Question 1

The act of acquiring the skills needed to function in the marketplace can be called the ____.

Accepted Answer

The process of acquiring the skills and knowledge required for functioning in the marketplace is referred to as consumer socialization process, which involves learning about purchasing decisions, consumption patterns, and marketing practices that are prevalent in society. This learning process is influenced by various socialization agents like family, friends, peers, media, and schools, and it helps individuals develop their consumer identities and roles in society. The other options like consumer education process, customer life cycle, organizational growth cycle, and market-growth process do not specifically refer to the process of acquiring consumer skills and knowledge.

Question 2

The Children's Advertising Review Unit guidelines urge that care should be taken to incorporate minority and other groups in advertisements.What is the reason for this?

Accepted Answer

The reason for incorporating minority and other groups in advertisements, according to the Children's Advertising Review Unit guidelines, is to present positive and pro-social roles and role models wherever possible. This promotes diversity and inclusion in advertising, which can have a positive impact on children's perceptions of different groups and ultimately contribute to a more inclusive society.

Question 3

Which of the following statements on the social influence of advertising is true?

Accepted Answer

There is a general agreement among scholars and experts that advertising is a powerful social influence agent that shapes attitudes, values, and behavior of individuals and groups.

Question 4

Which of the following justifications is used by the marketing and advertising trade groups to defend themselves of the criticisms regarding advertising targeted to children?

Accepted Answer

E  Parents of younger children typically make purchase decisions, so the responsibility lies with them. Additionally, viewing advertisements is considered part of the consumer socialization process, helping children learn about the marketplace.

Question 5

Manufacturers of products such as beers often use nudity,sexual suggestiveness,or other startling images to get consumers' attention.Identify the term that best represents this practice.

Accepted Answer

Shock advertising is the practice of using provocative or controversial images, such as nudity or sexual suggestiveness, to get consumers' attention and create a memorable impression of the product or brand. This type of advertising is meant to shock and grab the viewer's attention, often causing them to give the product or brand more thought and consideration.

Question 6

The consumer socialization process:

Accepted Answer

The consumer socialization process refers to the acquisition of the skills and knowledge needed to participate in the marketplace as a consumer. It involves learning how to recognize needs, evaluate products, make purchase decisions, and interact with sellers.

Question 7

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

Accepted Answer

The Children's Advertising Review Unit guidelines urge that products and content inappropriate for children should not be advertised or promoted directly to children. This means that advertisements and promotions should not target children as their primary audience or use messaging and tactics that appeal specifically to children.

Question 8

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

Accepted Answer

The Children's Advertising Review Unit guidelines emphasize the importance of diversity and inclusion, suggesting that care should be taken to incorporate minority and other groups in advertisements.

Question 9

Advertisers use shock advertising to:

Accepted Answer

Shock advertising is a technique used to grab the attention of consumers amidst the clutter of advertisements in the media. Advertisers aim to create an emotional response that will make the ad stick out in the viewer's mind and increase the likelihood of them remembering the message or product being advertised.

Question 10

_____ is a preoccupation with accumulating possessions rather than intellectual or spiritual concerns.

Accepted Answer

Materialism is the preoccupation with accumulating possessions and emphasizing material goods rather than intellectual or spiritual concerns. Idealism refers to a belief in the importance of ideas and principles, while Naturalism emphasizes the importance of nature and scientific observation. Rationalization is the process of constructing logical or rational explanations for behaviors or beliefs. Stereotyping involves making assumptions about individuals based on generalizations about their group.

Question 11

The Children's Food and Beverage Advertising initiative is a(n):

Accepted Answer

The Children's Food and Beverage Advertising initiative is a voluntary industry self-regulation program, in which companies pledge to market only healthier products to children under the age of 12. It is not a government-funded research initiative, attempt to censor food marketers, effort by the Center for Science in the Public Interest or an attempt to certify manufacturers who produce healthy food products.

