chapter three advertising and society. prentice hall, © 20093-2 demand creation in advertising is...
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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
Prentice Hall, © 2009 3-4
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 3-5
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
Prentice Hall, © 2009 3-7
Can testing help determine which ads might offend some viewers?
a) Yes
b) No
Prentice Hall, © 2009 3-8
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
Prentice Hall, © 2009 3-9
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
Prentice Hall, © 2009 3-10
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
Prentice Hall, © 2009 3-13
An ad may be false, misleading or deceptive, but not unethical.
a) True
b) False
Prentice Hall, © 2009 3-14
If a consumer buys an unsafe product, are they ultimately responsible for it?
a) Yes
b) No
Prentice Hall, © 2009 3-15
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
Prentice Hall, © 2009 3-17
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
Prentice Hall, © 2009 3-21
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
Prentice Hall, © 2009 3-23
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
Prentice Hall, © 2009 3-25
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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