Copy testing is rarely a good idea, particularly because the account executives, the
creative team, and the client usually dislike it.
a. True
b. False
Scenario 8-5
Helene Curtis is preparing to introduce a new brand of all-natural-ingredient shampoo
into the market in several months. In test marketing, many consumers liked the product
but their comments indicated that it is different enough from existing brands that
significant promotion and information will be needed to convince them to switch from
their current brands. Helene Curtis has always used an objective-and-task approach to
develop advertising budgets. Due to these research results, the firm must now do a
detailed build-up analysis.
The advertising agency for Helene Curtis is in the process of doing a build-up analysis.
This means it is
a. isolating the key costs in moving from awareness to preference to purchase of the
shampoo.
b. determining the cost of building up awareness of the new shampoo to a
predetermined level.
c. adding up each cost associated with a task identified in the advertising plan for the
shampoo.
d. determining the approximate time frame that will be necessary to meet all advertising
objectives in promoting the shampoo.
As a segment, variety seekers tend to
a. be extremely committed to a brand.
b. buy brands based on sales, discount coupons, or other incentives.
c. need little encouragement to continue purchasing a brand.
d. be unusually enthusiastic and often excessive in their purchasing activities.
A slogan used for advertising provides rehearsalit encourages repetition because it is
catchy.
a. True
b. False
A print ad for a new wooden floor cleaner shows before-and-after shots of a long
hallway that has been cleaned and polished. This is an example of communicating
product features or benefits through illustration.
a. True
b. False
A marketing database allows a firm to measure how much business it is actually doing
with its best customers through an analysis of recency, frequency, and monetary factors.
a. True
b. False
Friendly Car Wash offers a deal in which customers who have bought nine car washes
over the last year get the tenth one free. This is an example of a sampling program to
stimulate repeat purchases.
a. True
b. False
AARP is a magazine that targets retiring-aged Americans. This indicates that the
magazine uses audience selectivity based on ____.
a. demographics
b. lifestyle
c. special interests
d. cultures
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.
While some argue that advertising promotes materialism, others argue that advertising
addresses a number of basic human needs. With reference to Maslow’s Hierarchy, an
advertisement for a high-end clothing company would likely be appealing to which of
these needs?
a. Physiological needs
b. Safety needs
c. Self-actualization needs
d. Esteem needs
Authenticity of a brand is strongest when the content of the show and the essence of the
brand become completely intertwined and integrated.
a. True
b. False
The customers of TimeZone watches have high brand loyalty and although the watches
are priced at high rates, TimeZone’s customers are willing to pay the market price of the
product. This is an example of ____.
a. low brand equity
b. market segmentation
c. economies of scale
d. inelasticity of demand
Shortly after an agency agrees to create a new campaign for a well-known instant
coffee, a creative brief needs to be put together. A creative brief is important because it:
a. pulls together initial ideas for copy, visuals, media, and overall concept from various
team members.
b. acts as the checkbook and the balance sheet to keep expenses on track.
c. gets the creative team started with a list of suggested ideas from the client.
d. is produced based on brainstorming by all agency and client staff involved in the
campaign.
Compared to other influencers, professional influencers are usually:
a. paid lesser by companies to push their products.
b. in need of factual data or clinical results before supporting a brand.
c. more interested in something fun or provocative to talk about.
d. easier to recruit for marketing efforts.
McMann and Young advertisers has been hired by Broadway Bicycles to assist with
promotions for a chain of bicycle stores in Vermont. The agency has agreed that a
certain level of awareness and interest in Broadway Bicycles will be generated in order
to gain the sales targets the company desires, and they have agreed to be paid
accordingly. This is an example of a system of compensation.
a. markup charge
b. commission
c. cost-plus
d. pay-for-results
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.
The management of Chucky’s cheese had asked all store managers to check with their
customers which cheese they preferred and thought was popular. When customers were
asked this question, their immediate answer was Chucky’s. Chuckys cheese has created
a(n)_____ .
a. accessibility bonus
b. external search
c. process of variety seeking
d. cognitive dissonance
Scenario3-5
Jerome Brown is a student of marketing and advertising at a small college in the
Midwest. He has been given the task of researching the history of modern advertising as
a part of a group presentation. Jerome is sitting in the school’s library, carefully looking
at a wide variety of magazine ads of different time periods of the 20thcentury to try to
understand how advertising has evolved. Here are some descriptions of the ads that he
found:
Ads of a particular era focused on the product itself, using lots of copy while lacking
the real-world context of accurate information. This is a dominant characteristic of the
era.
a. designer
b. peace, love, and the creative revolution
c. World War II and the 1950s
d. P.T. Barnum Era
The goal of tracking online consumer behavior is essentially to:
a. catch people’s attention and entice them to visit the marketer’s home page.
b. compute a site’s advertising value based on traffic, ad rates, and evaluations of the
site’s quality.
c. help bring more relevant and useful ads that are specific to consumers’ wants and
needs.
d. finetune a Web user’s search to more relevant and specific websites.
