The message weight of a media plan is used as a simple measure of the
a. density or penetration of words as they appear in print, radio, or television copy.
b. gross number of advertising messages delivered by the vehicles in a schedule.
c. demographics of buyers or users of particular media vehicles.
d. gross number of potential buyers within a media class.
A brand variant is created when a company adapts and expands its current brand into a
totally new product area.
On the basis of both per-contact cost as well as absolute cost, radio is less cost-effective
for advertisers than most other forms of media.
One well-known research classification system is VALS, which has identified a number
of segments
a. based on entirely different traits beyond standard demographics.
b. created largely by geographic location.
c. to identify groups of consumers with different product usage rates.
d. with no particular category as a focus.
Since its introduction to the market in 2007, Apple Inc.’s iPhone dominated other
smartphones in terms of units activated per year. However, several years later, Apple
faces stiff competition from Google’s Android software and Research in Motion, the
maker of the Blackberry. The problem for Apple is that its competition, primarily
phones powered by Android operating systems, largely outnumber the iPhone in terms
of available options. In the U.S. alone, there are over twenty smartphones that run on
the Android operating system, compared to Apple’s one iPhone. Americans are now
buying more Android phones than iPhones. Experts claim that if the trend continues,
Android will have erased the iPhone’s once enormous lead in the high-end smartphone
market in a little over a year. Now more than ever, Apple, which insists on tight control
of its devices, must find a way to win in an intensely competitive market against rivals
that are openly licensing their software to scores of companies.One reason the iPhone
outsold other smartphones originally was the feeling of pride many consumers
associated with owning one. This represents
a. an emotional benefit.
b. a functional benefit.
c. a need state.
d. cognitive consistency.
One way that advertising has shaped media in a negative and unhealthy way is seen in
____, in which reporters are paid by corporations in exchange for favorable treatment
and promotion in editorials and commentaries.
a. unfair advertising
b. behavioral targeting
c. stealth sponsorship
d. subliminal advertising
You are the creative director at a Milwaukee ad agency. Today, your copywriters are
presenting you with their ideas for several 30-second radio spots for the City of
Milwaukee Tourism Bureau, which wants to feature its own information center and
tours, as well as city museums, art galleries, concerts, festivals, and special events.
When they are ready, the best ideas will be taken to the marketing director at the City of
Milwaukee for review and approval.
Before the copywriters present, you want to familiarize yourself with the details of the
campaign once again. You review a copy of the creative brief, because you know it
a. contains the best ideas used by competitors of the client.
b. is the channel that will carry the ad campaign’s message to the public.
c. represents the unique thought behind the ad campaign.
d. lists the rules, restrictions, and limitations for the ad campaign as dictated by the
client.
The text suggests that you think of an account team as a ____ with the team leader in
the middle.
a. football huddle
b. game of tag
c. string of pearls
d. bicycle wheel
Unlike other media classes, except perhaps newspapers now and then, magazines carry
ads that often benefit from an extended life due to a concept called
a. pass-along readership.
b. hyper-localism.
c. pay-for-inquiry.
d. first-run syndication.
Who are today’s most visible reseller advertisers and promoters?
a. wholesalers that deal with household goods
b. retailers that sell in national or global markets
c. transportation companies that work internationally
d. industrial organizations that supply the construction industry
National clothing retailer, Old Navy has been known for its creative ad campaigns for a
number of years. In 2010, the company decided to tap into some Hollywood talent to
help promote its brand. Actors Jaime Pressly, Bailey Chase, and Judy Greer were signed
to support the company’s Scream for Savings initiative, a campaign designed to reach
consumers with comedic messages. Old Navy spent over $100 million in measured
media through the first two-thirds of 2010, and annual ad spending has topped $175
million in recent years.
(“Old Navy Taps Hollywood Talent for Halloween Spot” Brandweek Magazine,
October 29, 2010)When entering an Old Navy store, customers immediately see a
display that was designed to spark memories of the company’s new advertisements. The
display features life-sized cutouts of the actors starring in the commercials as well as a
sign that contains a popular line from the ad. The display is an example of
a. a message strategy.
b. top of mind advertising.
c. unique selling proposition.
d. point-of-purchase branding.
The text gives a number of suggestions for advancing your own creativity, but which of
the following is NOT one of them?
a. Defy the safe solution.
b. Learn to cherish ambiguity.
c. Challenge your comfort zone.
d. Avoid analyzing your own ideas.
(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.
One client was initially willing to pay a hefty fee for its fruit snack bar to appear in a
summer action movie full of spies and car chases, but the fit just didn’t seem right to
you. You convinced the client to go instead with a teen romance also released in the
summer. It appears to have done very well, building popularity with kids who bought it
at the concessions stand and went on to buy it at their local retailer. What concept did
you rely on?
a. exclusive sponsorship
b. adver-gaming
c. leverage
d. authenticity
Shampoo manufacturers sometimes run a promotion in which they shrink-wrap two
plastic bottles of shampoo for the price of one. They most often use this
buy-one-get-one-free tactic when they want to
a. stimulate repeat purchases and add to their loyal customer base.
b. build a better brand image and create emotional bonds with consumers.
c. introduce a new brand and gain new buyers.
d. stimulate larger purchases of a product and reduce inventory.
Scenario 17-3
As the number of firms utilizing direct marketing continues to grow, so too 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 outlet 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 opt-in 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 U.S. companies hope to build stronger and more useful
marketing databases.
Emailing consumers is considered what type of advertising?
a. direct-response advertising
b. creative advertising
c. slow-response advertising
d. direct mail advertising
If an advertiser sees a large potential segment being served by a competitor with a big
budget, it might consider identifying and targeting smaller groups within that large
segment.
The unique characteristics of the Web have given advertisers who use it a definite edge
over their competitors. What are some of the advantages of the new digital/interactive
media that are beginning to be used in advertising today? The text lists five broad
categories of advantages. Name and define as many as you can. Then think of a product
or service that has successfully demonstrated one or more of these elements in its
digital/mobile advertising.
One reason why coordinating efforts in IBP can be difficult is that the complexities of
all the elements demand that specialists be hired, but specialists often miss the big
picture of the overall marketing effort.
By brainstorming, a group or team can quickly generate novel solutions to a problem.
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?
It is a common situation in ad agencies that the account services department and the
creative department do not agree on the ultimate goal for an advertisement.
In a unique twist, some contemporary companies now ask customers for their
advertising ideas and suggestions. This crowdsourcing is a dynamic way to energize the
creative process and allow consumers to show that they “get” the brand.
CPM (cost per million) is a measure of the dollar cost of reaching a million audience
members with a particular medium, often used for widespread promotions in television
and magazine advertising.
Public elementary schools in a Midwest city receive a stack of free copies of the city
newspaper Monday through Friday. This distribution is based on run-of-press
circulation, that is, the circulation measure indicating the number of copies given away
free.