Question 1

What criteria must be met to deem an advertisement deceptive or misleading?

Accepted Answer

1. A substantial number of people, or the typical person, is left with a False impression or misrepresentation that relates to the product.
2. The misrepresentation induces people or the "typical person" to make a purchase.

Question 2

Before issuing trade regulation rulings, the Federal Trade Commission will normally hold a public hearing and accept both oral and written arguments.

Accepted Answer

A) True 
 B)False  True

Question 3

When the Federal Trade Commission (FTC) issues an administrative complaint and an administrative judge rules a violation has occurred, the judge would issue a cease and desist order.

Accepted Answer

A) True 
 B)False  True

Question 4

Skechers and Reebok paid fines for:

Accepted Answer

A)  using unsubstantiated puffery in advertisements 
B)  making misleading claims in advertisements 
C)  hiding the fact that the companies employed child laborers 
D)  paying bribes to enter countries in Europe 
A)  using unsubstantiated puffery in advertisements 
B)  making misleading claims in advertisements 
C)  hiding the fact that the companies employed child laborers 
D)  paying bribes to enter countries in Europe

Question 5

In terms of ethical frameworks for reasoning, utilitarianism is:

Accepted Answer

A)  a method of decision making based on treating all people fairly and consistently 
B)  the degree to which society values personal goals, personal autonomy, privacy over group loyalty, commitments to group norms, involvements in collective activities, social cohesiveness, and intense socialization 
C)  a means of making decisions based on what is the greatest good for the greatest number of people 
D)  a means of making decisions based on the belief that each person has fundamental rights that should be respected and protected 
A)  a method of decision making based on treating all people fairly and consistently 
B)  the degree to which society values personal goals, personal autonomy, privacy over group loyalty, commitments to group norms, involvements in collective activities, social cohesiveness, and intense socialization 
C)  a means of making decisions based on what is the greatest good for the greatest number of people 
D)  a means of making decisions based on the belief that each person has fundamental rights that should be respected and protected

Question 6

When a company increases its advertising and marketing during a major event, such as the Olympics, to capitalize on individuals watching the event, yet is not an official sponsor, it is:

Accepted Answer

A)  allusion marketing 
B)  incidental marketing 
C)  distractive marketing 
D)  saturation marketing 
A)  allusion marketing 
B)  incidental marketing 
C)  distractive marketing 
D)  saturation marketing

Question 7

Federal Trade Commission industry regulation rulings cannot be challenged by an appeal to the U.S. Court of Appeals.

Accepted Answer

A) True 
 B)False

Question 8

The Children's Advertising Review Unit (CARU) of the Council of Better Business Bureaus (CBBB) investigates and monitors all forms of advertising in all media directed toward children younger than 18 years of age.

Accepted Answer

A) True 
 B)False

Question 9

The Advertising Self-Regulatory Council (ASRC) of the Council of Better Business Bureau is composed of:

Accepted Answer

A)  consumers and legal experts on advertising law 
B)  judges and law professors from various universities 
C)  advertising professionals and CEOs of major corporations 
D)  advertising professionals and civic individuals 
A)  consumers and legal experts on advertising law 
B)  judges and law professors from various universities 
C)  advertising professionals and CEOs of major corporations 
D)  advertising professionals and civic individuals

Question 10

A "typical person" must believe the content of an advertisement to be false in order for the Wheeler-Lea Amendment to apply.

Accepted Answer

A) True 
 B)False

Question 11

If Isabelle contacted a local Better Business Bureau about a particular landscaping service, she would receive a:

Accepted Answer

A)  detailed report of all complaints filed against the company 
B)  report about any complaints that were filed against the company by individuals 
C)  copy of all communications the BBB had with the particular firm 
D)  carefully worded report about any complaints that have been filed with the BBB against the company 
A)  detailed report of all complaints filed against the company 
B)  report about any complaints that were filed against the company by individuals 
C)  copy of all communications the BBB had with the particular firm 
D)  carefully worded report about any complaints that have been filed with the BBB against the company

Question 12

Stealth marketing is an excellent means of getting around all of the advertising clutter to create buzz about a particular brand.

