DOWNLOAD THE Test Bank for M Advertising 3rd Edition Schaefer
m m m m m m m m m
Chapter 02 m
Test Ban
m m
k
1. Themeconomicmeffectmofmadvertisingmtriggers mamchainmreactionmofmhard-to-predictmeconomicm events.
TRUE
AACSB:mAnalytic
Accessibility:mKeyboardmNavigatio
n m Blooms:mRemember
Difficulty:m1 mEasy
Learning mObjective:m02-
01 mDescribemthemimpact mofmadvertising mon mthemeconomy.m Topic:mEconomicmRol
emof mAdvertising
Feedback: mThem economicm effectmofmadvertisingm is mlike mthembreakmshotmin mbilliards mormpool. mThem momentmam companymbegins mtom advertise,m itmsets m
offmamchainmreactionmof meconomicmevents.mThem extentmofmthemchainmreaction,malthoughmhardmtompredict,mis mrelatedmtom themforcemof mthemshotmandmthem
economicmenvironmentminmwhichmitmoccurred.
2. Advertisingmcanmaddmvaluemtomambrandmbymeducatingmcustomers maboutmnewmuses mformamproduct.
TRUE
AACSB:mAnalytic
Accessibility:mKeyboardmNavigatio
n m Blooms:mUnderstand
Difficulty:m2 mMedium
Learning mObjective:m02-
01 mDescribemthemimpact mofmadvertising mon mthemeconomy.m Topic:mEconomicmRol
emof mAdvertising
Feedback:mAdvertisingmoftenmalsomaddsmvaluemtomambrandmbymeducatingm customers maboutmnew musesmformamproduct.
3. Themfirms meliminatedmbymcompetitionmtendmtombem thosemthatmservedmthemconsumers mmost mefficiently.
FALSE
AACSB:mAnalytic
Accessibility:mKeyboardmNavigatio
n m Blooms:mUnderstand
Difficulty:m2 mMedium
Learning mObjective:m02-
01 mDescribemthemimpact mofmadvertising mon mthemeconomy.m Topic:mEconomicmRol
emof mAdvertising
Feedback:mIntensemcompetitionmdoesmtendm tomreducemthemnumbermofmbusinesses minmanm industry.mHowever,mfirms meliminatedmbymcompetitionmmaymb
emthosemthatmservedmcustomers mleastmeffectively.
4. Themabundancemprinciplemstatesmthatm advertisingmhasmlittlemeffectmonmamwealthymeconomy.
FALSE
AACSB:mAnalytic
Accessibility:mKeyboardmNavigatio
n m Blooms:mUnderstand
Difficulty:m2 mMedium
Learning mObjective:m02-
01 mDescribemthemimpact mofmadvertising mon mthemeconomy.m Topic:mEconomicmRol
emof mAdvertising
Feedback:mThemimportance mofmadvertisingmis mbest mdemonstratedmbymthe mabundance mprinciple.mThis mstates mthatminmanmeconomymthat mproduces mmorem
goods mandmservicesmthanmcanmbemconsumed,madvertisingmserves mtwomimportant mpurposes:mItm informs mconsumers mofmtheirmalternatives m(completemin
formation),mandmitmallows mcompanies mto mcompetem morem effectivelymformconsumermdollars m(self-interest).
5. Whenmanmadmstates mthatmchickenmsoupmmademwithmSwansonmchickenmbrothm “tastes masmgoodmasmGrandma’s,”mthemadvertisermis musingmpuffery.
TRUE
AACSB:mReflectivemThinking m Acc
essibility:mKeyboardmNavigation m
Blooms:mApply
Difficulty:m2 mMedium
Learning mObjective:m02-
02 mExaminemthemvaliditymofmthemvarious msocial mcriticisms mofmadvertising.m Topic:mSocialmCritic
isms mof mAdvertising
Feedback:mPufferymrefers mtomexaggerated, moften msubjectivemclaims mthat mcan’tmnecessarily mbe mprovenmtruemor mfalse,msuch masm“the mbest,” m“premier,” mor
m“themonlymwaymtomfly.”
2-1
Copyright m©m2018 mMcGraw-
HillmEducation.mAllmrightsmreserved.mNo mreproduction mormdistribution mwithout mthempriormwritten mconsent mof mMcGraw-
HillmEducation.
mynursytest.store
, DOWNLOAD THE Test Bank for M Advertising 3rd Edition Schaefer
m m m m m m m m m
6. Onemcriticismmofmadvertisingmismthatmadsmaremsompowerfulmthatmconsumers maremhelpless mtomdefendmthemselves magainstm them temptations mandmappe
alsmofmthemads.
