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True or False
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1
Critics argue marketing communication has created a materialistic culture.
A)True
B)False
2
Marketers counter criticism of their efforts by saying their purpose is to provide information and help customers in the brand decision process.
A)True
B)False
3
Consumers are concerned that MC lowers the cost of competing products.
A)True
B)False
4
Marketers contend advertising increases the cost of products while consumers believe it decreases the cost of products.
A)True
B)False
5
Critics of tobacco advertising argue tobacco marketing communication sells an inferior product.
A)True
B)False
6
Ethics begin where laws end.
A)True
B)False
7
Ethical codes generally are written down guidelines for behavior.
A)True
B)False
8
Everything a company does or doesn't do sends a brand message.
A)True
B)False
9
Ethics are subjective.
A)True
B)False
10
Companies can avoid criticisms of stereotyping by carefully screening their brand messages.
A)True
B)False
11
MC industry organizations and government agencies monitor brand messages.
A)True
B)False
12
When evaluating marketing communications regulators debate whether MC messages are acceptable persuasion, questionable practices, or outright fraud.
A)True
B)False
13
Very few forms commercial marketing communications are regulated in the United States.
A)True
B)False
14
Commercial free speech is as "free" as noncommercial speech.
A)True
B)False
15
Signage and comparative advertising are examples of regulated commercial free speech.
A)True
B)False
16
In some cases, marketing communication that makes a claim about a product's performance must be truthful and not misleading.
A)True
B)False
17
The National Advertising Review Council investigates questionable advertising claims.
A)True
B)False
18
The FTC considers marketing communication acceptable if messages mislead only "reasonable consumers."
A)True
B)False
19
Companies should show advertising and marketing campaigns to their legal counsel to make sure the claims do not go too far.
A)True
B)False
20
knockoffs are a common form of MC puffery.
A)True
B)False
21
Industries prefer government regulation over self-regulation.
A)True
B)False
22
When a marketing communication claim is found to be misleading only the manufacturer can be held liable.
A)True
B)False
23
The FTC has the largest scope of regulatory responsibility over marketing communication.
A)True
B)False
24
The FTC requirement that companies show documentation if there are challenges to the company's claims is called affirmative disclosure.
A)True
B)False
25
To minimize legal challenges to MC companies should require all messages go through an approval process.
A)True
B)False





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