1. Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 3 - 1 Brand Communication and Society

2. Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 3 - 2 The topic of _____ generates debate about marketing communication’s social role. 1.substantiation 2.mission marketing 3.over commercialization 4.monopolistic competition

3. 1.substantiation 2.mission marketing 3.over commercialization 4.monopolistic competition Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 3 - 3 The topic of _____ generates debate about marketing communication’s social role. The debate about advertising and marketing communication in society focuses on the creation of demand, the shaping versus mirroring of demand, and over commercialization.

4. Critics argue that advertising causes _____ if it drives people to feel a need or want. 1.demand creation 2.marketing imperialism 3.over simplification 4.product-related envy Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 3 - 4

5. Critics argue that advertising causes _____ if it drives people to feel a need or want. 1.demand creation 2.marketing imperialism 3.over simplification 4.product-related envy Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 3 - 5 Some critics charge that advertising causes demand creation, which results when an external message drives people to feel a need or want—sometimes unnecessarily.

6. The _____ debate questions the limits of advertising’s influence on society. 1.mind over matter 2.costs versus benefits 3.privacy versus liberty 4.shaping versus mirroring Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 3 - 6

7. 1.mind over matter 2.costs versus benefits 3.privacy versus liberty 4.shaping versus mirroring The _____ debate questions the limits of advertising’s influence on society. Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 3 - 7 The shaping versus mirroring debate concerns the point at which advertising crosses the line between reflecting social values and creating them.

8. _____ is a common problem in the way advertising portrays people. 1.Puffery 2.Stereotyping 3.Substantiation 4.Collocation Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 3 - 8

9. 1.Puffery 2.Stereotyping 3.Substantiation 4.Collocation _____ is a common problem in the way advertising portrays people. Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 3 - 9 Stereotypes based on gender, age, race, culture, and ethnicity are common problems found in the way that advertising portrays people.

10. 1.false 2.misleading 3.deceptive 4.all of the above Unethical advertising claims are _____. Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 3 - 10

11. Unethical advertising claims are _____. 1.false 2.misleading 3.deceptive 4.all of the above Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 3 - 11 Advertising claims are considered to be unethical if they are false, misleading, or deceptive.

12. The term marketing imperialism describes what happens when _____. 1.a product is endorsed by a celebrity 2.advertising campaigns target children 3.Western culture is imposed on other cultures 4.subjective opinions are used to sell products Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 3 - 12

13. The term marketing imperialism describes what happens when _____. 1.a product is endorsed by a celebrity 2.advertising campaigns target children 3.Western culture is imposed on other cultures 4.subjective opinions are used to sell products Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 3 - 13 The term marketing imperialism (or cultural imperialism) is used to describe what happens when Western culture is imposed on other cultures.

14. Marketers use _____ to take on their competition in an advertisement. 1.principled discussions 2.comparative advertising 3.brand-name recollection 4.commercial discourse Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 3 - 14

15. Marketers use _____ to take on their competition in an advertisement. 1.principled discussions 2.comparative advertising 3.brand-name recollection 4.commercial discourse Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 3 - 15 Comparing a marketer’s product favorably against another product is legitimate; however, comparative advertising can be challenged if it is misleading.

16. All of the following except _____ are product related issues faced by marketers. 1.competitive products 2.controversial products 3.prescription drugs 4.unhealthy or dangerous products Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 3 - 16

17. 1.competitive products 2.controversial products 3.prescription drugs 4.unhealthy or dangerous products All of the following except _____ are product related issues faced by marketers. Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 3 - 17 Key areas of concern for marketers include controversial products, unhealthy or dangerous products, and prescription drugs.

18. _____ aligns basic business practices and position of a brand with a cause. 1.Viral marketing 2.Mission marketing 3.Consumer marketing 4.Global marketing Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 3 - 18

19. 1.Viral marketing 2.Mission marketing 3.Consumer marketing 4.Global marketing _____ aligns basic business practices and position of a brand with a cause. Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 3 - 19 The term mission marketing refers to aligning basic business practices and position of a brand with some cause, such as the environment or sustainability.

20. According to your textbook, ethics and morals are _____. 1.unrelated 2.synonymous 3.closely related 4.matters of law Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 3 - 20

21. 1.unrelated 2.synonymous 3.closely related 4.matters of law According to your textbook, ethics and morals are _____. Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 3 - 21 Ethics are the “right thing to do.” Morals are frameworks for right actions. While they are closely related, they are not synonymous.

22. Which of the following is not a principle of the TARES Test of Ethical Advertising? 1.Equanimity 2.Truthfulness 3.Authenticity 4.Social responsibility Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 3 - 22

23. 1.Equanimity 2.Truthfulness 3.Authenticity 4.Social responsibility Which of the following is not a principle of the TARES Test of Ethical Advertising? Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 3 - 23 A persuasive message passes the TARES Test of Ethical Advertising if it is t ruthful, a uthentic, r espectful, e quitable, and s ocially responsible.

24. A _____ differentiates a seller’s brand from the brands of other sellers. 1.copyright 2.marquee 3.trademark 4.rotogravure Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 3 - 24

25. A _____ differentiates a seller’s brand from the brands of other sellers. 1.copyright 2.marquee 3.trademark 4.rotogravure Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 3 - 25 A trademark is a brand, corporate/store name, or distinctive symbol that identifies a seller’s brand and differentiates it from other sellers’ brands.

26. 1.False advertising 2.Commercial speech 3.Misleading claims 4.All of the above First amendment protection extends to which of the following? Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 3 - 26

27. First amendment protection extends to which of the following? 1.False advertising 2.Commercial speech 3.Misleading claims 4.All of the above Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 3 - 27 First Amendment protection extends to commercial speech, which is speech that promotes commercial activity.

28. The _____ is the primary agency that governs the advertising industry. 1.Food and Drug Administration (FDA) 2.Federal Communications Commission (FCC) 3.Federal Bureau of Investigation (FBI) 4.Federal Trade Commission (FTC) Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 3 - 28

29. The _____ is the primary agency that governs the advertising industry. 1.Food and Drug Administration (FDA) 2.Federal Communications Commission (FCC) 3.Federal Bureau of Investigation (FBI) 4.Federal Trade Commission (FTC) Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 3 - 29 The Federal Trade Commission (FTC) is the primary body that oversees marketing and advertising communication.

30. If the FTC finds that an advertisement is deceptive, it issues a _____. 1.consent decree 2.cease-and-desist order 3.claim substantiation form 4.corrective advertisement mandate Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 3 - 30

31. If the FTC finds that an advertisement is deceptive, it issues a _____. 1.consent decree 2.cease-and-desist order 3.claim substantiation form 4.corrective advertisement mandate Copyright © 2012 Pearson Education, Inc. publishing as Prentice HallChapter 3 - 31 After the FTC has determined that an ad is deceptive, the first step is to ask the advertiser to sign a consent decree to stop the deceptive practice.