History of Advertising
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History of Advertising

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What is one primary function of advertising for consumers?

  • To manipulate consumer emotions.
  • To provide a source of information. (correct)
  • To serve as a source of entertainment.
  • To create a sense of urgency in purchasing decisions.

    • How does advertising serve as a time-saver for consumers?

  • By providing personal shopping assistance.
  • By informing consumers where to obtain desired products. (correct)
  • By offering discounts and promotions.
  • By reducing the need for product research.

    • What is the role of retail advertising in relation to consumer aspiration?

  • To create unrealistic product aspirations.
  • To lower consumer expectations.
  • To provide a framework for raising the level of consumer aspiration. (correct)
  • To discourage consumer spending.

    • What assurance does advertising generally provide to consumers?

    <p>Assurance of quality in advertised products.</p> Signup and view all the answers

    Who does the advertising professional primarily owe responsibility to?

    <p>The consumers who receive the advertisement.</p> Signup and view all the answers

    What is a primary objective of many advertising campaigns today?

    <p>To increase awareness of social responsibility goals</p> Signup and view all the answers

    How is advertising distinct from propaganda?

    <p>Advertising always identifies its sponsor while propaganda does not</p> Signup and view all the answers

    What role does an identified sponsor play in advertising?

    <p>It allows the audience to trust the information provided</p> Signup and view all the answers

    Which of the following is not a purpose of advertising mentioned in the content?

    <p>To promote personal opinions without facts</p> Signup and view all the answers

    What phrase is described as distinguishing advertising from propaganda?

    <p>Identified sponsor</p> Signup and view all the answers

    What is the main goal of businesses using advertising?

    <p>To generate maximum profits and growth</p> Signup and view all the answers

    Which campaign mentioned serves as an example of advertising for social good?

    <p>Piso para sa Pasig</p> Signup and view all the answers

    What negative connotation is often associated with the word 'propaganda'?

    <p>Misleading or dishonest messages</p> Signup and view all the answers

    What primary function does advertising serve according to critics?

    <p>To benefit producers rather than consumers</p> Signup and view all the answers

    What impact has mass production had on producers' approach to consumer products?

    <p>It has led them to anticipate consumer demands.</p> Signup and view all the answers

    How do critics view the relationship between advertising costs and consumer welfare?

    <p>Producers bear the immediate costs and consumers bear the eventual costs.</p> Signup and view all the answers

    What kind of advertising practices are deemed deceptive by critics?

    <p>Advertising that biases information to incite desires.</p> Signup and view all the answers

    Which industry has developed as a result of producers' success in directing consumer demand?

    <p>An extensive industry of marketing and sales professionals.</p> Signup and view all the answers

    What is a key criticism of advertising's role in consumer market dynamics?

    <p>Advertising primarily serves to manipulate consumer desires.</p> Signup and view all the answers

    What has advertising allowed manufacturers to do in relation to new goods?

    <p>Think of producing goods not yet available in the market.</p> Signup and view all the answers

    Which statement reflects a common criticism regarding advertising practices related to health products?

    <p>Advertising can sometimes misrepresent health-related information.</p> Signup and view all the answers

    What was the function of picture characters that hung in front of inns during the Middle Ages?

    <p>To represent different trades and services</p> Signup and view all the answers

    Which type of advertising emerged before the 1900s and involved oral announcements?

    <p>Town criers and barkers</p> Signup and view all the answers

    What was the significance of the first printed advertisement created by William Caxton?

    <p>It marked the introduction of printed communication for marketing.</p> Signup and view all the answers

    How did town criers contribute to the community during the Middle Ages?

    <p>They announced state affairs and personal news.</p> Signup and view all the answers

    What did the presence of barkers signify in both historical and contemporary contexts?

    <p>An ongoing reliance on oral advertising techniques.</p> Signup and view all the answers

    Which of the following describes the message style of Caxton's first printed advertisement?

    <p>Forthright and persuasive</p> Signup and view all the answers

    What role did the municipal council play in the context of town criers?

    <p>They created rules for the announcements made by the criers.</p> Signup and view all the answers

    What marked the beginning of advertising becoming a highly organized business?

