What is probably the most agonizing task to be done during an advertising effort?
a. setting the objective
b. creating the budget
c. summarizing the campaign
d. writing the copy
Media research services that compile data on demographics and brand purchase
characteristics of consumers, as well as media exposure are called
a. market research bureaus.
b. media-buying services.
c. agencies of record.
d. single-source tracking services.
The term brainstorming can mean many things in today’s workplace, but in general it
can be defined as an
a. agreement on a concept for the good of the team objective.
b. ongoing clash of ideas and decisions that result in chaos.
c. interpersonal conflict by which new ideas emerge.
d. organized approach to generating ideas.
A manufacturer of a new electronic device launches a campaign to create demand for
the entire product category, since it is new to the public. This is known as
a. selective demand stimulation.
b. latent demand stimulation.
c. elastic demand stimulation.
d. primary demand stimulation.
The one key characteristic that all types of _____ share is that their brand preferences
are still under development.
a. variety seekers
b. brand-loyal users
c. heavy users
d. emergent consumers
A(n) _____ is a learned and simplified evaluation of any object, person, or issue, and it
can vary from positive to negative along a continuum.
a. habit
b. attitude
c. value
d. belief
Identifying the activities, interests, and opinions of target audiences to help creatives
produce better advertising is called
a. lifestyle research.
b. embedded description.
c. story construction.
d. normative research.
(Scenario 9-1) 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.”
After an extensive customer research effort, a nationwide real estate company finds that
it needs to adjust its message by region. Apparently, in some markets its personal
customer service is most appreciated, but in other markets its reputation for quick sales
is valued. Due to this discrepancy, if the company is to advertise on network television,
it should inquire about the availability of
a. broadband syndication.
b. smartphone advertising.
c. barter syndication.
d. spot advertising.
What concept is involved when a statement that occurs in print is untrue and damages
the reputation of a person, based on words found in magazine, newspaper, direct mail,
or Internet reports?
a. libel
b. slander
c. stealth sponsorship
d. affirmative disclosure
(Scenario 13-3) You are a media planner at a large advertising agency in Chicago. You
are currently assigned to five accounts-a used car dealer in the northern suburbs of the
city, a guitar/drum retailer on the south side of the city, a nationally distributed orange
juice, a quick grits hot breakfast cereal sold nationwide but with strongest sales in large
Southern cities, and a ski equipment manufacturer. Each account has requested some
type of information from you regarding next year’s media buy.
The marketing director for the instant grits cereal wants to supplement the company’s
national media schedule with extra ads in his strongest markets, large Southern cities.
However, he has a limited budget for this additional advertising, so you need to find the
medium with the greatest potential for a low absolute cost and a low cost-per-contact.
You should recommend
a. cable television.
b. regional editions of magazines.
c. radio.
d. local television.
Personal selling is
a. the face-to-face communications and persuasion process.
b. virtually the only way to close the deal.
c. simpler to conduct than any other marketing functions.
d. the most controversial form of direct marketing.
Many contemporary companies now seek out “connectors” to assist with their public
relations efforts. Connectors can be described as people who
a. enjoy social networking and staying connected through various websites.
b. are paid to go door-to-door to dispense samples and product information.
c. like to share new information or novel ideas with their large social networks.
d. memorize scripted pitches and answers to questions so they can engage consumers in
dialogues.
During tough economic times, many companies rely on memories of “the good old
days” to help advertise their products. Looking for a bit of a jump-start itself, PepsiCo
turned to nostalgia-heavy advertisements late in 2009, which were then carried into
2010. The company introduced “throwback” versions of a number of its soft drinks, and
created an ad campaign that included new logos and a series of commercials intended to
generate feelings of happiness from prior decades. The company had hoped that any
warm, fuzzy feelings about the past would make people feel better about the company’s
present and future.Nearly everyone in advertising understands the powerful role
emotions can play in advertising, but in addition, emotions can
a. be the only tool available when the objective is to persuade the consumer.
b. become a product attribute linked to the brand
c. be an excellent tool for use in repetition, slogans and jingles.
d. never become part of the product.
New ideas and breakthrough solutions often result when there is just enough tension
and just the right clash of ideas, called
a. creative abrasion.
b. interpersonal abrasion.
c. team conflict.
d. cognitive dissonance.
Once considered amateurish and unsophisticated, blogs have begun to gain respect, now
numbering about 133 million, with almost 350 million people around the world visiting
them.
The Coca-Cola advertising campaign aligned with NASCAR created the first-ever live
performance directed at a nationwide audience with improv actors adapting to audience
polls in real time.
Preparing and executing a breakthrough IBP campaign is rarely a people-intensive
business-it usually hinges on the creative work and the business acumen of a few key
individuals.
The intent of corporate advertising is to establish a favorable attitude toward a company
as a whole rather than to focus on product features.
The field of public relations is not restricted by the same types of laws as other business
elements of the promotional and marketing mix.