Question 1

A(n)_____ involves information that is important to consumers and that is likely to influence their choice or conduct regarding a product.

Accepted Answer

A)  reasonable representation 
B)  material representation 
C)  factual representation 
D)  objective representation 
E)  unfair representation. 
A)  reasonable representation 
B)  material representation 
C)  factual representation 
D)  objective representation 
E)  unfair representation.

Question 2

Some companies have responded to environmental concerns by introducing environmentally oriented products and undertaking marcom programs to promote them.These actions are referred to as ____.

Accepted Answer

A)  green marketing 
B)  environmental initiatives 
C)  cause marketing 
D)  clean-world initiatives 
E)  environmental ethics 
A)  green marketing 
B)  environmental initiatives 
C)  cause marketing 
D)  clean-world initiatives 
E)  environmental ethics

Question 3

Which is NOT an element of the definition of unfair advertising?

Accepted Answer

A)  an act or practice that causes or is likely to cause substantial injury to consumers 
B)  the injury is not reasonably avoidable by consumers 
C)  misleading from the viewpoint of a reasonable consumer 
D)  not outweighed by countervailing benefits to consumers or competition 
E)  All of the above are elements. 
A)  an act or practice that causes or is likely to cause substantial injury to consumers 
B)  the injury is not reasonably avoidable by consumers 
C)  misleading from the viewpoint of a reasonable consumer 
D)  not outweighed by countervailing benefits to consumers or competition 
E)  All of the above are elements.

Question 4

The FTC's policy on deception is that the act or practice must be considered from the perspective of a _____.

Accepted Answer

A)  reasonable consumer 
B)  probable consumer 
C)  competitor 
D)  government 
E)  child 
A)  reasonable consumer 
B)  probable consumer 
C)  competitor 
D)  government 
E)  child

Question 5

Compare and contrast the FTC's deceptive advertising and unfair advertising policies,and give an example of each type of advertisement.

Accepted Answer

The FTC's policy regarding deceptive adv

Question 6

Cases can be brought to the NAD by _____.

Accepted Answer

A)  competitors 
B)  NAD staff personnel 
C)  Better Business Bureaus 
D)  consumers 
E)  All of these are correct. 
A)  competitors 
B)  NAD staff personnel 
C)  Better Business Bureaus 
D)  consumers 
E)  All of these are correct.

Question 7

The National Association of Attorneys General has played an active role in the regulation of marketing communications.

Accepted Answer

A) True 
 B)False

Question 8

Which of the following is NOT one of the guides for environmental claims promulgated by the Federal Trade Commission?

Accepted Answer

A)  Qualifications and disclosures should be sufficiently clear and prominent to prevent deception. 
B)  Claims should not be targeted to children. 
C)  Claims should make clear whether they apply to the product, the package, or a component of either. 
D)  Claims should not overstate an environmental attribute or benefit, either expressly or by implication. 
E)  Comparative claims should be presented in a manner that makes the basis for the comparison sufficiently clear to avoid consumer deception. 
A)  Qualifications and disclosures should be sufficiently clear and prominent to prevent deception. 
B)  Claims should not be targeted to children. 
C)  Claims should make clear whether they apply to the product, the package, or a component of either. 
D)  Claims should not overstate an environmental attribute or benefit, either expressly or by implication. 
E)  Comparative claims should be presented in a manner that makes the basis for the comparison sufficiently clear to avoid consumer deception.

Question 9

Campbell's Soup used glass marbles to displace the chicken,vegetables,and star-shaped noodles in advertisements for it Chicken and Stars soup because,without them,all the solid matter sank to the bottom and consumers couldn't see the "stars." The ad was ruled deceptive because Campbell's did not tell consumers that the soup really did not contain as much meat,vegetables,and noodles as it appeared due to the prop used to photograph the ads.This ad was most likely be considered misleading due to _____.

Accepted Answer

A)  immateriality 
B)  hyperbole 
C)  exaggeration 
D)  omission 
E)  unreasonableness 
A)  immateriality 
B)  hyperbole 
C)  exaggeration 
D)  omission 
E)  unreasonableness

Question 10

Joan works at a major advertising agency and uses the code of ethical standards promulgated by the American Association of Advertising Agencies to guide her in making ethical decisions when developing ads for her agency's clients.What test is she applying to guide her behavior?

Accepted Answer

A)  Golden Rule test 
B)  professional ethics test 
C)  TV test 
D)  peer test 
E)  generally-accepted practices test 
A)  Golden Rule test 
B)  professional ethics test 
C)  TV test 
D)  peer test 
E)  generally-accepted practices test

Question 11

In the AAAA's Code of Ethical Standards,it is stated that "...we will not knowingly create advertising that contains _____.

Accepted Answer

A)  false, or misleading statements or exaggerations, visual or verbal 
B)  statements, suggestions, or pictures offensive to public decency or minority segments of the population 
C)  price claims that are misleading 
D)  testimonials that do not reflect the real opinion of the individual(s) involved 
E)  All of these are correct. 
A)  false, or misleading statements or exaggerations, visual or verbal 
B)  statements, suggestions, or pictures offensive to public decency or minority segments of the population 
C)  price claims that are misleading 
D)  testimonials that do not reflect the real opinion of the individual(s) involved 
E)  All of these are correct.

