Question 1

Which of the following CANNOT be copyrighted?

Accepted Answer

A) an advertisement 
B) an idea 
C) a package design 
D) an illustration 
E) a photograph 
A) an advertisement 
B) an idea 
C) a package design 
D) an illustration 
E) a photograph

Question 2

A cereal maker that advertises its products as "the one that will make you smile" is using an exaggerated claim, not puffery.

Accepted Answer

A) True 
 B)False

Question 3

A cease-and-desist order given to any firm in an industry applies to all firms in that industry.

Accepted Answer

A) True 
 B)False

Question 4

Which of the following is NOT an aspect considered in the Potter Box?

Accepted Answer

A) facts 
B) loyalties 
C) regulations 
D) principles 
E) values 
A) facts 
B) loyalties 
C) regulations 
D) principles 
E) values

Question 5

Describe three specific responsibilities of the Federal Trade Commission.

Accepted Answer

FTC responsibilities include the followi

Question 6

Name and describe four FTC remedies for deception and unfair advertising.

Accepted Answer

The FTC can follow several courses of ac

Question 7

Which of the following federal agencies regulates direct-mail and magazine advertising, as well as lotteries?

Accepted Answer

A) the U.S. Postal Service 
B) the Federal Communications Commission 
C) the Food and Drug Administration 
D) the U.S. Patent and Trademark Office 
E) the Library of Congress 
A) the U.S. Postal Service 
B) the Federal Communications Commission 
C) the Food and Drug Administration 
D) the U.S. Patent and Trademark Office 
E) the Library of Congress

Question 8

Use the information below to answer the following questions.
Amy is seven years old and loves to play with dolls. In fact, she has more than 20 Barbie dolls and lots of clothes and accessories, including three cars, a house with furniture, and an airplane. Mattel, the manufacturer of Barbie, also sells many other products with the Barbie brand, such as games, notebooks, and girls' clothing, to name a few.
-Amy saw a commercial on television for a newer Barbie house than the one she currently has, and of course, she wanted it. Advertising has been criticized because it is used to drive people to feel a need or want. What is this called and why is advertising criticized?

Accepted Answer

Demand creation means using an external

Question 9

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 Federal Trade Commission, 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 Federal Trade Commission, which gives the organization exclusive use of the mark, as long as the trademark is maintained as an identification for a specific product.

Question 10

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

Question 11

________ are the "shoulds" and "oughts" of behavior.

Accepted Answer

A) Missions 
B) Ethics 
C) Regulations 
D) Customs 
E) Traditions 
A) Missions 
B) Ethics 
C) Regulations 
D) Customs 
E) Traditions

Question 12

________ are frameworks for right actions and are primarily the domain of religion and philosophy.

Accepted Answer

A) Missions 
B) Ethics 
C) Morals 
D) Customs 
E) Traditions 
A) Missions 
B) Ethics 
C) Morals 
D) Customs 
E) Traditions

Question 13

Advertising intended to mislead consumers by making claims that are false or by failure to make full disclosure of important facts, or both, is called ________.

Accepted Answer

A) puff advertising 
B) indirect advertising 
C) deceptive advertising 
D) unsubstantiated advertising 
E) injurious advertising 
A) puff advertising 
B) indirect advertising 
C) deceptive advertising 
D) unsubstantiated advertising 
E) injurious advertising

Question 14

Timberland employees get 40 hours paid leave each year to pursue volunteer projects. The company runs a service day that hosts projects in 25 countries, and it supports a nonprofit that brings young people into public service for a year. CEO Jeffrey Swartz sees such service as a powerful differentiator for Timberland with its current and potential customers. Timberland could be most accurately described as practicing ________.

Accepted Answer

A) consumerism 
B) green marketing 
C) social marketing 
D) traditional marketing 
E) mission marketing 
A) consumerism 
B) green marketing 
C) social marketing 
D) traditional marketing 
E) mission marketing

Question 15

A recent trademark issue is protection for URLs, which are ________.

Accepted Answer

A) patents 
B) trademarks 
C) Internet domain names 
D) self-regulating agencies 
E) consumer-interest groups 
A) patents 
B) trademarks 
C) Internet domain names 
D) self-regulating agencies 
E) consumer-interest groups

Question 16

Customs can be even stronger than laws.

Accepted Answer

A) True 
 B)False

Question 17

In the TARES Test of Ethical Advertising, TARES stands for ________.

Accepted Answer

A) tested, authentic, regulated, ethical, and socially responsible 
B) tested, aware, reasonable, essential, and socially responsible 
C) truthful, aware, reasonable, equitable, and socially responsible 
D) truthful, authentic, respectful, equitable, and socially responsible 
E) truthful, actionable, rewarding, essential, and socially responsible 
A) tested, authentic, regulated, ethical, and socially responsible 
B) tested, aware, reasonable, essential, and socially responsible 
C) truthful, aware, reasonable, equitable, and socially responsible 
D) truthful, authentic, respectful, equitable, and socially responsible 
E) truthful, actionable, rewarding, essential, and socially responsible

Question 18

If the National Advertising Review Board (NARB)and an allegedly deceptive advertiser cannot reach a satisfactory resolution, the case is referred to the ________.

