When an organization creates large-scale demand for its brand, the quantity of product
produced is increased which leads to higher unit production costs.
a. True
b. False
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.
Scenario 18-1
The brewing companies in the U.S. love to use public relations to keep their company
names in the minds of Americans and to promote their many brands of beer and ale.
Both traditional and innovative public relations activitiesusing both traditional and
innovative mediahelp to promote a positive public image, create brand awareness,
highlight the product line, and act as cost-effective ways to enhance the overall IBP
campaign. And these brewers use a variety of objectives and tools that support the field
of public relations.
The brewing company with the interactive website full of facts and games is moving
beyond the Web and into the community. It sends stories to media outlets announcing
that all the fun on its website will continue at its beer gardens to be set up at summer
and fall festivals around the country. It would feature more games, puzzles, and trivia
contests. The two PR tools that the company is using is:
a. press conference and lobbying.
b. press release and sponsored event.
c. buzz marketing and publicity.
d. feature story and viral marketing.
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’s second advertisement is an example of ____advertising.
a. subliminal
b. comparison
c. vertical cooperative
d. corporate
The set of brands that comes to mind when a category is mentioned is referred to
as ______ .
a. an external search
b. conversion
c. cognitive dissonance
d. an evoked set
The essence and take-away part of an advertising plan is the:
a. situation analysis.
b. executive summary.
c. strategy.
d. objectives.
Which of the following terms refers to the free media exposure that a firm receives
about its activities or brands?
a. Publicity
b. Interviews
c. Product launch
d. Sponsored events
____ is a metric that measures the percentage of people who come from or go to
another site after clicking on one site.
a. Visibility
b. A social media engagement
c. Site stickiness
d. A Bounce rate
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)
Assuming that Ford’s intent behind promoting the use of environment-friendly vehicles
is to appeal to broad disagreements and disruptions in the society, which of the
following methods should the company consider?
a. Feel-good ads
b. Slice-of-life ads
c. Social/cultural movement ads
d. Society-friendly ads
____refers to misrepresenting information in a positive way to favor a particular brand
with which a consumer has an emotional connection.
a. A need state
b. Cognitive dissonance
c. Predecisional distortion
d. Stratification
Which of the following is true of a blog?
a. It contains text, but not graphics and videos.
b. It allows users to tag other users in their networks.
c. It focuses on helping users find and add friends and contacts.
d. It is a site written and maintained by individuals.
Scenario 16-2
HollywoodBranding is a new promotions company formed by three former ad
executives who had illustrious careers in large multi-service advertising agencies. Over
their years, they developed close ties with a number of Hollywood movers and shakers.
Consequently, they feel poised to respond to the business world’s growing desire for
branded entertainment. But they are aware that they need to continually fight their old
school thoughts about branding forged in years of working solely with traditional
media.
A young media expert is hired by HollywoodBranding. He went to college with a bright
girl who now does all the marketing for her family’s business, a wellestablished cookie
manufacturer with strong national distribution. Her grandparents and parents have run
the same facility in St. Louis, and have run the same types of ads over the decades. On
impulse, he calls to pitch a branded entertainment idea to her family. He should be sure
to inform them that branded entertainment:
a. is not much different from placing ads with traditional media.
b. has been proven to consistently deliver higher brand exposure than other forms of
media.
c. can take new and unpredictable paths.
d. represents one of the most conservative and dependable options available today.
Which of the following accelerates advertiser defections from traditional media?
a. The lack of direction or cohesiveness in today’s marketing plans
b. The reduced quality of the programs offered by networks
c. The indifference of consumers toward their information environment
d. The growing confusion among consumers due to too many brand messages
Which of the following is true of paid media?
a. It leverages a call to action to like brands on social media sites.
b. They are advertisements that can be purchased on a social network or other digital
platforms.
c. It is the incremental exposure that a brand earns through viral engagement and
interactions with the brand.
d. They are brand assets or objects created within social networks by an organization.
