(Scenario 13-4) Considering the slow economy and the new focus on simple home
decor, a greenhouse located in a central business district, Gretta’s Garden, decides to
sign up “garden club” members to get discounts on flowers, shrubs, vegetable plants,
houseplants, and all related accessories. Members may also attend free lectures and
hands-on workshops run by local horticulturists, or relax with a glass of tea or wine in
the lushly landscaped courtyard. Gretta has ordered some basic market research and
found that most customers live no more than three miles away, are in blue-collar as well
as white-collar jobs, and represent a diverse range of ethnic and lifestyle types, as is
seen in this community. It also supports her observation that her customer base is not
strongly female, as one might expect, but is about 40 percent male.
Gretta decides to run a more sophisticated ad in an issue of a regional publication, City
Garden magazine. The ad includes a fold out with photo showing a wide view of
Gretta’s Garden, including the beautiful courtyard. What type of ad did she choose?
a. first cover page
b. second cover page
c. space contract
d. gatefold
A well-known computer manufacturer runs a worldwide advertising campaign for its
desktops, laptops, notebooks, and other computer equipment in an attempt to provide a
common theme and presentation in all markets including consumers in North America,
Europe, Asia, Africa, Australia and South America. This is an example of an
international advertising campaign.
One tip from John Sweeney, a former creative director, is that if you’re working with a
pool of talented people, they’ll produce their best work if you
a. hand them over to the account executive.
b. keep them out of any conflicts that arise.
c. give them some structure.
d. just agree with them.
What are the five standard techniques used in preparing body copy?
a. celebrity, narrative, slogan, straight-line, and teaser
b. social, multicultural, response, evaluative, and dialogue
c. straight-line, dialogue, testimonial, narrative, and direct response
d. testimonial, narrative, evaluative, developmental, and thumbnail
The account executive in charge of promoting a new perfumed bath soap for women is
not expecting a sudden attachment and loyalty to the product-though that would be
nice-but realistically, she would like women to at least buy it once and see how they
like it. What type of objective does she reflect?
a. purchase intent
b. trial usage
c. repeat purchase
d. build-up purchase
Scenario 1-2
Chug Enterprises is considering entering the already-crowded sports drink market with
a line of products. The first brand will be advertised to teenagers as being the
best-tasting sports drink on the market. The second brand will be advertised to adults as
being the lowest calorie sports drink you can buy. The third brand will be advertised to
senior citizens as containing calcium, a mineral needed to maintain a healthy bone
structure. Each brand will have separate, distinctive packaging. However, the drinks
inside are actually identical to one another.
Chug Enterprises chose the positions of the three products to appeal to separate target
markets. This was done to keep its brands from competing for market share with one
another. This shows that Chug Enterprises understands the importance of
a. internal positioning.
b. external positioning.
c. inelasticity of demand.
d. primary demand.
(Scenario 18-4) 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
hour-long spot on ESPN, which interestingly enough 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 retailers’ stores and websites, and thousands of fans
vowed they would never buy James’ line of shoes ever again. Several months later,
James began the process of repairing his public image. James, who endorses Nike
products, came out with a controversial commercial some believe was intended 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 bit of
a rebel. Either way, LeBron James appears to have a long way to go before he can once
again be recognized as one of the most beloved players in the NBA.
There are six primary objectives of public relations. Which of the following objectives
did LeBron James’ management team apparently do ineffectively?
a. promoting goodwill
b. lobbying
c. preparing internal communications
d. giving advice and counsel
Portals come in many forms-they can be
a. search engines, home pages, or websites.
b. general, vertical, horizontal, or community-based.
c. corporate, sponsored, branded, or not-for-profit.
d. websites, mash-ups, or page views.
Some analysts argue that ____ objectives are the only legitimate and reasonable goals
for advertising, because advertising is only one variable in a complex market mix.
a. sales
b. market share
c. profit
d. communications
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.
