Which of the following is the main challenges of the copywriter early in the campaign
process?
a. Combining texts and visuals to create a unified whole
b. Writing lively and colorful words about products that are often dull and lifeless
c. Extracting meaning from massive amounts of analytical data, and market research
d. Creating the mood, tone, or humorous angle that gives the product real value
Which of the following is true about branding and advertising based on social and
cultural factors?
a. Consumer behavior lacks the ability to be meaningfully social.
b. Advertisements are purely socially isolated attempts to attitude manipulation.
c. Consumers are merely information processors.
d. Advertisers have meaning as a primary focus.
For which of these potential advertisers are newspapers most likely to be a suitable
choice?
a. A requires excellent reproduction quality for its illustrations.
b. B seeks to create images and moods in the minds of its audience.
c. C wants to reach a local audience at a low cost for space.
d. D intends to print ads in a multidimensional medium.
HireUp Inc., a recruitment agency, has launched a series of advertisements about its
capabilities in effectively managing firms’ labor forces. Which of the following
audience categories is HireUp most likely targeting?
a. Household members
b. Members of business organizations
c. Professionals
d. Government employees
Scenario2-6
Pink Inc. has approached Ripple Effects with the layout of an advertisement for its new
product that it plans to advertise. Ripple Effects has agreed to provide Pink Inc. with the
cast and crew required to create the advertisement, choosing the location and the set up.
Pink Inc. has employed Glamour, an advertising agency, to make the message theme of
the advertisement more innovative. Glamour has charged the firm $50,000 per hour for
its services.
Glamour follows a ____system of compensation.
a. commission
b. cost-plus
c. markup charge
d. fee
A children’s apparel manufacturer promotes its clothes on a regular basis, but needs a
stronger message in August, for back-to-school shopping; in December, for holiday
shopping; and in May, for summer shopping. What type of scheduling strategy will run
the clothing ads continuously, but will also have three periods of much heavier
scheduling?
a. Pulsing
b. Continuous
c. Flighting
d. Measured
Broadcast television, cable television, and national magazines have the largest and
broadest reach of any of the media.
a. True
b. False
Scenario 15-5
Starting in late 2010, shoppers at a number of Bloom supermarkets will be able to
watch commercials on small notebooksized monitors as they stroll through the aisles.
The devices, or 3GTV’s as creator Automated Media Services calls them, will advertise
products nearby ranging from macaroni noodles to peanut butter. The mini- televisions
are part of a pilot program in nine of the grocer’s locations in Maryland and Virginia to
test the effectiveness of commercials at the Point-Of-Purchase. Advertisers who are
growing increasingly frustrated by TiVo and DirectTV’s fast-forwarding capabilities,
will be able to pitch consumers at what Automated believes is the most crucial point in
the sale process. The new technology could help grocery stores such as Bloom save
money on circulars, but the transition will likely not come without conflict. Before the
first 3GTV was even activated, one coalition group argued that the system would
undercut parental authority by causing children to lobby for the product being
advertised.
(Danielle Douglas, “Bloom to Try Out InStore TV Advertising System.”
Washington Post, November 1, 2010.)
Which of the following is one of the objectives of Point-of-Purchase advertising?
a. Display product features that require long-term attention in order to understand.
b. Stimulate trial use by current users of the brand.
c. Draw consumers’ attention toward brands that the company used to sell.
d. Maintain purchase loyalty among brand-loyal users.
Creativity reflects:
a. following social norms.
b. adopting structured thinking.
c. retaining childlike thinking.
d. conforming to everyday logic.
A potential downside of a heavy-user-focused segmentation plan is that:
a. it can take resources away from those that require persuasion.
b. heavy users usually require constant encouragement to keep consuming a product.
c. heavy users do not differ significantly from infrequent users in terms of their
motivations to consume.
d. it shifts focus to emergent consumers who need to be convinced to purchase the
product.
