Exercise 5. A Quick History of Advertising.

1. Encarta's History of Advertising notes that ......... have found evidence of advertising dating back to the 3000s BC, among the Babylonians.

a) Anthropologists; b) archaeologists; c) paleontologists; d) prehistorians.

2. One of the first known methods of advertising was the outdoor display, usually an......... sign painted on the wall of a building.

a) Eye-arresting; b) eye-catching; c) eye-stopping; d) eye-taking.

3. An outdoor advertisement ......... in Rome offers property for rent, and one found painted on a wall in Pompeii calls the attention of travelers to a tavern.

a) Excavated; b) exhumed; c) extracted; d) extricated.

4. In medieval times word-of-mouth praise of products gave rise to a simple but effective form of advertising, the use of so-called town ..........

a) Announcers; b) criers; c) heralds; d) plaintiffs.

5. These were citizens who read public notices aloud and were also employed by merchants to shout the ......... of their wares.

a) Places; b) portions; c) praises; d) prices.

6. Although graphic forms of advertising appeared early in history, printed advertising made little ......... until the invention of the movable-type printing press by German printer Johannes Gutenberg about 1450.

a) Coverage; b) headway; c) impression; d) profit.

7. In the United States, the advertising profession began in Philadelphia, Pennsylvania, in 1841, when Volney B. Palmer ......... up shop as an advertising agent, the forerunner of the advertising agency.

a) Opened; b) set; c) started; d) took.

8. The introduction of radio created a new opportunity and by the end of the 1920s, advertising had established itself in radio to such a(n) ......... that advertisers were producing many of their own programs.

a) Amount; b) extent; c) range; d) volume.

9. The early 1930s ......... in dozens of radio dramatic series that were known as soap operas because they were sponsored by soap companies.

a) Escorted; b) showed; c) ushered; d) welcomed.

10. Television had been introduced in 1940, but because of the high cost of TV sets and the lack of programming, it was not immediately ..........

a) Embraced; b) enjoyed; c) patronized; d) popularized.

Date: 2015-01-12; view: 1057