Test bank consumer behavior 10e schiffman kanuk chapter 16

Consumer Behavior, 10e (Schiffman/Kanuk)
Chapter 16 Marketing Ethics and Social Responsibility
1) The marketing concept involves ________.
A) filling the marketplace with products that can be produced and sold cheaply
B) fulfilling the needs of target consumer markets more effectively than competitors
C) endeavoring to satisfy the needs and wants of the target market in ways that preserve and
enhance the well-being of consumers and society as a whole
D) crafting messages to consumers that get them to buy products that do not meet their needs
E) consumers behaving completely rationally and maximizing their value when considering a
purchase
Answer: B
Diff: 2 Page Ref: 496
AACSB: Analytic Skills
Skill: Concept
Objective: 16.2: Learn about potential unethical marketing practices involving targeting
especially vulnerable or unaware consumers
2) The societal marketing concept involves ________.
A) endeavoring to satisfy the needs and wants of the target market in ways that preserve and
enhance the well-being of consumers and society as a whole
B) fulfilling the needs of target consumer markets more effectively than competitors
C) filling the marketplace with products that can be produced and sold cheaply
D) crafting messages to consumers that get them to buy products that do not meet their needs
E) consumers behaving completely rationally and maximizing their value when considering a
purchase
Answer: A
Diff: 2 Page Ref: 496
AACSB: Reflective Thinking
Skill: Concept
Objective: 16.2: Learn about potential unethical marketing practices involving targeting
especially vulnerable or unaware consumers
3) Whereas the ________ focuses on fulfilling the needs of target consumer markets more

effectively than competitors, the ________ requires marketers to do that in a way that preserves
and enhances the well-being of consumers and society as a whole.
A) marketing concept; societal marketing concept
B) consumer marketing concept; societal marketing concept
C) production concept; marketing concept
D) societal marketing concept; marketing concept
E) product concept; societal marketing concept
Answer: A
Diff: 2 Page Ref: 496
AACSB: Reflective Thinking
Skill: Concept
Objective: 16.2: Learn about potential unethical marketing practices involving targeting
especially vulnerable or unaware consumers
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4) The ________ balances the needs of society with the needs of individuals and marketing
organizations.
A) marketing concept
B) sales concept
C) production concept
D) targeting concept
E) societal marketing concept
Answer: E
Diff: 1 Page Ref: 496
AACSB: Reflective Thinking
Skill: Concept
Objective: 16.2: Learn about potential unethical marketing practices involving targeting
especially vulnerable or unaware consumers

5) According to the societal marketing concept, ________.
A) fast-food restaurants should develop foods that contain less fat and starch but more nutrients
B) marketers should advertise food to young people in ways that encourage overeating
C) marketers should use professional athletes in liquor and tobacco advertisements
D) marketers should teach young drivers to get the most out of their cars by driving them as fast
as possible
E) toy manufacturers should manufacture their products out of the cheapest materials possible,
regardless of where those materials come from or what potential contaminants they may contain
Answer: A
Diff: 2 Page Ref: 496
AACSB: Ethical Reasoning
Skill: Application
Objective: 16.2: Learn about potential unethical marketing practices involving targeting
especially vulnerable or unaware consumers
6) A serious deterrent to widespread implementation of the societal marketing concept is
________ .
A) the short-term orientation embraced by most business executives in pursuing increased
market share and quick profits
B) the long-term focus of most business executives, who are primarily focused on the long-term
viability of the business
C) aggressive action taken by consumer advocacy groups
D) the prevailing practices of very specific consumer segmentation and targeting
E) the prevalence of digital media and continuing shift of marketing dollars from old media to
digital
Answer: A
Diff: 3 Page Ref: 96
AACSB: Reflective Thinking
Skill: Application
Objective: 16.2: Learn about potential unethical marketing practices involving targeting
especially vulnerable or unaware consumers

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7) The short-term orientation embraced by most business executives stems from ________.
A) short consumer memory of good corporate behavior
B) the short-term orientation of the consumers they target
C) the fact that managerial performance is usually evaluated on the basis of short-term results
D) the fast-paced nature of media flows in today's hyper-stimulated environment
E) the increasing importance of public relations as a vehicle for communicating with consumers
Answer: C
Diff: 2 Page Ref: 496
AACSB: Analytic Skills
Skill: Concept
Objective: 16.2: Learn about potential unethical marketing practices involving targeting
especially vulnerable or unaware consumers
8) The societal marketing concept advocates a ________.
A) long-term perspective
B) short-term perspective
C) medium-term perspective
D) 6-month outlook
E) 12-month outlook
Answer: A
Diff: 2 Page Ref: 498
AACSB: Analytic Skills
Skill: Concept
Objective: 16.2: Learn about potential unethical marketing practices involving targeting
especially vulnerable or unaware consumers
9) Industry-wide self-regulation is in marketers' best interests in that ________.

