Which of the following is a reason for brand builders to participate in various forms of
event sponsorships?
a. They want to experiment whether event sponsorship will help in brand building.
b. They are looking for benefits through unique associations with something new and
smart.
c. They are trying to disengage advertising from entertainment in order to reinforce
brand image.
d. They found that quirky or edgy branded entertainment builds a negative attitude in
customers.
Blogs have emerged as sophisticated sources of brand and product information.
a. True
b. False
The essential task for advertising is to develop a message that is different and
unmistakably linked to a company’s brand.
a. True
b. False
Digital marketers can create events with sponsors to help instill brand loyalty with
offline, experiential marketing.
a. True
b. False
Theoretically, the ____ leads to a point where an optimal advertising expenditure results
in an optimal sales level and, in turn, an optimal profit.
a. objective-and-task method
b. share-of-market method
c. percentage-of-sales system
d. response model
The producer of a women’s sportswear line is delighted to find that her sponsorship of
the Women’s Softball World Series came with some extra benefits. It provided
opportunities to entertain clients, recruit new customers, motivate employees, meet real
consumers, and distribute small premiums. All of these were a result of:
a. connecting the sponsorship to other elements of the advertising plan.
b. distributing product samples.
c. leveraging the sponsorship.
d. a successful product placement.
Scenario 18-3
For some years now, enterprising individuals have gotten their own ideas, forums, and
entertainment programs out in front of the public with no help from big tech firms,
media conglomerates, or ad agencies. They simply posted their creations on the
Internet. It began with blogs, moved to podcasts, expanded to social networks, moved
on to YouTube videos, and transferred to Twitter. Audience members can download
these technological tidbitstext, visual, and audio formatsto their laptops as well as to
cell phones, Blackberries, iPods, iPads, and every other mobile gadget that hits the
market. Eventually, public relations companies started getting into the act.
An athletic supply manufacturer is about to launch a new sports sock made of an
innovative fabric that cushions the foot, reduces impact, absorbs moisture, and supports
high-intensity sports. It creates short video spots and posts them on its home page,
Facebook page, YouTube, and other sites for viewing and downloading. Since this
video is generated by the company, intends to gain positive publicity, and hopes for free
exposure of a new product, it works in much the same way that the more traditional
______ does.
a. company newsletter
b. sponsored event
c. press release
d. feature story
A magazine advertisement for a home entertainment system contains detailed copy,
technical information, and a long list of product design features. In general, this ad
would be most appropriate for someone who is:
a. conducting an external search.
b. easily influenced by subliminal advertising.
c. experiencing advertising clutter.
d. trying to fulfill a basic need.
A(n) ____arises when a consumer experiences a mental discomfort or anxiety that
motivates action.
a. evoked set
b. need state
c. consideration set
d. top-of-mind awareness
In a recognition test, participants are likely to be:
a. given a brand name and asked to provide words that they associate with it.
b. shown a print ad and asked if they’ve seen it before.
c. asked to recall the details of a print or television ad.
d. given a picture and asked to make up a story about it.
A print ad shows an empty bottle of Coca Cola with the caption “No added
preservatives. No artificial flavors. ‘The Real thing’ since 1886.” This is an example of
____.
a. viral marketing
b. corporate image advertising
c. cause-related advertising
d. green marketing
Which of the following is most likely to be used for above-the-line promotion?
a. Coupons
b. Blogs
c. Magazines
d. Social networking sites
Scenario5-2
Since its introduction to the market in 2007, Apple Inc.’s iPhone dominated other
smartphones in terms of units activated per year. However, several years later, Apple
faced stiff competition from Google’s Android software and Research in Motion, the
maker of the Blackberry. The problem for Apple is that its competition, primarily
phones powered by Android operating systems, largely outnumber the iPhone in terms
of available options. In the U.S. alone, there are over twenty smartphones that run on
the Android operating system, compared to Apple’s one iPhone. Americans are now
buying more Android phones than iPhones. Experts claim that if the trend
continues, Android will have erased the iPhone’s once enormous lead in the high-end
smartphone market in a little over a year. Now more than ever, Apple, which insists on
tight control of its devices, must find a way to win in an intensely competitive market
against rivals that are openly licensing their software to scores of companies.
Originally, one reason that the iPhone outsold other smartphones was the feeling of
pride many consumers associated with owning one. This represents:
a. an emotional benefit.
b. a functional benefit.
c. a need state.
d. cognitive dissonance.
