Question 1

OfficeMax has an advertisement that shows an African American with a bushy 1970s-era Afro hairdo dancing among office cubicles as 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.

Accepted Answer

The answer of OfficeMax has an advertisement that shows an...

Question 2

Use the passage below to answer the following questions.
Prior to 1997, broadcast ads for prescription drugs could not mention both the ailment for which the drug received FDA approval and the name of the drug in the same advertisement. That is, only one or the other could be mentioned, which led to much confusion on the part of consumers. In 1997, the Food and Drug Administration loosened its controls on pharmaceutical companies, and as a result, the amount of prescription drug advertising on television has skyrocketed. Now both the ailment and the name of the drug can be mentioned, but major side effects must also be mentioned and there must be an indication where the consumer can get more information, such as from a magazine ad or a Web site. Some have been quite critical of this direct-to-consumer prescription advertising, claiming it has led to an increase in requests for costlier drugs when the less expensive generic drugs would be just as effective.
-Although some doctors appreciate that the advertising has caused consumers to become more active in managing their own health and more informed about their drug options, some claim that they are being pressured to write inappropriate prescriptions because their patients are influenced by the drug ad claims. What is this called when an external message, like an advertisement, causes people to feel a need to buy and use a product?

Accepted Answer

Demand creation is the process of creating a desire or need in consumers for a product or service through marketing strategies like advertising.

Question 3

One ad for a drug used to overcome male erectile dysfunction depicted an old man in a nursing home acting like a young man chasing after several women at once. The ad was not allowed to air on the major television networks of NBC, CBS, and ABC. The ad did not contain any deceptive or unsubstantiated claims, so there was nothing untruthful in the ad. Furthermore, the ad followed the guidelines given by the FDA regarding broadcast advertising by indicating the major side effects and referring to a magazine ad for more information. Which of the following best explains why the ad was not allowed to air?

Accepted Answer

The media has the right to reject ads that they deem do not meet their standards of good taste, and in this case, the ad featuring an old man chasing after several women was likely seen as inappropriate or offensive by the major television networks.

Question 4

When Kraft foods made a claim that their processed cheese slices contained as much calcium as contained in 5 ounces of milk, the Federal Trade Commission pursued it as a deceptive claim. Although Kraft admitted that a cheese slice did not actually contain as much calcium as claimed due to processing, the company claimed that its ad was not deceptive because consumer research indicated that calcium content was not important to consumers when deciding among brands of cheese. Basically, Kraft's defense was based on its belief that the misleading claim ________.

Accepted Answer

Kraft's defense was based on the belief that the misleading claim did not lead to material injury to consumers, and thus it was not deceptive.

Question 5

In which case did the Supreme Court signal the LEAST protection for commercial speech under the First Amendment?

Accepted Answer

In Valentine v. Chrestensen, the Supreme Court held that purely commercial advertising, such as advertising for a commercial venture and not protected by the First Amendment. This case marked a departure from the previously recognized protection of commercial speech under the First Amendment. Therefore, it signaled the least protection for commercial speech under the First Amendment.

Question 6

What are the arguments against using sex appeals in an advertisement for a product that is not related to sex?

Accepted Answer

The answer of What are the arguments against using sex...

Question 7

In 1997, the Food and Drug Administration loosened its controls on pharmaceutical companies, and as a result, the amount of prescription drug advertising has skyrocketed. What is an advantage of this regulatory change?

Accepted Answer

The answer of In 1997, the Food and Drug Administration...

Question 8

A federal agency ordered KFC to stop running ads with false claims that its fried chicken is compatible with certain weight loss programs. Which agency had the authority to issue this order?

Accepted Answer

The Federal Trade Commission (FTC) is responsible for protecting consumers from false and misleading advertising claims. In this case, KFC was making false claims about the compatibility of its fried chicken with certain weight loss programs. Therefore, it was the FTC that had the authority to issue the order to stop running these ads.

