Deck 7: Marketing and Technology: Choice and Manipulation

Question 1

The "creative revolution" in advertising refers to

A) The move from black and white to color advertising.
B) The move from talking about a product to showing what a product can do.
C) The move from showing what a product can do to making the product a status symbol.
D) The move from making a product a status symbol to using subliminal messaging to "force" consumers to buy the product.

Answer 1

C

Question 2

The debate over advertising fast food and other "junk foods" to kids is in effect settled, since federal and state laws have put limits on that advertising.

Answer 2

FALSE

Question 3

Discuss the standards of the Creative Code of the American Associate of Advertising Agencies.

Answer 3

The advertisers will not knowingly create advertising that contains: (a) false or misleading statements or exaggerations; (b) testimonials that do not reflect the real opinion of the individual(s) involved; (c) misleading price claims; (d) claims insufficiently supported or that distort the true meaning or practicable application of statements; and (e) offensive statements, suggestions or pictures.

Question 4

What forms can deceptive advertising claims take?

Question 5

The Lanham Act:
I) Focuses on trademark registration and protection.
II) Was passed in reaction to the Great Depression.
III) Gives competitors the right to sue for false claims a rival company makes about the competitor's product.
IV) Does not allow a company to sue for false claims a rival company makes about their own products.

A) I & II only
B) II & III only
C) I, I and III only
D) I, II III, and IV

Question 6

In the case of R.J. Reynolds Tobacco Company, et al. v. FDA, what was the majority opinion regarding the First Amendment and the graphic warning requirements?

Question 7

Direct-to-consumer advertising of prescription drugs began in the late 1980's to early 1990's. Based on the information in the Norplant case in the text, discuss the reasons why it should or should not be allowed.

Question 8

Discuss some of the ways the FTC has curbed online marketing efforts.

Question 9

What is the Lanham Act? To succeed in suit under the Lanham Act, what must a plaintiff prove?

Question 10

Discuss how the fast food industry's response to the obesity epidemic in children has changed since the publication of the Surgeon General's report.

Question 11

According to John Kenneth Galbraith, the theory of consumer demand is based on the following broad assumption(s):
I) Socialism will work in all societies because consumers are willing to share their wealth.
II) The urgency of wants does not diminish as more of them are satisfied.
III) Wants originate in the personality of the consumer.

A) I only
B) I and II
C) III only
D) II and III

Question 12

Obesity in children has continued to rise since 1976 and approximately ¾ of all teens and youth are overweight.

Question 13

According to the Learned Intermediary Rule, pharmaceutical manufacturers do not have to warm consumers about drug dangers as long as they have adequately warned physicians.

Question 14

Citizens have always been afforded freedom of speech after the ratification of the U.S. Constitution.

Question 15

Identify the true statement(s) regarding freedom of speech:
I) It was not until the 1920s that legal doctrines protecting speech when offensive began to be recognized by the courts.
II) In the First National Bank v. Bellotti case, the Supreme Court struck down a state law prohibiting a corporation to advertise to influence voters on issues that did not "materially affect" its business.
III) In the Virginia Board case, the U.S. Supreme Court failed to link the "right to receive information and ideas" with the traditional values that underlie free speech.
IV) According to the Central Hudson decision, "protected commercial speech" cannot be regulated.

A) I & II only
B) II & III only
C) II, III and IV only
D) I, II III, and IV