Product/show blends for toys made regulation of television content more easy.
a. True
b. False
Social rolesmothers, fathers, romantic partnersand the consumer’s inadequacies and
worries about fulfilling them, are used in selling products.
a. True
b. False
Both advertising and promotion are used to build brands. For which of the two is it
easier to measure effects that estimate contribution to sales, and why?
a. Advertising, because memory of ad imagery is simple to measure
b. Promotion, because statistical models can isolate the effect of the promotion
c. Advertising, because consumer recall of taglines is unusually high
d. Promotion, because responses can be specifically identified and tracked
The creative person appears to strongly desire marginalitybeing an outsiderand this
marginality provides the energy needed to push forward with innovative ideas.
a. True
b. False
Recent research indicates that a brand gets the most benefit when product placement of
the item:
a. is used repeatedly to create multiple exposures in a short period of time.
b. gets people to talk about it in everyday conversation.
c. appears on a network television show.
d. is used in isolation without the distraction of other marketing elements.
Which of the following is true of single-source tracking services?
a. They offer information solely on demographics.
b. They refer to collecting information primarily from social networking sites and
search engines.
c. One of its drawbacks is that they ignore data related to purchase size and purchase
frequency.
d. They offer information on brands, purchase size, prices paid, and media exposure.
In the 1700s, a middle class, spawned by the rise of regular wages from factory jobs,
was beginning to emerge.
a. True
b. False
Which of the following is true about the designer era of advertising?
a. It was marked by the advent of the Internet.
b. Ads no longer reflected traditional values.
c. Consumers preferred unbranded products over branded products.
d. Ads openly promoted consumption, but in a conservative way.
The overall visual impact through illustration relies on three broad factors: size, color,
and medium.
a. True
b. False
Successful brands make emotional connections with consumers.
a. True
b. False
The Industrial Revolution was an economic force that yielded the need for advertising.
a. True
b. False
In the U.S., the majority of the creative effort and money is spent on ____ad campaigns.
a. digital and broadcast
b. print and digital
c. print and broadcast
d. online and radio
In theory, of the major options for advertising objectives, ____ asks the least of
consumers and ____ demands the most.
a. trial usage; brand awareness
b. purchase intent; trial usage
c. trial usage; repeat purchase
d. brand awareness; brand switching
For advertising to achieve communications and sales objectives, the media placement
should ____.
a. use primarily print media
b. focus on mass advertising
c. focus on digital communications
d. not miss the target audience
Any meaningful positioning strategy needs to include several broad elements in its
messageincluding attention getting, variety, flexibility, and complexity.
a. True
b. False
A young woman has just launched her own company to promote several unique but
inexpensive kitchen gadgets. She wants to get her message out to TV audiences, but she
does not have a large budget. Taking this into consideration, an agency will probably
propose a television commercial that:
a. uses a testimonial approach.
b. has a series of vignettes.
c. features animation.
d. focuses on functional features.
Scenario 10-1
During tough economic times, many companies rely on the memories of “the good old
days” to help advertise their products. Looking for a bit of a jump-start itself, PepsiCo
turned to nostalgia-heavy advertisements late in 2009, which were then carried into
2010. The company introduced “throwback” versions of a number of its soft drinks, and
created an ad campaign that included new logos and a series of commercials intended to
generate feelings of happiness from prior decades. The company had hoped that any
warm, fuzzy feelings about the past would make people feel better about the company’s
present and future.
Nearly everyone in advertising understands the powerful role emotions can play in
advertising, but in addition, emotions can:
a. be the only tool available when the objective is to persuade the consumer.
b. become a product attribute linked to the brand
c. be an excellent tool for use in repetition, slogans and jingles.
d. never become part of the product.
The major difference between public relations and advertising is that public relations
cannot be used as a part of IBP campaigns.
a. True
b. False
Scenario4-5
Fritters, a fast food restaurant chain, known for its quick meals encountered an instance
where a customer had blamed its food for his weight gain. Later on in the same year,
Fritters launched an advertisement comparing its burger with a close rival’s, which were
very similar, and was asked to be corrected by the court. However, a second
advertisement depicting a super model eating its fries and an obese person eating the
fries of its competitors food chain had been deemed unethical and was ordered by the
court to be removed, although Fritters continued airing the ad.
