Question 1

The NAD and NARB were established to _____.

Accepted Answer

A)  sustain standards of truth and accuracy in national advertising to adults 
B)  eliminate federal and state regulation of advertising 
C)  uphold standards of taste and decency in national advertising to adults 
D)  punish national advertisers that violate standards of taste and decency in their ads 
E)  punish national advertisers that encourage children to demand products from their parents 
A)  sustain standards of truth and accuracy in national advertising to adults 
B)  eliminate federal and state regulation of advertising 
C)  uphold standards of taste and decency in national advertising to adults 
D)  punish national advertisers that violate standards of taste and decency in their ads 
E)  punish national advertisers that encourage children to demand products from their parents A

Question 2

What are the three basic elements of the FTC's current policy determining whether or not an ad is deceptive?

Accepted Answer

A)  misleading, reasonable consumer, and material 
B)  misleading, typical consumer, and injury 
C)  comparative ad, misleading, and reasonable consumer 
D)  injury, not avoidable, and material 
E)  injury, reasonable consumer, and false 
A)  misleading, reasonable consumer, and material 
B)  misleading, typical consumer, and injury 
C)  comparative ad, misleading, and reasonable consumer 
D)  injury, not avoidable, and material 
E)  injury, reasonable consumer, and false A

Question 3

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. E

Question 4

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 5

Discuss the costs and benefits of regulation and who pays for or receives each,respectively.When is regulation justified?

Accepted Answer

The costs associated with regulation inc

Question 6

Regulators have been most active in the area of _____.

Accepted Answer

A)  advertising 
B)  personal selling 
C)  sales promotion 
D)  packaging 
E)  publicity 
A)  advertising 
B)  personal selling 
C)  sales promotion 
D)  packaging 
E)  publicity

Question 7

A number of major corporations,such as General Motors,Amway,and Evian,sponsor or support worthy causes,many of which are environmental causes.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 8

The FTC is responsible for regulating information on the packages of food and drug products.

Accepted Answer

A) True 
 B)False

Question 9

For marketing communicators,ethics involves matters of right and wrong,or moral,conduct pertaining to any aspect of marketing communications.

Accepted Answer

A) True 
 B)False

Question 10

Cause-oriented marketing is practiced when companies sponsor or support worthy causes.

Accepted Answer

A) True 
 B)False

Question 11

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 12

Over 60 percent of advertising is found to be deceptive.

Accepted Answer

A) True 
 B)False

Question 13

_____ is based on the premise that a firm that misleads consumers should have to use future advertisements to rectify the deceptive impressions it has created in consumers' minds.

Accepted Answer

A)  Rectification advertising 
B)  Unfairness removal 
C)  Anti-deception advertising 
D)  Regulated advertising 
E)  Corrective advertising 
A)  Rectification advertising 
B)  Unfairness removal 
C)  Anti-deception advertising 
D)  Regulated advertising 
E)  Corrective advertising

Question 14

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 15

Discuss the self-regulation of advertising that occurs before and after an ad appears in the media.

Accepted Answer

The self-regulation of advertising befor

Question 16

The major green communications efforts include all of the following EXCEPT ____.

Accepted Answer

A)  packaging 
B)  sales promotion 
C)  seal-of-approval programs 
D)  cause-oriented communication efforts 
E)  point-of-purchase displays 
A)  packaging 
B)  sales promotion 
C)  seal-of-approval programs 
D)  cause-oriented communication efforts 
E)  point-of-purchase displays

Question 17

One criticism of advertising is that it creates and perpetuates stereotypes.

Accepted Answer

A) True 
 B)False

Question 18

Which of the following is a step in the advertising clearance process?

Accepted Answer

A)  advertising agency clearance 
B)  approval from the advertiser's legal department and perhaps also from an independent law firm 
C)  media approval 
D)  a and b only 
E)  a, b, and c 
A)  advertising agency clearance 
B)  approval from the advertiser's legal department and perhaps also from an independent law firm 
C)  media approval 
D)  a and b only 
E)  a, b, and c

Question 19

The NAD cannot impose fines on deceptive advertisers,but the NARB can.

Accepted Answer

A) True 
 B)False

Question 20

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

Exam 4: Environmental, Regulatory, and Ethical Issues

The NAD and NARB were established to _____.

What are the three basic elements of the FTC's current policy determining whether or not an ad is deceptive?

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

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

Discuss the costs and benefits of regulation and who pays for or receives each,respectively.When is regulation justified?

Regulators have been most active in the area of _____.

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

The FTC is responsible for regulating information on the packages of food and drug products.

For marketing communicators,ethics involves matters of right and wrong,or moral,conduct pertaining to any aspect of marketing communications.

Cause-oriented marketing is practiced when companies sponsor or support worthy causes.

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

Over 60 percent of advertising is found to be deceptive.

_____ is based on the premise that a firm that misleads consumers should have to use future advertisements to rectify the deceptive impressions it has created in consumers' minds.

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

Discuss the self-regulation of advertising that occurs before and after an ad appears in the media.

The major green communications efforts include all of the following EXCEPT ____.

One criticism of advertising is that it creates and perpetuates stereotypes.

Which of the following is a step in the advertising clearance process?

The NAD cannot impose fines on deceptive advertisers,but the NARB can.

An Overview of Integrated Marketing Communications

Enhancing Brand Equity and Accountability

Brand Adoption, Brand Naming, and Intellectual Property Issues

Segmentation, Targeting, and Positioning

The Communication Process and Consumer Behavior

The Role of Persuasion in Integrated Marketing Communications

Objective Setting and Budgeting

Overview of Advertising Management

Effective and Creative Ad Messages

Endorsers and Message Appeals in Advertising

Traditional Advertising Media

Online and Mobile Advertising

Social Media

Direct Marketing and Other Media

Advertising 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,Word-of-Mouth Influence,and Sponsorships

Packaging, Point-of-Purchase Communications, and Signage

Personal Selling

Filters