In trying to coordinate traditional and emerging advertising and support media, ad
agencies
a. have had to deal with fewer functional specialists.
b. see themselves in the lead role, but have not yet played this role to anyone’s
satisfaction.
c. have experienced less internal competition for promotional budget dollars.
d. have found greater cooperation between functional area specialists.
The reality of today’s promotions, beyond all else, centers around a strong emphasis
onthe
a. communication.
b. corporation.
c. media.
d. brand.
The American Pork Producers has been running a long-term campaign with the tagline
“Pork. The other white meat.” This is an example of
a. lifestyle segmentation.
b. demographic segmentation.
c. benefit positioning.
d. competitive positioning.
As a segment, variety seekers tend to
a. offer the smallest opportunity for a firm seeking regular buyers.
b. buy brands based on sales, discount coupons, or other incentives.
c. fall into certain predictable demographic patterns.
d. be unusually enthusiastic and often excessive in their purchasing activities.
In 2007, Michigan-based Ford Motor Company fell from second to third in U.S. annual
vehicle sales for the first time in 56 years. Facing stiff competition from foreign
automakers and brand indifference amongst U.S. consumers, Ford appeared to be
headed towards turbulent times. However, when marketing and advertising guru Jim
Farley joined Ford in November 2007, he brought a number of fresh ideas that helped
turn the company in the right direction. Farley quickly found that Americans had
become indifferent to the Ford brand, which in his opinion, was worse than disliking the
brand. So Farley, along with the rest of the marketing team at Ford, created a campaign
that used catchy songs and cheerful images to accompany its line of automobiles. The
marketing team at Ford is now heavily utilizing the Internet to promote the new Ford
Fiesta, which is the focus of a campaign that has greatly increased the awareness of the
Ford Brand. The company has also been stressing the value of buying environmentally
friendly cars, a move it hopes will improve the brand’s image throughout the world. So
far, the moves appear to be working-in late 2010, Ford was once again named the
second leading automotive company in the United States, as well as fourth largest in the
world.
(“Ford Can Fiesta Again.” The Economist, October 28, 2010)
In addition to promoting environmentally friendly cars, Ford is now trying to market its
cars as universal ones that can be used in markets throughout the world. The company
is utilizing the phrase, “One Ford” in conjunction with the campaign and is hoping that
consumers will begin to recognize Ford as the number one global automaker. Assuming
this is an attempt at a unique selling proposition, which of the following is an
implication of this type of method?
a. It is often a short-term commitment.
b. It is often very efficient once a clear link has been established.
c. It is not resistant to competitive challenge.
d. You can switch strategies often and they will continue to be effective.
The annual numbers show very clearly that ____ account for the overwhelming
majority of e-commerce sales transactions.
a. the Internet’s three biggest retailers
b. business-to-business deals
c. paid searches
d. consumer purchases
A firm sells a medical-alert device that elderly people wear around their necks. If they
fall or find themselves in an emergency situation, they can just press the button to signal
an emergency crew. The company decides to create a fear-appeal ad for the device. A
potential downside of this strategy is that
a. fear of the situation is easily transferred to fear of the product.
b. the use of too little or too much fear may do nothing.
c. fear is not a strong enough emotion to get a consumer to act.
d. no research has shown that fear is effective.
Despite recent troubles, newspaper is still an excellent medium for
a. corporate conglomerates wanting to reach national audiences.
b. retailers targeting local geographic markets.
c. manufacturers selling to businesses.
d. companies targeting highly selective audiences.
A major problem associated with attitude tracking to evaluate advertising effectiveness
is that although sometimes people’s attitudes toward a brand do change,
a. they cannot be accurately measured with a test.
b. they rely heavily on an artificial viewing experience.
c. they only occur with repetitive exposures.
d. they don’t always translate to sales increases.
The component of advertising that defines the goals of the advertiser and how those
goals will be achieved is known as
a. marketing objective.
b. advertising planning.
c. creative strategy.
d. message strategy.
Briefly summarize the structure of the advertising industry today by naming the key
players and tracing their potential relationships and connections. Your answer does not
have to be detailed-just a basic sketch of this structure is sufficient.
In his analysis of some of the most creative people of the 20th century, Gardner found
that they had little interest in social life, often neglected family members, and dismissed
the idea of cultural conformity.
The “new order” of building brands is based on the acknowledgement that the fields of
advertising, branding, and entertainment are separate entities and will always be
separate entities.
Overall, the Internet has now finally become the advertising option that it was expected
it to be.
Cable television can be distinguished from network television in at least two ways-it is
developing tracking systems to send different commercials to different viewers, and it is
seeing the potential for high revenue from video on demand.