Deck 3: Regulation and Ethics of Advertising

Question 1

Injunctions impose restrictions on:

A)advertising content
B)advertising slogans
C)advertising time slots
D)any continuation of advertising
E)none of the above

Answer 1

D

Question 2

Australia's current,predominantly responsive,self-regulatory system was fashioned from the growth of consumerism,but the ________ and ________ of products and services now vying for consumers' attention are posing significant challenges to its continuing effectiveness.

A)quality;durability
B)prices;availability
C)selection;distribution
D)quantity;variety
E)variability;variety

Answer 2

D

Question 3

Concern about undesirable consequences of dominant foreign brands or organisations,with the example of the impact on local suppliers,shops,farmers,workers and consumers from unrestrained growth of large-format discounters in South East Asia,is an example of concern about:

A)marketing ethics
B)deceptive advertising
C)social decline
D)social responsibility
E)marketing imperialism

Answer 3

E

Question 4

Advertisements are criticised because they lack ________.

A)subjectivity
B)objectivity
C)substance
D)credibility
E)all of the above

Question 5

The effectiveness of any process starts with advertisers and their agencies imposing ________.

A)cost controls
B)self-discipline
C)protocols
D)procedures
E)binomials

Question 6

As society evolves,so do the standards that are deemed acceptable and,since most advertisers wish to create brand loyalty,all parties need to stay alert to changes in ________ in order to retain brand loyalty.

A)consumer sentiment
B)consumer awareness
C)producer's concerns
D)legal changes
E)regulatory actions

Question 7

Influenced by the actions of its overseas regulatory counterparts,the ASB justified its ultimate decision in the AMI case in part by concluding that ________.

A)the company was antagonistic
B)there has been a shift in community standards
C)Australia needed to be a strong moral leader
D)consumers knew best
E)a laissez faire approach was optimal

Question 8

There are three broad types of regulation of advertising.In Australia,the model used most closely resembles that of:

A)self-regulation
B)government regulation
C)licensed regulation
D)de-regulation
E)co- or semi-regulation

Question 9

________ refers to the homogenisation of cultural differences on an international scale.

A)Marketing
B)Marketing imperialism
C)Cultural imperialism
D)Marketing dominance
E)Cultural dominance

Question 10

Advertising in Australia is co-regulated by a number of bodies and groups that reflect the interests of all of the following groups EXCEPT ________.

A)government
B)media
C)industry
D)military
E)public

Question 11

Some claim advertising has created a society that is obsessed with personal hygiene because consumers are bombarded with ads for products that remove our body odours,make our teeth white,make our hair shine,allow us to fit in with our peers,and make our family love us more.On what side of the social debate on advertising do believers of this statement reside?

A)Advertising mirrors social values.
B)Advertising mimics social values.
C)Advertising shapes social values.
D)Advertising manipulates social values.
E)Advertising is offensive.

Question 12

Suggestive billboard advertising in ________ by the same company,AMI,which had run the 'Want longer lasting sex?' billboards in Australia,led this country's authorities to force the company to remove its billboards.

A)the United States
B)Sweden
C)the UK
D)Germany
E)Brazil

Question 13

Barclay Bank advertised '0% forever' when,in actual fact,this only applied until the balance was cleared.This was an example of:

A)deceptive advertising
B)false representation
C)stereotyping
D)deceptive representation
E)false advertising

Question 14

Australian consumers' complaints about the 'Want longer lasting sex?' billboards by AMI initially led the ASB to ________.

A)dismiss these complaints
B)fine the company
C)take no action
D)take down the billboards
E)amend its code of conduct

Question 15

Demand creation becomes a question of ethics when:

A)the products are demanding on resources
B)the people creating the products are demanding
C)the products aren't really needed
D)people's wants are being manipulated unnecessarily
E)both (a)and (b)

Question 16

Advertising regulation emerged from:

A)misleading and false claims being made by medicine makers in the 19th century
B)political unrest
C)the sexual revolution
D)all of the above
E)both (a)and (b)

Question 17

When the shoe company,Windsor Smith,refused to uphold the Australian industry's Code of Conduct and withdraw its advertising when asked to do so,what problem did it highlight?

A)The ethics of exposing all consumers to advertising
B)Weak sanctions and the lack of a statutory body
C)An adequate voluntary compliance system
D)A way to gain competitive advantage
E)The need for attention-getting images in outdoor advertising

Question 18

The regulation of advertising is a controversial and difficult process and,given the choice,developed countries usually select a(n)________ approach to deal with unacceptable advertising.

A)consumer-oriented
B)producer-friendly
C)self-regulatory
D)anticipatory
E)pre-emptive

Question 19

Companies without ________ may still have informal criteria that they apply on a campaign or ad-by-ad basis.

