ECOLITE MINI CASE: Ecolite Is a New Manufacturer of Compact

question 27

Multiple Choice

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 provided vehicles to a popular television show about models so the models will be seen driving the vehicles on the television show and hired actors to pose as product users to provide information about the car as they drive it around.
-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

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Definitions:

Honest Signaling

A concept in evolutionary biology where signals, often used in mate selection, reliably indicate the fitness or quality of the signaler.

Deceitful Signaling

A form of communication in the animal kingdom where an organism sends a misleading signal to benefit itself at the expense of another.

Signal Benefit

The advantage gained by individuals from communicating certain information to others, often in the context of mating or social interaction.

Eavesdropping

In animal behavior, the act of intercepting and using signals or communication between other individuals to one's own advantage.