(Scenario 13-3) You are a media planner at a large advertising agency in Chicago. You
are currently assigned to five accounts-a used car dealer in the northern suburbs of the
city, a guitar/drum retailer on the south side of the city, a nationally distributed orange
juice, a quick grits hot breakfast cereal sold nationwide but with strongest sales in large
Southern cities, and a ski equipment manufacturer. Each account has requested some
type of information from you regarding next year’s media buy.
You recommend that the manufacturer of ski equipment place ads in several magazines
devoted entirely to skiing. Your main reason for this is the strength of magazines
regarding their
a. targeting of audiences with content.
b. high levels of reach.
c. reduced ad clutter.
d. short lead times.
Scenario 15-5
Starting in late 2010, shoppers at a number of Bloom supermarkets will be able to
watch commercials on small notebook-sized 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, which 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 In-Store TV Advertising
System.” Washington Post, November 1, 2010.)
Many companies are using technology to market to consumers when they are in close
proximity to one of its stores. Although it is not point-of-purchase advertising, it is a
popular advertising topic in the industry today. This method of advertising is referred to
as
a. pervasive marketing.
b. location marketing.
c. innovative marketing.
d. new-age marketing.
You are looking at figures and trying to understand overall media weight for your
client’s shaving cream ads. You remind yourself that some people who watched TV
program A also saw TV program B and also read magazine 1. This is called
a. between-vehicle duplication.
b. above-the-line promotion.
c. within-vehicle duplication.
d. below-the-line promotion.
A potentially problematic shampoo ad is submitted to the National Advertising Review
Board by an upset major competitor that considers its wording to be deceptive. The
NARB has several options in the actions it may take, but which outcome is it not
authorized to direct?
a. persuading the advertiser to change the wording in the ad
b. assessing a fine against the advertiser
c. publicly identifying the advertiser, complaint, or findings
d. dismissing the case altogether
(Scenario 13-3) You are a media planner at a large advertising agency in Chicago. You
are currently assigned to five accounts-a used car dealer in the northern suburbs of the
city, a guitar/drum retailer on the south side of the city, a nationally distributed orange
juice, a quick grits hot breakfast cereal sold nationwide but with strongest sales in large
Southern cities, and a ski equipment manufacturer. Each account has requested some
type of information from you regarding next year’s media buy.
Your orange juice client believes that the appeal of its product cuts across just about
every demographic and psychographic breakdown imaginable. So, one objective for
your media plan is to achieve the widest reach possible. This would suggest the use of
a. television.
b. magazines.
c. national spot radio.
d. newspapers.
Widgets are software modules that allow users to
a. drag and drop brand information into their personal blogs.
b. automatically access a corporate/brand home page.
c. customize the consumer information they want to receive on a regular basis.
d. click on multiple retail links to compare features and pricing.
Benefit positioning is demonstrated in product campaigns that
a. feature distinctive reasons for its purchase.
b. announce new features and functions.
c. build a customer base of new purchasers.
d. revitalize an identity that has been lost in the market.
A national radio broadcasters association hosts an annual convention that attracts station
owners and program managers as well as ad agencies and media planners. As a media
planner, you take part in forums on the current status of traditional radio, the
competition between AM and FM formats, the growth of satellite and Internet radio,
and the rise of new technologies. During one forum, a professor of broadcasting sparks
discussion by posing a number of questions based on real-life situations that he has
encountered over the years.
A Midwest sports equipment retailer has its agency set up 60-second commercials on
stations in Chicago, Indianapolis, St. Louis, and Milwaukee that regularly cover sports
events. In this way, the retailer is buying
a. network radio advertising, which generates about $600 million annually.
b. national syndicated radio advertising, which dominates radio advertising because it
offers 10,000 individual radio stations.
c. local spot radio advertising, which accounts for 80 percent of all radio ad dollars.
d. national spot radio advertising, through nationally syndicated radio programs.
You scan the ads for Dallas on craigslist.com and find what may be your dream job.
The posting reads, “Entry-level position in media.” You click on it, and the ad says,
“Motivated individual sought to aid in media planning and buying at established
advertising agency. Must have general knowledge of media and be aware of current and
future challenges facing media buyers. Salary negotiable.” You email your resume and
cover letter to the contact person in the ad, and the reply sets you up for an interview
next week.
The interviewer welcomes you and allows for initial introductions, then starts the
interview. “I’d like to begin by getting your opinion on something. What do you think is
the most important challenge facing media planners today?” You realize you can come
up with a number of valid replies, but which answer should you not give?
a. “Keeping up with all the new media options, including branded entertainment.”
b. “Making solid media decisions based on research data that is all too often insufficient
is sometimes inaccurate.”
c. “Accepting the fact that advertising on the Internet will soon replace advertising in
traditional classes.”
d. “Understanding the cultural issues involved in global and multicultural ads.”
In the world of advertising and promotion, what does the “M” in the acronym CPM
represent?
a. the “media” in media planning
b. the Roman numeral for one million
c. the “market” in target market
d. the Roman numeral for one thousand
Which of the following is true about the creative brief?
a. It tends to actually stifle any creative effort.
b. It sets primary goals for the client.
c. It allows plenty of room for creativity.
d. It results from team brainstorming.
