Final answer:
True, the use of paid advertising by the Truth Campaign is an example of piggybacking as a media advocacy strategy. This approach borrows branding techniques from industries marketing harmful products to discourage their use. The campaign's efforts are amplified through synergy across multiple media platforms and require truthful disclosure of factual claims by regulations.
Step-by-step explanation:
The statement that the Truth Campaign's use of paid advertising is an example of a media advocacy strategy known as piggybacking is true. Piggybacking is a technique where messaging is designed to leverage or co-opt existing marketing strategies, often used by industries that market products seen as harmful, such as tobacco or soda, to influence young people. In this case, the Truth Campaign adopts similar branding techniques to those used by harmful product industries for a positive purpose: to discourage the use of those products.
With the advent of social media and the internet, the methods of reaching consumers have evolved, but the use of synergistic advertising practices ensures that the target audience receives the message through multiple platforms. The concentration of media outlets also means that fewer distinct narratives are presented to the public, which can amplify the effect of an advertising campaign that is repeated across various channels.
Reflecting on ethical considerations, it's worth noting that disclosures in marketing means can differ between online and face-to-face interactions. Regulation such as that by the Federal Trade Commission (FTC) requires that factual claims made in advertising be truthful, even if a certain amount of exaggeration is permitted.