Deck 15: Marketing Ethics and Social Responsibility

Question 1

The societal marketing concept advocates a ________.

A) long-term perspective
B) short-term perspective
C) medium-term perspective
D) 6-month outlook
E) 12-month outlook

Answer 1

A

Question 2

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.

A) marketing concept; societal marketing concept
B) consumer marketing concept; societal marketing concept
C) production concept; marketing concept
D) societal marketing concept; marketing concept
E) product concept; societal marketing concept

Answer 2

A

Question 3

The ________ stage of consumer socialization occurs when a child is 11-16 years old, which is when children understand ads' tactics and appeals, become skeptical about ads, understand complex shopping scripts, and become capable at influencing.

A) cognitive
B) hedonic
C) perceptual
D) analytical
E) reflective

Answer 3

E

Question 4

According to the societal marketing concept, ________.

A) fast-food restaurants should develop healthier foods that contain less fat and starch
B) marketers should advertise food to young people in ways that encourage overeating
C) marketers should use professional athletes in liquor and tobacco advertisements
D) marketers should teach young drivers to get the most out of their cars by driving them as fast as possible
E) toy manufacturers should manufacture their products out of the cheapest materials possible, regardless of where those materials come from or what potential contaminants they may contain

Question 5

The essence of marketing is ________.

A) filling the marketplace with products that can be produced and sold cheaply
B) fulfilling the needs of target consumer markets more effectively than competitors
C) endeavoring to satisfy the needs and wants of the target market in ways that preserve and enhance the well-being of consumers and society as a whole
D) crafting messages to consumers that get them to buy products that do not meet their needs
E) consumers behaving completely rationally and maximizing their value when considering a purchase

Question 6

The ________ stage of consumer socialization occurs when a child is 3-7 years old, which is when children begin to distinguish ads from programs, associate brand names with product categories, and understand the basic script of consumption.

A) cognitive
B) hedonic
C) perceptual
D) analytical
E) reflective

Question 7

Parents with complaints about advertising to children should contact ________.

A) the Department of Homeland Security
B) the Federal Communications Commission
C) the Children's Advertising Review Unit
D) the Department of Health and Human Services
E) Commercial Alert

Question 8

Industry-wide self-regulation is in marketers' best interests in that ________.

A) it is the only legal form of corporate collusion that provides sustainable economic benefit
B) it is required by various pieces of legislation
C) it deters government from imposing its own regulations on industries
D) enforcement of such regulations is likely to be stricter than governmental regulation
E) consumers rarely complain about companies that they believe are part of such self-regulatory schemes

Question 9

The societal marketing concept ________.

A) endeavors to satisfy the needs and wants of the target market in ways that preserve and enhance the well-being of consumers and society as a whole
B) fulfills the needs of target consumer markets more effectively than competitors
C) fills the marketplace with products that can be produced and sold cheaply
D) crafts messages to consumers that get them to buy products that do not meet their needs
E) maximizes consumers' short-term values

Question 10

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.

A) cognitive
B) hedonic
C) perceptual
D) analytical
E) reflective

Question 11

Which of the following is NOT a way to get consumers to purchase more?

A) make the store cold
B) make the store warm
C) systematically move displays and aisles so people have to wander
D) approach men and offer help as they deviate from lists
E) offer sales to people who are drinking alcohol

Question 12

According to ________, children can easily form associations between stimuli and outcomes.

A) Maslow's Hierarchy of Needs
B) Freudian theory
C) Pavlov's experiments
D) attribution theory
E) stimulus-response theory

Question 13

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

A) an older child from higher socio-economic class regarding the purchase of a child-related item
B) a younger child from a lower socio-economic class regarding the purchase of a non-child-related item
C) a younger child from a lower socio-economic class regarding the purchase of a child-related item
D) an older child from a lower socio-economic class regarding the purchase of a child-related item
E) an older child from a higher socio-economic class regarding the purchase of a non-child-related item

Question 14

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

A) less than $5 billion
B) less than $8 billion
C) less than $10 billion
D) at least $10 billion
E) at least $20 billion

Question 15

The short-term orientation embraced by most business executives stems from ________.

A) short consumer memory of good corporate behavior
B) the short-term orientation of the consumers they target
C) the fact that managerial performance is usually evaluated on the basis of short-term results
D) the fast-paced nature of media flows in today's hyper-stimulated environment
E) the increasing importance of public relations as a vehicle for communicating with consumers

Question 16

________ are moral principles that govern marketers' behavior.

A) Marketing objectives
B) Consumer protection laws
C) Legal standards
D) Marketing ethics
E) Marketing goals

Question 17

________ is the processes by which young people acquire skills, knowledge, and attitudes relevant to their functioning as consumers in the marketplace.