A)codes of behavioor
B)methods of manoeuvre
C)protocols of performance
D)mannerisms of methodologies
E)protocols and procedures

Question 20

Marketing imperialism refers to the:

A)loss of local diversity in local markets
B)loss of international consistency
C)environmental degradation as a consequence of dominant foreign brands
D)all of the above
E)(a)and (c)

Question 21

In relation to car advertising displaying fast cars,a former Volvo marketing manager said,'The marketer's desire to showcase their product's attributes needs to be tempered with a realistic sense of corporate citizenship'.This demonstrates concern with the company's:

A)poor taste advertising
B)stereotyping
C)diversity
D)health and safety
E)none of these

Question 22

The ________ pursues complaints that involve questions of law,truth or accuracy in advertising.

A)Australian Standards Bureau
B)Advertising Claims Board
C)Broadcasting Board
D)both (a)and (b)
E)none of the above

Question 23

The Advertising Standards Bureau (ASB)and the Advertising Claims Board (ACB)are charged with determining ________ of the AANA Code of Ethics.

A)interpretations
B)insights
C)services
D)breaches
E)enforcements

Question 24

A ________ is a representation of a cultural group that emphasises a trait or group of traits that may or may not communicate an accurate representation of the group.

A)community
B)cultural group
C)stereotype
D)cultural representation
E)group representation

Question 25

In Australia,the advertising of therapeutic goods (over-the-counter medication)must comply with:

A)the Australian Drugs Act 1973
B)the Therapeutic Treatment Guidelines 1985
C)the Therapeutic Goods Act 1989
D)none of the above

Question 26

The ACCC is focused on:

A)misleading and deceptive conduct
B)misleading and deceptive advertising
C)both of the above
D)neither of the above

Question 27

Which one of the following techniques used in advertising is acceptable in the eyes of the law?

A)Lengthy disclaimers flashing on the screen during a TV advertisement
B)Clear disclaimers made at the time of relevant representation
C)Inaudible disclaimers
D)Illegible or fine-type disclaimers
E)Clearly legible disclaimers provided separately

Question 28

________ protects the original expression of ideas themselves,and gives an organisation the exclusive right to use or reproduce original work such as an advertisement or package design for a period of time.

A)Copy protection
B)Copyright
C)Copy registration
D)Copy mark
E)Trademarking

Question 29

When advertisers adopt tactics that include the use of startling images to gain the consumer's attention,this is referred to as:

A)startling advertising
B)shock-vertising
C)fearful advertising
D)fear-advertising
E)distasteful advertising

Question 30

The overall industry competition watchdog in Australia is the ________.

A)Australian and Securities Investments Commission
B)Office of Fair Trading
C)Australian Competition and Consumer Commission
D)Australian Consumer Protection Office
E)Office of Consumer Policy

Question 31

The Australian Competition and Consumer Commission is the primary agency governing:

A)advertising fees
B)adherence to advertising law
C)broadcasting signals
D)agency fees
E)code of ethics

Question 32

The ________ is charged with determining breaches of the AANA Code of Ethics.

A)Australian Standards Bureau
B)Advertising Claims Board
C)Broadcasting Board
D)both (a)and (b)
E)none of the above

Question 33

________ is a set of ________ principles that guide actions and create a sense of responsible behaviour.

A)Ethics;moral
B)Regulation;religious
C)Legislation;ethical
D)Religion;legislative
E)None of the above

Question 34

The Children's Television Standards place restrictions on:

A)all products advertised
B)advertising to children
C)advertising time slots
D)advertising fees
E)all of the above

Question 35

Jack Vaisman's and AMI's fraudulent activities,crude and suggestive advertisements,and unrepentant attitude had made him a multi-millionaire.But actions taken towards him and his firm also demonstrate that ________.

A)quackery is no longer profitable and should be avoided at all costs
B)fraudulent activities are not feasible in the modern age of the internet
C)money easily made is easily lost
D)the entire advertising industry tolerates unethical advertisers at its own peril.
E)there is a fine line between right and wrong

Question 36

The Australian advertising industry is predominantly:

A)licensed
B)regulated by the government
C)self-regulated
D)both (a)and (c)
E)all of the above

Question 37

The act of paramount importance to advertisers and practitioners is the:

A)Paramount Importance Act 1974
B)Trade Facility Act 1975
C)Trading Products Act 1975
D)Consumer and Competition Act 2010
E)Trading Places Act 1977

Question 38

How can we evaluate advertising's ethical performance?

A)The social ethic
B)The professional ethic
C)The personal ethic
D)All of the above

Question 39

A ________ is a distinctive symbol,letter,numeral,device,shape,colour,sound or scent.

A)product
B)brand
C)trademark
D)watermark
E)patent

Question 40

The areas covered by the Australian Association of National Advertisers Code of Ethics include:

A)the negative portrayal of people
B)violence
C)sex,sexuality and nudity
D)the use of language
E)all of the above

Question 41

Personal judgement and moral reasoning rest on ________.

A)explicit laws governing practice
B)membership in a professional association
C)an understanding of the law
D)a sense of right and wrong
E)a code of standards

Question 42

To say that 'women are bad drivers' is an example of stereotyping.

