Scenario 15-3
Stacey is making her weekly trip to the grocery store. She takes with her a National
brand coffee coupon worth 50 cents. While shopping she was asked if she would like to
try a slice of pizza from a sales person. After tasting it, the sales personal directs her to
where the brand is available. When Stacey arrives at her favorite brand of toothpaste,
she is delighted to find that she would receive a toothbrush along with the toothpaste
attached to the box for no charge. She then runs into a carboard cutout of an actor from
a medical drama that she watches on tv, with
a box full of pain relievers built into it. At her last stop, the cereal aisle, she notices that
a brand offers a chance to buy a T-shirt with a picture of the brand’s cartoon character.
Which of the objectives of promotion did all these activities have in common?
a. Highlighting a particular product attribute
b. Building an image for a product
c. Eliciting immediate purchase of a product
d. Creating loyalty toward a product
Scenario 11-4
You are a production assistant working on a thirty-second television spot for Happy
Heart Hound, an all-natural gourmet dog food for puppies. The client wants to
emphasize the healthful ingredients as well as the “happy and fun-loving” nature of the
product.
In which of the following roles has the producer been involved with during the
preproduction process for this commercial?
a. Approving the storyboard and script, and soliciting bids from production houses
b. Coordinating the camera operators, and handling the cast during shooting
c. Conducting research, and informing all concerned about consumer preferences
d. Acting as liaison between client and agency, and buying television airtime
A marketing database represents an organization’s collective memory, which allows the
organization to make a personalized offer to the customer.
a. True
b. False
Researchers are trying to determine which advertisements are the most effective for a
cereal company that is running a number of commercial spots. After participating,
viewers are asked if they saw a cereal commercial during a show; some require further
prompting so are asked if they saw a Raisin Bran ad. What are the researchers
attempting to determine?
a. Aided and unaided recall of the commercial
b. Implicit memory of the commercial
c. The resonance of the commercial
d. Recognition of the commercial
Scenario 6-4
Jay and Carrie Garrett operate a small retail store in a college town that sells only house
plants and accessories, which they named The Plantatarium. Their initial feeling when
they went into business was that virtually everyone was a potential customer for house
plants. Subsequent market research conducted for them painted a different picture. This
research identified three particularly strong market segments. The first was college
students ages 18-24. The next segment was retired seniors ages 65-80. The third
segment was professional offices for doctors, accountants, and lawyers. The college
students liked houseplants because they dressed up their living spaces. The seniors liked
them because they became the focus of a hobby. The professionals did not buy them for
any reason other than décor.
A small group of customers have mentioned that they would like to browse through
several varieties of cactus, so the Garretts have decided to devote a small corner
exclusively to rare cacti. These customers constitute an example of
a. market niche.
b. psychographic segmentation.
c. geographic segmentation.
d. demographic segmentation.
In the new world of advertising, mass media is nonexistent.
a. True
b. False
An advertiser of an established line of luxury resorts wants to make sure that the
visitors have a long-term commitment with the resorts. He decides to use powerful
imagery depicting happy moments that people can enjoy on visits to these resorts. He
ensures that the visuals shown in these ads will be closely tied to a stay in the resorts.
Through such ads, he hopes to:
a. establish the resorts in a social or cultural setting.
b. transform the experience of actually visiting the resorts.
c. make customers recall the name of the resorts.
d. create a brand image for the resorts.
The percentage-of-sales approach to advertising budgeting
a. is best used during times of declining sales.
b. is difficult to understand and operationalize.
c. often leads to overspending or underspending.
d. relates advertising dollars to advertising objectives.
The first element to appear in an advertising plan is the , and the last element is the ___.
a. executive summary; execution
b. introduction; evaluation
c. history; strategy
d. overview; competitor analysis
Public relations is strategically used for_____ when adversity strikes.
a. internal communications
b. damage control
c. community service
d. proactive efforts
Stephen Fox, a history and social observer, concludes on the history of American
advertisement as:
a. genuine and trustworthy.
b. simple and smart.
c. irrelevant and incoherent.
d. superficial and hedonistic.
