Multiple Choice
Identify the
choice that best completes the statement or answers the question.
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1.
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An ad showing a happy, laughing family driving through the woods in a new
vehicle wants you to…
a. | believe that the family members are experts about cars. | b. | carefully examine
all of the persuasive elements of the ad. | c. | think about how the vehicle can relieve your
hidden fears. | d. | transfer your positive feelings about the family to the vehicle
itself. |
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2.
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The FTC does not consider puffery deceptive because it assumes…
a. | the advertiser is only playing on the hidden fears of consumers. | b. | the claims are
backed up by scientific evidence. | c. | puffery will not be taken seriously by
consumers. | d. | the person making the claim actually uses the
product. |
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3.
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When you “jump on the bandwagon,” you buy a product
because…
a. | everyone else is buying it. | b. | it’s associated with traditional
values. | c. | you identify with a particular group shown using it. | d. | you’ll be one
of the first to have it. |
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4.
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An ad that includes an endorsement is following FTC rules if…
a. | the ad does not disclose that a celebrity endorser has been paid. | b. | the ad does not
reflect the endorser’s honest opinion about the product. | c. | the advertiser
cannot prove that an endorser claiming to be an expert is legitimate. | d. | the “ordinary
consumers” shown in the ad are really actors or models, and this fact is not
disclosed. |
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5.
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Critical thinking skills you can use to evaluate ads include all of the
following EXCEPT…
a. | analyzing what the ad might not tell you about the product. | b. | determining how such
attention-getting elements as music and color relate to the product. | c. | recognizing how the
ad is trying to influence your feelings. | d. | relying on the claims made about the
product. |
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6.
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An example of an incentive is a…
a. | clearance sale. | c. | rain check. | b. | loss leader. | d. | rebate. |
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7.
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A sale held because the retailer is trying to reduce seasonal inventory is
called a…
a. | clearance sale. | c. | liquidation sale. | b. | holiday sale. | d. | white sale. |
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8.
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Marketers and retailers rely on all of the following subtle tactics to influence
consumer spending EXCEPT…
a. | placing the most frequently purchased goods in the nearest corner of the
store. | b. | placing the most profitable items at eye level. | c. | playing slow,
relaxing music to encourage browsing. | d. | projecting a store image that will attract a
certain kind of customer. |
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9.
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To protect consumer rights, telemarketers must do all of the following
EXCEPT…
a. | call only during limited hours. | b. | honor your request to be put on a
“do-not-call” list. | c. | refrain from asking for your credit card
number. | d. | state that they are selling something. |
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10.
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The FTC’s Cooling-Off Rule gives consumers three business days to cancel
purchases of $25 or more that are made…
a. | at liquidation sales. | b. | by telephone. | c. | in the
consumer’s own home. | d. | in the seller’s normal place of
business. |
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