A media buyer is glancing through the latest edition of the industry trade publication,
Advertising Age, and notices an ad targeted at media buyers. The ad encourages the
purchase of space in a fast-growing magazine that reaches 12- to 18-year-olds girls. It
invites media buyers to contact the sales department at the teen-oriented magazine for
more information. She considers this, as she has a cosmetics manufacturer as a client
who may benefit from this type of ad placement.
The agency has designed an ad using a high-quality illustration, so the client agrees to
buy a full-page ad that uses the entire page, not just the space within the white border.
The media planner should request the rate for
a. a run-of-press ad.
b. a fourth-cover page.
c. a gatefold ad.
d. a bleed page.
A fast-food restaurant is attempting to position itself as the best choice when you’re in a
hurry because it serves all customers within 90 seconds. To maintain internal
consistency, the firm might take all of the following steps below, EXCEPT for which
one?
a. expanding on its menu
b. adding extra drive-up windows
c. hiring more order-takers
d. hanging up digital timers behind the counter
An emphasis on producing measurable effects is one of the noted appeals of direct
marketing. In evaluating direct marketing programs, ____ and ____ are frequently used.
a. cost per contact; cost per consumer
b. cost per rating point; cost per share
c. cost per thousand; cost per million
d. cost per inquiry; cost per order
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 account executive has emailed saying that a client is quite pleased with the results of
the network TV buy that you made last month. Now the client would like to use support
media in the geographic areas that have shown the strongest results, as soon as possible.
He wants something that targets adults who live and work in major metropolitan areas,
has the potential for mass exposure, and can be set up pretty quickly. You recommend
the use of
a. transit advertising.
b. billboard advertising.
c. cinema advertising.
d. directory advertising.
Which type of research tries to identify specific cognitions that occur during an
individual’s exposure to a specific ad by having the person jot his or her thoughts down
on the spot?
a. day-after recall
b. attitude-change study
c. communication test
d. thought listing
For most products and services, the category of ____ accounts for the majority of
product sales and for this reason becomes the preferred target segment among all
potential consumers.
a. switchers
b. niche buyers
c. heavy users
d. variety seekers
A campaign is specifically designed to identify those who are emerging in its product
market, for many reasons and under many circumstances, and then win them over as
first-time users. This campaign is making use of
a. competitive fields.
b. geographic statistics.
c. geographic segmentation.
d. point-of-entry marketing.
Students from several organizations on campus sponsored a forum to debate the pros
and cons of advertising. Student organizations representing consumers, journalists,
marketers, entrepreneurs, and political scientists all had members in attendance.
Following are some of the comments made at the forum.Near the end of the forum, one
student said, “I keep getting so much junk mail I can hardly keep up with it. I’ve gotten
the same direct mail ad for some new kind of cell phone five or six times now. I tried
calling the company but all they want to do is give me more sales pitches! Does anyone
actually read these ads? I don’t. And I’m tired of getting them.” Which agency should
this student contact to have his name removed from direct mail lists?
a. the Direct Mail Marketing Association
b. the Direct Mail Preference Service
c. the FTC’s Do Not Contact Registry
d. the FCC’s Consumer Complaint Commission
In 2007, Michigan-based Ford Motor Company fell from second to third in U.S. annual
vehicle sales for the first time in 56 years. Facing stiff competition from foreign
automakers and brand indifference amongst U.S. consumers, Ford appeared to be
headed towards turbulent times. However, when marketing and advertising guru Jim
Farley joined Ford in November 2007, he brought a number of fresh ideas that helped
turn the company in the right direction. Farley quickly found that Americans had
become indifferent to the Ford brand, which in his opinion, was worse than disliking the
brand. So Farley, along with the rest of the marketing team at Ford, created a campaign
that used catchy songs and cheerful images to accompany its line of automobiles. The
marketing team at Ford is now heavily utilizing the Internet to promote the new Ford
Fiesta, which is the focus of a campaign that has greatly increased the awareness of the
Ford Brand. The company has also been stressing the value of buying environmentally
friendly cars, a move it hopes will improve the brand’s image throughout the world. So
far, the moves appear to be working-in late 2010, Ford was once again named the
second leading automotive company in the United States, as well as fourth largest in the
world.
