Deck 1: Advertising Yesterday, Today, Tomorrow, Economic, Social, and Regulatory Aspects of Advertising

Question 1

Helene wants a dog; she's not particular about size or breed. Bob, on the other hand, wants a German shepherd. In terms of demand, which of the two illustrates a primary demand for a dog?

Answer 1

Bob.

Question 2

What is the name of the economic principle that best demonstrates the importance of advertising?

Answer 2

The abundance principle.

Question 3

What type of claim is a ski resort using that advertises it is "the perfect getaway?"

Answer 3

Puffery.

Question 4

What is the term used to describe social action to dramatize the rights of the buying public?

Question 5

An ad shows a young woman laying in a meadow with small farmhouses dotting the landscape horizon. As she looks at the clouds and smoke coming from the chimneys of the farmhouses, the ad shows what appear to be the words, "Soup's On" in smoky letters coming from one of the chimneys. If Campbell's Soup were to run an ad such as this, the ad would be a form of which of the following?

A) Suggestive selling
B) Hidden attribution communication
C) Subliminal advertising
D) Peripheral communication
E) Faux marketing

Question 6

Safeway, a UK supermarket chain, was reprimanded by a government agency in the United Kingdom because it distributed a leaflet titled "More reasons NOT to shop at Morrisons". (Morrisons is one of Safeway's primary competitors in the UK.) In the leaflet, Safeway depicted two shopping receipts, one for Safeway and one for Morrisons. The Safeway receipt claimed goods purchased at Safeway were much cheaper than the same goods purchased at Morrisons. Morrsions said that the goods on the imaginary receipt were not typical purchases and that the reason they were cheaper on the Safeway receipt was because the goods were on sale in the Safeway store. The FTC would have said that Safeway was guilty of:

A) An ethical lapse
B) Unethical advertising
C) Deceptive advertising
D) An ethical dilemma
E) Non-competitive advertising

Question 7

Define advertising.

Question 8

What type of strategy is being used by a Web site like www.CNNMoney.com when it describes itself as "a one-stop destination covering everything a small-business owner needs to know"
in order to associate itself with benefits that are important to small business owners?

Question 9

Which of the following is an example of a product?

A) A class in conversational Italian
B) A bottle of window cleaner
C) The script for a new Broadway-bound musical
D) An idea for a new reality television show
E) All of the above