Ch 4

Question 1

What types of psychological manipulation is used in the marketplace?

Answer 1

1. Companies base marketing strategies on what governs proper choices
   Ads try to answer needs, ambitions, fears, hopes

Question 2

Discuss how hospitals and specific prescription and non-prescription drugs are marketed.

Answer 2

1. Power words
2. Illusions of promise
3. Nostalgia

Question 3

How does the tobacco industry try to sell their product and to whom?

Answer 3

1. Glamour
2. Slimness
   3 Romance
3. Popularity

Question 4

Give examples of Mail Order Fraud

Answer 4

1. Questionable Ads

reproducing newspaper adds with hand written endorsements

Question 5

What kinds of claims by advertisers does the American Council on Science and Health report are not effective?

Answer 5

1. Cause effortless weightloss
   increase bust or penis
   ease scars/ cellulite

Question 6

What problems does the govt have with regulation of the marketplace and what agencies assist in protecting the consumer?

Answer 6

1. Industry self-regulation
cannot stop violations
Agencies: FTC
NAD National advertising division 
NARB National Advertising Review Board
Postal Service

Question 7

Describe the strengths and limitation of govt regulation of advertising

Answer 7

Strengths - labeling food, dietary supplenments, drugs and devices.
Cannot cover ads regarding Rx