There are four categories of basic TV. They are:
a. network, satellite, cable, and commercial.
b. national, regional, city, and satellite.
c. local, cable, syndicated, and network.
d. commercial, public, cable, and syndicated.
A percentage-of-sales approach to budgeting is easy to understand and implement. a.
True
b. False
Scenario 13-1
Crystal, a media buyer, is glancing through the latest edition of the industry trade
publication, Advertising Age, and notices an ad targeted at media buyers. The ad
encourages the purchase of space in a fast-growing magazine that reaches 12 to
18-year-old girls. It invites media buyers to contact the sales department of the
magazine for more information. She considers the ad as she has a cosmetics
manufacturer as a client who may benefit from this type of ad placement.
The agency has designed an ad for a teenage girls’ magazine and is fairly sure that the
ad will be very effective. Which of the following is most likely a reason for this?
a. The ad will reach a large number of readers because magazines have a wider reach
than other media vehicles.
b. The readers will be exposed to the ad many times because magazines have a higher
frequency than most newspapers.
c. The ads will get the readers’ undivided attention because magazines are free from ad
clutter.
d. The readers of this magazine are highly interested in the magazine, so the ad will get
voluntary exposure.
Scenario 11-3
A 30-second TV spot begins with a strip of yellow litmus paper being lowered into a
bottle of household cleaner. Music plays in the background. The words “You Probably
Know This. Litmus Paper Measures Alkalinity” are superimposed on the bottom of the
screen. The litmus paper is removed, and it has turned a dark blue-green color. “You
Probably Know This. The Darker, The Harsher” is then superimposed. A series of cuts
reveals litmus paper being lowered onto different bars of wet soap. In each case, the
strip turns a dark color. The brand name of each bar of soap is superimposed
underneath. Finally, litmus paper is lowered onto a bar of Ivory soap. The paper
remains yellow. Three super impositions appear in succession: “Ivory,” “Ivory is the
mildest,” and “Bar none.”
A copywriter came up with the idea to superimpose the words, “You Probably Know
This. Litmus Paper Measures Alkalinity” and “You Probably Know This. The Darker,
The Harsher.” Considering the nature of this ad, which general guideline for television
copywriting does this follow?
a. Using active words
b. Providing support for the unbelievable
c. Emotionally involving the reader
d. Using unfamiliar words
In the context of audience exposure to a media vehicle, increasing the frequency of
exposures results in an increased reach of the target audience.
a. True
b. False
What recent trend in advertising indicates that a new set of tests to measure ad
acceptance is needed?
a. The increasingly younger consumer population in the United States
b. The move to a more visual advertising style from largely verbal approaches
c. The expansion of research departments within established agencies
d. The popularity of scientific evaluation and statistical proof of consumer behavior
Scenario 7-4
You are the director of advertising research at a large Minneapolis ad agency. Due to
employee turnover and budget cuts, you’re currently staffed with too many entry-level
research assistants and too few management-level research group leaders. To make
matters worse, one of the group heads is on vacation and another is out sick. Of course,
your clients still expect their research to be done in a timely, professional manner.
Therefore, you have gathered your department together and announced that your door is
always open if anyone has any questions about any phase of any project. As a result,
your entire day has been filled with questions.
An assistant comes in and says she needs some advice. One of the smaller clients of the
agency needs some market information done very quicklyand very inexpensively. You
tell her:
a. to set up focus group interviews with consumers.
b. to call a commercial service.
c. to use direct mail surveys.
d. to look through social media data.
With the invention of the telegraph in 1844, a communication revolution was set in
motion.
a. True
b. False
Effective ads turn mere products into actual brands by:
a. giving them cultural meaning.
b. keeping prices lower than those of competitors.
c. offering discounts and sales.
d. repeating the message in more than one medium.
Which of the following is true of traditional media and digital media?
a. Digital media can never have the reach or impact that traditional media has.
b. Traditional media is a dying medium and social media will soon replace it.
c. Both need to create their own niche and function independently of one-another.
d. Both should be seamlessly integrated for maximum impact.
Scenario 13-2
A national radio broadcaster’s association hosts an annual convention that attracts
station owners and program managers, as well as ad agencies and media planners. As a
media planner, you take part in forums on the current status of traditional radio, the
competition between AM and FM formats, the growth of satellite and Internet radio,
and the rise of new technologies. During one forum, a professor of broadcasting
initiates a discussion and poses a number of questions based on real-life situations that
he has encountered over the years.
