Which of the following would most likely offer event sponsorship on a global basis?
a. the SuperBowl
b. the NASCAR events
c. the Olympics
d. the Sweet Sixteen
An advertiser for bubble gum attempts to generate brand preference by getting
consumers to simply like the product and associate it with fun and happiness. Which
type of message is the advertiser sending?
a. feel-good
b. fear-appeal
c. sex-appeal
d. hard-sell
You are the creative director at a Milwaukee ad agency. Today, your copywriters are
presenting you with their ideas for several 30-second radio spots for the City of
Milwaukee Tourism Bureau, which wants to feature its own information center and
tours, as well as city museums, art galleries, concerts, festivals, and special events.
When they are ready, the best ideas will be taken to the marketing director at the City of
Milwaukee for review and approval.
One copywriter presents a spot that is funny, delivers the key selling points, and uses
opening music as well as sound effects representing various elements of the city. You
need to get it recorded before sending it to the client. You send it with the young
copywriter to a trusted recording studio with the caution to “use SFX with care.” By
this, you mean
a. keep any added music to a minimum to avoid irritating the audience.
b. make sure the sound effects don’t overwhelm the copy.
c. don’t expect to build a musical picture in the listener’s mind.
d. don’t mix both sound effects and music.
Which of the following is one of the four major aspects of advertising that lower the
overall cost of products, according to proponents?
a. appropriation
b. hidden price concessions
c. affirmative disclosure
d. economies of scale
Students from several organizations on campus sponsored a forum to debate the pros
and cons of advertising. Student organizations representing consumers, journalists,
marketers, entrepreneurs, and political scientists all had members in attendance.
Following are some of the comments made at the forum.Several students defended
advertising. One said, “Advertising isn’t so bad. It gives us easy access to all kinds of
modern conveniences that solve everyday problems, it reduces human labor and
housework, and it just make life easier.” Which of the following arguments in favor of
advertising best supports this student’s comments?
a. Advertising addresses a variety of human needs.
b. Advertising is a source of fulfillment and liberation.
c. Advertising reflects society’s priorities.
d. Advertisers are showing much more sensitivity.
Slice-of-life ads are typically produced when an advertiser wants to
a. promote brand recall.
b. change behavior by inducing anxiety.
c. give the brand social meaning.
d. gain recall through brand name repetition.
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 superimpositions appear in succession: “Ivory,” “Ivory is the
mildest,” and “Bar none.”
The superimposed words that end the spot – “Ivory is Mildest. Bar none” – could be
considered Ivory’s slogan. What is an important function of a slogan such as this?
a. to provide unity and order to the ad
b. to motivate the viewer to buy
c. to increase memorability of the key benefit of the brand
d. to entertain or amuse the viewer
Why has TBWA of the Omnicom Group created a new position called Chief
Compensation Officer?
a. because so many of its clients are facing bankruptcy
b. because its traditional commission is not being paid
c. because financial talks between clients and agency aren’t working
d. because TBWA is facing bankruptcy
What is probably the most obvious media objective?
a. to keep client costs down
b. to reach the target audience
c. to support the creative work
d. to integrate new media
In the world of marketing and advertising, what is event sponsorship?
a. providing financial support for an event while displaying the brand name, logo, or ad
message on-site
b. funding a charitable event in an anonymous way in order to promote the social good
c. buying signage in venues where special events are held
d. embedding the brand name within public events in a subtle way
Scenario 15-5
Starting in late 2010, shoppers at a number of Bloom supermarkets will be able to
watch commercials on small notebook-sized 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, which 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 In-Store TV Advertising
System.” Washington Post, November 1, 2010.)
Advertisements on the 3GTV’s will likely be rotating on a very frequent basis. In fact,
no one ad will be shown for any longer than one or two months at a time. These ads are
known as
a. short-term promotional displays.
b. rotating displays.
c. permanent long-term displays.
d. attention-grabbing displays.
Scenario 15-4
General Mills brand breakfast cereals face strong competition in the dry cereal category
from brands like Kellogg’s and Quaker Oats. Still, General Mills brands like Wheaties
and Cheerios maintain a strong share of the market. As a manufacturer, General Mills
knows it must stimulate consumer demand for its brands, but it must gain retailer
support for these brands as well. Its market research shows that some consumers are
very loyal to certain brands of cereal, but most consumers show some level of
variety-seeking behavior in this product category. As a result, General Mills is
constantly examining different sales promotion tools to stimulate consumers to consider
its brands when shopping for breakfast cereal.
On the back of its Cheerios boxes, General Mills has printed a form to fill out for a
cookbook offer. The booklet, entitled Healthy Snacks and Appetizers with Cheerios, is
available to consumers for a nominal charge of $3.00 plus a $1.00 shipping and
handling charge. This is an example of
a. a self-liquidating premium.
b. an on-package sample.
c. an advertising specialty.
d. a trial offer.