Newspapers offer advertisers more creative options than those available in the
broadcast media.
a. True
b. False
To get more personal data of consumers, companies can use advanced technology to
merge offline data, like credit ratings and home value, with online data, like ordinary
search activities and Internet navigation.
a. True
b. False
Subliminal advertisement has been proved to be an effective way of embedding images
and messages into an advertisement that influences the unconscious minds of people.
a. True
b. False
Scenario4-4
Joe Rowan walked into Pederson Toyota one day and began looking at price stickers on
Toyota Camrys. He was interested in that model because he had seen a number of
television and magazine ads describing the car’s features and reputation for reliability
and the fact that it displayed the slogan ” The best car in the world” urged him to look at
the cars. After closely examining the stickers, Joe noticed a line that said “Dealer
Promotion Allowance$125.00.” Joe asked a salesperson what that meant. The salesman
replied that it was a charge that helped the dealership pay for local advertising to
encourage consumers to shop at that particular dealer. After further discussion, Joe
learned that almost 5 percent of the cost of the vehicle comes from expense for national
and local advertising.
After Joe complained, the salesperson replied, “If our industry didn’t do so much
advertising you probably couldn’t afford to buy that computer to do your own research.”
Which of the following “pros” of advertising is the salesperson likely using to support
his comment?
a. Advertising fosters a diverse and affordable mass media.
b. Advertising fosters new product success and lowers costs.
c. Advertising reflects the priorities of a society.
d. Advertising contributes to art and culture in a society.
Sales promotion can attract attention and motivate trial purchase so it is often used to
introduce new brands to the public.
a. True
b. False
At present, the field of public relations does much more than its traditional role of
managing goodwill with a company’s stakeholders and customers.
a. True
b. False
A consumer-brand relationship is the same as that between friends or siblings.
a. True
b. False
Well-stated objectives work best when they set a benchmark, specify a measurement
method, and define a time frame.
a. True
b. False
The process of cutting a market into pieces and focusing on the piece or pieces that
make the most sense is termed
a. segmentation
b. integration
c. rationalization
d. differentiation
The advantage that sales promotions have over advertising is that they offer great
rewards with little or no risk.
a. True
b. False
According to Robert Sternberg, which of the following should you do for advancing
your own creativity?
a. Adopt the safe solution.
b. Do not cherish ambiguity.
c. Learn to doubt yourself.
d. Analyze your own ideas.
When the Western world turned to capitalism as the foundation of an economic system,
the foundation was also laid for advertising.
a. True
b. False
For an item to be defined as an advertising specialty, it must:
a. be a reward for meeting a goal or sales quota.
b. contain no promotional message.
c. be construed as a way of buying business.
d. contain the sponsor’s brand name or slogan.
Scenario5-3
While grocery shopping, Carol selects items that she regularly buys because she knows
they are good and she has used them for years. However, the usual Chucky’s Cheddar
cheese that she buys is not available and she buys a similar brand of cheese that she
hasn’t tried but has heard of before. Chucky’s cheese being an extremely popular brand
has managed to make itself known, and when most of the customers shopping at the
store were asked which was the cheese that they bought, most of them stated Chucky’s
almost immediately.
When Carol saw that the cheese was out of stock, she immediately thought of Porky’s,
and Cubby Cow’s cheese. This is an example of_____ .
a. an external search
b. an internal search
c. cognitive dissonance
d. conversion
Scenario4-4
Joe Rowan walked into Pederson Toyota one day and began looking at price stickers on
Toyota Camrys. He was interested in that model because he had seen a number of
television and magazine ads describing the car’s features and reputation for reliability
and the fact that it displayed the slogan ” The best car in the world” urged him to look at
the cars. After closely examining the stickers, Joe noticed a line that said “Dealer
Promotion Allowance$125.00.” Joe asked a salesperson what that meant. The salesman
replied that it was a charge that helped the dealership pay for local advertising to
encourage consumers to shop at that particular dealer. After further discussion, Joe
learned that almost 5 percent of the cost of the vehicle comes from expense for national
and local advertising.
Which government agency might eventually be reviewing the case if Joe felt he should
file a complaint about advertising in the automotive industry?
a. The Consumer Finance Protection Agency
b. The Consumer Union
c. The Federal Trade Commission
d. The Consumer Federation of America
Cause-related marketing is becoming increasingly common because:
a. consumers prefer brands that support important social issues.
b. it is the most cost-effective public relations tool.
c. it is directly relevant to the business operations of organizations.
d. it focuses on promoting the products of a brand.