In the case of low-involvement goods and services, the very first brand remembered is
most likely to be the one purchased.
a. True
b. False
Among all the public relations tools that a company might use, which of the following
focuses specifically on employees?
a. A press release
b. A feature story
c. A company newsletter
d. A sponsored event
Scenario 7-1
Scheduled to be released in the first quarter of 2011, Nintendo’s portable 3DS gaming
system will likely revolutionize the video game industry. The 3DS is the newest in a
long line of portable gaming systems made by Nintendo, but will now boast a number
of new featuresincluding 3dimensional technology that does not require the use of any
special viewing goggles or glasses. The new system will also allow consumers to play
classic games from older generations of Nintendo products, watch 3D movies, and
create fictional “Mii” characters that were made famous by Nintendo’s Wii. Nintendo
hopes its new gaming system will once again put Nintendo at the top of the video game
industry, having lost some of its market share to Sony and Microsoft in recent years.
In order to gather secondary research to support the company’s own primary research,
Nintendo visited a number of social media sites hoping to find online communities with
knowledge of the video game industry. This intense Internet searching is referred to as:
a. web mining.
b. tracking software.
c. commercial browsing.
d. normative test scoring.
Scenario 9-2
The Optima Bike Company manufactures broad-tire, three-wheeled, and two-wheeled
bicycles mostly for the retirement market. Its primary market is seniors, usually those
who live in retirement communities where there are clearly designated and safe bike
paths. Seniorsand especially the younger baby boomerslike these recreational vehicles
because they are easy and safe to ride. The company has had some early successes in
Florida, Arizona, and California, where such communities began. Optima now wants to
expand to other retirement enclaves. It has learned from two well-conducted consumer
research studies that the main way that male retirees buy the Optima line is through the
urging of wives who want to exercise in some way other than playing golf.
Optima decides to engage an ad agency to capitalize on this consumer insight and
promote its bikes to newer golf communities. It asks two agencies to pitch for its
business and gives each a meeting in which it conveys the information above.
Alpha Agency is based in Miami and insists that its creative team is best suited to
promote Optima. Its managers tell the prospective client that this team is well versed in
advanced animation techniques and can dramatize the features of Optima’s two and
threewheeled bikes in a dynamic way. They”ll focus on how fast they can go and how
they can “transform the ride” into an adventurethis has worked in other ads, and this
will appeal to the male consumers who need to be lured away from the golf course.
Following this initial display of product prowess, they suggest a campaign that
demonstrates how the bikes can be customized to be more “comfortable and attractive
for the ladies,” including pink seat options. They finish by asking whether the brand
name can be changed to ‘something more exciting.”
Beta Agency is based in Los Angeles and promises to serve as Optima’s branding
partner. It asserts that its creative philosophy is centered on long-term brand building.
Its managers propose that they will develop the right message by applying the
research-based consumer insight that women want to use the bikes to entice their
husbands to leave the golf course once in a while. They suggest that their successful
work in building regional appreciation for brands, such as Sea-Doo water vehicles and
Ski-Doo snowmobiles, indicates their prowess in branding similar but not directly
competitive brands. They emphasize the difference that Optima offers in the
recreational-ride category, and the consumer targets that differ from other brands. They
close by complimenting this prospective client on how appropriate the brand name is,
given its customer base and likely target consumer.
Optima chooses the Beta Agency to create its campaign. What is likely the primary
reason for this choice?
a. Alpha Agency focused more on men than on women.
b. Alpha Agency was in Florida, which covers a smaller region than California.
c. Beta Agency focused on making a brand connection to the consumer.
d. Beta Agency was in Los Angeles, which is a more up-and-coming area regarding
senior marketing trends.
Which of the following are the three main purposes of direct marketing programs?
a. To close the sale, identify prospects, and engage consumers
b. To identify target markets, tailor the message, and support brand identity
c. To provide information, answer questions, and foster brand loyalty
d. To reward customers, furnish information, and generate brand preference
Scenario 8-5
Helene Curtis is preparing to introduce a new brand of all-natural-ingredient shampoo
into the market in several months. In test marketing, many consumers liked the product
but their comments indicated that it is different enough from existing brands that
significant promotion and information will be needed to convince them to switch from
their current brands. Helene Curtis has always used an objective-and-task approach to
develop advertising budgets. Due to these research results, the firm must now do a
detailed build-up analysis.
