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.
Consumer generated content (CGC) is produced when the creative team is given lists of
suggestions and ideas for promoting the product that have been submitted by the public
through emails, letters, or focus group transcripts.
a. True
b. False
Which of the following demonstrates the way we pick up phrases or slogans from
advertisements and commercials, then make them part of our everyday conversation,
and ultimately part of our popular culture?
a. “Make my day.”
b. “How are you?”
c. “Yes we can.”
d. “Just do it.”
A shoe manufacturer pays part of the media bill when a local shoe store features the
manufacturer’s brand in its advertising. What type of advertising is this?
a. Segmented
b. Syndicated
c. Co-op
d. Preferred
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.
Quad sent the owner of Ted’s grocery an expensive hand crafted sculpture. This is an
example of a(n) _____.
a. bribe
b. advertising speciality
c. premium
d. business gift
Effective internal positioning is accomplished by:
a. distributing products to a market that is wider than those of one’s competitors.
b. using advertising to compare a product’s distinctions from those of one’s rival firms.
c. developing brand features and values that are distinctive from the competition.
d. developing vastly different products within the firm’s product line.
Primary demand stimulation is likely to have an impact only on those products that
have been in the market for a long time.
a. True
b. False
Magazines have long lead times. This means that:
a. they can be reexamined over a week or a month and have a high pass-along
readership.
b. the cost-per-contact is very high.
c. advertisers are required to submit their ads much in advance of the date of
publication.
d. they have a highly interested readership.
Scenario5-6
Voice-It Technologies produces inexpensive personal voice recording devices that serve
as a substitute for message pads in the home or office. Their recording time is limited to
120 seconds and the devices sell for less than $20. VoiceIt’s products are about the size
of four credit cards stacked on top of one another and have a life of about a year. The
slogan the firm uses on its packaging and advertising is “Don’t Write It, VoiceIt!”
The Voice-It products are more expensive than others in the market. They are mostly
used by big businessmen and higher-level managers. It is most likely that Voice-It
products would have____ .
a. a high cultural capital
b. low brand loyalty among higher-level managers
c. advertising clutter
d. life-stage variables
Public relations cannot work for dedicated brand-building in a digital and social media
environment.
a. True
b. False
Events are an example of measured media.
a. True
b. False
The American Pork Producers has been running a long-term campaign with the tagline
“Pork. The other white meat.” This is an example of
a. lifestyle segmentation.
b. demographic segmentation.
c. benefit positioning.
d. competitive positioning.
An advertiser wants to focus on teenage girls as a target audience and decides to publish
its ads in a fashion magazine for teenage girls. Which of the following is most likely to
be a flaw in this plan?
a. Readers of this magazine will easily forget about the ad due to short lives of
magazines.
b. The advertiser will not have the scope to be creative with their advertisement if they
use a fashion magazine.
c. Through this magazine, only fashion-conscious teenage girls can be targeted, not all
of them.
d. Magazines do not have audience selectivity.
A client agrees to launch a new line of flavored mouthwashes by running heavy
advertising for two weeks, followed by no advertising at all for a while, and then again
having a two-week period of heavy advertising. What kind of a media schedule is this?
a. Seasonal
b. Flighting
c. Continuous
d. Pulsing
An advertising plan is designed to create sales strategies for the client in a process that
is totally separate from the overall marketing plan.
a. True
b. False
_____is an insidious version of spam where Web users are enticed into entering
personal information on a fake website that is forged to look like it is from a bank, the
IRS, or other organizations.
a. Puffery
b. Appropriation
c. Blogging
d. Phishing
A good guideline to follow when trying to improve brainstorming within a team is to:
a. foster an atmosphere of tranquility and ensure minimal changes to the environment.
b. insulate the team from outside influences to help them focus on the task at hand.
c. add more diversity to the group to increase creative abrasion.
d. encourage interpersonal abrasion in order to generate creative conflict.
You are looking at figures and trying to understand the overall message weight for your
client’s shaving cream ads. You remind yourself that some people who watched the ad
on a TV program may have also seen it in a magazine. This is called:
a. between-vehicle duplication.
b. micro-target.
c. within-vehicle duplication.
d. below-the-line promotion.
