During Gardner’s work in identifying seven of the most creative people of the
20thcentury, he identified some negative sides to their lives. Which five characteristics
did they appear to have in common?
a. egotistical, narcissistic, obsessed, socially isolated
b. delusional, irrational, antisocial, psychotic
c. inattentive, unfocused, impatient, hyperactive
d. dysfunctional, clingy, codependent, impulsive
Which of the following is accurate in the context of account planning?
a. Agencies that implement it tend to do more quantitative and statistical research than
their more traditional counterparts.
b. Its cost is less than that of relying on secondary sources.
c. Account planners are being appointed in place of account executive to work on each
client’s business.
d. By implementing it, agencies put research in a more prominent role in the advertising
process.
As a social process, advertising is marked by the struggles for control and power that
occur within departments, between departments, and between the agency and its clients
on a daily basis.
a. True
b. False
Scenario 15-2
The Sounds Good recording company is getting ready to release the first compact disc
from its newest band, Planet Moon. Sounds Good’s last three releases have been dismal
failures, and the struggling company needs a quick influx of cash. The owners decide to
use sales promotions to move the Planet Moon disc through record stores and into
customers’ hands.
Sounds Good has placed a small catalog inside each compact disc. The catalog features
a variety of Planet Moon items that can be orderedthe band’s music video as well as
Tshirts, ball caps, and travel mugs. These items are considered self-liquidating
premiums because the consumer:
a. does not receive the actual product sample but only the advertisement for free.
b. is unknowingly helping to liquidate unwanted product inventory.
c. has the chance to buy them only by purchasing the CD.
d. pays most of the cost for them.
Unlike anxiety ads, ads that focus on social anxiety do not elicit any ethical concerns.
a. True
b. False
Scenario 7-5
The Solutions 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. Lifestyle
Advertisers cannot function without the services of external facilitators.
a. True
b. False
Samsonic is the leading manufacturer of televisions in the world. It has created a new
advertisement that it wants to be aired all over the world, changing only the language
for each country. This is an example of:
a. national advertising.
b. international advertising.
c. regional advertising.
d. global advertising.
Scenario3-2
When referring to the period of advertising known as the creative revolution,
advertising pundit and practitioner Jerry Della Femina wrote, “Volkswagen was being
handled in the United States by Fuller & Smith & Ross. Doyle Dane took over the
account around 1959. One of the first ads that came out for Volkswagen was the first ad
that anyone can remember when the new agency style came through with an entirely
different look. The ad simply said, “Lemon.” The copy for “Lemon” said that once in a
while we turn out a car that’s a lemon, in which case we get rid of it. We don”t sell
them. And we are careful as hell with our cars, we test them before we sell them, so
the chances are you”ll never get one of our lemons.
“For the first time in history an advertiser said that he was capable, on rare occasions, of
turning out an inferior product . . . By today’s standards, of course, this is pretty tame
stuff.” (Jerry Della Femina, Those Wonderful Folks Who Gave You Pearl Harbor, [New
York: Simon and Schuster, 1970], 26-27.)
During the creative revolution, advertising:
a. was dominated by subliminal advertising.
b. reverted back to focusing on the product instead of the brand.
c. became aware of its own role in consumer culture.
d. reaffirmed gender roles and sexual norms.
Ethan owns a Redwood Bicycle, a brand of high-tech bicycles known the world over.
He is admired among his friends at the university for owning a Redwood Bicycle. This
scenario demonstrates the concept of___ .
a. an internal search
b. conversion
c. cultural capital
d. variety seeking
A clothing company that targets preteens and young teens has to respond quickly when
its celebrity spokesperson, a 19-year-old pop singer, is arrested for drunk driving and
cocaine possession. A few months later, its new public relations specialist reviews this
situation and how it was handled. To better handle such situations in the future, she
decides to:
a. take control over what the media chooses to say or report.
b. prepare a public relations audit and identify the company’s vulnerabilities.
c. disseminate positive information through in-house publications.
d. deploy lobbyists to monitor legislation that can negatively impact the company.
Scenario5-5
Jerome was preparing to host a graduation party for his friends and relatives when he
suddenly realized that he did not have a blender to mix the beverages that he knew his
guests would like. Having never purchased a blender before, Jerome felt that he needed
to shop carefully and take his friends’ suggestions on which brand to buy. After visiting
several stores and examining numerous models and brands, Jerome settled on a
Kitchen-Aid model that cost $100.