A Los Angeles based ad agency is an expert in placing advertisement messages in
different media, like television, radio, magazines, and newspapers. It effectively mixes
and matches all of these media to make sure that an advertiser’s message makes a
positive impact on the target audience. It is also an expert in creating the schedule in
which these messages will appear. This ad agency is working effectively as a:
a. media bidder.
b. media planner.
c. media vehicle.
d. media class.
Scenario 6-5
Madison State University has a reputation for having a powerful intercollegiate coed
bowling team. Seating in the campus bowling alley only allows for 400 fans to attend
their matches. Long lines for seats have formed in the past, with many fans leaving
disappointed because they could not get a ticket. As a result, the school’s administrators
decided to institute a “priority seating” plan in which fans would be given access to
advance tickets based on the following schedule:
– “Lanemaster Club” $10,000 annual donation to the bowling program guaranteed free
box seats to any match (100 seats total)
– “Strike Club” $1,000 annual donation to the bowling program guaranteed free
bleacher seats to any match (100 seats total)
– “Kingpin Club” participants in local recreation bowling leagues guaranteed bleacher
seats for $10.00 to any match (100 seats total)
– “Alleycat Club” students who have maintained a 3.9 GPA or better guaranteed
bleacher seats for $1.00 to any match (100 seats total)
With the new plan, the bowling team is attempting to encourage local bowlers and other
bowling aficionados to come watch the team in action. This is an example of
____segmentation.
a. emergent
b. geographic
c. lifestyle
d. demographic
Scenario 10-2
National clothing retailer, Old Navy has been known for its creative ad campaigns for a
number of years. In 2010, the company decided to tap into some Hollywood talent to
help promote its brand. Actors Jaime Pressly, Bailey Chase, and Judy Greer were signed
to support the company’s Scream for Savings initiative, a campaign designed to reach
consumers with comedic messages. Old Navy spent over $100 million in measured
media through the first two-thirds of 2010, and annual ad spending has topped $175
million in recent years.
(“Old Navy Taps Hollywood Talent for Halloween Spot” BrandweekMagazine, October
29, 2010)
Old Navy intends to air its comedic advertisements of popular products primarily on its
website and various social media outlets. The company believes that because consumers
spend so many hours using these forms of media, their ads will be seen frequently by
the consumers. Through this strategy, Old Navy is using:
a. product placement.
b. repetition.
c. infomercials.
d. testimonials.
An emphasis on producing measurable effects is one of the noted appeals of direct
marketing. In evaluating direct marketing programs, which of the following are
frequently used parameters?
a. Cost per contact and cost per consumer
b. Cost per rating point and cost per share
c. Cost per thousand and cost per million
d. Cost per inquiry and cost per order
The combination of transit, aerial, and cinema advertising is known as ____media
advertising.
a. Point-of-Purchase
b. out-of-home
c. trade-channel
d. business-market
Scenario 14-3
With social media websites such as Facebook and Twitter garnering so much attention
from consumers and businesses alike, it is hard to believe that only 20 percent of small
businesses are utilizing the sites to help promote their products and services. But this
figure is precisely what was reported in a 2009 study conducted by MerchantCircle, a
social network for small businesses. When the survey results were released in 2010,
experts were not surprised to see the percentage of social media users increase to nearly
50 percent. According to Darren Waddell, vice president of marketing at
MerchantCircle, companies are turning to social media for advertising because it is
relevant and an inexpensive way to reach target consumers. Rather than pouring large
sums of money into traditional marketing, business owners are finding more creative
ways to promote their brand. One of the more common practices for small business
owners utilizing social media is including URLs on business cardsof all sites, Facebook
(no surprise) was the most common site to make it onto business cards.
(Jon Swartz, “More Small Businesses Use Facebook, Twitter to Promote.” USA Today,
July 21, 2010.)
An entrepreneur decided to get endorsed by a third-party facilitator to show his
consumers that he believes in keeping their information confidential. He got a logo
from the third-party facilitator showing that he had been endorsed. This logo is called a
_____.
a. click-through
b. privacy seal
c. digital footprint
d. digital signature
Scenario43
The Lightning Rod is a fishing rod being introduced by Castaway Sports. At a
preliminary meeting with its agency, the president of Castaway Sports mentions that the
rod can improve casting distance for an average individual by more than 20 percent.