Question 12

AAAA is a self-regulatory group that monitors children's television programming and commercials.

Accepted Answer

A) True 
 B)False

Question 13

The _____ is a form of self-regulation undertaken by ad media that takes place behind the scenes before a commercial or other advertisement reaches consumers.

Accepted Answer

A)  ad review process 
B)  advertising clearance process 
C)  NAD review process 
D)  NARB review process 
E)  advertising screening process 
A)  ad review process 
B)  advertising clearance process 
C)  NAD review process 
D)  NARB review process 
E)  advertising screening process

Question 14

The way firms confront negative publicity has important strategic as well as ethical ramifications.

Accepted Answer

A) True 
 B)False

Question 15

Slotting allowances require manufacturers to pay retailers a per-store fee for their willingness to handle a new stock unit from the manufacturer.

Accepted Answer

A) True 
 B)False

Question 16

The Bamboozle Corporation was finally indicted for years of deceptive advertising.The FTC required the company to spend $5 million on television commercials over the next six months to rectify any deceptive impressions it created in consumers' minds.In other words,the FTC required Bamboozle Corporation to undertake a(n)_____ program.

Accepted Answer

A)  corrective advertising 
B)  rectification 
C)  unfairness removal 
D)  anti-deception 
E)  make-good 
A)  corrective advertising 
B)  rectification 
C)  unfairness removal 
D)  anti-deception 
E)  make-good

Question 17

List and describe the four general recommendations given to marcom practitioners for making appropriate environmental claims.

Accepted Answer

1.Make specific claims.This guideline is

Question 18

_____ is a court consisting of 50 representatives who are formed into five-member panels to hear appeals of NAD cases when an involved party is dissatisfied with the initial verdict.

Accepted Answer

A)  FTC 
B)  CARU 
C)  FDA 
D)  NARB 
E)  NAAG 
A)  FTC 
B)  CARU 
C)  FDA 
D)  NARB 
E)  NAAG

Question 19

Which of the following is NOT considered an ethical issue in advertising?

Accepted Answer

A)  creates and perpetuates stereotypes 
B)  waste of economic resources 
C)  manipulative 
D)  offensive and in bad taste 
E)  plays on people's fears and insecurities 
A)  creates and perpetuates stereotypes 
B)  waste of economic resources 
C)  manipulative 
D)  offensive and in bad taste 
E)  plays on people's fears and insecurities

Question 20

Four aspects of packaging that involve ethical issues include label information,packaging graphics,packaging safety,and environmental implications of packaging.

Accepted Answer

A) True 
 B)False

Exam 4: Environmental, Regulatory, and Ethical Issues

A(n)_____ involves information that is important to consumers and that is likely to influence their choice or conduct regarding a product.

Some companies have responded to environmental concerns by introducing environmentally oriented products and undertaking marcom programs to promote them.These actions are referred to as ____.

Which is NOT an element of the definition of unfair advertising?

The FTC's policy on deception is that the act or practice must be considered from the perspective of a _____.

Compare and contrast the FTC's deceptive advertising and unfair advertising policies,and give an example of each type of advertisement.

Cases can be brought to the NAD by _____.

The National Association of Attorneys General has played an active role in the regulation of marketing communications.

Which of the following is NOT one of the guides for environmental claims promulgated by the Federal Trade Commission?

Joan works at a major advertising agency and uses the code of ethical standards promulgated by the American Association of Advertising Agencies to guide her in making ethical decisions when developing ads for her agency's clients.What test is she applying to guide her behavior?

In the AAAA's Code of Ethical Standards,it is stated that "...we will not knowingly create advertising that contains _____.

AAAA is a self-regulatory group that monitors children's television programming and commercials.

The _____ is a form of self-regulation undertaken by ad media that takes place behind the scenes before a commercial or other advertisement reaches consumers.

The way firms confront negative publicity has important strategic as well as ethical ramifications.

Slotting allowances require manufacturers to pay retailers a per-store fee for their willingness to handle a new stock unit from the manufacturer.

List and describe the four general recommendations given to marcom practitioners for making appropriate environmental claims.

_____ is a court consisting of 50 representatives who are formed into five-member panels to hear appeals of NAD cases when an involved party is dissatisfied with the initial verdict.

Which of the following is NOT considered an ethical issue in advertising?

Four aspects of packaging that involve ethical issues include label information,packaging graphics,packaging safety,and environmental implications of packaging.

An Overview of Integrated Marketing Communications

Enhancing Brand Equity and Accountability

Brand Adoption, Brand Naming, and Intellectual Property Issues

Segmentation, Targeting, and Positioning

The Communication Process and Consumer Behavior

The Role of Persuasion in Integrated Marketing Communications

Objective Setting and Budgeting

Overview of Advertising Management

Effective and Creative Ad Messages

Endorsers and Message Appeals in Advertising

Traditional Advertising Media

Online and Mobile Advertising

Social Media

Direct Marketing and Other Media

Advertising Media: Planning and Analysis

Measuring Ad Message Effectiveness

Sales Promotion Overview and the Role of Trade Promotion

Consumer Sales Promotion: Sampling and Couponing

Consumer Sales Promotion: Premiums and Other Promotions

Public Relations,Word-of-Mouth Influence,and Sponsorships

Packaging, Point-of-Purchase Communications, and Signage

Personal Selling

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