Advertising And Integrated Brand Promotion 6th Edition

A day's shooting expenses for just an average television production, including director's fees, can range from about a. $20,000 to $50,000. b. $60,000 to $70,000. c. $80,000 to $120,000. d. $140,000 to $180,000. Answer: C Answer: C Answer: C After it drew a record-low 9.8 million viewers in 2004, ABC dropped the rights to air the Miss America pageant.

For all that the Internet fundamentally is-a depository for almost limitless information, an email delivery system, an entertainment medium-it has exploded and become so much more in the last few years. One word tells us why. What is that word? a. broadband b. spam c. e-commerce d. wireless Answer: D Answer: D Answer: D An advertising agency hires

A bicyclist hears a radio commercial and suddenly realizes everything she believes about the best cycling system is coming into question and being challenged. These types of thoughts, occurring just as beliefs and attitudes are challenged by persuasive communication, are called a. brand beliefs. b. selective demand preferences. c. habitual purchase criteria. d. cognitive

When marketers are considering cause-related advertising, it should be stressed that this type of advertising works best when the company involved a. needs to do damage control. b. is motivated to create close relationships with consumers. c. chooses an issue that connects with its business. d. wants to create a buzz about an exciting product. Answer:

What is probably the most agonizing task to be done during an advertising effort? a. setting the objective b. creating the budget c. summarizing the campaign d. writing the copy Answer: B Answer: B Answer: B Media research services that compile data on demographics and brand purchase characteristics of consumers, as well as media exposure are called a. market

Scenario 1-1 In 1996, University of Maryland grad Kevin Plank founded Under Armour, a performance apparel company that now competes with some of the top apparel brands in the industry. During its first ten years of operations, the company was known primarily for its sweat-wicking clothing line. In late 2010, however,

Describe the objectives and features of influencer marketing. Then define at least three types from those in use today-professional influencer programs, peer-to-peer influencer programs, buzz and viral marketing, and the cultivation of connectors. Give an example of each. Answer:Influencer marketing refers to a series of personalized techniques directed at individuals or groups

Home Depot is a powerful retailer with a high-volume, low-price position. Therefore, Home Depot can exert pressure on manufacturers and suppliers to offer its staff various forms of trade-market promotions. These come in four major types: a. couponing, cash allowances, incentives, and slotting fees. b. incentives, allowances, training programs, and cooperative advertising. c.

Howard Gardner discovered a number of positive traits that the greatest creative minds of the 20th century shared. But he found that these individuals were not necessarily a. self-confident. b. easygoing. c. hardworking. d. unconventional. Answer: B Answer: B Answer: B Overall, computer media-planning models a. have taken the place of solid planning and sound judgment. b. now provide standardized

(Scenario 18-5) Scenario 18-5 An old adage states that all publicity is good publicity. However, Professors Jonah Berger of the Wharton School, and Alan Sorensen and Scott Rasmussen of Stanford found that there is such a thing as bad publicity. The colleagues studied the relationship between bad publicity and its

Based on information gathered during various types of analyses, the primary expectations and intentions for advertising are embodied in the process of setting objectives. Answer: T Answer: T Answer: T In only a select few areas of the world do consumption and branding have a political connection or history, so politics tends to have

An advertiser for a weight-loss product decides to use paid search. This means that it a. pays websites and portals to place ads in or near certain lists of search results. b. offers the same content materials a consumer would normally pay for using traditional media. c. pays consumers a small amount to

Various personnel see ads in various ways. For instance, people in the creative department tend to see an advertisement as a way to a. achieve a predetermined objective. b. showcase a personal ideology. c. grow the market share for the brand. d. reflect the client's thinking. Answer: B Answer: B Answer: B Which of the following is true

In 2008, Chicago native Andrew Mason launched Groupon, a website that offered Chicago consumers various "deals of the day." At the time, Groupon had a unique business model-each day, one "groupon" would be offered in a particular city. If a certain number of people signed up for the offer, then

The message weight of a media plan is used as a simple measure of the a. density or penetration of words as they appear in print, radio, or television copy. b. gross number of advertising messages delivered by the vehicles in a schedule. c. demographics of buyers or users of particular media vehicles. d.

