Chapter 21 – Evaluating the Social, Ethical, and Economic Aspects of Advertising and Promotion
1. (p. 731) _____ are moral principles and values that govern the actions and decisions of an
individual or group.
2. (p. 731) Which of the following statements of the relationship between law and ethics is true?
Chapter 21 – Evaluating the Social, Ethical, and Economic Aspects of Advertising and Promotion
3. (p. 731) A lapse in ethical standards or judgment in advertising and promotion can be more
damaging to a company than the lapses in other disciplines. Identify the most logical reason
for this.
Chapter 21 – Evaluating the Social, Ethical, and Economic Aspects of Advertising and Promotion
4. (p. 732) Which of the following groups protests offensive ads by displaying them in a special
section for offensive ads in their Web site?
5. (p. 733) ValueClick, an ad servicing and technology company, used Internet ads offering free
iPods, PS3s, and plasma TVs. When people clicked on the ads, instead of providing freebies,
ValueClick tricked people into signing up for useless services and then failed to safeguard
their personal information. This type of ads could be called _____ advertisements.
Chapter 21 – Evaluating the Social, Ethical, and Economic Aspects of Advertising and Promotion
6. (p. 733) Novartis Corporation spent millions of advertising dollars informing consumers that
Doan’s pills were superior to other over-the-counter analgesics in treating back pain even
though it contained the same ingredients as other over-the-counter analgesics. Critics of
advertising would classify this as a(n) _____ advertisement.
7. (p. 733) Forrester Research found that consumers ignore most ads because:
Chapter 21 – Evaluating the Social, Ethical, and Economic Aspects of Advertising and Promotion
8. (p. 733–734) Advertisers have made false or misleading claims or failed to award prizes
promoted in a contest or sweepstakes. Such false claims can be reckoned as _____
advertisements.
9. (p. 734) Which of the following is the right classification for advertisements that project a
sexual appeal, without any relevance to the products?
Chapter 21 – Evaluating the Social, Ethical, and Economic Aspects of Advertising and Promotion
10. (p. 734) Advertisements of which of the following products is most likely to be criticized for
poor taste?
11. (p. 734) Which of the following is a major reason why employers engage in deceptive
advertising?
Chapter 21 – Evaluating the Social, Ethical, and Economic Aspects of Advertising and Promotion
12. (p. 735) In the 1950s and 1960s, many auto shops gave away promotional calendars to
customers. The calendars typically showed some buxom beauty, scantily clothed and posed in
some atypical position in or on an automobile. Critics of advertising today would argue that
such calendars are:
13. (p. 735) The advertising appeals that have received the most criticism for being in poor taste
are those using:
Chapter 21 – Evaluating the Social, Ethical, and Economic Aspects of Advertising and Promotion
14. (p. 735) Which of the following statements describes how condoms are advertised?
15. (p. 735) There has been found to be a strong product class effect with respect to the types of
ads consumers perceived as distasteful or irritating. The most irritating commercials tend to
be for:
Chapter 21 – Evaluating the Social, Ethical, and Economic Aspects of Advertising and Promotion
16. (p. 735) Advertisers continue to use sexual appeals to advertise products such as beer,
cigarettes and cosmetics despite increased criticism from all corners. Which of the following
is the most important reason for this?
17. (p. 735) The type of advertising appeal that has received the most criticism for being in poor
taste is:
Chapter 21 – Evaluating the Social, Ethical, and Economic Aspects of Advertising and Promotion
18. (p. 735–736) St. Pauli’s beer ads had shown a woman presented as a human beer bottle. This
advertisement is most likely to be criticized for:
19. (p. 736) Critics have been particularly concerned about the use of sexual appeals in the
advertising of products such as:
Chapter 21 – Evaluating the Social, Ethical, and Economic Aspects of Advertising and Promotion
20. (p. 736) Which of the following statements on the attitudes of men and women toward
sexually suggestive advertisements is true?
21. (p. 736) A recent trend in advertising is ____, in which marketers use nudity, sexual
suggestiveness, or other startling images to get consumers’ attention.
Chapter 21 – Evaluating the Social, Ethical, and Economic Aspects of Advertising and Promotion
22. (p. 736) Advertisers use shock advertising to:
23. (p. 736) 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.
24. (p. 736) 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?
25. (p. 738) 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?
Chapter 21 – Evaluating the Social, Ethical, and Economic Aspects of Advertising and Promotion
26. (p. 738) The consumer socialization process:
27. (p. 738) The act of acquiring the skills needed to function in the marketplace can be called
the ____.
Chapter 21 – Evaluating the Social, Ethical, and Economic Aspects of Advertising and Promotion
28. (p. 738) 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?
29. (p. 738) The Children’s Advertising Review Unit:
Chapter 21 – Evaluating the Social, Ethical, and Economic Aspects of Advertising and Promotion
30. (p. 739) Which of the following is a condition that exists in the Children’s Advertising
Review Unit guidelines for advertising?
31. (p. 739) The Children’s Advertising Review Unit guidelines urge that products and content
inappropriate for children should not be advertised or promoted:
Chapter 21 – Evaluating the Social, Ethical, and Economic Aspects of Advertising and Promotion
32. (p. 739) 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?
33. (p. 739) 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?
Chapter 21 – Evaluating the Social, Ethical, and Economic Aspects of Advertising and Promotion
34. (p. 740) The Children’s Food and Beverage Advertising initiative is a(n):
35. (p. 741) 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?
Chapter 21 – Evaluating the Social, Ethical, and Economic Aspects of Advertising and Promotion
37. (p. 742) 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?
Chapter 21 – Evaluating the Social, Ethical, and Economic Aspects of Advertising and Promotion
38. (p. 742) 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:
39. (p. 742) _____ is a preoccupation with accumulating possessions rather than intellectual or
spiritual concerns.