“Make love, not war” stated at the end of a radio station broadcast is an example of:
a. a mobile advertisement.
b. influencer marketing.
c. personal selling.
d. a public service announcement.
Scenario4-6
Rad productions has launched a series of advertisements. The first advertisement for a
restaurant features an image of a child enjoying a burger. The second advertisement for
a real estate firm depicts a cozy living room in a good locality in town. The third
advertisement is for a designer wear firm depicting the sale of designer dresses and
shoes. The fourth advertisement is for a university, depicting college students in
business suits at a marketing class.
According to Maslow’s Hierarchy theory, the first advertisement would satisfy a
persons_____ .
a. existence needs
b. physiological needs
c. growth needs
d. intrinsic motives
Cuddles, a baby’s retail clothing brand, uses the softest cotton wool that enables its
products to stand out from those of its competitors. Cuddles has used external
positioning to stand out over its competitors.
a. True
b. False
Which firm did the text highlight as one with a longterm, successful campaign that
epitomizes ‘simplicity” in defining its distinctiveness, a critical ingredient in a good
positioning strategy?
a. Exedrin
b. Jack Daniels
c. Nike
d. Tylenol
The use of psychographics to focus on differences in consumers’ activities, interests,
and opinions usually results in ____ segmentation.
a. heavy-user-focused
b. benefit
c. geographic
d. lifestyle
Scenario 12-3
Champion Chocolate sells handmade specialty chocolate candies in a Midwest city with
an adult population of 850,000. The entire adult population of the city is considered
Champion Chocolate’s target market.
Media planners look at sales and decide to pursue a media strategy that runs throughout
the year but uses heavier scheduling in the two weeks preceding Valentine’s Day, Easter
Sunday, Mother’s Day, Thanksgiving Day, and Christmas Day. They decide to use local
television, magazine, and newspapers to advertise the products.
Champion Chocolate selects three specific vehicles to carry its message: Six spots will
run on a local TV news show. The show has a rating of 30.
Eight ads will run in the regional edition of a magazine. The magazine has reach of 10.
Twelve ads will run in the local newspaper. The paper has a reach of 40.
As part of its media planning process, Champion Chocolate is searching information
about its target market that cover details such as their purchase frequency, brand loyalty,
and media exposure. This type of detailed information on consumer behavior can only
be obtained from a(n):
a. single-source tracking service.
b. media-buying service.
c. agency of record.
d. media class.
Perhaps the least controversial tool deployed recently by direct marketers has been the
unsolicited email message, also called bulk email.
a. True
b. False
A disadvantage of using email marketing is the lack of measurability of the
effectiveness of the campaign.
a. True
b. False
____are experts in finding locations, securing dates, and putting together a team of
people to pull off a promotional activity.
a. Event-planning agencies
b. Creative boutiques
c. Fulfillment centers
d. Direct marketing agencies
Advertisers do not like to handle their own public relations tasks because it requires
highly specialized skills and talent not normally found within the company ranks.
a. True
b. False
The rise of communism was one of the four major factors that gave rise to advertising.
a. True
b. False
Which of the following is true of recall tests?
a. They are more commonly used for print ads than for TV ads.
b. Recall tests are ineffective for ads on online media.
c. In a recall test, participants need to remember an ad and describe it from memory.
d. A recall test involves less actual memory than a recognition test.
An advertiser for a weight-loss product decides to use paid search. This entails:
a. paying websites and portals to place ads in or near relevant search results based on
keywords.
b. offering the same content material that a consumer would normally pay for using
traditional media.
c. paying consumers a small amount to have them click on the particular websites.
d. promoting the product at the portal or other entry places to the Web.
Scenario 18-3
For some years now, enterprising individuals have gotten their own ideas, forums, and
entertainment programs out in front of the public with no help from big tech firms,
media conglomerates, or ad agencies. They simply posted their creations on the
Internet. It began with blogs, moved to podcasts, expanded to social networks, moved
on to YouTube videos, and transferred to Twitter. Audience members can download
these technological tidbitstext, visual, and audio formatsto their laptops as well as to
cell phones, Blackberries, iPods, iPads, and every other mobile gadget that hits the
market. Eventually, public relations companies started getting into the act.
The makers of a well-known Tennessee whiskey, release a very funny three-minute
video on their website. It gradually gets noticed and distributed to friends and family by
loyal consumers, and by people who just want to share a funny video. With very little
effort, the word gets out and people start talking about this old- fashioned brand in a
new way. The company is benefiting from the success of:
a. corporate image marketing.
b. lobbying.
c. green marketing.
d. viral marketing.
Great brands don”t just get the attention of consumers, they make emotional
connections with consumers.
a. True
b. False
Hybrid models are very effective for ____ magazines because these models boost a
magazine’s ability to remain current.
a. tourism
b. fitness
c. leisure
d. news
Which of the following is true of mobile marketing?
a. The recall rate for mobile marketing is low.
b. Consumers can not access videos on their mobile devices.
c. Consumers will always receive promotions that are relevant to them.
d. Promotions will always reach mobile users directly on their devices.
