Multiple-Choice Quiz
Problemset
Title
Introductory
Text
Multiple-Choice Quiz
Question 1
In 2009, global advertising expenditures were approximately $460 billion.
Approximately how much of that was spent in the U.S.?
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$125.3 billion
Correct
$137.5 billion
Incorrect
$98.6 billion
Incorrect
$239 billion
Incorrect
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Question 2
Approximately what percentage of the average hour of primetime network
television is marketing content, which includes nonprogram time and
product placements?
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Multiple Choice Hint:
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40%
Correct
30%
Incorrect
20%
Incorrect
35%
Incorrect
Question 3
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Americans are immersed in a profusion of media. Approximately what
percentage of our waking day is spent with media, according to one study
cited in the chapter?
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Multiple Choice Hint:
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Question 4
Answer
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the equivalent of 94%
Correct
the equivalent of 68%
Incorrect
the equivalent of 47%
Incorrect
the equivalent of 53%
Incorrect
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What is consumer-generated advertising (CGA)?
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Question 5
Type:
Multiple Choice
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advertising that is actually created by consumers
Correct
advertising that relies exclusively on data from
electronic sources about consumer preferences
Incorrect
advertising that is "embedded" in forms which
seem, on the surface, to be simply one consumer
speaking to another
Incorrect
the newer term used to described what used to be
called product placement
Incorrect
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Who or what was Advertising Age magazine's Marketer of the Year in
2007?
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Barack Obama
Correct
Apple
Incorrect
Zappos.com
Incorrect
the television series Mad Men
Incorrect
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Question 6
Type:
Multiple Choice
What is "stickiness" in the world of advertising, a concept that makes
guerilla marketing popular?
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the way an unconventional ad "sticks" in a
consumer's mind by not appearing to be an ad
Correct
the "tactile" quality of much guerilla marketing,
which requires a physical interaction from the
consumer
Incorrect
the "sticking together" of two seemingly
unconnected products so that consumers associate
them in their minds
Incorrect
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the appeal to consumers who don't want to "get
Incorrect
their hands dirty (sticky)" but who will give money
to charitable causes
Question 7
The guerilla marketing campaign of which of the following companies
resulted in bomb scares and bridge closures in Boston and a $2-million
reimbursement to the city by the company?
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Multiple Choice Hint:
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Question 8
Type:
Multiple Choice
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Turner Broadcasting System
Correct
Acclaim Entertainment
Incorrect
Whole Foods Market
Incorrect
Ikea
Incorrect
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What does communication scholar Stuart Ewen warn may be the result of
guerilla marketing?
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an increased suspicion of human interaction,
products, or opinions, since they might be, in
reality, advertisements
Correct
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greater government restriction of the marketplace if Incorrect
guerilla marketing tactics reach the level of "sudden
acts of harassment," as guerilla has been
traditionally defined
Question 9
Type:
Multiple Choice
Question 10
Type:
Multiple Choice
a decrease in traditional marketing techniques,
which would shift advertisers' spending habits and
make it necessary to reconsider much traditional
marketing strategy
Incorrect
a consumer "revolt" against such tactics, which are
generally not successful (by marketing standards)
anyway
Incorrect
When did the Food and Drug Administration lift the ban on direct-toconsumer (DTC) broadcast advertising of prescription drugs?
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1997
Correct
2004
Incorrect
2000
Incorrect
2007
Incorrect
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Which of the following is among the provisions of the 2007 bill that
addressed direct-to-consumer (DTC) prescription drug advertising?
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giving the Food and Drug Administration (FDA)
authority to fine marketers for misleading ads
Correct
banning advertising of a new drug for its first three
years on the market
Incorrect
requiring marketers to include a special logo that
would indicate the level of research into its side
effects
Incorrect
requiring marketers to include a warning indicating Incorrect
that all side effects may not have been found
Question 11
Type:
Multiple Choice
According to a recent Advertising Age article, from what source do
consumers seem to prefer hearing about prescription medications?
