Advertising and Integrated Brand Promotion 7th Edition

Scenario2-5 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 modeleach day, one "groupon" would be offered in a particular city. If a certain number of people signed up for the offer, then

Support media are used to introduce a new message beyond the one being delivered by other advertising vehicles, marketing plans, and promotional techniques. a. True b. False Answer: False Answer: False Answer: False A canned soup manufacturer and its agency are nailing down the responsibilities of each side as they begin their planning effort. In a

In the late 1880s, a few companies began putting names and labels on previously unmarked products, and branding began. a. True b. False Answer: True Answer: True Answer: True Newsletters can be distributed to important constituents in a community, such as government officials or the chamber of commerce. a. True b. False Answer: True Answer: True Answer: True Compared to a proactive

The Wheeler-Lea Amendment in 1938 greatly influenced the future of advertising in America by: a. establishing the powerful Federal Trade Commission (FTC). b. allowing the FTC to stop practices that were misleading, regardless of their impact on competition. c. granting industries the right to form self-regulatory organizations to reduce FTC interference. d. broadened the

What is integrated marketing communication (IMC)? Discuss the differences between integrated marketing communication and integrated brand promotion (IBP). Answer: Beginning in about 1990, the concept of mixing various promotional tools was referred to as integrated marketing communications (IMC). However, the reality of promotional strategies in the 21st century demands that the

A regional office supply store wants to understand and serve its customers better and compete with nationwide giants. It is looking for the most effective way to encourage repeat visits and build long-term loyalty with its customers. Which of the following forms of sales promotion would work best? a. Mail sampling b.

Which of the following is an example of Madison & Vine? a. A race car featuring advertisements for several brands. b. A children's movie featuring a new brand of candies. c. A t-shirt featuring a sports person. d. An actor endorsing an anti-aging lotion. Answer: b Answer: b Answer: b Companies can address customers' privacy concerns if

YouStock, an online broker, pays for a 60-second television commercial to be telecast during the Football World Cup. The commercial promotes the reliability of YouStock's advice, expertise, and personal attention in assisting online customers with stock portfolio creation and management. The spot created by YouStock is: a. a public service announcement. b.

Which of the following is the main challenges of the copywriter early in the campaign process? a. Combining texts and visuals to create a unified whole b. Writing lively and colorful words about products that are often dull and lifeless c. Extracting meaning from massive amounts of analytical data, and market research d. Creating

Jerome always buys Coke, and only Cokenot Pepsi or any other cola brand. Consumers like Jerome, who repeatedly purchase a single brand to fulfill a specific need, are demonstrating brand loyalty. a. True b. False Answer: True Answer: True Answer: True The promotional tool used most often to communicate with members of a trade channel is

Which of the following objectives of public relations focuses on dealing with government officials and pending legislation? a. Giving advice and counsel b. Lobbying c. Counteracting negative publicity d. Preparing internal communications Answer: b Answer: b Answer: b Common use of social networking brings disclosure issues to different audiences, and consumers should be aware of some vulnerabilities

Scenario 15-3 Stacey is making her weekly trip to the grocery store. She takes with her a National brand coffee coupon worth 50 cents. While shopping she was asked if she would like to try a slice of pizza from a sales person. After tasting it, the sales personal directs her

There are four categories of basic TV. They are: a. network, satellite, cable, and commercial. b. national, regional, city, and satellite. c. local, cable, syndicated, and network. d. commercial, public, cable, and syndicated. Answer: c Answer: c Answer: c A percentage-of-sales approach to budgeting is easy to understand and implement. a. True b. False Answer: True Answer: True Answer: True Scenario 13-1 Crystal,

Scenario 11-4 You are a production assistant working on a thirty-second television spot for Happy Heart Hound, an all-natural gourmet dog food for puppies. The client wants to emphasize the healthful ingredients as well as the "happy and fun-loving" nature of the product. The first cut of the ad is attractive, touching,

