A regional office supply store wants to understand and serve its customers better and
compete with nationwide giants. It is looking for the most effective way to encourage
repeat visits and build long-term loyalty with its customers. Which of the following
forms of sales promotion would work best?
a. Mail sampling
b. Self-liquidating premium
c. Rebate
d. Frequency programs
Scenario 17-3
As the number of firms utilizing direct marketing continues to grow, so does the
number of consumers opposed to the methods often described as “intrusive.” To combat
the growing number of opposed consumers, marketers need to find creative new ways
to optimize their direct marketing campaigns. One such outlet that firms are beginning
to experiment with is social media. Executives understand that many consumers view a
company’s Facebook page more often than the company’s home page, so they”ve grown
to realize that setting up some form of an email optin on social media sites is a great
way to build marketing databases. In addition to opt-in sections, social media allows
businesses to interact with consumers, which may make them less inclined to respond
negatively to a company’s direct marketing efforts. By utilizing social media more often
in the future, a number of U.S. companies hope to build stronger and more useful
marketing databases.
Which of the following is an essential application of the marketing database?
a. Keeping close tabs on consumers to ensure their loyalty
b. Reinforcing and recognizing the most frequent customers
c. Degrading and ignoring customers that are not providing consistent business
d. Notifying customers of minute changes to various products and services
In video sharing websites, unregistered users can watch videos already posted to the
site, while registered users are permitted to upload videos and comment on other users’
videos.
a. True
b. False
Which company was highlighted in the text because it interviewed 3,000 consumers
and created five distinct segments that it could then target in different ways,
customizing lifestyle segmentation with a particular focus?
a. Este Lauder
b. Folgers
c. Mobil
d. Pillsbury
Which of the following refers to the term audio wallpaper?
a. The incorrect choice of broadcast media for the message to be delivered
b. The spoken or musical formats commonly used in broadcast ads
c. The use of radio as unobtrusive background or filler
d. The creative plan for TV or radio that lacks any real creative thought
A common objective for many clients is to create, change, or reinforce attitudes.
Sometimes a number of logical, well-written arguments can make a strong case and
ultimately influence attitudes. What method of changing attitudes does this represent?
a. Repeat purchase approach
b. Information-dense approach
c. Brand-switching approach
d. Visual imagery approach
The media plan specifies:
a. the objectives the advertiser intends to accomplish.
b. exactly what strategy is behind the placement of ads.
c. the prediction of profits based on new advertising.
d. the analysis of the market, industry, and competition.
The missionary salesperson is required to handle the hardest part of selling which is
closing the sale.
a. True
b. False
A direct marketer promoting a service industry uses both internal and external lists.
Which of the following is a difference between internal and external lists?
a. Internal lists contain all types of consumer information, whereas external lists consist
of names and addresses.
b. Internal lists help to develop relationships with current customers, whereas external
lists help to attract new customers.
c. Internal lists are drawn from the general population, whereas external lists are drawn
from competitors’ customer lists.
d. Internal lists cannot be enhanced, whereas external lists can be enhanced.
The type of advertising research undertaken before ads are made is known as _____.
a. copy research
b. developmental research
c. results-oriented research
d. single-source research
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.
The client is interested in placing an ad in the teen magazine and cites several reasons
why placing an ad in the magazine would be a good idea. Which of the following is an
incorrect statement and would notbe a good reason for this placement?
a. Magazines have the additional advantage of voluntary exposure to advertising.
b. Magazines are reexamined over a week or a month and have a long life.
c. Magazines are free of ad clutter that other forms of media are subjected to.
d. Magazines offer high-quality color reproduction for illustrations.
The advantages of using online sampling are the ensured generalizability and
representativeness of the data collected.
a. True
b. False
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 one one of your responsibilities at the job will be to gather
details of audience members of every local TV vehicle, so clients can be informed about
the key characteristics of their target markets. Which of the following would you need
to do in order to perform this task?
a. Organize above-the-line promotions for your clients.
b. Use continuous scheduling for your media schedules.
c. Calculate the share of voice of your clients.
d. Contact a single-source tracking service like BehaviorScan.
Overall, recall is easier, because people are shown a stimulus and answer yes or no
about having seen it, whereas recognition is harder, because people have to deliberately
search their memories for concept without any prompting or stimulus.
a. True
b. False
Which of the following is an essential criteria for communication to be considered as an
advertisement?
a. The communication must be noncommercial.
b. It must be a mass-mediated attempt to persuade.
c. The message conveyed must be short.
d. It must involve face-to-face communication.
A fast food company wants to launch a new advertising campaign to boost its sales. In
order to target the right customer base, the company refers to their pages on social
media sites. Through these sites, it collects details of people who could become
prospective customers of the company. Which of the following is the company using to
find prospective customers?
a. Gross impressions
b. Geo-targeting
c. Big Data
d. Message weight
Online resistance is an attitude or behavior of consumers against the digital marketing
movement.
a. True
b. False
Wellknown illustrator Andy Warhol felt strongly that the American ads that had
promoted the nation’s most popular products over the decades were:
a. visual manifestations of a sick society overtaken with consumerism and greed.
b. anti-elitist artworks for the masses depicting ordinary goods used by both rich and
poor.
c. pioneering graphic innovations that visually displayed the power of elitism.
d. flashy images and tasteless visuals that cluttered the cultural landscape.