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other consumers
Correct
their general practitioners
Incorrect
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pharmaceutical companies, though only in targeted Incorrect
marketing campaigns
specialist medical practitioners
Incorrect
Question 12
Direct-to-consumer pharmaceutical advertising is fraught with
controversy. At heart, what seems to be the cause of much of this
controversy?
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a discomfort (felt by multiple parties) with
combining the profit motive and the supposedly
inviolable doctor-patient relationship
Correct
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the fact that most consumers are simply not well
educated enough to understand the nuances of the
pharmaceuticals being advertised
Incorrect
patients' discomfort with asking their physicians
about drugs they have heard about through DTC
advertising, especially "lifestyle" drugs
Incorrect
the images used to communicate what are
supposedly "normal and healthy behaviors and
lifestyles"
Incorrect
Question 13
The 2010 Cone Cause Evolution study found that ________ percent of
Americans agree that "it is acceptable for companies to involve a cause or
issue in their marketing."
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Question 14
Type:
Multiple Choice
Question 15
Answer
Graded As
88
Correct
90
Incorrect
73
Incorrect
68
Incorrect
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Cause-related marketing refers to corporate social initiatives that depend
on
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consumer participation.
Correct
the use of a symbol for cause identification.
Incorrect
the endorsement of a public figure.
Incorrect
participatory events, either "virtual" or in person.
Incorrect
Can strategic giving be regarded as ethical?
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yes, because a genuinely altruistic gift, though it
requires benefiting the recipient as its primary
motive, can have other motivations or purposes
Correct
yes, as long as the giver recognizes and
acknowledges the benefit he or she receives in
addition to the benefit to the recipient
Incorrect
no, because as soon as a gift has a "strategic"
component, it is no longer ethical, though this does
not mean it is unethical
Incorrect
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no, because altruistic gifts can offer no benefit to
Incorrect
the giver that can in any way be deemed "strategic"
Question 16
In order to avoid adopting extreme measures in order to raise funds,
nonprofits (especially those whose causes do not fit well with corporate
objectives) should pursue what path?
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a balance of emotional and logical fund-raising
appeals
Correct
a reevaluation of the prioritization of the
Incorrect
organization's goals to see if a better corporate "fit"
can be found
Question 17
considering ways in which they can dramatize or
add emotion to their appeals for funds, which will
make them better "fits" with corporations
Incorrect
seriously considering whether they could
"reposition" their cause because, of course, without
funds they can do no good at all
Incorrect
What is behavioral targeting?
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There is no clear agreement on the definition of the Correct
term.
tracking a consumer's activities online in order to
deliver advertising to that particular consumer's
interests
Incorrect
dividing consumers into those knowledgeable about Incorrect
Internet technology and how it works and those
who are not
focusing marketing exclusively toward consumers
who are merely one of "the observed"
Question 18
Type:
Multiple Choice
Question 19
Type:
Multiple Choice
Incorrect
What is at the heart of the controversy surrounding behavioral targeting in
recent years?
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the way in which information is gatheredspecifically, the issue of online privacy
Correct
the arguments over what, exactly, behavioral
targeting is and how best to implement it
Incorrect
whether or not the benefits to the consumer
outweigh the costs
Incorrect
whether or not it is actually profitable for
companies that employ it in their advertising
strategies
Incorrect
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Why can behavioral targeting be accurately described as a double-edged
sword?
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because at the same time technologies threaten our
privacy, they also offer benefits, such as
convenience
Correct
because while we have to trust that those who
gather the information use it in ethical ways, the
information gatherers have to also trust that we are
being "truthful" in our behavior
Incorrect
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because even though in its early stages there were
Incorrect
problems with privacy protections, as the
technology evolves, the benefits are beginning to far
outweigh the costs to consumers
It is not an accurate description; there is no "good
side" to behavioral targeting from a consumer's
perspective.
Incorrect
Question 20
According to D. Kirk Davidson when describing the buyer-seller
relationship between businesses and consumers, if businesses "continue to
manage personal information as an asset so that it produces the maximum
Type:
Multiple Choice profit," the relationship can be described as fundamentally
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adversarial.
Correct
laissez-faire.
Incorrect
cooperative.
Incorrect
capitalist.
Incorrect
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