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Q:
The ___ of the FTC was initiated in 1971 with the intention of ensuring that advertisers make supporting evidence for claims available to consumers. a. Wheeler-Lea Amendmentb. advertising substantiation program c. Robinson-Patman Actd. fair packaging program
Q:
A probability sample is one in which the members of the target population ________.
A) can easily be found for survey purposes
B) all have an equal chance of being included in the sample
C) have participated in similar research studies
D) have agreed to accept an incentive to participate in the research
E) can be found in malls and other high-traffic areas
Q:
In a legislation passed in the 1990s, the FTC's role in regulating advertising was expanded regarding:a. nutrition labeling. b. spam.c. telemarketing. d. direct mail.
Q:
Once the target population is defined, the next step ________.
A) selects the sampling method
B) determines the project budget
C) identifies the questions to be used on the survey
D) sets parameters for study timing
E) determines the appropriate procedures for data analysis
Q:
The text discussed the Pew Research Center exploration of the relationship between target audience definition estimates of Muslim American demographics. This research found that demographic estimates were affected by differences in target audience definitions.
Q:
The Wheeler-Lea Amendment in 1938 greatly influenced the future of advertising in America by:a. establishing the powerful Federal Trade Commission (FTC).b. allowing the FTC to stop practices that were misleading, regardless of their impact on competition. c. granting industries the right to form self-regulatory organizations to reduce FTC interference.d. broadened the FTC's power to practices that were unfair to competitors alone.
Q:
The quality and validity of generalizations drawn from a research study are only minimally influenced by its target definition.
Q:
The ________ component of a target audience definition relates to respondent characteristics such as usage of Flickr and brand purchase patterns.
A) behavioral
B) demographic
C) democratic
D) geodemographic
E) attitudinal
Q:
The ___was established as part of the Dodd-Frank Wall Street Reform and Consumer Protection Act of 2010. a. Library of Congressb. Federal Communications Commission c. Consumer Finance Protection Agency d. National Consumer Agency
Q:
The demographic component of a target audience definition relates to respondent characteristics such as social media usage and levels of technology adoption.
Q:
_____was established by the Better Business Bureau to evaluate ads directed at children based on guidelines that encourage sensitivity to their level of sophistication and knowledge, as well as emphasis on positive social traits such as friendship and kindness.a. The Family Research Councilb. The Children's Food and Beverage Advertising Initiativec. The Children's Advertising Review Unitd. The Children's Television Act
Q:
The ________ components of a target audience definition typically specify age, gender, income, or other related characteristics.
A) geoattitudinal
B) geopsychographic
C) demographic
D) physiological
E) democratic
Q:
TetraCom, a personal computer manufacturer, launched an advertisement comparing its computer with a competitor's computers. However it was found to be an unfair claim. In order to justify its fairness, TetraCom would be required to include a(n)____ .a. testimonialb. stealth sponsorship c. consent orderd. disclaimer
Q:
With regard to target audience definitions, the text notes that populations of individuals are typically defined in some combination of ________, geographic and behavioral characteristics.
A) geoattitudinal
B) geopsychographic
C) demographic
D) physiological
E) democratic
Q:
If firms decide to use comparison advertisements, they:a. may be required by the FTC to substantiate their claims.b. share the costs of advertising with local dealers and distributors.c. are acting in opposition to the recommendations of the American Association of Advertising Agencies. d. cannot legally mention a competing firm or brand by name.
Q:
According to the text, a well written target definition ________ describes the group of interest and clearly differentiates those things or individuals of interest from those which are not of interest.
A) ambiguously
B) unambiguosly
C) creatively
D) inventively
E) fashionably
Q:
Vertical cooperative advertising is usually legal, except when:a. unquantifiable emotional appeals are involved.b. a representation, omission, or practice is misleading. c. a firm uses monopoly power to dominate the other.d. bogus advertising allowances are given in the form of hidden price concessions.
Q:
Once it is determined that a sample (versus a census) is needed, the next step in the sampling planning process is to ________.
A) determine the project budget
B) determine the project timing
C) describe the correct sample frame
D) define the target population
E) determine whether to use a probability or nonprobability approach to sample selection
Q:
____is an advertising technique whereby a manufacturer and dealer share the expense of advertising. a. Differentiationb. Subliminal advertising c. Market segmentationd. Vertical cooperative advertising
Q:
Consider the statements shown below. How many of these statements describe situations in which a census is preferable to a sample?
