Download Consumer Behavior, 10e (Schiffman/Kanuk)

Consumer Behavior, 10e (Schiffman/Kanuk)
Chapter 16 Marketing Ethics and Social Responsibility
1) The marketing concept involves ________.
A) filling the marketplace with products that can be produced and sold cheaply
B) fulfilling the needs of target consumer markets more effectively than competitors
C) endeavoring to satisfy the needs and wants of the target market in ways that preserve and
enhance the well-being of consumers and society as a whole
D) crafting messages to consumers that get them to buy products that do not meet their needs
E) consumers behaving completely rationally and maximizing their value when considering a
purchase
Answer: B
Diff: 2 Page Ref: 496
AACSB: Analytic Skills
Skill: Concept
Objective: 16.2: Learn about potential unethical marketing practices involving targeting
especially vulnerable or unaware consumers
2) The societal marketing concept involves ________.
A) endeavoring to satisfy the needs and wants of the target market in ways that preserve and
enhance the well-being of consumers and society as a whole
B) fulfilling the needs of target consumer markets more effectively than competitors
C) filling the marketplace with products that can be produced and sold cheaply
D) crafting messages to consumers that get them to buy products that do not meet their needs
E) consumers behaving completely rationally and maximizing their value when considering a
purchase
Answer: A
Diff: 2 Page Ref: 496
AACSB: Reflective Thinking
Skill: Concept
Objective: 16.2: Learn about potential unethical marketing practices involving targeting
especially vulnerable or unaware consumers
3) 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.
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
Answer: A
Diff: 2 Page Ref: 496
AACSB: Reflective Thinking
Skill: Concept
Objective: 16.2: Learn about potential unethical marketing practices involving targeting
especially vulnerable or unaware consumers
1
Copyright © 2010 Pearson Education, Inc.
4) The ________ balances the needs of society with the needs of individuals and marketing
organizations.
A) marketing concept
B) sales concept
C) production concept
D) targeting concept
E) societal marketing concept
Answer: E
Diff: 1 Page Ref: 496
AACSB: Reflective Thinking
Skill: Concept
Objective: 16.2: Learn about potential unethical marketing practices involving targeting
especially vulnerable or unaware consumers
5) According to the societal marketing concept, ________.
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
Answer: A
Diff: 2 Page Ref: 496
AACSB: Ethical Reasoning
Skill: Application
Objective: 16.2: Learn about potential unethical marketing practices involving targeting
especially vulnerable or unaware consumers
6) A serious deterrent to widespread implementation of the societal marketing concept is
________ .
A) the short-term orientation embraced by most business executives in pursuing increased
market share and quick profits
B) the long-term focus of most business executives, who are primarily focused on the long-term
viability of the business
C) aggressive action taken by consumer advocacy groups
D) the prevailing practices of very specific consumer segmentation and targeting
E) the prevalence of digital media and continuing shift of marketing dollars from old media to
digital
Answer: A
Diff: 3 Page Ref: 96
AACSB: Reflective Thinking
Skill: Application
Objective: 16.2: Learn about potential unethical marketing practices involving targeting
especially vulnerable or unaware consumers
2
Copyright © 2010 Pearson Education, Inc.
7) The short-term orientation embraced by most business executives stems from ________.
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
Answer: C
Diff: 2 Page Ref: 496
AACSB: Analytic Skills
Skill: Concept
Objective: 16.2: Learn about potential unethical marketing practices involving targeting
especially vulnerable or unaware consumers
8) The societal marketing concept advocates a ________.
A) long-term perspective
B) short-term perspective
C) medium-term perspective
D) 6-month outlook
E) 12-month outlook
Answer: A
Diff: 2 Page Ref: 498
AACSB: Analytic Skills
Skill: Concept
Objective: 16.2: Learn about potential unethical marketing practices involving targeting
especially vulnerable or unaware consumers
9) Industry-wide self-regulation is in marketers' best interests in that ________.
A) it is the only legal form of corporate collusion that provides sustainable economic benefit
B) it is required by various pieces of legislation
C) it deters government from imposing its own regulations on industries
D) enforcement of such regulations is likely to be stricter than governmental regulation
E) consumers rarely complain about companies that they believe are part of such self-regulatory
schemes
Answer: C
Diff: 2 Page Ref: 498
AACSB: Reflective Thinking
Skill: Concept
Objective: 16.2: Learn about potential unethical marketing practices involving targeting
especially vulnerable or unaware consumers
3
Copyright © 2010 Pearson Education, Inc.
10) Advertising to children is subject to self-regulation according to guidelines developed by
________.
A) the Federal Trade Commission
B) the Federal Communications Commission
C) the Children's Advertising Review Unit
D) the Department of Health and Human Services
E) Commercial Alert
Answer: C
Diff: 3 Page Ref: 498
Skill: Concept
Objective: 16.2: Learn about potential unethical marketing practices involving targeting
especially vulnerable or unaware consumers
11) Parents with complaints about advertising to children should contact ________.
A) the Department of Homeland Security
B) the Federal Communications Commission
C) the Children's Advertising Review Unit
D) the Department of Health and Human Services
E) Commercial Alert
Answer: C
Diff: 3 Page Ref: 498
Skill: Concept
Objective: 16.2: Learn about potential unethical marketing practices involving targeting
especially vulnerable or unaware consumers
12) According to ________, children can easily form associations between stimuli and outcomes.
A) Maslow's Hierarchy of Needs
B) Freudian theory
C) Pavlov's experiments
D) attribution theory
E) stimulus-response theory
Answer: E
Diff: 2 Page Ref: 498
Skill: Concept
Objective: 16.2: Learn about potential unethical marketing practices involving targeting
especially vulnerable or unaware consumers
4
Copyright © 2010 Pearson Education, Inc.
13) The majority of advertisements for ________ appear during children's programs.
