Multiple-Choice Quiz
Problemset
Title
Introductory
Text
Multiple-Choice Quiz
Question 1
When did the trend toward professionalization begin in the U.S.?
Hint:
Type:
Feedback for See page 177.
Multiple Choice
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around 1840
Correct
around 1860
Incorrect
around 1900
Incorrect
around 1917
Incorrect
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Question 2
What was the name of the movement that undertook the introduction of
rationality and rhetoric of science to advertising (helping to distance
advertisers from hucksters)?
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Multiple Choice Hint:
Feedback for See page 177.
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Question 3
Answer
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"scientific advertising"
Correct
"professional advertising"
Incorrect
"Madison Avenue advertising"
Incorrect
"academic advertising"
Incorrect
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The text singles out "advertising's primary role." What is that role?
Hint:
Type:
Feedback for See page 178.
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Question 4
"to be a constructive force in business"
Correct
"to balance ethics and creativity"
Incorrect
"to balance professionalism and creativity"
Incorrect
"to achieve parity between ethics and earnings"
Incorrect
Thomas H. Bivins identifies advertising as a
Hint:
Type:
Feedback for See page 178.
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"consulting profession."
Correct
"collaborative profession."
Incorrect
"behind-the-scenes profession."
Incorrect
"creative profession."
Incorrect
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Question 5
D. Kirk Davidson, in discussing decision making in the advertising
profession, describes two types of advertising goals and the tension that
sometimes arises when trying to accomplish both. What are those two
Type:
Multiple Choice types of goals?
Hint:
Feedback for See page 178.
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Question 6
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economic goals and ethical goals
Correct
client goals and agency goals
Incorrect
sales goals and creative goals
Incorrect
value-driven goals and ethics-driven goals
Incorrect
Most professional advertising awards are based on
Hint:
Type:
Feedback for See page 178.
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Question 7
Answer
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quantifiable brand recognition.
Incorrect
sales.
Incorrect
market share.
Incorrect
None of these answers is correct.
Correct
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Professional culture is "an ever-evolving constellation of" what?
Hint:
Type:
Feedback for See pages 178-179.
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Question 8
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what we value
Incorrect
how we go about our work
Incorrect
how we think about ourselves
Incorrect
All these answers are correct.
Correct
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When were the AAAA Standards of Practice first adopted?
Hint:
Type:
Feedback for See page 180.
Multiple Choice
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1924
Correct
1911
Incorrect
1990
Incorrect
1960
Incorrect
Question 9
Feedback
Legality is required of the advertising profession. But as is stated in the
text and as suggested by legal scholars, "Beyond legality there is
________."
Type:
Multiple Choice Hint:
Feedback for See page 180.
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Question 10
Answer
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ethicality
Correct
truth
Incorrect
a gray area
Incorrect
a fine line
Incorrect
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When were the AAAA Standards of Practice last revised?
Hint:
Type:
Feedback for See page 181.
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1990
Correct
2000
Incorrect
2010
Incorrect
1980
Incorrect
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Question 11
Drumwright and Murphy conducted at least two studies of ethics in the
advertising profession. Which of the following BEST describes what they
found?
Type:
Multiple Choice Hint:
Feedback for See page 182.
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Ethics does not appear to be a high priority for most Correct
advertising professionals.
Ethics, while highlighted on almost all websites,
does not seem to be a real part of the day-to-day
operations of most advertising professionals.
Incorrect
Ethics, especially after the trial and conviction of
two Ogilvy & Mather executives in 2005, has
become a central component of most advertising
professionals' self-examination of their work.
Incorrect
The importance of ethics in daily work is something Incorrect
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that varies greatly from firm to firm and does not
seem to be related to the size, location, or ownership
of the first.
Question 12
Type:
Multiple Choice
Question 13
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Multiple Choice
Question 14
When an advertising agency adopts a "client-is-always-right" philosophy,
the agency is sidestepping its professional responsibility to
Hint:
Feedback for See page 185.
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the client.
Correct
society.
Incorrect
the consumer(s) of the product it is advertising.
Incorrect
itself.
Incorrect
Despite claims to the contrary, who would seem to be the target market of
Kwedit.com?
Hint:
Feedback for See page 186.
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young children
Correct
tweens
Incorrect
college-age students
Incorrect
gamers
Incorrect
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How did Juliet Schor describe children as a market?
Hint:
Type:
Feedback for See page 187.
Multiple Choice
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the "epicenter of American consumer culture"
Correct
Question 15
the "chief parties responsible for the nag factor"
Incorrect
the "untapped gold of American advertising"
Incorrect
the "most savvy of American consumers today"
Incorrect
Children, simultaneously, are ________ separate markets.
Hint:
Type:
Feedback for See page 187.
Multiple Choice
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three
Correct
two
Incorrect
four
Incorrect
five
Incorrect
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Question 16
Karen Mallia identified obstacles to women's success in advertising,
specifically in rising to become creative directors. Which of the following
was NOT among the obstacles?
Type:
Multiple Choice Hint:
Feedback for See pages 190-191.
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Question 17
Type:
Multiple Choice
Answer
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As
numbers; fewer women are enrolled in advertising
degree programs
Correct
inflexible work arrangements
Incorrect
the nature of the client services business
Incorrect
a subculture of sexism
Incorrect
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What did Karen Mallia identify as "the single biggest factor limiting the
number of women in the position of creative director"?
Hint:
Feedback for See page 191.
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Question 18
Type:
Multiple Choice
Answer
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motherhood
Correct
the "glass ceiling"
Incorrect
lack of mentors
Incorrect
gendered perceptions from "higher-ups"
Incorrect
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What would result from a Kantian analysis of discrimination in the
advertising industry?
Hint:
Feedback for See pages 192-193.
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Feedback
Discriminatory practices are morally wrong
Correct
precisely because they deny individuals their moral
right to be treated with fairness, respect, and dignity.
Discrimination in the advertising industry serves to
perpetuate and nurture broad social inequities,
harming individuals and society as a whole.
Incorrect
Diversity is economically efficient in an
increasingly diverse global context and
discrimination might actually be harmful to the
industry.
Incorrect
If diverse individuals are necessary to create
Incorrect
effective communications for diverse cultures, an
agency has a professional responsibility to clients to
provide a diverse employee base.
Question 19
According to the 2009 class action suit against the advertising industry for
"pervasive racial discrimination," African Americans are paid ________
for every dollar paid to white employees.
Type:
Multiple Choice Hint:
Feedback for See page 192.
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80 cents
Correct
Feedback
85 cents
Incorrect
90 cents
Incorrect
95 cents
Incorrect
Question 20
The text's section on diversity in advertising opens with a discussion of
Super Bowl ads. What percentage of the 58 spots in which creative teams
could be identified had white creative directors?
Type:
Multiple Choice Hint:
Feedback for See page 191.
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Answer
Graded As
99 percent
Correct
97 percent
Incorrect
92 percent
Incorrect
90 percent
Incorrect
Feedback