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Howard Gardner discovered a number of positive traits that the greatest creative minds
of the 20th century shared. But he found that these individuals were not necessarily
a. self-confident.
b. easygoing.
c. hardworking.
d. unconventional.
Overall, computer media-planning models
a. have taken the place of solid planning and sound judgment.
b. now provide standardized reports that are comparable across media categories.
c. lean toward high-end media options that result in costly media buys.
d. assess a wide range of possibilities and save advertisers a lot of money.
What is the difference between advertising specialties and business gifts?
a. Specialties have the sponsor's logo on them, while business gifts do not.
b. Specialties promote brand awareness, while business gifts promote close working
relationships.
c. Specialties are quite expensive, while business gifts are very inexpensive.
d. Specialties are given on a selective basis, while business gifts are distributed to all.
(Scenario 16-2) The HollywoodBranding staff has an idea for a corporate giant in the
household cleaning products industry-a reality show using all of its products in crazy
stunts, timed contests, and obstacle races. But the client hesitates, concerned about
playing it straight with consumers and openly disclosing its role as a paid advertiser and
participant in the show. This concern reflects the ideas of
a. Nielsen's Sponsorship scorecard.
b. Bob Garfield's Chaos scenario.
c. Ralph Nader's Commercial Alert.
d. Advertising Age's guidelines.
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)
In marketing materials created to target fans, the slogan "Two hours of wholesome fun
for all ages" is used to attract ticket-buyers. This philosophy is an example of ____
segmentation.
a. niche
b. demographic
c. geodemographic
d. benefit
(Scenario 14-3) With social media websites such as Facebook and Twitter garnering so
much attention from consumers and businesses alike, it is hard to believe that only 20
percent of small businesses are utilizing the sites to help promote their products and
services. But that figure is precisely what was reported in a 2009 study conducted by
MerchantCircle, a social network for small businesses. Once the survey results were
released in 2010, experts were not surprised to see the percentage of social media users
increase to nearly 50 percent; according to Darren Waddell, vice president of marketing
at MerchantCircle, companies are turning to social media for advertising because it is
relevant and inexpensive way to reach targeted consumers. Rather than pouring large
sums of money into traditional marketing, business owners are starting to find more
creative ways of promoting their brand. One of the more common practices for small
business owners utilizing social media is including URLs on business cards-of all sites,
Facebook (no surprise) was the most common site to make it onto business cards.(Jon
Swartz, "More Small Businesses Use Facebook, Twitter to Promote." USA Today, July
21, 2010.)
One entrepreneur decided to test potential interest in her small start-up venture by
paying an agency to track the number of weekly hits on the company's website.
Initially, the website was receiving thousands of views per day. However, the
entrepreneur soon discovered that many of the hits originated from phony locations, not
search engines such as Google. This unfortunate entrepreneur is apparently a victim of
a. search engine fraud.
b. click fraud.
c. faulty Internet measuring.
d. reckless Web surfing.
You have been appointed director of research for the Rhode Island Runners, a new
minor league baseball team that will make its debut in about six months. There have
been minor league franchises in the area in the past, but due to a lack of fan support
they all have folded. The Runners' upper management is convinced that past failures
were the result of improper marketing of the teams. Therefore, management has
committed a substantial amount of money to developing smart, effective advertising.
Management has put you in charge of an intensive one-year program to guide and track
the advertising.Your team has determined the main benefit that must be communicated
in the advertising-that going to the ballpark is an affordable way to bring families closer
together. Several print ads are in near-finished format. You want to directly measure the
immediate and spontaneous responses of consumers, as ideas and reactions pop into
their heads while viewing the ads and shortly afterwards. In this case, a good technique
to use is
a. physiological measurement.
b. thought listing.
c. copy testing.
d. attitude study.
Your phone rings one evening at dinnertime. A man says he's calling from a nationwide
magazine subscription service and wants to know about your hobbies and interests and
what you like to read. He proceeds to tell you about a special deal if you order three
magazines. This type of telemarketing will most likely act to
a. furnish helpful information about the company.
b. annoy consumers and alienate them from the company.
c. create a favorable image of the company.
d. promote the company in an inexpensive way.
