61)
Timberland is a well–known manufacturer of rugged shoes and boots as well as other outdoor
clothing and equipment. This company is so committed to helping others that that is part of the
company’s core values, and it allows its employees a full week paid leave of absence to assist in a
cause that is important to them, which is typically a local issue or organization that affects the lives
of those living in the community where Timberland operates. The leave is in addition to the regular
paid vacation time employees receive. What type of social marketing does this commitment to
community service by Timberland illustrate?
61)
A)
mission marketing
B)
do–good marketing
C)
public commitment campaign
D)
cause marketing
E)
capital campaign
62)
Which of the following is a stage of market development in international advertising and
marketing communications?
62)
A)
globalization
B)
internationalization
C)
exporting
D)
A and B
E)
A, B, and C
63)
Reach wide audience through mass media; acquire new customers; establish brand image and
personality; and define brand position are all ________ objectives for this IMC tool according to the
text?
63)
A)
Point of Purchase
B)
advertising
C)
Packaging
D)
PR
E)
Sales Promotion
64)
How does business marketing differ from consumer marketing?
64)
A)
who buys a product
B)
how the decision is made
C)
what the buying motive is
D)
A and B
E)
A, B, and C
65)
What is the primary objective of retail advertising?
65)
A)
sell a variety of products and brands by creating consumer understanding of items or services
offered
B)
build store brand awareness
C)
establish a store brand that resonates with the local audience
D)
deliver sales promotion messages
E)
build store traffic
66)
Time left at the end of a radio or television spot or space left at the bottom of print materials where
the local store is mentioned is known as a ________.
66)
A)
name tag
B)
free tag
C)
promotional spot
D)
identification tag
E)
dealer tag
67)
In which type of culture can the message be understood as it stands?
67)
A)
low–context culture
B)
basic–context culture
C)
applied–context culture
D)
hedonic–based culture
E)
high–context culture
68)
________ links a company’s mission and core values to a cause that connects with the company’s
interests.
68)
A)
Social marketing
B)
Nonprofit marketing
C)
Mission marketing
D)
Do–Good marketing
E)
Cause marketing
C
69)
Which of the following is NOT a planning approach for creating global campaigns?
69)
A)
bottom–up creativity
B)
top–down creativity
C)
local initiative
D)
variations on central campaigns
E)
centrally conceived campaigns
B
70)
The two schools of thought on planning global advertising programs are ________.
70)
A)
standardization approach and localization approach
B)
market–orientation model and culture–orientation approach
C)
centralized approach and decentralized approach
D)
high–context model and low–context model
E)
short–term approach and long–term approach
A
A
71)
What is the most common method of communicating with business buyers?
71)
A)
public relations
B)
personal selling
C)
direct mail
D)
advertising
E)
sales promotion
72)
What was the Big Idea of the Colorado Tobacco Education and Prevention Partnership campaign
targeting teens?
72)
A)
Smell sweet.
B)
Light the fire not the cigarette.
C)
Try freedom.
D)
Your C is your choice.
E)
Stop now.
D
73)
Which of the following is NOT a guideline to create effective business–to–business ads?
73)
A)
Provide contact information.
B)
The offer must be clear.
C)
Make sure the ad selects the strongest benefit and presents it prominently and persuasively.
D)
Dramatize the most important benefit, either by showing the product in action or by
visualizing the problem and offering your product or service as a solution.
E)
Don’t use visuals because they detract from the selling message.
E
B
74)
Which of the following types of organizations use retail advertising?
74)
A)
service businesses
B)
franchised retail businesses
C)
local branches of retail store chains
D)
locally owned stores
E)
all of the above
75)
The office that develops the approved campaign would be designated the ________ and would
develop all the necessary elements of the campaign and prepare a standards manual for use in
other countries.
75)
A)
lead agency
B)
agency–of–record
C)
head agency
D)
central agency
E)
primary agency
A
76)
________ retail advertising presents specific merchandise for sale at a certain price and urges
customers to come to the store and buy it.
76)
A)
Brand
B)
Short–term
C)
Institutional
D)
Product
E)
Short–range
D
E
77)
Which school of thought on advertising in another country contends that differences between
countries are a matter of degree, so advertisers must instead focus on the similarities of consumers
around the world?
77)
A)
combination
B)
customization
C)
semi–standardization
D)
standardization
E)
localization
78)
Advertising targeted at consumers who live close to a retail store is known as ________.
78)
A)
end–user advertising
B)
business–to–consumer advertising
C)
local advertising
D)
limited advertising
E)
short–range advertising
79)
________ is about selling (the company’s viewpoint), but also it is about shopping (the consumer’s
viewpoint).
79)
A)
Retail marketing
B)
Retail advertising
C)
Location
D)
Local advertising
E)
Advertising
80)
A classification system established by the U.S. government to group organizations on the basis of
the major activity or product or service provided is known as the ________.
