Exam 3: Brand Communication and Society

An advertiser should have data on file to substantiate any claims it makes in its advertisements.

What is the primary agency governing the advertising industry?

Government oversight responsibility with respect to advertising includes ________.

Recently, a class-action lawsuit was brought against McDonald's, charging that its food has contributed to the nationwide obesity epidemic. The suit was eventually dismissed, but many critics continue to point out the health dangers of typical "fast food" menu items. These critics are concerned that the fast food industry has used ________.

Which of the following is a term used to describe what happens when Western culture is imposed on others?

Bob is a brand manager for a national brand laundry detergent and noticed a claim made in a competitor's advertisement that falsely indicates that its brand performed better than his company's brand. What must Bob's company prove to win a false advertising lawsuit over this comparative claim?

A regional supermarket chain runs print, radio, and television advertisements announcing that 1% of its sales over the next two months will be donated to local after-school programs for underprivileged youth. This is an example of ________ marketing.

The two operating arms of the National Advertising Review Council are the ________.

In a focus group of women in their 50s, participants objected to health care ads showing older women with arthritis in sedentary positions. They would prefer to see the women working out in a gym. This is an example of ________.

John works for an advertising agency whose client wants to reach Hispanic consumers living in Florida and Texas. He decides that one ad execution is sufficient because he believes that all Hispanics are the same. John is using a(n)________ to make his decision.

Cigarette advertising on ________ has been banned since 1971.

The question of whether advertising creates social values rather than merely reflecting them is known as ________.

In 1997, the Food and Drug Administration loosened its controls on pharmaceutical companies, and as a result, the amount of prescription drug advertising has skyrocketed. What is an advantage of this regulatory change?

One ad for a drug used to overcome male erectile dysfunction depicted an old man in a nursing home acting like a young man chasing after several women at once. The ad was not allowed to air on the major television networks of NBC, CBS, and ABC. The ad did not contain any deceptive or unsubstantiated claims, so there was nothing untruthful in the ad. Furthermore, the ad followed the guidelines given by the FDA regarding broadcast advertising by indicating the major side effects and referring to a magazine ad for more information. Which of the following best explains why the ad was not allowed to air?

Obviously exaggerated "puffing" claims are illegal.

The Federal Communications Commission (FCC)has the authority to take legal actions against advertisers and advertising agencies.

Controls for copyright protection are provided by the ________.

A(n)________ is the first step in the regulation process after the FTC determines that an ad is deceptive.

Explain the "Reasonableness" element of the current FTC policy on deception.

In 1997, the Food and Drug Administration loosened its controls on pharmaceutical companies, and as a result, the amount of prescription drug advertising has skyrocketed. What is a disadvantage of this regulatory change?