CH 21 Flashcards
In response to the criticism that advertising makes people buy things they don’t need, Shelby Hunt examined the ________ and pointed out that advertising that most observers would categorize as very informative is often very persuasive.
information-persuasion dichotomy
The belief that advertising equals market power views advertising as a way to change consumers’ tastes, lower their sensitivity to price, and build brand loyalty among buyers of advertised brands.
True
Advertisements often surround consumers with images of the good life and suggest that the acquisition of wealth leads to contentment and happiness. Critics argue that this aspect of advertising has an adverse effect on human and societal values. Which of the following statements is the main reason for this criticism?
Such messages encourage materialism among people.
Which of the following is the most suitable classification for advertisements that are offensive, irritating, and boring?
advertising in bad taste
A large, well-known company influences a newspaper to publish articles that favor the use of its sugar-free products. This behavior is an example of ________.
economic censorship
All ads that use sexual appeals in the form of suggestiveness and/or nudity are considered deceptive advertising.
False
Which of the following viewpoints is implicitly supported by the “advertising equals information” concept?
Consumers become more price-sensitive due to advertising.
Which of the following is statements true of how adult men and women are portrayed on American television?
Portrayals of women emphasize their passivity.
Customers often perceive ads of certain types to be distasteful or irritating. According to surveys, which of the following products’ advertisements would most likely be irritating to viewers?
feminine hygiene products
Advertising is criticized for
perpetuating stereotypes.
Which of the following attributes would be reported in persuasive advertising rather than information advertising?
attractiveness of the brand
Alex works as a journalist at a news agency. Alex states that the organization’s structure involves what media people refer to as “The Wall.” Which of the following statements supports his claim?
Alex has no contact with the members of the advertising and circulation departments.
One school of thought, “advertising equals information,” suggests advertising has which of the following effects on industry structure and market power?
Consumers can compare competitive offerings easily and competitive rivalry increases.
The Protestant ethic views the accumulation of material possessions as evidence of success.
True
There is a general agreement that advertising contributes to society in positive ways.
False
