Today’s advertisers are looking to benefit by associating with something new and hip, a
process that anthropologist Grant McCracken labeled
a. “an inexorable death spiral.”
b. “the movement of meaning.”
c. “the brave new world of business.”
d. “Madison & Vine.”
There is quite a bit of evidence showing that account teams come up with ideas that are
a. pleasing to clients but not award-winning.
b. the most creative and the most useful.
c. funny or memorable but not linked to the brand.
d. the products of conformity and groupthink.
A particular kind of research is done early on simply to prevent a major disaster-to
avoid erroneous communications, unexpected interpretations, or unintended meanings
in an ad, particularly in diverse or global markets. What is it?
a. a communication test
b. a recall test
c. a normative test
d. a subliminal test
An “advertising ____ function” is a mathematical relationship that associates the money
spent on advertising with the sales generated.
a. sales
b. communications
c. task
d. response
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 individual looking
to purchase a new smartphone has become fed up with all of the competing
advertisements of late. She has seen so many smartphone commercials boasting various
product benefits that she can no longer distinguish them from one another. This
individual is likely suffering from a case of
a. advertising clutter.
b. advertising confusion.
c. cognitive overload.
d. variety seeking.
A retailer decides to use newspaper ads to support the marketing effort behind its
selection of men’s and women’s swimwear. In the media planning process, newspaper is
referred to as a(n)
a. interactive media.
b. media class.
c. media vehicle.
d. media objective.
(Scenario 14-2) You open up your laptop to begin writing a term paper for your English
literature class. You do a quick Google search on a few key phrases involving
Shakespeare, Dickens, and Hemingway. But before you go further, you play a few
video games, check your email, visit a couple music websites, take a cybertour of a new
sports stadium, go to a coupon site, solve a murder mystery, go back to Google to check
out a big name in the news, submit a slogan for a new local restaurant, and read a
couple editorials on a magazine site. Then, you figure it’s time to get down to work.
When you were reading the editorials on the magazine site, you were so glad you were
no longer interrupted by annoying ads. Due to widespread annoyance with these online
distractions, many service providers like yours now offer blockers that greatly reduce
an advertiser’s ability to get ____ onto a user’s screen.
a. paid search advertising
b. pop-up ads
c. rich media/video and audio
d. opt-in messages
Scenario 1-5
Exodus Moving is a small business that was created to serve local furniture stores’
delivery needs in the Boulder Colorado area. They have specialized equipment that
allows them to lift and transfer large and bulky pieces of furniture with less risk of
damage than most traditional movers. Many of these furniture stores do not sell enough
volume to keep their own trucks and drivers busy all of the time, so Exodus fills a real
market need. As a result, most such stores are very interested in outsourcing delivery
service needs. Exodus has attracted many customers from these stores by guaranteeing
48 hour delivery within a 50 mile radius of any of the stores they serve. Eventually,
Exodus hopes to attract the business of other retailers who might require delivery
services, such as electronics or appliance stores.
Exodus advertises in the trade magazine Western Interiors, which is read by furniture
retailers and interior decorators throughout twelve Western states. Which of the
following best describes this type of advertising?
a. national advertising
b. regional advertising
c. institutional advertising
d. corporate advertising
You scan the ads for Dallas on craigslist.com and find what may be your dream job.
The posting reads, “Entry-level position in media.” You click on it, and the ad says,
“Motivated individual sought to aid in media planning and buying at established
advertising agency. Must have general knowledge of media and be aware of current and
future challenges facing media buyers. Salary negotiable.” You email your resume and
cover letter to the contact person in the ad, and the reply sets you up for an interview
next week.
The interviewer says, “Around here, for most classes we generally use cost per
thousand to determine which media deliver the largest audience at the lowest cost. And
of course with television, we use a very similar calculation.” If you’re smart, you will
smile knowingly and respond,
a. “Oh really? Might that be RSS?”
b. “Oh really? Might that be GRP?”
c. “Oh really? Might that be CPRP?”
d. “Oh really? Might that be CPM?”
In the “Chicago Shopping” section of the Chicago Tribune website, the following ads
were listed:1) An ad for the last day to save 10 percent on all purchases at Target.com.
Readers are urged to act quickly because the deadline for the deal, which is boldly listed
in red ink, is today. The ad also features a picture of a 40″ LCD television showing the
company’s name and “bullseye” logo on the screen.2) An ad for a pair of basketball
shoes accompanied by a positive endorsement from a satisfied customer. The customer
stated, “I have never had a shoe like this one. I jump higher and run faster, and I am
able to play longer than I ever have in the past.” The ad offers a $15 coupon for use at
participating FootLocker stores.3) An ad encouraging consumers to shop at Adidas
because of its low sale prices. The ad reads, “Adidas brand apparel will increase your
athletic performance. Give yourself the competitive advantage you’ve always wanted
and shop our selection of running, soccer, basketball and golf apparel.”4) An ad listing a
limited time offer for a pair of expensive brand-name jeans. The ad shows a fictional
character being laughed at by an attractive female because of his old, raggedy jeans.