What is the first step in STP marketing, as demonstrated in the Folgers campaign and
explained in detail later in the chapter?
a. market segmentation
b. position strategy
c. benefit positioning
d. target marketing
When fictitious magazines are prepared with prototypes of new ads inserted and the
magazines are then shown to consumers, researchers are trying to measure what is
known as
a. advertising breakthrough.
b. print recognition.
c. content reception.
d. print recall.
A firm is hired to market a high-performance sports car. Three of the elements below
would be featured in its MAAMs analysis, but which one would not be included?
a. attributes and performance characteristics
b. strengths and weaknesses of competing cars
c. importance and prioritization of various criteria in the evaluation
d. suggested concepts for new ads and commercials
A canned soup manufacturer is identifying its own unique characteristics, activities, and
programs that are positive and newsworthy. It is in the process of
a. doing a public relations audit.
b. creating a marketing plan.
c. designing a public relations plan.
d. researching an influencer program.
Scenario 1-6
Gillette M3Power-a MACH3 razor innovation-is a groundbreaking, powered wet
shaving system for men that delivers a totally new shaving experience resulting in
Gillette's best shave ever. M3Power builds on the heritage of MACH3 and combines
Gillette's latest and best razor and blade technologies. M3Power outperforms all other
blades and razors in closeness, comfort and safety during and after the shave. Gillette
M3Power features other innovations beyond power: new blades featuring PowerGlide
¢-an enhanced blade coating for incredible glide and maximum comfort, a moisturizing
Indicator® Lubrastrip¢ and a technologically-advanced handle (www.Gillette.com).
Recently, Gillette Co. direct-mailed users of competing male products, throughout the
United States, a free MACH3Power razor with blades and a coupon offer. In addition, a
series of coordinated advertisements to male consumers were developed to increase
awareness of this product. Gillette said that its goal was to have a market awareness rate
of 70 percent within four months.
Gillette's direct mail advertising campaign is best considered ____ advertising.
a. global
b. international
c. regional
d. national
There is one big difference between a successful and an unsuccessful humor ad-the joke
or payoff in the successful one
a. is funnier.
b. can be run more often.
c. is linked to the product.
d. puts down the competition.
Both advertising and promotion are used to build brands. For which of the two is it
easier to measure effects that estimate contribution to sales, and why?
a. advertising, because memory of ad imagery is simple to measure
b. promotion, because statistical models can isolate the effect of the promotion
c. advertising, because consumer recall of taglines is unusually high
d. promotion, because responses can be specifically identified and tracked
The measurement of Web audience that is easily exaggerated and therefore the least
accurate involves totaling
a. visits.
b. pages.
c. hits.
d. click-throughs.
Sales promotion tools can accomplish several objectives. For example, when a firm
wants to make a push to ____, these tools can reduce the consumer's risk of trying
something new.
a. change the IBP
b. stimulate repeat purchases
c. combat competitors' strategies
d. stimulate trial purchases
In the ever-changing world of digital/interactive media, the next evolution looming on
the horizon is
a. rich streaming podcasting.
b. virtual shopping.
c. website sponsorship.
d. Internet television.
The Folgers team aligned its marketing mix in a design that would represent a particular
identity, showcasing certain themes and values, shaped to gain distinctive approval
from the just-graduated-20-somethings. This demonstrates
a. differentiating.
b. targeting.
c. segmenting.
d. positioning.
The big difference between public relations and advertising is that public relations is
never used to promote specific products or services.
All conventional media"television, radio, newspapers, and magazines"can be used to
deliver direct response advertising.
Industry research indicates that NASCAR fans are unusually loyal to the brands that
sponsor the cars.
Almost 45 percent of Americans now use the World Wide Web.
Demographics are rarely used to describe or profile target segments that have already
been identified as prospects by other variables.
