Question 1

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

Accepted Answer

A)  images and words unsuitable for children 
B)  the very thin "ideal" figures in fashion advertising 
C)  perfectly tanned models 
D)  excessive alcohol consumption 
E)  the use of tobacco and cigarettes 
A)  images and words unsuitable for children 
B)  the very thin "ideal" figures in fashion advertising 
C)  perfectly tanned models 
D)  excessive alcohol consumption 
E)  the use of tobacco and cigarettes A

Question 2

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?

Accepted Answer

Marketers must avoid ads that encourage children to pressure their parents to buy the products advertised,and those that compel children to feel that ownership of a given product will make them more accepted by peers.

Question 3

While forecasts indicate that companies are going to steadily increase expenditures on branded entertainment,________ is lobbying for legislation that will require advertisers to disclose upfront ads that are designed as product placements.

Accepted Answer

A)  the Children's Advertising Review Unit 
B)  the Federal Trade Commission 
C)  Commercial Alert 
D)  the Federal Communications Commission 
E)  the Department of Health and Human Services 
A)  the Children's Advertising Review Unit 
B)  the Federal Trade Commission 
C)  Commercial Alert 
D)  the Federal Communications Commission 
E)  the Department of Health and Human Services C

Question 4

When Klondike relaunched its "What Would You Do For A Klondike Bar" campaign in 2008,it broadcast its television ads during sporting events and prime time shows.This is an example of ________.

Accepted Answer

A)  narrowcasting 
B)  broadcasting 
C)  simulcasting 
D)  microcasting 
E)  open casting 
A)  narrowcasting 
B)  broadcasting 
C)  simulcasting 
D)  microcasting 
E)  open casting

Question 5

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 ________.

Accepted Answer

A)  advocating a socially beneficial cause 
B)  cause-related marketing 
C)  viral marketing 
D)  green marketing 
E)  buzz marketing 
A)  advocating a socially beneficial cause 
B)  cause-related marketing 
C)  viral marketing 
D)  green marketing 
E)  buzz marketing

Question 6

When The Ab Crusher,a new piece of work-out 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 ________.

Accepted Answer

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

Question 7

Actors or salespeople who pretend to be ordinary people or researchers conducting a survey to explain product benefits and give potential consumers the chance to examine,sample,or use a product are known as ________.

Accepted Answer

A)  buzz agents 
B)  advertorials 
C)  advertainment 
D)  posers 
E)  narrowcasters 
A)  buzz agents 
B)  advertorials 
C)  advertainment 
D)  posers 
E)  narrowcasters

Question 8

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 9

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

Accepted Answer

A) True 
 B)False

Question 10

In an effort to build excitement for the release of its new sports car,Speedster Motor Works has placed the vehicle in a number of high-profile auto shows.The week of the shows,Speedster pays models to sit in bars and talk about the Speedster car with "friends" in hopes that other people will overhear them and decide to attend the car show and see what all the hype is about.In this example,the models are considered ________.

Accepted Answer

A)  buzz agents 
B)  advertorials 
C)  advertainment 
D)  posers 
E)  narrowcasters 
A)  buzz agents 
B)  advertorials 
C)  advertainment 
D)  posers 
E)  narrowcasters

Question 11

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 taken out a 30-minute spot on a local television channel and is planning on airing a mini-program on 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. Clean Brite has also arranged for Oopsy All Gone to appear in a popular sit-com, 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,when Oopsy All Gone appears in a popular sit-com,this is an example of ________.

Accepted Answer

A)  advocating a socially beneficial cause 
B)  buzz marketing 
C)  green marketing 
D)  product placement 
E)  urgent ad-formation 
A)  advocating a socially beneficial cause 
B)  buzz marketing 
C)  green marketing 
D)  product placement 
E)  urgent ad-formation

Question 12

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

Accepted Answer

In cause-related marketing campaigns,the

Question 13

________ is a technique that allows marketers to send precisely directed messages to very small audiences on an ongoing basis.

Accepted Answer

A)  Narrowcasting 
B)  Broadcasting 
C)  Simulcasting 
D)  Microcasting 
E)  Open casting 
A)  Narrowcasting 
B)  Broadcasting 
C)  Simulcasting 
D)  Microcasting 
E)  Open casting

Question 14

Advertorials and infomercials are examples of ________.

Accepted Answer

A)  stimulus generalization 
B)  stimulus differentiation 
C)  product placement 
D)  covert marketing 
E)  broadcast media 
A)  stimulus generalization 
B)  stimulus differentiation 
C)  product placement 
D)  covert marketing 
E)  broadcast media

Question 15

Urgent ad-formation is ________.

Accepted Answer

A)  the recruitment of people to talk about products through free samples or discounts before the product is available to the general public and suggestions on what to say and how to approach people about the product 
B)  advertisements that appear to be information from an independent source 
C)  the employment of invisible metatags to monitor queries submitted via search engines and using the disguised observations to target consumers with customized ads 
D)  product and advertising placement in television shows, at sporting events, and in video games 
E)  advertisements that appear in the form of important account information from firms with an existing business relationship, government notices, sweepstakes prize notices, or checks that are simply discount coupons 
A)  the recruitment of people to talk about products through free samples or discounts before the product is available to the general public and suggestions on what to say and how to approach people about the product 
B)  advertisements that appear to be information from an independent source 
C)  the employment of invisible metatags to monitor queries submitted via search engines and using the disguised observations to target consumers with customized ads 
D)  product and advertising placement in television shows, at sporting events, and in video games 
E)  advertisements that appear in the form of important account information from firms with an existing business relationship, government notices, sweepstakes prize notices, or checks that are simply discount coupons

Question 16

What techniques have marketers used to blur the distinction between figure and ground and what are the ethical implications for marketers?

