Deck 3: Brand Communication and Society

Question 1

A company that pays bloggers to pose as customers and post customer reviews online is using ________.

A)green marketing
B)cause marketing
C)mission marketing
D)flogging
E)networking

Answer 1

D

Question 2

Under U.S. law, businesses can seek damages from an advertiser who misrepresents the nature, characteristics, qualities, or geographic origin of a product in ________.

A)puffery
B)mission advertising
C)demand creation
D)comparative advertising
E)claim advertising

Answer 2

D

Question 3

Verbal or written words in an advertisement that indicate exceptions to the advertising claim made are known as ________.

A)ethics
B)puffs
C)endorsements
D)testimonials
E)disclaimers

Answer 3

E

Question 4

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

A)Puffery
B)Manipulative advertising
C)Deceptive advertising
D)Comparative advertising
E)Indirect advertising

Question 5

_______ efforts are typically shorter term than ________ efforts are.

A)Cause marketing; mission marketing
B)Mission marketing; integrated marketing
C)Green marketing; mission marketing
D)Not-for-profit marketing; mission marketing
E)Not-for-profit marketing; cause marketing

Question 6

Which is NOT an element of the FDA's 1996 restrictions on tobacco advertising?

A)a ban on all in-store advertising inside of stores located within 1,000 feet of a school or playground
B)a ban on outdoor ads within 1,000 feet of a school or playground
C)ads limited to black-and-white, text only, in magazines with 55 percent readership under the age of 18
D)$150 million provided to fund antismoking ads targeting children
E)a portion of the master settlement agreement dedicated to fund TV and print ads warning children about the dangers of smoking

Question 7

Which of the following prohibits consumers from taking cash from manufacturers, suppliers, or their representatives for making recommendations, reviews, or endorsements, unless full disclosure is provided?

A)the Word of Mouth Marketing Association's ethics code
B)the Fourth Principle of IMC
C)the American Association of Advertising Agencies' Creative Code
D)the TARES Test of Ethical Advertising
E)the Potter Box

Question 8

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

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 9

According to U.S. law, which of the following is NOT an element a company/plaintiff is required to prove to win a false advertising lawsuit about an ad containing a comparative claim?

A)False statements have been made about either product.
B)The ads actually deceived or had the tendency to deceive a substantial segment of the audience.
C)The offending advertiser intended to damage the complaining company's business.
D)The deception was "material" and likely to influence purchasing decisions.
E)Falsely advertised goods are sold in interstate commerce.

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.

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

Question 11

The question of whether advertising creates social values rather than merely reflecting them is known as ________.

A)the social-versus-economic debate
B)the competitive-versus-market power debate
C)the personal-versus-corporate debate
D)the personal-versus-social debate
E)the shape-versus-mirror debate

Question 12

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 ________.

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 13

In a focus group of women in their 50s, participants objected to health care ads showing older women with arthritis in sedentary positions. They would prefer to see the women working out in a gym. This is an example of ________.

A)marketing imperialism
B)cultural differences
C)deceptive advertising
D)ethnic stereotyping
E)age-related stereotyping

Question 14

Cigarette advertising on ________ has been banned since 1971.

A)radio only
B)television only
C)the Internet only
D)radio and television only
E)radio, television, and the Internet

Question 15

A(n)________ is any advertising message that consumers believe reflects the opinions, beliefs, or experiences of an individual, group, or institution.

A)endorsement
B)comparative ad
C)puffed ad
D)one-sided message
E)two-sided message

Question 16

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

A)women as the decision makers about major purchases
B)women as achievement-oriented
C)women as strong and independent
D)women as participants in sedentary activities
E)women as nurturers

Question 17

Which of the following is true regarding customs?

A)Customs can be stronger than laws.
B)Customs are easily discerned.
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 18

Some Asian and Middle Eastern countries are critical of what they see as America's materialism and disrespectful behavior toward women and elders and are worried that advertising will encourage their young people to adopt these viewpoints. The term to describe this phenomenon is ________.

A)marketing ethics
B)deceptive advertising
C)social decline
D)social responsibility
E)cultural imperialism

Question 19

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

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

Question 20

Which of the following is a term used to describe what happens when Western culture is imposed on others?

A)marketing imposition
B)cultural imposition
C)marketing imperialism
D)demand creation
E)marketing elitism

Question 21

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

A)Pure Food and Drug Act
B)Wheeler-Lea Amendment
C)Lanham Act
D)Federal Trade Commission Act
E)FTC Improvement Act

Question 22

In the TARES Test of Ethical Advertising, TARES stands for ________.

