Recall measurements probably make the most sense when the goal is to
a. visualize a picture or image of the brand.
b. feel an emotion connected to the brand.
c. remember the brand name.
d. think of a time when the brand can be successfully used.
Which type of ads that are designed to persuade the consumer are most likely to
actually confuse the consumer?
a. comparison ads
b. hard-sell ads
c. reason-why ads
d. information-only ads
(Scenario 13-4) Considering the slow economy and the new focus on simple home
decor, a greenhouse located in a central business district, Gretta’s Garden, decides to
sign up “garden club” members to get discounts on flowers, shrubs, vegetable plants,
houseplants, and all related accessories. Members may also attend free lectures and
hands-on workshops run by local horticulturists, or relax with a glass of tea or wine in
the lushly landscaped courtyard. Gretta has ordered some basic market research and
found that most customers live no more than three miles away, are in blue-collar as well
as white-collar jobs, and represent a diverse range of ethnic and lifestyle types, as is
seen in this community. It also supports her observation that her customer base is not
strongly female, as one might expect, but is about 40 percent male.
Gretta also consults with a media outlet about advertising Gretta’s and the Holland
brand. The salesperson with this firm tells her that considering her growing/planting
season, she will need to decide soon, because ads must be submitted 60 days before
they run. Which media type is this salesperson most likely talking about?
a. television
b. radio
c. newspaper
d. magazine
Leadership over creative teams involves at least three main tasks, one of which is
a. working closely with the client.
b. allowing team members to work independently.
c. contributing ideas without dominating the group.
d. suggesting a list of advertising objectives.
A proactive public relations strategy is ultimately guided by
a. government regulation.
b. public opinion.
c. unforeseen events.
d. marketing objectives.
A media planner is comparing the relative advantages and disadvantages of television
versus magazines as advertising vehicles for her client. She needs to keep in mind that
when comparing the two, television has a
a. lower absolute cost.
b. higher degree of audience selectivity.
c. much lower cost per contact.
d. higher degree of audience attentiveness.
A greeting card manufacturer runs a commercial indicating that people who receive
greeting cards appreciate them much more when they see its company name on the
back. This is an example of a company focusing on
a. symbolic value.
b. direct response.
c. primary demand stimulation.
d. mobile marketing.
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.The consumption process for the blender began when Jerome
a. brought home a blender from the store.
b. identified the criteria he would use to look for blenders.
c. made a mental list of brands he would consider.
d. realized he did not have a blender for the party.
The ‘stereotyped” view of the people who work in the world of promotion, which
probably has some truth to it, says that
a. creatives favor right-brain thinking.
b. advertising experts rely on their left brain.
c. business types use both sides of their brain.
d. teams tend to come up with left-brain solutions.
The STP approach is highly recommended when markets are characterized by strong
elements of
a. diversity.
b. brand loyalty.
c. a single demographic.
d. habitual purchasing.
Voice-It Technologies produces inexpensive personal voice recording devices that serve
as a substitute for message pads in the home or office. Their recording time is limited to
120 seconds and the devices sell for less than $20.00. Voice-It’s products are about the
size of four credit cards stacked on one another and have a useful life of about one year.
The slogan this firm uses on its packaging and advertising is “Don’t Write It,
Voice-It!”Bill Gates (CEO of Microsoft), Doug Ivester (former CEO of Coca-Cola), and
Jack Welch (former CEO of General Electric) appeared together in a Voice-It ad. They
each stated “I don’t write it, I Voice-It!” These individuals are attempting to impact our
consumption priorities by serving as a
a. celebrity influencer group.
b. membership reference group.
c. dissociative reference group.
d. self-expressive benefit group.
Market research indicates that ____ who are watching movies are more likely to notice
product placements and more willing to try these products.
a. people over age 45
b. people under age 25
c. women
d. men
Media research shows that there are 48,500,000 households watching TV during the
time that the quasi-news show, Celebrity Newsertainment, is broadcast. The audience
for this program averages 8,730,000 each week. This means that the share of audience
measure for the program is a ____ share.
a. 3.9
b. 5.5
c. 18
d. 39.9
A manufacturer of protein powders and protein bars sponsors a grand slam tennis
tournament for the first time. When it evaluates this move, it discovers that the cost per
brand name exposure was much higher than it would have been by running its standard
advertising. What do company executives need to remember?
a. It takes multiple sponsorships of such large events in order to yield results.
b. Traditional advertising will always be less expensive than event sponsorship.
c. The methods used to calculate cost per brand name exposure are too subjective to be
accurate.
d. The number of brand name exposures only tells part of the story.
State governments have very little authority over promotional activities of firms, and
since most companies conduct interstate commerce, any violations are federal issues.
Executing an IBP campaign is like performing as a symphony orchestra-many
individuals are simultaneously making unique contributions to create a final piece.
Jerome always buys Coke, and only Coke-not Pepsi or any other cola brand. Consumers
like Jerome, who repeatedly purchase a single brand to fulfill a specific need, are
demonstrating brand loyalty.
A retailer selling artificial Christmas trees runs its spots the first week of October, the
first week of November, and Thanksgiving week. This retailer is using a
between-vehicle media strategy.
The concept of Madison & Vine refers to the convergence of the advertising and
entertainment industries in the branding efforts of marketers.
Hits are the number of occasions in which user X has interacted with website Y during
time period Z.
Of all the creative message strategy objectives depicted in the text, the persuasion
objective features the greatest number of related methods, including testimonial,
infomercial, comparison, demonstration, and others.
One great benefit of a database is that it allows a firm to measure how much business it
is actually doing with its best customers. This can be found with an analysis of recency,
frequency, and monetary factors.
Dialogue copy on radio may end up sounding dull and dry-just the background drone of
normal conversation. To alleviate this, many advertisers use humor as an
attention-getting device.