When analyzing the various elements of type, the _____refers to the size of the type in height. a. typeface b. font c. point d. serif Answer: c Answer: c Answer: c A media vehicle refers to a broader category of media than a media class. a. True b. False Answer: False Answer: False Answer: False Dialogue copy on radio may end up

Despite the explosion of new media in recent years, today's media options have reduced from those available during the past decades. a. True b. False Answer: False Answer: False Answer: False A privacy seal enables a private purchase to become more socially embedded. a. True b. False Answer: False Answer: False Answer: False Branded entertainment can exist without any support from

Transformational ads focus on the risk of physical harm or negative social consequences if the consumer neglects to use a certain brand. a. True b. False Answer: False Answer: False Answer: False A person is most likely to have a high degree of involvement while buying: a. laundry detergent. b. a notepad. c. paper towels. d. a car. Answer: d Answer:

Customer relationship management, or CRM, involves cultivating long-term relationships with customers. a. True b. False Answer: True Answer: True Answer: True Mass-mediated communication has three major components: production, accommodation, and distribution. a. True b. False Answer: False Answer: False Answer: False _____ is a high-speed technology that allows consumers to customize their programming and target very specific audiences. a. Transit b. Crowdsourcing c.

Which of the following elements 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 Scenario2-6 Pink Inc. has approached Ripple Effects with the layout of an advertisement for its new product that it plans to advertise. Ripple Effects has agreed to provide

Advertisements during the 1980s reflected traditional American values. a. True b. False Answer: True Answer: True Answer: True One of the elements that characterizes present day advertising is that consumers: a. rely more on advertisers and agencies for information. b. are empowered. c. are no longer brand-conscious. d. can no longer co-create brand messages like before. Answer: b Answer: b Answer:

Which of the following is a reason for brand builders to participate in various forms of event sponsorships? a. They want to experiment whether event sponsorship will help in brand building. b. They are looking for benefits through unique associations with something new and smart. c. They are trying to disengage advertising from

Product/show blends for toys made regulation of television content more easy. a. True b. False Answer: False Answer: False Answer: False Social rolesmothers, fathers, romantic partnersand the consumer's inadequacies and worries about fulfilling them, are used in selling products. a. True b. False Answer: True Answer: True Answer: True Both advertising and promotion are used to build brands. For which of

____ allow people to discover and share content from anywhere on the Internet by submitting links and stories to a central service. a. Article marketing websites b. Archive sites c. Social news websites d. Government sites Answer: c Answer: c Answer: c It is almost impossible to legislate against emotional appeals in ads, since even if they

Scenario5-4 Torque, a car manufacturer, aims to make its slogan "Burn Rubber" known to every individual in a way that they immediately associate it with the firm. The company has created a social media page where almost a thousand fans have registered. However, there are two competitors who advertise the same

When an organization creates large-scale demand for its brand, the quantity of product produced is increased which leads to higher unit production costs. a. True b. False Answer: False Answer: False Answer: False Recent history and research suggest that copywriting for promotions in the evolving media of cyberspace: a. involves styles, feelings, and demands similar to that

To determine the public's knowledge of a product, a marketer asks consumers to name five breakfast cereals. Cheerios is the cereal most often listed first, so it is considered to show a. top-of-the-mind awareness. b. purchase intent. c. ethnocentrism. d. market awareness. Answer: a Answer: a Answer: a Consumer generated content (CGC) is produced when the creative team

During Gardner's work in identifying seven of the most creative people of the 20thcentury, he identified some negative sides to their lives. Which five characteristics did they appear to have in common? a. egotistical, narcissistic, obsessed, socially isolated b. delusional, irrational, antisocial, psychotic c. inattentive, unfocused, impatient, hyperactive d. dysfunctional, clingy, codependent, impulsive Answer:

"Make love, not war" stated at the end of a radio station broadcast is an example of: a. a mobile advertisement. b. influencer marketing. c. personal selling. d. a public service announcement. Answer: d Answer: d Answer: d Scenario4-6 Rad productions has launched a series of advertisements. The first advertisement for a restaurant features an image of a

Scenario 15-5 Starting in late 2010, shoppers at a number of Bloom supermarkets will be able to watch commercials on small notebooksized monitors as they stroll through the aisles. The devices, or 3GTV's as creator Automated Media Services calls them, will advertise products nearby ranging from macaroni noodles to peanut butter.

