You are a production assistant working on a 30-second television spot for Happy Heart
Hound, an all-natural gourmet dog food for puppies and young dogs. The client wants
to emphasize the healthful ingredients as well as the “happy and fun-loving” nature of
the product.
Which of the following roles has your boss-the producer-been involved with during the
preproduction process for this commercial?
a. approving the storyboard and script, and soliciting bids from production houses
b. coordinating the camera operators, and handling the cast during shooting
c. conducting research, and informing all concerned about consumer preferences
d. acting as liaison between client and agency, and buying television airtime
El Sol sunglasses were designed by an avant-garde artist. She said there were no
sunglasses out there that she would wear, so she had to design her own. Her sunglasses
were worn by a whacked-out bad guy in a blockbuster movie and, because of this, have
acquired a cult following among young teens. Print advertisements are visually
sparse-nothing more than a still shot from the movie and a logo for the brand.Eyewake
sunglasses were designed by an optician after he realized that conventional sunglasses
allowed in certain types of light that promoted eye fatigue. He made 1,000 of his
sunglasses and gave 100 of them away to friends and acquaintances. After trying them
out for awhile, several of them told him that they really liked them when they had to
drive for extended lengths of time. He placed an ad in the back of a tourism magazine,
extolling the safety benefit of driving with eyes that weren’t fatigued. He promptly sold
all of his remaining glasses.Kushyspecs sunglasses were developed after research
revealed that a small group of people didn’t like wearing sunglasses because most
sunglasses left pinch marks on their noses. The company that performed the research
developed sunglasses with a soft, cushiony nose piece. Advertisements for Kushyspecs
feature the headline “The mark of a good pair of sunglasses is no mark at all.”One
element that all three of these ad campaigns have in common is that they are all
a. employing repositioning.
b. using geographic segmentation.
c. relying on emotional differentiation.
d. targeting a market niche.
You have been appointed director of research for the Rhode Island Runners, a new
minor league baseball team that will make its debut in about six months. There have
been minor league franchises in the area in the past, but due to a lack of fan support
they all have folded. The Runners’ upper management is convinced that past failures
were the result of improper marketing of the teams. Therefore, management has
committed a substantial amount of money to developing smart, effective advertising.
Management has put you in charge of an intensive one-year program to guide and track
the advertising.All the Rhode Island Runners’ advertisements feature a phone number to
get more information and to order tickets. This allows you to use ____ to assess
advertising effectiveness.
a. brand-talk
b. split-cable and split-run testing
c. inquiry/direct response
d. single-source tracking
You have been appointed director of research for the Rhode Island Runners, a new
minor league baseball team that will make its debut in about six months. There have
been minor league franchises in the area in the past, but due to a lack of fan support
they all have folded. The Runners’ upper management is convinced that past failures
were the result of improper marketing of the teams. Therefore, management has
committed a substantial amount of money to developing smart, effective advertising.
Management has put you in charge of an intensive one-year program to guide and track
the advertising.In designing the new marketing campaign, developmental advertising
research would be helpful in a number of areas. And when considering its marketing
goals, the Rhode Island Runners staff should be aware that just about the most
important service developmental research provides is
a. statistical analysis.
b. product description.
c. audience profiling.
d. scientific evaluation.
Kowalski and Associates has been a successful mid-sized, full-service advertising
agency for more than two decades. In an attempt to serve its clients more efficiently in a
competitive marketplace, the agency has changed its compensation package to include
payment based on results. If the client agrees, Kowalski and Associates will likely be
evaluated on increases in
a. sales as well as brand awareness and identification.
b. market share.
c. positive consumer attitudes toward brand.
d. fees following market performance measures.
Which method hopes to zero in on the emotional components of ads by having
respondents turn dials to show their like or dislike while viewing commercials?
a. single-source tracking
b. eye-tracking system
c. pre- and post-exposure attitude measurement
d. frame-by-frame testing
Jay and Carrie Garrett operate a small retail store in a college town that sells only house
plants and accessories, which they named The Plantatarium. Their initial feeling when
they went into business was that virtually everyone was a potential customer for house
plants. Subsequent market research conducted for them painted a different picture. This
research identified three particularly strong market segments. The first was college
students ages 18-24. The next segment was retired seniors ages 65-80. The third
segment was professional offices for doctors, accountants, and lawyers. The college
students liked houseplants because they dressed up their living spaces. The senior liked
them because they became the focus of a hobby. The professionals did not buy them for
any reason other than d©cor.Several customers have mentioned that they would like to
browse through several varieties of cactus, so the Garretts decided to devote a small
corner exclusively to cacti. These customers constitute an example of
a. market niche.
b. psychographic segmentation.
c. brand loyalty.
d. demographic segmentation.
(Scenario 18-4) Scenario 18-4
In the summer of 2010, basketball star LeBron James found himself in the middle of a
PR nightmare when he decided to turn his decision regarding his future team into an
hour-long spot on ESPN, which interestingly enough was entitled, “The Decision.”
