moriarty_adv-imc9_tif_ch3 (1).doc

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Advertising & IMC: Principles and Practice, 9e (Moriarty)

Chapter 3 Brand Communication and Society

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

A) Demand creationB) Direct marketing) !ocial marketingD) ause marketing") #ission marketingAnswer$ ADiff$ 1 %age &ef$ '(!kill$ onceptAA!B$ "thical understanding and reasoning abilitiesb*ective$ +,1

-) he /uestion of whether advertising creates social values rather than merely reflecting them isknown as ________.A) the social,versus,economic debateB) the competitive,versus,market power debate) the personal,versus,corporate debateD) the personal,versus,social debate") the shape,versus,mirror debateAnswer$ "Diff$ - %age &ef$ ''!kill$ onceptAA!B$ "thical understanding and reasoning abilities

b*ective$ +,1

+) A ________ is a representation of a cultural group that emphasi0es a trait or group of traitsthat may or may not communicate an accurate representation of the group.A) normB) reference group) symbolD) mean") stereotypeAnswer$ "Diff$ 1 %age &ef$ '!kill$ onceptAA!B$ "thical understanding and reasoning abilitiesb*ective$ +,1

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7) 8hich of the following is a stereotype about women that most commonly appears inadvertisements9A) women as the decision makers about ma*or purchasesB) women as achievement,oriented) women as strong and independent

D) women as participants in sedentary activities") women as nurturersAnswer$ "Diff$ - %age &ef$ ':!kill$ onceptAA!B$ #ulticultural and diversity understandingb*ective$ +,1

() 8hich of the following is a term used to describe what happens when 8estern culture isimposed on others9A) marketing imposition

B) cultural imposition) marketing imperialismD) demand creation") marketing elitismAnswer$ Diff$ 1 %age &ef$ ;3!kill$ onceptAA!B$ "thical understanding and reasoning abilitiesb*ective$ +,1

') !ome Asian and #iddle "astern countries are critical of what they see as America<smaterialism and disrespectful behavior toward women and elders and are worried thatadvertising will encourage their young people to adopt these viewpoints. he term to describethis phenomenon is ________.A) marketing ethicsB) deceptive advertising) social declineD) social responsibility") cultural imperialismAnswer$ "Diff$ - %age &ef$ ;3!kill$ onceptAA!B$ "thical understanding and reasoning abilitiesb*ective$ +,1

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;) 8hich of the following is true regarding customs9A) ustoms can be stronger than laws.B) ustoms are easily discerned.) ustoms are basically the same around the world.D) ustoms have little impact on the effectiveness of advertising.

") nly natives of a culture can ever understand local customs.Answer$ ADiff$ - %age &ef$ ;3!kill$ onceptAA!B$ Dynamics of the global economyb*ective$ +,1

) 5n a focus group of women in their (3s4 participants ob*ected to health care ads showing olderwomen with arthritis in sedentary positions. hey would prefer to see the women working out ina gym. his is an example of ________.A) marketing imperialismB) cultural differences) deceptive advertisingD) ethnic stereotyping") age,related stereotypingAnswer$ "Diff$ - %age &ef$ ;3!kill$ onceptAA!B$ #ulticultural and diversity understandingb*ective$ +,1

:) ________ is advertising or other sales representations that praise the item to be sold withsub*ective opinions4 superlatives4 or exaggerations4 stating no specific facts.A) %ufferyB) #anipulative advertising) Deceptive advertisingD) omparative advertising") 5ndirect advertisingAnswer$ ADiff$ 1 %age &ef$ ;1!kill$ onceptAA!B$ "thical understanding and reasoning abilitiesb*ective$ +,1

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13) =nder =.!. law4 businesses can seek damages from an advertiser who misrepresents thenature4 characteristics4 /ualities4 or geographic origin of a product in ________.A) pufferyB) mission advertising) demand creation

D) comparative advertising") claim advertisingAnswer$ DDiff$ - %age &ef$ ;1!kill$ onceptAA!B$ "thical understanding and reasoning abilitiesb*ective$ +,1

11) According to =.!. law4 which of the following is > an element a company?plaintiff isre/uired to prove to win a false advertising lawsuit about an ad containing a comparative claim9A) @alse statements have been made about either product.B) he ads actually deceived or had the tendency to deceive a substantial segment of theaudience.) he offending advertiser intended to damage the complaining company<s business.D) he deception was material and likely to influence purchasing decisions.") @alsely advertised goods are sold in interstate commerce.Answer$ Diff$ + %age &ef$ ;-!kill$ onceptAA!B$ "thical understanding and reasoning abilitiesb*ective$ +,1

1-) An) ________ is any advertising message that consumers believe reflects the opinions4 beliefs4 or experiences of an individual4 group4 or institution.A) endorsementB) comparative ad) puffed adD) one,sided message") two,sided messageAnswer$ ADiff$ 1 %age &ef$ ;-,;+!kill$ onceptAA!B$ ommunication abilitiesb*ective$ +,1

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1+) A company that pays bloggers to pose as customers and post customer reviews online isusing ________.A) green marketingB) cause marketing) mission marketing

D) flogging") networkingAnswer$ DDiff$ - %age &ef$ ;+!kill$ onceptAA!B$ "thical understanding and reasoning abilitiesb*ective$ +,1

17) 8hich of the following prohibits consumers from taking cash from manufacturers4 suppliers4or their representatives for making recommendations4 reviews4 or endorsements4 unless fulldisclosure is provided9A) the 8ord of #outh #arketing Association<s ethics codeB) the @ourth %rinciple of 5#) the American Association of Advertising Agencies< reative odeD) the A&"! est of "thical Advertising") the %otter BoxAnswer$ ADiff$ - %age &ef$ ;+!kill$ onceptAA!B$ "thical understanding and reasoning abilitiesb*ective$ +,1

1() Cerbal or written words in an advertisement that indicate exceptions to the advertising claimmade are known as ________.A) ethicsB) puffs) endorsementsD) testimonials") disclaimersAnswer$ "Diff$ - %age &ef$ ;+!kill$ onceptAA!B$ "thical understanding and reasoning abilitiesb*ective$ +,1

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1') he main concern the @ has when an advertiser substitutes for products during ademonstration such as using a mixture of glue and water instead of ice cream) is ________.A) whether the substitution is necessaryB) whether the demonstration uses puffery) whether the advertiser indicates that substitutes are used in the demonstration

D) whether the consumer knows substitutes are used in the demonstration") whether the demonstration falsely upgrades the consumers< perception of the advertised brandAnswer$ "Diff$ + %age &ef$ ;+!kill$ onceptAA!B$ "thical understanding and reasoning abilitiesb*ective$ +,1

1;) igarette advertising on ________ has been banned since 1:;1.A) radio onlyB) television only

) the 5nternet onlyD) radio and television only") radio4 television4 and the 5nternetAnswer$ DDiff$ - %age &ef$ ;7!kill$ onceptAA!B$ "thical understanding and reasoning abilitiesb*ective$ +,1

1) 8hich is > an element of the @DA<s 1::' restrictions on tobacco advertising9A) a ban on all in,store advertising inside of stores located within 14333 feet of a school or playgroundB) a ban on outdoor ads within 14333 feet of a school or playground) ads limited to black,and,white4 text only4 in maga0ines with (( percent readership under theage of 1D) 1(3 million provided to fund antismoking ads targeting children") a portion of the master settlement agreement dedicated to fund C and print ads warningchildren about the dangers of smokingAnswer$ ADiff$ + %age &ef$ ;(!kill$ onceptAA!B$ "thical understanding and reasoning abilitiesb*ective$ +,1

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1:) 8hich of the following best explains why the amount of prescription drug advertising hasincreased since 1::;9A) he American #edical Association approved the use of advertising to promote prescriptiondrugs.B) he federal government loosened its controls on the production of prescription drugs.