Scenario5-1
As clothing and accessories retailer Gap, Inc. attempted to carry its brand to greater
heights, executives felt that a great way to refresh the company’s logo would be to
change it all together. However, perhaps even quicker than the initial decision to change
the logo, the masses reacted so negatively to the change that the company went back on
its decision. A number of consumers stated that the new logo looked “cheap, like a
crummy PowerPoint presentation,” and that was all company executives needed to hear.
Gap admitted that the idea of changing the company’s logo was probably not the right
move nor was it the right time to do so. The company will look for other ways to
develop the brand. Clearly, Gap’s reaction to consumer sentiments serves as proof that
the company cares a great deal about consumer thoughts and opinions.
(Iko Han, “Gap’s New Logo Proves the Company Knows How to Listen.”
CornerlineNews, October 13, 2010.)
Facebook played an important role in Gap reversing its decision to change the company
logo. Thousands of users posted status updates expressing their distaste for the new
logo, and company executives could not overlook the opinions of their customers. In
this situation, Gap had a strong:
a. need state.
b. brand community.
c. internal search.
d. reaction to advertising clutter.
Scenario6-5
Madison State University has a reputation for having a powerful intercollegiate coed
bowling team. Seating in the campus bowling alley only allows for 400 fans to attend
their matches. Long lines for seats have formed in the past, with many fans leaving
disappointed because they could not get a ticket. As a result, the school’s administrators
decided to institute a “priority seating” plan in which fans would be given access to
advance tickets based on the following schedule:
– “Lanemaster Club” $10,000 annual donation to the bowling program guaranteed free
box seats to any match (100 seats total)
– “Strike Club” $1,000 annual donation to the bowling program guaranteed free
bleacher seats to any match (100 seats total)
– “Kingpin Club” participants in local recreation bowling leagues guaranteed bleacher
seats for $10.00 to any match (100 seats total)
– “Alleycat Club” students who have maintained a 3.9 GPA or better guaranteed
bleacher seats for $1.00 to any match (100 seats total)
Each summer, the MSU Athletic Director looks at the city map, chooses a different
local neighborhood, and knocks on doors, encouraging residents to join one of the
supporting clubs. He then keeps track of which neighborhoods are the strongest
supporters, and which may need more prompting in the future. In this way he is using a
segmentation strategy.
a. psychographic
b. heavy-user-focused c. geographic
d. demographic
Scenario6-2
Sunshine Meals Inc. is a company that sells breakfast foods such as cereals, pancake
mixes, etc. The company conducts a study to segment its consumers.
It finds that segment A consists of a small group of individuals who purchase four boxes
of the brand’s cereal every week. The average user consumes one box every week. It
targets segment A by providing them with samples of other Sunshine products with the
purchase of one box.
Segment B consists of a large number of college students and individuals who have
recently begun living on their own, and require readymade mixes as their breakfast
solution. It targets these consumers by providing more variety with pancakes and waffle
mixes.
Segment C consists of consumers who are not consistent buyers and targeting these
consumers could prove a loss for the company.
The consumers of segment A can be classified as____ .
a. fickle users
b. heavy users
c. variety users
d. competitive users
Branded entertainment gets lesser First Amendment protection than ordinary
advertising does.
a. True
b. False
After WWII and into the 1950s, ads began to take on an air of selfawareness, conveying
the sentiment that “you know it’s an ad and so do we.”
a. True
b. False
A major problem associated with attitude tracking to evaluate advertising effectiveness
is that although sometimes people’s attitudes toward a brand do change, they:
a. cannot be accurately measured with a test.
b. rely heavily on an artificial viewing experience.
c. only occur with repetitive exposures.
d. don”t always translate to sales increases.
Vertical cooperative advertising is an advertising technique whereby a manufacturer
and dealer share the expense of advertising.
a. True
b. False
The FTC has regularly issued warnings to tobacco companies about ads that have been
shown to cause young people to start smoking, backed up by decades of substantial
evidence to this effect published by reputable medical journals.
a. True
b. False
____ became the biggest word of the 1970s, a word that was integrated into the
promotional theme of the decade.
a. “We”
b. “Society”
c. “Me”
d. “Modern”