What types of programs have made product placements the norm on television?
a. soap operas and reality shows
b. sitcoms and quiz shows
c. police/legal dramas and family dramas
d. animated shows and action/adventure shows
A marketing director for a bicycle helmet manufacturer has run a number of ads in
traditional forms of media. Now she wants to directly measure the effectiveness of the
first national bike race that the company is about to sponsor. She should compare the
____ with the ____.
a. sales figures in the weeks before and after the race; sales figures before and after
traditional advertising placement
b. brand-preference figures in the weeks before and after the race; brand-preference
figures before and after traditional advertising placement
c. brand exposures at the race and from media coverage of the race; brand exposures
from the same amount spent on traditional advertising
d. expenditures to sponsor the race; expenditures needed to run traditional advertising
over the same time period
A mash-up is a combination of
a. conflicting digital interactions when a website crashes during high consumer traffic.
b. several websites into a single site to provide additional information or opportunities.
c. pop-up and pop-under ads that act as a single unit.
d. for-profit and not-for-profit organizations on a site to benefit a charity.
(Scenario 16-4)
You are a marketing associate at a promotional firm that specializes in innovative
branding. You will be meeting with several clients next week and you need to review
their files and get updated on their latest promotional efforts.
Another client was considering videogame placement the last time you met, and will be
making a decision next week. She wasn’t sure about placing her product in a game,
since her company sells mostly to adults and has never specifically targeted kids. You
will once again remind her of research that shows
a. a good portion of hard-core players are 18 to 34 years old.
b. the vast majority of gamers are teenagers, not children.
c. the fastest-growing population of loyal gamers are people ages 55 to 75.
d. the older people who do play video games are more likely to notice products.
Some airlines have run into big trouble when they have tried to up the mileage levels
needed to earn awards in their frequent-flyer programs. Which of the common risks
associated with promotions have their actions demonstrated?
a. the risk of devaluing the product
b. the risk of alienating customers
c. the risk of putting in too much time and expense
d. the risk of facing legal action
Through ____, the Internet is currently the only mass medium capable of customizing a
message for thousands or millions of receivers.
a. virtual worlds
b. email addresses
c. pop-ups
d. social networks
What has been found to be the single most common cognitive response when evaluating
an ad or commercial?
a. “I want that.”
b. “I don’t know what’s going on.”
c. “That’s not true.”
d. “This is stupid.”
SC Johnson & Son produces a wide variety of very popular consumer products such as
Shout®, Windex®, Mr. Muscle®, Ziploc®, Edge®, Glade®, Vanish®, Raid®, OFF!®,
Pledge®, and Scrubbing Bubbles® Bathroom Cleaner. These products are in highly
competitive markets and require substantial investments in consumer promotion to
maintain market share.SC Johnson is not interested in doing any of the duties associated
with advertising research, creative development, or media placement. Which of the
following types of organizations would likely be the best match for their needs?
a. a media buying service
b. a creative boutique
c. a research firm
d. a full-service agency
One big plus from a product position that stays consistent over time, like State Farm’s
“Good Neighbor” campaign, is that it
a. is more likely to break through advertising clutter.
b. successfully reaches nonusers.
c. doesn’t need to target a particular segment.
d. is easily repositioned.
“Consumerism is a pattern of behavior that helps to destroy our environment, personal
financial health, the common good of individuals and human institutions.” This quote is
stated on the home page of a website called Overcoming Consumerism. The quote goes
on to say, “This site details methods that you can use to help defeat consumerism, save
money, work less and lead a more satisfying and environmentally benign life while you
help to restore the economic self-sufficiency of your
community.”(http://www.verdant.net/)
As one navigates from page to page on the site, advertising is often implicated as a
source of the movement toward consumerism. Many of the same criticisms of
advertising found on the site were outlined in the textbook.One quote from the site
reads, “Time, the precious shrinking commodity of our lives, is exchanged for money to
buy things that there is usually little time to enjoy. What time is left over after work is
often devoured by television, basically a series of ever-more mediocre filler programs
inserted between ever-more spectacular commercials whose purpose is to stoke further
desire for more things.” In response to the charge that contemporary advertising robs
people of time, supporters of advertising would state that it
a. is worth the time because it usually contains a great deal of functional information.
b. offsets the time spent processing ad content with the time spent purchasing products.
c. is continually producing shorter and faster messages so it really doesn’t take much
time.
d. actually saves time since people don’t have to search as hard to find information
about products they desire.
