Podcast
Questions and Answers
What distinguishes advertising from journalism?
What distinguishes advertising from journalism?
Which of the following is not one of the six major venues for advertising?
Which of the following is not one of the six major venues for advertising?
What is behavioral advertising primarily based on?
What is behavioral advertising primarily based on?
Which type of advertising encourages consumers to visit a retail establishment?
Which type of advertising encourages consumers to visit a retail establishment?
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What is a common tool used in behavioral advertising to track user interests?
What is a common tool used in behavioral advertising to track user interests?
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How does direct response advertising engage with consumers?
How does direct response advertising engage with consumers?
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What is a contentious issue related to behavioral advertising?
What is a contentious issue related to behavioral advertising?
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Which statement best describes traditional retail advertising?
Which statement best describes traditional retail advertising?
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What is the primary role of the Federal Trade Commission (FTC) in advertising?
What is the primary role of the Federal Trade Commission (FTC) in advertising?
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What guideline does the AAF Code establish regarding advertising content?
What guideline does the AAF Code establish regarding advertising content?
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Which of the following is NOT one of the five specific actions prohibited by the AAAA Standards of Practice?
Which of the following is NOT one of the five specific actions prohibited by the AAAA Standards of Practice?
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What principle guided American consumers during the 1800s regarding advertising?
What principle guided American consumers during the 1800s regarding advertising?
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Why did Congress establish the Federal Trade Commission in 1914?
Why did Congress establish the Federal Trade Commission in 1914?
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Which regulatory body oversees advertising in television and radio?
Which regulatory body oversees advertising in television and radio?
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What advertising practice does the AAF Code explicitly prohibit?
What advertising practice does the AAF Code explicitly prohibit?
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What has been one outcome of consumers' complaints about misleading advertising?
What has been one outcome of consumers' complaints about misleading advertising?
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Which of the following is a common issue in advertising agency billing practices?
Which of the following is a common issue in advertising agency billing practices?
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What does the term bait-and-switch refer to in advertising practices?
What does the term bait-and-switch refer to in advertising practices?
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Which statement best describes the approach of the FTC towards advertising regulations?
Which statement best describes the approach of the FTC towards advertising regulations?
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How can consumers protect themselves from false advertising claims?
How can consumers protect themselves from false advertising claims?
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Which agency regulates the advertising of food and pharmaceuticals?
Which agency regulates the advertising of food and pharmaceuticals?
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What does the term 'printer's ink statutes' refer to?
What does the term 'printer's ink statutes' refer to?
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What must a drug manufacturer do when using the phrase 'next generation' in advertising?
What must a drug manufacturer do when using the phrase 'next generation' in advertising?
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What can a manufacturer claim if a government report indicates their product ranks highly?
What can a manufacturer claim if a government report indicates their product ranks highly?
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How do watchdog groups view ads that imply urgency, like 'limited time offer'?
How do watchdog groups view ads that imply urgency, like 'limited time offer'?
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What was one outcome for the mouthwash company claiming to be as effective as dental floss?
What was one outcome for the mouthwash company claiming to be as effective as dental floss?
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What do competing hospitals contest in relation to St. Louis University Hospital's ads?
What do competing hospitals contest in relation to St. Louis University Hospital's ads?
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What does the FTC regulate regarding the term 'manufacturer’s suggested retail price' (MSRP)?
What does the FTC regulate regarding the term 'manufacturer’s suggested retail price' (MSRP)?
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What tactic do discount stores sometimes use in their pricing strategies?
What tactic do discount stores sometimes use in their pricing strategies?
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What is a main characteristic of product placement in advertising?
What is a main characteristic of product placement in advertising?
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Why has product placement become more popular in the last four decades?
Why has product placement become more popular in the last four decades?
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When did the modern era of paid product placement in television begin?
When did the modern era of paid product placement in television begin?
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What notable change occurred for blue jeans sales due to Marlon Brando's influence in the 1950s?
What notable change occurred for blue jeans sales due to Marlon Brando's influence in the 1950s?
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Which advertising tactic is considered 'indirect' or 'subliminal'?
Which advertising tactic is considered 'indirect' or 'subliminal'?
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What is one reason why advertisers have reported few negative reactions to subliminal messages?
What is one reason why advertisers have reported few negative reactions to subliminal messages?
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How far back does the history of product placement in motion pictures go?
How far back does the history of product placement in motion pictures go?
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What was a significant factor for the resurgence of product placements in movies during the 1980s?
What was a significant factor for the resurgence of product placements in movies during the 1980s?
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Which film reportedly generated the highest revenue from product placements?
Which film reportedly generated the highest revenue from product placements?
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What is one reason why lawmakers were hesitant to regulate tobacco and alcohol product placements?
