Despite the explosion of new media in recent years, today’s media options have reduced
from those available during the past decades.
a. True
b. False
A privacy seal enables a private purchase to become more socially embedded.
a. True
b. False
Branded entertainment can exist without any support from marketers.
a. True
b. False
Which of the following is a disadvantage of broadcast television advertising?
a. It involves longer writing to better communicate complex brand features.
b. It represents a timing challenge as the copy should be precisely coordinated with the
visuals.
c. It allows a reader to dwell on the copy and process the information at a personalized
rate.
d. It provides a copywriter time and space to to communicate details, complete with
illustrations.
A focus group involves blind taste tests of products.
a. True
b. False
It is difficult to leverage the online branding tools like blogs and social media sites to
increase the consumer experience and hence the value of corporate websites.
a. True
b. False
In the late 1800s, consumers were willing to pay more for brands than for unmarked
commodities, even if they were identical.
a. True
b. False
Scenario4-6
Rad productions has launched a series of advertisements. The first advertisement for a
restaurant features an image of a child enjoying a burger. The second advertisement for
a real estate firm depicts a cozy living room in a good locality in town. The third
advertisement is for a designer wear firm depicting the sale of designer dresses and
shoes. The fourth advertisement is for a university, depicting college students in
business suits at a marketing class.
According to Maslow’s Hierarchy theory, which of the following needs would the third
advertisement most likely satisfy?
a. Esteem needs
b. Need for affiliation
c. Extrinsic needs
d. Self-actualization needs
Mark works for a well-known company that manufactures mattresses. To move the
company’s product during the President’s Day sales events held nationwide, he offered
$200 to any retail salesperson who can sell ten mattresses throughout the second
weekend of February. He also offers a case of sports drinks for each mattress sold.
These are examples of trade-market sales promotion techniques in the form of:
a. free premiums.
b. incentives.
c. merchandise allowances.
d. dividends.
Scenario 13-4
Considering the slow economy and the new focus on simple home decor, a greenhouse
named Gretta’s Garden, located in a central business district, decides to sign up “garden
club” members to get discounts on flowers, shrubs, vegetable plants, houseplants, and
all related accessories. Members may also attend free lectures and hands-on workshops
run by local horticulturists, or relax with a glass of tea or wine in the lush, landscaped
courtyard. Gretta’s Garden has conducted market research and found that most
customers live no more than three miles away, are in blue-collar as well as white-collar
jobs, and represent a diverse range of ethnic and lifestyle segments. Its customer base is
not strongly female, as one might expect, but is about 40 percent male.
Gretta’s Garden decides to run a more sophisticated ad in an issue of a regional
publication, City Garden magazine. The company wants to print a photo of a garden
along with the plants and flowers they offer, and are happy with the color reproduction
that the magazine offers. Which advantage of magazines does this represent?
a. Pass-along readership
b. Long life
c. Audience interest
d. Creative opportunities
A manufacturer of oakwood furniture decides to place half-page print ads in a
newspaper every Sunday for a period of two months. This is called _____.
a. continuous scheduling
b. flighting
c. pulsing
d. media mixing
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 that she can find relevant secondary information about
the U.S. quickly because she is familiar with government web sites, but she is not sure
about finding information from all over the world. You give her the Web address for:
a. Eurobarometer.
b. the Census.
c. International Social Survey Programme.
d. Current Population Survey.
The three divisions within a local Better Business Bureaumerchandise, financial, and
solicitationsinvestigate advertising practices of companies in their geographic area.
a. True
b. False
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. false labeling and packaging
d. phishing in online advertising
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. Audience members can download
these technological tidbitstext, visual, and audio formatsto 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
Products that are higher priced, complicated to use, or require demonstration are
heavily dependent on personal selling in order to close the deal.
a. True
b. False
PRIZM, which operates on the assumption that consumers in a particular ZIP code are
more alike than different regarding their consumer practices, is a type of ____research
technique.
a. story construction
b. embedded fieldwork
c. geographic clustering
d. copy research
____involves observation in real-life situations, to obtain information about the
consumption practices of real consumers in real settings.
a. Online netnography
b. Embedded field work
c. Geographic clustering
d. Consumer panel
Which of the following is considered ethically negative in the context of advergames?
a. Targeting children with advertising content
b. Targeting adolescents who are academically poor
c. Prompting a change in consumer behavior
d. Creating awareness about social issues
Combining sales objectives with communications objectives:
a. will almost certainly spell disaster for an advertising plan.
b. may seem effective on paper but may confuse consumers during the campaign.
c. is the only way to identify truly quantitative benchmarks for the campaign.
d. can be an excellent way to develop an advertising campaign.
