Legal Matters Exam Prep Chapter 13 1st Edition

Chapter Thirteen

1. Which of the following is illegal in the US?

a) Amazon tracking your eReading habits

b) Amazon failing to post a social media policy

c) Amazon failing to post a privacy statement

d) Amazon sending you unsolicited emails

e) Amazon selling merchandise from China

2. In which country must Google agree to destroy links to pages of those who petition to be forgotten?

a) Venezuela

b)France

c) U.S.

d) Canada

e) Brazil

3. Your social security number would be considered which of the following?:

a) third party data

b) widgets

c) PII1

d) PII2

e) second party data

4. A file that is stored on someone's computer that both provides info and collects data is an:

a) ad server

b) ad exchange

c) publisher

d) widget

e) supply side system

5. Approximately how many data breaches are reported annually by the Identity Theft Resource Center?:

a) Less than 100

b) 500-1000

c) 1001-3000

d) 3001-5000

e) over 5,000

6. Which of the following will NOT help you avoid tracking by marketers online?:

a) clearing cookie history

b) private browsing

c) agreeing to privacy policies

d) setting browser preferences

e) none of the above

7. Which of the following could be part of the supply side of an ad network?:

a) Coca cola.com

b) Nytimes.com

c) Snapchat

d) Census.gov

e) Google analytics

8. Why do companies that advertise online need ad servers?:

a) because advertisers can't buy ads directly

b) ads are not available online from other sources

c) to track third party sites

d) to serve the customers well

e) to attract new clients

9. Which of the following is an automated system for purchasing online ads?:

a) Programmatic buying

b) real time bidding

c) ad serving

d) widgets

e) more than one of the above is true

10. Which of the following requires marketers to keep consumer data out of the hands of hackers?:

a) Children’s online privacy protection rule

b) Electronic communications privacy act

c) Can Spam

d) FTC act

e) Lanham act

11. Which of the following is meant to protect consumers from deceptive ads?

a) Children’s online privacy protection rule

b) Electronic communications privacy act

c) Can Spam

d) FTC act

e) Lanham act

12. Which of the following covers email communications?:

a) Children’s online privacy protection rule

b) Electronic communications privacy act

c) Can Spam

d) FTC act

e) Lanham act

13. The concept of fair use is related to which of the following issues?:

a) advertising regulation by FTC

b) self-regulation by ad industry

c) copyright protection

d) anti-trust rules

e) privacy regulation

14.What is the main purpose of “Ad Choices”?:

a) serves ads to viewers

b) targets consumers for advertisers

c) allows brands to choose between ad choices

d) provides ad viewers with options for ads served to them

e) none of the above

15. Which body in the ad self-regulation process serves as a court to evaluate cases?: a) FTC

b) NAD

c) NARB

d) CARU

e) FDA

16. Karen created a collage of herself eating Chobani flavors and posted it on the dedicated Chobani site. What type of marketing is this for Chobani?:

a) user generated content

b) paid advertising

c) owned media

d) earned media

e) more than one of the above is true

17. In which of the following cases was the marketer acting legally according to US law?

a) a marketer providing cosmetic surgery services posted fake consumer reviews online and hired people to post testimonials.

b) a mommy blogger marketer posted positive reviews of a new wearable baby carrier on her site after receiving a free one and did not disclose the gift

c) a marketing company wrote a positive blog post about a new tech gadget and sent it to a blogger who posted it as his own.

d) a marketing company posted a privacy policy that indicated that it would NOT allow third parties to collect data, but then did so

e) a marketer failed to obtain double opt-in permission for a text message campaign

18. Which is legal?:

a) Papa John’s sends text messages to potential customers

b) marketers run advertisements in gaming apps for children under age 10

c) marketers track customers online who have agreed to do business with another firm

d) online companies outside of California fail to have a posted privacy policy

e) marketers fail to abide by a cease and desist order from the FTC

19. ___________________ must have official rules lasing the duration, can have no eligibility limits, must have a free method of entry (e.g. no purchase required) and provide prize and chance details:

a) contests

b) widgets

c) SMS

d) third parties

e) sweepstakes

20. _____________ is when companies secretly gather online information from consumers by accessing their browser queries to see web sites consumers have visited.

a) Google Analytics

b) history sniffing

c) sock puppeting

d) targeting

e) astro turfing

Essays

1. Explain the difference between supply side platforms and demand side platforms.

2. How does a company like SiteScout set up an advertising network? With what types of companies must they contract and what do they offer those companies?

3. What is the difference between the FTC system for monitoring advertising communications and the industry self-regulation process? Which is more effective for competitors who want to stop others from running deceptive ads? Explain.