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
A canned soup manufacturer and its agency are nailing down the responsibilities of
each side as they begin their planning effort. In a nutshell, the agency will
a. translate goals into strategies and create promotions and finished ads for the product.
b. decide how they should grade themselves.
c. leave it up to the client to decide the advertising plan.
d. determine how long they will have to achieve the agreed on objectives.
Cranola Inc. has newly set up a website where customers can obtain information as well
as buy its products. It notices that people who visit its website are instantly interested in
the products, and 85% of the visitors end up making purchases. However, it also notices
that the number of visitors are very low as they don’t find it on their searches very often.
Which of the following should Crayola include in its IBP campaign to increase its
website’s visibility and traffic?
a. Pop-under ads
b. Interstitial ads
c. Buzz marketing
d. Search engine optimization
Harry’s World is a department store that operates in three different states in the country
of Rhodia. Harry’s World advertises its stores only in these three states. This is an
example of regional advertising.
a. True
b. False
Scenario 11-3
A 30-second TV spot begins with a strip of yellow litmus paper being lowered into a
bottle of household cleaner. Music plays in the background. The words “You Probably
Know This. Litmus Paper Measures Alkalinity” are superimposed on the bottom of the
screen. The litmus paper is removed, and it has turned a dark blue-green color. “You
Probably Know This. The Darker, The Harsher” is then superimposed. A series of cuts
reveals litmus paper being lowered onto different bars of wet soap. In each case, the
strip turns a dark color. The brand name of each bar of soap is superimposed
underneath. Finally, litmus paper is lowered onto a bar of Ivory soap. The paper
remains yellow. Three super impositions appear in succession: “Ivory,” “Ivory is the
mildest,” and “Bar none.”
To make sure that all the words and visuals of this TV spot work together, the creative
team would have begun this campaign by preparing a___ .
a. working script
b. storyboard
c. fact sheet
d. thumbnail
Mia, Simone, Jackson, and Carlos work at the cutting-edge Zanadu Agency. Based on
the common personality traits and professional characteristics of the seven greatest
creative minds of the 20th century, which one probably works in the creative
department?
a. Mia, who is quiet, calm, humble, conforming, and friendly to everyone in the room
b. Simone, who is self-effacing, timid, intelligent, and a great partner to clients
c. Jackson, who is self-confident, alert, unconventional, hard-working, and driven to the
point of obsession
d. Carlos, who is edgy, intense, goal-oriented, logical, and focused on the bottom line
Scenario 9-1
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 while
meeting with Xcellent’s account executive, Kia Chin, that the campaign must be catchy
and modern to appeal to a target audience that has an active lifestyle and is between the
ages of 18 and 35. More importantly, Margolis wanted the slogan to be memorable and
unique.
Kia Chin, representing Xcellent, developed a campaign and presented it to Margolis,
based on the slogan, “Do What You Do in a Shadowleaf Shoe.” Visuals included men’s
legsdifferent sizes, skin colors, etc.walking, jogging, dancing, and otherwise moving in
every type of Shadowleaf shoes. She felt that this campaign would target young male
consumers, but would also get the attention of others regarding its comfortable shoes
and would raise awareness of the Shadowleaf brand. After running the ads, the Xcellent
Agency won an advertising effectiveness award. It seemed that the surprising and
appealing visuals gave the slogan unexpectedly positive social meaning for people of
all ages, not just men aged 18 to 35.
When Manuel Margolis insists on a measuring stick for the creativity of the campaign,
what will the Xcellent Agency tell him, if Kia Chin is smart?
a. “The award alone proves that this ad is loaded with creativity.”
b. “If people like the ad, they”ll buy the product.”
c. “We met the technical standards for this advertising effort.”
d. “Great brands do more than just get attention, they make emotional connections.”
While waiting for his wife to get ready to go out, Marcus picks up one of her interior
design magazines and skims through the pages. Six ads in the magazine are for flooring
and carpeting, but he and his wife don”t need new flooring or carpeting, and he barely
glances at these ads. This is an example of:
a. conversion.
b. limited problem solving.
c. cognitive dissonance.
d. selective attention.
Which of the following is best describes the concept of “consumerism”?
a. It is a relatively recent concept first observed in the 21st century.
b. It involves consumer-oriented promotions such as coupons, premiums, and
sweepstakes.
c. It defines the tactics that individuals and groups use to enact laws, pressure firms, or
target unethical practices regarding goods and services.
d. It refers to the ongoing expansion of contemporary marketing beyond traditional
production of ads and commercials, including e-commerce and behavioral targeting.
Materials that are used in the retail settings to attract shoppers’ attention to a product
convey primary product benefits or highlight pricing information. They are referred to
as Point-of-Purchase advertising.
a. True
b. False
Scenario43
The Lightning Rod is a fishing rod being introduced by Castaway Sports. At a
preliminary meeting with its agency, the president of Castaway Sports mentions that the
rod can improve casting distance for an average individual by more than 20 percent.
