Question 1

Ethical issues in packaging can involve _____.

Accepted Answer

A)  label information 
B)  packaging graphics 
C)  packaging safety 
D)  environmental implications of packaging 
E)  All of these are correct. 
A)  label information 
B)  packaging graphics 
C)  packaging safety 
D)  environmental implications of packaging 
E)  All of these are correct. E

Question 2

The advertising clearance process is a form of self-regulation undertaken by ad media that takes place behind the scenes before a commercial or other advertisement reaches consumers.

Accepted Answer

A) True 
 B)False  True

Question 3

_____ is a court consisting of 70 representatives who are formed into five-member panels to hear appeals of NAD and CARU cases when an involved party is dissatisfied with the initial verdict.

Accepted Answer

A)  FTC 
B)  AAAA 
C)  FDA 
D)  NARB 
E)  NAAG 
A)  FTC 
B)  AAAA 
C)  FDA 
D)  NARB 
E)  NAAG D

Question 4

State attorneys general have played an active role in the regulation of marketing communications.

Accepted Answer

A) True 
 B)False

Question 5

Marketing communicators in their various capacities rarely are faced with decisions that have ethical ramifications.

Accepted Answer

A) True 
 B)False

Question 6

Regulation is justified when consumer decisions are based on false information.

Accepted Answer

A) True 
 B)False

Question 7

The FTC believes that the entertainment industry to regulate itself regarding the targeting of children with advertisements for violent films,video games,and music,even if the ads are not deemed deceptive or unfair.

Accepted Answer

A) True 
 B)False

Question 8

Advertising of prescription drugs that is directed toward consumers is known as _____.

Accepted Answer

A)  direct marketing 
B)  direct-to-consumer advertising 
C)  direct-response advertising 
D)  balanced-perspective advertising 
E)  missionary advertising 
A)  direct marketing 
B)  direct-to-consumer advertising 
C)  direct-response advertising 
D)  balanced-perspective advertising 
E)  missionary advertising

Question 9

What did Kraft state as its defense when the FTC judged the ad for Kraft Singles deceptive?

Accepted Answer

A)  The claim made in the ad was not false. 
B)  Reasonable consumers wouldn't believe the claim regardless of whether it was true or false. 
C)  The claim was merely puffery and did not state a fact. 
D)  The claim was immaterial. 
E)  They agreed the claim made in the ad was false, but other competitors were making the same false claim. 
A)  The claim made in the ad was not false. 
B)  Reasonable consumers wouldn't believe the claim regardless of whether it was true or false. 
C)  The claim was merely puffery and did not state a fact. 
D)  The claim was immaterial. 
E)  They agreed the claim made in the ad was false, but other competitors were making the same false claim.

Question 10

The practice of marketers in one country using brand names for their products that are virtually the same as the names of established brands from another country is known as _____.

Accepted Answer

A)  piracy 
B)  trade dress violation 
C)  private label branding 
D)  ambush marketing 
E)  guerilla branding 
A)  piracy 
B)  trade dress violation 
C)  private label branding 
D)  ambush marketing 
E)  guerilla branding

Question 11

The Golden Rule test states that you should take actions that would be viewed as proper by an objective panel of your professional colleagues.

Accepted Answer

A) True 
 B)False

Question 12

Jake and thousands of others like him purchased a product advertised on TV that claimed instant hair growth with one application.Jake is representative of the many purchasers of this product in that he is highly sensitive about his recent balding.Because the advertised product is ineffective,the FTC would likely consider this a case of _____ advertising.

Accepted Answer

A)  unfair 
B)  deceptive 
C)  unreasonable 
D)  unrepresentative 
E)  unethical 
A)  unfair 
B)  deceptive 
C)  unreasonable 
D)  unrepresentative 
E)  unethical

Question 13

The major green communications efforts involve advertisements that promote green products,environmentally friendly packaging,seal-of-approval programs that promote green products,cause-oriented communication efforts that support green products,and point-of-purchase display materials that are environmentally efficient.

Accepted Answer

A) True 
 B)False

Question 14

A number of major corporations,such as General Motors,Amway,and Evian,sponsor or support worthy causes,many of which are environmental causes.These companies are highly motivated to engage in cause-oriented marketing because _____.

