Question 1

The two operating arms of the National Advertising Review Council are the ________.

Accepted Answer

The National Advertising Review Council (NARC) consists of two operating arms - the National Advertising Division (NAD) and the National Advertising Review Board (NARB). Therefore, option A is the correct answer. Option B (NAD and AAAA) and option C (AAF and AAAA) are incorrect as they do not include the NARB. Option D (FTC and FCC) and option E (FTC and NAD) are incorrect as they do not mention both operating arms of the NARC.

Question 2

Stereotypes can be useful and aid communication by using easily understood symbolic meanings.

Accepted Answer

Stereotypes can create a shorthand for communication and understanding, as people can quickly recognize and interpret the meaning of certain symbols or characteristics associated with a stereotype. However, it is important to recognize that stereotypes can also be harmful and limit individuals based on false assumptions.

Question 3

If the National Advertising Review Board (NARB)and an allegedly deceptive advertiser cannot reach a satisfactory resolution, the case is referred to the ________.

Accepted Answer

If the National Advertising Review Board (NARB) and an allegedly deceptive advertiser cannot reach a satisfactory resolution, the case is referred to an appropriate government agency. This agency can be the Federal Trade Commission (FTC) or any other state agency responsible for regulating deceptive advertising practices.

Question 4

Which type of self-regulation occurs when an organization, such as an advertising agency, develops, uses, and enforces norms within its own practices?

Accepted Answer

The answer of Which type of self-regulation occurs when an...

Question 5

Which of the following is the landmark corrective advertising case?

Accepted Answer

Warner-Lambert v. FTC is the landmark case that established the concept of corrective advertising. In this case, the Federal Trade Commission (FTC) found that Warner-Lambert had made false and misleading claims in its advertisements for Listerine mouthwash. As a result, the FTC ordered Warner-Lambert to run a corrective advertising campaign to inform consumers that its previous claims were false. This case set the precedent for future cases in which companies are required to run corrective advertising campaigns to correct previous false or misleading claims.

Question 6

According to federal regulations, a spokesperson who endorses a brand must actually use the brand.

Accepted Answer

Federal Trade Commission (FTC) guidelines require that endorsers must have a bona fide belief in the product's quality and must actually use the product they endorse.

Question 7

When an industry develops, uses, and enforces norms, this is known as which type of self-regulation?

Accepted Answer

Industry self-regulation refers to the development and enforcement of norms, standards, and practices within a particular industry. This is done to demonstrate a commitment to ethical and responsible behavior and to maintain the trust of stakeholders. This approach allows industry participants to regulate themselves rather than relying solely on government regulation.

Question 8

Marketing imperialism is a term used to describe what happens when Western culture is imposed on others.

Accepted Answer

Marketing imperialism refers to the imposition of Western culture, values, and standards on non-Western countries through advertising, marketing, and media. This can lead to homogenization of cultures and a loss of diversity.

Question 9

A trademark must be registered with the Library of Congress.

Accepted Answer

Trademarks are registered with the United States Patent and Trademark Office (USPTO), not the Library of Congress.

Question 10

In 1971, what organization did several professional advertising associations in conjunction with the Council of Better Business Bureaus establish to negotiate voluntary withdrawal of national advertising that professionals consider deceptive?

Accepted Answer

The National Advertising Review Council (NARC) was established in 1971 by several professional advertising associations in conjunction with the Council of Better Business Bureaus to negotiate voluntary withdrawal of national advertising that professionals consider deceptive.

Question 11

A code of ethics identifies how a professional in the industry must respond when faced with ethical questions.

Accepted Answer

The answer of A code of ethics identifies how a...

Question 12

Which of the following statements regarding cease-and-desist orders issued by the Federal Trade Commission is FALSE?

Accepted Answer

The answer of Which of the following statements regarding cease-and-desist...

Question 13

Obviously exaggerated "puffing" claims are illegal.

Accepted Answer

Puffing refers to exaggerated claims or opinions that are not meant to be taken literally and are generally considered legal in advertising, as they are subjective and not factual misrepresentations.

Question 14

Critics of advertising tend to argue that advertising has power to shape social trends and the way people think and act.

Accepted Answer

Critics of advertising argue that advertising can influence people's behavior, attitudes, and values, and can contribute to the shaping of social trends. They suggest that ads create an idealized image of products and lifestyles that can influence people's aspirations and beliefs. Additionally, critics argue that advertising can perpetuate harmful stereotypes, objectify women, and promote unhealthy behavior.

Question 15

Several companies, such as Procter & Gamble, General Foods, and Colgate-Palmolive, have their own codes of behavior and criteria that determine whether advertisements are acceptable. Which type of self-regulation is this?

Accepted Answer

Self-discipline refers to companies setting their own standards and codes of behavior for their advertisements without external influence.

Question 16

A copyright gives an organization the exclusive right to use or reproduce original work, such as an advertisement or package design, indefinitely.

Accepted Answer

A copyright gives the holder the exclusive right to use or reproduce original work for a limited time, usually the lifetime of the creator plus a certain number of years.

Question 17

Customs can be even stronger than laws.

Accepted Answer

Customs are often deeply ingrained in a society, and breaking them can result in strong social disapproval, even if there is no legal punishment. Therefore, customs can sometimes be even stronger than laws in shaping behavior and enforcing social norms.

Question 18

If the National Advertising Division (NAD)and an allegedly deceptive advertiser cannot reach a satisfactory resolution, the case is referred to the ________.

Accepted Answer

The National Advertising Review Board (NARB) is the appellate body of the National Advertising Division (NAD). If the NAD and an allegedly deceptive advertiser cannot come to a satisfactory resolution, the case is then referred to the NARB for review and a final decision.

Question 19

Which arm of the National Advertising Review Council is made up of people from the field of advertising who evaluate complaints submitted by consumers, consumer groups, industrial organizations, and advertising firms?

Accepted Answer

The arm of the National Advertising Review Council made up of people from the field of advertising who evaluate complaints submitted by consumers, consumer groups, industrial organizations, and advertising firms is the National Advertising Division (NAD).

Question 20

A copyright is a brand, corporate or store name, or distinctive symbol that identifies the seller's brand and thus differentiates it from the brands of other sellers.

Accepted Answer

A copyright is actually a form of legal protection for original works of authorship, such as literary, artistic, musical, or software works. It grants the creator exclusive rights to reproduce, distribute, and perform the work, and prevents others from doing so without permission. It is different from a trademark, which is the identification of a brand, corporate or store name, or symbol.

Quiz 3: Brand Communication and Society