Accepted Answer

A) National Advertising Division (NA
D)  
B) American Association of Advertising Agencies (AAA
A)  
C) Advertising Review Council (AR
C)  
D) American Advertising Federation (AAF) 
E) appropriate government agency 
A) National Advertising Division (NA
D)  
B) American Association of Advertising Agencies (AAA
A)  
C) Advertising Review Council (AR
C)  
D) American Advertising Federation (AAF) 
E) appropriate government agency

Question 19

With respect to guidelines for determining what is ethical, which is NOT one of the types of criteria for making an advertising decision?

Accepted Answer

A) individual moral upbringing 
B) self-interest 
C) professional ethics 
D) industry standards of self-regulation 
E) government regulations 
A) individual moral upbringing 
B) self-interest 
C) professional ethics 
D) industry standards of self-regulation 
E) government regulations

Question 20

________ results when an external message drives people to feel a need or want to buy a product.

Accepted Answer

A) Demand creation 
B) Direct marketing 
C) Social marketing 
D) Cause marketing 
E) Mission marketing 
A) Demand creation 
B) Direct marketing 
C) Social marketing 
D) Cause marketing 
E) Mission marketing

Which of the following CANNOT be copyrighted?

A cereal maker that advertises its products as "the one that will make you smile" is using an exaggerated claim, not puffery.

A cease-and-desist order given to any firm in an industry applies to all firms in that industry.

Which of the following is NOT an aspect considered in the Potter Box?

Describe three specific responsibilities of the Federal Trade Commission.

Name and describe four FTC remedies for deception and unfair advertising.

Which of the following federal agencies regulates direct-mail and magazine advertising, as well as lotteries?

Which of the following is true regarding a trademark?

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

________ are the "shoulds" and "oughts" of behavior.

________ are frameworks for right actions and are primarily the domain of religion and philosophy.

Advertising intended to mislead consumers by making claims that are false or by failure to make full disclosure of important facts, or both, is called ________.

A recent trademark issue is protection for URLs, which are ________.

Customs can be even stronger than laws.

In the TARES Test of Ethical Advertising, TARES stands for ________.

If the National Advertising Review Board (NARB)and an allegedly deceptive advertiser cannot reach a satisfactory resolution, the case is referred to the ________.

With respect to guidelines for determining what is ethical, which is NOT one of the types of criteria for making an advertising decision?

________ results when an external message drives people to feel a need or want to buy a product.

The New World of Marketing Communication

Integrated Brand Communication

How Brand Communication Works

Segmenting and Targeting the Audience

Strategic Research

Strategic Planning

Creative Strategy

Copywriting

Visual Communication

Media Basics

Traditional Media

Digital Media

Media Planning and Buying

Public Relations

Direct-Response

Promotions

The Imc Umbrella

Evaluation of Effectiveness

Filters

Exam 3: Brand Communication and Society

Which of the following CANNOT be copyrighted?

A cereal maker that advertises its products as "the one that will make you smile" is using an exaggerated claim, not puffery.

A cease-and-desist order given to any firm in an industry applies to all firms in that industry.

Which of the following is NOT an aspect considered in the Potter Box?

Describe three specific responsibilities of the Federal Trade Commission.

Name and describe four FTC remedies for deception and unfair advertising.

Which of the following federal agencies regulates direct-mail and magazine advertising, as well as lotteries?

Which of the following is true regarding a trademark?

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

________ are the "shoulds" and "oughts" of behavior.

________ are frameworks for right actions and are primarily the domain of religion and philosophy.

Advertising intended to mislead consumers by making claims that are false or by failure to make full disclosure of important facts, or both, is called ________.

A recent trademark issue is protection for URLs, which are ________.

Customs can be even stronger than laws.

In the TARES Test of Ethical Advertising, TARES stands for ________.

If the National Advertising Review Board (NARB)and an allegedly deceptive advertiser cannot reach a satisfactory resolution, the case is referred to the ________.

With respect to guidelines for determining what is ethical, which is NOT one of the types of criteria for making an advertising decision?

________ results when an external message drives people to feel a need or want to buy a product.

The New World of Marketing Communication

Integrated Brand Communication

How Brand Communication Works

Segmenting and Targeting the Audience

Strategic Research

Strategic Planning

Creative Strategy

Copywriting

Visual Communication

Media Basics

Traditional Media

Digital Media

Media Planning and Buying

Public Relations

Direct-Response

Promotions

The Imc Umbrella

Evaluation of Effectiveness

Filters