Name: 
 

ch18


Multiple Choice
Identify the choice that best completes the statement or answers the question.
 

 1. 
In a marketing communications context, ____ involves matters of right and wrong, or moral, conduct pertaining to any aspect of marketing communications.
a.
regulation
b.
responsibility
c.
social responsibility
d.
social awareness
e.
ethics
 

 2. 
The practice of marketers in one country using brand names for their products that are virtually the same as the names of established brands from another country is known as ____.
a.
piracy
b.
trade dress violation
c.
private label branding
d.
ambush marketing
e.
guerilla branding
 

 3. 
In large part, ethical behavior is a matter of an individual’s ____.
a.
education
b.
age
c.
gender
d.
income
e.
integrity
 

 4. 
Regulators have been most active in the area of ____.
a.
Advertising
b.
Personal selling
c.
Sales promotion
d.
Packaging
e.
Publicity
 

 5. 
Jake and thousands of others like him purchased a product advertised on TV that claimed instant hair growth with one application. Jake is representative of the many purchasers of this product in that he is highly sensitive about his recent balding. Because the advertised product is ineffective, this is likely to be a case of ____ advertising
a.
unfair
b.
deceptive
c.
unreasonable
d.
unrepresentative
e.
unethical
 

 6. 
When critics argue that advertising is superficial, the main criticism is that:
a.
there is too much product information for consumers to process.
b.
the product performance information is too complex to understand
c.
adverts do not contain enough information on functional features and performance results.
d.
consumers often use emotional information, so more ads should highlight the emotionally satisfying features of products.
 

 7. 
According to the Maslow hierarchy, when Volvo advertises that their cars have side airbags they are appealing to the ____ needs of humans.
a.
Advertising provides too much information.
b.
Advertising lowers the cost of products.
c.
Advertising creates needs.
d.
Advertising addresses a wide variety of basic human needs.
 

 8. 
Which of the following is considered by advertising critics to be a con of advertising in society today?
a.
Advertising provides too much information.
b.
Advertising lowers the cost of products.
c.
Advertising creates needs.
d.
Advertising addresses a wide variety of basic human needs.
 

 9. 
Ethics can be defined as:
a.
that which can be shown to be truthful.
b.
the moral standards and principles by which behavior is judged.
c.
the legal limits placed on personal practices.
d.
the timeless, unwavering standard of what is good.
 

 10. 
It is not easy to make definitive statements about ethics because:
a.
advertisers should not have to pay to have their messages heard.
b.
all advertisers are bound by ethical behavior based on government contracts.
c.
advertising is nonpersonal.
d.
ethics will always be a matter for personal values and personal interpretation.
 



 
Check Your Work     Start Over