Question 1

The advertising clearance process involves which groups of people?

Accepted Answer

A)  advertising agency, advertiser, media, and the audience 
B)  advertiser, FTC, FCC, and FDA 
C)  advertiser, lawyers, NAD, and possibly the NARB 
D)  advertiser, lawyers, FTC, and the NAD 
E)  advertiser, lawyers, advertising agency, and the media 
A)  advertising agency, advertiser, media, and the audience 
B)  advertiser, FTC, FCC, and FDA 
C)  advertiser, lawyers, NAD, and possibly the NARB 
D)  advertiser, lawyers, FTC, and the NAD 
E)  advertiser, lawyers, advertising agency, and the media

Question 2

The self-regulatory monitoring of children's television programs and commercials is done by the _____.

Accepted Answer

A)  FTC 
B)  FDA 
C)  NAD 
D)  CARU 
E)  NARB 
A)  FTC 
B)  FDA 
C)  NAD 
D)  CARU 
E)  NARB

Question 3

Corrective advertising is designed to punish a firm for deceiving consumers.

Accepted Answer

A) True 
 B)False

Question 4

In a marketing communications context,_____ involves matters of right and wrong,or moral,conduct pertaining to any aspect of marketing communications.

Accepted Answer

A)  regulation 
B)  responsibility 
C)  social responsibility 
D)  social awareness 
E)  ethics 
A)  regulation 
B)  responsibility 
C)  social responsibility 
D)  social awareness 
E)  ethics

Question 5

Elyssa notices an advertisement with information that is contrary to fact.According to the FTC,this is _____.

Accepted Answer

A)  deceptive 
B)  a misrepresentation 
C)  misguided 
D)  material 
E)  unfair 
A)  deceptive 
B)  a misrepresentation 
C)  misguided 
D)  material 
E)  unfair

Question 6

Marketing communicators in their various capacities rarely are faced with decisions that have ethical ramifications.

Accepted Answer

A) True 
 B)False

Question 7

Which of the following is NOT a benefit of regulation?

Accepted Answer

A)  Consumer choice among alternatives is improved when consumers are better informed in the marketplace. 
B)  Product quality tends to improve in response to consumers' changing needs and preferences. 
C)  Unintended side effects are minimized with regulation compared to without it. 
D)  Reduced prices resulting from a reduction in a seller's "information market power." 
E)  All of these are benefits. 
A)  Consumer choice among alternatives is improved when consumers are better informed in the marketplace. 
B)  Product quality tends to improve in response to consumers' changing needs and preferences. 
C)  Unintended side effects are minimized with regulation compared to without it. 
D)  Reduced prices resulting from a reduction in a seller's "information market power." 
E)  All of these are benefits.

Question 8

Clarence notices the Blue Angel seal on a box of laundry detergent.The Blue Angel seal _____.

Accepted Answer

A)  means the product is made in the United States 
B)  means the product is endorsed by the Chamber of Commerce 
C)  represents a promise to consumers that a product carrying an environmental claim is in fact legitimate 
D)  is a sign of approval from the NAD 
E)  represents a promise that the company is an equal opportunity employer 
A)  means the product is made in the United States 
B)  means the product is endorsed by the Chamber of Commerce 
C)  represents a promise to consumers that a product carrying an environmental claim is in fact legitimate 
D)  is a sign of approval from the NAD 
E)  represents a promise that the company is an equal opportunity employer

Question 9

For subconscious priming to be effective,the primed topic must be compatible with the individual's current need states.

Accepted Answer

A) True 
 B)False

Question 10

Ethical issues in packaging can involve _____.

Accepted Answer

A)  label information 
B)  packaging graphics 
C)  packaging safety 
D)  environmental implications of packaging 
E)  All of these are correct. 
A)  label information 
B)  packaging graphics 
C)  packaging safety 
D)  environmental implications of packaging 
E)  All of these are correct.

Question 11

Discuss three ethical issues in advertising.

Accepted Answer

The chapter covered several ethical issu

Question 12

The criteria used to evaluate whether a business act is unfair involves the consideration of whether the act _____.

Accepted Answer

A)  causes substantial injury to consumers, competitors, or other businesses 
B)  offends public policy as it has been established by statutes 
C)  is immoral, unethical, oppressive, or unscrupulous 
D)  a and b only 
E)  a, b, and c 
A)  causes substantial injury to consumers, competitors, or other businesses 
B)  offends public policy as it has been established by statutes 
C)  is immoral, unethical, oppressive, or unscrupulous 
D)  a and b only 
E)  a, b, and c

Question 13

General Mills is introducing a new line of barbecue sauce,and grocery retailers are requiring that General Mills pay them a per-store fee for their willingness to handle the new product.This fee is known as a _____ fee.

