Art production for advertising to appear in cyberspace-particularly those composed of
headline, body copy, and illustration-most closely resembles production of advertising
for
a. radio.
b. television.
c. packaging.
d. print.
Three teenage girls who hang around together all start to smoke cigarettes, and
eventually start to drink beer on weekends. In studying advertising that supposedly
makes dangerous and addictive products appealing to young people, multiple research
studies have found that decisions on the part of girls like this to use tobacco and alcohol
a. are most strongly influenced by families, friends, and peers, not by advertising.
b. have been increasingly put off until their adult years while still driven somewhat by
ads at that time.
c. often stem from hereditary traits.
d. directly relate to advertising campaigns of criminally negligent firms.
With media clutter and fragmentation, there are
a. many more options and players in the industry.
b. more receptive consumers than ever before.
c. less and less media choices available to advertisers.
d. opportunities for accreditation of advertising agency principals.
Looking back, the main problem with Burger King’s 2004 status in the eyes of the
public was that consumers
a. didn’t know what it served.
b. were unaware of the name.
c. thought it was boring and irrelevant.
d. confused it with other fast food outlets.
What did the John Hancock marketers do when the TV audience for the college bowl
game that it sponsored began to drop over the years?
a. It rallied viewer support with promotions for it in traditional media.
b. It invited other companies to share the cost of sponsoring the event.
c. It gave up on event sponsorship and went back to standard advertising techniques.
d. It moved promotional dollars to sponsor other sporting events.
In many ways, what has been the ‘salvation” of AM radio?
a. satellite radio
b. sports radio
c. talk radio
d. syndicated radio
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.Tracking studies will be good tools for this campaign, since they follow
the apparent effect of the advertising over time, and this type of follow-up is required
throughout the first year of this baseball team’s campaign. Tracking studies are almost
always done in which format?
a. focus group
b. survey
c. projective test
d. readership test
The text points out that like no other media advertising, Web ads have the ability to
____, because consumers expect and even demand this and it ensures continued
interest.
a. display visuals
b. use both copy and picture
c. change almost instantly
d. create a following
You have created a new website promoting a fruit-flavored power drink for a beverage
producer. The site is targeting college students and appears to be getting a decent
amount of traffic, but it is still in the development stage. You want to give the client
feedback on where and how users spend their time on the site. You would do best to
a. get accurate user data from Web analytic software.
b. do a search engine access analysis.
c. compare your hits to those of competitors.
d. review measurement data from a media research firm.
Which element is essential to articulating a well-stated advertising objective?
a. a time frame
b. a budget
c. an overview
d. an evaluation
A group called Adbusters has a website containing many pages that address issues of
consumption and culture, media practices, and corporate responsibilities. For example,
“The momentum has clearly accelerated. By some measures humans have used more
physical resources since World War II than in all of history before it. It’s now taking a
toll beyond anything we could ever have imagined. What does it mean when one-sixth
of the world’s population consumes without any real restraint?”Throughout the website,
there are many references to advertising’s role in creating and maintaining this situation.
Not surprisingly, virtually all of the references to the practice of advertising are
negative.(http://www.adbusters.org/home/)In the past, Adbusters has cited 12
magazines that it said are responsible for pushing “a clean, exciting image for one of the
dirtiest products around: tobacco.” It suggested that Americans cancel their
subscriptions to these magazines until they stopped accepting these ads. This is an
example of
a. the social phenomenon called corrective advertising.
b. a strategic tool for pressuring advertisers called boycott.
c. a push for consumers to mobilize and take certain actions called behavioral targeting.
d. the self-regulatory practice called corrective advertising.
(Scenario 18-3) 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. And it just keeps going. Audience
members can download these technological tidbits-text, visual, and audio formats-to
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.
The makers of a well-known Tennessee whiskey release a very funny three-minute
video on their website. It gradually gets noticed and downloaded and emailed to friends
and family by loyal consumers, and then by people who just want to share a funny
video. With very little effort, the word gets out and people are talking about this
old-fashioned brand in a new way. The company is benefiting from the success of
a. corporate image marketing.
b. lobbying.
c. green marketing.
d. viral marketing.
Perhaps the single biggest change in the media world is the high cost for consumers
who purchase or use today’s media.
Media buying involves securing electronic media time as well as print media space, as
depicted in a schedule.
Viewing advertising strictly from a communications perspective has its disadvantages.
For example, it restricts marketers to a narrower range of advertising strategies.
A powerful ruling by the FTC in dealing with unfair advertising is a cease-and-desist
order, in which an advertiser agrees to stop running the ad but doesn’t have to admit any
guilt or wrongdoing.
The main advantage of using an intense level of fear-appeal advertising is that, like it or
not, it boosts recall and creates a positive attitude toward the brand.
Essentially, the difference between value and symbolic value is that the first term refers
to ads aimed at consumers, and the second term refers to ads aimed at businesses.
One disadvantage of direct marketing is that it has no way to identify and target specific
segments of the population.
Direct marketing can provide consumers access to a range of products and services
right in their own homes, which many customers consider to be a valuable trait
nowadays.
A young woman makes a number of purchases over time, whether an ordinary bag of
groceries at the local checkout, a pair of shoes at the discount retailer, a used car at the
dealer lot, or a gift from an online florist. Regardless of the goods or services involved,
four stages of consumer decision making are involved in the purchase, though at
various levels and strengths depending on the item. What are these stages? List them
and explain the processes involved in each, walking this consumer through the process.
Then choose your own item and identify the details involved in each step as you
purchase that item.
Fresh Mixers Working Lunch promoted a new Healthy Choice product by combining
quirky humor and product information using live Web programming. In less than four
weeks, Working Lunch attracted more than 5 million visitors to its website.
Those who really understand creativity and the world of advertising know that good
ideas can come from anywhere-the managers, the accountants, even the clients.