Exam 3: Brand Communication and Society

Many advertisements for weight-loss products feature before-and-after photos of individuals who have lost an astonishing amount of weight. While these products may work for some people, the results shown in the ads may not be typical. What are regulators' concerns regarding these ads, and how do advertisers of these products get away with showing such demonstrations?

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Question 1

Correct Answer:

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The concern regarding demonstrations is whether the demonstration Falsely upgrades the consumers' perception of the advertised brand. One technique some advertisers use to sidestep restrictions on demonstrations is to insert disclaimers or "supers," verbal or written words in the ad that indicate exceptions to the advertising claim made. Notice that most weight-loss product advertisements indicate "results are not typical" or "results might vary."

Which of the following is a stereotype about women that most commonly appears in advertisements?

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Question 2

Correct Answer:

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Nike's longtime symbol on its products and in its ads is the Nike "Swoosh," which looks like a curved checkmark. If another athletic shoemaker used that symbol on its products or in its ads, that company would most likely be guilty of ________.

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Question 3

Correct Answer:

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

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Question 4

Under the First Amendment to the U.S. Constitution, protection of commercial speech is absolute.

(True/False)

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Question 5

Which of the following is true regarding customs?

(Multiple Choice)

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Question 6

Common designs or symbols can be copyrighted.

(True/False)

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Question 7

_ efforts are typically shorter term than __ efforts are.

(Multiple Choice)

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Question 8

________ is advertising or other sales representations that praise the item to be sold with subjective opinions, superlatives, or exaggerations, stating no specific facts.

(Multiple Choice)

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Question 9

Explain the importance of avoiding the use of age-related stereotypes in advertisements.

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Question 10

Because standards of good taste are generally consistent across a culture, creating general guidelines for good taste in advertising is straightforward.

(True/False)

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Question 11

You, as a consumer, think that an advertisement you saw on television for a national brand is making a false claim. What can you do about it?

(Essay)

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Question 12

The Federal Communications Commission (FCC)can take action against ________.

(Multiple Choice)

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Question 13

A copyright 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.

(True/False)

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Question 14

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

(True/False)

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Question 15

Bayer Aspirin claims that it relieves headache pain three times faster than does Tylenol. What type of advertising is this?

(Multiple Choice)

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Question 16

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

(Multiple Choice)

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Question 17

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?

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Question 18

Stereotypes can be useful and aid communication by using easily understood symbolic meanings.

(True/False)

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Question 19

The process leading to the issuance of a cease-and-desist order is similar to that of a court trial.

(True/False)

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Question 20

Showing 1 - 20 of 150

Which of the following is a stereotype about women that most commonly appears in advertisements?

Nike's longtime symbol on its products and in its ads is the Nike "Swoosh," which looks like a curved checkmark. If another athletic shoemaker used that symbol on its products or in its ads, that company would most likely be guilty of ________.

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

Under the First Amendment to the U.S. Constitution, protection of commercial speech is absolute.

Which of the following is true regarding customs?

Common designs or symbols can be copyrighted.

_ efforts are typically shorter term than __ efforts are.

________ is advertising or other sales representations that praise the item to be sold with subjective opinions, superlatives, or exaggerations, stating no specific facts.

Explain the importance of avoiding the use of age-related stereotypes in advertisements.

Because standards of good taste are generally consistent across a culture, creating general guidelines for good taste in advertising is straightforward.

You, as a consumer, think that an advertisement you saw on television for a national brand is making a false claim. What can you do about it?

The Federal Communications Commission (FCC)can take action against ________.

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

Bayer Aspirin claims that it relieves headache pain three times faster than does Tylenol. What type of advertising is this?

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

Stereotypes can be useful and aid communication by using easily understood symbolic meanings.

The process leading to the issuance of a cease-and-desist order is similar to that of a court trial.

The New World of Marketing Communication

Integrated Brand Communication

How Brand Communication Works

Segmenting and Targeting the Audience

Strategic Research

Strategic Planning

Creative Strategy

Copywriting

Visual Communication

Media Basics

Traditional Media

Digital Media

Media Planning and Buying

Public Relations

Direct-Response

Promotions

The Imc Umbrella

Evaluation of Effectiveness

Filters

Exam 3: Brand Communication and Society

Which of the following is a stereotype about women that most commonly appears in advertisements?

Nike's longtime symbol on its products and in its ads is the Nike "Swoosh," which looks like a curved checkmark. If another athletic shoemaker used that symbol on its products or in its ads, that company would most likely be guilty of ________.

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

Under the First Amendment to the U.S. Constitution, protection of commercial speech is absolute.

Which of the following is true regarding customs?

Common designs or symbols can be copyrighted.

_______ efforts are typically shorter term than ________ efforts are.

________ is advertising or other sales representations that praise the item to be sold with subjective opinions, superlatives, or exaggerations, stating no specific facts.

Explain the importance of avoiding the use of age-related stereotypes in advertisements.

Because standards of good taste are generally consistent across a culture, creating general guidelines for good taste in advertising is straightforward.

You, as a consumer, think that an advertisement you saw on television for a national brand is making a false claim. What can you do about it?

The Federal Communications Commission (FCC)can take action against ________.

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

Bayer Aspirin claims that it relieves headache pain three times faster than does Tylenol. What type of advertising is this?

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

Stereotypes can be useful and aid communication by using easily understood symbolic meanings.

The process leading to the issuance of a cease-and-desist order is similar to that of a court trial.

The New World of Marketing Communication

Integrated Brand Communication

How Brand Communication Works

Segmenting and Targeting the Audience

Strategic Research

Strategic Planning

Creative Strategy

Copywriting

Visual Communication

Media Basics

Traditional Media

Digital Media

Media Planning and Buying

Public Relations

Direct-Response

Promotions

The Imc Umbrella

Evaluation of Effectiveness

Filters

_ efforts are typically shorter term than __ efforts are.