Question 1

The type of advertising appeals that has received the most criticism for being in poor taste is:

Accepted Answer

A)  personal computer ads targeted at children
B)  fear appeals used to sell shampoos and deodorants
C)  humorous appeals used to make fun of people who are socially inept
D)  ads using sex and/or nudity
E)  unfair comparative adsF) A) and E)
G) A) and D)

Question 2

Marketers who believe that advertising equals _____ sees advertising as providing consumers with useful information,increasing their price sensitivity and increasing competition in the market.

Accepted Answer

A)  economies of scale
B)  materialism
C)  a competitive advantage
D)  market power
E)  informationF) A) and C)
G) A) and D)

Question 3

Which of the following statements describes advertising targeted to African-Americans and Hispanics?

Accepted Answer

A)  For many years,advertisers ignored African-Americans and Hispanics as identifiable subcultures and viable markets.
B)  Over the past two decades,marketing and advertising programs targeted at African-American consumers have decreased.
C)  Advertising has never used stereotypical Hispanics or African-Americans.
D)  Over the past two decades,the number of Hispanics used in advertising has increased significantly.
E)  All of the above statements accurately describe advertising targeted to African-Americans and Hispanics.F) A) and B)
G) A) and C)

Question 4

Which of the following is an argument against the charge that advertisers control the media?

Accepted Answer

A)  It is in the best self-interest of the media not to be influenced too much by advertisers.
B)  Advertisers need the media more than the media needs any individual advertiser.
C)  Many media have a broad base of advertiser support and can afford to lose individual advertisers who attempt to exert control over them.
D)  To retain public confidence,the media must report the news fairly without showing any bias or attempt to avoid controversial topics.
E)  All of the above are arguments against the charge that advertisers control the media.F) C) and D)
G) C) and E)

Question 5

Which of the following expresses a valid conclusion about the truthfulness of advertising?

Accepted Answer

A)  It is difficult to determine what constitutes untruthful or misleading advertising since deception can occur in subtle ways.
B)  One of the major complaints about advertising is that many ads are misleading.
C)  Most advertisers do not intentionally mislead or deceive consumers,but some will test the limits of various rules and regulations to gain a competitive advantage.
D)  National advertisers are not likely to risk consumer trust and confidence by intentionally deceiving them.
E)  All of the above statements express a valid conclusion about the truthfulness of advertising.F) D) and E)
G) A) and E)

Question 6

Economists argue advertising can have a negative effect on consumer choice by:

Accepted Answer

A)  using market aggregation
B)  reducing the opportunities for new products to be introduced
C)  enabling companies to differentiate their products and services,charge higher prices,and achieve a dominant market position
D)  creating brand monopolies
E)  doing all of the aboveF) A) and E)
G) A) and B)

Question 7

Advertisers use shock advertising to:

Accepted Answer

A)  test their First Amendment rights
B)  get their ads noticed in the midst of all the clutter that is found in the media
C)  make a statement against self-regulation
D)  test the ethics of the advertising industry
E)  act as advocacy ads for company managementF) A) and C)
G) A) and B)

Question 8

Which of the following statements is a valid argument as to why the television networks might have to scrutinize commercials more carefully than their programs?

Accepted Answer

A)  Television networks have to be wary of potential subliminal advertising.
B)  The viewing public can control the television programs they choose to watch,but they cannot control what commercials they will see in these programs.
C)  Television programs are not nearly as violent and explicit as most commercials.
D)  Television commercials are usually informative in nature and do not contain any controversial language or images.
E)  The public has to be protected from any unauthorized sexually explicit or overly violent commercials.F) All of the above
G) D) and E)

Question 9

Why have the AAAA and AAF created and implemented an integrated marketing communications campaign?

Accepted Answer

A)  as proof of the advertising industry's capabilities
B)  to prove the economic and social importance of advertising
C)  to encourage the development of new advertising agencies
D)  as part of an agreement with the FTC to reduce advertising directed at children
E)  to encourage more the purchase of time and space in traditional mediaF) A) and B)
G) A) and E)

Question 10

Advertisers might exert influence on the media by:

Accepted Answer

A)  exerting control over the editorial content of magazines
B)  exerting pressure on the media to limit their coverage of a controversial story that might reflect negatively on a company
C)  using economic censorship
D)  influencing the program content on television
E)  doing all of the aboveF) A) and B)
G) B) and E)

Question 11

Critics who argue advertising makes people buy things they don't really need would probably be opposed to all of the following forms of advertising EXCEPT:

Accepted Answer

A)  ads that use fear appeals to create anxiety among consumers
B)  advertising that encourages materialism
C)  advertising on objective factors such as price,performance,and good or service characteristics
D)  ads that uses fear of social rejection to sell a product
E)  advertising that encourages consumptionF) A) and E)
G) B) and E)

Question 12

Those economists who believe that advertising equals market power view advertising as:

Accepted Answer

A)  a way to change consumers' tastes and create brand loyalty for an advertising product
B)  reducing the level of competition in a market
C)  resulting in higher prices
D)  a barrier to entry
E)  having all of the above effectsF) A) and B)
G) All of the above

