Scenario 15-6
You are a media planner at an advertising agency in Dallas. Since it is Friday, you take
a long lunch with a sales associate at the Dallas Morning News followed by a walk
through a nearby park, returning to the office around 2:30 p.m. When you get to your
desk, you find a number of new emails from account execs waiting for you, all with
subject lines suggesting pressing client issues. You need to answer them before the
weekend hits.
An exec leaves a voicemail asking your opinion about the best form of support media
for a restaurant/pub owner in the Dallas area. He has five casual eateries, all
free-standing facilities located just outside the city’s biggest shopping malls and movie
theaters. He already advertises in newspapers and on local TV and radio. He now wants
something a little different, something immediate, possibly located in or near the malls,
something that would nudge the consumer to try this casual dining right around the
corner-tonight. By the time you call the exec, you both have the same idea. What is it?
a. mobile advertising
b. aerial advertising
c. directory advertising
d. cinema advertising
Scenario 1-4
At Target, a global discount retailer, sales are around $65 billion a year and rising. In
addition, the company employs more than 360,000 people worldwide. Target stores
carry just about every major brand imaginable. In addition, Target carries a number of
its own brands including Market Pantry, Archer Farms, and Up and Up. Each of the
brand labels appears on different products throughout the store-for example, The Archer
Farms label appears on the retailer’s highest quality foods. The Market Pantry label
appears on food items as well, however these items are often sold at a significantly
lower price. The Up and Up label is on a large range of products ranging from paper
products to household cleaning supplies.
The goal is for a product with any one of Target’s in-house brand labels on it to come to
be known by consumers for the values of the brand-both tangible and intangible. And,
through integrated brand promotions, Target will provide extra incentives to consumers
to
a. sample and test new competitors’ products.
b. seek out the best prices, regardless of the brand.
c. remain brand loyal.
d. stimulate latent promotion.
Scenario 17-1
If you walk into a Cracker Barrel Old Country Store, you’ll see many items once found
in general stores, like porcelain signs, ceramic jugs, tin boxes”and Coca-Cola trays and
plaques. And since 2004, Coca-Cola Co. has maintained a larger display of unique
Coca-Cola memorabilia at the Cracker Barrel in Nashville, right next to the Opryland
Hotel. Visitors will find a number of rare holiday paintings, prints, and calendars
featuring the familiar Santa Claus figure and a bottle of Coke. In 1931, the company
had commissioned professional illustrator Haddon Sundblom to create illustrations for
its advertising, resulting in the warm and jolly image of Santa that has endured in
American culture ever since. The soft drink has been served in Cracker Barrel stores for
40 years, so this is a natural connection for both brands. In fact, for its 40th anniversary
in 2009, Cracker Barrel featured Black Cherry Coke in limited-edition glasses bearing
logos of both brands.(http://www.crackerbarrel.com/about-decor.cfm?doc_id=51.
Accessed January 17, 2011.)(original press release by Jim Taylor, “Rare Coca-Cola®
Holiday Artwork on Display at Cracker Barrel Old Country Store®,”
http://www.crackerbarrel.com/mediaroom-newsreleases, November 15, 2004.)When
consumers drop their business cards into a fishbowl at a Cracker Barrel store, they are
entering a contest. But in essence, the marketers at Cracker Barrel may see this as
a. opting-in for bulk email and other promotions.
b. a form of direct response advertising.
c. a way to promote system solutions.
d. fostering creative selling.