A shoe retailer uses its marketing database to run a recency, frequency, monetary
analysis on its customers. In this context, frequency refers to the number of times a
customer:
a. was reached with any kind of advertising message.
b. was reached through a direct marketing medium.
c. bought a product from the company.
d. bought a product from a certain product category.
A retailer is trying to target the “precision shopper,” who expects extra value in every
single purchase. Which of the following promotional techniques would best increase the
value of a brand in a customer’s mind?
a. Bill-back allowances
b. Push money
c. Off-invoice allowance
d. Coupons
To be most effective, brands should leverage social media as a digital advertising
opportunity that can target by _____.
a. demographics
b. consumer lifestyle
c. geographic locations
d. consumer age
On a cost-per-thousand (CPM) basis, the process of running Web ads:
a. is virtually nonexistent because there is no charge for most ads.
b. is much less expensive than ads placed in traditional media.
c. compares favorably with ads placed in traditional media.
d. becomes a great deal more expensive than ads placed in traditional media.
The ____ services department of an advertising agency typically includes the
company’s art directors, illustrators, and copywriters.
a. creative
b. media buying
c. marketing
d. administrative
Scenario 12-1
Appleberry Farms Organic Jam has been the number one jam in the jam and jelly
category for several years. Although still a number two in this category, Blackberry
Valley Organic Jam is gaining a strong foothold. Appleberry had $39,466,000 in sales
last year, while Blackberry had only $16,301,000, but that was 11 percent higher than
its 2008 sales.
Organic jams and jellies are important to marketers because they appeal to
health-conscious consumers and have a fresh taste that many consider superior to
traditional fruit spreads.
Appleberry Farm has been put on notice. Blackberry Valley Jam’s move up came
despite lower ad spending than Appleberry Farm Jam. The Blackberry brand spent
about $972,000 in measured media during 2010, compared to $1,553,000 spent by
Appleberry. Blackberry also underwent an aggressive re-launch last year with
reformulated flavors, revamped packaging, new ads, and additional media.
Money spent on advertising jam and jelly products in 2010, by brand:
Appleberry Farm Jam $ 1,553,000
Blackberry Valley Jam $ 972,000
total for product category $ 3,714,000
Approximate 2010 Jam and Jelly category sales, by brand:
Appleberry Farm Jam $ 39,466,000
Blackberry Valley Jam $ 16,301,000
total for product category $ 81,732,000
A new line of Blackberry Valley jams is being launched. Its agency’s media planner
calls two consumer research companiesMediamark Consumer Research and
BehaviorScan and asks for data before placing ads for the new products. Mediamark
Research and Information Resources will be furnishing information on:
a. the environmental laws that the company needs to follow in order to produce the jam
in a sustainable way.
b. the brand preferences, purchasing habits, and purchase size of customers.
c. the additional features that the company’s products have in comparison with products
of their competitors.
d. the different ways in which production processes can be made more efficient.
When an agency acts as a general contractor and hires external sources that act as
subcontractors, it tends to simplify the coordination of marketing efforts.
a. True
b. False
Scenario 7-6
Wood Carver Cabinet Makers recently developed a line of kitchen cabinets designed for
new custom homes and kitchen remodeling jobs. The line of cabinets is to be called
“Signature Hardwoods” and a new magazine advertising campaign is being tested. Each
of the ads that is being tested has a photograph of a woodworker handcrafting some part
of the cabinet. In addition, his or her signature is shown at the bottom of the page as an
indicator that the cabinets are carefully hand made.
Wood Carver recruited a group of consumers who were thinking about remodeling their
kitchens and asked them a series of questions about selecting brands for their new
cabinets. Later, Wood Carver showed the consumers several of its magazine ads, after
which they were asked several questions to measure their opinions towards the Wood
Carver Cabinet products. What type of study did Wood Carver conduct?
a. Attitude change
b. Split-transmission
c. Thought listing
d. Physiological
An important issue propelling the search for new ways to reach consumers is the:
a. growing popularity of video games and consoles.
b. difficulty in coordinating large IBP campaigns.
c. erosion in effectiveness of traditional broadcast media.
d. attractiveness of digital media campaigns.
A public relations audit is conducted after a public relations plan is formulated.
a. True
b. False
Climate, topography, community size, and national region have been found to make
dramatic differences in consumption, including habits involving eating and food
preparation, entertainment, and recreation.This is the basis of ______ segmentation.
a. psychographic
b. commitment-level-based
c. geographic
d. demographic
In the mid-1800s, advertising was done through_____.
a. radio broadcasts
b. dailies
c. infomercials
d. magazines
Scenario 13-3
You are a media planner at a large advertising agency in Chicago. You are currently
assigned five accountsa 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
retailer, a quick grits hot breakfast cereal sold nationwide but with the 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 orange juice retailer believes that the appeal of its product cuts across just about
every demographic, geographic, and psychographic segment. Thus, one objective for
your media plan would be to achieve the widest reach possible. This would suggest the
use of:
a. television.
b. magazines.
c. periodicals.
d. newsbooks.
A subhead is normally in print smaller than the headline but larger than the body copy.
a. True
b. False