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

Question 1

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

A)Electronic goods
B)Technology products
C)Consumer goods
D)Premium products
E)Contraceptive products

Answer 1

E

Question 2

The advertising appeals that have received the most criticism for being in poor taste are those using:

A)misrepresentations.
B)violence.
C)sexual appeals.
D)deceptive claims.
E)deliberate misleading.

Answer 2

C

Question 3

Which of the following statements of the relationship between law and ethics is true?

A)All ethical actions are legal whereas all legal actions are not ethical.
B)An action may be within the law and still not be ethical.
C)Legal actions are typically not treated as ethical actions.
D)Ethical actions will not have legal implications.
E)All legal actions are ethical whereas all ethical actions are not legal.

Answer 3

B

Question 4

Which of the following groups protests offensive ads by displaying them in a special section for offensive ads in their Web site?

A)International Advertising Association
B)National Organization for Women
C)National Advertising Review Council
D)National organization for marketing
E)Direct Marketing Association

Question 5

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

A)Regulations
B)Guidelines
C)Policies
D)Ethics
E)Norms

Question 6

Forrester Research found that consumers ignore most ads because:

A)the number and intrusiveness of them is too high.
B)they lack time to pay attention to ads.
C)most ads contain violent and offensive information.
D)they are broadcasted through traditional media.
E)of the specific personality traits of individuals.

Question 7

A lapse in ethical standards or judgment in advertising and promotion can be more damaging to a company than the lapses in other disciplines.Identify the most logical reason for this.

A)These actions are highly visible and hence it could attract more attention.
B)These actions are monitored by special action committees and the reactions could be severe.
C)The customers are more aware of the ethical standards in advertising compared to other disciplines.
D)Government does not regulate the flow of information in the other disciplines.
E)In most cases,the advertisements and promotions are managed by third parties.

Question 8

Which of the following is a major reason why employers engage in deceptive advertising?

A)Most products in the market lack the necessary quality.
B)Advertisers usually present only information that is favorable to their position.
C)National Advertising Review Council does not regulate deceptive advertisements.
D)Studies have found that such advertisements could increase the sales heftily.
E)Unlike other bad practices in advertisements,deceptive advertising is not protected by law.

Question 9

In the 1950s and 1960s,many auto shops gave away promotional calendars to customers.The calendars typically showed some buxom beauty,scantily clothed and posed in some atypical position in or on an automobile.Critics of advertising today would argue that such calendars are:

A)untruthful.
B)unfair.
C)deceptive.
D)in bad taste.
E)asocial.

Question 10

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

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 ads used by competing companies.

Question 11

Which of the following statements describes how condoms are advertised?

A)Condom manufacturers are not permitted to use any of the traditional media vehicles to advertise their products.
B)Ads for condoms are permitted on cable television but not on the major networks.
C)Ads for condoms are considered offensive and are legally prohibited from appearing in print media.
D)No specific restrictions exist on broadcasting condom advertisements.
E)Condom advertisements are not shown during prime time unless they run heath-oriented ads.

Question 12

Critics have been particularly concerned about the use of sexual appeals in the advertising of products such as:

A)health drinks.
B)medicines.
C)automobiles.
D)liquor.
E)consumer goods.

Question 13

St.Pauli's beer ads had shown a woman presented as a human beer bottle.This advertisement is most likely to be criticized for:

A)using sexual appeals.
B)engaging in indirect communication.
C)creating needs.
D)non-traditional appealing.
E)using indirect subjects.

Question 14

Which of the following is the right classification for advertisements that project a sexual appeal,without any relevance to the products?

A)Advertising as deceptive
B)Advertising to improper audience
C)Advertising as offensive or in bad taste
D)Advertising as untruthful
E)Misrepresenting advertisements

Question 15

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?

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.

Question 16

Advertisers have made false or misleading claims or failed to award prizes promoted in a contest or sweepstakes.Such false claims can be reckoned as _____ advertisements.

A)deceptive
B)bad taste
C)offensive
D)exploitative
E)odious

Question 17

Which of the following statements on the attitudes of men and women toward sexually suggestive advertisements is true?

A)Most men felt that sexual ads have low stopping power.
B)Men are much more likely than women to say that sexual ads deteriorate the social values in the society.
C)Both women and men opinioned that sexual ads have stopping power.
D)Sexual appeals in advertisements are supported by majority of the men and women.
E)Women are much more likely than men to say that sexual ads promote a deterioration of moral values.

Question 18

Novartis Corporation spent millions of advertising dollars informing consumers that Doan's pills were superior to other over-the-counter analgesics in treating back pain even though it contained the same ingredients as other over-the-counter analgesics.Critics of advertising would classify this as a(n)_____ advertisement.