) %harmaceutical companies reali0ed that a pull strategy would be more effective than a pushstrategy.D) he federal government loosened its controls on pharmaceutical advertising.") %atents held by many pharmaceutical companies expired4 resulting in price competition andheavy advertising.Answer$ DDiff$ + %age &ef$ ;(!kill$ onceptAA!B$ "thical understanding and reasoning abilitiesb*ective$ +,1

-3) _______ efforts are typically shorter term than ________ efforts are.A) ause marketingE mission marketingB) #ission marketingE integrated marketing) Freen marketingE mission marketingD) >ot,for,profit marketingE mission marketing") >ot,for,profit marketingE cause marketingAnswer$ ADiff$ - %age &ef$ ;'!kill$ onceptAA!B$ "thical understanding and reasoning abilitiesb*ective$ +,1

-1) 8hich of the following refers to marketing that aligns the basic business practices and position of a brand with a cause4 such as the environment or sustainability9A) green marketingB) social marketing) integrated marketingD) mission marketing") not,for,profit marketingAnswer$ DDiff$ 1 %age &ef$ ;'!kill$ onceptAA!B$ "thical understanding and reasoning abilities

b*ective$ +,1

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--) ________ are the shoulds and oughts of behavior.A) #issionsB) "thics) &egulationsD) ustoms

") raditionsAnswer$ BDiff$ 1 %age &ef$ ;'!kill$ onceptAA!B$ "thical understanding and reasoning abilitiesb*ective$ +,-

-+) ________ are frameworks for right actions and are primarily the domain of religion and philosophy.A) #issionsB) "thics

) #oralsD) ustoms") raditionsAnswer$ Diff$ 1 %age &ef$ ;'!kill$ onceptAA!B$ "thical understanding and reasoning abilitiesb*ective$ +,-

-7) 8hich of the following is an example of a moral system9A) the en ommandmentsB) the AAAA<s reative ode) the A&"! est of "thical AdvertisingD) the %otter Box") the Bill of &ightsAnswer$ ADiff$ - %age &ef$ ;'!kill$ onceptAA!B$ "thical understanding and reasoning abilitiesb*ective$ +,-




-() 8ith respect to guidelines for determining what is ethical4 which is > one of the types ofcriteria for making an advertising decision9A) individual moral upbringingB) self,interest) professional ethics

D) industry standards of self,regulation") government regulationsAnswer$ BDiff$ - %age &ef$ ;;!kill$ onceptAA!B$ "thical understanding and reasoning abilitiesb*ective$ +,-

-') %ersonal *udgment and moral reasoning rest on ________.A) explicit laws governing practiceB) membership in a professional association

) an understanding of the lawD) a sense of right and wrong") a code of standardsAnswer$ DDiff$ - %age &ef$ ;!kill$ onceptAA!B$ "thical understanding and reasoning abilitiesb*ective$ +,-

-;) he American Association of Advertising Agencies< reative ode says that advertisingagencies will not create advertising that has any of the following "G"% which one9A) false or misleading statementsB) puffs) price claims that are misleadingD) testimonials that do not reflect the real opinion of the individual involved") statements offensive to public decencyAnswer$ BDiff$ + %age &ef$ ;:!kill$ onceptAA!B$ "thical understanding and reasoning abilitiesb*ective$ +,-

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-) #any professions write a code of ________ to help guide practitioners toward ethical behavior.A) moralsB) ethics) laws

D) regulations") missionsAnswer$ BDiff$ - %age &ef$ ;:!kill$ onceptAA!B$ "thical understanding and reasoning abilitiesb*ective$ +,-

-:) 8hich of the following tools is designed to help marketers and advertising specialists decidewhat to do when faced with an ethical dilemma9A) a !8 analysisB) a %otter Box) a =&HD) the >A&B") the BBBAnswer$ BDiff$ - %age &ef$ 3!kill$ onceptAA!B$ "thical understanding and reasoning abilitiesb*ective$ +,-

+3) 8hich of the following is > an aspect considered in the %otter Box9A) factsB) loyalties) regulationsD) principles") valuesAnswer$ Diff$ + %age &ef$ 3!kill$ onceptAA!B$ "thical understanding and reasoning abilitiesb*ective$ +,-

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+1) 5n the A&"! est of "thical Advertising4 A&"! stands for ________.A) tested4 authentic4 regulated4 ethical4 and socially responsibleB) tested4 aware4 reasonable4 essential4 and socially responsible) truthful4 aware4 reasonable4 e/uitable4 and socially responsibleD) truthful4 authentic4 respectful4 e/uitable4 and socially responsible

") truthful4 actionable4 rewarding4 essential4 and socially responsibleAnswer$ DDiff$ + %age &ef$ 3!kill$ onceptAA!B$ "thical understanding and reasoning abilitiesb*ective$ +,-

+-) Fovernment oversight responsibility with respect to advertising includes ________.A) professional disciplineB) self,regulation) laws and regulations

D) right to refuse") community group regulationAnswer$ Diff$ - %age &ef$ 1!kill$ onceptAA!B$ "thical understanding and reasoning abilitiesb*ective$ +,+

++) ________ makes laws4 and ________ interpret those laws in specific situations.A) he !upreme ourtE the lower courtsB) ongressE the courts) he presidentE the courtsD) he presidentE the !enate and the 6ouse of &epresentatives") ongressE the @ and the @Answer$ BDiff$ - %age &ef$ 1!kill$ onceptAA!B$ "thical understanding and reasoning abilitiesb*ective$ +,+

+7) 8hich arm of the federal government creates laws regarding advertising9A) executive branchB) *udicial branch

) @ederal ommunications ommissionD) ongress") @ederal rade ommissionAnswer$ DDiff$ - %age &ef$ 1!kill$ onceptAA!B$ "thical understanding and reasoning abilitiesb*ective$ +,+

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+() he ________ prohibits unfair and deceptive acts and practices regardless of whethercompetition is in*ured.A) Hanham ActB) 8heeler,Hea Amendment) >ational Advertising &eview ouncil

D) %ure @ood and Drug Act") #agnuson,#oss ActAnswer$ BDiff$ + %age &ef$ 1!kill$ onceptAA!B$ "thical understanding and reasoning abilitiesb*ective$ +,+

+') A brand4 a corporate or store name4 or a distinctive symbol that identifies the seller<s brandand thus differentiates it from the brands of other sellers is called a ________.A) trademark

B) copyright) logoD) patent") brand nameAnswer$ ADiff$ 1 %age &ef$ -!kill$ onceptb*ective$ +,+

+;) 8hich of the following is true regarding a trademark9A) 5t gives an organi0ation the exclusive right to use or reproduce original work4 such as anadvertisement or package design4 for a period of time.B) ontrols for protection are provided by the Hibrary of ongress.) he Department of Habor protects uni/ue trademarks from infringement by competitors.D) 5t identifies the seller<s brand and differentiates it from the brands of other sellers.") 5t must be registered with the @ederal rade ommission4 which gives the organi0ationexclusive use of the mark4 as long as the trademark is maintained as an identification for aspecific product.Answer$ DDiff$ + %age &ef$ -!kill$ onceptb*ective$ +,+

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+) =nder which of the following are uni/ue trademarks protected from infringement bycompetitors9A) %ure @ood and Drug ActB) 8heeler,Hea Amendment) Hanham Act

D) @ederal rade ommission Act") @ 5mprovement ActAnswer$ Diff$ + %age &ef$ -!kill$ onceptAA!B$ "thical understanding and reasoning abilitiesb*ective$ +,+

+:) A recent trademark issue is protection for =&Hs4 which are ________.A) patentsB) trademarks

) 5nternet domain namesD) self,regulating agencies") consumer,interest groupsAnswer$ Diff$ - %age &ef$ -!kill$ onceptAA!B$ =se of information technologyb*ective$ +,+

73) A ________ gives an organi0ation the exclusive right to use or reproduce original work4 suchas an advertisement or package design4 for a specified period of time.A) trademark B) servicemark ) copyrightD) patent") brand nameAnswer$ Diff$ 1 %age &ef$ -!kill$ onceptb*ective$ +,+

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71) 8hich of the following A>> be copyrighted9A) an advertisementB) an idea) a package designD) an illustration

") a photographAnswer$ BDiff$ - %age &ef$ -!kill$ onceptAA!B$ "thical understanding and reasoning abilitiesb*ective$ +,+