A) it is the only legal form of corporate collusion that provides sustainable economic benefit
B) it is required by various pieces of legislation
C) it deters government from imposing its own regulations on industries
D) enforcement of such regulations is likely to be stricter than governmental regulation
E) consumers rarely complain about companies that they believe are part of such self-regulatory
schemes
Answer: C
Diff: 2 Page Ref: 498
AACSB: Reflective Thinking
Skill: Concept
Objective: 16.2: Learn about potential unethical marketing practices involving targeting
especially vulnerable or unaware consumers

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10) Advertising to children is subject to self-regulation according to guidelines developed by
________.
A) the Federal Trade Commission
B) the Federal Communications Commission
C) the Children's Advertising Review Unit
D) the Department of Health and Human Services
E) Commercial Alert
Answer: C
Diff: 3 Page Ref: 498
Skill: Concept
Objective: 16.2: Learn about potential unethical marketing practices involving targeting
especially vulnerable or unaware consumers
11) Parents with complaints about advertising to children should contact ________.

A) the Department of Homeland Security
B) the Federal Communications Commission
C) the Children's Advertising Review Unit
D) the Department of Health and Human Services
E) Commercial Alert
Answer: C
Diff: 3 Page Ref: 498
Skill: Concept
Objective: 16.2: Learn about potential unethical marketing practices involving targeting
especially vulnerable or unaware consumers
12) According to ________, children can easily form associations between stimuli and outcomes.
A) Maslow's Hierarchy of Needs
B) Freudian theory
C) Pavlov's experiments
D) attribution theory
E) stimulus-response theory
Answer: E
Diff: 2 Page Ref: 498
Skill: Concept
Objective: 16.2: Learn about potential unethical marketing practices involving targeting
especially vulnerable or unaware consumers

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13) The majority of advertisements for ________ appear during children's programs.
A) restaurants
B) audio entertainment
C) sweetened drinks

D) public service announcements
E) desserts and sweets
Answer: E
Diff: 3 Page Ref: 500, Figure 16.2
Skill: Concept
Objective: 16.2: Learn about potential unethical marketing practices involving targeting
especially vulnerable or unaware consumers
14) The majority of advertisements for ________ appear during nonchildren's programs.
A) games, toys, and hobbies
B) cereal
C) snacks
D) dairy products
E) restaurants and fast food
Answer: E
Diff: 3 Page Ref: 500, Figure 16.2
Skill: Concept
Objective: 16.2: Learn about potential unethical marketing practices involving targeting
especially vulnerable or unaware consumers
15) Advertisements for ________ are the most prevalent ads played during children's
programming.
A) games, toys, and hobbies
B) cereal
C) snacks
D) dairy products
E) restaurants and fast food
Answer: A
Diff: 2 Page Ref: 500, Figure 16.2
Skill: Concept
Objective: 16.2: Learn about potential unethical marketing practices involving targeting
especially vulnerable or unaware consumers

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16) According to the ________ model of communication, large audiences are reached with the
same electronic or print messages.
A) narrowcasting
B) simulcasting
C) microcasting
D) open casting
E) broadcasting
Answer: E
Diff: 3 Page Ref: 502
AACSB: Analytic Skills
Skill: Application
Objective: 16.2: Learn about potential unethical marketing practices involving targeting
especially vulnerable or unaware consumers
17) ________ is a technique that allows marketers to send precisely directed messages to very
small audiences on an ongoing basis.
A) Narrowcasting
B) Broadcasting
C) Simulcasting
D) Microcasting
E) Open casting
Answer: A
Diff: 2 Page Ref: 502
AACSB: Analytic Skills
Skill: Concept
Objective: 16.2: Learn about potential unethical marketing practices involving targeting

especially vulnerable or unaware consumers
18) When Company X obtains a list of left-handed people earning over 100K per year who own
pets and are of Hispanic origin and develops and delivers a highly targeted and persuasive
message designed specifically for this very narrowly defined consumer group, Company X is
engaging in ________.
A) narrowcasting
B) broadcasting
C) simulcasting
D) microcasting
E) open casting
Answer: A
Diff: 2 Page Ref: 502
AACSB: Analytic Skills
Skill: Application
Objective: 16.2: Learn about potential unethical marketing practices involving targeting
especially vulnerable or unaware consumers

