____ allow people to discover and share content from anywhere on the Internet by
submitting links and stories to a central service.
a. Article marketing websites
b. Archive sites
c. Social news websites
d. Government sites
It is almost impossible to legislate against emotional appeals in ads, since even if they
seem exaggerated or inaccurate, they are unquantifiable so there is no way to prove this.
a. True
b. False
An advantage of magazines is that they are synergistic with digital media.
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.
“Did you have a rough figure in mind concerning your ____, that is, the number of
people or households that you”d like to see exposed to the chosen media at least once
during the campaign?”
a. geographic scope
b. cost per thousand
c. reach
d. continuity
Scenario 9-1
The Xcellent Agency specializes in developing advertising campaigns for smaller retail
clients. Xcellent was hired by Shadowleaf Shoes, a small regional chain of six shoe
stores, to develop a slogan and specific ads to be used in a three-month newspaper
campaign. Shadowleaf’s marketing director, Manuel Margolis, was adamant while
meeting with Xcellent’s account executive, Kia Chin, that the campaign must be catchy
and modern to appeal to a target audience that has an active lifestyle and is between the
ages of 18 and 35. More importantly, Margolis wanted the slogan to be memorable and
unique.
Kia Chin, representing Xcellent, developed a campaign and presented it to Margolis,
based on the slogan, “Do What You Do in a Shadowleaf Shoe.” Visuals included men’s
legsdifferent sizes, skin colors, etc.walking, jogging, dancing, and otherwise moving in
every type of Shadowleaf shoes. She felt that this campaign would target young male
consumers, but would also get the attention of others regarding its comfortable shoes
and would raise awareness of the Shadowleaf brand. After running the ads, the Xcellent
Agency won an advertising effectiveness award. It seemed that the surprising and
appealing visuals gave the slogan unexpectedly positive social meaning for people of
all ages, not just men aged 18 to 35.
Margolis has listened to all the explanations for the theme, and understands the nice
ideas behind it, but he still isn”t sure this ad will sell shoes. Which department at
Xcellent is most likely to be the source of its conflict with its client?
a. Its media planning department
b. Its accounts services department
c. Its creative department
d. Its production department
Which of the following is true about advertising in the industrialization era?
a. Banks considered advertising to be a sign of financial weakness.
b. Strict laws on advertising prevented advertisers from lying about their products.
c. Advertising was considered as prestigious by most segments in a society.
d. Advertisements appeared solely in the form of newsbooks.
What are two of the main disadvantages of newspapers as an advertising medium?
a. Creative constraints and cluttered environment
b. Time lag and geographic restrictions
c. Lack of credibility and minimal reach
d. Lack of timeliness and high production costs
Web 2.0 leaves no trail of digital footprints, and hides one’s online activities from future
employers, spouses, and parents.
a. True
b. False
Ads in the designer era were marked by ____.
a. social-class consciousness
b. values that limited consumption and considered it irreligious
c. rebellion, youth, and revolution
d. values that conflicted with traditional American values
Scenario 15-6
Ted’s grocery store is extremely popular in a small neighborhood. Pretzels, a crisps
company, has provided scratch cards inside each packet of crisps with the hope of a
prize for the winner. Pretzels being a relatively new company had to pay Ted’s grocery
to sell its products. Quads, a blender manufacturer, has provided its customers with a
chance to receive 10% of their money back by mailing them and filling in the required
details. It also stated that employees who sell two blenders would receive a bonus.
Quad had sent the owner of Ted’s grocery an expensive hand crafted wooden sculptor.
Quads’ customers need to mail them to receive 10% of their money back on purchases.
This is an example of a _____.
a. rebate
b. slotting fee
c. merchandise allowance
d. coupon
Verdure Systems, an electronics company, sells a finance and payroll application to a
corporate buyer. In addition to the software; Verdure offers to install the hardware
required to run, install, and maintain the software. It will also train the employees on
the usage of the software, and provide engineers to fix any problem that may arise in
the software. In this way, Verdure manages to eliminate the buyer’s worries related to
the software package. In this scenario, Verdure is involved in ____.
a. system selling
b. frequency marketing
c. cross selling
d. CPO marketing
Apple used a wide array of options to create interest and communicate the value
proposition for its brands like the iPad and iPhone. Which of the following would NOT
be included in Apple’s advertising plan?
a. Billboard ads
b. Manufacturing schedule
c. Product placement
d. Promotional events
Scenario6-1
Headquartered in Boston, The Gillette Company is the world leader in male grooming,
a category that includes blades, razors, and shaving preparations. Several years ago,
Gillette announced the launch of two new high- performance women’s razors,
broadening the portfolio of the top-selling Venus brand, the world’s most successful
franchise in female shaving. The two new razors were Venus Vibrance the first power
wet shaving system for women, and Venus Disposable, a premium-performing
disposable razor. Both razors incorporated technological and design enhancements to
better address the specific shaving needs of women, and will build on current market
segments. More recently the company has launched Venus Embrace, the first fiveblade
women’s razor, with the tagline, “Reveal the Goddess in You.” According to its website,
nearly 40 million women now use Venus products.
(http://www.gillettevenus.com/en_US/products/index.jsp)
The original plan to sell new products to the female market
a. cannot be considered an STP effort because Gillette is targeting multiple segments.
b. may or may not have been an STP effort, depending on whether Gillette has created
sub-segments of these large segments.
c. may or may not have been an STP effort, depending on whether all possible segments
are being targeted by Gillette.
d. fit all the criteria of an STP effort by Gillette.