The long-time owner of an FM radio station in a mid-size West Coast city is closely
monitoring the ups and downs of satellite radio companies. Traditional radio station
owners like him, as well as their advertisers, are concerned about the rise of satellite
radio mainly because it:
a. offers superior sound reproduction at no extra cost.
b. is more local than local radio.
c. has no advertising.
d. does not charge customers for in-home installation.
The concept of Madison & Vine refers to the convergence of the advertising and
entertainment industries toward the branding efforts of marketers.
a. True
b. False
Scenario 7-3
After filing for bankruptcy in 2009 and requiring nearly $58 billion in governmental
funding simply to stay afloat, General Motors realized it had to undergo major changes
in order to compete with more successful automakers. The company began designing
questionnaires and focus groups in order to gain a better understanding of what its cars
had been lacking, and perhaps probe for specific improvements consumers may have
been looking for. The company recorded its research findings and began to apply them
to its product line. A little over a year later, Consumer Reports stated that 83 percent of
Chevrolets, GM’s top brand, had an average or better score in terms of predicted
reliability, an increase from 50 percent the year before. Apparently, the company’s
efforts have helped turn the company in the right direction.
(“Consumer Reports: GM Reliability Makes Great Strides.” MSNBC.com, October 26,
2010.)
Allowing consumers to look at advertisements in a group can be a powerful indicator of
their true feelings toward a particular ad. Peer influence can be observed, and hopefully,
some level of post-test screening can be done to create increased validity. These
elements are characteristic of what kind of studies?
a. Attitude studies
b. Cognitive response studies
c. Behavioral studies
d. Quantitative studies
Sarah, a 13-year-old girl, came across an advertisement that displayed a new trendy hair
color aimed at a mature audience. Intrigued by the advertisement, Sarah goes out and
buys the product. This is an example of____ .
a. primary demand stimulation
b. subliminal advertising
c. vertical cooperative advertising
d. phishing
There are three media types in social media: earned, owned, and paid.
a. True
b. False
Teams are able to liberate decision making when members:
a. all think alike and agree with one another.
b. allow the leader to make all the decisions.
c. trust one another and feel it’s safe to contribute.
d. just make suggestions but leave decisions to the client.
Scenario 2-4
Caltech Corp. has a 15 minute advertisement that is aired on a local news channel
explaining to the public the benefits of its product. Sparkles Inc. has provided Caltech
Corp. airtime on its television network, and has offered to advertise its product on its
website as an act of goodwill.
Sparkles Inc. is an example of a _____.
a. production facilitator
b. full-service agency
c. media conglomerate
d. fulfillment center
Scenario1-5
Exodus Moving is a small business that was created to serve local furniture stores’
delivery needs in the Boulder Colorado area. They have specialized equipment that
allows them to lift and transfer large, bulky pieces of furniture with less risk of damage
than most traditional movers. Many of these furniture stores do not sell enough volume
to keep their own trucks and drivers busy all of the time, so Exodus fills a real market
need. As a result, most such stores are very interested in outsourcing delivery service
needs. Exodus has attracted many customers from these stores by guaranteeing 48 hour
delivery within a 50 mile radius of any of the stores they serve. Eventually, Exodus
hopes to attract the business of other retailers who might require delivery services.
Exodus marketers limit their advertising to furniture store publications because they
perceive that readers of these publications are:
a. their target audience.
b. their trade channel.
c. their sponsors.
d. price sensitive.
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.
As the number of Foursquare users increases, so will the marketing efforts to appeal to
the visitors of the site. Many of the site’s users access the site via their cell phone, and
companies are forced to create advertisements to fit these media channels. These
advertisements are examples of:
a. intrusive marketing.
b. mobile marketing.
c. viral marketing.
d. splash marketing.
Peer-to-peer influencer programs have a different tone than those involving
professionals in that they focus more on:
a. superior product benefits and features.
b. sharing advice or expertise with another consumer.
c. evidence or data to back up product claims.
d. something fun or provocative to talk about.
