A radio commercial depicts two men jogging together. They joke about their aches and
pains, and then agree on their need for Advil. This radio spot uses a testimonial format
for its copy.
a. True
b. False
Compared to advertising, sales promotion is:
a. a long-term affair.
b. encourages an immediate response.
c. a more sophisticated process.
d. harder to document.
What is the function of the account executive in an advertising agency?
a. To assess the effectiveness of advertising communication developed by the agency
b. To execute the advertising concepts developed by the creatives
c. To ideate about possible creative concepts for advertisements
d. To negotiate with clients and convey client instructions to the agency
A compensation system that adds a percentage amount to a variety of services the
agency purchases from outside suppliers is known as a ____ .
a. markup charge
b. fee system
c. pay-for-results compensation
d. commission system
When comparing the cost of radio and television advertising, which of the following is
true?
a. Radio has a greater risk of unexpected production costs.
b. Television provides a much lower cost-per-contact than radio.
c. Radio offers a low absolute cost that television can’t match.
d. Both have very high cost-per-contact compared to other media.
The job of a marcom manager is to provide technical assistance by ensuring that the IT
department is functioning efficiently.
a. True
b. False
Scenario 7-4
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
feel the way the ad wants them to feel. 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
The widely used recognition tests for print ads, with the Starch firm as the main
supplier, have another name. What is it?
a. Copy tests
b. Cognitive residue measurements
c. Readership tests
d. Cognitive response analysis
Scenario 16-3
In July 2010, a sports-focused social networking site named MyMVPs.com was
launched. The site, which has been described by founder Mark Monaco as a hybrid of
Facebook, ESPN and YouTube, will allow athletes, proud parents, and sports fans alike
to view highlights of amateur athletes, check out the week’s funniest sports bloopers,
and chat with various sports celebrities registered with the free online service. Erin
Dwyer, co-founder and one of the four individuals responsible for the site’s success,
believes the service will be incredibly beneficial not only for
amateur athletes with college aspirations, but also for colleges with tight recruiting
budgets. Dwyer stated, “It’s huge for little kids and it’s gigantic for high school athletes
who want to get to college. For some schools with tight budgets for recruiting, coaches
will be able to jump on a website that is clean and safe and gives them information on
a player. That can give them an advantage.” Still in its early stages, the company is
looking to get its name out there as much as possibleand with partnerships with sports
legends such as Mike Ditka, the company appears to be headed in the right direction.
(Jeff Vorva, “MyMVPs.com Hopes to Fly High With Amateur Athletes.”
ChicagoTribLocal, June 16, 2010.)
MyMVPs arranges to sponsor a few high schools, and begins to think of ways to
leverage the sponsorship. In this context, leverage can be described as:
a. the practice of judging sponsorship through media impressions.
b. the practice of placing any branded product into the content and execution of an
established entertainment vehicle.
c. any collateral communication or activity reinforcing the link between a brand and an
event.
d. development and support of any entertainment property.
One reason why television is such an effective medium for ads is because there is an
opportunity to present one message via video, and an entirely different message via
audio.
a. True
b. False
If an advertiser sees a large potential segment being served by a competitor with a big
budget, it might consider identifying and targeting smaller groups within that large
segment.
a. True
b. False
A retailer decides to use newspaper ads to promote its line of men’s and women’s
swimwear. In the media planning process, the retailer has chosen a(n):
a. interactive media.
b. media class.
c. media vehicle.
d. media mix.
Firms have not fully exploited all the opportunities that ____has to offer through
communication via devices like smartphones or iPads.
a. broadcast media
b. mobile marketing
c. personal selling
d. print media
Scenario1-1
In 1996, a graduate from the University of Maryland, Kevin Plank founded Under
Armour, a performance apparel company that now competes with some of the top
apparel brands in the industry. During its first ten years of operations, the company was
known primarily for its sweat-wicking clothing line. In late 2010, however, Under
Armour released its first line of basketball shoes since the company’s inception. “Along
with the new product line, the company must have a new brand image,” said Plank. “I
called our marketing team and asked them to go through this building and find anything
that says that we are only an apparel brand and throw it away.” The company has also
removed all advertisements carrying the word “apparel,” and will begin exploring new
ways to promote the brand. The company hopes its new efforts will allow the company
to be viewed as an overall “performance” company, which will ultimately enable it to
compete with footwear from powerhouses Nike and Adidas, and will help increase its
current 1.1 percent market share.
The marketing team of Under Armour has come up with a strategy to advertise their
shoes as a product that makes walking and running pleasurable. Marketing the shoes in
this manner creates a perceived difference in the minds of customers. This is an
example of____ .
a. internal positioning
b. brand extension
c. differentiation
d. market segmentation
Scenario 8-1
You are owner of a 15-person advertising agency in a major market. You’ve been
invited to pitch the Girl Powerz account, the largest female-only fitness center chain in
the region, one that could quickly grow into a national franchise. If you land the
account, it will be your biggest revenue producer by far. You’ll be able to staff up, move
to a nicer space, and buy some decent office furniture. It also will put you, personally,
in a position to make a ton of money by selling out to a larger agency some day.
