chapter 3

Question 1

American Association of Advertising Agencies (4As)

Answer 1

-established 1917
-provides guidelines “standards of practice”
-constructive force
-not knowing creates false info
-not knowingly use false testimonials
-not show misleading prices

Question 2

creative code

Answer 2

do not contain:
- false or misleading content
- testimonials that do not reflect person’s opinion
-misleading price claims
- untrue claims
- offensive pictures and statements

Question 3

FTC

Answer 3

monitors ads to make sure the claims are truthful
- looks at both “expressed” and “implied” claims
- can implement fines

Question 4

NDA

Answer 4

factual claims and truthfulness for national advertising

Question 5

advertising self-regulatory council (ASRC)

Answer 5

minimise government involvement in business

Question 6

children ad review unit

Answer 6

ads towards children

Question 7

electronic retailing

Answer 7

-truthfulness in online ad
-enhance consumer confidence in electronic retailing

Question 8

digital ad acc program

Answer 8

gives consumer control to give permission of ad compact to use personal info

Question 9

false advertising

Answer 9

any practice in selling products that seek to misrepresent to the consumer the expected utility of using a product

Question 10

national ad review board

Answer 10

help when parties disagree

Question 11

3 part test

Answer 11

was a claim made?
is claim misleading?
is claim material?

Question 12

puffery

Answer 12

any ads that praise an idem with superlatives or exaggerations, vaguely and generally, stating no specific facts

Question 13

comparative advertising

Answer 13

brand compares selves to another brand

Question 14

subliminal advertising

Answer 14

a message designed to pass below normal lines of conciseness unperceived consciously yet perceived unconsciously

Question 15

endorsements

Answer 15

known people (celebrities, influencers, sports ppl) give their name toa product or service

Question 16

CARU

Answer 16

sets high standards for the industry to assure that advertising directed to children is not deceptive, unfair or inappropriate for its intended audience.

Question 17

ERSRP

Answer 17

to enhance consumer confidence in electronic retailing by providing a quick and effective mechanism for resolving inquiries regarding the truthfulness and accuracy of claims in direct-response advertising.

Question 18

OIBAAP

Answer 18

online advertising and accountability program.

Question 19

BAAP

Answer 19

online advertising and accountability program.

Question 20

SRP

Answer 20

to enhance consumer confidence in electronic retailing by providing a quick and effective mechanism for resolving inquiries regarding the truthfulness and accuracy of claims in direct response advertising.