Question 1

The consumer socialization process:

Accepted Answer

A)  refers to how consumers satisfy their need to belong 
B)  explains why consumers will never completely abandon department store shopping for Internet shopping 
C)  is the acquiring of skills needed to function in the marketplace 
D)  explains how marketers engage in relationship marketing 
A)  refers to how consumers satisfy their need to belong 
B)  explains why consumers will never completely abandon department store shopping for Internet shopping 
C)  is the acquiring of skills needed to function in the marketplace 
D)  explains how marketers engage in relationship marketing

Question 2

Which of the following is NOT an area from which complaints to the Standards Division of the ASC arise?

Accepted Answer

A)  contravention of government guidelines 
B)  consumer complaints 
C)  trade disputes 
D)  special interest group complaints 
A)  contravention of government guidelines 
B)  consumer complaints 
C)  trade disputes 
D)  special interest group complaints

Question 3

Which of the following is NOT a clause contained in the Canadian Code of Advertising Standards?

Accepted Answer

A)  bait and switch 
B)  superstitions and fears 
C)  testimonials 
D)  subliminal tactics 
A)  bait and switch 
B)  superstitions and fears 
C)  testimonials 
D)  subliminal tactics

Question 4

A situation where a company creates conditions that makes it difficult for other firms to enter a market is known as:

Accepted Answer

A)  a barrier to entry 
B)  economies of scale 
C)  a market blockade 
D)  market dominance 
A)  a barrier to entry 
B)  economies of scale 
C)  a market blockade 
D)  market dominance

Question 5

Stereotypical portrayals of adult women in North American television and print advertising emphasize their:

Accepted Answer

A)  activism and autonomy 
B)  power 
C)  passivity and deference 
D)  ability to achieve under any circumstances 
A)  activism and autonomy 
B)  power 
C)  passivity and deference 
D)  ability to achieve under any circumstances

Question 6

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

Accepted Answer

A)  automobiles 
B)  calculators 
C)  canned soup 
D)  designer jeans 
A)  automobiles 
B)  calculators 
C)  canned soup 
D)  designer jeans

Question 7

According to those who believe that advertising does NOT have an adverse effect on consumer values,advertising:

Accepted Answer

A)  is a major determinant of society's taste and values 
B)  is merely a reflection of society's tastes and values 
C)  is solely accountable for the increase in materialism due to its nature and power 
D)  cannot create needs but only exploit existing ones 
A)  is a major determinant of society's taste and values 
B)  is merely a reflection of society's tastes and values 
C)  is solely accountable for the increase in materialism due to its nature and power 
D)  cannot create needs but only exploit existing ones

Question 8

Critics of advertising aimed at children use all of the following arguments to explain why it is wrong EXCEPT:

Accepted Answer

A)  preschool children cannot discriminate between commercials and television programs 
B)  children lack an understanding of how advertising works and thus cannot effectively use cognitive defences against it 
C)  children do not perceive the selling or persuasive intent of commercials 
D)  advertising is a part of life, and children must learn to deal with it as part of the consumer socialization process 
A)  preschool children cannot discriminate between commercials and television programs 
B)  children lack an understanding of how advertising works and thus cannot effectively use cognitive defences against it 
C)  children do not perceive the selling or persuasive intent of commercials 
D)  advertising is a part of life, and children must learn to deal with it as part of the consumer socialization process

Question 9

Many advertising experts argue that what underlies the increased use of shock appeal is:

Accepted Answer

A)  the pressure on marketers and their agencies to do whatever it takes to get their ads noticed. 
B)  actually, the reduction in clutter has made shock appeal less necessary. 
C)  that sexual appeal is having less of an effect on audiences. 
D)  it is a new type of appeal that consumers tend to react to. 
A)  the pressure on marketers and their agencies to do whatever it takes to get their ads noticed. 
B)  actually, the reduction in clutter has made shock appeal less necessary. 
C)  that sexual appeal is having less of an effect on audiences. 
D)  it is a new type of appeal that consumers tend to react to.

Question 10

Which of the following DOES NOT express 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 likely to risk consumer trust and confidence by intentionally deceiving them. 
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 likely to risk consumer trust and confidence by intentionally deceiving them.