7-) ontrols for copyright protection are provided by the ________.A) @ederal ommunications ommissionB) @ederal rade ommission) %atent and rademark ffice

D) Department of ommerce") Hibrary of ongressAnswer$ "Diff$ + %age &ef$ -!kill$ onceptAA!B$ "thical understanding and reasoning abilitiesb*ective$ +,+

7+) he most basic federal law that governs advertising is the ________ Amendment to the =.!.onstitution.A) @irstB) !econd) hirdD) @ourth") @ifthAnswer$ ADiff$ 1 %age &ef$ -!kill$ onceptAA!B$ "thical understanding and reasoning abilitiesb*ective$ +,+

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77) 8hich Amendment to the =.!. onstitution states that ongress shall make no lawabridging the freedom of speech or of the press9A) @irstB) !econd) hird

D) @ourth") @ifthAnswer$ ADiff$ - %age &ef$ -!kill$ onceptAA!B$ "thical understanding and reasoning abilitiesb*ective$ +,+

7() ________ speech is speech that promotes commercial activity.A) %oliticalB) @ree) =nregulatedD) ommercial") &egulatedAnswer$ DDiff$ 1 %age &ef$ -!kill$ onceptAA!B$ ommunication abilitiesb*ective$ +,+

7') 5n which case did the !upreme ourt establish a test that determines to what extent thegovernment can restrict advertising9A) Valentine v. Chrestensen 1:7-)B) Virginia State Board of Pharmacy v. Virginia Citizens Consumer Council 1:;')) Central Hudson Gas & Electric Corporation v. Pulic Service Commission of !e" #or$ 1:3)D) Cincinnati v. %iscovery !et"or$ 1::+)") 'i(uormart) *nc. v. +hode *sland 1::()Answer$ Diff$ + %age &ef$ -!kill$ onceptAA!B$ "thical understanding and reasoning abilitiesb*ective$ +,+

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7;) ________ advertising features a product other than the primary4 and usually controversial4 product.A) DeceptiveB) =nfair ) omparative

D) 5n*urious") 5ndirectAnswer$ "Diff$ 1 %age &ef$ +!kill$ onceptAA!B$ ommunication abilitiesb*ective$ +,+

7) 8hat is the primary agency governing the advertising industry9A) @ederal ommunications ommissionB) @ederal rade ommission

) @ood and Drug AdministrationD) >ational Advertising &eview ouncil") >ational Advertising DivisionAnswer$ BDiff$ 1 %age &ef$ 7!kill$ onceptAA!B$ "thical understanding and reasoning abilitiesb*ective$ +,+

7:) 8hich federal agency oversees package labeling4 ingredient listing4 and advertising for foodand drugs9A) @ederal rade ommissionB) @ood and Drug Administration) @ederal ommunications ommissionD) Bureau of Alcohol4 obacco4 and @irearms") >ational Advertising DivisionAnswer$ BDiff$ 1 %age &ef$ (!kill$ onceptAA!B$ "thical understanding and reasoning abilitiesb*ective$ +,+

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(3) 8hich federal agency was formed to protect the public interest in radio and television broadcast communications9A) @ederal rade ommissionB) @ood and Drug Administration) @ederal ommunications ommission

D) Bureau of Alcohol4 obacco4 and @irearms") >ational Advertising DivisionAnswer$ Diff$ 1 %age &ef$ (!kill$ onceptAA!B$ ommunication abilitiesb*ective$ +,+

(1) he @ederal ommunications ommission @) can take action against ________.A) the mediaB) advertisers

) advertising agenciesD) A4 B4 and ") B and onlyAnswer$ ADiff$ - %age &ef$ (!kill$ onceptAA!B$ "thical understanding and reasoning abilitiesb*ective$ +,+

(-) 8hich of the following federal agencies regulates direct,mail and maga0ine advertising4 aswell as lotteries9A) the =.!. %ostal !erviceB) the @ederal ommunications ommission) the @ood and Drug AdministrationD) the =.!. %atent and rademark ffice") the Hibrary of ongressAnswer$ ADiff$ - %age &ef$ (!kill$ onceptAA!B$ "thical understanding and reasoning abilitiesb*ective$ +,+

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(+) All "G"% which of the following have governmental authority concerning some form ofregulation of advertising9A) Bureau of Alcohol4 obacco4 and @irearmsB) @ederal ommunications ommission) =.!. %ostal !ervice

D) >ational Advertising Division") @ood and Drug AdministrationAnswer$ DDiff$ - %age &ef$ (4 :!kill$ onceptAA!B$ "thical understanding and reasoning abilitiesb*ective$ +,+

(7) 8hich of the following was > re/uired by the hildren<s elevision Advertising %racticeAct of 1::39A) a 13.(,minute,per,hour ceiling for commercials in children<s weekend television

programmingB) three hours of children<s educational shows aired by all C stations each week) commercial breaks that are clearly distinguished from programmingD) the barring of the use of children<s program characters to promote products in commercials") a 1-,minute,per,hour limit for commercials in children<s weekday television programmingAnswer$ BDiff$ + %age &ef$ '!kill$ onceptAA!B$ "thical understanding and reasoning abilitiesb*ective$ +,+

(() 8hich of the following was the agreement reached in 1::' between broadcasters4 children<sadvocates4 and the federal government9A) limiting advertising to 13 minutes per hour in children<s weekend television programmingB) limiting advertising to 1-.( minutes per hour in children<s weekday television programming) limiting advertising to 13 minutes per hour in all children<s television programmingD) re/uiring all C stations to air three hours of children<s educational shows a week ") banning all advertising during children<s television programmingAnswer$ DDiff$ + %age &ef$ '!kill$ onceptAA!B$ "thical understanding and reasoning abilitiesb*ective$ +,+

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(') Advertising intended to mislead consumers by making claims that are false or by failure tomake full disclosure of important facts4 or both4 is called ________.A) puff advertisingB) indirect advertising) deceptive advertising

D) unsubstantiated advertising") in*urious advertisingAnswer$ Diff$ 1 %age &ef$ '!kill$ onceptAA!B$ "thical understanding and reasoning abilitiesb*ective$ +,+

(;) @or an advertisement to be ruled deceptive4 the deception must influence consumers< decisionmaking about products and services4 which is known as ________.A) misleading

B) puffery) material in*uryD) substantiation") double *eopardyAnswer$ Diff$ - %age &ef$ '!kill$ onceptAA!B$ "thical understanding and reasoning abilitiesb*ective$ +,+

() 8hich of the following is > considered by the @ when determining the reasonablenessof a claim in an advertisement9A) type and specificity of claim madeB) type of product) possible conse/uences of a false claimD) degree of reliance on the claims by consumers") price of the productAnswer$ "Diff$ - %age &ef$ ;!kill$ onceptAA!B$ "thical understanding and reasoning abilitiesb*ective$ +,+

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(:) An) ________ is the first step in the regulation process after the @ determines that an adis deceptive.A) consent decreeB) cease,and,desist order ) corrective advertising campaign

D) consumer redress order ") incarcerationAnswer$ ADiff$ - %age &ef$ ;!kill$ onceptAA!B$ "thical understanding and reasoning abilitiesb*ective$ +,+

'3) 8hich of the following is > an @ course of action for deception and unfairadvertising9A) consent decreesB) cease,and,desist orders) incarcerationD) corrective advertising") consumer redressAnswer$ Diff$ - %age &ef$ ',;!kill$ onceptAA!B$ "thical understanding and reasoning abilitiesb*ective$ +,+

'1) 8hich of the following statements regarding cease,and,desist orders issued by the @ederalrade ommission is @AH!"9A) A cease,and,desist order re/uires that the deceptive or unfair practice by a business bestopped within +3 days of issuance of the order.B) A cease,and,desist order given to one firm is applicable to all firms in an industry.) 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 @ determinesthat an ad is deceptive.") he process leading to the issuance of a cease,and,desist order is similar to a court trial.Answer$ DDiff$ + %age &ef$ 7 and ;!kill$ onceptAA!B$ "thical understanding and reasoning abilities

b*ective$ +,+

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'-) 8hich of the following is the landmark corrective advertising case9A) Valentine v. Chrestensen

