What is often called the advertising department within the firm?
a. the creative boutique
b. the digital/interactive firm
c. the media-buying department
d. the in-house agency
A major ‘sweet spot” for the brand occurs in event sponsorship when there is significant
overlap between the
a. event’s participants and the marketer’s target audience.
b. primary sponsor and the secondary sponsor.
c. brand preferences of attendees and the brand preferences of viewers.
d. international sponsorship and the local sponsorship.
Although the courts and the FTC have been quite specific about defining many other
practices, the definition of ____ has always been relatively vague.
a. unfair advertising
b. copyright infringement in advertising
c. deception in advertising
d. phishing in online advertising
In the midst of a nationwide scramble to get new media up and running as well as new
media companies in place, traditional media
a. have been cut back to unheard-of proportions.
b. are keeping afloat though they may be sinking soon.
c. still command the majority of all ad dollars.
d. are losing ad revenue at a rapid pace.
In today’s marketplace, annual spending for newspaper advertising is roughly the same
as that for ____ advertising.
a. radio
b. magazine
c. Internet
d. television
A marketing director meets with her staff to review recent problems they have
encountered in coordinating widespread and diverse aspects of their marketing plan.
She lists all the reasons she can think of that explain why coordinating an IBP effort is a
huge challenge. But which of the following would not be one of her reasons?
a. Specialists often lose sight of overall objectives outside their specialty.
b. Internal competition for budget allocation often works against coordinated efforts.
c. By definition, IBPs rarely do not require explicit goals and objectives.
d. There has been an explosion in the number of media options available.
What companies became the first Internet service providers in 1994, with the idea of
sending standard TV commercials in a new way?
a. Mosaic and Foxfire
b. Yahoo! and Google
c. Netscape and Internet Explorer
d. Prodigy and CompuServe
The idea of involvement in the context of consumer decision making basically refers to
how
a. you will use the product or service.
b. much the product or service means to you.
c. your past experience with the product or service informs you.
d. the product or service will fulfill one of your needs.
What is one main reason why direct marketing has grown in popularity?
a. its use of only one type of media to get a response
b. its goal of long-term sales promotion
c. its immediate measurement of response
d. its reliance on technology rather than human behavior
A suburban country club contacts each member who holds a golf membership and
inquires as to whether he or she would also like to purchase a pool membership for the
entire household. The country club personnel are using their marketing database for
a. personal selling.
b. creative selling.
c. marcom selling.
d. cross-selling.
According to Nielsen Media Research, product placements in video games
a. are more annoying to gamers than commercials are to television viewers.
b. were popular for a while but are now used less frequently.
c. are accepted by younger players but disliked by adult players.
d. are seen by gamers as elements that add to the quality of play.
A TV commercial opens with young kids riding bikes in the summer heat, across empty
baseball fields, on hot sidewalks, down dirt hills. They then run into the cool kitchen
where mom is waiting. The grubby kids wipe their sweaty brows, and the youngest one
says, “It’s hot out.” Mom whisks out a box from the freezer and hands out popsicles.
Kids smile. Mom tousles their hair. This is an example of a(n) ____ ad that attempts to
____.
a. transformational; change the consumption experience
b. image; define a brand image
c. slice-of-life; situate a brand socially
d. demonstration; persuade the consumer
In recent years, the U.S. Senate has approved a tenfold increase in fines for advertising
situations that are determined to step over the line regarding American society’s basic
ethical principles. What issues are being regulated in this way?
a. ad agencies that knowingly make false claims
b. advertisers that lure children into dangerous or unhealthy behaviors
c. TV and radio stations that violate rules on airing profanity or sexually explicit
materials
d. print media with ads that include erotic images or language
A group called Adbusters has a website containing many pages that address issues of
consumption and culture, media practices, and corporate responsibilities. For example,
“The momentum has clearly accelerated. By some measures humans have used more
physical resources since World War II than in all of history before it. It’s now taking a
toll beyond anything we could ever have imagined. What does it mean when one-sixth
of the world’s population consumes without any real restraint?”Throughout the website,
there are many references to advertising’s role in creating and maintaining this situation.
