Which person in your community is most likely to be a professional influencer?
a. your doctor who prescribes an antibiotic for your strep throat
b. your neighbor who likes to shop, talk about new products, and share recipes
c. your hairdresser who talks about a cool new conditioning system and gives you a
sample
d. your dentist whose office gives away a toothbrush after each cleaning
A particular group of consumers that is singled out by an organization for its advertising
or IBP campaign is called a(n)
a. target audience.
b. trade channel.
c. household.
d. organization.
Businesses like to promote their products with rebates because they
a. build brand loyalty.
b. often don’t get cashed in.
c. are more popular with consumers than coupons.
d. require no maintenance.
Which of the following is just about always avoided when writing body copy for an
advertisement?
a. varying the length of sentences
b. relying on familiar words
c. using passive verbs
d. writing in the singular form
Any MAAMs analysis will have four main components. What are they?
a. extended problem solving, limited problem solving, habit and variety seeking, and
brand loyalty
b. internal search, external search, functional benefits, and emotional benefits
c. evaluative criteria, importance weights, consideration set, and beliefs
d. level of involvement, degree of information search, type of consumer benefit, and
stage of the decision-making process
A consumer is shown a picture of a man looking into the oven while a woman sits at
desk nearby with her back to him. The consumer is then asked to suggest what is going
on in the picture, and to fill in blanks such as “The man is . . . ” and “The woman is . . .
” This is method gathers consumer data through
a. metaphors.
b. sentence and picture completion.
c. dialogue balloons.
d. field work.
A marketing manager has always used the share-of-voice budget method and probably
always will. One big problem with marketers who rely on a share-of-voice budget plan
is that they assume, often wrongly, that
a. their competition doesn’t know how to allocate its advertising dollars.
b. their sales figures should automatically dictate their advertising figures.
c. they know how much competitors are really spending.
d. their ad is distinct, unique, and superior among all others in the field.
The value of the testimonial lies in the _____ behind the presentation of a brand’s
attributes.
a. truth
b. authority
c. anxiety
d. information
(Scenario 18-1) Scenario 18-1
The giant brewing companies of the U.S. love to use public relations to keep their
company names in the minds of Americans and to promote their many brands of beer
and ale. Both traditional and innovative public relations activities-using both traditional
and innovative media-help to promote a positive public image, create brand awareness,
highlight the product line, and act as cost-effective ways to enhance the overall IBP
campaign. And these brewers use a variety of objectives and tools that support the field
of public relations.A large brewing company has its public relations staff create an
interactive website aimed at men and women in their 20s and early 30s. It offers
interesting facts about the history of beer, the making of beer, the definition of various
brewing terms, the difference between hops and malt, etc. It includes silly games like
crossword puzzles, word jumbles, and trivia contests, all of course related to beer. The
objective of these types of PR initiatives is to
a. counteract negative publicity about beer.
b. disseminate internal information about the beer industry.
c. lobby politicians for favorable outcomes for the beer industry.
d. promote goodwill toward beer drinkers.
Sales promotions are regulated by the federal government over which broad areas?
a. direct marketing, telemarketing, and e-commerce
b. premiums, trade allowances, and sweepstakes/contests
c. direct mail, coupons, and lotteries
d. spam, phishing, and behavioral targeting
A soft drink advertiser decides to runs banner ads to direct preteens to its interactive
home page. Its agency places these ads on websites related to teen magazines, action
gaming, and extreme sports, among others, because this tactic
a. links the banner with the home page.
b. targets specific market niches.
c. offers high-volume traffic rather than low-volume traffic for the same price.
d. has been shown by academic research to boost online sales.
Direct marketing is defined as an interactive system that uses one or more advertising
media to
a. reach large segments of the audience.
b. push a product through the distribution channel.
c. sustain a brand image.
d. get a measurable response and/or transaction at any location.
Branded entertainment is different from product placement in that it
a. would not exist without the marketer’s support.
b. displays the brand in novel ways.
c. involves lower levels of exposure for a brand.
d. simply sells space for the brand’s presence.
In very large print, centered at the top of the magazine page, is just the word “COAST.”
A short block of copy and photo complete the ad for Coast bar soap. This one-word
headline is designed simply to identify the brand and reinforce brand-name recognition.
Robert Sternberg has found that to be more creative, you need to spend time gaining
knowledge but also avoid getting mired in so much knowledge that creativity is stifled.
Describe what you consider to be a cultural value (other than individualism) held by
Americans, as well as the criteria by which you judge it to be a cultural value. Discuss
the effects that advertising can have on shaping this value. Describe how advertising
can use this value in selling a product.
Explain why producing a television commercial is an extremely expensive undertaking.
Then describe a television commercial that you have seen recently. Analyze it in terms
of how it meets (or fails to meet) two of the five primary creative guidelines for
television ad production as noted in the text. Then discuss what decisions may have
been made about this commercial based on budgeting factors.
Think about the major shifts that have taken place in the advertising industry overall
and in the role of media planners in particular. The text discusses eight issues that
continue to affect and reshape the world of brand media vehicles. List at least three of
these, and discuss their implications for media planners. Then give a simple example of
each. Examples do not have to be detailed.
An old, but still very appropriate rule in computer data management is the acronym
GIGO-standing for “garbage in, garbage out.”
A radio commercial depicts two men jogging together. They joke about their aches and
pains, and then laughingly agree on their need for Advil. This radio spot uses a
testimonial format for its copy.
A man turns on a spigot, splashes hot water into a sink, squirts Joy liquid into a dishpan
full of glassware, swirls a cloth around, and brings out sparkling glasses. He then begins
talking with someone off-camera about how good the glasses will look for tonight’s
party and how great Joy works. The strong visual effect demonstrates that, on
television, words do not stand alone.
Commercials that show ordinary people being stopped on the street to comment on a
product are employing a type of average-user testimonial.