If you have a “creative” job, that means you are “creative.”
a. True
b. False
Understanding the concept that virtual identities are indeed real to consumers can help
consumer-minded businesses and organizations cater better to customer wants.
a. True
b. False
Scenario2-3
Axel Corp., a new clothing line manufacturer, plans to reach out to the local fashion
stores and wholesale distributors around the country. It also plans to offer a discount on
its products for the first 100 customers and establish a coupon system for the first six
months of sales. The marketing team is looking to create a television advertisement and
is looking for ways to improve on the ideas that they have come up with for the ad.
Which of the following agencies would help improve the ideas that Axel Corp. has for
its advertisement?
a. A direct marketing agency
b. A creative boutique
c. A database agency
d. A fulfillment center
Scenario5-4
Torque, a car manufacturer, aims to make its slogan “Burn Rubber” known to every
individual in a way that they immediately associate it with the firm. The company has
created a social media page where almost a thousand fans have registered. However,
there are two competitors who advertise the same features as those of Torque’s cars. The
firm has a large number of customers who think it manufactures the best cars and there
is no other manufacturer better than Torque.
Jake is about to buy a limited edition sports car from Torque. It is most likely that Jake
will have ____while deciding to buy the car.
a. advertising clutter
b. high involvement
c. cognitive dissonance
d. limited problem solving
The greatest advantage of television as an advertising medium is its ability to:
a. make an advertising message have a long-lasting effect.
b. be inexpensive in terms of absolute cost.
c. send a message through sight and sound.
d. select small, selective audiences by geographic location.
Scenario 6-5
Madison State University has a reputation for having a powerful intercollegiate coed
bowling team. Seating in the campus bowling alley only allows for 400 fans to attend
their matches. Long lines for seats have formed in the past, with many fans leaving
disappointed because they could not get a ticket. As a result, the school’s administrators
decided to institute a “priority seating” plan in which fans would be given access to
advance tickets based on the following schedule:
– “Lanemaster Club” $10,000 annual donation to the bowling program guaranteed free
box seats to any match (100 seats total)
– “Strike Club” $1,000 annual donation to the bowling program guaranteed free
bleacher seats to any match (100 seats total)
– “Kingpin Club” participants in local recreation bowling leagues guaranteed bleacher
seats for $10.00 to any match (100 seats total)
– “Alleycat Club” students who have maintained a 3.9 GPA or better guaranteed
bleacher seats for $1.00 to any match (100 seats total)
Based on the planned schedule described here, students who have maintained a 3.9 GPA
would be described as one of the bowling team’s
a. nonuser groups.
b. positioning strategies.
c. target segments.
d. diverse markets.
Participating in community activities that reflect a firm favorably is an example
of_______.
a. promoting a product
b. preparing internal communications
c. promoting goodwill
d. giving advice and counsel to consumers
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.
Recognition tests are the industry standard for television ad testing.
a. True
b. False
_____are groups of consumers who feel a commonality and a shared purpose attached
to a consumer good or service.
a. Brand ambassadors
b. Trend setters
c. Trade channels
d. Brand communities
In which of the following ways has the Internet helped to change the world of green
marketing?
a. It helps companies focus primarily on their bottom-line.
b. It offers tips on creating “green sites.”
c. It encourages companies to engage in greenwashing practices.
d. It helps green sites identify companies that are taking action to protect the
environment.
Howard Gardner’s selection of seven of the greatest creative minds of the 20th century
listed individuals from a variety of advertising and promotional fields.
a. True
b. False
Which of the following slogans is an example of corporate advertising?
a. “OhhSooGood” by Yummy’s, a biscuit company
b. “The quick fix stick” by Quicks, a glue manufacturer
c. “Fizzy! Bubble! Guzzle!” by Fizzy Pop, a soft drink company
d. “Think creatively” by Helix phones
Scenario3-1
In the early and mid-1800s, soaps were made from animal fats. The perishable quality
of the soap, however, allowed manufacturers to sell a product with only regional appeal.
