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Multiple Choice Quiz
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1

Consumerism is:
A)The overall industry of servicing consumers
B)A social movement with the purpose of enhancing the power of buyers relative to that of sellers
C)A liberal political organization focused on corporate service and satisfaction
D)A movement based on the notion that consumers are mobile
E)None of the Above
2

A special unit of the American advertising industry's primary self-regulatory body that reviews advertising aimed at children is the:
A)B.B.B.
B)N.A.D.
C)K.I.D.S.
D)C.A.R.U.
E)None of the Above
3

Advertising run by a firm to cause consumers to "unlearn" inaccurate information they acquired as a result of the firm's earlier advertising
A)Pre-educational advertising
B)Exploitive advertising
C)Corrective advertising
D)Public service advertising
E)None of the Above
4

A unit price is:
A)The total cost of a product and all necessary accessories
B)The price of a product based on serving size
C)The standard retail price of the smaller unit of sale of a product
D)The presentation of price information on a common basis such as per ounce across brands
E)None of the Above
5

When offering pricing information in advertising, state and governmental regulations address:
A)The inappropriate use of the reference prices
B)The use of dollar signs and decimal points
C)The relative size of the price to the advertisement
D)The mandate that a price be shown in all advertising
E)None of the Above
6

Information overload is:
A)The presence of so much information that an individual is unable or unwilling to process it
B)The point at which the length of a commercial becomes a factor
C)Requiring a firm to bring consumers' attention to important information
D)Providing more than the viewer is able to read in too short a time frame
E)None of the Above
7

The two main issues concerning children comprehend advertising messages are:
A)The ability of children to have enough sophistication and experience to turn needs into behaviors
B)The ability of children to maintain adequate attention levels and remember the content of messages
C)The ability of children to separate commercials from programs and understand specific words/claims
D)The ability of children to the use of voices and color in combinations that are proven to be confusing
E)None of the Above
8

One of the major concerns in marketing to children is:
A)The lack of socialization that occurs when watching television
B)To get them to buy merchandise
C)To compel them to ask their parent or guardian for permission
D)The impact of commercials on the children's values and health
E)None of the Above
9

Who conceived of the Consumers' Bill of rights?
A)President Theodore Roosevelt
B)Janet Reno
C)Ralph Nader
D)President John F. Kennedy
E)None of the Above
10

What is consumer information accuracy?
A)A claim that contains precise information about the product
B)A broad range of claims that include permissible puffery
C)The organization that polices the validity and accuracy of claims
D)A activist group that lobbies for more strict policies for advertisers
E)None of the Above
11

Consumer information adequacy refers to:
A)The minimum amount of information that is required as determined by the age of the target
B)The organization that polices the validity and relevance of claims
C)A activist group that lobbies for more strict policies for advertisers
D)Reasonable access to all information required to make and informed decision
E)None of the Above
12

Why are there concerns with the use of kids' clubs?
A)Because not every child may have access to a club
B)Because they may exist solely or primarily to present sales messages that are disguised as advice
C)Because they tend to detract from a child's education
D)Because the socialization process should not include being a member of a kids club
E)None of the Above
13

What are the issues related to the impact of advertising on children's health and safety?
A)The possibility that children will form food preferences that differ from their heritage
B)Children do not get enough exercise when viewing television
C)Children may not forget advertising claims
D)The possibility of children imitating an action shown in an ad that may result in injury
E)None of the Above
14

Content and comprehension are the:
A)Components of an ad that are most often retrieved from memory at a future time
B)The most interesting elements of commercial advertising
C)Main components that are involved with processing a message
D)The first two stages of the information processing cycle
E)None of the Above
15

The Children's Television Act is an example of legislation that:
A)Attempts to improve the quality of the programming presented to children
B)Influences the number of hours of children related programming on television stations
C)More specifically defines the definition of educational programming
D)Attempts to control the marketing activities focused on children
E)All of the above





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