Question 1

The Children's Food and Beverage Advertising Initiative is a federal law regulating the marketing of so-called "junk food" to children.

Accepted Answer

A) True 
 B)False  False

Question 2

Which of the following is NOT an element of the Master Settlement Agreement of 1998?

Accepted Answer

A) a ban on all in-store advertising located within 1,000 feet of a school 
B) a ban on direct targeting of youth 
C) restriction of the use of cartoon characters 
D) $150 million provided to fund antismoking ads targeting children 
E) restriction of product placements in entertainment media 
A) a ban on all in-store advertising located within 1,000 feet of a school 
B) a ban on direct targeting of youth 
C) restriction of the use of cartoon characters 
D) $150 million provided to fund antismoking ads targeting children 
E) restriction of product placements in entertainment media A

Question 3

Differentiate between a trademark and a copyright.Explain the importance of each and how each is protected.

Accepted Answer

A trademark 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.A trademark that is registered through the Patent and Trademark Office of the Department of Commerce gives the organization exclusive use of the mark,as long as the trademark is maintained as identification for a specific product.Because trademarks are critical communication devices for products and services,they are important to advertising.A copyright gives an organization the exclusive right to use or reproduce original work,such as an advertisement or package design,for a period of time.Controls for copyright protection are provided by the Library of Congress.Advertising is a competitive business in which copycat ads abound,and copyrighting of coined words,phrases,illustrations,characters,and photographs can offer some protection from other advertisers who borrow too heavily from their competitors.

Question 4

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 an advantage of this regulatory change?

Accepted Answer

Some doctors appreciate that t

Question 5

The Better Business Bureau is a government agency with the power to oversee advertising,particularly local advertising.

Accepted Answer

A) True 
 B)False

Question 6

Which of the following provides regulations protecting consumers from misleading claims?

Accepted Answer

A) Master Settlement Agreement 
B) American Association of Advertising Agencies 
C) Institute for Advertising Ethics 
D) Federal Trade Commission 
E) Public Relations Society of America 
A) Master Settlement Agreement 
B) American Association of Advertising Agencies 
C) Institute for Advertising Ethics 
D) Federal Trade Commission 
E) Public Relations Society of America

Question 7

A radio host who makes gender stereotyped references that are in poor taste could face action from the FTC.

Accepted Answer

A) True 
 B)False

Question 8

________ 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 9

A ________ is the first step in the regulation process after the FTC determines that an ad is deceptive.

Accepted Answer

A) consent decree 
B) cease-and-desist order 
C) corrective advertising campaign 
D) consumer redress order 
E) deposition 
A) consent decree 
B) cease-and-desist order 
C) corrective advertising campaign 
D) consumer redress order 
E) deposition

Question 10

Government oversight responsibility with respect to advertising includes ________.

Accepted Answer

A) professional discipline 
B) self-regulation 
C) laws and regulations 
D) right to refuse 
E) community group regulation 
A) professional discipline 
B) self-regulation 
C) laws and regulations 
D) right to refuse 
E) community group regulation

Question 11

The Federal Trade Commission (FTC)is the primary agency governing the advertising industry.

Accepted Answer

A) True 
 B)False

Question 12

When Kraft foods made a claim that their processed cheese slices contained as much calcium as five ounces of milk,the Federal Trade Commission investigated it as a deceptive claim.Although Kraft admitted that a cheese slice did not actually contain as much calcium as claimed due to processing,the company argued that its ad was not deceptive because consumer research indicated that calcium content was not important to consumers when deciding among brands of cheese.Basically,Kraft's defense was based on its belief that the misleading claim ________.

Accepted Answer

A) did not lead to material injury to consumers,and thus it was not deceptive 
B) did not claim anything different from other cheese manufacturers 
C) was not technically misleading if consumers didn't think it was 
D) was not reasonable from the consumers' point of view 
E) did not omit any important information 
A) did not lead to material injury to consumers,and thus it was not deceptive 
B) did not claim anything different from other cheese manufacturers 
C) was not technically misleading if consumers didn't think it was 
D) was not reasonable from the consumers' point of view 
E) did not omit any important information

Question 13

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

Accepted Answer

A) True 
 B)False

Question 14

A code of ethics identifies how a professional in the industry must respond when faced with ethical questions.

Accepted Answer

A) True 
 B)False

Question 15

Which Amendment to the U.S.Constitution states that Congress shall make no law "abridging the freedom of speech or of the press"?

Accepted Answer

A) First 
B) Second 
C) Third 
D) Fourth 
E) Fifth 
A) First 
B) Second 
C) Third 
D) Fourth 
E) Fifth

Question 16

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?

