An advertiser for a weight-loss product decides to use paid search. This means that it
a. pays websites and portals to place ads in or near certain lists of search results.
b. offers the same content materials a consumer would normally pay for using
traditional media.
c. pays consumers a small amount to have them click on particular websites.
d. promotes itself at the portal or other entry place to the Web.
Which term refers to the mix of advertising and entertainment, the umbrella covering
the increasingly broad spectrum of integrated ads and nontraditional IBP?
a. populist consumption
b. unique selling proposition
c. consumer integration
d. Madison & Vine
Body copy based on the ____ approach delivers a series of statements about a brand,
though this technique is rarely lively and can often result in a dull ad.
a. straight-line
b. direct response
c. narrative
d. dialogue
Which of the following companies would most likely focus on corporate advertising?
a. a kitchen appliance manufacturer
b. a designer shoe producer
c. a small electronics parts manufacturer
d. a family-owned ice cream producer
You are a production assistant working on a 30-second television spot for Happy Heart
Hound, an all-natural gourmet dog food for puppies and young dogs. The client wants
to emphasize the healthful ingredients as well as the “happy and fun-loving” nature of
the product.
The first cut of the ad is attractive, touching, cute, and just humorous enough. When an
audience tests it, most viewers really like the dogs, the visuals, and the music-but they
don’t remember the product. Which creative guideline for television was forgotten?
a. Persuade as well as entertain.
b. Avoid humor whenever possible.
c. Maintain a feeling of continuity.
d. Show the brand.
FoodPro is a manufacturer of innovative versions of traditional small kitchen appliances
like toasters, can openers, and blenders. Because it competes with national giants like
GE and Sunbeam, the firm decides to launch ads designed to get the attention of
shippers, handlers, brokers, and store managers who carry, deliver, distribute, and
display its products. Taken together, the retailers, wholesalers, and distributors targeted
by FoodPro comprise its
a. professional segment.
b. trade channel.
c. marketing mix.
d. target audience.
The success of Prilosec OTC in its sponsorship of the Bunco World Championship
illustrates a company that reached the ideal goal in marketing, that is,
a. having a branded experience.
b. identifying the consumer.
c. building brand loyalty.
d. selling the product.
Scenario 1-1
In 1996, University of Maryland grad Kevin Plank founded Under Armour, a
performance apparel company that now competes with some of the top apparel brands
in the industry. During its first ten years of operations, the company was known
primarily for its sweat-wicking clothing line. In late 2010, however, Under Armour
released its first line of basketball shoes since the company’s inception. Along with the
new product line, says Plank, needs to come a new brand image. “I called our marketing
team and said go through this building and find anything that says we are only an
apparel brand and throw it away.” The company has also pulled all advertisements
carrying the word “apparel,” and will begin exploring new ways to promote the brand.
The company hopes its new efforts will allow the company to be viewed as an overall
“performance” company, which will ultimately enable it to compete with footwear from
powerhouses Nike and Adidas, and will help increase its current 1.1 percent market
share.
Under Armour hopes changing the company’s image from an apparel company to a
“performance” brand will help increase footwear sales. To make consumers aware of
the change, Under Armour designs a number of commercials, print ads, and Internet
advertisements all focusing around the company’s new motto, and immediately begin to
apply them. All of these elements make up a(n)
a. communication process.
b. IBP campaign.
c. advertising campaign.
d. promotional mix.
Jerome was preparing to host a graduation party for his friends and relatives when he
suddenly realized that he did not have a blender to mix certain beverages that he knew
his guests would like. Having never purchased a blender before, Jerome felt that he
needed to shop carefully and enlist in the help of friends for advice. After visiting
several stores and examining numerous models, Jerome settled on a Kitchen-Aid model
that cost nearly $100.Jerome said to a friend, “I don’t know much about buying
blenders. Do you?” This is a pretty clear indication that he
a. needs to start by defining his evaluative criteria.
b. has poor brand attitudes about all brands in the market.
c. holds few beliefs about home products.
d. will need to engage in external search for information.
You are a production assistant working on a 30-second television spot for Happy Heart
Hound, an all-natural gourmet dog food for puppies and young dogs. The client wants
to emphasize the healthful ingredients as well as the “happy and fun-loving” nature of
the product.
An idea had been suggested in an early brainstorming session to start the Happy Heart
Hound commercial with a quick series of adorable, playful puppies wearing
heart-shaped sunglasses. Which guideline for effective television advertising does this
hope to demonstrate?
a. Show the brand.
b. Persuade as well as entertain.
c. Use an attention-getting opening.
d. Emphasize the audio.
