Exam 3 Flashcards

Question

What are the objectives of legitimate green marketing?

Answer 1

-Improve environmental quality (Sustainability practices and sourcing, pollution control, water, and energy conservation.) -Satisfy Customers.

Answer 2

Spending time and money claiming to be "green" through advertising and marketing, rather than actually implementing business practices that minimize environmental impact. (They lie).

Answer 3

-Advertisements that promote green products / services. -Environmentally friendly packaging. -Cause-and-event-orientated marcom efforts that support environmental consciousness. -Point-of-purchase display materials that are environmentally efficient. (Move to digital.) -Direct marketing programs that reduce resource usage by developing more efficient solicitations. -Outdoor advertising efforts that reduce the usage of environmentally damaging materials. -Social media campaigns / promoting customers to do their part.

Answer 4

-Qualifications should be sufficiently clear and prominent to prevent deception. -Claims should make clear whether they apply to the product, the package, or a component of either. -Claims should not overstate an environmental attribute or benefit, either expressly or by implication. -Comparative claims should be presented in a manner that makes the basis for the comparison sufficiently clear to avoid consumer deception.

Answer 5

Ecolabels are seal of approvals used to certify and prove that certain products are environmentally friendly and sustainable. Their purpose is used to help consumers find environmentally friendly products and brands.

Answer 6

CSR stands for Corporate Social Responsibility. CSR refers to the business practices involving initiatives that benefit society and the environment. CSR concerns include its relationship to the purpose of business and the motives for engaging in it. Example: Think about Colgate's #EveryDropCounts water campaign, where they made an Advertisement describe how much water is wasted, and how they wanted people to be more conservative with water usage. Example: Think about General Mills trying to protect bees.

Answer 7

Deceptive marketing is where you promote a false statement like the House Hippo. Marketing any product to children under the age of 12 is inherently deceptive.

Answer 8

Misleading: There must be a representation, omission, or practice likely to misled the consumer. Misrepresentation is defined by the FTC as a statement that is false. Reasonable Consumer: The act or practice must be considered from the perspective of the "reasonable consumer". Material: The representation, omission, or practice must be "material", involving a central characteristic of the product important to consumers and likely to influence their choice or conduct regarding a product.

Answer 9

FDA responsible for regulating information on packaging of food, drug, and tobacco products. They are also responsible for regulating ads on prescription drugs, and force ads to present a balanced perspective when advertising drugs. (Can't be biased). A food is mislabeled if it lacks: 1: Serving size 2: Number of servings. 3: Number of calories per serving gained from total / saturated fat. 4: The amount of total fat, saturated fat, cholesterol, sodium, carbohydrates, sugars, protein, etc. 5: Vitamins, minerals, or other nutrients.

Answer 10

Advertising Self Regulation reduces the need for government regulation by maintaining general integrity of advertising protecting consumers and competitors.

Answer 11

NARC: Most publicized and effective form of self-regulation. Upheld by advertising community themselves. NARD and NAD: Established to sustain standards of truth and accuracy in national advertising to adults. CARU: Reviews advertising to directed children under age 12 and websites directed to children under age 13. Makes sure the advertisements adhere to guidelines.

Answer 12

Positive: Targeting benefits rather than harms consumers by providing them with information and products suited to their needs and wants. Negative: Exploiting consumers vulnerabilities, thus manipulating them into purchasing certain products, services, or brands.

Answer 13

Vulnerable Populations are groups of consumers that are vulnerable, for either psychological or economic reasons. These groups are more gullible to advertising. Some Examples: Young Children, Teens, The Elderly, Economically, socially, physically, or mentally disadvantaged.

Answer 14

Research shows that marketing products to any child under age 12 is deceptive, because they lack the cognitive capacity to understand advertising purpose. Examples of Targeting Teens / Kids: -Vaping, Juulings. -Marketing violent entertainment to kids. -Gender Stereotyping, -Privacy Issues. -Food marketing practices and childhood obesity / health concerns.

Answer 15

Think about the Dove Self-Esteem Project and the Reverse Selfie: They showed a girl putting on makeup, and taking it all off in reverse to promote confidence. Think about brands doing away with Air-brushing: CVS banned photoshopped Make-up and Beauty Imagery photos to prevent harmful toxic standards.

Answer 16

Porn is the marketing department of the sex trafficking industry. Over 97 billion $$ industry. Objectifies women and men, affects mental health, addictive. Statistics: -In 2019, more than 5,517,000,000 hours of porn were consumed. -64% of young people ages 13-24, actively seek out porn weekly. -Recorded child exploitation is one of the fastest - growing online businesses.

Answer 17

1: Advertising is Untruthful and Deceptive. 2: Advertising is Manipulative. 3: Advertising is Offensive and In Bad Taste. 4: Advertising Creates and Perpetuates Stereotypes. 5: Advertising persuades people to buy things they do not need. 6: Advertising plays on people's fears and insecurities.

Answer 18

Ethics in publicity: Whether firms confess to mistakes and product shortcomings or do they cover up issues. Ethics in Packaging and Branding: Misleading labels and graphics. (Exaggerated information) Ethics in Sales Promotions: When reward is promised and not delivered. When odds of winning are exaggerated, prices intentionally raised to run run a promotion. Ethics in Social Media and Online Marketing: Privacy issues, blogs and tweets with positive testimonies from false customers.