mkt ch 21

Customers often perceive ads of certain types to be distasteful or irritating. According to surveys, which of the following products' advertisements would most likely be irritating to viewers?

feminine hygiene products

Which of the following statements about ethics in advertising are true? (Check all that apply.)

-Marketers must often make decisions about responsible actions based on ethics. -Moral guidelines that regulate the acts and decisions of advertisers are referred to as ethics. -Certain kinds of target marketing may be considered unethical although they are legal.

An automobile company creates an ad to launch a new bike. The ad makes claims that mislead viewers about product performance and durability. Based on the fact that the ad is untruthful, critics will classify this as ________ advertising.

deceptive

A large, well-known company influences a newspaper to publish articles that favor the use of its sugar-free products. This behavior is an example of ________.

economic censorship

In response to the criticism that advertising makes people buy things they don't need, Shelby Hunt examined the ________ and pointed out that advertising that most observers would categorize as very informative is often very persuasive.

information-persuasion dichotomy

According to the belief that advertising equals information, advertising ______.

is a way to communicate with consumers

Advertising is criticized for

perpetuating stereotypes.

The belief that advertising equals market power views advertising as a way to change consumers' tastes, lower their sensitivity to price, and build brand loyalty among buyers of advertised brands.

true

Identify a stereotypical portrayal of an adult woman in advertising.

A woman performing household duties

Alex works as a journalist at a news agency. Alex states that the organization's structure involves what media people refer to as "The Wall." Which of the following statements supports his claim?

Alex has no contact with the members of the advertising and circulation departments.

Which of the following viewpoints is implicitly supported by the "advertising equals information" concept?

Consumers become more price-sensitive due to advertising.

One school of thought, "advertising equals information," suggests advertising has which of the following effects on industry structure and market power?

Consumers can compare competitive offerings easily and competitive rivalry increases.

All ads that use sexual appeals in the form of suggestiveness and/or nudity are considered deceptive advertising.

False

Economic censorship occurs when advertisers have a limited budget to spend on media.

False

There is a general agreement that advertising contributes to society in positive ways.

False

Which of the following is statements true of how adult men and women are portrayed on American television?

Portrayals of women emphasize their passivity.

Mark puts stress on hard work and individual effort. He believes that the wealth he has acquired over the years is proof of his success. Based on this scenario, Mark is following the ______ ethic.

Protestant

Advertisements often surround consumers with images of the good life and suggest that the acquisition of wealth leads to contentment and happiness. Critics argue that this aspect of advertising has an adverse effect on human and societal values. Which of the following statements is the main reason for this criticism?

Such messages encourage materialism among people.

The Protestant ethic views the accumulation of material possessions as evidence of success.

True

Newspapers and magazines receive nearly 70% of their revenue from ____.

advertising

Which of the following is the most suitable classification for advertisements that are offensive, irritating, and boring?

advertising in bad taste

At individual TV stations and major networks, programming decisions are deeply influenced by what will ______.

attract the most viewers and thus be most desirable to advertisers

Which of the following attributes would be reported in persuasive advertising rather than information advertising?

attractiveness of the brand

Advertising helps large advertisers to gain control of the market, at the expense of smaller brands, by creating ______.

brand loyalty