Accepted Answer

A)  placing 
B)  purchasing 
C)  selling 
D)  slotting 
E)  security 
A)  placing 
B)  purchasing 
C)  selling 
D)  slotting 
E)  security

Question 14

Discuss the three types of green advertising appeals and provide an example of each.

Accepted Answer

The three types of green advertising app

Question 15

Jose Ortega acts in a way that he would want others to act toward him.He is using the _____ test.

Accepted Answer

A)  utilitarianism 
B)  Golden Rule 
C)  professional ethics 
D)  TV 
E)  moral idealism 
A)  utilitarianism 
B)  Golden Rule 
C)  professional ethics 
D)  TV 
E)  moral idealism

Question 16

The FTC is the U.S.government agency with primary responsibility for regulating advertising at both the federal and state levels.

Accepted Answer

A) True 
 B)False

Question 17

A false claim is,by definition,deceptive.

Accepted Answer

A) True 
 B)False

Question 18

What did Kraft state as its defense when the FTC judged the ad for Kraft Singles deceptive?

Accepted Answer

A)  The claim made in the ad was not false. 
B)  Reasonable consumers wouldn't believe the claim regardless of whether it was true or false. 
C)  The claim was merely puffery and did not state a fact. 
D)  The claim was immaterial. 
E)  They agreed the claim made in the ad was false, but other competitors were making the same false claim. 
A)  The claim made in the ad was not false. 
B)  Reasonable consumers wouldn't believe the claim regardless of whether it was true or false. 
C)  The claim was merely puffery and did not state a fact. 
D)  The claim was immaterial. 
E)  They agreed the claim made in the ad was false, but other competitors were making the same false claim.

Question 19

Who can engage in unethical behavior with respect to sales promotions?

Accepted Answer

A)  manufacturers 
B)  retailers 
C)  consumers 
D)  a and b only 
E)  a, b, and c 
A)  manufacturers 
B)  retailers 
C)  consumers 
D)  a and b only 
E)  a, b, and c

Question 20

According to the FTC,a misrepresentation is said to occur when qualifying information necessary to prevent a practice,claim,representation,or reasonable expectation or belief from being misleading is not disclosed.

Accepted Answer

A) True 
 B)False

Exam 4: Environmental, Regulatory, and Ethical Issues

The advertising clearance process involves which groups of people?

The self-regulatory monitoring of children's television programs and commercials is done by the _____.

Corrective advertising is designed to punish a firm for deceiving consumers.

In a marketing communications context,_____ involves matters of right and wrong,or moral,conduct pertaining to any aspect of marketing communications.

Elyssa notices an advertisement with information that is contrary to fact.According to the FTC,this is _____.

Marketing communicators in their various capacities rarely are faced with decisions that have ethical ramifications.

Which of the following is NOT a benefit of regulation?

Clarence notices the Blue Angel seal on a box of laundry detergent.The Blue Angel seal _____.

For subconscious priming to be effective,the primed topic must be compatible with the individual's current need states.

Ethical issues in packaging can involve _____.

Discuss three ethical issues in advertising.

The criteria used to evaluate whether a business act is unfair involves the consideration of whether the act _____.

General Mills is introducing a new line of barbecue sauce,and grocery retailers are requiring that General Mills pay them a per-store fee for their willingness to handle the new product.This fee is known as a _____ fee.

Discuss the three types of green advertising appeals and provide an example of each.

Jose Ortega acts in a way that he would want others to act toward him.He is using the _____ test.

The FTC is the U.S.government agency with primary responsibility for regulating advertising at both the federal and state levels.

A false claim is,by definition,deceptive.

What did Kraft state as its defense when the FTC judged the ad for Kraft Singles deceptive?

Who can engage in unethical behavior with respect to sales promotions?

According to the FTC,a misrepresentation is said to occur when qualifying information necessary to prevent a practice,claim,representation,or reasonable expectation or belief from being misleading is not disclosed.

An Overview of Integrated Marketing Communications

Enhancing Brand Equity and Accountability

Brand Adoption, Brand Naming, and Intellectual Property Issues

Segmentation, Targeting, and Positioning

The Communication Process and Consumer Behavior

The Role of Persuasion in Integrated Marketing Communications

Objective Setting and Budgeting

Overview of Advertising Management

Effective and Creative Ad Messages

Endorsers and Message Appeals in Advertising

Traditional Advertising Media

Online and Mobile Advertising

Social Media

Direct Marketing and Other Media

Advertising Media: Planning and Analysis

Measuring Ad Message Effectiveness

Sales Promotion Overview and the Role of Trade Promotion

Consumer Sales Promotion: Sampling and Couponing

Consumer Sales Promotion: Premiums and Other Promotions

Public Relations,Word-of-Mouth Influence,and Sponsorships

Packaging, Point-of-Purchase Communications, and Signage

Personal Selling

Filters