Joe Rowan walked into Pederson Toyota one day and began looking at price stickers on Toyota Camrys. He was interested in that model because he had seen a number of television and magazine ads describing the car's features and reputation for reliability and the fact that it displayed the slogan The best car in the world urged him to look at the cars. After closely examining the stickers, Joe noticed a line that said Dealer Promotion Allowance125.00. Joe asked a salesperson what that meant. The salesman replied that it was a charge that helped the dealership pay for local advertising to encourage consumers to shop at that particular dealer. After further discussion, Joe learned that almost 5 percent of the cost of the vehicle comes from expense for national and local advertising. The first time Joe had seen the Toyota Camry was in a magazine which displayed the slogan The best car in the world. The slogan is an example of .
a. unfair advertising
b. slander
c. subliminal advertising
d. puffery
Question 2__________ characteristics are attributes that can be evaluated only during or after consumption.
Fill in the blank(s) with correct word
Question 3There are three media types in social media: earned, owned, and paid.
a. True
b. False
Indicate whether the statement is true or false
Question 4Joe Rowan walked into Pederson Toyota one day and began looking at price stickers on Toyota Camrys. He was interested in that model because he had seen a number of television and magazine ads describing the car's features and reputation for reliability and the fact that it displayed the slogan The best car in the world urged him to look at the cars. After closely examining the stickers, Joe noticed a line that said Dealer Promotion Allowance125.00. Joe asked a salesperson what that meant. The salesman replied that it was a charge that helped the dealership pay for local advertising to encourage consumers to shop at that particular dealer. After further discussion, Joe learned that almost 5 percent of the cost of the vehicle comes from expense for national and local advertising. After Joe complained, the salesperson replied, If our industry didn't do so much advertising you probably couldn't afford to buy that computer to do your own research. Which of the following pros of advertising is the salesperson likely using to support his comment?
a. Advertising fosters a diverse and affordable mass media.
b. Advertising fosters new product success and lowers costs.
c. Advertising reflects the priorities of a society.
d. Advertising contributes to art and culture in a society.
Question 5__________ characteristics are attributes that can be evaluated before purchase.
Fill in the blank(s) with correct word
Question 6Web 2.0 depends on mass collaboration as individuals simultaneously create value for themselves and others.
a. True
b. False
Indicate whether the statement is true or false
Question 7The Lightning Rod is a fishing rod being introduced by Castaway Sports. At a preliminary meeting with its agency, the president of Castaway Sports mentions that the rod can improve casting distance for an average individual by more than 20 percent. The account executive asks if the president has data to support this, and the president says Yes.. The agency proceeds to produce a series of television spots featuring a well-known sports celebrity using the rod and rating it as excellent. The spots run on network television and trumpet the improved casting distance that the rod provides. The slogan of the spots is Lightning RodThe Finest Rod Ever Cast.. After about a week, a competitor questions whether the rods really offer the improved performance Castaway Sports claims, and decides to file a complaint with the FTC. The competitor who filed a complaint with the FTC also had the option of working with the media
self-regulatory organization that evaluates ethical issues, the
, which has the authority to review concerns
over issues of truth, fairness, or good taste and make recommendations based on its findings.
a. Consumer Federation of America
b. NAB's Code Authority
c. Family Research Council
d. Better Business Bureau
Question 8In the service quality cycle, the _________________ represents the mutually rewarding relationship between the customer and service provider resulting in the customer's commitment to that service provider.
Fill in the blank(s) with correct word
Question 9User-generated content is the same as consumer-generated media.
a. True
b. False
Indicate whether the statement is true or false
Quick Reply
