Question 1

Some claim advertising has created a society that is obsessed with personal hygiene because consumers are bombarded with ads for products that remove our body odors, make our teeth white, make our hair shine, allow us to fit in with our peers, and make our family love us more. 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 manipulates social values 
E) advertising is offensive

Question 2

Many professions write a code of ________ to help guide practitioners toward ethical behavior.

Accepted Answer

A) morals 
B) ethics 
C) laws 
D) regulations 
E) missions

Question 3

According to federal regulations, a spokesperson who endorses a brand must actually use the brand.

Accepted Answer

A) True 
 B)False

Question 4

The government can ban truthful commercial speech if it can be proven that the public good demands such restrictions.

Accepted Answer

A) True 
 B)False

Question 5

Virtually all major advertisers and advertising agencies have in-house ad review procedures, typically including reviews by agency and client attorneys.

Accepted Answer

A) True 
 B)False

Question 6

In which case did the Supreme Court signal the LEAST protection for commercial speech under the First Amendment?

Accepted Answer

A) Valentine v. Chrestensen (1942) 
B) Virginia State Board of Pharmacy v. Virginia Citizens Consumer Council (1976) 
C) Central Hudson Gas & Electric Corporation v. Public Service Commission of New York (1980) 
D) Cincinnati v. Discovery Network (1993) 
E) 44 Liquormart, Inc. v. Rhode Island (1995)

Question 7

How is the Distilled Spirits Council a model for industry self-regulation?

Accepted Answer

The answer of How is the Distilled Spirits Council a...

Question 8

A copyright gives an organization the exclusive right to use or reproduce original work, such as an advertisement or package design, indefinitely.

Accepted Answer

A) True 
 B)False

Question 9

A trademark must be registered with the Library of Congress.

Accepted Answer

A) True 
 B)False

Question 10

A ________ is a representation of a cultural group that emphasizes a trait or group of traits that may or may not communicate an accurate representation of the group.

Accepted Answer

A) norm 
B) reference group 
C) symbol 
D) mean 
E) stereotype

Question 11

Which of the following is an example of a moral system?

Accepted Answer

A) the Ten Commandments 
B) the AAAA's Creative Code 
C) the TARES Test of Ethical Advertising 
D) the Potter Box 
E) the Bill of Rights

Question 12

The first step in the regulation process after the FTC determines that an ad is deceptive is the issuance of a cease-and-desist order.

Accepted Answer

A) True 
 B)False

Question 13

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.
-What self-regulatory agencies would likely be interested in evaluating advertisements for Barbie?

Accepted Answer

The answer of Use the information below to answer the...

Question 14

Which of the following tools is designed to help marketers and advertising specialists decide what to do when faced with an ethical dilemma?

Accepted Answer

A) a SWOT analysis 
B) a Potter Box 
C) a URL 
D) the NARB 
E) the BBB

Question 15

The current FTC policy on deception is clear and easy for advertisers to measure.

Accepted Answer

A) True 
 B)False

Question 16

Which arm of the National Advertising Review Council is made up of people from the field of advertising who evaluate complaints submitted by consumers, consumer groups, industrial organizations, and advertising firms?

Accepted Answer

A) National Advertising Division (NA
D)  
B) National Advertising Review Board (NAR
B)  
C) American Association of Advertising Agencies (AAA
A)  
D) Federal Trade Commission (FT
C)  
E) American Advertising Federation (AAF)

Question 17

Compare and contrast a trademark and a copyright. Explain the importance of each and how each is protected.

Accepted Answer

The answer of Compare and contrast a trademark and a...

Question 18

The American Association of Advertising Agencies' Creative Code says that advertising agencies will not create advertising that has any of the following EXCEPT which one?

Accepted Answer

A) false or misleading statements 
B) puffs 
C) price claims that are misleading 
D) testimonials that do not reflect the real opinion of the individual involved 
E) statements offensive to public decency

Question 19

The main concern the FTC has when an advertiser substitutes for products during a demonstration (such as using a mixture of glue and water instead of ice cream)is ________.

Accepted Answer

A) whether the substitution is necessary 
B) whether the demonstration uses puffery 
C) whether the advertiser indicates that substitutes are used in the demonstration 
D) whether the consumer knows substitutes are used in the demonstration 
E) whether the demonstration falsely upgrades the consumers' perception of the advertised brand

Question 20

The FTC accepts only research conducted by an independent research firm when investigating an advertiser's claim substantiation.

Accepted Answer

A) True 
 B)False

Exam 3: Brand Communication and Society

Many professions write a code of ________ to help guide practitioners toward ethical behavior.

According to federal regulations, a spokesperson who endorses a brand must actually use the brand.

The government can ban truthful commercial speech if it can be proven that the public good demands such restrictions.

Virtually all major advertisers and advertising agencies have in-house ad review procedures, typically including reviews by agency and client attorneys.

In which case did the Supreme Court signal the LEAST protection for commercial speech under the First Amendment?

How is the Distilled Spirits Council a model for industry self-regulation?

A copyright gives an organization the exclusive right to use or reproduce original work, such as an advertisement or package design, indefinitely.

A trademark must be registered with the Library of Congress.

A ________ is a representation of a cultural group that emphasizes a trait or group of traits that may or may not communicate an accurate representation of the group.

Which of the following is an example of a moral system?

The first step in the regulation process after the FTC determines that an ad is deceptive is the issuance of a cease-and-desist order.

Which of the following tools is designed to help marketers and advertising specialists decide what to do when faced with an ethical dilemma?

The current FTC policy on deception is clear and easy for advertisers to measure.

Which arm of the National Advertising Review Council is made up of people from the field of advertising who evaluate complaints submitted by consumers, consumer groups, industrial organizations, and advertising firms?

Compare and contrast a trademark and a copyright. Explain the importance of each and how each is protected.

The American Association of Advertising Agencies' Creative Code says that advertising agencies will not create advertising that has any of the following EXCEPT which one?

The main concern the FTC has when an advertiser substitutes for products during a demonstration (such as using a mixture of glue and water instead of ice cream) is ________.

The FTC accepts only research conducted by an independent research firm when investigating an advertiser's claim substantiation.