A) restaurants
B) audio entertainment
C) sweetened drinks
D) public service announcements
E) desserts and sweets
Answer: E
Diff: 3 Page Ref: 500, Figure 16.2
Skill: Concept
Objective: 16.2: Learn about potential unethical marketing practices involving targeting
especially vulnerable or unaware consumers
14) The majority of advertisements for ________ appear during nonchildren's programs.
A) games, toys, and hobbies
B) cereal
C) snacks
D) dairy products
E) restaurants and fast food
Answer: E
Diff: 3 Page Ref: 500, Figure 16.2
Skill: Concept
Objective: 16.2: Learn about potential unethical marketing practices involving targeting
especially vulnerable or unaware consumers
15) Advertisements for ________ are the most prevalent ads played during children's
programming.
A) games, toys, and hobbies
B) cereal
C) snacks
D) dairy products
E) restaurants and fast food
Answer: A
Diff: 2 Page Ref: 500, Figure 16.2
Skill: Concept
Objective: 16.2: Learn about potential unethical marketing practices involving targeting
especially vulnerable or unaware consumers
5
Copyright © 2010 Pearson Education, Inc.
16) According to the ________ model of communication, large audiences are reached with the
same electronic or print messages.
A) narrowcasting
B) simulcasting
C) microcasting
D) open casting
E) broadcasting
Answer: E
Diff: 3 Page Ref: 502
AACSB: Analytic Skills
Skill: Application
Objective: 16.2: Learn about potential unethical marketing practices involving targeting
especially vulnerable or unaware consumers
17) ________ is a technique that allows marketers to send precisely directed messages to very
small audiences on an ongoing basis.
A) Narrowcasting
B) Broadcasting
C) Simulcasting
D) Microcasting
E) Open casting
Answer: A
Diff: 2 Page Ref: 502
AACSB: Analytic Skills
Skill: Concept
Objective: 16.2: Learn about potential unethical marketing practices involving targeting
especially vulnerable or unaware consumers
18) 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 ________.
A) narrowcasting
B) broadcasting
C) simulcasting
D) microcasting
E) open casting
Answer: A
Diff: 2 Page Ref: 502
AACSB: Analytic Skills
Skill: Application
Objective: 16.2: Learn about potential unethical marketing practices involving targeting
especially vulnerable or unaware consumers
6
Copyright © 2010 Pearson Education, Inc.
19) 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 ________.
A) narrowcasting
B) broadcasting
C) simulcasting
D) microcasting
E) open casting
Answer: A
Diff: 2 Page Ref: 502
Skill: Application
Objective: 16.2: Learn about potential unethical marketing practices involving targeting
especially vulnerable or unaware consumers
20) When Company Y buys radio time on all the local radio stations and plays the same
advertisement on all of them, Company Y is engaging in ________.
A) narrowcasting
B) broadcasting
C) simulcasting
D) microcasting
E) open casting
Answer: B
Diff: 2 Page Ref: 502
AACSB: Analytic Skills
Skill: Application
Objective: 16.2: Learn about potential unethical marketing practices involving targeting
especially vulnerable or unaware consumers
21) 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 ________.
A) narrowcasting
B) broadcasting
C) simulcasting
D) microcasting
E) open casting
Answer: B
Diff: 2 Page Ref: 502
Skill: Application
Objective: 16.2: Learn about potential unethical marketing practices involving targeting
especially vulnerable or unaware consumers
7
Copyright © 2010 Pearson Education, Inc.
22) 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?
A) to slow sales and reduce the incidence of out-of-stock situations
B) to avoid government regulation of their marketing practices
C) to improve consumers' perceptions of their companies
D) to save money
E) to increase sales
Answer: B
Diff: 2 Page Ref: 501
AACSB: Reflective Thinking
Skill: Application
Objective: 16.2: Learn about potential unethical marketing practices involving targeting
especially vulnerable or unaware consumers
23) 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.
A) broadcast media
B) product placements
C) buzz marketing
D) advertorials
E) infomercials
Answer: B
Diff: 2 Page Ref: 504
AACSB: Reflective Thinking
Skill: Concept
Objective: 16.3: Learn how marketers can ambush consumers with unexpected ads, tinker with
their perceptions, and mislead them
24) In ABC's Extreme Makeover: Home Edition, Sears' Kenmore appliances and Craftsman tools
are the "stars" of the show. This is an example of ________.
A) product placement
B) buzz marketing
C) broadcast media
D) an advertorial
E) an infomercial
Answer: A
Diff: 1 Page Ref: 504
Skill: Application
Objective: 16.3: Learn how marketers can ambush consumers with unexpected ads, tinker with
their perceptions, and mislead them
8
Copyright © 2010 Pearson Education, Inc.
25) The judges of American Idol always have a Coca-Cola within easy reach (and view). This is
an example of ________.
A) broadcast media
B) buzz marketing
C) product placement
D) an advertorial
E) an infomercial
Answer: C
Diff: 1 Page Ref: 504
Skill: Application
Objective: 16.3: Learn how marketers can ambush consumers with unexpected ads, tinker with
their perceptions, and mislead them
26) 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.
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
Answer: C
Diff: 2 Page Ref: 504
Skill: Concept
Objective: 16.3: Learn how marketers can ambush consumers with unexpected ads, tinker with
their perceptions, and mislead them
27) 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.
A) the Children's Advertising Review Unit
B) the Federal Trade Commission
C) Commercial Alert
D) the Department of Health and Human Services
E) the Federal Communications Commission
Answer: B
Diff: 3 Page Ref: 504
AACSB: Analytic Skills
Skill: Concept
Objective: 16.3: Learn how marketers can ambush consumers with unexpected ads, tinker with
their perceptions, and mislead them
9
Copyright © 2010 Pearson Education, Inc.
28) 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
Answer: B
Diff: 1 Page Ref: 504
Skill: Concept
Objective: 16.3: Learn how marketers can ambush consumers with unexpected ads, tinker with
their perceptions, and mislead them
29) 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 ________.
A) broadcast media
B) an advertorial
C) buzz marketing
D) product placement
E) an infomercial
Answer: B
Diff: 1 Page Ref: 504
AACSB: Communication
Skill: Application
Objective: 16.3: Learn how marketers can ambush consumers with unexpected ads, tinker with
their perceptions, and mislead them
30) Pomona Fruits, a tropical fruit grower, wants to raise awareness of the health benefits of
pineapples in order to spur sales of its produce. Pomona buys a full page in a women's health
magazine and pays a nutritionist to write a complementary article highlighting tropical fruits,
including pineapples. This is an example of ________.
A) broadcast media
B) an advertorial
C) buzz marketing
D) product placement
E) an infomercial
Answer: B
Diff: 1 Page Ref: 504
AACSB: Communication
Skill: Application
Objective: 16.3: Learn how marketers can ambush consumers with unexpected ads, tinker with
their perceptions, and mislead them
10
Copyright © 2010 Pearson Education, Inc.
31) 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
________.
A) broadcast media
B) urgent ad-formation
C) buzz marketing
D) product placement
E) an infomercial
Answer: E
Diff: 1 Page Ref: 504
AACSB: Communication
Skill: Application
Objective: 16.3: Learn how marketers can ambush consumers with unexpected ads, tinker with
their perceptions, and mislead them
32) The manufacturers of The Amazing Chop-It, a vegetable chopping tool, have bought a 30minute 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
________.
A) broadcast media
B) urgent ad-formation
C) buzz marketing
D) product placement
E) an infomercial
Answer: E
Diff: 1 Page Ref: 504
AACSB: Communication
Skill: Application
Objective: 16.3: Learn how marketers can ambush consumers with unexpected ads, tinker with
their perceptions, and mislead them
33) 30-minute commercials that appear to the average viewer as documentaries and therefore
command more attentive viewing than obvious commercials would receive are known as
________.
A) broadcast media
B) infomercials
C) buzz marketing
D) product placement
E) urgent ad-formation
Answer: B
Diff: 1 Page Ref: 504
Skill: Concept
Objective: 16.3: Learn how marketers can ambush consumers with unexpected ads, tinker with
their perceptions, and mislead them
11
Copyright © 2010 Pearson Education, Inc.
34) 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.
A) assortment size
B) assortment symmetry
C) perceived variety
D) organization
E) consumption rules
Answer: D
Diff: 3 Page Ref: 505, Table 16.2
AACSB: Analytic Skills
Skill: Application
Objective: 16.3: Learn how marketers can ambush consumers with unexpected ads, tinker with
their perceptions, and mislead them
35) With regard to assortment structure, ________ is/are commonly found in the form of
multiple product tastings, multiple offerings of party snacks, duplicate buffet lines, family
dinners with multiple dishes, and perhaps even in retail displays.
A) assortment size
B) assortment symmetry
C) perceived variety
D) organization
E) consumption rules
Answer: A
Diff: 3 Page Ref: 505, Table 16.2
AACSB: Analytic Skills
Skill: Application
Objective: 16.3: Learn how marketers can ambush consumers with unexpected ads, tinker with
their perceptions, and mislead them
36) 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.
A) assortment size
B) assortment symmetry
C) perceived variety
D) organization
E) consumption rules
Answer: B
Diff: 3 Page Ref: 505, Table 16.2
AACSB: Analytic Skills
Skill: Application
Objective: 16.3: Learn how marketers can ambush consumers with unexpected ads, tinker with
their perceptions, and mislead them
12
Copyright © 2010 Pearson Education, Inc.
37) The principle of ________ can be used to confuse consumers and alter intended consumption
behavior by blurring the distinction between branded and private-label products.
A) stimulus distinction
B) stimulus generalization
C) stimulus differentiation
D) stimulus cognition
E) stimulus recognition
Answer: B
Diff: 2 Page Ref: 505
AACSB: Reflective Thinking
Skill: Application
Objective: 16.3: Learn how marketers can ambush consumers with unexpected ads, tinker with
their perceptions, and mislead them
38) 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 ________.
A) stimulus distinction
B) stimulus generalization
C) stimulus differentiation
D) stimulus cognition
E) stimulus recognition
Answer: B
Diff: 2 Page Ref: 505
AACSB: Reflective Thinking
Skill: Application
Objective: 16.3: Learn how marketers can ambush consumers with unexpected ads, tinker with
their perceptions, and mislead them
39) ________ consists of marketing messages and promotional materials that appear to come
from independent parties although, in fact, they are sent by marketers.
A) Stimulus generalization
B) Stimulus differentiation
C) Product placement
D) Covert marketing
E) Broadcast media
Answer: D
Diff: 2 Page Ref: 505
AACSB: Analytic Skills
Skill: Concept
Objective: 16.3: Learn how marketers can ambush consumers with unexpected ads, tinker with
their perceptions, and mislead them
13
Copyright © 2010 Pearson Education, Inc.
40) Advertorials and infomercials are examples of ________.
A) stimulus generalization
B) stimulus differentiation
C) product placement
D) covert marketing
E) broadcast media
Answer: D
Diff: 2 Page Ref: 505
AACSB: Analytic Skills
Skill: Concept
Objective: 16.3: Learn how marketers can ambush consumers with unexpected ads, tinker with
their perceptions, and mislead them
41) 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 ________.
A) buzz agents
B) advertorials
C) advertainment
D) posers
E) narrowcasters
Answer: D
Diff: 2 Page Ref: 506
AACSB: Analytic Skills
Skill: Application
Objective: 16.3: Learn how marketers can ambush consumers with unexpected ads, tinker with
their perceptions, and mislead them
42) 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 ________.
A) buzz agents
B) advertorials
C) advertainment
D) posers
E) narrowcasters
Answer: D
Diff: 2 Page Ref: 506
AACSB: Analytic Skills
Skill: Application
Objective: 16.3: Learn how marketers can ambush consumers with unexpected ads, tinker with
their perceptions, and mislead them
14
Copyright © 2010 Pearson Education, Inc.
