Question 1

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

Accepted Answer

A)  A cease-and-desist order requires that the deceptive or unfair practice by a business be stopped. 
B)  An advertiser accused of using deceptive advertising is entitled to legal representation in front of the presiding judge. 
C)  An advertiser can appeal the order to a full five-member commission. 
D)  A cease-and-desist order is the first step in the regulation process after the FTC determines that an ad is deceptive. 
E)  The process leading to the issuance of a cease-and-desist order is similar to a court trial. 
A)  A cease-and-desist order requires that the deceptive or unfair practice by a business be stopped. 
B)  An advertiser accused of using deceptive advertising is entitled to legal representation in front of the presiding judge. 
C)  An advertiser can appeal the order to a full five-member commission. 
D)  A cease-and-desist order is the first step in the regulation process after the FTC determines that an ad is deceptive. 
E)  The process leading to the issuance of a cease-and-desist order is similar to a court trial.

Question 2

Unfair methods of competition in commerce were declared unlawful by the ________.

Accepted Answer

A)  1906 Pure Food and Drug Act 
B)  1914 Federal Trade Commission Act 
C)  1938 Wheeler-Lea Amendment 
D)  1946 Lanham Act 
E)  1980 FTC Improvement Act 
A)  1906 Pure Food and Drug Act 
B)  1914 Federal Trade Commission Act 
C)  1938 Wheeler-Lea Amendment 
D)  1946 Lanham Act 
E)  1980 FTC Improvement Act

Question 3

________ 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 4

Kim and her boyfriend were watching a movie on television when a commercial for a feminine hygiene product came on.Kim was actually interested in this product,but being a teenager,she was mortified that her boyfriend was there when this ad came on.She quickly changed the channel.What key ethical issue challenging the standards of advertising professionals does this best illustrate?

Accepted Answer

This example is a good illustration of t

Question 5

For an advertisement to be ruled deceptive,the deception must influence consumers' decision making about products and services,which is known as ________.

Accepted Answer

A)  misdirection 
B)  puffery 
C)  material injury 
D)  substantiation 
E)  double jeopardy 
A)  misdirection 
B)  puffery 
C)  material injury 
D)  substantiation 
E)  double jeopardy

Question 6

Under which of the following are unique trademarks protected from infringement by competitors?

Accepted Answer

A)  Pure Food and Drug Act 
B)  Wheeler-Lea Amendment 
C)  Lanham Act 
D)  Federal Trade Commission Act 
E)  FTC Improvement Act 
A)  Pure Food and Drug Act 
B)  Wheeler-Lea Amendment 
C)  Lanham Act 
D)  Federal Trade Commission Act 
E)  FTC Improvement Act

Question 7

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

Accepted Answer

A) True 
 B)False

Question 8

Some claim advertising has actively created a society that is overly concerned with personal hygiene.Advertising has bombarded consumers with so many ads for products that remove our body odors,make our teeth white,or make our hair shine that we have become obsessed with outer appearances.Which side of the social debate on advertising do believers of this statement most likely take?

Accepted Answer

A)  advertising mirrors social values 
B)  advertising mimics social values 
C)  advertising shapes social values 
D)  advertising is deceptive 
E)  advertising is offensive 
A)  advertising mirrors social values 
B)  advertising mimics social values 
C)  advertising shapes social values 
D)  advertising is deceptive 
E)  advertising is offensive

Question 9

A federal agency ordered KFC to stop running ads with false claims that its fried chicken is compatible with certain weight loss programs.Which agency had the authority to issue this order?

Accepted Answer

A)  Federal Trade Commission 
B)  Food and Drug Administration 
C)  Consumer Product Safety Commission 
D)  U.S. Patent and Trademark Office 
E)  American Association of Advertising Agencies 
A)  Federal Trade Commission 
B)  Food and Drug Administration 
C)  Consumer Product Safety Commission 
D)  U.S. Patent and Trademark Office 
E)  American Association of Advertising Agencies

Question 10

In New York City,a series of advertisements seen on billboards and subway cars conveys the image of soda into bottles of fat.Many of these images also include people trying to drink the fatty contents of the bottle.The advertisements,sponsored by the NYC Health Department,ask "Are you pouring on the pounds?" Looking at the images is unsettling for many viewers.This is an example of ________.

Accepted Answer

A)  shockvertising 
B)  false advertising 
C)  flogging 
D)  indirect advertising 
E)  corrective advertising 
A)  shockvertising 
B)  false advertising 
C)  flogging 
D)  indirect advertising 
E)  corrective advertising

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

Unfair methods of competition in commerce were declared unlawful by the ________.

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

For an advertisement to be ruled deceptive,the deception must influence consumers' decision making about products and services,which is known as ________.

Under which of the following are unique trademarks protected from infringement by competitors?

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

A federal agency ordered KFC to stop running ads with false claims that its fried chicken is compatible with certain weight loss programs.Which agency had the authority to issue this order?

Advertising

Brand Communication

How Brand Communication Works

Segmenting and Targeting the Audience

Strategic Research

Strategic Planning

The Creative Side

Promotional Writing

Visual Communication

Media Basics

Paid Media

Owned, Interactive, and Earned Media

Media Planning and Negotiation

Public Relations

Direct Response

Promotions

The Principles and Practice of IMC

Evaluating Imc Effectiveness

Filters

Exam 3: Brand Communication and Society

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

Unfair methods of competition in commerce were declared unlawful by the ________.

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

For an advertisement to be ruled deceptive,the deception must influence consumers' decision making about products and services,which is known as ________.

Under which of the following are unique trademarks protected from infringement by competitors?

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

A federal agency ordered KFC to stop running ads with false claims that its fried chicken is compatible with certain weight loss programs.Which agency had the authority to issue this order?

Advertising

Brand Communication

How Brand Communication Works

Segmenting and Targeting the Audience

Strategic Research

Strategic Planning

The Creative Side

Promotional Writing

Visual Communication

Media Basics

Paid Media

Owned, Interactive, and Earned Media

Media Planning and Negotiation

Public Relations

Direct Response

Promotions

The Principles and Practice of IMC

Evaluating Imc Effectiveness

Filters