____ is the gross number of advertising exposure opportunities delivered by the media
vehicles in a schedule.
a. Big data
b. Effective reach
c. Message weight
d. Effective frequency
One of John Sweeney’s suggestions about creativity in ad agencies is that bad work is
more a matter of talent than structure.
a. True
b. False
Scenario2-1
As one of the world’s largest computer and technology developers, Dell, Inc. has never
been a stranger to advertising. However, due to a consistent decline in market share, the
Texas-based company is looking to overhaul its advertising efforts for the first time in
years. In the past, Dell found success promoting its products as some of the most
inexpensive computer products in the market. However, the company’s new ad
campaign, which will be targeted toward more high-end users, will make no mention of
product price. The company is looking to reinvent its image and believes that the first
step in doing so is to revamp its outdated advertising campaign.
In order to reinvent the company’s image, Dell puts together a team comprising
members from its marketing department who will be responsible for every aspect of the
advertising campaign. The company decides that involving employees in the campaign
will allow it to maximize the profits generated from the new campaign. This team will
be an example of a(n):
a. creative boutique.
b. full-service advertising agency.
c. fulfillment center.
d. in-house agency.
Which of the following forms of direct marketing is currently considered to be most
controversial?
a. Direct mail
b. Telemarketing
c. Bulk email
d. Infomercial
Dialogue balloons, story construction, and sentence and picture completion are all types
of techniques.
a. quantitative
b. predictive
c. survey
d. projective
Unlike print ads, websites:
a. have a very limited reach.
b. use just written words.
c. change almost instantly.
d. appeal to the older generation.
The most widely accessed satellite programming is available from DirecTV and DISH
Network.
a. True
b. False
Which of the following is a predominant concern relating to social media?
a. Management of various portals
b. Consumer privacy
c. Cost-effectiveness
d. Restrictions to freedom of speech
An agency is creating a new print ad for a whitening toothpaste. While thinking about
the new layout, the art director begins by asking his staff for several comps just to see
the placement of various elements, and to get an idea of the general presentation.
a. True
b. False
Which of the following is a tactic that might be used in an implicit memory measure?
a. Completing a brand name after being given only half of its letters
b. Filling in the blanks to finish a sentence about the ad just seen
c. Visualizing the last time a particular commercial was seen on TV
d. Describing what you think may be happening in a picture
Scenario 11-4
You are a production assistant working on a thirty-second television spot for Happy
Heart Hound, an all-natural gourmet dog food for puppies. The client wants to
emphasize the healthful ingredients as well as the “happy and fun-loving” nature of the
product.
One of the ideas in an early brainstorming session was to start the Happy Heart Hound
commercial with a quick series of adorable, playful puppies wearing heart-shaped
sunglasses. Which of the following guidelines for effective television advertising does
this hope to demonstrate?
a. Showing the brand
b. Coordinating the audio and the visual
c. Using an attention-getting opening
d. Emphasizing the audio
The task of strategic coordination of media and promotional efforts has become simpler
because of the proliferation of media options and extensive use of promotional tools
beyond advertising.
a. True
b. False
As opposed to using digital media, using traditional media makes it easier to make an
advertising campaign global.
a. True
b. False
Social anxiety advertising utilizes the fact that people want to change their behavior
after having worried about something.
a. True
b. False
Pay-per-click is an advertising revenue model where the advertiser is charged by the
number of people who click on, or tap, the ad to pull it up for more information or to
see the ad in entirety.
a. True
b. False
Scenario4-6
Rad productions has launched a series of advertisements. The first advertisement for a
restaurant features an image of a child enjoying a burger. The second advertisement for
a real estate firm depicts a cozy living room in a good locality in town. The third
advertisement is for a designer wear firm depicting the sale of designer dresses and
shoes. The fourth advertisement is for a university, depicting college students in
business suits at a marketing class.
With reference to Maslow’s hierarchy theory, which of the following needs would the
fourth advertisement most likely satisfy?
a. Self-actualization needs
b. Need for affiliation
c. Growth needs
d. Psychological needs
Which of the following is a problem with childlike thinking?
a. The thinker starts to dislike being an outsider.
b. The thinker is self-effacing and gives up personal goals in favor of collective goals.
c. The thinker becomes charming even when his or her ambitions are not met.
d. The thinker’s social behavior becomes selfish.