Accepted Answer

A)  it is a socially acceptable way of distributing excess profits 
B)  corporations function better in a healthy environment 
C)  corporations hope to generate goodwill toward the company and its brands 
D)  major companies are required by law to support environmentally friendly causes 
E)  research shows that companies that support the environment do better financially 
A)  it is a socially acceptable way of distributing excess profits 
B)  corporations function better in a healthy environment 
C)  corporations hope to generate goodwill toward the company and its brands 
D)  major companies are required by law to support environmentally friendly causes 
E)  research shows that companies that support the environment do better financially

Question 15

In Germany,the White Angel seal represents a promise to consumers that a product carrying an environment claim is in fact legitimate.

Accepted Answer

A) True 
 B)False

Question 16

According to the _____ test,you should take only actions that would be viewed as proper by an objective panel of your colleagues.

Accepted Answer

A)  Golden Rule 
B)  professional ethics 
C)  TV 
D)  moral idealism 
E)  relativity 
A)  Golden Rule 
B)  professional ethics 
C)  TV 
D)  moral idealism 
E)  relativity

Question 17

Which of the following statements is true regarding advertising's manipulative power?

Accepted Answer

A)  Bad consumption decisions are proof of advertising's manipulative power over consumers. 
B)  The only way marketing communications can actually influence consumers is through overt, non-subtle ways. 
C)  A primed goal state generated by advertising remains an active driver of judgments and behavior over the long run. 
D)  Advertising practitioners do not have any ability to influence consumers in very subtle ways. 
E)  People, when consciously aware that attempts are being made to persuade or influence them, have the cognitive capacity to resist efforts to motive them in a direction they wish not to be moved. 
A)  Bad consumption decisions are proof of advertising's manipulative power over consumers. 
B)  The only way marketing communications can actually influence consumers is through overt, non-subtle ways. 
C)  A primed goal state generated by advertising remains an active driver of judgments and behavior over the long run. 
D)  Advertising practitioners do not have any ability to influence consumers in very subtle ways. 
E)  People, when consciously aware that attempts are being made to persuade or influence them, have the cognitive capacity to resist efforts to motive them in a direction they wish not to be moved.

Question 18

Which of the following is an element of the definition of unfair advertising?

Accepted Answer

A)  It is not profitable for the advertiser. 
B)  It causes an injury that is not reasonably avoidable by consumers. 
C)  It is misleading from the viewpoint of a reasonable consumer. 
D)  It is beneficial for the consumer. 
E)  It would not encourage a reasonable consumer to purchase the product. 
A)  It is not profitable for the advertiser. 
B)  It causes an injury that is not reasonably avoidable by consumers. 
C)  It is misleading from the viewpoint of a reasonable consumer. 
D)  It is beneficial for the consumer. 
E)  It would not encourage a reasonable consumer to purchase the product.

Question 19

The mission of the National Association of Advertising (NAA)is to improve and strengthen the ad agency business,to advocate advertising,to influence public policy,to resist advertising-related legislation that it regards as unwise or unfair,and to work with government regulators to achieve desirable social and civic goals.

Accepted Answer

A) True 
 B)False

Question 20

Bill purchased camping equipment that he didn't really need.Which of the following ethical areas did Bill blame for his purchase?

Accepted Answer

A)  targets economically disadvantaged consumers 
B)  creates and perpetuates stereotypes 
C)  is untruthful and deceptive 
D)  is manipulative 
E)  plays on people's fears and insecurities 
A)  targets economically disadvantaged consumers 
B)  creates and perpetuates stereotypes 
C)  is untruthful and deceptive 
D)  is manipulative 
E)  plays on people's fears and insecurities

Ethical issues in packaging can involve _____.

The advertising clearance process is a form of self-regulation undertaken by ad media that takes place behind the scenes before a commercial or other advertisement reaches consumers.

_____ is a court consisting of 70 representatives who are formed into five-member panels to hear appeals of NAD and CARU cases when an involved party is dissatisfied with the initial verdict.

State attorneys general have played an active role in the regulation of marketing communications.

Marketing communicators in their various capacities rarely are faced with decisions that have ethical ramifications.

Regulation is justified when consumer decisions are based on false information.

The FTC believes that the entertainment industry to regulate itself regarding the targeting of children with advertisements for violent films,video games,and music,even if the ads are not deemed deceptive or unfair.

Advertising of prescription drugs that is directed toward consumers is known as _____.

What did Kraft state as its defense when the FTC judged the ad for Kraft Singles deceptive?