What is one reason why lawmakers were hesitant to regulate tobacco and alcohol product placements?
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How do movie producers justify the use of product placement in films?
How do movie producers justify the use of product placement in films?
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What concern do some television producers have regarding product placements?
What concern do some television producers have regarding product placements?
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What common mistake occurred in the show The West Wing regarding product placement?
What common mistake occurred in the show The West Wing regarding product placement?
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What unique situation occurred with the Starbucks cup in Game of Thrones?
What unique situation occurred with the Starbucks cup in Game of Thrones?
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What does the Central Hudson Test relate to?
What does the Central Hudson Test relate to?
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What was the Supreme Court's ruling regarding advertising for abortion services?
What was the Supreme Court's ruling regarding advertising for abortion services?
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Which of the following reflects a challenge of product placement in serious dramatic contexts?
Which of the following reflects a challenge of product placement in serious dramatic contexts?
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What is the primary role of the Federal Trade Commission (FTC) regarding advertising?
What is the primary role of the Federal Trade Commission (FTC) regarding advertising?
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What is one of the primary risks associated with product placements in movies compared to television?
What is one of the primary risks associated with product placements in movies compared to television?
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Which of the following statements best describes 'false advertising'?
Which of the following statements best describes 'false advertising'?
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Which year showed a significant challenge related to advertising abortion services that reached the Supreme Court?
Which year showed a significant challenge related to advertising abortion services that reached the Supreme Court?
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What differentiates deceptive advertising from false advertising?
What differentiates deceptive advertising from false advertising?
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What was an unintentional product placement noted in the film Demolition Man?
What was an unintentional product placement noted in the film Demolition Man?
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Why did health-care organizations push for bans on tobacco product placements?
Why did health-care organizations push for bans on tobacco product placements?
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What does the FTC's 'reasonable consumer standard' entail?
What does the FTC's 'reasonable consumer standard' entail?
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Which of the following would not generally be considered as false advertising?
Which of the following would not generally be considered as false advertising?
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What is the FTC's stance on terms like 'new and improved'?
What is the FTC's stance on terms like 'new and improved'?
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In which areas do the FTC and FDA most commonly focus their regulatory scrutiny?
In which areas do the FTC and FDA most commonly focus their regulatory scrutiny?
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What constitutes a claim that can lead to regulatory action by the FTC?
What constitutes a claim that can lead to regulatory action by the FTC?
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How does the idea of 'sound scientific basis' relate to advertising claims?
How does the idea of 'sound scientific basis' relate to advertising claims?
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What can happen to products with misleading advertisements according to the FTC?
What can happen to products with misleading advertisements according to the FTC?
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Why are advertisements that imply 'prescription strength' potentially problematic?
Why are advertisements that imply 'prescription strength' potentially problematic?
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Which entity does the FTC work with to regulate advertising of OTC drugs?
Which entity does the FTC work with to regulate advertising of OTC drugs?
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Which of the following is a characteristic of deceptive advertising?
Which of the following is a characteristic of deceptive advertising?
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What must be proven for an ad to be classified as false advertising?
What must be proven for an ad to be classified as false advertising?
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What was the reason for the court's approval of casino advertising regulation in Puerto Rico in 1988?
What was the reason for the court's approval of casino advertising regulation in Puerto Rico in 1988?
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What principle did the Supreme Court emphasize in the 1997 case concerning Baltimore's advertising regulations?
What principle did the Supreme Court emphasize in the 1997 case concerning Baltimore's advertising regulations?
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What motivated many newspapers to decline ads from specific controversial businesses?
What motivated many newspapers to decline ads from specific controversial businesses?
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What is a violation of federal law related to advertising boycotts?
What is a violation of federal law related to advertising boycotts?
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Which organization argues that religious advertising in government venues violates the establishment clause?
Which organization argues that religious advertising in government venues violates the establishment clause?
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What was the outcome of the boycott attempt organized by religious leaders in Fort Worth, Texas?
What was the outcome of the boycott attempt organized by religious leaders in Fort Worth, Texas?
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What is often a common assumption about restaurant critics?
What is often a common assumption about restaurant critics?
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What legal consequence can media outlets face for accepting discriminatory ads?
What legal consequence can media outlets face for accepting discriminatory ads?
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What type of advertising boycott is designed to avoid association with controversial topics?
What type of advertising boycott is designed to avoid association with controversial topics?
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What was James Dolan's response to Kamer's joke about him?
What was James Dolan's response to Kamer's joke about him?
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What is a significant reason advertisers typically prefer boycotts over libel suits?
What is a significant reason advertisers typically prefer boycotts over libel suits?
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What concern do critics have regarding the portrayal of women in advertising?
What concern do critics have regarding the portrayal of women in advertising?
