quiz 2

Question 1

The first credit card. It was cardboard and allowed people to charge at select food and entertainment places

Answer 1

Diner’s Club card

Question 1

The first credit card. It was cardboard and allowed people to charge at select food and entertainment places

Answer 1

Diner’s Club card

Question 2

The art director for the Volkswagen “think small” ads

Answer 2

Helmut Krone

Question 3

Deliberately designing a product with a limited useful life

Answer 3

Planned obsolescence

Question 4

Group of black salesmen who initiated ad campaigns directed at black consumers, generated sales among black business lenders and consumers. Acted as pr agents to generate goodwill among black consumers for their employers

Answer 4

Brown Hucksters

Question 5

Believed in attention-getting ads, did not overestimate intelligence of audience
Repetition of a single word or phrase
Author of: reality in advertising
Unique selling propositions

Answer 5

Rosser Reeves

Question 6

A claim that the competition did not and could not make & it had to penetrate the market. Created by Rosser Reeves

Answer 6

Unique selling proposition

Question 7

semantics & scientific advertising pioneer. president of McCann-Erickson 1948. in charge of Interpublic Group of Companies

Answer 7

Marion Harper

Question 8

copywriter who opened own agencies, Leo Burnett, in Chicago.

• His adds stressed the “inherent drama” a particular way of looking at a product that could be found only in the product itself.
• Jolly Green Giant, Tony the Tiger,
• Marlboro Man— most successful campaign of his career

Answer 8

Leo Burnett

Question 9

Character for Marlboro cigarettes created by Leo Burnett in 1950s to target the product to men. The characters were very masculine— football players, boxers, ect and had tattoos to add to their mystery.

Answer 9

Marlboro Man

Question 10

Worked at Madison Avenue in 1949. He believed people would buy a product because of the image they associated with it.

• developed unique hooks to capture people’s attention & then repeated the themeless to link his campaigns together
• Hathaway shirt campaign was his most successful campaign
• published his theories of advertising in his book— Confessions of an Advertising Man

Answer 10

David Ogilvy

Question 11

in 1951 David Ogilv used a model in the campaign with a black eye patch over his eye. There was nothing wrong with the model’s eye but he claimed it gave “story appeal”. The ads ran in The New Yorker magazine, which was prestigious and added prestige to the shirts by association.

Answer 11

Man in the Hathaway Shirt campaign-

Question 12

agency founded by Mary Wells in 1966. Was known for being theatrical and funny. The first agency to present the disadvantages of smoking

Answer 12

Wells Rich Green

Question 13

a book by Vance Packard that came out in 1957 that was the most popular attack on advertising. He claimed that most advertisers were using subliminal and unethical techniques.

Answer 13

The Hidden Persuaders

Question 14

the first African-American to work at a major agency. He worked in the creative department and was not limited to only working on the black target market.

Answer 14

Roy Eaton

Question 15

Psychologist and marketing expert known as the “father of motivation research”. He also created the focus group

Answer 15

Ernest Dichter

Question 16

conducted hidden-camera, blind taste tests against coke that proved the majority of taste testers preferred pepsi. Commercials slots were run locally that stated that people picked pepsi time after time

Answer 16

The Pepsi Challenge

Question 17

an American corporation that traded in tropical fruit, grown on Central and South American plantations, and sold in the United States and Europe.

Answer 17

United Fruit Company

Question 18

a cartoon mascot for Fritos corn chips from 1967-1971 . He used an exaggerated Mexican accent and broken English

Answer 18

Frito Bandito Campaign

Question 19

a law that prohibits discrimination in employment and protects against discrimination

Answer 19

New York City Commission on Human Rights

Question 20

copywriter of the Volkswagen “think small” campaign. created his own creative shop titled PKL and was the first in the industry to do an IPO. He coined the phrase “Earth Day”

Answer 20

Julian Koenig

Question 21

congress of racial equality- a US civil rights organization that was founded in Chicago & was huge for African-Americans in the civil rights movement.

Answer 21

C.O.R.E.

Question 22

owned his own agency, DDB. his style was clean and direct with a little. humor. Very influential to Ohrbach’s department store ads.

Answer 22

Bill Bernbach

Question 23

began in the late 1960s and was because of the work of Burnett, Ogilvy, & Berbach

Answer 23

Creative Revolution

Question 24

a New York advertising agency created by Ned Doyle, Maxwell Dane, and Bill Bernbach. Been very influential with Ohrbach’s department store. The artist and writers here worked together which led to the creative revolution

Answer 24

Doyle Dane Bernbach

Question 25

was the chairman of CORE , and staged protests that challenged the lack of blacks in the media.

Answer 25

Clarence Funnye

Question 26

the first African-American marketing specialist and was hired by Coca-Cola to target the black market.

Answer 26

Moss Kendrix

Question 27

considered best ad of all time. was created by Bill Bernbach at BBDO. Most famous ad of campaign was the “think small” ad

Answer 27

Volkswagen Advertising campaign (1960s)

Question 28

Created by DDBO, first ad campaign to admit that the product was ranked #2

Answer 28

Avis Car Rental campaign (1960s)

Question 29

He was the first african-american to reach the executive level at an agency at BBDO. He also founded Nubian Press Inc.

Answer 29

Clarence Holte

Question 30

author of The Hidden Persuaders

Answer 30

Vance Packard

Question 31

he was the first African-American to work in television. He was also a graphic designer and worked at BBDA in the art department. He designed the postage stamp for the USPS.

Answer 31

George Olden

Question 32

founded the first African-American owned full-service agency, the Vince Cullers Group in Chicago

Answer 32

Vince Cullers

Question 33

advertisers seeking the largest possible audiences gaveanswers to the most appealing contestants to keep them on the air.

Answer 33

Quiz Show Scandals

Question 34

first chief copywriter at DDB

Answer 34

Phyllis Robinson

Question 35

marketing professional and author, he created the term “positioning” & wrong the book: Positioning: The Battle for Your Mind

Answer 35

Al Ries

Question 36

a leader in the creative revolution & an art director and designer, he designed multiple covers for Esquire magazine

Answer 36

George Lois