Which of these examples represents the earliest instance of product placement in
movies?
a. Old Spice in Talladega Nights: The Ballad of Ricky Bobby
b. the MINI Cooper in The Italian Job
c. Reese’s Pieces in E.T. the Extra-Terrestrial
d. the BMW in GoldenEye
Which statement most accurately summarizes the current status and future prospects of
Internet radio?
a. It is already becoming somewhat obsolete due to satellite radio.
b. It will grow virtually as fast as the Internet does.
c. It may not be free for long as broadband providers start charging for access.
d. It will stay alive by finding a small but sustainable niche of music specialists.
The phrase creativity for creativity’s sake in the world of advertising copywriting refers
to ads that
a. are so unique and innovative that they are not understood by the general public.
b. result in the product being remembered through one technique or another.
c. accomplish the primary goal of entertaining in a clever or amusing way.
d. neglect the main responsibility of communicating the selling message.
(Scenario 18-5) Scenario 18-5
An old adage states that all publicity is good publicity. However, Professors Jonah
Berger of the Wharton School, and Alan Sorensen and Scott Rasmussen of Stanford
found that there is such a thing as bad publicity. The colleagues studied the relationship
between bad publicity and its impact on music albums, books, and movies. In 2010,
they published their findings in an article in Marketing Science. After studying cases
involving the late Michael Jackson, Russell Crowe, and various authors, the colleagues
concluded that negative publicity can increase product sales. Michael Jackson sold
more albums after receiving negative media attention, and films starring Russell Crowe
received higher rankings following an incident in which he allegedly threw a cell phone
at a hotel employee. These high-profile stars actually thrived after receiving substantial
amounts of negative publicity. However, in many lower profile cases, negative publicity
hurt sales and product reception. The three colleagues conducted an analysis of The
New York Times’ reviews and book sales and found that negative reviews hurt sales of
books by well-established authors, but helped sales of books by relatively unknown
authors. After conducting their study, the authors found that conventional wisdom is
wrong: not all publicity is good publicity. But they did show that negative publicity can
sometimes be positive; it all depends on existing-product awareness.(Ned Smith, “Can
Bad Buzz Be Good?” Business News Daily, November 1, 2010)
When publicity is positive it tends to
a. carry heightened credibility.
b. create more skepticism.
c. create competition amongst brands.
d. polarize individuals within a company.
What is the most fundamental ethical issue in advertising?
a. exaggeration, which is a serious but increasingly common practice
b. taste, particularly regarding society’s exposure to offensive messages
c. materialism, which also is a key legal issue
d. deception, particularly false or misleading statements
The combination of transit, aerial, and cinema advertising is commonly called ____
media advertising.
a. P-O-P
b. out-of-home
c. trade-channel
d. business-market
Helene Curtis is preparing to introduce a new brand of all-natural-ingredient shampoo
into the market in several months. In test marketing, many consumers liked the product
but their comments indicated that it is different enough from existing brands that
significant promotion and information will be needed to convince them to switch from
their current brands. Helene Curtis has always used an objective-and-task approach to
develop advertising budgets. Due to these research results, the firm must now do a
detailed build-up analysis.The number of exposures required to accomplish the
advertising objectives for the shampoo, referred to as ____, will also be included in the
build-up analysis for Helene Curtis.
a. execution
b. production
c. frequency
d. reach
After working as an account executive in an advertising agency for 20 years, you’ve
decided to chuck it all and be your own boss. You buy a neighborhood hardware store
from a man who has owned and run the business for the past 52 years-Springfield
Hardware. He sells the store and all the inventory, with one warning-he wasn’t much on
paperwork, so there won’t be a lot of records to be found. You hand him a cashier’s
check, and he leaves without looking back. He heads to a vacation at a Club Med, and
you head to an office that hasn’t been cleaned in 52 years to create your ad plan.You’re
currently deciding exactly where and when ads will be placed, and determining the
strategy behind each placement. This takes a while-with the explosion of Internet sites,
outdoor advertising, and innovative promotions, the options are almost unlimited. In
this way, you are
a. setting up account services.
b. creating a media plan.
c. devising a budgeting method.
d. doing advertising research.
A direct marketer promoting a service industry uses both internal and external lists. In
essence, what is one main difference between these two types of lists?
a. Internal lists contain all types of consumer information. External lists consist of
names and addresses.
b. Internal lists help to develop relationships with current customers. External lists help
to attract new customers.
c. Internal lists are drawn from competitors’ customer lists. External lists are drawn
from the general population.
d. Internal lists cannot be enhanced. External lists can be enhanced.
Psychographic segmentation focuses on the inner mindset of consumers rather than
outer aspects of their lives such as activities, interests, and lifestyles.
The missionary salesperson is required to handle the hardest part of selling”closing the
sale.
Select a product that you use at least once a week. Then describe three possible
functional benefits and three possible emotional benefits that a person might receive
from using the product. Be as specific as possible.
Corporate advertising is not always targeted at the consumer.
Negative publicity stems from external forces outside a firm’s control, not from a
company’s internal activities or decisions.
Celebrity is a unique sociological concept in which public images of prominent people
are used by advertisers to provide a framework that brings people together with a sense
of community, group sharing, and social commitment.
Creative options offered by the newspaper page do not match those of broadcast media,
but there are still creative things that advertisers can do in newspapers.
The text identifies ten objectives of advertising message strategy. Name and briefly
define as many as you can, as well as the methods used to reach them. Then choose two
objectives and give a real-life example demonstrating each of them.
