What is integrated marketing communication (IMC)? Discuss the differences between
integrated marketing communication and integrated brand promotion (IBP).
List and describe the four methods of agency compensation.
The advertising used by social organizations has a fundamentally different purpose
compared to the advertising carried out by major multinational corporations.
a. True
b. False
In the late 1960s, explain how advertising had changed in meaningful ways.
Advertising has never been able to point out or activate a need state, but it has been able
to provide information on how to alleviate the discomfort of an existing unfulfilled
need.
a. True
b. False
An internal search for information is never sufficient and requires an external search for
consumers to find what they want.
a. True
b. False
Shortly after Juan bought a Ford truck, he began to doubt his purchasing decision and
nervously questioned himself on whether the Toyota or Chevy trucks were better deals.
He started wondering if he made the right purchase. The process Juan is experiencing is
called an internal search.
a. True
b. False
An individual would tend to have higher involvement in a purchase of an item if it is of
a lower price.
a. True
b. False
While purchases based on brand loyalty are merely consumption simplifiers, purchases
based on habit are the result of a strong commitment to a brand.
a. True
b. False
Experience and involvement are both low in the extended problem solving decision
making mode.
a. True
b. False
Discuss why the role of personal selling is a critical one in the direct marketing tool kit,
and briefly explain the three types of personal selling.
Scenario 7-1
Scheduled to be released in the first quarter of 2011, Nintendo’s portable 3DS gaming
system will likely revolutionize the video game industry. The 3DS is the newest in a
long line of portable gaming systems made by Nintendo, but will now boast a number
of new featuresincluding 3dimensional technology that does not require the use of any
special viewing goggles or glasses. The new system will also allow consumers to play
classic games from older generations of Nintendo products, watch 3D movies, and
create fictional “Mii” characters that were made famous by Nintendo’s Wii. Nintendo
hopes its new gaming system will once again put Nintendo at the top of the video game
industry, having lost some of its market share to Sony and Microsoft in recent years.
Before the 3DS was released, Nintendo created a series of television commercials and
print ads to promote the product. The ads are shown to a group of study participants,
and then the participants are asked to express how they felt about the advertisement.
This is an example of a:
a. survey.
b. recall test.
c. communication test.
d. recognition test.
Which of the following are the five standard techniques used in preparing body copy?
a. Celebrity, narrative, slogan, straight-line, and teaser
b. Social, multicultural, response, evaluative, and dialogue
c. Straight-line, dialogue, testimonial, narrative, and direct response
d. Testimonial, narrative, evaluative, developmental, and thumbnail
Scenario 13-1
Crystal, 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-old girls. It invites media buyers to contact the sales department of the
magazine for more information. She considers the ad as she has a cosmetics
manufacturer as a client who may benefit from this type of ad placement.
Crystal is trying to decide whether to run ads in the teen magazine or in special sections
of newspapers attempting to target young people. What disadvantage of newspapers
would prompt her to consider the teen magazine?
a. Their lack of timeliness and credibility
b. Their high absolute cost
c. Their high pass-along readership
d. Their limited ability to segment target audiences
Which of the following best describes the social meaning approach?
a. It focuses on using beliefs and rituals to subconsciously manipulate people into
buying something they don’t need.
b. It centers around viewing consumers solely as information processors.
c. It involves knowing how to connect with human beings with reference to their
consumption practices.
d. It refers to connecting with people by using ads as mere socially isolated attempts to
influence their attitudes.
Scenario 14-2
You open up your laptop to begin writing a term paper for your English literature class.
You do a quick Google search on a few key phrases involving Shakespeare, Dickens,
and Hemingway. But before you go further, you play a few video games, check your
email, visit a couple of music websites, take a cyber tour of a new sports stadium, go to
a coupon site, solve a murder mystery, go back to Google to check out a big name in the
news, submit a slogan for a new local restaurant, and read a couple editorials on a
magazine site. Then, you figure it’s time to get
down to work.
The site where you solved a murder mystery is sponsored by a company that specializes
in publishing mystery novels. Part of the site is devoted to a full catalog that lists the
company’s titles currently in print, and other parts offer interactive activities, musings
of well-known writers, and games involving mysteries to solve. This site is using
_____to promote its novels.
a. app ads
b. big data
c. search engine optimization
d. advergaming
Scenario4-2
Purple Inc. had recently been sued for the following reasons. The CEO had stated in a
radio broadcast that Purple Inc’s sunglasses were better than its rivals and that its
competitors glasses was nothing but a fake piece of plastic. It had also published an
article stating that its competitors glasses were fake and wouldn’t be good for the
customer’s dog, let alone a human.
