Which of the following elements of advertising involves the structure itself and the plan
behind the structure?
a. Layout
b. Design
c. Copy
d. Illustration
Scenario2-6
Pink Inc. has approached Ripple Effects with the layout of an advertisement for its new
product that it plans to advertise. Ripple Effects has agreed to provide Pink Inc. with the
cast and crew required to create the advertisement, choosing the location and the set up.
Pink Inc. has employed Glamour, an advertising agency, to make the message theme of
the advertisement more innovative. Glamour has charged the firm $50,000 per hour for
its services.
Ripple Effects is an example of a _____.
a. media specialist
b. creative boutique
c. database consultant
d. production house
Which of the following is an example of product placement?
a. The logo of UPS on a NASCAR race car
b. The interactive children’s magazine from Lego called Lego Club Magazine
c. Electronic gadgets from Apple in Mission Impossible: Ghost Protocol
d. The diet pill Trimpsa in the Million Dollar Makeover Challenge
A high-end specialty store, recognized nationwide for its prestigious reputation, is busy
with customers eyeing and buying costly items of clothing with designer labels.
They”re also adding $400 purses, $500 shoes, and $1,000 bracelets and necklaces to
their ensembles. Which of the following basic needs of Maslow’s Hierarchy are most
likely being fulfilled by these purchases?
a. Extrinsic needs
b. Need for affiliation
c. Esteem needs
d. Physiological needs
Which of the following types of programs on television usually have product
placements in them?
a. Soap operas and reality shows
b. Sitcoms and quiz shows
c. Police, legal, and family dramas
d. Animated shows and adventure shows
Promoting brand recall is the simplest type of advertising.
a. True
b. False
Advocacy advertising involves promoting the benefits of a specific brand.
a. True
b. False
Before cultivating new business, marketers should begin with ____mailing lists as the
starting point for developing better relationships with current customers.
a. internal
b. demographic
c. external
d. psychographic
Scenario 12-2
When advertisers consider running ads in American Life magazine, they have the option
of buying geographic and demographic editions as well as the national edition. For
instance, they can choose from editions targeted at professionals and managers,
homeowners, working women, and people aged 50 and older. In addition, they are
offered editions for 8 geographical regions and for the top 20 metropolitan areas.
American Life also offers multiple- page discounts for advertisers buying four or more
consecutive pages in any one edition, as well as other volume discounts.
The basic rate to reach 2,847,600 readers in its national edition with a full-page,
four-color advertisement is $91,300. The basic rate to reach the same number of
2,847,600 nationwide readers with a single-column, black-and-white ad is $31,300.
The owners of an oak furniture company want to know the approximate number of
people who will be exposed to the ad if they decide to place an ad in the magazine.
Which of the following are they referring to?
a. Reach
b. Scope
c. Dimension
d. Frequency
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’ salespeople handle and monitor a number of promotions for its cereals.
Which of the following involves Point-of-Purchase advertising?
a. A scratch-off card to win a mountain bike inserted in each box
b. A free granola bar attached to each cereal box
c. A small box of cereal delivered with the daily newspaper
d. A large display of cereal boxes at the end of the grocery aisle
______are experts in designing incentive programs, point-of-purchase materials, and
in-store merchandising.
a. Database agencies
b. Sales promotion agencies
c. Fulfillment centers
d. Event-planning agencies
According to Howard Gardner, absolute commitment to one’s creative work is a
positive trait and has no associated disadvantage to it.
a. True
b. False
Failure to get the consumer dialogue right in the personal selling part of the direct
marketing process can be easily rectified by accelerating and stressing on the other
direct marketing efforts of a business.
a. True
b. False
A company wants to sell a window cleaning kit in a 30-minute infomercial. Which of
the following would an experienced public relations specialist suggest to the company?
a. Wait till the end of the informercial to provide contact information in order to make a
climax.
b. Repeat the phone number and website throughout the broadcast.
c. Spend adequate money and hire a celebrity to attest the effectiveness of the kit.
d. Avoid using consumer testimonials.
Positioning means to cut your market into pieces and focus on the piece or pieces that
make the most sense.
a. True
b. False
Scenario 10-6
Facing stiff competition from Walmart and K-mart, executives for Target stores have
decided to focus on reaching more affluent shoppers and luring them away from
traditional department stores. They have already expanded the products and brands they
offer to include reasonably priced items by modern design masters. Target hopes to
draw more affluent shoppers into its stores through a series of advertising campaigns
that are presently in the planning stages. Most of the advertising budget will be directed
to ads in regional luxury magazines, which, research shows, are frequently read by
affluent individuals.
Target managers feel that their potential customers, who are now shopping in
department stores, must be persuaded to visit Target stores by recognizing the unique
image, positive significance, and social meaning for their brand. Several methods might
be used, but which of the following would be least effective in accomplishing this
objective?
a. Slice-of-life
b. Hard-sell
c. Fear-appeal
d. Image ads
The first government restriction on telemarketing required companies to remove
households from their dialing lists when residents requested this.
a. True
b. False
Scenario 12-4
You scan job advertisements available in Dallas on craigslist.com and find what may be
your dream job. The posting reads, “Entry-level position in media.” You click on it, and
the ad says, “Motivated individual sought to aid in media planning and buying at an
established advertising agency. Must have general knowledge of the media and be
aware of the current challenges media buyers are likely to face. Salary negotiable.” You
email your resume and cover letter to the contact person in the ad, and you receive a
response setting you up for an interview next week.
