There are many types of external facilitators in the advertising community. ____ help
advertisers prepare communications for new media such as the Internet, mobile
marketing and interactive television.
a. Digital/interactive agencies
b. Production facilitators
c. Advertising research firms
d. Communication organizations
A major criterion to consider during segment selection involves the companies that are
vying for that segment’s business. What term is used to define this concept?
a. ad clutter
b. business market
c. competitive field
d. target market
A manufacturer of high-end fountain pens has consulted with its agency and decided to
advertise on a television news program, This Week at the White House. This program is
considered ____ because it was developed specifically for sale to individual stations.
a. off-network syndication
b. first-run syndication
c. barter syndication
d. local syndication
The text notes that tranquility and sameness can be deadly to the creative drive. It
suggests shaking things up with a visit from an “alien,” meaning a person
a. who will create interpersonal abrasion.
b. from outside the department, the firm, or the advertising industry.
c. with a global view and a universal sense of creativity.
d. insulated from the outside world.
(Scenario 14-4) Optima Artistic Tools has manufactured art supplies in the Boston area
for almost 100 years and is a strong competitor in the market, selling to art stores
around the nation. Optima produces materials for all varieties of media-paints, pencils,
charcoals, clays, brushes, papers, canvases-as well as equipment such as palettes,
easels, drawing tables, etc. Optima is ready to market these products online and has just
hired an Internet advertising consultant, Visualizers Inc. Optima has set a goal of 9
percent from Internet sales by the end of next year.
Visualizers tells Optima managers that the first step in fostering Internet sales is to
publish extensive product data, specifications, prices, and nationwide retail outlets
carrying its products. This most likely means that Optima should set up a
a. corporate home page.
b. virtual mall.
c. search engine.
d. portal.
Well-known innovator Lee Clow comments on his own creativity by saying that he was
a much better ____ than a(n) ____.
a. businessman; artist
b. conductor; soloist
c. follower; leader
d. player; coach
Voice-It Technologies produces inexpensive personal voice recording devices that serve
as a substitute for message pads in the home or office. Their recording time is limited to
120 seconds and the devices sell for less than $20.00. Voice-It’s products are about the
size of four credit cards stacked on one another and have a useful life of about one year.
The slogan this firm uses on its packaging and advertising is “Don’t Write It,
Voice-It!”Voice-It hired a country singer to do a TV advertisement in which she merely
sings, “Don’t Write It, Voice-It!” in an up-tempo tone. In this ad, the singer is
a. serving as a peripheral cue.
b. attempting to generate a cognitive response.
c. defining consumer values.
d. creating a brand community.
A media buyer places an ad for a California champagne in four magazines. The first
magazine provides roughly 3,600,000 exposures, the second magazine provides about
950,000 exposures, and the third and fourth provide 100,000 exposures each. The buyer
now can inform the client at the California winery of the ____ expected for the ad, that
is, 4,750,000 exposures.
a. continuous schedules
b. geo-targets
c. vehicle duplications
d. gross impressions
What three elements do today’s marketers want to build and maintain through their
promotional efforts?
a. awareness, identity, and preference
b. attention, interest, and response
c. demand, value, and loyalty
d. information, message, and communication
(Scenario 18-3) Scenario 18-3
For some years now, enterprising individuals have gotten their own ideas, forums, and
entertainment programs out in front of the public with no help from big tech firms,
media conglomerates, or ad agencies. They simply posted their creations on the
Internet. It began with blogs, moved to podcasts, expanded to social networks, moved
on to YouTube videos, and transferred to Twitter. And it just keeps going. Audience
members can download these technological tidbits-text, visual, and audio formats-to
their laptops as well as to cell phones, Blackberries, iPods, iPads, and every other
mobile gadget that hits the market. Eventually, public relations companies started
getting into the act.
A medium-sized, family-owned organic farm in California packages its fresh produce
and distributes it to grocers around the country. It is now rumored to be part of an e-coli
outbreak that is attacking spinach grown at nearby farms. This is absolutely false, so the
family acts fast by clarifying the situation through Twitter releases, blog responses, and
announcements on its home page, as well as several more traditional tactics. This kind
of activity focuses on problems to be solved rather than opportunities to be considered,
and requires that a company take defensive measures. What is it?
a. reactive public relations strategy
b. lobbying campaign
c. corporate image marketing
d. proactive public relations strategy
Creativity evolves from teamwork as well as from individuals laboring on their own.
Pulling together both levels of creativity is the responsibility of the
a. client.
b. account executive.
c. creative director.
d. team leader.
