How are rich media/video and audio different from other Internet technology used for
advertising?
a. by allowing for two-way interaction between consumer and advertiser
b. by incorporating visual and auditory elements on a corporate website
c. by streaming video or audio when the user’s mouse passes over the ad
d. by launching virtual marketing emails that contain video and/or audio components
You scan the ads for Dallas on craigslist.com and find what may be your dream job.
The posting reads, “Entry-level position in media.” You click on it, and the ad says,
“Motivated individual sought to aid in media planning and buying at established
advertising agency. Must have general knowledge of media and be aware of current and
future challenges facing media buyers. Salary negotiable.” You email your resume and
cover letter to the contact person in the ad, and the reply sets you up for an interview
next week.
The interviewer says the position will involve working with both measured and
unmeasured media. Then she asks what you know about these two types of media. You
should answer by saying,
a. “In the early days of advertising, all media were unmeasured. Currently, however,
only advertising on the Internet is considered unmeasured.”
b. “Measured media include Internet, television, radio, magazine, newspaper, and
outdoor markets. Unmeasured media include everything else, such as events, product
placements, and coupons.”
c. “Measured media account for about 85 percent of the money spent on media.
Unmeasured media account for the other 15 percent.”
d. “Measured media are directed at households and individuals. Unmeasured media are
directed at businesses and members of trade channels.”
You are owner of a 15-person advertising agency in a major market. You’ve been
invited to pitch the Girl Powerz account, the largest female-only fitness center chain in
the region, one that could quickly grow into a national franchise. If you land the
account, it will be your biggest revenue producer by far. You’ll be able to staff up, move
to a nicer space, and buy some decent office furniture. It also will put you, personally,
in a position to make a ton of money by selling out to a larger agency some day.
Considering the importance of the pitch to Girl Powerz execs, you have decided to
spearhead the pitch yourself.
The folks at Girl Powerz initially consider using an advertising budgeting method that
identifies a mathematical relationship associating ad dollars spent with sales generated.
This would be the
a. percentage-of-sales approach.
b. ethnocentric method.
c. advertising response function.
d. share-of-voice approach.
A distinguishing feature of a self-liquidating premium is that it requires that the
consumer
a. mail in the premium to get reimbursed.
b. pay most of the cost of the item received.
c. buy two other items at regular price.
d. already be loyal to the brand.
To determine the public’s knowledge of a product, a marketer asks consumers to name
five breakfast cereals. Cheerios is the cereal most often listed first, so it is considered to
show
a. top-of-the-mind awareness.
b. purchase intent.
c. ethnocentrism.
d. market awareness.
The strategy section of an advertising plan is the mechanism that states
a. why the advertising is needed for this product or service.
b. what goals need to be reached.
c. how things will be done so that objectives are achieved.
d. who will handle various promotional tasks.
It’s easy to think of television as a single medium, but for most viewers there are four
basic categories. These include
a. network, local, cable, and paid.
b. national, regional, city, and satellite.
c. network, cable, syndicated, and local.
d. commercial, public, cable, and syndicated.
In the 1950s, advertising research was popularized as a
a. legitimate ‘science of persuasion.”
b. product of “naturalistic observation” and personal interview.
c. type of “account planning” more than a type of research.
d. collection of “atmospheric” feelings and emotions.
A clothing company that targets preteens and young teens has to respond quickly when
its celebrity spokesperson, a 19-year-old pop singer, is arrested for drunk driving and
cocaine possession. Some time later, its new public relations specialist reviews this
situation and how it was handled. She can understand the need for the company’s ____
approach at the time, but now she suggests shifting to a ____ strategy by launching a
more positive initiative.
a. aggressive; low-key
b. reactive; proactive
c. formal; informal
d. consumer-based; market-based
Which corporate giant has used branded entertainment very successfully on the
television show, America’s Next Top Model, mostly because content and product have a
natural connection?
a. Revlon and its Natural Wonder brand
b. L’Or©al and its Clairol brand
c. Calvin Klein and its Eternity brand
d. Procter & Gamble and its CoverGirl brand
(Scenario 13-4) Considering the slow economy and the new focus on simple home
decor, a greenhouse located in a central business district, Gretta’s Garden, decides to
sign up “garden club” members to get discounts on flowers, shrubs, vegetable plants,
houseplants, and all related accessories. Members may also attend free lectures and
hands-on workshops run by local horticulturists, or relax with a glass of tea or wine in
the lushly landscaped courtyard. Gretta has ordered some basic market research and
found that most customers live no more than three miles away, are in blue-collar as well
as white-collar jobs, and represent a diverse range of ethnic and lifestyle types, as is
seen in this community. It also supports her observation that her customer base is not
strongly female, as one might expect, but is about 40 percent male.
After she places her first simple ad in the local paper, Gretta realizes she didn’t ask a
couple of questions. She calls the sales department and asks how many people can be
expected to view the new ad and what figure the paper uses to determine its advertising
rate. What number does she need?
a. controlled circulation
b. guaranteed circulation
c. paid circulation
d. readership
What term refers to the free media exposure that a firm receives about its activities or
brands?
a. publicity
b. advocacy
c. product launch
d. corporate image
A family-owned butcher shop has expanded to four locations within the St. Louis
metropolitan area and suburbs, running regular promotions in the daily editions of The
Kansas City Star. These newspaper ads forms of ____ advertising.
a. local
b. trade
c. regional
d. cooperative
The Telephone Consumer Fraud and Abuse Prevention Act of the mid-1990s
a. created restrictions for telemarketers.
b. banned recorded messages and robocalls.
c. allowed consumers to switch their numbers to an unlisted status.
d. set up the Do Not Call Registry.
