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You are a marketing manager for a company that packages vacations to exotic
locations. You use a variety of media to promote these trips, including upscale
magazines, infomercials, and direct mail. One of your primary objectives is integration.
This is because if you integrate these programs,
a. you will cut the cost of communicating with audiences.
b. they will be easier to measure for their results.
c. they will be more effective than the sum of their parts.
d. you will eliminate the need to tailor specific messages to specific audiences.
A slogan is a(n) ____ linked to a brand in a memorable way.
a. visual image
b. linguistic device
c. emotional meaning
d. rhyming song
Scenario 1-6
Gillette M3Power-a MACH3 razor innovation-is a groundbreaking, powered wet
shaving system for men that delivers a totally new shaving experience resulting in
Gillette's best shave ever. M3Power builds on the heritage of MACH3 and combines
Gillette's latest and best razor and blade technologies. M3Power outperforms all other
blades and razors in closeness, comfort and safety during and after the shave. Gillette
M3Power features other innovations beyond power: new blades featuring PowerGlide
¢-an enhanced blade coating for incredible glide and maximum comfort, a moisturizing
Indicator® Lubrastrip¢ and a technologically-advanced handle (www.Gillette.com).
Recently, Gillette Co. direct-mailed users of competing male products, throughout the
United States, a free MACH3Power razor with blades and a coupon offer. In addition, a
series of coordinated advertisements to male consumers were developed to increase
awareness of this product. Gillette said that its goal was to have a market awareness rate
of 70 percent within four months.
Gillette Co. considers the model of mass-mediated communication when developing its
consumer advertising. For example, Gillette always tests ____, to learn whether
individual audience members understand the advertisement.
a. accommodation
b. reception
c. negotiation
d. production
About 68 percent of American households take part in these forms of digital/interactive
media on computers as well as on mobile devices, and the average user is 35 years old.
What are they?
a. social networks
b. virtual worlds
c. video games
d. virtual malls
(Scenario 16-3 In July 2010, a sports-focused social networking site named
MyMVPs.com was launched. The site, which has been described by founder Mark
Monaco as a hybrid of Facebook, ESPN and YouTube, will allow athletes, proud
parents and sports fans alike to view highlights of amateur athletes, check out the
week's funniest sports bloopers, and chat with various sports celebrities registered with
the free online service. Erin Dwyer, co-founder and one of the four individuals
responsible for the site's success, believes the service will be incredibly beneficial not
only for amateur athletes with college aspirations, but also for colleges with tight
recruiting budgets. Dwyer stated, "It's huge for little kids and it's gigantic for high
school athletes who want to get to college. For some schools with tight budgets for
recruiting, coaches will be able to jump on a website that is clean and safe and gives
them information on a player. That can give them an advantage." Still in its early stages,
the company is looking to get its name out there as much as possible-and with
partnerships with sports legends such as Mike Ditka, the company appears to be headed
in the right direction.(Jeff Vorva, "MyMVPs.com Hopes to Fly High With Amateur
Athletes." Chicago Trib Local, June 16, 2010.)) Still looking to get the company name
out, the team at MyMVPs begins to think of ways to make people aware of the site's
various benefits. To date, they have relied on word-of-mouth to advertise, but they are
interested in any possibility that may help build brand awareness. Marketers refer to
this process as
a. chaos scenario.
b. mere exposure.
c. product placement.
d. media impression.
A person may have a high degree of involvement with a consumption decision for many
different reasons, such as when the item is
a. on sale.
b. bought on a regular basis.
c. inexpensive.
d. associated with a risk.
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.Your
goals are very important at this stage, and you want to avoid budgeting methods that
neglect to consider goals. This means that you can cross off one approach that is
notorious for failing to relate advertising dollars to advertising objectives. And since
you have no past records, this method would be impossible to implement anyway.
Which one is it?
a. share-of-market approach
b. share-of-voice approach
c. percentage-of-sales approach
d. objective-and-task approach
Advertisers have a wide choice of objectives and methods when creating an ad for a
product, no matter what the product category is. For example, both Taylor and Yamaha
sell guitars. Both have created ads that have been recognized by the advertising industry
as outstanding creative efforts. However, they have chosen different ways to use
magazine advertising to sell guitars.A representative advertisement for Taylor features a
photograph of a beautiful, lush, fog-shrouded green forest. The headline reads, "If a tree
falls in the forest and you're not there to hear it, does it make a sound? Yes, it just might
take 7 or 8 years." The copy is three sentences long and talks about the time and
attention that Taylor takes in making quality guitars. Only the top couple inches of a
guitar featuring the Taylor logo is shown. While the ad could be classified as
exemplifying a number of approaches to meeting message objectives, it most closely
fits the description of the USP method by linking a key attribute (quality) to the brand
name (Taylor).The main visual in an ad for the Yamaha Pacifica is a bold shot of the
guitar. The headline reads, "To survive, you need four things: Food. Sex. Shelter.