Scenario5-2
Since its introduction to the market in 2007, Apple Inc.’s iPhone dominated other
smartphones in terms of units activated per year. However, several years later, Apple
faced stiff competition from Google’s Android software and Research in Motion, the
maker of the Blackberry. The problem for Apple is that its competition, primarily
phones powered by Android operating systems, largely outnumber the iPhone in terms
of available options. In the U.S. alone, there are over twenty smartphones that run on
the Android operating system, compared to Apple’s one iPhone. Americans are now
buying more Android phones than iPhones. Experts claim that if the trend
continues, Android will have erased the iPhone’s once enormous lead in the high-end
smartphone market in a little over a year. Now more than ever, Apple, which insists on
tight control of its devices, must find a way to win in an intensely competitive market
against rivals that are openly licensing their software to scores of companies.
After purchasing a cell phone, Melody states that she should have purchased an iphone
rather than the one she purchased because the iphone is more popular and elegant. This
is an example of____ .
a. predecisional distortion
b. life-stage variables
c. cognitive dissonance
d. a need state
PinBall Inc. sought the help of Blazer Corp. to help them reach a niche group of
vendors that they have been trying to do business with. Blazer offers the solution of
publishing an advertisement in a trade journal which would help create awareness about
the firm’s product. In this scenario, Blazer Corp. specializes in ______.
a. the management of databases
b. creative services
c. consumer sales promotions
d. trade-market sales promotions
The industry analysis and market analysis work together to form part of the overall
situation analysis. The industry analysis focuses on _____and the market analysis
focuses on _____.
a. consumers; competitors
b. brand; product
c. supply; demand
d. objectives; tasks
During the 1950s, Americans began to fear:
a. that they were being seduced by subliminal advertising.
b. that ads were not based on modern science.
c. purchasing unbranded goods.
d. that the consumer culture was disappearing.
The main objective of hard-sell messages is to:
a. create a sense of urgency so that consumers will act quickly.
b. highlight a consumers inadequacy within the context of a social role.
c. create in the consumer a pleasant and memorable association with the brand.
d. highlight the risk of harm or negative consequences of not using the advertised
brand.
In advertising, which of the following acts as a primary barrier for small companies?
a. They do not have access to digital and social media to create buzz marketing.
b. They use below-the-line promotions instead of above-the-line promotions.
c. They do not have enough money for advertising at national or international levels.
d. The goods and services they offer do not require marketing.
Which of the following is true of a self-liquidating premium?
a. It is a trade-market sales promotion technique.
b. It is a consumer-market sales promotion technique.
c. It is a business-market sales promotion technique
d. It is a Point-of-Purchase sales promotion technique
The name support media denotes that they:
a. are supported and financed solely by business-market expenditures.
b. reinforce or support a message delivered by other media.
c. must be supported or upheld by physical structures.
d. support and enhance P-O-P within the retail environment.
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.
The people of Benson believe that a person driving a sports car marks success. It is
most likely that owning a sports car manufactured by Torque would have _____.
a. high cultural capital
b. inequality of demand
c. low economies of scale
d. low involvement
A ____ is a core idea that frames an ambition or aspiration for a brand that will be
relevant to target audiences over time.
a. brand extension
b. brand orientation
c. brand initial
d. brand platform
Scenario 10-3
Advertisers have a wide choice of objectives and methods when creating an ad for a
product, no matter what the product category is. For example, both Taylor and Yamaha
sell guitars. Both have created ads that have been recognized by the advertising industry
as outstanding creative efforts. However, they have chosen different ways to use
magazine advertising to sell guitars.
A representative advertisement for Taylor features a photograph of a beautiful, lush,
fog-shrouded green forest. The headline reads, “If a tree falls in the forest and you’re not
there to hear it, does it make a sound? Yes, it just might take 7 or 8 years.” The copy is
three sentences long and talks about the time and attention that Taylor takes in making
quality guitars. Only the top couple inches of a guitar featuring the Taylor logo is
shown. While the ad could be classified as exemplifying a number of approaches to
meeting message objectives, it most closely fits the description of the USP method by
linking a key attribute (quality) to the brand name (Taylor).
