Which of the following telecom companies would be likely to benefit from a direct
comparison ad?
a. GBL Inc, a company known for its pioneering designs
b. Unix Inc., the company with the largest market share
c. Myrna Technologies, an established leader in the market
d. Newtel, a small company that has just entered the market
____is an advertising technique whereby a manufacturer and dealer share the expense
of advertising.
a. Differentiation
b. Subliminal advertising
c. Market segmentation
d. Vertical cooperative advertising
The one word that could be used to summarize the popularity of direct marketing
among today’s consumers is convenience.
a. True
b. False
In the context of social media advertising, which of the following is a reason for online
resistance?
a. The absolute cost for ads placed in traditional media tends to be lower than those
placed on the Web.
b. Social media provide a seamless interface with television.
c. Consumers have a perception that marketers and advertisers are stomping on their
sacred territory.
d. Consumers are cautious because the Internet leaves a trail of digital footprint.
The ___ services group in a full-service advertising agency is a part of the personnel
department, accounting, and billing department.
a. creative
b. administrative
c. marketing
d. production
Comparison ads try to demonstrate a brand’s ability to satisfy consumers by:
a. showing the brand name more often to the consumers.
b. weighing its features against those of competitive brands.
c. linking the brand name to something memorable for the consumers.
d. making the consumers associate positive feelings with the advertised brand.
Which of the following is a similarity between the market strategies, positioning and
differentiation?
a. Both involve standardizing and regularizing products.
b. Both depend on a perceived image of tangible or intangible features.
c. Both involve marketing products in a way that make them seem similar to
competitors’ products.
d. Both involve targeting a small market segment.
Direct marketing is an interactive system of marketing, which uses one or more
advertising media to affect a measurable response and/or transaction at any location.
a. True
b. False
Under the commission system, ____ percent of the total amount billed by a media
organization is retained by the advertising agency as compensation for all costs in
creating ads for the advertiser.
a. 15
b. 2
c. 30
d. 20
Scenario 6-4
Jay and Carrie Garrett operate a small retail store in a college town that sells only house
plants and accessories, which they named The Plantatarium. Their initial feeling when
they went into business was that virtually everyone was a potential customer for house
plants. Subsequent market research conducted for them painted a different picture. This
research identified three particularly strong market segments. The first was college
students ages 18-24. The next segment was retired seniors ages 65-80. The third
segment was professional offices for doctors, accountants, and lawyers. The college
students liked houseplants because they dressed up their living spaces. The seniors liked
them because they became the focus of a hobby. The professionals did not buy them for
any reason other than décor.
The Plantatarium promotes itself in different media using the phrase “An
out-of-this-world selection of unique plants.” This phrase is a reflection of the firm’s
a. positioning strategy.
b. VALS profile.
c. target market.
d. demographics.
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)
Publicity often increases the awareness of a particular brand. The concept of creating an
event or experience that yields casual conversations which include the brand is referred
to as ____ marketing.
a. viral
b. publicity
c. influencer
d. buzz
The basic premise of a positioning strategy must be simple and distinctive if it is to be
communicated effectively to the target segment.
a. True
b. False
Scenario6-2
Sunshine Meals Inc. is a company that sells breakfast foods such as cereals, pancake
mixes, etc. The company conducts a study to segment its consumers.
It finds that segment A consists of a small group of individuals who purchase four boxes
of the brand’s cereal every week. The average user consumes one box every week. It
targets segment A by providing them with samples of other Sunshine products with the
purchase of one box.
Segment B consists of a large number of college students and individuals who have
recently begun living on their own, and require readymade mixes as their breakfast
solution. It targets these consumers by providing more variety with pancakes and waffle
mixes.
Segment C consists of consumers who are not consistent buyers and targeting these
consumers could prove a loss for the company.
Segment C consumers are more likely to be ____ .
a. emergent consumers
b. brand freaks
c. lead users
d. variety seekers
Social news websites are sites that allow people to discover and share content from
anywhere on the Internet by submitting links and stories to a central service.
a. True
b. False
Body copy based on the ___ approach delivers a series of statements about a brand,
though this technique is rarely lively and can often result in a dull ad.
a. straight-line
b. direct response
c. narrative
d. dialogue
Scenario3-2
When referring to the period of advertising known as the creative revolution,
advertising pundit and practitioner Jerry Della Femina wrote, “Volkswagen was being
handled in the United States by Fuller & Smith & Ross. Doyle Dane took over the
account around 1959. One of the first ads that came out for Volkswagen was the first ad
that anyone can remember when the new agency style came through with an entirely
different look. The ad simply said, “Lemon.” The copy for “Lemon” said that once in a
while we turn out a car that’s a lemon, in which case we get rid of it. We don”t sell
them. And we are careful as hell with our cars, we test them before we sell them, so
the chances are you”ll never get one of our lemons.
“For the first time in history an advertiser said that he was capable, on rare occasions, of
turning out an inferior product . . . By today’s standards, of course, this is pretty tame
stuff.” (Jerry Della Femina, From Those
Wonderful Folks Who Gave You Pearl Harbor, [New York: Simon and Schuster, 1970],
26-27.)
Which one of the following is an accurate description of the era in which Bill Bernbach
created the Volkswagen campaign?
a. The ads were filled with wild and unsubstantiated claims.
b. The focus was on clean and minimalist advertising.
c. Advertising was motivated by the need to sell the vastly increased supply of goods.
d. Radio was the only advertising medium available to advertisers.
