Scenario 15-1
One of the nation’s most popular times for sales promotions was a great deal longer than
usual in 2010. Black Friday, which typically takes place the Friday following
Thanksgiving, started in October for a number of retailers and was also scheduled to
occur throughout the month of November. Sears and Walmart, who had been
experiencing a continuous decline in sales recently, were the biggest names behind the
move. Executives from a number of companies began to realize that consumers respond
to the word ‘sale,” regardless of the time of year, so they decided to simply stretch the
period of time in which their biggest sales ran. Companies designed new sale flyers and
circulars, and began to promote the various sales on their websites. Other companies
such as Target were also implementing a similar strategy-by emphasizing savings
earlier in the season and for a longer period of time, company executives hoped their
brand would be the first, second, and last choice for consumers during the holiday
season.(Stephanie Clifford, “Stores Push Black Friday Into October.” The New York
Times, October 28, 2010.)
Implementing contests and sweepstakes can be a challenging task. One of the
difficulties in implementing an effective sweepstakes is
a. generating interest in the brand, not just the contest or sweepstakes itself.
b. choosing a winner in a manner which keeps everyone happy.
c. getting the word out.
d. notifying the winner when the sweepstakes is over.
Which of the following is true regarding the concept of consumerism?
a. It is a relatively recent concept first observed in the 20th century.
b. It involves consumer-oriented promotions such as coupons, premiums, and
sweepstakes.
c. It defines the tactics that individuals and groups use to enact laws, pressure firms, or
target unethical practices regarding goods and services.
d. It refers to the ongoing expansion of contemporary marketing beyond traditional
production of ads and commercials, including e-commerce and behavioral targeting.
During tough economic times, many companies rely on memories of “the good old
days” to help advertise their products. Looking for a bit of a jump-start itself, PepsiCo
turned to nostalgia-heavy advertisements late in 2009, which were then carried into
2010. The company introduced “throwback” versions of a number of its soft drinks, and
created an ad campaign that included new logos and a series of commercials intended to
generate feelings of happiness from prior decades. The company had hoped that any
warm, fuzzy feelings about the past would make people feel better about the company’s
present and future.Which type of ads do PepsiCo’s throwback commercials represent?
a. demonstration ads
b. reason-why ads
c. comparison ads
d. feel-good ads
(Scenario 10-4) In ad #1, the company’s name and logo are at the center of the
advertisement. Apparently, marketers are trying to hammer the images into consumers’
heads. Target likely created the ad based on which of the following accepted concepts
concerning repetition?
a. Repetition is a complex form of advertising.
b. Repetition is best used during direct comparison with other brands.
c. Repetition is a tried-and-true way of gaining easier retrieval of brand names from
consumer’s memory.
d. Repetition advertising works well when considering the purchase of parity products.
You are owner of a 15-person advertising agency in a major market. You’ve been
invited to pitch the Girl Powerz account, the largest female-only fitness center chain in
the region, one that could quickly grow into a national franchise. If you land the
account, it will be your biggest revenue producer by far. You’ll be able to staff up, move
to a nicer space, and buy some decent office furniture. It also will put you, personally,
in a position to make a ton of money by selling out to a larger agency some day.
Considering the importance of the pitch to Girl Powerz execs, you have decided to
spearhead the pitch yourself.In the past, Girl Powerz has set sales objectives for its
advertising. You feel that this doesn’t take into account the overall complexities
presented in the situation analysis. On the other hand, you don’t want to risk alienating a
potential client by totally rejecting its current practices. Therefore, you are
recommending combining sales objectives with
a. advertising objectives.
b. marketing objectives.
c. communications objectives.
d. promotion objectives.
According to your text, how are most of our decisions made regarding what is ethical or
unethical in advertising?
a. through personal judgment
b. through industry codes of ethics
c. through government regulation
d. through artistic instinct
The ____ does not outlaw all unsolicited email, but does target fraudulent, deceptive, or
pornographic messages sent to email addresses.
a. Robinson-Patman Act
b. CAN SPAM Act
c. Wheeler-Lea Amendment
d. Children’s Online Privacy Protection Act
SC Johnson & Son produces a wide variety of very popular consumer products such as
Shout®, Windex®, Mr. Muscle®, Ziploc®, Edge®, Glade®, Vanish®, Raid®, OFF!®,
Pledge®, and Scrubbing Bubbles® Bathroom Cleaner. These products are in highly
competitive markets and require substantial investments in consumer promotion to
maintain market share.SC Johnson’s managers have agreed that their advertising agency
will be compensated based on measures of audience awareness of their consumer
products. This indicates that they have chosen a ____ compensation program for their
agency.
a. commission
b. pay-for-results
c. markup
d. fee
You are working on a new media plan. You remind yourself that the true power of a
media plan rests on the ____, that is, knowing what you are trying to do with your
media, and matching those objectives with your ultimate choices.
a. share of voice
b. context effect
c. media continuity
d. media strategy
Advertising is a $300-billion-per-year business in the United States. Understandably,
competition for clients is fierce among advertising agencies. There are many different
reasons why a client may choose to move its business to a new agency, but there is one
constant. The agency that wins the business is celebrated by the press; the agency that
loses the business, however, is typically forgotten fairly soon.A client is unhappy
because the work that its agency is turning out is constantly behind schedule and over
budget. This client is likely to look for a new agency with a stronger ____ department.
a. media planning
b. creative
c. account services
d. trade-market services
The Starch readership test measures readers of print materials who either noted the ad,
associated the ad, or read most of the ad, then calculates these results into scores.
One ongoing change in today’s promotions can be seen in the way that the lines
between information, entertainment, networking, and commercial messages are
blurring.
Lee Clow, dubbed “The Dude Who Thought Different,” thought his real gift of
creativity was not as an individual, but as a synthesizer for the creative efforts of others.
Out-of-home media describes various advertising venues that reach local audiences
while they are out in public.
A pulsingmedia-scheduling strategy is used when a client needs to run regular
advertising over a significant period of time, with some increments carrying a much
heavier schedule.
Just about all types of organizations, regardless of industry, product, service, or
message, tend to use advertising and promotion in the same ways.
Marketing databases are used by businesses for three concrete tasks or specific
applications. Identify and define all three. Then select one and demonstrate how it is
used by a well-known corporation, manufacturer, retailer, or service provider.
When adversity strikes, public relations personnel step out of the picture so that
company executives can control and monitor communications.
The measurement of how many times a person or household had an opportunity to see
an advertisement, not how many times a person or someone in the household actually
saw it, is called reach.