In a ___, the objectives state what the advertiser intends to accomplish in headlines,
subheads, and text, while the methods describe how the objectives will be achieved.
a. media plan
b. budgetary plan
c. copy strategy
d. build-up analysis
Scenario 10-2
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” BrandweekMagazine, October
29, 2010)
Old Navy’s newest advertisements, which feature comedic messages, are examples of:
a. light-fantasy ads.
b. slice-of-life ads.
c. transformational ads.
d. humor ads.
A producer of educational materials wants to deliver an advertising message to an
audience of teachers and principals. In this scenario, personal selling would be the best
option because this tool is appropriate for large groups of people.
a. True
b. False
It has been found that, overall, advertising has the greatest impact on sales early in the
product life cycle, or soon after a new model or version of the product is released.
a. True
b. False
Scenario 13-2
A national radio broadcaster’s association hosts an annual convention that attracts
station owners and program managers, as well as ad agencies and media planners. As a
media planner, you take part in forums on the current status of traditional radio, the
competition between AM and FM formats, the growth of satellite and Internet radio,
and the rise of new technologies. During one forum, a professor of broadcasting
initiates a discussion and poses a number of questions based on real-life situations that
he has encountered over the years.
A nationwide fastfood chain is developing next year’s media plan and is reviewing the
pros and cons of various media options. Radio advertising has its disadvantages, and
many are being addressed at this convention. Which of the following is one of those
disadvantages?
a. Short closing periods for ad placement
b. High per-contact cost
c. Limited reach
d. Poor audience attentiveness
Scenario2-3
Axel Corp., a new clothing line manufacturer, plans to reach out to the local fashion
stores and wholesale distributors around the country. It also plans to offer a discount on
its products for the first 100 customers and establish a coupon system for the first six
months of sales. The marketing team is looking to create a television advertisement and
is looking for ways to improve on the ideas that they have come up with for the ad.
Axel Corp. plans to to reach out to local fashion stores and wholesale distributors. Axel
Corp. can achieve this by employing an advertising agency specialized in ____ .
a. consumer sales promotions
b. trade-market sales promotions
c. infomercials
d. a commission system
What concept is involved when a statement that occurs in print is untrue and damages
the reputation of a person, based on words found in magazine, newspaper, direct mail,
or Internet reports?
a. Libel
b. Slander
c. Larceny
d. Appropriation
Scenario 7-2
You have been appointed director of research for the Rhode Island Runners, a new
minor league baseball team that will make its debut in about six months. There have
been minor league franchises in the area in the past, but due to a lack of fan support
they all have folded. The Runners’ upper management is convinced that past
failures were the result of improper marketing of the teams. Therefore, management has
committed a substantial amount of money to developing smart, effective advertising.
Management has put you in charge of an intensive one-year program to guide and track
the advertising.
Your team has determined the main appeal that must be communicated in the
advertisingthat going to the ballpark is an affordable way to bring families closer
together. Several print ads are in near-finished format. You want to directly measure the
immediate and spontaneous responses of consumers, as ideas and reactions pop into
their heads while viewing the ads and shortly afterwards. In this case, a good technique
to use is:
a. physiological measurement.
b. thought listing.
c. copy testing.
d. attitude study.
The creative brief sets up the goal for any advertising effort in a way that gets everyone
moving in the same direction.
a. True
b. False
Scenario2-2
Brush Strokes is an art supply store located in a town with a population of about
100,000 people. The town is also home to a major State University. Brush Strokes gets
a majority of its business from the student population. It uses the services of a local
full-service advertising agency to promote themselves. A large part of its marketing
budget has been used in running small advertisements in the local and school
newspapers at the beginning of each term. The advertising agency is now
recommending that Brush Strokes devote a majority of its budget to running television
spots during broadcasts of the University’s football and basketball games. While the
owners of Brush Strokes agree that they could be doing a better job of reaching a larger
portion of the student population, they have not come to any conclusions about the best
way to accomplish this.