Question 11

According to Shelby Hunt,the purpose of all advertising is to:

Accepted Answer

A)  inform 
B)  persuade 
C)  enhance brand image 
D)  change attitude 
A)  inform 
B)  persuade 
C)  enhance brand image 
D)  change attitude

Question 12

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

Accepted Answer

A)  a major television network such as CBC 
B)  a major newspaper such as The Globe and Mail 
C)  a major magazine such as Time or Maclean's 
D)  a growing newspaper or magazine which receives a high amount of advertising from a particular industry 
A)  a major television network such as CBC 
B)  a major newspaper such as The Globe and Mail 
C)  a major magazine such as Time or Maclean's 
D)  a growing newspaper or magazine which receives a high amount of advertising from a particular industry

Question 13

The CRTC ensures that specialty services carry a maximum of ___ minutes of advertising per hour during the broadcast day.

Accepted Answer

A)  5 
B)  12 
C)  15 
D)  20 
A)  5 
B)  12 
C)  15 
D)  20

Question 14

For many years,Hershey's spent very little money on advertising,yet its chocolate bar was a successful brand.This success can be interpreted as evidence that:

Accepted Answer

A)  advertising is really not needed for a brand to be successful 
B)  advertising increases product costs and prices 
C)  luck plays a major role in the success of a product 
D)  product quality and image are important determinants of success 
A)  advertising is really not needed for a brand to be successful 
B)  advertising increases product costs and prices 
C)  luck plays a major role in the success of a product 
D)  product quality and image are important determinants of success

Question 15

Which of the following is NOT a social criticism of advertising?

Accepted Answer

A)  Advertising is offensive and distasteful. 
B)  Advertising takes advantage of children. 
C)  Advertising increases product costs and reduces competition. 
D)  Advertising makes consumers buy things they don't need. 
A)  Advertising is offensive and distasteful. 
B)  Advertising takes advantage of children. 
C)  Advertising increases product costs and reduces competition. 
D)  Advertising makes consumers buy things they don't need.

Question 16

Using economic censorship,applying pressure to limit the coverage of a controversial story that might reflect negatively on a company and trying to control the editorial content of magazines are all ways that:

Accepted Answer

A)  consumer advocates fight for the rights of the masses. 
B)  media manipulates advertisers. 
C)  advertisers exert influence on the media. 
D)  media controls content on television. 
A)  consumer advocates fight for the rights of the masses. 
B)  media manipulates advertisers. 
C)  advertisers exert influence on the media. 
D)  media controls content on television.

Question 17

Each of the following statements describes advertising that can be perceived as irritating or distasteful EXCEPT:

Accepted Answer

A)  Consumers can be offended by the mere fact that certain products such as contraceptives are even advertised. 
B)  A study of prime time commercials found that consumers have become used to ads for personal care products, and they seldom perceive them as irritating or distasteful any more. 
C)  Consumers tend to dislike ads for products they don't use or brands they don't buy. 
D)  Ads using sexual appeals or nudity offend many consumers. 
A)  Consumers can be offended by the mere fact that certain products such as contraceptives are even advertised. 
B)  A study of prime time commercials found that consumers have become used to ads for personal care products, and they seldom perceive them as irritating or distasteful any more. 
C)  Consumers tend to dislike ads for products they don't use or brands they don't buy. 
D)  Ads using sexual appeals or nudity offend many consumers.

Question 18

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

Accepted Answer

A)  It can be difficult to determine if an ad is misleading consumers since deception is partly dependent on how a consumer perceives an advertising message. 
B)  Even though most advertisers intend to deliberately mislead consumers, they often present only information that is favourable to their position. 
C)  Many critics of advertising feel that advertising should include puffery or embellished messages. 
D)  Many critics of advertising do not believe that advertising can or should be informative. 
A)  It can be difficult to determine if an ad is misleading consumers since deception is partly dependent on how a consumer perceives an advertising message. 
B)  Even though most advertisers intend to deliberately mislead consumers, they often present only information that is favourable to their position. 
C)  Many critics of advertising feel that advertising should include puffery or embellished messages. 
D)  Many critics of advertising do not believe that advertising can or should be informative.

Question 19

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 and that makes it difficult for smaller brands to compete against them. 
C)  Heavily advertised brands dominate the market in certain product categories such as soft drinks, beer, and cereal. 
D)  When a successful new product is introduced, competitors quickly follow and use advertising to inform consumers about their brand. 
A)  Advertising can be used to create and maintain brand loyalty for dominant brands. 
B)  Dominant brands can afford to spend more on advertising and that makes it difficult for smaller brands to compete against them. 
C)  Heavily advertised brands dominate the market in certain product categories such as soft drinks, beer, and cereal. 
D)  When a successful new product is introduced, competitors quickly follow and use advertising to inform consumers about their brand.

