Question 1

All of these fit with Dorsher's prescriptions for truth in new media advertising, except ...&#10;A) Advertisers should have absolutely no influence on ad content&#10;B) Never use placed products on-screen in ways they don't actually work in real life&#10;C) Pop-up ads must not deceive people with the content or privacy statements&#10;D) Scripts must be skillfully adjusted to include product placements

Accepted Answer

Scripts must be skillfully adjusted to include product placements is not a prescription for truth in new media advertising.

Question 2

Which one of these statements would Dorsher agree with?&#10;A) Advertisers subsidize consumers' new media use&#10;B) Consumers subsidize the advertisers' use of new media&#10;C) Advertisers and consumers subsidize each other's use of new media&#10;D) The government should subsidize new media so they don't have to carry ads

Accepted Answer

Dorsher's perspective is that consumers indirectly pay for the content they consume online through the advertisements they view, which in turn funds the platforms and content creators. This means that consumers are essentially subsidizing advertisers' ability to use new media as a platform for their advertisements.

Question 3

Michael Dorsher says new media advertising is hegemonic, and the secret of hegemony is ...&#10;A) It's all about providing choices for people to make&#10;B) It leads people to give up some of their power without a fight&#10;C) Making a fair negotiation process between the media owners and the audiences&#10;D) Buyer beware

Accepted Answer

Dorsher argues that new media advertising is hegemonic because it leads people to give up some of their power without a fight. Hegemony refers to the dominance of one group over others, often achieved through the use of power and coercion. In the context of advertising, hegemony refers to the way that ads shape our ideas and desires, convincing us to buy products and accept certain cultural values without questioning them. By presenting a particular view of the world and promoting certain products and lifestyles, advertisers can exert a significant amount of influence over consumers, even if those consumers are not consciously aware of it. This is what Dorsher means when he says that new media advertising is hegemonic.

Question 4

All of these are among the potential cons of new media advertising, except ...&#10;A) Product placements that make the set and action seem more real&#10;B) Being annoyed by ads that disrupt your access to the content&#10;C) Time lost dealing with unwanted ads&#10;D) Confusion over unlabeled ads and product placements

Accepted Answer

The potential con of product placements that make the set and action seem more real is not listed as a con in the options given.

Question 5

All of these are among the potential benefits of online ads, except ...&#10;A) They can provide useful information about the product&#10;B) They help hold down the cost of accessing online information&#10;C) They make it easier for consumers to maintain their privacy&#10;D) They subsidize the cost of producing online content

Accepted Answer

Online ads typically involve the collection of user data, which can compromise privacy. All of the other options are potential benefits of online ads. A) They can provide valuable information for consumers who are researching products. B) They help offset the cost of producing online content, making it more accessible to a wider audience. D) They subsidize the cost of producing online content, which can help ensure that high-quality content remains freely available to users.

Question 6

Information processing theory says we ask ourselves all of these questions, except ...&#10;A) Should I pay attention to this message?&#10;B) Is any of this message worth remembering in the short term?&#10;C) Is this information processing me or am I processing it?&#10;D) In the long term, will I remember this message and use it?

Accepted Answer

Information processing theory does not consider whether the information is processing us or if we are processing it. The other three questions are central to information processing theory.

Question 7

The Van Restorff effect posits that ...&#10;A) Ads work better if we keep them in safe, expected places&#10;B) Banner ads are better than pop-up ads&#10;C) Ads that look like ink blots engage consumers' imagination&#10;D) Ads, or anything else, that appear in unexpected places draw more attention

Accepted Answer

The Van Restorff effect posits that items or stimuli that stand out or are unique in an otherwise consistent environment will be more memorable and have a greater impact on the individual's memory. Therefore, anything that appears in unexpected places will draw more attention and be more memorable.

Question 8

Like all advertising, Internet ads seek to do all of the following, except ...&#10;A) Sell more of the product&#10;B) Discourage feedback on the ad, product and brand&#10;C) Develop an emotional attachment to the product or brand&#10;D) Develop a preference for the brand

Accepted Answer

Internet ads seek to sell more of the product, develop an emotional attachment to the product or brand, and develop a preference for the brand. However, they do not seek to discourage feedback on the ad, product, and brand. In fact, many Internet ads encourage feedback through comments and ratings on social media platforms.

Question 9

According to Jaksa and Pritchard, persuasive messages are ethical under all of these conditions, except ...&#10;A) When they push consumers to &#34;Buy now!&#34; or make other quick decisions&#10;B) When they help people make decisions&#10;C) When they contain important benefits for consumers to consider&#10;D) When they treat consumers with respect

Accepted Answer

Jaksa and Pritchard argue that persuasive messages can be ethical, but when they push consumers to make quick decisions, it can be seen as manipulative or exploitative.

Question 10

All of these are among Dorsher's prescriptions for accountability in new media advertising, except ...&#10;A) All product placements should be listed in the credits&#10;B) Marketers should not secretly track consumers' online movements&#10;C) Advertisers should treat consumers with as much dignity as they treat clients&#10;D) Advertising should try to take on the trappings of art and journalism

Accepted Answer

Dorsher's prescriptions include transparency about product placements (A), respecting consumers' privacy rights (B), and treating them with dignity (C), but he does not advocate for advertising to take on the trappings of art and journalism (D).

Deck 12: The Ethics of New Advertising Technologies and Techniques