43) 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 ________.
A) buzz agents
B) advertorials
C) advertainment
D) posers
E) narrowcasters
Answer: A
Diff: 2 Page Ref: 506
AACSB: Analytic Skills
Skill: Application
Objective: 16.3: Learn how marketers can ambush consumers with unexpected ads, tinker with
their perceptions, and mislead them
44) Advertainment is ________.
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
Answer: D
Diff: 2 Page Ref: 506, Table 16.3
Skill: Concept
Objective: 16.3: Learn how marketers can ambush consumers with unexpected ads, tinker with
their perceptions, and mislead them
15
Copyright © 2010 Pearson Education, Inc.
45) Buzz and viral marketing is ________.
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
Answer: A
Diff: 2 Page Ref: 506, Table 16.3
Skill: Concept
Objective: 16.3: Learn how marketers can ambush consumers with unexpected ads, tinker with
their perceptions, and mislead them
46) Urgent ad-formation is ________.
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
Answer: E
Diff: 2 Page Ref: 506, Table 16.3
Skill: Concept
Objective: 16.3: Learn how marketers can ambush consumers with unexpected ads, tinker with
their perceptions, and mislead them
47) Which of the following is a masked marketing practice using a disguised format?
A) posers
B) advertorials
C) buzz marketing
D) viral marketing
E) stimulus generalization
Answer: B
Diff: 3 Page Ref: 506, Figure 16.3
AACSB: Analytic Skills
Skill: Concept
Objective: 16.3: Learn how marketers can ambush consumers with unexpected ads, tinker with
their perceptions, and mislead them
16
Copyright © 2010 Pearson Education, Inc.
48) Which of the following is a masked marketing practice using a disguised communicator?
A) advertorials
B) urgent ad-formation
C) disguised monitoring of queries via search engines
D) advertianment
E) viral marketing
Answer: E
Diff: 2 Page Ref: 506, Table 16.3
AACSB: Analytic Skills
Skill: Concept
Objective: 16.3: Learn how marketers can ambush consumers with unexpected ads, tinker with
their perceptions, and mislead them
49) 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 ________.
A) an advertorial
B) urgent ad-formation
C) disguised monitoring of queries via search engines
D) advertianment
E) viral marketing
Answer: E
Diff: 2 Page Ref: 506, Table 16.3
AACSB: Analytic Skills
Skill: Concept
Objective: 16.3: Learn how marketers can ambush consumers with unexpected ads, tinker with
their perceptions, and mislead them
17
Copyright © 2010 Pearson Education, Inc.
50) Aspire is a credit card provider that is offering a new identity theft protection service for a
fee to its existing card holders. It is advertising this new service by sending direct mail to card
holders in envelopes that say "Time Sensitive Account Information" to discourage customers
from simply discarding the junk mail without opening it. This is an example of ________.
A) an advertorial
B) urgent ad-formation
C) disguised monitoring of queries via search engines
D) advertianment
E) viral marketing
Answer: B
Diff: 2 Page Ref: 506, Table 16.3
AACSB: Analytic Skills
Skill: Concept
Objective: 16.3: Learn how marketers can ambush consumers with unexpected ads, tinker with
their perceptions, and mislead them
51) With regard to offensive advertising, ________ produced the most consumer complaints.
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
Answer: A
Diff: 2 Page Ref: 507
Skill: Application
Objective: 16.3: Learn how marketers can ambush consumers with unexpected ads, tinker with
their perceptions, and mislead them
52) 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) advertorial
B) advertainment
C) covert marketing
D) stimulus generalization
E) puffery
Answer: E
Diff: 2 Page Ref: 507
AACSB: Communication
Skill: Application
Objective: 16.3: Learn how marketers can ambush consumers with unexpected ads, tinker with
their perceptions, and mislead them
18
Copyright © 2010 Pearson Education, Inc.
53) Which of the following advertising messages would be considered puffery?
A) Fizzy Cola has 50% less sugar than the leading competitor's diet colas.
B) Fizzy Cola will donate 5% of the proceeds of the sale of its "Pink Ribbon" cola to support
breast cancer research.
C) Fizzy Cola, the most refreshment you can get in a can.
D) Fizzy Cola, an American icon since 1956.
E) Fizzy Cola is produced locally, using local ingredients and local bottlers.
Answer: C
Diff: 2 Page Ref: 507
AACSB: Analytic Skills
Skill: Application
Objective: 16.3: Learn how marketers can ambush consumers with unexpected ads, tinker with
their perceptions, and mislead them
54) ________ is responsible for stopping false or misleading ads.
A) The Children's Advertising Review Unit
B) The Federal Trade Commission
C) The Federal Communications Commission
D) The Department of Health and Human Services
E) Commercial Alert
Answer: B
Diff: 2 Page Ref: 508
AACSB: Analytic Skills
Skill: Concept
Objective: 15.3: Understand four different views or models of consumer decision making
55) 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 ________.
A) deceptive advertising
B) truth-in-advertising
C) corrective advertising
D) stimulus generalization
E) advertorial content
Answer: C
Diff: 2 Page Ref: 508
AACSB: Analytic Skills
Skill: Application
Objective: 16.3: Learn how marketers can ambush consumers with unexpected ads, tinker with
their perceptions, and mislead them
19
Copyright © 2010 Pearson Education, Inc.
56) ________ is the self-regulatory group that monitors complaints from companies and
consumers regarding truth in advertising and often determines what ads can and cannot state.
A) The Children's Advertising Review Unit
B) The National Advertising Review Council
C) The Federal Communications Commission
D) The Department of Health and Human Services
E) Commercial Alert
Answer: B
Diff: 3 Page Ref: 508
AACSB: Analytic Skills
Skill: Concept
Objective: 16.3: Learn how marketers can ambush consumers with unexpected ads, tinker with
their perceptions, and mislead them
57) Socially beneficial forms of doing business include ________.
A) buzz marketing
B) stimulus generalization
C) viral marketing
D) deceptive advertising
E) cause-related marketing
Answer: E
Diff: 1 Page Ref: 508
AACSB: Analytic Skills
Skill: Concept
Objective: 16.4: Understand how marketers can advance society's interests via such practices as
advocating social benefits, cause-related marketing, and green marketing
58) 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.
A) buzz marketing
B) stimulus generalization
C) viral marketing
D) deceptive advertising
E) cause-related marketing
Answer: E
Diff: 1 Page Ref: 511
AACSB: Analytic Skills
Skill: Concept
Objective: 16.4: Understand how marketers can advance society's interests via such practices as
advocating social benefits, cause-related marketing, and green marketing
20
Copyright © 2010 Pearson Education, Inc.
59) When Fizzy Cola advertizes that it will donate a portion of all the proceeds of cola packaged
in its Olympic can to the Special Olympics, it is engaging in ________.
A) buzz marketing
B) stimulus generalization
C) viral marketing
D) deceptive advertising
E) cause-related marketing
Answer: E
Diff: 1 Page Ref: 511
AACSB: Analytic Skills
Skill: Concept
Objective: 16.4: Understand how marketers can advance society's interests via such practices as
advocating social benefits, cause-related marketing, and green marketing
60) 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 ________.
A) advocating a socially beneficial cause
B) cause-related marketing
C) viral marketing
D) green marketing
E) buzz marketing
Answer: A
Diff: 2 Page Ref: 511
AACSB: Reflective Thinking
Skill: Application
Objective: 16.4: Understand how marketers can advance society's interests via such practices as
advocating social benefits, cause-related marketing, and green marketing
TOASTER MINI CASE: Ruth's son is five years old. He recently saw a TV commercial for KoolStuf 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.
61) 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 ________.
A) the Federal Communication Commission
B) Commercial Alert
C) the Public Broadcasting System
D) the Federal Trade Commission
E) the Children's ADvertising Review Unit
Answer: E
Diff: 3 Page Ref: 498
Skill: Application
Objective: 16.2: Learn about potential unethical marketing practices involving targeting
especially vulnerable or unaware consumers
21
Copyright © 2010 Pearson Education, Inc.
62) In the TOASTER MINI CASE, Ruth's son believed that he could put an Oreo cookie in the
toaster and it would pop out as a Kool-Stuf pastry because, according to ________, children
easily form associations between stimuli and outcomes.
A) the theory of reasoned action
B) equity theory
C) Maslow's Hierarchy of Needs
D) economic consumption theory
E) the stimulus-response theory
Answer: E
Diff: 3 Page Ref: 498
AACSB: Analytic Skills
Skill: Application
Objective: 16.2: Learn about potential unethical marketing practices involving targeting
especially vulnerable or unaware consumers
63) In the TOASTER MINI CASE, Ruth's son demonstrates children's high aptitude for
________.
A) observational learning
B) technical learning
C) cognitive learning
D) apprehensive learning
E) evoked learning
Answer: A
Diff: 3 Page Ref: 498
AACSB: Analytic Skills
Skill: Application
Objective: 16.2: Learn about potential unethical marketing practices involving targeting
especially vulnerable or unaware consumers
64) In the TOASTER MINI CASE, which of the following CARU guidelines does the Kool-Stuf
manufacturer violate?
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.
Answer: D
Diff: 3 Page Ref: 498
AACSB: Ethical Reasoning
Skill: Application
Objective: 16.2: Learn about potential unethical marketing practices involving targeting
especially vulnerable or unaware consumers
22
Copyright © 2010 Pearson Education, Inc.
65) In the TOASTER MINI CASE, which of the following is most likely true of Ruth's son?
A) He is better-equipped to differentiate between ads and regular programming, even if
characters from the show he is currently watching appear in the ad.
B) He is more likely than an adult to imitate the behavior he sees in an advertisement.
C) He is likely to see significantly fewer ads for snack foods aired during his programming than
does the average adult.
D) He is likely to be more skeptical of advertising than an adult would be.
E) He will always recognize the difference between factual claims and puffery in advertising.
Answer: B
Diff: 1 Page Ref: 498
AACSB: Ethical Reasoning
Skill: Application
Objective: 16.2: Learn about potential unethical marketing practices involving targeting
especially vulnerable or unaware consumers
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.
66) In the CLEANER MINI CASE, the advertising methods used are examples of ________
A) disguised format
B) disguised communicator
C) disguised user
D) disguised consumer
E) disguised evaluation
Answer: A
Diff: 2 Page Ref: 506, Table 16.3
Skill: Application
Objective: 16.3: Learn how marketers can ambush consumers with unexpected ads, tinker with
their perceptions, and mislead them
23
Copyright © 2010 Pearson Education, Inc.
67) In the CLEANER MINI CASE, the 30-minute television spot is an example of ________.
A) buzz marketing
B) viral marketing
C) product placement
D) an advertorial
E) urgent ad-formation
Answer: D
Diff: 2 Page Ref: 506, Table 16.3
AACSB: Reflective Thinking
Skill: Application
Objective: 16.3: Learn how marketers can ambush consumers with unexpected ads, tinker with
their perceptions, and mislead them
68) 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 ________.
A) advocating a socially beneficial cause
B) cause-related marketing
C) green marketing
D) covert marketing
E) urgent ad-formation
Answer: D
Diff: 2 Page Ref: 505
AACSB: Reflective Thinking
Skill: Application
Objective: 16.3: Learn how marketers can ambush consumers with unexpected ads, tinker with
their perceptions, and mislead them
69) In the CLEANER MINI CASE, when Oopsy All Gone appears in a popular sit-com, this is
an example of ________.
A) advocating a socially beneficial cause
B) buzz marketing
C) green marketing
D) product placement
E) urgent ad-formation
Answer: D
Diff: 2 Page Ref: 504
Skill: Application
Objective: 16.3: Learn how marketers can ambush consumers with unexpected ads, tinker with
their perceptions, and mislead them
24
Copyright © 2010 Pearson Education, Inc.