Scenario 6-4
Jay and Carrie Garrett operate a small retail store in a college town that sells only house
plants and accessories, which they named The Plantatarium. Their initial feeling when
they went into business was that virtually everyone was a potential customer for house
plants. Subsequent market research conducted for them painted a different picture. This
research identified three particularly strong market segments. The first was college
students ages 18-24. The next segment was retired seniors ages 65-80. The third
segment was professional offices for doctors, accountants, and lawyers. The college
students liked houseplants because they dressed up their living spaces. The seniors liked
them because they became the focus of a hobby. The professionals did not buy them for
any reason other than décor.
The owners of this business have decided to carry a great deal of plants that flower
throughout the year because most consumers have said they like them for the cheerful
feeling they give. This suggests that The Plantatarium is focusing on what different
consumers want from its offerings, that is, ____segmentation.
a. business-to-business
b. psychographic
c. benefit
d. repositioning
The situation analysis of an advertising plan includes historical context as well as
evaluation of the industry, the market, and the competition.
a. True
b. False
The Telephone Consumer Fraud and Abuse Prevention Act of the mid-1990s:
a. required telemarketers to maintain a list of customers who do not want to be called.
b. banned recorded messages and robocalls.
c. restricted telemarketers from calling customers more than twice a month.
d. allowed the use of “robocalls” that contain recorded messages.
One big advantage for advertisers using the Internet as their medium is that:
a. it is much more secure than traditional forms of media.
b. consumers consider commercial messages via Internet to be more reliable.
c. the format is unique and uncluttered because few commercial organizations use it.
d. it is a precise way to target particular markets and narrow segments.
The initial section of the ad plan should be a budgeting section that directly states what
it will cost to implement this plan.
a. True
b. False
Media vehiclestelevision networks, radio stations, newspapers, magazines, and
websitesexist so they can sell audiences and make money.
a. True
b. False
A slogan is a(n) ____ linked to a brand in a memorable way.
a. visual image
b. linguistic device
c. emotional meaning
d. tactile sensation
Scenario 14-1
When the social networking/gaming website, Foursquare, was launched in 2009, it was
only accessible to residents in 100 U.S. cities. One year later, an updated version of the
service allowed check-ins from locations all over the world, and has over 500,000 users
internationally. The site which allows registered users to connect with friends and
update their location receives over one million check-ins per week. When users visit a
particular store their profile is automatically updated, and they can share their feelings
about their experiences. The site now holds partnerships with over 800 establishments
worldwide, and high-profile partnerships with the Bravo Network and
The New York Times have greatly increased the site’s popularity.
One of Foursquare’s strengths is that it offers a very interactive experience to its users.
Tracking brand interactivity over the Internet can be done in ways that are not possible
using traditional advertising. This is because the Internet:
a. allows advertisers to track users and their behaviors through their digital footprints.
b. allows users to inform companies about the sites they have visited recently.
c. is cheaper for companies to operate, and they can spend more money on tracking
software.
d. helps consumers provide an instant feedback when they visit the website.
Internal company data such as customer service reports and customer complaints are
considered sources of primary data.
a. True
b. False
____ entail identifying the benefits a brand offers, its target audiences, and the best
competitive positioning, and then developing a complete plan.
a. Administrative services
b. Creative services
c. Account services
d. Media planning and buying services
Scenario 11-1
After a series of public relations setbacks, Japanese automaker Toyota unveiled a new
company slogan in 2010. The slogan read, “Drive a Toyota. You’ll never stop.” The
company hopes the new slogan can once again instill confidence into a number of
consumers who grew weary of the brand after a number of massive recalls in recent
years. The company chose to go with the slogan after turning down a number of others,
including, “Toyota Puts the Pedal to the Metal. And keeps it there,” and “Toyota. The
Last Car You’ll Ever Drive.” The new slogan will be featured in all of the company’s
future advertisements.
