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.
After it drew a record-low 9.8 million viewers in 2004, ABC dropped the rights to air
the Miss America pageant. Six years later, in 2010, ABC once again agreed to air the
event after cable network TLC declined to pick up the pageant for a fourth year.
Although ABC decided to pick up the pageant for a second time in the last twelve years,
the terms of the agreement are far more favorable for the large cable network. Similar to
its first stint with the network, the pageant will be shown on Saturday nights
(television’s lowest viewing night of the week). The difference this time comes in the
price ABC had to pay to acquire rights to the event-because of the recent decline in the
event’s popularity, the network had to pay very little, and ultimately deemed the deal to
be a “no-lose” situation.
Obviously, the Miss America pageant will need to achieve more success if it is to
remain on the ABC network. One aspect of this will hinge on whether or not the
pageant can provide a clean, mistake-free program to all of its viewers. In order to
ensure a smooth-running event, the pageant should hire a(n)
a. design firm.
b. production facilitator.
c. market research firm.
d. event planning agency.
“Careful Cooks,” “Down-Home Stokers,” and “Functional Feeders” are all segments
identified by a major food company based on ____ segmentation.
a. geopsychographic
b. niche
c. repositioned
d. lifestyle
Joe Rowan walked into Pederson Toyota one day and began looking at price stickers on
Toyota Camrys. He was interested in that model because he had seen a number of
television and magazine ads describing the car’s features and reputation for reliability.
After closely examining the stickers, Joe noticed a line that said “Dealer Promotion
Allowance-$125.00.” Joe asked a salesperson what that meant. The salesman replied
that it was a charge that helped the dealership pay for local advertising to encourage
consumers to shop at that particular dealer. After further discussion, Joe learned that
almost 5 percent of the cost of the vehicle comes from expense for national and local
advertising.
Joe Rowan was frustrated to learn that such a large percentage of the price of a car
came from advertising expenses. He said to the dealer spokesperson, “If you would stop
advertising so much, I could save money on this car. Heck, I would be willing to spend
my own time and money to do an Internet search and buy consumer books to find a
good car. There’s probably not much difference in this one anyway, you can just say
whatever you want in your ads!” Which criticism of advertising is most disconcerting to
Joe at this moment?
a. Advertising promotes materialism.
b. Advertising creates needs.
c. Advertising is often offensive.
d. Advertising wastes resources.
As noted in the text, Tom Reichert, a professor at the University of Georgia, attempted
to summarize the traditional wisdom in the world of advertising by saying that the use
of sex
a. sells.
b. has its risks but is worth it.
c. requires too much thought and commitment.
d. is desperate and amateurish.
The text explores the concept of consumer behavior from two perspectives, or points of
view. What are they?
a. psychological and social
b. formal and informal
c. cultural and global
d. economic and political
The value of an inquiry/direct response posttest measure is that it is
a. a straightforward measurement of ads designed to generate inquiries.
b. cheaper than other forms of ad testing.
c. versatile enough to be used for many different kinds of ads.
d. available to consumers as they respond to the ad being tested.
After it drew a record-low 9.8 million viewers in 2004, ABC dropped the rights to air
the Miss America pageant. Six years later, in 2010, ABC once again agreed to air the
event after cable network TLC declined to pick up the pageant for a fourth year.
Although ABC decided to pick up the pageant for a second time in the last twelve years,
the terms of the agreement are far more favorable for the large cable network. Similar to
its first stint with the network, the pageant will be shown on Saturday nights
(television’s lowest viewing night of the week). The difference this time comes in the
price ABC had to pay to acquire rights to the event-because of the recent decline in the
event’s popularity, the network had to pay very little, and ultimately deemed the deal to
be a “no-lose” situation.One of the problems the Miss America Pageant has encountered
has been an indifference or sometimes negative response to beauty pageants in general.
Many viewers are critical of the swimsuit competition which awards points for physical
characteristics. The pageant feels this part of the competition is integral to the overall
program and wants to educate the public about why the swimsuit competition is
included and how it contributes to a well-rounded program. To achieve its goals in this
area, the pageant might employ the services of a(n)
a. media buying service.
b. public relations specialist.
c. sales promotion agency.
d. in-house agency.
