Question 1

Advertisements often seek to create needs rather than merely show how a product or service fulfills them.Many critics claim that this aspect of advertising has an adverse effect on consumers' values.Which of the following is the main reason for this claim?

Accepted Answer

Critics claim that creating needs through advertising encourages materialism in people, as they are constantly being told that they need more products and services to be happy and fulfilled. This can lead to a devaluation of other values, such as personal relationships, community involvement, and environmental consciousness.

Question 2

The print ads of Brooke's Clothing Inc.often include nude pictures and content that is sexually suggestive.Which of the following types of advertising is Brooke's using?

Accepted Answer

Brooke's Clothing Inc. is using shock advertising, which relies on provocative or controversial imagery or messages to grab attention and generate buzz. The use of nude pictures and sexually suggestive content is meant to shock and provoke a reaction from viewers.

Question 3

When Abercrombie & Fitch (A&F) CEO Mike Jeffries bragged about being exclusionary, and only marketing to cool, good-looking people who were not too large, the result was

Accepted Answer

Mike Jeffries' comments sparked controversy and outrage, leading to a negative public perception of A&F. This likely contributed to the company's low ratings in the American Customer Satisfaction Index in 2016.

Question 4

Which of the following best describes the consumer socialization process?

Accepted Answer

Consumer socialization process refers to the process by which individuals acquire the skills, knowledge, and attitudes necessary to function as consumers. This includes learning how to recognize needs, search for information, evaluate alternatives, make purchases, and post-purchase evaluation.

Question 5

Which of the following is true of the Children's Advertising Review Unit (CARU)?

Accepted Answer

CARU is a self-regulatory organization that has established strict guidelines for advertising directed at children. Its aim is to protect children from deceptive, unfair, or inappropriate advertising practices. It covers a wide range of media, including television, print, and online advertisements, and it also covers special effects and animation. However, it is not a division of the Federal Trade Commission, nor does it issue regulations based on constitutional rights.

Question 6

Which of the following is a condition that exists in the Children's Advertising Review Unit (CARU) guidelines for advertising?

Accepted Answer

The Children's Advertising Review Unit (CARU) guidelines emphasize the importance of inclusivity in advertising, which includes the representation of minority and other groups to foster a diverse and inclusive environment. This guideline aims to ensure that advertisements targeting children reflect a broad spectrum of cultural and social backgrounds.

Question 7

Nina argues that it is unfair and deceptive to advertise to children.Which of the following statements is likely to strengthen her argument?

Accepted Answer

This statement directly supports Nina's argument by acknowledging that children need cognitive defenses against misleading advertisements, indicating that advertising to children can be deceptive and unfair. Choices A and B suggest that children are capable of defending themselves against deceptive advertising, weakening Nina's argument. Choice C is irrelevant to the argument. Choice E addresses the role of parents in purchasing decisions but does not address the fairness or deception of advertising to children.

Question 8

One of the criticisms of advertising is that

Accepted Answer

Advertising has been criticized for perpetuating harmful stereotypes, such as gender roles and racial biases. Advertisements often use these stereotypes to appeal to certain demographics, but in doing so they can reinforce negative societal beliefs and values.

Question 9

Advertisers spend billions of dollars each year to reach children because

Accepted Answer

Advertisers spend billions of dollars each year to reach children because their direct purchases are influenced by television. Children cannot make purchasing decisions on their own but they can influence their parent's purchasing decisions, especially when it comes to products that children use or consume. Therefore, advertisers target children with their advertisements to persuade them to ask their parents to buy these products for them.

Question 10

Maya argues that advertising to children is unethical.If Talia disagrees with her, which of the following arguments offered by Talia is the most plausible?

Accepted Answer

E) Advertising is a part of life and children must learn to deal with it. This argument acknowledges the pervasive nature of advertising and suggests that exposure to it is an inevitable aspect of modern life, implying that learning to navigate and critically engage with advertising is a valuable skill for children.

