Question 1

Consumers may be able to control consumption by organizing less-structured offerings.

Accepted Answer

Less-structured offerings allow consumers more flexibility and choice in how they consume products or services, enabling them to better control their consumption patterns.

Question 2

Cause-related advertising is less effective among more involved consumers.

Accepted Answer

The answer of Cause-related advertising is less effective among more...

Question 3

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.

Accepted Answer

Children are considered a vulnerable audience due to their developmental stage, making it crucial for marketers to exercise caution in advertising to them, despite their understanding of promotional content.

Question 4

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.

Accepted Answer

Despite criticism, companies continue to invest in branded entertainment and product placements due to their effectiveness in reaching consumers, especially in an era where traditional advertising methods are often bypassed or ignored.

Question 5

The FTC holds marketers responsible for determining their ads' potential to mislead consumers.

Accepted Answer

The Federal Trade Commission (FTC) requires marketers to ensure their advertisements are not deceptive or misleading, holding them accountable for the potential impact of their ads on consumers.

Question 6

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

Accepted Answer

The answer of How does the societal marketing concept differ...

Question 7

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.

Accepted Answer

A study found that humor in advertisements is often used to obscure deceptive claims, with about 75% of humorous ads containing such claims.

Question 8

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

Accepted Answer

Truth-in-advertising laws are designed to prevent misleading or false advertisements, ensuring that consumers receive accurate information about products and services.

Question 9

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

Accepted Answer

Disney announced in 2015 that it would prohibit smoking in all its Disney-branded films, including those from Marvel, Pixar, and Lucasfilm, as part of its commitment to promote healthy living and being a responsible entertainment company.

Question 10

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

Accepted Answer

Stealth marketing, by its nature, involves disguising marketing messages as unbiased information or entertainment, which can lead to a breach of trust when consumers discover the true intent behind the messages. This can ultimately decrease consumer trust in product information.

Question 11

A high fit between a sponsored cause and the sponsoring company's positioning strategy can improve the company's image.

Accepted Answer

A high fit between a sponsored cause and the company's positioning strategy can lead to a more coherent brand image in the eyes of consumers, enhancing the company's overall image by aligning its social responsibility efforts with its brand identity and values.

Question 12

Objectionable ads always arise from the negative intentions of marketers.

Accepted Answer

Objectionable ads can result from a variety of factors including lack of awareness, cultural insensitivity, or oversight, and do not always stem from negative intentions of marketers.

Question 13

A cause-related message elicits more favorable consumer attitudes than a similar ad without a cause-related message.

Accepted Answer

Research has shown that cause-related marketing, where a message is linked to a social or charitable cause, often elicits more favorable consumer attitudes and can enhance brand loyalty and purchase intention compared to ads without such messages. This is because consumers tend to have positive responses to companies they perceive as socially responsible.

Question 14

Large inventory levels in one's home pantry could increase the quantity of food one believes is appropriate for a meal.

Accepted Answer

Having a large inventory of food in the home pantry can lead to a perception of abundance, which may influence individuals to serve and consume larger portions, thinking it is appropriate due to the plentiful supply.

Question 15

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 eating-related disorders.

Accepted Answer

Numerous studies have shown that constant exposure to media images promoting unrealistic body ideals can lead to negative body image, reduced self-esteem, and increase the risk of developing eating disorders, especially among women. This phenomenon is linked to the internalization of these unattainable standards of beauty and thinness.

Question 16

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.

Accepted Answer

Marketers do indeed use techniques that blur the distinction between figure and ground, but this makes it harder, not easier, for consumers to distinguish advertising from entertainment content.

Question 17

Most children report having parental rules regarding media viewing.

Accepted Answer

The answer of Most children report having parental rules regarding...

Question 18

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.

Accepted Answer

Public scrutiny can significantly impact marketers by influencing their strategies, leading to changes in advertising content, and sometimes even product modifications to align with public values and expectations.

Question 19

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.

Accepted Answer

Repeated exposure to tasteless ads can normalize the behaviors or attitudes they depict, gradually influencing consumer behavior and societal values over time.

Question 20

People are often surprised at how much they consume, showing that they may have been influenced at a basic or perceptual level.

Accepted Answer

People's surprise at their consumption levels indicates that their behaviors and perceptions can be influenced without their conscious awareness, often through subtle cues or environmental factors.

Quiz 15: Marketing Ethics and Social Responsibility