A busy mother of four children is concerned with issues of privacy and doesn’t want her
family phone number on mailing lists. What can she do?
a. learn to live with telemarketers until they are banned by law
b. sign up for the Direct Marketing Association’s opt-out program
c. contact the FTC’s Do Not Call Registry
d. call the state Better Business Bureau
Research shows that the primary benefit of creative, award-winning ads is that they
a. showcase an agency’s style, innovation, and originality.
b. act as a sophisticated form of entertainment.
c. get people to feel something.
d. break through the clutter and get remembered.
In order to meet all the promotional needs of its clients, the owners of Barlow & Baley
advertising agency have decided to add public relations and media buying to the
creative services it offers clients. What kind of agency will it become?
a. full-service
b. large
c. creative boutique
d. promotion
The mayor of a midsize Southern city appears on local television, saying that she
should be re-elected because she has brought jobs to the metropolitan area. Obviously,
this effort is mass-mediated and is an attempt to persuade. But for it to be considered
advertising, which other condition must be met?
a. The message must be received by a target audience.
b. There must be a public service announcement included.
c. The airtime must be paid for.
d. The claim must involve a product or service.
(Scenario 16-1) MakeWaves is a promotional company with a website that offers the
opportunity to sponsor a yacht in Grand Prix yacht racing. Commercial sponsors of the
WaveRunner yacht can buy space for logos and graphics on the WaveRunner‘s sails,
hulls, crew member uniforms, and trailer. For enough sponsorship money, the
WaveRunner will even change its name to better fit the sponsor. The WaveRunner is
scheduled to compete in five Grand Prix yacht-racing events every year. MakeWaves
claims on its website that sponsoring the WaveRunner in a race could result in millions
of impressions in sailing magazines and newspapers as well as on broadcast media, and
offers specific calculations to those who inquire.
A company that thinks about sponsoring the WaveRunner does so with the hopes that it
will play a major role in its IBP effort. One potential risk of using nontraditional forms
of promotion is that they
a. involve factors that contribute to the challenge of coordinating all IBP messages.
b. cannot be quantitatively measured.
c. rarely make a strong enough impact on the marketing plan.
d. cannot offer the highly targeted audience necessary for this role.
A media planner needs to evaluate the relative intensity of three different media plans
for an orange juice advertiser. The planner decides to multiply the reach times
frequency of each plan to promote the orange juice, in order to compare
a. CPRPs.
b. BRICITs.
c. CPMs.
d. GRPs.
Headquartered in Boston, The Gillette Company is the world leader in male grooming,
a category that includes blades, razors, and shaving preparations. Several years ago,
Gillette announced the launch of two new high-performance women’s razors,
broadening the portfolio of the top-selling Venus brand, the world’s most successful
franchise in female shaving. The two new razors were Venus Vibrance the first power
wet shaving system for women, and Venus Disposable, a premium-performing
disposable razor. Both razors incorporated technological and design enhancements to
better address the specific shaving needs of women, and will build on current market
segments. More recently the company has launched Venus Embrace, the first five-blade
women’s razor, with the tagline, “Reveal the Goddess in You.” According to its website,
nearly 40 million women now use Venus products.
(http://www.gillettevenus.com/en_US/products/index.jsp)According to the information
provided here, Gillette has identified market segments along _____ lines.
a. benefit
b. demographic
c. geographic
d. usage pattern
In all of its forms, e-commerce is actually
a. branded entertainment.
b. product distribution.
c. point-of-purchase advertising.
d. direct marketing.
A Los Angeles agency uses a compensation system much like that used by consultants
or attorneys to bill clients. This agency is using a ____ system.
a. fee
b. commission
c. markup charge
d. media commission
The Lightning Rod is a fishing rod being introduced by Castaway Sports. At a
preliminary meeting with its agency, the president of Castaway Sports mentions that the
rod can improve casting distance for an average individual by more than 20 percent.
The account executive asks if the president has data to support this, and the president
says “Yes.” The agency proceeds to produce a series of television spots featuring a
well-known sports celebrity using the rod and rating it as excellent. The spots run on
network television and trumpet the improved casting distance that the rod provides. The
slogan of the spots is “Lightning Rod-The Finest Rod Ever Cast.” After about a week, a
competitor questions whether the rods really offer the improved performance Castaway
Sports claims, and decides to file a complaint with the FTC.
Based on the FTC decision, the claim of 20 percent extra casting distance is now found
to be undocumented and lacking believable evidence. Who is held responsible for
making this unsubstantiated claim?
a. the president of Castaway Sports
b. the agency that produced the commercial
c. the corporation that manufactures the Lightning Rod
d. the celebrity who made the claim in the commercial
Advertisers don’t just want their brand to be remembered. At the very least, they want
their brand to make it onto a short list of products that come to mind when the main
category is suggested. What concept does this involve?
a. top-of-mind
b. brand loyalty
c. evoked set
d. word-of-mouth
National clothing retailer, Old Navy has been known for its creative ad campaigns for a
number of years. In 2010, the company decided to tap into some Hollywood talent to
help promote its brand. Actors Jaime Pressly, Bailey Chase, and Judy Greer were signed
to support the company’s Scream for Savings initiative, a campaign designed to reach
consumers with comedic messages. Old Navy spent over $100 million in measured
media through the first two-thirds of 2010, and annual ad spending has topped $175
million in recent years.
(“Old Navy Taps Hollywood Talent for Halloween Spot” Brandweek Magazine,
October 29, 2010)It is strongly believed in advertising that repeated exposure to a
particular stimulus will increase the chances of the stimulus being remembered in the
future. This can be defined as
a. recall.
b. advertisement remembrance.
c. strong memory.
d. brand memory.
For the most part, it is very difficult to strategically control the exposure a firm receives
through publicity efforts. In this respect, such endeavors are similar to
a. press conferences.
b. press releases.
c. event sponsorships.
d. company newsletters.
A marketer can track where users go on her company’s commercial website. She can
find out what information is viewed, when it is viewed, and how often it is viewed. This
is all possible due to her access to
a. hits and page views.
b. search engine optimization.
c. Web analytic software.
d. research measurement firms.
Nielsen Media Research has found that, much like TV viewers who want to avoid
commercials, the majority of video game players want to eliminate brand placements in
games.
When should a marketer use secondary data? What are the advantages of using such
data and what cautions should be taken? Name and briefly describe the four broad areas
that offer secondary data used by today’s marketers.
Changes in consumer media use over the past two decades, and particularly in the past
five years, have made both advertisers and agencies question the wisdom of using the
commission system.
The transformational ad focuses on the risk of physical harm or negative social
consequences if the consumer neglects to use a certain brand.
Few companies use purchase intent as the criterion in setting ad objectives because it
tends to be much less accurate in predicting sales than other factors, such as attitude.