It is evident that firms have not fully exploited all the opportunities that ____ marketing
has to offer via communication through devices like smartphones and digital tablet-like
devices.
a. direct
b. mobile
c. local
d. trade channel
TheSolutions Group is a combination of companies that help clients better understand
their target markets through creative research approaches. It has learned that many
people have become quite adept at filtering out advertising messages and therefore do
not respond to traditional research instruments such as surveys. The Solutions Group
says that there must be a “research revolution” based on true dialogues with consumers,
not one-way monologues often seen in traditional surveys.The Solutions Group likes to
ask its clients’ potential customers a wide variety of questions so they can share their
thoughts about themselves, their lives, and all the daily elements that are important to
them. What type of research does this represent?
a. dialogue balloon
b. frame-by-frame
c. projective
d. activities, interests, and opinions
Which type of compensation system became popular in the advertising industry due to
all the outside facilitators that were being used?
a. markup
b. fee
c. pay-for-results
d. commission
(Scenario 16-2) HollywoodBranding is a new promotions company formed by three
former ad execs who had illustrious careers in large multi-service advertising agencies.
Over their years in account management and creative work, 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” ways of thinking about
branding, forged in years of working solely with traditional media.
A potential client has lunch with the owners of HollywoodBranding to discuss a new
kind of promotion for his gourmet cookware. Beyond his magazine and newspaper
advertising, he is looking for the perfect form of branded entertainment. The owners
come prepared to pitch several ideas involving projects they’re aware of, and by the
time coffee is served, they all agree to have the
a. cookware appear in the kitchen of a well-known sitcom family.
b. company sponsor a cook in this year’s Pillsbury Bake-off.
c. cookware mentioned in a new movie set in a New York restaurant.
d. company fund a new PBS cooking show for amateur gourmets.
Scenario 15-5
Starting in late 2010, shoppers at a number of Bloom supermarkets will be able to
watch commercials on small notebook-sized 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, which 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 In-Store TV Advertising
System.” Washington Post, November 1, 2010.)
Which of the following is not one of the objectives of point-of-purchase advertising?
a. Maintain purchase loyalty among brand-loyal users.
b. Stimulate trial use by users of competitive brands.
c. Draw consumers’ attention to a brand in the retail setting.
d. Display product features that require long-term attention in order to understand.
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 features-including 3-dimensional 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 3-D 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.
A husband and wife are watching a cable news program when a commercial comes on
that they’ve never seen before. He thinks that the spokesperson in the ad is pretty funny.
She thinks the spokesperson is just plain stupid. This is an example of
a. the creation of different meanings based on social and cultural context.
b. a failure to reach a target audience.
c. an ad that is not effective.
d. one person not exercising intent of interpretation.
An owner of a city-wide grocery chain is given the figure of 10 percent and is told that
this represents the people or households in his target audience that will be exposed to
the chosen media vehicle-in this case, the city newspaper-at least one time during the
campaign period. The client has just been given a measure based on
a. reach.
b. frequency.
c. gross rating points.
d. measured media.
A brand of soup is perceived by consumers as a “good deal,” one that provides a certain
level of comfort and satisfaction that goes well beyond just the money it takes to
purchase a few cans. In this way, the soup is said to have
a. demand stimulation.
b. inelastic demand.
c. positioning.
d. value.
A firm hires an agency to attract barbers, spas, and hair salons with its line of hair care
products, grooming equipment, and professional tools. The agency will be specifically
involved in
a. psychographic research.
b. business-to-business marketing.
c. the competitive field
d. lifestyle segmentation.
A marketing group needs to predict which brands of laundry detergent college freshmen
will buy after they leave home and move into dorms. Which question asked of them
would probably give the most accurate answer?
a. “Is laundry detergent a high-involvement purchase for you?”
b. “What brand of laundry detergent do your parents use?”
c. “What is the last ad for laundry detergent you remember seeing?”
d. “How much money does your family make?”
Facing stiff competition from Walmart and K-mart, executives for Target stores have
decided to focus on reaching more affluent shoppers and luring them away from
traditional department stores. They have already expanded the products and brands they
offer to include reasonably priced items by modern design masters. Target hopes to
draw more affluent shoppers into its stores through a series of advertising campaigns
that are presently in the planning stages. Most of the advertising budget will be directed
to ads in regional luxury magazines, which research shows are frequently read by
affluent individuals.