Wood Carver Cabinet Makers recently developed a line of kitchen cabinets designed for
new custom homes and kitchen remodeling jobs. The line of cabinets is to be called
“Signature Hardwoods” and a new magazine advertising campaign is being tested. Each
of the ads that is being tested has a photograph of a woodworker handcrafting some part
of the cabinet. In addition, his or her signature is shown at the bottom of the page as an
indicator that the cabinets are carefully hand made.A marketing manager at Wood
Carver said in a manager’s meeting, “We have to get quick feedback on the overall
quality and usefulness of these new ideas. We’ll just have to let the focus group make
the final judgment on these ads.” Which research method is he considering?
a. survey
b. concept test
c. direct response measure
d. tracking study
There are many types of advertisers in the marketplace today. But which of the
following would not be classified as an advertiser?
a. the U.S. Army
b. the city of Las Vegas
c. the American Cancer Society
d. the IRS Audit Department
Scenario 1-2
Chug Enterprises is considering entering the already-crowded sports drink market with
a line of products. The first brand will be advertised to teenagers as being the
best-tasting sports drink on the market. The second brand will be advertised to adults as
being the lowest calorie sports drink you can buy. The third brand will be advertised to
senior citizens as containing calcium, a mineral needed to maintain a healthy bone
structure. Each brand will have separate, distinctive packaging. However, the drinks
inside are actually identical to one another.
To be successful, Chug Enterprises believes it must convince grocery store chains to
carry all three brands. If Chug Enterprises uses what is generally considered to be the
major promotional tool available to accomplish this, it will engage in a program that
emphasizes
a. personal selling.
b. free sampling.
c. consumer promotions.
d. trade advertising.
After working as an account executive in an advertising agency for 20 years, you’ve
decided to chuck it all and be your own boss. You buy a neighborhood hardware store
from a man who has owned and run the business for the past 52 years-Springfield
Hardware. He sells the store and all the inventory, with one warning-he wasn’t much on
paperwork, so there won’t be a lot of records to be found. You hand him a cashier’s
check, and he leaves without looking back. He heads to a vacation at a Club Med, and
you head to an office that hasn’t been cleaned in 52 years to create your ad plan.There is
one thing you’d like to see as a result of your ad campaign-you want local residents to
not only know your name, but to think of it first when they need a hardware store.
When you think of hardware, think of Springfield. Which concept defines this
objective?
a. top-of-the-mind awareness
b. purchase intent
c. trial usage
d. repeat purchase
The textbook suggests that creativity almost always reflects
a. social norms.
b. high intelligence.
c. childlike thinking.
d. psychosis.
Some people assume a brand is the most popular, even superior, based on the fact that
they happen to think of it first when the category is mentioned. So the ____ brand may
be seen as the leading brand, even when it isn’t.
a. evoked set
b. point-of-purchase
c. top-of-mind
d. direct response
During tough economic times, many companies rely on memories of “the good old
days” to help advertise their products. Looking for a bit of a jump-start itself, PepsiCo
turned to nostalgia-heavy advertisements late in 2009, which were then carried into
2010. The company introduced “throwback” versions of a number of its soft drinks, and
created an ad campaign that included new logos and a series of commercials intended to
generate feelings of happiness from prior decades. The company had hoped that any
warm, fuzzy feelings about the past would make people feel better about the company’s
present and future.If PepsiCo wanted to depict an ideal usage situation for its brand,
what would be the best choice of advertising for the company to use?
a. reason-why ads
b. slice-of-life ads
c. testimonials
d. social anxiety ads
All members of an account team are also
a. employees of the client.
b. assigned to the creative department.
c. team leaders for their own groups of specialists.
d. members of the accounts services department.
As more complex forms of data become available-including video, audio, and television
formats-they will be able to be streamed to Web users who only need to have
a. access to broadband.
b. Mi-Fi.
c. mobile devices.
d. rich media/video and audio software.
The Lightning Rod is a fishing rod being introduced by Castaway Sports. At a
preliminary meeting with its agency, the president of Castaway Sports mentions that the
rod can improve casting distance for an average individual by more than 20 percent.
The account executive asks if the president has data to support this, and the president
says “Yes.” The agency proceeds to produce a series of television spots featuring a
well-known sports celebrity using the rod and rating it as excellent. The spots run on
network television and trumpet the improved casting distance that the rod provides. The
slogan of the spots is “Lightning Rod-The Finest Rod Ever Cast.” After about a week, a
competitor questions whether the rods really offer the improved performance Castaway
Sports claims, and decides to file a complaint with the FTC.