For which of these potential advertisers is newspaper an excellent choice?
a. one that requires excellent reproduction quality for its illustrations
b. one that seeks to create images and moods with the theater of the mind
c. one that wants to reach a local audience in a timely manner
d. one that hopes to target a mass audience with strong visuals
According to the text, some research has indicated that ____ is the single most common
response that people have to ads.
a. creative resistance
b. recall
c. counterargument
d. brand switching
National clothing retailer, Old Navy has been known for its creative ad campaigns for a
number of years. In 2010, the company decided to tap into some Hollywood talent to
help promote its brand. Actors Jaime Pressly, Bailey Chase, and Judy Greer were signed
to support the company’s Scream for Savings initiative, a campaign designed to reach
consumers with comedic messages. Old Navy spent over $100 million in measured
media through the first two-thirds of 2010, and annual ad spending has topped $175
million in recent years.
(“Old Navy Taps Hollywood Talent for Halloween Spot” Brandweek Magazine,
October 29, 2010)Old Navy intends to air its comedic advertisements primarily on its
website and various social media outlets. The company believes that because consumers
spend so many hours using these forms of media, their ads will be seen over and over
again. Repeated exposure to a particular advertisement is called
a. over-advertising.
b. repetition.
c. brand exposure.
d. brand recognition.
The Optima Bike Company manufactures broad-tire, three-wheeled and two-wheeled
bicycles mostly for the retirement market. Its primary market is seniors, usually those
who live in retirement communities where there are clearly designated and safe bike
paths. Seniors-and especially the younger baby boomers-like these recreational vehicles
because they are easy and safe to ride. The company has had some early successes in
Florida, Arizona, and California, where such communities began. Optima now wants to
expand to other retirement enclaves. It has learned from two well-conducted consumer
research studies that the main way that male retirees buy the Optima line is through the
urging of wives who want to exercise in some way other than playing golf.Optima
decides to engage an ad agency to capitalize on this consumer insight and promote its
bikes to newer golf communities. It asks two agencies to pitch for its business and gives
each a meeting in which it conveys the information above.Alpha Agency is based in
Miami and insists that its creative team is best suited to promote Optima. Its managers
tell the prospective client that this team is well versed in advanced animation techniques
and can dramatize the features of Optima’s two- and three-wheeled bikes in a dynamic
way. They’ll focus on how fast they can go and how they can “transform the ride” into
an adventure-this has worked in other ads, and this will appeal to the male consumers
who need to be lured away from the golf course. Following this initial display of
product prowess, they suggest a campaign that demonstrates how the bikes can be
customized to be more “comfortable and attractive for the ladies,” including pink seat
options. They finish by asking whether the brand name can be changed to ‘something
more exciting.”Beta Agency is based in Los Angeles and promises to serve as Optima’s
branding partner. It asserts that its creative philosophy is centered on long-term brand
building. Its managers propose that they will develop the right message by applying the
research-based consumer insight that women want to use the bikes to entice their
husbands to leave the golf course once in a while. They suggest that their successful
work in building regional appreciation for brands, such as Sea-Doo water vehicles and
Ski-Doo snowmobiles, indicates their prowess in branding similar but not directly
competitive brands. They emphasize the difference that Optima offers in the
recreational-ride category, and the consumer targets that differ from other brands. They
close by complimenting this prospective client on how appropriate the brand name is,
given its customer base and likely target consumer.
Optima chooses the Beta Agency to create its campaign. What is likely the primary
reason for this choice?
a. Alpha Agency focused more on men than on women.
b. Alpha Agency was in Florida, which covers a smaller region than California.
c. Beta Agency focused on making a brand connection to the consumer.
d. Beta Agency was in Los Angeles, which is a more up-and-coming area regarding
senior marketing trends.
Effective ________ positioning is accomplished by either developing vastly different
products within the firm’s own product line or creating advertising messages that appeal
to different consumer needs and desires.
a. external
b. cross-
c. perceptual
d. internal
Values are the accumulation of ideas and feelings-either factual or self-serving-that a
person has about an object or an issue.
A firm that manufactures a device that alleviates sleep apnea produces a print ad and a
television commercial that have the stated purpose of simply delivering straight
information about the product. Therefore, it is not an attempt to persuade.
Overall, media fragmentation is a big plus for consumers but a big headache for
advertisers and agencies.
A nationally distributed line of frozen dinners is to be promoted on radio. The client
finds out, however, that the buying process for a national radio ad campaign is what the
text calls ‘sheer chaos.” This is because stations have no standard fees for various spot
lengths.
Order taking is just what it sounds like”accepting orders for merchandise or scheduling
services. But it also requires answering basic questions and communicating effectively
so that a quality relationship with the customer is established and maintained.
Page views measure how many pages, or html files, have been sent to someone’s
computer, but they don’t indicate how many visitors the website has had.
Digital/interactive media advertising and promotion will not likely become the “lead
tool” in IBP campaigns very soon, especially when measured by dollars spent.
The creative person appears to strongly desire marginality-being an outsider-and this
marginality provides the energy needed to push forward with innovative ideas.