Florida State University ADV 3008 Ch

Florida State University

ADV 3008

Ch. 5 quiz

1)Relevant issues, interesting presentation, a series of messages, and the relevant audience are all components of                 

-              Creative briefs

-                              Message strategy

-              Creativity

-              Creative appeals

2. The creative brief is developed from research conducted during the 

-              Initial client conference

-              Agency briefing

-              DAGMAR review

-                              Situation analysis

3. The creative brief is centered on         

-              Product and brand insights

-              Consumer and product insights

-                              Consumer and brand insights

-              Situational and research insights

4. Which federal agency is the primary government regulator of advertising today?

-              Food and drug administration

-                              Federal trade commission

-              Federal communication commission

-              Federal better business bureau

5. Which of the following is not an element of deceptive advertising?

-              The advertising must actually cause deception

-                              The advertising must have been produced by an advertising agency

-              The advertising must deceive a reasonable consumer

-              The advertising must least to material injury

6. With respect to deceptive advertising, material injury is usually associated with           

-              Direct mail

-              Reasonable interpretation

-              The FDA

-                              Financial loss

7. You have produced an ad which makes a claim that your product is better than your competitors based on a tangible attribute about your product compared to theirs, making yours superior to the competitor. This ad would not be deceptive as long as        

-              The difference is statisically significant

-              The difference is new

-                              The difference is significant to the consumer

-              The difference is clear

8. Which of the following is associated with corrective advertising?

-                              Non punitive

-              Retrospective

-              Can violate first amendment rights

-              All

9. Government regulators generally are more aggressive enforcing regulations in advertising directed towards

-                              Children and the elderly

-              Mothers

-              Young adults

-              Small business owners

10. One weakness of self regulation in advertising is that there Is             

-              Little interest in participation

-              A backlog of cases creating a lengthy delay in hearings

-              No agreement in what role self regulation should play

-                              No legal agreement for the enforcement of rulings