MidSouth Media Company (MMC) is a media placement firm serving small- and
mid-sized firms in several Midwest and Southern states. It specializes in working with
new businesses, many of which have owners and managers with little advertising media
experience. MMC asks all new clients to complete a brief survey to better determine
their exposure needs and their level of knowledge about media decisions. Some
questions from the latest MMC survey are included below. Please complete the missing
part of each item, based on your study of the chapter.
“Did you have a rough figure in mind concerning your ____, that is, the number of
people or households that you’d like to see exposed to the chosen media at least once
during the campaign?”
a. geographic scope
b. gross impressions
c. reach
d. continuity
Which segment type of consumer specifically offers marketers an important opportunity
to build future business by luring first-time buyers?
a. switcher
b. brand-loyal
c. variety seeker
d. emergent
Scenario 1-4
At Target, a global discount retailer, sales are around $65 billion a year and rising. In
addition, the company employs more than 360,000 people worldwide. Target stores
carry just about every major brand imaginable. In addition, Target carries a number of
its own brands including Market Pantry, Archer Farms, and Up and Up. Each of the
brand labels appears on different products throughout the store-for example, The Archer
Farms label appears on the retailer’s highest quality foods. The Market Pantry label
appears on food items as well, however these items are often sold at a significantly
lower price. The Up and Up label is on a large range of products ranging from paper
products to household cleaning supplies.
In a local newspaper, Target purchases and runs a message that does not refer to any of
the products it carries. Instead, it mentions that employees from each of its national
stores contribute both the store’s resources and their own free time to community
projects such as United Way. This is an example of
a. corporate advertising.
b. a public service announcement.
c. delayed response advertising.
d. a message designed to persuade.
An important thing to remember about the reach of the Internet as an IBP medium is
that
a. its reach varies dramatically, based on ever-changing levels of Internet traffic.
b. only about half of U.S. households have access, so reach is quite limited.
c. its reach seems large, but it doesn’t allow for access to geographically diverse
locations.
d. after TV and radio, no other medium has comparable reach.
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.
This television shoot involves a lot of people and is a complex, collaborative effort.
Though not everybody likes the idea, which person will be in charge of the set?
a. the film director
b. the account executive
c. the chief creative
d. the agency producer
An American automobile company sees that the market share of one model has steadily
declined. It seems that every percentage point drop is matched by a corresponding
percentage point rise in the Japanese-made competition. In an effort to regain market
share, the automobile company decides to promote its American-made heritage. In fact,
every part of its car is manufactured in the United States. The advertising agency for the
company comes up with the slogan “Right here. Right now. Your all-American car.”
The advertising it creates is image oriented, and hopes to produce a delayed
response.After running a MAAMs analysis, the advertising agency discovers that the
made-in-America element is a consideration for consumers-in fact, most know where
the car is made-but it’s a relatively minor consideration compared to other issues. The
task that confronts the advertising agency now is to
a. change the importance weight of the attribute.
b. get the car included in a consideration set.
c. change the evaluative criteria that consumers use.
d. move the car into a limited problem-solving mode for consumers.
Perhaps the least controversial tool deployed recently by direct marketers has been the
unsolicited email message, also called bulk email.
The one point where all the money is spent-and where much money can be saved-is
when you are conducting the evaluation.
A well-known gun manufacturer runs an advertisement in a hunting magazine asking
readers to contact their elected officials and urge them to vote against all gun control
legislation. This is an example of advocacy advertising.
An important guideline for effective event sponsorship is to look for a match or overlap
between the lifestyles of the event attendees and the benefits your product can deliver.
Both clients and agencies can get mired in analyses, objectives, logistics, and other
details. But in the background there is often a voice reminding them that there is only
one rule-advertising must sell.
The Children’s Food and Beverage Advertising Initiative is a voluntary commitment,
signed by many well-known corporations, to stop advertising on children’s television
programs.