When national companies and local merchants share advertising expenses, they are
taking part in ____ .
a. brand extension
b. international advertising
c. cooperative advertising
d. trade channeling
Which of the following is a difference between advertising specialties and business
gifts?
a. Specialties have the sponsor’s logo on them, while business gifts do not.
b. Specialties promote brand awareness, while business gifts promote close working
relationships.
c. Specialties are quite expensive, while business gifts are inexpensive.
d. Specialties are given on a selective basis, while business gifts are distributed to all.
Scenario 11-1
After a series of public relations setbacks, Japanese automaker Toyota unveiled a new
company slogan in 2010. The slogan read, “Drive a Toyota. You’ll never stop.” The
company hopes the new slogan can once again instill confidence into a number of
consumers who grew weary of the brand after a number of massive recalls in recent
years. The company chose to go with the slogan after turning down a number of others,
including, “Toyota Puts the Pedal to the Metal. And keeps it there,” and “Toyota. The
Last Car You’ll Ever Drive.” The new slogan will be featured in all of the company’s
future advertisements.
(Andy Borowitz, “Toyota Unveils New Slogan: “Drive a Toyota. You”ll Never Stop”.”
TheHuffingtonPost, February 6, 2010.)
To create successful advertisements for interactive media, Toyota must understand the
difference between interactive media and traditional one-way media. Which of the
following implications is true of interactive media?
a. The audience of interactive media often seek ads and IBP material online, rather than
through traditional media.
b. Forms of interactive media have lower rates of recall than forms of traditional media.
c. Copy writing of interactive media is of higher quality than that of traditional media.
d. There is often less incentive to read interactive forms of media than traditional print
media.
Which of the following is a negative effect of broadcast media on the copywriting
process?
a. It actually has little difference in its effect.
b. It offers more opportunities for creative copy.
c. It provides unlimited options for visual elements but few for verbal elements.
d. It has inherent limitations on time and space.
Share of voice is most often used when launching new products.
a. True
b. False
A man turns on a spigot, splashes hot water into a sink, squirts Joy liquid into a dishpan
full of glassware, swirls a cloth around, and brings out sparkling glasses. He then begins
talking with someone off-camera about how good the glasses will look for tonight’s
party and how great Joy works. The strong visual effect demonstrates that, on
television, words do not stand alone.
a. True
b. False
If the consumer doesn”t see the message, no matter how creative or brilliant, it is not an
effective message.
a. True
b. False
Scenario 9-1
The Xcellent Agency specializes in developing advertising campaigns for smaller retail
clients. Xcellent was hired by Shadowleaf Shoes, a small regional chain of six shoe
stores, to develop a slogan and specific ads to be used in a three-month newspaper
campaign. Shadowleaf’s marketing director, Manuel Margolis, was adamant while
meeting with Xcellent’s account executive, Kia Chin, that the campaign must be catchy
and modern to appeal to a target audience that has an active lifestyle and is between the
ages of 18 and 35. More importantly, Margolis wanted the slogan to be memorable and
unique.
Kia Chin, representing Xcellent, developed a campaign and presented it to Margolis,
based on the slogan, “Do What You Do in a Shadowleaf Shoe.” Visuals included men’s
legsdifferent sizes, skin colors, etc.walking, jogging, dancing, and otherwise moving in
every type of Shadowleaf shoes. She felt that this campaign would target young male
consumers, but would also get the attention of others regarding its comfortable shoes
and would raise awareness of the Shadowleaf brand. After running the ads, the Xcellent
Agency won an advertising effectiveness award. It seemed that the surprising and
appealing visuals gave the slogan unexpectedly positive social meaning for people of
all ages, not just men aged 18 to 35.
Looking back, who was responsible for creating the client brief, which should have
informed Margolis and others of the creative endeavors behind the campaign?
a. The owner of the Xcellent Agency
b. The lead from Shadowleaf and the account executive of Xcellent
c. The research manager and the creative director of Xcellent
d. The marketing executive of Shadowleaf
Which of the following statements would be made by someone experiencing cognitive
dissonance?
a. “I sure need a new lawn mower, but I’m too lazy to find out what’s out there.”
b. “I”d like to buy one of those new Toro lawn mowers, but they”re kind of expensive.”
c. “I hear the new Toro lawn mowers are one of the best in the market, but my neighbor
says his is hard to start.”
d. “I’ve bought a Toro lawn mower, but I now realize the new John Deere might have
been a better choice.”
A reputed lifestyle magazine finds out that the number of its subscribers is declining,
and the reason for this is that the magazine is published monthly. By the time its readers
receive an edition, some of the trends suggested by it are already known to them. What
should the magazine do to have more control over the recency of the trends it publishes
and retain its readers?
a. It should launch a mobile/tablet app.
b. It should remove ad clutter from its editions.
c. It should decrease the frequency of its editions.
d. It should publish more creative content than it currently does.
Which of the following is true regarding advertising?
a. Advertising is a external to the social interaction process.
b. Advertising is solely responsible for the increase of product sales.
c. Advertising plays a pivotal role in world commerce.
d. Advertising is a simple communication process.
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.
“When a firm compares its brand advertising expenditures in a medium to the total
product category advertising expenditures in a medium, it is able to determine the:
a. cost per thousand.”
b. share of voice.”
c. cost per rating point.”
d. reach and frequency.”
