Transcript Moriarty_8e_CRS_03

Chapter Three
Advertising and Society
Demand creation in advertising is
considered a positive phenomenon.
a)
True
b)
False
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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)
b)
c)
d)
Reflect social values
Create social values
Teach social responsibility
Manipulate people’s choices
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According to the “shape-vs.mirror” debate, advertising can
do all of the following except:
a)
b)
c)
d)
Reflect social values
Create social values
Teach social responsibility
Manipulate people’s choices
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3-5
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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3-7
Which of the following are racial or
ethnic stereotypes in advertising?
a)
b)
c)
d)
The Washington Redskins
A white person driving a Toyota
A submissive Asian in an office
Both a and c
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Which of the following are racial or
ethnic stereotypes in advertising?
a)
b)
c)
d)
The Washington Redskins
A white person driving a Toyota
A submissive Asian in an office
Both a and c
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Advertising claims are considered
puffery if they:
a)
b)
c)
d)
Compare products unfavorably to a
competitor
Use exaggerating claims that
cannot really be proved or disproved
Manipulate and creating demand
through emotional persuasion
Use a spokesperson to endorse a
brand
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3-10
Advertising claims are considered
puffery if they:
a)
b)
c)
d)
Compare products unfavorably to a
competitor
Use exaggerating claims that
cannot really be proved or disproved
Manipulate and creating demand
through emotional persuasion
Use a spokesperson to endorse a
brand
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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
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In advertising, a trademark:
a)
b)
c)
d)
Identifies the seller’s brand and
differentiates it from others
Gives the organization
exclusive use of its trademark
Must be registered to be valid
All of the above
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In advertising, a trademark:
a)
b)
c)
d)
Identifies the seller’s brand and
differentiates it from others
Gives the organization
exclusive use of its trademark
Must be registered to be valid
All of the above
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The most basic federal law that
governs advertising is the First
Amendment of the U.S. Constitution.
a)
True
b)
False
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The most basic federal law that
governs advertising is the First
Amendment of the U.S. Constitution.
a)
True
b)
False
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The first step in the regulation
process after the FTC determines
that an ad is deceptive is:
a)
b)
c)
d)
Consent decrees
Cease-and-desist orders
Corrective advertising
Consumer redress
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The first step in the regulation
process after the FTC determines
that an ad is deceptive is:
a)
b)
c)
d)
Consent decrees
Cease-and-desist orders
Corrective advertising
Consumer redress
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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
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3-23
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
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3-25
Ultimately, decisions about ethics in
advertising are made based on:
a)
b)
c)
d)
Solely laws and regulations
Public standards of good taste
The big picture of social impact
An internal moral compass that senses
when something is right or wrong
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Ultimately, decisions about ethics
in advertising are based on:
a)
b)
c)
d)
Solely laws and regulations
Public standards of good taste
The big picture of social impact
An internal moral compass that senses
when something is right or wrong
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Is it possible for advertisers to
exercise self-discipline in a highly
competitive environment?
a)
Yes
b)
No
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Is it possible for advertisers to
exercise self-discipline in a highly
competitive environment?
a)
Yes
b)
No
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The code of standards in advertising
helps to define:
a)
b)
c)
d)
How professionals in the industry
should respond when faced with
ethical questions
A corporate philosophy based on
ethical values
The laws and regulations governing
practice and principles
The ethical responsibility for selling a
controversial or unsafe product
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The code of standards in advertising
helps to define:
a)
b)
c)
d)
How professionals in the industry
should respond when faced with
ethical questions
A corporate philosophy based on
ethical values
The laws and regulations governing
practice and principles
The ethical responsibility for selling a
controversial or unsafe product
Prentice Hall, © 2009
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