Deck 15: Social Marketing and Ethics

Question 1

Social marcoms campaigns overall have a much higher success rate than commercial marcoms campaigns.

Answer 1

False

Question 2

Favorable brand switchers (vacillators) of bad behavior are those who are contemplating taking up the bad behavior or only engage in it occasionally.

Answer 2

True

Question 3

Social marcoms can utilize punishment of bad behavior and reward of good behavior, depending on the two different personality traits, anxiety and impulsiveness.

Answer 3

True

Question 4

The Fishbein Extended Model states that social norms usually have very little influence on people's health and safety behaviors.

Question 5

Positive reinforcement is where the behavior is increased because it turns on an appetitive or rewarding consequence.

Question 6

Gray's biological-trait theory predicts that anxious individuals will respond best to signals of reinforcement and impulsive individuals will respond best to signals of punishment.

Question 7

The minimum effective frequency per advertising cycle (MEF/c) formula is applicable to social marcoms campaigns.

Question 8

Social brand recognition campaigns conveying an informational brand attitude require high advertising frequency to be effective.

Question 9

Pre-testing of social marcoms ads with a management judgment ad test is necessary in all cases.

Question 10

In both social and commercial marcoms, lying by commission and lying by omission are both wrong according to utilitarian ethical theory.

Question 11

Social marketing covers two activities - de-marketing of "bad" products, services and behaviors, and the promotion of "good" products, services and behaviors.

Question 12

The most difficult target audience for social marketing campaigns is citizens who are brand loyals to good behavior (conformers).

Question 13

Leverage is used to choose between target audiences for social marcoms.

Question 14

The T-C-B branding model is applicable to the positioning of social marketing brands.

Question 15

The Fishbein Extended Model separates consequences into facilitators and deterrents.

Question 16

Negative reinforcement, by definition, has the effect of decreasing behavior.

Question 17

"Go" and "no go" social marketing appeals can be used simultaneously.

Question 18

Print media are the best primary media for targeting problem behavers.

Question 19

The first thing to do in planning a social marketing campaign is to construct a behavioral sequence models (BSM).

Question 20

Ethical theory combining deontological and teleological theories is a two-part principle, where truth is the primary standard but the truth can be overridden in a particular circumstance if telling the truth would result in substantial harmful consequences.