Chapter 20 Marketing Regulation and Consumer Behavior Answer Key
Multiple Choice Questions
1.
Government regulatory bodies _____.
2.
Which of the following statements is FALSE regarding marketing practices?
3.
The regulation of marketing activities aimed at children focuses primarily on which of the
following?
4.
One basis for the concern over marketing to children is based on _____.
5.
The food industry has responded to concerns regarding children’s health by
6.
According to Piaget’s stages of cognitive development, children lack the ability to fully process
and understand information, including marketing messages, until around age _____.
7.
What is the oldest age of a child that most regulation attempts to protect with respect to
marketing practices?
8.
Conor is 15 years old. Which of the following statements is TRUE regarding him and other
children his age?
9.
Which of the following is the American advertising industry’s primary self-regulatory body?
10.
Which of the following is a special unit of the National Advertising Division of the Council of
Better Business Bureaus that specifically reviews advertising aimed at children?
11.
Margaret wants to complain about an advertisement targeting children that she saw on a
program her children were watching. Which self-regulatory organization should she contact?
12.
How many of the CARU’s general guiding principles relate to a child’s ability to comprehend
commercial messages?
13.
Which of the following is NOT an information-processing-related guideline of the CARU?
14.
Piaget’s theory of cognitive development holds that _____.
15.
When Rose Art Industries changed its packaging due to concerns that size of the product
relative to the size of the child shown on the package picture could lead a child to believe that
the Super Lite toy was larger than it was, this is related to _____.
16.
CARU and others are interested in the impact that the _____ of children’s advertising has, as
well as the ability of children to process advertising messages.
17.
What is the concern regarding the limited ability of children to comprehend advertising
messages?
18.
Cathy was babysitting her two nieces on a Saturday morning, and they were watching
cartoons together. She noticed that every time a commercial pod came on, there was a little
jingle telling the kids that “after these messages, we’ll be right back.” This is an example of
_____.
19.
“Part of a nutritious breakfast,” “Each sold separately,” and “Batteries not included” are
examples of _____.
20.
Which of the following is(are) a major area of concern regarding the large amount of time
children devote to watching television?
21.
How many of CARU’s basic principles focus on the concern regarding the impact of
commercial messages on children’s values and their health and safety?
22.
Which of the following CARU principles addresses the impact of commercial messages on
children’s values and their health and safety?
23.
Which of the following statements regarding marketing and children’s health and safety is
FALSE?
24.
Cindy is bothered about the amount of advertising her 10-year-old daughter sees for
cosmetics and designer clothes that she feels are too suggestive in nature. Which is Cindy’s
major area of concern regarding advertising to children?
25.
Hale noticed in a commercial that his children were watching that children riding bikes were
shown not wearing a helmet. He always makes his children wear helmets while riding their
bikes, but he’s concerned about other children seeing this ad and thinking it’s okay to not wear
one. What is Hale‘s major area of concern regarding advertising to children?
26.
Advertising is frequently criticized for fostering which type of values in children?
27.
Estimates of the number of TV ads that children are exposed to per year range from _____.
28.
CARU reviews thousands of ads every year and has a(n) _____ success rate in resolving
issues related to children’s advertising.
29.
Which of the following is a marketing activity targeted at children that is considered
controversial?
30.
Which of the following is referred to as the “Third Screen”?
31.
Ringtones, mobile games, and text-in contests are various types of promotional efforts
regarding which controversial marketing activity aimed at children?
32.
A soft-drink manufacturer is running a promotion in which consumers text message from their
cell phone a code that they can find under the bottle cap. Consumers entering can win various
prizes. This is an example of which type of marketing activity aimed at children that is
considered controversial?
33.
If consumers call a specific number, they can access games on their cell phones. The games
usually involve a branded product or an event, such as the release of a movie. This is an
example of which type of marketing activity aimed at children that is considered controversial?
34.
Scott participated in a promotion that allowed him to download a ringtone for his cell phone
that played the Stars Wars theme song. This is an example of which type of marketing activity
aimed at children that is considered controversial?
35.
Which of the following is a classification of commercialization of schools?
36.
Which of the following is NOT a classification of commercialization of schools?
37.
Ads in such places as school buses, scoreboards, and bulletin boards, as well as coupons and
free samples, represent which of the following?
38.
At Marci’s school, there are logos for McDonald’s, Coca-Cola, and Sprint around the football
stadium’s scoreboard. She was also given pencils that had Gap written on them and a
notebook with the Nike swoosh. These are examples of _____.
39.
Channel One is an example of _____.
40.
Corporate-sponsored educational materials and programs are also called _____.
41.
Which of the following are teaching materials provided by corporations, usually for free, that
come in various forms, including posters, activity sheets, and multimedia teaching aids?
42.
Marilyn is a recent college graduate teaching junior high school science. She has several
courses she has to prepare, so she was very pleased when Alcoa Corporation provided her
with a teaching unit on recycling. This teaching unit is an example of _____.
43.
The fourth grade class at Westview Elementary School won $10,000 for their school’s music
program because they entered a contest sponsored by Oscar Mayer bologna in which they
sang the famous jingle for that brand (i.e., “my bologna has a first name, it’s O-S-C-A-R….”)
and won it for their state. This is an example of _____.
44.
What is a major concern that has emerged regarding Internet marketing and children?
45.
James is 12 years old and likes to play games on the Internet, and several of these games
can be found on marketers’ websites that feature characters related to their brands. Some
sites require that he give information such as his name and address, and his mother is very
concerned about this. Which major concern regarding Internet marketing and children does
this highlight?
46.
Customized games that are placed on a company’s website and prominently feature or
integrate the company’s brands and products as part of the game itself are known as _____.
47.
Which of these provisions is NOT included in The Rule under COPPA?