1. Chapter Three Advertising and Society

2. Prentice Hall, © 20093-2 Demand creation in advertising is considered a positive phenomenon. a) True b) False

3. Prentice Hall, © 20093-3 Demand creation in advertising is considered a positive phenomenon. a) True b) False

4. Prentice Hall, © 20093-4 According to the “shape-vs.- mirror” debate, advertising can do all of the following except: a) Reflect social values b) Create social values c) Teach social responsibility d) Manipulate people’s choices

5. Prentice Hall, © 20093-5 According to the “shape-vs.- mirror” debate, advertising can do all of the following except: a) Reflect social values b) Create social values c) Teach social responsibility d) Manipulate people’s choices

6. Prentice Hall, © 20093-6 Can testing help determine which ads might offend some viewers? a) Yes b) No

7. Prentice Hall, © 20093-7 Can testing help determine which ads might offend some viewers? a) Yes b) No

8. Prentice Hall, © 20093-8 Which of the following are racial or ethnic stereotypes in advertising? a) The Washington Redskins b) A white person driving a Toyota c) A submissive Asian in an office d) Both a and c

9. Prentice Hall, © 20093-9 Which of the following are racial or ethnic stereotypes in advertising? a) The Washington Redskins b) A white person driving a Toyota c) A submissive Asian in an office d) Both a and c

10. Prentice Hall, © 20093-10 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

11. Prentice Hall, © 20093-11 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

12. Prentice Hall, © 20093-12 An ad may be false, misleading or deceptive, but not unethical. a) True b) False

13. Prentice Hall, © 20093-13 An ad may be false, misleading or deceptive, but not unethical. a) True b) False

14. Prentice Hall, © 20093-14 If a consumer buys an unsafe product, are they ultimately responsible for it? a) Yes b) No

15. Prentice Hall, © 20093-15 If a consumer buys an unsafe product, are they ultimately responsible for it? a) Yes b) No

16. Prentice Hall, © 20093-16 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 valid d) All of the above

17. Prentice Hall, © 20093-17 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 valid d) All of the above

18. Prentice Hall, © 20093-18 The most basic federal law that governs advertising is the First Amendment of the U.S. Constitution. a) True b) False

19. Prentice Hall, © 20093-19 The most basic federal law that governs advertising is the First Amendment of the U.S. Constitution. a) True b) False

20. Prentice Hall, © 20093-20 The first step in the regulation process after the FTC determines that an ad is deceptive is: a) Consent decrees b) Cease-and-desist orders c) Corrective advertising d) Consumer redress

21. Prentice Hall, © 20093-21 The first step in the regulation process after the FTC determines that an ad is deceptive is: a) Consent decrees b) Cease-and-desist orders c) Corrective advertising d) Consumer redress

22. Prentice Hall, © 20093-22 If a consumer is concerned about exaggerated drug claims, should they contact the FDA? a) Yes b) No

23. Prentice Hall, © 20093-23 If a consumer is concerned about exaggerated drug claims, should they contact the FDA? a) Yes b) No

24. Prentice Hall, © 20093-24 The media attempts to screen advertising, but profit concerns are always the first consideration. a) True b) False

25. Prentice Hall, © 20093-25 The media attempts to screen advertising, but profit concerns are always the first consideration. a) True b) False

26. Prentice Hall, © 20093-26 Ultimately, decisions about ethics in advertising are made based on: a) Solely laws and regulations b) Public standards of good taste c) The big picture of social impact d) An internal moral compass that senses when something is right or wrong

27. Prentice Hall, © 20093-27 Ultimately, decisions about ethics in advertising are based on: a) Solely laws and regulations b) Public standards of good taste c) The big picture of social impact d) An internal moral compass that senses when something is right or wrong

28. Prentice Hall, © 20093-28 Is it possible for advertisers to exercise self-discipline in a highly competitive environment? a) Yes b) No

29. Prentice Hall, © 20093-29 Is it possible for advertisers to exercise self-discipline in a highly competitive environment? a) Yes b) No

30. Prentice Hall, © 20093-30 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

31. Prentice Hall, © 20093-31 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

32. Prentice Hall, © 20093-32 All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted, in any form or by any means, electronic, mechanical, photocopying, recording, or otherwise, without the prior written permission of the publisher. Printed in the United States of America. Copyright © 2009 Pearson Education, Inc. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall