In the late 1880s, a few companies began putting names and labels on previously
unmarked products, and branding began.
a. True
b. False
Newsletters can be distributed to important constituents in a community, such as
government officials or the chamber of commerce.
a. True
b. False
Compared to a proactive strategy, a reactive strategy is more difficult for public
relations staff to organize and prepare because it:
a. cannot implement input suggested by the staff.
b. is triggered by events that are unpredictable.
c. must identify the content, rationale, and vehicles related to the overall message.
d. it does not involve a public relations audit.
Who added to the fear and hysteria over advertising in the 1950s?
a. Bruce Barton and his book called The Man Nobody Knows
b. Helen Resor and James Webb Young from the J. Walter Thompson advertising
agency
c. James Vicary’s false claim about the effect of subliminal messages
d. Heads of advertising agencies, Leo Burnett and David Ogilvy
If a doctor ordered a prescription drug as well as Tylenol for a patient, a sense of
authenticity would be demonstrated regarding this product placement.
a. True
b. False
Brad and his wife, Carla are watching a commercial that they”ve never seen before.
Brad thinks that the ad is humorous. However, Carla finds the ad monotonous and
uninteresting. This example illustrates that:
a. ads are interpreted differently based on a person’s experiences and beliefs.
b. what a message means to any given consumer is a function an isolated solitary
thinker.
c. the ad is communicated effectively to its target audience.
d. the ad contains the same meaning for all audience members.
Scenario6-3
Keds has been trying to turn around a long-term slide in its shoe business. For years, it
had depended on its image as the women’s no-frills summer shoe to keep sales moving.
But over time, competition from Sam & Libby and Easy Spirit brands have been
nipping at the heels of Keds. As part of its effort to revitalize the brand several years
ago, Keds’s advertising agency developed a campaign that focuses on the warm, close
relationships between mothers and daughters. According to an issue of
Brandweek magazine at the time, “The new ads really go for the heart.” Copy on the
first ad included the mother saying, “She was my first, I could never tell her how to
dress,” with the daughter saying, “She made me feel pretty even when I had braces.”
The copy for this campaign features moms and daughters commenting on their close
relationships, and Brandweek magazine said that the new Keds ads “really go for the
heart.” This points to the campaign’s focus on
a. identifying emotional benefits.
b. delivering its promise.
c. targeting nonusers.
d. using VALS data.
A young mother consistently buys Oreos for a special treat, which her kids love.
However, every now and then, she buys Salerno Butter Cookies or Keebler Animal
Crackers, for a change in taste. Which mode of consumer decision making does this
demonstrate?
a. Clutter
b. Variety seeking
c. Cognitive dissonance
d. Stratification
Public relations manages corporate communications and helps image management in
times of noncrisis.
a. True
b. False
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
In the 17th century, printed advertisements were published in the newsbooks.
a. True
b. False
Web ads in digital and social media are intended to drive traffic off of the site where the
digital ad is run.
a. True
b. False
The new era of branded entertainment involves developing new, creative forms of
entertainment as a means to feature brands and connect with customers.
a. True
b. False
Scenario 11-4
You are a production assistant working on a thirty-second television spot for Happy
Heart Hound, an all-natural gourmet dog food for puppies. The client wants to
emphasize the healthful ingredients as well as the “happy and fun-loving” nature of the
product.
The production team is ready to show the client shots from the unfinished project to
give an idea of what the commercial will look like. These shots do not include
transitions, special effects, or audio; but are merely selections from the first step in
postproduction. These excerpts are from the:
a. director’s rough cut.
b. digital editing.
c. audio edit.
d. master copy.
Scenario6-2
Sunshine Meals Inc. is a company that sells breakfast foods such as cereals, pancake
mixes, etc. The company conducts a study to segment its consumers.
It finds that segment A consists of a small group of individuals who purchase four boxes
of the brand’s cereal every week. The average user consumes one box every week. It
targets segment A by providing them with samples of other Sunshine products with the
purchase of one box.
Segment B consists of a large number of college students and individuals who have
recently begun living on their own, and require readymade mixes as their breakfast
solution. It targets these consumers by providing more variety with pancakes and waffle
mixes.
Segment C consists of consumers who are not consistent buyers and targeting these
consumers could prove a loss for the company.