The owners of Brush Strokes have called a meeting with their agency to determine
ways in which it can benefit most from advertising. The agency has agreed to help in
identifying the benefits of the brand, its target audience, the best competitive
positioning, and developing a complete plan. In such a scenario, which of the following
services is the agency offering?
a. Media buying services
b. Billing services
c. Account services
d. Marketing services
Press conferences can be strong public relations tools because they lend an air of
credibility by using a news format to present information.
a. True
b. False
Which of the following sales promotion tactics runs a risk of eroding a brand image or
value?
a. A frequency program
b. A price incentive
c. A sweepstake
d. A contest
Scenario5-3
While grocery shopping, Carol selects items that she regularly buys because she knows
they are good and she has used them for years. However, the usual Chucky’s Cheddar
cheese that she buys is not available and she buys a similar brand of cheese that she
hasn’t tried but has heard of before. Chucky’s cheese being an extremely popular brand
has managed to make itself known, and when most of the customers shopping at the
store were asked which was the cheese that they bought, most of them stated Chucky’s
almost immediately.
Chucky’s cheese tries to get its customers to buy its cheese more than once. This is an
example of _____.
a. extended problem solving
b. low involvement
c. conversion
d. an accessibility bonus
The idea behind both buzz and viral marketing strategies is to:
a. focus on low levels of contact between consumers.
b. target a handful of carefully chosen connectors as influencers.
c. use solely new digital media to create word-of-mouth buzz.
d. replace peer-to-peer programs with professional influencer programs.
In push media, the consumer goes looking for the advertiser or advertising.
a. True
b. False
Market and advertising research determines that certain media options hold the highest
potential for shaping the consumer behavior of the target audience.
a. True
b. False
Scenario4-2
Purple Inc. had recently been sued for the following reasons. The CEO had stated in a
radio broadcast that Purple Inc’s sunglasses were better than its rivals and that its
competitors glasses was nothing but a fake piece of plastic. It had also published an
article stating that its competitors glasses were fake and wouldn’t be good for the
customer’s dog, let alone a human.
Purple Inc. launched an advertisement displaying an image of a model of its
competitors sun glasses. However, it had not received consent from the party to utilize
the picture. This is an example of ____.
a. puffery
b. appropriation
c. spamming
d. libel
Which of the following people in the community is most likely to be a professional
influencer?
a. A doctor who conducts medical checkups for underprivileged children free of cost
b. A neighbor who likes to shop, talk about new products, and share recipes
c. A hairdresser who talks about a new conditioner and offers a sample
d. A teenager who tells his friends about the new bicycle he saw at the store
A radio spot for a local shoe chain begins with the lines, “You walk the dog. You jog the
trail. You chase the bus. You go, go, go. You need new shoes.” Which of the following
guidelines for successful radio copywriting is used in this ad?
a. Keep sentences short. Use common language.
b. Use attention-getting sounds. Stimulate the imagination.
c. Stimulate the imagination. Repeat the brand name.
d. Select the audience. Give news about the brand.
The second important apex in Thorson and Moore’s strategic planning triangle entails:
a. identification and specification of the target segment.
b. identification of the various persuasion tools that may be deployed as part of a
campaign.
c. specification of the brand’s value proposition.
d. specification of niche markets within a large segment
Objectives for advertising are measurable only in the context of quantifiable variables.
a. True
b. False
A brand variant is created when a company adapts and expands its current brand into a
new product area.
a. True
b. False
A busy mother of four is concerned with issues of privacy, and doesn’t want her family
phone number on mailing lists. Which of the following should she consider?
a. Be aware of legislation that limit businesses’ access to personal information
b. Sign up for the Direct Marketing Association’s optout program
c. Contact the FTC’s Do Not Call Registry
d. Call the state Better Business Bureau
A display rack that stocks cigarettes is placed above the cash register so the cashier can
reach the product for the consumer. The rack has signage on the front advertising the
cigarette brand. This is called an overhead merchandiser.
a. True
b. False
Scenario 17-3
As the number of firms utilizing direct marketing continues to grow, so does the
number of consumers opposed to the methods often described as “intrusive.” To combat
the growing number of opposed consumers, marketers need to find creative new ways
to optimize their direct marketing campaigns. One such outlet that firms are beginning
to experiment with is social media. Executives understand that many consumers view a
company’s Facebook page more often than the company’s home page, so they”ve grown
to realize that setting up some form of an email optin on social media sites is a great
way to build marketing databases. In addition to opt-in sections, social media allows
businesses to interact with consumers, which may make them less inclined to respond
negatively to a company’s direct marketing efforts. By utilizing social media more often
in the future, a number of U.S. companies hope to build stronger and more useful
marketing databases.
