A manufacturer of high-end hiking boots, rugged walking sandals, and specialized
athletic shoes has hired your agency to run a print campaign. You tell him that a
full-page, black-and-white ad in Hiking and Biking magazine will cost him $1,650 to
run once. You also remind him that the circulation of the magazine is 42,000. To give
this client the cost per thousand for this media buy, which formula would you use?
a. Take 42,000 divided by 1,650 times 1,000.
b. Take 1,650 multiplied by 1,000 divided by 42,000.
c. Take 1,650 times 42,000 divided by 1,000.
d. Take 42,000 divided by 1,000 plus 1,650.
TheSolutions Group is a combination of companies that help clients better understand
their target markets through creative research approaches. It has learned that many
people have become quite adept at filtering out advertising messages and therefore do
not respond to traditional research instruments such as surveys. The Solutions Group
says that there must be a “research revolution” based on true dialogues with consumers,
not one-way monologues often seen in traditional surveys.Solutions Group managers
suggest that clients consider doing a resonance test when designing advertising, because
this will help understand target consumers regarding their
a. recognition of the brand.
b. potential purchase of the brand.
c. emotional connection to the brand.
d. attitude changes about the brand.
Which up-and-coming technology offers a consumer “private hot spots” of wireless
access virtually anywhere?
a. Mi-Fi
b. WiFi
c. WiMax
d. Ultrabroadband
A 30-second TV spot begins with a strip of yellow litmus paper being lowered into a
bottle of household cleaner. Music plays in the background. The words “You Probably
Know This. Litmus Paper Measures Alkalinity” are superimposed on the bottom of the
screen. The litmus paper is removed, and it has turned a dark blue-green color. “You
Probably Know This. The Darker, The Harsher” is then superimposed. A series of cuts
reveals litmus paper being lowered onto different bars of wet soap. In each case, the
strip turns a dark color. The brand name of each bar of soap is superimposed
underneath. Finally, litmus paper is lowered onto a bar of Ivory soap. The paper
remains yellow. Three superimpositions appear in succession: “Ivory,” “Ivory is the
mildest,” and “Bar none.”
To make sure that all the words and visuals of this TV spot work together, the creative
team would have begun this campaign by preparing a(n)
a. working script.
b. storyboard.
c. fact sheet.
d. thumbnail.
Which person in a marketing research group coordinates the research effort, and is on
par with an account executive?
a. graphics designer
b. event planner
c. account planner
d. media buyer
(Scenario 14-4) Optima Artistic Tools has manufactured art supplies in the Boston area
for almost 100 years and is a strong competitor in the market, selling to art stores
around the nation. Optima produces materials for all varieties of media-paints, pencils,
charcoals, clays, brushes, papers, canvases-as well as equipment such as palettes,
easels, drawing tables, etc. Optima is ready to market these products online and has just
hired an Internet advertising consultant, Visualizers Inc. Optima has set a goal of 9
percent from Internet sales by the end of next year.
Visualizers informs Optima that ____ represent the number of elements requested from
a given page, ____ refer to the number of html files sent to the requesting user, and
____ are the number of different “people” visiting the site over a specified time period.
a. visits; hits; reach
b. reach; frequency; circulation
c. pages; visits; hits
d. hits; page views; unique visitors
Compared to print media, what effect does broadcast media have on the copywriting
process?
a. It actually has little difference in its effect.
b. It offers more opportunities for creative copy.
c. It provides unlimited options for visual elements but few for verbal elements.
d. It has inherent limitations on time and space.
Which of the primary objectives of public relations involves dealing with government
officials and pending legislation?
a. giving advice and counsel
b. lobbying
c. counteracting negative publicity
d. preparing internal communications
BBC, Al Jazeera and CNN are no longer considered global media.
The largest manufacturers of consumer products and services in the United States have
one thing in common. They all
a. use advertising better than small manufacturers.
b. are resellers of products.
c. engage in global advertising.
d. are the most prominent users of advertising and promotion.
Ad agencies have recently developed compensation programs that are based upon
achievement of specific objectives for the client. These programs are known as ____
compensation.
a. pay-for-results
b. markup
c. commission
d. fee-based
Estimates suggest that more than ____ spam emails are sent every day worldwide,
representing about ____ of all email traffic.
a. 14 billion; 45 percent
b. 6 billion; 65 percent
c. 2 billion; 15 percent
d. 400 million; 25 percent
What are the three broad categories of newspaper advertising?
a. display, insert, and classified
b. co-op, classified, and controlled
c. page, column, and insert
d. preprinted insert, free-standing, and special-interest
(Scenario 14-4) Optima Artistic Tools has manufactured art supplies in the Boston area
for almost 100 years and is a strong competitor in the market, selling to art stores
around the nation. Optima produces materials for all varieties of media-paints, pencils,
charcoals, clays, brushes, papers, canvases-as well as equipment such as palettes,
easels, drawing tables, etc. Optima is ready to market these products online and has just
hired an Internet advertising consultant, Visualizers Inc. Optima has set a goal of 9
percent from Internet sales by the end of next year.
The marketers at Visualizers talk to Optima about banner ads that have created
problems in the online marketplace. They point to a common problem when banner ads
are placed on other firms’ websites. What is it?
a. They are easily imitated by competitors.
b. They are ignored by Internet users.
c. They decrease Web page load times.
d. They cannot be measured or tracked.
A complaint concerning an allegedly misleading advertising practice by a
carpet-cleaning service in the Houston area is filed with the local Better Business
Bureau. Apparently, homeowners are expecting the price shown on the company’s direct
mailings and newspaper coupons (a price confirmed at the time the appointment is
made) but are quoted a much higher fee once the crew arrives and “inspects” the
carpets. The company’s ads promise the latest in “green” cleaning materials and
industrial techniques, but the cleaning fluids and equipment used by the crew are also
suspect. Outline the path the complaint would take if it were to eventually arrive at the
FTC. Specifically, list the organizations it would pass through, and in general terms, the
actions that would need to be taken by each organization for the complaint to be
forwarded on to federal regulators.
The success seen from applying the STP framework is often long-term.
A kitchen appliance manufacturer attempts to create a distinctive competitive position
based on design features, pricing, distribution, and promotion or advertising strategy. In
this way, the company is making an external-positioning decision.
The tension between an agency’s accounts services department and research department
is similar to the historical conflict between art and science.
Delayed response advertising attempts to develop recognition and approval of a brand
over time, relying on imagery and message themes that emphasize the benefits and
satisfying characteristics of a brand.
Humorous versions of advertisements often prove to be more persuasive than
nonhumorous
versions of the same ad.