The account executive asks if the president has data to support this, and the president
says “Yes.” The agency proceeds to produce a series of television spots featuring a
wellknown sports celebrity using the rod and rating it as excellent. The spots run on
network television and trumpet the improved casting distance that the rod provides. The
slogan of the spots is “Lightning RodThe Finest Rod Ever Cast.” After about a week, a
competitor questions whether the rods really offer the improved performance Castaway
Sports claims, and decides to file a complaint with the FTC.
In the commercial, a sports star is shown in a sailboat on a beautiful lake, sending a
long cast into the water, then listing the excellent features of the Lightning Rod. It
closes with a well-known celebrity happily reeling in a fish. To meet FTC standards for
this type of endorsement, the celebrity must:
a. be considered an expert in the field of sport fishing.
b. share 2 per cent of the expenses involved in the advertisement.
c. actually use the Lightning Rod when fishing on his own.
d. write the statements that he makes in the ad.
Scenario3-4
In 2010, Procter & Gamble, the world’s largest ad spender, teamed up with Walmart and
NBC to create a number of prime-time family movies produced by P&G Productions.
The films were designed to lure consumers to buy P&G products at Walmart using
original family movies and exclusive ad buys. This was not the first time the two major
brands teamed up to push familyoriented entertainmentin the late 1990s, both
companies were launch members of the Association of National Advertisers’ Alliance
for Family Entertainmentthe organization responsible for getting the WB’s
Gilmore Girlson air. The two have each found great success as a result of the movies,
with each seeing an increase both in sales and brand favorability scores. Both
companies have expressed strong interest in continuing their working partnership down
the road, and as long as they continue to encounter favorable results, the relationship
will likely remain a positive one.
During the P.T. Barnum era, life in the United States began to change rapidly.
Consumers began taking pride in their ability to purchase material goods, and
advertising efforts became far more important. This new purchase-oriented attitude is
commonly referred to as:
a. the progressive movement.
b. differentiation.
c. consumer culture.
d. brand entertainment.
Which of the following is true of integrated brand promotion (IBP)?
a. It is a simple process.
b. It uses promotional tools that do not need to be evaluated.
c. It prevents the exposure of a brand.
d. It allow marketers to reach target customers in different ways.
Advertisers responded to the Depression by adopting a tough, no-frills style in their ads.
a. True
b. False
Which of the following is a major factor that gave rise to advertising?
a. The industrial revolution
b. The rise of socialism
c. The reduced importance of branding
d. The rise of social media
Scenario 17-1
If you walk into a Cracker Barrel Old Country Store, you”ll see many items once found
in general stores, like porcelain signs, ceramic jugs, tin boxes, and Coca-Cola trays and
plaques. Since 2004, Coca-Cola Co. has maintained a larger display of unique
Coca-Cola memorabilia at the Cracker Barrel in Nashville, right next to the Opryland
Hotel. Visitors will find a number of rare holiday paintings, prints, and calendars
featuring the familiar Santa Claus figure and a bottle of Coke. In 1931, the company
had commissioned professional illustrator Haddon Sundblom to create illustrations for
its advertising. This resulted in the warm and jolly image of Santa that has endured in
American culture ever since. The soft drink has been served in Cracker Barrel stores for
40 years, so this is a natural connection for both brands. In fact, for its 40th anniversary
in 2009, Cracker Barrel featured Black Cherry Coke in limited-edition glasses bearing
logos of both brands.
(http://www.crackerbarrel.com/about-decor.cfm?doc_id=51. Accessed January 17,
2011.)
(original press release by Jim Taylor, “Rare CocaColaHoliday Artwork on Display at
Cracker Barrel Old Country Store,”
http://www.crackerbarrel.com/mediaroomnewsreleases, November 15, 2004.)
Cracker Barrel stores feature a big fishbowl inviting visitors to leave a business card
and announcing a monthly drawing for free memorabilia from both brands. The prizes
are delivered to the home addresses of those whose cards are drawn. What are Cracker
Barrel and Coca Cola attempting to do with this fishbowl activity?
a. Develop a mailing list
b. Promote brand loyalty
c. Cross-selling
d. Conduct personal selling
Which of the following is true of crowdsourcing?
a. It refers to managing the supply chain system in a way that will most effectively
reach the target markets.
b. It aims at getting consumers more involved with and committed to a brand.
c. It indicates the process of describing the firm’s objectives for the brand in the near
term and long term.
d. It refers to passive, intrusive advertising.
A new animated comedy show, American Family,is being broadcast in Houston. A
potential advertiser wants to know how popular the show is in Houston, as well as
across the U.S. Research indicates that the show is being watched by 16,400,000 people
nationwide. It also indicates that the show is being watched by 759,000 households
each week in Houston’s bigcity market, which has 3,300,000 households with
televisions. What is the program rating for American Family within the Houston
market?
a. 4.3
b. 20
c. 23
d. 46