The main visual in an ad for the Yamaha Pacifica is a bold shot of the guitar. The
headline reads, “To survive, you need four things: Food. Sex. Shelter. Guitars. Make
that two things.” This ad also features characteristics of several approaches to meeting
message objectives. However, the headline seems to define it as using the humor
method to persuade consumers to prefer the brand.
Yamaha has created a witty ad. This method is effective only when the:
a. ad is judged as funny by consumers.
b. ad is understood by both children and adults.
c. humor is directed at an unsuspecting consumer.
d. humor is linked directly to the brand.
Scenario 10-3
Advertisers have a wide choice of objectives and methods when creating an ad for a
product, no matter what the product category is. For example, both Taylor and Yamaha
sell guitars. Both have created ads that have been recognized by the advertising industry
as outstanding creative efforts. However, they have chosen different ways to use
magazine advertising to sell guitars.
A representative advertisement for Taylor features a photograph of a beautiful, lush,
fog-shrouded green forest. The headline reads, “If a tree falls in the forest and you’re not
there to hear it, does it make a sound? Yes, it just might take 7 or 8 years.” The copy is
three sentences long and talks about the time and attention that Taylor takes in making
quality guitars. Only the top couple inches of a guitar featuring the Taylor logo is
shown. While the ad could be classified as exemplifying a number of approaches to
meeting message objectives, it most closely fits the description of the USP method by
linking a key attribute (quality) to the brand name (Taylor).
The main visual in an ad for the Yamaha Pacifica is a bold shot of the guitar. The
headline reads, “To survive, you need four things: Food. Sex. Shelter. Guitars. Make
that two things.” This ad also features characteristics of several approaches to meeting
message objectives. However, the headline seems to define it as using the humor
method to persuade consumers to prefer the brand.
Ads such as Taylor’s try to:
a. link special attributes to a brand, either explicitly or implicitly.
b. place brands in socially desirable environments.
c. use comparisons to other brands to create an image.
d. engage the consumer on a high cognitive level.
Why is the objectives section of an advertising plan so important to an advertiser?
Name at least three of the objectives described in the text. For each objective, list one
important consideration for advertisers.
What is a recall test? How is it conducted, and how are its respondents measured and
labeled? What is a recognition test? How is it conducted, and why does it usually
produce a higher percentage of positive answers?
What is advertising? Define. What are the three criteria that must be met for
communication to be considered as an advertisement? How does a public service
announcement differ from advertising in the ways that it meets, or fails to meet, each of
these criteria?
Define and explain the three main visual elements of print and often digital/interactive
advertisements. What is the primary purpose of each?
How is an agency of record and a media-buying service similar to one another? Identify
the differences between them.
Direct response research, also called attitude research, is the kind that evaluates ads just
as they are about finished.
a. True
b. False
With the help of concrete examples, describe the tensions that are routinely found
between creatives and managers within agencies. Discuss why these are so commonly
found in the world of advertising.
Discuss the need recognition state of the consumer decision making process.
Describe the concept known as niche marketing. What are the competitive advantages
of marketing to a niche?
Describe the role advertisers play for trade resellers.
What has led to the growth and popularity of green marketing? What cautions should
potential advertisers take before launching it since a number of corporations,
manufacturers, and service industries have issued “green” messages?
What is crowdsourcing? Explain.
Describe the various sampling techniques used in consumer-market sales promotion.
Explain the terms paid search and search engine optimization? What are the similarities
and differences between the two? Use an example to explain each of the concepts.
What is the difference between a consumer market and a business market? Give an
example of each. Then describe how business markets are segmented, and use your
example to explain your answer.
A national big-box retailer has created a new marketing database. But it has become the
center of great conflict among the departments within the firm. It has also caused
problems between the retailer and its advertising agency. Why is such a useful tool
creating this discord?
What are the core characteristics of great creative minds, as identified by Howard
Gardner? Relate the characteristics with the positive and negative repercussions in the
lives of people who demonstrate extreme levels of creativity.