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19) Over the course of their interaction with The Knot, a specialty web site for people planning
their weddings, future brides and grooms record the home towns, the planned location of the
wedding, the wedding date, the ceremony denomination, and the wedding budget. The Knot
then provides this information to its advertisers, who are able to tailor their advertising messages
to the specific brides and grooms based on what these advertisers already know about them. This
is an example of ________.
A) narrowcasting
B) broadcasting
C) simulcasting

D) microcasting
E) open casting
Answer: A
Diff: 2 Page Ref: 502
Skill: Application
Objective: 16.2: Learn about potential unethical marketing practices involving targeting
especially vulnerable or unaware consumers
20) When Company Y buys radio time on all the local radio stations and plays the same
advertisement on all of them, Company Y is engaging in ________.
A) narrowcasting
B) broadcasting
C) simulcasting
D) microcasting
E) open casting
Answer: B
Diff: 2 Page Ref: 502
AACSB: Analytic Skills
Skill: Application
Objective: 16.2: Learn about potential unethical marketing practices involving targeting
especially vulnerable or unaware consumers
21) When Klondike relaunched its "What Would You Do For A Klondike Bar" campaign in 2008,
it broadcast its television ads during sporting events and prime time shows. This is an example
of ________.
A) narrowcasting
B) broadcasting
C) simulcasting
D) microcasting
E) open casting
Answer: B
Diff: 2 Page Ref: 502

Skill: Application
Objective: 16.2: Learn about potential unethical marketing practices involving targeting
especially vulnerable or unaware consumers

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22) Direct-to-consumer pharmaceutical advertising has increased the consumption of numerous
categories of medications. Consumers confirm that they receive most of the information about
these medications from TV commercials rather than from their physicians. In response, the
pharmaceutical industry has developed voluntary restrictions regarding this marketing method.
Why have they done this?
A) to slow sales and reduce the incidence of out-of-stock situations
B) to avoid government regulation of their marketing practices
C) to improve consumers' perceptions of their companies
D) to save money
E) to increase sales
Answer: B
Diff: 2 Page Ref: 501
AACSB: Reflective Thinking
Skill: Application
Objective: 16.2: Learn about potential unethical marketing practices involving targeting
especially vulnerable or unaware consumers
23) To combat fast-forwarding by consumers who wish to avoid TV commercials, marketers are
increasingly turning to ________, where the line between television shows and ads is virtually
nonexistent.
A) broadcast media
B) product placements
C) buzz marketing

D) advertorials
E) infomercials
Answer: B
Diff: 2 Page Ref: 504
AACSB: Reflective Thinking
Skill: Concept
Objective: 16.3: Learn how marketers can ambush consumers with unexpected ads, tinker with
their perceptions, and mislead them
24) In ABC's Extreme Makeover: Home Edition, Sears' Kenmore appliances and Craftsman tools
are the "stars" of the show. This is an example of ________.
A) product placement
B) buzz marketing
C) broadcast media
D) an advertorial
E) an infomercial
Answer: A
Diff: 1 Page Ref: 504
Skill: Application
Objective: 16.3: Learn how marketers can ambush consumers with unexpected ads, tinker with
their perceptions, and mislead them

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25) The judges of American Idol always have a Coca-Cola within easy reach (and view). This is
an example of ________.
A) broadcast media
B) buzz marketing
C) product placement

D) an advertorial
E) an infomercial
Answer: C
Diff: 1 Page Ref: 504
Skill: Application
Objective: 16.3: Learn how marketers can ambush consumers with unexpected ads, tinker with
their perceptions, and mislead them
26) While forecasts indicate that companies are going to steadily increase expenditures on
branded entertainment, ________ is lobbying for legislation that will require advertisers to
disclose upfront ads that are designed as product placements.
A) the Children's Advertising Review Unit
B) the Federal Trade Commission
C) Commercial Alert
D) the Federal Communications Commission
E) the Department of Health and Human Services
Answer: C
Diff: 2 Page Ref: 504
Skill: Concept
Objective: 16.3: Learn how marketers can ambush consumers with unexpected ads, tinker with
their perceptions, and mislead them
27) Marketers are beginning to blend promotion and program content by positioning a TV
commercial so close to the storyline of a program that viewers are unaware they are watching an
advertisement until they are well into it. Because this was an important factor in advertising to
children, ________ has strictly limited the use of this technique.
A) the Children's Advertising Review Unit
B) the Federal Trade Commission
C) Commercial Alert
D) the Department of Health and Human Services
E) the Federal Communications Commission
Answer: B