Accepted Answer

Some doctors claim that they are being p

Question 17

If the National Advertising Division (NAD)and an allegedly deceptive advertiser cannot reach a satisfactory resolution,the case is referred to the ________.

Accepted Answer

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

Question 18

Charley's Fish Fry restaurant claims it has the "best seafood in town." What type of claim does the Federal Trade Commission consider this to be?

Accepted Answer

A) deceptive 
B) comparative 
C) puffery 
D) endorsement 
E) indirect 
A) deceptive 
B) comparative 
C) puffery 
D) endorsement 
E) indirect

Question 19

________ results when an external message drives people to feel a need or want to buy a product.

Accepted Answer

A) Demand creation 
B) Direct marketing 
C) Social marketing 
D) Cause marketing 
E) Mission marketing 
A) Demand creation 
B) Direct marketing 
C) Social marketing 
D) Cause marketing 
E) Mission marketing

Question 20

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

Accepted Answer

A) trademark 
B) copyright 
C) logo 
D) patent 
E) brand name 
A) trademark 
B) copyright 
C) logo 
D) patent 
E) brand name

The Children's Food and Beverage Advertising Initiative is a federal law regulating the marketing of so-called "junk food" to children.

Which of the following is NOT an element of the Master Settlement Agreement of 1998?

Differentiate between a trademark and a copyright.Explain the importance of each and how each is protected.

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 an advantage of this regulatory change?

The Better Business Bureau is a government agency with the power to oversee advertising,particularly local advertising.

Which of the following provides regulations protecting consumers from misleading claims?

A radio host who makes gender stereotyped references that are in poor taste could face action from the FTC.

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

A ________ is the first step in the regulation process after the FTC determines that an ad is deceptive.

Government oversight responsibility with respect to advertising includes ________.

The Federal Trade Commission (FTC)is the primary agency governing the advertising industry.

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

A code of ethics identifies how a professional in the industry must respond when faced with ethical questions.

Which Amendment to the U.S.Constitution states that Congress shall make no law "abridging the freedom of speech or of the press"?

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?

If the National Advertising Division (NAD)and an allegedly deceptive advertiser cannot reach a satisfactory resolution,the case is referred to the ________.

Charley's Fish Fry restaurant claims it has the "best seafood in town." What type of claim does the Federal Trade Commission consider this to be?

________ results when an external message drives people to feel a need or want to buy a product.

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

Strategic Brand Communication

Advertising

Public Relations

Action and Interaction: Direct Response and Promotions

How Brand Communication Works

Strategic Research

Segmenting and Targeting the Audience

Strategic Planning

The Creative Side

Promotional Writing

Visual Communication

Media Basics

Paid Media

Owned,interactive, and Earned Media

Media Planning and Negotiation

Imc Management

Evaluating Imc Effectiveness

Filters

Exam 18: Social Impact,responsibility, and Ethics: Is It Right

The Children's Food and Beverage Advertising Initiative is a federal law regulating the marketing of so-called "junk food" to children.

Which of the following is NOT an element of the Master Settlement Agreement of 1998?

Differentiate between a trademark and a copyright.Explain the importance of each and how each is protected.

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 an advantage of this regulatory change?

The Better Business Bureau is a government agency with the power to oversee advertising,particularly local advertising.

Which of the following provides regulations protecting consumers from misleading claims?

A radio host who makes gender stereotyped references that are in poor taste could face action from the FTC.

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

A ________ is the first step in the regulation process after the FTC determines that an ad is deceptive.

Government oversight responsibility with respect to advertising includes ________.

The Federal Trade Commission (FTC)is the primary agency governing the advertising industry.

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

A code of ethics identifies how a professional in the industry must respond when faced with ethical questions.

Which Amendment to the U.S.Constitution states that Congress shall make no law "abridging the freedom of speech or of the press"?

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?

If the National Advertising Division (NAD)and an allegedly deceptive advertiser cannot reach a satisfactory resolution,the case is referred to the ________.

Charley's Fish Fry restaurant claims it has the "best seafood in town." What type of claim does the Federal Trade Commission consider this to be?

________ results when an external message drives people to feel a need or want to buy a product.

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

Strategic Brand Communication

Advertising

Public Relations

Action and Interaction: Direct Response and Promotions

How Brand Communication Works

Strategic Research

Segmenting and Targeting the Audience

Strategic Planning

The Creative Side

Promotional Writing

Visual Communication

Media Basics

Paid Media

Owned,interactive, and Earned Media

Media Planning and Negotiation

Imc Management

Evaluating Imc Effectiveness

Filters