B) ,arner-'amert v. /C ) 'i(uormart) *nc. v /C

D) !i$e v. /C

") Cincinnati v. %iscovery !et"or$ Answer$ BDiff$ + %age &ef$ !kill$ onceptAA!B$ "thical understanding and reasoning abilitiesb*ective$ +,+

'+) 8hich type of self,regulation occurs when an organi0ation4 such as an advertising agency4develops4 uses4 and enforces norms within its own practices9A) industry self,regulationB) self,discipline

) social ethicD) self,regulation with outside help") personal ethicAnswer$ BDiff$ - %age &ef$ !kill$ onceptAA!B$ "thical understanding and reasoning abilitiesb*ective$ +,+

'7) !everal companies4 such as %rocter I Famble4 Feneral @oods4 and olgate,%almolive4 havetheir own codes of behavior and criteria that determine whether advertisements are acceptable.8hich type of self,regulation is this9A) industry self,regulationB) self,discipline) self,regulation with outside helpD) personal ethic") social ethicAnswer$ BDiff$ - %age &ef$ !kill$ onceptAA!B$ "thical understanding and reasoning abilitiesb*ective$ +,+

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'() 8hen an industry develops4 uses4 and enforces norms4 this is known as which type of self,regulation9A) industry self,regulationB) self,discipline) social ethic

D) professional ethic") personal ethicAnswer$ ADiff$ - %age &ef$ !kill$ onceptAA!B$ "thical understanding and reasoning abilitiesb*ective$ +,+

'') 5n 1:;14 what organi0ation did several professional advertising associations in con*unctionwith the ouncil of Better Business Bureaus establish to negotiate voluntary withdrawal ofnational advertising that professionals consider deceptive9

A) >ational Advertising Division >AD)B) >ational Advertising &eview Board >A&B)) American Association of Advertising Agencies AAAA)D) >ational Advertising &eview ouncil >A&)") American Advertising @ederation AA@)Answer$ DDiff$ + %age &ef$ :!kill$ onceptAA!B$ "thical understanding and reasoning abilitiesb*ective$ +,+

';) he two operating arms of the >ational Advertising &eview ouncil are the ________.A) >AD and the >A&BB) >AD and the AAAA) AA@ and the AAAAD) @ and the @") @ and the >ADAnswer$ ADiff$ - %age &ef$ :!kill$ onceptAA!B$ "thical understanding and reasoning abilitiesb*ective$ +,+

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') 8hich arm of the >ational Advertising &eview ouncil is made up of people from the fieldof advertising who evaluate complaints submitted by consumers4 consumer groups4 industrialorgani0ations4 and advertising firms9A) >ational Advertising Division >AD)B) >ational Advertising &eview Board >A&B)

) American Association of Advertising Agencies AAAA)D) @ederal rade ommission @)") American Advertising @ederation AA@)Answer$ ADiff$ - %age &ef$ :!kill$ onceptAA!B$ "thical understanding and reasoning abilitiesb*ective$ +,+

':) 5f the >ational Advertising Division >AD) and an allegedly deceptive advertiser cannotreach a satisfactory resolution4 the case is referred to the ________.

A) >ational Advertising &eview Board >A&B)B) American Association of Advertising Agencies AAAA)) @ederal rade ommission @)D) American Advertising @ederation AA@)") @ederal ommunications ommission @)Answer$ ADiff$ - %age &ef$ :!kill$ onceptAA!B$ "thical understanding and reasoning abilitiesb*ective$ +,+

;3) 5f the >ational Advertising &eview Board >A&B) and an allegedly deceptive advertisercannot reach a satisfactory resolution4 the case is referred to the ________.A) >ational Advertising Division >AD)B) American Association of Advertising Agencies AAAA)) Advertising &eview ouncil A&)D) American Advertising @ederation AA@)") appropriate government agencyAnswer$ "Diff$ - %age &ef$ :!kill$ onceptAA!B$ "thical understanding and reasoning abilitiesb*ective$ +,+

;1) ritics of advertising tend to argue that advertising has power to shape social trends and theway people think and act.Answer$ &="Diff$ - %age &ef$ ''!kill$ onceptAA!B$ ommunication abilitiesb*ective$ +,1

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;-) !tereotypes can be useful and aid communication by using easily understood symbolicmeanings.Answer$ &="Diff$ - %age &ef$ '!kill$ oncept

AA!B$ "thical understanding and reasoning abilitiesb*ective$ +,1

;+) 0ar$eting imperialism is a term used to describe what happens when 8estern culture isimposed on others.Answer$ &="Diff$ 1 %age &ef$ ;3!kill$ onceptAA!B$ Dynamics of the global economyb*ective$ +,1

;7) ustoms can be even stronger than laws.Answer$ &="Diff$ - %age &ef$ ;3!kill$ onceptAA!B$ Dynamics of the global economyb*ective$ +,1

;() bviously exaggerated puffing claims are illegal.Answer$ @AH!"Diff$ - %age &ef$ ;1!kill$ onceptAA!B$ "thical understanding and reasoning abilitiesb*ective$ +,1

;') According to federal regulations4 a spokesperson who endorses a brand must actually use the brand.Answer$ &="Diff$ - %age &ef$ ;+!kill$ onceptAA!B$ "thical understanding and reasoning abilitiesb*ective$ +,1

;;) A code of ethics identifies how a professional in the industry must respond when faced withethical /uestions.Answer$ @AH!"Diff$ + %age &ef$ ;:!kill$ onceptAA!B$ "thical understanding and reasoning abilitiesb*ective$ +,-

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;) A copyright is a brand4 corporate or store name4 or distinctive symbol that identifies theseller<s brand and thus differentiates it from the brands of other sellers.Answer$ @AH!"Diff$ 1 %age &ef$ -!kill$ oncept

AA!B$ "thical understanding and reasoning abilitiesb*ective$ +,+

;:) A trademark must be registered with the Hibrary of ongress.Answer$ @AH!"Diff$ - %age &ef$ -!kill$ onceptAA!B$ "thical understanding and reasoning abilitiesb*ective$ +,+

3) A copyright gives an organi0ation the exclusive right to use or reproduce original work4 suchas an advertisement or package design4 indefinitely.Answer$ @AH!"Diff$ - %age &ef$ -!kill$ onceptAA!B$ "thical understanding and reasoning abilitiesb*ective$ +,+

1) ommon designs or symbols can be copyrighted.Answer$ @AH!"Diff$ - %age &ef$ -!kill$ onceptAA!B$ "thical understanding and reasoning abilitiesb*ective$ +,+

-) =nder the @irst Amendment to the =.!. onstitution4 protection of commercial speech isabsolute.Answer$ @AH!"Diff$ - %age &ef$ -!kill$ onceptAA!B$ "thical understanding and reasoning abilitiesb*ective$ +,+

+) he government can ban truthful commercial speech if it can be proven that the public good

demands such restrictions.Answer$ &="Diff$ + %age &ef$ -!kill$ onceptAA!B$ "thical understanding and reasoning abilitiesb*ective$ +,+

-(




7) he @ederal rade ommission @) is the primary agency governing the advertisingindustry.Answer$ &="Diff$ - %age &ef$ 7!kill$ oncept

AA!B$ "thical understanding and reasoning abilitiesb*ective$ +,+

() A cease,and,desist order given to any firm in an industry applies to all firms in that industry.Answer$ &="Diff$ + %age &ef$ 7!kill$ onceptAA!B$ "thical understanding and reasoning abilitiesb*ective$ +,+

') 8ith respect to prescription drugs4 the @ood and Drug Administration<s primary *ob is todetermine whether the drugs are marketed in a responsible way.Answer$ @AH!"Diff$ - %age &ef$ (!kill$ onceptAA!B$ "thical understanding and reasoning abilitiesb*ective$ +,+

;) he @ederal ommunications ommission @) has the power to ban the airing ofmessages4 including ads4 that are deceptive or in poor taste.Answer$ &="Diff$ - %age &ef$ (!kill$ onceptAA!B$ "thical understanding and reasoning abilitiesb*ective$ +,+

