(Scenario 14-1) When the social networking/gaming website Foursquare launched in
2009, it was only accessible to residents in 100 U.S. cities. One year later, an updated
version of the service allows check-ins from locations all over the world and has over
500,000 users internationally. The site, which allows registered users to connect with
friends and update their location, receives over one million check-ins per week. When
users visit a particular store, their profile is automatically updated and they can share
feelings about favorable experiences (or unfavorable ones). The site now holds
partnerships with over 800 establishments worldwide, and high-profile partnerships
with the Bravo Network and The New York Times have greatly increased the site’s
popularity.
Foursquare has been getting over two million visits per week on its site. If 25,000 of its
users are responsible for all 2 million visits, these users make up all of the site’s
a. unique visitors.
b. avid fans.
c. target market.
d. site followers.
A well-known producer of frozen turkeys wants to run ads in several monthly
magazines for two issues prior to Thanksgiving. The rough layouts presented to the
client are rejected, so the agency has to go back to square one and start all over. Even if
everything goes well, the creative team may have a very tight schedule. That’s because
magazine deadlines for ads can be as much as ____ in advance of publication.
a. 3 weeks
b. 45 days
c. 90 days
d. 6 months
A breakfast cereal advertiser wants a celebrity announcer to read its radio spot. Both
agency and client should be aware that celebrity announcers on the radio usually
a. act as both disc jockey and news announcer, fulfilling several roles.
b. are chosen based on their own experience with the product, unlike the situation in
most other media.
c. are not as entertaining and attention-getting as they were in past decades.
d. do not qualify as giving testimonials, since they do not express their personal
satisfaction with a product.
(Scenario 18-2) Scenario 18-2
A young man decides to become a mass producer of quality T-shirts. His small factory
located in Oregon begins by promoting itself as hiring excellent seamstresses, offering a
pleasant working environment, paying decent salaries, and, most importantly, giving the
public an opportunity to buy clothing that is 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.” And along the way, it deals with a few
public relations issues.
The conflict passes, things settle down, and he goes on to build his business-knowing
that a rash of bad publicity could have done him in early on, before he even got started.
Now he knows that he is part of an industry with many questionable players. And he is
aware that the chance of being associated with sweatshops, illegal hiring, or other
unsavory aspects of business must be anticipated. In this way, he has
a. conducted a situation analysis.
b. developed his program objectives.
c. formulated his marketing rationale.
d. identified his vulnerabilities.
A common objective for many clients is to create, change, or reinforce attitudes.
Sometimes a number of logical, well-written arguments can make a strong case and
ultimately influence attitudes. What method does this represent?
a. repeat purchase approach
b. information-dense approach
c. brand-switching approach
d. visual imagery approach
An ad for concentrated frozen orange juice dramatically highlights the product, using a
combination of backlighting and low-angle shots to show the golden liquid being
poured into the sparkling tumbler. What is the function of this illustration?
a. the product set in a test situation
b. the brand seen in a social context
c. the brand portrayed as a hero
d. the product used by a typical consumer
Celebrity is a unique sociological concept in marketing today. The current thinking is
that the presence of celebrities in ads help contemporary consumers
a. form values that transfer to buying power.
b. legitimize the symbolic value of consumption.
c. develop personal expressions of identity.
d. reject conspicuous consumption behaviors.
The acronym BRIC stands for the massive emerging consumer markets of
a. Brazil, Russia, Indonesia, and Colombia.
b. Britain, Republic of Korea, India, and China.
c. Brazil, Russia, India, and China.
d. Burma, Republic of Philippines, Iraq, and Canada.
By about 1990, the idea of combining various promotional tools came to be known as
____, though over the past two decades this phrase has shifted and evolved, giving way
to a new term.
a. integrated marketing communications
b. marketing mix
c. integrated brand promotion
d. economies of scale
The primary role for consumer sales promotion is to
a. encourage long-term purchasing of a brand.
b. enhance the image of a brand.
c. elicit a purchase from a customer.
d. boost name recognition for a brand.
One way that companies like Boston-based John Hancock have attempted to assess the
benefits of event sponsorship is to
a. convince company leaders and stockholders that the event is socially uplifting.
b. calculate the number of viewers exposed to a brand.
c. have company executives meet consumers in person at the event.
d. promote social causes along with the activities of the event.
A person picks up a magazine and flips through the pages, stopping at a full-page ad.
Which of the following is one of several natural tendencies of eye movement that occur
when a person views a print advertisement?
a. from light to dark
b. from right to left
c. from white to color
d. from small to large
Today’s politicians essentially cannot benefit from public relations in any way, because
the tone of publicity in political life is very difficult to manage.
One advantage of using sweepstakes and contests is that they can quickly and easily
communicate the brand message through the game.
The difference between a database and a mailing list is that the mailing list also
includes information collected directly from a marketer’s own customers.
The four most prevalent agency compensation methods are commission, consultant,
external facilitator, and production facilitator plans.
When an NFL football player begins endorsing a line of energy bars and protein drinks,
he is required by the FTC to disclose this relationship and the fee received, but he is not
required to actually use the products.