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Multiple Choice Quiz
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1
Proponents of advertising argue it:
A)is synonymous with infomercial advertising
B)is the lifeblood of a business
C)is totally different from simple product placement
D)is illegal and unethical
E)is a type of place-based media
2
According to the text, why is advertising the subject of so much controversy and criticism?
A)because of its costs
B)because it thwarts consumer socialization
C)because consumers are expected to engage in internal marketing
D)because of its high visibility and pervasiveness
E)because it does not contribute to the world's collection of intellectual property
3
A pharmaceutical company has developed a drug that is guaranteed to cause users to lose twenty pounds in one month. The drug also causes the heart to beat irregularly and could cause heart attacks. The pharmaceutical company has spent millions advertising the drug as a weight loss miracle, but has not mentioned the potential heart problems in any of its advertising. This type of advertising is:
A)in bad taste
B)offensive because it is stereotypical
C)one of the reasons why consumers do not trust advertising
D)meant to be informative but not persuasive
E)one of the reasons why the advertising industry no longer engages in self-regulating
4
A beer commercial appears to show someone fast-forwarding through a home-made videotape but stopping each time a pair of very busty, scantily-dressed twins appears on the screen. Whoever made the videotape seems to have found the twins irresistible. Critics of advertising would describe this marketing communication as:
A)an ad that is based on the lowest common denominator of relationships
B)deceptive because the FTC prohibits the stereotypical use of the female or male body
C)a form of recency advertising
D)deceptive on the part of the television network that allowed the ad to be aired
E)in bad taste because of its sexual appeal
5
Assume the ad for a type of perfume called Graveyard Dust uses an ad that shows teenagers digging in a fresh grave. This ad would be an example of:
A)shock advertising
B)image communications
C)inappropriate consumer socialization
D)product/market symbiosis
E)none of the above
6
The Children's Television Act of 1990:
A)made it illegal for marketers to promote premiums to get children to buy their products
B)limited the amount to advertising in commercial programming targeted to children
C)usurped any existing network regulations
D)made direct advertising to children illegal
E)required television to air three hours of children's educational programming weekly
7
Some people who are critical of advertising complain that marketing communications creates needs rather than merely showing how a product would fulfill them. these critics have decided advertising wrongly encourages:
A)the consumer socialization process
B)the use of shock advertising
C)materialism
D)semiotics
E)consumers to move rapidly through Maslow's hierarchy
8
Which of the following statements about the role of African-Americans and Hispanics in U.S. commercials is true?
A)African-Americans have never been stereotyped by U.S. advertisers.
B)Ads that contain ethnic minorities are never integrated.
C)As a rule, prime-time ads do not contain either African-Americans and Hispanics.
D)Studies have shown that African-Americans are more likely to appear in prime-time advertising than Hispanics.
E)None of the above statements about the appearance of African-Americans and Hispanics in ads is true.
9
Which of the following is viewed by many to be a barrier to entry for a new product?
A)The product is undifferentiated.
B)The new-product marketer assumes it is dealing with an undifferentiated market.
C)Existing competitors for the new-product have huge advertising budgets.
D)The product is a commodity for which consumers have no brand loyalty.
E)The new product is characterized as a specialty good.
10
There are two schools of though on advertising's role in the economy. One believes advertising equals information. The other believes advertising equals:
A)compliance
B)persuasion
C)customer relationship marketing
D)marketing power
E)retention





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