Following the announcement that the world's largest e-tailer, Amazon.com, made a profit for the first time since it started business in the early 1990s, the company saw more than 90 percent of its market value disappear as part of the dot-com collapse. It is questionable whether or not Amazon figured

Family is cited as being very critical in the consumer behavior mix. List some of the important types of primary families discussed in the book, and discuss how family as well as the intergenerational effect can influence purchase behavior. Answer:For years, researchers have tried to determine who in the traditional nuclear

A manufacturer of high-end hiking boots, rugged walking sandals, and specialized athletic shoes has hired your agency to run a print campaign. You tell him that a full-page, black-and-white ad in Hiking and Biking magazine will cost him $1,650 to run once. You also remind him that the circulation of

What applications of the Internet are most frequently used by American consumers today? a. using email and accessing news or information b. viewing videos and taking part in social networking c. making online purchases and accessing email d. paying bills and doing online comparison shopping Answer: A Answer: A Answer: A Scenario 17-3 As the number of firms utilizing

Which of the following actions would be outlawed under the "Cheeseburger Bill," passed by the U.S. House in 2004? a. featuring high-calorie and high-fat foods during children's programming b. falsifying nutrition information for fast foods c. promoting toys to children that tie in with fast foods, sugary drinks, and salty snacks d. suing food

Which person in your community is most likely to be a professional influencer? a. your doctor who prescribes an antibiotic for your strep throat b. your neighbor who likes to shop, talk about new products, and share recipes c. your hairdresser who talks about a cool new conditioning system and gives you a

Today's advertisers are looking to benefit by associating with something new and hip, a process that anthropologist Grant McCracken labeled a. "an inexorable death spiral." b. "the movement of meaning." c. "the brave new world of business." d. "Madison & Vine." Answer: B Answer: B Answer: B There is quite a bit of evidence showing that account teams

NASCAR bills itself as the a. best marketing opportunity in sports. b. most popular form of entertainment in America. c. most inexpensive advertising in marketing. d. most popular form of product placement. Answer: A Answer: A Answer: A Dialogue balloons, story construction, and sentence and picture completion are all types of ____ techniques. a. quantitative b. predictive c. survey d. projective Answer: D Answer: D Answer:

Scheduled to be released in the first quarter of 2011, Nintendo's portable 3DS gaming system will likely revolutionize the video game industry. The 3DS is the newest in a long line of portable gaming systems made by Nintendo, but will now boast a number of new features-including 3-dimensional technology that

A national radio broadcasters association hosts an annual convention that attracts station owners and program managers as well as ad agencies and media planners. As a media planner, you take part in forums on the current status of traditional radio, the competition between AM and FM formats, the growth of satellite

You are a production assistant working on a 30-second television spot for Happy Heart Hound, an all-natural gourmet dog food for puppies and young dogs. The client wants to emphasize the healthful ingredients as well as the "happy and fun-loving" nature of the product. Which of the following roles has your

Some people believe that advertising can communicate below the threshold of consciousness, despite no solid evidence to prove this. Still, based on this belief, they have concerns that advertising is a. consistently offensive. b. influencing program content. c. perpetuating cultural stereotypes. d. deceiving due to subliminal stimulation. Answer: D Answer: D Answer: D What is the world's largest

Jerome was preparing to host a graduation party for his friends and relatives when he suddenly realized that he did not have a blender to mix certain beverages that he knew his guests would like. Having never purchased a blender before, Jerome felt that he needed to shop carefully and

