Which of the following best describes a media conglomerate?
a. It is a firm that operates multiple media combinations.
b. It is a firm that is a specialist in one particular form of media.
c. It is a firm that specializes solely in buying media time and space.
d. It is a firm that uses print media instead of broadcast media
Though many agencies no longer use the traditional commission system for
compensation, Starr Agency does. Using the standard percentage rate, how much would
Starr Agency receive for a bill of $500,000?
a. $150,00
b. $125,000
c. $100,000
d. $75,000
Barlow and Baley Inc., an advertisement agency, has been approached by Crescent
Corp. to help promote their new line of air conditioners. Barlow and Baley Inc. have
advised Crescent Corp. that newspaper and television ads will be the best promotional
tool for the product. They have also created a demo ad for the product. Barlow and
Baley Inc. is an example of a(n) _______.
a. full-service agency
b. in-house agency
c. interactive agency
d. database consultant
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.
You announce that you will write the part of the ad plan that contains the crucial
information that Girl Powerz execs need to know, even if they remember nothing else.
This means you will write the ____section.
a. situation analysis
b. execution
c. strategy
d. executive summary
Scenario 8-3
After working as an account executive in an advertising agency for 20 years, you’ve
decided to own your own business. You buy Springfield Hardware, a neighborhood
hardware store, from a man who has owned and run the business for the past 52 years.
He sells the store and all the inventory, with one warninghe wasn’t much on paperwork,
so there won’t be a lot of records to be found. You buy the store and begin to create your
ad plan.
Due to the lack of records, you have no way of knowing what Springfield Hardware has
gone through over the years. You can only guess about the hardware needs of the local
population, and the store’s target market and customer base. This will be a major
hindrance in writing the ____ sections of your situation analysis.
a. overview and executive summary
b. industry analysis and historical context
c. strategy and execution
d. historical context and market analysis
Scenario 7-2
You have been appointed director of research for the Rhode Island Runners, a new
minor league baseball team that will make its debut in about six months. There have
been minor league franchises in the area in the past, but due to a lack of fan support
they all have folded. The Runners’ upper management is convinced that past
failures were the result of improper marketing of the teams. Therefore, management has
committed a substantial amount of money to developing smart, effective advertising.
Management has put you in charge of an intensive one-year program to guide and track
the advertising.
In designing the new marketing campaign, developmental advertising research would
be helpful in a number of areas. When considering its marketing goals, the Rhode
Island Runners staff want to execute it because the most important service
developmental research provides is:
a. ad acceptance data.
b. product description.
c. audience profiling.
d. scientific evaluation.
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.
Dell plans to strengthen its relationships with the media, industry associations, and its
various competitors. In such a scenario, Dell would be hiring to help strengthen their
relationships.
a. a public relations firm
b. a market research firm
c. a creative boutique
d. a database agency
An advertiser for bubble gum attempts to generate brand preference by getting
consumers to simply like the product and associate it with fun and happiness. Which
type of message is the advertiser sending?
a. A feel-good message
b. A testimonial
c. A demonstration
d. A hard-sell message
_____can be considered a natural extension and outgrowth of product placement.
a. Branded entertainment
b. Authenticity
c. Market oversaturation
d. Event sponsorship
Which of the following is considered as a member of a trade channel?
a. Wholesalers
b. Household consumers
c. Government employees
d. Philanthropic groups
Scenario 10-4
In the “Chicago Shopping” section of the ChicagoTribunewebsite, the following ads
were listed:
1) An ad for the last day to save 10 percent on all purchases at Target.com. Readers are
urged to act quickly because the deadline for the deal, which is boldly listed in red ink,
is today. The ad also features a picture of a 40″ LCD television showing the company’s
name and “bullseye” logo on the screen.
2) An ad for a pair of basketball shoes accompanied by a positive endorsement from a
satisfied customer. The customer stated, “I have never had a shoe like this one. I jump
higher and run faster, and I am able to play longer than I ever have in the past.” The ad
offers a $15 coupon for use at participating FootLocker stores.
3) An ad encouraging consumers to shop at Adidas because of its low sale prices. The
ad reads, “Adidas brand apparel will increase your athletic performance. Give yourself
the competitive advantage you’ve always wanted and shop our selection of running,
soccer, basketball and golf apparel.”
4) An ad listing a limited time offer for a pair of expensive jeans. The ad shows a
fictional character being laughed at by an attractive female because of his old, raggedy
jeans. The man being laughed at appears incredibly embarrassed. Marketers want
consumers to feel more accepted in society when they wear this particular pair of jeans.
(ChicagoTribune.com, October 26, 2010)
Ad #2 features a statement from a satisfied consumer. The company hopes this
customer’s opinion of the product will persuade others to buy its shoes. The customer
has given a(n):
a. affective association.
b. testimonial.
c. product demonstration.
d. infomercial.
The ___ of the FTC was initiated in 1971 with the intention of ensuring that advertisers
make supporting evidence for claims available to consumers.
a. Wheeler-Lea Amendment
b. advertising substantiation program
c. Robinson-Patman Act
d. fair packaging program
As a brand manager, one must track what is being said by consumers, interpret
consumer-generated information, and respond to social media posts and comments.