The man being laughed at appears incredibly embarrassed. Marketers want consumers
to feel more accepted in society when they wear this particular pair of jeans.
(ChicagoTribune.com, October 26, 2010)
Ad #2 features a statement from a satisfied consumer. The company hopes this
customer’s opinion of the product will persuade others to buy its shoes. The customer
has given a(n):
a. affective association.
b. testimonial.
c. product demonstration.
d. infomercial.
A regional dairy products manufacturer wants to review its strengths and weaknesses to
be better prepared for the future. Which public relations initiative will not only give the
firm positive themes to project, but will also provide the current and accurate data that
it will need to communicate in the event of an unforeseen problem or negative incident?
a. a proactive public relations strategy
b. a reactive public relations strategy
c. a public relations plan
d. a public relations audit
In 2007, Michigan-based Ford Motor Company fell from second to third in U.S. annual
vehicle sales for the first time in 56 years. Facing stiff competition from foreign
automakers and brand indifference amongst U.S. consumers, Ford appeared to be
headed towards turbulent times. However, when marketing and advertising guru Jim
Farley joined Ford in November 2007, he brought a number of fresh ideas that helped
turn the company in the right direction. Farley quickly found that Americans had
become indifferent to the Ford brand, which in his opinion, was worse than disliking the
brand. So Farley, along with the rest of the marketing team at Ford, created a campaign
that used catchy songs and cheerful images to accompany its line of automobiles. The
marketing team at Ford is now heavily utilizing the Internet to promote the new Ford
Fiesta, which is the focus of a campaign that has greatly increased the awareness of the
Ford Brand. The company has also been stressing the value of buying environmentally
friendly cars, a move it hopes will improve the brand’s image throughout the world. So
far, the moves appear to be working-in late 2010, Ford was once again named the
second leading automotive company in the United States, as well as fourth largest in the
world.
(“Ford Can Fiesta Again.” The Economist, October 28, 2010)
If the objective of Ford is to show that its newest line of cars is superior to that of a
strong competitor, which of the following methods would be used?
a. feel-good ads
b. comparison ads
c. repetition ads
d. point-of-purchase ads
After it drew a record-low 9.8 million viewers in 2004, ABC dropped the rights to air
the Miss America pageant. Six years later, in 2010, ABC once again agreed to air the
event after cable network TLC declined to pick up the pageant for a fourth year.
Although ABC decided to pick up the pageant for a second time in the last twelve years,
the terms of the agreement are far more favorable for the large cable network. Similar to
its first stint with the network, the pageant will be shown on Saturday nights
(television’s lowest viewing night of the week). The difference this time comes in the
price ABC had to pay to acquire rights to the event-because of the recent decline in the
event’s popularity, the network had to pay very little, and ultimately deemed the deal to
be a “no-lose” situation.The pageant’s board of directors realizes that holding the event
on a Saturday night is detrimental to its success. To supplement the television
broadcast, the board contemplates setting up a pageant website and simulcasting the
event live over the Internet. What kind of organization or expert might be helpful in
planning the webcast?
a. a specialized consultant
b. an advertising agency
c. a media buying agency
d. a creative boutique
In some cases, marketing databases are expanded with more detail by adding ____ data,
which reveals the characteristics of the neighborhood in which a person resides.
a. demographic
b. psychographic
c. telegraphic
d. geo-demographic
As noted in the text, some advertising experts suggest that billboard copy should not
exceed ____ words.
a. fifteen
b. ten
c. six
d. three
A display rack that stocks cigarettes is placed above the cash register, so the cashier can
reach the product for the consumer. The rack has signage on the front advertising the
cigarette brand. This is called an overhead merchandiser.
ZMET is designed to draw out people’s buried thoughts and feelings about products and
brands, based on their use of metaphors.
Today, the field of public relations has moved beyond its traditional role of managing
“relations” with a company’s many “publics.”
Ideas that are born of true creativity reveal their own unique logic, so most people will
respond by saying, “Wow, I don’t get it.”
Jamal manages a Chicago Jiffy Lube and Ted manages a Detroit Jiffy Lube. Though
they have never met, but have only emailed through their franchise network, they
experience a sense of connectedness by virtue of their common experience, called brand
stratification.
Some of the most valuable data are available right within the ad agency itself, such as
research reports, sales figures, warranty cards, consumer complaints, and customer
letters.
One or more of the major business and societal forces-technological advances,
economic conditions, cultures, lifestyles, business philosophies, etc.-are always
affecting advertising and promotion efforts.
Retailers often run trade promotions simultaneously along with consumer promotions.
A focus group involves blind taste tests of products.