A) Consumer socialization
B) Media consumption
C) Self-regulation
D) Perception
E) Materialism

Question 18

The ________ balances the needs of society with the needs of individuals and marketing organizations.

A) marketing concept
B) sales concept
C) production concept
D) targeting concept
E) societal marketing concept

Question 19

A serious deterrent to widespread implementation of the societal marketing concept is ________.

A) the short-term orientation embraced by most business executives in pursuing increased market share and quick profits
B) the long-term focus of most business executives, who are primarily focused on the long-term viability of the business
C) aggressive action taken by consumer advocacy groups
D) the prevailing practices of very specific consumer segmentation and targeting
E) the prevalence of digital media and continuing shift of marketing dollars from old media to digital

Question 20

Advertising to children is subject to self-regulation according to guidelines developed by ________.

A) the Federal Trade Commission
B) the Federal Communications Commission
C) the Children's Advertising Review Unit
D) the Department of Health and Human Services
E) Commercial Alert

Question 21

________ 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.

A) The Children's Advertising Review Unit
B) The National Advertising Review Council
C) The Federal Communications Commission
D) The Department of Health and Human Services
E) Commercial Alert

Question 22

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

A) present juice in short, wide glasses
B) place candies in clear jars
C) place sandwiches in opaque wraps
D) present foods in an organized manner
E) offer multiple product tastings

Question 23

Which of the following advertising messages would be considered puffery?

A) Fizzy Cola has 50% less sugar than the leading competitor's diet colas.
B) Fizzy Cola will donate 5% of the proceeds of the sale of its "Pink Ribbon" cola to support breast cancer research.
C) Fizzy Cola, the most refreshment you can get in a can.
D) Fizzy Cola, an American icon since 1956.
E) Fizzy Cola is produced locally, using local ingredients and local bottlers.

Question 24

________ is responsible for stopping false or misleading ads.

A) The Children's Advertising Review Unit
B) The Federal Trade Commission
C) The Federal Communications Commission
D) The Department of Health and Human Services
E) Commercial Alert

Question 25

Popular methods of covert marketing include ________.

A) actors posing as customers telling people the product benefits and giving them a chance to try the product
B) paying bartenders for praising brands of alcoholic beverages and recommending them to customers
C) paying employees to pose as customers online and spread positive word-of-mouth about the product
D) disguising emails as urgent or personal thank-you notes
E) all of the above

Question 26

Two personality traits that are related to students' misuse of credit cards, compulsive buying, and mobile phone addictive tendencies were ________.

A) impulsiveness and materialism
B) materialism and dogmatism
C) dogmatism and need for cognition
D) impulsiveness and need for cognition
E) impulsiveness and dogmatism

Question 27

Pomona Fruits, a tropical fruit grower, wants to raise awareness of the health benefits of pineapples in order to spur sales of its produce. Pomona buys a full page in a women's health magazine and pays a nutritionist to write a complementary article highlighting tropical fruits, including pineapples. This is an example of ________.

A) broadcast media
B) an advertorial
C) buzz marketing
D) product placement
E) an infomercial

Question 28

Print ads that closely resemble editorial matter are known as ________.

A) broadcast media
B) an advertorial
C) buzz marketing
D) product placement
E) an infomercial

Question 29

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

A) Stimulus generalization
B) Stimulus differentiation
C) Product placement
D) Covert marketing
E) Broadcast media

Question 30

In ABC's Extreme Makeover: Home Edition, Sears' Kenmore appliances and Craftsman tools are the "stars" of the show. This is an example of ________.

A) product placement
B) buzz marketing
C) broadcast media
D) an advertorial
E) an infomercial

Question 31

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.

A) the Children's Advertising Review Unit
B) the Federal Trade Commission
C) Commercial Alert
D) the Department of Health and Human Services
E) the Federal Communications Commission

Question 32

30-minute commercials that appear to the average viewer as documentaries and therefore command more attentive viewing than obvious commercials would receive are known as ________.

A) broadcast media
B) infomercials
C) buzz marketing
D) product placement
E) urgent ad-formation

Question 33

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 ________.

A) broadcast media
B) an advertorial
C) buzz marketing
D) product placement
E) an infomercial

Question 34

Examples of ________, like stating "brand A is best," are considered acceptable because consumers generally understand that there is no credible way to determine what best means.

A) puffery
B) product placement
C) true
D) reliable
E) sincere

Question 35

The judges of American Idol always have a Coca-Cola within easy reach (and view). This is an example of ________.

A) broadcast media
B) buzz marketing
C) product placement
D) an advertorial
E) an infomercial

Question 36

When The Ab Crusher, a new piece of workout equipment, is advertised in a 30-minute TV slot that is produced to look like a documentary on health and fitness, this is an example of ________.

