University:
Eastern Kentucky University
Course:
MKT 300 | Principles of Marketing
Academic year:

2022
Views:

39

Pages:

3
Author:

Hallie Randolph

Chapter 2: 1. What economic principle best demonstrates the importance of advertising? A.o pportunity cost principle B. normative theory C. theory of supply and demand D. utilitarian principle E. abundance principle 2. The U.S. has established stricter guidelines regarding advertising to children than any other country. A.F alse B. True 3. Advertising adds value to a brand by educating customers about new uses for a product. A.T rue B. False 4. Under current advertising law, the only product claims—explicit or implied— that can be considered deceptive are those that: A.c ontain puffery. B. include subliminal messages. C. are factually false or convey a false impression. D. do not contain complete information. E. are biased. 5. What was the result of the 1998 settlement between the tobacco industry and U.S. states? A.C igarette advertisements in magazines were prohibited. B. The Children's Advertising Review Unit was established. C. Tobacco promotions were eliminated at all sporting events. D. The use of puffery in all tobacco advertising was forbidden. E. The use of cartoon characters in cigarette ads was banned. 6. A small glass manufacturer, attempting to gain market share rapidly, introduced a new “shatterproof” windshield last year. Although the company did not have research or evidence supporting its “shatterproof” claim, the company advertised the windshields as such. This is an example of __________ advertising. A. deceptive B. subliminal C. unethical D. corrective E. comparative 7. An advertisement that makes a vague, emotional claim about a product is considered deceptive advertising. A. False B. True 8. The European General Data Protection Regulation (GDPR) provides strong consumer protections for how personal data is collected and shared. Since the law only applies to European companies, U.S. companies have not changed their policies to conform. A. False B. True 9. When PETA ran a billboard in 2009 with the headline “Save the Whales” and an image of an overweight woman, the advertisement was criticized for promoting fatphobia. Advertisements like this are often challenged by ________ that actively work to protect consumer rights by investigating advertising complaints received from the public and those that grow out of their own research. A. lobbying groups B. privacy rights groups C. consumer advocate groups D. federal regulatory committees E. anti-advertising agencies 10.The __________ protects all copyrighted material, including advertising, in the United States. A. Federal Trade Commission B. Library of Congress C. U.S. Copyright Office D. Department of Commerce E. Better Business Bureau