Q&A Hero

Q: The CAN SPAM Act does not outlaw all unsolicited emails. a. Trueb. False

Q: The Harrison Research Company has just completed a study of senior citizens' use of social media. They want the report to be disseminated as much as possible. In addition to posting the study's report on its web site, the company is likely to upload the report to ________. A) Google B) Flickr C) Slideshare D) YouTube

Q: Consumer and industry groups are free to make attempts at shaping and restricting the advertising process, but in reality have little voice or power compared to the federal government. a. True b. False

Q: Slideshare and Scribd are examples of ________. A) offline print sources B) online indexed sources C) online non-indexed sources

Q: Since there has been little regulation of advertising and promotion on the Internet to date, the industry itself has had to act as its main governing body. a. True b. False

Q: The text notes three main sources of secondary information: indexed online, non-indexed online and ________. A) offline experts B) offline print C) online social media D) mobile applications

Q: The three divisions within a local Better Business Bureaumerchandise, financial, and solicitationsinvestigate advertising practices of companies in their geographic area. a. Trueb. False

Q: In evaluating the appropriateness of secondary information, it is important to be able to distinguish opinion from fact.

Q: Two secondary sources each address the issue of teen's use of social media. The first source provides the entire data set in its report, while the second source provides a summary of data it finds the "most interesting" for advertisers. Which secondary source is considered to be the better source? A) The first source B) The second source C) Both sources are equal

Q: A relatively new federal agency is the National Advertising Division (NAD), empowered to create and enforce strict standards for packaging, labeling, distribution, and merchandising through its National Advertising Review Board (NARB). a. True b. False

Q: Imagine you want to evaluate the credibility and "goodness" of secondary research. In this context, which, if any, of the following statements is (are) true?I. The credibility and "goodness" of secondary research increases when authors and their affiliations are explicitly provided.II. The credibility and "goodness" of secondary research increases when author contact information is provided.A) I onlyB) II onlyC) I and II are both trueD) Neither I nor II is true

Q: Supporters of industry self-regulation claim that self-regulation helps avoid unnecessary government meddling. a. Trueb. False

Q: The manufacturer of Huggies Diapers conducts research that finds that disposable diapers are not an environmental problem. Since Huggies is a name brand owned by a major corporation, this research should be accepted as credible.

Q: State governments have very little authority over promotional activities of firms, and since most companies conduct interstate commerce, any violations are federal issues. a. True b. False

Q: When an NFL football player begins endorsing a line of energy bars and protein drinks, he is required to genuinely demonstrate using the product in the advertisement although does not have to utilize the product in day to day life. a. Trueb. False

Q: Which, if any, of the statements shown below are true?I. The relevance of secondary information increases when there is a high correspondence between the units of measurement used in the secondary researchand the advertiser's desired units of measurement.II. The relevance of secondary information increases when there is a high correspondence between how an advertiser defines the unit of analysis and how the unit of analysis is defined in the secondary research.A) I onlyB) II onlyC) I and II are both trueD) Neither I nor II is true

Q: In a ceaseanddesist order by the FTC, an advertiser agrees voluntarily to stop running the ad but doesn"t have to admit any guilt or wrongdoing.a. Trueb. False

Q: The text noted limitations of secondary research. How many of the following were noted as limitations? - availability - relevance - cost A) 0 B) 1 C) 2 D) 3

Q: Secondary research has two significant advantages over primary research. These advantages relate to greater efficiencies in terms of ________. A) cost and quality B) quality and time C) time and cost

Q: The FTC's advertising substantiation program, set up in the 1970s, requires that documented evidence supporting any claims is made available to consumers, and that such evidence provides a "reasonable basis" for believing that the claims are true. a. True b. False

Q: Bonnie is unsure of how to probe and explore some key attitudes in an upcoming research study. Bonnie's first step should be to ________. A) hold focus groups B) talk informally with target audience respondents C) conduct a search of secondary information to see what others have done D) eliminate the problem areas from the primary research study

Q: Consumer groups have been just as successful as the FTC in restricting children's advertising. a. True b. False

Q: An advertisement for a peanut butter product, of one firm, that compares itself to the peanut butter product, of another firm, would be considered illegal because it mentions brand-name goods produced by another firm. a. True b. False

Q: Which of the following is NOT an advantage of secondary research compared to primary research? A) is generally quick to obtain B) is always timely C) is relatively inexpensive

Q: Vertical cooperative advertising is an advertising technique whereby a manufacturer and dealer share the expense of advertising. a. True b. False

Q: Consider the three statements shown below. How many of these statements correctly describe the contribution of secondary research to a planned primary research study?- Secondary research can answer some of the questions originally addressed in the primary research study, making the explorations of these areas unnecessary.- Secondary research can identify new areas to explore.- Secondary research can cause a change in the primary research study'shypotheses.A) 0B) 1C) 2D) 3

Q: The FTC's regulations on deception have no authority over omissions or missing information about a product, but only cover those false statements or misleading claims actually made by the advertiser. a. Trueb. False

Q: Primary data should be the starting point in the search for secondary data.