Question 13

Dove's "Real Beauty" campaign used a tagline stating:

Accepted Answer

A)  "Talk to your daughter before the beauty industry does"
B)  "Beauty is in the eye of the beholder"
C)  "First there was beauty,then the beast"
D)  "Real beauty is the real thing"
E)  "Age before beauty"F) None of the above
G) A) and E)

Question 14

It has been argued that marketing and advertising should embrace multicultural marketing and diversity because these firms:

Accepted Answer

A)  have abundant resources and can afford to target infinite numbers of niche markets
B)  the lack of diversity among their employees and ad agencies and therefore should compensate by expanding ethnocentrism
C)  operate on the cutting edge of social evolution
D)  government regulations require them to do so
E)  will gain greater respect among industry members by doing soF) C) and D)
G) D) and E)

Question 15

Those economists who believe advertising equals information view advertising as:

Accepted Answer

A)  a way of providing consumers with useful information
B)  a means of market entry rather than a barrier
C)  having a positive effect on product quality
D)  having positive economic effects
E)  having all of the above effectsF) A) and E)
G) A) and D)

Question 16

When a newspaper editor talks about "The Wall," he or she is referring to:

Accepted Answer

A)  the difference between veteran and cub reporters
B)  the formal separation of the newspaper's news staff and business department
C)  how difficult it is to get interviews with certain celebrities
D)  the separation of classified advertising from the other advertising that commonly appear in newspapers
E)  the lowest possible ad placement rateF) A) and B)
G) C) and D)

Question 17

are critical of advertising that:

Accepted Answer

A)  portrays women in traditional sexist roles
B)  contributes to the problem of violence against women
C)  is insulting to women
D)  stereotypes women
E)  does any of the aboveF) A) and C)
G) A) and D)

Question 18

For which of the following products might one argue that advertising has created needs rather than responded to them?

Accepted Answer

A)  automobiles
B)  milk
C)  canned soup
D)  designer jeans
E)  calculatorsF) A) and B)
G) B) and E)

Question 19

For many years Rolex watches and Colt firearms spent very little money on advertising yet were successful brands.The success of these products can be interpreted as evidence that:

Accepted Answer

A)  product quality and image are important determinants of success
B)  advertising increases product costs and prices
C)  advertising is a barrier to entry
D)  advertising is never really needed for a brand to be successful
E)  luck plays a major role in the success of a productF) A) and D)
G) A) and C)

Question 20

A recent trend in advertising is _____ in which marketers use nudity,sexual suggestiveness,or other startling images to get consumers' attention.

Accepted Answer

A)  high-intensity promotion
B)  "in-your-face" advertising
C)  shock advertising
D)  provocative image advertising
E)  guerrilla marketingF) A) and B)
G) A) and E)

Exam 22: Evaluating the Social,Ethical,and Economic Aspects of Advertising and Promotion

For which of the following products might one argue that advertising has created needs rather than responded to them?

Correct AnswerverifiedShow Answer

A recent trend in advertising is _____ in which marketers use nudity,sexual suggestiveness,or other startling images to get consumers' attention.

Correct AnswerverifiedShow Answer

Critics who argue advertising makes people buy things they don't really need would probably be opposed to all of the following forms of advertising EXCEPT:

Correct AnswerverifiedShow Answer

Advertisers use shock advertising to:

Correct AnswerverifiedShow Answer

The type of advertising appeals that has received the most criticism for being in poor taste is:

Correct AnswerverifiedShow Answer

Which of the following statements is a valid argument as to why the television networks might have to scrutinize commercials more carefully than their programs?

Correct AnswerverifiedShow Answer

Marketers who believe that advertising equals _____ sees advertising as providing consumers with useful information,increasing their price sensitivity and increasing competition in the market.

Correct AnswerverifiedShow Answer

are critical of advertising that:

Correct AnswerverifiedShow Answer

Those economists who believe that advertising equals market power view advertising as:

Correct AnswerverifiedShow Answer

When a newspaper editor talks about "The Wall," he or she is referring to:

Correct AnswerverifiedShow Answer

Which of the following expresses a valid conclusion about the truthfulness of advertising?

Correct AnswerverifiedShow Answer

For many years Rolex watches and Colt firearms spent very little money on advertising yet were successful brands.The success of these products can be interpreted as evidence that:

Correct AnswerverifiedShow Answer

Dove's "Real Beauty" campaign used a tagline stating:

Correct AnswerverifiedShow Answer

Advertisers might exert influence on the media by:

Correct AnswerverifiedShow Answer

Why have the AAAA and AAF created and implemented an integrated marketing communications campaign?

Correct AnswerverifiedShow Answer

It has been argued that marketing and advertising should embrace multicultural marketing and diversity because these firms:

Correct AnswerverifiedShow Answer

Those economists who believe advertising equals information view advertising as:

Correct AnswerverifiedShow Answer

Which of the following is an argument against the charge that advertisers control the media?

Correct AnswerverifiedShow Answer

Economists argue advertising can have a negative effect on consumer choice by:

Correct AnswerverifiedShow Answer

Which of the following statements describes advertising targeted to African-Americans and Hispanics?

Correct AnswerverifiedShow Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified