.

Title: The boy mechanic, book 3

800 things for boys to do

Editor: H. H. Windsor

Release date: October 12, 2023 [eBook #71856]

Language: English

Original publication: Chicago: Popular Mechanics Co, 1919

Credits: Charlene Taylor, Harry Lamé and the Online Distributed

Proofreading Team at https://www.pgdp.net (This file
was produced from images generously made available
by The Internet Archive/American Libraries.)

*** START OF THE PROJECT GUTENBERG EBOOK THE BOY

MECHANIC, BOOK 3 ***
Please see the Transcriber’s Notes
at the end of this text.
New original cover art included with
this eBook is granted to the public
domain.
THE BOY MECHANIC
BOOK 3
See Page 86
 The
Boy Mechanic
BOOK 3

800 THINGS FOR BOYS TO

DO

HOW TO CONSTRUCT
ELECTRIC LOCOMOTIVE MODEL AND TRACK SYSTEM, BOYS’
MOTOR
CAR, PARCEL DELIVERY BICYCLE, AERIAL CABLEWAY, MINIA-
TURE TANK, SAILING CANOE, HOUSEBOAT, SUBMARINE
CAMERA, DIVING TOWER, HAMMOCKS, KITCHEN
FOR HIKERS, ICE YACHT

AND

HUNDREDS OF OTHER THINGS WHICH DELIGHT

EVERY BOY
WITH 802 ILLUSTRATIONS

COPYRIGHTED, 1919, BY H. H. WINDSOR

CHICAGO
POPULAR MECHANICS CO.
PUBLISHERS
 Fig. 1 Fig. 2
SECTIONAL SIDE VIEW FRONT VIEW
Fig. 3 Fig. 4
PLAN BRAKE DETAIL
Fig. 5
DETAIL OF SUPPORT C
DETAIL OF STEERING GEAR
The General Arrangement of the Parts DETAIL OF SUPPORT D
is Shown in the Assembly Views, Figs. REAR-AXLE BRACKET E
1, 2, and 3. The Brake Detail, Fig. 4, Fig. 6
should be Considered with Fig. 9,
Shown Separately. The Detail
Construction of the Frame and Body
can be Readily Understood by
Referring to the Assembly Views in
Connection with Fig. 7
Fig. 7
DETAIL OF FRAME AND BODY
 A Boys’ Motor Car
HOMEMADE
by P.P. Avery

E ven though the home-built “bearcat” roadster, or other favorite

model, does not compare in every detail with the luxurious
manufactured cars, it has an individuality that puts it in a class by
itself. The amateur mechanic, or the ambitious boy, who is fairly
skilled with tools, can build at least the main parts for his own small
car, of the simple, practical design shown in the sketch and detailed
in the working drawings. If necessary, he can call more skilled
mechanics to his aid. A motorcycle engine, or other small gasoline
motor, is used for the power plant. The control mechanism of the
engine and the electrical connections are similar to those of a
motorcycle. They are installed to be controlled handily from the
driver’s seat. The car is built without springs, but these may be
included, if desired, or the necessary comfort provided—in part at
least—by a cushioned seat. Strong bicycle wheels are used, the 1¹⁄₂
by 28-in. size being suitable. The hood may be of wood, or of sheet
metal, built over a frame of strap iron. The top of the hood can be
lifted off, and the entire hood can also be removed, when repairs are
to be made. The tool box on the rear of the frame can be replaced by
a larger compartment, or rack, for transporting loads, or an extra
seat for a passenger.
 To Simplify This Small but Serviceable Motor Car for Construction by the
Young Mechanic, Only the Essential Parts are Considered. Other Useful
and Ornamental Features may be Added as the Skill and Means of the
Builder Make Possible

The construction may be begun with the chassis and the running
gear. Fit the wheels with ⁵⁄₈-in. axles, as shown in the assembly
views, Figs. 1, 2, and 3, and detailed in Fig. 4. Fit the ends of the
axles to the hubs of the wheels, providing the threaded ends with
lock nuts. Make the wooden supports for the frame, as detailed in
Fig. 6. The axles are fastened into half-round grooves, cut in the
bottoms of the supports, and secured by iron straps, as shown in
Fig. 4, at A. Make the sidepieces for the main frame 2¹⁄₂ by 3¹⁄₄ in.
thick, and 9 ft. 4 in. long, as detailed in Fig. 7. Mortise the supports
through the sidepieces, and bore the holes for the bolt fastenings
and braces. Glue the mortise-and-tenon joints before the bolts are
finally secured. Provide the bolts with washers, and lock the nuts
with additional jam nuts where needed. Keep the woodwork clean,
and apply a coat of linseed oil, so that dirt and grease cannot
penetrate readily.
Finish only the supporting structure of the chassis in the
preliminary woodwork. Set the front-axle and steering-rigging
supports C and D, and adjust the spacers F between them. Bore the
hole for the kingbolt, as detailed in Fig. 6, and fit the bevel gears and
the fifth wheel G, of ¹⁄₄-in. steel, into place, as shown in Fig. 5. The
gear H is bolted to the axle support. The pinion J is set on the end of
a short ³⁄₄-in. shaft. The latter passes through the support D, and is
fitted with washers and jam nuts, solidly, yet with sufficient play. A
bracket, K, of ¹⁄₄ by 1³⁄₄-in. strap iron, braces the shaft, as shown in
Fig. 3. The end of this short shaft is joined to one section of the
universal coupling, as shown, and, like the other half of the coupling,
is pinned with a ³⁄₁₆-in. riveted pin. The pinion is also pinned, and the
lower end of the kingbolt provided with a washer and nut, guarded by
a cotter pin. Suitable gears can be procured from old machinery. A
satisfactory set was obtained from an old differential of a well-known
small car.
 Fig. 8
Detail of the Motor Support: The Engine is Mounted on Reinforced Angle
Irons, and Secured by Clamps and a Supporting Band under the Crank Case

