In which area do both advertisers and their agencies rely the most on external
facilitators?
a. consumer research
b. media buying
c. software incorporation
d. production processes
A local group called Gimme Shelter erects a billboard urging people to assist in the
group’s struggle to find shelter for the homeless. The same day, a producer of women’s
sportswear called GameOn launches a multi-million dollar ad campaign announcing
that it will be sponsoring women’s international soccer events held in North America,
South America, and Europe. Which statement regarding these two efforts is true?
a. Gimme Shelter must be concerned with media clutter, but GameOn need not worry
about it.
b. GameOn is running corporate advertising, while Gimme Shelter is running brand
advertising.
c. Both groups are using out-of-home media, the first on a local level and the second on
a global level.
d. Both groups have narrowly defined target audiences.
A number of local retailers have set up their websites inside a virtual mall. This type of
site is developed for a user to
a. stream video and audio from multiple corporate sites.
b. view multiple displays of point-of-purchase advertising.
c. find sites based on product categories.
d. search for sites by entering key words and scanning a list.
Even in the face of new communication formats such as online, branded¸ and
sponsorship options, today’s companies are putting more faith and energy back into
traditional advertising formats placed in mainstream media.
Which firm did the text highlight as one with a long-term, successful campaign that
epitomizes ‘simplicity” in defining its distinctiveness, a critical ingredient in a good
positioning strategy?
a. Exedrin
b. Jack Daniels
c. Nike
d. Tylenol
No matter what other positive aspects it may possess, a headline does no good unless it
a. makes a strong emotional appeal.
b. conveys information not included in the body copy.
c. restates the ideas found in the visuals.
d. motivates readers to move on to the rest of the ad.
The Folgers brand team looked at the diverse market of all coffee drinkers, then broke it
down by age. When the team chose to focus on just-graduated-20-somethings, it was
a. benefit positioning.
b. positioning.
c. targeting.
d. segmenting.
The percentage-of-sales approach to advertising budgeting
a. is best used during times of declining sales.
b. is difficult to understand and operationalize.
c. often leads to overspending or underspending.
d. relates advertising dollars to advertising objectives.
A woman decides to prepare a tuna casserole for dinner. At the grocery store, she looks
for Chicken of the Sea tuna and a box of Kraft macaroni and cheese. At first, she can’t
find the Chicken of the Sea brand, only competitive brands. She begins to think she’ll
make something else for dinner. Then she does see it on a higher shelf. She chooses the
Chicken of the Sea tuna because she thinks it’s tastier than other brands, that the
company uses nets that won’t harm dolphins, and she likes the talking tuna they use in
their commercials. Plus, it’s the kind her mother always buys. She chooses Kraft
macaroni and cheese, but really couldn’t tell you why. Interestingly enough, she has not
purchased any other brands of tuna or macaroni and cheese over the past few years.A
psychologist and a sociologist would explain the woman’s shopping behavior in
different ways. Which statement regarding these different perspectives is true?
a. The sociologist would consider the consumer as a systematic decision maker.
b. Neither perspective can give a complete explanation of consumer behavior.
c. Only the psychological perspective would attempt to explain why people buy certain
brands.
d. The two perspectives would look at the consumer and the behavior in very similar
ways.
Which data-gathering system is hoped to soon replace many aspects of traditional
census surveys, including the so-called “long form”?
a. American Demographics Survey
b. Census of Population and Housing
c. American Community Survey
d. Current Population Survey
Scenario 1-1
In 1996, University of Maryland grad Kevin Plank founded Under Armour, a
performance apparel company that now competes with some of the top apparel brands
in the industry. During its first ten years of operations, the company was known
primarily for its sweat-wicking clothing line. In late 2010, however, Under Armour
released its first line of basketball shoes since the company’s inception. Along with the
new product line, says Plank, needs to come a new brand image. “I called our marketing
team and said go through this building and find anything that says we are only an
apparel brand and throw it away.” The company has also pulled all advertisements
carrying the word “apparel,” and will begin exploring new ways to promote the brand.
The company hopes its new efforts will allow the company to be viewed as an overall
“performance” company, which will ultimately enable it to compete with footwear from
powerhouses Nike and Adidas, and will help increase its current 1.1 percent market
share.
Under Armour decides to sponsor a youth basketball camp to help promote brand
awareness for its new shoes. Along with this sponsorship, Under Armour designs new
advertisements for the shoes, and even redesigns its website. However, the company
soon realizes it has not been sending a consistent message through the various
mediums. This attempt at integrated brand promotion will likely be unsuccessful
because
a. it is not utilizing social media sites such as Facebook and Twitter.
b. sponsoring a youth basketball camp is not the right target market.
c. the campaign lacks coordination, which is essential to any IBP effort.
d. the brand was successful before, and redesigning the company website will cause
older customers to grow frustrated with the new direction of the company.
A nationwide coffee retailer runs ads and posts signs in its coffee shops noting that cups
are made from recyclable materials and coffees are organically grown by free-market
producers. What kind of marketing element does this involve?
a. green
b. reactive
c. viral
d. advocacy
To simplify a somewhat complex concept, a value proposition is of great importance to
a company’s advertising success because it puts all its emphasis on one simple premise-
a. who belongs in the target market.
b. what the company should sell.
c. how the customer benefits.
d. why the brand is different from others.
Ben & Jerry’s uses its database to not only get customers’ reactions to flavors and
product ideas, but also to involve them in social causes.
The frequent intrusion of commercials has made television advertising the most
distrusted form of advertising by consumers.
In 2009, spending on integrated brand promotion tools other than advertising totaled
nearly $100 billion annually across all forms of promotion.
Though countless books and magazines give advice on being creative (and in fact, so
does the text), it is almost impossible to truly learn to become more creative-basically,
you either have it or you don’t.
One simple element in a customer database”a date of birth”allows companies to do
something a little special and contact customers on their birthdays.
What are the three broad areas of advertising that are affected by federal regulation?
Briefly identify and explain each.