Purple Inc. published an advertisement stating that its competitor’s glasses were fake
and would not be good for the customer’s dog, let alone a human. This is an example of
______.
a. libel
b. accommodation
c. puffery
d. appropriation
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.
a. True
b. False
The Internet has now made it possible for companies to be hypocritical about
environmental issues and hide their true motives.
a. True
b. False
Scenario 9-1
The Xcellent Agency specializes in developing advertising campaigns for smaller retail
clients. Xcellent was hired by Shadowleaf Shoes, a small regional chain of six shoe
stores, to develop a slogan and specific ads to be used in a three-month newspaper
campaign. Shadowleaf’s marketing director, Manuel Margolis, was adamant while
meeting with Xcellent’s account executive, Kia Chin, that the campaign must be catchy
and modern to appeal to a target audience that has an active lifestyle and is between the
ages of 18 and 35. More importantly, Margolis wanted the slogan to be memorable and
unique.
Kia Chin, representing Xcellent, developed a campaign and presented it to Margolis,
based on the slogan, “Do What You Do in a Shadowleaf Shoe.” Visuals included men’s
legsdifferent sizes, skin colors, etc.walking, jogging, dancing, and otherwise moving in
every type of Shadowleaf shoes. She felt that this campaign would target young male
consumers, but would also get the attention of others regarding its comfortable shoes
and would raise awareness of the Shadowleaf brand. After running the ads, the Xcellent
Agency won an advertising effectiveness award. It seemed that the surprising and
appealing visuals gave the slogan unexpectedly positive social meaning for people of
all ages, not just men aged 18 to 35.
The Xcellent account manager, Kia Chin, explains to Margolis how they developed the
slogan. “Before you can be believed, you have to be liked,” she says. “And what could
be better than a new pair of shoes? Remember when you were little and you got a new
pair of shoes? And when you learned to lace them up? No matter what their age,
everybody likes putting on a new pair of shoes, right?” This creative description for the
Shadowleaf slogan could have been drawn from which core characteristic of creative
people?
a. Childlike thinking
b. Obsessive commitment
c. Self-confidence
d. Conventional attitude
Scenario 15-5
Starting in late 2010, shoppers at a number of Bloom supermarkets will be able to
watch commercials on small notebooksized monitors as they stroll through the aisles.
The devices, or 3GTV’s as creator Automated Media Services calls them, will advertise
products nearby ranging from macaroni noodles to peanut butter. The mini- televisions
are part of a pilot program in nine of the grocer’s locations in Maryland and Virginia to
test the effectiveness of commercials at the Point-Of-Purchase. Advertisers who are
growing increasingly frustrated by TiVo and DirectTV’s fast-forwarding capabilities,
will be able to pitch consumers at what Automated believes is the most crucial point in
the sale process. The new technology could help grocery stores such as Bloom save
money on circulars, but the transition will likely not come without conflict. Before the
first 3GTV was even activated, one coalition group argued that the system would
undercut parental authority by causing children to lobby for the product being
advertised.
(Danielle Douglas, “Bloom to Try Out InStore TV Advertising System.”
WashingtonPost, November 1, 2010.)
If ClipTrick wanted to install a permanant-promotion display. The display would have
to be used for more than:
a. six months.
b. eight months.
c. one year.
d. two year.
Scenario 18-5
An old adage states that all publicity is good publicity. However, Professors Jonah
Berger of the Wharton School, and Alan Sorensen and Scott Rasmussen of Stanford
found that there is such a thing as bad publicity. The colleagues studied the relationship
between bad publicity and its impact on music albums, books, and movies. In 2010,
they published their findings in a journal called Marketing Science.After studying cases
involving the late Michael Jackson, Russell Crowe, and various authors; the colleagues
concluded that negative publicity can increase product sales. Michael Jackson sold
more albums after receiving negative media attention, and films starring Russell Crowe
received higher rankings following an incident in which he allegedly threw a cell phone
at a hotel employee. These high-profile stars actually thrived after receiving substantial
amounts of negative publicity. However, in many low profile cases, negative publicity
hurt sales and product reception. The three colleagues conducted an analysis of The
New York Times“reviews and book sales, and found that negative reviews hurt sales of
books by well-established authors, but helped sales of books by relatively unknown
authors. After conducting the study, the authors found that conventional wisdom is
wrong: not all publicity is good publicity. But they did show that negative publicity can
sometimes be positive; it all depends on existing-product awareness.