) he @ederal ommunications ommission @) has the authority to take legal actionsagainst advertisers and advertising agencies.Answer$ @AH!"Diff$ + %age &ef$ (!kill$ onceptAA!B$ "thical understanding and reasoning abilitiesb*ective$ +,+

:) o be considered deceptive under @ policy4 a false or misleading advertisement mustinfluence consumers< decision making about the product or service advertised.Answer$ &="Diff$ - %age &ef$ '!kill$ onceptAA!B$ "thical understanding and reasoning abilitiesb*ective$ +,+

-'




:3) he current @ policy on deception is clear and easy for advertisers to measure.Answer$ @AH!"Diff$ - %age &ef$ '!kill$ onceptAA!B$ "thical understanding and reasoning abilities

b*ective$ +,+

:1) An advertiser should have data on file to substantiate any claims it makes in itsadvertisements.Answer$ &="Diff$ + %age &ef$ '!kill$ onceptAA!B$ "thical understanding and reasoning abilitiesb*ective$ +,+

:-) he @ accepts only research conducted by an independent research firm wheninvestigating an advertiser<s claim substantiation.Answer$ @AH!"Diff$ + %age &ef$ '!kill$ onceptAA!B$ "thical understanding and reasoning abilitiesb*ective$ +,+

:+) Advertisers must comply with a consent decree.Answer$ @AH!"Diff$ - %age &ef$ ;!kill$ onceptAA!B$ "thical understanding and reasoning abilitiesb*ective$ +,-

:7) he first step in the regulation process after the @ determines that an ad is deceptive is theissuance of a cease,and,desist order.Answer$ @AH!"Diff$ - %age &ef$ ;!kill$ onceptAA!B$ "thical understanding and reasoning abilitiesb*ective$ +,+

:() he process leading to the issuance of a cease,and,desist order is similar to that of a court

trial.Answer$ &="Diff$ - %age &ef$ ;!kill$ onceptAA!B$ "thical understanding and reasoning abilitiesb*ective$ +,+

-;




:') An advertising agency can be held liable along with the advertiser for deceptive advertising.Answer$ &="Diff$ - %age &ef$ ;!kill$ onceptAA!B$ "thical understanding and reasoning abilities

b*ective$ +,+

:;) he media can re*ect ads that violate their standards of truth and good taste.Answer$ &="Diff$ - %age &ef$ !kill$ onceptAA!B$ "thical understanding and reasoning abilitiesb*ective$ +,+

:) Cirtually all ma*or advertisers and advertising agencies have in,house ad review procedures4typically including reviews by agency and client attorneys.

Answer$ &="Diff$ - %age &ef$ !kill$ onceptAA!B$ "thical understanding and reasoning abilitiesb*ective$ +,+

::) he >ational Advertising Division >AD) and the >ational Advertising &eview Board>A&B) are government agencies that negotiate the voluntary withdrawal of national advertisingthat professionals consider deceptive.Answer$ @AH!"Diff$ - %age &ef$ :!kill$ onceptAA!B$ "thical understanding and reasoning abilitiesb*ective$ +,+

133) he Better Business Bureau is a government agency with the power to oversee advertising4 particularly local advertising.Answer$ @AH!"Diff$ - %age &ef$ :!kill$ onceptAA!B$ "thical understanding and reasoning abilitiesb*ective$ +,+

131) Because standards of good taste are generally consistent across a culture4 creating generalguidelines for good taste in advertising is straightforward.Answer$ @AH!"Diff$ - %age &ef$ ';!kill$ ApplicationAA!B$ &eflective thinking skillsb*ective$ +,1

-




13-) A cereal maker that advertises its products as the one that will make you smile is using anexaggerated claim4 not puffery.Answer$ @AH!"Diff$ + %age &ef$ ;1!kill$ Application

AA!B$ Analytic skillsb*ective$ +,1

13+) 5n advertising4 an action that is legal is by definition ethical.Answer$ @AH!"Diff$ + %age &ef$ ;'!kill$ ApplicationAA!B$ "thical understanding and reasoning abilitiesb*ective$ +,-

137) A radio host who makes gender stereotyped references that are in poor taste could face

action from the @.Answer$ @AH!"Diff$ + %age &ef$ (!kill$ ApplicationAA!B$ "thical understanding and reasoning abilitiesb*ective$ +,+

13() he concern that children may be exploited by certain advertising messages could beaddressed by both the @ and the @.Answer$ &="Diff$ + %age &ef$ (,'!kill$ !ynthesisAA!B$ &eflective thinking skillsb*ective$ +,+

-:




13') Discuss the key ethical issues of taste4 stereotyping4 use of sex appeal4 and targetingchildren. 6ow do advertising professionals deal with these issues9Answer$1) aste and offensive advertising$ Advertisers need to consider what might be considered badtaste or offensive by the target audience. he context in which the ads are viewed is also

relevant.-) !tereotyping$ hough stereotypes can be useful4 this is a delicate area in advertising. Adsshould not use stereotypes that rely on a characteristic that is so negative and exaggerated that itreduces the group to a caricature.+) Body image and sex appeal$ Advertising that portrays women or men as sex ob*ects can beconsidered demeaning and sexist4 particularly if sex is unrelated to the product. Advertisementsalso influence cultural concepts of beautyE a focus on body perfection in advertising can lead tomen and women placing their health at risk in order to look like models.7) argeting children$ hildren are seen as more vulnerable than adult consumers. A currentissue is related to selling soft drinks4 candy4 and food with high fat and sugar content to children.#any believe that heavy advertising of such products has added to the growing obesity rate

among the country<s children.Diff$ + %age &ef$ ';,;3!kill$ !ynthesisAA!B$ "thical understanding and reasoning abilitiesb*ective$ +,1

13;) Bob is a brand manager for a national brand laundry detergent and noticed a claim made ina competitor<s advertisement that falsely indicates that its brand performed better than hiscompany<s brand. 8hat must Bob<s company prove to win a false advertising lawsuit over thiscomparative claim9Answer$ According to federal law4 companies?plaintiffs are re/uired to prove five elements towin a false advertising lawsuit about an ad containing a comparative claim$1) @alse statements have been made about either product.-) he ads actually deceived or had the tendency to deceive a substantial segment of theaudience.+) he deception was material or meaningful i.e.4 likely to influence purchasing intentions).7) @alsely advertised goods are sold in interstate commerce.() he suing company has been or likely will be in*ured as a result of the false statements4 either by loss of sales or loss of goodwill.Diff$ + %age &ef$ ;-!kill$ !ynthesisAA!B$ "thical understanding and reasoning abilitiesb*ective$ +,1

+3




13) ompare and contrast a trademark and a copyright. "xplain the importance of each and howeach is protected.Answer$ A trademark is a brand4 corporate or store name4 or distinctive symbol that identifiesthe seller<s brand and thus differentiates it from the brands of other sellers. A trademark that isregistered through the %atent and rademark ffice of the Department of ommerce gives the

organi0ation exclusive use of the mark4 as long as the trademark is maintained as anidentification for a specific product. Because trademarks are critical communication devices for products and services4 they are important to advertising. A copyright gives an organi0ation theexclusive right to use or reproduce original work4 such as an advertisement or package design4for a period of time. ontrols for copyright protection are provided by the Hibrary of ongress.Advertising is a competitive business in which copycat ads abound4 and copyrighting of coinedwords4 phrases4 illustrations4 characters4 and photographs can offer some protection from otheradvertisers who borrow too heavily from their competitors.Diff$ + %age &ef$ -!kill$ ritical hinkingAA!B$ &eflective thinking skills

b*ective$ +,+

13:) Describe three specific responsibilities of the @ederal rade ommission.Answer$ @ responsibilities include the following$1) 5nitiate investigations against companies that engage in unfair competition or deceptive practices.-) &egulate acts and practices that deceive businesses or consumers.+) 8hen a violation is found4 mandate a cease,and,desist order4 an affirmative disclosure4and?or corrective advertising.Diff$ + %age &ef$ 7!kill$ !ynthesisAA!B$ &eflective thinking skillsb*ective$ +,+