TRUE
AACSB:mAnalytic
2-2
Copyright m©m2018 mMcGraw-
HillmEducation.mAllmrightsmreserved.mNo mreproduction mormdistribution mwithout mthempriormwritten mconsent mof mMcGraw-
HillmEducation.
mynursytest.store
, DOWNLOAD THE Test Bank for M Advertising 3rd Edition Schaefer
m m m m m m m m m
Accessibility:mKeyboardmNavigatio
n m Blooms:mRemember
Difficulty:m1 mEasy
Learning mObjective:m02-
02 mExaminemthemvaliditymofmthemvarious msocial mcriticisms mofmadvertising.m Topic:mSocialmCritic
isms mof mAdvertising
Feedback:mCritics mclaimmadvertisingmis msompowerfulm consumers maremhelpless mtomdefendm themselves magainstmit.
7. Critics marguemthatmthemproliferationmofmnewmmediamhas mworsened mthemproblemmofmtoo mmuchm media.
TRUE
AACSB:mTechnology
Accessibility:mKeyboardmNavigatio
n m Blooms:mUnderstand
Difficulty:m2 mMedium
Learning mObjective:m02-
02 mExaminemthemvaliditymofmthemvarious msocial mcriticisms mofmadvertising.m Topic:mSocialmCritic
isms mof mAdvertising
Feedback:mWithmthemproliferation mofmnew mmedia mchoices,mthismexternality mismonlymlikely mtomget mworse.mIn maddition mtomcluttered mwebsites,mourme-
mailmboxes maremfloodedmwithmcommercialm messages mandm mobilemadvertising mismsurging.
8. Despitemthemincreasingmnumbermofmwomenminmexecutivempositions minm themlabormforce,m mostmmodern madvertisers mhavemnotmchangedmtheirmster
eotypicalmdepictionsmofmwomenmasmsubservient mhousewives mandmsexmobjects.
FALSE
AACSB:mAnalytic
Accessibility:mKeyboardmNavigatio
n m Blooms:mUnderstand
Difficulty:m2 mMedium
Learning mObjective:m02-
02 mExaminemthemvaliditymofmthemvarious msocial mcriticisms mofmadvertising.m Topic:mSocialmCritic
isms mof mAdvertising
Feedback:mInmnationalmadvertising,mthemimagemof mwomenm ismalsomchangingmfrom mtheirmhistoricmdepictionmasmeithermsubservientmhousewives mormsex
mobjects.mThemchangemmay mbe mpartiallymdue mtom themincreasingmnumber mofmwomenminmmanagerial mandmexecutivempositions mwithmbothmadvertisers mand
magencies.mInm2012,mnearlym58mpercentmofmwomenm16myears mofmagem andmolder mweremin mthe mlabormforce,m andmwomenmoccupiedmmore mthanmhalfmofm
management,mprofessional,mandmrelatedmpositions.mAdvertisers mwantm tomreach,mnot moffend,mthis msizablem marketmofmupwardlym mobilemconsumers.
9. Accordingmtommarketingmprofessionals,madvertisingmpromotes mamhighermstandardmofmliving,msubsidizes mthemarts,mandmsupports mfreedommofmthempress.
TRUE
AACSB:mAnalytic
Accessibility:mKeyboardmNavigatio
n m Blooms:mRemember
Difficulty:m1 mEasy
Learning mObjective:m02-
02 mExaminemthemvaliditymofmthemvarious msocial mcriticisms mofmadvertising.m Topic:mSocialmCritic
isms mof mAdvertising
Feedback:mMarketingmprofessionals msaymthatmadvertisingmencourages mthemdevelopmentmof,mandmspeeds mthemacceptancemof,mnewmproductsm andmtechn
ologies.mAdvertising,mthey mpoint mout,malsompromotes mamhighermstandardmofmliving;mitmpays mformmostmofmourmnews mmediamandmsubsidizes mthem arts;mitm
supports mfreedommofmthempress;mandmitmprovides mammeans mtomdisseminatempublicminformationmaboutmimportantmhealthm andmsocialmissues.