- when the population of interest is small and identifiable
- when sampling might eliminate important cases from the study
- when the client has unlimited funds to conduct the research
- when the research results will be published in newspapers or other media
A) 1
B) 2
C) 3
D) 4
Q:
Although the courts and the FTC have been quite specific about defining many other practices, the definition of has always been relatively vague. a. unfair advertisingb. copyright infringement in advertising c. false labeling and packagingd. phishing in online advertising
Q:
The vast majority of research uses a sample of the population of interest.
Q:
The Cheeseburger bill passed by the U.S. House of Representatives:a. restricts advertisements featuring highcalorie and highfat foods during children's programming.b. prevents falsifying nutrition information for fast foods.c. bars the promotion of toys to children that tie in with fast foods, sugary drinks, and salty snacks. d. blocks people from suing food companies for their obesity.
Q:
Krispy Kreme has 1,251 franchisees in the United States. Lance wants to conduct interviews with every one of the franchisees. This would result in a ________ of the franchisees.
A) sample
B) census
Q:
Sarah, a 13-year-old girl, came across an advertisement that displayed a new trendy hair color aimed at a mature audience. Intrigued by the advertisement, Sarah goes out and buys the product. This is an example of____ .a. primary demand stimulation b. subliminal advertisingc. vertical cooperative advertising d. phishing
Q:
A subset of the population that represents the entire group from which it is drawn is known as a ________.
A) population
B) sample unit
C) census
D) sample
E) respondent
Q:
Which of the following best describes primary demand?a. It is the demand for an entire range of various products. b. It is the demand for a specific brand.c. It is the demand for a specific product.d. It is the demand for an entire product category.
Q:
The first step in the sampling process focuses on determining ________.
A) sample size given the research budget
B) absolute required sample size
C) if a sample or census should be used
D) the amount of time required to contact the sample
E) if a quota sample is needed
Q:
Which of the following is true about advertising of alcohol and cigarettes?a. Brands in these categories don"t spend a lot of money on advertisements to truly influence consumers.b. These ads are usually designed to be subliminal, suggesting but not causing behavior.c. Brands in these categories are only advertised as part of other programs which do not interest children. d. Advertising cannot create primary demand in mature product categories such as these.
Q:
Probability sampling is ________ research.
A) most frequently used in qualitative
B) most frequently used in quantitative
C) equally frequent in qualitative and quantitative
Q:
Three teenage girls who hang around together all start to smoke cigarettes, and eventually start to drink beer on weekends. With reference to recent research results of the Federal Trade Commission, the cause for the teenage girls' habits:a. would most strongly influenced by families, friends, and peers. b. have been influenced by advertisements portraying it as cool. c. stem from hereditary traits.d. directly relate to advertising campaigns of criminally negligent firms.
Q:
Another name for probability sampling is ________ sampling.
A) random
B) judgment
C) nonrandom
D) snowball
E) quota
Q:
What was one of the government's earliest restrictions that targeted specific techniques and policies being used in programming and advertising designed for children?a. The Children's Food and Beverage Advertising Initiativeb. The Nutrition Labeling and Education Act c. The "Cheeseburger Bill"d. The Children's Television Act
Q:
Only ________ sampling allows you to make valid generalizations about the population from which the sample was drawn.
A) random
B) judgment
C) nonrandom
D) snowball
E) quota
Q:
Which aspects of advertising are legal but fall into an ethical gray area, making them almost impossible to legislate against?a. Disclaimersb. Emotional appeals c. Testimonialsd. Contests and sweepstakes
Q:
The text described Mary and John's sampling of opinion in Dr. Newson's class. Mary obtained more accurate results than John. This is because Mary used ________ sampling while John used ________ sampling.
A) random, haphazard
B) random, convenience
C) census, convenience
D) census, haphazard
Q:
Which of the following claims demonstrates puffery in advertising?a. "Only Crest Earns the Dental Seal of Approval Among All Major Brands!" b. "Ford Trucks Have Lower MPG than Chevy Trucks!"c. "Tide Beats Cheer in Sales 8th Year in a Row!"d. "World's Best Cup of Coffee Served with a Smile Here!"
Q:
Secondary information can often provide assistance prior to the conduct of primary research. Describe a situation in which this might occur.
