Exercise 4. Essential Advertising.

1. Stephen Whyte, CEO of Leo Burnett, observes that Marshall McLuhan may have had his ......... when uttering his much-quoted statement, "Advertising is the greatest art form of the 20th Century".

a) Foot in his mouth; b) hat on backwards; c) nose to the grindstone; d) tongue in his cheek.

2. You can dispute whether or not advertising is art, but there is no ......... that advertising is big business.

a) Betting; b) denying; c) discussing; d) speculating.

3. Advertising's global landscape is changing constantly, as agencies and holding companies consolidate to achieve international clout and economies of ..........

a) Scale; b) size; c) state; d) success.

4. Media, telecommunications and electronics are converging to become one giant industry, illustrated by powerful ........., such as the merger between AOL and Time Warner.

a) Alliances; b) antagonists; c) competitors; d) cooperatives.

5. Media expansion causes problems for advertisers, but it also presents new opportunities by increasing the possibilities for effectively targeting individuals, rather than taking a ......... approach.

a) Broadside; b) bulletproof; c) scattergun; d) sharpshooter.

6. Of the three central roles — account manager, planner and creative — only the account handlers manage the relationship with the client on a ......... basis.

a) Day-in-and-day-out; b) day-to-day; c) from-time-to-time; d) time-after-time.

7. The account manager is the ......... of the wheel — someone who organises the agency team of account managers, planners and creatives.

a) Axle; b) hub; c) rim; d) spoke.

8. The planner's role is to find the most ......... communication strategy and develop a real insight into the relationship between the brand and the consumer.

a) Compelling; b) complementary; c) convenient; d) convivial.

9. The creatives are the brilliant executional thinkers, working in teams made up of a copywriter and an art director to develop the planners' ideas and think up ads which will give brands a strong competitive ..........

a) Ability; b) advantage; c) ambience; d) assonance.

10. We develop relationships with possible future clients, even though sometimes it is years down the line before something ......... it.

a) Banks on; b) comes of; c) happens to; d) reacts from.

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.