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Which Supreme Court case emphasized that job advertisements cannot even imply discrimination?
Which Supreme Court case emphasized that job advertisements cannot even imply discrimination?
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What did the Circuit Court rule in the 1991 case Ragin v. New York Times regarding real estate ads?
What did the Circuit Court rule in the 1991 case Ragin v. New York Times regarding real estate ads?
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What is typically the focus of advertising boycotts in the context of news coverage?
What is typically the focus of advertising boycotts in the context of news coverage?
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According to Professor Theodore Levitt, what do consumers actually purchase?
According to Professor Theodore Levitt, what do consumers actually purchase?
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Which regulatory body is mentioned as having a higher standard for advertising aimed at children?
Which regulatory body is mentioned as having a higher standard for advertising aimed at children?
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What is identified as a contributing factor to personal debt and bankruptcy in contemporary America?
What is identified as a contributing factor to personal debt and bankruptcy in contemporary America?
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In larger communities, how do media outlets generally respond to advertising boycotts?
In larger communities, how do media outlets generally respond to advertising boycotts?
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What common example of advertising boycotts occurred in the 1990s and 2000s?
What common example of advertising boycotts occurred in the 1990s and 2000s?
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What does the term 'commercial speech' refer to in the context of the courts?
What does the term 'commercial speech' refer to in the context of the courts?
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Jean Kilbourne is known for criticizing which aspect of advertising?
Jean Kilbourne is known for criticizing which aspect of advertising?
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What does Charles Revlon imply about the cosmetics industry?
What does Charles Revlon imply about the cosmetics industry?
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What was a common feature of employment ads before the civil rights movement?
What was a common feature of employment ads before the civil rights movement?
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What typically drives the financial impact of an advertising boycott?
What typically drives the financial impact of an advertising boycott?
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What was a factor in advertisers pulling ads from Fox News shows in 2017?
What was a factor in advertisers pulling ads from Fox News shows in 2017?
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What impact do critics of the advertising industry claim advertisements have on consumers?
What impact do critics of the advertising industry claim advertisements have on consumers?
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How do law enforcement agencies typically respond to vandalism of religious advertising on billboards?
How do law enforcement agencies typically respond to vandalism of religious advertising on billboards?
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What is often a misconception about the effectiveness of advertising boycotts?
What is often a misconception about the effectiveness of advertising boycotts?
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In terms of advertising accuracy, what did John Crichton state consumers should expect?
In terms of advertising accuracy, what did John Crichton state consumers should expect?
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How did the courts view the responsibility of newspapers in monitoring ads for discrimination?
How did the courts view the responsibility of newspapers in monitoring ads for discrimination?
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What cultural critique does Dave Ramsey make about American spending behavior?
What cultural critique does Dave Ramsey make about American spending behavior?
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Which type of advertising regulation was highlighted as especially pertinent to ads aimed at children?
Which type of advertising regulation was highlighted as especially pertinent to ads aimed at children?
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What approach do newspaper editors prefer over advertising boycotts for resolving conflicts?
What approach do newspaper editors prefer over advertising boycotts for resolving conflicts?
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How do critics view the impact of advertising on young women and teenage girls?
How do critics view the impact of advertising on young women and teenage girls?
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Which of the following statements best describes the nature of boycotts against news organizations?
Which of the following statements best describes the nature of boycotts against news organizations?
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What happened to Paula Deen's program in 2013 that reflected the influence of advertisers?
What happened to Paula Deen's program in 2013 that reflected the influence of advertisers?
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What is one of the primary concerns raised by the FTC regarding children and advertising?
What is one of the primary concerns raised by the FTC regarding children and advertising?
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What role do advertisers believe parents should play in evaluating advertising?
What role do advertisers believe parents should play in evaluating advertising?
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What pressure do media outlets face from large advertisers, such as car dealers and developers?
What pressure do media outlets face from large advertisers, such as car dealers and developers?
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What did the survey conducted in 1967 reveal about business and financial editors?
What did the survey conducted in 1967 reveal about business and financial editors?
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What influence do long-term advertising commitments have on smaller publications?
What influence do long-term advertising commitments have on smaller publications?
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What policy do most reputable newspapers and television stations implement?
What policy do most reputable newspapers and television stations implement?
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Which behavior is common among smaller weekly newspapers regarding advertiser relationships?
Which behavior is common among smaller weekly newspapers regarding advertiser relationships?
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What criticism has been directed towards the publication TV Guide?
What criticism has been directed towards the publication TV Guide?
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What assumption do readers often make about restaurant reviewers and advertising?
What assumption do readers often make about restaurant reviewers and advertising?
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What trend was noticed regarding broadcast journalists in the 1970s compared to print journalists?
What trend was noticed regarding broadcast journalists in the 1970s compared to print journalists?