80)
A)
Business Classification System (BCS)
B)
Business–to–Business Identification System (B2BIS)
C)
Industrial Classification System (ICS)
D)
Business Industrial Classification System (BICS)
E)
North American Industry Classification System (NAICS)
81)
________ means adopting a good cause and sponsoring its fund–raising and other
community–oriented efforts.
81)
A)
Cause marketing
B)
Do–Good marketing
C)
Mission marketing
D)
Nonprofit marketing
E)
Social marketing
82)
In which type of culture is the meaning of a message understood only when contained within
context cues?
82)
A)
low–context culture
B)
basic–context culture
C)
applied–context culture
D)
high–context culture
E)
hedonic–based culture
83)
Which of the following is NOT considered a universal value according to the text?
83)
A)
Health and fitness
B)
Freedom
C)
Knowledge
D)
Rugged individualism
E)
Learning
84)
An ad for the new edition of this advertising textbook was placed in the Journal of Advertising,
which is read by professors teaching this subject and practitioners in the advertising industry. What
type of business–to–business advertising is this an example of?
84)
A)
professional advertising
B)
agricultural advertising
C)
government advertising
D)
industrial advertising
E)
trade/channel advertising
85)
The biggest and longest–running network of advertising agencies, media, and suppliers that donate
their services to create ads and campaigns on behalf of socially important causes is the ________.
85)
A)
Advertising Industry Initiative
B)
Partnership for America
C)
Advertising Partnership
D)
Council of Better Business Bureaus
E)
Advertising Council
86)
What type of campaign is designed to raise a specified amount of money in a given period of time?
86)
A)
social campaign
B)
development campaign
C)
corporate campaign
D)
mission campaign
E)
capital campaign
87)
Which of the following is NOT a reason given in the text why someone would shop in a store?
87)
A)
store’s personnel
B)
store’s pricing policy
C)
store’s location
D)
store’s products
E)
store’s size
B
88)
Which type of business–to–business advertising is directed at original equipment manufacturers
(OEMs)?
88)
A)
professional advertising
B)
agricultural advertising
C)
government advertising
D)
trade/channel advertising
E)
industrial advertising
E
89)
________ retail advertising is image advertising that sells the retail store as a brand.
89)
A)
Nonproduct
B)
Nonpromotional
C)
National
D)
Nonbrand
E)
Institutional
E
E
90)
Which of the following is NOT a reason why execution of a global campaign is usually more
complex than a national plan?
90)
A)
Adjustments may need to be made for seasonality.
B)
Agencies often are not available to assist the advertiser in executing a global campaign.
C)
Everything takes longer.
D)
The creative may need to be reshot with local models and settings, as well as language.
E)
Government approval of television commercials can be difficult
SHORT ANSWER. Write the word or phrase that best completes each statement or answers the question.
91)
Teresa is a Midwestern girl and is an undergraduate student at Michigan State University.
She met a Japanese exchange student, named Toshi, in one of her classes. They talked to
each other and a couple of times met at the library to study for exams together. A few days
later, Teresa received a letter from Toshi in which he commented how nice and pretty she
is and said he wanted to “make memories” with her. Teresa wasn’t sure what he meant by
that, so she avoided him in case he was implying something intimate, which she wasn’t
interested in. Explain what you think might be the problem here?
91)
92)
An ad for WD–40 appeared in a magazine targeted to hardware store retailers and showed
end–of–aisle displays for the product. The copy explained how the use of a WD–40 display
produces 40 percent higher sales for the retailer. The ad did not tout the benefits of the
product, just what the display will do for the retailer’s sales. Included in the ad was a chart
of the months when WD–40 ads will appear in consumer magazines as well as the months
when promotional allowances are available to retailers. Name and describe this type of
advertising.
92)
93)
Martin is working on a client’s global advertising strategy. What should Martin consider
about the global advertising objectives, targeting issues, and positioning the global brand?
93)
94)
Mini–Case Question. Another promotion Head Over Heels does every year is to donate $1
dollar to the local school district for every pair of shoes sold during the back–to–school
promotion. Name and describe this activity.
94)
95)
Who did Honda target with its advertising campaign and what did the market want from
an SUV as described in the chapter’s opening vignette?
95)
96)
Mini–Case Question. Name and describe the relationship between Stride Rite and Head
Over Heels when Stride Rite assists with the store’s advertising by providing print ads to
the retailer and reimbursing them for the newspaper space.
96)
97)
Mini–Case Question. Name and describe the program that Head Over Heels uses when it
uses a radio spot from Stride Rite with space left at the end.
97)
98)
Juan works at an advertising agency that has been designated as the lead agency for a
client’s global advertising effort. Explain what is meant by lead agency and describe its
purpose.
98)
99)
Mary is the advertising director of a clothing manufacturer that distributes their brand in
the United States, Europe and some Asian markets. She observed that women’s
preferences in clothes differ considerably in different countries. Explain the school of
thought Mary holds?
99)