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The cost of products are lowered:
a. when there are high success rates of a product.
b. by lowering the economies of scale of a product.
c. when there is a high inelasticity of demand for a product.
d. when there are little or no competitors with a similar product.
What are the three broad categories of newspaper advertising?
a. Display, inserts, and classified
b. Co-op, classified, and controlled
c. Page, column, and insert
d. Preprinted insert, free-standing, and special-interest
Developmental advertising and promotion research is used to generate opportunities
and messages.
a. True
b. False
A frozen dessert manufacturer surveys consumers, asking them if they plan on buying
desserts at one of its outlets soon. What is the manufacturer researching?
a. Brand awareness
b. Purchase intent
c. Self-reference criterion
d. Top-of-the-mind awareness
Digital media must synergize with traditional media in order to work most effectively.
a. True
b. False
One disadvantage of direct marketing is that it has no way to identify and target specific
segments of the population.
a. True
b. False
A group of friends sitting in a bar talk and joke about various beer commercials. One of
them describes an ad and they all laugh, and then someone says, "That is one great ad.
Who was that for, anyway?" From this scenario, it is clear that the ad about which the
friends were talking:
a. is not a persuasive ad.
b. has used a feel-good approach.
c. generates affective brand-consumer association.
d. is not really a funny ad.
To calculate the rating for a new television show, the number of TV households
watching the show must be divided by the number of total TV households in the
market.
a. True
b. False
Scenario6-1
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 fiveblade
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)
The position for any one market segment should
a. also hold an appeal for those outside the segment.
b. be identical to positions selected for other segments.
c. change occasionally to break through advertising clutter.
d. be easily communicated to consumers.
Viewing advertising strictly from a communications perspective restricts marketers to a
narrower range of advertising strategies.
a. True
b. False
A nationally distributed line of frozen dinners is to be promoted on radio. The client
finds out, however, that the stations have no standard fees for various spot lengths. This
results in fragmented audiences.
a. True
b. False
A customer searches for air conditioners online, and finds other advertisements from
well-known air conditioning brands quoting the prices of their products. This is an
example of search engine optimization.
a. True
b. False
Scenario 12-4
You scan job advertisements available in Dallas on craigslist.com and find what may be
your dream job. The posting reads, "Entry-level position in media." You click on it, and
the ad says, "Motivated individual sought to aid in media planning and buying at an
established advertising agency. Must have general knowledge of the media and be
aware of the current challenges media buyers are likely to face. Salary negotiable." You
email your resume and cover letter to the contact person in the ad, and you receive a
response setting you up for an interview next week.
The interviewer says, "Around here, for most media classes, we generally use cost per
thousand to determine which media delivers the largest audience at the lowest cost. And
of course with the Internet, we use another measure to calculate how people mention
the brands." If you"re smart, you will respond by saying,
a. "Oh really? Might that be the really simple syndication?"
b. "Oh really? Might that be the gross rating points?"
c. "Oh really? Might that be the net promoter scores?"
d. "Oh really? Might that be the cost per rating point?"
Interstitial ads appear on a site after a page has been requested but before it has loaded,
and stays onscreen long enough for the message to be registered.
a. True
b. False
Which of the following best defines micro-targeting in the context of media strategies?
a. Micro-targeting indicates the focus of brands on specific media classes.
b. Micro-targeting refers to creating customized advertising messages and offers.
c. Microtargeting focuses on covering the same geographic area as the advertiser's
distribution system.
d. Micro-targeting is the placement of ads in a way that exposes them to a large number
of people.
For humor ads to be successful, they must focus on getting the audience to laugh rather
than emphasizing the product or brand.
a. True
b. False
Manuel wants to buy a Sony PlayStation because his friends have several versions of
this technology and he has enjoyed playing games with them. However, he is distracted
by the ads for other games and is not sure which product to purchase. In this scenario,
Manuel is encountering:
a. cognitive dissonance.
b. a high degree of brand loyalty.
c. advertising clutter.
d. predecisional distortion
The concept of ____ marketing is interactive because the marketer attempts to develop
an ongoing dialogue with the customer based on the idea that one contact will lead to
another, and the message is continually refined.
a. mass
b. direct
c. social media
d. partnership
A person picks up a magazine and flips through the pages, stopping at a full-page ad.
Which of the following is a tendency of eye movement that occurs when a person views
a print advertisement?
a. From light to dark
b. From right to left
c. From white to color
d. From small to large
In trying to coordinate traditional and emerging advertising and support media, ad
agencies:
a. have had to deal with fewer functional specialists.
b. see themselves in the lead role, but have not yet played this role to anyone's
satisfaction.
c. have experienced less internal competition for promotional budget dollars.
d. have found greater cooperation between functional area specialists.