Accepted Answer

Marketers blur the distinction between f

Question 17

Natural Inspirations,a manufacturer of organic personal care products,is trying to get people to try its new moisturizer by paying actors to pretend to be researchers and stop people in the mall for a quick "survey." The "researchers" ask a series of questions about moisturizer use and then offer the consumer a sample of the new Natural Inspirations moisturizer and explain the benefits of using all natural personal care products.In this example,the "researchers" are considered ________.

Accepted Answer

A)  buzz agents 
B)  advertorials 
C)  advertainment 
D)  posers 
E)  narrowcasters 
A)  buzz agents 
B)  advertorials 
C)  advertainment 
D)  posers 
E)  narrowcasters

Question 18

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 19

According to the societal marketing concept,________.

Accepted Answer

A)  fast-food restaurants should develop foods that contain less fat and starch but more nutrients 
B)  marketers should advertise food to young people in ways that encourage overeating 
C)  marketers should use professional athletes in liquor and tobacco advertisements 
D)  marketers should teach young drivers to get the most out of their cars by driving them as fast as possible 
E)  toy manufacturers should manufacture their products out of the cheapest materials possible, regardless of where those materials come from or what potential contaminants they may contain 
A)  fast-food restaurants should develop foods that contain less fat and starch but more nutrients 
B)  marketers should advertise food to young people in ways that encourage overeating 
C)  marketers should use professional athletes in liquor and tobacco advertisements 
D)  marketers should teach young drivers to get the most out of their cars by driving them as fast as possible 
E)  toy manufacturers should manufacture their products out of the cheapest materials possible, regardless of where those materials come from or what potential contaminants they may contain

Question 20

Objectionable ads always arise from the negative intentions of marketers.

Accepted Answer

A) True 
 B)False

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

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?

While forecasts indicate that companies are going to steadily increase expenditures on branded entertainment,________ is lobbying for legislation that will require advertisers to disclose upfront ads that are designed as product placements.

When Klondike relaunched its "What Would You Do For A Klondike Bar" campaign in 2008,it broadcast its television ads during sporting events and prime time shows.This is an example of ________.

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 ________.

When The Ab Crusher,a new piece of work-out 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 ________.

Actors or salespeople who pretend to be ordinary people or researchers conducting a survey to explain product benefits and give potential consumers the chance to examine,sample,or use a product are known as ________.

The societal marketing concept advocates a ________.

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

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

________ is a technique that allows marketers to send precisely directed messages to very small audiences on an ongoing basis.

Advertorials and infomercials are examples of ________.

Urgent ad-formation is ________.

What techniques have marketers used to blur the distinction between figure and ground and what are the ethical implications for marketers?

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

According to the societal marketing concept,________.

Objectionable ads always arise from the negative intentions of marketers.

Consumer Behavior: Meeting Changes and Challenges

Introduction to the Consumer Research Process

Market Segmentation and Strategic Targeting

Consumer Motivation

Personality and Consumer Behavior

Consumer Perception

Consumer Learning

Consumer Attitude Formation and Change

Communication and Consumer Behavior

The Family and Its Social Class Standing

The Influence of Culture on Consumer Behavior

Subcultures and Consumer Behavior

Cross-Cultural Consumer Behavior: an International Perspective

Consumers and the Diffusion of Innovations

Consumer Decision Making and Beyond

Filters

Exam 16: Marketing Ethics and Social Responsibility

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

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?

While forecasts indicate that companies are going to steadily increase expenditures on branded entertainment,________ is lobbying for legislation that will require advertisers to disclose upfront ads that are designed as product placements.

When Klondike relaunched its "What Would You Do For A Klondike Bar" campaign in 2008,it broadcast its television ads during sporting events and prime time shows.This is an example of ________.

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 ________.

When The Ab Crusher,a new piece of work-out 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 ________.

Actors or salespeople who pretend to be ordinary people or researchers conducting a survey to explain product benefits and give potential consumers the chance to examine,sample,or use a product are known as ________.

The societal marketing concept advocates a ________.

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

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

________ is a technique that allows marketers to send precisely directed messages to very small audiences on an ongoing basis.

Advertorials and infomercials are examples of ________.

Urgent ad-formation is ________.

What techniques have marketers used to blur the distinction between figure and ground and what are the ethical implications for marketers?

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

According to the societal marketing concept,________.

Objectionable ads always arise from the negative intentions of marketers.

Consumer Behavior: Meeting Changes and Challenges

Introduction to the Consumer Research Process

Market Segmentation and Strategic Targeting

Consumer Motivation

Personality and Consumer Behavior

Consumer Perception

Consumer Learning

Consumer Attitude Formation and Change

Communication and Consumer Behavior

The Family and Its Social Class Standing

The Influence of Culture on Consumer Behavior

Subcultures and Consumer Behavior

Cross-Cultural Consumer Behavior: an International Perspective

Consumers and the Diffusion of Innovations

Consumer Decision Making and Beyond

Filters