2. Two areas thats under the eye direction of the ____________ are (1) comparative advertising and (2) aimed at children:

a. Federal Communication Commission

b. Food and Drug Administration

c. American Federation of Advertisers

d. Alcohol and Tobacco Administration

e. None on the above

5. a company should consider using outside research services for all of the reasons below except:

a. external agencies can help relieve periods of overload

b. political considerations

c. continual routine assignments may necessitate external sources for accuracy checks

d. the availability of competent internal personnel is lacking

e. promotional requirements

7. Marketing applications research are provided by all the sources below except:

a. Marketing Communications

b. Business Week

c. Marketing Information Guide

d. Advertising Age

e. Forbes

8. The generally recognized under riding determinants of social class

are all of the following below except:

a. Who you emulate your mannerism and decorum

b. Where you live and what you buy

c. Who you spend your time with

d. Who you wield power and prestige over

e. What you do

10. What can an individual who feel bilked by the advertising of a company or organization

do about it? All of the following below apply except:

a. Write to the company Chief Executive Officer

b. See a lawyer bout an individual or class action sui

c. Consult a consumer advocacy group

d. File a complaint with the proper regulatory agency

e. Write to a sympathetic journalist

11. Which one of the questions below are not applicable to the advertising plan?

a. what are the advertising objectives?

b. how much will be spent to achieve these objectives, and where?

c. who is the target consumer?

d. what is the expected company revenue from the advertising plan?

e. what is the basic positioning strategy?

17. Which of the following comments advanced by critics of advertising ads are FALSE?

a. advertising drives up the cost of goods

b. advertising invades peoples lives

c. concentrates power in the hands of the governmental regulated advertisers

d. persuades people to buy products they neither need or want

e. perpetuates outmoded sex roles; and use claims that are often deceptive

21. Finding the right agency is one of the key jobs of the advertising manager.

Several relevant issues must be considered. Which of the following below is not applicable?

a. The extent to which an agency can provide marketing/advertising support

b. The job position tenure of the people who will serve the account

c. The agencys past history with similar accounts

d. Flexibility in terms of payment and financial stability

e. Conflict of interest with other accounts

22. Which of the following below is FALSE using social class segmenting markets with regard to creative strategy from recent advertising research findings?

a. The symbolic nature of advertising is important when addressing members of different

social classes.

b. Middle strata people are more receptive to advertising that depicts activity, ongoing

work and life, and solutions to practical problems in daily life and social relationship.

c. Upper-lower-class women respond to promotion offering coupons or other

special inducements.

d. Upper-middle-class people generally are more critical of advertising, suspicious

of emotional appeals, and skeptical of claims.

e. Lower-Strata people prefer advertising of a strong visual character

25. Self-regulation has long been praised by some business leaders as a responsible

reaction to public demands for advertising to clean its own house. Others have raised serious

questions about it. Which below is not a question raised?

a. Does it conflict with the right of each firm to conduct business as it sees fit?

b. Does it usurp he function of the government?

c. Is it a good idea to publish negative findings as a punitive technique?

d. Does it violate antitrust laws designed to encourage free and open competition

between businesses?

e. Should self-regulation be conducted by practicing advertisers or corporate chief

executive officers?

26. Toward a General Theory of Advertising has been debatable and ongoing in

advertising since its infancy. Which of the following statements below are FALSE?

a. The search for a theory has spearhead numerous good research studies; however,

few substantial theories of advertising emerged.

b. The dynamic and complexity of advertising have made it difficult for a general theory

of advertising to actualized.

c. Walter Dill Scott advanced The Theory of Advertising, published in 1903.

d. Advertising analysts have looked at available data and findings and come up

with hypotheses that can be tested for accuracy.

e. Unfortunately, only a few of the study hypotheses tested in recent studies resulted in

proven theories.