Diff: 3 Page Ref: 504
AACSB: Analytic Skills
Skill: Concept
Objective: 16.3: Learn how marketers can ambush consumers with unexpected ads, tinker with
their perceptions, and mislead them

9
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28) Print ads that closely resemble editorial matter are known as ________.
A) broadcast media
B) an advertorial
C) buzz marketing
D) product placement
E) an infomercial
Answer: B
Diff: 1 Page Ref: 504
Skill: Concept
Objective: 16.3: Learn how marketers can ambush consumers with unexpected ads, tinker with
their perceptions, and mislead them
29) When the government of a country attempts to attract businesses by buying several pages in
a well-respected news magazine and fills them with what appears to be a news article on the
strength of the country's economy, the stability of its government, and the business-friendly
nature of its legislation, this is an example of ________.
A) broadcast media
B) an advertorial
C) buzz marketing
D) product placement
E) an infomercial

Answer: B
Diff: 1 Page Ref: 504
AACSB: Communication
Skill: Application
Objective: 16.3: Learn how marketers can ambush consumers with unexpected ads, tinker with
their perceptions, and mislead them
30) Pomona Fruits, a tropical fruit grower, wants to raise awareness of the health benefits of
pineapples in order to spur sales of its produce. Pomona buys a full page in a women's health
magazine and pays a nutritionist to write a complementary article highlighting tropical fruits,
including pineapples. This is an example of ________.
A) broadcast media
B) an advertorial
C) buzz marketing
D) product placement
E) an infomercial
Answer: B
Diff: 1 Page Ref: 504
AACSB: Communication
Skill: Application
Objective: 16.3: Learn how marketers can ambush consumers with unexpected ads, tinker with
their perceptions, and mislead them

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31) When The Ab Crusher, a new piece of work-out equipment, is advertised in a 30-minute TV
slot that is produced to look like a documentary on health and fitness, this is an example of
________.
A) broadcast media

B) urgent ad-formation
C) buzz marketing
D) product placement
E) an infomercial
Answer: E
Diff: 1 Page Ref: 504
AACSB: Communication
Skill: Application
Objective: 16.3: Learn how marketers can ambush consumers with unexpected ads, tinker with
their perceptions, and mislead them
32) The manufacturers of The Amazing Chop-It, a vegetable chopping tool, have bought a 30minute spot on a local television channel and have hired a chef to demonstrate and explain the
benefits of the product. The spot is intended to look like a cooking show. This is an example of
________.
A) broadcast media
B) urgent ad-formation
C) buzz marketing
D) product placement
E) an infomercial
Answer: E
Diff: 1 Page Ref: 504
AACSB: Communication
Skill: Application
Objective: 16.3: Learn how marketers can ambush consumers with unexpected ads, tinker with
their perceptions, and mislead them
33) 30-minute commercials that appear to the average viewer as documentaries and therefore
command more attentive viewing than obvious commercials would receive are known as
________.
A) broadcast media
B) infomercials
C) buzz marketing

D) product placement
E) urgent ad-formation
Answer: B
Diff: 1 Page Ref: 504
Skill: Concept
Objective: 16.3: Learn how marketers can ambush consumers with unexpected ads, tinker with
their perceptions, and mislead them

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34) With regard to assortment structure, ________ is/are relevant for mixed assortments in
bowls, buffets, potlucks, or dinner table settings. It may also be relevant in retail contexts.
A) assortment size
B) assortment symmetry
C) perceived variety
D) organization
E) consumption rules
Answer: D
Diff: 3 Page Ref: 505, Table 16.2
AACSB: Analytic Skills
Skill: Application
Objective: 16.3: Learn how marketers can ambush consumers with unexpected ads, tinker with
their perceptions, and mislead them
35) With regard to assortment structure, ________ is/are commonly found in the form of
multiple product tastings, multiple offerings of party snacks, duplicate buffet lines, family
dinners with multiple dishes, and perhaps even in retail displays.
A) assortment size
B) assortment symmetry

