52) Which of the following is NOT true about social marketing?
A) Companies try to increase their credibility by being good corporate citizens.
B) All marketing that promotes socially beneficial behaviors must come from not-for-profit
organizations.
C) Societal marketing programs can help create positive consumer attitudes toward companies.
D) A solid perceptual fit between the sponsoring organizations and the causes promoted via
social marketing can increase consumer involvement in the causes.
E) A solid perceptual fit between the sponsoring organizations and the causes promoted via
social marketing can increase consumer purchase intentions.
53) ________ was founded during World War II and is dedicated to the advancement of socially
worthy causes through advertising.
A) NARC
B) The Advertising Council
C) CARU
D) The Office of Emergency Management
E) The Digital Advertising Alliance
54) Socially beneficial forms of doing business include ________.
A) buzz marketing
B) stimulus generalization
C) viral marketing
D) deceptive advertising
E) cause-related marketing
55) 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.
A) buzz marketing
B) stimulus generalization
C) viral marketing
D) deceptive advertising
E) cause-related marketing
56) When Fizzy Cola advertises 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 ________.
A) buzz marketing
B) stimulus generalization
C) viral marketing
D) deceptive advertising
E) cause-related marketing
57) 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 ________.
A) shameless self-promotion
B) cause-related marketing
C) viral marketing
D) green marketing
E) buzz marketing
58) Marketers implement ethical strategies for all of the following reasons EXCEPT ________.
A) to do the right thing
B) to improve their image in the eyes of their constituencies
C) to exploit vulnerable populations
D) to reduce scrutiny
E) to avoid government legislation
59) Examples of dishonest consumer behavior include ________.
A) software piracy
B) returning items after they are used
C) returning stolen merchandise
D) staying with friends after a cancelled flight and presenting the airline with a bill from an
expensive hotel
E) all of the above
60) Corporate-sponsored special events include ________.
A) marching bands
B) fireworks displays
C) parades
D) traveling art exhibits
E) all of the above
61) In the TOASTER MINI CASE, if Ruth wants to complain to the self-regulatory organization
that monitors these types of advertisements, she should address her complaint to ________.
A) the Federal Communication Commission
B) Commercial Alert
C) the Public Broadcasting System
D) the Federal Trade Commission
E) the Children’s Advertising Review Unit
62) In the TOASTER MINI CASE, Ruth’s son believed that he could put an Oreo cookie in the
toaster and it would pop out as a Kool-Stuf pastry because, according to ________, children
easily form associations between stimuli and outcomes.
A) the theory of reasoned action
B) equity theory
C) Maslow’s Hierarchy of Needs
D) economic consumption theory
E) the stimulus-response theory
63) In the TOASTER MINI CASE, Ruth’s son is in the ________ stage of consumer
socialization.
A) cognitive
B) analytical
C) reflective
D) perceptual
E) hedonic
64) In the TOASTER MINI CASE, which of the following CARU guidelines does the Kool-Stuf
manufacturer violate?
A) Product presentations must not encourage children to pressure their parents to buy the
products advertised.
B) Ads must not compel children to feel that ownership of a given product will make them more
accepted by peers.
C) Product claims must not exaggerate the benefits of the product.
D) Product presentations must not exploit the child’s imagination or create unrealistic
expectations.
E) Ads must not deliberately attempt to confuse children and make them believe that the
advertisement is actually the television show they are watching.
65) In the TOASTER MINI CASE, which of the following is most likely true of Ruth’s son?
A) He is better equipped to differentiate between ads and regular programming, even if
characters from the show he is currently watching appear in the ad.
B) He is more likely than an adult to imitate the behavior he sees in an advertisement.
C) He is likely to see significantly fewer ads for snack foods aired during his programming than
does the average adult.
D) He is likely to be more skeptical of advertising than an adult would be.
E) He will always recognize the difference between factual claims and puffery in advertising.
66) In the CLEANER MINI CASE, Oopsy All Gone’s assertion that it is the best cleaner
available is an example of ________.
A) puffery
B) deceptive advertising
C) stimulus generalization
D) a scientific claim
E) a verifiable fact
67) In the CLEANER MINI CASE, the magazine ad is an example of ________.
A) buzz marketing
B) viral marketing
C) product placement
D) an advertorial
E) urgent ad-formation
68) In the CLEANER MINI CASE, the magazine ad that is made to look like an exposé on the
cleaning product industry is an example of ________.