+1




113) >ame and describe four @ remedies for deception and unfair advertising.Answer$ he @ can follow several courses of actions$1) onsent DecreesJhe first step in the regulation process after the @ determines that an adis deceptive. he @ notifies the advertiser of its finding and asks the advertiser to sign aconsent decree agreeing to stop the deceptive practice. #ost advertisers do sign the decree to

avoid bad publicity.-) ease,and,Desist rdersJ5ssued when the advertiser refuses to sign the consent decree andthe deception is determined to be substantial. he process leading to the issuance of a cease,and,desist order is similar to a court trial4 in which an administrative law *udge presides and lawyersrepresent both parties.+) orrective AdvertisingJ#ay be re/uired when consumer research determines that anadvertising campaign has perpetuated lasting false beliefs. he @ orders the offendingadvertiser to produce messages for consumers that correct the false impressions the ad made.7) onsumer &edressJhe @ can order cancellation or reformation of contracts4 refund ofmoney or return of property4 payment of damages4 and?or public notification.Diff$ + %age &ef$ ;,

!kill$ ritical hinkingAA!B$ "thical understanding and reasoning abilitiesb*ective$ +,+

111) !ome claim advertising has created a society that is obsessed with personal hygiene becauseconsumers are bombarded with ads for products that remove our body odors4 make our teethwhite4 make our hair shine4 allow us to fit in with our peers4 and make our family love us more.8hich side of the social debate on advertising do believers of this statement most likely take9A) advertising mirrors social valuesB) advertising mimics social values) advertising shapes social valuesD) advertising manipulates social values") advertising is offensiveAnswer$ Diff$ - %age &ef$ ''!kill$ ApplicationAA!B$ &eflective thinking skillsb*ective$ +,1

+-




11-) Kohn works for an advertising agency whose client wants to reach 6ispanic consumersliving in @lorida and exas. 6e decides that one ad execution is sufficient because he believesthat all 6ispanics are the same. Kohn is using an) ________ to make his decision.A) heuristicB) shortcut

) unethical basisD) stereotype") substantiationAnswer$ DDiff$ - %age &ef$ '!kill$ ApplicationAA!B$ Analytic skillsb*ective$ +,1

11+) harley<s @ish @ry restaurant claims it has the best seafood in town. 8hat type of claimdoes the @ederal rade ommission consider this to be9

A) deceptiveB) comparative) pufferyD) endorsement") indirectAnswer$ Diff$ - %age &ef$ ;1!kill$ ApplicationAA!B$ Analytic skillsb*ective$ +,1

117) Bayer Aspirin claims that it relieves headache pain three times faster than does ylenol.8hat type of advertising is this9A) comparativeB) testimonial) endorsementD) indirect") substantiatedAnswer$ ADiff$ - %age &ef$ ;1!kill$ ApplicationAA!B$ Analytic skillsb*ective$ +,1

++




11() &ecently4 a class,action lawsuit was brought against #cDonald<s4 charging that its food hascontributed to the nationwide obesity epidemic. he suit was eventually dismissed4 but manycritics continue to point out the health dangers of typical fast food menu items. hese criticsare concerned that the fast food industry has used ________.A) high,pressure selling

B) deceptive promotions) deceptive pricingD) deceptive packaging") harmful productsAnswer$ "Diff$ - %age &ef$ ;7!kill$ ApplicationAA!B$ "thical understanding and reasoning abilitiesb*ective$ +,1

11') imberland employees get 73 hours paid leave each year to pursue volunteer pro*ects. he

company runs a service day that hosts pro*ects in -( countries4 and it supports a nonprofit that brings young people into public service for a year. " Keffrey !wart0 sees such service as a powerful differentiator for imberland with its current and potential customers. imberlandcould be most accurately described as practicing ________.A) consumerismB) green marketing) social marketingD) traditional marketing") mission marketingAnswer$ "Diff$ - %age &ef$ ;'!kill$ ApplicationAA!B$ Analytic skillsb*ective$ +,1

11;) A regional supermarket chain runs print4 radio4 and television advertisements announcingthat 1L of its sales over the next two months will be donated to local after,school programs forunderprivileged youth. his is an example of ________ marketing.A) causeB) mission) sustainableD) green") integrated

Answer$ ADiff$ - %age &ef$ ;'!kill$ ApplicationAA!B$ Analytic skillsb*ective$ +,1

+7




11) A company that practices green marketing would likely be H"A! concerned about whichof the following9A) recycling programsB) environmentally sustainable strategies) social responsibility

D) =&H copyrights") biodegradabilityAnswer$ DDiff$ - %age &ef$ ;'!kill$ ApplicationAA!B$ &eflective thinking skillsb*ective$ +,1

11:) 8hich of the following is the best example of a company using green marketing9A) a company adopting a code of marketing ethicsB) a company contributing a portion of revenues to a specific nonprofit organi0ation

) a company making its products out of recycled materialsD) a company making special efforts to hire a multiculturally diverse staff ") a company using the social marketing conceptAnswer$ Diff$ - %age &ef$ ;'!kill$ ApplicationAA!B$ Analytic skillsb*ective$ +,1

1-3) >ike<s longtime symbol on its products and in its ads is the >ike !woosh4 which lookslike a curved checkmark. 5f another athletic shoemaker used that symbol on its products or in itsads4 that company would most likely be guilty of ________.A) comparative advertisingB) competitive infringement) misleading advertisingD) trademark infringement") deceptive advertisingAnswer$ DDiff$ - %age &ef$ -!kill$ ApplicationAA!B$ Analytic skillsb*ective$ +,+

+(




1-1) #alaysia has banned many forms of tobacco advertising. 6owever4 the name !alem ama*or cigarette manufacturer can be found in advertisements for a line of clothing sponsored by

the company. !alem is using which of the following to work around the tobacco advertising

bans9A) stealth advertising

B) deceptive advertising) indirect advertisingD) unfair advertising") imperialistic advertisingAnswer$ Diff$ - %age &ef$ +!kill$ ApplicationAA!B$ Analytic skillsb*ective$ +,+

1--) Hovely Hocks4 a maker of shampoos4 is considering entering the cosmetics market. he

company has a line of mascara and eyeliner it wants to introduce. 6owever4 first Hovely Hocksmust obtain approval from the ________.A) "nvironmental %rotection AgencyB) 5nterstate ommerce ommission) @ood and Drug AdministrationD) @ederal rade ommission") @ederal ommunications ommissionAnswer$ Diff$ + %age &ef$ (!kill$ ApplicationAA!B$ Analytic skillsb*ective$ +,+

1-+) he @ederal rade ommission investigated a claim made in an ad for =ltra !limfast anddetermined that the ad is deceptive. 8hat<s the first remedy that will be taken by the @9A) issue a cease,and,desist order B) fine the advertiser 134333 for every day the ad has run) re/uire the advertiser to run corrective advertisingD) order the advertiser to refund consumers< money") issue a consent decreeAnswer$ "Diff$ - %age &ef$ ;!kill$ ApplicationAA!B$ &eflective thinking skillsb*ective$ +,+

+'




1-7) 5n which case did the !upreme ourt signal the H"A! protection for commercial speechunder the @irst Amendment9A) Valentine v. Chrestensen 1:7-)B) Virginia State Board of Pharmacy v. Virginia Citizens Consumer Council 1:;')) Central Hudson Gas & Electric Corporation v. Pulic Service Commission of !e" #or$

1:3)D) Cincinnati v. %iscovery !et"or$ 1::+)") 'i(uormart) *nc. v. +hode *sland 1::()Answer$ ADiff$ + %age &ef$ +!kill$ ritical hinkingAA!B$ &eflective thinking skillsb*ective$ +,+

1-() A federal agency ordered M@ to stop running ads with false claims that its fried chicken iscompatible with certain weight loss programs. 8hich agency had the authority to issue thisorder9A) the @ederal rade ommissionB) the @ood and Drug Administration) the onsumer %roduct !afety ommissionD) the "nvironmental %rotection Agency") the American Association of Advertising AgenciesAnswer$ ADiff$ - %age &ef$ 7!kill$ !ynthesisAA!B$ &eflective thinking skillsb*ective$ +,+

