Scenario1-2
Chug Enterprises is planning to create a new line of products and enter into the sports
drink market. They plan to advertise the first product to teenagers as being the
best-tasting sports drink in the market. The second product will be advertised to adults
as being the lowest calorie sports drink one can buy. The third product will be
advertised to senior citizens as containing calcium, a mineral needed to maintain a
healthy bone structure. Each product will have separate, distinctive packaging.
The company launched the third product for senior citizens in the Baltonian market and
their efforts were highly successful. Chug Enterprises now plans to introduce it
worldwide. However, the way senior citizens perceive products vary from culture to
culture. Thus, Chug Enterprises should engage in:
a. cooperative advertising.
b. international advertising.
c. national advertising.
d. regional advertising.
In a ceaseanddesist order by the FTC, an advertiser agrees voluntarily to stop running
the ad but doesn”t have to admit any guilt or wrongdoing.
a. True
b. False
Which of the following is true of branded entertainment?
a. It would not exist without the marketer’s support.
b. The entertainment property in it should not be created by the marketers themselves.
c. Its popularity as a brand-building tool is decreasing.
d. It entails placing products unobtrusively into movies and TV shows.
Individual syndicated services typically analyze media categories that they do not
measure.
a. True
b. False
Branded entertainment entails the development and support of any entertainment
property; where a primary objective is to feature a firm’s brands in an effort to impress,
and connect with consumers in a unique and compelling way.
a. True
b. False
When an advocacy position is taken by a spokesperson in an advertisement, it is known
as a demonstration.
a. True
b. False
____ is a major type of research which usually occurs right before or after the
advertisement is finalized to evaluate advertisements and promotions.
a. Results-oriented research
b. Copy research
c. Developmental advertising research
d. Promotional research
Effective transformational ads connect the experience of the advertisement so closely
with the brand experience that consumers cannot help but think of material from the ads
when they think of the brand.
a. True
b. False
The key issue concerning new forms of radio technology, such as satellite radio, is
whether listeners will:
a. be willing to pay for an entertainment medium that has always been free.
b. be affected by ongoing moves toward corporate conglomeration.
c. decrease their overall radio listening time due to increased ads.
d. notice the improved audio quality.
Scenario 8-3
After working as an account executive in an advertising agency for 20 years, you’ve
decided to own your own business. You buy Springfield Hardware, a neighborhood
hardware store, from a man who has owned and run the business for the past 52 years.
He sells the store and all the inventory, with one warninghe wasn’t much on paperwork,
so there won’t be a lot of records to be found. You buy the store and begin to create your
ad plan.
Your goals are very important at this stage, and you want to avoid budgeting methods
that neglect to consider goals. This means that you can cross off one approach that is
notorious for failing to relate advertising dollars to advertising objectives, and since you
have no past records, this method would be impossible to implement anyway. Which of
the following methods is this?
a. share-of-market approach
b. share-of-voice approach
c. percentage-of-sales approach
d. objective-and-task approach
During the widespread poverty of the Great Depression, most segments of the
population believed in the power of advertising.
a. True
b. False
The difference between a marketing database and a mailing list is that the mailing list
also includes information collected directly from a marketer’s own customers.
a. True
b. False
The one key characteristic that all types of ____share is that their brand preferences are
still under development.
a. variety seekers
b. brand-freaks
c. heavy users
d. emergent consumers
The managers of a fast-food chain want to publicize their restaurants. They would like
to invest in a sales promotion strategy that would promote positive word of mouth,
mass exposure, increased brand awareness, and getting new customers. Their aim is a
high frequency promotion that leads to speedy sales. As an Internet advertising
specialist, which of the following sales promotion strategies would you recommend?
a. Social couponing sites
b. Ads on the radio
c. Pop-up ads
d. Display/banner ads
Which of the following is an example of site stickiness?
a. The official Facebook page of Peyton Inc. is under maintenance.
b. A consumer visits his Facebook profile every evening after reading his emails.
c. Fifty percent of the visitors to Peyton Inc’s website move onto another site within 10
minutes of visiting the site.
d. A consumer visits the Peyton Inc. website several times a day, and spends hours
checking the new collection.