Fritters continued airing its advertisement despite being asked to remove it by court. As
a result, Fritters would be asked by the court to remove the ad in 30 days. This is an
example of _____.
a. accommodation
b. appropriation
c. a consent order
d. a cease-and-desist order
One way to obtain information about marketing and advertising is to purchase data
from commercial services such as Current Population Survey.
a. True
b. False
Scenario 12-5
MidSouth Media Company (MMC) is a media placement firm serving small- and
mid-sized firms in several Midwest and Southern states. It specializes in working with
new businesses, many of which have owners and managers with little advertising
experience. MMC asks all new clients to complete a brief survey to better determine
their exposure needs and their level of knowledge about media decisions. Some
questions from the latest MMC survey are included below. Please complete the missing
part of each item, based on your study of the chapter.
“Do you want to restrict your television buying to ____, meaning you”ll pay premium
pricing charged in advance of the fall season? Or are you willing to wait and see what is
still available later in the season?”
a. gross impressions
b. unmeasured media
c. upfronts
d. context effects
Why are systems such as PRIZM used widely by advertisers for segmentation?
a. because they provide deep segment description
b. because they allow for segmentation on the basis of frequency of usage
c. because they provide deep insights into consumers’ motivations
d. because they emphasize the understanding of consumers’ activities, interests, and
opinions
Which of the following will result in ineffectiveness of branded entertainment?
a. Exclusion of branded entertainment from programming featured in DVRs
b. Consumers growing increasingly suspicious of the tool
c. Predictability of traditional media leading to boredom of consumers
d. Cluttered environment through overuse of the tool
Social class, race, and ethnicity are ways in which members of a culture are classified
by systematic inequalities that affect their social standing and is known as stratification.
a. True
b. False
A certain form of a commercial message is seen by courts as artistic speech, not as the
less protected “commercial speech.”___ , therefore, gets more First Amendment
protection than ordinary advertising does.
a. Print ads
b. Radio slots
c. The information on a product label
d. Branded entertainment
The Children’s Food and Beverage Advertising Initiative is a voluntary commitment,
signed by many wellknown corporations, to stop advertising on children’s television
programs.
a. True
b. False
A slice-of-life advertisement attempts to identify a cultural or social setting and have it
rub off on a brand.
a. True
b. False
Scenario 11-5
A hospital is attempting to change its image. In the past, the hospital has been perceived
as having a high degree of expertise across all medical services, but also as having a
cold and unfeeling atmosphere. This has resulted in the hospital losing business in
situations where patients feel that a procedure is simple enough that any hospital can
perform it equally well. The decision is made to hire a local advertising agency. The
agency’s creative director meets with the hospital marketing director to develop a
creative brief. It focuses on print ads for local newspapers and regional magazines, and
states that the advertising for the hospital must create feelings of caring and warmth,
without explicitly stating that the hospital “cares”a tactic that has been used again and
again by other medical institutions.
One last thing that she recommends to the client involves her choice of a particular
element from among hundreds of options. She admits she has agonized over her
selection on this because it affects not only readability, but also sets the mood and tone
of the overall visual impression. She is most likely talking about the _____.
a. illustration format
b. layout
c. typeface
d. color
Robert Sternberg has found that to be more creative, you need to spend time gaining
knowledge but also avoid getting mired in so much knowledge that creativity is stifled.
a. True
b. False
A historical background is a key element in an advertising plan, one that should include
the history of all main players, the industry, the brand, and the corporate culture.
a. True
b. False
Organizations are looking to achieve the synergy that can come when various
advertising and IBP options reach the consumer with a common and compelling
message. However, the difficulty that organizations face when deploying various media
is that:
a. salespersons have to be engaged in order taking, creative selling, as well as
supportive communication.
b. they have to decrease the budget of conventional advertising campaigns and other
IBP techniques.
c. they cannot communicate large amounts of information through their advertising
messages.
d. functional specialists inside and outside the organizations will find it difficult to
coordinate with each other.
The idea behind crowdsourcing is to prevent ideas about a new brand from becoming
public to consumers.
a. True
b. False
Scenario 8-4
American Express is dissatisfied with the degree of penetration of its Gold Rewards
Plus card in the U.S. market. Marketing managers at American Express feel that the
firm needs to increase advertising to small entrepreneurial businesses to encourage
more acceptance of the card for use in purchasing office supplies and durable goods like
computers and office furniture. American Express feels that to accomplish the goal of
increased penetration in this sector, the budget should be based on communications
objectives aimed at certain target markets.
American Express marketers say they do not use the ______ advertising budgeting
method because if sales begin to decrease in this segment, so will their budget.
a. share-of-market approach
b. percentage-of-sales approach
c. share-of-voice approach
d. objective-and-task approach