Multiple-Choice Quiz
Problemset
Title
Introductory
Text
Multiple-Choice Quiz
Question 1
In its earliest forms, what was advertising's primary purpose?
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to inform consumers about products' characteristics Correct
Question 2
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Multiple Choice
to inform consumers about products' benefits
Incorrect
to establish an easily identifiable brand
Incorrect
to promote the idea of "progress" through
consumer goods
Incorrect
What is the original source for both Aquafina and Dasani, the top two
bottled waters in the industry?
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tap water, just like we have in our homes
Correct
spring water, though different bottling plants use
different sources
Incorrect
"private" water suppliers, who work exclusively for Incorrect
the two companies
a variety of sources, all of which have been through Incorrect
an EPA approval process
Question 3
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What was the trend in bottled water sales in 2008 and 2009?
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Sales dropped slightly.
Correct
Sales dropped precipitously after environmental
concerns about the impact of the bottles became
front-page news.
Incorrect
Sales increased slightly.
Incorrect
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There was no change, leading many analysts to
Incorrect
conclude that branding has overcome consumer
concerns about the environmental impact of bottles.
Question 4
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Multiple Choice
What bottled water ran an ad that stated, in part, that "it's not bottled in
Cleveland"?
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Fiji
Correct
Dasani
Incorrect
Perrier
Incorrect
Aquafina
Incorrect
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Question 5
In a 2001 Yorkshire study, what percentage of the 2,800 people surveyed
could not tell the difference between their local tap water and bottled
varieties?
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60
Correct
45
Incorrect
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30
Incorrect
84
Incorrect
Question 6
Which of the following best describes Abercrombie & Fitch's official
responses to protests over its two T-shirt campaigns that dealt with
stereotypes?
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They were not remorseful, nor did they
acknowledge any wrongdoing.
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They did not acknowledge wrongdoing, but did
Incorrect
admit, rather vaguely, that they had "misinterpreted
their target audience's response."
They acknowledged their wrongdoing, expressed
remorse, and pledged to end the production of the
shirts.
Incorrect
They made no official statements, hoping to keep
from drawing more attention to the issue, and
quietly discontinued both lines of T-shirts.
Incorrect
Question 7
Based on the examples in the chapter, which of the following groups is
LEAST likely to be "poked fun at" by one of Abercrombie & Fitch's Tshirt lines?
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white men
Correct
Asian men
Incorrect
white women
Incorrect
All are equally likely targets, since Abercrombie & Incorrect
Fitch "poke[s] fun at everybody."
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Question 8
What is Abercrombie & Fitch's intended target audience?
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Question 9
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Question 10
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college-age students
Correct
young professionals
Incorrect
active, "outdoor," young people
Incorrect
"tweens" and older high school students
Incorrect
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What is the most likely unwritten group norm to which advertisers who use
thin models are subscribing?
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that being thin is better than not being thin
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that advertisers are merely mirrors of society
Incorrect
that advertisers are creators of societal values
Incorrect
that advertising's effects are so ambiguous that
presenting models of any size would have limited
cultural repercussions
Incorrect
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Which of the following is NOT among the reactions to the "uproar about
ultraskinny models"?
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"Average" women began organizing, using social
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networking sites beginning about 2009, to
specifically target advertisers who used
"ultraskinny" models-and have had some initial
successes.
Question 11
Spain adopted a body mass index minimum for its
runway models at Madrid's 2006 Fashion Week
event.
Incorrect
India's health minister objected, in 2006, to "waiflike" models on designers' catwalks.
Incorrect
Israeli retailers, in 2006, opted to exclude "overly
thin" models form their ads.
Incorrect
The text offers a solution to the issue of ultraskinny models. What is it?
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for fashion designers, through organizations such as Incorrect
the Council of Fashion Designers of America, to
agree they have a social responsibility and stop
using size 0 models
Question 12
for models themselves to refuse to starve
themselves or engage in other disordered behaviors
simply to work
Incorrect
for fashion advertisers to recognize their social
responsibility and refuse to use size 0 models
Incorrect
None of these answers is correct.
Correct
How large is the "tween" market?
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approximately 25 million people
Correct
approximately 15 million people
Incorrect
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Question 13
approximately 10 million people
Incorrect
approximately 5 million people
Incorrect
Which of the following is the MOST accurate descriptor of tweens?
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Tween girls spend more money than tween boys.
Correct
A tween may be male or female, between the ages
of eight and twelve.
Incorrect
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They are targets of marketers based primarily upon Incorrect
their ability to influence their parents' spending.
Traditional "age compression" marketing strategies Incorrect
do not work well on tweens.
Question 14
Type:
Multiple Choice
How did the Bratz marketing executive compare Bratz dolls to Barbie
dolls?
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Barbie dolls are fantasy; Bratz dolls are real life.
Correct
Barbie dolls are adults; Bratz are children.
Incorrect
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Barbie dolls are iconic and, therefore, isolated from Incorrect
the rest of the doll market; Bratz dolls are still
evolving.
Barbie dolls are outdated; Bratz dolls are positioned Incorrect
to take over the growing toy market for tweens.
Question 15
What is the purpose of the Girls Intelligence Agency, established in 2002?
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to gather marketing information from young women Correct
Question 16
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to help tween girls cope with the unattainable body
images with which the media bombards them
Incorrect
to create a "twenty-first-century" alternative to the
Girl Scouts of America
Incorrect
to give tween girls a social networking outlet, like
Facebook, which offered them a more
"confidential" social space
Incorrect
What is the basis for advertisers' obligations, in addition to legality, when
marketing to children?
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the recognition that they have a special
responsibility because children are a vulnerable
audience
Correct
the recognition that they are equally targeting
parents and children
Incorrect
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the recognition that children will always be a
Incorrect
"secondary market," whereas the adults who control
children's spending comprise the primary market
There is no additional obligation; legality is the
defining obligation.
Question 17
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Multiple Choice
Incorrect
What is at the heart of the controversial aspect of the Dove Campaign for
Real Beauty?
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If "real" women are fine just the way they are, why
do they need Dove beauty products?
Correct
Can any company combine a social cause with
selling a product?
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There is no proof, either from observers or Dove
Incorrect
executives, that "real" women responded positively
to the campaign.
The campaign sends mixed messages by presenting Incorrect
"real" women in the same objectified way as other
beauty products' campaigns.
Question 18
What is PETA's apparent goal in its promotional efforts?
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to encourage people to visit its website
Correct
to encourage people to undertake their own
"protests" against people wearing fur
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to highlight animal abuse by "catching the public
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eye" with the use of naked, usually famous, women
as models
to be "obnoxious" for the sake of being so in order
to stand out in the competitive "social causes"
category
Question 19
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Multiple Choice
Incorrect
How, in the end, did consumers seem to feel about Benetton's advertising
campaigns?
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Audiences generally couldn't see advertising as
much more than a vehicle for corporations to
manipulate consumer society.
Correct
Audiences generally responded positively and made Incorrect
the Benetton campaigns the "role model" for
socially conscious commercial advertising.
Question 20
Audiences in the U.S. perceived them as too
"European" in their focus and tended to ignore
them.
Incorrect
Audiences did not seem to take much notice of
them, leading many advertising executives to
determine that they simply were not "tapping into"
the right issues.
Incorrect
Who or what is the leading producer of public service announcements?
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the Ad Council
Correct
the U.S. federal government
Incorrect
state governments
Incorrect
Advertising Age magazine
Incorrect
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