A brand of soup is perceived by consumers as a “good deal,” one that provides a certain
level of comfort and satisfaction that goes well beyond the money it takes to purchase a
few cans. In this example, the soup is considered to have:
a. low brand loyalty.
b. elasticity of demand.
c. economies of scale.
d. value.
Advertisementslike books, movies, posters, and paintingscan act as sociocultural “texts”
that are read and interpreted by consumers. In this case, advertising:
a. is an entity separate from mass media.
b. relies largely on words rather than images.
c. helps to transmit meaning within a culture.
d. lacks giving products a social meaning.
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.
One thing that the art director has learned is that ads should lead the reader’s gaze in a
logical path that includes the brand name. Which of the following elements of design
does this involve?
a. Order
b. Proportion
c. Balance
d. Unity
The meaning of community is limited to the idea of a specific geographic place.
a. True
b. False
In agencies, people in research departments are often put in the tough position of having
to “judge” creative work.
a. True
b. False
____ enable users to post and read short messages, and the posters are restricted by the
number of characters in the message.
a. Micro-blogs
b. Add-ons
c. Metafiles
d. Widgets
____ are specialists that design and then operate contests, sweepstakes, special displays,
or coupon campaigns for advertisers.
a. Creative boutiques
b. Sales promotion agencies
c. Database agencies
d. Fulfillment centers
Scenario1-2
Chug Enterprises is planning to create a new line of products and enter into the sports
drink market. They plan to advertise the first product to teenagers as being the
best-tasting sports drink in the market. The second product will be advertised to adults
as being the lowest calorie sports drink one can buy. The third product will be
advertised to senior citizens as containing calcium, a mineral needed to maintain a
healthy bone structure. Each product will have separate, distinctive packaging.
To help build brand awareness, customer preference, and loyalty, Chug Enterprises
plans a coordinated campaign using a variety of tools such as advertising in mass
media, direct marketing, and Internet advertising. This process of combining
coordinated communication to help customers identify and evaluate the relevance of
Chug Enterprises’s products to their lives and value systems is known as_____ .
a. brand extension
b. integrated brand promotion
c. advocacy advertising
d. institutional advertising
In essence, a creative brief is a(n):
a. informal contract depicting the responsibilities of the creative team.
b. set of guidelines to get the creative group moving in the right direction.
c. solution to the primary problem of the ad campaign.
d. list of results to be expected from the ad campaign.
Vertical cooperative advertising is usually legal, except when:
a. unquantifiable emotional appeals are involved.
b. a representation, omission, or practice is misleading.
c. a firm uses monopoly power to dominate the other.
d. bogus advertising allowances are given in the form of hidden price concessions.
Because quirky and gimmicky new formats have been overused, contemporary
marketers are returning to traditional media to build brands in the marketing
environment and to create meaningful connections with consumers.
a. True
b. False
A creative boutique’s niche expertise can be its greatest liability if the creative boutique
is an extra expense that advertisers cannot afford.
a. True
b. False
Ocean Waves Resorts wants to purchase land and construct a resort on the shorefront in
San Clemente. Ocean Waves would also like to construct a golf course and needs help
in understanding local regulations and zoning restrictions in the country. Which of the
following companies should Ocean Waves hire to assist with the project?
a. A consulting firm
b. A creative boutique
c. A digital/interactive agency
d. A production facilitating firm
A metropolitan newspaper prints an investigative piece on unsafe baby cribs. Overnight,
the manufacturer mentioned in the article finds itself in a crisis. Which of the major PR
tools should the manufacturer use in this situation?
a. Lobbying elected officials
b. Calling a press conference
c. Issuing a company newsletter
d. Sponsoring an event
Integrated marketing communication lays emphasis on communication, and not on the
brand.
a. True
b. False
The calls for restrictions on advertising to children over the years have been based on a
number of concerns, one of which is the promotion of superficial material things as
necessary and valuable.
a. True
b. False