When marketers are considering cause-related advertising, it should be stressed that this
type of advertising works best when the company involved
a. needs to do damage control.
b. is motivated to create close relationships with consumers.
c. chooses an issue that connects with its business.
d. wants to create a buzz about an exciting product.
One big advantage for advertisers using the Internet as their medium is that
a. it is much less expensive than traditional forms of media.
b. consumers don’t consider commercial messages via Internet to be “ads.”
c. the format is unique and uncluttered because few commercial organizations use it.
d. it is a precise way to target particular markets and narrow segments.
Which of the following is an example of a mash-up?
a. LuckySurf.com, which runs online contests in an attempt to gain loyal visitors
b. Dogpile.com, which combines the results of several search engines at once
c. Yahoo.com, which offers a massive search index containing millions of pages
d. Chicagocrime.org, which provides crime statistics and then pinpoints locations with
GoogleMaps
Scenario 17-2
AmericanProfile is an e-technology company. It allows companies to search and
navigate gigabytes of data, categorize disparate content, and gain secure access to
information regardless of where it resides”all from its Web browser. So,
AmericanProfile can share content across connected servers with partners, suppliers,
customers, and employees to form an e-business content network. And it all happens in
real time.Like many firms, AmericanProfile uses an RFM analysis to identify certain
groups of high-profile customers and analyze their habits across three criteria. This is
why RFM stands for
a. record, format, momentum.
b. recency, frequency, monetary.
c. reach, function, marketing.
d. returns, files, mailings.
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.
“Which media ____, such as television, radio, newspaper, magazine, or Internet, do you
think would best communicate with your potential customers?”
a. plan
b. class
c. vehicle
d. program
Madison State University has a reputation for having a powerful intercollegiate coed
bowling team. Seating in the campus bowling alley only allows for 400 fans to attend
their matches. Long lines for seats have formed in the past, with many fans leaving
disappointed because they could not get a ticket. As a result, the school’s administrators
decided to institute a “priority seating” plan in which fans would be given access to
advance tickets based on the following schedule:
– “Lanemaster Club” – $10,000 annual donation to the bowling program – guaranteed
free box seats to any match (100 seats total)
– “Strike Club” – $1,000 annual donation to the bowling program – guaranteed free
bleacher seats to any match (100 seats total)
– “Kingpin Club” – participants in local recreation bowling leagues – guaranteed
bleacher seats for $10.00 to any match (100 seats total)
– “Alleycat Club” – students who have maintained a 3.9 GPA or better – guaranteed
bleacher seats for $1.00 to any match (100 seats total)
A group of about 30 students who are roommates and friends of the team members –
many are casual bowlers themselves – have attended every match for nearly three years.
These students would best be described as
a. competitive users.
b. emergent consumers.
c. heavy users.
d. variety seekers.
Projective techniques test ads for consumer response with
a. in-depth, one-on-one, open-ended discussions.
b. physiological techniques and brain scans.
c. fragments of pictures or words that need to be completed.
d. demographic profiles of market members.
Most research concerning the contentious environment in the world of advertising
places the ____ in a central position as a focus of the conflict.
a. account executive
b. creative department
c. client
d. agency owner
Shortly after your agency agrees to create a new campaign for a well-known instant
coffee, a creative brief needs to be put together. Why is a creative brief so important?
a. It pulls together initial ideas for copy, visuals, media, and overall concept from
various team members.
b. It acts as the checkbook and the balance sheet to keep expenses on track.
c. It gets the creative team started with a list of suggested ideas from the client.
d. It is produced based on brainstorming by all agency and client staff involved in the
campaign.
SC Johnson & Son produces a wide variety of very popular consumer products such as
Shout®, Windex®, Mr. Muscle®, Ziploc®, Edge®, Glade®, Vanish®, Raid®, OFF!®,
Pledge®, and Scrubbing Bubbles® Bathroom Cleaner. These products are in highly
competitive markets and require substantial investments in consumer promotion to
maintain market share.SC Johnson has decided that additional data are necessary to
determine specific messages that should be directed towards consumers. Which of the
following departments in their ad agency will most likely be responsible for conducting
this work?
a. media services
b. creative services
c. account services
d. marketing research services
A surfboard manufacturer advertises its boards via banner ads on various blogs and
magazine sites featuring extreme sports and water adventures. Its marketing manager
sees that the ads may be working, because one site is getting a very high hit rate. He
also understands that hit rates
a. count the number of users who click on the banner ad, not the site.
b. provide information on user traffic within the site.
c. count visitors to the site.
d. represent the number of elements requested from a given page.
The text points out that the Internet has changed the game in the world of green
marketing in one very specific way. What is it?
a. allowing for “green news” to be disseminated instantly
b. offering tips on creating a “green site”
c. challenging corporations around the world to “go green”
d. exposing businesses that make phony “green claims”
“Consumerism is a pattern of behavior that helps to destroy our environment, personal
financial health, the common good of individuals and human institutions.” This quote is
stated on the home page of a website called Overcoming Consumerism. The quote goes
on to say, “This site details methods that you can use to help defeat consumerism, save
money, work less and lead a more satisfying and environmentally benign life while you
help to restore the economic self-sufficiency of your
community.”(http://www.verdant.net/)
As one navigates from page to page on the site, advertising is often implicated as a
source of the movement toward consumerism. Many of the same criticisms of
advertising found on the site were outlined in the textbook.The writers of Overcoming
Consumerism believe that as consumerism grows and advertising continues to support
it, people will be lured into buying anything and everything. But the text notes that
advertising
a. can only create a primary demand for mature product categories.
b. cannot create a primary demand in mature product categories.
c. points out both the pros and cons of any particular product, so consumers can’t be
“lured” into buying anything.
d. merely informs the consumer and does not try to persuade.
Brush Strokes is an art supply store located in a town with a population of about
100,000 people. The town is also home to a major state university. Brush Strokes gets a
majority of its business from the student population. It has used the services of a local
full-service advertising agency in the past. A great majority of its marketing budget has
gone toward running small advertisements in the local and school newspapers at the
beginning of each term. The advertising agency is now recommending that Brush
Strokes devote a majority of its budget to running television spots during broadcasts of
the university’s football and basketball games. While the owners of Brush Strokes agree
that they could be doing a better job of reaching a larger portion of the student
population, they have not come to any conclusions about the best way to accomplish
this.The owners of Brush Strokes are concerned that their agency may be
recommending television advertising because it would be profitable for the agency. To
protect against this, Brush Strokes wants to switch to an incentive-based compensation
plan. To do so, Brush Strokes suggests that compensation for the agency should be
a. set at a 15 percent commission with no additional charges.
b. changed from a commission system to a fee system.
c. changed to a pay-for-results basis for compensation.
d. based on services plus markup.
What are the three primary methods of promoting brand recall? Name them, and
describe in detail. Give an example of each from familiar ads or commercials. Finally,
explain why brand recall is particularly relevant to the advertising of
“low-involvement” goods and services.
An infomercial involves extended running time of an information or entertainment
program that is, in essence, a really long commercial.
The term event sponsorship refers to the innovative component of a media plan that
involves a company setting up its own events, such as concerts or festivals, to promote
its brand and sell its product.
What does GIGO stand for, and what is meant by this acronym as it pertains to the
world of advertising media? How does it relate to the reality of exposure to ads?
Discuss this problem within the realm of media measurement, and give a common
example related to this issue.
Despite the new types of advertising that have emerged, traditional forms of advertising
are not dead.
Today’s expanding matrix of media options requires attention to detail, creativity, and
strategic thinking if the result is to be a media plan that effectively specifies how the
message will reach the target audience.