Recall measurements probably make the most sense when the goal is to a. visualize a picture or image of the brand. b. feel an emotion connected to the brand. c. remember the brand name. d. think of a time when the brand can be successfully used. Answer: C Answer: C Answer: C Which type of ads that are

(Scenario 13-3) You are a media planner at a large advertising agency in Chicago. You are currently assigned to five accounts-a used car dealer in the northern suburbs of the city, a guitar/drum retailer on the south side of the city, a nationally distributed orange juice, a quick grits hot

Scenario 15-1 One of the nation's most popular times for sales promotions was a great deal longer than usual in 2010. Black Friday, which typically takes place the Friday following Thanksgiving, started in October for a number of retailers and was also scheduled to occur throughout the month of November. Sears and

Scenario 15-2 The Sounds Good recording company is getting ready to release the first compact disc from its newest band, Planet Moon. Sounds Good's last three releases have been dismal failures, and the struggling company needs a quick influx of cash. The owners decide to use sales promotions to move the Planet

Assume that you are a marketing director for the business of your choice-it can be a real business or an imaginary one -and you need to reach a local audience. You are asked to compare billboard advertising and transit advertising, including their advantages and disadvantages, and prepare a short report detailing

During tough economic times, many companies rely on memories of "the good old days" to help advertise their products. Looking for a bit of a jump-start itself, PepsiCo turned to nostalgia-heavy advertisements late in 2009, which were then carried into 2010. The company introduced "throwback" versions of a number of

You are a marketing manager for a company that packages vacations to exotic locations. You use a variety of media to promote these trips, including upscale magazines, infomercials, and direct mail. One of your primary objectives is integration. This is because if you integrate these programs, a. you will cut the

The Xcellent Agency specializes in developing advertising campaigns for smaller retail clients. Xcellent was hired by Shadowleaf Shoes, a small regional chain of six shoe stores, to develop a slogan and specific ads to be used in a three-month newspaper campaign. Shadowleaf's marketing director, Manuel Margolis, was adamant when meeting

What is often called the advertising department within the firm? a. the creative boutique b. the digital/interactive firm c. the media-buying department d. the in-house agency Answer: D Answer: D Answer: D A major 'sweet spot" for the brand occurs in event sponsorship when there is significant overlap between the a. event's participants and the marketer's target audience. b. primary sponsor

Promoting a product or service through press releases or events is a public relations tactic to increase public awareness of a brand. Answer: T Answer: T Answer: T Setting an advertising budget based on the percentage-of-sales approach sounds simple, but it is full of problems. Answer: T Answer: T Answer: T How, and why, does anxiety work to sell

In 2008, Chicago native Andrew Mason launched Groupon, a website that offered Chicago consumers various "deals of the day." At the time, Groupon had a unique business model-each day, one "groupon" would be offered in a particular city. If a certain number of people signed up for the offer, then

Many consumers are becoming frustrated or cynical regarding the increase of brand-name products that appear in television shows and movies or show up in bloggers' commentaries. These are examples of a. stealth sponsorship. b. hierarchy of needs. c. emotional appeals. d. commerce-content crossover. Answer: D Answer: D Answer: D Which is considered the most crucial of all design

The broad concept of ____ is interactive in that the marketer attempts to develop an ongoing dialogue with the customer, based on the idea that one contact will lead to another, and then another, so the message is continually refined. a. direct mail b. direct marketing c. sales promotion d. database marketing Answer: B Answer: B Answer:

In trying to coordinate traditional and emerging advertising and support media, ad agencies a. have had to deal with fewer functional specialists. b. see themselves in the lead role, but have not yet played this role to anyone's satisfaction. c. have experienced less internal competition for promotional budget dollars. d. have found greater cooperation

Compared to a proactive strategy, a reactive strategy is more difficult for public relations staff to organize and prepare. Why is this? a. because it cannot use input supplied by the audit b. because it is triggered by events that are unpredictable c. because it must identify the content, rationale, and vehicles related

