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CH18 - Lecture notes 18
Advertising & Promotion (MKTG3416)
Nipissing University
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MULTIPLE CHOICE. Choose the one alternative that best completes the statement or answers the question. 1) Which area is NOT regulated by the CRTC (Canadian Radio-Television and Telecommunications Commission)? A) False or misleading ads B) Advertising time limits C) Infomercials D) Signal substitution Answer: A 2) The ________ approves all infomercials for any television station and network. A) Competition Act B) Consumer Protection Act C) CRTC D) Advertising Standards Canada Answer: C 3) The CRTC is involved in the regulation of: A) false ads C) misleading ads B) advertising time D) alcohol limits and drugs Answer: B 4) The CRTC ensures that specialty services carry a maximum of ________ minutes of advertising per hour during the broadcast day. A) 15 B) 5 C) 12 D) There is no advertising time limit for specialty TV services. Answer: C 5) The CRTC ensures that conventional TV and radio stations carry a maximum of ________ minutes of advertising per hour during the broadcast day. A) 5 B) 15 C) 8 D) There is no advertising time limit for conventional TV and radio stations. Answer: D 6) The mandate that allows the CRTC to preclude Canadian Super Bowl fans from seeing some of the U. ads broadcast during the big game is the issue of: A) Canadian protectionism. B) cross-border exchange. C) advertising time limits. D) signal substitution. Answer: D 7) The federal Competition Act addresses ________. A) infomercials B) Internet C) advertising limits for TV commercials during the broadcast day D) false or misleading advertising Answer: D 1 8) Mattel advertised a Parisian Barbie doll, complete with chic outfit, a designer purse, a convertible sports car and a tiny Eiffel Tower. While the outfit was included with the doll, the ad failed to mention that the other accessories were sold separately. This false impression would fall under the jurisdiction of: A) the CRTC B) the Association of Canadian Advertisers C) the Competition Act D) Advertising Standards Canada Answer: C 9) Which of the following would NOT fall under the Competition Act? A) Triscuit showing misleading portrayals of package size and number of portions in a box B) Mr. Clean making false claims of product performance C) Xerox portraying women in non-leadership roles D) Bell hiding mandatory fees in fine-print disclaimers Answer: C 10) The decision to advertise on "better-for-you" products to children stems directly from: being the first to offer fruit snacks as a substitute for french fries. B) the growing obesity problem among children. C) elementary schools deciding not to provide high-sugar snacks in their vending machines and cafeterias. D) criminal investigations into food product development. A) McDonald's Answer: B 11) According to the Consumer Protection Act of Quebec, it is illegal to direct commercial advertising messages to persons younger than: A) 6 B) 13 C) 15 D) 10 Answer: B 12) Which one of the following statements about the Advertising Standards Canada is NOT true? ASC represents advertisers, media organizations, and advertising industry suppliers. B) Its Standards Division administers government-regulated codes. C) Its Advertising Clearance Division previews advertisements in five industry categories, as well as ads directed toward children. D) The ASC (Advertising Standards Canada) is a not-for-profit, self-regulatory, industry body with a mandate to create and maintain community confidence in advertising. A) The Answer: B 13) The ________ is a not-for-profit, self-regulatory industry body with a mandate to create and maintain community confidence in advertising. A) Competition Act B) Consumer protection Act C) Advertising Standards Canada D) CRTC Answer: C 2 20) Which of the following DOES NOT express a valid conclusion about the truthfulness of advertising? A) National advertisers are likely to risk consumer trust and confidence by intentionally deceiving them. B) It is difficult to determine what constitutes untruthful or misleading advertising since deception can occur in subtle ways. C) One of the major complaints about advertising is that many ads are misleading. D) Most advertisers do not intentionally mislead or deceive consumers, but some will test the limits of various rules and regulations to gain a competitive advantage. Answer: A 21) Which of the following expresses a valid conclusion about the truthfulness of advertising? A) It can be difficult to determine if an ad is misleading consumers since deception is partly dependent on how a consumer perceives an advertising message. B) Many critics of advertising do not believe that advertising can or should be informative. C) Many critics of advertising feel that advertising should include puffery or embellished messages. D) Even though most advertisers intend to deliberately mislead consumers, they often present only information that is favourable to their