Some people believe that advertising can communicate below the threshold of
consciousness, despite no solid evidence to prove this. Still, based on this belief, they
have concerns that advertising is
a. consistently offensive.
b. influencing program content.
c. perpetuating cultural stereotypes.
d. deceiving due to subliminal stimulation.
What is the world’s largest list management and list brokerage firm?
a. Starcom MediaVest Group
b. Direct Media, Inc.
c. Leo Burnett
d. TheFutureBuzz.com
Which condition almost always has a very negative effect when found in teams?
a. conflict
b. creative abrasion
c. cognitive style
d. interpersonal abrasion
Scenario 15-2
The Sounds Good recording company is getting ready to release the first compact disc
from its newest band, Planet Moon. Sounds Good’s last three releases have been dismal
failures, and the struggling company needs a quick influx of cash. The owners decide to
use sales promotions to move the Planet Moon disc through record stores and into
customers’ hands.
Sounds Good knows that the release cannot succeed without gaining distribution in
large record store chains. However, many of these chains are refusing to carry the
product, saying that shelf space is too precious to be used for an unknown band like
Planet Moon. However, buyers for these chains say that they might be willing to carry
the product if Sounds Good makes a direct cash payment to the chain, known in the
trade channel as a(n)
a. cooperative advertising fee.
b. merchandise allowance.
c. slotting fee.
d. in-store allowance.
Which of the following helps explain why marketers have shifted more of their budgets
to sales promotion in recent years?
a. increased media clutter and ads that target all the same consumers
b. fewer brands on the market and a greater need to attract consumers’ attention
c. more long-term perspective on marketing and longer wait for results
d. more powerful suppliers and more ways to control retail stores
Four friends, all 13-year-old girls, decide to try coloring their hair for the first time.
They scan the drugstore shelves together, with no real knowledge and no preference for
any particular item, but they each leave with a hair coloring kit. Which concept is
involved here?
a. primary demand stimulation
b. mature product promotion
c. product category demand
d. brand/product placement
When a consumer has a rich prior experience with a product, regularly purchases it, and
has highly favorable attitudes toward it, which concept is demonstrated?
a. brand loyalty
b. brand recognition
c. brand attitude
d. brand consistency
Scenario 15-6
You are a media planner at an advertising agency in Dallas. Since it is Friday, you take
a long lunch with a sales associate at the Dallas Morning News followed by a walk
through a nearby park, returning to the office around 2:30 p.m. When you get to your
desk, you find a number of new emails from account execs waiting for you, all with
subject lines suggesting pressing client issues. You need to answer them before the
weekend hits.
One email says that a client with several fast-food restaurants along the state highway
wants to get out the message to “eat right now.” What kind of media should he use? You
reply that you know what will work best. You can meet on Monday to discuss the use of
a. outdoor advertising, like billboards.
b. event sponsorship, like NASCAR family days.
c. directory advertising, like the Yellow Pages.
d. out-of-home advertising, like kiosks in malls.
Endorsements, testimonials, or other positive comments about products made by ____
have recently been more tightly restricted by the FTC, requiring that they disclose any
payments for these promotions.
a. experts
b. bloggers
c. celebrities
d. average consumers
Brush Strokes is an art supply store located in a town with a population of about
100,000 people. The town is also home to a major state university. Brush Strokes gets a
majority of its business from the student population. It has used the services of a local
full-service advertising agency in the past. A great majority of its marketing budget has
gone toward running small advertisements in the local and school newspapers at the
beginning of each term. The advertising agency is now recommending that Brush
Strokes devote a majority of its budget to running television spots during broadcasts of
the university’s football and basketball games. While the owners of Brush Strokes agree
that they could be doing a better job of reaching a larger portion of the student
population, they have not come to any conclusions about the best way to accomplish
this.In all likelihood, with which one of the following would Brush Strokes’s
full-service agency be least qualified to handle?
a. interpreting research on the student market
b. creating a 30-second television commercial
c. forecasting dividend earnings of stockholders
d. creating a competitive position against other art supply stores
(Scenario 18-3) Scenario 18-3
For some years now, enterprising individuals have gotten their own ideas, forums, and
entertainment programs out in front of the public with no help from big tech firms,
media conglomerates, or ad agencies. They simply posted their creations on the
Internet. It began with blogs, moved to podcasts, expanded to social networks, moved
on to YouTube videos, and transferred to Twitter. And it just keeps going. Audience
members can download these technological tidbits-text, visual, and audio formats-to
their laptops as well as to cell phones, Blackberries, iPods, iPads, and every other
mobile gadget that hits the market. Eventually, public relations companies started
getting into the act.
