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Exam 15: Marketing Ethics and Social Responsibility

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Question 21

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________ was founded during World War II and is dedicated to the advancement of socially worthy causes through advertising.

A) NARC
B) The Advertising Council
C) CARU
D) The Office of Emergency Management
E) The Digital Advertising Alliance

F) B) and D)
G) B) and E)

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Question 22

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

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

F) A) and B)
G) A) and C)

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Question 23

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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 ________.

Marketers implement ethical strategies for all of the following reasons EXCEPT ________.

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 ________ stage of consumer socialization occurs when a child is 3-7 years old, which is when children begin to distinguish ads from programs, associate brand names with product categories, and understand the basic script of consumption.

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, when EcoLite hires actors to pose as customers telling people about the car's benefits, it is engaged in ________.

What is the Interactive Advertising Bureau's argument against the "do not track" mechanism?

Objectionable ads always arise from the negative intentions of marketers.

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

The ________ stage of consumer socialization occurs when a child is 7-11 years old, which is when children capture the persuasive intent of ads, begin to process functional cues regarding products, and develop purchase influence and negotiation strategies.

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 placed an advertisement in a magazine that is designed to look like an editorial and presents information about 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. Oopsy All Gone also uses advertisements that say it is the "best cleaner available." Clean Brite has also arranged for Oopsy All Gone to appear in a popular sitcom, 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 magazine ad is an example of ________.

When The Ab Crusher, a new piece of workout 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 ________.

Disney agreed not to feature any smoking in Disney-branded films in an effort to be a good corporate citizen.

Which of the following is NOT true about social marketing?

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.

Advertising to children is subject to self-regulation according to guidelines developed by ________.

It is argued that stealth marketing will result in increased consumer trust of product information.

________ is responsible for stopping false or misleading ads.

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 ________.