(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.
After 35 years, he looks back to his beginnings. He had little money for a public
relations agency early on, so he had to create carefully worded messages and
strategically placed ads that got the public to perceive the business as a whole in a very
positive light. In essence, he was using a type of
a. influencer marketing.
b. free publicity.
c. corporate advertising.
d. reactive strategy.
Of the six main objectives of public relations, which one almost exclusively involves
damage control?
a. lobbying
b. giving advice and counsel
c. counteracting negative publicity
d. preparing internal communications
What single elements act as powerful organizing structures and expressive channels of
the human mind, now widely and successfully used in tapping information for
advertisers?
a. norms
b. habits
c. values
d. metaphors
While waiting for his wife to get ready to go out, Marcus picks up one of her decorating
magazines and skims through the pages. Six ads are for flooring and carpeting, but he
and his wife don’t need new flooring or carpeting, so he barely glances at these ads.
This is an example of
a. format conceptualization.
b. post purchase evaluation.
c. cognitive dissonance.
d. selective attention.
A magazine advertisement for a home entertainment system contains detailed copy,
technical information, and a long list of product design features. In general, this ad
would be most appropriate for someone who is
a. doing an external search.
b. in need of an internal search.
c. looking for emotional benefits.
d. trying to fulfill a basic need.
Which of the following is true of organizations whose audiences are primarily
non-consumer business and government audiences?
a. Many use a variety of advertising and IBP tools.
b. Few rely on public relations to maintain their brand images.
c. They do not use personal selling to further their business goals.
d. They rely primarily on business journals written for their industries.
What is one of the main disadvantages of magazines as a media choice for advertisers?
a. low reproduction quality
b. long lead time
c. short life
d. lack of selectivity
The concept of cognitive dissonance is more commonly referred to as
a. brand loyalty.
b. buyer’s remorse.
c. customer satisfaction.
d. false advertising.
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)Old Navy’s newest advertisements, which feature comedic messages,
are examples of
a. feel-good ads.
b. slice-of-life ads.
c. fear ads.
d. humorous ads.
Well-known illustrator Andy Warhol felt strongly that the American ads that had
promoted the nation’s most popular products over the decades were
a. visual manifestations of a sick society overtaken with consumerism and greed.
b. anti-elitist artworks for the masses depicting ordinary goods used by both rich and
poor.
c. pioneering graphic innovations that visually displayed the power of capitalism.
d. flashy images and tasteless visuals that cluttered the cultural landscape.
A direct marketing campaign can serve many purposes. One of them, though not the
most common, is to engage customers and foster brand loyalty.
Compared to achieving a brand recall objective, achieving a persuasion objective
typically requires less cognitive processing on the part of the consumer.
What is message strategy? How is it used in advertising and promotion?
You are opening an informal dining establishment in your hometown, a novel type of
buffet-style eatery offering a wide variety of breakfast and lunch choices 24-hours a
day, called Anytime Cafe. As part of your initial promotions, you are considering a
couponing effort as well as a frequent-diner program. Briefly describe a couponing
effort for this business, naming several advantages and disadvantages. Then describe
how a frequency program would work for this establishment, including any advantages
and disadvantages.
While this method of primary research is not strongly suggested by the text, internal
company sources can sometimes reveal bits of preliminary information, though rarely
much more than that.
The advertising industry seems to be in constant transition nowadays. The text offers
five broad issues that are affecting the structure of the advertising industry. Name at
least three of these trends and explain why they are having such a great impact.
Influencer programs directed at professionals virtually run themselves, because these
individuals are accustomed to freely dispensing bits of information and giving their
opinions without a thought.
Scott and Mark hear a local radio spot for McDonald’s as they begin driving on an
interstate highway one morning. Later they see a billboard for McDonald’s, so they pull
over at the next exit and have lunch there. In these ways, McDonald’s acts as a large
local reseller that uses various promotion efforts to communicate with customers on a
local basis.
The term off-network syndication refers to television shows that have been developed
specifically for sale to individual stations.