COMM 205
Spring 2021
Homework
Chapters 5
1. Advertising has been a focal point of criticism for many decades. In your opinion, what
are three key factors that make advertising controversial?
2. As blogs and celebrity testimonials have proliferated across the media landscape, so
have efforts by businesses and manufacturers to gain positive mentions, reviews, and
commentary on these seemingly grassroots sites.
What ethical issues are raised if a blogger is paid to comment on a product? Does it
matter if the blogger discloses any financial agreements?
3. One type of advertising that attracts the attention of regulators, critics, and consumer
advocates is advertising directed at children. Why is it the focal point of so much
attention? Do you think kids are particularly vulnerable—or do they know what
advertising is all about?
4. Explain why a marketer might be tempted to misuse cooperative-advertising allowances
to favor some kinds of retailers over others. What piece of legislation empowered the
FTC to stop these bogus allowances?
5. Various methods of industry self-regulation are discussed in this chapter. Do you think
self- regulation can be effective, or is government regulation the only really effective
way to control advertising and promotional efforts?