Scenario5-4
Torque, a car manufacturer, aims to make its slogan “Burn Rubber” known to every
individual in a way that they immediately associate it with the firm. The company has
created a social media page where almost a thousand fans have registered. However,
there are two competitors who advertise the same features as those of Torque’s cars. The
firm has a large number of customers who think it manufactures the best cars and there
is no other manufacturer better than Torque.
Torque advertises its slogan in a way in which people will immediately associate it with
its cars.
Torque is using advertising which involves the ______.
a. episodic memory
b. emotional memory
c. iconic memory
d. semantic memory
Which of the following is true of culture?
a. It is easier to observe culture when it’s more unfamiliar.
b. It is purely national or global.
c. It is most visible to those who are immersed in it.
d. It is always geographic.
We can think of influencer marketing as a set of conversations involving an influencer,
a consumer, and a brand.
a. True
b. False
A global jewelry retailer serving diverse markets is concerned that its agency is
unaware of some cultural issues that may come up in its campaign, since none were
addressed in the initial advertising plan. The client is worried that the agency staffers
may be unconsciously relying only on their own personal values, experiences, and
backgrounds to make promotional decisions, referring to a concept called
a. ethnocentrism.
b. purchase intent.
c. share of voice.
d. self-reference criterion.
An advertiser who seeks high reception and voluntary audience exposure for his
advertisements, should choose magazines as his advertising medium.
a. True
b. False
Scenario 14-1
When the social networking/gaming website, Foursquare, was launched in 2009, it was
only accessible to residents in 100 U.S. cities. One year later, an updated version of the
service allowed check-ins from locations all over the world, and has over 500,000 users
internationally. The site which allows registered users to connect with friends and
update their location receives over one million check-ins per week. When users visit a
particular store their profile is automatically updated, and they can share their feelings
about their experiences. The site now holds partnerships with over 800 establishments
worldwide, and high-profile partnerships with the Bravo Network and
The New York Times have greatly increased the site’s popularity.
One way to find a site and related businesses is to go to Bing and look at the list under
social networking sites. Technically, Bing is a(n):
a. analytical software system that allows e-commerce.
b. mash-up that features multiple widgets.
c. portal with search engine technology.
d. website that acts as a corporate/brand home page.
Today’s dynamic marketing environment has led to a new order in which brand builders
want to:
a. primarily focus on selling to their customers without intruding in their lives.
b. be part of the entertainment that their target consumers enjoy.
c. use traditional advertising media in new ways.
d. target narrowly defined groups of consumers based on demographics.
Sales promotion is generally used as a long-term tactic and widespread strategy to
promote an image for the brand and create emotional connections with the consumer.
a. True
b. False
Formal balance creates a mood of seriousness or directness. Informal balance actually
creates an imbalance; a sense of unease and discomfort, or the feeling that something
has gone wrong.
a. True
b. False
Probably the most straightforward illustration is one that:
a. attracts the target audience.
b. stimulates copy readership.
c. creates a mood.
d. communicates features or benefits.
How are buzz marketing and viral marketing similar to one another?
a. Both refer to efforts to stimulate word of mouth.
b. Both refer to traditional advertising and promotional tools.
c. Both involve face-to-face communication.
d. Both focus solely on broadcast and print mediums.
Television is a popular choice for corporate campaigns because:
a. it is free from ad clutter.
b. billions of dollars are invested annually in media for corporate campaigns.
c. companies need not monitor the publicity gained through television commercials.
d. the creative opportunities provided by television can deliver a powerful message.
_____ attempts to develop brand awareness and preference over time, as well as
emphasize the benefits of using that brand.
a. Delayed response advertising
b. Co-op advertising
c. Direct response advertising
d. Sales promotion
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.
Pretzels paid Ted’s grocery a fee to sell its products. This is known as:
a. a slotting fee.
b. push money.
c. a premium.
d. a merchandise allowance.
An Internet user goes to a large portal, and types in a few key words. He receives a list
of websites that might be of interest. Most often, the higher a site appears on the list, the
more likely the user will visit that website. Therefore, advertisers want their websites to
appear first. Which of the following concepts is described in this scenario?
a. Click fraud
b. Ultrabroadband
c. Viral marketing
d. Search engine optimization
Advertisers promote brand recall through repetition and memory aids.
a. True
b. False
In the world of advertising and promotion, CPM is a common measure of media
efficiency. What does the “M” in CPM stand for?
a. Media plan
b. Media class
c. The share of voice
d. The Roman numeral for 1,000
Scenario1-6
Gillette M3Powera MACH3 razor innovationis a groundbreaking, powered wet shaving
system for men that delivers a totally new shaving experience resulting in Gillette’s best
shave. M3Power builds on the heritage of MACH3 and combines Gillette’s latest and
best razor and blade technologies. M3Power outperforms all other blades and razors in
closeness, comfort, and safety during and after the shave. Gillette M3Power features
other innovations beyond power: new blades featuring PowerGlide™an enhanced blade
coating for incredible glide and maximum comfort, a moisturizing Indicator Lubrastrip
and a technologically-advanced handle (www.Gillette.com). Recently, Gillette Co. sent
direct mailers to users of competing male products, throughout the United States, a free
MACH3Power razor with blades and a coupon offer. In addition, a series of coordinated
advertisements to male customers were developed to increase awareness of this
product. Gillette said that its goal was to have a market awareness rate of 70 percent
within four months.
