Advertising & IMC: Principles and Practice, (Moriarty)
Chapter 3
Brand Communication and Society
1) ________ results when an external
message drives people to feel a need or want to buy a product.
A) Demand creation
B) Direct marketing
C) Social marketing
D) Cause marketing
E) Mission marketing
2) The question of whether advertising
creates social values rather than merely reflecting them is known as the
________.
A) social-versus-economic debate
B) competitive-versus-market power
debate
C) personal-versus-corporate debate
D) personal-versus-social debate
E) shape-versus-mirror debate
3) A ________ is a representation of a
cultural group that emphasizes a trait or group of traits that may or may not
communicate an accurate representation of the group.
A) norm
B) reference
group
C) symbol
D) mean
E) stereotype
4) Which of the following states a
message that is untrue?
A) puffery
B) comparative
advertising
C) image
advertising
D) product
demonstrations
E) false
advertising
Answer: E
Difficulty: Easy
5) Which of the following is a term
that describes what happens when Western culture is imposed on others?
A) marketing
imposition
B) cultural
imposition
C) cultural
imperialism
D) demand
creation
E) marketing
elitism
6) Some Asian and Middle Eastern countries
are critical of what they see as America's materialism and disrespectful
behavior toward women and elders and are worried that advertising will
encourage their young people to adopt these viewpoints. It is most accurate to
say that these countries are concerned about ________.
A) marketing
ethics
B) deceptive
advertising
C) social
decline
D) social
responsibility
E) marketing
imperialism
7) ________ refers
to advertising or other sales representations that praise the item to be sold
with subjective opinions, superlatives, or exaggerations, stating no specific
facts.
A) Puffery
B) Manipulative advertising
C) Deceptive advertising
D) Comparative advertising
E) Endorsement
8) Which of the following is true
regarding customs?
A) Customs can be stronger than laws.
B) Customs are easily identified and
explained.
C) Customs are basically the same
around the world.
D) Customs have little impact on the
effectiveness of advertising.
E) Only natives of a culture can ever
understand local customs.
9) Which of the following does NOT
describe a claim that uses puffery?
A) a claim
that is obviously exaggerated
B) a claim
supported by a set of facts
C) a claim
that is vague
D) a claim
supported by subjective opinions
E) a claim
that can't be proven or disproven
10) Advertisements for which of the
following types of products are most heavily criticized for using misleading
claims?
A) automobiles
B) weight loss
products
C) travel
packages
D) over-the-counter
medicines
E) snack foods
11) Under U.S. law, businesses can seek
damages from a competitor who misrepresents the nature, characteristics,
qualities, or geographic origin of the company's product in ________.
A) puffery
B) mission
advertising
C) demand
creation
D) comparative
advertising
E) claim
advertising
12) According to U.S. law, which of the
following is NOT an element a company/plaintiff is required to prove to win a
false advertising lawsuit about an ad containing a comparative claim?
A) False statements have been made
about either product.
B) The ads actually deceived or had the
tendency to deceive a substantial segment of the audience.
C) The offending advertiser intended to
damage the complaining company's business.
D) The deception was
"material" and likely to influence purchasing decisions.
E) Falsely advertised goods are sold in
interstate commerce.
13) A(n)
________ is any advertising message that consumers believe reflects the
opinions, beliefs, or experiences of an individual, group, or institution.
A) endorsement
B) comparative
ad
C) puffed ad
D) one-sided
message
E) two-sided message
14) A company that pays bloggers to
pose as customers and post customer reviews online is using ________.
A) green
marketing
B) cause
marketing
C) shockvertising
D) flogging
E) networking
15) Which of the following prohibits
consumers from taking cash from manufacturers, suppliers, or their
representatives for making recommendations, reviews, or endorsements, unless
full disclosure is provided?
A) the Word of
Mouth Marketing Association's ethics code
B) the Council
of Better Business Bureaus
C) the
American Association of Advertising Agencies' Creative Code
D) the TARES
Test of Ethical Advertising
E) the Federal
Trade Commission
16) Verbal or written words in an
advertisement that indicate exceptions to the advertising claim made are known
as ________.
A) ethics
B) puffs
C) endorsements
D) testimonials
E) disclaimers
17) The main concern the FTC has when
an advertiser makes substitutes for products during a demonstration (such as
using a mixture of glue and water instead of ice cream) is whether the
________.
A) substitution
is necessary
B) demonstration
uses puffery
C) advertiser
indicates that substitutes are used in the demonstration
D) consumer
knows substitutes are used in the demonstration
E) demonstration
falsely upgrades the consumers' perception of the advertised brand
18) Cigarette advertising on ________
has been banned since 1971.