10. Adherencemtomethicalmandmsociallymresponsiblemprinciples mismthemmoralmobligationmofm advertisers.
TRUE
AACSB:mEthics
Accessibility:mKeyboardmNavigatio
n m Blooms:mUnderstand
Difficulty:m2 mMedium
Learning mObjective:m02-
03 mExplain mthemdifferencembetween msocial mresponsibilitymand methics min madvertising.m Topic:mEthicalmCons
iderations min mAdvertising,mPromotion,mand mIMCmCampaigns
Feedback:mTogether,methics mandmsocialmresponsibilitymcanmbemseenm asmthemmoralmobligationmofmadvertisers,meven mwhenmtheremismnomlegalmobligation.
11. ThemU.S.mSuprememCourtmhas mruledmthatm“commercialmspeech”mismnotmentitledmto manymFirstmAmendmentmprotections.
FALSE
AACSB:mAnalytic
Accessibility:mKeyboardmNavigatio
n m Blooms:mUnderstand
Difficulty:m2 mMedium
Learning mObjective:m02-
04 mDescribemhowmgovernmentmagencies mregulatemadvertising mto mprotect mbothmconsumers mandmcompetitors.m Topic:mThemRolemo
2-3
Copyright m©m2018 mMcGraw-
HillmEducation.mAllmrightsmreserved.mNo mreproduction mormdistribution mwithout mthempriormwritten mconsent mof mMcGraw-
HillmEducation.
mynursytest.store
, DOWNLOAD THE Test Bank for M Advertising 3rd Edition Schaefer
m m m m m m m m m
f mGovernment mAgencies min mthemRegulation mof mAdvertising
Feedback:mThemSuprememCourtmhasmdistinguishedm“speech”m andm“commercialmspeech”m(speechm thatmpromotes mam commercialmtransaction).mButmdec
isions movermthemlastmtwomdecades msuggestmthatm truthfulm commercialmspeechmism alsomentitledmto msignificant,m ifmnotmfull,mprotectionmunder mthemFirstm
Amendment.
2-4
Copyright m©m2018 mMcGraw-
HillmEducation.mAllmrightsmreserved.mNo mreproduction mormdistribution mwithout mthempriormwritten mconsent mof mMcGraw-
HillmEducation.
mynursytest.store
m m m m m m m m m
Chapter 02 m
Test Ban
m m
k
1. Themeconomicmeffectmofmadvertisingmtriggers mamchainmreactionmofmhard-to-predictmeconomicm events.
TRUE
AACSB:mAnalytic
Accessibility:mKeyboardmNavigatio
n m Blooms:mRemember
Difficulty:m1 mEasy
Learning mObjective:m02-
01 mDescribemthemimpact mofmadvertising mon mthemeconomy.m Topic:mEconomicmRol
emof mAdvertising
Feedback: mThem economicm effectmofmadvertisingm is mlike mthembreakmshotmin mbilliards mormpool. mThem momentmam companymbegins mtom advertise,m itmsets m
offmamchainmreactionmof meconomicmevents.mThem extentmofmthemchainmreaction,malthoughmhardmtompredict,mis mrelatedmtom themforcemof mthemshotmandmthem
economicmenvironmentminmwhichmitmoccurred.
2. Advertisingmcanmaddmvaluemtomambrandmbymeducatingmcustomers maboutmnewmuses mformamproduct.
TRUE
AACSB:mAnalytic
Accessibility:mKeyboardmNavigatio
n m Blooms:mUnderstand
Difficulty:m2 mMedium
Learning mObjective:m02-
01 mDescribemthemimpact mofmadvertising mon mthemeconomy.m Topic:mEconomicmRol
emof mAdvertising
Feedback:mAdvertisingmoftenmalsomaddsmvaluemtomambrandmbymeducatingm customers maboutmnew musesmformamproduct.
3. Themfirms meliminatedmbymcompetitionmtendmtombem thosemthatmservedmthemconsumers mmost mefficiently.
FALSE
AACSB:mAnalytic
Accessibility:mKeyboardmNavigatio
n m Blooms:mUnderstand
Difficulty:m2 mMedium
Learning mObjective:m02-
01 mDescribemthemimpact mofmadvertising mon mthemeconomy.m Topic:mEconomicmRol
emof mAdvertising
Feedback:mIntensemcompetitionmdoesmtendm tomreducemthemnumbermofmbusinesses minmanm industry.mHowever,mfirms meliminatedmbymcompetitionmmaymb
emthosemthatmservedmcustomers mleastmeffectively.