A Midwest publisher launches a series of young adult books featuring witches, devils,
and vampires. Several conservative church groups in Georgia, Alabama, and
Mississippi stage protests and burn the books in videotaped media events, after which a
number of nearby libraries ban the books. The publisher sets up a Facebook page to
gather signatures in opposition of book-burning and book-banning and in support of
free speech and free enterprise in a free society. It encourages visitors to put an
emphasis on literacy, education, and open libraries. The publisher’s Facebook page is a
form of ____.
a. corporate image advertising.
b. advocacy advertising.
c. cause-related advertising.
d. influencer marketing.
Global corporations pay big sums to have their names associated with athletes and
teams. According to Nike’s VP of marketing, what is “the No. 1 event in all of sports” in
terms of promotional opportunities?
a. the World Series
b. the SuperBowl
c. the World Cup
d. the Masters Tournament
The one characteristic that makes direct marketing different from marketing in general
is that it
a. depends on consumer response for its success.
b. emphasizes developing a customized database.
c. has a lower cost per contact.
d. relies on audience segmentation.
In late 2010, renowned actress Rachel Leigh Cook spoke out against the entertainment
industry and the way it portrays celebrities in advertising. Cook, who starred in the
popular 90s hit She’s All That, claimed that the airbrushing of celebrities that often takes
place before an advertisement is published is a clear case of false advertising. Cook told
FoxNews.com, “It breaks my heart to be part of an industry and part of a machine that
really pushes out these images and propagates these really terrible standards that are
false.” Cook went so far in her criticism to question how falsely editorializing is not
considered a crime, and stating that so many young women struggle with identity issues
in today’s society because they are striving to be something that does not exist.(John
Dorian, “Rachel Leigh Cook Against Air Brushing, Calls it False Advertising.”
International Business Times, October 25, 2010.)
Rachel Leigh Cook is active in a number of organizations that attempt to educate young
Americans on some of the cons of the entertainment and advertising industries. One con
often addressed in the advertising industry is advertising
a. perpetuates a number of stereotypes.
b. only reflects society’s priorities.
c. addresses a number of basic human needs.
d. informs the public on various products and issues.
Which type of advertising is the most sophisticated, and though difficult to pull off, can
powerfully weave ad images with real-life experiences?
a. social/cultural movement
b. image
c. transformational
d. product placement
Taken together, television’s broad coverage, extraordinary reach, and opportunity for
repetition offer advertisers a strong advantage virtually unmatched in other media.
The John Hancock financial services company has been a pioneer in measuring the
effectiveness of dollars spent on sponsorships. Based on their marketers’ calculations,
executives felt that the company’s first sponsorship of a college football bowl game in
the 1980s was a good media buy. This was because its sponsorship deal
a. provided about three times the exposure of traditional advertising.
b. required little planning or manpower to execute.
c. banned all other companies from advertising.
d. allowed for the delivery of an ad message in a traditional way.
Though some forms of ad research have fallen out of favor over the decades, ____
research still provides helpful results, particularly when the researcher meets directly
with the consumer.
a. statistical
b. qualitative
c. normative
d. quantitative
The text mentions Avon Products as one of many corporations that has successfully
added emotional benefits to its positioning, creating intense feelings regarding its
products, by linking its brand to
a. a celebrity endorsement.
b. an important social cause.
c. a YouTube video.
d. a viral Internet promotion.
Buzz marketing involves creating an event or experience that leads to conversations
about the brand.
A graphic mark that identifies a company, and often a brand, is called a logo.
In radio spots, the copy must dominate any musical pieces or jingles, otherwise the
music can easily overwhelm the persuasive elements of these ads.
Recognition tests are the industry standard for television ad testing.
When researchers study consumer behavior, they study a process that begins with the
product evaluation and ends with the perception of a need.
A national big-box retailer has created a new marketing database. But it has become the
center of great conflict among the departments within the firm. It has also caused
problems between the retailer and its advertising agency. Why is such a useful tool
creating this discord?
Even with the best intentions and predictions, a “reasonable” production timetable for a
television commercial is rarely achieved, but instead is often compromised.
The method of budget setting that focuses on the relationship between spending and
advertising objectives is the margin-analysis approach.
In the late 1990s, more than 250 magazines rushed to publish online. Despite the
advantages they claimed to offer, the initial experience with these so-called “digizines”
wasn’t very successful.
The number of people or households that will be exposed to a media vehicle at least one
time during a particular period is referred to as frequency.