In response to the argument that advertising provides little useful information about product features and functions, proponents say that a. emotional significance and lifestyle factors are often more important to a consumer. b. today's detailed ads are often overflowing with too much utilitarian information. c. brand name is all that really matters to

To get the rating for a new television show, a research firm takes the number of TV households watching the show and divides that by the number of total TV households in the market. Answer: T Answer: T Answer: T Unfortunately, effective teams are often incompatible with the "American way" of individualism-the personal contribution is

Art production for advertising to appear in cyberspace-particularly those composed of headline, body copy, and illustration-most closely resembles production of advertising for a. radio. b. television. c. packaging. d. print. Answer: D Answer: D Answer: D Three teenage girls who hang around together all start to smoke cigarettes, and eventually start to drink beer on weekends. In studying

In which area do both advertisers and their agencies rely the most on external facilitators? a. consumer research b. media buying c. software incorporation d. production processes Answer: D Answer: D Answer: D A local group called Gimme Shelter erects a billboard urging people to assist in the group's struggle to find shelter for the homeless. The same

As a social process, advertising is marked by the struggles for control and power that occur within departments, between departments, and between the agency and its clients on a daily basis. Answer: T Answer: T Answer: T Image ads tend to generate fewer consumer counterarguments, when compared to other types of ads. Answer: T Answer: T Answer:

How are rich media/video and audio different from other Internet technology used for advertising? a. by allowing for two-way interaction between consumer and advertiser b. by incorporating visual and auditory elements on a corporate website c. by streaming video or audio when the user's mouse passes over the ad d. by launching virtual marketing

A consumer survey finds that many dog owners purchase a premium brand of dog food because of its functional benefits. Which of the following qualifies as a functional benefit? a. It is promoted in an emotional commercial showing an adorable sheepdog. b. It is allows them to feel less guilt about leaving

Functional benefits from a product or service are derived from the intangible characteristics of that product or service and are strong factors in purchase decisions. Answer: F Answer: F Answer: F Advertising can influence both internal and external searches. Answer: T Answer: T Answer: T Many companies offer measurement services for interactive media, but there is no real

The only way to measure the benefits of sponsoring an event is to determine how often the sponsor's name appears at the event and in media coverage of the event. Answer: F Answer: F Answer: F The forgetting function, based on recent psychological research and cutting-edge technology, disputes past ideas about standard functions of

It is evident that firms have not fully exploited all the opportunities that ____ marketing has to offer via communication through devices like smartphones and digital tablet-like devices. a. direct b. mobile c. local d. trade channel Answer: B Answer: B Answer: B TheSolutions Group is a combination of companies that help clients better understand their target markets through

Back in the old days of advertising, agencies made their money by keeping the 5 percent discount at which they purchased media, after charging clients full price. Answer: F Answer: F Answer: F The reach of the Internet, that is, the use of this medium by audiences, is larger than all other media except

Advertisers have a wide choice of objectives and methods when creating an ad for a product, no matter what the product category is. For example, both Taylor and Yamaha sell guitars. Both have created ads that have been recognized by the advertising industry as outstanding creative efforts. However, they have chosen

(Scenario 13-3) You are a media planner at a large advertising agency in Chicago. You are currently assigned to five accounts-a used car dealer in the northern suburbs of the city, a guitar/drum retailer on the south side of the city, a nationally distributed orange juice, a quick grits hot

Which of the following would most likely offer event sponsorship on a global basis? a. the SuperBowl b. the NASCAR events c. the Olympics d. the Sweet Sixteen Answer: C Answer: C Answer: C An advertiser for bubble gum attempts to generate brand preference by getting consumers to simply like the product and associate it with fun and

Scenario 15-6 You are a media planner at an advertising agency in Dallas. Since it is Friday, you take a long lunch with a sales associate at the Dallas Morning News followed by a walk through a nearby park, returning to the office around 2:30 p.m. When you get to your

