Question 1

Which of the following beliefs takes a positive view of advertising's economic effects?

Accepted Answer

A)  Advertising can create needs
B)  Advertising equals market power
C)  Economies of scales apply in advertising
D)  Advertising creates brand loyalty
E)  Advertising equals informationF) A) and E)
G) None of the above

Question 2

Which of the following groups in the United States argue that advertising that portrays women as sex objects contributes to violence against women?

Accepted Answer

A)  Advertising Research Foundation
B)  American Advertising Federation
C)  American Association of Advertising Agencies
D)  National Publishers Association
E)  National Organization for WomenF) A) and B)
G) A) and C)

Question 3

Economic censorship is when the media avoid certain topics or present biased coverage in response to concerns or demands of advertisers.Critics of advertising argue that it occurs because:

Accepted Answer

A)  the First Amendment of the Constitution guarantees advertisers the freedom of speech.
B)  disclosure laws in the United States are relatively weak.
C)  most consumers tend to distrust the media.
D)  most consumers tend to distrust advertising.
E)  advertising plays such a large role in financing the media.F) A) and C)
G) B) and E)

Question 4

The quarterly catalogs of Abercrombie & Fitch often included nude pictures and other forms of sexual appeals.Which of the following types of advertising is used here?

Accepted Answer

A)  Shock advertising
B)  Surrogate advertising
C)  Open advertising
D)  Covert advertising
E)  Hidden advertisingF) C) and D)
G) B) and C)

Question 5

Advertisements of which of the following products is most likely to be criticized for poor taste?

Accepted Answer

A)  Electronic goods
B)  Technology products
C)  Consumer goods
D)  Premium products
E)  Contraceptive productsF) C) and D)
G) All of the above

Question 6

The Children's Advertising Review Unit guidelines urge that products and content inappropriate for children should not be advertised or promoted:

Accepted Answer

A)  directly to children.
B)  through main-stream channels.
C)  to children or their parents.
D)  through traditional media.
E)  during prime time and through print media.F) D) and E)
G) B) and E)

Question 7

Critics say that by creating needs rather than merely fulfilling them,by surrounding consumers with images of the good life,and by showing products as symbols of status and success advertising creates:

Accepted Answer

A)  ethnocentricity.
B)  consumer socialization.
C)  stereotypes.
D)  informative ads.
E)  materialism.F) C) and D)
G) A) and B)

Question 8

Portrayals of adult women in American television and print advertising emphasize:

Accepted Answer

A)  deference.
B)  activism.
C)  self-dependence.
D)  need for power.
E)  achieving nature.F) None of the above
G) All of the above

Question 9

Advertisers continue to use sexual appeals to advertise products such as beer,cigarettes and cosmetics despite increased criticism from all corners.Which of the following is the most important reason for this?

Accepted Answer

A)  It can help break through the advertising clutter and draw attention to their brands.
B)  Sexual appeal has a strong association with these kinds of products.
C)  These types of appeals are very acceptable to most people including women.
D)  Sexual appeals are popularized by movies and TV shows and has become a necessity.
E)  It offers a strong positioning strategy which could result in strong brand recognition and brand association.F) All of the above
G) A) and D)

Question 10

Which of the following statements can be used to refute the argument that advertising reduces the number of choices available to consumers?

Accepted Answer

A)  Advertising can be used to create and maintain brand loyalty for dominant brands.
B)  Dominant brands can afford to spend more on advertising due to economies of scale.
C)  Heavily advertised brands can dominate the market in certain product categories.
D)  Advertising can be used to inform consumers of new brands and offer them as an alternative to existing brands.
E)  Advertising helps firms insulate themselves from heavy competition.F) A) and B)
G) B) and E)

Question 11

Critics often charge that advertising to children is inherently unfair and deceptive and should be banned or severely restricted.Which of the following is the major justification given by the critics in support of this argument?

Accepted Answer

A)  Most advertisements shown in the traditional media contain nudity.
B)  Children have limited ability to interpret the selling intent of a message.
C)  Most advertisements shown in the traditional media contain violence.
D)  Children do not have the spending power though they could identify the ads.
E)  The consumer socialization process is slower in children than in adults.F) A) and B)
G) A) and C)

Question 12

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

Accepted Answer

A)  surrogate advertising
B)  open advertising
C)  shock advertising
D)  covert advertising
E)  celebrity advertisingF) B) and D)
G) A) and E)

Question 13

Which of the following media would most likely be vulnerable to influence and pressure from advertisers on the type of stories the medium covers?

Accepted Answer

A)  High-revenue media-companies.
B)  Large broadcast stations of the country.
C)  Media in the maturity stage of its product life cycle.
D)  Small magazines.
E)  Companies with a diverse range of advertisers.F) C) and E)
G) A) and B)

Question 14

If a marketer for an established company believes potential entrants to the marketplace must overcome established brand loyalty and spend relatively more on advertising,then he or she must believe that advertising equals:

Accepted Answer

A)  market power.
B)  materialism.
C)  information.
D)  empowerment.
E)  differentiation.F) B) and E)
G) C) and D)

Question 15

The Children's Food and Beverage Advertising initiative is a(n) :

Accepted Answer

A)  government-funded research initiative to assess the causes of obesity.
B)  attempt to censor food marketers.
C)  voluntary industry self-regulation program.
D)  effort by the Center for Science in the public interest to invest in food company advertising.
E)  attempt to certify the manufacturers who produce healthy food products.F) B) and D)
G) A) and C)

Question 16

Your company manufactures products that are designed for children.You believe that it is important to communicate directly with children rather than their parents through advertisements.However,it could cause many conflicts.Which of the following is a valid suggestion to improve this situation?