Question 9

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?

Accepted Answer

The answer of Many advertisements for weight-loss products feature before-and-after...

Question 10

The Federal Trade Commission investigated a claim made in an ad for Ultra Slimfast and determined that the ad is deceptive. What's the first remedy that will be taken by the FTC?

Accepted Answer

The answer of The Federal Trade Commission investigated a claim...

Question 11

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. She quickly changed the channel. What key ethical issue challenging the standards of advertising professionals does this best illustrate?

Accepted Answer

The answer of Kim and her boyfriend were watching a...

Question 12

In 1997, the Food and Drug Administration loosened its controls on pharmaceutical companies, and as a result, the amount of prescription drug advertising has skyrocketed. What is a disadvantage of this regulatory change?

Accepted Answer

The answer of In 1997, the Food and Drug Administration...

Question 13

How is the Distilled Spirits Council a model for industry self-regulation?

Accepted Answer

The answer of How is the Distilled Spirits Council a...

Question 14

Pfizer is a large pharmaceutical company that has dramatically increased its direct-to-consumer television advertising of prescription drugs. However, Pfizer has stringent in-house ad review procedures, including reviews by agency and client attorneys. Pfizer is concerned that any claim made in an ad is verifiable and that the ad is executed in good taste. What type of self-regulation does this illustrate?

Accepted Answer

This scenario illustrates self-discipline, where Pfizer independently enforces its own standards and procedures for advertising, ensuring claims are verifiable and ads are in good taste without external enforcement.

Question 15

What is the purpose of the American Association of Advertising Agencies' Creative Code?

Accepted Answer

The answer of What is the purpose of the American...

Question 16

An advertisement by the manufacturer of Flonase, a prescription allergy nasal spray, compared its product with another nasal spray on the market, Nasonex, and claimed that it controlled allergy symptoms for a longer period of time. The ad was effective, resulting in a two percent increase in market share for Flonase. Manufacturers of Nasonex claimed that the advertisement misrepresented their product and basically made a false comparison. Under which law, Nasonex would have to prove all of the following EXCEPT which one?

Accepted Answer

The law referenced in the question is likely the Lanham Act, which prohibits false advertising that deceives consumers and causes injury to a competitor. To succeed in a lawsuit under the Lanham Act, the plaintiff (Nasonex) would need to prove that false statements were made about their product, that the ads deceived a substantial segment of the audience, that both products are sold in interstate commerce, and that Nasonex has been injured or is likely to be injured as a result of the false statements. However, Flonase relying on puffery in the ads is not relevant to Nasonex's case, as puffery (exaggerated or subjective claims) is generally not considered to be false advertising.

Question 17

Malaysia has banned many forms of tobacco advertising. However, the name Salema major cigarette manufacturercan be found in advertisements for a line of clothing sponsored by the company. Salem is using which of the following to work around the tobaccoadvertising bans?

Accepted Answer

Salem is using indirect advertising by sponsoring a line of clothing instead of directly advertising their tobacco products. This allows them to still promote their brand name without violating the ban on tobacco advertising in Malaysia.

Question 18

Explain the distinctions between ethics and morals.

Accepted Answer

The answer of Explain the distinctions between ethics and morals....

Question 19

Lovely Locks, a maker of shampoos, is considering entering the cosmetics market. The company has a line of mascara and eyeliner it wants to introduce. However, first Lovely Locks must obtain approval from the ________.

Accepted Answer

The Food and Drug Administration (FDA) regulates the safety and efficacy of cosmetic products, including mascara and eyeliner. Lovely Locks would need to obtain approval from the FDA before introducing their new line of cosmetics. The other options listed would not be relevant in this situation.

Question 20

Explain the importance of avoiding the use of age-related stereotypes in advertisements.

Accepted Answer

The answer of Explain the importance of avoiding the use...

Quiz 3: Brand Communication and Society