(Andy Borowitz, “Toyota Unveils New Slogan: “Drive a Toyota. You”ll Never Stop”.”
TheHuffingtonPost, February 6, 2010.)
A slogan can be an integral part of a brand’s image and personality, but it can serve
other purposes as well. One of these purposes could be to:
a. develop the idea presented in the headline.
b. entice the audience to look at the visual.
c. provide continuity to an entire campaign.
d. close the sale.
Which of the following is true of individualism in teams?
a. An “always look out for number one” mentality can improve teamwork.
b. Growing reliance on teams in the workplace means a devaluation of the individual.
c. Teams find ways to let each individual bring his or her unique contributions to the
forefront.
d. Growing reliance on teams in the workplace implies greater emphasis on conforming
to what the group thinks.
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 a journal called 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 low 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 the 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?” BusinessNewsDaily, 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.
Which of the following is a key to success for an infomercial?
a. Keeping the broadcast under five minutes
b. Avoiding the use of celebrities
c. Promoting only nationally known brand names
d. Including testimonials from satisfied users
Media fragmentation is a big plus for consumers but a disadvantage for advertisers and
agencies.
a. True
b. False
A marketing manager for a company that packages vacations to exotic locations uses a
variety of media to promote these trips; including upscale magazines, infomercials, and
direct mail. One of the primary objectives is integration. This is because if these
programs are integrated, the manager can:
a. cut the cost of communicating with audiences.
b. easily measure for their results.
c. make the program more effective than the sum of their parts.
d. eliminate the need to tailor specific messages to specific audiences.
Free-standing inserts would be the best option for an individual who wants to sell his
old car.
a. True
b. False
Scenario3-5
Jerome Brown is a student of marketing and advertising at a small college in the
Midwest. He has been given the task of researching the history of modern advertising as
a part of a group presentation. Jerome is sitting in the school’s library, carefully looking
at a wide variety of magazine ads of different time periods of the 20thcentury to try to
understand how advertising has evolved. Here are some descriptions of the ads that he
found:
Ads in the designer era____ .
a. were about public consumption status
b. were free from the influence of the rapid-cut editing style of MTV
c. focused on modern, contemporary values
d. rebelled against traditional American values
One characteristic of direct marketing that distinguishes it from other tactics is that it:
a. depends on consumer response for its success.
b. emphasizes developing a customer database.
c. has a lower cost per contact.
d. relies on audience segmentation.
The fight for space on grocers’ shelves has become very competitive, so manufacturers
will do anything to get stores to stock their itemsexcept paying a fee, which is now
illegal.
a. True
b. False
Ads in the 1920s showed slices of life in a way that depicted:
a. garish designs illustrating unrealistic situations.
b. ads that were purely informational in nature.
c. how consumers should have a good time.
d. less visual ads than in the past.
Word-of-mouth marketing is very useful for attracting attention and has been used a
long time for:
a. identifying vulnerabilities in a public relations audit.
b. buzz building.
c. publishing company newsletters.
d. creating a reactive strategy.
Scenario 10-6
Facing stiff competition from Walmart and K-mart, executives for Target stores have
decided to focus on reaching more affluent shoppers and luring them away from
traditional department stores. They have already expanded the products and brands they
offer to include reasonably priced items by modern design masters. Target hopes to
draw more affluent shoppers into its stores through a series of advertising campaigns
that are presently in the planning stages. Most of the advertising budget will be directed
to ads in regional luxury magazines, which, research shows, are frequently read by
affluent individuals.
Which of the following methods would help Target’s customers to recall the store’s
name first when they decide to go shopping?
a. Testimonial ads
b. Slice-of-life ads
c. Humor ads
d. Slogans and jingles
Based on the criteria that defines advertising, which of the following examples would
be considered as advertising?
a. A candidate for city council going door-to-door urging people to vote for her
b. A car manufacturer stating the efficiency of its product to motivate customers to
make a purchase
c. A public service announcement about the dangers of talking on the phone while
driving
d. An actor being interviewed on television about his campaign to aid people with
physical disabilities