A) broadcast media
B) urgent ad-formation
C) buzz marketing
D) product placement
E) an infomercial

Question 37

Several years ago, after inaccurately advertising that Listerine prevented colds, the FTC required Listerine to run a second set of ads that pointed out to consumers that the previous advertising claim was false. This second set of ads is known as ________.

A) deceptive advertising
B) truth-in-advertising
C) corrective advertising
D) stimulus generalization
E) advertorial content

Question 38

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?

A) to slow sales and reduce the incidence of out-of-stock situations
B) to avoid government regulation of their marketing practices
C) to improve consumers' perceptions of their companies
D) to save money
E) to increase sales

Question 39

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.

A) broadcast media
B) product placements
C) buzz marketing
D) advertorials
E) infomercials

Question 40

The manufacturers of The Amazing Chop-It, a vegetable chopping tool, have bought a 30-minute spot on a local television channel and have hired a chef to demonstrate and explain the benefits of the product. The spot is intended to look like a cooking show. This is an example of ________.

A) broadcast media
B) urgent ad-formation
C) buzz marketing
D) product placement
E) an infomercial

Question 41

Which of the following is NOT true about social marketing?

A) Companies try to increase their credibility by being good corporate citizens.
B) All marketing that promotes socially beneficial behaviors must come from not-for-profit organizations.
C) Societal marketing programs can help create positive consumer attitudes toward companies.
D) A solid perceptual fit between the sponsoring organizations and the causes promoted via social marketing can increase consumer involvement in the causes.
E) A solid perceptual fit between the sponsoring organizations and the causes promoted via social marketing can increase consumer purchase intentions.

Question 42

Which product was criticized for trying to appeal to underage drinkers with a fruit-flavored beverage that was endorsed by the rapper Snoop Dogg, who also mentioned the brand in one of his songs?

A) Budweiser Energy
B) Miller Lite
C) Wodka
D) Four Loko
E) Blast by Colt 45

Question 43

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 ________.

A) shameless self-promotion
B) cause-related marketing
C) viral marketing
D) green marketing
E) buzz marketing

Question 44

Socially beneficial forms of doing business include ________.

A) buzz marketing
B) stimulus generalization
C) viral marketing
D) deceptive advertising
E) cause-related marketing

Question 45

When a wine advertiser suggests its wine "has the most unique taste among red wines," it is an example of a(n)________ claim.

A) objective
B) scientific
C) neutral
D) subjective
E) impartial

Question 46

________ is a company which has analyzed and indexed data in hundreds of privacy policies across the web and developed a scale ranking websites from 0 to 100 based on how the site collects and uses personal data.

A) Adlock
B) Google Analytics
C) AdChoice
D) PrivacyChoice
E) Carrier IQ

Question 47

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 ________.

A) buzz marketing
B) stimulus generalization
C) viral marketing
D) deceptive advertising
E) cause-related marketing

Question 48

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

A) to do the right thing
B) to improve their image in the eyes of their constituencies
C) to exploit vulnerable populations
D) to reduce scrutiny
E) to avoid government legislation

Question 49

A turquoise triangle that appears on the upper right-hand corner of banner ads, which can be clicked by consumers to opt out of having their behavior tracked online, was designed by ________.

A) the Federal Trade Commission
B) Congress
C) CARU
D) NARC
E) the Digital Advertising Alliance

Question 50

A consumer's ________ is a digital calculation that evaluates people's buying power and value as consumers that is largely invisible to the consumers.

A) Google Analytic rank
B) e-score
C) data broker score
D) beacon
E) AdChoice score

Question 51

The popularity of ________ threatens the barter system wherein consumers allow sites and third-party ad networks to collect information about their online activities in exchange for open access to maps, email, games, music, social networks, and more.

A) "do not track"
B) AdChoice
C) covert marketing
D) behavioral advertising
E) contextual advertising

Question 52

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.

A) buzz marketing
B) stimulus generalization
C) viral marketing
D) deceptive advertising
E) cause-related marketing

Question 53

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) RFID
B) UPC
C) cookie
D) GPS
E) EZ Pass

Question 54

Corporate-sponsored special events include ________.

A) marching bands
B) fireworks displays
C) parades
D) traveling art exhibits
E) all of the above

Question 55

Examples of dishonest consumer behavior include ________.

A) software piracy
B) returning items after they are used
C) returning stolen merchandise
D) staying with friends after a cancelled flight and presenting the airline with a bill from an expensive hotel
E) all of the above

Question 56

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

A) images and words unsuitable for children
B) the very thin "ideal" figures in fashion advertising
C) perfectly tanned models
D) excessive alcohol consumption
E) the use of tobacco and cigarettes

Question 57

________ targets advertisements based on the web page a consumer is viewing or a search query the consumer has made and involves little or no data storage.