Accepted Answer

A)  Direct communication to children is illegal in the United States and must be avoided.
B)  Use direct communication advertisements and ignore the conflicts that may occur.
C)  Use direct communication advertisements and use the negotiation approach to solve potential conflicts.
D)  Create direct advertisements by remaining sensitive to the naiveté of children as consumers.
E)  Design direct advertisements that attempt to create strong need for the product.F) A) and C)
G) C) and E)

Question 17

A large cosmetics company cancelled all of its advertising in a women's magazine in response to an article in the magazine that claimed this company tested its cosmetics on animals even though later in the article,this claim was refuted.This is an example of:

Accepted Answer

A)  shock advertising.
B)  protestant ethic.
C)  media stereotyping.
D)  consumer socialization.
E)  economic censorship.F) A) and D)
G) B) and C)

Question 18

Which of the following statements is true of the trends in advertising targeted to the gay community?

Accepted Answer

A)  More advertisers are turning to gay themes in their mainstream commercials.
B)  Most gay themes in mainstream commercials openly show the intent.
C)  These ads rarely appear in local stations and spot TV.
D)  Most of these channels run these ads on network television.
E)  Unambiguous gay themes are more common than unclear themes.F) A) and D)
G) B) and E)

Question 19

Larger companies often end up charging higher prices and achieve a more dominant position in the market than smaller firms that cannot compete against them and their large advertising budgets.When this occurs,advertising:

Accepted Answer

A)  highly beneficial to consumers.
B)  highly beneficial to the industry.
C)  should be restricted or banned by governments.
D)  becomes a substitute for competition based on price.
E)  tends to increase the demand for customer service.F) C) and E)
G) A) and E)

Question 20

From an advertising perspective,why might various regulatory and consumer interest groups be opposed to the use of commercial characters as the basis for TV shows?

Accepted Answer

A)  Children cannot differentiate between commercials and programs.
B)  Such shows cannot be administered without using misrepresentations.
C)  Such shows are too violent for children.
D)  There are too many commercial slots in these shows.
E)  Such shows tend to promote substance abuse.F) B) and D)
G) None of the above

Exam 19: Evaluating the Social, Ethical, and Economic Aspects of Advertising and Promotion

The Children's Food and Beverage Advertising initiative is a(n) :

Correct AnswerverifiedShow Answer

Which of the following beliefs takes a positive view of advertising's economic effects?

Correct AnswerverifiedShow Answer

From an advertising perspective,why might various regulatory and consumer interest groups be opposed to the use of commercial characters as the basis for TV shows?

Correct AnswerverifiedShow Answer

Which of the following statements is true of the trends in advertising targeted to the gay community?

Correct AnswerverifiedShow Answer

Economic censorship is when the media avoid certain topics or present biased coverage in response to concerns or demands of advertisers.Critics of advertising argue that it occurs because:

Correct AnswerverifiedShow Answer

Critics often charge that advertising to children is inherently unfair and deceptive and should be banned or severely restricted.Which of the following is the major justification given by the critics in support of this argument?

Correct AnswerverifiedShow Answer

Critics say that by creating needs rather than merely fulfilling them,by surrounding consumers with images of the good life,and by showing products as symbols of status and success advertising creates:

Correct AnswerverifiedShow Answer

Advertisers continue to use sexual appeals to advertise products such as beer,cigarettes and cosmetics despite increased criticism from all corners.Which of the following is the most important reason for this?

Correct AnswerverifiedShow Answer

If a marketer for an established company believes potential entrants to the marketplace must overcome established brand loyalty and spend relatively more on advertising,then he or she must believe that advertising equals:

Correct AnswerverifiedShow Answer

A large cosmetics company cancelled all of its advertising in a women's magazine in response to an article in the magazine that claimed this company tested its cosmetics on animals even though later in the article,this claim was refuted.This is an example of:

Correct AnswerverifiedShow Answer

Which of the following groups in the United States argue that advertising that portrays women as sex objects contributes to violence against women?

Correct AnswerverifiedShow Answer

Your company manufactures products that are designed for children.You believe that it is important to communicate directly with children rather than their parents through advertisements.However,it could cause many conflicts.Which of the following is a valid suggestion to improve this situation?

Correct AnswerverifiedShow Answer

Advertisements of which of the following products is most likely to be criticized for poor taste?

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

Which of the following statements can be used to refute the argument that advertising reduces the number of choices available to consumers?

Correct AnswerverifiedShow Answer

Larger companies often end up charging higher prices and achieve a more dominant position in the market than smaller firms that cannot compete against them and their large advertising budgets.When this occurs,advertising:

Correct AnswerverifiedShow Answer

Portrayals of adult women in American television and print advertising emphasize:

Correct AnswerverifiedShow Answer

The quarterly catalogs of Abercrombie & Fitch often included nude pictures and other forms of sexual appeals.Which of the following types of advertising is used here?

Correct AnswerverifiedShow Answer

The Children's Advertising Review Unit guidelines urge that products and content inappropriate for children should not be advertised or promoted:

Correct AnswerverifiedShow Answer

Which of the following media would most likely be vulnerable to influence and pressure from advertisers on the type of stories the medium covers?

Correct AnswerverifiedShow Answer

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