In response to the argument that advertising provides little useful information about
product features and functions, proponents say that
a. emotional significance and lifestyle factors are often more important to a consumer.
b. today’s detailed ads are often overflowing with too much utilitarian information.
c. brand name is all that really matters to most people.
d. all relevant facts about a product cannot fit into a single ad.
(Scenario 6-2) Which of these brands of sunglasses was positioned through a product
differentiation strategy?
a. El Sol
b. Eyewake and Kushyspecs
c. El Sol and Kushyspecs
d. Eyewake and El Sol
A sophisticated fashion magazine is charging a premium for an extravagant, extra-wide
ad being placed by a designer fragrance. This type of ad format is often located on the
inside cover of upscale magazines. What is this called?
a. gatefold ad
b. preprinted insert
c. space contract
d. bleed page
Jay and Carrie Garrett operate a small retail store in a college town that sells only house
plants and accessories, which they named The Plantatarium. Their initial feeling when
they went into business was that virtually everyone was a potential customer for house
plants. Subsequent market research conducted for them painted a different picture. This
research identified three particularly strong market segments. The first was college
students ages 18-24. The next segment was retired seniors ages 65-80. The third
segment was professional offices for doctors, accountants, and lawyers. The college
students liked houseplants because they dressed up their living spaces. The senior liked
them because they became the focus of a hobby. The professionals did not buy them for
any reason other than d©cor.The owners of this business have decided to carry a great
deal of plants that flower throughout the year because most consumers have said they
like them for the cheerful feeling they give. This suggests that The Plantatarium is
focusing on what different consumers want from its offerings, that is, _____
segmentation.
a. business-to-business
b. psychographic
c. benefit
d. repositioning
A Planetfeedback.com survey found that as many as 95 percent of respondents
considered themselves as
a. frequent Internet shoppers.
b. easy targets for online fraud or identity theft.
c. benefiting from individualized messages and personalized ads.
d. angry or furious over spam and pop-up ads.
In his studies of creativity and intelligence, Yale psychologist Robert Sternberg has
found that when you suggest a really creative idea, you need to
a. copyright it.
b. be prepared for opposition to it.
c. explain it to others.
d. base it on an accepted standard.
Helene Curtis is preparing to introduce a new brand of all-natural-ingredient shampoo
into the market in several months. In test marketing, many consumers liked the product
but their comments indicated that it is different enough from existing brands that
significant promotion and information will be needed to convince them to switch from
their current brands. Helene Curtis has always used an objective-and-task approach to
develop advertising budgets. Due to these research results, the firm must now do a
detailed build-up analysis.Which element of the build-up analysis will identify the
demographic and geographic exposure that the advertising for the shampoo hopes to
achieve?
a. frequency
b. media
c. production
d. reach
After working as an account executive in an advertising agency for 20 years, you’ve
decided to chuck it all and be your own boss. You buy a neighborhood hardware store
from a man who has owned and run the business for the past 52 years-Springfield
Hardware. He sells the store and all the inventory, with one warning-he wasn’t much on
paperwork, so there won’t be a lot of records to be found. You hand him a cashier’s
check, and he leaves without looking back. He heads to a vacation at a Club Med, and
you head to an office that hasn’t been cleaned in 52 years to create your ad plan.Due to
the lack of records, you have no way of knowing what Springfield Hardware has gone
through over the years. You can only guess about the hardware needs of the local
population, and the store’s target market and customer base. This will be a major
hindrance in writing the ____ sections of your situation analysis.
a. overview and executive summary
b. industry analysis and historical context
c. strategy and execution
d. historical context and market analysis
There are many different types of sales jobs. Which type is the least complex form of
personal selling?
a. creative selling
b. system selling
c. missionary selling
d. order taking
An automaker runs a commercial talking about the clean energy of its new hybrid,
showing it zooming past pristine sandy beaches and next to sparkling mountain springs.
What is the automaker using?
a. cause-related advertising
b. buzz marketing
c. advocacy advertising
d. green marketing
Describe the options available to a media planner trying to achieve a high level of
geographic selectivity. Consider each of the four major areas of media that make up
print and broadcast media.
You are a media planner at a large advertising agency in Chicago. You are currently
assigned to five accounts-a used car dealer in the northern suburbs of the city, a
guitar/drum retailer on the south side of the city, a nationally distributed orange juice, a
quick grits hot breakfast cereal sold nationwide but with strongest sales in large
Southern cities, and a ski equipment manufacturer. Each account has requested some
type of information from you regarding next year’s media buy.
To keep costs down, the used car dealership decides that it doesn’t care where the ads
run in the local newspaper. It just wants to make sure that there are auto ads in the
Wednesday and Sunday editions. You will be ordering ____ ads.
a. free-standing
b. run-of-paper
c. classified
d. full position
What kind of firm acts as an expert in finding locations, securing dates, scheduling
activities, and pulling together teams of facilities managers, caterers, security people,
entertainers, and celebrities?
a. an event-planning agency
b. a sales promotion agency
c. a direct marketing agency
d. a design firm
Scenario 1-5
Exodus Moving is a small business that was created to serve local furniture stores’
delivery needs in the Boulder Colorado area. They have specialized equipment that
allows them to lift and transfer large and bulky pieces of furniture with less risk of
damage than most traditional movers. Many of these furniture stores do not sell enough
volume to keep their own trucks and drivers busy all of the time, so Exodus fills a real
market need. As a result, most such stores are very interested in outsourcing delivery
service needs. Exodus has attracted many customers from these stores by guaranteeing
48 hour delivery within a 50 mile radius of any of the stores they serve. Eventually,
Exodus hopes to attract the business of other retailers who might require delivery
services, such as electronics or appliance stores.
In all of the promotional materials, Exodus Moving uses the slogan “Swift, Yet
Gentler.” This process of creating a distinct place relative to other movers in the market
is known as
a. positioning.
b. global advertising.
c. an advertising campaign.
d. product differentiation.
A young media planner has been hired by your agency, and you are asked to review
with him the current state of affairs in the industry and the way these issues affect your
clients. You can name a number of major changes in recent years that continue to
challenge today’s media planners, but which of the following issues would not be on
your list?
a. globalization and multicultural media
b. consumer power and more media
c. higher compensation and narrower choices
d. hyperclutter and free content
Which of the following is an interactive broadband television news network that allows
Web users to customize their news broadcasts to their personal preference?
a. BurkeandSimmons
b. BusinessObjects
c. The FeedRoom
d. SRI
Demographic segmentation is used in selecting target segments by focusing on
consumers’ descriptors such as their values, beliefs, philosophies, and opinions.
Internal mailing lists are created by accessing the organization’s own records of its
customers, donors, subscribers, or inquirers.
What are the five principles of design? See if you can name all five. Then choose two of
the principles and discuss the considerations involved in each. Then give an example of
each.
When formulating a positioning strategy, a multiple-benefits approach is strongly
suggested to satisfy many markets at the same time, because it alerts consumers to a
wide array of diverse functions and positive consequences related to the product.
The elaboration likelihood model of information processing (ELM) identifies two
unique paths to attitude change: the central route to persuasion and the peripheral route
to persuasion.
How does the hard-sell approach aim to create immediate sales? How does it work?
What objective is this method trying to achieve?
Media specialists can typically acquire media time and space at lower costs than an
agency can.