Exam 15: Marketing Ethics and Social Responsibility

Popular methods of covert marketing include ________.

To combat fast-forwarding by consumers who wish to avoid TV commercials, marketers are increasingly turning to ________, where the line between television shows and ads is virtually nonexistent.

When People's Trust Bank advertises its involvement in free consumer credit training to help low-income families manage their earnings and qualify for mortgages, People's Trust is engaging in ________.

________ are moral principles that govern marketers' behavior.

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

Based on the societal marketing concept, professional athletes should not be used in liquor or tobacco advertisements because celebrities often serve as role models for the young and using them in ads may result in underage consumers' use of the products.

With regard to offensive advertising, ________ produced the most consumer complaints.

The popularity of ________ is an option for combatting the invisible tracking that is being done via Internet, cell phone, and coupon use.

A recent study discovered that deceptive claims were found in about three quarters of humorous ads and, in most cases, the humor was used to mask the deceptive claims.

Perceptions of a company's lack of social responsibility or unethical marketing strategies rarely have a negative effect on consumer purchase decisions.

ECOLITE MINI CASE: Ecolite is a new manufacturer of compact cars that run exclusively on battery power and require no fossil fuels. Its advertising focuses on the amount of carbon emissions that the Ecolite driver will avoid emitting compared to comparable compact cars, and the positive impact that will have on the environment. Ecolite has also put together a SuperGreen add-on package that includes additional interior features, a portion of the proceeds of which are donated to the Arbor Day Foundation. Ecolite has decided to advertise its new vehicle by offering them to car rental agencies at a discounted price to enable people to drive the cars risk free and to get them seen on the street. Ecolite has also provided vehicles to a popular television show about models so the models will be seen driving the vehicles on the television show and hired actors to pose as product users to provide information about the car as they drive it around. -In the ECOLITE MINI CASE, the donation from the SuperGreen package is an example of ________.

TOASTER MINI CASE: Ruth's son is five years old. He recently saw a TV commercial for Kool-Stuf toaster pastries that showed Oreo cookies going into a toaster and popping out as Kool-Stuf pastries. He proceeded to put Oreo cookies into the toaster in his kitchen at home and, when they didn't pop out, tried to get them out with a pair of scissors. Ruth feels that the advertisement is dangerous and should be changed. -In the TOASTER MINI CASE, which of the following CARU guidelines does the Kool-Stuf manufacturer violate?

When the government of a country attempts to attract businesses by buying several pages in a well-respected news magazine and fills them with what appears to be a news article on the strength of the country's economy, the stability of its government, and the business-friendly nature of its legislation, this is an example of ________.

Which of the following packaging concepts is likely to DECREASE consumption of the presented item?

The FTC can require companies that have misled consumers to run ________, which can sometimes result in distrust toward other products sold by the company and toward similar products sold by unrelated marketers.

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.

Truth-in-advertising laws protect consumers from false advertisements.

What is cause-related marketing and what impact does the choice of cause have on the effectiveness of the marketing campaign?

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

Because marketers continuously sponsor ads portraying values or behaviors that some (or many) consumers find distasteful or wrong, we can conclude that public scrutiny has little impact on marketers.