Exam 15: Marketing Ethics and Social Responsibility

Direct-to-consumer pharmaceutical advertising has increased the consumption of numerous categories of medications. Consumers confirm that they receive most of the information about these medications from TV commercials rather than from their physicians. In response, the pharmaceutical industry has developed voluntary restrictions regarding this marketing method. Why have they done this?

If Daisy is driving and a radio advertisement alerts her, through a specifically targeted ad based on her location, that a McDonald's restaurant is two exits down next to the highway, the advertiser is likely using the ________ from her car to identify her position.

A cause-related message elicits more favorable consumer attitudes than a similar ad without a cause-related message.

Some firms engage in ________, where they contribute a portion of the revenues they receive from selling certain products as helping people inflicted with incurable diseases or hurt by inclement weather.

The ________ stage of consumer socialization occurs when a child is 7-11 years old, which is when children capture the persuasive intent of ads, begin to process functional cues regarding products, and develop purchase influence and negotiation strategies.

Marketers implement ethical strategies for all of the following reasons EXCEPT ________.

In which of the following situations is the child likely to have the most influence?

The marketing concept as we know it is always consistent with society's well-being and best interests.

________ is the self-regulatory group that monitors complaints from companies and consumers regarding truth in advertising and often determines what ads can and cannot state.

When Fizzy Cola advertizes that it will donate a portion of all the proceeds of cola packaged in its Olympic can to the Special Olympics, it is engaging in ________.

Objectionable ads always arise from the negative intentions of marketers.

Marketers are beginning to blend promotion and program content by positioning a TV commercial so close to the storyline of a program that viewers are unaware they are watching an advertisement until they are well into it. Because this was an important factor in advertising to children, ________ has strictly limited the use of this technique.

People are often surprised at how much they consume, showing that they may have been influenced at a basic or perceptual level.

Socially beneficial forms of doing business include ________.

The FTC holds marketers responsible for determining their ads' potential to mislead consumers.

How much do marketers spend each year to promote foods and beverages to America's children?

Identify and briefly describe the three major categories of promotional violations that occur in the marketing of drugs.

$\text{CLEANER MINI CASE:}$ Oopsy All Gone is a new super cleaning powder that, when mixed with water, will remove the toughest stains from carpets and upholstery. The manufacturer, Clean Brite, has placed an advertisement in a magazine that is designed to look like an editorial and presents information about the harmful chemicals present in most household cleaners, while highlighting the mild ingredients in Oopsy All Gone that are tough on stains but soft on skin. Oopsy All Gone also uses advertisements that say it is the "best cleaner available." Clean Brite has also arranged for Oopsy All Gone to appear in a popular sitcom, where the main character spills a drink on his neat-freak friend's white couch while housesitting for the weekend. -In the CLEANER MINI CASE, when Oopsy All Gone appears in a popular sitcom, this is an example of ________.

________ consists of marketing messages and promotional materials that appear to come from independent parties although, in fact, they are sent by marketers.

Whereas the ________ focuses on fulfilling the needs of target consumer markets more effectively than competitors, the ________ requires marketers to balance society's interests with the needs of the consumers and marketers.