Question 1

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

Accepted Answer

Research has shown that people often underestimate their own consumption of food and beverages, indicating that they may not be fully aware of the amount they are consuming. This suggests that their perceptions and basic habits may be influencing their consumption patterns without them realizing it.

Question 2

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

Accepted Answer

When a sponsoring company aligns its cause with its positioning strategy, it can enhance the company's image and reputation by conveying a consistent message of corporate social responsibility and values. This can earn the company goodwill, recognition, and loyalty among its customers and stakeholders.

Question 3

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

Accepted Answer

Disney agreed to not feature any smoking in Disney-branded films, as announced in 2015, in an effort to promote healthier behaviors and set a positive example for children.

Question 4

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

Accepted Answer

Stealth marketing involves the use of covert tactics to promote a product or service, which can be viewed as unethical by consumers. Such tactics can result in decreased consumer trust in product information rather than increased trust.

Question 5

Most children report having parental rules regarding media viewing.

Accepted Answer

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

Question 6

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's high exposure to TV and online content makes it important for marketers to be careful in how they advertise to them, even if children understand the purpose of these messages.

Question 7

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

Accepted Answer

The FTC (Federal Trade Commission) holds marketers responsible for ensuring that their advertising is truthful and not misleading to consumers. If an ad has the potential to mislead consumers, the marketer is responsible for correcting it or discontinuing the ad.

Question 8

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

According to the statement, it is true that a recent study found deceptive claims in about three-quarters of humorous ads and that humor was often used to mask these deceptive claims.

Question 9

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

Accepted Answer

Less-structured offerings give consumers more control over what they consume, allowing them to choose only what they need or want. This can lead to a reduction in overall consumption.

Question 10

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

Accepted Answer

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

Question 11

Objectionable ads always arise from the negative intentions of marketers.

Accepted Answer

While negative intentions can certainly contribute to objectionable ads, there may also be other factors such as insensitivity, ignorance, or lack of awareness. Additionally, what is considered objectionable can be subjective and vary among different individuals and cultures.

Question 12

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 have a significant impact on marketers, as negative attention can result in damage to a brand's reputation and a loss of sales. Many companies take steps to address consumer concerns and adjust their marketing strategies accordingly.

Question 13

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

Studies have shown that exposure to thin ideal figures in advertising can lead to negative self-perceptions in both men and women, but particularly in women, and can contribute to the development of eating disorders.

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

When there are larger inventory levels in one's pantry, it may lead to overestimation of the amount needed for a meal and thus increase the quantity of food one believes is appropriate for a meal.

Question 15

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

This statement highlights the power of the media and the potential consequences of repeatedly seeing certain messages. Over time, the accumulation of these messages can influence our beliefs and behaviors.

Question 16

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

The statement predicts that companies will decrease expenditures on product placements, but it does not necessarily follow that they will decrease expenditures on all forms of branded entertainment.

Question 17

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 increasingly use techniques that blur the distinction between figure and ground, which makes it more difficult for consumers to clearly distinguish advertising from entertainment content.

Question 18

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

Accepted Answer

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

Question 19

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

Accepted Answer

Truth-in-advertising laws require that advertisers be truthful about their products and services and not use deceptive or false claims. This helps protect consumers from being misled and making purchasing decisions based on false information.

Question 20

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

Accepted Answer

Studies have shown that cause-related marketing can lead to increased brand loyalty, positive attitudes towards the brand, and even increased sales. By associating with a cause or social issue that consumers care about, the brand is perceived as more socially responsible and may differentiate itself from competitors. Therefore, a cause-related message can be effective in generating favorable consumer attitudes.

Quiz 15: Marketing Ethics and Social Responsibility