The practice of marketers in one country using brand names for their products that are virtually the same as the names of established brands from another country is known as _____.

The Golden Rule test states that you should take actions that would be viewed as proper by an objective panel of your professional colleagues.

A number of major corporations,such as General Motors,Amway,and Evian,sponsor or support worthy causes,many of which are environmental causes.These companies are highly motivated to engage in cause-oriented marketing because _____.

In Germany,the White Angel seal represents a promise to consumers that a product carrying an environment claim is in fact legitimate.

According to the _____ test,you should take only actions that would be viewed as proper by an objective panel of your colleagues.

Which of the following statements is true regarding advertising's manipulative power?

Which of the following is an element of the definition of unfair advertising?

Bill purchased camping equipment that he didn't really need.Which of the following ethical areas did Bill blame for his purchase?

An Overview of Integrated Marketing Communications

Enhancing Brand Equity and Accountability

Brand Adoption, Brand Naming and Intellectual Property Issues

Segmentation, Targeting, and Positioning

The Communications Process and Consumer Behavior

The Role of Persuasion in IMC

Imc Objective Setting and Budgeting

An Overview of Advertising Management

Effective and Creative Ad Messages

Endorsers and Message Appeals in Advertising

Traditional Ad Media

Digital Media: Online, Mobile and App Advertising

Social Media

Direct Marketing, CRM, and Other Media

Media Planning and Analysis

Measuring Ad Message Effectiveness

Sales Promotion Overview and the Role of Trade Promotion

Consumer Sales Promotion: Sampling and Couponing

Consumer Sales Promotion: Premiums and Other Promotions

Public Relations, Content Marketing, Viral Marketing, and Sponsorships

Packaging, Pop Communications, and Signage

Personal Selling

Filters

Exam 4: Environmental, Regulatory and Ethical Issues

Ethical issues in packaging can involve _____.

The advertising clearance process is a form of self-regulation undertaken by ad media that takes place behind the scenes before a commercial or other advertisement reaches consumers.

_____ is a court consisting of 70 representatives who are formed into five-member panels to hear appeals of NAD and CARU cases when an involved party is dissatisfied with the initial verdict.

State attorneys general have played an active role in the regulation of marketing communications.

Marketing communicators in their various capacities rarely are faced with decisions that have ethical ramifications.

Regulation is justified when consumer decisions are based on false information.

The FTC believes that the entertainment industry to regulate itself regarding the targeting of children with advertisements for violent films,video games,and music,even if the ads are not deemed deceptive or unfair.

Advertising of prescription drugs that is directed toward consumers is known as _____.

What did Kraft state as its defense when the FTC judged the ad for Kraft Singles deceptive?

The practice of marketers in one country using brand names for their products that are virtually the same as the names of established brands from another country is known as _____.

The Golden Rule test states that you should take actions that would be viewed as proper by an objective panel of your professional colleagues.

A number of major corporations,such as General Motors,Amway,and Evian,sponsor or support worthy causes,many of which are environmental causes.These companies are highly motivated to engage in cause-oriented marketing because _____.

In Germany,the White Angel seal represents a promise to consumers that a product carrying an environment claim is in fact legitimate.

According to the _____ test,you should take only actions that would be viewed as proper by an objective panel of your colleagues.

Which of the following statements is true regarding advertising's manipulative power?

Which of the following is an element of the definition of unfair advertising?

Bill purchased camping equipment that he didn't really need.Which of the following ethical areas did Bill blame for his purchase?

An Overview of Integrated Marketing Communications

Enhancing Brand Equity and Accountability

Brand Adoption, Brand Naming and Intellectual Property Issues

Segmentation, Targeting, and Positioning

The Communications Process and Consumer Behavior

The Role of Persuasion in IMC

Imc Objective Setting and Budgeting

An Overview of Advertising Management

Effective and Creative Ad Messages

Endorsers and Message Appeals in Advertising

Traditional Ad Media

Digital Media: Online, Mobile and App Advertising

Social Media

Direct Marketing, CRM, and Other Media

Media Planning and Analysis

Measuring Ad Message Effectiveness

Sales Promotion Overview and the Role of Trade Promotion

Consumer Sales Promotion: Sampling and Couponing

Consumer Sales Promotion: Premiums and Other Promotions

Public Relations, Content Marketing, Viral Marketing, and Sponsorships

Packaging, Pop Communications, and Signage

Personal Selling

Filters