A)unsynergistic
B)odious
C)deceptive
D)offensive
E)asocial

Question 19

There has been found to be a strong product class effect with respect to the types of ads consumers perceived as distasteful or irritating.The most irritating commercials tend to be for:

A)food and beverages.
B)industrial machinery.
C)consumer goods.
D)feminine hygiene products.
E)health products.

Question 20

ValueClick,an ad servicing and technology company,used Internet ads offering free iPods,PS3s,and plasma TVs.When people clicked on the ads,instead of providing freebies,ValueClick tricked people into signing up for useless services and then failed to safeguard their personal information.This type of ads could be called _____ advertisements.

A)offensive
B)bad taste
C)exploitative
D)odious
E)deceptive

Question 21

The act of acquiring the skills needed to function in the marketplace can be called the ____.

A)consumer education process
B)customer life cycle
C)organizational growth cycle
D)market-growth process
E)consumer socialization process

Question 22

The Children's Advertising Review Unit guidelines urge that care should be taken to incorporate minority and other groups in advertisements.What is the reason for this?

A)As a means of image advertising to project global brands appeal.
B)In order to project the nonracial image of the United States.
C)As a means of controlling the number of advertisements that are shown in TV channels.
D)In order to present positive and pro-social roles and role models wherever possible.
E)As a means of improving the brand perception and brand image of the products.

Question 23

Which of the following statements on the social influence of advertising is true?

A)There is general agreement that advertising is an important social influence agent.
B)Advertisements cannot create needs in the society.
C)Advertising often attempts to discourage the materialism in the society.
D)Advertising has a more positive social influence rather than a negative impact.
E)It minimizes perpetuating stereotypes about people and groups.

Question 24

Which of the following justifications is used by the marketing and advertising trade groups to defend themselves of the criticisms regarding advertising targeted to children?

A)Parents of younger children,rather than the children themselves,make purchase decisions.
B)Products for children are also commercial merchandises that require advertising.
C)Products for children require more awareness than the other commercial products.
D)Children are less aware of their needs compared to adults and the needs have to be created.
E)Viewing such advertisements is a part of the consumer socialization process in children.

Question 25

Manufacturers of products such as beers often use nudity,sexual suggestiveness,or other startling images to get consumers' attention.Identify the term that best represents this practice.

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

Question 26

The consumer socialization process:

A)refers to how easily a consumer moves from the need recognition stage to the purchase stage of the buying process.
B)explains why consumers will never completely abandon department store shopping for Internet shopping.
C)explains how marketers engage in relationship marketing.
D)is the act of acquiring the skills needed to function in the marketplace.
E)refers to how consumers satisfy their need to belong.

Question 27

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

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.

Question 28

Which of the following is a condition that exists in the Children's Advertising Review Unit guidelines for advertising?

A)Baby care product manufacturers should not advertise their products.
B)Print media advertisements shouldn't be used for child care products.
C)Baby care advertisements should not be shown in prime time.
D)Advertisements targeting children should not be shown in main stream channels.
E)Care should be taken to incorporate minority and other groups in advertisements.

Question 29

Advertisers use shock advertising to:

A)increase the brand association of certain products.
B)get their ads noticed in the midst of all the clutter that is found in the media.
C)form a strategic self-regulation strategy.
D)test the ethics of the advertising industry.
E)act as advocacy ads for company management.

Question 30

_____ is a preoccupation with accumulating possessions rather than intellectual or spiritual concerns.

A)Idealism
B)Naturalism
C)Rationalization
D)Materialism
E)Stereotyping

Question 31

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

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.

Question 32

Advertisements often seek to create needs rather than merely showing how a product or service fulfills them.Many critics claim that this aspect of advertising has an adverse effect on consumer values.What is the main logic behind this claim?

A)Creating needs is an anti-natural process and should be avoided.
B)Such activities would increase the competition in the market.
C)Creating needs would encourage materialism among people.
D)Creating needs to gain market is an anti-competitive conduct.
E)Such an activity is against the federal advertising law.

Question 33

The Children's Advertising Review Unit:

A)is a division of the Federal Trade Commission.
B)was proposed by President Clinton but defeated by Congress.
C)has strict regulatory guidelines regarding the type of appeals and product presentations that can be made to children.
D)directly regulates and supervises the advertisements in the United States,rather than issuing self-regulatory guidelines.
E)is a litigation arm of the America Civil Liberties Union (ACLU)for children and is fully regulated by ACLU.

Question 34

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?

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.

Question 35

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:

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

Question 36

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?

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

Question 37

_____ refers to a personal value orientation that stresses hard work and individual effort and initiative and views the accumulation of material possessions as evidence of success.