70) In the CLEANER MINI CASE, the 30-minute Oopsy All Gone spot delivers the same
message to all viewers. This is an example of the ________ model of marketing.
A) simulcasting
B) narrowcasting
C) open casting
D) broadcasting
E) widecasting
Answer: D
Diff: 1 Page Ref: 500
Skill: Application
Objective: 16.2: Learn about potential unethical marketing practices involving targeting
especially vulnerable or unaware consumers
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.
71) In the ECOLITE MINI CASE, Ecolite's advertising surrounding carbon emissions is an
example of ________.
A) covert advertising
B) green marketing
C) advertainment
D) buzz marketing
E) cause-related marketing
Answer: B
Diff: 1 Page Ref: 511
Skill: Application
Objective: 16.4: Understand how marketers can advance society's interests via such practices as
advocating social benefits, cause-related marketing, and green marketing
25
Copyright © 2010 Pearson Education, Inc.
72) In the ECOLITE MINI CASE, the SuperGreen package is an example of ________.
A) covert advertising
B) green marketing
C) advertainment
D) cause-related marketing
E) buzz marketing
Answer: D
Diff: 3 Page Ref: 511
AACSB: Reflective Thinking
Skill: Application
Objective: 16.4: Understand how marketers can advance society's interests via such practices as
advocating social benefits, cause-related marketing, and green marketing
73) In the ECOLITE MINI CASE, by making Ecolite electric cars available for environmentallyconscious consumers to try out through the rentals, Ecolite is attempting to show consumers that
any potentially negative preconceived notions they have about electric cars are not accurate.
They are targeting consumers at the ________ stage of behavior change.
A) evaluation
B) maintenance
C) contemplation
D) action
E) preparation
Answer: C
Diff: 3 Page Ref: 515, Table 16.5A
Skill: Application
Objective: 16.4: Understand how marketers can advance society's interests via such practices as
advocating social benefits, cause-related marketing, and green marketing
74) 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 examples of ________.
A) advertainment
B) urgent ad-formation
C) posers
D) product placement
E) advertorials
Answer: C
Diff: 3 Page Ref: 506, Table 16.3
Skill: Application
Objective: 16.3: Learn how marketers can ambush consumers with unexpected ads, tinker with
their perceptions, and mislead them
26
Copyright © 2010 Pearson Education, Inc.
75) 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
________.
A) disguised format
B) disguised communicator
C) disguised user
D) disguised consumer
E) disguised evaluation
Answer: A
Diff: 2 Page Ref: 506, Table 16.3
Skill: Application
Objective: 16.3: Learn how marketers can ambush consumers with unexpected ads, tinker with
their perceptions, and mislead them
76) The marketing concept as we know it is always consistent with society's well-being and best
interests.
Answer: FALSE
Diff: 2 Page Ref: 496
AACSB: Ethical Reasoning
Skill: Concept
Objective: 16.1: Understand the meaning of marketing ethics and social responsibility
77) The societal marketing concept proposes that all companies would be better off in a stronger,
healthier society, and that companies that incorporate ethical behavior and social responsibility
in all of their business dealings attract and maintain loyal consumer support over the long term.
Answer: TRUE
Diff: 1 Page Ref: 498
AACSB: Reflective Thinking
Skill: Concept
Objective: 16.1: Understand the meaning of marketing ethics and social responsibility
78) Socially responsible activities improve a company's image among consumers, stockholders,
the financial community, and other relevant publics.
Answer: TRUE
Diff: 2 Page Ref: 498
AACSB: Reflective Thinking
Skill: Concept
Objective: 16.1: Understand the meaning of marketing ethics and social responsibility
79) Perceptions of a company's lack of social responsibility or unethical marketing strategies
rarely has a negative effect on consumer purchase decisions.
Answer: FALSE
Diff: 2 Page Ref: 498
Skill: Concept
Objective: 16.1: Understand the meaning of marketing ethics and social responsibility
27
Copyright © 2010 Pearson Education, Inc.
80) Children are less likely than adults to imitate the behavior they see on TV with little or no
evaluative judgment.
Answer: FALSE
Diff: 2 Page Ref: 498
AACSB: Reflective Thinking
Skill: Application
Objective: 16.1: Understand the meaning of marketing ethics and social responsibility
81) 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.
Answer: TRUE
Diff: 3 Page Ref: 499
AACSB: Ethical Reasoning
Skill: Concept
Objective: 16.1: Understand the meaning of marketing ethics and social responsibility
82) Consumers are very open to the installation of digital "cookies" onto their computers,
regardless of the consumers' degree of online experience and privacy concern
Answer: FALSE
Diff: 2 Page Ref: 503
AACSB: Reflective Thinking
Skill: Concept
Objective: 16.1: Understand the meaning of marketing ethics and social responsibility
83) 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.
Answer: FALSE
Diff: 2 Page Ref: 504
AACSB: Communication
Skill: Application
Objective: 16.4: Understand how marketers can advance society's interests via such practices as
advocating social benefits, cause-related marketing, and green marketing
84) 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.
Answer: FALSE
Diff: 3 Page Ref: 504
AACSB: Analytic Skills
Skill: Application
Objective: 16.4: Understand how marketers can advance society's interests via such practices as
advocating social benefits, cause-related marketing, and green marketing
28
Copyright © 2010 Pearson Education, Inc.
85) People are often surprised at how much they consume, showing that they may have been
influenced at a basic or perceptual level.
Answer: TRUE
Diff: 2 Page Ref: 505, Table 16.2
AACSB: Analytic Skills
Skill: Concept
Objective: 16.4: Understand how marketers can advance society's interests via such practices as
advocating social benefits, cause-related marketing, and green marketing
86) Large inventory levels in one's home pantry could increase the quantity of food one believes
is appropriate for a meal.