4. Themabundancemprinciplemstatesmthatm advertisingmhasmlittlemeffectmonmamwealthymeconomy.
FALSE
AACSB:mAnalytic
Accessibility:mKeyboardmNavigatio
n m Blooms:mUnderstand
Difficulty:m2 mMedium
Learning mObjective:m02-
01 mDescribemthemimpact mofmadvertising mon mthemeconomy.m Topic:mEconomicmRol
emof mAdvertising
Feedback:mThemimportance mofmadvertisingmis mbest mdemonstratedmbymthe mabundance mprinciple.mThis mstates mthatminmanmeconomymthat mproduces mmorem
goods mandmservicesmthanmcanmbemconsumed,madvertisingmserves mtwomimportant mpurposes:mItm informs mconsumers mofmtheirmalternatives m(completemin
formation),mandmitmallows mcompanies mto mcompetem morem effectivelymformconsumermdollars m(self-interest).
5. Whenmanmadmstates mthatmchickenmsoupmmademwithmSwansonmchickenmbrothm “tastes masmgoodmasmGrandma’s,”mthemadvertisermis musingmpuffery.
TRUE
AACSB:mReflectivemThinking m Acc
essibility:mKeyboardmNavigation m
Blooms:mApply
Difficulty:m2 mMedium
Learning mObjective:m02-
02 mExaminemthemvaliditymofmthemvarious msocial mcriticisms mofmadvertising.m Topic:mSocialmCritic
isms mof mAdvertising
Feedback:mPufferymrefers mtomexaggerated, moften msubjectivemclaims mthat mcan’tmnecessarily mbe mprovenmtruemor mfalse,msuch masm“the mbest,” m“premier,” mor
m“themonlymwaymtomfly.”
2-1
Copyright m©m2018 mMcGraw-
HillmEducation.mAllmrightsmreserved.mNo mreproduction mormdistribution mwithout mthempriormwritten mconsent mof mMcGraw-
HillmEducation.
mynursytest.store
, DOWNLOAD THE Test Bank for M Advertising 3rd Edition Schaefer
m m m m m m m m m
6. Onemcriticismmofmadvertisingmismthatmadsmaremsompowerfulmthatmconsumers maremhelpless mtomdefendmthemselves magainstm them temptations mandmappe
alsmofmthemads.
TRUE
AACSB:mAnalytic
2-2
Copyright m©m2018 mMcGraw-
HillmEducation.mAllmrightsmreserved.mNo mreproduction mormdistribution mwithout mthempriormwritten mconsent mof mMcGraw-
HillmEducation.
mynursytest.store
, DOWNLOAD THE Test Bank for M Advertising 3rd Edition Schaefer
m m m m m m m m m
Accessibility:mKeyboardmNavigatio
n m Blooms:mRemember
Difficulty:m1 mEasy
Learning mObjective:m02-
02 mExaminemthemvaliditymofmthemvarious msocial mcriticisms mofmadvertising.m Topic:mSocialmCritic
isms mof mAdvertising
Feedback:mCritics mclaimmadvertisingmis msompowerfulm consumers maremhelpless mtomdefendm themselves magainstmit.
7. Critics marguemthatmthemproliferationmofmnewmmediamhas mworsened mthemproblemmofmtoo mmuchm media.
TRUE
AACSB:mTechnology
Accessibility:mKeyboardmNavigatio
n m Blooms:mUnderstand
Difficulty:m2 mMedium
Learning mObjective:m02-
02 mExaminemthemvaliditymofmthemvarious msocial mcriticisms mofmadvertising.m Topic:mSocialmCritic
isms mof mAdvertising
Feedback:mWithmthemproliferation mofmnew mmedia mchoices,mthismexternality mismonlymlikely mtomget mworse.mIn maddition mtomcluttered mwebsites,mourme-
mailmboxes maremfloodedmwithmcommercialm messages mandm mobilemadvertising mismsurging.
8. Despitemthemincreasingmnumbermofmwomenminmexecutivempositions minm themlabormforce,m mostmmodern madvertisers mhavemnotmchangedmtheirmster
eotypicalmdepictionsmofmwomenmasmsubservient mhousewives mandmsexmobjects.