Which of the following is used when identifying and calculating the percentage of
people who accurately remembered specific elements of an ad when tested?
a. Developmental testing
b. Related-recall testing
c. Copy testing
d. Recognition testing
Share of audience is based on:
a. the percentage of an audience who participate regularly in TV shows.
b. the audience for local shows.
c. the percentage of households that can afford to buy television sets.
d. the proportion of households that are using TV during a specific time period.
A television commercial for a high-speed mountain bike is in the middle of production.
Who among the following would be responsible for handling the script, interpreting the
storyboard, managing the talent; and dealing with the cameras, lighting, and set?
a. The director
b. The producer
c. The media planner
d. The account executive
In the past, advertisers believed that they could determine the social class of people
based on what they consumed. This belief has remained an unchallenged foundation of
marketing and promotion.
a. True
b. False
The following comments were overheard at a huge party thrown by a well-known ad
agency for its biggest corporate client. Which of the following comments is the most
accurate representation of the way the corporate world views creative people?
a. “They”re way overratedwhat has creativity ever done for business, anyway?”
b. “Nobody wants a creative employeeit’s just not a valued trait anymore.”
c. “We all need thembut nobody really knows who they are or how they do it.”
d. “They”re simple to spotthe smiling ones who get along with everybody.”
Scenario3-1
In the early and mid-1800s, soaps were made from animal fats. The perishable quality
of the soap, however, allowed manufacturers to sell a product with only regional appeal.
This changed when soap makers began to use vegetable fats and perfume in the
soap-making process.
According to Procter & Gamble, one batch of this vegetable-based soap was left to mix
too long. The result was a product that floated in water due to an excess amount of air.
The company turned this into a selling point and, in 1882, launched one of the first
soaps with the potential for national salesIvory soapwith the slogans “It floats” and
“9944/100 percent pure.” (Stephen Fox, TheMirrorMakers,[New York: Random House,
1984], 24.)
One effect of the passage of the Pure Food and Drug Act of 1906 was that:
a. Ivory soap had to become hundred percent pure.
b. advertising claims for products like Ivory soap became strictly regulated.
c. the manufacturer of Ivory soap had to list its ingredients on the label.
d. branded products like Ivory had to trademark their brand names.
After coming to an agreement on the scope and intent of the production, a producer is
working with the the creative team and the advertiser to estimate an approximate total
cost of production. In this stage, the budgeting need not be very detailed.
a. True
b. False
Which of the following is true about advertising during the period between1993 and
2000?
a. Traditional advertising gained a stronger foothold than ever before.
b. Interactive media hindered the direct measurement of ad exposure and impact.
c. It was understood that Internet adverting was going to change the advertising
landscape.
d. The Internet was able to yield precise measurements of ROI in advertisement.
The three primary visual elements of a print advertisement are illustration, design, and
layout.
a. True
b. False
Publicity, unlike other forms of public relations, can easily be strategically controlled.
a. True
b. False
Advertisers use feel-good advertising when all they want is for consumers to laugh.
a. True
b. False
In very large print, centered at the top of the magazine page, is just the word “COAST.”
A short block of copy and photo complete the ad for Coast bar soap. This one-word
headline is designed simply to identify the brand and reinforce brand-name recognition.
a. True
b. False
Which of the following is true about advertising during the Great Depression?
a. Advertising found respectability, fame, and glamour during this era.
b. Consumers believed that ads helped them choose the right product.
c. Advertisers adopted a tough, no-frills advertising style.
d. Consumers believed blindly in advertisements and brands.
The creative potential of ____ rests in its ability to stimulate a “theater of the mind,”
which allows a copywriter to create images and moods for audiences that transcend
those created in any other medium.
a. Internet
b. television
c. radio
d. print
Which of the following is necessary due to the fleeting impression that radio makes,
particularly if the location of a business is included?
a. Music
b. Repetition
c. Imagination
d. Brevity
In teamwork, the term ‘synergy’ implies that:
a. one or two key members of a team are responsible for the creative output of the team,
while the others merely follow.
b. the output of the creative process is greater than the sum of the talents of individual
team members.
c. the output of team effort is similar to that of the most talented person in the team
working alone.
d. the output of the team depends on the negotiating skills of the strongest member of
the team.
Scenario 13-2
A national radio broadcaster’s association hosts an annual convention that attracts
station owners and program managers, as well as ad agencies and media planners. As a
media planner, you take part in forums on the current status of traditional radio, the
competition between AM and FM formats, the growth of satellite and Internet radio,
and the rise of new technologies. During one forum, a professor of broadcasting
initiates a discussion and poses a number of questions based on real-life situations that
he has encountered over the years.
George, a participant at a convention, has recently taken over his grandfather’s bakery
in a Midwest city. He wants to place a radio spot in one of the local stations. How can
George best take advantage of his spot?
a. By frequently repeating his advertising messages
b. By advertising on AM radio because of its high sound quality
c. By creating ads that depend on demonstration or visual impact
d. By developing creative ads to be aired on satellite radio
The Folgers team aligned its marketing mix in a design that would represent a particular
identity, showcasing certain themes and values, shaped to gain distinctive approval
from the just-graduated-20-somethings. This demonstrates the process of
a. switching.
b. commoditization.
c. segmenting.
d. singularization.