Question 1

Which one of these statements would Dorsher agree with?

Accepted Answer

A)   Advertisers subsidize consumers' new media use
B)   Consumers subsidize the advertisers' use of new media
C)   Advertisers and consumers subsidize each other's use of new media
D)   The government should subsidize new media so they don't have to carry ads B

Question 2

According to Jaksa and Pritchard, persuasive messages are ethical under all of these conditions, except ...

Accepted Answer

A)   When they push consumers to "Buy now!" or make other quick decisions
B)   When they help people make decisions
C)   When they contain important benefits for consumers to consider
D)   When they treat consumers with respect A

Question 3

All of these are among the potential cons of new media advertising, except ...

Accepted Answer

A)   Product placements that make the set and action seem more real
B)   Being annoyed by ads that disrupt your access to the content
C)   Time lost dealing with unwanted ads
D)   Confusion over unlabeled ads and product placements A

Question 4

All of these fit with Dorsher's prescriptions for truth in new media advertising, except ...

Accepted Answer

A)   Advertisers should have absolutely no influence on ad content
B)   Never use placed products on-screen in ways they don't actually work in real life
C)   Pop-up ads must not deceive people with the content or privacy statements
D)   Scripts must be skillfully adjusted to include product placements

Question 5

Information processing theory says we ask ourselves all of these questions, except ...

Accepted Answer

A)   Should I pay attention to this message?
B)   Is any of this message worth remembering in the short term?
C)   Is this information processing me or am I processing it?
D)   In the long term, will I remember this message and use it?

Question 6

Michael Dorsher says new media advertising is hegemonic, and the secret of hegemony is ...

Accepted Answer

A)   It's all about providing choices for people to make
B)   It leads people to give up some of their power without a fight
C)   Making a fair negotiation process between the media owners and the audiences
D)   Buyer beware

Question 7

Like all advertising, Internet ads seek to do all of the following, except ...

Accepted Answer

A)   Sell more of the product
B)   Discourage feedback on the ad, product and brand
C)   Develop an emotional attachment to the product or brand
D)   Develop a preference for the brand

Question 8

All of these are among the potential benefits of online ads, except ...

Accepted Answer

A)   They can provide useful information about the product
B)   They help hold down the cost of accessing online information
C)   They make it easier for consumers to maintain their privacy
D)   They subsidize the cost of producing online content

Question 9

All of these are among Dorsher's prescriptions for accountability in new media advertising, except ...

Accepted Answer

A)   All product placements should be listed in the credits
B)   Marketers should not secretly track consumers' online movements
C)   Advertisers should treat consumers with as much dignity as they treat clients
D)   Advertising should try to take on the trappings of art and journalism

Question 10

The Van Restorff effect posits that ...

Accepted Answer

A)   Ads work better if we keep them in safe, expected places
B)   Banner ads are better than pop-up ads
C)   Ads that look like ink blots engage consumers' imagination
D)   Ads, or anything else, that appear in unexpected places draw more attention

Exam 12: The Ethics of New Advertising Technologies and Techniques