FALSE
AACSB:mAnalytic
Accessibility:mKeyboardmNavigatio
n m Blooms:mUnderstand
Difficulty:m2 mMedium
Learning mObjective:m02-
02 mExaminemthemvaliditymofmthemvarious msocial mcriticisms mofmadvertising.m Topic:mSocialmCritic
isms mof mAdvertising
Feedback:mInmnationalmadvertising,mthemimagemof mwomenm ismalsomchangingmfrom mtheirmhistoricmdepictionmasmeithermsubservientmhousewives mormsex
mobjects.mThemchangemmay mbe mpartiallymdue mtom themincreasingmnumber mofmwomenminmmanagerial mandmexecutivempositions mwithmbothmadvertisers mand
magencies.mInm2012,mnearlym58mpercentmofmwomenm16myears mofmagem andmolder mweremin mthe mlabormforce,m andmwomenmoccupiedmmore mthanmhalfmofm
management,mprofessional,mandmrelatedmpositions.mAdvertisers mwantm tomreach,mnot moffend,mthis msizablem marketmofmupwardlym mobilemconsumers.
9. Accordingmtommarketingmprofessionals,madvertisingmpromotes mamhighermstandardmofmliving,msubsidizes mthemarts,mandmsupports mfreedommofmthempress.
TRUE
AACSB:mAnalytic
Accessibility:mKeyboardmNavigatio
n m Blooms:mRemember
Difficulty:m1 mEasy
Learning mObjective:m02-
02 mExaminemthemvaliditymofmthemvarious msocial mcriticisms mofmadvertising.m Topic:mSocialmCritic
isms mof mAdvertising
Feedback:mMarketingmprofessionals msaymthatmadvertisingmencourages mthemdevelopmentmof,mandmspeeds mthemacceptancemof,mnewmproductsm andmtechn
ologies.mAdvertising,mthey mpoint mout,malsompromotes mamhighermstandardmofmliving;mitmpays mformmostmofmourmnews mmediamandmsubsidizes mthem arts;mitm
supports mfreedommofmthempress;mandmitmprovides mammeans mtomdisseminatempublicminformationmaboutmimportantmhealthm andmsocialmissues.
10. Adherencemtomethicalmandmsociallymresponsiblemprinciples mismthemmoralmobligationmofm advertisers.
TRUE
AACSB:mEthics
Accessibility:mKeyboardmNavigatio
n m Blooms:mUnderstand
Difficulty:m2 mMedium
Learning mObjective:m02-
03 mExplain mthemdifferencembetween msocial mresponsibilitymand methics min madvertising.m Topic:mEthicalmCons
iderations min mAdvertising,mPromotion,mand mIMCmCampaigns
Feedback:mTogether,methics mandmsocialmresponsibilitymcanmbemseenm asmthemmoralmobligationmofmadvertisers,meven mwhenmtheremismnomlegalmobligation.
11. ThemU.S.mSuprememCourtmhas mruledmthatm“commercialmspeech”mismnotmentitledmto manymFirstmAmendmentmprotections.
FALSE
AACSB:mAnalytic
Accessibility:mKeyboardmNavigatio
n m Blooms:mUnderstand
Difficulty:m2 mMedium
Learning mObjective:m02-
04 mDescribemhowmgovernmentmagencies mregulatemadvertising mto mprotect mbothmconsumers mandmcompetitors.m Topic:mThemRolemo
2-3
Copyright m©m2018 mMcGraw-
HillmEducation.mAllmrightsmreserved.mNo mreproduction mormdistribution mwithout mthempriormwritten mconsent mof mMcGraw-
HillmEducation.
mynursytest.store
, DOWNLOAD THE Test Bank for M Advertising 3rd Edition Schaefer
m m m m m m m m m
f mGovernment mAgencies min mthemRegulation mof mAdvertising
Feedback:mThemSuprememCourtmhasmdistinguishedm“speech”m andm“commercialmspeech”m(speechm thatmpromotes mam commercialmtransaction).mButmdec
isions movermthemlastmtwomdecades msuggestmthatm truthfulm commercialmspeechmism alsomentitledmto msignificant,m ifmnotmfull,mprotectionmunder mthemFirstm
Amendment.
2-4
Copyright m©m2018 mMcGraw-
HillmEducation.mAllmrightsmreserved.mNo mreproduction mormdistribution mwithout mthempriormwritten mconsent mof mMcGraw-
HillmEducation.
mynursytest.store
