Jerome was preparing to host a graduation party for his friends and relatives when he
suddenly realized that he did not have a blender to mix certain beverages that he knew
his guests would like. Having never purchased a blender before, Jerome felt that he
needed to shop carefully and enlist in the help of friends for advice. After visiting
several stores and examining numerous models, Jerome settled on a Kitchen-Aid model
that cost nearly $100.Jerome mentions to someone else shopping at the store that
low-quality blenders are made of plastic and high-quality blenders have a stainless steel
base. This comment represents Jerome’s
a. beliefs.
b. brand loyalty.
c. brand attitude.
d. habits.
What concept refers to the measure of intensity of one media plan versus another, which
takes into consideration both reach and frequency?
a. unmeasured media
b. gross rating points
c. share of voice
d. cost per thousand
Scenario 17-1
If you walk into a Cracker Barrel Old Country Store, you’ll see many items once found
in general stores, like porcelain signs, ceramic jugs, tin boxes”and Coca-Cola trays and
plaques. And since 2004, Coca-Cola Co. has maintained a larger display of unique
Coca-Cola memorabilia at the Cracker Barrel in Nashville, right next to the Opryland
Hotel. Visitors will find a number of rare holiday paintings, prints, and calendars
featuring the familiar Santa Claus figure and a bottle of Coke. In 1931, the company
had commissioned professional illustrator Haddon Sundblom to create illustrations for
its advertising, resulting in the warm and jolly image of Santa that has endured in
American culture ever since. The soft drink has been served in Cracker Barrel stores for
40 years, so this is a natural connection for both brands. In fact, for its 40th anniversary
in 2009, Cracker Barrel featured Black Cherry Coke in limited-edition glasses bearing
logos of both brands.(http://www.crackerbarrel.com/about-decor.cfm?doc_id=51.
Accessed January 17, 2011.)(original press release by Jim Taylor, “Rare Coca-Cola®
Holiday Artwork on Display at Cracker Barrel Old Country Store®,”
http://www.crackerbarrel.com/mediaroom-newsreleases, November 15, 2004.)If
Coca-Cola employed someone to call on frequent buyers of its memorabilia to
guarantee their satisfaction and update their needs”but not necessarily to pitch new
products or close another sale”this employee would be considered to be a(n)
a. order taker.
b. missionary salesperson.
c. system solutions person.
d. creative salesperson.
What company sponsors NASCAR’s longest night, creating one of the most popular
televised-and branded-sporting events in North America?
a. Procter & Gamble
b. Nike
c. Coca-Cola
d. Budweiser
The high-speed technology that allows consumers to customize programming from
various providers over the Internet and target very specific audiences
a. is an example of scattering.
b. is an example of the halo effort.
c. is known as broadband.
d. forbids localization of a master network.
Which acronym refers to the broad concept that defines today’s emphasis on building
awareness and preference for brands, beyond merely communicating about products?
a. IMC
b. GDP
c. IBP
d. PSA
Which of the following is projected in the text concerning the future of traditional
advertising?
a. It will not only compete with but will dominate branded entertainment and
nontraditional media.
b. It will not have to change its view of promotion and advertising as much as was once
thought.
c. It will continue to deliver to truly mass audiences.
d. It will quickly lose its ability to build brands
A claim has been reviewed by the NARB and a commercial for a bottled sports drink is
judged to be full of allusion, innuendo, and vague health claims. Now the ____ will be
held responsible for the false content.
a. CEO of the sports drink supplier
b. advertising agency promoting the sports drink
c. cable television stations that ran the ad
d. sports drink manufacturing factory
Full-service advertising agencies specialize in a number of both traditional and
innovative services, but typically do not provide ____ for their clients.
a. media placement
b. creative marketing techniques
c. brand management
d. sales promotion materials
An effective company website should allow for human-messaging and/or
human-human interaction. This is because research shows that such approaches
a. promote easier navigation and user-friendly purchase procedures.
b. personalize the coldness of digital technology.
c. create bonds that build social pressure to buy the brand.
d. lead to more positive attitudes and stronger purchase intentions.