There are many types of external facilitators in the advertising community. ____ help advertisers prepare communications for new media such as the Internet, mobile marketing and interactive television. a. Digital/interactive agencies b. Production facilitators c. Advertising research firms d. Communication organizations Answer: A Answer: A Answer: A A major criterion to consider during segment selection involves the companies

Of all options for creating advertising budgets, the ____ relies most heavily on a marginal analysis involving the company's past sales, profits, and ad expenditures. a. objective-and-task method b. share-of-market method c. percentage-of-sales system d. advertising response function Answer: D Answer: D Answer: D EcoNature is a small manufacturing firm distributing a new line of eco-friendly household cleaning

A media buyer is glancing through the latest edition of the industry trade publication, Advertising Age, and notices an ad targeted at media buyers. The ad encourages the purchase of space in a fast-growing magazine that reaches 12- to 18-year-olds girls. It invites media buyers to contact the sales department

El Sol sunglasses were designed by an avant-garde artist. She said there were no sunglasses out there that she would wear, so she had to design her own. Her sunglasses were worn by a whacked-out bad guy in a blockbuster movie and, because of this, have acquired a cult following

Explain the importance of collaboration-creating teams and encouraging teamwork-in the creative advertising environment. Give three or four reasons why teams foster creativity in the real-life workplace of contemporary advertising. Consider the ideas featured in the text excerpted from The Wisdom of Teams by Katzenbach and Smith. Answer:Today, interpersonal skills are

(Scenario 13-4) Considering the slow economy and the new focus on simple home decor, a greenhouse located in a central business district, Gretta's Garden, decides to sign up "garden club" members to get discounts on flowers, shrubs, vegetable plants, houseplants, and all related accessories. Members may also attend free lectures

(Scenario 14-1) When the social networking/gaming website Foursquare launched in 2009, it was only accessible to residents in 100 U.S. cities. One year later, an updated version of the service allows check-ins from locations all over the world and has over 500,000 users internationally. The site, which allows registered users

Which company has become a media conglomerate on the Web, amassing its own digital empire of diverse Internet sites? a. ABC Broadcasting Network b. Facebook c. Dell d. InterActiveCorp Answer: D Answer: D Answer: D TheSolutions Group is a combination of companies that help clients better understand their target markets through creative research approaches. It has learned that

A busy mother of four children is concerned with issues of privacy and doesn't want her family phone number on mailing lists. What can she do? a. learn to live with telemarketers until they are banned by law b. sign up for the Direct Marketing Association's opt-out program c. contact the FTC's Do Not

What types of programs have made product placements the norm on television? a. soap operas and reality shows b. sitcoms and quiz shows c. police/legal dramas and family dramas d. animated shows and action/adventure shows Answer: A Answer: A Answer: A A marketing director for a bicycle helmet manufacturer has run a number of ads in traditional forms

Scenario 15-4 General Mills brand breakfast cereals face strong competition in the dry cereal category from brands like Kellogg's and Quaker Oats. Still, General Mills brands like Wheaties and Cheerios maintain a strong share of the market. As a manufacturer, General Mills knows it must stimulate consumer demand for its brands, but

Describe the essential difference between an industry analysis and a market analysis. In what section of an ad plan are they typically included? What are the other considerations for an advertiser that should be part of this section? Where does the competitor analysis come in? Answer:An industry analysis focuses on developments

An art director is conducting an orientation with two new artists and stresses that this agency does, in fact, consistently incorporate the generally acceptedprinciples of design in its creative work. In his brief summary of these principles, which of the following would not be included? a. The ad should give equal emphasis

Farm Fresh Market, a local grocery store chain, has decided to run a series of advertisements. For this to be considered an advertising campaign, the Farm Fresh Market ads must a. focus on store products rather than store services. b. target a number of segmented audiences. c. appear in multiple forms of media. d.

