33. Which of the following claims demonstrates puffery in advertising?

a.

"Only Crest Earns the Dental Seal of Approval Among All Major Brands!"

b.

"Ford Trucks Have Lower MPG than Chevy Trucks!"

c.

"Tide Beats Cheer in Sales 8th Year in a Row!"

d.

"World's Best Cup of Coffee Served with a Smile Here!"

34. Vertical cooperative advertising is usually legal, except when

a.

unquantifiable emotional appeals are involved.

b.

a representation, omission, or practice is misleading.

c.

large corporations and mega-retailers create monopolies in this way.

d.

bogus advertising allowances are given in the form of hidden price concessions.

35. ________, established by the Better Business Bureau, evaluates ads directed at children based on guidelines that encourage sensitivity to their level of sophistication and knowledge, as well as emphasis on positive social traits such as friendship and kindness.

a.

The Family Research Council

b.

The Children's Food and Beverage Advertising Initiative

c.

The Children's Advertising Review Unit

d.

Action for Children's Television

36. An established cereal manufacturer is being investigated by the FTC for claims that its oatmeal can repair damaged arteries and prevent heart disease. Its executives are aware that if the claims are found to be false, the firm may receive the FTC's most severe penalty, which involves

a.

ordering corrective advertising.

b.

issuing a cease-and-desist order.

c.

ruling on advertising substantiation.

d.

dissolving the corporation.