(Scenario 13-3) You are a media planner at a large advertising agency in Chicago. You
are currently assigned to five accounts-a 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, a quick grits hot breakfast cereal sold nationwide but with 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 guitar retailer has never advertised much. The owner now wants a highly creative,
cutting-edge campaign that shows the excitement of guitar playing and gets the
attention of both younger and older musicians. He asks for a quick overview on the
creative opportunities offered by various major media. You tell him that, in general,
a. newspapers offer a wide range of high-quality visual reproductive capabilities.
b. magazines have short lead times that can kill creative ideas.
c. television has strong visual and audio components but is a dying medium.
d. radio offers creative avenues and is especially geared toward musical spots.
A woman decides to prepare a tuna casserole for dinner. At the grocery store, she looks
for Chicken of the Sea tuna and a box of Kraft macaroni and cheese. At first, she can’t
find the Chicken of the Sea brand, only competitive brands. She begins to think she’ll
make something else for dinner. Then she does see it on a higher shelf. She chooses the
Chicken of the Sea tuna because she thinks it’s tastier than other brands, that the
company uses nets that won’t harm dolphins, and she likes the talking tuna they use in
their commercials. Plus, it’s the kind her mother always buys. She chooses Kraft
macaroni and cheese, but really couldn’t tell you why. Interestingly enough, she has not
purchased any other brands of tuna or macaroni and cheese over the past few
years.Chicken of the Sea was the kind of tuna her mother always bought when she was
a child. She saw it around the house when she lived with her parents, and it was okay
then, so it’s okay now. This is a demonstration of
a. cultural consistency.
b. brand community.
c. the intergenerational effect.
d. advertisements as social texts.
Which of the following is accurate concerning event sponsorship today?
a. Due to the economic recession, event spending worldwide has decreased.
b. When it comes to events, sports sponsorships no longer draw the biggest share of
advertising dollars.
c. An emerging trend by the Big Three U.S. automakers is to offer face-to-face
encounters between consumers and the brand.
d. The spending of North American companies has begun to grow again after a long
period of inertia.
An Internet user goes to a large portal, types in a few key words, then receives a list of
websites that may be of interest. Generally, the higher a site appears on the list, the
more likely the user will visit that sight, so advertisers want to be affiliated with those
sites that show up first. Which concept does this describe?
a. click fraud
b. ultrabroadband
c. viral marketing
d. search engine optimization
A consumer buys a printer for her computer, and receives a money-back offer. To get
the premium, she has to mail in a form requesting the money back from the
manufacturer, rather than the retailer. What kind of premium is this?
a. rebate
b. self-liquidating premium
c. coupon
d. free premium
Scenario 17-3
As the number of firms utilizing direct marketing continues to grow, so too does the
number of consumers opposed to the methods often described as “intrusive.” To combat
the growing number of opposed consumers, marketers need to find creative new ways
to optimize their direct marketing campaigns. One outlet firms are beginning to
experiment with is social media. Executives understand that many consumers view a
company’s Facebook page more often than the company’s home page, so they’ve grown
to realize that setting up some form of an email opt-in on social media sites is a great
way to build marketing databases. In addition to opt-in sections, social media allows
businesses to interact with consumers, which may make them less inclined to respond
negatively to a company’s direct marketing efforts. By utilizing social media more often
in the future, a number U.S. companies hope to build stronger and more useful
marketing databases.
Building a marketing database can be helpful because it allows companies to gauge
how receptive customers may be to new products or product features. One way of
isolating a company’s best customers is by utilizing
a. a recency, frequency, and monetary analysis.
b. a frequency marketing program.
c. cross-selling techniques.
d. direct response advertising.
In an advertising plan, the ____ is the section in which the client and the agency lay out
the key factors that define the current conditions and then explain the importance of
each factor.
a. execution
b. strategy
c. situation analysis
d. evaluation
You are the director of advertising research at a large Minneapolis ad agency. Due to
employee turnover and budget cuts, you’re currently staffed with too many entry-level
research assistants and too few management-level research group leaders. To make
matters worse, one of the group heads is on vacation and another is out sick. Of course,
your clients still expect their research to be done in a timely, professional manner.
Therefore, you have gathered your department together and announced that your door is
always open if anyone has any questions about any phase of any project. As a result,
your entire day has been filled with questions.