A)Naturalism
B)The Protestant ethic
C)Culturalization
D)Stereotyping
E)Idealism

Question 38

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

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

Question 39

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?

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.

Question 40

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?

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.

Question 41

Which of the following attributes of a motorcycle would be reported in persuasive advertising rather than in information advertising?

A)Price
B)Performance
C)Durability
D)Specifications
E)Styling

Question 42

Most critics of advertisements endorse informative advertisements over persuasive advertisements.However,it is difficult to engage only in informational advertising.Why?

A)Customers seek to obtain information from other sources rather than from advertising.
B)Information presented in advertisements would lack credibility.
C)It is difficult to separate informational advertising from persuasive advertising.
D)Customers would not buy products or services without persuasion.
E)Advertisements that provide direct information could generate negative emotions.

Question 43

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

A)deference.
B)activism.
C)self-dependence.
D)need for power.
E)achieving nature.

Question 44

Identify a major aspect of advertisements which could encourage materialism.

A)Most advertisements are shown during the prime time.
B)Ads seek to create needs rather showing how the product fulfills needs.
C)Internet commercials and search engine advertising have gained popularity.
D)Many ads are broadcasted through non-traditional media.
E)Advertisements promote violence rather than showing images of the good life.

Question 45

_____ models were more likely than members of other minority groups to appear in background roles in advertisements.

A)Hispanics
B)Asian
C)African
D)Latino American
E)Irish

Question 46

Which of the following statements support the idea that advertisements do not promote materialism?

A)Advertisements create brand loyalty.
B)Material possessions can be used as symbols of status and success.
C)Advertisements can increase or decrease the price elasticity.
D)The society in which they live frame people's values.
E)Advertising can create needs that didn't exist before.

Question 47

Advertising for which of the following product categories is most likely to be criticized for promoting materialistic values?

A)Consumer goods
B)Food products
C)Health products
D)Feminine hygiene products
E)Alcoholic beverages

Question 48

_____ advertising is criticized for fostering discontent among consumers and encouraging them to purchase products and services to solve deeper problems.

A)Direct
B)Open
C)Persuasive
D)Informational
E)Knowledge

Question 49

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

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)Hispanics or African-Americans used to appear in the advertisements more than the Whites.
D)Over the past two decades,the number of Hispanics used in advertising has increased significantly.
E)Hispanics or African-Americans together constitute the largest consumer group in the world.

Question 50

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

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

Question 51

Which of the following is a defense argument used by the proponents of advertising against the charge that advertising makes people buy things they do not really need?

A)Customers can be benefitted by the economies of scale which occurs due to advertising.
B)Such criticisms assign too much power to advertising than it actually has.
C)Materialism is an important value in an individualistic society.
D)Advertising provides information on basic needs to customers rather than persuading them.
E)Most advertisements do not have emotional appeals to persuade customers.

Question 52

Persuasive advertising is criticized for:

A)ignoring the psychological needs of consumers.
B)fostering discontent among consumers.
C)encouraging people to purchase products to solve simple problems.
D)providing too much information in the advertising.
E)ignoring consumers' emotions and anxieties.

Question 53

Which of the following brands' advertising will least likely be criticized for encouraging materialism?

A)Rolls Royse Phantom
B)BMW X 3
C)Colgate tooth paste
D)Prada shirt
E)Rado Blue Fascination

Question 54

Which of the following had a profound impact in reducing sexism and stereotyping in advertising?

A)Decrease in the purchasing power of Americans
B)Global slowdown and related issues
C)Increase in the number of working women
D)Competition among various forms of media
E)Increased dominance of European countries

Question 55

Asian-Americans are:

A)not generally targeted by ad campaigns.
B)overrepresented in advertisements in terms of their proportion in the U.S.
C)portrayed in ads as a subculture that values fun over work.
D)less likely than any other minority group to appear in U.S.ads.
E)more likely to appear in major roles rather than background roles.

Question 56

Which of the following levels in the Maslow's need hierarchy is addressed by a purely informational advertisement?

A)Basic needs
B)Social needs
C)Need for belonging
D)Esteem needs
E)Self-actualization

Question 57

Research has shown that nonverbal behaviors involving _____ are associated more with boys than girls.

A)passiveness and knowledge
B)dominance and control
C)aggression and lack of credibility
D)passiveness and trustworthiness
E)aggression and lack of knowledge

Question 58

Typically portrayals of adult men in American television and print advertising emphasize:

A)passivity.
B)deference.
C)achieving nature.
D)low level of efforts.
E)interdependence.

Question 59

Identify an attribute which could be reported by an information advertisement.