Question 11

Critics say that by surrounding consumers with images of extravagant lifestyles and by showing products as symbols of status and success, advertising is likely to

Accepted Answer

The statement in the question suggests that advertising promotes the idea that owning certain products is a symbol of status and success. This often leads individuals to believe that material possessions equate to personal fulfillment and happiness, fueling their desire for more goods and services. Therefore, advertising encourages materialism, making option E the best choice.

Question 12

Advertisers use shock advertising primarily to

Accepted Answer

Shock advertising is designed to grab consumers' attention amid the clutter of other advertisements. It uses provocative or controversial imagery to stand out from the crowd and generate buzz. By doing so, advertisers hope to increase consumer engagement with the brand and ultimately drive sales.

Question 13

Which of the following justifications did marketing and advertising trade groups use to defend themselves against the American Psychological Association's (APA's) restrictions on advertising?

Accepted Answer

The answer of Which of the following justifications did marketing...

Question 14

The Children's Advertising Review Unit (CARU) guidelines urge that care should be taken to incorporate minority and other groups in advertisements

Accepted Answer

CARU guidelines emphasize the importance of presenting positive and pro-social roles and role models in advertisement that include individuals from different demographic groups. This helps to promote diversity and counteract stereotypes.

Question 15

PlayNet Inc., a toy manufacturer, believes that it is important to communicate directly with children rather than their parents.Which of the following considerations should PlayNet keep in mind while advertising to avoid ethical issues?

Accepted Answer

PlayNet Inc. should keep in mind the naiveté of children as consumers to avoid exploiting them. Advertising to children should be sensitive to their vulnerability and not manipulate them into wanting products that they may not need or understand the consequences of. PlayNet Inc. should therefore focus on ethical advertising that considers the well-being of children. Choice (A) is not ethical because it involves manipulating children's cognitive defenses, and choice (B) is not ethical because it involves using fantasy characters to sell products that children may not want. Choice (C) is not ethical because using the same tools for children as are used for adults may not be appropriate for children's cognitive and emotional development. Choice (E) is not ethical because creating a strong need for the product may manipulate children's desires and lead to pressure on parents to buy products that they may not want or need.

Question 16

There is a consensus among all groups that advertising

Accepted Answer

The passage states that "there is a consensus among all groups that advertising...is an important social influence agent." This suggests that all groups recognize the importance and influence of advertising, indicating that choice D is the correct answer. The passage does not support any of the other options.

Question 17

Manufacturers of products such as beers often use nudity, sexual suggestiveness, or other startling images to get consumers' attention.Which of the following terms best represents this practice?

Accepted Answer

Shock advertising refers to the use of provocative or controversial images and messages to create buzz and get consumers' attention. This technique is often used by manufacturers of products like beer or cigarettes to stand out in crowded markets and generate interest.

Question 18

From an advertising perspective, which of the following best explains why critics might be opposed to the use of commercial characters or brand mascots as stars of TV shows?

Accepted Answer

Critics may argue that using commercial characters or brand mascots as stars of TV shows blurs the line between programming and advertising, making it difficult for young children to differentiate between the two. This is particularly concerning for preschool children who may not possess the cognitive ability to understand the persuasive intent behind advertising.

Question 19

Critics state that advertising to children is inherently unfair and deceptive and should be banned or severely restricted.Which of the following statements supports this argument?

Accepted Answer

Children have a limited ability to interpret the selling intent of a message, which makes them vulnerable to manipulative advertising. This can be seen as unfair and deceptive, as advertisers may take advantage of children's naivety and lack of critical thinking skills to sell them products they may not need or want.

Question 20

The Children's Advertising Review Unit (CARU) guidelines urge that products and content inappropriate for children should not be advertised or promoted

Accepted Answer

CARU guidelines specifically aim to protect children from being exposed to products and content that are not age-appropriate. Hence, the focus is on direct advertising and promotion to children. The other choices are not as closely related to the guidelines specified by CARU.

Quiz 21: Evaluating the Social, Ethical, and Economic Aspects of Advertising and Promotion