Almost immediately, fans and critics alike began to express their distaste for the way
the multi-millionaire handled the situation. Many fans’ opinions of the star were greatly
altered and James’ positive public image appeared to be shattered. Perhaps even worse
than the damage to his image, the Lebron James “brand” began to take a hit when his
jerseys were pulled from many retailers’ stores and websites, and thousands of fans
vowed they would never buy James’ line of shoes ever again. Several months later,
James began the process of repairing his public image. James, who endorses Nike
products, came out with a controversial commercial some believe was intended to
evoke sympathy. However, many others felt the commercial mocked the negative
reaction expressed over “The Decision,” and was intended to rebrand the star as a bit of
a rebel. Either way, LeBron James appears to have a long way to go before he can once
again be recognized as one of the most beloved players in the NBA.
Judging by his recent apology and television commercial, LeBron James is apparently
trying to repair his image. This is often referred to as
a. damage control.
b. public relations management.
c. spreading goodwill.
d. a public relations audit.
Due to 1990 legislation, the FTC’s role in regulating advertising was expanded
regarding
a. nutrition labeling.
b. spam.
c. telemarketing.
d. direct mail.
A retailer is trying to target the “precision shopper,” who expects extra value in every
single purchase. According to your text, which promotion techniques would be best to
increase the value of a brand in these shopper’ minds?
a. trial offers and samples
b. contests and sweepstakes
c. frequency programs and rebates
d. coupons and price-off deals
For a communication to be classified as advertising, which of the following criteria
does not have to be met?
a. It must be paid for.
b. It must be mass-mediated rather than face-to-face.
c. It must promote a product.
d. It must attempt to persuade.
From the consumer’s viewpoint, directories like the Yellow Book have some
disadvantages as promotional tools. For one thing, they cause a particular problem with
a. getting lost in the massive volume of media clutter.
b. having long lead times that result in outdated information.
c. annoying rather than informing potential buyers.
d. being unable to offer detailed information.
Very simple strategies centering on _____ are popular on the Internet, where a familiar
name is merely placed in so many locations that an online user will see it over and over
again.
a. transformation
b. image
c. demonstration
d. repetition
An advertiser of a line of luxury resorts wants to use a complex message strategy that
fosters certain moods and emotions, so realistic and powerful that they actually become
part of the interaction and create new memories about the brand. In this advertisement,
the objective will be to
a. establish the product in a social or cultural setting.
b. transform the experience of using the product.
c. recall the product name.
d. create an image for the product.
Which of the following is one of the three basic elements of any frequency-marketing
program?
a. an internal mailing list
b. a benefit package
c. an external mailing list
d. a sales staff
According to the text, what looms as arguably the major concern regarding direct
marketing today in the minds of consumers?
a. annoying telemarketing
b. invasion of privacy
c. increased junk mail
d. ongoing credit card debt
Which slogan is an example of corporate advertising rather than brand advertising?
a. “Mmm-mmm good” (Campbell’s)
b. “The quicker picker-upper” (Bounty)
c. “Snap! Crackle! Pop!” (Kellogg)
d. “We bring good things to life” (General Electric)
An American automobile company sees that the market share of one model has steadily
declined. It seems that every percentage point drop is matched by a corresponding
percentage point rise in the Japanese-made competition. In an effort to regain market
share, the automobile company decides to promote its American-made heritage. In fact,
every part of its car is manufactured in the United States. The advertising agency for the
company comes up with the slogan “Right here. Right now. Your all-American car.”
The advertising it creates is image oriented, and hopes to produce a delayed response.
A marketing survey finds that people who respond to the “all-American” benefit also
admire deceased actor John Wayne and see him as the prototypical all-American guy.
So the agency combines old footage from John Wayne movies and new footage of the
car as part of its TV campaign. In this case, the image of John Wayne serves several
purposes, but not which of the following?
a. John Wayne is a part of these consumers’ community.
b. John Wayne is a part of these consumers’ aspirational group.
c. John Wayne transfers meaning to the product.
d. John Wayne’s meaning is socially constructed.
A high-end specialty store, recognized nationwide for its prestigious reputation, is busy
with customers eyeing and buying costly items of clothing with designer labels. They’re
also adding $400 purses, $500 shoes, and $1,000 bracelets and necklaces to their
ensembles. Which basic needs on Maslow’s Hierarchy are most likely being fulfilled by
these purchases?
a. safety needs
b. love and belonging needs
c. esteem needs
d. self-actualization needs
Why is benefit positioning often used by a firm when its competitors offer comparable
products that basically do the same thing?
a. to point out emotional benefits that differentiate its product from others
b. to send new messages about its product’s identity
c. to spell out functional benefits that its product offers
d. to suggest new uses for its product
A belief in mind control, repressed thoughts, and mass persuasion formed the
cornerstone of Cold War ideology, and advertising professionals during that time found
it easy to persuade consumers to buy their brands.
Any meaningful positioning strategy needs to include several broad elements in its
message-including attention-getting, variety, flexibility, and complexity.
What is meant by the term cognitive style? How has it been stereotyped into two polar
opposites in creative environments like ad agencies? Explain how cognitive styles
affect creative teams.
Significant research has determined, to the relief of advertisers, that if consumers spend
more time with interactive media, they do not necessarily spend less time watching TV
or reading newspapers.
A confections manufacturer decides to create special holiday candies and needs to get
its promotions out to the public in a hurry. For this reason, magazines are one medium
that will not be considered.
Evaluative criteria are universal traits or attributes that pertain to all product categories,
used as rating factors when considering purchases and reviewing a consideration set.