Question 1

The Supreme Court protects commercial speech that is ________.

Accepted Answer

A) untruthful 
B) harmful to the public 
C) deceptive 
D) political 
E) misleading 
A) untruthful 
B) harmful to the public 
C) deceptive 
D) political 
E) misleading

Question 2

P&G is concerned about a claim made in a rival's advertisement.P&G thinks that the competition's claim is deceptive.If P&G does not want to get the government involved in this dispute,what course of action can P&G take to resolve this issue?

Accepted Answer

P&G can file a complaint with the Nation

Question 3

A(n)________ gives an organization the exclusive right to use or reproduce original work,such as an advertisement or package design,for a specified period.

Accepted Answer

A) trademark 
B) URL 
C) copyright 
D) patent 
E) brand name 
A) trademark 
B) URL 
C) copyright 
D) patent 
E) brand name

Question 4

People who accuse advertisements of causing demand creation believe that advertisements cause people to buy things they do not need and cannot afford.

Accepted Answer

A) True 
 B)False

Question 5

According to federal regulations,a spokesperson who endorses a brand must use the brand.

Accepted Answer

A) True 
 B)False

Question 6

What are the arguments against using sex appeals in an advertisement for a product that is NOT related to sex?

Accepted Answer

One argument is that the use o

Question 7

Which of the following does NOT describe a claim that uses puffery?

Accepted Answer

A) a claim that is obviously exaggerated 
B) a claim supported by a set of facts 
C) a claim that is vague 
D) a claim supported by subjective opinions 
E) a claim that can be neither proven nor disproven 
A) a claim that is obviously exaggerated 
B) a claim supported by a set of facts 
C) a claim that is vague 
D) a claim supported by subjective opinions 
E) a claim that can be neither proven nor disproven

Question 8

Which of the following federal agencies has control over lotteries and mail fraud?

Accepted Answer

A) U)S.Postal Service 
B) FCC 
C) FDA 
D) U)S.Patent and Trademark Office 
E) Library of Congress 
A) U)S.Postal Service 
B) FCC 
C) FDA 
D) U)S.Patent and Trademark Office 
E) Library of Congress

Question 9

An advertising agency can be held liable along with the advertiser for deceptive advertising.

Accepted Answer

A) True 
 B)False

Question 10

An advertisement that is considered offensive in one context is considered offensive in all contexts.

Accepted Answer

A) True 
 B)False

Question 11

A company that pays bloggers to pose as customers and post customer reviews online is using ________.

Accepted Answer

A) green marketing 
B) cause marketing 
C) shockvertising 
D) flogging 
E) networking 
A) green marketing 
B) cause marketing 
C) shockvertising 
D) flogging 
E) networking

Question 12

According to U.S.law,which of the following is NOT an element a company/plaintiff is required to prove to win a false advertising lawsuit about an ad containing a comparative claim?

Accepted Answer

A) False statements have been made about either product. 
B) The ads actually deceived or had the tendency to deceive a substantial segment of the audience. 
C) The offending advertiser intended to damage the complaining company's business. 
D) The deception was "material" and likely to influence purchasing decisions. 
E) Falsely advertised goods are sold in interstate commerce. 
A) False statements have been made about either product. 
B) The ads actually deceived or had the tendency to deceive a substantial segment of the audience. 
C) The offending advertiser intended to damage the complaining company's business. 
D) The deception was "material" and likely to influence purchasing decisions. 
E) Falsely advertised goods are sold in interstate commerce.

Question 13

Todd just took a job as the manager of a television station.What does he need to know about the station's responsibility for showing children's educational shows?

Accepted Answer

Todd needs to know that,based on a 1996

Question 14

Advertisers are legally required to comply with a consent decree and stop a deceptive practice.

Accepted Answer

A) True 
 B)False

Question 15

When an industry develops,uses,and enforces norms,this is known as which type of self-regulation?

Accepted Answer

A) industry self-regulation 
B) self-discipline 
C) social ethics 
D) professional ethics 
E) personal ethics 
A) industry self-regulation 
B) self-discipline 
C) social ethics 
D) professional ethics 
E) personal ethics

Question 16

Describe three specific responsibilities of the Federal Trade Commission.

Accepted Answer

FTC responsibilities include the followi

Question 17

An advertisement by the manufacturer of Flonase,a prescription allergy nasal spray,compared its product with another nasal spray on the market,Nasonex,and claimed that it controlled allergy symptoms for a longer period.The ad was effective,resulting in a two percent increase in market share for Flonase.Manufacturers of Nasonex claimed that the advertisement misrepresented their product and basically made a false comparison.Nasonex would have to prove all of the following EXCEPT which one to support its claim?

Accepted Answer

A) False statements had been made about Nasonex or Flonase. 
B) The ads actually deceived a substantial segment of the audience. 
C) Both Nasonex and Flonase are sold in interstate commerce. 
D) Nasonex has been injured or is likely to be injured as a result of the false statements. 
E) Flonase relied on puffery in the ads. 
A) False statements had been made about Nasonex or Flonase. 
B) The ads actually deceived a substantial segment of the audience. 
C) Both Nasonex and Flonase are sold in interstate commerce. 
D) Nasonex has been injured or is likely to be injured as a result of the false statements. 
E) Flonase relied on puffery in the ads.

Question 18

A new weight loss program called Keep It Off advertises that dieters who have used the program have maintained their weight loss for more than three years.However,Keep It Off does not have any record of independent research that shows these results.The company may encounter problems with the FTC because it ________.