In Largonia, Gillette advertises in the three states that it operates in. This is an example
of ______advertising.
a. co-operative
b. global
c. national
d. regional
Wrinkle Free were served a notice by the FTC for releasing a deceptive advertisement
regarding a cream they had launched. However, the advertising agents of Wrinkle Free
failed to comply to the notice. Which of the following remedies would FTC employ
following noncompliance by Wrinkle Free?
a. The FTC will dissolve the firm for non-compliance.
b. The FTC would issue a cease-and-desist order to Wrinkle Free.
c. The FTC would allow Wrinkle Free to continue airing the advertisement if it agrees
to add a disclaimer to all their products.
d. The FTC would order that Wrinkle Free pay a fine and double the fee to air the
advertisement.
Scenario2-3
Axel Corp., a new clothing line manufacturer, plans to reach out to the local fashion
stores and wholesale distributors around the country. It also plans to offer a discount on
its products for the first 100 customers and establish a coupon system for the first six
months of sales. The marketing team is looking to create a television advertisement and
is looking for ways to improve on the ideas that they have come up with for the ad.
Which of the following is most likely to provide Axel Corp. with a reasonable amount
of media time at a rate lower than that provided by an advertiser?
a. Production houses
b. Sales promotion agencies
c. Database consultants
d. Media specialists
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)
In addition to promoting environment-friendly cars, Ford is now trying to market its
cars as universal ones that can be used in markets throughout the world. The company
is utilizing the phrase, “One Ford” in conjunction with the campaign and is hoping that
consumers will begin to recognize Ford as the number one global auto-maker.
Assuming this is an attempt at a unique selling proposition, which of the following is an
implication of this method?
a. It is a short-term commitment.
b. It is very efficient once a clear link has been established.
c. It is not resistant to competitive challenge.
d. It allows you to switch strategies, and the strategies will continue to be effective.
Scenario1-1
In 1996, a graduate from the University of Maryland, 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, the company must have a new brand image,” said Plank. “I
called our marketing team and asked them to go through this building and find anything
that says that we are only an apparel brand and throw it away.” The company has also
removed 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.
To promote Under Armour’s new brand image, the firm has launched large scale
advertising in three different countries, making a minor change in the physical
appearance of the ad by using a different actor from each country. This is an example of
_____advertising.
a. international
b. global
c. cooperative
d. national
Martha likes to view the programs that other channels are airing while an advertisement
is being broadcast during her favorite sitcom. Which of the following is Martha
demonstrating?
a. Narrowcasting
b. Attention sharing
c. Program rating
d. Channel grazing
Public relations strategies can be broadly categorized as either:
a. public or private.
b. product-oriented or customer-oriented.
c. proactive or reactive.
d. internal or external.
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)
According to the information provided here, Gillette has identified market segments
along lines.
a. benefit
b. demographic
c. geographic
d. usage pattern
Within the advertising plan, what does a build-up analysis actually build up?
a. The backlog of consumer profiles to be used
b. The expenditure level for tasks to be done
c. The sales expected to be seen
d. The goals and objectives to be pursued
Scenario 17-1
If you walk into a Cracker Barrel Old Country Store, you”ll see many items once found
in general stores, like porcelain signs, ceramic jugs, tin boxes, and Coca-Cola trays and
plaques. Since 2004, Coca-Cola Co. has maintained a larger display of unique
Coca-Cola memorabilia at the Cracker Barrel in Nashville, right next to the Opryland
Hotel. Visitors will find a number of rare holiday paintings, prints, and calendars
featuring the familiar Santa Claus figure and a bottle of Coke. In 1931, the company
had commissioned professional illustrator Haddon Sundblom to create illustrations for
its advertising. This resulted in the warm and jolly image of Santa that has endured in
American culture ever since. The soft drink has been served in Cracker Barrel stores for
40 years, so this is a natural connection for both brands. In fact, for its 40th anniversary
in 2009, Cracker Barrel featured Black Cherry Coke in limited-edition glasses bearing
logos of both brands.
(http://www.crackerbarrel.com/about-decor.cfm?doc_id=51. Accessed January 17,
2011.)
(original press release by Jim Taylor, “Rare CocaColaHoliday Artwork on Display at
Cracker Barrel Old Country Store,”
http://www.crackerbarrel.com/mediaroomnewsreleases, November 15, 2004.)
When consumers drop their business cards into a fishbowl at a Cracker Barrel store,
they are entering a contest. However, in essence, the marketers at Cracker Barrel may
see this move as a(n):
a. opt-in for bulk email and other promotions.
b. form of direct response advertising.
c. way to promote system solutions.
d. way to foster creative selling.