What component of Target’s advertising strategy defines its goals as an advertiser and
how those goals will be achieved?
a. marketing objective
b. creative strategy
c. message strategy
d. advertising planning
Marketers have to be particularly cautious about using ____ as a form of promotion,
because fraud abounds in this area.
a. coupons
b. telemarketing
c. premiums
d. trade allowances
Scenario 15-3
It’s time to take your weekly trip to the grocery store. You bring a coupon good for 50Â
¢ off a national brand of coffee. As you walk the aisles, a woman asks if you’d like to
try a slice of pizza. After you taste it, she points out where the brand is kept in the
freezer display. When you get to your favorite brand of toothpaste, you’re delighted to
find that a toothbrush with the same brand name is attached to the box at no charge. You
turn the corner and run into a cardboard cutout of one of the stars from a leading
medical drama on TV. This display has a medical kit full of a new brand of pain reliever
built into it. Your last stop is the cereal aisle, where you notice that one brand offers a
chance to buy a T-shirt with a picture of the brand’s cartoon character for $4.95.
You realize later that getting the free toothbrush is nice, but wonder whether it will lead
you to buy that brand next time you need one. Some critics point out that sampling is
probably not a particularly effective technique for the manufacturer if the item is
a. new to the market.
b. highly superior to competitors.
c. targeted at current customers.
d. perceived as a convenience good.
Scheduled to be released in the first quarter of 2011, Nintendo’s portable 3DS gaming
system will likely revolutionize the video game industry. The 3DS is the newest in a
long line of portable gaming systems made by Nintendo, but will now boast a number
of new features-including 3-dimensional technology that does not require the use of any
special viewing goggles or glasses. The new system will also allow consumers to play
classic games from older generations of Nintendo products, watch 3-D movies, and
create fictional “Mii” characters that were made famous by Nintendo’s Wii. Nintendo
hopes its new gaming system will once again put Nintendo at the top of the video game
industry, having lost some of its market share to Sony and Microsoft in recent years.
To determine which features to include in the 3DS, Nintendo did a large amount of
research probing consumer opinions towards video games. To do so, Nintendo used a(n)
______ that allowed consumers to be the “judge and jury” in evaluating the quality of
their new idea.
a. concept test
b. attitude study
c. frame-by-frame test
d. physiological assessment
Scenario 17-4
Trapper’s Lake Lodge is rustic hotel situated on a large lake in the Flat Tops Wilderness
Area. The lodge offers a relaxing getaway as well as guided fishing, hunting, bicycling,
and cross-country skiing trips from its remote location 250 miles away from a major
airport. Guests must travel the last 40 miles on a rough dirt road during the summer
months or ride a special snow car during the snow season. Trapper’s Lake Lodge
management has found that guests almost always have a wonderful experience during
their stay and swear they will visit again. Nonetheless, the biggest problem is getting
people to visit in the first place, probably due to the difficult travel involved. So the
lodge management has decided to mount an aggressive direct marketing campaign to
increase first-time guest visits as well as to nurture loyal frequent visitors.
Guests at the lodge have always filled out a brief form with their name, address, phone
number, and email address. They will now be asked to complete a questionnaire that
collects this information plus more”their age, gender, education level, and occupation,
plus their outdoor interests, recreational preferences, other hobbies, and comments
about their stay at Trapper’s Lake Lodge. This combination of new ____ and ____ will
be used to help build a marketing database for the lodge.
a. demographic data; psychographic data
b. personal data; consumer behavioral data
c. behavioral data; psychological data
d. demographic; geo-demographic data
An established cereal manufacturer is being investigated by the FTC for claims that its
oatmeal can repair damaged arteries and prevent heart disease. Its executives are aware
that if the claims are found to be false, the firm may receive the FTC’s most severe
penalty, which involves
a. ordering corrective advertising.
b. issuing a cease-and-desist order.
c. ruling on advertising substantiation.
d. dissolving the corporation.
Even successful marketing strategies for well-known products need to be modified or
reinvented because
a. new advertising cannot sell old products.
b. consumers are not influenced by messages heard over long periods of time.
c. government regulation does not allow long-term strategies.
d. changes are always occurring in dynamic and competitive markets.
When an ad agency is asked to recommend a budget to the client, it is usually the
account executive who handles this.
External lists are the starting point for developing better relations with customers.
Advertisers are turning to digital media-particularly Internet ads-to reach target
markets, though they are finding that they really aren’t very different or very
cost-effective.
A company that specializes in community recycling opens a recycling center in a town
that has never had access to a such a program before. The company invites a reporter
from the local newspaper to do an exclusive story on the center. The disadvantage to
this approach is that the company has less control over the story than if it were to issue
a press release.
It is common for social organizations to advertise at the national, state, and local levels.