In the early stages of an ad campaign, the objectives are established. To determine whether those objectives have been met, the marketer will
B.conduct feedback analysis.
C.initiate content analysis.
E.arrange for peer analysis.
102.The additional sales that can be attributed to an advertising campaign are known as
D.the campaign increment.
103.In the United States, the regulation of advertising involves a complex mix of laws and informal restrictions designed to
A.protect consumers from deceptive practices.
B.stimulate domestic demand.
C.reduce international competition.
D.promote social marketing.
E.institutionalize pull strategies.
104.Which of the following is NOT one of the federal agencies that regulate advertising activities?
105.The __________ is the primary enforcement agency for mass media advertising.
106.Brett has developed a vitamin-enriched crouton in crazy colors that can be added to children's salads to make them more nutritious and fun. She'd like to ethically advertise the product directly to the children, so she is examining
A.the complete FCC regulations.
B.the provisions of the Children's Television Act of 1990.
C.the Better Business Bureau's Children's Advertising Review Unit guidelines.
D.the federal GAO regulations on advertising.
E.the Food and Drug Administration guidelines.
107.The head of the marketing area told Alex to find the most stringent federal regulations on advertising to create the toughest standards. "If we can pass those, we should be able to get by all regulations." One real problem is
A.state regulations are not always consistent with federal standards.
B.FCC regulations create a uniform standard that preempt all other regulations.
C.European countries have agreed to follow the U.S. standards, so it's a matter of working with the U.S. federal regulations.
D.as long as the advertising does not contain sexually explicit content, there are no regulations.
E.that in most cases, standards are changing almost daily.
108.U.S.-based global marketers have often found that
A.anything goes when advertising outside the United States.
B.EU advertising laws are more restrictive than those in the United States.
C.children in other countries are less influenced by advertising.
D.self-regulatory groups are especially demanding of U.S. advertisers.
E.outside the U.S., standards are subject to U.N. approval.
109.Which of the following is the best example of puffery?
A."Take two and call us in the morning."
B."Happy hour every Friday."
C."You have tried the rest, now try the best."
D."All natural ingredients."
E."Northwestern, the quiet company."
110.Unlike advertising, public relations
A.supports promotional efforts by generating free media attention.
B.accounts for a greater increase in marketing spending.
C.converts mass media advertising into direct marketing.
D.is considered a human resources function.
E.should not be considered as part of the marketing area.
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