The account executive asks if the president has data to support this, and the president
says “Yes.” The agency proceeds to produce a series of television spots featuring a
wellknown sports celebrity using the rod and rating it as excellent. The spots run on
network television and trumpet the improved casting distance that the rod provides. The
slogan of the spots is “Lightning RodThe Finest Rod Ever Cast.” After about a week, a
competitor questions whether the rods really offer the improved performance Castaway
Sports claims, and decides to file a complaint with the FTC.
The competitor who filed a complaint with the FTC also had the option of working with
the media self-regulatory organization that evaluates ethical issues, the ____, which has
the authority to review concerns over issues of truth, fairness, or good taste and make
recommendations based on its findings.
a. Consumer Federation of America
b. NAB’s Code Authority
c. Family Research Council
d. Better Business Bureau
Government officials are the most conspicuous audience category in that most mass
media advertising is directed at them.
a. True
b. False
Advertisers have historically been responsible for buying air time on educational and
cultural programs despite their smaller audiences, thereby boosting the overall quality
of American television.
a. True
b. False
Before he can make final decisions on where to place ads and how to display
promotions for a new brand of bottled water, a media planner has to decide which broad
categories to usetelevision, radio, magazines, newspapers, Internet sites, etc. When he
zeroes in on using both television and the Internet, he has chosen his:
a. unmeasured media.
b. media classes.
c. big data.
d. media vehicles.
In a research study using the Zaltman Metaphor Elicitation Technique, participants:
a. suggest alternative design options for a particular product.
b. fill out surveys about their consumption habits.
c. use the product in a controlled environment, while researchers observe them.
d. visually represent their experiences with a product or service.
Image advertising prefers the use of text over visual elements.
a. True
b. False
Scenario 15-2
The Sounds Good recording company is getting ready to release the first compact disc
from its newest band, Planet Moon. Sounds Good’s last three releases have been dismal
failures, and the struggling company needs a quick influx of cash. The owners decide to
use sales promotions to move the Planet Moon disc through record stores and into
customers’ hands.
MusicMixers, a manufacturer of recording equipment, speakers, and microphones
based in Baltimore, is a supplier for Sounds Good. The owners of Sounds Good have
purchased most of their studio equipment from MusicMixers. Now, MusicMixers is
running a promotion of its own. When the sales representative visits, he drops off two
expensive leather jackets with a small MusicMixers logo on one sleeve. The jackets are
considered as _____ , and are part of a business-market sales promotion.
a. advertising specialties
b. business gifts
c. premiums
d. merchandise allowances
Which of the following measures media weight based on both reach and frequency?
a. Media mix
b. Gross rating points
c. Share of voice
d. Cost per thousand
The two advantages of direct mail as a medium of communication is its:
a. cost and response rate.
b. selectivity and flexibility.
c. mailing lists and consumer data.
d. timing and delivery.
Scenario 13-3
You are a media planner at a large advertising agency in Chicago. You are currently
assigned five accountsa 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
retailer, a quick grits hot breakfast cereal sold nationwide but with the 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.
You recommend that the manufacturer of ski equipment place ads in several magazines
devoted entirely to skiing. Your main reason for this is because magazines have the
advantage of:
a. targeting highly selective audiences.
b. having more reach than any other media class.
c. higher frequency.
d. short lead times.
Advertising clutter derives from the context in which ads are processed.
a. True
b. False
Which of the following is a disadvantage of using online press releases for PR?
a. They cannot disseminate information accurately.
b. They are ineffective in targeting specific audiences.
c. They are too expensive for most firms to consider.
d. They cannot be picked up by major news services or online newspapers.
It is at the evaluation stage of an advertisement plan where all the money is spent and
where so much money could be saved.
a. True
b. False
____is the tendency to view and value things from the perspective of one’s own culture.
a. Cultural relativism
b. Allophilia
c. Endogamy
d. Ethnocentrism
The sudden, widespread availability of _____ is among the several societal factors that
are driving the growing popularity of direct marketing today.
a. technology
b. intangible assets
c. mail-order firms
d. door-to-door sales
Scenario 7-5
The Solutions Group is a combination of companies that help clients better understand
their target markets through creative research approaches. It has learned that many
people have become quite adept at filtering out advertising messages and therefore do
not respond to traditional research instruments such as surveys. The Solutions Group
says that there must be a “research revolution” based on true dialogues with consumers,
not one-way monologues often seen in traditional surveys.
Solutions Group managers suggest that clients consider doing a resonance test when
designing advertising, because this will help understand target consumers regarding
their:
a. recognition of the brand.
b. potential purchase of the brand.
c. emotional connection to the brand.
d. attitude changes about the brand.