Exam 16: Marketing Ethics and Social Responsibility

With regard to assortment structure,________ is/are relevant for mixed assortments in bowls,buffets,potlucks,or dinner table settings.It may also be relevant in retail contexts.

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.

What is puffery?

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

Which of the following advertising messages would be considered puffery?

The marketing concept involves ________.

Marketers increasingly use techniques that blur the distinction between figure and ground,which makes it easier for consumers to clearly distinguish advertising from entertainment content.

The marketing concept as we know it is always consistent with society's well-being and best interests.

Regarding accuracy,a toothpaste ad stating that "brand A is the best" is considered an acceptable form of ________ because consumers generally understand that there is no credible way to determine what best means.

A serious deterrent to widespread implementation of the societal marketing concept is ________ .

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 paid models to drive the cars around major metropolitan areas, parking them briefly in grocery stores like Trader Joe's and Whole Foods, where its target customers shop, and to engage potentially interested consumers in conversation about how great the new car is. -In the ECOLITE MINI CASE,the SuperGreen package is an example of ________.

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 30-minute television spot that is made to look like an expose on the cleaning product industry is an example of ________.

What is stealth marketing and how does it impact consumers perceptions of product information?

Truth-in-advertising laws protect consumers from false advertisements.

Over the course of their interaction with The Knot,a specialty web site for people planning their weddings,future brides and grooms record the home towns,the planned location of the wedding,the wedding date,the ceremony denomination,and the wedding budget.The Knot then provides this information to its advertisers,who are able to tailor their advertising messages to the specific brides and grooms based on what these advertisers already know about them.This is an example of ________.

Differentiate between broadcasting and narrowcasting.

When the government of a country attempts to attract businesses by buying several pages in a well-respected news magazine and fills them with what appears to be a news article on the strength of the country's economy,the stability of its government,and the business-friendly nature of its legislation,this is an example of ________.

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

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

________ consists of marketing messages and promotional materials that appear to come from independent parties although,in fact,they are sent by marketers.