Question 1

What is the primary agency governing marketing communications?

Accepted Answer

A)  FCC 
B)  FTC 
C)  FDA 
D)  National Advertising Review Council 
E)  National Advertising Division 
A)  FCC 
B)  FTC 
C)  FDA 
D)  National Advertising Review Council 
E)  National Advertising Division B

Question 2

According to the Supreme Court,commercial speech could be restricted for all of the following reasons EXCEPT which one?

Accepted Answer

A)  It is untruthful. 
B)  It is harmful to the public. 
C)  It is deceptive. 
D)  It makes a political statement. 
E)  It is misleading. 
A)  It is untruthful. 
B)  It is harmful to the public. 
C)  It is deceptive. 
D)  It makes a political statement. 
E)  It is misleading. D

Question 3

OfficeMax has an advertisement that shows an African American with a bushy 1970s-era Afro hairdo dancing among office cubicles as he dispenses office supplies to fellow employees.The music he is dancing to is a famous song,"Rubberband Man," recorded by an African American singer.While OfficeMax claims this ad has been received favorably by consumers,it seems as though the response could have gone the other way.Explain why.

Accepted Answer

This ad illustrates one of the key ethical issues facing advertising professionals: stereotyping.Some could argue that OfficeMax is using a racial and ethnic stereotype of an African American dancing around in a low-level position in an organization.The stereotype is further exaggerated with the 1970s Afro hairdo.

Question 4

Which type of self-regulation occurs when an organization,such as an advertising agency,develops,uses,and enforces norms within its own practices?

Accepted Answer

A)  industry self-regulation 
B)  self-discipline 
C)  social ethics 
D)  self-regulation by public groups 
E)  personal ethics 
A)  industry self-regulation 
B)  self-discipline 
C)  social ethics 
D)  self-regulation by public groups 
E)  personal ethics

Question 5

What is the purpose of the Institute for Advertising Ethics' Principles and Practices for Advertising Ethics?

Accepted Answer

The Principles and Practices for Adverti

Question 6

Todd just took a job as the manager of a television station.What does he need to know about the station's responsibility for showing children's educational shows?

Accepted Answer

Todd needs to know that,based on a 1996

Question 7

Which of the following is true regarding customs?

Accepted Answer

A)  Customs can be stronger than laws. 
B)  Customs are easily identified and explained. 
C)  Customs are basically the same around the world. 
D)  Customs have little impact on the effectiveness of advertising. 
E)  Only natives of a culture can ever understand local customs. 
A)  Customs can be stronger than laws. 
B)  Customs are easily identified and explained. 
C)  Customs are basically the same around the world. 
D)  Customs have little impact on the effectiveness of advertising. 
E)  Only natives of a culture can ever understand local customs.

Question 8

The corrective advertising required by the Warner-Lambert v.FTC case shows how corrective advertising can change consumers' impressions created by deceptive advertising.

Accepted Answer

A) True 
 B)False

Question 9

List three ethical questions advertising professionals can ask themselves when confronted with ethical dilemmas concerning the social impact related to shockvertising.

Accepted Answer

The "Practical Tips" box provides five q

Question 10

Which of the following CANNOT be copyrighted?

Accepted Answer

A)  an advertisement 
B)  an idea 
C)  a package design 
D)  an illustration 
E)  a photograph 
A)  an advertisement 
B)  an idea 
C)  a package design 
D)  an illustration 
E)  a photograph

Question 11

The National Advertising Division (NAD)and the National Advertising Review Board (NARB)are government agencies that negotiate the voluntary withdrawal of national advertising that professionals consider deceptive.

Accepted Answer

A) True 
 B)False

Question 12

In which case did the Supreme Court establish a test that determines to what extent the government can restrict advertising?

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) 
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 13

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 14

Which of the following gives the House of Representatives and the Senate joint veto power over FTC regulations?

Accepted Answer

A)  1980 FTC Improvement Act 
B)  1938 Wheeler-Lea Amendment 
C)  1946 Lanham Act 
D)  1906 Pure Food and Drug Act 
E)  1975 Magnuson-Moss Warranty/FTC Improvement Act 
A)  1980 FTC Improvement Act 
B)  1938 Wheeler-Lea Amendment 
C)  1946 Lanham Act 
D)  1906 Pure Food and Drug Act 
E)  1975 Magnuson-Moss Warranty/FTC Improvement Act

Question 15

Which of the following was NOT required by the Children's Television Advertising Practice Act of 1990?

Accepted Answer

A)  a 10.5-minute-per-hour ceiling for commercials in children's weekend television programming 
B)  three hours of children's educational shows aired by all TV stations each week 
C)  commercial breaks that are clearly distinguished from programming 
D)  prohibiting the use of children's program characters to promote products in commercials 
E)  a 12-minute-per-hour limit for commercials in children's weekday television programming 
A)  a 10.5-minute-per-hour ceiling for commercials in children's weekend television programming 
B)  three hours of children's educational shows aired by all TV stations each week 
C)  commercial breaks that are clearly distinguished from programming 
D)  prohibiting the use of children's program characters to promote products in commercials 
E)  a 12-minute-per-hour limit for commercials in children's weekday television programming

Question 16

A ________ gives an organization the exclusive right to use or reproduce original work,such as an advertisement or package design,for a specified period of time.

Accepted Answer

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

Question 17

Which of the following was the agreement reached in 1996 between broadcasters,children's advocates,and the federal government?

