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The Xcellent Agency specializes in developing advertising campaigns for smaller retail
clients. Xcellent was hired by Shadowleaf Shoes, a small regional chain of six shoe
stores, to develop a slogan and specific ads to be used in a three-month newspaper
campaign. Shadowleaf's marketing director, Manuel Margolis, was adamant when
meeting with the Xcellent account executive, Kia Chin, that the campaign must be
catchy and modern to appeal to a target audience that has an active lifestyle and is
between the ages of 18 and 35. More importantly, Margolis wanted the slogan to be
memorable and unique.Kia Chin, representing Xcellent, developed a campaign and
presented it to Margolis, based on the slogan, "Do What You Do in a Shadowleaf Shoe."
Visuals included men's legs-different sizes, skin colors, etc.-walking, jogging, dancing,
and otherwise moving in all types of Shadowleaf shoes. She felt that this campaign
would target young male consumers, but would also get the attention of others
regarding its comfortable shoes and would raise awareness of the Shadowleaf brand.
After running the ads, the Xcellent Agency won an advertising effectiveness award. It
seemed that the surprising and appealing visuals gave the slogan unexpectedly positive
social meaning for people of all ages, not just men aged 18 to 35.
Margolis has listened to all the explanations for the theme, and understands the nice
ideas behind it, but he still isn't sure this ad will sell shoes. Which department at
Xcellent is most likely to be the source of conflict between agency and client?
a. the media planning department
b. the accounts services department
c. the creative department
d. the production department
A snack advertiser's main goal is to grab the attention of the radio audience and get
people to remember the product name. Which radio format should definitely be
incorporated, since it is most known for its ability to get attention, hold interest, and
enhance recall?
a. dialogue
b. music
c. announcement
d. straight-line
Psychographics emerged in the 1960s as a new research method, one that would better
understand consumer's
a. PRIZMs.
b. SICs.
c. AIOs.
d. STPs.
(Scenario 14-2) You open up your laptop to begin writing a term paper for your English
literature class. You do a quick Google search on a few key phrases involving
Shakespeare, Dickens, and Hemingway. But before you go further, you play a few
video games, check your email, visit a couple music websites, take a cybertour of a new
sports stadium, go to a coupon site, solve a murder mystery, go back to Google to check
out a big name in the news, submit a slogan for a new local restaurant, and read a
couple editorials on a magazine site. Then, you figure it's time to get down to work.
The site where you solved a murder mystery is sponsored by a company that specializes
in publishing mystery novels. Part of the site is devoted to a full catalog listing all of the
company's titles currently in print, and other parts offer interactive activities, musings
of well-known writers, and mysteries to solve. This is an example of a
a. mash-up.
b. direct response site.
c. blog.
d. corporate home page.
Today's dynamic marketing environment has led to a "new order" in which brand
builders, more than ever before, want to
a. just sell to their customers without intruding in their lives.
b. be part of the entertainment that their target consumers enjoy.
c. use traditional advertising media in new ways.
d. target narrowly defined groups of consumers based on demographics.
A firm finds that it has gained tremendous leverage by using STP marketing, largely
because it combines
a. client and agency efforts to fulfill customer needs.
b. functional and emotional benefits as products enter the marketplace.
c. mature and new product categories.
d. user and competitive aspects of positioning.
The CEO of a small but growing sports equipment firm has just announced that sales
went up significantly last year. The marketing director is happy because her budget will
go up also. This indicates that the firm is using the ____ to set the advertising budget.
a. objective-and-task approach
b. share-of-market approach
c. percentage-of-sales approach
d. advertising response function
(Scenario 18-3) Scenario 18-3
For some years now, enterprising individuals have gotten their own ideas, forums, and
entertainment programs out in front of the public with no help from big tech firms,
media conglomerates, or ad agencies. They simply posted their creations on the
Internet. It began with blogs, moved to podcasts, expanded to social networks, moved
on to YouTube videos, and transferred to Twitter. And it just keeps going. Audience
members can download these technological tidbits-text, visual, and audio formats-to
their laptops as well as to cell phones, Blackberries, iPods, iPads, and every other
mobile gadget that hits the market. Eventually, public relations companies started
getting into the act.
A high-tech firm creates special effects and computer-generated content for Hollywood
movies. Its PR people prepare intriguing 60-second videos about its role in three
blockbuster action movies released this year and posts them on YouTube. The firm is
using a type of ____ aimed at the movie trade as well as consumers.
a. advocacy marketing
b. buzz marketing
c. green marketing
d. influencer marketing
Jerome was preparing to host a graduation party for his friends and relatives when he
suddenly realized that he did not have a blender to mix certain beverages that he knew
his guests would like. Having never purchased a blender before, Jerome felt that he
needed to shop carefully and enlist in the help of friends for advice. After visiting
several stores and examining numerous models, Jerome settled on a Kitchen-Aid model
that cost nearly $100.Jerome jokes a bit with a friend about his 'search for the perfect
blender." But then he explains his thoughts on this. "This party means everything to me.
I've been waiting four years for this moment. I want it to be just right!" These
comments likely indicate that
a. he has not yet actually begun the consumer decision process.
b. he is comfortable with his internal search for information.
c. his consideration set will likely be very large.
d. his level of involvement in this purchase is high.
In which decision-making mode is a consumer engaged when both experience and
involvement are low?
a. limited problem solving
b. habit or variety seeking
c. extended problem solving
d. brand loyalty
A manufacturer of high-priced gourmet cookware is discussing media alternatives with
his agency, and is strongly considering radio. The media planner at the agency reminds
his client that a major limitation of radio involves its
a. lack of creative possibilities.
b. relatively high cost.
c. fragmented audiences.
d. geographic limitations.
Which of the following would be considered a trade journal?
a. a financial publication like The Wall Street Journal
b. a publication written for health professionals like Nursing
c. a magazine aimed at fitness enthusiasts like Runners World
d. a metropolitan newspaper like The Boston Globe
What is meant by the term Madison & Vine? Give several reasons why this convergence
has occurred in the world of promotion.
One drawback of niche marketing is that a company often has to reduce the price of its
product due to the smaller volume of sales it can expect.
Define the terms interpersonal abrasion and creative abrasion. Discuss the differences
between the two, as well as the similarities. Give an example of each that might be
found in the advertising workplace environment.
How are attitudes and beliefs part of the key psychological processes involved in the
advertising process? What is the difference between the two? Discuss these concepts as
they relate to the efforts by advertisers to influence consumer behavior: attitudes, brand
attitudes, beliefs, salient beliefs.
Transit advertising works well in small towns, rural areas, and farm communities due to
their lack of ad clutter.
If between-vehicle duplication and within-vehicle duplication are added to gross
impressions, the total is the measure known as reach.
The situation analysis of an advertising plan includes historical context as well as
evaluation of the industry, the market, and the competition.
The goal of a humor ad is to make the consumer laugh, thereby promoting a positive
image of the brand.
A big advantage of sex-appeal ads is that they get lots of attention.