Not surprisingly, virtually all of the references to the practice of advertising are
negative.(http://www.adbusters.org/home/)
Some philosophies regarding our path to overconsumption proposed by Adbusters echo
the words of advertising historian Stephen Fox when he wrote, “One may build a
compelling case that American culture is-beyond redemption-money-mad, hedonistic,
superficial, rushing heedlessly down a railroad track called Progress.” Fox then
concluded that advertisers
a. are not creating the American way of life, but just reflecting it, good or bad.
b. have nothing to do with the fact that all modern cultures have essentially become
obsessed with consumption, not just America.
c. are the self-serving manipulators and hidden persuaders who have created this
situation.
d. have in fact focused on progress, which despite its drawbacks has led to improved
conditions and comfortable lifestyles for many Americans.
A woman decides to prepare a tuna casserole for dinner. At the grocery store, she looks
for Chicken of the Sea tuna and a box of Kraft macaroni and cheese. At first, she can’t
find the Chicken of the Sea brand, only competitive brands. She begins to think she’ll
make something else for dinner. Then she does see it on a higher shelf. She chooses the
Chicken of the Sea tuna because she thinks it’s tastier than other brands, that the
company uses nets that won’t harm dolphins, and she likes the talking tuna they use in
their commercials. Plus, it’s the kind her mother always buys. She chooses Kraft
macaroni and cheese, but really couldn’t tell you why. Interestingly enough, she has not
purchased any other brands of tuna or macaroni and cheese over the past few years.The
woman cannot explain why she buys Kraft macaroni and cheese. In fact, if the store
was out of it, she would just buy the store brand. From this information, we can
conclude that she repeatedly buys this brand
a. but it is a low-involvement purchase.
b. due to successful problem-solving episode long since forgotten.
c. because it is a high involvement purchase.
d. regardless of her social class.
A regional office supply store wants to understand and serve its customers better and
compete with nationwide giants. It is looking for the most effective way to encourage
repeat visits and build long-term loyalty in its customers, both individuals as well as
businesses. What form of promotion would work best?
a. a mail sampling
b. a free premium
c. a newspaper coupon
d. a frequency program
Madison State University has a reputation for having a powerful intercollegiate coed
bowling team. Seating in the campus bowling alley only allows for 400 fans to attend
their matches. Long lines for seats have formed in the past, with many fans leaving
disappointed because they could not get a ticket. As a result, the school’s administrators
decided to institute a “priority seating” plan in which fans would be given access to
advance tickets based on the following schedule:
– “Lanemaster Club” – $10,000 annual donation to the bowling program – guaranteed
free box seats to any match (100 seats total)
– “Strike Club” – $1,000 annual donation to the bowling program – guaranteed free
bleacher seats to any match (100 seats total)
– “Kingpin Club” – participants in local recreation bowling leagues – guaranteed
bleacher seats for $10.00 to any match (100 seats total)
– “Alleycat Club” – students who have maintained a 3.9 GPA or better – guaranteed
bleacher seats for $1.00 to any match (100 seats total)With the new plan, the bowling
team is attempting to encourage local bowlers and other bowling aficionados to come
watch the team in action. This is an example of ____ segmentation.
a. emergent
b. geographic
c. lifestyle
d. demographic
A pharmaceutical company manufactures several antidepressant and anti-anxiety
medications widely prescribed by physicians. Its executives know that among the
millions of consumers taking their products, one or two adverse reactions reported by
the media can have a very damaging effect on its reputation. In public relations terms,
this is called a(n)
a. proactive situation.
b. vulnerability.
c. synergistic opportunity.
d. influencer.
As opposed to a news release, a feature story
a. gives exclusive rights to the author of the information.
b. is essentially an informal type of paid media exposure.
c. allows the company no control over content.
d. is written by an employee of the firm.
In the world of advertising, markets are positioned, but products are segmented.
Eye-tracking technology systems basically measure how long a person gazes at a
particular print ad or a particular part of the ad.
How do proactive and reactive public relations strategies differ? Describe the steps
necessary to implement each strategy.
Nielsen Media has had to contend with disputes over its rating data, primarily because
numbers tuning into a program do not automatically translate to numbers viewing a
commercial.
Spending advertising dollars to get ‘switchers” to buy your brand may seem like a good
idea, but it often results in only one-time or random purchases.
Consumer groups have been just as successful as the FTC in restricting children’s
advertising.
MAAMs stands for Marketing Analysis of Attribute Models, and it is a framework used
to identify four primary “attribute models” that make up consumer decision making.