ISC 161 Final Exam Questions and
Answers
Central Hudson Test - ANSWER-* looks at whether government should have
interest, and where oversight is overkill
* says government can regulate deceptive advertising and advertising for illegal
products, but not otherwise
Federal Trade Commission mechanisms - ANSWER-* consent order
* cease and desist order
- so many days to remove
* corrective advertising
- damage is done, pay for another advertising to correct the damage
Lanham Act - ANSWER-** false advertising **
- false statements made
- deception or tendency to deceive
- deception likely to influence buying behavior
- product/service sold between states
- effect of loss of sales or loss of goodwill
Budgeting methods - ANSWER-- percentage of sales
- competitive parity
- objective and task
- payout planning
percentage of sales - ANSWER-which comes first, sales or communication?
either last year's sales or next year's estimate
competitive parity - ANSWER-"meet the competition"
spending based on how much major competitors are spending
objective & task - ANSWER-set objectives
determine task needed to achieve objectives
cost out tasks
total costs
payout planning - ANSWER-to determine how much to spend, marketers often dev a
"payout plan," which determines the investment value of the advertising & promotion
appropriation
Best method - ANSWER-= objective & task
Answers
Central Hudson Test - ANSWER-* looks at whether government should have
interest, and where oversight is overkill
* says government can regulate deceptive advertising and advertising for illegal
products, but not otherwise
Federal Trade Commission mechanisms - ANSWER-* consent order
* cease and desist order
- so many days to remove
* corrective advertising
- damage is done, pay for another advertising to correct the damage
Lanham Act - ANSWER-** false advertising **
- false statements made
- deception or tendency to deceive
- deception likely to influence buying behavior
- product/service sold between states
- effect of loss of sales or loss of goodwill
Budgeting methods - ANSWER-- percentage of sales
- competitive parity
- objective and task
- payout planning
percentage of sales - ANSWER-which comes first, sales or communication?
either last year's sales or next year's estimate
competitive parity - ANSWER-"meet the competition"
spending based on how much major competitors are spending
objective & task - ANSWER-set objectives
determine task needed to achieve objectives
cost out tasks
total costs
payout planning - ANSWER-to determine how much to spend, marketers often dev a
"payout plan," which determines the investment value of the advertising & promotion
appropriation
Best method - ANSWER-= objective & task