(Scenario 16-3) In July 2010, a sports-focused social networking site named
MyMVPs.com was launched. The site, which has been described by founder Mark
Monaco as a hybrid of Facebook, ESPN and YouTube, will allow athletes, proud
parents and sports fans alike to view highlights of amateur athletes, check out the
week’s funniest sports bloopers, and chat with various sports celebrities registered with
the free online service. Erin Dwyer, co-founder and one of the four individuals
responsible for the site’s success, believes the service will be incredibly beneficial not
only for amateur athletes with college aspirations, but also for colleges with tight
recruiting budgets. Dwyer stated, “It’s huge for little kids and it’s gigantic for high
school athletes who want to get to college. For some schools with tight budgets for
recruiting, coaches will be able to jump on a website that is clean and safe and gives
them information on a player. That can give them an advantage.” Still in its early stages,
the company is looking to get its name out there as much as possible-and with
partnerships with sports legends such as Mike Ditka, the company appears to be headed
in the right direction.(Jeff Vorva, “MyMVPs.com Hopes to Fly High With Amateur
Athletes.” Chicago Trib Local, June 16, 2010.)The team at MyMVPs decides to make
sponsorship one of their top priorities. Not only can they build community
relationships, but they can get the MyMVPs name out with signs and banners. The team
also prints hundreds of business cards and stationary to distribute, and sets up a number
of tents that will feature the company logo. In a small-scale and local way, this is the
same thing large corporations do when they make an effort to
a. “leverage, leverage, leverage.”
b. make good use of “product placement.”
c. fight the “chaos scenario.”
d. speak to consumers in a ‘single voice.”
(Scenario 16-3) In July 2010, a sports-focused social networking site named
MyMVPs.com was launched. The site, which has been described by founder Mark
Monaco as a hybrid of Facebook, ESPN and YouTube, will allow athletes, proud
parents and sports fans alike to view highlights of amateur athletes, check out the
week’s funniest sports bloopers, and chat with various sports celebrities registered with
the free online service. Erin Dwyer, co-founder and one of the four individuals
responsible for the site’s success, believes the service will be incredibly beneficial not
only for amateur athletes with college aspirations, but also for colleges with tight
recruiting budgets. Dwyer stated, “It’s huge for little kids and it’s gigantic for high
school athletes who want to get to college. For some schools with tight budgets for
recruiting, coaches will be able to jump on a website that is clean and safe and gives
them information on a player. That can give them an advantage.” Still in its early stages,
the company is looking to get its name out there as much as possible-and with
partnerships with sports legends such as Mike Ditka, the company appears to be headed
in the right direction.(Jeff Vorva, “MyMVPs.com Hopes to Fly High With Amateur
Athletes.” Chicago Trib Local, June 16, 2010.)By sponsoring local high schools and
high school sporting events, MyMVPs will be able to promote its brand to a large
amount of its target audience, which is made up of athletes, parents and fans. This
overlap is referred to as
a. the sweet spot.
b. the marketing overlap.
c. event sponsorship.
d. selective product placement.
When advertisers consider running ads in American Life magazine, they have the option
of buying geographic and demographic editions as well as the national edition. For
instance, they can choose from editions targeted at professionals and managers,
homeowners, working women, and people aged 50 and older. In addition, they are
offered editions for 8 geographical regions and for the top 20 metropolitan areas.
American Life also offers multiple-page discounts for advertisers buying four or more
consecutive pages in any one edition, as well as other volume discounts.The basic rate
to reach 2,847,600 readers in its national edition with a full-page, four-color
advertisement is $91,300. The basic rate to reach the same 2,847,600 nationwide
readers with a single-column, black-and-white ad is $31,300.
An oak furniture manufacturer is considering buying an ad in American Life. The
brothers who own the firm want to know more about the number of people who will see
the ad, beyond just circulation figures. Their media planner talks about the average
number of times an individual or household within a target audience will be exposed to
the ad in American Life in a given period of time, a concept called
a. placement.
b. frequency.
c. reach.
d. continuity.
Recent history and research suggest that copywriting for promotions in the evolving
media of cyberspace
a. involves styles, feelings, and demands similar to that of other media.
b. is often abstract and distant rather than user-directed and engaging.
c. has been influenced by its background in techno-speak.
d. tends to be static and unchanging.
A manufacturer helps out a retailer by sharing the cost of local advertising, allowing the
manufacturer to have some control over the process and the retailer to advertise for less.
They are taking part in a form of business-market sales promotion.
The marketers at Apple use a number of communication methods-including advertising
in many forms of media, personal selling, public relations, event sponsorship, corporate
advertising, social networking, and point-of-purchase, among others-in a coordinated
process to build and maintain brand exposure. The Apple promoters are demonstrating a
form of integrated brand promotion (IBP).
The success of any IBP campaign involves choosing the right set of options and
coordinating the placement of messages.
The first government restriction on telemarketing required companies to remove
households from their dialing lists when residents requested this.
The section of the public relations plan that specifies precisely what means will be used
to implement the plan is the program rationale.
Almost 50 percent of all email traffic is spam, amounting to about 1 billion spam
messages sent around the world every 24 hours, one-third of which involves
pornographic messages.
All the consumers who ultimately see an advertisement or an advertising campaign are
considered its target audience.
Direct response research, also called attitude research, is the kind that evaluates ads just
as they are about finished-the kind people usually think of when someone says
“advertising research.”
Societies tend to monitor advertising to determine what is irresponsible, unethical, or
illegal. Despite social shifts and technological advances, a culture’s views on what is
acceptable and unacceptable never change.
Although some advertising agencies have had research specialists or even departments
for more than 100 years, their real growth occurred in the mid-20th century, with the
1950s being their heyday.