The number of exposures required to accomplish the advertising objectives for the
shampoo, referred to as____ , will also be included in the build-up analysis for Helene
Curtis.
a. execution
b. production
c. frequency
d. reach
To remain competitive in today’s marketplace, newspapers must:
a. have high program ratings.
b. target small, selective audiences.
c. reinvent themselves and become digital.
d. spend more money on advertising time slots.
Scenario1-2
Chug Enterprises is planning to create a new line of products and enter into the sports
drink market. They plan to advertise the first product to teenagers as being the
best-tasting sports drink in the market. The second product will be advertised to adults
as being the lowest calorie sports drink one can buy. The third product will be
advertised to senior citizens as containing calcium, a mineral needed to maintain a
healthy bone structure. Each product will have separate, distinctive packaging.
Chug Enterprises created the three products in a way that it appeals to separate target
markets. This was done to prevent its products from competing with one another for
market share. This shows that Chug Enterprises understands the importance of:
a. internal positioning.
b. external positioning.
c. inelasticity of demand.
d. selective demand stimulation.
In the world of advertising, markets are positioned, but products are segmented.
a. True
b. False
The creative brief provides guidelines for the creative process, which, unfortunately,
defeats the purpose and ends up restricting creativity.
a. True
b. False
Using diverse means for brand building is no longer considered profitable, and the list
of options that marketers have is constantly growing shorter.
a. True
b. False
The account executive in charge of promoting a new perfumed bath soap for women is
not expecting a sudden attachment and loyalty to the productthough that would be
nicebut realistically, she would like women to at least buy it once and see how they like
it. Which of the following is more likely to be her objective?
a. Purchase intent
b. Trial usage
c. Repeat purchase
d. Build-up purchase
Scenario 13-3
You are a media planner at a large advertising agency in Chicago. You are currently
assigned five accountsa used car dealer in the northern suburbs of the city, a
guitar/drum retailer on the south side of the city, a nationally distributed orange juice
retailer, a quick grits hot breakfast cereal sold nationwide but with the strongest sales in
large Southern cities, and a ski equipment manufacturer. Each account has requested
some type of information from you regarding next year’s media buy.
The marketing director for the instant grits cereal wants to supplement the company’s
national ad campaigns with local campaigns. He plans to target some southern cities,
but wants to use a media class with low absolute cost as well as low cost-per-contact. In
such a scenario, he should use:
a. newspapers.
b. local magazines.
c. local radio.
d. local television.
Firms that maintain and manage large databases of mailing lists are known as
digital/interactive agencies.
a. True
b. False
CarlBerrys, a department store, has launched a series of advertisements inviting people
to do their holiday shopping at their store. This is an example of ____.
a. institutional advertising
b. delayed response advertising
c. corporate advertising
d. advocacy advertising
Which of the following claims demonstrates puffery in advertising?
a. “Only Crest Earns the Dental Seal of Approval Among All Major Brands!”
b. “Ford Trucks Have Lower MPG than Chevy Trucks!”
c. “Tide Beats Cheer in Sales 8th Year in a Row!”
d. “World’s Best Cup of Coffee Served with a Smile Here!”
The strategic planning triangle suggested by Thorson and Moore features as its three
main aspects the campaign’s segments, its value proposition, and its persuasion tools.
a. True
b. False
A real estate firm has a name-and-address file. It now chooses to incorporate into the
file the demographic, geo- demographic, psychographic and behavioral data of its
customers. Through this type of list enhancement, the real estate firm will:
a. get a larger number of customer names and addresses in its database.
b. contribute to the ease of payment for its customers.
c. have a more complete description of who its customers are.
d. allow consumers convenient access to compare product features on its website.
When using branded entertainment as an IBP tool, an advertiser needs to remain careful
so that a brand or product does not become too closely connected to an offering of the
entertainment media.
a. True
b. False
Though at one time the creative team consisted of an art director and a single
copywriter, today it is composed of art directors, copywriters, media planners, and
account planners.
a. True
b. False