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 responses.
The owners of Kelly & Kallihan Funeral Home want their ads to appear alongside the
obituary notices in the newspaper. What kind of space should they buy?
a. run-of-paper
b. preferred position
c. run-of-press
d. full position
A client agrees to launch a new line of flavored mouthwashes by running heavy
advertising for two weeks, followed by no advertising at all for a while, and then
another two-week period of heavy advertising. What kind of media-scheduling strategy
is this?
a. upfront
b. flighting
c. continuity
d. pulsing
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 at the teen-oriented magazine for
more information. She considers this, as she has a cosmetics manufacturer as a client
who may benefit from this type of ad placement.
The media planner talks to her client about this possibility. The client is interested in
placing an ad in the teen magazine, and cites several logical reasons as well as one that
doesn’t make sense (listed below). Which of the following would not be a good reason
for this placement?
a. to reach a narrowly defined audience based on demographic characteristics
b. to take advantage of longer life when readers hold onto their issues
c. to attract readers looking for the latest news stories and the most timely messages
d. to get extremely high-quality color reproduction for illustrations
A mother purchases a Happy Meal box and her son immediately picks up the little toy
that accompanies it. The little boy€s new toy is an example of a
a. self-liquidating premium.
b. sampling technique.
c. free premium.
d. trial offer.
Creating an e-community for a brand capitalizes on the Internet’s ability to
a. provide product informative that cannot be found elsewhere.
b. legitimize brands that claim to be technologically advanced.
c. offer consumers a unique and efficient way to communicate with each other.
d. evolve and change the same ways that strong brands do.
In the “Chicago Shopping” section of the Chicago Tribune website, the following ads
were listed:1) An ad for the last day to save 10 percent on all purchases at Target.com.
Readers are urged to act quickly because the deadline for the deal, which is boldly listed
in red ink, is today. The ad also features a picture of a 40″ LCD television showing the
company’s name and “bullseye” logo on the screen.2) An ad for a pair of basketball
shoes accompanied by a positive endorsement from a satisfied customer. The customer
stated, “I have never had a shoe like this one. I jump higher and run faster, and I am
able to play longer than I ever have in the past.” The ad offers a $15 coupon for use at
participating FootLocker stores.3) An ad encouraging consumers to shop at Adidas
because of its low sale prices. The ad reads, “Adidas brand apparel will increase your
athletic performance. Give yourself the competitive advantage you’ve always wanted
and shop our selection of running, soccer, basketball and golf apparel.”4) An ad listing a
limited time offer for a pair of expensive brand-name jeans. The ad shows a fictional
character being laughed at by an attractive female because of his old, raggedy jeans.
The man being laughed at appears incredibly embarrassed. Marketers want consumers
to feel more accepted in society when they wear this particular pair of jeans.
(ChicagoTribune.com, October 26, 2010)
In ad #3, marketers list a number of product benefits intended to persuade consumers to
buy Adidas products. This is an example of
a. reason-why advertising.
b. social anxiety advertising.
c. transformational advertising.
d. top-of-mind advertising.
Champion Chocolate sells handmade specialty chocolate candies in a Midwest city with
an adult population of 850,000. The entire adult population of the city is considered
Champion Chocolate’s target market.Media planners look at sales and decide to pursue
a media strategy that runs throughout the year but uses heavier scheduling in the two
weeks preceding Valentine’s Day, Easter Sunday, Mother’s Day, Thanksgiving Day, and
Christmas Day. The media classes selected are local television, magazine, and
newspaper.Champion Chocolate selects three specific vehicles to carry its message:
Six spots will run on a local TV news show. The show has a rating of 30.
Eight ads will run in the regional edition of a magazine. The magazine has reach of 10.
Twelve ads will run in the local newspaper. The paper has a reach of 40.
To figure the accurate reachof this media plan over a year, a media planner begins with
gross impressions, and needs to
a. subtract both between-vehicle and within-vehicle duplication.
b. multiply this figure by percent of household reached.
c. add the gross rating points.
d. divide this figure by the number of people in the target market.
When examining advertising in a societal context, it becomes apparent that gender must
be related to at least some differences in consumption. Which of the following has been
found regarding advertising and gender?
a. Advertisers have been reluctant to communicate to men and women in different
ways.
b. Advertisers have no definitive list of such gender differences since the expression of
gender often depends on situational and social circumstances.
c. Advertisers often find gender issues too sensitive and tend to avoid them.
d. Advertising researchers have found obvious differences and they pose no problems in
creating effective ads for both men and women.
The new technology that is now transmitting television programs and ads on websites,
digital tablets, and smartphones is dramatically changing our long-held ideas about TV
viewing. This new category is referred to as
a. “closed-circuit TV.”
b. “narrowcasting.”
c. “channel grazing.”
d. “TV everywhere.”
(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 to connect with
friends and update their location, receives over one million check-ins per week. When
users visit a particular store, their profile is automatically updated and they can share
feelings about favorable experiences (or unfavorable ones). The site now holds
partnerships with over 800 establishments worldwide, and high-profile partnerships
with the Bravo Network and The New York Times have greatly increased the site’s
popularity.
One of Foursquare’s strengths is that it offers a very interactive experience to its users.
Tracking brand interactivity over the Internet can be done in ways that are not possible
for methods of traditional advertising. One way this can be done is the Internet
a. allows advertisers to track how users interact with their brands and learn what
interests current and potential customers.
b. allows users to inform companies as to what sites they have visited and when.
c. is cheaper for companies to operate, so they can spend more money on tracking
software.
d. is regulated by an entity that records every consumers’ habits and search history.
A potential downside of branded entertainment as an IBP tool is the possibility that a
brand or product will become too closely connected to an offering of the entertainment
media.
When consumers act as the final “judge and jury” through their feedback on the quality
of a new idea, they are taking part in
a. a competitive field.
b. a concept test.
c. a direct response
d. a tracking study.
What is a recall test? How is it conducted, and how are its respondents measured and
labeled? What is a recognition test? How is it conducted, and why does it usually
produce a higher percentage of positive answers?
A brand is greatly shaped and impacted by advertising in five important ways. Name at
least three of these ways that advertising influences brand management, and explain
briefly.
One drawback of reason-why ads is that they offer a concrete list of arguments that
consumers may enjoy disputing.
One of your advertising agency’s clients has asked for a description of how an attitude
study is performed on a television commercial in a theater test setting. Describe this
process in general terms. (It is not necessary to describe the measurement scale.) In
your answer, include a summary of the reasons why you would do such a test and the
advantages and disadvantages of this method of pretesting ads.
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.
Think about a product that you have used in the past week. Using this as an example,
explain the differences between segmenting, targeting, and positioning in the STP
approach to marketing.
The people enrolled by manufacturers to bring their brands into their conversations and
share interesting or exciting information about them with their social networks are
called controllers.
In past decades, advertisers realized that they could tell social class based on what
people consumed and how they consumed, and vise versa, and this belief has remained
an unchallenged foundation of marketing and promotion.