Question 1

Advertainment 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 2

In most drugstores,less expensive brands of personal care products such as shampoo,dental floss,skin care lotions,and soap come in packages that are extremely similar to instantly recognized and more expensive premium brands of these products,and are deliberately placed right next to them on the shelf.This is an attempt to encourage ________.

Accepted Answer

A)  stimulus distinction 
B)  stimulus generalization 
C)  stimulus differentiation 
D)  stimulus cognition 
E)  stimulus recognition 
A)  stimulus distinction 
B)  stimulus generalization 
C)  stimulus differentiation 
D)  stimulus cognition 
E)  stimulus recognition

Question 3

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 is an example of ________.

Accepted Answer

A)  buzz marketing 
B)  viral marketing 
C)  product placement 
D)  an advertorial 
E)  urgent ad-formation 
A)  buzz marketing 
B)  viral marketing 
C)  product placement 
D)  an advertorial 
E)  urgent ad-formation

Question 4

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 demonstrates children's high aptitude for ________.

Accepted Answer

A)  observational learning 
B)  technical learning 
C)  cognitive learning 
D)  apprehensive learning 
E)  evoked learning 
A)  observational learning 
B)  technical learning 
C)  cognitive learning 
D)  apprehensive learning 
E)  evoked learning

Question 5

The majority of advertisements for ________ appear during nonchildren's programs.

Accepted Answer

A)  games, toys, and hobbies 
B)  cereal 
C)  snacks 
D)  dairy products 
E)  restaurants and fast food 
A)  games, toys, and hobbies 
B)  cereal 
C)  snacks 
D)  dairy products 
E)  restaurants and fast food

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 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 models that Ecolite has hired to drive the car around and talk to average consumers about how great it is are an example a marketing program with a ________.

Accepted Answer

A)  disguised format 
B)  disguised communicator 
C)  disguised user 
D)  disguised consumer 
E)  disguised evaluation 
A)  disguised format 
B)  disguised communicator 
C)  disguised user 
D)  disguised consumer 
E)  disguised evaluation

Question 7

Perceptions of a company's lack of social responsibility or unethical marketing strategies rarely has a negative effect on consumer purchase decisions.

Accepted Answer

A) True 
 B)False

Question 8

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?

Accepted Answer

A)  Product presentations must not encourage children to pressure their parents to buy the products advertised. 
B)  Ads must not compel children to feel that ownership of a given product will make them more accepted by peers. 
C)  Product claims must not exaggerate the benefits of the product. 
D)  Product presentations must not exploit the child's imagination or create unrealistic expectations. 
E)  Ads must not deliberately attempt to confuse children and make them believe that the advertisement is actually the television show they are watching. 
A)  Product presentations must not encourage children to pressure their parents to buy the products advertised. 
B)  Ads must not compel children to feel that ownership of a given product will make them more accepted by peers. 
C)  Product claims must not exaggerate the benefits of the product. 
D)  Product presentations must not exploit the child's imagination or create unrealistic expectations. 
E)  Ads must not deliberately attempt to confuse children and make them believe that the advertisement is actually the television show they are watching.

Question 9

Buzz and viral marketing 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 10

Whereas the ________ focuses on fulfilling the needs of target consumer markets more effectively than competitors,the ________ requires marketers to do that in a way that preserves and enhances the well-being of consumers and society as a whole.

Accepted Answer

A)  marketing concept; societal marketing concept 
B)  consumer marketing concept; societal marketing concept 
C)  production concept; marketing concept 
D)  societal marketing concept; marketing concept 
E)  product concept; societal marketing concept 
A)  marketing concept; societal marketing concept 
B)  consumer marketing concept; societal marketing concept 
C)  production concept; marketing concept 
D)  societal marketing concept; marketing concept 
E)  product concept; societal marketing concept

Advertainment is ________.

The majority of advertisements for ________ appear during nonchildren's programs.

Perceptions of a company's lack of social responsibility or unethical marketing strategies rarely has a negative effect on consumer purchase decisions.

Buzz and viral marketing is ________.

Whereas the focuses on fulfilling the needs of target consumer markets more effectively than competitors,the requires marketers to do that in a way that preserves and enhances the well-being of consumers and society as a whole.

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

Advertainment is ________.

The majority of advertisements for ________ appear during nonchildren's programs.

Perceptions of a company's lack of social responsibility or unethical marketing strategies rarely has a negative effect on consumer purchase decisions.

Buzz and viral marketing is ________.

Whereas the ________ focuses on fulfilling the needs of target consumer markets more effectively than competitors,the ________ requires marketers to do that in a way that preserves and enhances the well-being of consumers and society as a whole.

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

Whereas the focuses on fulfilling the needs of target consumer markets more effectively than competitors,the requires marketers to do that in a way that preserves and enhances the well-being of consumers and society as a whole.