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____ is the process of creating a perceived distinction between an organization's brand
and a competitor's brand.
a. Market analysis
b. Co-op advertising
c. Market segmentation
d. Differentiation
Scenario1-6
Gillette M3Powera MACH3 razor innovationis a groundbreaking, powered wet shaving
system for men that delivers a totally new shaving experience resulting in Gillette's best
shave. M3Power builds on the heritage of MACH3 and combines Gillette's latest and
best razor and blade technologies. M3Power outperforms all other blades and razors in
closeness, comfort, and safety during and after the shave. Gillette M3Power features
other innovations beyond power: new blades featuring PowerGlide™an enhanced blade
coating for incredible glide and maximum comfort, a moisturizing Indicator Lubrastrip
and a technologically-advanced handle (www.Gillette.com). Recently, Gillette Co. sent
direct mailers to users of competing male products, throughout the United States, a free
MACH3Power razor with blades and a coupon offer. In addition, a series of coordinated
advertisements to male customers were developed to increase awareness of this
product. Gillette said that its goal was to have a market awareness rate of 70 percent
within four months.
Gillette has launched a new advertisement in which it describes how its unique
protective layer above the blades prevents cuts, and a rubberized grip which enables
steady handling of the razor while shaving. This is an example of____.
a. trade channeling
b. selective demand stimulation
c. corporate advertising
d. direct response advertising
Scenario 15-3
Stacey is making her weekly trip to the grocery store. She takes with her a National
brand coffee coupon worth 50 cents. While shopping she was asked if she would like to
try a slice of pizza from a sales person. After tasting it, the sales personal directs her to
where the brand is available. When Stacey arrives at her favorite brand of toothpaste,
she is delighted to find that she would receive a toothbrush along with the toothpaste
attached to the box for no charge. She then runs into a carboard cutout of an actor from
a medical drama that she watches on tv, with
a box full of pain relievers built into it. At her last stop, the cereal aisle, she notices that
a brand offers a chance to buy a T-shirt with a picture of the brand's cartoon character.
Among all the products with sales promotions in the store, which of the following
involved Point-of Purchase advertising that might have cost the manufacturer a few
pennies?
a. The pain medicine
b. The frozen pizza
c. The coffee
d. The cereal
Barter syndication offers both off-network and first-run syndication shows at a higher
rate than local TV stations.
a. True
b. False
____ is the process of consumers marketing to consumers over the Internet, through
electronic, or in-person word of mouth transmitted through emails and electronic
mailing lists.
a. Mobile marketing
b. Viral marketing
c. Social couponing
d. Social gaming
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 look into sponsorship as a way of building the brand.
At first, they wonder about the cost. Eventually, they come to the conclusion that they
would ultimately gain the mostbut would also have to spend the mostif the business
decided to:
a. be an exclusive sponsor of an event.
b. calculate media impressions from an event.
c. get involved in social networking for an event.
d. be a co-sponsor of an event with another business.
Scenario 16-4
You are a marketing associate at a promotional firm that specializes in innovative
branding. You will be meeting with several clients next week and you need to review
their files and get updated on their latest promotional efforts.
One client was initially willing to pay a hefty fee for its fruit snack bar to appear in a
summer action movie full of spies and car chases, but the fit just didn't seem right. You
convinced the client to go instead with a teen romance that also released in the summer.
It appears to have done very well, building popularity with kids who bought it at the
concessions stand, and went on to buy it at their local retailer. Which of the following
concepts did you rely on?
a. Exclusive sponsorship
b. Advergaming
c. Leveraging
d. Authenticity
Evaluative criteria are universal traits or attributes that pertain to all product categories
and are used as rating factors when making purchases.
a. True
b. False
Which of the following are the three basic forms of sales promotion?
a. At-home, in-store, and out-of-home
b. Short-term, long-term, and Point-of-Purchase
c. Indoor, outdoor, and mobile
d. Consumer-market, trade-market, and business-market
The business head of a nationwide amusement park chain has asked the marketing
director of the company to finalize this season's radio advertising plan and report back
to him. The marketing director still needs to decide whether he should use local spot
radio advertising or network radio advertising. How will his decision impact the
company?
a. Clients will either make decisions on running ads or agencies will make decisions on
running ads.
b. Programs will be based either on news and sports or business reports and short
features.
c. Scripts for broadcast will need to be developed or announcers will need to be hired to
ad-lib from a list of points during broadcast.
d. Well-defined geographic audiences will be targeted or nationwide audiences will be
targeted.