A) advocating a socially beneficial cause
B) cause-related marketing
C) green marketing
D) covert marketing
E) urgent ad-formation
69) In the CLEANER MINI CASE, when Oopsy All Gone appears in a popular sitcom, this is an
example of ________.
A) advocating a socially beneficial cause
B) buzz marketing
C) green marketing
D) product placement
E) urgent ad-formation
70) In the CLEANER MINI CASE, the product placement will be more memorable if it is
________, but will have a greater impact on consumption if it is ________.
A) in a show aimed at adults; in a children’s show
B) in a children’s show; in a show aimed at adults
C) subtle; prominent
D) prominent; subtle
E) overt; covert
71) In the ECOLITE MINI CASE, Ecolite’s support of the Arbor Day Foundation is an example
of ________.
A) covert advertising
B) green marketing
C) advertainment
D) buzz marketing
E) cause-related marketing
72) In the ECOLITE MINI CASE, the donation from the SuperGreen package is an example of
________.
A) covert advertising
B) green marketing
C) advertainment
D) cause-related marketing
E) buzz marketing
73) In the ECOLITE MINI CASE, when EcoLite hires actors to pose as customers telling people
about the car’s benefits, it is engaged in ________.
A) viral marketing
B) social marketing
C) covert marketing
D) deceptive advertising
E) an FTC violation
74) In the ECOLITE MINI CASE, Ecolite’s decision to provide the cars to models on a
television show so they will be seen driving the cars is an example of ________.
A) advertainment
B) urgent ad-formation
C) posers
D) product placement
E) advertorials
75) The marketing concept as we know it is always consistent with society’s well-being and best
interests.
76) The societal marketing concept proposes that all companies would be better off in a stronger,
healthier society, and that companies that incorporate ethical behavior and social responsibility
in all of their business dealings attract and maintain loyal consumer support over the long term.
77) Socially responsible activities improve a company’s image among consumers, stockholders,
the financial community, and other relevant publics.
78) Perceptions of a company’s lack of social responsibility or unethical marketing strategies
rarely have a negative effect on consumer purchase decisions.
79) Based on the societal marketing concept, professional athletes should not be used in liquor or
tobacco advertisements because celebrities often serve as role models for the young and using
them in ads may result in underage consumers’ use of the products.
80) Children are less likely than adults to imitate the behavior they see on TV with little or no
evaluative judgment.
81) 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.
82) Most children report having parental rules regarding media viewing.
83) 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.
84) 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.
85) People are often surprised at how much they consume, showing that they may have been
influenced at a basic or perceptual level.
86) Large inventory levels in one’s home pantry could increase the quantity of food one believes
is appropriate for a meal.
87) Consumers may be able to control consumption by organizing less-structured offerings.
88) It is argued that stealth marketing will result in increased consumer trust of product
information.
89) Objectionable ads always arise from the negative intentions of marketers.
90) 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.
91) 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.
92) 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.
93) 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.
94) Truth-in-advertising laws protect consumers from false advertisements.
95) The FTC holds marketers responsible for determining their ads’ potential to mislead
consumers.
96) A high fit between a sponsored cause and the sponsoring company’s positioning strategy can
improve the company’s image.
97) A cause-related message elicits more favorable consumer attitudes than a similar ad without
a cause-related message.
98) Cause-related advertising is less effective among more involved consumers.
99) Disney agreed not to feature any smoking in Disney-branded films in an effort to be a good
corporate citizen.
100) How does the societal marketing concept differ from the marketing concept?
101) According to stimulus-response theory, children can easily form associations between
stimuli and outcomes. How does this impact the guidelines that regulate marketing toward
children?
102) Provide an example of an advertisement that used deceptive or false promotional claims.
Identify the issue associated with the ad and describe why it was misleading.
103) Identify and briefly describe the three major categories of promotional violations that occur
in the marketing of drugs.
104) What is puffery? Provide an example.
105) What is stealth marketing and how does it impact consumers perceptions of product
information?
106) How might a marketer unintentionally convey socially undesirable stereotypes and images
in products and advertisements? Give an example.
107) Provide an example of an advertisement that was considered provocative.
108) What is the Interactive Advertising Bureau’s argument against the “do not track”
mechanism?
109) What is cause-related marketing and what impact does the choice of cause have on the
effectiveness of the marketing campaign?