Which of the following is the most controversial of the various direct marketing
methods?
a. Social media interaction
b. Direct mail
c. Bulk email
d. Repetitive telemarketing
The FTC’s advertising substantiation program, set up in the 1970s, requires that
documented evidence supporting any claims is made available to consumers, and that
such evidence provides a “reasonable basis” for believing that the claims are true.
a. True
b. False
Scenario 12-3
Champion Chocolate sells handmade specialty chocolate candies in a Midwest city with
an adult population of 850,000. The entire adult population of the city is considered
Champion Chocolate’s target market.
Media planners look at sales and decide to pursue a media strategy that runs throughout
the year but uses heavier scheduling in the two weeks preceding Valentine’s Day, Easter
Sunday, Mother’s Day, Thanksgiving Day, and Christmas Day. They decide to use local
television, magazine, and newspapers to advertise the products.
Champion Chocolate selects three specific vehicles to carry its message: Six spots will
run on a local TV news show. The show has a rating of 30.
Eight ads will run in the regional edition of a magazine. The magazine has reach of 10.
Twelve ads will run in the local newspaper. The paper has a reach of 40.
Champion Chocolate used newspapers, local television, and magazines to promote their
products. Which of the following did they use?
a. Media classes
b. Media vehicles
c. Big Data
d. Media scope
A hard-sell ad is most likely to create a(n) ____in potential consumers.
a. emotional connection
b. sense of urgency
c. feeling of social anxiety
d. sense of superiority
In today’s world, what three elements do marketers want to build and maintain through
their promotional and advertising efforts?
a. Awareness, identity, and preference
b. Attention, curiosity, and response
c. Demand, value, and interaction
d. Information, message, and communication
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.
Sony created advertisements for its new motion-detecting gaming system to attract the
attention of school going children. The school going children are Sony’s ______ .
a. trade channel
b. target audience
c. sponsors
d. clients
The prewar movement to reform and regulate advertising was dissipated in the 1920s
by the distractions of war and advertising’s role in the war effort.
a. True
b. False
Scenario 11-5
A hospital is attempting to change its image. In the past, the hospital has been perceived
as having a high degree of expertise across all medical services, but also as having a
cold and unfeeling atmosphere. This has resulted in the hospital losing business in
situations where patients feel that a procedure is simple enough that any hospital can
perform it equally well. The decision is made to hire a local advertising agency. The
agency’s creative director meets with the hospital marketing director to develop a
creative brief. It focuses on print ads for local newspapers and regional magazines, and
states that the advertising for the hospital must create feelings of caring and warmth,
without explicitly stating that the hospital “cares”a tactic that has been used again and
again by other medical institutions.
The art director thinks about the layout and reminds herself of a widely held belief in
the world of art productionthat a larger size in an ad illustration typically means:
a. greater reader attention.
b. higher brand sales.
c. lesser brand importance.
d. weaker copy.
A ___ is a general description for all organizations in the marketing channel of
distribution that buy products to make them available to customers.
a. sponsor
b. media buyer
c. media specialist
d. trade reseller
Press releases are preferred over other tools of public relations because it prevents
journalists from editing the news release.
a. True
b. False
The best guideline for working with both audio and visual elements during the
production of a television spot is to:
a. emphasize the visual but reinforce it with the audio.
b. avoid use of the audio when showing a key visual.
c. let the audio tell the full brand story.
d. allow the visual to establish the tone and the audio to sell the benefits.