Question 1

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

Accepted Answer

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 
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 2

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?

Accepted Answer

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. 
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 3

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

Accepted Answer

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

Question 4

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

Accepted Answer

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 
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 5

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.

Accepted Answer

A) True 
 B)False

Question 6

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 ________.

Accepted Answer

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

Question 7

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

Accepted Answer

The marketing concept as we know it - th

Question 8

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

Accepted Answer

A) True 
 B)False

Question 9

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

Accepted Answer

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

Question 10

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 ________.

Accepted Answer

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

Question 11

Which of the following advertising messages would be considered puffery?

Accepted Answer

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. 
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 12

The societal marketing concept advocates a ________.

Accepted Answer

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

Question 13

What is puffery? Provide an example.

Accepted Answer

Puffery is the use of deliberately exagg

Question 14

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

Accepted Answer

A) True 
 B)False

Question 15

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

Accepted Answer

A) True 
 B)False

Question 16

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

Accepted Answer

An ad for a drug used as part of HIV the

Question 17

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

Accepted Answer

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

Question 18

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.

Accepted Answer

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

Question 19

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

Accepted Answer

A)  impulsiveness and materialism 
B)  materialism and dogmatism 
C)  dogmatism and need for cognition 
D)  impulsiveness and need for cognition 
E)  impulsiveness and dogmatism 
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 20

A thirty minute commercial that appears to the average viewer as documentaries and therefore command more attentive viewing than obvious commercials would receive are known as ________.

Accepted Answer

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

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

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

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

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.

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

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

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

Which of the following advertising messages would be considered puffery?

The societal marketing concept advocates a ________.

What is puffery? Provide an example.

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

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

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

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

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.

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

A thirty minute commercial that appears to the average viewer as documentaries and therefore command more attentive viewing than obvious commercials would receive are known as ________.

Consumer Behavior: Information-Driven Consumer Behavior

Market Segmentation and Real-Time Bidding

Consumer Motivation and Personality

Consumer Perception and Positioning

Consumer Learning

Consumer Attitude Formation and Change

Persuading Customers

From Print and Broadcast to Social Media and Mobile Advertising

Reference Groups and Word-Of-Mouth

The Family and Its Social Class Standing

Cultures Influence on Consumer Behavior

Subcultures and Consumer Behavior

Cross-Cultural Consumer Behavior: an International Perspective

Consumer Decision Making and Diffusion of Innovations

Consumer Research

Filters

Exam 15: Marketing Ethics and Social Responsibility

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

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

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

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.

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

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

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

Which of the following advertising messages would be considered puffery?

The societal marketing concept advocates a ________.

What is puffery? Provide an example.

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

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

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

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

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.

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

A thirty minute commercial that appears to the average viewer as documentaries and therefore command more attentive viewing than obvious commercials would receive are known as ________.

Consumer Behavior: Information-Driven Consumer Behavior

Market Segmentation and Real-Time Bidding

Consumer Motivation and Personality

Consumer Perception and Positioning

Consumer Learning

Consumer Attitude Formation and Change

Persuading Customers

From Print and Broadcast to Social Media and Mobile Advertising

Reference Groups and Word-Of-Mouth

The Family and Its Social Class Standing

Cultures Influence on Consumer Behavior

Subcultures and Consumer Behavior

Cross-Cultural Consumer Behavior: an International Perspective

Consumer Decision Making and Diffusion of Innovations

Consumer Research

Filters