(Ned Smith, “Can Bad Buzz Be Good?” BusinessNewsDaily, November 1, 2010)
Although it is sometimes unavoidable, one way to prevent negative publicity is to
develop a public relations strategy that focuses on opportunities to accomplish
something positive.
a. reactive
b. damage-control
c. proactive
d. situational
____ is the ability to consider and hold together seemingly inconsistent elements and
forces, making a new connection.
a. Reason
b. Creativity
c. Motivation
d. Synergy
The ___ outlines the responsibilities and social impact advertising can have and
promotes high ethical standards of honesty and decency. It is also considered the most
widely recognized industry standard.
a. advertising substantiation program
b. 4As Creative Code
c. Federal Communications Commission
d. Code Authority of the NAB
A manufacturer of protein powders and protein bars sponsors a grand slam tennis
tournament for the first time. When it evaluates this move, it discovers that the cost per
brand name exposure is much higher than it would have been by running its standard
advertising. Why was the sponsorship still beneficial for the manufacturer?
a. It was one of the multiple sponsorships it takes in order to yield results.
b. Traditional advertising cannot get the amount of exposure that event sponsorship can.
c. The methods used to calculate cost per brand name exposure are too subjective to be
accurate.
d. Sponsorships provide a unique opportunity to foster brand loyalty.
Repetition is a tried-and-true way of:
a. posing one or more logical arguments to an engaged consumer.
b. gaining easier retrieval of brand names from consumer’s memory.
c. demonstrating a brand’s ability to satisfy consumers by comparing its features to
those of competitive brands.
d. leveraging the propensity for humans to distort information in the favor of liked
brands without knowing they are doing so.
A(n) _____is often known as the advertising department in a firm.
a. creative boutique
b. full-service agency
c. interactive agency
d. in-house agency
Scenario5-4
Torque, a car manufacturer, aims to make its slogan “Burn Rubber” known to every
individual in a way that they immediately associate it with the firm. The company has
created a social media page where almost a thousand fans have registered. However,
there are two competitors who advertise the same features as those of Torque’s cars. The
firm has a large number of customers who think it manufactures the best cars and there
is no other manufacturer better than Torque.
Torque has a large number of people who think that they have the best cars in the
industry. They think of them whenever they need to buy a car. This is an example of
______.
a. brand loyalty
b. cognitive dissonance
c. variety seeking
d. stratification
An expert testimonial ad for a brand of mouthwash would be most likely to use ____as
the main spokesperson in the ad.
a. a child
b. a dentist
c. a popular cartoon character
d. a famous sportsperson
Critics of advertising argue that advertising creates a tendency of conformity and
status-seeking behavior.
a. True
b. False
While grocery shopping, Kate picks up the “Krispys” cereal instead of the usual cereal
that she buys every day. This is an example of variety seeking.
a. True
b. False
Which of the following advertisement tools would be best suited for a regional
application?
a. Podcasts
b. Internet advertisements
c. Television advertisements
d. Coupons and samples
Events, product placements, and branded entertainment offer the advertiser some of the
best opportunities for integrated brand promotion.
a. True
b. False
Radio and satellite are examples of broadcast media.
a. True
b. False
If an advertisement placed on the hit network television program American Idol is
watched at least once by 10 percent of the advertiser’s target audience, then the ____is
said to be 10 percent.
a. reach
b. frequency
c. scope
d. class
Scenario 10-3
Advertisers have a wide choice of objectives and methods when creating an ad for a
product, no matter what the product category is. For example, both Taylor and Yamaha
sell guitars. Both have created ads that have been recognized by the advertising industry
as outstanding creative efforts. However, they have chosen different ways to use
magazine advertising to sell guitars.
A representative advertisement for Taylor features a photograph of a beautiful, lush,
fog-shrouded green forest. The headline reads, “If a tree falls in the forest and you’re not
there to hear it, does it make a sound? Yes, it just might take 7 or 8 years.” The copy is
three sentences long and talks about the time and attention that Taylor takes in making
quality guitars. Only the top couple inches of a guitar featuring the Taylor logo is
shown. While the ad could be classified as exemplifying a number of approaches to
meeting message objectives, it most closely fits the description of the USP method by
linking a key attribute (quality) to the brand name (Taylor).
