Media and Culture Mass Communication in a Digital Age 10th Edition by Richard Campbell – Test Bank

1. More than half of each hour of network television includes some form of paid sponsorship.
A) True
B) False

2. In an effort to attract more viewers, the four major TV networks have reduced the number of commercials aired during prime time.
A) True
B) False

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

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

5. Before the 1830s, there was little need for advertising in America because there were few goods available for sale and virtually no consumer market.
A) True
B) False

6. Some of the first American advertising agencies were space brokers, who bought space in newspapers and sold it to their clients.
A) True
B) False

7. Patent medicines marketed in the late 1800s were generally harmless, since they consisted mostly of flavored water.
A) True
B) False

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

9. The Ad Council produces public service announcements (PSAs) at no cost to the client.
A) True
B) False

10. In an attempt to minimize government oversight of advertising practices, the advertising industry established the Better Business Bureau in 1913.
A) True
B) False

Answer Key

1. B
2. B
3. A
4. A
5. A
6. A
7. B
8. A
9. A
10. B