Exam 3: Brand Communication and Society

Which of the following refers to marketing that aligns the basic business practices and position of a brand with a cause, such as the environment or sustainability?

Which of the following statements regarding cease-and-desist orders issued by the Federal Trade Commission is FALSE?

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 of time. 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. Under which law, Nasonex would have to prove all of the following EXCEPT which one?

The most basic federal law that governs advertising is the ________ Amendment to the U.S. Constitution.

The Federal Communications Commission (FCC)has the power to ban the airing of messages, including ads, that are deceptive or in poor taste.

Which of the following was NOT required by the Children's Television Advertising Practice Act of 1990?

Which type of self-regulation occurs when an organization, such as an advertising agency, develops, uses, and enforces norms within its own practices?

Several companies, such as Procter & Gamble, General Foods, and Colgate-Palmolive, have their own codes of behavior and criteria that determine whether advertisements are acceptable. Which type of self-regulation is this?

Which arm of the federal government creates laws regarding advertising?

Procter & Gamble is concerned about a claim made in a rival's advertisement. P&G thinks that their 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?

Use the passage below to answer the following questions. Prior to 1997, broadcast ads for prescription drugs could not mention both the ailment for which the drug received FDA approval and the name of the drug in the same advertisement. That is, only one or the other could be mentioned, which led to much confusion on the part of consumers. In 1997, the Food and Drug Administration loosened its controls on pharmaceutical companies, and as a result, the amount of prescription drug advertising on television has skyrocketed. Now both the ailment and the name of the drug can be mentioned, but major side effects must also be mentioned and there must be an indication where the consumer can get more information, such as from a magazine ad or a Web site. Some have been quite critical of this direct-to-consumer prescription advertising, claiming it has led to an increase in requests for costlier drugs when the less expensive generic drugs would be just as effective. -Although some doctors appreciate that the advertising has caused consumers to become more active in managing their own health and more informed about their drug options, some claim that they are being pressured to write inappropriate prescriptions because their patients are influenced by the drug ad claims. What is this called when an external message, like an advertisement, causes people to feel a need to buy and use a product?

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. -One ad for Barbie shows an animated Barbie character diving off of a diving board doing flips and twists before landing in a pool. The commercial was advertising a Barbie doll with a diving board that can be attached to the side of a bathtub. Amy begged her mother for the doll and got it, but she was very disappointed when the doll did not perform as she had seen it perform in the commercial. She realized she had to hold on to the doll to make it flip around and dive into the water. What was wrong with this ad?

Which of the following best explains why the amount of prescription drug advertising has increased since 1997?

Personal judgment and moral reasoning rest on ________.

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

The Federal Trade Commission investigated a claim made in an ad for Ultra Slimfast and determined that the ad is deceptive. What's the first remedy that will be taken by the FTC?

________ advertising features a product other than the primary, and usually controversial, product.

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

Which of the following prohibits consumers from taking cash from manufacturers, suppliers, or their representatives for making recommendations, reviews, or endorsements, unless full disclosure is provided?

Marketing imperialism is a term used to describe what happens when Western culture is imposed on others.