position. Answer: A 22) ________ is advertising which praise the item to be sold with subjective opinions, superlatives, or exaggerations, stating no specific facts. A) Embellishment B) Misleading advertising C) A false claim D) Puffery Answer: D 23) In the 1950s and 1960s, many auto shops gave away promotional calendars to customers. The calendars typically showed some buxom beauty that was scantily clothed and posed in some atypical position in or on an automobile. Critics of advertising today would call such calendars: A) offensive and in bad taste B) deceptive C) asocial D) unfair Answer: A 24) Which of the following ads would likely be considered irritating or distasteful to many consumers? A) ads for feminine hygiene products B) ads for weight loss products C) ads for online dating services D) infomercials for acne remedies Answer: A 4 25) Each of the following statements describes advertising that can be perceived as irritating or distasteful EXCEPT: A) A study of prime time commercials found that consumers have become used to ads for personal care products, and they seldom perceive them as irritating or distasteful any more. B) Ads using sexual appeals or nudity offend many consumers. C) Consumers can be offended by the mere fact that certain products such as contraceptives are even advertised. D) Consumers tend to dislike ads for products they don't use or brands they don't buy. Answer: A 26) The type of advertising appeal that has received the most criticism for being in poor taste is: A) humourous appeals used to make fun of people who are socially inept B) ads using sex and/or nudity C) fear appeals used to sell shampoos and deodorants D) personal computer ads targeted at children Answer: B 27) Which of the following describes the use of sexual appeals in advertising? A) Sexual appeals are often criticized because they are not even relevant or appropriate for the product being advertised. B) Networks have the right to scrutinize commercials carefully when it comes to sexually oriented advertising since they are similarly diligent with their programs. C) Sexual appeals are never criticized because they are demeaning to men. D) Sexual appeals are less often criticized for containing nudity or using suggestive dialogue as consumers become more used to these elements in movies and video games. Answer: A 28) Which of the following does NOT relate to the use of fear appeals? A) an ad depicting a radio about to commit suicide on the edge of a bathtub B) an ad for a luxury power boat with a gorgeous female model in a low-cut gown draped over the front of the boat C) an ad exploiting the fear of social rejection for having bad breath D) a series of ads showing the gory consequences of poor safety regulations at work Answer: B 29) Many advertising experts argue that what underlies the increased use of shock appeal is: A) the pressure on marketers and their agencies to do whatever it takes to get their ads noticed. B) it is a new type of appeal that consumers tend to react to. C) actually, the reduction in clutter has made shock appeal less necessary. D) that sexual appeal is having less of an effect on audiences. Answer: A 5 36) By creating needs rather than merely fulfilling them, by surrounding consumers with images of the good life, and by showing products as symbols of status and success, advertising can create: A) materialism B) ethnocentricity C) informative ads D) consumer socialization Answer: A 37) According to those who believe that advertising does NOT have an adverse effect on consumer values, advertising: A) is solely accountable for the increase in materialism due to its nature and power B) is merely a reflection of society's tastes and values C) is a major determinant of society's taste and values D) cannot create needs but only exploit existing ones Answer: B 38) Defenders of advertising take issue with the argument that it should be limited to dealing with basic needs. One of their reasons is: A) It is natural to move from higher-order needs to basic ones. B) Wise advertisers associate their products and services with lower-level needs like safety and food. C) In our society, most higher-level needs are already satisfied for most people. D) Consumers are free to choose the degree to which they attempt to satisfy their desires. Answer: D 39) For which of the following products might one argue that advertising has created needs rather than responded to them? A) designer jeans B) canned soup C) calculators D) automobiles Answer: A 40) According to author and marketing theorist, Shelby Hunt, the purpose of all advertising is to: B) change attitude C) enhance brand image D) persuade A) inform Answer: D 41) Stereotypical portrayals of adult women in North American television and print advertising emphasize their: A) ability to achieve under any circumstances B) activism and autonomy C) passivity and deference D) power Answer: C 7 42) Which of the following statements describing how advertising portrays women is NOT the case? A) Stereotypical portrayals of