Answer: FALSE
Diff: 3 Page Ref: 505, Table 16.2
AACSB: Reflective Thinking
Skill: Application
Objective: 16.4: Understand how marketers can advance society's interests via such practices as
advocating social benefits, cause-related marketing, and green marketing
87) Consumers may be able to control consumption by organizing less-structured offerings.
Answer: TRUE
Diff: 1 Page Ref: 505, Table 16.2
AACSB: Reflective Thinking
Skill: Application
Objective: 16.4: Understand how marketers can advance society's interests via such practices as
advocating social benefits, cause-related marketing, and green marketing
88) It is argued that stealth marketing will result in increased consumer acceptance of product
information.
Answer: FALSE
Diff: 3 Page Ref: 505
AACSB: Reflective Thinking
Skill: Application
Objective: 16.4: Understand how marketers can advance society's interests via such practices as
advocating social benefits, cause-related marketing, and green marketing
89) Objectionable ads always arise from the negative intentions of marketers.
Answer: FALSE
Diff: 2 Page Ref: 506
AACSB: Ethical Reasoning
Skill: Application
Objective: 16.4: Understand how marketers can advance society's interests via such practices as
advocating social benefits, cause-related marketing, and green marketing
29
Copyright © 2010 Pearson Education, Inc.
90) 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.
Answer: TRUE
Diff: 2 Page Ref: 507
AACSB: Reflective Thinking
Skill: Application
Objective: 16.4: Understand how marketers can advance society's interests via such practices as
advocating social benefits, cause-related marketing, and green marketing
91) 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.
Answer: FALSE
Diff: 2 Page Ref: 507
AACSB: Reflective Thinking
Skill: Application
Objective: 16.4: Understand how marketers can advance society's interests via such practices as
advocating social benefits, cause-related marketing, and green marketing
92) Repeated exposure to very thin "ideal" figures in promotional messages leads to negative
self-perceptions (particularly in women) and is partially responsible for the increase in eatingrelated disorders.
Answer: TRUE
Diff: 2 Page Ref: 507
AACSB: Ethical Reasoning
Skill: Application
Objective: 16.4: Understand how marketers can advance society's interests via such practices as
advocating social benefits, cause-related marketing, and green marketing
93) A recent study discovered that deceptive claims were found in about three-quarters of
humorous ads and, in most cases, the humor was used to mask the deceptive claims.
Answer: TRUE
Diff: 3 Page Ref: 508
AACSB: Ethical Reasoning
Skill: Application
Objective: 16.4: Understand how marketers can advance society's interests via such practices as
advocating social benefits, cause-related marketing, and green marketing
94) Truth-in-advertising laws protect consumers from false advertisements.
Answer: TRUE
Diff: 3 Page Ref: 508
AACSB: Analytic Skills
Skill: Concept
Objective: 16.4: Understand how marketers can advance society's interests via such practices as
advocating social benefits, cause-related marketing, and green marketing
30
Copyright © 2010 Pearson Education, Inc.
95) The FTC holds marketers responsible for determining their ads' potential to mislead
consumers.
Answer: TRUE
Diff: 2 Page Ref: 508
Skill: Concept
Objective: 16.4: Understand how marketers can advance society's interests via such practices as
advocating social benefits, cause-related marketing, and green marketing
96) A low fit between a sponsored cause and the sponsoring company's positioning strategy can
harm the company's image.
Answer: TRUE
Diff: 3 Page Ref: 511
AACSB: Reflective Thinking
Skill: Application
Objective: 16.4: Understand how marketers can advance society's interests via such practices as
advocating social benefits, cause-related marketing, and green marketing
97) A cause-related message elicits more favorable consumer attitudes than a similar ad without
a cause-related message.
Answer: TRUE
Diff: 1 Page Ref: 511
AACSB: Reflective Thinking
Skill: Concept
Objective: 16.4: Understand how marketers can advance society's interests via such practices as
advocating social benefits, cause-related marketing, and green marketing
98) Cause-related advertising is less effective among more involved consumers.
Answer: FALSE
Diff: 2 Page Ref: 511
Skill: Concept
Objective: 16.4: Understand how marketers can advance society's interests via such practices as
advocating social benefits, cause-related marketing, and green marketing
99) While many consumers report that they like ecologically friendly products, only about a third
actually buy such products, and most consumers don't know which lifestyle changes are the best
means to reduce global warming.
Answer: TRUE
Diff: 3 Page Ref: 511
Skill: Application
Objective: 16.4: Understand how marketers can advance society's interests via such practices as
advocating social benefits, cause-related marketing, and green marketing
31
Copyright © 2010 Pearson Education, Inc.
100) Consumers find environmental labels difficult to understand, which increases consumers'
price-sensitivity regarding green products.
Answer: TRUE
Diff: 2 Page Ref: 511-512
Skill: Application
Objective: 16.4: Understand how marketers can advance society's interests via such practices as
advocating social benefits, cause-related marketing, and green marketing
101) How does the societal marketing concept differ from the marketing concept?
Answer: The marketing concept as we know it — that is, fulfilling the needs of target consumer
markets more effectively than competitors — is sometimes inconsistent or incongruous with
society's well-being and best interest. A more appropriate conceptualization of the traditional
marketing concept, which balances the needs of society with the needs of the individuals and
marketing organizations, is the societal marketing concept. The societal marketing concept
requires that all marketers adhere to principles of social responsibility in the marketing of their
goods and services; that is, they should endeavor to satisfy the needs and wants of their target
markets in ways that preserve and enhance the well-being of consumers and society as a whole,
while fulfilling the objectives of the organization.
Diff: 3 Page Ref: 496
AACSB: Analytic Skills
Skill: Concept
Objective: 16.2: Learn about potential unethical marketing practices involving targeting
especially vulnerable or unaware consumers
102) 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?
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.
Diff: 2 Page Ref: 498-499
AACSB: Ethical Reasoning
Skill: Application
Objective: 16.2: Learn about potential unethical marketing practices involving targeting
especially vulnerable or unaware consumers
103) Differentiate between broadcasting and narrowcasting.
