Exam 15: Marketing Ethics and Social Responsibility

$\text{ECOLITE MINI CASE:}$ 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 ________.

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

Which of the following advertising messages would be considered puffery?

By itself, one tasteless ad has little impact on our values. However, cumulatively, such ads may persuade consumers to act unwisely or develop undesirable attitudes.

$\text{CLEANER MINI CASE:}$ 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, the magazine ad is an example of ________.

According to the societal marketing concept, ________.

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 ________.

Parents with complaints about advertising to children should contact ________.

________ is responsible for stopping false or misleading ads.

How does the societal marketing concept differ from the marketing concept?

$\text{ECOLITE MINI CASE:}$ 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 ________.

What is stealth marketing and how does it impact consumers perceptions of product information?

Which of the following is NOT true about social marketing?

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

$\text{TOASTER MINI CASE:}$ 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, Ruth's son is in the ________ stage of consumer socialization.

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

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

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.

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

The societal marketing concept advocates a ________.