(“Ford Can Fiesta Again.” The Economist, October 28, 2010)
If the objective of Ford is to persuade consumers to buy its cars during a special
limited-time offer, which of the following advertising methods should be used?
a. hard-sell ads
b. fear ads
c. social anxiety ads
d. repetition ads
A media buyer is glancing through the latest edition of the industry trade publication,
Advertising Age, and notices an ad targeted at media buyers. The ad encourages the
purchase of space in a fast-growing magazine that reaches 12- to 18-year-olds girls. It
invites media buyers to contact the sales department at the teen-oriented magazine for
more information. She considers this, as she has a cosmetics manufacturer as a client
who may benefit from this type of ad placement.
The media buyer is trying to decide whether to run ads in the teen magazine or in
special sections of newspapers attempting to target young people. What disadvantage of
newspapers should prompt her to consider the teen magazine?
a. their visual rather than verbal strengths
b. their relative cost
c. their tendency toward pass-along readership
d. their limited ability to segment target audiences
Support media are given that name because they
a. are supported and financed solely by business-market expenditures.
b. reinforce or support a message delivered by other media.
c. must be supported or upheld by physical structures.
d. support and enhance P-O-P within the retail environment.
When Web media is combined with traditional media, the broad goal is to have the Web
generation seek out and pay attention to messages on the Web more than those sent
through traditional media.
The text indicates that no existing advertising research method is perfect. But it does
recommend certain kinds of approaches for the future. What are they?
a. more quantitative approaches
b. more single-effectiveness measures
c. fewer qualitative approaches
d. more naturalistic methods
A company that spends big promotional dollars on creating and distributing P-O-P
displays can run into problems, as the text notes Gillette once did, if its marketing
department is unaware that
a. few consumers notice them.
b. many retailers ignore them or throw them out.
c. they rarely get shipped to stores.
d. they are poorly constructed and often unusable.
As clothing and accessories retailer Gap, Inc. attempted to carry its brand to greater
heights, executives felt that a great way to refresh the company’s logo would be to
change it all together. However, perhaps even quicker than the initial decision to change
the logo, the masses reacted so negatively to the change that the company went back on
its decision. A number of consumers stated that the new logo looked “cheap, like a
crummy PowerPoint presentation,” and that was all company executives needed to hear.
Gap admitted that the idea of changing the company’s logo was probably not the right
move nor was it the right time to do so. The company will look for other ways to
develop the brand. Clearly, Gap’s reaction to consumer sentiments serves as proof that
the company cares a great deal about consumer thoughts and opinions.
(Iko Han, “Gap’s New Logo Proves the Company Knows How to Listen.” Cornerline
News, October 13, 2010.)Gap’s loyal customers generally believe the company’s
products are high-end and sophisticated. Judging by the initial responses, consumers
felt Gap’s new logo represented lower-end products, and would, therefore, appeal to a
lower social class. This concept of differing social levels is called
a. consumer separation.
b. social ranking.
c. stratification.
d. income grouping.
An ad agency marketing a line of office products segments a consumer market using
PRIZM data and then segments a business market using SIC data. These two systems
have one thing in common, in that they both involve
a. geographic locations of markets.
b. target markets already categorized by gender and age.
c. psychographic data.
d. extensive consumer interviews.
Based on the criteria that defines the concept of advertising, which of the following
communication efforts would be considered advertising?
a. a candidate for city council going door-to-door urging people to vote for her
b. a television message from a national trade group reminding people to eat pork
c. a public service announcement about the dangers of texting while driving
d. an actor being interviewed on TV about his campaign to aid disabled veterans
One drawback of sales promotions is that the results are difficult to document.
Second Life is a website that perfectly demonstrates the concept of viral marketing,
allowing visitors to sample videos and pass them on to others.
An agency staffer conducts a test to see how the message for her client’s product,
dishwasher detergent, compares to the way other ads in her product area have tested. In
this way, she will gather qualitative test scores.
Layout is the term used for the drawing or digital rendering of a proposed print ad that
shows where all the elements will be positioned, allowing for various alternatives and
options.
A home decor catalog is trying to use its marketing database to identify and isolate its
best customers to determine their decision making and purchasing behavior. A CPO
analysis is an excellent tool to help accomplish this.