Which of the following is true about advertisements in the preindustrialization era?
a. The advertisements were published in magazines.
b. The advertisements in dailies were the most popular.
c. The advertisements ushered in a dominant consumer culture.
d. The messages were informational in nature.
Scenario 15-5
Starting in late 2010, shoppers at a number of Bloom supermarkets will be able to
watch commercials on small notebooksized monitors as they stroll through the aisles.
The devices, or 3GTV’s as creator Automated Media Services calls them, will advertise
products nearby ranging from macaroni noodles to peanut butter. The mini- televisions
are part of a pilot program in nine of the grocer’s locations in Maryland and Virginia to
test the effectiveness of commercials at the Point-Of-Purchase. Advertisers who are
growing increasingly frustrated by TiVo and DirectTV’s fast-forwarding capabilities,
will be able to pitch consumers at what Automated believes is the most crucial point in
the sale process. The new technology could help grocery stores such as Bloom save
money on circulars, but the transition will likely not come without conflict. Before the
first 3GTV was even activated, one coalition group argued that the system would
undercut parental authority by causing children to lobby for the product being
advertised.
(Danielle Douglas, “Bloom to Try Out InStore TV Advertising System.”
WashingtonPost, November 1, 2010.)
Advertisements on the 3GTV’s will likely be rotating on a very frequent basis. In fact,
no one ad will be shown for any longer than one or two months at a time. These ads are
known as:
a. short-term promotional displays.
b. rotating displays.
c. push strategies.
d. attention-grabbing displays.
Regarding the relationship between the client and agency, things will go most smoothly
and efficiently when
a. you see them as equal forces with equal power and responsibility.
b. you can identify two distinct entities with clearly defined roles and tasks.
c. you can tell that the agency does everything the client wants without question.
d. you can”t tell where the work of one ends and the other begins.
It is a common situation in ad agencies that the account services department and the
creative department do not agree on the ultimate goal for an advertisement.
a. True
b. False
Google Groups and Facebook are good sources of secondary research data today.
a. True
b. False
Digital/interactive agencies are those that have expertise in preparing communications
for new media, such as the Internet, mobile marketing, and interactive television.
a. True
b. False
The intent of corporate advertising is to establish a favorable attitude toward a company
as a whole, instead of focusing on the features of its products.
a. True
b. False
Ultimately, the objective underlying the coordination of supportive media is to achieve
a synergistic effect.
a. True
b. False
Scenario 10-5
In 2007, the Michigan-based Ford Motor Company fell from second to third in the U.S.
annual vehicle sales for the first time in 56 years. Facing stiff competition from foreign
auto-makers and brand indifference amongst U.S. consumers, Ford appeared to be
headed towards turbulent times. However, when marketing and advertising guru Jim
Farley joined Ford in November 2007, he brought with him a number of fresh ideas that
helped turn the company toward the right direction. Farley quickly found that
Americans had become indifferent to the Ford brand, which in his opinion, was worse
than disliking the brand. So, Farley, along with the rest of the marketing team at Ford,
created a campaign that used catchy songs and cheerful images to accompany its line of
automobiles. The marketing team at Ford is now heavily utilizing the Internet to
promote the new Ford Fiesta, which is the focus of a campaign that has greatly
increased the awareness of the Ford brand. The company has also been stressing the
value of buying environment-friendly cars, a move it hopes will improve the brand’s
image throughout the world. So far, these moves appear to be workingin late 2010, Ford
was once again named the second leading automotive company in the United States, as
well as the fourth largest in the world.
(“Ford Can Fiesta Again.” TheEconomist, October 28, 2010)
If the objective of Ford is to persuade consumers to buy its cars during a special
limited-time offer, which of the following advertising methods should Ford use?
a. Hard-sell ads
b. Fear-appeal ads
c. Social anxiety ads
d. Repetition ads
Sales promotion can provide an affiliation value for a brand; meaning that the consumer
wants to, or is able to, identify with the brand.
a. True
b. False
Supporters of industry self-regulation claim that self-regulation helps avoid unnecessary
government meddling.
a. True
b. False
A discount retailer has been doing very well over the years, and can now expect to get
cash payments from manufacturers and suppliers if they want their products on the
retailer’s shelves. Therefore, it regularly receives these payments known as:
a. bill-back allowances.
b. slotting fees.
c. merchandise allowances.
d. off-invoice fees.
Bloggers post content that include text and graphics, but not videos or links to other
Web pages.
a. True
b. False
It is common for social organizations to advertise at the national, state, and local levels.
a. True
b. False
There are three broad types of corporate advertisingprofessional, peertopeer, and
wordofmouth.
a. True
b. False
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.
Which type of ads do PepsiCo’s throwback commercials represent?
a. Demonstration ads
b. Reason-why ads
c. Comparison ads
d. Feel-good ads
Some argue that sales should not be set as an objective for advertising, since advertising
is only one variable in an entire marketing mix and cannot be solely responsible for
selling the product.
a. True
b. False
Murray & Murray is the agency of record for all brewing products of a Wisconsin beer
manufacturer. This means that Murray & Murray has been chosen by the client to:
a. assess the impact of the different ads of the company.
b. handle all creative services and production issues.
c. negotiate contracts for time and space.
d. collect detailed consumer information.