Question 43

Stereotyping of women as only interested in shopping,men as bumbling,and gay men as promiscuous is a thing of the past in advertising.

Question 44

The Australian Association of National Advertisers Code of Ethics covers areas such as the negative portrayal of people,violence,sex,sexuality and nudity and the use of language in advertising.

Question 45

Critics of advertising say that advertising lacks subjectivity.

Question 46

When advertisers adopt tactics that include the use of startling images to gain the consumer's attention,this is referred to as fearful advertising.

Question 47

One of the areas covered by the Australian Association of National Advertisers Code of Ethics is deceptive and misleading advertising.

Question 48

___________ are the 'shoulds' and 'oughts' of behaviour.

A)Missions
B)Ethics
C)Regulations
D)Customs
E)Traditions

Question 49

The current,predominantly responsive,self-regulatory system was fashioned from the growth of consumerism.

Question 50

Critics of advertising argue that advertising shapes society's values.

Question 51

The Consumer and Competition Act 2010 replaces the Trade Practices Act 1974.

Question 52

One of the main issues associated with the advertising of alcohol is its potential to encourage underage drinking.

Question 53

The primary agency governing the advertising industry's adherence to the law is the Australian Competition and Consumer Commission.

Question 54

________ are frameworks for right actions and are primarily the domain of religion and philosophy.

A)Missions
B)Ethics
C)Morals
D)Customs
E)Traditions

Question 55

The Australian Standards Bureau enforces and administers the Consumer and Competition Act 2010.

Question 56

A brand is a distinctive symbol,letter,numeral,device,shape,colour,sound or scent.

Question 57

With respect to guidelines for determining what is ethical,which is NOT one of the types of criteria for making an advertising decision?

A)Individual moral upbringing
B)Self-interest
C)Professional ethics
D)Industry standards of self-regulation
E)Government regulations

Question 58

The Australian Competition and Consumer Commission is the overall industry competition watchdog.

Question 59

Cultural imperialism refers to the homogenisation of cultural differences on an international scale.

Question 60

Which of the following is an example of a moral system?

A)The Ten Commandments
B)The AAAA's Creative Code
C)The TARES Test of Ethical Advertising
D)The Potter Box
E)The Bill of Rights

Question 61

You are just starting out in an advertising career and are concerned about making ethical decisions.What resources are available to help guide you to a 'right' decision,and what type of criteria might you consider when making an advertising decision?

Question 62

Explain the concept of accessorial liability.

Question 63

Explain the purpose of the Australian Competition and Consumer Commision.

Question 64

Name and briefly describe the differing types of penalties that can be applied to both advertisers and their client who are found in breach of the Australian Consumer Law (ACL).

Question 65

Why is the infamous Ribena case important in relation to consumer protection?

Question 66

How is the legal principle known as 'accessorial liability' relevant in the regulation of advertising in Australia?

Question 67

The Communication Council's Code of Ethics identifies how advertising practitioners in the industry should respond when faced with ethical questions.

Question 68

In the drive to say something to give a product an edge over its competitors,advertisers sometimes stretch the truth.Explain the law on the matter of misleading and deceptive advertising and the obligations of advertisers and advertising practitioners.

Question 69

Based on his actions,Jack Vaisman,the founder of AMI and the man behind the notorious billboards,could be considered an unrepentant individual.

Question 70

Social responsibility motivates a business to perform a useful function within society and to make its impact on society positive rather than negative.

Question 71

Skins,a manufacturer of high-end athletic gear,had bragged in its advertising that it did not pay athletes to wear its clothes,with its award-winning jingle,'We don't pay sports stars to wear our products.They pay us'.The campaign was highly successful,but was also fraudulent,as the firm later admitted to the ACCC (Australian Competition and Consumer Commission).The ACCC forced the firm to pay court costs and place expensive corrective advertisements.Yet several years later,the client Jaimie Fuller of Skins maintained that,'he still believed the essence of the campaign was rooted in truth'.Explain how the client and its advertising agency might develop such an impression,and what lessons can be learned from it.

Question 72

Explain copyright and what constitutes copyright infringement.

Question 73

Describe the six particular areas specified in the Australian Association of National Advertisers Code of Ethics.

Question 74

Our concept of right and wrong based on moral rules,personal and professional standards,and cultural values can collectively be referred to as our social ethic.

Question 75

What is the Act that is of paramount importance for practitioners in regulating advertising in Australia?

Question 76

Amy is seven years old and loves to play with dolls.In fact,she has all the Bratz dolls and lots of clothes and accessories.Despite their recency,Amy saw a commercial on television for a new Bratz girl and a whole new range of fashion accessories additional to those she already has,and of course,she wanted it/them.Advertising has been criticised because it is used to drive people to feel a need or want.What is this called and why is such advertising criticised?

Question 77

'Would I feel comfortable in explaining this action to the general public on TV?' would be a question asked in relation to the personal ethic.