Many consumers are becoming frustrated or cynical regarding the increase of
brand-name products that appear in television shows and movies or show up in
bloggers’ commentaries. These are examples of
a. stealth sponsorship.
b. hierarchy of needs.
c. emotional appeals.
d. commerce-content crossover.
Which is considered the most crucial of all design elements, because when used
effectively it brings harmony to all components on the page?
a. order
b. unity
c. balance
d. color
Products that signify a certain class membership for those who purchase them-or hope
to purchase them-are said to carry a certain level of ____ with their name and brand.
a. symbolic value
b. social meaning
c. differentiation
d. brand equity
Of all types of support media, directory advertising offers a unique advantage by
a. offering technologically advanced and innovative options.
b. enhancing brand awareness and recall.
c. allowing for repeat exposures of the same message.
d. helping consumers follow through on purchases.
The Internet’s e-commerce is growing at an astounding rate, with annual consumer
transactions now close to ____ and business-to-business interactions exceeding ____.
a. $30 billion; $800 billion
b. $800 billion; $400 billion
c. $100 billion; $1 trillion
d. $300 billion; $4 trillion
A young mother consistently buys Oreos for a special treat, which her kids love. But
now and then she buys Salerno Butter Cookies or Keebler Animals Crackers, just for a
change. Which aspect of decision making does this demonstrate?
a. habit
b. variety seeking
c. limited problem solving
d. brand loyalty
A critic of advertising tells you that the costs of advertising are built into the costs for
products, which are then passed on to the consumer. You have decided to argue the
issue. You can make many points, but which argument should you not present?
a. The increased demand for products that results from advertising can lower the cost of
the production of the products.
b. Economies of scale spread fixed costs over a large number of production units.
c. The cost of advertising is usually not built into the cost of products.
d. This must be balanced against the time it would take a person if he or she had to
search for information about products without advertising.
A hospital is attempting to change its image. In the past, the hospital has been perceived
as having a high degree of expertise across all medical services, but also as having a
cold and unfeeling atmosphere. This has resulted in the hospital losing business in
situations where patients feel that a procedure is simple enough that any hospital can
perform it equally well. The decision is made to hire a local advertising agency. The
agency’s creative director meets with the hospital marketing director to develop a
creative brief. It focuses on print ads for local newspapers and regional magazines, and
states that the advertising for the hospital must create feelings of caring and warmth,
without explicitly stating that the hospital “cares”-a tactic that has been used again and
again by other medical institutions.
The art director for this campaign needs to convey a particular mood, a feeling of
warmth and serenity, in this ad illustration. While all of the elements below may have
some impact on the illustration, she should pay particular attention to the
a. size of the illustration within the layout.
b. lighting, color, tone, and texture of the illustration.
c. space taken by the body copy.
d. magazine and newspaper vehicles in which the ad will run.
(Scenario 14-1) When the social networking/gaming website Foursquare launched in
2009, it was only accessible to residents in 100 U.S. cities. One year later, an updated
version of the service allows 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
feelings about favorable experiences (or unfavorable ones). 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.
One way to find this site as well as related businesses is to go to Bing and look under
‘social networking sites.” Technically, Bing is a(n)
a. analytical software system that allows e-commerce.
b. mash-up that features multiple widgets.
c. portal with search engine technology.
d. website that acts as a corporate/brand home page.
(Scenario 12-5) “Are smaller print ads okay? Or are you a firm believer of the ____,
that is, increased size means increased recognition?”
a. square root law
b. net promoter score
c. forgetting function
d. message weight
The calls for restrictions on advertising to children over the years have been based on a
number of concerns, one of which is the promotion of superficial material things as
necessary and valuable.
Local advertisers like car dealers or furniture stores still reach television audiences
primarily through spot advertising, but national advertisers have been dropping this
format in favor of other media options.
Gross domestic product, or GDP, is the measure of the total value of goods and services
produced by a given company.
Though at one time the creative team consisted of an art director and a single
copywriter, today it is composed of art directors, copywriters, media planners, and
account planners.
NASCAR marketers have discreetly admitted that NASCAR is the best-kept secret in
marketing.