Exam 3: Advertising and Society

Which of the following statements is FALSE regarding commercial speech?

Marketing imperialism, or cultural imperialism, are terms used to describe ________.

The ________. is an examples of a moral system.

Many people objected to an ad that used a style of lighting and staging reminiscent of a porn movie to show prepubescent teens in their underwear because it was ________.

A spot for Just for Feet that showed a barefoot black man running through the wilderness tracked by a patrol in a Humvee was considered objectionable ________.

Advertising that is in poor taste and offensive is easily identified.

Discuss three types of ethical criteria that need to be considered when making an advertising decision.

Which is NOT included in the concept of social responsibility?

List five of the ten American Association of Advertising Agencies' Ten Guidelines for Comparative Advertising.

Bayer Aspirin claims that it relieves headache pain three times faster than does Tylenol, but this is not true. Under which law can Tylenol file a false advertising lawsuit about this false claim?

MINI-CASE Prior to 1997, broadcast ads for prescription drugs could not mention the ailment for which the drug received FDA approval for 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 web site. 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 drug would be just as effective. -Refer to Mini-Case. An advertisement by the manufacturer of Flonase, a prescription allergy nasal spray, compared its product with another nasal spray on the market, Nasonex, and claimed that it controlled allergy symptoms for a longer period of time. The ad was effective, resulting in a 2 percent increase in market share for Flonase. Manufacturers of Nasonex claimed that the advertisement misrepresented their product and basically made a false comparison. Under which law, can the manufacturer of Nasonex seek damages from the manufacturer of Flonase?

List the five specific statements of the American Association of Advertising Agencies' Creative Code.

________ motivates a business to perform a useful function within society and to make its impact on society positive rather than negative.

Explain the importance of avoiding age-related stereotypes that includes presenting mature people in a negative light.

________ is a set of moral principles that guide actions and create a sense of responsible behavior.

Under the ________ companies/plaintiffs are required to prove five elements to win a false advertising lawsuit about an ad making a comparative claim.

MINI-CASE 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. -Refer to Mini-Case. One ad for Barbie showed an animated Barbie character diving off of a diving board doing flips and twists before landing in a pool. The ad was advertising a Barbie doll with a diving board that can be attached to the side of a bathtub, and Amy begged her mother for the doll and got it, but she was very disappointed when the doll did not perform like she saw in the commercial. She realized she had to hold on to the doll to make it flip around and dive into the water. What was wrong with this ad?

International advertisers do not fear actual laws; they fear not knowing those laws.

A relatively new remedy for deceptive and unfair advertising taken by the FTC is to ________.

Indirect advertising that features a product other than the primary, and usually controversial, product is illegal in most countries.