When consumers are inexperienced in a particular consumption setting, yet find the
setting highly involving, they are likely to engage in extended problem solving.
a. True
b. False
A printed card or sign designed to mount on or under a shelf is known as a _____ .
a. Shelf talker
b. Floor stand
c. Cash register
d. Door signage
Scenario 15-6
Ted's grocery store is extremely popular in a small neighborhood. Pretzels, a crisps
company, has provided scratch cards inside each packet of crisps with the hope of a
prize for the winner. Pretzels being a relatively new company had to pay Ted's grocery
to sell its products. Quads, a blender manufacturer, has provided its customers with a
chance to receive 10% of their money back by mailing them and filling in the required
details. It also stated that employees who sell two blenders would receive a bonus.
Quad had sent the owner of Ted's grocery an expensive hand crafted wooden sculptor.
Employees receive a bonus from Quad for selling two or more blenders. This is an
example of:
a. push money.
b. a merchandise allowance.
c. slotting fees.
d. a rebate.
Advertising in the early 1800s was widely considered an embarrassment, and firms
risked their credit ratings due to their advertising, because banks considered its use a
sign of financial weakness.
a. True
b. False
Scenario 12-4
You scan job advertisements available in Dallas on craigslist.com and find what may be
your dream job. The posting reads, "Entry-level position in media." You click on it, and
the ad says, "Motivated individual sought to aid in media planning and buying at an
established advertising agency. Must have general knowledge of the media and be
aware of the current challenges media buyers are likely to face. Salary negotiable." You
email your resume and cover letter to the contact person in the ad, and you receive a
response setting you up for an interview next week.
The interviewer says that it's very important to calculate the effective reach of each ad
in order to make it effective and then asks you, "Can you tell me how the effective
reach of an ad can be calculated?" Which of the following should be your response?
a. "By finding the number of consumers in a target audience that are exposed to an ad
some minimum number of times"
b. "By measuring the dollar cost of reaching 1,000 members of an audience using a
particular medium"
c. "By calculating the total number of essential good mentions against the total number
of bad mentions about a brand"
d. "By measuring an ad's brand expenditures relative to the overall spending in a
product category"
Scenario 18-2
A young man decides to become a mass producer of T-shirts. His small factory located
in Oregon begins promoting itself by hiring excellent seamstresses, offering a pleasant
working environment, decent salaries, and giving the public an opportunity to buy
clothes that are truly "made in America." The company eventually adds other clothing
items, opens three brick-and-mortar retail stores in several large cities, and expands to
online shopping. Over the years, the firm grows and prospers due to its reputation as an
American manufacturer, a fair employer, and an opponent of the traditional view of
'sweatshops." However, along the way, it deals with a few public relations issues too.
Shortly after this young man launched his business, a local newspaper runs a series of
investigative reports on crowded, dimly lit, and unventilated sweatshops along the West
Coast that hire illegal immigrants. His business is mentioned, though only in a list of
firms that employ seamstresses, not in the list of those accused of wrongdoing. Still, he
feels the need to write a letter to the editor as well as put out press releases to clarify his
position and describe his business ethics. In terms of public relations, which of the
following is he doing?
a. Promoting products
b. Preparing internal communications
c. Counteracting negative publicity
d. Lobbying
Scenario4-1
A group called Adbusters has a website containing many pages that address issues of
consumption and culture, media practices, and corporate responsibilities. For example,
"The momentum has clearly accelerated. By some measures humans have used more
physical resources since World War II than in all of history before it. It's now taking a
toll beyond anything we could ever have imagined. What does it mean when onesixth
of the world's population consumes without any real restraint?"
Throughout the website, there are many references to advertising's role in creating and
maintaining this situation. Not surprisingly, virtually all of the references to the practice
of advertising are negative.