Question 20

_____ are moral principles and values that govern the actions and decisions of an individual or group.

Accepted Answer

A)  Regulations 
B)  Guidelines 
C)  Ethics 
D)  Social criticisms 
A)  Regulations 
B)  Guidelines 
C)  Ethics 
D)  Social criticisms

The consumer socialization process:

Which of the following is NOT an area from which complaints to the Standards Division of the ASC arise?

Which of the following is NOT a clause contained in the Canadian Code of Advertising Standards?

A situation where a company creates conditions that makes it difficult for other firms to enter a market is known as:

Stereotypical portrayals of adult women in North American television and print advertising emphasize their:

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

According to those who believe that advertising does NOT have an adverse effect on consumer values,advertising:

Critics of advertising aimed at children use all of the following arguments to explain why it is wrong EXCEPT:

Many advertising experts argue that what underlies the increased use of shock appeal is:

Which of the following DOES NOT express a valid conclusion about the truthfulness of advertising?

According to Shelby Hunt,the purpose of all advertising is to:

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

The CRTC ensures that specialty services carry a maximum of ___ minutes of advertising per hour during the broadcast day.

For many years,Hershey's spent very little money on advertising,yet its chocolate bar was a successful brand.This success can be interpreted as evidence that:

Which of the following is NOT a social criticism of advertising?

Using economic censorship,applying pressure to limit the coverage of a controversial story that might reflect negatively on a company and trying to control the editorial content of magazines are all ways that:

Each of the following statements describes advertising that can be perceived as irritating or distasteful EXCEPT:

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

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

_____ are moral principles and values that govern the actions and decisions of an individual or group.

Integrated Marketing Communications

Organizing for IMC: Role of Agencies

Consumer Behaviour and Target Audience Decisions

Communication Response Models

Objectives for the IMC Plan

Brand Positioning Strategy Decisions

Creative Strategy Decisions

Creative Tactics Decisions

Measuring the Effectiveness of the Promotional Message

Media Planning and Budgeting for IMC

Broadcast Media

Print Media

Out-Of-Home and Support Media

Sales Promotion

Public Relations

Direct Marketing

Internet Media

Filters

Exam 18: Regulatory, Ethical, Social, and Economic Issues for Imc

The consumer socialization process:

Which of the following is NOT an area from which complaints to the Standards Division of the ASC arise?

Which of the following is NOT a clause contained in the Canadian Code of Advertising Standards?

A situation where a company creates conditions that makes it difficult for other firms to enter a market is known as:

Stereotypical portrayals of adult women in North American television and print advertising emphasize their:

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

According to those who believe that advertising does NOT have an adverse effect on consumer values,advertising:

Critics of advertising aimed at children use all of the following arguments to explain why it is wrong EXCEPT:

Many advertising experts argue that what underlies the increased use of shock appeal is:

Which of the following DOES NOT express a valid conclusion about the truthfulness of advertising?

According to Shelby Hunt,the purpose of all advertising is to:

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

The CRTC ensures that specialty services carry a maximum of ___ minutes of advertising per hour during the broadcast day.

For many years,Hershey's spent very little money on advertising,yet its chocolate bar was a successful brand.This success can be interpreted as evidence that:

Which of the following is NOT a social criticism of advertising?

Using economic censorship,applying pressure to limit the coverage of a controversial story that might reflect negatively on a company and trying to control the editorial content of magazines are all ways that:

Each of the following statements describes advertising that can be perceived as irritating or distasteful EXCEPT:

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

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

_____ are moral principles and values that govern the actions and decisions of an individual or group.

Integrated Marketing Communications

Organizing for IMC: Role of Agencies

Consumer Behaviour and Target Audience Decisions

Communication Response Models

Objectives for the IMC Plan

Brand Positioning Strategy Decisions

Creative Strategy Decisions

Creative Tactics Decisions

Measuring the Effectiveness of the Promotional Message

Media Planning and Budgeting for IMC

Broadcast Media

Print Media

Out-Of-Home and Support Media

Sales Promotion

Public Relations

Direct Marketing

Internet Media

Filters