C) perceived variety
D) organization
E) consumption rules
Answer: A
Diff: 3 Page Ref: 505, Table 16.2
AACSB: Analytic Skills
Skill: Application
Objective: 16.3: Learn how marketers can ambush consumers with unexpected ads, tinker with
their perceptions, and mislead them
36) With regard to assortment structure, ________ is/are an issue wherever multiple units of
options are involved, such as holiday dinners, toys in play areas, and collectibles and collecting.
A) assortment size
B) assortment symmetry
C) perceived variety
D) organization
E) consumption rules
Answer: B
Diff: 3 Page Ref: 505, Table 16.2
AACSB: Analytic Skills
Skill: Application
Objective: 16.3: Learn how marketers can ambush consumers with unexpected ads, tinker with
their perceptions, and mislead them

12
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37) The principle of ________ can be used to confuse consumers and alter intended consumption
behavior by blurring the distinction between branded and private-label products.
A) stimulus distinction

B) stimulus generalization
C) stimulus differentiation
D) stimulus cognition
E) stimulus recognition
Answer: B
Diff: 2 Page Ref: 505
AACSB: Reflective Thinking
Skill: Application
Objective: 16.3: Learn how marketers can ambush consumers with unexpected ads, tinker with
their perceptions, and mislead them
38) In most drugstores, less expensive brands of personal care products such as shampoo, dental
floss, skin care lotions, and soap come in packages that are extremely similar to instantly
recognized and more expensive premium brands of these products, and are deliberately placed
right next to them on the shelf. This is an attempt to encourage ________.
A) stimulus distinction
B) stimulus generalization
C) stimulus differentiation
D) stimulus cognition
E) stimulus recognition
Answer: B
Diff: 2 Page Ref: 505
AACSB: Reflective Thinking
Skill: Application
Objective: 16.3: Learn how marketers can ambush consumers with unexpected ads, tinker with
their perceptions, and mislead them
39) ________ consists of marketing messages and promotional materials that appear to come
from independent parties although, in fact, they are sent by marketers.
A) Stimulus generalization
B) Stimulus differentiation
C) Product placement

D) Covert marketing
E) Broadcast media
Answer: D
Diff: 2 Page Ref: 505
AACSB: Analytic Skills
Skill: Concept
Objective: 16.3: Learn how marketers can ambush consumers with unexpected ads, tinker with
their perceptions, and mislead them

13
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40) Advertorials and infomercials are examples of ________.
A) stimulus generalization
B) stimulus differentiation
C) product placement
D) covert marketing
E) broadcast media
Answer: D
Diff: 2 Page Ref: 505
AACSB: Analytic Skills
Skill: Concept
Objective: 16.3: Learn how marketers can ambush consumers with unexpected ads, tinker with
their perceptions, and mislead them
41) 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 ________.
A) buzz agents
B) advertorials

C) advertainment
D) posers
E) narrowcasters
Answer: D
Diff: 2 Page Ref: 506
AACSB: Analytic Skills
Skill: Application
Objective: 16.3: Learn how marketers can ambush consumers with unexpected ads, tinker with
their perceptions, and mislead them
42) 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 ________.
A) buzz agents
B) advertorials
C) advertainment
D) posers
E) narrowcasters
Answer: D
Diff: 2 Page Ref: 506
AACSB: Analytic Skills
Skill: Application
Objective: 16.3: Learn how marketers can ambush consumers with unexpected ads, tinker with
their perceptions, and mislead them

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43) 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 ________.
A) buzz agents
B) advertorials
C) advertainment
D) posers
E) narrowcasters
Answer: A
Diff: 2 Page Ref: 506
AACSB: Analytic Skills
Skill: Application
Objective: 16.3: Learn how marketers can ambush consumers with unexpected ads, tinker with
their perceptions, and mislead them
44) Advertainment is ________.
A) the recruitment of people to talk about products through free samples or discounts before the
product is available to the general public and suggestions on what to say and how to approach
people about the product
B) advertisements that appear to be information from an independent source
C) the employment of invisible metatags to monitor queries submitted via search engines and
using the disguised observations to target consumers with customized ads
D) product and advertising placement in television shows, at sporting events, and in video games
E) advertisements that appear in the form of important account information from firms with an
existing business relationship, government notices, sweepstakes prize notices, or checks that are
simply discount coupons
Answer: D
Diff: 2 Page Ref: 506, Table 16.3

