Question 1

Which of the following statements describing how advertising portrays women is NOT the case?
A) Advertising is often criticized for portraying women in strong leadership roles.
B) While sexism and stereotyping of women still exists, advertising's portrayal of women has improved in recent years.
C) Many advertisers depict women in a diversity of roles since their place in society has changed in recent years.
D) Stereotypical portrayals of women show them as lacking intelligence and credibility.

Accepted Answer

Advertising is not often criticized for portraying women in strong leadership roles. Instead, advertising is often criticized for reinforcing gender stereotypes and portraying women in overly sexualized or objectified ways.

Question 2

Defenders of advertising take issue with the argument that it should be limited to dealing with basic needs.One of their reasons is:
A) In our society, most higher-level needs are already satisfied for most people.
B) It is natural to move from higher-order needs to basic ones.
C) Consumers are free to choose the degree to which they attempt to satisfy their desires.
D) Wise advertisers associate their products and services with lower-level needs like safety and food.

Accepted Answer

Defenders argue that consumers have the freedom to choose the level of desire they want to satisfy through advertising. Therefore, limiting advertising to basic needs would interfere with consumers' freedom to pursue their wants and desires.

Question 3

Which of the following describes the use of sexual appeals in advertising?
A) Sexual appeals are often criticized because they are not even relevant or appropriate for the product being advertised.
B) Sexual appeals are less often criticized for containing nudity or using suggestive dialogue as consumers become more used to these elements in movies and video games.
C) Sexual appeals are never criticized because they are demeaning to men.
D) Networks have the right to scrutinize commercials carefully when it comes to sexually oriented advertising since they are similarly diligent with their programs.

Accepted Answer

Sexual appeals are often criticized because they can be seen as objectifying or exploiting women, and may not be relevant or appropriate for the product being advertised.

Question 4

The consumer socialization process:
A) refers to how consumers satisfy their need to belong
B) explains why consumers will never completely abandon department store shopping for Internet shopping
C) is the acquiring of skills needed to function in the marketplace
D) explains how marketers engage in relationship marketing

Accepted Answer

The consumer socialization process is the acquiring of skills needed to function in the marketplace, including how to recognize marketing messages and make informed purchase decisions. It does not refer to belonging needs, shopping habits, or relationship marketing.

Question 5

Which of the following media would be most vulnerable to influence and pressure from advertisers on the type of stories the medium covers?
A) a major television network such as CBC
B) a major newspaper such as The Globe and Mail
C) a major magazine such as Time or Maclean's
D) a growing newspaper or magazine which receives a high amount of advertising from a particular industry

Accepted Answer

A growing newspaper or magazine which receives a high amount of advertising from a particular industry is more likely to be vulnerable to influence and pressure from advertisers on the type of stories they cover because they depend on the advertising revenue to stay in business. Therefore, they may be more inclined to cover the stories that their advertisers want them to cover in order to maintain their financial support. Major television networks, newspapers, and magazines are generally more established and have a broader range of revenue streams, which makes them less vulnerable to advertiser influence.

Question 6

Each of the following statements describes advertising that can be perceived as irritating or distasteful EXCEPT:
A) Consumers can be offended by the mere fact that certain products such as contraceptives are even advertised.
B) A study of prime time commercials found that consumers have become used to ads for personal care products, and they seldom perceive them as irritating or distasteful any more.
C) Consumers tend to dislike ads for products they don't use or brands they don't buy.
D) Ads using sexual appeals or nudity offend many consumers.

Accepted Answer

This statement actually contradicts the idea of advertising being perceived as irritating or distasteful. It states that consumers have become accustomed to certain types of ads, indicating that they do not find them irritating anymore. Therefore, it is not an example of an irritating or distasteful ad.

Question 7

Stereotypical portrayals of adult women in North American television and print advertising emphasize their:
A) activism and autonomy
B) power
C) passivity and deference
D) ability to achieve under any circumstances

Accepted Answer

Stereotypical portrayals of adult women in North American television and print advertising often show them as passive and deferential, reinforcing traditional gender roles and expectations. This reinforces the idea that women are less capable and less influential than men, perpetuating gender inequality.

