The broad concept of ____ is interactive in that the marketer attempts to develop an
ongoing dialogue with the customer, based on the idea that one contact will lead to
another, and then another, so the message is continually refined.
a. direct mail
b. direct marketing
c. sales promotion
d. database marketing
Champion Chocolate sells handmade specialty chocolate candies in a Midwest city with
an adult population of 850,000. The entire adult population of the city is considered
Champion Chocolate’s target market.Media planners look at sales and decide to pursue
a media strategy that runs throughout the year but uses heavier scheduling in the two
weeks preceding Valentine’s Day, Easter Sunday, Mother’s Day, Thanksgiving Day, and
Christmas Day. The media classes selected are local television, magazine, and
newspaper.Champion Chocolate selects three specific vehicles to carry its message:
Six spots will run on a local TV news show. The show has a rating of 30.
Eight ads will run in the regional edition of a magazine. The magazine has reach of 10.
Twelve ads will run in the local newspaper. The paper has a reach of 40.
Considering the holidays that Champion Chocolate wants to particularly target, it will
be advertising based on a ____ media schedule.
a. net promoting
b. continuity
c. pulsing
d. flighting
The ____ services department of an advertising agency typically houses its art directors,
illustrators, and copywriters.
a. creative
b. account
c. marketing
d. production
On its website, the Crayola company has managed to avoid the biggest failing of
corporate sites. This is because it
a. has combined with not-for-profit organizations to create an educational experience.
b. provides massive amounts of information about the firm and its brands.
c. links to other sites involving art materials for children.
d. takes advantage of the Web’s interactive capabilities with added content and
activities.
During the NCAA championships, a national sports equipment manufacturer runs an
edgy, fast-paced commercial featuring a well-known hip hop artist. A group of guys
watching in a fraternity house seem to interpret the commercial in roughly the same
way. When members of an audience share a similar interpretation of an ad like this, it is
most likely the result of the
a. backgrounds and value systems of audience members.
b. frequency of the commercial.
c. content of the commercial.
d. characteristics of the product being advertised.
You have designed an exciting line of products and are starting a business out of your
home. You want to create a website, assuming “If you build it, they will come.” You
find that there’s a little more to it than that. An attractive consumer site can cost quite a
bit, particularly due to the expense of specialized personnel who
a. register the site with search engines.
b. design and constantly update the site.
c. offer hosting services for the site.
d. contract with portals for the site.
Which social media website has taken an active role in welcoming advertisers by
offering a media kit for setting up and launching an advertising brand location?
a. YouTube
b. LinkedIn
c. Google
d. Facebook
You are the marketing manager of a small corporate airline that handles business flights
for executives and celebrities, but also specializes in group charters to major sporting
events, concerts, and festivals. To reach businesspeople as well as affluent fans on the
Internet, you will have to avoid the usual fare because these two target audiences ignore
most advertising and hate distractions. However, they do tend to take note of online
videos. So where should you put your advertising money?
a. viral marketing
b. email distribution
c. banners and displays
d. gaming sites
Explicit memory measures are those in which consumers are required to
a. demonstrate their knowledge of a product.
b. search their memories about a product by using word fragments or pictures.
c. take part in testing that includes recall, recognition, and/or retained knowledge.
d. recall their actual exposure to the test ad for a product.
A furniture retailer establishes itself in the Pacific Northwest with massive stores in
Seattle and Portland. Over the years it expands into the West and Northwest, with large
outlets in Billings, Fargo, and Denver. Its promotions throughout these locations would
be considered ____ advertising.
a. national
b. corporate
c. business-to-business
d. regional
Following the announcement that the world’s largest e-tailer, Amazon.com, made a
profit for the first time since it started business in the early 1990s, the company saw
more than 90 percent of its market value disappear as part of the dot-com collapse. It is
questionable whether or not Amazon figured out a profitable business model after
changing its tune several times over those early years. Then it began circling back
somewhat to an earlier focus on becoming the Walmart of the Internet. It said it wanted
to sell huge volumes of merchandise cheaply, and in the process eke out enough of a
profit to satisfy Wall Street.Although investors had to wait some time for the e-tailer to
work out the kinks, and it’s uncertain how much longer they’ll remain patient, Amazon’s
mainstay retail business may see further improvements as it grows. As we all have now
witnessed, unlike brick-and-mortar retailers who must build new stores, stock them, and
hire people to staff them, Amazon has been able to open new stores with minimal
additional cost. Some years ago, it reported turning over its inventory 17 times a
year-close to double that of traditional retailers at the time. And on average, it reported
having gotten paid 32 days before it must pay its suppliers-in essence, providing
millions of dollars in cash flow.Information updated for 2011, based on the following
initial articles:
(David Shook, “Can Amazon Turn Baby Steps Into Strides?,” Businessweek Online,
February 13, 2002.)
(Rob Hof, “Why Amazon Could Keep Flowing,” Businessweek Online, January 5,
2005.)Amazon was one of the first online retailers to launch advanced technology to
track consumer visits and suggest products whenever they returned to the site. This
ability to find out what customers have bought in the past, and project that they will buy
similar items in the future, has been a key factor underlying Amazon’s strategy and
growth. When Amazon asks customers if they plan on buying certain products in the
future, it is measuring
a. share of market.
b. brand awareness.
c. share of voice.
d. purchase intent.
You work for a well-known company that manufactures mattresses. To move your
product during the Presidents’ Day sales events held nationwide, you offer $200 to any
retail salesperson who can sell ten mattresses throughout the second weekend of
February. You also offer a case of sports drinks for each mattress sold. These are
examples of trade-market sales promotion techniques in the form of
a. sweepstakes.
b. incentives.
c. allowances.
d. slotting fees.
Procter & Gamble is cited in the text as a prime example of a giant advertiser that has
successfully used branded entertainment over many decades. How has P&G
incorporated branded entertainment into its marketing mix over the years? Can you
think of another advertiser that is heavily involved in branded entertainment today?
Define and briefly explain the concepts of market segmentation, differentiation, and
positioning.
At one time, the Absolut vodka brand was on the verge of extinction, claiming less than
a single percentage point of the U.S. market share. Then the TBWA advertising agency
totally revamped the brand’s image with print advertising alone.
You are the marketing manager for an online merchandiser of a diverse line of casual
sportswear, athletic clothing, and outerwear for both men and women. Write a brief
memo to your advertising agency. In the memo, explain why you’d like the agency to
abandon its recommendation for a share-of-market strategy in creating the budget. Give
several reasons why this approach is unfavorable. Then explain why you want the
agency to adopt an objective-and-task method. Also, there are four main steps that must
be taken to implement this approach after advertising objectives are determined. List as
many as you can. (It is not necessary to describe the steps in detail.)
Advertisers should set only one objective in an advertising plan.
We can think of influencer marketing as a set of conversations involving an influencer,
a consumer, and a brand.
Minor modifications are common, but every precaution should be taken to avoid having
to radically alter a budget after it is submitted.
An advertorial is an ad that is designed to look just like a newspaper article.
For print ads, recall testing is most commonly used.
The FTC’s advertising substantiation program, set up in the 1970s, requires that
documented evidence supporting any claims is made available to consumers, and that
such evidence provides a “reasonable basis” for believing that the claims are true.