Accepted Answer

A)  limiting advertising to 10 minutes per hour in children's weekend television programming 
B)  limiting advertising to 12.5 minutes per hour in children's weekday television programming 
C)  limiting advertising to 10 minutes per hour in all children's television programming 
D)  requiring all TV stations to air three hours of children's educational shows a week 
E)  banning all advertising during children's television programming 
A)  limiting advertising to 10 minutes per hour in children's weekend television programming 
B)  limiting advertising to 12.5 minutes per hour in children's weekday television programming 
C)  limiting advertising to 10 minutes per hour in all children's television programming 
D)  requiring all TV stations to air three hours of children's educational shows a week 
E)  banning all advertising during children's television programming

Question 18

Which of the following best explains why the amount of prescription drug advertising has increased since 1997?

Accepted Answer

A)  The American Medical Association approved the use of advertising to promote prescription drugs. 
B)  The federal government loosened its controls on the production of prescription drugs. 
C)  Pharmaceutical companies realized that a pull strategy would be more effective than a push strategy. 
D)  The federal government loosened its controls on pharmaceutical advertising. 
E)  Patents held by many pharmaceutical companies expired, resulting in price competition and heavy advertising. 
A)  The American Medical Association approved the use of advertising to promote prescription drugs. 
B)  The federal government loosened its controls on the production of prescription drugs. 
C)  Pharmaceutical companies realized that a pull strategy would be more effective than a push strategy. 
D)  The federal government loosened its controls on pharmaceutical advertising. 
E)  Patents held by many pharmaceutical companies expired, resulting in price competition and heavy advertising.

Question 19

What are the arguments against using sex appeals in an advertisement for a product that is not related to sex?

Accepted Answer

One argument is that the use o

Question 20

The media can reject ads that violate their standards of truth and good taste.

Accepted Answer

A) True 
 B)False

What is the primary agency governing marketing communications?

According to the Supreme Court,commercial speech could be restricted for all of the following reasons EXCEPT which one?

Which type of self-regulation occurs when an organization,such as an advertising agency,develops,uses,and enforces norms within its own practices?

What is the purpose of the Institute for Advertising Ethics' Principles and Practices for Advertising Ethics?

Todd just took a job as the manager of a television station.What does he need to know about the station's responsibility for showing children's educational shows?

Which of the following is true regarding customs?

The corrective advertising required by the Warner-Lambert v.FTC case shows how corrective advertising can change consumers' impressions created by deceptive advertising.

List three ethical questions advertising professionals can ask themselves when confronted with ethical dilemmas concerning the social impact related to shockvertising.

Which of the following CANNOT be copyrighted?

The National Advertising Division (NAD)and the National Advertising Review Board (NARB)are government agencies that negotiate the voluntary withdrawal of national advertising that professionals consider deceptive.

In which case did the Supreme Court establish a test that determines to what extent the government can restrict advertising?

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

Which of the following gives the House of Representatives and the Senate joint veto power over FTC regulations?

Which of the following was NOT required by the Children's Television Advertising Practice Act of 1990?

A ________ gives an organization the exclusive right to use or reproduce original work,such as an advertisement or package design,for a specified period of time.

Which of the following was the agreement reached in 1996 between broadcasters,children's advocates,and the federal government?

Which of the following best explains why the amount of prescription drug advertising has increased since 1997?

What are the arguments against using sex appeals in an advertisement for a product that is not related to sex?

The media can reject ads that violate their standards of truth and good taste.

Advertising

Brand Communication

How Brand Communication Works

Segmenting and Targeting the Audience

Strategic Research

Strategic Planning

The Creative Side

Promotional Writing

Visual Communication

Media Basics

Paid Media

Owned, Interactive, and Earned Media

Media Planning and Negotiation

Public Relations

Direct Response

Promotions

The Principles and Practice of IMC

Evaluating Imc Effectiveness

Filters

Exam 3: Brand Communication and Society

What is the primary agency governing marketing communications?

According to the Supreme Court,commercial speech could be restricted for all of the following reasons EXCEPT which one?

Which type of self-regulation occurs when an organization,such as an advertising agency,develops,uses,and enforces norms within its own practices?

What is the purpose of the Institute for Advertising Ethics' Principles and Practices for Advertising Ethics?

Todd just took a job as the manager of a television station.What does he need to know about the station's responsibility for showing children's educational shows?

Which of the following is true regarding customs?

The corrective advertising required by the Warner-Lambert v.FTC case shows how corrective advertising can change consumers' impressions created by deceptive advertising.

List three ethical questions advertising professionals can ask themselves when confronted with ethical dilemmas concerning the social impact related to shockvertising.

Which of the following CANNOT be copyrighted?

The National Advertising Division (NAD)and the National Advertising Review Board (NARB)are government agencies that negotiate the voluntary withdrawal of national advertising that professionals consider deceptive.

In which case did the Supreme Court establish a test that determines to what extent the government can restrict advertising?

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

Which of the following gives the House of Representatives and the Senate joint veto power over FTC regulations?

Which of the following was NOT required by the Children's Television Advertising Practice Act of 1990?

A ________ gives an organization the exclusive right to use or reproduce original work,such as an advertisement or package design,for a specified period of time.

Which of the following was the agreement reached in 1996 between broadcasters,children's advocates,and the federal government?

Which of the following best explains why the amount of prescription drug advertising has increased since 1997?

What are the arguments against using sex appeals in an advertisement for a product that is not related to sex?

The media can reject ads that violate their standards of truth and good taste.

Advertising

Brand Communication

How Brand Communication Works

Segmenting and Targeting the Audience

Strategic Research

Strategic Planning

The Creative Side

Promotional Writing

Visual Communication

Media Basics

Paid Media

Owned, Interactive, and Earned Media

Media Planning and Negotiation

Public Relations

Direct Response

Promotions

The Principles and Practice of IMC

Evaluating Imc Effectiveness

Filters