Question 8

Acquiring the skills needed to function in the marketplace is called the _____ process.
A) consumer socialization
B) consumer education
C) caveat emptor
D) needs-focus

Accepted Answer

Consumer socialization is the process through which individuals acquire the skills, knowledge, and attitudes necessary to function as consumers in the marketplace.

Question 9

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 can create:
A) ethnocentricity
B) consumer socialization
C) materialism
D) informative ads

Accepted Answer

By creating a desire for material possessions and portraying them as symbols of status and success, advertising can promote materialism among consumers.

Question 10

For which of the following products might one argue that advertising has created needs rather than responded to them?
A) automobiles
B) calculators
C) canned soup
D) designer jeans

Accepted Answer

Advertising for designer jeans often focuses on creating a desire for a certain brand or style, rather than fulfilling a pre-existing need. These ads often promote a lifestyle or image that consumers want to achieve through the purchase of the jeans, which can be seen as creating a perceived need for the product.

Question 11

Which of the following is NOT a social criticism of advertising?
A) Advertising is offensive and distasteful.
B) Advertising takes advantage of children.
C) Advertising increases product costs and reduces competition.
D) Advertising makes consumers buy things they don't need.

Accepted Answer

The other three options are common social criticisms of advertising, but the idea that advertising increases product costs and reduces competition is not universally agreed upon. Some argue that advertising can actually promote competition by informing consumers about different options and encouraging companies to improve their products or services.

Question 12

Critics of advertising aimed at children use all of the following arguments to explain why it is wrong EXCEPT:
A) preschool children cannot discriminate between commercials and television programs
B) children lack an understanding of how advertising works and thus cannot effectively use cognitive defences against it
C) children do not perceive the selling or persuasive intent of commercials
D) advertising is a part of life, and children must learn to deal with it as part of the consumer socialization process

Accepted Answer

The other options, A, B, and C, are all used as arguments against advertising aimed at children, stating that children cannot fully comprehend or resist advertising. Option D suggests that advertising is simply a part of life and that children must learn to deal with it, rather than arguing whether it is inherently wrong or harmful.

Question 13

Critics of advertising claim that it can have a(n)_____ effect on consumer values by encouraging ____,which is a preoccupation with material things rather than intellectual or spiritual concerns.
A) positive; corporeality
B) adverse; materialism
C) negative; cocooning
D) detrimental; stereotyping

Accepted Answer

Critics of advertising often argue that it can have a negative or adverse effect on consumer values by promoting materialism and a preoccupation with material possessions rather than intellectual or spiritual pursuits. This can lead to a number of negative consequences, such as an increased focus on consumerism, a lack of concern for social or environmental issues, and a shallow or superficial worldview.

Question 14

Which of the following is an argument that supports the charge that advertisers can and do control the media?
A) Advertisers need the media more than the media needs any individual advertisers.
B) The media are very dependent on advertising as the source of their income.
C) Many media have a broad base of advertiser support and can afford to lose advertisers attempting to exert control over them.
D) There is no such argument; it is in the best self-interest of the media not to be influenced or controlled by the advertiser.

Accepted Answer

The argument that the media is dependent on advertising as the source of their income supports the charge that advertisers can and do control the media. If the media is dependent on advertising for its financial stability, advertisers have leverage to influence media content or programming.

Question 15

A recent study suggests that minorities in Canadian advertising are _________.
A) very overrepresented
B) under-represented
C) reflecting the Canadian population
D) not represented at all

Accepted Answer

The study suggests that minorities in Canadian advertising are under-represented, meaning they are not represented proportionally to their presence in the Canadian population.

Question 16

According to those who believe that advertising does NOT have an adverse effect on consumer values,advertising:
A) is a major determinant of society's taste and values
B) is merely a reflection of society's tastes and values
C) is solely accountable for the increase in materialism due to its nature and power
D) cannot create needs but only exploit existing ones

Accepted Answer

Those who believe that advertising does not have an adverse effect on consumer values argue that advertising is simply a reflection of society's tastes and values, rather than a major determinant of them. They believe that individuals already have existing desires and needs, and that advertising merely helps to inform and persuade them about existing products and services that can fulfill those needs. Therefore, advertising does not create or instill new values, but rather reflects and appeals to existing ones.

