With its multisensory stimulation, is the medium that defines what advertising is _____.
a. television
b. direct mail
c. radio
d. magazine
If social class affects consumption through tastes, media preferences remain unaffected.
a. True
b. False
Billboards have evolved from outdoor signs and posters which represent one of the
oldest forms of marketing dating back to the early promotional tools of the 1800s.
a. True
b. False
Advertisers are warned that they may face legal problems if they are not careful while
conducting promotional activities. This is especially true of:
a. in-store sampling and door-to-door sampling.
b. price-off deals and rebates.
c. mail sampling and newspaper sampling.
d. sweepstakes and contests.
A marketing director meets with her staff to review recent problems they have
encountered in coordinating widespread and diverse aspects of their marketing plan.
Which of the following reasons can explain why coordinating an IBP effort is easy?
a. Specialists often have knowledge only in their specialty.
b. Internal competition for budget allocation works against coordinated efforts.
c. IBPs do not require explicit goals and objectives.
d. There is a limited number of media options available.
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. tied with the research team.
During which era were big businesses and advertising viewed with suspicion?
a. The Depression (1929 to 1941)
b. 1920s (1918 to 1929)
c. The P.T. Barnum Era (1875 to 1918)
d. The Designer Era (1980 to 1992)
Why did critics traditionally hold the view that event sponsorships, especially sports
events, can be ego-driven and wasteful?
a. Critics thought that event sponsorships can be damaging to a product’s image.
b. Earlier, it wasn’t clear what an organization was receiving in return for its sponsor’s
fee.
c. According to critics, event sponsorships are not effective in building a brand image.
d. Event sponsorships are too costly, and can lead to huge retrenchment and bankruptcy.
Many consumers buy products that they perceive to have prestige and status which
would be considered ___needs under Maslow’s hierarchy theory.
a. growth
b. affiliation
c. self-actualization
d. esteem
One advantage of using sweepstakes and contests is that they can quickly and easily
communicate the brand message through the game.
a. True
b. False
Which of the following components of American movies have been regularly used as a
platform for launching new brands?
a. The restaurant meal
b. The romantic stroll through the city
c. The car chase
d. The drink at the local bar
Type fonts are seen in ____basic typeface groups, all with different personalities.
a. two
b. four
c. six
d. eight
Which of the following is a difference between IBP and IMC?
a. IBP ignores the importance of communication whereas IMC does not.
b. IBP focuses more on the need for coordinated and synergistic messages.
c. IMC emphasizes the brand, whereas IBP does not.
d. IBP goes beyond the parameters of IMC.
Which of the following services in an advertisement firm involves taking creative ideas
and turning them into advertisements, direct mail pieces, and other IBP materials?
a. Administrative services
b. Creative services
c. Account services
d. Production services
Scenario 14-4
Optima Artistic Tools has been manufacturing art supplies, in Boston, for almost 100
years. It is a successful business that works with art stores around the nation. Optima
produces materials for different varieties of media such as paints, pencils, charcoals,
clays, brushes, papers, canvases; and also 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. It has aimed for a 9 percent profit from
Internet sales by the end of next year.
Visualizers tells Optima managers that the best way to go about setting up banner ads is
to pay the website owners only when users click on the ads. Optima will then have to
pay only if a user visits the link. In this case, Visualizers is referring to the _____model
of advertising payment.
a. pay-per-click
b. click-through
c. keyword bidding
d. paid search
An electronics company is about to launch a new line of microwaves. Its public
relations team focuses on a feature story rather than a press release because the
company can:
a. create the feature story internally.
b. be more in control with a feature story.
c. make it short and precise.
d. distribute it to multiple media outlets.
A detailed version of Internet research called _____ involves both gathering Web data
as well as seeking unique information in online formats similar to that found in
traditional face-to-face interviews.
a. netnography
b. projecting
c. thought listing
d. frame-by-frame testing
Which of the following is a difference between interactive and noninteractive media?
a. Interactive media are less user-directed, while noninteractive media are more user
directed.
b. In interactive media, audience has less incentive to read a copy; while in
noninteractive media they have more incentive.
c. Most of interactive media copy is indirect response, while all noninteractive media is
direct response.
d. In interactive media, audience is more likely to seek out the ads; while in
noninteractive media, they are not.
Scenario 18-5
An old adage states that all publicity is good publicity. However, Professors Jonah
Berger of the Wharton School, and Alan Sorensen and Scott Rasmussen of Stanford
found that there is such a thing as bad publicity. The colleagues studied the relationship
between bad publicity and its impact on music albums, books, and movies. In 2010,
they published their findings in a journal called Marketing Science.After studying cases
involving the late Michael Jackson, Russell Crowe, and various authors; the colleagues
concluded that negative publicity can increase product sales. Michael Jackson sold
more albums after receiving negative media attention, and films starring Russell Crowe
received higher rankings following an incident in which he allegedly threw a cell phone
at a hotel employee. These high-profile stars actually thrived after receiving substantial
amounts of negative publicity. However, in many low profile cases, negative publicity
hurt sales and product reception. The three colleagues conducted an analysis of The
New York Times“reviews and book sales, and found that negative reviews hurt sales of
books by well-established authors, but helped sales of books by relatively unknown
authors. After conducting the study, the authors found that conventional wisdom is
wrong: not all publicity is good publicity. But they did show that negative publicity can
sometimes be positive; it all depends on existing-product awareness.