Question 12

Advertisements often seek to create needs rather than merely showing how a product or service fulfills them.Many critics claim that this aspect of advertising has an adverse effect on consumer values.What is the main logic behind this claim?

Accepted Answer

Critics argue that by creating needs rather than fulfilling them, advertising encourages materialism among consumers. This means that people begin to prioritize material possessions and status over more meaningful values, such as happiness and personal relationships. This can have negative effects on individual well-being and societal values as a whole.

Question 13

The Children's Advertising Review Unit:

Accepted Answer

The Children's Advertising Review Unit (CARU) is a self-regulatory organization that develops and enforces guidelines for advertising to children. These guidelines include strict rules regarding the types of appeals and product presentations that can be made to children, in order to ensure that advertising is not unfairly targeting or deceiving young viewers. CARU is not a division of the Federal Trade Commission, nor is it a litigation arm of the American Civil Liberties Union.

Question 14

Your company manufactures products that are designed for children.You believe that it is important to communicate directly with children rather than their parents through advertisements.However,it could cause many conflicts.Which of the following is a valid suggestion to improve this situation?

Accepted Answer

Direct communication with children can be important for marketing products designed for them, but it is also important to remain sensitive to their naiveté as consumers. Creating ethical and appropriate advertisements that speak to children directly can be a challenge, but by remaining mindful of their age and experience, companies can avoid conflicts and build trust with parents. Using negotiation approaches to address concerns is also a good step, but prioritizing sensitivity in the messaging is crucial. Options A, B, and E are not valid suggestions as they do not address the potential conflicts and ethical considerations of directly targeting children.

Question 15

Critics say that 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 creates:

Accepted Answer

Advertising creates a culture of materialism by portraying products as symbols of status and success. By creating needs and promoting consumerism, advertising instills the idea that happiness and success are determined by material possessions. Consequently, people become more focused on accumulating material possessions, leading to materialism.

Question 16

The quarterly catalogs of Abercrombie & Fitch often included nude pictures and other forms of sexual appeals.Which of the following types of advertising is used here?

Accepted Answer

The use of nude pictures and sexual appeals in Abercrombie & Fitch catalogs is an example of shock advertising, which aims to grab the audience's attention by using provocative, controversial, or offensive content.

Question 17

_____ refers to a personal value orientation that stresses hard work and individual effort and initiative and views the accumulation of material possessions as evidence of success.

Accepted Answer

The Protestant ethic is a personal value orientation that stresses hard work and individual effort and initiative and views the accumulation of material possessions as evidence of success.

Question 18

A recent trend in advertising is ____,in which marketers use nudity,sexual suggestiveness,or other startling images to get consumers' attention.

Accepted Answer

Shock advertising is a recent trend in advertising where marketers use nudity, sexual suggestiveness, or other startling images to get consumers' attention. This type of advertising aims to create an emotional response from the viewer, often using controversial or surprising imagery to stand out among other ads.

Question 19

Critics often charge that advertising to children is inherently unfair and deceptive and should be banned or severely restricted.Which of the following is the major justification given by the critics in support of this argument?

Accepted Answer

The major justification given by the critics for banning or severely restricting advertising to children is that children have limited ability to interpret the selling intent of a message. This means that they may not be able to distinguish between what is being advertised and what is not, making them vulnerable to deceptive marketing practices. The other options, such as containing nudity or violence, are not the main reason for the call to ban or restrict advertising to children.

Question 20

From an advertising perspective,why might various regulatory and consumer interest groups be opposed to the use of commercial characters as the basis for TV shows?

Accepted Answer

Regulatory and consumer interest groups may be opposed to the use of commercial characters as the basis for TV shows because children may not be able to differentiate between commercials and programs. This blurring of lines can lead to children being influenced by advertisements in these shows without realizing it.

Quiz 19: Evaluating the Social, Ethical, and Economic Aspects of Advertising and Promotion