A) radio only
B) television
only
C) the
Internet only
D) radio and
television only
E) radio,
television, and the Internet
19) Which of the following is NOT an
element of the FDA's 1996 restrictions on tobacco advertising?
A) a ban on
all in-store advertising located within 1,000 feet of a school
B) a ban on
outdoor ads within 1,000 feet of a school
C) ads limited
to black-and-white, text only, in magazines with 55 percent readership under
the age of 18
D) $150 million provided to fund
antismoking ads targeting children
E) a ban on
outdoor ads within 1,000 feet of a playground
20) Which of the following best
explains why the amount of prescription drug advertising has increased since
1997?
A) The American Medical Association
approved the use of advertising to promote prescription drugs.
B) The federal government loosened its
controls on the production of prescription drugs.
C) Pharmaceutical companies realized
that a pull strategy would be more effective than a push strategy.
D) The federal government loosened its
controls on pharmaceutical advertising.
E) Patents held by many pharmaceutical
companies expired, resulting in price competition and heavy advertising.
21) Which of the following refers to
the ethically questionable practice of companies paying or providing incentives
for bloggers to post positive comments about products?
A) blogola
B) puffery
C) comparative
advertising
D) commercial
speech
E) substantiated
claims
22) As a part of new health care reform
efforts, the United States government now requires health insurance companies
to ________.
A) discontinue
broadcast advertising
B) discontinue
direct advertising
C) provide
coverage for brand name medications only
D) provide
coverage for generic medications only
E) spend at
least 80% of the premiums they receive on medical care, not other costs such as
advertising
23) ________ are
the "shoulds" and "oughts"
of behavior.
A) Missions
B) Ethics
C) Regulations
D) Customs
E) Traditions
24) ________ are
frameworks for right actions and are primarily the domain of religion and
philosophy.
A) Missions
B) Ethics
C) Morals
D) Customs
E) Traditions
25) Personal judgment and moral
reasoning rest on ________.
A) explicit
laws governing practice
B) membership
in a professional association
C) an
understanding of the law
D) a sense of
right and wrong
E) a code of
standards
26) Many professions write a code of
________ to help guide practitioners toward ethical behavior.
A) morals
B) ethics
C) laws
D) regulations
E) missions
27) Which of the following codes is
designed to help marketers and advertising specialists create transparent
advertising in a fair, honest, and forthright manner?
A) FTC Improvement Act
B) Principles and Practices for
Advertising Ethics
C) The Distilled Spirits Council Model
D) National Advertising Review Board
Rules
E) Better Business Bureau of Practices
28) Adbusters.org is an example of a(n) ________.
A) professional
advertising association
B) anti-consumerist
organization
C) regulatory
government agency
D) public
relations agency
E) advertising
institute
29) Which of the following
organizations monitors and regulates direct-mail advertising material such as
personal loan and credit card offers?
A) U.S. Patent and Trademark Office
B) States' Attorney Generals
C) U.S. Postal Service
D) FCC
E) FDA
30) Unfair methods of competition in
commerce were declared unlawful by the ________.
A) 1906 Pure Food and Drug Act
B) 1914 Federal Trade Commission Act
C) 1938 Wheeler-Lea Amendment
D) 1946 Lanham Act
E) 1980 FTC Improvement Act
31) A ________ gives an organization
the exclusive right to use or reproduce original work, such as an advertisement
or package design, for a specified period of time.
A) trademark
B) servicemark
C) copyright
D) patent
E) brand name
32) Which of the following CANNOT be
copyrighted?
A) an
advertisement
B) an idea
C) a package
design
D) an
illustration
E) a
photograph
33) Which of the following gave the FTC
the authority to provide consumers methods for seeking redress or restitution
for deceptive marketing practices?
A) Federal Trade Commission Act
B) Telemarketing and Consumer Fraud Act
and Abuse Protection Act
C) Magnuson-Moss Warranty/FTC
Improvement Act
D) Wheeler-Lea Amendment
E) 1980 Supreme Court ruling on Central
Hudson Gas and Electric v. Public Service Commission of New York
34) The most basic federal law that
governs advertising is the ________ Amendment to the U.S. Constitution.
A) First
B) Second
C) Third
D) Fourth
E) Fifth
35 ) Which of the following federal agencies has control over
lotteries and mail fraud?
A) U.S. Postal Service
B) FCC
C) FDA
D) U.S. Patent and Trademark Office
E) Library of Congress