Which of the following is a part of the situational analysis component of an advertising
plan?
a. Executive summary
b. Time frame
c. Historical context
d. Copy Strategy
How were women depicted by advertisers in the 1950s?
a. As free spirits with new-found equality and respect
b. As prominent members of the business community
c. As leading men in large multinational companies
d. As following strict gender roles and sexual norms
A publisher of children’s books launches a campaign to promote literacy by donating
books to 25 public libraries and 50 public schools in low-income areas across the
country. The publisher is conducting:
a. a sales promotion.
b. advocacy advertising.
c. green marketing.
d. cause-related advertising.
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.
Individuals who have been using the Wii do not want to switch to the Move because
they relate it to a superior gaming experience and also because it has been in the market
for a long time. The Wii is an example of a product that has ______.
a. brand equity
b. brand variance
c. brand extension
d. elasticity of demand
Scenario1-1
In 1996, a graduate from the University of Maryland, Kevin Plank founded Under
Armour, a performance apparel company that now competes with some of the top
apparel brands in the industry. During its first ten years of operations, the company was
known primarily for its sweat-wicking clothing line. In late 2010, however, Under
Armour released its first line of basketball shoes since the company’s inception. “Along
with the new product line, the company must have a new brand image,” said Plank. “I
called our marketing team and asked them to go through this building and find anything
that says that we are only an apparel brand and throw it away.” The company has also
removed all advertisements carrying the word “apparel,” and will begin exploring new
ways to promote the brand. The company hopes its new efforts will allow the company
to be viewed as an overall “performance” company, which will ultimately enable it to
compete with footwear from powerhouses Nike and Adidas, and will help increase its
current 1.1 percent market share.
John receives a direct mail from Under Armour that offers a free poster of basketball
star, Brandon Jennings wearing a pair of the company’s new shoes. John likes the
company’s promotional offer. Chang, who also receives the same direct mail, is not
impressed by the offer and puts it aside after glancing through it. The differing reactions
to the promotional effort are most likely the result of:
a. varying content.
b. different interpretations of the ad.
c. similar characteristics of the target market.
d. the rules and regulations of the direct mail medium.
What does T stand for in the term STP marketing?
a. Tangible
b. Technology
c. Target
d. Territory
Scenario 8-4
American Express is dissatisfied with the degree of penetration of its Gold Rewards
Plus card in the U.S. market. Marketing managers at American Express feel that the
firm needs to increase advertising to small entrepreneurial businesses to encourage
more acceptance of the card for use in purchasing office supplies and durable goods like
computers and office furniture. American Express feels that to accomplish the goal of
increased penetration in this sector, the budget should be based on communications
objectives aimed at certain target markets.
The marketers are keenly aware that many budgeting methods fail to address the
objectives originally set and relate these to the dollars to be spent. Which budgeting
technique does American Express ultimately most likely decide to use, based on this
awareness and the information in this scenario?
a. Share-of-market approach
b. Objective-and-task approach
c. Percentage-of-sales approach
d. Share-of-voice approach
Members of all the following teams are part of the IBP account team, EXCEPT:
a. accounting.
b. public relations.
c. direct marketing.
d. the client.
Looking ahead to an expanding demand for burial plots as the huge population of baby
boomers ages, the owner of a cemetery on the outskirts of a city hires an agency to
create a sophisticated ad campaign. In knowing its current users and predicting its
future users, the cemetery owner is identifying the factors on the demand side of the
sales equation. In the advertising plan, this information
a. should be explained in the industry analysis.
b. can be listed as an objective.
c. should be noted in the market analysis.
d. belongs in the evaluation section.
The text explores the concept of consumer behavior from two perspectives. These two
perspectives are ____.
a. psychological and social
b. formal and informal
c. local and global
d. economic and political
Gardner found that despite the passion for their work, widely recognized creative
people are particularly shy about getting exposure for their work.
a. True
b. False
In the context of creativity, which of the following should a team leader do to ensure a
safe environment for team members?
a. The team leader should not bring together people with diverse cognitive styles if he
wants them to get truly engaged in the task.
b. The team leader should create new ideas and ask the team members to incorporate
them.
c. The team leader should allow clients’ ideas to be incorporated while making sure that
team members only follow what the clients say.
d. The team leader should allow creative abrasion to flourish while always looking to
defuse interpersonal abrasion.
RomTech, a cell phone manufacturer, displays in its advertisement that its products are
better than others in the market because they are waterproof and scratch proof. This is
an example of ____ .
a. selective demand stimulation
b. economies of scale
c. inelasticity of demand
d. direct response advertising