Exam 15: Marketing Ethics and Social Responsibility

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

What is puffery? Provide an example.

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

Consumers may be able to control consumption by organizing less-structured offerings.

Most children report having parental rules regarding media viewing.

It is argued that stealth marketing will result in increased consumer trust of product information.

$\text{CLEANER MINI CASE:}$ 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 that is made to look like an exposé on the cleaning product industry is an example of ________.

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.

$\text{ECOLITE MINI CASE:}$ 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, when EcoLite hires actors to pose as customers telling people about the car's benefits, it is engaged in ________.

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 ________.

Disney agreed not to feature any smoking in Disney-branded films in an effort to be a good corporate citizen.

Large inventory levels in one's home pantry could increase the quantity of food one believes is appropriate for a meal.

________ 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.

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.

$\text{TOASTER MINI CASE:}$ 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, if Ruth wants to complain to the self-regulatory organization that monitors these types of advertisements, she should address her complaint to ________.

There is a consensus that even if children understand the purpose of promotional messages, marketers must take special care in advertising to them because of the amount of time kids spend viewing TV and online.

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

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 ________.

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 ________.

How might a marketer unintentionally convey socially undesirable stereotypes and images in products and advertisements? Give an example.