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MKT 374 Chapter 21
Ethical, Regulatory, and Environmental Issues
26
Marketing
Undergraduate 3
12/09/2009

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Term
Target marketing could be considered unethical when the targeting is concerned not with fulfilling consumers' needs and wants, but rather exploiting consumers' ...
Definition
vulnerabilities.
Term
Ethical issues in packaging can involve...
Definition
ALL OF THE ABOVE
- label information
- packaging graphics
- packaging safety
- environmental implications of packaging
Term
The practice in one country using brand names for their products that are virtually the same as the naems of established brands from another country is known as...
Definition
piracy
Term
Jose Ortega acts in a way that he would want others to act toward him. This is called the _____ test.
Definition
Golden Rule
Term
According to the ____ test, you should take only actions that would be viewed as proper by an objective panel of your collegues.
Definition
professional ethic
Term
Joan works at a major advertising agency and uses the code of ethical standards promulgated by the American Association of Advertising Agencies to guide her in making ethical decisions when developing ads for her agency's clients. What test is she applying to guidd her behavior?
Definition
Professional ethic test
Term
Which of the following is NOT a benefit of regulation?
Definition
Unintended side effects are minimized w/regulation compared to w/o it.
Term
Regulation of advertising may result in buyers switching to another product or reducing their level of consumpion after regulation is imposed. This isa n example of ____ regulation.
Definition
unintended side effects of
Term
The ____ is the US government agency that has primary responsibility for regulating advertising at the federal level.
Definition
FTC
Term
What are th three basic elements of the FTC's current policy determining whether or not an ad is deceptive?
Definition
Misleading, reasonable consumer, and material
Term
The FTC's policy on deception is that the act or practice must be considered from the perspective of a _____
Definition
reasonable consumer
Term
Buzz building, or viral campaings, and infomericals are types of _____ communications.
Definition
masked marketing
Term
Jame and thousands of others like him purchased a product advertised on TV that claimed instant hair growth -
Definition
Deceptive
Term
____ is based on the premise that a firm that misleads consumers should have to use further advertisements to rectiy the deceptive impressions it has created in consumers' minds.
Definition
Corrective advertising
Term
The Bamboozle Corporation was finally indicted or years of deceptive advertising. The FTC ordered them to pay $5million to rectify. This is called ,,,
Definition
corrective advertising.
Term
The ____ is the US government agency that has primary responsibility for regulating information on the packages of food and drug products.
Definition
FDA
Term
Advertising of prescription drugs that is directed toward consumers is known as...
Definition
Direct-to-Consumer advertising.
Term
In which country has advertising self-regualation flourished?
Definition
ALL
- Canada
- France
- US
- UK
Term
The _____ is a form of self-regulation undertaken by ad media that takes place behind the scenes before a commerical or other advertisement reaches consumers.
Definition
advertising clearance process
Term
Which of the following is a step in the advertising clearance process?
Definition
ALL
Advertising agency clearance -
- Approval from the Advertiser's legal dept, and perhaps also from an independent law firm-
- Media Approval-
Term
Cases can be brought to the NAD by _____
Definition
ALL OF THE ABOVE
- Competitors-
- BBB -
- Consumers -
Term
Some companies have responded to environmental concerns by introducing environmentally oriented products and undertaking marcom programs to promote them. These actions are referred to as ____
Definition
green marketing.
Term
The major green communications efforts include all of the following EXCEPT....
Definition
sales promotion.
Term
Which of the following is NOT a type of green advertising appeal?
Definition
Ads that promote short filling, which is the use of less packaging.
Term
Research found that nearly 40 percent of juice containers and other cartons don't provide the promised amount. This is called -_____
Definition
short filling.
Term
Which of the following is NOT a general recommendation offered to marcom practioners for making appropriate environmental claims?
Definition
Only make environmental claims that your competitors cannot make.
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