The main visual in an ad for the Yamaha Pacifica is a bold shot of the guitar. The
headline reads, “To survive, you need four things: Food. Sex. Shelter. Guitars. Make
that two things.” This ad also features characteristics of several approaches to meeting
message objectives. However, the headline seems to define it as using the humor
method to persuade consumers to prefer the brand.
Which of the following is an accurate description of the objective that the Yamaha ad
was trying to achieve?
a. As a humor ad, the Yamaha ad was trying to invoke a direct response.
b. As a feel-good ad, the Yamaha ad was trying to create social meaning.
c. As a feel-good ad, the Yamaha ad was trying to transform a consumption experience.
d. As a humor ad, the Yamaha ad was trying to create a pleasant association with the
brand.
Sarah’s phone rings one evening at dinnertime. A man says he’s calling from a
nationwide magazine subscription service; and wants to know about Sarah’s hobbies
and interests, and her reading preferences. He proceeds to tell Sarah about a special deal
if she orders three magazines. This type of telemarketing will most likely:
a. provide no 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 cost-effective manner.
Experts suggest that the number of words on a billboard copy should not exceed _____.
a. fifteen
b. ten
c. six
d. three
The marketing mix involves four areas of responsibilityconceiving, pricing, promoting,
and distributinginvolved in the promotion of goods, services, or ideas.
a. True
b. False
The most important function in the first few seconds of a television commercial is to:
a. stress the audiothen the viewer will follow up with the visual.
b. get the name outso the viewer can establish recall at the outset.
c. establish the benefitotherwise the viewer will quickly lose interest.
d. get attentiongrab the viewer immediately or the spot will probably fail.
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.
Based on the figures provided, what is the CPM of a single-page, full-color
advertisement in American Life‘s national edition?
a. $ 10.99
b. $ 45.19
c. $ 32.06
d. $ 90.98
The simplest example of Web 2.0 is when consumers log on to the Internet and visit
sites they choose to visit for either information or shopping.
a. True
b. False
Which of the following sports would best provide an advertiser with brand-building
opportunities in terms of global exposure?
a. Basket ball
b. Cricket
c. Soccer
d. Hockey
CloudNine, an advertisement agency, charged Sparkles Inc. $50,000 at the rate of
$5,000 an hour for the ten hours it spent designing an advertisement for the firm’s new
product launch ad. Which of the following systems of compensation did CloudNine
utilize?
a. A fee system
b. A commission system
c. A markup charge system
d. A pay-for-results system
Market research indicates that among people who watch movies, the people that are
most likely to notice product placements, and most willing to try these products are:
a. under 25 years old.
b. over 45 years old.
c. over 60 years old.
d. between 60 and 70 years old.
Which digital advertising tools can an advertiser use to make his home page as popular
as possible?
What are the three broad areas of advertising that are affected by the Federal
Regulation? Briefly identify and explain each.
There are six main objectives of public relations efforts. List any three and give an
example by identifying a company that sells a product or service that you purchase.
What is meant by the term Madison & Vine? Describe the source of this term and the
nature of this phenomenon in the world of advertising.
Describe the Chaos Scenario? How does it relate to today’s advertising efforts?
When should a marketer use secondary data? What are the advantages of using such
data and what cautions should be taken? Name and briefly describe the four broad areas
that offer secondary data used by today’s marketers.
What are the four types of rulings that the FTC might enact in response to claims of
unfairness or deception in an advertisement? Name and briefly define them, beginning
with the most lenient and moving on to the strongest response.
How is the concept of message wight associated with gross impressions? Why are
media planners interested in the message weight of a media plan?
How and why does anxiety work to sell things? List at least five goods that are likely to
be promoted using ads that attempt to change behavior by inducing anxiety, including
both generalized anxiety as well as social anxiety. Also, list at least five services that
might be promoted using anxiety tactics.
Describe how ads transmit meaning.
You are selling advertising space for a local radio station. However, many of your
potential advertisers use television extensively because of its creative opportunities.
What advantages would your radio station offer potential advertisers that television
advertising cannot match?
Describe the objectives and features of influencer marketing. Define, at least, three
types that are in use today.
How did the advertising industry of the 1920s undergo major changes as it evolved into
the very different industry of the 1930s? Describe the change in consumer perception
that occurred and the reasons for these social shifts.
What medium of advertising expanded and evolved during the Great Depression?
Describe its role during the 1930s.
What is account planning? In what three ways does it differ from traditional advertising
research?
Discuss the nature and use of product placement. Explain, with examples, which forms
of media do today’s advertisers specifically use for product placement.
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.