Caltec Inc. has a department that is responsible for coming up with ideas and innovative
ways to advertise the company’s products in newspaper ads and billboards. This is an
example of a full-service agency.
a. True
b. False
Executing an IBP campaign is like performing as a symphony orchestramany
individuals are simultaneously making unique contributions to create a final piece.
a. True
b. False
_____ provide the physical facilities, including sets, stage equipment, and crews needed
for broadcasting.
a. Production houses
b. Creative boutiques
c. Fulfillment centers
d. Interactive agencies
Radio offers potential advertisers the ____among all media.
a. simplest buying procedures
b. most well-defined audience segments
c. widest exposure
d. highest degree of audience attentiveness
The four main components of print copy are text, slogan, headline, and tagline.
a. True
b. False
____memory is very important where advertising is concerned and is the kind of
memory through which names, words, and concepts are retrieved from people’s minds.
a. Iconic
b. Episodic
c. Emotional
d. Semantic
Scenario 7-2
You have been appointed director of research for the Rhode Island Runners, a new
minor league baseball team that will make its debut in about six months. There have
been minor league franchises in the area in the past, but due to a lack of fan support
they all have folded. The Runners’ upper management is convinced that past failures
were the result of improper marketing of the teams. Therefore, management has
committed a substantial amount of money to developing smart, effective advertising.
Management has put you in charge of an intensive one-year program to guide and track
the advertising.
Tracking studies will be good tools for this campaign, since they follow the apparent
effect of the advertising over time, and this type of followup is required throughout the
first year of this baseball team’s campaign. Tracking studies are usually done in which
format?
a. Focus group
b. Survey
c. Projective test
d. Readership test
For advertisers, one main difference between the period immediately after World War I
and the period immediately following World War II was that after World War I, ____.
a. advertising was distrusted by people
b. rigid government regulations were established for ads
c. ads were classy and sophisticated
d. ads were subtle and clutter-free
Scenario5-5
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 the beverages that he knew his
guests would like. Having never purchased a blender before, Jerome felt that he needed
to shop carefully and take his friends’ suggestions on which brand to buy. After visiting
several stores and examining numerous models and brands, Jerome settled on a
Kitchen-Aid model that cost $100.
Which of the following best describes Jerome’s mode of consumer decision making in
buying a blender?
a. Limited problem solving
b. Low involvement
c. Extended problem solving
d. Predecisional distortion
Coupons are one of the newer forms of sales promotion, introduced in the 1950s by
cake mix manufacturers.
a. True
b. False
Scenario1-2
Chug Enterprises is planning to create a new line of products and enter into the sports
drink market. They plan to advertise the first product to teenagers as being the
best-tasting sports drink in the market. The second product will be advertised to adults
as being the lowest calorie sports drink one can buy. The third product will be
advertised to senior citizens as containing calcium, a mineral needed to maintain a
healthy bone structure. Each product will have separate, distinctive packaging.
Chug’s three different sports drinks are very popular in markets across the world. Now,
the company plans to launch a similar range of carbonated drinks by building on the
popularity of the previous products. This is an example of _____.
a. market segmentation
b. national advertising
c. a brand extension
d. a differentiation strategy
In 1924, Bruce Barton in his book, TheManNobodyKnows, portrayed Jesus as the
archetypal ad man.
a. True
b. False
Peerless, Foley’s, and Pepsi-cola were some of the first branded goods found on store
shelves.
a. True
b. False
Scenario 15-4
General Mills, a breakfast cereal brand, faces strong competition in the dry cereal
category from brands like Kellogg’s and Quaker Oats. However, General Mills brands
like Wheaties and Cheerios maintain a strong share of the market. As a manufacturer,
General Mills knows it must stimulate consumer demand for its brands, but it must gain
retailer support for these brands as well. Its market research shows that some consumers
are very loyal to certain brands of cereal, but most consumers show some level of
variety-seeking behavior in this product category. As a result, General Mills is
constantly examining different sales promotion tools to stimulate consumers to consider
its brands when shopping for breakfast cereal.
General Mills inserts a sheet of coupons in the Sunday newspapers in major markets.
This is a form of ____sales promotion.
a. consumer-market
b. business-market
c. trade-market
d. bill-back