KEY: CB&E Model Promotion MSC: BLOOMS Level IV Analysis
121. An article in Business Week about the reengineered Honda CRV is an example of:
a.
a sales promotion
b.
free advertising
c.
direct marketing communications
d.
newspaper advertising
e.
publicity
122. A Wall Street Journal headline is “Best Buy Wins iPhone Lineup.” This article represents _____ for
Best Buy and Apple Inc.
a.
marketing research
b.
sales promotion
c.
personal selling
d.
advertising
e.
publicity
123. An article in the Wall Street Journal about GM’s turn around strategy and new upcoming product, the
Volt, would be an example of:
a.
direct selling
b.
news marketing
c.
publicity
d.
event marketing
e.
direct marketing
124. Publicity:
a.
will never damage a company because it performs the information task of promotion
b.
is free communication
c.
is not persuasive with customers
d.
has to be purchased from the mass media
e.
has many internal costs to the company associated with it
125. Which of the following is a public relations strategy that involves getting a product, service, or
company name to appear in a movie or television show?
a.
Press release
b.
Product placement
c.
Product publicity
d.
Consumer education
e.
Integrated marketing communications
126. Stormbreaker, a new spy movie, details the story of Alex Rider who, after the death of his uncle, is
recruited as an M16 spy. Armed with a special set of gadgets, Rider’s mission is to save millions of
lives. In James Bond fashion, the Cross pen serves as one of the key gadgets in the film. The maker of
Cross pen paid to have its pen featured in this movie. This is an example of:
a.
advertising
b.
a sales promotion
c.
paid-for public relations
d.
product placement
e.
lobbying
127. General Mills put together a brochure titled, “A Guide to Good Food, Good Health,” which it made
available to elementary teachers at the beginning of a school year so that the teachers could use the
brochures to explain to children why it is important to eat right. This is an example of which public
relations tool?
a.
Product placement
b.
Event sponsorship
c.
Consumer education
d.
Crisis management
e.
Lobbying
128. BMW of North America sponsored an instructional driving school for teenagers in major cities across
the U.S. Teens received a training session that included driving techniques and accident avoidance
skills. This is an example of:
a.
event advocacy
b.
lobbying
c.
product placement
d.
consumer education
e.
issue sponsorship
129. Which public relations tool involves a company spending money to support an issue, cause, or event
that is consistent with corporate objectives?
a.
Advocacy
b.
Lobbying
c.
Product placement
d.
Sponsorship
e.
Underwriting
130. The biggest category of sponsorships involves _____, which accounts for almost 68 percent of
spending in sponsorships.
a.
education
b.
arts and festivals
c.
political causes
d.
sports
e.
music
131. Which of the following involves the association of a for-profit company with a nonprofit organization?
a.
Advocacy publicity
b.
Lobbying
c.
Product placement
d.
Advertising
e.
Cause-related marketing
132. General Mills has the “Box Top for Education” program in which several of the company’s products
have a little Box Top coupon on the package. Families buy the products and schools collect the
coupons to redeem for money for the school. This is an example of:
a.
cause-related marketing
b.
publicity
c.
lobbying
d.
consumer education
e.
advocacy marketing
133. How do public relations professionals use Internet Web sites?
a.
To introduce new products
b.
To promote existing products
c.
To obtain consumer feedback
d.
To showcase upcoming events
e.
To do all of these things
134. _____ is used by public relations specialists to handle the effects of unfavorable publicity.
a.
Media planning
b.
Crisis management
c.
Message power
d.
Damage control
e.
Communication narrowcasting
135. A newspaper article revealed that hazardous waste buried in an on-site landfill at a paper manufacturer
were leaking into the local water supply. Even though the company quickly stopped the leak and paid
for an additional water purification system for the town, it still received some very negative publicity.
The company should have:
a.
begun a pulsing advertising campaign
b.
implemented its crisis management plan
c.
used an ad campaign based on a fear appeal
d.
done nothing until the actual damage levels were determined
e.
ignored the publicity and assumed it would go away
Betty and Orville LeBlanc recently opened LeBlanc’s Pecan Company retail store. In addition to
shelled and unshelled pecans, the Texas store sells pecan pies, tortes, fruitcakes, fudge, pralines,
chocolate pecan bark, homemade pecan ice cream toppings, and jams and jellies. At this time, there are
no other stores of this type in the Houston area. The LeBlancs are considering developing an
advertising campaign for their store focusing on its wide assortment of pecan-related products. Orville
LeBlanc has drawn up a list of communication tasks the advertising must accomplish. He used the
DAGMAR approach to draw up this list.
136. Refer to LeBlanc’s Pecan Company. The new campaign for the store is designed to stimulate demand
for the LeBlanc’s new store, given that the store is in the introductory stage of the product life cycle.