When a Bahamas resort runs its exciting and exotic commercials on TV, it gets two
extraordinary advantages that cannot be matched by radio or print. What are they?
a. lasting message and frequent repetition
b. low absolute cost and high audience attentiveness
c. highly selective geographic targeting and little clutter
d. creative expression and huge reach for low cost-per-contact
Scenario 15-4
General Mills brand breakfast cereals face strong competition in the dry cereal category
from brands like Kellogg’s and Quaker Oats. Still, General Mills brands like Wheaties
and Cheerios maintain a strong share of the market. As a manufacturer, General Mills
knows it must stimulate consumer demand for its brands, but it must gain retailer
support for these brands as well. Its market research shows that some consumers are
very loyal to certain brands of cereal, but most consumers show some level of
variety-seeking behavior in this product category. As a result, General Mills is
constantly examining different sales promotion tools to stimulate consumers to consider
its brands when shopping for breakfast cereal.
General Mills has experimented with selling cereal in the form of a “two pack.” These
are two standard-size boxes of cereal shrink-wrapped together and offered at a special
price. What is most likely the objective for this type of consumer-market sales
promotion technique?
a. to disrupt a competitor’s strategy
b. to encourage a repeat purchase
c. to introduce a new brand
d. to stimulate a larger purchase
The terms Internet and World Wide Web are often used interchangeably. Which of the
following is accurate regarding these media elements?
a. The Internet provides the greatest possibilities among all options available to World
Wide Web advertisers.
b. The World Wide Web is a web of information available to most Internet users.
c. The Internet is a massive search engine available to most users of the World Wide
Web.
d. The two terms essentially refer to the same aspect of digital technology.
Which of the following is a tactic that might be used in an implicit memory measure?
a. completing a brand name after being given only half of its letters
b. filling in the blank to finish a sentence about the ad just seen
c. visualizing the last time a particular commercial was seen on TV
d. describing what you think may be happening in a picture
All of these women live and work in the same big city. But who would probably make
the best connector?
a. one who works as a computer programmer, is meticulous, and likes to cook
b. one who works in a call center, is outgoing, and likes to shop
c. one who works as a preschool teacher, is imaginative, and likes to do crafts
d. one who works in a library, is intelligent, and likes to read
The U.S. Internet Industry Association differs from similar trade groups of online
advertisers in the United Kingdom and Canada in that it
a. has much power and authority to restrict the actions of its members.
b. is a federal organization with legal powers.
c. restricts not only spam but all forms of unsolicited email.
d. has issued no self-regulatory guidelines.
Headquartered in Boston, The Gillette Company is the world leader in male grooming,
a category that includes blades, razors, and shaving preparations. Several years ago,
Gillette announced the launch of two new high-performance women’s razors,
broadening the portfolio of the top-selling Venus brand, the world’s most successful
franchise in female shaving. The two new razors were Venus Vibrance the first power
wet shaving system for women, and Venus Disposable, a premium-performing
disposable razor. Both razors incorporated technological and design enhancements to
better address the specific shaving needs of women, and will build on current market
segments. More recently the company has launched Venus Embrace, the first five-blade
women’s razor, with the tagline, “Reveal the Goddess in You.” According to its website,
nearly 40 million women now use Venus products.
(http://www.gillettevenus.com/en_US/products/index.jsp)The philosophy behind
Gillette’s efforts is based on
a. user positioning.
b. market niche positioning.
c. benefit positioning.
d. competitive positioning.
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
An advertising agency may take an active role in helping the client formulate the
marketing plan.
The fundamental purpose of marketing (and the advertising that is used in marketing) is
to generate revenue.
A phone directory like the Yellow Book provides a strong link to consumer buying,
allowing people to follow through on their decisions to buy in a practical way.
What are the six broad areas of services offered by today’s advertising agencies and
promotion firms? List as many as you can, then choose three, define briefly, and give an
example.
Consumer and industry groups are free to make attempts at shaping and restricting the
advertising process, but in reality have little voice or power compared to the federal
government.
The fight for space on grocers’ shelves has become very competitive, so manufacturers
will do anything they can to get store chains to stock their items-except paying a fee,
which is now illegal.