chapter three advertising and society. prentice hall, © 20093-2 demand creation in advertising is...

Chapter Three

Advertising and Society

Prentice Hall, © 2009 3-2

Demand creation in advertising is considered a positive phenomenon.

a) True

b) False

Prentice Hall, © 2009 3-3

Demand creation in advertising is considered a positive phenomenon.

a) True

b) False

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According to the “shape-vs.-mirror” debate, advertising can do all of the following except:

a) Reflect social valuesb) Create social valuesc) Teach social responsibilityd) Manipulate people’s choices

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According to the “shape-vs.-mirror” debate, advertising can do all of the following except:

a) Reflect social valuesb) Create social valuesc) Teach social responsibilityd) Manipulate people’s choices

Prentice Hall, © 2009 3-6

Can testing help determine which ads might offend some viewers?

a) Yes

b) No

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Can testing help determine which ads might offend some viewers?

a) Yes

b) No

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Which of the following are racial or ethnic stereotypes in advertising? a) The Washington Redskinsb) A white person driving a Toyotac) A submissive Asian in an officed) Both a and c

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Which of the following are racial or ethnic stereotypes in advertising? a) The Washington Redskinsb) A white person driving a Toyotac) A submissive Asian in an officed) Both a and c

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Advertising claims are considered puffery if they:

a) Compare products unfavorably to a competitor

b) Use exaggerating claims that cannot really be proved or disproved

c) Manipulate and creating demand through emotional persuasion

d) Use a spokesperson to endorse a brand

Prentice Hall, © 2009 3-11

Advertising claims are considered puffery if they:

a) Compare products unfavorably to a competitor

b) Use exaggerating claims that cannot really be proved or disproved

c) Manipulate and creating demand through emotional persuasion

d) Use a spokesperson to endorse a brand

Prentice Hall, © 2009 3-12

An ad may be false, misleading or deceptive, but not unethical.

a) True

b) False

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An ad may be false, misleading or deceptive, but not unethical.

a) True

b) False

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If a consumer buys an unsafe product, are they ultimately responsible for it?

a) Yes

b) No

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If a consumer buys an unsafe product, are they ultimately responsible for it?

a) Yes

b) No

Prentice Hall, © 2009 3-16

In advertising, a trademark:

a) Identifies the seller’s brand and differentiates it from others

b) Gives the organization exclusive use of its trademark

c) Must be registered to be validd) All of the above

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In advertising, a trademark:

a) Identifies the seller’s brand and differentiates it from others

b) Gives the organization exclusive use of its trademark

c) Must be registered to be validd) All of the above

Prentice Hall, © 2009 3-18

The most basic federal law that governs advertising is the First Amendment of the U.S. Constitution.

a) True

b) False

Prentice Hall, © 2009 3-19

The most basic federal law that governs advertising is the First Amendment of the U.S. Constitution.

a) True

b) False

Prentice Hall, © 2009 3-20

The first step in the regulation process after the FTC determines that an ad is deceptive is:

a) Consent decreesb) Cease-and-desist ordersc) Corrective advertisingd) Consumer redress

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The first step in the regulation process after the FTC determines that an ad is deceptive is:

a) Consent decreesb) Cease-and-desist ordersc) Corrective advertisingd) Consumer redress

Prentice Hall, © 2009 3-22

If a consumer is concerned about exaggerated drug claims, should they contact the FDA?

a) Yes

b) No

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If a consumer is concerned about exaggerated drug claims, should they contact the FDA?

a) Yes

b) No

Prentice Hall, © 2009 3-24

The media attempts to screen advertising, but profit concerns are always the first consideration.

a) True

b) False

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The media attempts to screen advertising, but profit concerns are always the first consideration.

a) True

b) False

Prentice Hall, © 2009 3-26

Ultimately, decisions about ethics in advertising are made based on:

a) Solely laws and regulationsb) Public standards of good tastec) The big picture of social impactd) An internal moral compass that

senses when something is right or wrong

Prentice Hall, © 2009 3-27

Ultimately, decisions about ethics in advertising are based on:

a) Solely laws and regulationsb) Public standards of good tastec) The big picture of social impactd) An internal moral compass that

senses when something is right or wrong

Prentice Hall, © 2009 3-28

Is it possible for advertisers to exercise self-discipline in a highly competitive environment?

a) Yes

b) No

Prentice Hall, © 2009 3-29

Is it possible for advertisers to exercise self-discipline in a highly competitive environment?

a) Yes

b) No

Prentice Hall, © 2009 3-30

The code of standards in advertising helps to define:

a) How professionals in the industry should respond when faced with ethical questions

b) A corporate philosophy based on ethical values

c) The laws and regulations governing practice and principles

d) The ethical responsibility for selling a controversial or unsafe product

Prentice Hall, © 2009 3-31

The code of standards in advertising helps to define:

a) How professionals in the industry should respond when faced with ethical questions

b) A corporate philosophy based on ethical values

c) The laws and regulations governing practice and principles

d) The ethical responsibility for selling a controversial or unsafe product

Prentice Hall, © 2009 3-32

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Copyright © 2009 Pearson Education, Inc.  Copyright © 2009 Pearson Education, Inc.  Publishing as Prentice HallPublishing as Prentice Hall