Q:
What is the most fundamental ethical issue in advertising?
a. Exaggeration, which is a serious but increasingly common practice
b. Taste, particularly regarding society's exposure to offensive messages
c. Materialism, which also is a key legal issue
d. Deception, particularly false or misleading statements
Q:
Briefly explain why it is important to conduct an online search using several different search engines.
Q:
Imagine that you have come across a web site with information relevant to your secondary information search. List three criteria that can be used to determine the accuracy of the provided information.
Q:
Which of the following is true about ethics?a. It is based on personal judgement. b. It is applicable to business alone.c. It is strongly looked down upon in society. d. It is the basic structure of business.
Q:
The text provided an example of the Luckie Snacking Industry report. Why would an advertiser subscribe to this type of report rather than collecting the information for him/herself?
Q:
___are moral standards and principles against which behavior is judged. a. Ethicsb. Appropriations c. Sectsd. Dailies
Q:
You wish to obtain some secondary information. Is it better to obtain this information from the primary or a secondary source? Why?
Q:
Which of the following best describes stealth sponsorship?a. It is when corporations pay journalists to give negative opinions about their competitors in their editorials. b. It is when corporations embed hidden messages in newspaper advertisements to unconsciously stimulate people to want something.c. It is when journalists are paid by corporations to receive favorable treatment in their editorials.d. It is when corporations partner with ancillary firms that they deal with to receive monetary favors from them.
Q:
Media-focused associations are an excellent source for research focused on one specific medium.
Q:
Wellknown illustrator Andy Warhol felt strongly that the American ads that had promoted the nation's most popular products over the decades were:a. visual manifestations of a sick society overtaken with consumerism and greed.b. anti-elitist artworks for the masses depicting ordinary goods used by both rich and poor. c. pioneering graphic innovations that visually displayed the power of elitism.d. flashy images and tasteless visuals that cluttered the cultural landscape.
Q:
Imagine that you are looking for information regarding new television advertising campaigns. Which of the companies listed below would be the most appropriate?
A) Ad Age
B) Doubleclick
C) Gannett Media
D) New Media Research Inc.
E) OneStop
Q:
It is believed that advertisers deceive via subliminal advertising by:a. influencing people to buy things via word of mouth advertisement.b. providing offers to the public that would stimulate them to buy their products.c. exaggerating the features of a product and providing assurances to stimulate people to buy a product. d. embedding hidden messages or images within an advertisement.
Q:
Imagine that you are looking for a newsletter named "Smartbrief." Which of the companies listed below would be the most likely source?
A) Ad Age
B) Doubleclick
C) Gannett Media
D) New Media Research Inc.
E) Interactive Advertising Bureau
Q:
In recent years, the U.S. Senate has approved a tenfold increase in fines for advertising situations that are determined to step over the line regarding American society's basic ethical principles. What issues are being regulated in this way?a. Ad agencies that knowingly make false claimsb. Advertisers that lure children into dangerous or unhealthy behaviorsc. TV and radio stations that violate rules on airing profanity or sexually explicit materials d. Print media with ads that include erotic images or language
Q:
Imagine that you are looking for a white paper related to digital marketing technology and services. Which of the companies listed below would be the most appropriate?
A) Ad Age
B) Doubleclick
C) Gannett Media
D) New Media Research Inc.
E) OneStop
Q:
In their 2004 "Campaign for Real Beauty," the people creating the groundbreaking Dove ads attempted to be realistic, show sensitivity, and fight stereotypes by featuring:a. plus-size models who do not fit the narrow norm of beauty.b. women, who were not models, displaying various ethnicities, looks, and sizes. c. both men and women using Dove products.d. endorsements by famous elderly actresses with young-looking skin.
Q:
Online white papers and research reports typically present perspectives and research findings related to a company's area of focus and expertise.
Q:
Stephen Fox, a history and social observer, concludes on the history of American advertisement as:a. genuine and trustworthy. b. simple and smart.c. irrelevant and incoherent. d. superficial and hedonistic.
Q:
Ad Age and Clickz are examples of ________ publishers.
A) print newsletter
B) online newsletter
C) online social media
D) print social media
Q:
Which of the following allows you to locate books containing content that matches your search terms?
A) Google Scholar
B) Google Book Search
C) Yahoo! Finder
D) Yahoo! InPrint
Q:
You are searching for relevant web sites and have found a very relevant and informative site. The URL of this site is "www.seniorsandmobileads.com" You want to find other sites that link to this site. Which of the following search phrases would be most appropriate?