Before fitting the steering column into place, make the dashboard,
of ⁷⁄₈-in. oak, as shown in the assembly view, and in detail in Fig. 7. It
is 19¹⁄₂ in. high and 2 ft. 4 in. wide, and set on the frame and braced
to it with 4 by 4 by 1¹⁄₂-in. angle irons, ¹⁄₄ in. thick. Fit a ⁷⁄₈-in. strip of
wood around the edge of the dashboard, on the front side, as a rest
for the hood, as shown in Figs. 1 and 7, at L. A brass edging protects
the dashboard, and gives a neat appearance. Lay out carefully the
angle for the steering column, which is of ⁷⁄₈-in. shafting, so as to be
convenient for the driver. Mark the point at which it is to pass through
the dashboard, and reinforce the hole with an oak block, or an angle
flange, of iron or brass, such as is used on railings, or boat fittings. A
collar at the flange counteracts the downward pressure on the
steering post. The 12-in. steering wheel is set on the column by a
riveted pin.
The fitting of the engine may next be undertaken. The exact
position and method of setting the engine on the frame will depend
on the size and type. It should be placed as near the center as
possible, to give proper balance. The drawings show a common air-
cooled motor of the one-cylinder type. It is supported, as shown in
Figs. 1 and 3 and detailed in Fig. 8. Two iron strips, B, riveted to 1¹⁄₂
by 1¹⁄₂-in. angle irons, extend across the main frame, and support
the engine by means of bolts and steel clamps, designed to suit the
engine. Cross strips of iron steady the engine, and the clamps are
bolted to the crank case. The center clamp is a band that passes
under the crank case.
The engine is set so that the crankshaft extends across the main
frame. Other methods may be devised for special motors, and the
power transmission changed correspondingly. One end of the
crankshaft is extended beyond the right side of the frame, as shown
in Fig. 3. This extension is connected to the shaft by means of an
ordinary setscrew collar coupling. A block M, Figs. 3 and 7, is bolted
to the frame, and a section of heavy brass pipe fitted as a bearing.
The ignition and oiling systems, carburetor, and other details of the
engine control and allied mechanism, are the same as those used on
the motorcycle engine originally, fitted up as required. The oil tank is
made of a strong can, mounted on the dashboard, as shown in Figs.
1 and 2. It is connected with the crank case by copper tubing. A cut-
out switch for the ignition system is mounted on the dashboard. The
controls used for the engine of the motorcycle can be extended with
light iron rods, and the control handles mounted on the dashboard or
in other convenient position. The throttle can be mounted on the
steering column by fitting an iron pipe around the post and mounting
this pipe in the angle flange at the dashboard. A foot accelerator may
also be used, suitable mountings and pedal connections being
installed at the floor.
In setting the gasoline tank, make only as much of the body
woodwork as is necessary to support it, as shown in Figs. 1, 3, and
7. The tank may be made of a can, properly fitted, and heavy
enough, as determined by comparison with gasoline tanks in
commercial cars. The feed is through a copper tube, as shown in
Fig. 1. A small venthole, to guard against a vacuum in the tank,
should be made in the cap. The muffler from a motorcycle is used,
fitted with a longer pipe, and suspended from the side of the frame.
The transmission of the power from the motor shaft to the right
rear wheel is accomplished by means of a leather motorcycle belt,
made by fitting leather washers close together over a bicycle chain,
oiling the washers with neat’s-foot oil. A grooved iron pulley is fitted
on the end of the motor shaft, and a grooved pulley rim on the rear
wheel, as shown in Figs. 1 and 3, and detailed in Fig. 4. The motor is
started by means of a crank, and the belt drawn up gradually, by the
action of a clutch lever and its idler, detailed in Fig. 9. The clutch
lever is forged, as shown, and fitted with a ratchet lever, N, and
ratchet quadrant, O. The idler holds the belt to the tension desired,
giving considerable flexibility of speed.
The brake is shown in Figs. 1 and 3, and detailed in Figs. 4 and 9.
The fittings on the rear wheel and axle are made of wood, and
bolted, with a tension spring, as shown. The brake drum is supported
on iron bands, riveted to the wheel, and to the pulley rim. The brake
arm is connected to the brake wheel by a flexible wire. When the
pedal is forced down, the wire is wound on the brake wheel, thus
permitting of adjustment. The pedal is of iron and fixed on its shaft
with a setscrew. An iron pipe is used as a casing for the central
shaft, the shaft carrying the clutch lever, and the pipe carrying the
brake pedal and the brake wheel. The quadrant O is mounted on a
block, fastened to the main frame. The central shaft is carried in
wooden blocks, with iron caps. A catch of strap iron can be fitted on
the floor, to engage the pedal, and lock the brake when desired.