Skill: Concept
Objective: 16.3: Learn how marketers can ambush consumers with unexpected ads, tinker with
their perceptions, and mislead them

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45) Buzz and viral marketing is ________.
A) the recruitment of people to talk about products through free samples or discounts before the
product is available to the general public and suggestions on what to say and how to approach
people about the product
B) advertisements that appear to be information from an independent source
C) the employment of invisible metatags to monitor queries submitted via search engines and
using the disguised observations to target consumers with customized ads
D) product and advertising placement in television shows, at sporting events, and in video games
E) advertisements that appear in the form of important account information from firms with an
existing business relationship, government notices, sweepstakes prize notices, or checks that are
simply discount coupons
Answer: A
Diff: 2 Page Ref: 506, Table 16.3
Skill: Concept
Objective: 16.3: Learn how marketers can ambush consumers with unexpected ads, tinker with
their perceptions, and mislead them
46) Urgent ad-formation is ________.
A) the recruitment of people to talk about products through free samples or discounts before the
product is available to the general public and suggestions on what to say and how to approach
people about the product
B) advertisements that appear to be information from an independent source
C) the employment of invisible metatags to monitor queries submitted via search engines and

using the disguised observations to target consumers with customized ads
D) product and advertising placement in television shows, at sporting events, and in video games
E) advertisements that appear in the form of important account information from firms with an
existing business relationship, government notices, sweepstakes prize notices, or checks that are
simply discount coupons
Answer: E
Diff: 2 Page Ref: 506, Table 16.3
Skill: Concept
Objective: 16.3: Learn how marketers can ambush consumers with unexpected ads, tinker with
their perceptions, and mislead them
47) Which of the following is a masked marketing practice using a disguised format?
A) posers
B) advertorials
C) buzz marketing
D) viral marketing
E) stimulus generalization
Answer: B
Diff: 3 Page Ref: 506, Figure 16.3
AACSB: Analytic Skills
Skill: Concept
Objective: 16.3: Learn how marketers can ambush consumers with unexpected ads, tinker with
their perceptions, and mislead them
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48) Which of the following is a masked marketing practice using a disguised communicator?
A) advertorials
B) urgent ad-formation
C) disguised monitoring of queries via search engines

D) advertianment
E) viral marketing
Answer: E
Diff: 2 Page Ref: 506, Table 16.3
AACSB: Analytic Skills
Skill: Concept
Objective: 16.3: Learn how marketers can ambush consumers with unexpected ads, tinker with
their perceptions, and mislead them
49) 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 ________.
A) an advertorial
B) urgent ad-formation
C) disguised monitoring of queries via search engines
D) advertianment
E) viral marketing
Answer: E
Diff: 2 Page Ref: 506, Table 16.3
AACSB: Analytic Skills
Skill: Concept
Objective: 16.3: Learn how marketers can ambush consumers with unexpected ads, tinker with
their perceptions, and mislead them

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50) 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 ________.
A) an advertorial
B) urgent ad-formation
C) disguised monitoring of queries via search engines
D) advertianment
E) viral marketing
Answer: B
Diff: 2 Page Ref: 506, Table 16.3
AACSB: Analytic Skills
Skill: Concept
Objective: 16.3: Learn how marketers can ambush consumers with unexpected ads, tinker with
their perceptions, and mislead them
51) With regard to offensive advertising, ________ produced the most consumer complaints.
A) images and words unsuitable for children
B) the very thin "ideal" figures in fashion advertising
C) perfectly tanned models
D) excessive alcohol consumption
E) the use of tobacco and cigarettes
Answer: A
Diff: 2 Page Ref: 507
Skill: Application
Objective: 16.3: Learn how marketers can ambush consumers with unexpected ads, tinker with
their perceptions, and mislead them
52) 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.
A) advertorial
B) advertainment
C) covert marketing
D) stimulus generalization
E) puffery
Answer: E
Diff: 2 Page Ref: 507
AACSB: Communication
Skill: Application
Objective: 16.3: Learn how marketers can ambush consumers with unexpected ads, tinker with
their perceptions, and mislead them

