1. Societies tend to monitor advertising to determine what is irresponsible, unethical, or illegal. Despite
social shifts and
technological advances, a culture's views on what is acceptable and unacceptable never change.
a. True
b. False
b. False
2. As a promotional tool and an industry, advertising gets a lot of attention, scrutiny, and criticism today
because it is so conspicuous and has established a global presence.
a. True
b. False
a. True
3. The social aspects of advertisement are often volatile. a. True
b. False
a. True
4. Critics of advertising claim that advertising carries little of any good product information and that
most advertising is biased, limited, and inherently deceptive.
a. True
b. False
a. True
5. Critics of advertising claim that advertisements do much more than just "shuffling of total demand,"
but contribute to the increase of total demand.
a. True
b. False
b. False
6. Proponents of advertising claim that advertising addresses a wide variety of basic human needs. a.
True
b. False
a. True
7. Advertisers of "controversial products" are in danger of deceiving the public when they attempt to
show social
responsibility, such as beer companies spending millions a year promoting responsible drinking. a. True
b. False
b. False
8. Critics of advertising argue that advertising creates a tendency of conformity and status-seeking
behavior. a. True
b. False
a. True
9. It is possible to make a reasonable argument that the massive consumption that advertising upholds
and glorifies is actually quite good for American society, and for other cultures around the world.
a. True
b. False
a. True
10. Subliminal advertisement has been proved to be an effective way of embedding images and
messages into an advertisement that influences the unconscious minds of people.
a. True
b. False
b. False
11. Even those who view advertising positively for other reasons often admit that it rarely contributes to
art and culture, and art and culture have little room for advertising.
a. True
b. False
b. False
12. Advertisers have historically been responsible for buying air time on educational and cultural
programs despite their smaller audiences, thereby boosting the overall quality of American television.
a. True
b. False
b. False
13. In advertising, deception refers to making false or misleading statements in advertisements. a. True
b. False
a. True
14. It is almost impossible to legislate against emotional appeals in ads, since even if they seem
exaggerated or inaccurate, they are unquantifiable so there is no way to prove this.
a. True
b. False
a. True
15. The calls for restrictions on advertising to children over the years have been based on a number of
concerns, one of which is the promotion of superficial material things as necessary and valuable.
a. True
b. False
a. True
16. The Children's Food and Beverage Advertising Initiative is a voluntary commitment, signed by many
wellknown corporations, to stop advertising on children's television programs.
a. True
b. False
b. False
17. The FTC has regularly issued warnings to tobacco companies about ads that have been shown to
cause young people to start smoking, backed up by decades of substantial evidence to this effect
published by reputable medical journals.
a. True
b. False
b. False
18. The three primary areas of advertising regulation are obscenity and profanity, deception, and
unsolicited or direct marketing.
a. True
b. False
b. False
19. The FTC's regulations on deception have no authority over omissions or missing information about a
product, but
only cover those false statements or misleading claims actually made by the advertiser. a. True
b. False
b. False
20. Vertical cooperative advertising is an advertising technique whereby a manufacturer and dealer
share the expense of advertising.
a. True
b. False
a. True
21. An advertisement for a peanut butter product, of one firm, that compares itself to the peanut butter
product, of another firm, would be considered illegal because it mentions brand-name goods produced
by another firm.
a. True
b. False
b. False
22. Consumer groups have been just as successful as the FTC in restricting children's advertising.
a. True
b. False
a. True
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