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Various personnel see ads in various ways. For instance, people in the creative
department tend to see an advertisement as a way to
a. achieve a predetermined objective.
b. showcase a personal ideology.
c. grow the market share for the brand.
d. reflect the client's thinking.
Which of the following is true of community, within the context of marketing and
advertising?
a. It is the quintessential economic domain in which all purchasing, financing, and
banking take place.
b. It refers largely to a geographic place.
c. It can influence some minor purchasing issues but not embedded beliefs or attitudes.
d. It identifies people who are similar in some important way, and different from those
not in the community.
All of the factors below can maximize the effectiveness of radio ads. But which is
necessary due to the fleeting impression that radio makes, particularly if the location of
a business is included?
a. music
b. repetition
c. imagination
d. brevity
Type fonts are seen in six basic typeface groups, all with different personalities. For
instance, ____ is ornate and formal, while ____ is cursive and elegant.
a. nonserif; serif
b. roman; pica
c. serif; nonserif
d. blackletter; script
YouTrade, an online broker, purchases a 60-second television commercial to be telecast
during the Major League playoffs and the World Series. The commercial touts the
reliability of YouTrade's advice, expertise, and personal attention in assisting Internet
customers with stock portfolio creation and management. The spot created by YouTrade
is
a. not an advertisement since it does not involve a product.
b. a promotion aimed at a trade channel.
c. an unpaid public service announcement.
d. an advertisement promoting a service.
Beyond its more positive aspects, public relations is strategically used for ____ when
adversity strikes-and all organizations will have to face adversity at some point.
a. preparing internal communications
b. conducting damage control
c. enacting community service programs
d. launching proactive efforts
In essence, a creative brief is a(n)
a. informal contract depicting the responsibilities of the creative team.
b. set of guidelines to get the creative group moving in the right direction.
c. solution to the primary problem of the ad campaign.
d. list of possible ideas to use in the ad campaign.
A new animated comedy show, American Family, is set in Houston. A potential
advertiser wants to know how popular the show is in Houston, as well as across the
U.S. Research indicates that the show is being watched by 16,400,000 nationwide. It
also indicates the show is being watched by 759,000 households each week in
Houston's big-city market, which has 3,300,000 households with televisions. What is
the rating for American Family within the Houston market?
a. 4.3
b. 20
c. 23
d. 46
A well-known refrigerator manufacturer that has been around for decades, features the
reliability, durability, and economy of its products. These features are appreciated by a
consumer who is focusing on
a. aesthetics and appearance.
b. premiums and promotions.
c. slogans and catch phrases.
d. functional benefits and performance characteristics.
Author Steven Brown talks about the factors that are ushering in a "new era" for public
relations by pointing out that we
a. are currently experiencing the heyday of mass marketing.
b. now expect to have a trustworthy relationship with companies.
c. live in an intensely commercial and brand-obsessed world.
d. are becoming more accustomed to negative and aggressive promotional tactics.
Probably the most straightforward illustration is one that
a. attracts the target audience.
b. stimulates copy readership.
c. creates a mood.
d. communicates features or benefits.
The Optima Bike Company manufactures broad-tire, three-wheeled and two-wheeled
bicycles mostly for the retirement market. Its primary market is seniors, usually those
who live in retirement communities where there are clearly designated and safe bike
paths. Seniors-and especially the younger baby boomers-like these recreational vehicles
because they are easy and safe to ride. The company has had some early successes in
Florida, Arizona, and California, where such communities began. Optima now wants to
expand to other retirement enclaves. It has learned from two well-conducted consumer
research studies that the main way that male retirees buy the Optima line is through the
urging of wives who want to exercise in some way other than playing golf.Optima
decides to engage an ad agency to capitalize on this consumer insight and promote its
bikes to newer golf communities. It asks two agencies to pitch for its business and gives
each a meeting in which it conveys the information above.Alpha Agency is based in
Miami and insists that its creative team is best suited to promote Optima. Its managers
tell the prospective client that this team is well versed in advanced animation techniques
and can dramatize the features of Optima's two- and three-wheeled bikes in a dynamic
way. They'll focus on how fast they can go and how they can "transform the ride" into
an adventure-this has worked in other ads, and this will appeal to the male consumers
who need to be lured away from the golf course. Following this initial display of
product prowess, they suggest a campaign that demonstrates how the bikes can be
customized to be more "comfortable and attractive for the ladies," including pink seat
options. They finish by asking whether the brand name can be changed to 'something
more exciting."Beta Agency is based in Los Angeles and promises to serve as Optima's
branding partner. It asserts that its creative philosophy is centered on long-term brand
building. Its managers propose that they will develop the right message by applying the
research-based consumer insight that women want to use the bikes to entice their
husbands to leave the golf course once in a while. They suggest that their successful
work in building regional appreciation for brands, such as Sea-Doo water vehicles and
Ski-Doo snowmobiles, indicates their prowess in branding similar but not directly
competitive brands. They emphasize the difference that Optima offers in the
recreational-ride category, and the consumer targets that differ from other brands. They
close by complimenting this prospective client on how appropriate the brand name is,
given its customer base and likely target consumer.
Which of the following is one critical item of information that Optima's brand manager
should expect to see on the final creative brief to diminish conflicts in the future?
a. the creative team will avoid animation and cartoon graphics
b. the ad should be likeable without pushing for a particular belief about the brand
c. the music for the campaign should be oldies rock
d. the goal is reaching wives of retirees who play golf
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. Est©e Lauder
b. Folgers
c. Mobil
d. Pillsbury
Scenario 1-2
Chug Enterprises is considering entering the already-crowded sports drink market with
a line of products. The first brand will be advertised to teenagers as being the
best-tasting sports drink on the market. The second brand will be advertised to adults as
being the lowest calorie sports drink you can buy. The third brand will be advertised to
senior citizens as containing calcium, a mineral needed to maintain a healthy bone
structure. Each brand will have separate, distinctive packaging. However, the drinks
inside are actually identical to one another.
If the brand aimed at senior citizens is successful in the U.S. market, Chug Enterprises
plans to introduce it worldwide. However, appropriate images of senior citizens vary
from culture to culture. Therefore, Chug Enterprises would be wise to engage in
a. local advertising.
b. international advertising.
c. national advertising.
d. regional advertising.
Consumption episodes are based on the sequence of four stages: need recognition,
information search and alternative evaluation, purchase, and postpurchase use and
evaluation.
In the new world of advertising, mass media are just about dead and gone.
Merely having a marketing database can create conflict between departments within a
company as well as between a company and its advertising agency.
Describe the tensions that are routinely found between creatives and managers within
agencies. Give several examples. Be specific and concrete. Then discuss why these are
so commonly found in the world of advertising.
The unique thing about Really Simple Syndication, or RSS, is that this type of channel
or feed from blogs, podcasts, and other Internet content not only acts as interactive
media, but does so based on the consumer's choice rather than the advertiser's.