The interviewer welcomes you, allows for initial introductions, and then starts the
interview. “We have a client that manufactures ebony furniture. Recently, it has
launched a new line of furniture and we plan to promote its new line through a media
vehicle. According to you, which should we use to promote the line?”
a. Network TV
b. Newspapers
c. Newsweek
d. Syndicated TV
The old physiological approaches to measuring physical responses during ad viewing
have been replaced by PT or MRI scans of brain activity, and these are commonly used
in copy research today.
a. True
b. False
Scenario 10-3
Advertisers have a wide choice of objectives and methods when creating an ad for a
product, no matter what the product category is. For example, both Taylor and Yamaha
sell guitars. Both have created ads that have been recognized by the advertising industry
as outstanding creative efforts. However, they have chosen different ways to use
magazine advertising to sell guitars.
A representative advertisement for Taylor features a photograph of a beautiful, lush,
fog-shrouded green forest. The headline reads, “If a tree falls in the forest and you’re not
there to hear it, does it make a sound? Yes, it just might take 7 or 8 years.” The copy is
three sentences long and talks about the time and attention that Taylor takes in making
quality guitars. Only the top couple inches of a guitar featuring the Taylor logo is
shown. While the ad could be classified as exemplifying a number of approaches to
meeting message objectives, it most closely fits the description of the USP method by
linking a key attribute (quality) to the brand name (Taylor).
The main visual in an ad for the Yamaha Pacifica is a bold shot of the guitar. The
headline reads, “To survive, you need four things: Food. Sex. Shelter. Guitars. Make
that two things.” This ad also features characteristics of several approaches to meeting
message objectives. However, the headline seems to define it as using the humor
method to persuade consumers to prefer the brand.
Which of the following is an accurate description of the objective that the Taylor ad was
trying to achieve?
a. As a feel-good ad, it was trying to increase brand recall.
b. As a USP ad, it was trying to connect a specific characteristic with the brand.
c. As a feel-good ad, it was trying to transform a consumption experience.
d. As a USP ad, it was trying to increase brand recall.
Which of the following best describes primary demand?
a. It is the demand for an entire range of various products.
b. It is the demand for a specific brand.
c. It is the demand for a specific product.
d. It is the demand for an entire product category.
A commercial for hot dogs says that it’s not the Fourth of July unless there is a cookout,
and it’s not a cookout unless there is a grill full of hot dogs. This ad attempts to tie the
product to a:
a. social attitude.
b. purchasing habit.
c. cultural ritual.
d. social class.
Direct mail is probably the direct marketer’s most invasive tool, and as such must be
used with discretion so as not to alienate customers.
a. True
b. False
A disadvantage of using media specialists is that they buy media in small quantities.
a. True
b. False
Scenario4-5
Fritters, a fast food restaurant chain, known for its quick meals encountered an instance
where a customer had blamed its food for his weight gain. Later on in the same year,
Fritters launched an advertisement comparing its burger with a close rival’s, which were
very similar, and was asked to be corrected by the court. However, a second
advertisement depicting a super model eating its fries and an obese person eating the
fries of its competitors food chain had been deemed unethical and was ordered by the
court to be removed, although Fritters continued airing the ad.
If Fritters had removed the advertisement soon after receiving a court order it would be
an example of _____.
a. a stealth sponsorship
b. a consent order
c. monopoly power
d. puffery
WoodChuck Inc., a furniture retailer, establishes itself in the North-east state of
Largonia and has spread to many other states within the country. It has conducted
promotional activities in all of these states to create awareness among the public about
its products. This is an example of advertising.
a. global
b. local
c. cooperative
d. regional
A ___ is a logo that shows that a site has been endorsed or is a member of a third-party
privacy endorser.
a. digital footprint
b. post ad
c. cookie
d. privacy seal
Research has found that 65 percent of a surveyed group of consumers felt that they
were “constantly bombarded with too much advertising.” This example demonstrates
the disadvantage of ____that televisions have.
a. poor coverage
b. low share of audience
c. clutter
d. poor reach
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.
All the Rhode Island Runners’ advertisements feature a phone number to get more
information and to order tickets. This allows you to use ____ to assess advertising
effectiveness.
a. brand-talk
b. split-cable and split-run testing
c. inquiry/direct response
d. single-source tracking
The thought processes of creative people are more complex, orderly, and logical than
those of others.
a. True
b. False
Scenario 14-2
You open up your laptop to begin writing a term paper for your English literature class.
You do a quick Google search on a few key phrases involving Shakespeare, Dickens,
and Hemingway. But before you go further, you play a few video games, check your
email, visit a couple of music websites, take a cyber tour of a new sports stadium, go to
a coupon site, solve a murder mystery, go back to Google to check out a big name in the
news, submit a slogan for a new local restaurant, and read a couple editorials on a
magazine site. Then, you figure it’s time to get down to work.
In running keyword searches using Google, you took part in a common practice.
Advertisers could make use of this by paying Google and making them:
a. display ads on a site after a page has been requested but before it has loaded.
b. place ads in or near relevant search results based on key words.
c. track the users who use specific keywords over and over again.
d. measure the click-through rates of the ads that are placed.
Veda Inc., a manufacturer of cosmetics, offers two product lines, each catering to a
distinct segment. Its most popular brand, Alo, targets women who want makeup that
will last at least ten hours after application. With its brand Amo the company targets a
niche market of women who are looking for makeup with anti-ageing properties. What
type of segmentation is Veda Inc. using?
a. Benefit segmentation
b. Heavy-user-focused segmentation
c. Lifestyle segmentation
d. Geographic segmentation
Without the rise of mass media, there would be no national brands, and no advertising.
a. True
b. False