Question 1

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

Accepted Answer

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

Question 2

Which of the following is a masked marketing practice using a disguised communicator?

Accepted Answer

The answer of Which of the following is a masked...

Question 3

Socially beneficial forms of doing business include ________.

Accepted Answer

Cause-related marketing involves the cooperative advertising efforts of a for-profit business and a non-profit organization, where a portion of the profits are donated to the non-profit. This can have a positive social impact by raising awareness and funds for important causes. Buzz marketing, viral marketing, and deceptive advertising may not always have social benefits, and stimulus generalization is not directly related to doing business in a socially beneficial way.

Question 4

Aspire is a credit card provider that is offering a new identity theft protection service for a fee to its existing card holders.It is advertising this new service by sending direct mail to card holders in envelopes that say "Time Sensitive Account Information" to discourage customers from simply discarding the junk mail without opening it.This is an example of ________.

Accepted Answer

The use of the phrase "Time Sensitive Account Information" is an example of urgent ad-formation, which is a marketing technique that creates a sense of urgency to encourage customers to take immediate action. In this case, the phrase is used to discourage customers from discarding the mail without opening it and to make them feel that the information inside is important and needs their immediate attention. The other options are not applicable in this scenario.

Question 5

Which of the following is a masked marketing practice using a disguised format?

Accepted Answer

Advertorials are a type of marketing where an advertisement is designed to look like an editorial or article. This disguised format can be seen as a form of masked marketing.

Question 6

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

This is an example of cause-related marketing, where a firm ties its products or services to a social cause, such as donating a portion of their revenues to a charitable organization or a community in need. This can be seen as a way for the firm to demonstrate a commitment to social responsibility and to build goodwill among consumers who support the cause.

Question 7

Natural Inspirations,a manufacturer of organic personal care products,is trying to get people to try its new moisturizer by paying actors to pretend to be researchers and stop people in the mall for a quick "survey." The "researchers" ask a series of questions about moisturizer use and then offer the consumer a sample of the new Natural Inspirations moisturizer and explain the benefits of using all natural personal care products.In this example,the "researchers" are considered ________.

Accepted Answer

The "researchers" are considered posers because they are pretending to be something they are not (researchers) in order to promote the product.

Question 8

________ is the self-regulatory group that monitors complaints from companies and consumers regarding truth in advertising and often determines what ads can and cannot state.

Accepted Answer

The National Advertising Review Council (NARC) is the self-regulatory group that monitors complaints from companies and consumers regarding truth in advertising and often determines what ads can and cannot state.

Question 9

Advertainment is ________.

Accepted Answer

Advertainment refers to the inclusion of product and advertising placement in television shows, at sporting events, and in video games. This involves integrating brands and products seamlessly into entertainment content to make them more engaging and entertaining for consumers, while also promoting the product.

Question 10

________ is responsible for stopping false or misleading ads.

Accepted Answer

The Federal Trade Commission (FTC) is responsible for stopping false or misleading ads. They have the authority to investigate and take legal action against companies that violate advertising laws and guidelines. The other options mentioned also have roles in regulating advertising, but the FTC specifically focuses on addressing deceptive practices.

Question 11

Which of the following advertising messages would be considered puffery?

Accepted Answer

Puffery involves exaggerated or subjective claims that cannot be proven or disproven. Option C, "Fizzy Cola, the most refreshment you can get in a can" is a subjective claim and cannot be measured or verified. The other options all provide specific information that can be verified or compared to competitors.

Question 12

Actors or salespeople who pretend to be ordinary people or researchers conducting a survey to explain product benefits and give potential consumers the chance to examine,sample,or use a product are known as ________.

Accepted Answer

Posers are individuals who pretend to be ordinary people or researchers to promote a product, often without revealing their true intent.

Question 13

In an effort to build excitement for the release of its new sports car,Speedster Motor Works has placed the vehicle in a number of high-profile auto shows.The week of the shows,Speedster pays models to sit in bars and talk about the Speedster car with "friends" in hopes that other people will overhear them and decide to attend the car show and see what all the hype is about.In this example,the models are considered ________.

Accepted Answer

The models are being paid to create buzz and generate interest in the Speedster car, making them buzz agents. Advertorials are paid advertisements made to look like editorial content, advertainment refers to advertising that is entertaining in nature, posers are individuals who pretend to be something they are not, and narrowcasters are television programs or stations that target a specific audience. None of these terms accurately describe the models in this scenario.

Question 14

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 term used to describe this type of advertising is cause-related marketing, which involves connecting a company's products or services to a social or environmental cause. In this case, Fizzy Cola is promoting its Olympic can with the promise of donating a portion of the proceeds to the Special Olympics, which is a cause-related marketing strategy.

Question 15

Regarding accuracy,a toothpaste ad stating that "brand A is the best" is considered an acceptable form of ________ because consumers generally understand that there is no credible way to determine what best means.

Accepted Answer

The ad is using puffery, which is exaggerated or subjective claims that are not expected to be taken literally by consumers. The claim that brand A is the "best" cannot be objectively proven or measured, making it an example of puffery.

Question 16

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 advocating a socially beneficial cause by offering free consumer credit training to help low-income families manage their earnings and qualify for mortgages.

Question 17

Buzz and viral marketing is ________.

Accepted Answer

Buzz and viral marketing involves recruiting people to promote products by giving them free samples or discounts and guiding them on how to talk about the product before it is widely available.

Question 18

To advertise its new body spray,Fresh Personal Care Products has created a two-minute video that looks like a news broadcast and talks about a town in North Dakota that found itself with significantly more men than women.In order to attract more women to the town,the men had crop sprayers cover the town in Fresh Body Spray.The "news report" goes on to show hundreds of gorgeous women arriving in the town on tour buses,attracted by the scent of Fresh Body Spray.This video clip was emailed to the Fresh Personal Care email list and subsequently forwarded to friends.Ultimately,the video clip was seen by over 50,000 people.This is an example of ________.

Accepted Answer

This is an example of viral marketing, as the video was shared through emails and social media and ultimately reached a wide audience through word of mouth.

Question 19

Several years ago,after inaccurately advertising that Listerine prevented colds,the FTC required Listerine to run a second set of ads that pointed out to consumers that the previous advertising claim was false.This second set of ads is known as ________.

Accepted Answer

The second set of ads that Listerine had to run in order to correct their previous false advertising claim is known as corrective advertising.

Question 20

Urgent ad-formation is ________.

Accepted Answer

The answer of Urgent ad-formation is ________.
...

Quiz 16: Marketing Ethics and Social Responsibility