A)Status
B)Self-esteem
C)Performance
D)Attractiveness
E)Emotions

Question 60

Which of the following product categories is most likely to be criticized for creating needs rather than responding to needs?

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

Question 61

Which of the following is one of the reasons why many companies are struggling with their multicultural marketing efforts?

A)The lack of products that satisfy multicultural demands
B)The lack of diversity among their employees and ad agencies
C)Difficulty in targeting subcultures that value fun over work
D)Low earning potential of multicultural groups
E)The small size of multicultural markets

Question 62

Advertising plays an important role in a free-market system like the USA by:

A)making consumers aware of products and services.
B)creating needs that do not even exist.
C)encouraging materialistic values in the society.
D)alerting the collective values of the society.
E)by reducing the overall cost of goods sold in smaller industries.

Question 63

Advertising creates makes the products or services of large advertisers are perceived as unique or as better than competitors' products.This process can be referred to as:

A)diversification.
B)scalability.
C)economies of scale.
D)rebalancing.
E)differentiation.

Question 64

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

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 access certain information.
D)the separation of classified advertising from the other advertising that commonly appear in newspapers.
E)the lowest possible ad placement rate in the newspaper.

Question 65

Which of the following alternatives to an advertiser-supported media system would run counter to most Americans' desire for freedom of the press?

A)a system supported by higher subscription rates for newspapers and magazines.
B)a pay-per-view television system.
C)government-sponsored media.
D)a monthly fee for a preset number of television viewing hours.
E)self-financing media initiatives.

Question 66

Pacific Auto World decided to stop advertising on a local television station that ran a story on its evening news that was critical of the high pressure tactics used by the dealer's salespeople.This is an example of:

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

Question 67

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:

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.

Question 68

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

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.

Question 69

Which of the following is a major benefit of advertising?

A)It limits the earning potential of larger companies and maximizes the potential of smaller companies.
B)It leads to economies of scale in production.
C)It encourages materialistic values in the society.
D)It helps in altering the collective values of the society.
E)It helps nations establish collectivist values rather than individualist values.

Question 70

Most print media are very concerned over maintaining the concept of 'The Wall' in order to ensure independence and credibility.However,it is difficult to maintain 'The Wall' in modern organizations.Which of the following is the reason for this?

A)The type of information that the print media is distributing.
B)The change in advertising patterns.
C)Increased competition from the other media.
D)The change in attitude of the advertisers.
E)Increased customer awareness and price sensitiveness.

Question 71

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:

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.

Question 72

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:

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

Question 73

Procter & Gamble spends over $2 billion annually on advertising for its various consumer products and can make large media purchases at rates lower than its smaller competitors.This is an example of how a large advertiser can achieve a competitive advantage based on:

A)differentiation.
B)economies of scale.
C)economic censorship.
D)diversification.
E)protestant ethic.

Question 74

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

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.

Question 75

Media often avoid certain topics or even present biased news coverage,in acquiescence to advertiser demands.Identify the term that best represents this practice.

A)Protestant ethic
B)Stereotyping
C)Economic censorship
D)Consumer socialization
E)Shock advertising

Question 76

Which of the following is the most important source revenue for newspapers and magazines?

A)Sales
B)Subscriptions
C)Editorials
D)Advertising
E)Donations

Question 77

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

A)Media can obtain advertisements from a variety of sources and hence cannot be influenced.
B)Advertisers have very little influence in determining the earnings of most media companies.
C)Most advertisers have a diverse array of media to choose from and hence they do not have to influence.
D)To retain public confidence,the media must report the news fairly without showing any bias or attempt to avoid controversial topics.
E)News and business departments work together as a unit to minimize the effects of influences.

Question 78

Large advertisers usually sell more of a product or service,which means they may have lower production costs and can allocate more monies to advertising,so they can afford the costly but more efficient media like network television.Which of the following phenomena describes this effect?

A)Economies of scale
B)Differentiation
C)Diversification
D)Protestant Ethic
E)Economic censorship

Question 79

Which of the following is a plausible reason to argue that advertisers do not exert undue influence over the media?

A)Media does not often show advertisements with violent or sexual content.
B)Advertisements help the media reduce its cost of operation.
C)Only the larger companies are influenced by the effect of advertising.
D)An advertiser needs the media more than they need any individual advertiser.
E)Only the smaller companies are influenced by the effect of advertising.

Question 80

Some critics say advertising hampers consumer choice.Identify the most reasonable justification for this argument.

A)Advertising is a cost and should be passed on to customers.
B)Advertising enables smaller players to provide information to customers.
C)Advertisements can be used to create economies of scale.
D)Advertisements create the perception that the advertised product is unique.
E)Advertising minimizes the effect of economic censorship.