A)tested, authentic, regulated, ethical, and socially responsible
B)tested, aware, reasonable, essential, and socially responsible
C)truthful, aware, reasonable, equitable, and socially responsible
D)truthful, authentic, respectful, equitable, and socially responsible
E)truthful, actionable, rewarding, essential, and socially responsible

Question 23

Personal judgment and moral reasoning rest on ________.

A)explicit laws governing practice
B)membership in a professional association
C)an understanding of the law
D)a sense of right and wrong
E)a code of standards

Question 24

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

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

Question 25

The ________ prohibits unfair and deceptive acts and practices regardless of whether competition is injured.

A)Lanham Act
B)Wheeler-Lea Amendment
C)National Advertising Review Council
D)Pure Food and Drug Act
E)Magnuson-Moss Act

Question 26

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.

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

Question 27

Which of the following is true regarding a trademark?

A)It gives an organization the exclusive right to use or reproduce original work, such as an advertisement or package design, for a period of time.
B)Controls for protection are provided by the Library of Congress.
C)The Department of Labor protects unique trademarks from infringement by competitors.
D)It identifies the seller's brand and differentiates it from the brands of other sellers.
E)It must be registered with the Federal Trade Commission, which gives the organization exclusive use of the mark, as long as the trademark is maintained as an identification for a specific product.

Question 28

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

A)Missions
B)Ethics
C)Regulations
D)Customs
E)Traditions

Question 29

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 ________.

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

Question 30

Government oversight responsibility with respect to advertising includes ________.

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

Question 31

________ are frameworks for right actions and are primarily the domain of religion and philosophy.

A)Missions
B)Ethics
C)Morals
D)Customs
E)Traditions

Question 32

Which arm of the federal government creates laws regarding advertising?

A)executive branch
B)judicial branch
C)Federal Communications Commission
D)Congress
E)Federal Trade Commission

Question 33

________ makes laws, and ________ interpret those laws in specific situations.

A)The Supreme Court; the lower courts
B)Congress; the courts
C)The president; the courts
D)The president; the Senate and the House of Representatives
E)Congress; the FTC and the FCC

Question 34

With respect to guidelines for determining what is ethical, which is NOT one of the types of criteria for making an advertising decision?

A)individual moral upbringing
B)self-interest
C)professional ethics
D)industry standards of self-regulation
E)government regulations

Question 35

Which of the following refers to marketing that aligns the basic business practices and position of a brand with a cause, such as the environment or sustainability?

A)green marketing
B)social marketing
C)integrated marketing
D)mission marketing
E)not-for-profit marketing

Question 36

A recent trademark issue is protection for URLs, which are ________.

A)patents
B)trademarks
C)Internet domain names
D)self-regulating agencies
E)consumer-interest groups

Question 37

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?

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 38

Which of the following is NOT an aspect considered in the Potter Box?

A)facts
B)loyalties
C)regulations
D)principles
E)values

Question 39

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

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 40

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

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

Question 41

Which federal agency was formed to protect the public interest in radio and television broadcast communications?

A)Federal Trade Commission
B)Food and Drug Administration
C)Federal Communications Commission
D)Bureau of Alcohol, Tobacco, and Firearms
E)National Advertising Division

Question 42

Which federal agency oversees package labeling, ingredient listing, and advertising for food and drugs?

A)Federal Trade Commission
B)Food and Drug Administration
C)Federal Communications Commission
D)Bureau of Alcohol, Tobacco, and Firearms
E)National Advertising Division

Question 43

________ advertising features a product other than the primary, and usually controversial, product.

A)Deceptive
B)Unfair
C)Comparative
D)Injurious
E)Indirect

Question 44

Which of the following federal agencies regulates direct-mail and magazine advertising, as well as lotteries?

A)the U.S. Postal Service
B)the Federal Communications Commission
C)the Food and Drug Administration
D)the U.S. Patent and Trademark Office
E)the Library of Congress

Question 45

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

A)the media
B)advertisers
C)advertising agencies
D)A, B, and C
E)B and C only

Question 46

Which of the following is NOT an FTC course of action for deception and unfair advertising?

A)consent decrees
B)cease-and-desist orders
C)incarceration
D)corrective advertising
E)consumer redress

Question 47

Controls for copyright protection are provided by the ________.

A)Federal Communications Commission
B)Federal Trade Commission
C)Patent and Trademark Office
D)Department of Commerce
E)Library of Congress

Question 48

For an advertisement to be ruled deceptive, the deception must influence consumers' decision making about products and services, which is known as ________.

