Multiple-Choice Quiz

Problemset Multiple-Choice Quiz

Title
Introductory
Text

Question 1 In 2009, global advertising expenditures were approximately $460 billion.

Approximately how much of that was spent in the U.S.?
Type: Hint:
Multiple Choice
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$125.3 billion Correct
$137.5 billion Incorrect
$98.6 billion Incorrect
$239 billion Incorrect

Question 2 Approximately what percentage of the average hour of primetime network

television is marketing content, which includes nonprogram time and
Type: product placements?
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40% Correct
30% Incorrect
20% Incorrect
35% Incorrect

Question 3 Americans are immersed in a profusion of media. Approximately what

percentage of our waking day is spent with media, according to one study
Type: cited in the chapter?
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the equivalent of 94% Correct
the equivalent of 68% Incorrect
the equivalent of 47% Incorrect
the equivalent of 53% Incorrect

Question 4 What is consumer-generated advertising (CGA)?

Hint:
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As
advertising that is actually created by consumers Correct
advertising that relies exclusively on data from Incorrect
electronic sources about consumer preferences
advertising that is "embedded" in forms which Incorrect
seem, on the surface, to be simply one consumer
speaking to another
the newer term used to described what used to be Incorrect
called product placement

Question 5 Who or what was Advertising Age magazine's Marketer of the Year in
2007?
Type: Hint:
Multiple Choice
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Barack Obama Correct
Apple Incorrect
Zappos.com Incorrect
the television series Mad Men Incorrect

Question 6 What is "stickiness" in the world of advertising, a concept that makes

 guerilla marketing popular?
Type: Hint:
Multiple Choice
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the way an unconventional ad "sticks" in a Correct
consumer's mind by not appearing to be an ad
the "tactile" quality of much guerilla marketing, Incorrect
which requires a physical interaction from the
consumer
the "sticking together" of two seemingly Incorrect
unconnected products so that consumers associate
them in their minds
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
Type: reimbursement to the city by the company?
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Turner Broadcasting System Correct
Acclaim Entertainment Incorrect
Whole Foods Market Incorrect
Ikea Incorrect

Question 8 What does communication scholar Stuart Ewen warn may be the result of
guerilla marketing?
Type: Hint:
Multiple Choice
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an increased suspicion of human interaction, Correct
products, or opinions, since they might be, in
reality, advertisements
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
a decrease in traditional marketing techniques, Incorrect
which would shift advertisers' spending habits and
make it necessary to reconsider much traditional
marketing strategy
a consumer "revolt" against such tactics, which are Incorrect
generally not successful (by marketing standards)
anyway

Question 9 When did the Food and Drug Administration lift the ban on direct-to-
consumer (DTC) broadcast advertising of prescription drugs?
Type: Hint:
Multiple Choice
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1997 Correct
2004 Incorrect
2000 Incorrect
2007 Incorrect

Question 10 Which of the following is among the provisions of the 2007 bill that
addressed direct-to-consumer (DTC) prescription drug advertising?
Type: Hint:
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 giving the Food and Drug Administration (FDA) Correct
authority to fine marketers for misleading ads
banning advertising of a new drug for its first three Incorrect
years on the market
requiring marketers to include a special logo that Incorrect
would indicate the level of research into its side
effects
requiring marketers to include a warning indicating Incorrect
that all side effects may not have been found

Question 11 According to a recent Advertising Age article, from what source do

consumers seem to prefer hearing about prescription medications?
Type: Hint:
Multiple Choice
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other consumers Correct
their general practitioners Incorrect
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
Type: controversy?
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a discomfort (felt by multiple parties) with Correct
combining the profit motive and the supposedly
inviolable doctor-patient relationship
the fact that most consumers are simply not well Incorrect
educated enough to understand the nuances of the
 pharmaceuticals being advertised
patients' discomfort with asking their physicians Incorrect
about drugs they have heard about through DTC
advertising, especially "lifestyle" drugs
the images used to communicate what are Incorrect
supposedly "normal and healthy behaviors and
lifestyles"

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
Type: issue in their marketing."
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88 Correct
90 Incorrect
73 Incorrect
68 Incorrect

Question 14 Cause-related marketing refers to corporate social initiatives that depend

on
Type: Hint:
Multiple Choice
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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

Question 15 Can strategic giving be regarded as ethical?

Hint:
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yes, because a genuinely altruistic gift, though it Correct
requires benefiting the recipient as its primary
motive, can have other motivations or purposes
yes, as long as the giver recognizes and Incorrect
acknowledges the benefit he or she receives in
addition to the benefit to the recipient
no, because as soon as a gift has a "strategic" Incorrect
component, it is no longer ethical, though this does
not mean it is unethical
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
Type: objectives) should pursue what path?
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a balance of emotional and logical fund-raising Correct
appeals
a reevaluation of the prioritization of the Incorrect
organization's goals to see if a better corporate "fit"
can be found
considering ways in which they can dramatize or Incorrect
add emotion to their appeals for funds, which will
make them better "fits" with corporations
seriously considering whether they could Incorrect
"reposition" their cause because, of course, without
funds they can do no good at all

Question 17 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 Incorrect
deliver advertising to that particular consumer's
interests
dividing consumers into those knowledgeable about Incorrect
Internet technology and how it works and those
who are not
focusing marketing exclusively toward consumers Incorrect
who are merely one of "the observed"

Question 18 What is at the heart of the controversy surrounding behavioral targeting in

recent years?
Type: Hint:
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the way in which information is gathered- Correct
specifically, the issue of online privacy
the arguments over what, exactly, behavioral Incorrect
targeting is and how best to implement it
whether or not the benefits to the consumer Incorrect
outweigh the costs
whether or not it is actually profitable for Incorrect
companies that employ it in their advertising
strategies

Question 19 Why can behavioral targeting be accurately described as a double-edged

sword?
Type: Hint:
Multiple Choice
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because at the same time technologies threaten our Correct
privacy, they also offer benefits, such as
convenience
because while we have to trust that those who Incorrect
gather the information use it in ethical ways, the
information gatherers have to also trust that we are
being "truthful" in our behavior
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 Incorrect
side" to behavioral targeting from a consumer's
perspective.

Question 20 According to D. Kirk Davidson when describing the buyer-seller

relationship between businesses and consumers, if businesses "continue to
Type: manage personal information as an asset so that it produces the maximum
Multiple Choice profit," the relationship can be described as fundamentally
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adversarial. Correct
laissez-faire. Incorrect
cooperative. Incorrect
capitalist. Incorrect