women show them as lacking intelligence and credibility. B) While sexism and stereotyping of women still exists, advertising's portrayal of women has improved in recent years. C) Many advertisers depict women in a diversity of roles since their place in society has changed in recent years. D) Advertising is often criticized for portraying women in strong leadership roles. Answer: D 43) A recent study suggests that minorities in Canadian advertising are ________. B) reflecting the Canadian population represented at all C) very overrepresented D) under-represented A) not Answer: D 44) Recent ads showing men as dumb, goofy, or inept in the kitchen or around their children have been criticized under the Advertising Standards Council's clause regarding: A) unacceptable depictions and portrayals B) accuracy and clarity C) sexual exploitation D) price claims Answer: A 45) Which of the following media would be most vulnerable to influence and pressure from advertisers on the type of stories the medium covers? A) a major television network such as CBC B) a major magazine such as Time or Maclean's C) a growing newspaper or magazine which receives a high amount of advertising from a particular industry D) a major newspaper such as The Globe and Mail Answer: C 46) Which of the following is an argument that supports the charge that advertisers can and do control the media? A) Many media have a broad base of advertiser support and can afford to lose advertisers attempting to exert control over them. B) There is no such argument; it is in the best self-interest of the media not to be influenced or controlled by the advertiser. C) Advertisers need the media more than the media needs any individual advertisers. D) The media are very dependent on advertising as the source of their income. Answer: D 8 52) Procter & Gamble spends millions of dollars a year on advertising for its various consumer products and can make large media purchases at rates lower than its smaller competitors. This is an example of how a large advertiser can achieve a competitive advantage based on: A) discrimination B) differentiation C) market aggrandizement D) economies of scale Answer: D 53) Defenders of advertising that argue that advertising is NOT a barrier to market entry contend that: A) there are economies of scale in advertising B) large volumes of advertising are necessary to compete in many industries C) there is no relationship between intensity of advertising and market share D) advertising is only one factor amongst many that contribute to the success of a product Answer: D 54) Many economists argue that advertising can have a detrimental effect on competition by: A) allowing unfair comparative advertising B) lessening the importance of good budgeting strategies C) minimizing the importance of pricing and distribution strategy D) creating barriers to entry that results in less competition and higher prices Answer: D 55) For many years, Hershey's spent very little money on advertising, yet its chocolate bar was a successful brand. This success can be interpreted as evidence that: A) advertising is really not needed for a brand to be successful B) luck plays a major role in the success of a product C) product quality and image are important determinants of success D) advertising increases product costs and prices Answer: C 56) Critics of advertising argue that: A) advertising makes markets more competitive, which in turns requires more advertising and more price competition B) consumers are only willing to purchase heavily advertised brands and thus will end up paying more for them C) monies spent on advertising is an expense that must be covered and is generally passed on to the consumer D) advertising makes consumers purchase products and services for irrational reasons Answer: C 57) From an economic perspective, advertising might lower the cost of a product by: possible for firms to realize economies of scale through expansion of sales volume B) allowing firms to advertise at high levels along with competitors C) moving consumers to the consumer socialization stage of the buying process D) creating barriers to entry for less efficient firms A) making it Answer: A 10 58) The belief that advertising equals ________ reflects traditional economic thinking that views advertising as a way to change consumers' tastes, lower their sensitivity to price, and build brand loyalty among buyers of the advertised brand. A) economies of scale B) competitive advantage C) materialism D) market power Answer: D 59) The belief that advertising equals ________ sees advertising as providing consumers with useful information, increasing their price sensitivity, and increasing competition in the market. A) materialism B) competitive advantage C) market power D) information Answer: D 11 Answer Key Testname: UNTITLED18 51) D 52) D 53) D 54) D 55) C 56) C 57) A 58) D 59) D 13
CH18 - Lecture notes 18
Course: Advertising & Promotion (MKTG3416)
University: Nipissing University
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