Accepted Answer

A) True 
 B)False

Question 13

The term whistle-blower is used to describe an individual who is willing to go public with charges about an organization doing something that is illegal or unethical.

Accepted Answer

A) True 
 B)False

Question 14

The Council of Better Business Bureaus is an industry regulatory resource that is available to consumers, but not businesses. Businesses must use the Federal Trade Commission to file complaints.

Accepted Answer

A) True 
 B)False

Question 15

The practice of purchasing Internet domains that are valuable to other people, companies, or organizations is:

Accepted Answer

A)  brand infringement 
B)  domain infringement 
C)  domain squatting 
D)  brand parity 
A)  brand infringement 
B)  domain infringement 
C)  domain squatting 
D)  brand parity

Question 16

What is brand infringement?

Accepted Answer

Brand infringement occurs when

Question 17

Although there are many disagreements about what is right and wrong, an overriding constant may be that ethical actions, moral correctness, and social responsibility all boil down to:

Accepted Answer

A)  common sense 
B)  religious beliefs 
C)  the legal system 
D)  materialistic attitudes 
A)  common sense 
B)  religious beliefs 
C)  the legal system 
D)  materialistic attitudes

Question 18

The advantages of using industry-based agencies to resolve advertising complaints rather than the governmental agencies, such as the FTC, include the following, except:

Accepted Answer

A)  cases are normally heard sooner and at a lower cost 
B)  the disputes are resolved quicker and are seldom referred to the Federal Trade Commission 
C)  cases are heard by judges with experience in handling advertising cases 
D)  it does not involve any civil penalties and no legal action can be taken 
A)  cases are normally heard sooner and at a lower cost 
B)  the disputes are resolved quicker and are seldom referred to the Federal Trade Commission 
C)  cases are heard by judges with experience in handling advertising cases 
D)  it does not involve any civil penalties and no legal action can be taken

Question 19

In terms of substantiation of claims in the advertisements, the Federal Trade Commission and courts tend to use each of the following principles, except:

Accepted Answer

A)  the federal government assumes consumers read ads "broadly" and do not notice details hidden in fine print 
B)  tests have to be with the actual product or one that is considered similar 
C)  evidence should come from individuals or companies that would be considered experts by others in the field 
D)  the courts and FTC will consider the totality of evidence concerning a claim, not just one particular study that may support a claim 
A)  the federal government assumes consumers read ads "broadly" and do not notice details hidden in fine print 
B)  tests have to be with the actual product or one that is considered similar 
C)  evidence should come from individuals or companies that would be considered experts by others in the field 
D)  the courts and FTC will consider the totality of evidence concerning a claim, not just one particular study that may support a claim

Question 20

In terms of ethical frameworks for reasoning, the justice approach is a method of decision making based on treating all people fairly and consistently.

Accepted Answer

A) True 
 B)False

What criteria must be met to deem an advertisement deceptive or misleading?

Before issuing trade regulation rulings, the Federal Trade Commission will normally hold a public hearing and accept both oral and written arguments.

When the Federal Trade Commission (FTC) issues an administrative complaint and an administrative judge rules a violation has occurred, the judge would issue a cease and desist order.

Skechers and Reebok paid fines for:

In terms of ethical frameworks for reasoning, utilitarianism is:

When a company increases its advertising and marketing during a major event, such as the Olympics, to capitalize on individuals watching the event, yet is not an official sponsor, it is:

Federal Trade Commission industry regulation rulings cannot be challenged by an appeal to the U.S. Court of Appeals.

The Children's Advertising Review Unit (CARU) of the Council of Better Business Bureaus (CBBB) investigates and monitors all forms of advertising in all media directed toward children younger than 18 years of age.

The Advertising Self-Regulatory Council (ASRC) of the Council of Better Business Bureau is composed of:

A "typical person" must believe the content of an advertisement to be false in order for the Wheeler-Lea Amendment to apply.

If Isabelle contacted a local Better Business Bureau about a particular landscaping service, she would receive a:

Stealth marketing is an excellent means of getting around all of the advertising clutter to create buzz about a particular brand.