This changed when soap makers began to use vegetable fats and perfume in the
soap-making process.
According to Procter & Gamble, one batch of this vegetable-based soap was left to mix
too long. The result was a product that floated in water due to an excess amount of air.
The company turned this into a selling point and, in 1882, launched one of the first
soaps with the potential for national salesIvory soapwith the slogans “It floats” and
“9944/100 percent pure.” (Stephen Fox, TheMirrorMakers,[New York: Random House,
1984], 24.)
If the Ivory soap was promoted during the era of industrialization, in which of the
following mediums would their ads appear?
a. Magazines
b. Newsbooks
c. Dailies
d. Radio broadcasts
The frequent intrusion of commercials has made television advertising the most
distrusted form of advertising among consumers.
a. True
b. False
Which element is essential to articulating a well-stated advertising objective?
a. A time frame
b. A budget
c. An overview
d. An evaluation
Brand equity occurs over a short period of time.
a. True
b. False
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.
As a result of vigorous advertising, Exodus has created inelasticity of demand to price
changes. Which of the following will hold true in such a situation?
a. The company’s customers will have low brand loyalty.
b. The customers will be less sensitive to price increases by the company.
c. The company will need to lower the price of its delivery services.
d. The company will have low brand equity.
Like many companies today, a young but growing electronics retailer knows it needs
help. If it is like most clients, in what two areas does it need the most help from an ad
agency?
a. Creating value for the product, and setting objectives
b. Integrating the brand within the media, and generating new ideas
c. Defining the product, and creating brand awareness
d. Creating the budget, and writing the copy
Keeping a date of birth in a customer database allows companies to do something a
little special and contact customers on their birthdays.
a. True
b. False
As opposed to a news release, a feature story:
a. gives a single journalist exclusive rights to the information.
b. is short and precise.
c. gives the company no control over the content.
d. can be written by an employee of the firm.
Scenario1-3
In 2006, gaming giant Nintendo launched an innovative motion-sensing gaming console
called the Wii. The Wii quickly took over as the leading gaming console because of its
unique activity-enabling qualities, and for nearly four years, dominated hardware sales
in the gaming industry as any true competition for the product was yet to be introduced.
However, this changed in late 2010 as Sony introduced its own motion-detecting
gaming system to the market, the Playstation Move. Sony has marketed the product as a
superior product to Nintendo’s, claiming that it is more precise and flaunts the
Playstation’s highquality graphics. Sony’s Move has been a topic of great debate, but the
reception of the product over the long haul is yet to be seen. To dethrone the Wii, Sony
will need to find a way to appeal to those that have not yet bought into
“motiongaming.” And of course, it wouldn”t hurt if Sony somehow found a way to
entice Nintendo followers to switch over to its newest addition to the gaming industry.
Which of the following activities, if performed, would be considered as part of Sony’s
marketing mix?
a. Forecasting a five year financial plan to expand the firm
b. Restructuring the organization to increase employee efficiency
c. Hiring more workers into the firm
d. Launching an advertisement campaign in schools
Geo-targeting is defined as the expansion of media placement beyond certain regions or
national borders and into diverse cultures and global markets.
a. True
b. False
_____was established by the Better Business Bureau to evaluate ads directed at children
based on guidelines that encourage sensitivity to their level of sophistication and
knowledge, as well as emphasis on positive social traits such as friendship and
kindness.
a. The Family Research Council
b. The Children’s Food and Beverage Advertising Initiative
c. The Children’s Advertising Review Unit
d. The Children’s Television Act
Account executives are the liaison between the agency and the client.