Q: The three primary areas of advertising regulation are obscenity and profanity, deception, and unsolicited or direct marketing. a. True b. False

Q: Consider the two statements shown below.I. Secondary research can help to clarify, redefine, or refocus a planned primary research study.II. Secondary research obtained from multiple sources typically requires a synthesis of findings before it is useful.Which, if any, of these statements is (are) true?A) I onlyB) II onlyC) Both I and II are trueD) Neither I nor II are true

Q: Consider the two statements shown below regarding the potential contribution of secondary research.I. Secondary research can contribute to questionnaire development.II. Secondary research can never, on its own, answer an advertiser's information needs.Which, if any, of these statements is (are) true?A) I onlyB) II onlyC) Both I and II are trueD) Neither I nor II are true

Q: The FTC has regularly issued warnings to tobacco companies about ads that have been shown to cause young people to start smoking, backed up by decades of substantial evidence to this effect published by reputable medical journals. a. True b. False

Q: The Children's Food and Beverage Advertising Initiative is a voluntary commitment, signed by many wellknown corporations, to stop advertising on children's television programs. a. True b. False

Q: An advertiser is likely to obtain information that is more complete and accurate when it is obtained from the ________ source. A) primary B) secondary C) tertiary

Q: It is always better to obtain secondary information from a ________ source. A) primary B) secondary C) tertiary

Q: The calls for restrictions on advertising to children over the years have been based on a number of concerns, one of which is the promotion of superficial material things as necessary and valuable. a. True b. False

Q: Think about the U.S. Census. When an advertising agency obtains this information from a long, analytical article in the New York Times, it is obtaining it from a ________ source. A) primary B) secondary C) tertiary

Q: It is almost impossible to legislate against emotional appeals in ads, since even if they seem exaggerated or inaccurate, they are unquantifiable so there is no way to prove this. a. True b. False

Q: In advertising, deception refers to making false or misleading statements in advertisements. a. Trueb. False

Q: Think about the U.S. Census. When an advertising agency obtains this information from the U.S. Census Bureau, it is obtaining it from the ________ source. A) primary B) secondary C) tertiary

Q: Think about the U.S. Census. When this information is used by an advertising agency to better understand demographic trends, it is considered to be ________ research. A) primary B) secondary C) tertiary D) proprietary E) confidential

Q: Advertisers have historically been responsible for buying air time on educational and cultural programs despite their smaller audiences, thereby boosting the overall quality of American television. a. True b. False

Q: Think about the U.S. Census. When this information is used by Congress, it is considered to be ________ research. A) primary B) secondary C) tertiary D) proprietary E) confidential

Q: Even those who view advertising positively for other reasons often admit that it rarely contributes to art and culture, and art and culture have little room for advertising. a. True b. False

Q: Which type of data provides information that has been collected by other than the researcher for a purpose other than the current research project? A) Syndicated data B) Primary data C) Secondary data D) Evaluative data

Q: Subliminal advertisement has been proved to be an effective way of embedding images and messages into an advertisement that influences the unconscious minds of people. a. True b. False

Q: ________ information is information that has already been collected for purposes other than the current information need. A) Primary B) Secondary C) Tertiary

Q: It is possible to make a reasonable argument that the massive consumption that advertising upholds and glorifies is actually quite good for American society, and for other cultures around the world. a. True b. False

Q: Which type of data provides information that has been collected by the researcher specifically for the current research project? A) Syndicated data B) Primary data C) Secondary data D) Evaluative data

Q: Critics of advertising argue that advertising creates a tendency of conformity and status-seeking behavior. a. Trueb. False

Q: Advertisers of "controversial products" are in danger of deceiving the public when they attempt to show social responsibility, such as beer companies spending millions a year promoting responsible drinking. a. Trueb. False

Q: What types of research help advertisers make better informed decisions? A) Primary only B) Secondary only C) Both primary and secondary

Q: Proponents of advertising claim that advertising addresses a wide variety of basic human needs. a. Trueb. False

Q: Mary is the moderator for a focus group. The group consists of many shy individuals. Mary wants to avoid making these individuals feel uncomfortable, so she decides not to mention that the groups are being filmed and that individuals are watching the group from behind a one-way mirror. Would Mary's omission of this information be considered ethical?

Q: Mary has written a long telephone survey and, because of the length, many respondents are hanging up before the survey is completed. Mary has asked her interviewers to try to talk respondents out of quitting by referring to their "obligation" to complete the survey. Would Mary's actions be consistent with the criteria for the ethical treatment of respondents? Why or why not?

