Scenario 15-5
Starting in late 2010, shoppers at a number of Bloom supermarkets will be able to
watch commercials on small notebooksized 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 who 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 InStore TV Advertising System.”
Washington Post, November 1, 2010.)
ClipTrick feels it is better not to send in Point-of-Purchase displays to the retail store.
Which of the following would most likely be the reason for its decision?
a. Consumers never notice displays at stores.
b. They are extremely expensive and difficult to execute.
c. It portrays the product as cheap and desperate to sell.
d. Most retailers ignore and don not use the displays they receive.
____is how a consumer or brand uses images and text online to construct or showcase
its identity.
a. Virtual identity
b. Social couponing
c. Personal identity
d. Blogging
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.)
The “Lemon” ad is characteristic of the style of advertising for which the creative
revolution is known. The ad can be described as having a:
a. well-researched, hard-sell approach.
b. simple style and self-effacing humor.
c. complex, intelligent execution.
d. dense copy with incredible claims.
Companies can do well by spending advertising dollars to target nonusers over other
user groups, since they offer the highest level of opportunity.
a. True
b. False
Which of the following were among the four agencies most noted for their role in the
creative revolution of the 1960s?
a. Doyle Dane Bernbach and Wells Rich and Green
b. J. Walter Thompson and N. W. Ayer
c. BBDO
d. Ted Bates agency and Lord and Thomas
Identifying the activities, interests, and opinions of target audiences to help creatives
produce better advertising is called:
a. lifestyle research.
b. embedded description.
c. story construction.
d. normative research.
Influencer marketing involves individuals or groups who:
a. represent the larger public in their opinions on products or brands.
b. support social causes or issues promoted by an organization.
c. spread positive word-of-mouth to a broad population.
d. are unusually impacted by branded marketing programs.
A company allows its workers to take off on one afternoon, every month, to volunteer at
a nonprofit organization of their choice. The company sends out a press release that
explains this program to the media. This is an example of a reactive public relations
strategy.
a. True
b. False
In the 1990s, the measurement of ROI in advertising was ____ .
a. elusive
b. accurate
c. irrelevant
d. precise
The foundation was laid for advertising to become a prominent part of the business
environment when the Western world turned to as the foundation of economics.
a. socialism
b. communism
c. capitalism
d. syndicalism
Gender’s impact on consumer behavior is limited to heterosexual men and women.
a. True
b. False
Scenario3-3
Zooppa, a pharmaceutical company, started its business in 1850. Its advertisements
helped their drugs to grow in popularity and was well-known for a brief period. It had
developed a logo and had made itself known by their symbol on all of its product
wrappers.
With reference to the era in which Zooppa was formed, which of the following
mediums of advertisement would most likely be utilized?
a. Radio
b. Cable television
c. Magazines
d. Dailies
The three primary areas of advertising regulation are obscenity and profanity,
deception, and unsolicited or direct marketing.
a. True
b. False
Blitz, a popular kitchen appliances manufacturer, launches its new line of blenders. To
promote its product, it uses the same billboard ads across different countries around the
world. This is an example of international advertising.
a. True
b. False
A brand messaging professional should ensure that the brand is placed in the right
social setting in order for it to have a social meaning tied to it.
a. True
b. False
Which of the following was a result of the principle of limited liability gaining
acceptance in the 1840s?
a. Lower number of businessmen investing money in ventures
b. Higher risk for investors in business ventures
c. Lower risk of losing shares in a corporation for businessmen
d. Accumulation of large amounts of capital to finance the Industrial Revolution
Historically, more money has been budgeted for mass media advertising than for sales
promotion.
a. True
b. False
Scenario 12-5
MidSouth Media Company (MMC) is a media placement firm serving small- and
mid-sized firms in several Midwest and Southern states. It specializes in working with
new businesses, many of which have owners and managers with little advertising
experience. MMC asks all new clients to complete a brief survey to better determine
their exposure needs and their level of knowledge about media decisions. Some
questions from the latest MMC survey are included below. Please complete the missing
part of each item, based on your study of the chapter.