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53) Which of the following advertising messages would be considered puffery?
A) Fizzy Cola has 50% less sugar than the leading competitor's diet colas.
B) Fizzy Cola will donate 5% of the proceeds of the sale of its "Pink Ribbon" cola to support
breast cancer research.
C) Fizzy Cola, the most refreshment you can get in a can.
D) Fizzy Cola, an American icon since 1956.
E) Fizzy Cola is produced locally, using local ingredients and local bottlers.
Answer: C
Diff: 2 Page Ref: 507
AACSB: Analytic Skills
Skill: Application
Objective: 16.3: Learn how marketers can ambush consumers with unexpected ads, tinker with
their perceptions, and mislead them

54) ________ is responsible for stopping false or misleading ads.
A) The Children's Advertising Review Unit
B) The Federal Trade Commission
C) The Federal Communications Commission
D) The Department of Health and Human Services
E) Commercial Alert
Answer: B
Diff: 2 Page Ref: 508
AACSB: Analytic Skills
Skill: Concept
Objective: 15.3: Understand four different views or models of consumer decision making
55) 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 ________.
A) deceptive advertising
B) truth-in-advertising
C) corrective advertising
D) stimulus generalization
E) advertorial content
Answer: C
Diff: 2 Page Ref: 508
AACSB: Analytic Skills
Skill: Application
Objective: 16.3: Learn how marketers can ambush consumers with unexpected ads, tinker with
their perceptions, and mislead them

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56) ________ 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.
A) The Children's Advertising Review Unit
B) The National Advertising Review Council
C) The Federal Communications Commission
D) The Department of Health and Human Services
E) Commercial Alert
Answer: B
Diff: 3 Page Ref: 508
AACSB: Analytic Skills
Skill: Concept
Objective: 16.3: Learn how marketers can ambush consumers with unexpected ads, tinker with
their perceptions, and mislead them
57) Socially beneficial forms of doing business include ________.
A) buzz marketing
B) stimulus generalization
C) viral marketing
D) deceptive advertising
E) cause-related marketing
Answer: E
Diff: 1 Page Ref: 508
AACSB: Analytic Skills
Skill: Concept
Objective: 16.4: Understand how marketers can advance society's interests via such practices as
advocating social benefits, cause-related marketing, and green marketing
58) 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
Answer: E
Diff: 1 Page Ref: 511
AACSB: Analytic Skills
Skill: Concept
Objective: 16.4: Understand how marketers can advance society's interests via such practices as
advocating social benefits, cause-related marketing, and green marketing

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59) 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 ________.
A) buzz marketing
B) stimulus generalization
C) viral marketing
D) deceptive advertising
E) cause-related marketing
Answer: E
Diff: 1 Page Ref: 511
AACSB: Analytic Skills
Skill: Concept
Objective: 16.4: Understand how marketers can advance society's interests via such practices as
advocating social benefits, cause-related marketing, and green marketing
60) 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) advocating a socially beneficial cause
B) cause-related marketing
C) viral marketing
D) green marketing
E) buzz marketing
Answer: A
Diff: 2 Page Ref: 511
AACSB: Reflective Thinking
Skill: Application
Objective: 16.4: Understand how marketers can advance society's interests via such practices as
advocating social benefits, cause-related marketing, and green marketing
TOASTER MINI CASE: Ruth's son is five years old. He recently saw a TV commercial for KoolStuf toaster pastries that showed Oreo cookies going into a toaster and popping out as Kool-Stuf
pastries. He proceeded to put Oreo cookies into the toaster in his kitchen at home and, when
they didn't pop out, tried to get them out with a pair of scissors. Ruth feels that the
advertisement is dangerous and should be changed.
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
Answer: E
Diff: 3 Page Ref: 498
Skill: Application
Objective: 16.2: Learn about potential unethical marketing practices involving targeting
especially vulnerable or unaware consumers
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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
Answer: E
Diff: 3 Page Ref: 498
AACSB: Analytic Skills
Skill: Application
Objective: 16.2: Learn about potential unethical marketing practices involving targeting
especially vulnerable or unaware consumers
63) In the TOASTER MINI CASE, Ruth's son demonstrates children's high aptitude for
________.
A) observational learning
B) technical learning
C) cognitive learning
D) apprehensive learning
E) evoked learning
Answer: A
Diff: 3 Page Ref: 498
AACSB: Analytic Skills
Skill: Application
Objective: 16.2: Learn about potential unethical marketing practices involving targeting
especially vulnerable or unaware consumers
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.
Answer: D
Diff: 3 Page Ref: 498
AACSB: Ethical Reasoning
Skill: Application
Objective: 16.2: Learn about potential unethical marketing practices involving targeting
especially vulnerable or unaware consumers
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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.
Answer: B
Diff: 1 Page Ref: 498
AACSB: Ethical Reasoning