If Sunshine Meals Inc. begins producing a range of sugar free marmalades to target a
small segment of health conscious consumers who would be willing to pay a premium
price for products appropriate for their diets, this would be an example of
a. niche marketing
b. geographic segmentation
c. point-of-entry marketing
d. geodemographic segmentation
Scenario 18-3
For some years now, enterprising individuals have gotten their own ideas, forums, and
entertainment programs out in front of the public with no help from big tech firms,
media conglomerates, or ad agencies. They simply posted their creations on the
Internet. It began with blogs, moved to podcasts, expanded to social networks, moved
on to YouTube videos, and transferred to Twitter. Audience members can download
these technological tidbitstext, visual, and audio formatsto their laptops as well as to
cell phones, Blackberries, iPods, iPads, and every other mobile gadget that hits the
market. Eventually, public relations companies started getting into the act.
A medium-sized, family-owned organic farm in California packages its fresh produce
and distributes it to grocers around the country. It is now rumored to be part of an E.
Coli outbreak that is destroying spinach in nearby farms. This is absolutely false, so the
family acts fast by clarifying the situation through Twitter releases, blog responses, and
announcements on its home page. This kind of activity focuses on problems to be
solved rather than opportunities to be considered, and requires that a company take
defensive measures. Which of the following measures would it take?
a. Reactive public relations strategy
b. Lobbying campaign
c. Corporate image marketing
d. Proactive public relations strategy
If you choose to block the websites that track your online activity, you will actually
reduce the number of relevant advertisements targeted toward you.
a. True
b. False
Trade resellers of consumer products and services are the most prominent users of
advertising and promotion.
a. True
b. False
Which of the following is accurate concerning event sponsorship today?
a. Due to the economic recession, event spending worldwide has decreased.
b. Sports sponsorship events no longer draws the biggest share of advertisement funds.
c. An emerging trend in event sponsorship is to offer face-to-face encounters between
consumers and the brand.
d. North American companies have begun spending, in order to grow again, after a long
period of inertia.
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.
The partnership between P&G and Walmart to create family-oriented movies is a
perfect example of:
a. e-business.
b. consumer empowerment.
c. interactive media.
d. branded entertainment.
Tina is playing Candy Crush on Facebook. All of a sudden, she gets a message saying
that if she watches an ad, she can earn an extra life. This is an example of a(n)_____ .
a. pop-up ad
b. sponsored story
c. app ad
d. post ad
Scenario 16-1
MakeWaves is a promotional company with a website that offers the opportunity to
sponsor a yacht in Grand Prix yacht racing. Commercial sponsors of the WaveRunner
yacht can buy space for logos and graphics on the WaveRunner‘s sails, hulls, crew
member’s uniforms, and trailers. For enough sponsorship money, the WaveRunner will
even change its name to better fit the sponsor. The WaveRunner is scheduled to compete
in five Grand Prix yacht-racing events every year. MakeWaves claims on its website
that sponsoring the WaveRunner in a race could result in millions of impressions in
sailing magazines and newspapers as well as on broadcast media, and offers specific
calculations to those who inquire.
Any company that hears about the WaveRunner and decides on sponsorship for the first
time will be in good company. Specifically, it will be following in the footsteps of one
of the world’s foremost oldschool advertisers that despite bankruptcy and realignment
remains aggressive in event sponsorship, often involving its vehicles. Which of the
following company’s is being spoken about?
a. Volkswagen
b. Hyundai
c. General Motors
d. Jeep
Nature Fresh, a local grocery store chain, has decided to run a series of advertisements.
For this to be considered as an advertising campaign, Nature Fresh’s ads must:
a. focus on store products rather than store services.
b. target a mass audience.
c. appear in print media.
d. be unpaid communication.
A firm that manufactures a device that alleviates sleep apnea, produces a television
commercial that delivers facts about the product. Therefore, the objective of the ad is
not to persuade the customer because the ad is purely informational.
a. True
b. False
An Internet user wants to move from one website to a related one. She requests for the
new page by clicking on a link, but an ad message flashes in front of her while she
waits for the website to load. This is known as a(n)_____ .
a. interstitial ad
b. display/banner ad
c. post ad
d. widget
Scenario 7-5
The Solutions Group is a combination of companies that help clients better understand
their target markets through creative research approaches. It has learned that many
people have become quite adept at filtering out advertising messages and therefore do
not respond to traditional research instruments such as surveys. The Solutions Group
says that there must be a “research revolution” based on true dialogues with consumers,
not one-way monologues often seen in traditional surveys.