This entails:
a. spending time on social networking sites.
b. hosting regular feedback sessions.
c. developing brand image.
d. expertise in branding and excellent socialization skills.
According to Maslow’s hierarchy of needs theory, which of the following is the highest
order of all human needs?
a. Esteem needs
b. Physiological needs
c. Safety needs
d. Self-actualization needs
Scenario 12-6
Taylor, Frenz, and Hynes have recently published a short booklet entitled
Media Choices: Efficiency and Competitive Assessment. This is a tool that advertising
agencies and media planners can offer to clients so that they can understand how to
better determine their media mix. Included below are several short excerpts from the
booklet. Please complete the missing part of each excerpt, based on your study of the
chapter.
“Which media delivers the largest audiences at the lowest cost? This is determined by
calculating the ratio of the cost of the media buy to the total audience and then
multiplying it by 1,000. This is known as:
a. share of voice per thousand.”
b. net promoter score.”
c. net volume.”
d. cost per thousand.”
The role of a marcom manager is to:
a. ensure efficient and timely delivery of products ordered.
b. monitor contacts, sales, and return sales.
c. schedule the media for marketing communications.
d. plan overall communications and oversee the functional specialists.
Viewing consumers as social beings allows advertisers to focus on the attitudes they
have toward brands, which are much more important than the meanings they associate
with brands.
a. True
b. False
A particular group of consumers that is singled out by an organization for its advertising
or integrated brand promotion campaign is called:
a. a target audience.
b. cooperative advertising.
c. a focus group
d. a sponsorship.
In their book, The Wisdom of Teams, Katzenbach and Smith offered a number of
insights about teams. Which of the following can be inferred from these insights?
a. Teams focus on process rather than results.
b. Teams operate on mutual synergy.
c. Teams always look out for a number one.
d. Teams restrict individual decision making.
During the 1920s, “fantasy” advertisements dominated the ad industry.
a. True
b. False
The Grana Weightloss System advertises its exercise machines on late-night TV. Their
advertisements are typically half and hour long, and feature spokespeople as well as
consumers and celebrities talking about their experiences with thebrand. In this
scenario, the company is using____ .
a. advertorials
b. infomercials
c. point-of-purchase advertising
d. transformational advertising
The marketing process is designed to generate revenue for the firm.
a. True
b. False
Which of the following is the largest concern for consumers regarding direct
marketing?
a. Telemarketing
b. Invasion of privacy
c. Increased junk mail
d. Credit card debt
Which of the following is a disadvantage of using television as a medium of
advertising?
a. Lack of audience selectivity
b. Poor audience attitude
c. High cost-per-contact
d. Minimal creative opportunities
Scenario 10-6
Facing stiff competition from Walmart and K-mart, executives for Target stores have
decided to focus on reaching more affluent shoppers and luring them away from
traditional department stores. They have already expanded the products and brands they
offer to include reasonably priced items by modern design masters. Target hopes to
draw more affluent shoppers into its stores through a series of advertising campaigns
that are presently in the planning stages. Most of the advertising budget will be directed
to ads in regional luxury magazines, which, research shows, are frequently read by
affluent individuals.
Which of the following should Target do in order to place its brand name more
permanently in the affluent customers’ memories?
a. Target should make sure that the magazine ads have a positive feeling about them.
b. Target should place an urgent call-to-action on each of its ads in the magazine.
c. Target should place its ads in a number of pages of each issue of the magazine.
d. Target should make sure that the ads are funny and a great entertainment to the
customers.
In the context of direct marketing, focusing on a single medium is likely to be more
effective than the use of multiple media.
a. True
b. False
The CAN SPAM Act does not outlaw all unsolicited emails.
a. True
b. False
Net promoter scores measure:
a. the number of times a customer clicks on a pop up link.
b. the good mentions and bad mentions of a brand in the social media.
c. how many Internet users visit a social networking site or a blog.
d. whether consumers search for online offers or not.
Scenario 7-5
The Solutions Group is a combination of companies that help clients better understand
their target markets through creative research approaches. It has learned that many
people have become quite adept at filtering out advertising messages and therefore do
not respond to traditional research instruments such as surveys. The Solutions Group
says that there must be a “research revolution” based on true dialogues with consumers,
not one-way monologues often seen in traditional surveys.
A number of “revolutionary” techniques can be found by the Solutions Group in an
attempt to unearth consumers’ true feelings and honest opinions about brands and ads.
But they should remember that problems with validity most likely arise in studies when
respondents are asked to:
a. taste products in blind taste tests.
b. recall their memories about ads for a particular brand.
c. share their thoughts and opinions about certain brands they don’t like.
d. do things they don’t normally do in real life when viewing ads.
You are most likely to be creative when:
a. you are in your comfort zone.
b. doing something you love.
c. you avoid critiquing your own ideas.
d. you avoid ambiguity.
During which era of advertising did consumers first begin to surround themselves with
devices related to communication?
a. The 1970s (1973 to 1980)
b. Peace, Love, and the Creative Revolution (1960 to 1972)
c. World War II and the 1950s (1942 to 1960)
d. The Depression (1929 to 1941)