Guitars. Make that two things." This ad also features characteristics of several
approaches to meeting message objectives. However, the headline seems to define it as
using the humor method to persuade consumers to prefer the brand.Which of the
following is an accurate description of the objective that the Yamaha ad was trying to
achieve?
a. As a humor ad, the Yamaha ad was trying to invoke a direct response.
b. as an anxiety ad, the Yamaha ad was trying to create social meaning.
c. As an anxiety ad, the Yamaha ad was trying to transform a consumption experience.
d. As a humor ad, the Yamaha ad was trying to create a pleasant association with the
brand.
When analyzing the various elements of type, the ____ refers to the size of the type in
height, and the ____ refers to the size of lines in width.
a. typeface; serif
b. font; point
c. point; pica
d. serif; point
Advertising is a(n)
a. solo occupation.
b. individual competition.
c. team sport.
d. business rather than an art.
Socrates mused that creativity can be a divine gift from heaven, one received in the
form of
a. humor.
b. intelligence.
c. talent.
d. madness.
TheSolutions Group is a combination of companies that help clients better understand
their target markets through creative research approaches. It has learned that many
people have become quite adept at filtering out advertising messages and therefore do
not respond to traditional research instruments such as surveys. The Solutions Group
says that there must be a "research revolution" based on true dialogues with consumers,
not one-way monologues often seen in traditional surveys.Solutions Group executives
may consider trying _____, the popular technique in which people's buried thoughts
about brands are drawn out by having them define their feelings creatively with other
visual representations.
a. ZMET
b. ISSP
c. AIO
d. ACS
An automobile insurance company has noted an increase in its competitors' television
and radio spots, so it considers transit advertising as a unique promotional vehicle. Its
marketing team is aware that this works best in
a. informing consumer purchasing decisions.
b. building or maintaining brand awareness.
c. delivering complex messages.
d. promoting short-term exposure and immediate action.
Humor ads are used most often to
a. invoke a direct response to the brand within a set time period.
b. create a pleasant and memorable association with the brand.
c. connect the brand with a social or cultural setting.
d. define the brand image.
Though many agencies no longer use the traditional commission system for
compensation, Starr Agency does. Using the standard percentage rate, how much would
Starr Agency receive from billing $500,000 of television airtime?
a. $150,00
b. $125,000
c. $100,000
d. $75,000
Even with the rapid growth of new media, the majority of all advertising dollars in the
U.S still go to traditional print, radio, and television media.
Which individuals did Howard Gardner highlight in his book, Creating Minds, in his
pursuit of the most creative people of the past century?
a. Edison, Einstein, Twain, Roosevelt, Gandhi, Disney, and Vonnegut
b. Picasso, Bernstein, Van Gogh, Nureyev, Frost, Hemingway, and Einstein
c. Eliot, Bradbury, Ellington, Graham, Churchill, Wright, and Edison
d. Freud, Einstein, Picasso, Stravinsky, Eliot, Graham, and Gandhi
A television commercial for a high-speed mountain bike is in the middle of production.
One person appears to be responsible for handling the script, interpreting the
storyboard, managing the talent, plus dealing with the cameras, lighting, and set. Who is
this?
a. the director
b. the producer
c. the media planner
d. the account executive
List the four major methods of agency compensation and briefly each describe. Outline
any advantages or disadvantages associated with each system.
Publicity, unlike other forms of public relations, can quite easily be strategically
controlled.
Strategic implications of fear-appeal ads include the strong possibility that they will
provide the consumer with a socially acceptable defense for buying the brand.
A marketer at a large advertising agency has been assigned the task of developing
advertising objectives for a nationally known brand of orange juice called Sweet
Sunshine. What are the advantages of viewing the advertising effort from strictly a
communications viewpoint, as opposed to a sales objectives viewpoint? Regardless of
which viewpoint is ultimately adopted, what characteristics should the objectives
display to allow the Sweet Sunshine client to make intelligent decisions about resource
allocation?
A shoot has its own tempo and direction. Smart advertisers learn to accept the pace and
the decisions made based on lighting, weather, and other factors that make TV
production so unlike an assembly line.
Given the backlash against advertising that clutter can cause, advertisers and their
agencies are integrating more tools within the overall promotional effort to try and
reach more consumers in different ways.
Advertisements that are not consistent with the values of a people, a society, or a culture
are likely to stand out, demand attention, and be remembered and accepted.
A petroleum company undertakes an extensive research effort designed to analyze its
internal workings and identify opportunities to present itself in a positive light. This
research is referred to as message content.
A public relations plan is a common technique employed by organizations to search
their departments, activities, and staff in order to identify the characteristics or elements
that will be positive and newsworthy.