A factor affecting the future of magazines is that publishers are exploring other ways to
take advantage of the interactive digital environment beyond digital version
publications.
a. True
b. False
Which of the following is true of sampling?
a. It is available to distributors alone.
b. The customer receives their money back.
c. The product is offered at a discounted price.
d. It involves little or no risk.
A venue for viral campaigns is online videos of either television ads or follow-ons to
television ads.
a. True
b. False
Spending advertising dollars to get ‘switchers” to buy your brand may seem like a good
idea, but it often results in only one-time or random purchases.
a. True
b. False
Media research shows that there are 48,500,000 households watching TV during the
time that the quasi-news show, Celebrity Newsertainment, is broadcast. The program
attracts a total of 8,730,000 viewers. This means that the share of audience measure for
the program is a(n) ____ share.
a. 62
b. 5.5
c. 18
d. 39.9
A major criterion to consider during segment selection is the ____, or the companies
that are vying for that segment’s business.
a. ad clutter
b. business market
c. competitive field
d. target market
IBP communications through mobile devices achieve surprisingly high recall and
effectiveness if the consumer prefers to enable location.
a. True
b. False
In a real world scenario, the overall development of the advertising plan takes place
right after the media planning process.
a. True
b. False
Scenario 14-3
With social media websites such as Facebook and Twitter garnering so much attention
from consumers and businesses alike, it is hard to believe that only 20 percent of small
businesses are utilizing the sites to help promote their products and services. But this
figure is precisely what was reported in a 2009 study conducted by MerchantCircle, a
social network for small businesses. When the survey results were released in 2010,
experts were not surprised to see the percentage of social media users increase to nearly
50 percent. According to Darren Waddell, vice president of marketing at
MerchantCircle, companies are turning to social media for advertising because it is
relevant and an inexpensive way to reach target consumers. Rather than pouring large
sums of money into traditional marketing, business owners are finding more creative
ways to promote their brand. One of the more common practices for small business
owners utilizing social media is including URLs on business cardsof all sites, Facebook
(no surprise) was the most common site to make it onto business cards.
(Jon Swartz, “More Small Businesses Use Facebook, Twitter to Promote.” USA Today,
July 21, 2010.)
Two young women decided to open a comedy club, and they chose YouTube as their
main outlet for advertising. They put together a five minute clip of an improvisation
routine and posted it on the site. Soon they noticed that the total number of views for
the video had skyrocketed to 25,000. They found that the video was being sent all over
the country via email and Facebook messages. This short video is now a form of ____.
a. mobile marketing
b. online retailing
c. interactive advertising
d. viral marketing
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.
The functional goal of Gillette’s advertising of the Mach3Power razor is to get male
consumers to shift their preferences from other brands. This is an example of:
a. corporate advertising.
b. direct response advertising.
c. selective demand stimulation.
d. market segmentation.
Scenario 11-3
A 30-second TV spot begins with a strip of yellow litmus paper being lowered into a
bottle of household cleaner. Music plays in the background. The words “You Probably
Know This. Litmus Paper Measures Alkalinity” are superimposed on the bottom of the
screen. The litmus paper is removed, and it has turned a dark blue-green color. “You
Probably Know This. The Darker, The Harsher” is then superimposed. A series of cuts
reveals litmus paper being lowered onto different bars of wet soap. In each case, the
strip turns a dark color. The brand name of each bar of soap is superimposed
underneath. Finally, litmus paper is lowered onto a bar of Ivory soap. The paper
remains yellow. Three super impositions appear in succession: “Ivory,” “Ivory is the
mildest,” and “Bar none.”
Which of the following guidelines for copywriting is most strongly demonstrated by
this spot overall, one that is also important in radio copy and digital/interactive copy?
a. Emphasizing the brand name
b. Making the slogan a major component of the ad
c. Constructing an axis
d. Keeping the wording short and to the point
______has become a media conglomerate on the Web and amasses its own media
empire of diverse Internet sites.
a. ABC broadcasting network
b. Facebook
c. Dell
d. InterActiveCorp
Scenario 17-2
AmericanProfile is an e-technology company. It allows companies to search and
navigate gigabytes of data, categorize disparate content, and gain secure access to
information regardless of where it residesall from its Web browser. Thus,
AmericanProfile can share content across connected servers with partners, suppliers,
customers, and employees to form an e-business content network. And it all happens in
real time.
One of the magazine publishers that AmericanProfile has studied about, collects data at
its website about readers of its health and fitness columns. The publisher uses direct
mail to try and get these readers to subscribe to another one of its publications. This one
focuses on nutrition. This publisher is involved in____.
a. missionary selling
b. creative selling
c. system selling
d. cross-selling