101)
Explain the importance of avoiding age–related stereotypes that includes presenting
mature people in a negative light.
101)
102)
Mini–Case Question. Amy’s mother limits Amy’s television viewing time because she feels
there is just too much advertising influencing her child to want more stuff. However, there
are restrictions regarding advertising toward children. Name and describe the laws and
regulations specific to television advertising targeted at children.
102)
103)
You, as a consumer, think that an advertisement you saw on television for a national brand
is making a false claim. What can you do about it?
103)
104)
OfficeMax has an advertisement that shows an African American with a bushy, 1970s–era
Afro hairdo dancing among office cubicles when 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.
104)
105)
Bob is a brand manager for a national brand laundry detergent and noticed a claim made
in a competitor’s advertisement that falsely indicates that its brand performed better than
his company’s brand. What must Bob’s company prove to win a false advertising lawsuit
under the Lanham Act against the competitor?
105)
106)
Todd just took a job as the manager of a television station. What legal concerns must he
know about advertising to children?
106)
107)
List the five specific statements of the American Association of Advertising Agencies’
Creative Code.
107)
108)
Many advertisements for weight–loss products feature before–and–after photos of
individuals who have lost an astonishing amount of weight. While these products may
work for some people, the results shown in the ads may not be typical. What are
regulators’ concerns regarding these ads, and how do advertisers of these products get
away with showing such demonstrations?
108)
109)
Belinda has been invited to speak to an advertising trade group about key ethical issues
facing advertising decision makers. List four key ethical issues that challenge the standards
of advertising professionals.
109)
110)
Kim and her boyfriend were watching a movie on television when a commercial for a
feminine hygiene product came on. Kim was actually interested in this product, but being
a teenager, she was mortified that her boyfriend was there when this ad came on, so she
quickly changed the channel. What key ethical issue challenging the standards of
advertising professionals does this best portray?
110)
TRUE/FALSE. Write ‘T’ if the statement is true and ‘F’ if the statement is false.
111)
The Federal Communications Commission (FCC) has the power to ban messages, including ads
appearing in any medium, that are deceptive or in poor taste.
111)
112)
A code of standards identifies how a professional in the industry must respond when faced with
ethical questions.
112)
113)
An advertiser must have data on file to substantiate any claims it makes in its advertisements.
113)
114)
The Federal Communications Commission (FCC) has the authority to take legal actions against
advertisers and advertising agencies.
114)
115)
Virtually all major advertisers and advertising agencies have in–house ad review procedures
including reviews by agency and client attorneys.
115)
116)
Common designs or symbols can be copyrighted.
116)
117)
Under the First Amendment to the U.S. Constitution, protection of commercial speech is absolute.
117)
118)
Critics of advertising tend to believe that advertising has power to shape social trends and the way
people think and act.
118)
119)
A copyright is a brand, corporate, or store name or a distinctive symbol that identifies the seller’s
brand and thus differentiates it from the brands of others sellers.
119)
120)
A spokesperson who endorses a brand must actually use the product for this to be a legal message
strategy.
120)
121)
International advertisers do not fear actual laws; they fear not knowing those laws.
121)
122)
To be considered deceptive, a false or misleading advertisement must influence consumers’
decision making about the product or service advertised.
122)
123)
The Better Business Bureau is a government agency with the power to oversee advertising,
particularly local advertising.
123)
124)
A copyright gives an organization the exclusive right to use or reproduce original work such as an
advertisement or package design indefinitely.
124)
125)
“Puffing” claims are illegal.
125)
126)
Indirect advertising that features a product other than the primary, and usually controversial,
product is illegal in most countries.
126)
127)
Advertising professionals tend to believe that advertising has the power to shape social trends and
the way people think and act.
127)
128)
The process leading to the issuance of a cease–and–desist order is similar to a court trial.
128)
129)
Stereotypes can be useful and aid communication by using easily understood symbolic meanings.
129)
130)
The Federal Trade Commission (FTC) is the primary agency governing the advertising industry.
130)
131)
The current FTC policy on deception is clear and easy for advertisers to measure.
131)
132)
The first step in the regulation process after the FTC determines that an ad is deceptive is the
issuance of a cease–and–desist order.
132)
133)
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.
133)
134)
Marketing imperialism is a term used to describe what happens when Western culture is imposed on
others.
134)
135)
Customs can be even stronger than laws.
135)
136)
With respect to prescription drugs, the Food and Drug Administration’s primary job is to determine
whether the drugs are marketed in a responsible way.
136)
137)
The media can reject ads that violate their standards of truth and good taste.
137)
138)
A trademark must be registered with the Library of Congress.
138)
139)
Advertising that is in poor taste and offensive is easily identified.
139)
140)
A misleading claim is a legal problem only in the United States.
140)
141)
The FTC accepts only research conducted by an independent research firm when questioning an
advertiser’s claim substantiation.
141)
142)
An advertising agency can be held liable along with the advertiser for deceptive advertising.
142)
143)
The government can ban truthful commercial speech.
143)
144)
Advertisers must comply with a consent decree.
144)
145)
A cease–and–desist order given to any firm in an industry applies to all firms in that industry.
145)
ESSAY. Write your answer in the space provided or on a separate sheet of paper.
146)
Define deceptive advertising and explain the three basic elements of the current FTC policy on deception.
147)
Describe the four specific responsibilities of the Federal Trade Commission.
148)
Name and describe the five FTC remedies for deception and unfair advertising.
149)
Compare and contrast a trademark and a copyright. Explain the importance of each and how each is protected.
150)
Discuss three types of ethical criteria that need to be considered when making an advertising decision.
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made her uncomfortable because he was there when it came on the television.
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