A storyboard is a shot-by-shot sketch depicting, in sequence, the visual scenes and copy
that will be used in an advertisement.
a. True
b. False
___are moral standards and principles against which behavior is judged.
a. Ethics
b. Appropriations
c. Sects
d. Dailies
Jingles and slogans are linked to a concept called ____, that is, they encourage
repetition because they are catchy or prone to being repeated.
a. rehearsal
b. periodicity
c. looping
d. isochronism
Scenario 18-2
A young man decides to become a mass producer of T-shirts. His small factory located
in Oregon begins promoting itself by hiring excellent seamstresses, offering a pleasant
working environment, decent salaries, and giving the public an opportunity to buy
clothes that are truly “made in America.” The company eventually adds other clothing
items, opens three brick-and-mortar retail stores in several large cities, and expands to
online shopping. Over the years, the firm grows and prospers due to its reputation as an
American manufacturer, a fair employer, and an opponent of the traditional view of
‘sweatshops.” However, along the way, it deals with a few public relations issues too.
Over the years, he has learned that positive word-of-mouth advertising helps. He now
enlists the testimony of seamstresses who have been with him for years, customers who
won”t buy any casual clothing but his, and even high-end designers who praise his
business integrity and product quality. Which of the following is he currently involved
in?
a. Publicity marketing
b. Influencer marketing
c. Sponsorship marketing
d. Internal marketing
Scenario2-5
In 2008, Chicago native Andrew Mason launched Groupon, a website that offered
Chicago consumers various “deals of the day.” At the time, Groupon had a unique
business modeleach day, one “groupon” would be offered in a particular city. If a
certain number of people signed up for the offer, then the deal became available to all.
Now, only two years later, the business continues to grow, and the service is being
offered in several more U.S. cities. Google made a multi-billion dollar offer for the
company that Mason turned down in the December of 2010. Continuing the company’s
rapid rise to success will be a challenging task for CEO Andrew Mason and his
team because they will be the first to attempt to advertise the unique services. Groupon
needs to find ways to attract new users, and looking into new forms of advertising will
be essential to the company’s success.
Groupon decides to hire a full-service advertising agency to create a new campaign for
the company. The ad agency agrees to be compensated if Groupon notices any positive
change in sales and the number of customers on its site. This is an example of a(n)
____system of compensation.
a. fixed fee
b. commission
c. incentive-based
d. markup charge
Explain the role of online privacy in social media advertising. What are cyber-identity
theft and online resistance?
How can they affect social media advertising? List out the ways in which individuals
can protect themselves. What is the consequence of blocking websites that track your
digital footprint?
Public relations is the one tool that can accomplish a tough and often unpleasant task of
damage control for a company. Explain and give at least two real-life examples of this
process.
Advertising educates consumers. In an essay, describe the pros of advertisement with
reference to educating consumers.
Lack of coordination of an IBP effort often leads to disagreement and conflict within
the business environment. What kind of factors commonly work against coordination?
Explain those specific to an organization that handles the entire effort internally, and
those specific to an organization that uses some external sources.
Define the terms: brand awareness, top-of-the-mind awareness, purchase intent, trial
usage, repeat purchase, and brand switching. Choose two of these concepts and give
real-life examples.
Procter & Gamble is a prime example of a giant advertiser that has successfully used
branded entertainment over many decades. How has P&G incorporated branded
entertainment into its marketing mix over the years?
What is cognitive dissonance? Discuss how advertisers can prevent dissonance.
What is meant by the term Madison & Vine? Explain why this convergence has
occurred in the world of promotion.
A complaint concerning an allegedly misleading advertising practice by a
carpet-cleaning service in the Houston area is filed with the local Better Business
Bureau (BBB). Apparently, homeowners are expecting the price shown on the
company’s direct mailings and newspaper coupons (a price confirmed at the time the
appointment is made) but are quoted a much higher fee once the crew arrives and
“inspects” the carpets. The company’s ads promise the latest in “green” cleaning
materials and industrial techniques, but the cleaning fluids and equipment used by the
crew are also suspect. Outline the path the complaint would take if it were to eventually
arrive at the FTC. Specifically, list the organizations it would pass through, and in
general terms, the actions that would need to be taken by each organization for the
complaint to be forwarded on to federal regulators.
How does the hard-sell approach aim to create immediate sales? How does it work?
What objective is this method trying to achieve?
You are the marketing manager for the Internet’s largest online shoe retailer. The
company ships shoes of all types, styles, and sizes to locations throughout the U.S. and
around the world. Given a choice between access to a mailing list and access to a
marketing database, which would you choose? Define each and state the advantages of
your choice?
A good advertising plan is the result of combining the knowledge and talents of both the
advertising agency and the client. In heading up a team that is creating the marketing
plan for a large cosmetics firm, an account manager needs to make sure all goals are
met and all responsibilities are assigned. For what issues does the client take primary
responsibility? For what elements does the agency take primary responsibility?
Briefly explain the concepts of market segmentation, differentiation, and positioning.
Discuss the overall trend in spending on advertising and sales promotion over the past
decade. Outline, at least, three reasons for this trend.
What is message strategy? How is it used in advertising and promotion?