Accepted Answer

A) cannot provide claim substantiation 
B) did not sign a mandated consent decree 
C) has not allowed for consumer redress 
D) has run corrective advertising 
E) has used misleading endorsements 
A) cannot provide claim substantiation 
B) did not sign a mandated consent decree 
C) has not allowed for consumer redress 
D) has run corrective advertising 
E) has used misleading endorsements

Question 19

Which of the following is TRUE regarding a trademark?

Accepted Answer

A) It gives an organization the exclusive right to use or reproduce original work,such as an advertisement or package design,for a period of time. 
B) Controls for protection are provided by the Library of Congress. 
C) The Department of Labor protects unique trademarks from infringement by competitors. 
D) It identifies the seller's brand and differentiates it from the brands of other sellers. 
E) It must be registered with the FTC,which gives the organization exclusive use of the mark,as long as the trademark is maintained as an identification for a specific product. 
A) It gives an organization the exclusive right to use or reproduce original work,such as an advertisement or package design,for a period of time. 
B) Controls for protection are provided by the Library of Congress. 
C) The Department of Labor protects unique trademarks from infringement by competitors. 
D) It identifies the seller's brand and differentiates it from the brands of other sellers. 
E) It must be registered with the FTC,which gives the organization exclusive use of the mark,as long as the trademark is maintained as an identification for a specific product.

Question 20

Which of the following is designed to help marketers and advertising specialists create transparent advertising in a fair,honest,and forthright manner?

Accepted Answer

A) FTC Improvement Act 
B) Principles and Practices for Advertising Ethics 
C) The Public Relations Society of America 
D) National Advertising Review Board Rules 
E) Better Business Bureau of Practices 
A) FTC Improvement Act 
B) Principles and Practices for Advertising Ethics 
C) The Public Relations Society of America 
D) National Advertising Review Board Rules 
E) Better Business Bureau of Practices

The Supreme Court protects commercial speech that is ________.

P&G is concerned about a claim made in a rival's advertisement.P&G thinks that the competition's claim is deceptive.If P&G does not want to get the government involved in this dispute,what course of action can P&G take to resolve this issue?

A(n)________ gives an organization the exclusive right to use or reproduce original work,such as an advertisement or package design,for a specified period.

People who accuse advertisements of causing demand creation believe that advertisements cause people to buy things they do not need and cannot afford.

According to federal regulations,a spokesperson who endorses a brand must use the brand.

What are the arguments against using sex appeals in an advertisement for a product that is NOT related to sex?

Which of the following does NOT describe a claim that uses puffery?

Which of the following federal agencies has control over lotteries and mail fraud?

An advertising agency can be held liable along with the advertiser for deceptive advertising.

An advertisement that is considered offensive in one context is considered offensive in all contexts.

A company that pays bloggers to pose as customers and post customer reviews online is using ________.

According to U.S.law,which of the following is NOT an element a company/plaintiff is required to prove to win a false advertising lawsuit about an ad containing a comparative claim?

Todd just took a job as the manager of a television station.What does he need to know about the station's responsibility for showing children's educational shows?

Advertisers are legally required to comply with a consent decree and stop a deceptive practice.

When an industry develops,uses,and enforces norms,this is known as which type of self-regulation?

Describe three specific responsibilities of the Federal Trade Commission.

Which of the following is TRUE regarding a trademark?

Which of the following is designed to help marketers and advertising specialists create transparent advertising in a fair,honest,and forthright manner?

Strategic Brand Communication

Advertising

Public Relations

Action and Interaction: Direct Response and Promotions

How Brand Communication Works

Strategic Research

Segmenting and Targeting the Audience

Strategic Planning

The Creative Side

Promotional Writing

Visual Communication

Media Basics

Paid Media

Owned,interactive, and Earned Media

Media Planning and Negotiation

Imc Management

Evaluating Imc Effectiveness

Filters

Exam 18: Social Impact,responsibility, and Ethics: Is It Right

The Supreme Court protects commercial speech that is ________.

P&G is concerned about a claim made in a rival's advertisement.P&G thinks that the competition's claim is deceptive.If P&G does not want to get the government involved in this dispute,what course of action can P&G take to resolve this issue?

A(n)________ gives an organization the exclusive right to use or reproduce original work,such as an advertisement or package design,for a specified period.

People who accuse advertisements of causing demand creation believe that advertisements cause people to buy things they do not need and cannot afford.

According to federal regulations,a spokesperson who endorses a brand must use the brand.

What are the arguments against using sex appeals in an advertisement for a product that is NOT related to sex?

Which of the following does NOT describe a claim that uses puffery?

Which of the following federal agencies has control over lotteries and mail fraud?

An advertising agency can be held liable along with the advertiser for deceptive advertising.

An advertisement that is considered offensive in one context is considered offensive in all contexts.

A company that pays bloggers to pose as customers and post customer reviews online is using ________.

According to U.S.law,which of the following is NOT an element a company/plaintiff is required to prove to win a false advertising lawsuit about an ad containing a comparative claim?

Todd just took a job as the manager of a television station.What does he need to know about the station's responsibility for showing children's educational shows?

Advertisers are legally required to comply with a consent decree and stop a deceptive practice.

When an industry develops,uses,and enforces norms,this is known as which type of self-regulation?

Describe three specific responsibilities of the Federal Trade Commission.

Which of the following is TRUE regarding a trademark?

Which of the following is designed to help marketers and advertising specialists create transparent advertising in a fair,honest,and forthright manner?

Strategic Brand Communication

Advertising

Public Relations

Action and Interaction: Direct Response and Promotions

How Brand Communication Works

Strategic Research

Segmenting and Targeting the Audience

Strategic Planning

The Creative Side

Promotional Writing

Visual Communication

Media Basics

Paid Media

Owned,interactive, and Earned Media

Media Planning and Negotiation

Imc Management

Evaluating Imc Effectiveness

Filters