A television commercial opens with young kids riding bikes in the summer heat, across
empty baseball fields, on hot sidewalks, down dirt hills. They then run into the cool
kitchen where the mother is waiting. The grubby kids wipe their sweaty brows, and the
youngest one says, "It's hot out." The mother whisks out a box from the freezer and
hands out popsicles. The kids smile, and the mother tousles their hair. This is an
example of a(n)____ .
a. transformational ad that attempts to change the consumption experience
b. image ad that attempts to define a brand image
c. slice-of-life ad that attempts to situate a brand socially
d. demonstration ad that attempts to persuade the consumer
The message weight objective provides a very specific, detailed perspective for a media
planner.
a. True
b. False
A marketing director, for a bicycle helmet manufacturing firm, 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:
a. compare the sales figures in the weeks before and after the race with the sales figures
before and after traditional advertising placement.
b. compare the brand-preference figures in the weeks before and after the race with the
brand-preference figures before and after traditional advertising placement.
c. compare the brand exposures at the race and from media coverage of the race with
the brand exposures from the same amount spent on traditional advertising.
d. compare the expenditures to sponsor the race with the expenditures needed to run
traditional advertising over the same time period.
Which of the following best defines social media?
a. It involves writing articles related to business and publishing them online on
syndicated article sites.
b. It consists of developing a website or placing banner advertisements on other web
sites.
c. It is a group of Internet-based applications that allows for the creation and exchange
of user-generated content.
d. It is a system of Internet servers that support specially formatted documents.
Once consumers decide that they need something, what is the first step they take as they
begin to think about a product purchase?
a. Use an external search process.
b. Conduct an internal search for information.
c. Use an alternative evaluation process.
d. Determine the degree of cognitive dissonance.
Television offers advertisers two opportunitieslow absolute cost and long-lasting
messages.
a. True
b. False
In the relationship between thought and feelings, feelings are:
a. less powerful than thoughts.
b. expressed in a more primitive way than thoughts.
c. generated from the same system as thoughts.
d. slower than thoughts.
Which of the following is an example of outdoor support media?
a. Podcasts
b. Billboards
c. Catalogs
d. Electronic directories
Scenario 17-2
AmericanProfile is an e-technology company. It allows companies to search and
navigate gigabytes of data, categorize disparate content, and gain secure access to
information regardless of where it residesall from its Web browser. Thus,
AmericanProfile can share content across connected servers with partners, suppliers,
customers, and employees to form an e-business content network. And it all happens in
real time.
AmericanProfile has adopted marketing techniques at a well-known pet magazine that
is aware that casual visitors are often reluctant to provide personal information. The pet
magazine has a full page on its website dedicated to privacy concerns. The magazine
pledges to deal with these issues by:
a. abstaining from sharing their information with third parties without permission.
b. making the site appear independent from commercial sponsors.
c. having creative salespeople call visitors and ask about such concerns.
d. enhancing the final mailing list with nothing more than demographic data.
__is a component of a public relations plan that summarizes the information obtained
from a public relations audit.
a. Program objectives
b. Communications vehicles
c. Program rationale
d. Situation analysis
Scenario1-1
In 1996, a graduate from the University of Maryland, Kevin Plank founded Under
Armour, a performance apparel company that now competes with some of the top
apparel brands in the industry. During its first ten years of operations, the company was
known primarily for its sweat-wicking clothing line. In late 2010, however, Under
Armour released its first line of basketball shoes since the company's inception. "Along
with the new product line, the company must have a new brand image," said Plank. "I
called our marketing team and asked them to go through this building and find anything
that says that we are only an apparel brand and throw it away." The company has also
removed all advertisements carrying the word "apparel," and will begin exploring new
ways to promote the brand. The company hopes its new efforts will allow the company
to be viewed as an overall "performance" company, which will ultimately enable it to
compete with footwear from powerhouses Nike and Adidas, and will help increase its
current 1.1 percent market share.
Under Armour hopes that changing the company's image from an apparel company to a
"performance" brand will help increase its footwear sales. To make consumers aware of
the change, Under Armour designs a number of commercials, print ads, and Internet
advertisements all focusing on the company's new motto, and immediately begins to
apply them. All these elements make up a(n)______ .
a. international advertising campaign
b. cooperative advertising campaign
c. advertising campaign
d. promotional mix
New ideas and breakthrough solutions result when there is just enough tension and just
the right clash of ideas called:
a. creative abrasion.
b. interpersonal abrasion.
c. interpersonal conflict.
d. cognitive dissonance.