Question 17

The type of advertising appeal that has received the most criticism for being in poor taste is:
A) personal computer ads targeted at children
B) fear appeals used to sell shampoos and deodorants
C) humorous appeals used to make fun of people who are socially inept
D) ads using sex and/or nudity

Accepted Answer

Ads using sex and/or nudity have received the most criticism for being in poor taste as they can be seen as objectifying and demeaning to women or men. Many people view such ads as offensive and inappropriate, and they can also be harmful or triggering for survivors of sexual assault.

Question 18

Using economic censorship,applying pressure to limit the coverage of a controversial story that might reflect negatively on a company and trying to control the editorial content of magazines are all ways that:
A) consumer advocates fight for the rights of the masses.
B) media manipulates advertisers.
C) advertisers exert influence on the media.
D) media controls content on television.

Accepted Answer

Advertisers exert their influence on the media through economic censorship and controlling editorial content to ensure that their products and services are favorably presented to the public. This can limit the coverage of controversial stories that might negatively affect a company's image or profitability.

Question 19

Young children may be especially vulnerable to advertising for all of the following reasons EXCEPT:
A) they lack the experience and knowledge required to understand and evaluate persuasive messages
B) they cannot distinguish between reality and fantasy
C) they often have trouble differentiating between commercials and programs
D) their parents do not always perceive the selling intent of commercials

Accepted Answer

The statement "their parents do not always perceive the selling intent of commercials" is not true for all parents and is therefore not a valid reason why young children may be vulnerable to advertising. The other options all reflect potential reasons why young children may be vulnerable to advertising.

Question 20

Many advertising experts argue that what underlies the increased use of shock appeal is:
A) the pressure on marketers and their agencies to do whatever it takes to get their ads noticed.
B) actually, the reduction in clutter has made shock appeal less necessary.
C) that sexual appeal is having less of an effect on audiences.
D) it is a new type of appeal that consumers tend to react to.

Accepted Answer

The pressure on marketers and their agencies to do whatever it takes to get their ads noticed is the main reason for the increased use of shock appeal. As the advertising industry becomes more competitive and cluttered, marketers feel the need to create ads that will stand out and grab consumers' attention, even if it means using shocking or controversial content.

Quiz 18: Regulatory, Ethical, Social, and Economic Issues for Imc

Which of the following statements describing how advertising portrays women is NOT the case?

Defenders of advertising take issue with the argument that it should be limited to dealing with basic needs.One of their reasons is:

Which of the following describes the use of sexual appeals in advertising?

The consumer socialization process:

Which of the following media would be most vulnerable to influence and pressure from advertisers on the type of stories the medium covers?

Each of the following statements describes advertising that can be perceived as irritating or distasteful EXCEPT:

Stereotypical portrayals of adult women in North American television and print advertising emphasize their:

Acquiring the skills needed to function in the marketplace is called the _____ process.

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 can create:

For which of the following products might one argue that advertising has created needs rather than responded to them?

Which of the following is NOT a social criticism of advertising?

Critics of advertising aimed at children use all of the following arguments to explain why it is wrong EXCEPT:

Critics of advertising claim that it can have a(n) _ effect on consumer values by encouraging ,which is a preoccupation with material things rather than intellectual or spiritual concerns.

Which of the following is an argument that supports the charge that advertisers can and do control the media?

A recent study suggests that minorities in Canadian advertising are _________.

According to those who believe that advertising does NOT have an adverse effect on consumer values,advertising:

The type of advertising appeal that has received the most criticism for being in poor taste is:

Using economic censorship,applying pressure to limit the coverage of a controversial story that might reflect negatively on a company and trying to control the editorial content of magazines are all ways that:

Young children may be especially vulnerable to advertising for all of the following reasons EXCEPT:

Many advertising experts argue that what underlies the increased use of shock appeal is: