Which of the following is true of upfronts?
a. It is increasing in popularity and will gain twice as much popularity within the next
decade.
b. It is a television programming ritual conducted in the fall each year.
c. It is a period where the television networks reveal their fall line-ups and presell
advertising on them.
d. About 25 percent of prime-time television advertising is bought in upfronts.
The director may want to work with the on camera talent along with the camera
operators to practice the positioning and movement planned for the ad. This work is
known as _____.
a. shooting
b. packing-up
c. blocking
d. placing
Scenario 12-3
Champion Chocolate sells handmade specialty chocolate candies in a Midwest city with
an adult population of 850,000. The entire adult population of the city is considered
Champion Chocolate’s target market.
Media planners look at sales and decide to pursue a media strategy that runs throughout
the year but uses heavier scheduling in the two weeks preceding Valentine’s Day, Easter
Sunday, Mother’s Day, Thanksgiving Day, and Christmas Day. They decide to use local
television, magazine, and newspapers to advertise the products.
Champion Chocolate selects three specific vehicles to carry its message: Six spots will
run on a local TV news show. The show has a rating of 30.
Eight ads will run in the regional edition of a magazine. The magazine has reach of 10.
Twelve ads will run in the local newspaper. The paper has a reach of 40.
Champion Chocolate wants to advertise throughout the year but promote its products
more rigorously during the holidays. Thus, its advertising schedule is reflective of a
strategy.
a. net promoting
b. continuity
c. pulsing
d. flighting
Scenario 10-1
During tough economic times, many companies rely on the 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
Scenario3-4
In 2010, Procter & Gamble, the world’s largest ad spender, teamed up with Walmart and
NBC to create a number of prime-time family movies produced by P&G Productions.
The films were designed to lure consumers to buy P&G products at Walmart using
original family movies and exclusive ad buys. This was not the first time the two major
brands teamed up to push familyoriented entertainmentin the late 1990s, both
companies were launch members of the Association of National Advertisers’ Alliance
for Family Entertainmentthe organization responsible for getting the WB’s
Gilmore Girlson air. The two have each found great success as a result of the movies,
with each seeing an increase both in sales and brand favorability scores. Both
companies have expressed strong interest in continuing their working partnership down
the road, and as long as they continue to encounter favorable results, the relationship
will likely remain a positive one.
Branded entertainment has become popular in recent years because of its many
advantages. One of its main advantages is that:
a. it can avoid consumers’ welltrained avoidance mechanisms to advertisements.
b. it is looked at as commercial speech rather than artistic speech and is protected by the
first amendment.
c. it is required to go through all the ad regulations.
d. it enables the traditional advertising industry to become clutter-free.
One reason why coordinating efforts in IBP can be difficult is that the complexities of
all the elements demand that specialists be hired, but specialists often miss the big
picture of the overall marketing effort.
a. True
b. False
The field of public relations is not restricted by the same types of laws as other business
elements of the promotional and marketing mix.
a. True
b. False
Scenario 11-2
You are the creative director at a Milwaukee ad agency. Today, your copywriters are
presenting you with their ideas for several thirty-second radio spots for the City of
Milwaukee Tourism Bureau. The Bureau wants to feature its own information center
and tours, city museums, art galleries, concerts, festivals, and special events. When they
are ready, the best ideas will be taken to the marketing director, of 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 that says, “use sounds effects
with care.” This means that:
a. any added music should be kept to a minimum to avoid irritating the audience.
b. the sound effects should not overwhelm the copy.
c. one cannot expect to build a musical picture in the listener’s mind.
d. one should not mix sound effects and music.
Scenario 17-4
Trapper’s Lake Lodge is a rustic hotel situated on a large lake in the Flat Tops
Wilderness Area. The lodge offers a relaxing getaway as well as guided fishing,
hunting, bicycling, and cross-country skiing trips from its remote location 250 miles
away from a major airport. Guests must travel the last 40 miles on a rough dirt road
during the summer months or ride a special snow car during the snow season. Trapper’s
Lake Lodge management has found that guests almost always have a wonderful
experience during their stay and swear they will visit again. Nonetheless, the biggest
problem is getting people to visit in the first place, probably due to the difficult travel
involved. So the lodge management has decided to mount an aggressive direct
marketing campaign to increase first-time guest visits as well as to nurture loyal
frequent visitors.
After asking for references from current guests, and for permission to use their names,
the lodge has gathered a list of about 75 friends and family members who may be
interested in a stay. The lodge managers plan on making an initial contact with each of
them, hoping to experiment with a couple of different messages to see what works best.
But they want to be careful not to turn off these potential customers. Which approach
would work best for this first step?
a. Mobile marketing through text messages
b. Personalized letters through direct mail
c. Phone calls through telemarketing
d. Bulk promotional messages through email
Scenario 10-2
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” BrandweekMagazine, October
29, 2010)
When entering an Old Navy store, customers immediately see a display that was
designed to spark memories of the company’s new advertisements. The display features
life-sized cutouts of the actors starring in the commercials as well as a sign that contains
a popular line from the ad. The display is an example of:
a. transformational advertising.
b. top-of-mind advertising.
c. a unique selling proposition.
d. point-of-purchase branding.
An RFM analysis is used to:
a. determine which products or services are most popular.
b. identify the most loyal customers.
c. track the replies from direct mail pieces.
d. compare the efficiencies of various direct marketing programs.
Which of the following is most likely to offer event sponsorship on a global basis?
a. The SuperBowl
b. The NASCAR events
c. The Olympics
d. The Sweet Sixteen
During which of the following eras did consumer culture become the new normal, a
permanent central feature of society?
a. The Depression (1929 to 1941)
b. World War II and the 1950s (1942 to 1960)
c. The Preindustrialization Era (Pre-1800)
d. The Era of Industrialization (1800 to 1875)
As a media class, one disadvantage of magazines is that they are read quickly and
discardedthis increases the possibility of the ad being easily forgotten.
a. True
b. False
Today’s newspapers have lost their ability to offer the unique advantages to advertisers
that they once didsuch as geographic selectivity and timeliness.
a. True
b. False
In the world of promotion today, payments in the form of slotting fees, cash allowances,
and incentives are becoming more popular due to the growing power of _____.
a. retailers
b. manufacturers
c. consumers
d. shareholders
In the context of advertising, which of the following is true concerning teams?
a. They try to blend diverse skills but are rarely successful.
b. They have become the primary means for getting things done.
c. They squash individuality and creativity all too often.
d. They were popular in the 80s and 90s but are now considered a passing fad.
A target audience is a particular group of consumers singled out by an organization for
an advertising or IBP campaign.
a. True
b. False
Manufacturers were required to list the active ingredients in their products after the
creation of the Pure Food and Drug Act in the early 1900s.
a. True
b. False
The method of budget setting that focuses on the relationship between spending and
advertising objectives is the margin-analysis approach.
a. True
b. False
If General Mills decides to use the STP framework, it can divide its resources to reach a
number of separate and distinct market segments.
a. True
b. False
For print ads, recall testing is most commonly used.
a. True
b. False
A kitchen appliance manufacturer devises a program to encourage members of the trade
to purchase its brand. It offers salespeople an extra $75 for selling one of its
refrigerators, $50 for selling one of its ovens, and $40 for selling one of its dishwashers.
Which of the following promotional concepts for the trade channel does this involve?
a. Push money
b. Merchandise allowance
c. Slotting fee
d. Rebates
A popular fast food chain notices that its ads are indistinguishable from those of other
fast food companies. All the ads usually feature young people enjoying fast food. As a
result, this fast food chain launches a creative advertisement which shows elderly
people buying food from it and acting like youngsters. The message that people get
from this advertisement is that it is allowable for even old people to have fun. In the
context of this scenario, what was the purpose of this advertisement for the fast-food
chain?
a. To reinforce the company’s brand image
b. To generate repeat sales from the company’s customers
c. To present logical reasons for customers to prefer the brand
d. To break through the ad clutter and get attention
____ advertising is a close cousin to billboard advertising, and in many instances it is
used in tandem with billboards.
a. Directory
b. Transit
c. Aerial
d. Cinema
The underlying role and purpose of advertising and promotion has changed drastically
and will continue to change.
a. True
b. False
Despite their widespread use and their repetitive exposures during games, brand
placements in video games do not affect purchase intent as much as placement in
traditional media does.
a. True
b. False
Scenario 14-1
When the social networking/gaming website, Foursquare, was launched in 2009, it was
only accessible to residents in 100 U.S. cities. One year later, an updated version of the
service allowed check-ins from locations all over the world, and has over 500,000 users
internationally. The site which allows registered users to connect with friends and
update their location receives over one million check-ins per week. When users visit a
particular store their profile is automatically updated, and they can share their feelings
about their experiences. The site now holds partnerships with over 800 establishments
worldwide, and high-profile partnerships with the Bravo Network and
The New York Times have greatly increased the site’s popularity.
Foursquare respects its users’ privacy, and lets them decide if they want to share their
location with others or not. It always provides privacy options to users wherever it is
required. By doing this, Foursquare is able to address consumer concerns about:
a. what could be preventing users from completing online transactions.
b. creating online resistance in Foursquare’s user groups.
c. preventing users from creating synergies with online advertisers.
d. sharing casual information.
An advertiser and advertising agency are in the phase of approving the script and story
board of the advertisement they plan on producing. In this instance, they are more likely
to be in the copy approval stage.
a. True
b. False
The term Madison & Vine refers to two renowned avenues representing the advertising
and entertainment industries, respectively.
a. True
b. False
Program rating is the best-known measure of TV audience, and it is the basis for the
rates TV stations charge for advertising on different programs.
a. True
b. False
The four most prevalent agency compensation methods are commission, consultant,
external facilitator, and production facilitator plans.
a. True
b. False
Though individual achievement is important to foster, getting creative people to work as
a team has its unique challenges. Which of the following guidelines are included in the
list provided for heading a creative team?
a. Allow for plenty of room between teams and clients, and foster competition between
team members.
b. Communicate your own personal preferences, and stress the use of a particular
cognitive style.
c. Take care in making your team assignments, and rotate assignments over time.
d. Foster creativity by giving your team members free reign, and judge each creative
idea as it is suggested.
In a testing situation, people are shown drawings depicting pairs of shoppers walking
through grocery stores with empty dialogue balloons above them, and they are asked to
fill in what the shoppers may be saying. This is an example of a concept test.
a. True
b. False