Exam 15: Marketing Ethics and Social Responsibility

$\text{TOASTER MINI CASE:}$ 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?

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.

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

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

________ are moral principles that govern marketers' behavior.

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

Marketers increasingly use techniques that blur the distinction between figure and ground, which makes it easier for consumers to clearly distinguish advertising from entertainment content.

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

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

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.

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

________ 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.

Provide an example of an advertisement that was considered provocative.

The societal marketing concept ________.

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

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

Popular methods of covert marketing include ________.

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.

Cause-related advertising is less effective among more involved consumers.