The objectives of corporate advertising include boosting employee morale and
attracting new employees.
a. True
b. False
______help firms in creating the visual impression of its advertising material.
a. Sales promotion agencies
b. Fulfillment centers
c. Designers
d. Bloggers
A reactive public relations strategy is a tool designed for firms to take quick and
thoughtful action at the first sign of negative publicity.
a. True
b. False
Digital footprint is defined as your profile of personal information, accessible online to
a spectrum of people.
a. True
b. False
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.
a. True
b. False
Message impressions refer to exposures to the ads themselves.
a. True
b. False
One disadvantage of direct marketing is that consumers may become uneasy about the
ways in which their personal information is being gathered and used.
a. True
b. False
Scenario 10-4
In the “Chicago Shopping” section of the ChicagoTribunewebsite, the following ads
were listed:
1) An ad for the last day to save 10 percent on all purchases at Target.com. Readers are
urged to act quickly because the deadline for the deal, which is boldly listed in red ink,
is today. The ad also features a picture of a 40″ LCD television showing the company’s
name and “bullseye” logo on the screen.
2) An ad for a pair of basketball shoes accompanied by a positive endorsement from a
satisfied customer. The customer stated, “I have never had a shoe like this one. I jump
higher and run faster, and I am able to play longer than I ever have in the past.” The ad
offers a $15 coupon for use at participating FootLocker stores.
3) An ad encouraging consumers to shop at Adidas because of its low sale prices. The
ad reads, “Adidas brand apparel will increase your athletic performance. Give yourself
the competitive advantage you’ve always wanted and shop our selection of running,
soccer, basketball and golf apparel.”
4) An ad listing a limited time offer for a pair of expensive jeans. The ad shows a
fictional character being laughed at by an attractive female because of his old, raggedy
jeans. The man being laughed at appears incredibly embarrassed. Marketers want
consumers to feel more accepted in society when they wear this particular pair of jeans.
(ChicagoTribune.com, October 26, 2010)
In ad #4, which type of ads are the marketers using to appeal to consumers?
a. Social anxiety ads
b. Humor ads
c. Fear-appeal ads
d. Sex-appeal ads
Scenario5-6
Voice-It Technologies produces inexpensive personal voice recording devices that serve
as a substitute for message pads in the home or office. Their recording time is limited to
120 seconds and the devices sell for less than $20. VoiceIt’s products are about the size
of four credit cards stacked on top of one another and have a life of about a year. The
slogan the firm uses on its packaging and advertising is “Don’t Write It, VoiceIt!”
Mark feels that post-its are much more efficient and simpler than Voice-It and that it is
more practical and purchases post-its instead of the Voice-It product. This is an example
of ____ .
a. a predecisional distortion
b. a habit
c. a variety seeking process
d. cognitive dissonance
An advertising ____function is a mathematical relationship that associates the money
spent on advertising with the sales generated.
a. sales
b. communications
c. task
d. response
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)
Which of the following factors contributes to the fact that we have entered a new era of
public relations?
a. Increased media coverage of company advertising
b. Aggressive efforts to catch firms acting in an improper manner
c. Sophisticated and connected consumers who talk more about brands
d. Increased focus on public relations and its applications rather than other marketing
processes
Humorous versions of advertisements usually prove to be more persuasive than
non-humorous versions of the same ad.
a. True
b. False
The ways in which the creative objectives will be accomplished are described in the
a. copy strategy section.
b. build-up analysis.
c. objective-and-task method.
d. media plan.
Advertisements that are not consistent with the values of people, a society, or a culture
are likely to stand out, demand attention, and be remembered and accepted.
a. True
b. False
Scenario1-3
In 2006, gaming giant Nintendo launched an innovative motion-sensing gaming console
called the Wii. The Wii quickly took over as the leading gaming console because of its
unique activity-enabling qualities, and for nearly four years, dominated hardware sales
in the gaming industry as any true competition for the product was yet to be introduced.
However, this changed in late 2010 as Sony introduced its own motion-detecting
gaming system to the market, the Playstation Move. Sony has marketed the product as a
superior product to Nintendo’s, claiming that it is more precise and flaunts the
Playstation’s highquality graphics. Sony’s Move has been a topic of great debate, but the
reception of the product over the long haul is yet to be seen. To dethrone the Wii, Sony
will need to find a way to appeal to those that have not yet bought into
“motiongaming.” And of course, it wouldn”t hurt if Sony somehow found a way to
entice Nintendo followers to switch over to its newest addition to the gaming industry.
If Sony uses advertisements that focus on the niche characteristics of Move that Wii
does not have, the company is using:
a. external positioning.
b. institutional advertising.
c. brand extension.
d. internal positioning.