Which of the following actions would be outlawed under the “Cheeseburger Bill,”
passed by the U.S. House in 2004?
a. featuring high-calorie and high-fat foods during children’s programming
b. falsifying nutrition information for fast foods
c. promoting toys to children that tie in with fast foods, sugary drinks, and salty snacks
d. suing food companies for causing someone to become obese
As the holidays approach, corporate advertising is placed in a trade channel by large
retailers such as JCPenney, Macy’s, Sears, and Dillard’s. Their main objective is to get
people into their stores and get into the mood to shop rather than to look for a particular
item or brand. This is an example of ____ advertising.
a. institutional
b. direct response
c. external
d. professional
The Lightning Rod is a fishing rod being introduced by Castaway Sports. At a
preliminary meeting with its agency, the president of Castaway Sports mentions that the
rod can improve casting distance for an average individual by more than 20 percent.
The account executive asks if the president has data to support this, and the president
says “Yes.” The agency proceeds to produce a series of television spots featuring a
well-known sports celebrity using the rod and rating it as excellent. The spots run on
network television and trumpet the improved casting distance that the rod provides. The
slogan of the spots is “Lightning Rod-The Finest Rod Ever Cast.” After about a week, a
competitor questions whether the rods really offer the improved performance Castaway
Sports claims, and decides to file a complaint with the FTC.The slogan for the spot,
“Lightning Rod-The Finest Rod Ever Cast,” would most likely be considered by U.S.
courts to be
a. a false and misleading statement, which needs to be retracted.
b. a superlative, which must be provable.
c. unethical, but not truly deceptive.
d. puffery, which doesn’t need to be proved or disproved.
The ____ refer to the sum of the exposures to the entire media placement in a media
plan.
a. gross impressions
b. vehicle weights
c. between-vehicles duplications
d. within-vehicles duplications
Helene Curtis is preparing to introduce a new brand of all-natural-ingredient shampoo
into the market in several months. In test marketing, many consumers liked the product
but their comments indicated that it is different enough from existing brands that
significant promotion and information will be needed to convince them to switch from
their current brands. Helene Curtis has always used an objective-and-task approach to
develop advertising budgets. Due to these research results, the firm must now do a
detailed build-up analysis.The build-up analysis will also address costs not listed
elsewhere, particularly those associated with advertising to the trade and doing
specialized research. Which factor does this involve?
a. ancillary costs
b. production costs
c. media expenditures
d. promotional costs
A young woman needs to buy a tent, sleeping bag, back pack, and hiking boots for a
two-week camping trip in the mountains. She has never bought camping equipment in
her life, so she has virtually no experience with these product categories. But she is very
involved in these purchases, since they will be expensive and will need to last a long
time. In this situation, she is engaging in
a. extended problem solving.
b. cognitive dissonance.
c. limited problem solving.
d. variety seeking.
Champion Chocolate sells handmade specialty chocolate candies in a Midwest city with
an adult population of 850,000. The entire adult population of the city is considered
Champion Chocolate’s target market.Media planners look at sales and decide to pursue
a media strategy that runs throughout the year but uses heavier scheduling in the two
weeks preceding Valentine’s Day, Easter Sunday, Mother’s Day, Thanksgiving Day, and
Christmas Day. The media classes selected are local television, magazine, and
newspaper.Champion Chocolate selects three specific vehicles to carry its message:
Six spots will run on a local TV news show. The show has a rating of 30.
Eight ads will run in the regional edition of a magazine. The magazine has reach of 10.
Twelve ads will run in the local newspaper. The paper has a reach of 40.
What is the GRP of the media plan for Champion Chocolate?
a. 740
b. 576
c. 461
d. 106
Scenario 15-3
It’s time to take your weekly trip to the grocery store. You bring a coupon good for 50Â
¢ off a national brand of coffee. As you walk the aisles, a woman asks if you’d like to
try a slice of pizza. After you taste it, she points out where the brand is kept in the
freezer display. When you get to your favorite brand of toothpaste, you’re delighted to
find that a toothbrush with the same brand name is attached to the box at no charge. You
turn the corner and run into a cardboard cutout of one of the stars from a leading
medical drama on TV. This display has a medical kit full of a new brand of pain reliever
built into it. Your last stop is the cereal aisle, where you notice that one brand offers a
chance to buy a T-shirt with a picture of the brand’s cartoon character for $4.95.
Your toothpaste purchase involved an example of
a. on-package sampling.
b. new product sampling.
c. mobile sampling.
d. in-store sampling.
Which new philosophy of advertising focuses on building a thought process that
dismisses preconceived notions and instead attempts to create from scratch what a good
or service should look like?
a. Starch Readership Services
b. activities, interests, and opinions
c. design thinking
d. Zaltman Metaphor Elicitation Technique
Well-known psychologist Carl Jung identified three sets, or dimensions, of cognition.
Which of the following pairs are included in these dimensions?
a. sensing vs. intuiting, and thinking vs. feeling
b. thinking vs. feeling, and seeing vs. hearing
c. rational vs. emotional, and sensitive vs. intuitive
d. extraverted vs. introverted, and creative vs. logical
From a technological standpoint, it appears that two technologies related to
digital/interactive media will have the biggest impact on the future of IBP-Internet TV
and Internet radio.
Creativity is viewed in the business world as a negative quality for employees because
creative people are hard to work with.
The term message impressions refers to exposures to the ads themselves.
Their expansion into digital media has led to a broader and more global audience for
newspapers, but this still hasn’t offset the overall decline of newspaper readership.
Clich©s and well-known phrases may reflect how people really talk, but in ad copy
they send the signal that the product is bland, stale, old-fashioned, or offers nothing
new.
Madison & Vine is a term defining today’s blending of entertainment media and
advertising, but referring to a concept that has actually been around since the 1920s.
The creative brief provides guidelines for the creative process, which unfortunately
often defeats the purpose and ends up restricting creativity.
Creative advertising people and creative advertising organizations have to be willing to
take risks, shake things up, and upset some people.
In the current system of product placement in today’s media, companies pay a fee to
have their branded products deliberately added to the content of established
entertainment vehicles.