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1 | |
Much of the basis of concern over marketing to children derives from: |
| | A) | perceptual defense theory. |
| | B) | Weber's law. |
| | C) | affective response development. |
| | D) | Piaget's stages of cognitive development. |
| | E) | none of the above. |
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2 | |
CARU stands for: |
| | A) | commercial advertising reform union. |
| | B) | children's advertising review unit. |
| | C) | consumer advertising recognition unit. |
| | D) | California advertising reform union. |
| | E) | none of the above. |
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3 | |
Which of the following are not prohibited, discouraged, or subject to special rules by CARU guidelines? |
| | A) | using price minimalizations such as "only" or "just." |
| | B) | using program stars or characters to promote products in the same program in which they appear. |
| | C) | using comparison advertising. |
| | D) | urging children to ask parent to buy a product for them. |
| | E) | all of the above are prohibited. |
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4 | |
CARU rules: |
| | A) | suggest that advertising to children be kept to a minimum. |
| | B) | encourage advertisers to minimize the potential for family conflict found in encouraging children to want products their parents do not want them to have. |
| | C) | suggest that advertising to children should be accompanied by an urging of children to consult with parents on the value of items being advertised. |
| | D) | all of the above. |
| | E) | none of the above. |
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5 | |
Most research indicates that younger children: |
| | A) | have almost the same ability to deal with commercials as adults. |
| | B) | are clearly aware of the selling intent of commercials. |
| | C) | have at least some difficulty separating commercials from programs. |
| | D) | generally ignore commercials. |
| | E) | none of the above. |
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6 | |
_____ is a type of mobile marketing used to reach children. |
| | A) | ringtones |
| | B) | text-in contests |
| | C) | mobile games |
| | D) | all of the above are types of mobile marketing techniques |
| | E) | none of the above. |
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7 | |
The amount of advertising exposure to children has increased in correlation with an increase in childhood obesity. A recent estimate suggests that children are exposed to 40,000 ads per year, up from _____ ads per year in the 1970s. |
| | A) | 8,000. |
| | B) | 15,000. |
| | C) | 17,500. |
| | D) | 20,000. |
| | E) | none of the above. |
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8 | |
Critics contend that: |
| | A) | advertising stresses social relations at the expense of accomplishment. |
| | B) | the affect of numerous ads all promoting the acquisition of products distorts children's values. |
| | C) | advertising leads parents to use products as rewards for good behavior rather than as means to ends. |
| | D) | advertising helps delay language acquisition. |
| | E) | none of the above. |
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9 | |
The Consumers Union's classification system includes: |
| | A) | corporate-sponsored educational materials and programs. |
| | B) | in-school ads. |
| | C) | ads in classroom. |
| | D) | corporate-sponsored contests and incentive programs. |
| | E) | all of the above are part of the classification system. |
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10 | |
Due to concern over the invasion of children's privacy, Congress passed the _____ in October 1998. |
| | A) | FTC Fight for Children Act |
| | B) | Federal Rules for Children's Advertising Amendment |
| | C) | Children's Online Privacy Protection Act |
| | D) | all of the above |
| | E) | none of the above |
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11 | |
The sole focus of the regulation of marketing activities aimed at children centers on privacy protection. |
| | A) | True |
| | B) | False |
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12 | |
According to Piaget's stages of cognitive development, children are not fully able to process and understand marketing messages until about age 12. |
| | A) | True |
| | B) | False |
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13 | |
The Federal Trade Commission serves as the American advertising industry's primary self-regulatory body. |
| | A) | True |
| | B) | False |
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14 | |
The impact on commercial messages on children's values and health and safety are areas of concern due to the amount of time children spend watching television. |
| | A) | True |
| | B) | False |
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15 | |
CARU reviews thousands of advertisements every year and has an 80 percent success rate in resolving issues related to children's advertising. |
| | A) | True |
| | B) | False |
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