Jerome mentions to another shopper at the store that low-quality blenders are made of
plastic and highquality blenders have a stainless steel base. This comment represents
Jerome’s:
a. beliefs.
b. brand loyalty.
c. brand attitude.
d. habits.
In STP marketing, the term _____refers to an attempt to give a brand a certain meaning
relative to its competitors.
a. segmentation
b. redistribution
c. positioning
d. targeting
Creativity is viewed in the business world as a negative quality for employees because
creative people are hard to work with.
a. True
b. False
It is estimated that almost one-fourth of corporate America gives rebates as a type of
business-market promotional technique.
a. True
b. False
A(n) ____ad is an ad that opens in a separate window while a page is loading.
a. post
b. interstitial
c. pop-up
d. app
Radical, a men’s deodorant brand, displays its product in advertisements as being worn
by men who are attractive and popular. This is an example of_____ .
a. symbolic value
b. direct response advertising
c. selective demand stimulation
d. internal positioning
Scenario 16-1
MakeWaves is a promotional company with a website that offers the opportunity to
sponsor a yacht in Grand Prix yacht racing. Commercial sponsors of the
WaveRunner yacht can buy space for logos and graphics on the WaveRunner‘s sails,
hulls, crew member’s uniforms, and trailers. For enough sponsorship money, the
WaveRunner will even change its name to better fit the sponsor. The WaveRunner is
scheduled to compete in five Grand Prix yacht-racing events every year. MakeWaves
claims on its website that sponsoring the WaveRunner in a race could result in millions
of impressions in sailing magazines and newspapers as well as on broadcast media, and
offers specific calculations to those who inquire.
How would an advertiser hope to benefit from sponsoring the WaveRunner?
a. By avoiding the ego-driven decision making often associated with traditional
advertising.
b. By strategically placing its product at a sporting event to reach as wide an audience
as possible.
c. By taking part in the most cost-efficient form of promotion and advertising.
d. By transferring consumers’ positive feelings about yacht racing to the product.
When a brand is perceived by consumers as one in which the value of products is lower
than its costs, the brand is said to have brand equity.
a. True
b. False
An insurance company’s researchers spend a lot of time and money trying to understand
various agerelated markets, from WWII veterans and baby boomers to the younger
generations. Based on their findings, the target markets that are ultimately chosen based
on such demographics should be defined in the ____section of the ad plan.
a. situational analysis
b. competitor analysis
c. executive summary
d. strategy
Scenario 7-6
Wood Carver Cabinet Makers recently developed a line of kitchen cabinets designed for
new custom homes and kitchen remodeling jobs. The line of cabinets is to be called
“Signature Hardwoods” and a new magazine advertising campaign is being tested. Each
of the ads that is being tested has a photograph of a woodworker handcrafting some part
of the cabinet. In addition, his or her signature is shown at the bottom of the page as an
indicator that the cabinets are carefully hand made.
To target new markets, Wood Carver is looking for uptodate informationthe latest
availableon employment, occupation, and income throughout the country without
having to pay a fee for commercial data. National data on consumers is gathered by the
U.S. Census through a number of avenues, but one of its survey instruments publishes
monthly statistics on just these topics. Which is it?
a. Pew Center Survey
b. Current Population Survey
c. American Demographics Survey
d. International Social Survey
Color is often effectively used in advertising illustrations to:
a. construct an axis.
b. create a mood.
c. prevent scrutiny of a product’s functions.
d. get a universally recognized reaction.
Fear-appeal ads can be successfully used in almost all product categories.
a. True
b. False
The small list of brand names, typically five or fewer names, that comes to mind when
a product or service category is mentioned is known as the ______.
a. intersection set
b. product line extension
c. evoked set
d. brand extension
Long interviews are not a very popular research method since they last for more than an
hour.
a. True
b. False
A television commercial showing the effects of smoking displays a fresh apple and
another that has decayed. The ad states, “Smoking kills.” The commercial was paid for
by a medical company. This is an example of a public service announcement.
a. True
b. False
On the basis of both per-contact cost as well as absolute cost, radio is less cost-effective
for advertisers than most other forms of media.
a. True
b. False
An important guideline for effective event sponsorship is to look for a match or overlap
between the lifestyles of the event attendees and the benefits your product can deliver.
a. True
b. False
Businesses like to promote their products with rebates because they:
a. are purely based on luck.
b. often do not get cashed in.
c. are more popular with consumers than coupons.
d. do not require maintenance.