A) "First party" behavioral advertising
B) Misleading advertising
C) Contextual advertising
D) Covert advertising
E) PrivacyChoice

Question 58

A new pharmaceutical advertisement represents the drug as more effective than the evidence available suggests. This is an example of ________.

A) an unsubstantiated superiority claim
B) an unsubstantiated effectiveness claim
C) omitted risk information
D) an unsubstantiated inferiority claim
E) covert advertising

Question 59

________ was founded during World War II and is dedicated to the advancement of socially worthy causes through advertising.

A) NARC
B) The Advertising Council
C) CARU
D) The Office of Emergency Management
E) The Digital Advertising Alliance

Question 60

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.

A) covert advertising
B) deceptive advertising
C) educative advertising
D) misleading advertising
E) corrective advertising

Question 61

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 ________.

A) covert advertising
B) green marketing
C) advertainment
D) cause-related marketing
E) buzz marketing

Question 62

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, Ruth's son is in the ________ stage of consumer socialization.

A) cognitive
B) analytical
C) reflective
D) perceptual
E) hedonic

Question 63

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, the magazine ad that is made to look like an exposé on the cleaning product industry is an example of ________.

A) advocating a socially beneficial cause
B) cause-related marketing
C) green marketing
D) covert marketing
E) urgent ad-formation

Question 64

Socially responsible activities improve a company's image among consumers, stockholders, the financial community, and other relevant publics.

Question 65

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

Question 66

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?

A) Product presentations must not encourage children to pressure their parents to buy the products advertised.
B) Ads must not compel children to feel that ownership of a given product will make them more accepted by peers.
C) Product claims must not exaggerate the benefits of the product.
D) Product presentations must not exploit the child's imagination or create unrealistic expectations.
E) Ads must not deliberately attempt to confuse children and make them believe that the advertisement is actually the television show they are watching.

Question 67

Children are less likely than adults to imitate the behavior they see on TV with little or no evaluative judgment.

Question 68

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, Ruth's son believed that he could put an Oreo cookie in the toaster and it would pop out as a Kool-Stuf pastry because, according to ________, children easily form associations between stimuli and outcomes.

A) the theory of reasoned action
B) equity theory
C) Maslow's Hierarchy of Needs
D) economic consumption theory
E) the stimulus-response theory

Question 69

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, Oopsy All Gone's assertion that it is the best cleaner available is an example of ________.

A) puffery
B) deceptive advertising
C) stimulus generalization
D) a scientific claim
E) a verifiable fact

Question 70

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 is most likely true of Ruth's son?

A) He is better-equipped to differentiate between ads and regular programming, even if characters from the show he is currently watching appear in the ad.
B) He is more likely than an adult to imitate the behavior he sees in an advertisement.
C) He is likely to see significantly fewer ads for snack foods aired during his programming than does the average adult.
D) He is likely to be more skeptical of advertising than an adult would be.
E) He will always recognize the difference between factual claims and puffery in advertising.

Question 71

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, when EcoLite hires actors to pose as customers telling people about the car's benefits, it is engaged in ________.

A) viral marketing
B) social marketing
C) covert marketing
D) deceptive advertising
E) an FTC violation

Question 72

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, if Ruth wants to complain to the self-regulatory organization that monitors these types of advertisements, she should address her complaint to ________.

A) the Federal Communication Commission
B) Commercial Alert
C) the Public Broadcasting System
D) the Federal Trade Commission
E) the Children's Advertising Review Unit

Question 73

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, the magazine ad is an example of ________.

A) buzz marketing
B) viral marketing
C) product placement
D) an advertorial
E) urgent ad-formation

Question 74

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, Ecolite's decision to provide the cars to models on a television show so they will be seen driving the cars is an example of ________.

A) advertainment
B) urgent ad-formation
C) posers
D) product placement
E) advertorials

Question 75

The societal marketing concept proposes that all companies would be better off in a stronger, healthier society, and that companies that incorporate ethical behavior and social responsibility in all of their business dealings attract and maintain loyal consumer support over the long term.

Question 76

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

Question 77

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, Ecolite's support of the Arbor Day Foundation is an example of ________.

A) covert advertising
B) green marketing
C) advertainment
D) buzz marketing
E) cause-related marketing

Question 78

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, the product placement will be more memorable if it is ________, but will have a greater impact on consumption if it is ________.

A) in a show aimed at adults; in a children's show
B) in a children's show; in a show aimed at adults
C) subtle; prominent
D) prominent; subtle
E) overt; covert

Question 79

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.

Question 80

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 ________.

A) advocating a socially beneficial cause
B) buzz marketing
C) green marketing
D) product placement
E) urgent ad-formation