33. The Denny’s 2009 Super Bowl integrated marketing communication (IMC) included which
of the following?
a. a well-publicized Web site that communicated with consumers during the big game
b. an effective mix of advertising, public relations, and sales promotion
c. a large-scale direct mail effort that sent out millions of Super Bowl themed coupons
d. You can’t fool me. Denny’s didn’t have an IMC campaign that ran during the Super Bowl.
34. Native advertising is ______.
a. advertising from the parent company of a publication or Web site
b. advertising designed to blend in with a publication’s editorial content
c. advertising targeted at a country’s indigenous population
d. advertising that is designed to fit in with sales promotions and public relations campaigns
True/False
1. Brand names first became popular for consumer products following the Vietnam War.
2. When Ladies’ Home Journal ceased publication in 2014, it still had plenty of advertisers
interested in buying space in the magazine.
3. In 2013, a study by eMarketer found that American consumers were spending more time with
digital media than with television for the first time.
4. The primary purpose of the Super Bowl television broadcast is to deliver 45 percent of the
television audience to advertisers.
5. An advocacy ad is designed to advocate the purchase of a new, unknown product.
6. When Sony launched its PlayStation 2 video game system, it did relatively little advertising
because it did not have enough of the systems ready to sell.
7. The New Coke product, introduced in 1985, failed because most people did not like the taste.
8. The “big idea” is an advertising concept that will grab people’s attention, make them
remember the product, and make them take action.
9. The biggest change in outdoor advertising over the past ten years has been the growth of
digital billboards.
10. Most American consumers can easily identify native advertising as paid marketing messages.
11. One advantage of advertising on radio is that you can purchase time for your ads at the last
minute.
12. One disadvantage of advertising in monthly magazines is that you need a long lead time to
purchase space for your ads.
13. A good advertising campaign can get people to buy a bad product over an extended period of
time.
14. Consumers will often pay more for a product that has a premium image attached to it by
advertising.
15. Subliminal advertising using hidden sales messages is considered to be highly successful by
major advertising agencies.
16. The inclusion of sponsors’ products into the plots of television shows and movies is known
as product integration.
17. Because television ads work so well, few companies want to pay for product placement in
movies and television shows.
18. Advertisers like sending their messages to mobile phone screens because they can reach a
highly targeted audience that way.
19. Mobile advertising is stagnating because no one wants to put their messages on such small
screens.
20. Television writers think they should be compensated extra for including product integration
into their program scripts.
21. Google’s AdWords and AdSense programs place advertising on Web and search pages based
on the content the viewer has called up.
Essay
1. Define the term economy of abundance.
2. Ads designed to promote a special interest group’s point of view are ______ ads.
3. What is the VALS system?
4. Who is Mountain Dew advertising targeted at?
5. “Urban marketing” is another way of describing advertising targeted at ______.
6. Why is a British ban on advertising junk food to children so controversial?
7. Why do activist groups want to regulate the advertising of food to children?
8. A communication strategy for reaching key audiences using advertising, public relations, sales
promotion, and interactive media is known as ______.
9. What is mobile advertising?
10. Name two ways that a campaign by photo-sharing service Shutterfly targeting people with
new babies backfired.
11. In a brief essay, define what targeted advertising is. Then provide an example of how it could
be used effectively. Finally, explain how targeting can backfire on a company.
12. In a brief essay, define what advertising clutter is, why it is of concern to advertisers, and
what advertisers are doing about it?
13. In a brief essay, explain two approaches to social marketing. Make sure you discuss the
strengths and weaknesses of each.
14. In a brief essay, explain how integrated marketing communication (IMC) differs from
traditional advertising, and provide a concrete example of an IMC campaign.
15. In a brief essay, explain the tension between creativity and salesmanship. In your essay, you
should discuss, with examples, the challenge of grabbing attention for your product with
maintaining your product’s brand image.