Scenario4-4
Joe Rowan walked into Pederson Toyota one day and began looking at price stickers on
Toyota Camrys. He was interested in that model because he had seen a number of
television and magazine ads describing the car’s features and reputation for reliability
and the fact that it displayed the slogan ” The best car in the world” urged him to look at
the cars. After closely examining the stickers, Joe noticed a line that said “Dealer
Promotion Allowance$125.00.” Joe asked a salesperson what that meant. The salesman
replied that it was a charge that helped the dealership pay for local advertising to
encourage consumers to shop at that particular dealer. After further discussion, Joe
learned that almost 5 percent of the cost of the vehicle comes from expense for national
and local advertising.
The first time Joe had seen the Toyota Camry was in a magazine which displayed the
slogan “The best car in the world.” The slogan is an example of_____ .
a. unfair advertising
b. slander
c. subliminal advertising
d. puffery
Scenario 16-1
MakeWaves is a promotional company with a website that offers the opportunity to
sponsor a yacht in Grand Prix yacht racing. Commercial sponsors of the
WaveRunner yacht can buy space for logos and graphics on the WaveRunner‘s sails,
hulls, crew member’s uniforms, and trailers. For enough sponsorship money, the
WaveRunner will even change its name to better fit the sponsor. The WaveRunner is
scheduled to compete in five Grand Prix yacht-racing events every year. MakeWaves
claims on its website that sponsoring the WaveRunner in a race could result in millions
of impressions in sailing magazines and newspapers as well as on broadcast media, and
offers specific calculations to those who inquire.
The MakeWaves website offers no information about the conversion of fan loyalty
toward a sport into actual purchases of the sponsor’s product. Marketers who have set
fan loyalty as their main goal would do well to look into the branded entertainment
opportunities of .
a. NFL Football
b. Major League Baseball
c. NASCAR
d. PGA Golf
Brownsworth Brothers Coffee is a mail-order business run by two brothers directly
from their Hawaiian plantation.
They have targeted heavy users in the past, but they”re considering a new focus on
college students. They are considering switching target segments even though this
group is comprised largely of people who don”t drink coffee, or have just started to
drink coffee and don’t consume anywhere near as much as the heavy users. What are the
disadvantages of the heavy-user strategy? What term is used to describe the college
students the company is considering targeting? What are the advantages of targeting
this new segment?
In the past, research has suggested that advertisers should exert caution when
attempting to use certain methods of advertising. List at least two of these methods and,
for each method, describe two of the lessons that advertisers can learn from the
research.
How does the extended problem solving mode of decision making differ from the
limited problem solving mode of decision making?
At the local level, small retail shops deal only with household customers.
a. True
b. False
Explain why it is crucial for advertisers to understand how consumers think, feel, and
act regarding social media, online advertising, and e-commerce. Can social media be
leveraged profitably? Explain.
Describe the essential difference between an industry analysis and a market analysis. In
what section of an ad plan are they typically included? What are the other
considerations for an advertiser that should be part of this section? Where does the
competitor analysis come in?
What are the three elements that declare an ad to be “deceptive”? What elements
declare an ad to be “unfair”?
How is “puffery” related to these concepts?
Describe the three new types of consultants have emerged in recent years.
Define the terms interpersonal abrasion and creative abrasion. Discuss the differences
between the two, as well as the similarities. Give an example of each that might be
found in the advertising workplace environment.
What is meant by the term cognitivestyle? How has it been stereotyped into two polar
opposites in creative environments like ad agencies? Explain how cognitive styles
affect creative teams.
Assume that you are the marketing director for a business of your choiceit can be a real
business or an imaginary one and you need to reach a local audience. You are asked to
compare billboard advertising and transit advertising, including their advantages and
disadvantages, and prepare a short report detailing these issues.
Briefly outline the report you would write, paying particular attention to the best way to
promote the brand, the type of product or service you are selling, the geographic area
you are in, the demographics of the local population, etc.
Name and describe in detail the three primary methods of promoting brand recall. Give
an example of each from familiar ads or commercials. Explain why brand recall is
particularly relevant to the advertising of “low- involvement” goods and services.
What common goal does corporate image advertising, advocacy advertising, and
cause-related advertising share? Outline the unique features of each of these types of
corporate advertising.
Describe how the Industrial Revolution was a major factor that gave rise to advertising.
As a newly hired media planner with a list of clients who benefit from timely local
advertising, you need to be familiar with the advertising options that your metropolitan
and suburban newspapers offer. Briefly define the three broad types of newspaper ads,
and their sub-types.