Advertisements during the 1980s reflected traditional American values.
a. True
b. False
One of the elements that characterizes present day advertising is that consumers:
a. rely more on advertisers and agencies for information.
b. are empowered.
c. are no longer brand-conscious.
d. can no longer co-create brand messages like before.
The social aspects of advertisement are often volatile.
a. True
b. False
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.
The research conducted by Gretta’s Garden suggests that besides being able to afford
plants for their homes and gardens, the only thing most customers have in common is
that they live within the immediate geographic area. They are also interested in the
information about the plants and staying up-to-date on what Gretta’s Garden has to
offer. In this case, which of the following would be the best media choice for
advertising?
a. Radio
b. Network TV
c. Newspapers
d. Web TV
The idea of audience is very different in digital and interactive media because people
often seek out these ads rather than the other way around; and are more active, engaged,
and direct in their response.
a. True
b. False
A print ad being developed for a women’s clothing line shows the headline font, the
images, and the actual body copy to allow the client to imagine the ad and give
approval. This is known as a_____ .
a. thumbnail
b. comp
c. sans serif layout
d. rough layout
Which of the following is true of syndicated television?
a. It consists of two types: interactive and smartphone TV.
b. It provides advertisers with proven programming.
c. It is also known as local TV.
d. It refers to programming other than the network broadcast.
The main advantage of magazines as a media choice is their audience selectivity, which
can be based on demographics, lifestyle, or special interests.
a. True
b. False
Orange Inc., a cell phone manufacturer, has launched promotions of its new product in
local newspapers, billboards, and the company’s website, and has distributed flyers in
local universities. This is an example of an integrated brand promotion.
a. True
b. False
Which new philosophy of advertising focuses on building a thought process that
dismisses preconceived notions and instead attempts to create from scratch what a good
or service should look like?
a. Starch Readership Services
b. Activities, interests, and opinions
c. Design thinking
d. Zaltman Metaphor Elicitation Technique
Consumer preferences and strata have become more dependable than in the past.
a. True
b. False
Beginning in 1938, the U.S Congress began to pass real advertising reform, including a
law banning “deceptive acts of commerce.” This meant that advertisers were now:
a. expected to promote family values.
b. banned from advertising cigarettes and alcohol.
c. held liable for making false claims.
d. banned from using inappropriate sexual content.
To be creative, a person must rely on everyday logic and “the way things are.”
a. True
b. False
Though professional influencer programs can provide valued assets for a brand builder,
peer-to-peer influencer programs cannot.
a. True
b. False
A leading sporting goods company calls a press conference to announce that the
National Football League has signed a contract to endorse the company’s products. By
doing this, the sporting goods company ensures that:
a. the national media is virtually forced to cover the story.
b. its story has more credibility and an air of importance.
c. journalists do an exclusive story on the firm.
d. its goods become more financially beneficial to the consumer.
Several ads for lingerie, jeans, and perfume in a sophisticated fashion magazine provide
instances in which a sex- appeal message is successfully used. The ads are successful
because the:
a. right model is chosen.
b. product is appropriate.
c. image approach is used.
d. brand is bought for emotional reasons.
Scenario 8-2
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 yearclose to double
that of traditional retailers at the time. And on average, it reported having gotten paid 32
days before it must pay its suppliersin 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.)
Like many firms, Amazon has refined its priorities over the years. Many firms begin by
setting as their advertising objective something that is often disputed by
communications-oriented marketers. They choose ____ as their primary advertising
objective.
a. stimulating trial use
b. boosting sales
c. establishing brand recall
d. identifying purchase intent
Axel Corporation undergoes a public relations audit. Ideally, the ultimate result of this
audit should be to:
a. replace its reactive strategy with a proactive strategy.
b. calculate the costs of its public relations efforts.
c. tell the company whether it needs to hire a public relations agency from outside.
d. prepare the company for both proactive and reactive strategies.
Scenario 11-5
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.