Answer: The broadcasting model of marketing involves reaching large audiences with the same
electronic or print messages. Narrowcasting is a technique that allows marketers to send
precisely directed messages to very small audiences on an ongoing basis.
Diff: 1 Page Ref: 501-502
AACSB: Analytic Skills
Skill: Concept
Objective: 16.2: Learn about potential unethical marketing practices involving targeting
especially vulnerable or unaware consumers
32
Copyright © 2010 Pearson Education, Inc.
104) What techniques have marketers used to blur the distinction between figure and ground and
what are the ethical implications for marketers?
Answer: Marketers blur the distinction between figure and ground in order to make it more
difficult for consumers to clearly distinguish advertising from entertainment content. For
example, to combat fast-forwarding by consumers who wish to avoid TV commercials,
marketers are increasingly turning to product placements, where the line between television
shows and ads is virtually nonexistent and products are placed directly into television shows,
often as critical elements of the story line. While forecasts indicate that companies are going to
steadily increase expenditures on branded entertainment, a newly formed consumer advocacy
group, Commercial Alert, is lobbying for legislation that will require advertisers to disclose
upfront ads that are designed as product placements.
Marketers also blend promotion and program content by positioning a TV commercial so close
to the storyline of a program that viewers are unaware that they are watching an advertisement
until they are well into it. Because this was an important factor in advertising to children, the
FTC has strictly limited the use of this technique. TV stars or cartoon characters are now
prohibited from promoting products during the children's shows in which they appear.
Diff: 3 Page Ref: 504
AACSB: Ethical Reasoning
Skill: Application
Objective: 16.3: Learn how marketers can ambush consumers with unexpected ads, tinker with
their perceptions, and mislead them
105) What is stimulus generalization and how is it used in the marketing of private label goods?
Answer: Stimulus generalization is where consumers attribute a stimulus to a broad range of
outcomes. In the case of private label goods, consumers observe the stimulus of key packaging
stimuli that are similar between national and private-label brands and extrapolate the national
brand characteristics to the private-label brand. 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. Consumers can
easily be confused by such displays and also by brand names or logos similar to those of
premium offerings.
Diff: 2 Page Ref: 505
AACSB: Analytic Skills
Skill: Application
Objective: 16.3: Learn how marketers can ambush consumers with unexpected ads, tinker with
their perceptions, and mislead them
106) What is puffery?
Answer: Puffery is the use of deliberately exaggerated claims in advertising that consumers
readily recognize as exaggerated. Puffery does not qualify as deceptive advertising.
Diff: 1 Page Ref: 507
AACSB: Analytic Skills
Skill: Concept
Objective: 16.3: Learn how marketers can ambush consumers with unexpected ads, tinker with
their perceptions, and mislead them
33
Copyright © 2010 Pearson Education, Inc.
107) What is cause-related marketing and what impact does the choice of cause have on the
effectiveness of the marketing campaign?
Answer: In cause-related marketing campaigns, the company contributes a portion of the
revenues it receives from selling certain products to such causes as helping people inflicted with
an incurable disease or hurt by inclement weather. A recent study demonstrated the importance
of the fit between the sponsored cause and the company's positioning strategy and that a low fit
can harm the company's image. In another study, an ad with a cause-related message elicited
more favorable consumer attitudes than a similar ad without a cause-related message. Yet
another study showed that cause-related advertising is more effective among more involved
consumers.
Diff: 3 Page Ref: 511
AACSB: Reflective Thinking
Skill: Concept
Objective: 16.4: Understand how marketers can advance society's interests via such practices as
advocating social benefits, cause-related marketing, and green marketing
108) What is stealth marketing and how does it impact consumers perceptions of product
information?
Answer: Stealth marketing (also known as masked marketing) consists of marketing messages
and promotional materials that appear to come from independent parties although, in fact, they
are sent by a marketer. Some maintain that masked marketing strategies often violate the FTC's
definition of deceptive advertising, endorsement guidelines, and other regulations of marketing,
and believe that the FTC should establish clearer rules in order to reduce the use of masked
advertising. Others argue that the widespread use of stealth marketing abuses consumers' efforts
to avoid advertising and will result in increased consumer distrust of product information.
Diff: 2 Page Ref: 505
AACSB: Ethical Reasoning
Skill: Concept
Objective: 16.3: Learn how marketers can ambush consumers with unexpected ads, tinker with
their perceptions, and mislead them
109) How might a marketer unintentionally convey socially undesirable stereotypes and images
in products and advertisements? Give an example.
Answer: An ad for a drug used as part of HIV therapy by persons who are HIV positive shows a
fit, smiling young man on a sidewalk in New York City with yellow cabs, pedestrians, and
buildings in the background. The bright red headline reads, "Just once a day!" Since visual
images are very persuasive, it is possible that the fit young man and the caption conveys to
young adults that being HIV positive is an easily "manageable" condition, and that one can
engage in unsafe sex. For marketers, featuring an individual who looks unhealthy in an ad for a
pharmaceutical designed to control a serious medical condition will not be effective, but
featuring a healthy-looking individual may communicate the wrong message.
Diff: 3 Page Ref: 506
AACSB: Reflective Thinking
Skill: Application
Objective: 16.3: Learn how marketers can ambush consumers with unexpected ads, tinker with
their perceptions, and mislead them
34
Copyright © 2010 Pearson Education, Inc.
110) How can advertisements impact culture?
Answer: Since advertising is part of our culture, the cumulative persuasive impact of
promotional messages on social values must be considered. 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. For example, repeated exposure to ads depicting
perfectly tanned people is likely to result in excessive sun bathing or tanning via ultraviolet light,
despite the fact that it has been documented that such practices significantly increase the chances
of developing cancer.
Diff: 3 Page Ref: 507
AACSB: Reflective Thinking
Skill: Application
Objective: 16.3: Learn how marketers can ambush consumers with unexpected ads, tinker with
their perceptions, and mislead them
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