One research assistant is drafting a proposal for a research project. The client’s primary
objective is to find out whether the new ad rings true with consumers, or whether they
think, “Yeah, I feel that way” when viewing the ad. The employee wants to know what
test would specifically explore this aspect of the ad. You reply that ____ would be best.
a. thought listing
b. resonance testing
c. recall testing
d. recognition testing
Public service announcements (PSAs)
a. are a type of advertising run by nonprofit organizations.
b. use copy and visuals in ways very different from traditional advertising.
c. attempt only to inform and not necessarily to persuade.
d. are not paid for like an ad.
According to Maslow’s hierarchy of needs, ads for breakfast cereals and soft drinks, as
well as antibacterial soap and fluoride toothpaste, can be thought of as promotions for
products that address
a. physiological needs.
b. love and belonging needs.
c. self-actualizing needs.
d. esteem needs.
(Scenario 14-4) Optima Artistic Tools has manufactured art supplies in the Boston area
for almost 100 years and is a strong competitor in the market, selling to art stores
around the nation. Optima produces materials for all varieties of media-paints, pencils,
charcoals, clays, brushes, papers, canvases-as well as equipment such as palettes,
easels, drawing tables, etc. Optima is ready to market these products online and has just
hired an Internet advertising consultant, Visualizers Inc. Optima has set a goal of 9
percent from Internet sales by the end of next year.
Managers at Optima want to better understand the cost implications of advertising on
the Internet. Visualizers’ media researchers prepare a presentation using four traditional
media placements to compare. While the banner ad CPM falls somewhere below the
cost of the top 10 market newspapers and magazines but higher than television,
Visualizers points out the immeasurable advantage offered by the banner ad is its
a. capacity for blanketing the world of online consumers with the Optima brand.
b. ability to deliver highly desirable, segmentable, and motivated audiences.
c. quick-change options if the marketing team changes its mind about the creative.
d. ability to insert itself into interactive situations where consumers don’t expect to see
it.
Scenario 17-4
Trapper’s Lake Lodge is rustic hotel situated on a large lake in the Flat Tops Wilderness
Area. The lodge offers a relaxing getaway as well as guided fishing, hunting, bicycling,
and cross-country skiing trips from its remote location 250 miles away from a major
airport. Guests must travel the last 40 miles on a rough dirt road during the summer
months or ride a special snow car during the snow season. Trapper’s Lake Lodge
management has found that guests almost always have a wonderful experience during
their stay and swear they will visit again. Nonetheless, the biggest problem is getting
people to visit in the first place, probably due to the difficult travel involved. So the
lodge management has decided to mount an aggressive direct marketing campaign to
increase first-time guest visits as well as to nurture loyal frequent visitors.
After asking for references from current guests, and for permission to use their names,
the lodge has gathered a list of about 75 friends and family members who may be
interested in a stay. The lodge managers plan on making an initial contact with each of
them, hoping to experiment with a couple of different messages to see what works best.
But they want to be careful not to turn off these potential customers. Which approach
would work best for this first step?
a. mobile marketing through text messages
b. personalized letters through direct mail
c. phone calls through telemarketing
d. promotional messages through bulk email
A relatively new federal agency is the National Advertising Division (NAD),
empowered to create and enforce strict standards for packaging, labeling, distribution,
and merchandising through its National Advertising Review Board (NARB).
There are those who insist that advertising creates conformity and status-seeking
behavior, while others argue that advertising reflects, not causes, America’s age of
consumption.
What level of involvement and prior experience is involved when a consumer engages
in extended problem solving before purchasing a product? When a consumer only
requires limited problem solving? When a consumer relies on habit or variety seeking,
or wants to hold onto brand loyalties?
When devising the evaluation stage of ad planning, it is determined how much time the
agency has, how it will be graded, and what criteria will be applied when judging its
efforts.
Discuss the overall trend in spending on advertising and sales promotion over the past
decade. Then outline at least three reasons behind this trend.
If you have a “creative” job, that means you are “creative.”
Corporate giant P&G has hired some 600,000 outgoing and talkative people to share
news and information about its brands with their peers.
Today, fast food restaurants are geared toward enticing families with young children to
drop in and buy a quick meal. Some also hand out small items to kids, like coloring
books, crayons, and balloons. Beyond the fast food giants, other franchises and
businesses have adopted this practice to attract children and assure parents that they are
family-friendly establishments — consider your local haircutters, car washes, shoe
stores, etc. But in recent years, the corporate fast food franchises have offered
giveaways like plastic figurines featuring characters from movies or television
programs heavily targeted to young audiences. Outline the concerns that a critic of
advertising would have about this practice.
The reason prominent advertisers like Benetton, Calvin Klein, and Revlon do most of
their work in-house is to maintain control over marketing activities such as product
development and distribution tactics.