(http://www.adbusters.org/home/)
In the past, Adbusters has cited 12 magazines that it said are responsible for pushing "a
clean, exciting image for one of the dirtiest products around: tobacco." It suggested that
Americans cancel their subscriptions to these magazines until they stopped accepting
these ads. This is an example of:
a. the social phenomenon called corrective advertising.
b. a strategic tool for pressuring advertisers called boycott.
c. a push for consumers to mobilize and take certain actions called behavioral targeting.
d. the self-regulatory practice called corrective advertising.
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. It allows for various alternatives and
options.
a. True
b. False
An experienced artist is aware of the different functions of typefaces on a page.
Therefore, she saves serif type for the headlines alone, and uses sans serif type for body
copy as it is less tiring on the eyes.
a. True
b. False
Advertisers are also known as ______by their advertising and promotion agency
partners.
a. consultants
b. facilitators
c. sponsors
d. clients
Gardner's findings indicate that high levels of creativity lead to a satisfying personal life
and a carefree professional life.
a. True
b. False
Scenario 18-4
In the summer of 2010, basketball star LeBron James found himself in the middle of a
PR nightmare when he decided to turn his decision regarding his future team into an
hourlong spot on ESPN, which was entitled, "The Decision." Almost immediately, fans
and critics alike began to express their distaste for the way the multi millionaire handled
the situation. Many fans' opinions of the star were greatly altered and James' positive
public image appeared to be shattered. Perhaps, even worse than the damage to his
image, the Lebron James "brand" began to take a hit when his jerseys were pulled from
many stores and websites, and thousands of fans vowed they would never buy James'
line of shoes ever again. Several months later, James began repairing his public image.
James, who endorses Nike products, came out with a controversial commercial that was
believed to evoke sympathy. However, many others felt the commercial mocked the
negative reaction expressed over "The Decision," and was intended to rebrand the star
as a rebel. Either way, LeBron James has a long way to go before he can re-again his
title as one of the most beloved players in the NBA.
One reason LeBron James and his team did not expect such negative backlash
following "The Decision" was because he donated the $3 million generated by the
television spot to a number of children's charities. Although it may not have been
effective in this instance, through this sponsorship; James and his team hoped to:
a. completely erase any negative public image.
b. increase the sales for his company.
c. give positive visibility to his brand.
d. leverage their investment and attract future sponsors.
Professional publications or periodicals in which marketing and advertising
professionals report significant information related to industry trends are sources of
secondary data.
a. True
b. False
The section of the public relations plan that specifies precisely what means will be used
to implement the plan is the program rationale.
a. True
b. False
Leadership over creative teams involves at least three main tasks, one of which is:
a. excusing shortfalls in team performance when communicating with the client.
b. emphasizing individual performances over mutual accountability for team
performance.
c. contributing ideas without dominating the group.
d. suggesting a list of advertising objectives.
In their 2004 "Campaign for Real Beauty," the people creating the groundbreaking
Dove ads attempted to be realistic, show sensitivity, and fight stereotypes by featuring:
a. plus-size models who do not fit the narrow norm of beauty.
b. women, who were not models, displaying various ethnicities, looks, and sizes.
c. both men and women using Dove products.
d. endorsements by famous elderly actresses with young-looking skin.
The main advantages of using online sampling are the generalizability and
representativeness of data collected.
a. True
b. False
Database consultants are particularly useful in planning coupon or direct mail
campaigns.
a. True
b. False
A soft drink advertiser decides to run banner ads to attract teenagers to its interactive
home page. Its agency places these ads on websites related to teen magazines, action
gaming, and extreme sports to:
a. link the banner with the home page.
b. target specific market niches.
c. offer high-volume traffic rather than low-volume traffic for the same price.
d. boost web visits and gain more likes.
POP displays have historically served several purposes for store owners. What do
today's retailers increasingly expect P-O-P displays to do for them?
a. To provide ambience and differentiate their store from others
b. To minimize the costs of creating displays for the store
c. To improve the orderliness and structure of the store environment
d. To reduce the number of sales personnel required