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 shows you an idea that involves an announcer reading a top-ten list of
cool reasons to visit Milwaukee. Which of the following basic guidelines of radio copy
writing does this technique address?
a. Repeating the brand name
b. Stressing the main selling points
c. Stimulating the imagination
d. Tailoring copy to a time, place, and audience
An advertisement for a peanut butter product, of one firm, that compares itself to the
peanut butter product, of another firm, would be considered illegal because it mentions
brand-name goods produced by another firm.
a. True
b. False
The straight-line approach for preparing body copy uses dialogue as if the spokesperson
is having a one-sided conversation with the reader through the body copy.
a. True
b. False
Design Solutions has two television network channels and its monthly magazine, Bling,
is the most popular fashion magazine in the country. It also has a number of websites
for its television channels and online sports news. Design Solutions is an example of a
____.
a. creative boutique
b. media conglomerate
c. media specialist
d. digital/interactive agency
Scenario 12-5
MidSouth Media Company (MMC) is a media placement firm serving small- and
mid-sized firms in several Midwest and Southern states. It specializes in working with
new businesses, many of which have owners and managers with little advertising
experience. MMC asks all new clients to complete a brief survey to better determine
their exposure needs and their level of knowledge about media decisions. Some
questions from the latest MMC survey are included below. Please complete the missing
part of each item, based on your study of the chapter.
“Is there a national media ____, such as USA Today, Time, or the Wall Street Journal,
that you would like to consider using to communicate with your customers?”
a. vehicle
b. class
c. reach
d. mix
_____ of an ad is the average number of times an individual or household within a
target audience is exposed to a media vehicle in a given period of time.
a. Continuity
b. Scope
c. Reach
d. Frequency
Delayed response advertising relies on imagery and message themes that emphasize the
benefits and satisfying characteristics of a brand.
a. True
b. False
As a media class, one of the drawbacks of newspapers is ad clutter. Explain. As a media
class, do magazines face the same disadvantage?
Discuss how emotion plays an important role in consumer behavior.
Explain how the World Wide Web has changed the traditional brand”consumer
relationship.
There are ten major objectives of advertising message strategy. Name and briefly define
them as well as the methods used to reach them. Give a real-life example demonstrating
two of these objectives.
What are the two main categories of Point-of-Purchase promotions? List and describe
any five P-O-P formats available to retailers.
Explain how branded entertainment differs from product placement, and what its future
is as a branding tool. Give two examples of branded entertainment to support your
answer.
Marketing databases are used by businesses for three concrete tasks or specific
applications. Identify and define all three. Select one of them and demonstrate how it is
used by a well-known corporation, manufacturer, retailer, or service provider.
The unique characteristics of the Web has given advertisers who use it a definite edge
over their competitors. What are the advantages of the new digital/interactive media
being used in advertising today? Discuss a product or service that has successfully
demonstrated one or more of these elements in its digital/mobile advertising.
What are the five principles of design? Choose two of the principles and discuss the
considerations involved in each. Then give an example of each.
What are the three broad forms of advertising research? Briefly describe each form, as
well as when and how it is used. List the methods and techniques related to each.
Describe four main advantages of newspapers as a media class.
Briefly trace the reasons for the rise of researchspecifically, advertising and brand
promotion researchafter World War II. Why did agencies create large research
departments? How did universities get involved? How did consumers feel about
research? When was research at its height of popularity, and when did things change?
Provide just a brief sketch of these issues.
Discuss culture as a major component in consumers’ lives.
Axel Corporation has been manufacturing chocolate chips for over 60 years. This year,
the sales for 12-oz. packages of both milk chocolate chips and dark chocolate chips are
strong in the U.S., but they peak from Thanksgiving through New Year’s Eve, with
November and December often producing sales that add up to four times that of the
“average” month. Describe the three different media scheduling options that the
company can consider when deciding on media scheduling. Recommend the scheduling
option that would be most appropriate for the company to adopt.
How did Americans view advertising after WWII? What overall emotions arose after
WWII and how did ad agencies play on these sentiments?
How do proactive and reactive public relations strategies differ? Describe the steps
necessary to implement each strategy.
One of your advertising agency’s clients has asked for a description of how an attitude
study is performed on a television commercial in a theater test setting. Describe this
process in general terms. (It is not necessary to describe the measurement scale.) In
your answer, include a summary of the reasons why you would do such a test and the
advantages and disadvantages of this method of pretesting ads.