When national companies and local merchants share advertising expenses, they are taking part in ____ . a. brand extension b. international advertising c. cooperative advertising d. trade channeling Answer: c Answer: c Answer: c Which of the following is a difference between advertising specialties and business gifts? a. Specialties have the sponsor's logo on them, while business gifts

A copywriter not only has to fulfill all the responsibilities of proper information inclusion based on creative platform and strategy decisions, but also has to: a. carefully fit all the information within, between, and around the display. b. sell the product and entertain the audience. c. tell the same story with the audio

A radio commercial depicts two men jogging together. They joke about their aches and pains, and then agree on their need for Advil. This radio spot uses a testimonial format for its copy. a. True b. False Answer: False Answer: False Answer: False Compared to advertising, sales promotion is: a. a long-term affair. b. encourages an immediate response. c.

Which of the following is true of upfronts? a. It is increasing in popularity and will gain twice as much popularity within the next decade. b. It is a television programming ritual conducted in the fall each year. c. It is a period where the television networks reveal their fall line-ups and presell

Which of the following is true of Point-of-Purchase displays? a. They are noticed only by a few consumers. b. Many retailers ignore them or throw them out. c. They rarely get shipped to stores. d. They are poorly constructed and often unusable. Answer: b Answer: b Answer: b Scenario3-2 When referring to the period of advertising known as

With its multisensory stimulation, is the medium that defines what advertising is _____. a. television b. direct mail c. radio d. magazine Answer: a Answer: a Answer: a If social class affects consumption through tastes, media preferences remain unaffected. a. True b. False Answer: False Answer: False Answer: False Billboards have evolved from outdoor signs and posters which represent one of the

Which of the following best describes a media conglomerate? a. It is a firm that operates multiple media combinations. b. It is a firm that is a specialist in one particular form of media. c. It is a firm that specializes solely in buying media time and space. d. It is a firm that

If you have a "creative" job, that means you are "creative." a. True b. False Answer: False Answer: False Answer: False Understanding the concept that virtual identities are indeed real to consumers can help consumer-minded businesses and organizations cater better to customer wants. a. True b. False Answer: True Answer: True Answer: True Scenario2-3 Axel Corp., a new clothing line manufacturer, plans

Which of the following telecom companies would be likely to benefit from a direct comparison ad? a. GBL Inc, a company known for its pioneering designs b. Unix Inc., the company with the largest market share c. Myrna Technologies, an established leader in the market d. Newtel, a small company that has just entered

____ is the process of creating a perceived distinction between an organization's brand and a competitor's brand. a. Market analysis b. Co-op advertising c. Market segmentation d. Differentiation Answer: d Answer: d Answer: d Scenario1-6 Gillette M3Powera MACH3 razor innovationis a groundbreaking, powered wet shaving system for men that delivers a totally new shaving experience resulting in Gillette's best shave.

____ is the gross number of advertising exposure opportunities delivered by the media vehicles in a schedule. a. Big data b. Effective reach c. Message weight d. Effective frequency Answer: c Answer: c Answer: c One of John Sweeney's suggestions about creativity in ad agencies is that bad work is more a matter of talent than structure. a.