1-') 8hen Mraft foods made a claim that their processed cheese slices contained as muchcalcium as contained in ( ounces of milk4 the @ederal rade ommission pursued it as adeceptive claim. Although Mraft admitted that a cheese slice did not actually contain as muchcalcium as claimed due to processing4 the company claimed that its ad was not deceptive becauseconsumer research indicated that calcium content was not important to consumers when decidingamong brands of cheese. Basically4 Mraft<s defense was based on its belief that the misleadingclaim ________.A) did not lead to material in*ury to consumers4 and thus it was not deceptiveB) did not claim anything different from other cheese manufacturers) was not technically misleading if consumers didn<t think it wasD) was not reasonable from the consumers< point of view

") was not deceptive because the claim was merely false but did not omit any importantinformationAnswer$ ADiff$ + %age &ef$ '!kill$ ritical hinkingAA!B$ &eflective thinking skillsb*ective$ +,-

Use the passage below to answer the following questions.+;




%rior to 1::;4 broadcast ads for prescription drugs could not mention both the ailment for whichthe drug received @DA approval and the name of the drug in the same advertisement. hat is4only one or the other could be mentioned4 which led to much confusion on the part of consumers.5n 1::;4 the @ood and Drug Administration loosened its controls on pharmaceutical companies4

and as a result4 the amount of prescription drug advertising on television has skyrocketed. >ow both the ailment and the name of the drug can be mentioned4 but ma*or side effects must also bementioned and there must be an indication where the consumer can get more information4 suchas from a maga0ine ad or a 8eb site. !ome have been /uite critical of this direct,to,consumer prescription advertising4 claiming it has led to an increase in re/uests for costlier drugs when theless expensive generic drugs would be *ust as effective.

1-;) Although some doctors appreciate that the advertising has caused consumers to becomemore active in managing their own health and more informed about their drug options4 someclaim that they are being pressured to write inappropriate prescriptions because their patients areinfluenced by the drug ad claims. 8hat is this called when an external message4 like an

advertisement4 causes people to feel a need to buy and use a product9A) demand creationB) overcommerciali0ation) indirect advertisingD) endorsement advertising") pufferyAnswer$ ADiff$ - %age &ef$ '(!kill$ ApplicationAA!B$ Analytic skillsb*ective$ +,1

+




1-) ne ad for a drug used to overcome male erectile dysfunction depicted an old man in anursing home acting like a young man chasing after several women at once. he ad was notallowed to air on the ma*or television networks of >B4 B!4 and AB. he ad did not containany deceptive or unsubstantiated claims4 so there was nothing untruthful in the ad. @urthermore4the ad followed the guidelines given by the @DA regarding broadcast advertising by indicating

the ma*or side effects and referring to a maga0ine ad for more information. 8hich of thefollowing best explains why the ad was not allowed to air9A) !tereotypes of dirty old men are not allowed in any advertising.B) he >ational Advertising Division determined the ad was distasteful and disallowed it from being aired on television.) >ot all advertising is given the same protection under the @irst Amendment of theonstitution.D) he media can re*ect ads that violate their standards of good taste.") he behavior portrayed by the old man did not reflect the real behavior of the individualinvolved.Answer$ D

Diff$ + %age &ef$ !kill$ ritical hinkingAA!B$ &eflective thinking skillsb*ective$ +,+

1-:) %fi0er is a large pharmaceutical company that has dramatically increased its direct,to,consumer television advertising of prescription drugs. 6owever4 %fi0er has stringent in,house adreview procedures4 including reviews by agency and client attorneys. %fi0er is concerned thatany claim made in an ad is verifiable and that the ad is executed in good taste. 8hat type of self,regulation does this illustrate9A) industry self,regulationB) self,discipline) self,regulation with outside helpD) mandatory self,regulation") voluntary self,regulationAnswer$ BDiff$ - %age &ef$ !kill$ ApplicationAA!B$ Analytic skillsb*ective$ +,+

+:




1+3) An advertisement by the manufacturer of @lonase4 a prescription allergy nasal spray4compared its product with another nasal spray on the market4 >asonex4 and claimed that itcontrolled allergy symptoms for a longer period of time. he ad was effective4 resulting in a two percent increase in market share for @lonase. #anufacturers of >asonex claimed that theadvertisement misrepresented their product and basically made a false comparison. =nder which

law4 >asonex would have to prove all of the following "G"% which one9A) @alse statements had been made about >asonex or @lonase.B) he ads actually deceived a substantial segment of the audience.) Both >asonex and @lonase are sold in interstate commerce.D) >asonex has been in*ured or is likely to be in*ured as a result of the false statements.") @lonase relied on puffery in the ads.Answer$ "Diff$ + %age &ef$ ;-!kill$ ritical hinkingAA!B$ &eflective thinking skillsb*ective$ +,1

1+1) Mim and her boyfriend were watching a movie on television when a commercial for afeminine hygiene product came on. Mim was actually interested in this product4 but being ateenager4 she was mortified that her boyfriend was there when this ad came on. !he /uicklychanged the channel. 8hat key ethical issue challenging the standards of advertising professionals does this best illustrate9Answer$ his example is a good illustration of the poor taste and offensive advertising keyethical issue facing advertising professionals. his ad might not be considered offensive or in poor taste by Mim if her boyfriend was not present4 but it made her uncomfortable because hewas there when it came on the television.Diff$ - %age &ef$ ';!kill$ ApplicationAA!B$ "thical understanding and reasoning abilitiesb*ective$ +,1

1+-) 8hat are the arguments against using sex appeals in an advertisement for a product that isnot related to sex9Answer$ ne argument is that the use of sex appeals may be degrading or sexist. Anotherargument is that the irrelevant use of sex in an ad distracts and hinders communication to thetarget.Diff$ + %age &ef$ '!kill$ ritical hinkingAA!B$ "thical understanding and reasoning abilities

b*ective$ +,1

73




1++) ffice#ax has an advertisement that shows an African American with a bushy 1:;3s,eraAfro hairdo dancing among office cubicles as he dispenses office supplies to fellow employees.he music he is dancing to is a famous song4 &ubberband #an4 recorded by an AfricanAmerican singer. 8hile ffice#ax claims this ad has been received favorably by consumers4 itseems as though the response could have gone the other way. "xplain why.

Answer$ his ad illustrates one of the key ethical issues facing advertising professionals$stereotyping. !ome could argue that ffice#ax is using a racial and ethnic stereotype of anAfrican American dancing around in a low,level position in an organi0ation. he stereotype isfurther exaggerated with the 1:;3s Afro hairdo.Diff$ + %age &ef$ ':,;3!kill$ ritical hinkingAA!B$ "thical understanding and reasoning abilitiesb*ective$ +,1

1+7) "xplain the importance of avoiding the use of age,related stereotypes in advertisements.Answer$ !enior citi0ens are a growing segment of the population with increasing amounts of

disposable income. he needs of the maturing consumer depend more on the individual<s mentaland physical acuity than on the individual<s chronological age4 so age,related stereotypes will notapply to broad segments of the senior population.Diff$ - %age &ef$ ;3!kill$ !ynthesisAA!B$ &eflective thinking skillsb*ective$ +,1

1+() #any advertisements for weight,loss products feature before,and,after photos ofindividuals who have lost an astonishing amount of weight. 8hile these products may work forsome people4 the results shown in the ads may not be typical. 8hat are regulators< concernsregarding these ads4 and how do advertisers of these products get away with showing suchdemonstrations9Answer$ he concern regarding demonstrations is whether the demonstration falsely upgradesthe consumers< perception of the advertised brand. ne techni/ue some advertisers use tosidestep restrictions on demonstrations is to insert disclaimers or supers4 verbal or writtenwords in the ad that indicate exceptions to the advertising claim made. >otice that most weight,loss product advertisements indicate results are not typical or results might vary.Diff$ + %age &ef$ ;+!kill$ ritical hinkingAA!B$ "thical understanding and reasoning abilitiesb*ective$ +,1

71




1+') 5n 1::;4 the @ood and Drug Administration loosened its controls on pharmaceuticalcompanies4 and as a result4 the amount of prescription drug advertising has skyrocketed. 8hat isan advantage of this regulatory change9Answer$ !ome doctors appreciate that the advertising has caused consumers to become moreactive in managing their own health and more informed about their drug options.

