Question 1

Which of the following is NOT true about social marketing?

Accepted Answer

All marketing that promotes socially beneficial behaviors does not have to come from not-for-profit organizations. Many for-profit companies engage in social marketing to increase their brand image and promote socially responsible behaviors among their customers.

Question 2

Which product was criticized for trying to appeal to underage drinkers with a fruit-flavored beverage that was endorsed by the rapper Snoop Dogg, who also mentioned the brand in one of his songs?

Accepted Answer

Blast by Colt 45 was criticized for trying to appeal to underage drinkers with a fruit-flavored beverage that was endorsed by rapper Snoop Dogg.

Question 3

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 ________.

Accepted Answer

People's Trust Bank is engaging in cause-related marketing by promoting their involvement in free consumer credit training to help low-income families manage their earnings and qualify for mortgages. This is a way for the bank to demonstrate their commitment to the community and social responsibility. It also helps attract customers who value such initiatives.

Question 4

Socially beneficial forms of doing business include ________.

Accepted Answer

Cause-related marketing is a socially beneficial form of doing business as it involves a company partnering with a nonprofit organization to promote a particular cause or social issue. This type of partnership can raise awareness and funds for important causes while also promoting the company's brand image as a socially responsible and caring entity. Buzz marketing, stimulus generalization, and viral marketing typically prioritize profits over social benefits and may even use deceptive advertising tactics to achieve their goals.

Question 5

When a wine advertiser suggests its wine "has the most unique taste among red wines," it is an example of a(n)________ claim.

Accepted Answer

The claim that a wine has the "most unique taste" is subjective because it is based on personal opinion and cannot be measured objectively or scientifically. It is not neutral or impartial because it is making a positive statement about the wine.

Question 6

________ is a company which has analyzed and indexed data in hundreds of privacy policies across the web and developed a scale ranking websites from 0 to 100 based on how the site collects and uses personal data.

Accepted Answer

PrivacyChoice is the company that has analyzed and indexed data in hundreds of privacy policies across the web and developed a scale ranking websites from 0 to 100 based on how the site collects and uses personal data.

Question 7

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 ________.

Accepted Answer

The practice of linking a company's product or service to a social cause or charity is called cause-related marketing. The statement describes Fizzy Cola's intention to donate a portion of proceeds to the Special Olympics, making it an example of cause-related marketing. The other options do not apply to this scenario.

Question 8

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

Accepted Answer

Marketers do not implement ethical strategies to exploit vulnerable populations. This is an unethical approach to marketing and goes against the principles of responsible and sustainable marketing. Ethical strategies are implemented to ensure that marketing practices are fair, transparent, and do not harm any individuals or groups. The other options, such as doing the right thing, improving image, reducing scrutiny, and avoiding government legislation, are all valid reasons for marketers to implement ethical strategies.

Question 9

A turquoise triangle that appears on the upper right-hand corner of banner ads, which can be clicked by consumers to opt out of having their behavior tracked online, was designed by ________.

Accepted Answer

The Digital Advertising Alliance designed the turquoise triangle to allow consumers to opt out of behavioral tracking online.

Question 10

A consumer's ________ is a digital calculation that evaluates people's buying power and value as consumers that is largely invisible to the consumers.

Accepted Answer

A consumer's e-score is a digital calculation that evaluates people's buying power and value as consumers, and it is largely invisible to the consumers. This score is used by companies to assess the potential value of consumers, often affecting the deals, offers, and credit terms a consumer might receive.

Question 11

The popularity of ________ threatens the barter system wherein consumers allow sites and third-party ad networks to collect information about their online activities in exchange for open access to maps, email, games, music, social networks, and more.

Accepted Answer

The "do not track" feature allows consumers to opt out of being tracked by websites and third-party ad networks, which threatens the barter system where consumers allow tracking in exchange for open access to various online services.

Question 12

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.

Accepted Answer

Cause-related marketing refers to when a company pledges to donate a portion of their sales or profits to a particular cause or charity. This type of marketing is intended to appeal to socially conscious consumers who want to support businesses that align with their values.

Question 13

If Daisy is driving and a radio advertisement alerts her, through a specifically targeted ad based on her location, that a McDonald's restaurant is two exits down next to the highway, the advertiser is likely using the ________ from her car to identify her position.

Accepted Answer

GPS (Global Positioning System) is the technology used to identify a person's location through satellites. It is commonly used in navigation systems and location-based services, such as the radio advertisement in the scenario described. RFID and UPC are used for tracking products, cookies are used to collect browsing data online, and EZ Pass is used for electronic toll collection.

Question 14

Corporate-sponsored special events include ________.

Accepted Answer

All of the given choices are examples of corporate-sponsored special events.

Question 15

Examples of dishonest consumer behavior include ________.

Accepted Answer

All of the choices listed involve dishonest consumer behavior. Software piracy is using someone else's intellectual property without permission, returning used items as new is lying about the condition of the product, returning stolen merchandise is illegal, and staying at a hotel and presenting a bill for reimbursement is fraud.

Question 16

With regard to offensive advertising, ________ produced the most consumer complaints.

Accepted Answer

The answer of With regard to offensive advertising, ________ produced...

Question 17

________ targets advertisements based on the web page a consumer is viewing or a search query the consumer has made and involves little or no data storage.

Accepted Answer

Contextual advertising targets advertisements based on the context of the web page a consumer is viewing or a search query they have made. It involves analyzing the content of the page/query and serving ads that are relevant to that content, without storing any data on the consumer's browsing history or behavior.

Question 18

A new pharmaceutical advertisement represents the drug as more effective than the evidence available suggests. This is an example of ________.

Accepted Answer

The advertisement is representing the drug as more effective than the evidence available suggests, creating an unsubstantiated effectiveness claim.

Question 19

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

Accepted Answer

The Advertising Council was founded during World War II and is dedicated to the advancement of socially worthy causes through advertising. The organization is also known as Ad Council.

Question 20

The FTC can require companies that have misled consumers to run ________, which can sometimes result in distrust toward other products sold by the company and toward similar products sold by unrelated marketers.

Accepted Answer

The statement mentions that the FTC can require companies that have misled consumers to run advertising, which suggests that the company needs to correct their previous misleading claims. The term used in the statement is "distrust," which further reinforces the need for the corrective advertising to restore trust among consumers. Therefore, the correct answer is E) corrective advertising.

Quiz 15: Marketing Ethics and Social Responsibility