(Scenario 18-1) Scenario 18-1 The giant brewing companies of the U.S. love to use public relations to keep their company names in the minds of Americans and to promote their many brands of beer and ale. Both traditional and innovative public relations activities-using both traditional and innovative media-help to promote

Compared to advertising, sales promotion is a. more long-term. b. more immediate. c. more sophisticated. d. harder to document. Answer: B Answer: B Answer: B A company allows its workers to take one afternoon off each month to volunteer at the nonprofit organization of their choice. The company sends out a press release that explains this program to

The CEO of a nationwide amusement park chain has instructed his marketing director to finalize this season's radio advertising plan and report back to him. The marketing director still needs to decide between two types of radio advertising. What is the difference between local spot radio advertising and national spot

In the early 1990s, Jacquelyn Ottman wrote a book that predicted a new marketing revolution, which didn't really occur at the time, but is growing and becoming quite popular now. What is it? a. buzz marketing b. influencer marketing c. green marketing d. viral marketing Answer: C Answer: C Answer: C A radio spot for a local shoe

A leading sporting goods company calls a press conference to announce that the winner of the National Football League's Most Valuable Player Award has signed a contract to endorse the company's products. The advantage of using a press conference rather than other tools is that it a. virtually forces the national

In the world of advertising, culture is seen as a group's a. rules and regulations. b. total way of life. c. sense of morality. d. tastes and preferences. Answer: B Answer: B Answer: B The risk taken with the ____ testimonial is that the person may some day experience a fall from grace or a damaged reputation,

What are the two major components of the mass-mediated communication model, each representing a somewhat independent process? a. primary demand and selective demand b. advertiser and consumer c. internal position and external position d. production and reception Answer: D Answer: D Answer: D Advertisements-like books, movies, posters, and paintings-can act as sociocultural "texts" that are read and interpreted

Which element of advertising involves "the structure itself and the plan behind the structure"? a. layout b. design c. copy d. illustration Answer: B Answer: B Answer: B How might the establishment of a marketing database create problems between a company and its advertising agency? a. by implying that the ad agency is unable to gather and track reliable

The marketers at Kraft are currently focusing on building brand loyalty and considering a number of consumer-market sales promotion techniques. Which would work best at encouraging brand loyalty toward Kraft Macaroni and Cheese? a. offering a 50-cent rebate on the purchase of a box of Kraft Macaroni and Cheese b. offering a free

What are two of the main disadvantages of newspaper as an advertising medium? a. creative constraints and cluttered environment b. time lags and geographic restrictions c. lack of credibility and minimal reach d. short life and few local opportunities Answer: A Answer: A Answer: A Probably more than any other form of media, magazines attract consumers because of a.

The most importantfunction of the first few seconds of a television commercial is to a. stress the audio-then the viewer will follow up with the visual. b. get the name out-so the viewer can establish recall at the outset. c. establish the benefit-otherwise the viewer will quickly lose interest. d. get attention-grab the viewer

Which of the following is true regarding advertising? a. Advertising is a universal communication beyond language and culture. b. Advertising has as its main responsibility the increase of product sales. c. Advertising plays a pivotal role in world commerce and the way we experience life. d. Advertising rarely generates revenue. Answer: C Answer: C Answer: C (Scenario 13-4)

(Scenario 14-2) You open up your laptop to begin writing a term paper for your English literature class. You do a quick Google search on a few key phrases involving Shakespeare, Dickens, and Hemingway. But before you go further, you play a few video games, check your email, visit a

A hospital is attempting to change its image. In the past, the hospital has been perceived as having a high degree of expertise across all medical services, but also as having a cold and unfeeling atmosphere. This has resulted in the hospital losing business in situations where patients feel that a

Madison State University has a reputation for having a powerful intercollegiate coed bowling team. Seating in the campus bowling alley only allows for 400 fans to attend their matches. Long lines for seats have formed in the past, with many fans leaving disappointed because they could not get a ticket.