Scenario 15-4
General Mills brand breakfast cereals face strong competition in the dry cereal category
from brands like Kellogg’s and Quaker Oats. Still, General Mills brands like Wheaties
and Cheerios maintain a strong share of the market. As a manufacturer, General Mills
knows it must stimulate consumer demand for its brands, but it must gain retailer
support for these brands as well. Its market research shows that some consumers are
very loyal to certain brands of cereal, but most consumers show some level of
variety-seeking behavior in this product category. As a result, General Mills is
constantly examining different sales promotion tools to stimulate consumers to consider
its brands when shopping for breakfast cereal.
General Mills inserts a sheet of coupons in Sunday newspapers in major markets. This
is a form of ____ sales promotion.
a. consumer-market
b. in-store
c. trade-market
d. bill-back
You are the director of advertising research at a large Minneapolis ad agency. Due to
employee turnover and budget cuts, you’re currently staffed with too many entry-level
research assistants and too few management-level research group leaders. To make
matters worse, one of the group heads is on vacation and another is out sick. Of course,
your clients still expect their research to be done in a timely, professional manner.
Therefore, you have gathered your department together and announced that your door is
always open if anyone has any questions about any phase of any project. As a result,
your entire day has been filled with questions.An assistant comes in and says that she
can find relevant secondary information about the U.S. quickly because the Internet is
her best friend and she’s familiar with government sites, but she’s not sure about finding
information from all over the world. You give her the Web address for
a. Eurobarometer.
b. the Census.
c. International Social Survey Programme.
d. Current Population Survey.
(Scenario 18-5) 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 an article in 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 lower 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 their 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?” Business News Daily, November 1, 2010)
Publicity often increases the awareness of a particular brand. The concept of creating an
event or experience that yields conversations that include the brand is referred to as
a. viral marketing.
b. publicity.
c. influencer marketing.
d. buzz marketing.
Consumers often rely on opinions and testimonials from people they consider similar to
themselves, more than on direct information or solid evidence about a product. This
theory centers around the importance of a person’s
a. consumer behavior.
b. reference group.
c. anxiety level.
d. brand loyalty.
(Scenario 16-4)
You are a marketing associate at a promotional firm that specializes in innovative
branding. You will be meeting with several clients next week and you need to review
their files and get updated on their latest promotional efforts.
You recall that the owner of one firm had said in the past that you’d done a good job in
convincing him that he needed to focus on creating synergy in all advertising efforts. At
the time, he wanted you to clarify what you meant by this ‘synergy stuff.” You replied
that synergy refers to
a. planning ahead for the use of new media as they emerge.
b. making sure all media efforts build on and reinforce each other for maximum effect.
c. sharing communication goals among clients and suppliers.
d. using all the interactive capabilities of any given media.
The following comments were overheard at a huge party thrown by a well-known ad
agency for its biggest corporate client. Based on points made in the text, which is the
most accurate representation of the way the corporate world views creative people?
a. “They’re way overrated-what has creativity ever done for business, anyway?”
b. “Nobody wants a creative employee-it’s just not a valued trait anymore.”
c. “We all need them-but nobody really knows who they are or how they do it.”
d. “They’re simple to spot-the smiling ones who get along with everybody.”
Kia glances into her shopping cart and realizes she never tries a “new” brand, an “off”
brand, or a ‘store” brand, but always seems to pick the traditional, well-known products
that are practically “household” names-Crest, Tide, Cheerios, Kleenex. This preference
for certain products is called brand attitude.
Social class, race, ethnicity, gender, life stage, and even knowledge are ways in which
members of a culture are classified by systematic inequalities that affect their social
standing, called intergenerational effect.
Products are just things, but brands have meaning.
Failure to get the consumer dialogue right in the personal selling part of the direct
marketing process can be easily rectified by accelerating and stressing other the direct
marketing efforts of a business.
One big advantage of rich media/video and audio is that it can lead to click-through
rates that are hundreds of times greater than those for display/banner ads.
Coordination of an IBP effort often leads to disagreement and conflict within the
business environment. What kind of factors commonly work against coordination?
Include those specific to an organization that handles the entire effort internally, and
those specific to an organization that uses some external sources.
Support media are used to introduce a new message beyond the one being delivered by
other advertising vehicles, marketing plans, and promotional techniques.