The term whistle-blower is used to describe an individual who is willing to go public with charges about an organization doing something that is illegal or unethical.

The Council of Better Business Bureaus is an industry regulatory resource that is available to consumers, but not businesses. Businesses must use the Federal Trade Commission to file complaints.

The practice of purchasing Internet domains that are valuable to other people, companies, or organizations is:

What is brand infringement?

Although there are many disagreements about what is right and wrong, an overriding constant may be that ethical actions, moral correctness, and social responsibility all boil down to:

The advantages of using industry-based agencies to resolve advertising complaints rather than the governmental agencies, such as the FTC, include the following, except:

In terms of substantiation of claims in the advertisements, the Federal Trade Commission and courts tend to use each of the following principles, except:

In terms of ethical frameworks for reasoning, the justice approach is a method of decision making based on treating all people fairly and consistently.

Integrated Marketing Communications

Corporate Image and Brand Management

Buyer Behaviors

The IMC Planning Process

Advertising Management

Advertising Design: Theoretical Frameworks and Types of Appeals

Advertising Design: Message Strategies and Executional Frameworks

Traditional Media Channels

Digital Marketing

Alternative Marketing

Database and Direct Response Marketing and Personal Selling

Sales Promotions

Public Relations and Sponsorship Programs

Evaluating an Integrated Marketing Program

Filters

Exam 14: Regulations and Ethical Concerns

What criteria must be met to deem an advertisement deceptive or misleading?

Before issuing trade regulation rulings, the Federal Trade Commission will normally hold a public hearing and accept both oral and written arguments.

When the Federal Trade Commission (FTC) issues an administrative complaint and an administrative judge rules a violation has occurred, the judge would issue a cease and desist order.

Skechers and Reebok paid fines for:

In terms of ethical frameworks for reasoning, utilitarianism is:

When a company increases its advertising and marketing during a major event, such as the Olympics, to capitalize on individuals watching the event, yet is not an official sponsor, it is:

Federal Trade Commission industry regulation rulings cannot be challenged by an appeal to the U.S. Court of Appeals.

The Children's Advertising Review Unit (CARU) of the Council of Better Business Bureaus (CBBB) investigates and monitors all forms of advertising in all media directed toward children younger than 18 years of age.

The Advertising Self-Regulatory Council (ASRC) of the Council of Better Business Bureau is composed of:

A "typical person" must believe the content of an advertisement to be false in order for the Wheeler-Lea Amendment to apply.

If Isabelle contacted a local Better Business Bureau about a particular landscaping service, she would receive a:

Stealth marketing is an excellent means of getting around all of the advertising clutter to create buzz about a particular brand.

The term whistle-blower is used to describe an individual who is willing to go public with charges about an organization doing something that is illegal or unethical.

The Council of Better Business Bureaus is an industry regulatory resource that is available to consumers, but not businesses. Businesses must use the Federal Trade Commission to file complaints.

The practice of purchasing Internet domains that are valuable to other people, companies, or organizations is:

What is brand infringement?

Although there are many disagreements about what is right and wrong, an overriding constant may be that ethical actions, moral correctness, and social responsibility all boil down to:

The advantages of using industry-based agencies to resolve advertising complaints rather than the governmental agencies, such as the FTC, include the following, except:

In terms of substantiation of claims in the advertisements, the Federal Trade Commission and courts tend to use each of the following principles, except:

In terms of ethical frameworks for reasoning, the justice approach is a method of decision making based on treating all people fairly and consistently.

Integrated Marketing Communications

Corporate Image and Brand Management

Buyer Behaviors

The IMC Planning Process

Advertising Management

Advertising Design: Theoretical Frameworks and Types of Appeals

Advertising Design: Message Strategies and Executional Frameworks

Traditional Media Channels

Digital Marketing

Alternative Marketing

Database and Direct Response Marketing and Personal Selling

Sales Promotions

Public Relations and Sponsorship Programs

Evaluating an Integrated Marketing Program

Filters