Which of the following refers to the sum of the exposures to the entire media placement
in a media plan?
a. Gross impressions
b. Single-source
c. Big data
d. Micro-target
Scenario 13-4
Considering the slow economy and the new focus on simple home decor, a greenhouse
named Gretta’s Garden, located in a central business district, decides to sign up “garden
club” members to get discounts on flowers, shrubs, vegetable plants, houseplants, and
all related accessories. Members may also attend free lectures and hands-on workshops
run by local horticulturists, or relax with a glass of tea or wine in the lush, landscaped
courtyard. Gretta’s Garden has conducted market research and found that most
customers live no more than three miles away, are in blue-collar as well as white-collar
jobs, and represent a diverse range of ethnic and lifestyle segments. Its customer base is
not strongly female, as one might expect, but is about 40 percent male.
Gretta’s Garden plans to use a particular type of advertising to announce a new
additionthe full line from Holland Hothouse, a grower of award-winning tulip bulbs and
rose bushes. Gretta’s Garden plans to advertise about the new addition in the local
newspaper and Holland will be paying 20 percent of the media bill. What type of
advertising is Gretta’s Garden considering?
a. Crowdsourcing
b. Social network ads
c. Infomercials
d. Co-op ads
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.
The CEO of Purple Inc. stated that it’s competitors sun glasses is nothing but a fake
piece of plastic. This is an example of____ .
a. spam
b. puffery
c. appropriation
d. slander
Bias is another name for one’s subconscious guide for decision making and behavior.
a. True
b. False
What was one of the government’s earliest restrictions that targeted specific techniques
and policies being used in programming and advertising designed for children?
a. The Children’s Food and Beverage Advertising Initiative
b. The Nutrition Labeling and Education Act
c. The “Cheeseburger Bill”
d. The Children’s Television Act
For ____ advertising to work as planned, the consumer should be convinced through
arguments that the advertised brand is the right choice.
a. repetitive
b. point-of-purchase
c. persuasive
d. feel-good
Scenario 8-1
You are owner of a 15-person advertising agency in a major market. You’ve been
invited to pitch the Girl Powerz account, the largest female-only fitness center chain in
the region, one that could quickly grow into a national franchise. If you land the
account, it will be your biggest revenue producer by far. You’ll be able to staff up, move
to a nicer space, and buy some decent office furniture. It also will put you, personally,
in a position to make a ton of money by selling out to a larger agency some day.
Considering the importance of the pitch to Girl Powerz execs, you have decided to
spearhead the pitch yourself.
In the past, Girl Powerz has set sales objectives for its advertising. You feel that this
doesn’t take into account the overall complexities presented in the situation analysis.
Therefore, you are recommending combining sales objectives with
a. ethnocentrism.
b. marketing incentives.
c. communications objectives.
d. self-reference criteria.
A credit card company sponsors a campaign to restore the Statue of Liberty. It features
the initial concept and the progress that it’s making in television commercials. The
company is running cause-related advertising.
a. True
b. False
Digital video recorders (DVRs) are used by consumers to watch programming on other
channels while an advertisement is being broadcast.
a. True
b. False
The integration of Web activities with other components of the marketing mix is one of
the easiest integration tasks in the IBP process. This is due to the:
a. new and important opportunities for Web advertisers with respect to interactivity.
b. frequency with which consumers check social media.
c. sheer volume and popularity of going online in general.
d. flexibility and deliverability of Web advertising.
Today’s forms of outofhome media can target specific demographic segments by
neighborhood using customized messages via wireless Internet.
a. True
b. False
Which of the following forms the lowest order of needs in Maslow’s hierarchy of needs
theory?
a. Physiological needs
b. Needs for affiliation
c. Self-actualization needs
d. Intrinsic needs
Demographics are rarely used to describe or profile target segments that have already
been identified as prospects by other variables.
a. True
b. False
A mother purchases a Happy Meal box and her son immediately picks up the little toy
that accompanies it. The little boy’s new toy is an example of a:
a. self-liquidating premium.
b. push strategy.
c. free premium.
d. price-off deal.
The account planner at an Indianapolis ad agency has done a survey and found that a
significant percentage of people already recognize the name of the cold remedy his
client is about to advertise. When consumers know that a brand exists and recall its
name to some degree, they are demonstrating
a. brand loyalty.
b. brand switching.
c. brand awareness.
d. top-of-the-mind awareness.
A media buyer places an ad for a new range of wines in four different magazines. The
first magazine provides roughly 3,600,000 exposures, the second magazine provides
about 950,000 exposures, and the third and fourth provide 100,000 exposures each. The
buyer now can inform the client at the winery of the ____expected for the ad, that is,
4,750,000 exposures.
a. continuous schedules
b. geo-targets
c. share of voice
d. gross impressions
Which of the following is a difference between brand loyalty and a habit?
a. Habit involves low involvement, whereas brand loyalty involves high involvement.
b. Brand loyalty is not based on emotional connections, whereas habit is based on
emotional connections.
c. Brand loyalty can be easily disrupted with skillful advertisement, whereas habit
cannot be disrupted with advertisements.
d. Unlike brand loyalty, habit is based on a conscious commitment to find the brand
each time the consumer purchases from the category.