Exam 3: Brand Communication and Society

Which of the following is NOT an FTC course of action for deception and unfair advertising?

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

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

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

Which of the following does NOT describe a claim that uses puffery?

The ________ prohibits unfair and deceptive acts and practices regardless of whether the competition is injured.

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.It is most accurate to say that these countries are concerned about ________.

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 website. 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. -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?

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

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

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

A copyright is a brand,corporate or store name,or distinctive symbol that identifies the seller's brand and thus differentiates it from the brands of other sellers.

In 2007,syndicated radio host Don Imus made sexist and racist comments about players on the Rutgers women's basketball team during his radio show.Radio stations that aired the program would most likely have been concerned about regulatory action from which of the following as a result of the comments that were broadcast?

Which of the following is NOT considered by the FTC when determining the reasonableness of a claim in an advertisement?

Which of the following is the best example of the type of advertising self-regulation referred to as self-discipline?

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

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 website. 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?

Which of the following states a message that is untrue?

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?

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 website. 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. -Pfizer is a large pharmaceutical company that has dramatically increased its direct-to-consumer television advertising of prescription drugs.However,Pfizer has stringent in-house ad review procedures,including reviews by agency and client attorneys.Pfizer is concerned that any claim made in an ad is verifiable and that the ad is executed in good taste.What type of advertising self-regulation does this illustrate?