Which of the following methods would encourage Target’s customers to recall the
store’s name first when they decide to go shopping?
a. testimonial ads
b. slice-of-life ads
c. humor ads
d. slogans and jingles
Following the announcement that the world’s largest e-tailer, Amazon.com, made a
profit for the first time since it started business in the early 1990s, the company saw
more than 90 percent of its market value disappear as part of the dot-com collapse. It is
questionable whether or not Amazon figured out a profitable business model after
changing its tune several times over those early years. Then it began circling back
somewhat to an earlier focus on becoming the Walmart of the Internet. It said it wanted
to sell huge volumes of merchandise cheaply, and in the process eke out enough of a
profit to satisfy Wall Street.Although investors had to wait some time for the e-tailer to
work out the kinks, and it’s uncertain how much longer they’ll remain patient, Amazon’s
mainstay retail business may see further improvements as it grows. As we all have now
witnessed, unlike brick-and-mortar retailers who must build new stores, stock them, and
hire people to staff them, Amazon has been able to open new stores with minimal
additional cost. Some years ago, it reported turning over its inventory 17 times a
year-close to double that of traditional retailers at the time. And on average, it reported
having gotten paid 32 days before it must pay its suppliers-in essence, providing
millions of dollars in cash flow.Information updated for 2011, based on the following
initial articles:
(David Shook, “Can Amazon Turn Baby Steps Into Strides?,” Businessweek Online,
February 13, 2002.)
(Rob Hof, “Why Amazon Could Keep Flowing,” Businessweek Online, January 5,
2005.)
When dealing with its advertising agency, Amazon wants a strategy that maximizes
media expenditures to target the appropriate markets. It is Amazon’s primary
responsibility to bring forth a well-articulated statement of the brand’s _____, a key
concept in reaching and informing the customer through promotion.
a. analysis
b. awareness
c. competition
d. value
Scenario 1-4
At Target, a global discount retailer, sales are around $65 billion a year and rising. In
addition, the company employs more than 360,000 people worldwide. Target stores
carry just about every major brand imaginable. In addition, Target carries a number of
its own brands including Market Pantry, Archer Farms, and Up and Up. Each of the
brand labels appears on different products throughout the store-for example, The Archer
Farms label appears on the retailer’s highest quality foods. The Market Pantry label
appears on food items as well, however these items are often sold at a significantly
lower price. The Up and Up label is on a large range of products ranging from paper
products to household cleaning supplies.
In a majority of Target’s promotions, the store is marketed as somewhat “upscale,” and
this is demonstrated through its prices, which are generally higher than its biggest
competitor, Walmart. Still, even in times of recession, Target continues to increase its
annual revenues and retain many of its customers. This can be attributed to
a. Target’s emphasis on economies of scale.
b. the inelasticity of demand shown by many of the company’s customers.
c. Target’s increase in gross domestic product (GDP).
d. the elasticity of demand shown by many of the company’s customers.
Related to the way a consumer’s culture shapes his or her tastes and preferences is the
concept of cultural capital, which is the
a. value that a culture places on certain consumption practices and objects.
b. particular pattern of consumption that depends on fiscal stability.
c. financial investment needed to create a brand.
d. financial value of cultural icons like animated characters.
An experienced artist is aware of the different functions of typefaces on the page. That’s
why she saves serif type for headlines only, and uses sans serif type for body copy,
since the eyes can read it for long stretches without tiring.
Uninvited commercial messages sent to electronic mailing lists, Usenet groups, and
other combinations of email addresses are known as spam.
In agencies, people in research departments are often put in the tough position of having
to “judge” creative work.
A media vehicle is a particular option for placement within a media class.
Define branded entertainment. Explain how it differs from product placement, and what
its future is as a branding tool. Give two examples of branded entertainment to support
your answer.
A Volkswagen print ad shows the headline, “Think Small,” and a grayscale photo of the
round little car in one corner of the ad, surrounded by lots of white space. The overall
look and placement of the photo depicting the brand demonstrates the concept of
illustration format.
An art designer realizes that she can strengthen the unity of her magazine ad in two
ways-either by using three points to promote gaze motion, or by using two points
reflected on opposite sides of the page.
Two major obstacles must be overcome for an ad message to be effective-consumer
resistance to changing beliefs, and consumer exposure to massive volumes of ads.
With the advent of Internet access, the explosion of websites, and the massive amount
of information now available, media planners no longer have to rely on commercial
databases, sophisticated software, or computer models to assist with media-planning
efforts.