Many contemporary companies are seeking connectors to assist with their public
relations efforts. Connectors are people who:
a. are hired by companies to spread goodwill about their brand and their products.
b. are paid to go door-to-door to offer samples and product information.
c. like to share new information with their large social networks.
d. act as intermediaries and sell products to consumers at competitive prices.
Even those who view advertising positively for other reasons often admit that it rarely
contributes to art and culture, and art and culture have little room for advertising.
a. True
b. False
Which of the following purposes does creativity serve in advertising?
a. It makes people work in a structured manner.
b. It creates competing agendas in an agency.
c. It gives meaning to a brand by making emotional connections with consumers.
d. It makes people timid so that they can contribute more to work.
In which of the following ways can consumers block websites that track them?
a. By changing their social network login passwords regularly
b. By making use of cookies when they visit websites
c. By using software sites that utilize big data
d. By having just one social networking account per person
A suburban country club contacts each member who holds a golf membership to
enquire if they would also be interested to purchase a pool membership for the entire
family. The country club personnel are using their marketing database for ______ .
a. personal selling
b. creative selling
c. marcom selling
d. cross-selling
Intentions and expectations for advertising are embodied in the process of setting
objectives.
a. True
b. False
Advertising is a (n):
a. solo occupation.
b. individual competition.
c. team sport.
d. business rather than an art.
Which of the following acts as a support to direct marketing agencies and follow-up on
the delivery of their direct mail?
a. Creative boutiques
b. In-house agencies
c. Media specialists
d. Fulfillment centers
Scenario 11-3
A 30-second TV spot begins with a strip of yellow litmus paper being lowered into a
bottle of household cleaner. Music plays in the background. The words “You Probably
Know This. Litmus Paper Measures Alkalinity” are superimposed on the bottom of the
screen. The litmus paper is removed, and it has turned a dark blue-green color. “You
Probably Know This. The Darker, The Harsher” is then superimposed. A series of cuts
reveals litmus paper being lowered onto different bars of wet soap. In each case, the
strip turns a dark color. The brand name of each bar of soap is superimposed
underneath. Finally, litmus paper is lowered onto a bar of Ivory soap. The paper
remains yellow. Three super impositions appear in succession: “Ivory,” “Ivory is the
mildest,” and “Bar none.”
The superimposed words that end the spot, “Ivory is Mildest. Bar none,” could be
considered Ivory’s slogan. Which of the following is an important function of a slogan
such as this?
a. Providing unity and order to the ad
b. Motivating the viewer to buy the product
c. Increasing memorability of the key benefit of the brand
d. Entertaining or amusing the viewer
An established electronics business has reinvented itself and come up with some novel
new products. The owners want to go beyond the same old ads and commercials to
promote these products. As a well-informed media planner, you suggest a merger of
advertising and entertainment, including promotions in video games, cell phones, in
malls and retail stores, and at movie theaters. This mix is known in the industry as:
a. Madison & Vine.
b. above-the-line promotions.
c. media buying services.
d. a Unique Selling Proposition.
During the 1840s, the ____ emerged as a way for individuals to reduce the risk of the
loss of personal wealth when investing in business ventures.
a. creation of business insurance
b. principle of limited liability
c. concept of dividend distribution
d. process of double taxation
Cross-selling is the practice of identifying past purchasers of one product and
suggesting that they purchase other products.
a. True
b. False
According to Maslow’s hierarchy of needs structure, ads for breakfast cereals and soft
drinks can be thought of as promotions for products that address:
a. physiological needs.
b. love and belonging needs.
c. self-actualizing needs.
d. esteem needs.
The categories of radio that an advertiser can choose from are_____ .
a. off-network syndication, first-run syndication, and barter syndication
b. network, syndicated, cable, and satellite
c. networks, syndication, AM versus FM, satellite, and Internet/mobile
d. satellite, Web, and interactive
The biggest difference between contests and sweepstakes is that:
a. contests can require an entry fee, and sweepstakes cannot.
b. contests generate long-term interest in a brand, and sweepstakes generate immediate
interest.
c. contests require skill, and sweepstakes require luck.
d. contests focus on the game, and sweepstakes focus on the brand.
Scenario 16-3
In July 2010, a sports-focused social networking site named MyMVPs.com was
launched. The site, which has been described by founder Mark Monaco as a hybrid of
Facebook, ESPN and YouTube, will allow athletes, proud parents, and sports fans alike
to view highlights of amateur athletes, check out the week’s funniest sports bloopers,
and chat with various sports celebrities registered with the free online service. Erin
Dwyer, co-founder and one of the four individuals responsible for the site’s success,
believes the service will be incredibly beneficial not only for
amateur athletes with college aspirations, but also for colleges with tight recruiting
budgets. Dwyer stated, “It’s huge for little kids and it’s gigantic for high school athletes
who want to get to college. For some schools with tight budgets for recruiting, coaches
will be able to jump on a website that is clean and safe and gives them information on
a player. That can give them an advantage.” Still in its early stages, the company is
looking to get its name out there as much as possibleand with partnerships with sports
legends such as Mike Ditka, the company appears to be headed in the right direction.
(Jeff Vorva, “MyMVPs.com Hopes to Fly High With Amateur Athletes.”
ChicagoTribLocal, June 16, 2010.)
The team at MyMVPs decides to make sponsorship one of their top priorities. Not only
can they build community relationships, but they can get the MyMVP’s name out with
signs and banners. The team also prints hundreds of business cards and stationery to
distribute, and sets up a number of tents that will feature the company logo. In a
small-scale and local way, this is the same thing large corporations do when they make
an effort to:
a. leverage the event as much as they can.
b. make good use of product placement.
c. fight the chaos scenario.
d. speak to consumers in a single voice.