    <p>The developments in the 1900s</p> Signup and view all the answers

    What is the primary purpose of public relations?

    <p>To create a mutual understanding between an institution and its publics</p> Signup and view all the answers

    Which of the following is NOT a function of public relations?

    <p>Disseminating misinformation</p> Signup and view all the answers

    What is a key difference between public relations and propaganda?

    <p>Public relations aims for mutual understanding, while propaganda seeks to influence behavior</p> Signup and view all the answers

    Which objective of public relations focuses on improving companies' relationships with local communities?

    <p>Goodwill of communities</p> Signup and view all the answers

    What primary function does public relations serve within an organization?

    <p>Create and maintain a favorable image</p> Signup and view all the answers

    Which statement best describes the origin of public relations?

    <p>It started as a form of publicity</p> Signup and view all the answers

    What is one objective of public relations concerning employee relationships?

    <p>To prevent workforce conflicts</p> Signup and view all the answers

    Which of the following best describes propaganda?

    <p>A systematic effort to influence behavior</p> Signup and view all the answers

    Study Notes

    Early Forms of Advertising

    • Crude picture characters served as signs for businesses during the Middle Ages.
    • A mortar and pestle symbolized a druggist or pharmacist, while a boot indicated a shoemaker.
    • Town criers were prevalent in Roman and Athenian societies, announcing state affairs and providing services like death announcements.
    • Town criers, or "patawag" in the Philippines, were utilized during the Spanish regime and early American occupation.

    The Rise of Modern Advertising

    • The 1900s saw advertising become a highly organized industry.
    • The first printed advertisement is believed to have appeared in England in 1477 by William Caxton to sell his prayer books.
    • Caxton used printing to efficiently replicate translations from popular continental books.
    • His first printed advertisement was designed to be displayed publicly.
    • The primary goal of advertising is to sell goods, but it also aims to promote awareness of social responsibility.

    Advertising and Propaganda: A Distinction

    • The phrase "identified sponsor" distinguishes advertising from propaganda. 
    • Propaganda aims to influence behavior through the dissemination of opinions, doctrines, or information, potentially based on falsehoods.
    • Public relations differ from propaganda as they focus on truthful communication and aim to create a harmonious relationship between an institution and its publics.

    The Role of Advertising in Business and Society

    • Businesses utilize advertising to increase sales, profits, and growth.
    • Advertising helps bridge the gap between producers and consumers by creating demand and influencing consumer choices.
    • Advertising plays a crucial role in driving technical progress and the development of new products and services.
    • Critics argue that advertising benefits producers more than consumers, often using deceptive methods.
    • Some advertising can be harmful, such as cigarette and liquor advertisements, which disregard public health concerns.

    Public Relations Objectives

    • Public relations encompass a wide range of activities aimed at building positive relationships between organizations and their publics.
    • Objectives include:
      • Enhancing prestige and its benefits
      • Promoting products and sales
      • Maintaining employee goodwill
      • Addressing labor issues
      • Fostering community goodwill
      • Securing stockholder goodwill
      • Correcting misconceptions and prejudices
      • Cultivating supplier goodwill
      • Gaining government goodwill
      • Developing consumer or customer goodwill 
      • Educating the public on product usage
      • Educating the public on specific viewpoints

    Benefits of Advertising for Consumers:

    • Advertising provides information about goods and services.
    • Advertising saves time for consumers by informing them where to purchase desired products. 
    • Advertising offers consumers a sense of quality assurance.
    • Advertising help raise consumer aspirations.

    Responsibilities of the Advertising Industry:

    • Advertising professionals have a responsibility to the consumer, prioritizing truthfulness in both statements and implications.
    • All advertisements contribute to or detract from social well-being.

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    Related Documents

    Chapter 1 Advertising PDF

    Description

    Explore the evolution of advertising from crude signs and town criers in the Middle Ages to the organized industry of the 1900s. Learn about key milestones, including the first printed advertisement by William Caxton, and the dual purpose of advertising in selling goods and promoting social responsibility.

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