Solutions Group executives may consider trying ____, the popular technique in which
people’s buried thoughts about brands are drawn out by having them define their
feelings creatively with other visual representations.
a. ZMET
b. ISSP
c. AIO
d. ACS
Which of the following is true about the demographic group known as “woopies”?
a. They are identified as free spirits in their 20s and 30s who have yet to commit to
long-term careers, relationships, lifestyles, or even geographic locations.
b. They represent the youngest demographic segment in the U.S.
c. They are identified as consumers over 50 years of age.
d. They consist of pre-teens and early adolescents, who will have great buying power
within a few years.
Scenario 12-4
You scan job advertisements available in Dallas on craigslist.com and find what may be
your dream job. The posting reads, “Entry-level position in media.” You click on it, and
the ad says, “Motivated individual sought to aid in media planning and buying at an
established advertising agency. Must have general knowledge of the media and be
aware of the current challenges media buyers are likely to face. Salary negotiable.” You
email your resume and cover letter to the contact person in the ad, and you receive a
response setting you up for an interview next week.
The interviewer says that the position will involve working with both measured and
unmeasured media. Then she asks what you know about these two types of media. You
should answer by saying:
a. “In the early days of advertising, all media were unmeasured. Currently, however,
only advertising on the Internet is considered unmeasured.”
b. “Measured media include the Internet, television, radio, magazine, newspaper, and
outdoor media. Unmeasured media include everything else, such as events, product
placements, and coupons.”
c. “Measured media includes paid Internet search and retail shelving. Unmeasured
media consists of syndicated and local TV.”
d. “Measured media is directed at households and individuals. Unmeasured media is
directed at businesses and members of trade channels.”
Scenario 12-2
When advertisers consider running ads in American Life magazine, they have the option
of buying geographic and demographic editions as well as the national edition. For
instance, they can choose from editions targeted at professionals and managers,
homeowners, working women, and people aged 50 and older. In addition, they are
offered editions for 8 geographical regions and for the top 20 metropolitan areas.
American Life also offers multiple- page discounts for advertisers buying four or more
consecutive pages in any one edition, as well as other volume discounts.
The basic rate to reach 2,847,600 readers in its national edition with a full-page,
four-color advertisement is $91,300. The basic rate to reach the same number of
2,847,600 nationwide readers with a single-column, black-and-white ad is $31,300.
Each medium under consideration in a media plan must be scrutinized for the efficiency
with which it performs. In other words, an advertiser might select
American Life because it delivers messages to the largest target audiences at the lowest
cost. Which of the following helps measure this?
a. Net volume
b. Price/cost transparency
c. Cost per thousand
d. Net promoter score
Which type of research tries to identify specific cognitive responses that occur during
an individual’s exposure to a specific ad by having the person jot his or her thoughts
down on the spot?
a. Day-after recall
b. Attitude-change study
c. Communication test
d. Thought listing
____is a type of thought process that emphasizes getting rid of any preconceived
notions of what a good or service is currently and replaces it with a process in
which designers partner with users/potential users to actually create from scratch what
the good or service should actually look like.
a. Design thinking
b. Red-hat thinking
c. Systems thinking
d. Convergent thinking
Scenario 18-4
In the summer of 2010, basketball star LeBron James found himself in the middle of a
PR nightmare when he decided to turn his decision regarding his future team into an
hourlong spot on ESPN, which was entitled, “The Decision.” Almost immediately, fans
and critics alike began to express their distaste for the way the multi millionaire handled
the situation. Many fans’ opinions of the star were greatly altered and James’ positive
public image appeared to be shattered. Perhaps, even worse than the damage to his
image, the Lebron James “brand” began to take a hit when his jerseys were pulled from
many stores and websites, and thousands of fans vowed they would never buy James’
line of shoes ever again. Several months later, James began repairing his public image.
James, who endorses Nike products, came out with a controversial commercial that was
believed to evoke sympathy. However, many others felt the commercial mocked the
negative reaction expressed over “The Decision,” and was intended to rebrand the star
as a rebel. Either way, LeBron James has a long way to go before he can re-again his
title as one of the most beloved players in the NBA.
LeBron James was widely criticized for his decision because he refused to attend a
traditional press conference. Press conferences are often a good way to announce
important decisions, scientific breakthroughs, and new product details because they:
a. offer a chance to see that an organization is dedicated to supporting its community.
b. use a news format to present salient information.
c. offer a single journalist exclusive rights to the information.
d. ensure that a company gets the appropriate amount of publicity following their
announcement.