Jay and Carrie Garrett operate a small retail store in a college town that sells only house
plants and accessories, which they named The Plantatarium. Their initial feeling when
they went into business was that virtually everyone was a potential customer for house
plants. Subsequent market research conducted for them painted a different picture. This
research identified three particularly strong market segments. The first was college
students ages 18-24. The next segment was retired seniors ages 65-80. The third
segment was professional offices for doctors, accountants, and lawyers. The college
students liked houseplants because they dressed up their living spaces. The senior liked
them because they became the focus of a hobby. The professionals did not buy them for
any reason other than d©cor.To attract the ____ in the market, the Plantatarium offers a
punch card that rewards buyers with a $10 discount each time they have purchased
$150 worth of plants and other goods from the store.
a. emergent consumers
b. demographic segment
c. variety seekers
d. heavy users
During Gardner’s work in identifying seven of the most creative people of the 20th
century, he identified some negative sides to their lives. Which five characteristics did
they all appear to have in common?
a. egotistical, narcissistic, obsessed, socially isolated
b. delusional, irrational, antisocial, psychotic
c. inattentive, unfocused, impatient, hyperactive
d. dysfunctional, clingy, codependent, impulsive
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’.” The Huffington Post, February 6, 2010.)
To create successful advertisements for interactive media, Toyota must understand the
differences between interactive media and traditional one-way (non-interactive) media.
Which of the following implications is true of interactive media?
a. The audience in interactive media often seek out ads or other IBP material online,
rather than having it forced on them as it is through traditional media.
b. Forms of interactive media have lower rates of recall than traditional forms.
c. Copywriting 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.
A frozen dessert manufacturer wants to see an increase in consumers who say they do
plan on buying desserts at one of its outlets soon, so the manufacturer sets this as its
objective in the ad plan. In doing so, the underlying assumption here is that purchase
intent is
a. synonymous with positive attitudes.
b. accurately and reliably expressed by consumers.
c. an easier goal to reach than most other objectives.
d. a reliable indicator of repeat purchases.
Scenario 1-1
In 1996, University of Maryland grad 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, says Plank, needs to come a new brand image. “I called our marketing
team and said go through this building and find anything that says we are only an
apparel brand and throw it away.” The company has also pulled 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.
To promote Under Armour’s new brand image, the company creates a number of print
ads, and intends to distribute them to markets all over the world (with only a few minor
changes for different markets). This is an example of
a. international advertising
b. global advertising.
c. regional advertising.
d. national advertising.
The whole purpose behind good body copy is to
a. be clever, entertaining, or funny.
b. pull together the headline, subhead, and visuals.
c. give all the possible reasons to buy the brand.
d. tell a more complete story of the brand.
If firms decide to use comparison advertisements, they
a. may be required by the FTC to substantiate their claims.
b. share the costs of advertising with local dealers and distributors.
c. are acting in opposition to the recommendations of the American Association of
Advertising Agencies.
d. cannot legally mention a competing firm or brand by name.
(Scenario 18-4) Scenario 18-4
In the summer of 2010, basketball star LeBron James found himself in the middle of a
PR nightmare when he decided to turn his decision regarding his future team into an
hour-long spot on ESPN, which interestingly enough was entitled, “The Decision.”
Almost immediately, fans and critics alike began to express their distaste for the way
the multi-millionaire handled the situation. Many fans’ opinions of the star were greatly
altered and James’ positive public image appeared to be shattered. Perhaps even worse
than the damage to his image, the Lebron James “brand” began to take a hit when his
jerseys were pulled from many retailers’ stores and websites, and thousands of fans
vowed they would never buy James’ line of shoes ever again. Several months later,
James began the process of repairing his public image. James, who endorses Nike
products, came out with a controversial commercial some believe was intended to
evoke sympathy. However, many others felt the commercial mocked the negative
reaction expressed over “The Decision,” and was intended to rebrand the star as a bit of
a rebel. Either way, LeBron James appears to have a long way to go before he can once
again be recognized as one of the most beloved players in the NBA.
LeBron James was widely criticized for his decision because he refused to make it
during a traditional press conference. Press conferences are often a good way to
announce important decisions, scientific breakthroughs and new product details because
they
a. offer the chance to see that an organization is dedicated to supporting its community.
b. use a news format to present salient information.
c. offer a single journalist the opportunity to do a fairly lengthy piece with exclusive
rights to the information.
d. ensure that the company gets the appropriate amount of publicity following their
announcement.
A communication test simply explores whether the people “get” the ad-whether they
understand the main point, get the joke, or see the connection.
Discuss the differences among the following concepts: effective reach, message weight,
gross impressions, and gross rating points.
Advertisers have historically been responsible for buying air time on educational and
cultural programs despite their smaller audiences, thereby boosting the overall quality
of American television.
What is account planning? In what three ways does it differ from traditional advertising
research?
Grammar has an important role in body copy. It is best to employ the present tense
rather than past tense, singular words rather than plural words, and active verbs rather
than passive verbs.
The concept of message strategy refers to both objectives and methods-essentially, what
you want to do, and how you want to plan it.
A total commitment to one’s creative work seems to be a positive trait with essentially
no downside, according to Howard Gardner.
Firms that maintain and manage large databases of mailing lists as one of their services
are alternatively referred to as direct marketing agencies, database agencies, or direct
response agencies.