“Are smaller print ads okay? Or are you a firm believer of the ____, that is, increased
size means increased recognition?”
a. square root law
b. net promoter score
c. forgetting function
d. message weight
STP marketing includes three factorsidentifying, positioning, and informing.
a. True
b. False
A fee system is much like that used by consultants or attorneys, whereby the advertiser
and the agency agree on an hourly rate for different services provided.
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 knows that the release cannot succeed without gaining distribution in
large record store chains. However, many of these chains are refusing to carry the
product, saying that shelf space is too precious to be used for an unknown band like
Planet Moon. However, buyers for these chains say that they might be willing to carry
the product if Sounds Good makes a direct cash payment to the chain. This is known in
the trade channel as a:
a. cooperative advertising fee.
b. merchandise allowance.
c. slotting fee.
d. rebate.
Scenario 12-6
Taylor, Frenz, and Hynes have recently published a short booklet entitled
Media Choices: Efficiency and Competitive Assessment. This is a tool that advertising
agencies and media planners can offer to clients so that they can understand how to
better determine their media mix. Included below are several short excerpts from the
booklet. Please complete the missing part of each excerpt, based on your study of the
chapter. “The metric known as a given period.”
“The metric known as _____ measures how much conversation about a brand occurs on
the Web in a given period.”
a. cost per thousand
b. share of voice
c. net volume
d. gross impressions
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.
a. True
b. False
E-business is a form of e-advertising in which companies sell to household consumers.
a. True
b. False
Scenario5-3
While grocery shopping, Carol selects items that she regularly buys because she knows
they are good and she has used them for years. However, the usual Chucky’s Cheddar
cheese that she buys is not available and she buys a similar brand of cheese that she
hasn’t tried but has heard of before. Chucky’s cheese being an extremely popular brand
has managed to make itself known, and when most of the customers shopping at the
store were asked which was the cheese that they bought, most of them stated Chucky’s
almost immediately.
When Carol finds out that Chucky’s cheese is not available, she buys another brand of
cheese which she hasn’t purchased before. As cheese isn’t the most important item on
her list, she spends very little time picking an alternate brand of cheese. This is an
example of _____.
a. extended problem solving
b. limited problem solving
c. stratification
d. cognitive dissonance
Sparkles Inc. has launched an advertisement on a local television channel. The ad
promotes the new set of Acrylic paints and informs customers that the first five people
who call in the next two days would receive a free sample. This is an example of____ .
a. direct response advertising
b. personal selling
c. delayed response advertising
d. internal positioning
___ media is the incremental exposure that a brand earns through viral engagement and
interactions with the brand.
a. Paid
b. Owned
c. Hyper
d. Earned
Ads become part of our everyday landscape, language, and reality as a result of many
people:
a. being subjected to advertising clutter resulting from taglines, slogans, and jingles.
b. being highly involved in purchasing decisions.
c. picking up and adopting their phrases, ideas, slogans, and agendas.
d. buying only certain, selective products based on trust and loyalty.
Which of the following is an advantage of using online sales promotions?
a. They promote banner ads and pop-ups along with the product.
b. They provide clear directions to customers on how to buy a product from the nearest
store.
c. They create bonds that build social pressure to buy the brand.
d. They give consumers an opportunity to check out new products without the pressure
of a salesperson.
The newest options in radio is AM radio which is transmitted from satellites circling the
earth.
a. True
b. False
Advertisements that use the USP concept link the brand name with the removal of fear
or anxiety.
a. True
b. False
Which of the following is an example of corporate advertising?
a. An advertisement showing the logo of Adidas, an athlete tied to a tire, and the caption
“Bring it on.”
b. An advertisement showing the logo of LG, the cell phone model “Chocolate
Platinum,” and the caption “Pure Decadence.”
c. An advertisement showing the brand name of Sony, a Playstation 3, and several game
characters placed around the device.
d. An advertisement showing the various lipsticks of a cosmetics company and the
caption “Luscious Lips.”
Though emerging technologies have created exciting new options for direct marketers,
businesses have had direct contact with consumers since the early days of mail-order
companies and catalog merchandisers.
a. True
b. False