In a ___, the objectives state what the advertiser intends to accomplish in headlines, subheads, and text, while the methods describe how the objectives will be achieved. a. media plan b. budgetary plan c. copy strategy d. build-up analysis Answer: c Answer: c Answer: c Scenario 10-2 National clothing retailer, Old Navy has been known for its creative

Today, advertising tends to be used almost exclusively by businesses targeting consumer markets, and only in very rare circumstances by businesses trying to sell products to other businesses. a. True b. False Answer: False Answer: False Answer: False Which of the following services of an advertising agency involves expressing the benefits of a company's brand in

When a Bahamas resort runs its commercials on TV, it gets an advantage that cannot be matched by radio or print media. Which of the following advantages does it have? a. Less fleeting message than that used in print media b. Low absolute cost c. Highly selective geographic targeting d. Low cost-per-contact Answer: d Answer:

Scenario1-2 Chug Enterprises is planning to create a new line of products and enter into the sports drink market. They plan to advertise the first product to teenagers as being the best-tasting sports drink in the market. The second product will be advertised to adults as being the lowest calorie sports

Copy testing is rarely a good idea, particularly because the account executives, the creative team, and the client usually dislike it. a. True b. False Answer: False Answer: False Answer: False Scenario 8-5 Helene Curtis is preparing to introduce a new brand of all-natural-ingredient shampoo into the market in several months. In test marketing, many consumers liked

The cost of products are lowered: a. when there are high success rates of a product. b. by lowering the economies of scale of a product. c. when there is a high inelasticity of demand for a product. d. when there are little or no competitors with a similar product. Answer: a Answer: a Answer: a What

What type of television transmission broadcasts programming over airwaves to affiliate stations across the United States under a contract agreement? a. Satellite b. Interactive c. Network d. Cable Answer: c Answer: c Answer: c When an advocacy position is taken by a spokesperson in an advertisement, it is known as a(n)_____ ad. a. transformational b. testimonial c. feel-good d. image Answer:

Buzz marketing involves creating an event or experience that leads to conversations about the brand. a. True b. False Answer: True Answer: True Answer: True A 30-second television ad is an example of pull media. a. True b. False Answer: False Answer: False Answer: False Consumer and industry groups are free to make attempts at shaping and restricting the advertising

Which of the following is true of teams in advertising? a. In advertising, teamwork needs no planning. b. Great teamwork is required for great advertising. c. In advertising, teams need no motivation to generate big ideas. d. Teams, by themselves, elevate the creative essence in advertising campaigns. Answer: b Answer: b Answer: b As highlighted in the text,

Gross domestic product is the measure of the total value of goods and services produced by an organization. a. True b. False Answer: False Answer: False Answer: False An advertisement refers to a specific message that an organization has created to persuade an audience. a. True b. False Answer: True Answer: True Answer: True Every precaution should be taken to

User-generated content is the same as consumer-generated media. a. True b. False Answer: True Answer: True Answer: True Scenario 7-3 After filing for bankruptcy in 2009 and requiring nearly $58 billion in governmental funding simply to stay afloat, General Motors realized it had to undergo major changes in order to compete with more successful automakers. The

To survive in today's marketplace, contemporary businesses and organizations are strongly focusing on one single conceptcommunication. a. True b. False Answer: False Answer: False Answer: False The ___was established as part of the Dodd-Frank Wall Street Reform and Consumer Protection Act of 2010. a. Library of Congress b. Federal Communications Commission c. Consumer Finance Protection Agency d. National Consumer Agency

A soft drink brand sponsors a baseball match that is also broadcast to large audiences on the television and radio. The company measures a huge number of gross media impressions. However, this does not result in a huge rise in the sales of the soft drink. Which of the following is a

Scenario 17-4 Trapper's Lake Lodge is a rustic hotel situated on a large lake in the Flat Tops Wilderness Area. The lodge offers a relaxing getaway as well as guided fishing, hunting, bicycling, and cross-country skiing trips from its remote location 250 miles away from a major airport. Guests must travel

Media decisions are critically important for two reasons. One of these reasons is that: a. advertisers need to develop creative messages for their target audiences. b. advertisers need media to reach audiences that are likely in need of the information. c. ad messages should sound credible to the audience. d. they directly empower consumers.

Social meaning refers to what a product or service means in a societal context. a. True b. False Answer: True Answer: True Answer: True Public relations is the only tool that can provide damage control in the face of negative publicity. a. True b. False Answer: True Answer: True Answer: True Scenario 14-3 With social media websites such as Facebook and