FIRST EXAM STUDY GUIDE:

Children's Advertising

• Self-Regulatory Guidelines for Children's Advertising
  • What is CARU? What does it do?
     
    
  • Know the seven basic principles that underlie CARU's Guidelines for advertising directed to children under 12. (Which approach to ethics is prevalent in these principles?)
    • Knowing that children are imaginative and that make-believe play is part of growing up, advertisers should take care not to create what with their advertising?
       
      
    • Advertisers should be aware that children can learn what from advertising?
       
      
    • Advertisers are urged to influence children by developing advertising that does what?
       
      
    • Why should advertising incorporate minorities and other groups?
       
      
    • Who has the prime responsibility to provide guidance for children? How should advertisers contribute to that relationship?
       
      
    • To which media do these principles apply?
    
     
    
  • Be familiar with the guidelines for product presentations and claims.
    • Product or performance characteristics include what?
       
      
    • Not misleading children about the benefits of using the product means not misleading them about what?
       
      
    • Animation is permissible unless it does what?
       
      
    • The performance and use of a product should be demonstrated in what way?
       
      
    • What emphasis is placed upon safety?
       
      
    • Advertising should clearly establish what facts regarding the initial purchase?
       
      
    • How should food be represented? How should it not be represented? (Guidelines 8-10)
       
      
    • What cautions are given regarding advertising for videos, films and interactive software?
    
     
    
  • Be familiar with the guidelines regarding sales pressure. Are these accuracy issues?
     
    
  • All disclosures and disclaimers that are material to a child should be what?
     
    
  • Be familiar with the guidelines for endorsement and promotion by program or editorial characters.
    • For what two reasons are endorsements and promotions by program or editorial characters of special concern regarding children?
    
     
    
  • What are minimum requirements for using the word "club" in advertising to children?
     
    
  • Be familiar with the guidelines for safety. What is it about children that make representations of products a safety issue?
    • Should medications, drugs and supplemental vitamins be advertised to children?
       
      
    • When children are depicted in athletic activities, what else should be depicted?
    
     
    
  • What are the rules for pay-per-call services and 900-numbers services in regarding to children?
  
   
  
• SPENCE: Ch. 3
  • What is brand loyalty? How are children targeted? Is this prohibited by the CARU guidelines?
     
    
  • What is brand sharing? In what ways are children targeted? Is this prohibited by the CARU guidelines?
     
    
  • Children below age 8 may not realize what?
     
    
  • Is advertising of junk food a contributor to childhood obesity?
     
    
  • Would the Nesquick Bunny direct marketing campaign be prohibited by the CARU guidelines? Why was it unethical?
     
    
  • Naomi Klein contends the goal of advanced branding is what? How are the lines between culture and branding blurred? Klein suggests advertisers are transforming culture into what?
     
    
  • When can shock tactics be justified in advertising to children?
     
    
  • What is the practice of targeting? When can it become ethically questionable? Why would it be unethical?
     
    
  • What is IMC? Why are children a critical target of IMC and brand loyalty?
     
    
  • What are examples of advertisers developing associations between their brands and institutions, culture and issues of importance?
     
    
  • Do advertisers have a moral obligation to their communities? Why? To do what or avoid doing what?
     
    
  • Explain whether targeting is an unethical practice. How does the answer depend upon consequentialism? Explain whether advertising to create brand loyalty is unethical. Explain whether brand sharing is unethical.

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