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What approach do smaller publications often take to avoid controversial advertising situations?
What approach do smaller publications often take to avoid controversial advertising situations?
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How do advertisers influence news content in trade publications?
How do advertisers influence news content in trade publications?
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What is a common misconception about journalism in relation to advertising?
What is a common misconception about journalism in relation to advertising?
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What type of media is often more susceptible to advertising influence according to the content?
What type of media is often more susceptible to advertising influence according to the content?
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Study Notes
Advertising Venues and Categories
- Advertising is a biased form of communication, aiming to influence audience actions or viewpoints, often for product/service purchases.
- It's distinct from journalism, never claiming neutrality.
- Six major advertising venues exist: print, broadcast, online, direct mail, outdoor, and transit.
- Venues have varying government regulations and professional ethical codes.
- Advertising often categorized into three types: traditional retail, direct response, and behavioral.
- Behavioral advertising, controversial and newest, profiles online users based on their activity ("cookies") to target ads.
- Techniques include tracking websites visited, emails, and social media activity.
- Examples include pop-up ads based on car searches or golf interests.
- Companies like Google and Facebook utilize this data.
Legal and Ethical Framework
- Advertising is subject to legal and ethical limitations.
- The Federal Trade Commission (FTC) is the main federal agency for advertising regulation.
- The FTC encourages voluntary adherence to tasteful, truthful, and accurate advertising.
- Major advertising professional organizations like AAF and AAAA provide ethical guidance.
- AAF Code emphasizes truthfulness, avoiding consumer deception, and good taste.
- AAAA Standards of Practice prohibit specific actions regarding content: false statements, misleading testimonials/prices, unsubstantiated claims, and offensive statements.
- Issues concerning billing practices are common, requiring clear contract stipulations.
Government Regulation
- Advertising regulation in the US has evolved through three phases.
- Early 1800s: minimal regulation, emphasis on "caveat emptor."
- Early 1900s: "printer's ink statutes," state-level regulations.
- Mid-20th century to present: FTC gains significant authority with consumer protection laws.
- Several federal agencies regulate advertising, including the FTC, FCC, FEC, FDA, HUD, EPA and USPS.
- Agencies have varying areas of regulation and compliance, depending on product or service.
- Courts recognize some First Amendment protection for commercial speech, but limited First Amendment protection.
Issues and Controversies
-
False and Deceptive Advertising:
- False advertising involves untrue claims, needing proven advertiser knowledge of falsity.
- Deceptive advertising omits crucial info or misleads, judged by a reasonable consumer standard.
- Regulation Focus Areas: Food products, OTC drugs, and product claims related to health/weight issues are frequently scrutinized.
- Promotional Phrases: Terms like "new and improved," "vitamin-enriched", and "prescription strength" are under scrutiny, needing factual support.
- Use of Research: Advertiser caution is advised when using government test results. Presenting findings fairly is vital.
- Advertisers' Reactions to News: News coverage can trigger boycotts/retaliation (often involving major advertisers)
The Debate over Product Placements
- Product placement, embedded marketing, features a product displayed in film/TV without explicitly promoting it.
- Advantages: high viewer exposure, but lack of explicit promotion.
Advertising of Controversial Products and Services
- Government regulation of the promotion of legal products/services is limited.
- Exceptions arise with product deception or health/safety concerns.
- The "Central Hudson Test" provides a framework for regulating advertising.
Advertising and Young Audiences
- Advertising aimed at children receives harsher scrutiny due to their perceived susceptibility.
- Regulations may concern advertising time during children's programming.
- Debate exists over who is responsible for protecting children from deceptive ads (parents/agencies).
Biting the Hands that Feed: News Content and Advertiser Concerns
- Advertisers can exert influence on news content through pressure and boycotts.
- Boycotts and threats to pull advertising funds can influence news coverage, especially in smaller communities.
- "Buy an ad, get a story" strategy is common in smaller publications.
- Policies separating news and advertising are crucial for integrity, especially in larger publications.
- Critics argue a conflict of interest with potential editorial biases.
Portrayals of Women
- Advertising portrayals of women can be criticized as harmful, often using thin models which impact self-esteem.
- Critics like Jean Kilbourne highlight potentially harmful stereotypes and impacts on image perception.
- Realistic representation is encouraged alongside accuracy.
The Influence of Advertising on Consumer Spending
- Advertising can blur lines between needs and wants, often promoting desire over true necessity.
- Advertising's influence, combined with easy credit, contributes to consumer debt.
- Criticism of the strategy to encourage spending.
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Description
Explore the various advertising venues and categories in this quiz. Understand how advertising differs from journalism, the types of advertising, and the ethical and legal frameworks governing them. Test your knowledge on behavioral advertising and its implications.
