Exam 3: Brand Communication and Society

To be considered deceptive under FTC policy, a false or misleading advertisement must influence consumers' decision making about the product or service advertised.

________ makes laws, and ________ interpret those laws in specific situations.

The Better Business Bureau is a government agency with the power to oversee advertising, particularly local advertising.

When Kraft foods made a claim that their processed cheese slices contained as much calcium as contained in 5 ounces of milk, the Federal Trade Commission pursued it as a deceptive claim. Although Kraft admitted that a cheese slice did not actually contain as much calcium as claimed due to processing, the company claimed that its ad was not deceptive because consumer research indicated that calcium content was not important to consumers when deciding among brands of cheese. Basically, Kraft's defense was based on its belief that the misleading claim ________.

Under U.S. law, businesses can seek damages from an advertiser who misrepresents the nature, characteristics, qualities, or geographic origin of a product in ________.

What is the purpose of the American Association of Advertising Agencies' Creative Code?

In which case did the Supreme Court establish a test that determines to what extent the government can restrict advertising?

The media can reject ads that violate their standards of truth and good taste.

Which is NOT an element of the FDA's 1996 restrictions on tobacco advertising?

Which of the following was the agreement reached in 1996 between broadcasters, children's advocates, and the federal government?

The National Advertising Division (NAD)and the National Advertising Review Board (NARB)are government agencies that negotiate the voluntary withdrawal of national advertising that professionals consider deceptive.

A(n)________ is any advertising message that consumers believe reflects the opinions, beliefs, or experiences of an individual, group, or institution.

The concern that children may be exploited by certain advertising messages could be addressed by both the FTC and the FCC.

Which federal agency was formed to protect the public interest in radio and television broadcast communications?

Some Asian and Middle Eastern countries are critical of what they see as America's materialism and disrespectful behavior toward women and elders and are worried that advertising will encourage their young people to adopt these viewpoints. The term to describe this phenomenon is ________.

The Federal Trade Commission (FTC)is the primary agency governing the advertising industry.

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?

Which Amendment to the U.S. Constitution states that Congress shall make no law "abridging the freedom of speech or of the press"?

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's mother limits Amy's television viewing time because she feels there is just too much advertising influencing her child to want more stuff. However, there are restrictions regarding advertising toward children. Briefly name and describe the laws and regulations specific to television advertising targeted at children.

Discuss the key ethical issues of taste, stereotyping, use of sex appeal, and targeting children. How do advertising professionals deal with these issues?