Chapter 3 - Part 2

Question 1

Intellectual property

Answer 1

something produced by the mind, such as original works of authorship including literary, dramatic, musical, artistic, and certain other “intellectual” works, which may be legally protected by copyright, patent, or trademark

Question 2

Long-term macro arguments

Answer 2

criticisms of advertising that focus on the social or environmental impact of marketing

Question 3

Nonproduct facts

Answer 3

product claims not about the brand but about the consumer or the social context ins which the consumer uses the brand.

Question 4

Primary demand

Answer 4

consumer demand for a whole product category

Question 5

Selective demand

Answer 5

consumer demand for the particular advantages of one brand over another

Question 6

Substantiation

Answer 6

evidence that backs up cited survey findings or scientific studies that the FTC may request from a suspected advertising violator

Question 7

Testimonials

Answer 7

the use of satisfied customers and celebrities to endorse a product in advertising

Question 8

Unfair advertising

Answer 8

according the the FTC, advertising that causes a consumer to be “unjustifiably injured” or that violates public policy