The campaign would be considered:
a.
pioneering
b.
comparative
c.
institutional
d.
exclusive
e.
open-ended
137. Refer to LeBlanc’s Pecan Company. When Orville LeBlanc created the list of communication tasks the
advertising must accomplish, he was setting his:
a.
marketing mix
b.
media schedule
c.
advertising objectives
d.
advertising life span
e.
media profile
138. Refer to LeBlanc’s Pecan Company. The new LeBlanc’s Pecan Company advertisements focus on the
wide assortment of products available at the LeBlanc’s store. This advertising highlights:
a.
a product attribute
b.
brand loyalty
c.
changing a negative attitude
d.
market share
e.
target markets
139. Refer to LeBlanc’s Pecan Company. One of their advertisements featured Mrs. LeBlanc showing how
several of the products sold in the shop can be used when entertaining guests. This is an example of
which executional style for advertising?
a.
mood or image
b.
demonstration
c.
scientific
d.
fantasy
e.
convenience
140. Refer to LeBlanc’s Pecan Company. When Orville LeBlanc decided which media he would use to
optimally and cost-effectively reach the store’s target audience, he was engaged in developing a(n):
a.
marketing mix
b.
media plan
c.
promotional plan
d.
advertising campaign
e.
reach objectives
141. Refer to LeBlanc’s Pecan Company. If Orville LeBlanc is most interested in audience selectivity and
production costs, he should select _____ as the store’s primary advertising medium.
a.
outdoor
b.
magazine
c.
cable television
d.
radio
e.
network television
142. Refer to LeBlanc’s Pecan Company. A feature article in a Houston newspaper describing the LeBlanc’s
Pecan Company store and what it sells would be an example of:
a.
newspaper advertising
b.
event sponsorship
c.
product placement
d.
competitive advertising
e.
publicity
Retailers are using social media in unprecedented levels. In 2011, more than 90% of all U.S. retailers
were using social media. That’s a monumental increase given the fact that only 4% used it in 2007.
About 70% are on Facebook and MySpace, and more than half use Twitter. Toys ‘R’ Us is one of
those retailers. The retailer has enlisted basketball superstar Shaquille O’Neal in a “Join Shaq Give
Back” promotion in which $1 is donated to a charity for every new Facebook fan. Shaq tweets about
his “Shaq-a-Claus” challenge to his 4.3 million followers. The Facebook site also focuses on parents
with the song “I don’t want to grow up.”
143. Refer to Toys ‘R’ Us. Which type of product advertising is this campaign built around?
a.
competitive
b.
comparative
c.
pioneering
d.
cooperative
e.
rational
144. Refer to Toys ‘R’ Us. The Facebook promotion was trying to get consumers to visit the Toy ‘R’ Us
Web site and stores to purchase holiday gifts. This describes the _____ of the campaign.
a.
message strategy
b.
advertising objective
c.
evaluative criteria
d.
advocacy
e.
task strategy
145. Refer to Toys ‘R’ Us. What appeal is Toy ‘R’ Us using by enlisting Shaquille O’Neal in the “Join
Shaq Give Back” promotion?
a.
admiration
b.
love and romance
c.
vanity and egotism
d.
environmental consciousness
e.
profit
146. Refer to Toys ‘R’ Us. Toys ‘R’ Us advertises year-round but increases its advertising and
promotional activity from October through December, which is when the majority of its sales occur for
the year. Which type of media schedule does this describe?
a.
continuous
b.
flighting
c.
build-up
d.
pulsing
e.
concentrated
147. Refer to Toys ‘R’ Us. By donating $1 to charity for every new Facebook fan, Toys ‘R’ Us is using:
a.
admiration
b.
cause-related marketing
c.
product publicity
d.
philanthropic marketing
e.
ethical marketing
ESSAY
1. Define advertising and explain why new brands with small market share tend to spend proportionately
more for advertising and sales promotion than those with a large market share.
2. Name and briefly define the two major types of advertising.
3. What is institutional advertising? How does advocacy advertising differ from institutional advertising?
4. Name and briefly define three forms of product advertising.
5. Your company has decided to become the American producer of Chocomel, a Dutch soda that tastes
like chocolate mousse. It is made from partially creamed milk, sugar, cocoa, and stabilizers. The price
for one glass bottle will be $1.09. You are responsible for developing several advertisements for
Chocomel. Name five common advertising appeals. For each appeal, give an example of a Chocomel
advertisement message using that appeal.
6. Eighty percent of all pregnant women suffer from morning sickness. In a large majority of women, the
morning sickness is alleviated by ginger. Your company has developed Gin-Gins, an all-natural hard
candy made from real ginger. You are responsible for developing advertisements for Gin-Gins. Name
six common advertising executional styles. Then briefly describe how you would design five different
Gin-Gins advertisements (one for each executional style you have listed).
7. Name five major advertising media. List two advantages and two disadvantages associated with the
use of each.
8. What is the most significant recent trend that has affected television advertising? Describe the trend
and how it impacts television networks, and explain how television networks have been dealing with
it.
9. There are several criteria used in selecting media in an advertising campaign. Name and briefly discuss
the impact of five of these criteria used to select media.
10. Advertisers must evaluate several qualitative factors involved in media selection. Name at least three
of them.
11. List and briefly describe the three basic types of media scheduling. Give an example of a product that
would be likely to use each of these types of scheduling.
12. What is public relations? What is publicity?
13. List and briefly describe five of the many functions commonly performed by public relations
departments.
14. What is cause-related marketing? Describe an example of this public relations tool other than those
given in the chapter.
15. Describe some specific ways that companies are using the Internet in their public relations strategies.
16. A national chain of restaurants was accused of discriminating against African American customers.
As the director of public relations for this chain, describe the public relations tool you would use to
counter this negative publicity.