(Ned Smith, “Can Bad Buzz Be Good?” BusinessNewsDaily, November 1, 2010)
One way to help firms implement a reactive public relations strategy, and prepare for
possible negative publicity is to:
a. prepare a public relations audit.
b. promote goodwill.
c. prepare internal communications.
d. increase corporate advertising efforts.
Which of the following is an example of a fixed fee system of compensation?
a. 15 percent of the total amount billed by XL Inc. was retained by Tesco advertisers as
compensation for all costs in creating the advertisement.
b. Largo advertisers was paid $50,000 by their client based on the effect their ads had
on the sale of the company’s products.
c. Purple Corp. paid RL Designs $150,000 based on the positive responses it received
for their promotions from their customers.
d. HK advertisers and their client agreed on which supplies, materials, travel costs, and
other expenses will be reimbursed.
Which of the following is an important element of a reactive public relations strategy?
a. Creation of situation analysis
b. Identification of vulnerabilities
c. Clarification of program rationale
d. Development of marketing objectives
The whole purpose of 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.
Virtual identity is how the consumer or brand uses images and text online to construct
or showcase its identity.
a. True
b. False
A manufacturer of dental care products sets up a new promotion by attaching one of its
toothbrushes to its boxes of toothpaste. This is an example of a mobile sampling
technique.
a. True
b. False
If Caltec Corp., a computer manufacturer, increased the number of computers produced
to twice the amount it used to, the economies of scale would:
a. lower the fixed cost per unit.
b. increase the fixed cost per unit.
c. increase the variable costs.
d. lower the defect rate of products.
Product placement is the practice of placing any branded product into the content and
execution of educational vehicles.
a. True
b. False
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.
A recent advancement makes the use of various forms of advertising more desirable
because it allows the amount of ad exposure and impact to be directly measured, and
allows companies such as P&G and Walmart to measure the success of their
experimental methods. This advancement is in:
a. print media.
b. sublimal advertising.
c. broadcast media
d. interactive media.
Scenario1-5
Exodus Moving is a small business that was created to serve local furniture stores’
delivery needs in the Boulder Colorado area. They have specialized equipment that
allows them to lift and transfer large, bulky pieces of furniture with less risk of damage
than most traditional movers. Many of these furniture stores do not sell enough volume
to keep their own trucks and drivers busy all of the time, so Exodus fills a real market
need. As a result, most such stores are very interested in outsourcing delivery service
needs. Exodus has attracted many customers from these stores by guaranteeing 48 hour
delivery within a 50 mile radius of any of the stores they serve. Eventually, Exodus
hopes to attract the business of other retailers who might require delivery services.
Exodus advertises in the trade magazine, Western Interiors, which is read by furniture
retailers and interior decorators throughout twelve Western states. Which of the
following best describes this type of advertising?
a. Local advertising
b. Regional advertising
c. Advocacy advertising
d. Corporate advertising
Identity is a sociological concept and it matters a great deal to advertisers. The current
thinking is that the presence of celebrities in ads help contemporary consumers:
a. minimize buying power.
b. legitimize the symbolic value of consumption.
c. work out their identity issues.
d. reject conspicuous consumption behaviors.
The component of advertising that defines the goals of an advertiser and how those
goals will be achieved is known as:
a. unique selling proposition.
b. transformational advertising.
c. social branding.
d. message strategy.
The Cheeseburger bill passed by the U.S. House of Representatives:
a. restricts advertisements featuring highcalorie and highfat foods during children’s
programming.
b. prevents falsifying nutrition information for fast foods.
c. bars the promotion of toys to children that tie in with fast foods, sugary drinks, and
salty snacks.
d. blocks people from suing food companies for their obesity.
Scenario2-1
As one of the world’s largest computer and technology developers, Dell, Inc. has never
been a stranger to advertising. However, due to a consistent decline in market share, the
Texas-based company is looking to overhaul its advertising efforts for the first time in
years. In the past, Dell found success promoting its products as some of the most
inexpensive computer products in the market. However, the company’s new ad
campaign, which will be targeted toward more high-end users, will make no mention of
product price. The company is looking to reinvent its image and believes that the first
step in doing so is to revamp its outdated advertising campaign.
To generate interest in its new line of computers, Dell hires a company to design a
number of contests and incentive programs that will help build excitement for the new
line. This company is an example of a(n):
a. fulfillment center.
b. database agency.
c. sales promotion agency.
d. market research firm.