Q: Critics of advertising claim that advertisements do much more than just "shuffling of total demand," but contribute to the increase of total demand. a. True b. False

Q: Critics of advertising claim that advertising carries little of any good product information and that most advertising is biased, limited, and inherently deceptive. a. True b. False

Q: Marge wishes to conduct an observation study of individuals eating meals at McDonald's. Does she need to obtain informed consent from those being observed?

Q: The social aspects of advertisement are often volatile. a. Trueb. False

Q: John wants to report the research findings as "Our advertising awareness increased 200%." Mary wants to say "Our advertising awareness increased from 3% to 6%." Provide a point of view on which approach is the preferred approach.

Q: John is an advertising researcher planning a new project. He looks at the legal requirements and constraints for the project. John's point of view is that so long as the project is legal, then it is also ethical. Do you agree or disagree with John?

Q: As a promotional tool and an industry, advertising gets a lot of attention, scrutiny, and criticism today because it is so conspicuous and has established a global presence. a. True b. False

Q: Societies tend to monitor advertising to determine what is irresponsible, unethical, or illegal. Despite social shifts and technological advances, a culture's views on what is acceptable and unacceptable never change.a. Trueb. False

Q: You hire a firm to contact individuals about water quality. When contacted by phone, each individual is invited to participate in what you are calling the "National Water Quality Attitude Survey." When people agree to participate they are asked six questions. Based on their answers, those who indicate that they are concerned about water quality are asked, at the end of the interview, if they would like see a demonstration of a home water purification system, available only to them because they answered the survey questions. This approach to promoting the water purification system would be considered ethical.

Q: Carey, the agency researcher, conducts research to determine consumers' reactions to the client's latest advertising campaign. Carey remembers that the selection of the campaign's spokesperson was a controversial decision, with the client only grudgingly going along with the agency recommendation. The results show that consumers are very positive toward the campaign with one exception: they absolutely hate the spokesperson. Cary asks: "Since overall reactions are so positive, why don't I eliminate from the full report the survey questions that explore reactions to the spokesperson? Why bring up a controversial issue that everyone agrees is settled?" Is Carey acting ethically?

Q: In 1924, Bruce Barton in his book, TheManNobodyKnows, portrayed Jesus as the archetypal ad man. a. Trueb. False

Q: During the 1920s, "fantasy" advertisements dominated the ad industry. a. Trueb. False

Q: Peter is working on a press release for a research study his agency has just conducted. The press release notes that a full report is available. John plans to only include in the report the data that is favorable to his agency. Is this an ethical practice?

Q: Men became the major target of advertisers in the 1920s because they were the head of households and made most purchase decisions. a. True b. False

Q: It is unethical to falsely say to a research supplier "If you give us a break on this research, I know that I can throw a lot of business your way later this year."

Q: The prewar movement to reform and regulate advertising was dissipated in the 1920s by the distractions of war and advertising's role in the war effort.a. Trueb. False

Q: Larry is soliciting proposals from seven research suppliers. What is the ethical course of action in this situation? A) Inform all companies that theirs is one of seven proposals being solicited. B) Inform none of the companies that other proposals are being solicited. C) Inform only the losing companies that theirs was one of seven proposals solicited. D) Inform only the winning company that theirs was one of seven proposals solicited.

Q: The Pure Food and Drug Act had only a minimal effect on advertising because it did not restrict advertisers' claims. a. Trueb. False

Q: Consider the chart below. This chart ... A) is totally acceptable as shown B) exhibits a problem only with the "Y-Axis" - the number of hurricanes C) exhibits a problem only with the "X-Axis" - the years for which the data is presented D) exhibits problems with both axes

Q: Consider the chart below. This chart ... A) is totally acceptable as shown B) exhibits a problem only with the "Y-Axis" - the test scores C) exhibits a problem only with the "X-Axis" - the names of the schools D) exhibits problems with both axes

Q: Manufacturers were required to list the active ingredients in their products after the creation of the Pure Food and Drug Act in the early 1900s.a. Trueb. False

Q: The first regulatory initiative by the federal authorities was the Pure Food and Drug Act that required manufacturers to list the active ingredients of their products on their labels. a. True b. False

Q: Larry has just completed work on a client-sponsored research project. After the research is concluded, Larry receives a call from a local newspaper. During the interview Larry realizes that the client's research would provide important insights. What should Larry do? A) Because of the good publicity, Larry should feel free to discuss the research results with the reporter. B) Contact the client and ask for permission to share the results prior to providing the data.

Q: How many of the practices below reflect unethical behaviors with research suppliers? - issuing a call for bids after a supplier has been selected - using the proposal process to obtain free advice - making false promises to lower costs - issuing a call for more than three proposals A) 0 B) 1 C) 2 D) 3 E) 4

Q: By 1900, an increase in the supply of mass-produced goods, and the increasing demand for these goods by a growing urban population, led to the growth of advertising. a. True b. False