JOMC 486 Quizzes Pt. 2 Questions Answered Correctly ( With Latest Solutions )
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Course
JOMC 486
Institution
JOMC 486
What law did McNeil-PPC Inc. accuse Pfizer Inc. of violating when it ran its advertisements for Listerine mouthwash? - Correct Answer Lanham Act.
In McNeil-PPC v. Pfizer, McNeil argued the Listerine advertisement contained the _______________ that rinsing with Listerine is as effective as flos...
JOMC 486 Quizzes Pt. 2 Questions Answered Correctly
( With Latest Solutions )
What law did McNeil-PPC Inc. accuse Pfizer Inc. of violating when it ran its advertisements for Listerine
mouthwash? - Correct Answer Lanham Act.
In McNeil-PPC v. Pfizer, McNeil argued the Listerine advertisement contained the _______________ that
rinsing with Listerine is as effective as flossing. - Correct Answer literal falsehood
In its lawsuit against Pfizer over the Listerine advertisements, McNeil-PPC said the impact of the ads on
its business was that - Correct Answer while sales of string floss remained stable, sales of the Reach
Access Daily Flosser and Power Flosser declined.
In its defense, Pfizer argued that its advertising campaign for Listerine, which McNeil-PPC said was
misleading, had been approved by the - Correct Answer American Dental Association.
In McNeil's lawsuit against Pfizer, Pfizer said it conducted two studies of the effect of Listerine
mouthwash on the plaque before it ran its advertisements that Listerine is as effective as floss. Of those
two studies - Correct Answer both studies showed Listerine as effective as floss.
Before suing Pfizer over its advertisements for Listerine, McNeil-PPC conducted surveys of consumers to
find out what messages they took away from the ads. McNeil's surveys on the message consumers took
away from the Big Bang ad found - Correct Answer a substantial percentage of respondents believed
Listerine can replace flossing.
The U.S. District Court that heard McNeil-PPC's lawsuit against Pfizer over its Listerine commercials said a
plaintiff, to establish an ad contains a false implication under the Lanham Act, must show that the
implication was taken away by at least what percentage of the audience? - Correct Answer 20 percent.
The researchers who conducted the studies of the effectiveness of Listerine for Pfizer both said the
results for the group who flossed may have been affected by - Correct Answer a deterioration in the
subjects' flossing technique over time
, In McNeil-PPC v. Pfizer, McNeil argued the Listerine advertisement contained the _______________ that
clinical studies proved rising with Listerine could replace flossing. - Correct Answer implicit falsehood
In McNeil-PPC v. Pfizer, District Judge Chin concluded McNeil-PPC was likely to suffer irreparable harm
because - Correct Answer the two companies are in head-to-head competition for the non-flossers or
reluctant flossers
The FTC says it may require extrinsic evidence, meaning consumer surveys, to determine whether an
_______________ was recognized by consumers. - Correct Answer Implied claim.
According to the FTC's Deception policy statement, the commission often will be able to determine
meaning of implied claims through all of the following except - Correct Answer The nature of the
market in which the product is sold.
The FTC will consider an advertising claim _________ if it is likely to affect a consumer's choice of or
conduct regarding a product. - Correct Answer Material
Which of the following is NOT a practice that the FTC listed in its Deception Policy Statement as likely to
mislead consumers? - Correct Answer Using words like "best" or "greatest" without empirical evidence
to back up those claims.
To be considered deceptive, an advertising claim must be material. The FTC defines "material" in its
Deception Policy Statement as a representation or practice that - Correct Answer Is likely to affect a
consumer's choice regarding that product.
When an advertisement targets a specific group, such as children, the FTC says in its Deception Policy
Statement that it will determine the advertisement's effect on - Correct Answer A reasonable member
of that group.
The FTC says that deceptive claims may be either - Correct Answer Express or implied.
The FTC will [word 1] defer to the judgment of self-regulatory groups on matters of substantiation of
advertising claims. - Correct Answer Not
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