Skill: Application
Objective: 16.2: Learn about potential unethical marketing practices involving targeting
especially vulnerable or unaware consumers
CLEANER MINI CASE: Oopsy All Gone is a new super cleaning powder that, when mixed with
water, will remove the toughest stains from carpets and upholstery. The manufacturer, Clean
Brite, has taken out a 30-minute spot on a local television channel and is planning on airing a
mini-program on the harmful chemicals present in most household cleaners, while highlighting
the mild ingredients in Oopsy All Gone that are tough on stains but soft on skin. Clean Brite has
also arranged for Oopsy All Gone to appear in a popular sit-com, where the main character
spills a drink on his neat-freak friend's white couch while housesitting for the weekend.
66) In the CLEANER MINI CASE, the advertising methods used are examples of ________
A) disguised format
B) disguised communicator
C) disguised user
D) disguised consumer
E) disguised evaluation
Answer: A
Diff: 2 Page Ref: 506, Table 16.3
Skill: Application
Objective: 16.3: Learn how marketers can ambush consumers with unexpected ads, tinker with
their perceptions, and mislead them

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67) In the CLEANER MINI CASE, the 30-minute television spot is an example of ________.
A) buzz marketing
B) viral marketing
C) product placement

D) an advertorial
E) urgent ad-formation
Answer: D
Diff: 2 Page Ref: 506, Table 16.3
AACSB: Reflective Thinking
Skill: Application
Objective: 16.3: Learn how marketers can ambush consumers with unexpected ads, tinker with
their perceptions, and mislead them
68) In the CLEANER MINI CASE, the 30-minute television spot that is made to look like an
expose 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
Answer: D
Diff: 2 Page Ref: 505
AACSB: Reflective Thinking
Skill: Application
Objective: 16.3: Learn how marketers can ambush consumers with unexpected ads, tinker with
their perceptions, and mislead them
69) In the CLEANER MINI CASE, when Oopsy All Gone appears in a popular sit-com, this is
an example of ________.
A) advocating a socially beneficial cause
B) buzz marketing
C) green marketing
D) product placement
E) urgent ad-formation
Answer: D
Diff: 2 Page Ref: 504

Skill: Application
Objective: 16.3: Learn how marketers can ambush consumers with unexpected ads, tinker with
their perceptions, and mislead them

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70) In the CLEANER MINI CASE, the 30-minute Oopsy All Gone spot delivers the same
message to all viewers. This is an example of the ________ model of marketing.
A) simulcasting
B) narrowcasting
C) open casting
D) broadcasting
E) widecasting
Answer: D
Diff: 1 Page Ref: 500
Skill: Application
Objective: 16.2: Learn about potential unethical marketing practices involving targeting
especially vulnerable or unaware consumers
ECOLITE MINI CASE: Ecolite is a new manufacturer of compact cars that run exclusively on
battery power and require no fossil fuels. Its advertising focuses on the amount of carbon
emissions that the Ecolite driver will avoid emitting compared to comparable compact cars, and
the positive impact that will have on the environment. Ecolite has also put together a
SuperGreen add-on package that includes additional interior features, a portion of the proceeds
of which are donated to the Arbor Day Foundation. Ecolite has decided to advertise its new
vehicle by offering them to car rental agencies at a discounted price to enable people to drive
the cars risk free and to get them seen on the street. Ecolite has also paid models to drive the
cars around major metropolitan areas, parking them briefly in grocery stores like Trader Joe's
and Whole Foods, where its target customers shop, and to engage potentially interested

consumers in conversation about how great the new car is.
71) In the ECOLITE MINI CASE, Ecolite's advertising surrounding carbon emissions is an
example of ________.
A) covert advertising
B) green marketing
C) advertainment
D) buzz marketing
E) cause-related marketing
Answer: B
Diff: 1 Page Ref: 511
Skill: Application
Objective: 16.4: Understand how marketers can advance society's interests via such practices as
advocating social benefits, cause-related marketing, and green marketing

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