Exam 15: Marketing Ethics and Social Responsibility

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 ________.

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

A high fit between a sponsored cause and the sponsoring company's positioning strategy can improve the company's image.

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

$\text{CLEANER MINI CASE:}$ 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, Oopsy All Gone's assertion that it is the best cleaner available is an example of ________.

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?

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.

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

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.

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

According to stimulus-response theory, children can easily form associations between stimuli and outcomes. How does this impact the guidelines that regulate marketing toward children?

Provide an example of an advertisement that used deceptive or false promotional claims. Identify the issue associated with the ad and describe why it was misleading.

$\text{ECOLITE MINI CASE:}$ 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 decision to provide the cars to models on a television show so they will be seen driving the cars is an example of ________.

$\text{TOASTER MINI CASE:}$ 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 CARU guidelines does the Kool-Stuf manufacturer violate?

As a result of the increasing criticism directed at product placements as a form of masked advertising, companies are forecast to steadily decrease expenditures on branded entertainment.

The essence of marketing is ________.

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 ________.

Examples of dishonest consumer behavior include ________.

$\text{TOASTER MINI CASE:}$ 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 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.

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