Which of the following is an example of unmeasured media?
a. Paid Internet search
b. Network TV
c. Spot radio
d. Local newspapers
One drawback of niche marketing is that a company often has to reduce the price of its
product due to the smaller volume of sales it can expect.
a. True
b. False
Scenario 16-3
In July 2010, a sports-focused social networking site named MyMVPs.com was
launched. The site, which has been described by founder Mark Monaco as a hybrid of
Facebook, ESPN and YouTube, will allow athletes, proud parents, and sports fans alike
to view highlights of amateur athletes, check out the week’s funniest sports bloopers,
and chat with various sports celebrities registered with the free online service. Erin
Dwyer, co-founder and one of the four individuals responsible for the site’s success,
believes the service will be incredibly beneficial not only for
amateur athletes with college aspirations, but also for colleges with tight recruiting
budgets. Dwyer stated, “It’s huge for little kids and it’s gigantic for high school athletes
who want to get to college. For some schools with tight budgets for recruiting, coaches
will be able to jump on a website that is clean and safe and gives them information on
a player. That can give them an advantage.” Still in its early stages, the company is
looking to get its name out there as much as possibleand with partnerships with sports
legends such as Mike Ditka, the company appears to be headed in the right direction.
(Jeff Vorva, “MyMVPs.com Hopes to Fly High With Amateur Athletes.”
ChicagoTribLocal, June 16, 2010.)
Still looking to get the company name out, the team at MyMVPs begins to think of
ways to make people aware of the site’s benefits. Till date, they have relied on
wordofmouth advertisement, but they are interested in any possibility that may help
build brand awareness. This means that they are basically looking for:
a. event sponsorships.
b. mere exposure.
c. product placement.
d. media impressions.
Balance, proportion, order, unity, and emphasis are the basic principles of design.
a. True
b. False
The theory behind transformational advertising is that it can actually improve the
consumption experience.
a. True
b. False
One way that companies have attempted to assess the benefits of event sponsorship is
by:
a. convincing company leaders and stockholders that the event is socially uplifting.
b. calculating the number of viewers exposed to a brand.
c. having company executives meet consumers in person at the event.
d. promoting political causes along with the activities of the event.
Scenario 11-4
You are a production assistant working on a thirty-second television spot for Happy
Heart Hound, an all-natural gourmet dog food for puppies. The client wants to
emphasize the healthful ingredients as well as the “happy and fun-loving” nature of the
product.
This television shoot involves a lot of people and is a complex, collaborative effort.
Who among the following is more likely to be in charge of the set?
a. The film director
b. The account executive
c. The chief creative
d. The agency producer
In recent years skillful marketers have merged information on where people live with
the U.S. Census Bureau’s demographic data to produce a form of market segmentation
known as ____segmentation.
a. demographic
b. micrographic
c. reprographic
d. geodemographic
Scenario 7-6
Wood Carver Cabinet Makers recently developed a line of kitchen cabinets designed for
new custom homes and kitchen remodeling jobs. The line of cabinets is to be called
“Signature Hardwoods” and a new magazine advertising campaign is being tested. Each
of the ads that is being tested has a photograph of a woodworker handcrafting some part
of the cabinet. In addition, his or her signature is shown at the bottom of the page as an
indicator that the cabinets are carefully hand made.
Wood Carver wants to know if readers remember having seen its magazine ads, and
possibly its name. Unlike testing television ads, Wood Carver should use a ____as the
standard to test these ads.
a. print recall test
b. tracking study
c. brand-talk search
d. recognition test
Which of the following is an advantage of radio as a media class?
a. Organized buying procedures
b. Consolidated Audiences
c. Powerful creative impact
d. High audience attentiveness
In the context of social media advertising, earned media are brand assets or objects
created within social networks by organizations.
a. True
b. False
What is a media strategy and why is it needed to prepare a media plan? Why is media
planning essential before media buying? What are the different components of a media
plan?
An ad agency has just won a new account that wants to begin by focusing on television
commercials, and then later, possibly branch into print and Internet ads. The agency’s
account executive, media planner, and account planner meet with the advertiser’s team
to review advertising options offered by various television formats. What are the four
categories of basic television (excluding new and emerging formats such as Web TV
and interactive TV) that they would consider?
Define list enhancement, and discuss two simple ways to conduct it. What four
categories of information can be included to help define various populations and target
markets?
Outline the characteristics of the era of industrialization.
A brand is greatly shaped and impacted by advertising. List five ways in which
advertising influences brand management and explain each of them briefly.
Aside from the fact that cable TV offers more channels and more programming, what
are the two other aspects that distinguish cable from network TV?