A) what sites link to "seniorsandmobileads.com"
B) destinations: www.seniorsandmobileads.com
C) link: www.seniorsandmobileads.com
D) outto: www.seniorsandmobileads.com
Q:
According to Maslow's hierarchy of needs theory, which of the following is the highest order of all human needs?a. Esteem needsb. Physiological needs c. Safety needsd. Self-actualization needs
Q:
Imagine that you want to search for web sites that have the term "milk" in their URL. Which of the following search phrases would be most appropriate?
A) inurl: milk
B) milk "in" url
C) url + milk
D) intitle: milk
Q:
Imagine that you want to search for mentions of social media, but are not interested in any mentions of advertising. Which of the following search phrases would be most appropriate?
A) "social media" + advertising
B) "social media" but not "advertising"
C) "social" + "media" - "advertising"
D) "social media" - advertising
Q:
A high-end specialty store, recognized nationwide for its prestigious reputation, is busy with customers eyeing and buying costly items of clothing with designer labels. They"re also adding $400 purses, $500 shoes, and $1,000 bracelets and necklaces to their ensembles. Which of the following basic needs of Maslow's Hierarchy are most likely being fulfilled by these purchases?a. Extrinsic needsb. Need for affiliation c. Esteem needsd. Physiological needs
Q:
Imagine that you want to search just for PowerPoint presentations that relate to mothers and blogs. Which of the following search phrases would be most appropriate?
A) mothers + blogs:ppt
B) mothers - blogs:ppt
C) blogging mothers:powerpoint
D) mothers who blog:powerpoint
Q:
Many consumers buy products that they perceive to have prestige and status which would be considered ___needs under Maslow's hierarchy theory.a. growthb. affiliationc. self-actualization d. esteem
Q:
Imagine that you want to search for all sources that mention teens and diets. Which of the following search phrases would be most appropriate?
A) teens with diets
B) dieting teens
C) teens - diet
D) teens + diet
Q:
The process of online search described in the text recommends that after a number of searches are completed, you then systematically read key findings and reflect on results before proceeding with additional, more refined, searches.
Q:
According to Maslow's hierarchy of needs structure, ads for breakfast cereals and soft drinks can be thought of as promotions for products that address:a. physiological needs.b. love and belonging needs. c. self-actualizing needs.d. esteem needs.
Q:
The search phrase "trends + yogurt" will return identical results when used on Google and Bing.
Q:
Which of the following forms the lowest order of needs in Maslow's hierarchy of needs theory?a. Physiological needs b. Needs for affiliationc. Self-actualization needs d. Intrinsic needs
Q:
The search phrases "trends + yogurt" and "trend + yogurt" provide identical results.
Q:
The cost of products are lowered:a. when there are high success rates of a product. b. by lowering the economies of scale of a product.c. when there is a high inelasticity of demand for a product.d. when there are little or no competitors with a similar product.
Q:
________ should be added to the original search phrase in order to increase the chances of locating additional secondary information.
A) Metaphors
B) Syllogisms
C) Analogies
D) Synonyms
Q:
Which of the following is one of the four major aspects of advertising that lower the overall cost of products, according to proponents?a. Market segmentation b. Operating costsc. Inelasticity of demand d. Economies of scale
Q:
The field of public relations is not restricted by the same types of laws as other business elements of the promotional and marketing mix.
a. True
b. False
Q:
The goal of an online search is to locate information on how individuals over the age of 65 relate to and use mobile apps for their banking needs. Which of the following is the most appropriate way to state an information need in the first step of an online search?
A) What's happening with seniors and banks?
B) What are the trends regarding seniors' use of mobile banking?
C) Seniors and banking
D) What are current developments in the areas of banking and how are senior citizens using and responding to these banking trends?
Q:
The first government restriction on telemarketing required companies to remove households from their dialing lists when residents requested this.
a. True
b. False
Q:
The first step in an online search strategy is to "state your information need in the form of one or more declarative sentences."
Q:
The main restriction of direct mail sweepstakes, as imposed by Congress, involves the requirement that they are randomly and fairly distributed to a wide range of communities and addresses throughout the 50 states.
a. True
b. False
Q:
Which of the following describes itself as the "world's largest collection of public records, unpublished opinions, forms, legal, news, and business information?"
A) Google
B) LexisNexis
C) Microsoft Scholar's Resource
D) Slideshare