A)misleading
B)puffery
C)material injury
D)substantiation
E)double jeopardy

Question 49

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

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 50

All EXCEPT which of the following have governmental authority concerning some form of regulation of advertising?

A)Bureau of Alcohol, Tobacco, and Firearms
B)Federal Communications Commission
C)U.S. Postal Service
D)National Advertising Division
E)Food and Drug Administration

Question 51

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

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 52

Which of the following is NOT considered by the FTC when determining the reasonableness of a claim in an advertisement?

A)type and specificity of claim made
B)type of product
C)possible consequences of a false claim
D)degree of reliance on the claims by consumers
E)price of the product

Question 53

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

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

Question 54

Advertising intended to mislead consumers by making claims that are false or by failure to make full disclosure of important facts, or both, is called ________.

A)puff advertising
B)indirect advertising
C)deceptive advertising
D)unsubstantiated advertising
E)injurious advertising

Question 55

Which of the following CANNOT be copyrighted?

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

Question 56

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

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

Question 57

________ speech is speech that promotes commercial activity.

A)Political
B)Free
C)Unregulated
D)Commercial
E)Regulated

Question 58

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

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)the barring of 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 59

What is the primary agency governing the advertising industry?

A)Federal Communications Commission
B)Federal Trade Commission
C)Food and Drug Administration
D)National Advertising Review Council
E)National Advertising Division

Question 60

The most basic federal law that governs advertising is the ________ Amendment to the U.S. Constitution.

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

Question 61

The two operating arms of the National Advertising Review Council are the ________.

A)NAD and the NARB
B)NAD and the AAAA
C)AAF and the AAAA
D)FTC and the FCC
E)FTC and the NAD

Question 62

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

Question 63

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

A)National Advertising Division (NAD)
B)American Association of Advertising Agencies (AAAA)
C)Advertising Review Council (ARC)
D)American Advertising Federation (AAF)
E)appropriate government agency

Question 64

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

A)industry self-regulation
B)self-discipline
C)social ethic
D)self-regulation with outside help
E)personal ethic

Question 65

Which of the following is the landmark corrective advertising case?

A)Valentine v. Chrestensen
B)Warner-Lambert v. FTC
C)44 Liquormart, Inc. v FTC
D)Nike v. FTC
E)Cincinnati v. Discovery Network

Question 66

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

Question 67

When an industry develops, uses, and enforces norms, this is known as which type of self-regulation?

A)industry self-regulation
B)self-discipline
C)social ethic
D)professional ethic
E)personal ethic

Question 68

Marketing imperialism is a term used to describe what happens when Western culture is imposed on others.

Question 69

A trademark must be registered with the Library of Congress.

Question 70

In 1971, what organization did several professional advertising associations in conjunction with the Council of Better Business Bureaus establish to negotiate voluntary withdrawal of national advertising that professionals consider deceptive?

A)National Advertising Division (NAD)
B)National Advertising Review Board (NARB)
C)American Association of Advertising Agencies (AAAA)
D)National Advertising Review Council (NARC)
E)American Advertising Federation (AAF)

Question 71

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

Question 72

Which of the following statements regarding cease-and-desist orders issued by the Federal Trade Commission is FALSE?

A)A cease-and-desist order requires that the deceptive or unfair practice by a business be stopped within 30 days of issuance of the order.
B)A cease-and-desist order given to one firm is applicable to all firms in an industry.
C)An advertiser can appeal the order to the full five-member commission.
D)A cease-and-desist order is the first step in the regulation process after the FTC determines that an ad is deceptive.
E)The process leading to the issuance of a cease-and-desist order is similar to a court trial.

Question 73

Obviously exaggerated "puffing" claims are illegal.

Question 74

Critics of advertising tend to argue that advertising has power to shape social trends and the way people think and act.

Question 75

Several companies, such as Procter & Gamble, General Foods, and Colgate-Palmolive, have their own codes of behavior and criteria that determine whether advertisements are acceptable. Which type of self-regulation is this?

A)industry self-regulation
B)self-discipline
C)self-regulation with outside help
D)personal ethic
E)social ethic

Question 76

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

Question 77

Customs can be even stronger than laws.

Question 78

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

A)National Advertising Review Board (NARB)
B)American Association of Advertising Agencies (AAAA)
C)Federal Trade Commission (FTC)
D)American Advertising Federation (AAF)
E)Federal Communications Commission (FCC)

Question 79

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?

A)National Advertising Division (NAD)
B)National Advertising Review Board (NARB)
C)American Association of Advertising Agencies (AAAA)
D)Federal Trade Commission (FTC)
E)American Advertising Federation (AAF)

Question 80

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.