Considering the importance of the pitch to Girl Powerz execs, you have decided to
spearhead the pitch yourself.
It is ultimately decided that the ad budget will base spending on what needs to be
accomplished from a communications standpoint. This would be the:
a. objective-and-task approach.
b. percentage-of-sales approach.
c. share-of-voice approach.
d. response model approach.
An advertising strategy that centers on ____involves merely placing a familiar brand
name in so many locations that an online user will see it many times.
a. transformation
b. image
c. demonstration
d. repetition
One big problem with marketers who rely on a share-of-voice budget plan is that they
assume, often wrongly, that:
a. their competition doesn”t know how to allocate its advertising dollars.
b. their sales figures should automatically dictate their advertising figures.
c. they know how much competitors are really spending.
d. their ad is distinct, unique, and superior among all others in the field.
Explicit memory measures are those in which consumers are required to:
a. demonstrate their knowledge of a product.
b. search their memories about a product by using word fragments or pictures.
c. project their feelings about a brand onto an ambiguous image.
d. recall their actual exposure to the test ad for a product.
Which of the following is true of building customer relationship through direct
marketing?
a. Word-of-mouth advertising is the best way to build a marketing base.
b. Long-term customer relationships must be based on trust.
c. Closing the sale comes first, followed by commitment to customer satisfaction.
d. Customers are willing to pay for catalogs if given the proper incentive.
Which of the following modes of consumer decision making involves low involvement
and low experience?
a. Limited problem solving
b. Habit or variety seeking
c. Extended problem solving
d. Brand loyalty
Which type of advertising is the most sophisticated, and though difficult to pull off, can
powerfully weave ad images with real-life experiences?
a. Social/cultural movement
b. Image
c. Transformational
d. Product placement
Jamal manages a Chicago Jiffy Lube and Ted manages a Detroit Jiffy Lube. Though
they have never met and have only emailed through their franchise network, they
experience a sense of connectedness through their common experience called brand
stratification.
a. True
b. False
Scenario 18-1
The brewing companies in the U.S. love to use public relations to keep their company
names in the minds of Americans and to promote their many brands of beer and ale.
Both traditional and innovative public relations activitiesusing both traditional and
innovative mediahelp to promote a positive public image, create brand awareness,
highlight the product line, and act as cost-effective ways to enhance the overall IBP
campaign. And these brewers use a variety of objectives and tools that support the field
of public relations.
One beer producer has sent the press an expensive, attractive, eight-page press release
that explains the organization’s new educational program on the dangers of teenage
drinking. However, the beer producer has failed to anticipate that:
a. the press release will be more expensive to run than a typical advertising spot.
b. his planning is not adequate for a press release.
c. the story may not be effective since it was not used as part of a proactive strategy.
d. he has little control over how and when the final story will run.
Which of the following best describes event sponsorship?
a. Providing financial support for an event while displaying an ad message on-site
b. Funding a charitable event in an anonymous way 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
Which of the following is stratification based on?
a. Political beliefs
b. Emotional intelligence
c. Religious beliefs
d. Income
Feel-good ads sometimes focus on certain aspects of a product in order to get
consumers notto think about some negative things related to it.
a. True
b. False
Sales promotion is the use of incentive techniques that create a perception of greater
brand value among consumers, the trade, and business buyers.
a. True
b. False
In a legislation passed in the 1990s, the FTC’s role in regulating advertising was
expanded regarding:
a. nutrition labeling.
b. spam.
c. telemarketing.
d. direct mail.
Which of the following is an advantage of magazines as a medium of advertisement?
a. They offer a wide range of creative opportunities.
b. They have a very wide reach.
c. They have a higher frequency than newspapers.
d. They have short lead times.
If a company is looking for the lowest cost-per-contact, it should choose telemarketing.
a. True
b. False
The 1970s was America’s age of ___, and the advertising of the time reflected this.
a. self-doubt
b. class consciousness
c. adopting traditional values
d. serious, meaningful ads
Scenario4-1
A group called Adbusters has a website containing many pages that address issues of
consumption and culture, media practices, and corporate responsibilities. For example,
“The momentum has clearly accelerated. By some measures humans have used more
physical resources since World War II than in all of history before it. It’s now taking a
toll beyond anything we could ever have imagined. What does it mean when onesixth
of the world’s population consumes without any real restraint?”
Throughout the website, there are many references to advertising’s role in creating and
maintaining this situation. Not surprisingly, virtually all of the references to the practice
of advertising are negative.
(http://www.adbusters.org/home/)
Organizations like Adbusters see advertising as superficial. This view of advertising
says that it:
a. is not entertaining, or even interesting, to consumers.
b. has no effect on demand for specific brands of products.
c. offers little information based on function or performance.
d. ignores the hedonic aspects of products.
____is a type of projective technique that offers consumers the chance to fill in the
conversation of cartoonlike stories.
a. Story construction
b. ZMET
c. Consumer report
d. Dialogue balloon