In the commercial, the sports star is shown in a sailboat on a beautiful lake, sending a
long cast into the water, then listing the excellent features of the Lightning Rod. It
closes with him happily reeling in a fish. To meet FTC standards for this type of
endorsement, the celebrity must
a. be considered an expert in the field of sport fishing.
b. be approved by the FTC before the spot can be produced.
c. actually use the Lightning Rod when fishing on his own.
d. write the statements that he makes in the ad.
A media planner is making placement decisions for a new line of wildly colored
lipsticks, neon eye shadows, and glittered nail polishes. She focuses on certain regions
of the country as well as certain urban areas where young women are known to favor
these types of products. In this way, her media buys will be
a. geo-targeted.
b. based on mixed media.
c. below-the-line promotions.
d. above-the-line promotions.
Scenario 1-3
In 2006, gaming giant Nintendo launched an innovative motion-sensing gaming console
called the Wii. The Wii quickly took over as the leading gaming console because of its
unique activity-enabling qualities, and for nearly four years, dominated hardware sales
in the gaming industry as any true competition for the product was yet to be introduced.
However, this changed in late 2010 as Sony introduced its own motion-detecting
gaming system to the market, the Playstation Move. Sony has marketed the product as a
superior product to Nintendo’s, claiming it is more precise and flaunting the
Playstation’s high-quality graphics. Sony’s Move has been a topic of great debate, but
the reception of the product over the long haul has yet to be seen. To dethrone the Wii,
Sony will need to find a way to appeal to those that have not yet bought into
“motion-gaming.” And of course, it wouldn’t hurt if Sony somehow found a way to
entice Nintendo followers to switch over to its newest addition to the gaming industry.
To have the greatest opportunity for success in selling the Playstation Move, Sony must
rely on a number of different tools available in the marketing mix. Which one of the
following is true?
a. Instructions for the use of the Move are not considered part of the product in the
marketing mix.
b. Advertising is considered one of the four main categories of Sony’s marketing mix.
c. The primary job of Sony’s marketing mix is to support the advertising.
d. Sony’s product distribution should be considered part of the marketing mix.
Mass emailings that arrive as a form of marketing can get a 3 to 5 percent response
compared with a 1 to 3 percent for offline direct marketing efforts. What term is used to
describe these mass emailings?
a. pop-ups
b. widgets
c. spam
d. opt-ins
Harper, Kane, and Charles advertising agency sets an hourly rate for its services, based
on the average salary of all the members of a particular department. Harper, Kane, and
Charles uses the ____ system.
a. commission
b. fixed-fee
c. markup charge
d. fee
Several ads for lingerie, jeans, and perfume in a sophisticated fashion magazine provide
instances in which a sex-appeal message is successfully used. This occurs because the
a. right model is chosen.
b. product is appropriate.
c. image approach is used.
d. brand is bought for emotional reasons.
The expansion of media placement beyond certain regions or national borders, and into
diverse cultures and global markets, is called geo-targeting.
As a newly hired media planner with a list of clients who benefit from timely local
advertising, you need to become very familiar with the advertising format options that
your metropolitan and suburban newspapers offer. Name and briefly define the three
broad types of newspaper ads, and any sub-types if possible. Then identify the three
types of positions offered to advertisers as they decide where they want their ads to
appear within the paper.
The great thing about sales promotion is that it is so inexpensive and so simple. In
almost all instances, it€s neither costly nor time-consuming.
An ad for a microwave popcorn features the headline, “If you want a snack, have a
wholesome snack.” This straightforward headline has the purpose of selecting the
audience.
A historical background is a key element in an advertising plan, one that should include
the history of all main players, the industry, the brand, and the corporate culture.
Most magazines base their advertising rates on a measurement referred to as controlled
circulation.
There are three broad types of corporate advertising-professional, peer-to-peer, and
word-of-mouth.