Exam 16: Marketing Ethics and Social Responsibility

Because marketers continuously sponsor ads portraying values or behaviors that some (or many)consumers find distasteful or wrong,we can conclude that public scrutiny has little impact on marketers.

Which of the following is a masked marketing practice using a disguised communicator?

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,the advertising methods used are examples of ________

According to the ________ model of communication,large audiences are reached with the same electronic or print messages.

With regard to assortment structure,________ is/are an issue wherever multiple units of options are involved,such as holiday dinners,toys in play areas,and collectibles and collecting.

Direct-to-consumer pharmaceutical advertising has increased the consumption of numerous categories of medications.Consumers confirm that they receive most of the information about these medications from TV commercials rather than from their physicians.In response,the pharmaceutical industry has developed voluntary restrictions regarding this marketing method.Why have they done this?

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.

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 ________.

To advertise its new body spray,Fresh Personal Care Products has created a two-minute video that looks like a news broadcast and talks about a town in North Dakota that found itself with significantly more men than women.In order to attract more women to the town,the men had crop sprayers cover the town in Fresh Body Spray.The "news report" goes on to show hundreds of gorgeous women arriving in the town on tour buses,attracted by the scent of Fresh Body Spray.This video clip was emailed to the Fresh Personal Care email list and subsequently forwarded to friends.Ultimately,the video clip was seen by over 50,000 people.This is an example of ________.

When Company X obtains a list of left-handed people earning over 100K per year who own pets and are of Hispanic origin and develops and delivers a highly targeted and persuasive message designed specifically for this very narrowly defined consumer group,Company X is engaging in ________.

The principle of ________ can be used to confuse consumers and alter intended consumption behavior by blurring the distinction between branded and private-label products.

Consumers are very open to the installation of digital "cookies" onto their computers,regardless of the consumers' degree of online experience and privacy concern

Some firms engage in ________,where they contribute a portion of the revenues they receive from selling certain products as helping people inflicted with incurable diseases or hurt by inclement weather.

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.

To combat fast-forwarding by consumers who wish to avoid TV commercials,marketers are increasingly turning to ________,where the line between television shows and ads is virtually nonexistent.

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

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 ________.

The manufacturers of The Amazing Chop-It,a vegetable chopping tool,have bought a 30-minute spot on a local television channel and have hired a chef to demonstrate and explain the benefits of the product.The spot is intended to look like a cooking show.This is an example of ________.

In ABC's Extreme Makeover: Home Edition,Sears' Kenmore appliances and Craftsman tools are the "stars" of the show.This is an example of ________.

Marketers are beginning to blend promotion and program content by positioning a TV commercial so close to the storyline of a program that viewers are unaware they are watching an advertisement until they are well into it.Because this was an important factor in advertising to children,________ has strictly limited the use of this technique.