Deck 13: Environmental, Ethical and Legal Issues

Question 1

______ are the moral principles of conduct governing the behavior of an individual or group.

A)Morals
B)Rights
C)Ethics
D)Principles

Answer 1

C

Question 2

In an effort to seek environmental improvement, the DMA has enacted a resolution containing a set of 15 business practices known as "The Green 15". Which of the following business practices are designed to improve paper procurement and use?

A)Businesses should review direct mail and printed marketing pieces and test downsized pieces when and where appropriate.
B)Businesses are encouraged to participate in DMA's "Recycle Please" campaign and/or in another recycling campaign.
C)Businesses should apply predictive models and/or RecencyFrequencyMonetary (RFM) segmentation where appropriate.
D)Businesses should ask paper suppliers where their paper comes from before buying it with the intent of not sourcing paper from unsustainable or illegally managed forests.

Answer 2

D

Question 3

The main areas of the DMA's Environmental Resolution and "Green 15" program initiative include all of the following except:

A)Resource Procurement
B)Design and Production
C)Packaging
D)Media Consumption

Answer 3

D

Question 4

Which of the following "Green 15" business practices are designed to improve list hygiene and data management?

A)Businesses should review direct mail and printed marketing pieces and test downsized pieces when and where appropriate.
B)Businesses are encouraged to participate in DMA's "Recycle Please" campaign and/or in another recycling campaign.
C)Businesses should apply predictive models and/or RecencyFrequencyMonetary (RFM) segmentation where appropriate.
D)Businesses should ask paper suppliers where their paper comes from before buying it with the intent of not sourcing paper from unsustainable or illegally managed forests.

Question 5

The FTC is constantly updating its consumer privacy protection. Which of the following is not an area the FTC offers advice for businesses to ensure the privacy and security of consumers.

A)Children's Privacy
B)Credit Reporting
C)Pharmaceuticals
D)Tech

Question 6

The consumer right to information implies that:

A)consumers are safe from both physical and psychological harm.
B)consumers have a right to receive any and all pertinent or requested information.
C)consumer have a right to choose or make decisions about his or her buying behavior.
D)consumers have a right to specify to a given company that information they freely provided should not be shared.

Question 7

The consumer right that is probably the most noteworthy affecting direct marketers is

A)right to confidentiality
B)right to information
C)right to privacy
D)right to safety

Question 8

The three legislative areas designed to safeguard consumer rights are intellectual property, security, and _______.

A)selection
B)information
C)confidentiality
D)privacy

Question 9

The concerns of consumers and Congress over the broad issue of privacy, including the subject of mailing lists and databases, culminated in the _____.

A)Privacy Act of 1974
B)Consumer Rights Act of 1989
C)Privacy Act of 2000
D)Consumer Selection Act

Question 10

The main provisions of The CANSPAM Act of 2003 are that it:

A)Requires that your email give recipients an optin method
B)Bans false or misleading header information
C)Requires that for and notforprofit email be identified as a promotion
D)Businesses must provide a working telephone number

Question 11

For marketers to really get at the heart of privacy concerns, they need to understand two basic consumer perceptions: ______ and ______.

A)anger, destruction
B)annoyance, violation
C)wants, needs
D)budget, willingness to buy

Question 12

Personal information can be divided into four different categories. Which of the following is not one of the four categories?

A)General descriptive information
B)Sensitive/Confidential information
C)Consumer perception information
D)Product purchase information

Question 13

Which of the following is the easiest type of information to obtain?

A)Sensitive/confidential Information
B)Product purchase information
C)General descriptive information
D)Ownership information

Question 14

Information such as medical history, Social Security number and driving record belong in which of the following information categories?

A)Sensitive/confidential information
B)Product purchase information
C)General descriptive information
D)Ownership information insert

Question 15

The _______ consumers look at the contract, the offer, and the methods of data collection and mentally apply a cost/benefit analysis to determine the marketer's use of information.

A)privacy unconcerned
B)privacy fundamentalists
C)privacy seekers
D)privacy pragmatists

Question 16

The _________ consumers are least receptive to direct marketing activities and should be purged from direct marketers' lists.

A)privacy seekers
B)privacy pragmatists
C)privacy unconcerned
D)privacy fundamentalists

Question 17

Which of the following tasks is not considered part of the DMA interestbased advertising (IBA) guidelines for online marketing activities?

A)Publish a privacy policy and abide by it.
B)Ensure reasonable security and limited data retention.
C)Offer notice and choice for material changes to your policy.
D)The marketer must disclose their email address but not postal address

Question 18

The abbreviation TCPA stands for_____.

A)Technological Consumer Privacy Act
B)Telephone Consumer Protection Act
C)Tested Consumer Privacy Act
D)Targeted Consumer Privacy Act

Question 19

The four elements in the FTC's "Privacy Policy" for online direct marketing include all of the following except:

A)notice.
B)access.
C)choice.
D)optout.

Question 20

_______ marketing requires the consent of a customer before a company sends out a marketing communication to that customer via the Internet.

A)Permission
B)Authorization
C)Request
D)Inquiring

Question 21

Which of the following is not a legal restriction placed on marketers when promoting pharmaceuticals?

A)Substantiation
B)Fair Balance
C)Overstatement of Efficacy
D)Optin

Question 22

To be ethical in marketing means to conform to the accepted professional standards of conduct.

Question 23

The right to selection is a consumer's right to specify to a given company that information that they freely provide should not be shared."

Question 24

Intellectual property is defined in the text as products of the mind or ideas.

Question 25

The General Data Protection Regulation (GDPR) primarily focuses on regulating digital marketing information, such as social media posts.

Question 26

Most Internet surfers are not bothered by unwanted, unsolicited bulk commercial email massages known as Spam.

Question 27

People feel violated because they receive too much unsolicited marketing communications, and they feel annoyed because they believe too much information about their personal lives is being exchanged between marketers without their knowledge and/or consent.

Question 28

The chief privacy officer (CPO) is responsible for protecting the sensitive information the corporation collects, ranging from credit card accounts to health records.

Question 29

Cookie stuffing is the process of creating fake online traffic, clicks, and impressions to generate revenue through ads.