Diff$ - %age &ef$ ;(!kill$ ritical hinkingAA!B$ &eflective thinking skillsb*ective$ +,1

1+;) 6ow is the Distilled !pirits ouncil a model for industry self,regulation9Answer$ he Distilled !pirits ouncil is a trade organi0ation representing producers andmarketers of distilled spirits sold in the =.!. he organi0ation encourages members to followguidelines for responsible practices when advertisingE this has led to limited li/uor advertising ontelevision.Diff$ + %age &ef$ ;(

!kill$ ritical hinkingAA!B$ &eflective thinking skillsb*ective$ +,1

1+) 5n 1::;4 the @ood and Drug Administration loosened its controls on pharmaceuticalcompanies4 and as a result4 the amount of prescription drug advertising has skyrocketed. 8hat isa disadvantage of this regulatory change9Answer$ ne study found that direct,to,consumer prescription drug advertising has led to anincrease in re/uests for costlier drugs4 when the less expensive generic drug would be *ust aseffective. @or this reason4 consumer groups4 government agencies4 and insurance companies have been /uite critical of this advertising. !ome doctors also claim that they are being pressured towrite inappropriate prescriptions because their patients are influenced by the drug ad claims.hese arguments tend to support the demand creation criticism of advertising.Diff$ - %age &ef$ ;(!kill$ ritical hinkingAA!B$ &eflective thinking skillsb*ective$ +,1

1+:) "xplain the distinctions between ethics and morals.Answer$ "thics are the shoulds and oughts of behavior. "thics are the right thing to do."thics and morals are closely related4 but not synonymous. #orals are frameworks for rightactions and are more the domain of religion. #oral systems provide a framework for behavior.Diff$ - %age &ef$ ;'!kill$ !ynthesisAA!B$ "thical understanding and reasoning abilitiesb*ective$ +,-

7-




173) 8hat is the purpose of the American Association of Advertising Agencies< reative ode9Answer$ he AAAA<s reative ode is the core of the association<s !tandards of %ractice. hiscode of ethics establishes guidelines for professionals in the ad industry to follow when facedwith ethical /uestions.Diff$ - %age &ef$ ;:

!kill$ ritical hinkingAA!B$ "thical understanding and reasoning abilitiesb*ective$ +,-

171) Hist three ethical /uestions4 given in the %ractical ips box4 in terms of the social impactadvertising professionals can ask themselves as they confront ethical dilemmas.Answer$ he %ractical ips box provides seven /uestions regarding advertising<s socialimpact4 only three of which are necessary to correctly answer this /uestion$

5n terms of its social impact4 does advertising$1) violate public standards of good taste9-) reinforce negative stereotypes9+) damage people<s self,image and create insecurities97) promote materialism9() create false wants and false hopes9') contribute to cultural pollution9;) market dangerous products9Diff$ + %age &ef$ 3!kill$ ApplicationAA!B$ "thical understanding and reasoning abilitiesb*ective$ +,-

17-) "xplain the &easonableness element of the current @ policy on deception.Answer$ he perspective of the reasonable consumer is used to *udge deception. he @tests reasonableness by looking at whether the consumer<s interpretation or reaction to anadvertisement is reasonable.Diff$ + %age &ef$ '!kill$ ritical hinkingAA!B$ "thical understanding and reasoning abilitiesb*ective$ +,+

17+) "xplain the 5n*urious element of the current @ policy on deception.Answer$ he deception must lead to material in*ury. hat is4 it must influence consumers<decision making about products and services.

Diff$ + %age &ef$ '!kill$ ritical hinkingAA!B$ "thical understanding and reasoning abilitiesb*ective$ +,+

7+




177) %rocter I Famble is concerned about a claim made in a rival<s advertisement. %IF thinksthat their claim is deceptive. 5f %IF does not want to get the government involved in thisdispute4 what course of action can %IF take to resolve this issue9Answer$ %IF can file a complaint with the >ational Advertising Division >AD)4 which is theinvestigative arm of the >ational Advertising &eview ouncil >A&).

Diff$ - %age &ef$ :!kill$ !ynthesisAA!B$ &eflective thinking skillsb*ective$ +,+

17() odd *ust took a *ob as the manager of a television station. 8hat does he need to knowabout the station<s responsibility for showing children<s educational shows9Answer$ odd needs to know that4 based on a 1::' agreement between broadcasters4 children<sadvocates4 and the federal government4 all television stations are re/uired to air three hours ofchildren<s educational shows each week.Diff$ - %age &ef$ '!kill$ ApplicationAA!B$ &eflective thinking skillsb*ective$ +,+

17') Nou4 as a consumer4 think that an advertisement you saw on television for a national brandis making a false claim. 8hat can you do about it9Answer$ onsumers can$1) ontact a consumer activist group.-) @ile a complaint with the appropriate federal regulating agency i.e.4 the @ederal radeommission).+) @ile a complaint with the >ational Advertising &eview ouncil through the ouncil of Better Business Bureaus.Diff$ + %age &ef$ :,:3!kill$ ritical hinkingAA!B$ &eflective thinking skillsb*ective$ +,+

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Use the information below to answer the following questions.

Amy is seven years old and loves to play with dolls. 5n fact4 she has more than -3 Barbie dollsand lots of clothes and accessories4 including three cars4 a house with furniture4 and an airplane.#attel4 the manufacturer of Barbie4 also sells many other products with the Barbie brand4 such as

games4 notebooks4 and girls< clothing4 to name a few.

17;) Amy saw a commercial on television for a newer Barbie house than the one she currentlyhas4 and of course4 she wanted it. Advertising has been critici0ed because it is used to drive people to feel a need or want. 8hat is this called and why is advertising critici0ed9Answer$ Demand creation means using an external message to drive people to feel a need orwant. Demand creation becomes a /uestion of ethics when social critics charge that the demandis artificial and the products really aren<t needed that people<s wants are being manipulated

unnecessarily.Diff$ - %age &ef$ '(!kill$ ritical hinking

AA!B$ &eflective thinking skillsb*ective$ +,1

17) ne ad for Barbie shows an animated Barbie character diving off of a diving board doingflips and twists before landing in a pool. he commercial was advertising a Barbie doll with adiving board that can be attached to the side of a bathtub. Amy begged her mother for the dolland got it4 but she was very disappointed when the doll did not perform as she had seen it perform in the commercial. !he reali0ed she had to hold on to the doll to make it flip around anddive into the water. 8hat was wrong with this ad9Answer$ his scenario is getting at the issue of deceptive advertising. he ad was misleading inthat the doll could not actually do what was shown in the advertisement. he perspective of thereasonable consumer is used to *udge deception4 and in this case4 a young girl such as Amywould be considered the reasonable consumer. his ad led to material in*ury4 as the ad certainlyinfluenced Amy<s demand for the doll.Diff$ + %age &ef$ '!kill$ ritical hinkingAA!B$ &eflective thinking skillsb*ective$ +,+

17:) 8hat self,regulatory agencies would likely be interested in evaluating advertisements forBarbie9Answer$ he >ational Advertising Division >AD) and the ouncil of Better Business Bureausare two associations that might receive and investigate complaints about such advertisements.

Diff$ - %age &ef$ :!kill$ ApplicationAA!B$ &eflective thinking skillsb*ective$ +,+

7(




1(3) Amy<s mother limits Amy<s television viewing time because she feels there is *ust too muchadvertising influencing her child to want more stuff. 6owever4 there are restrictions regardingadvertising toward children. Briefly name and describe the laws and regulations specific totelevision advertising targeted at children.Answer$ 5n 1::3 ongress passed the hildren<s elevision Advertising %ractice Act4 which

placed 13.(,minute,per,hour ceilings for commercials in children<s weekend television programming and 1-,minute,per,hour limits for weekday programs. he Act also set rulesre/uiring that commercial breaks be clearly distinguished from programming4 barring the use of program characters to promote products.Diff$ + %age &ef$ '!kill$ !ynthesisAA!B$ "thical understanding and reasoning abilitiesb*ective$ +,+

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