An art director is conducting an orientation with two new artists and stresses that this
agency does, in fact, consistently incorporate the generally acceptedprinciples of design
in its creative work. In his brief summary of these principles, which of the following
would not be included?
a. The ad should give equal emphasis to all elements.
b. The proportion within an ad should be pleasing to the viewer.
c. There should be a unifying force within the ad.
d. The elements in the ad should have a directional pattern.
Developmental research looks at consumers’ identities, perceptions, wants, and habits
early in the production process so these elements can influence the final ad before a lot
of money is spent. This type of ad research is also called
a. account planning.
b. design thinking.
c. consumer insight.
d. scientific advertising.
Self-expressive benefits are promoted in ads to
a. define a product that doesn’t compete directly with any competitor.
b. focus on benefit, user, and competitive positioning, rather than emotional
differentiation.
c. create distinctive images or personality traits and invite people into the brand
community.
d. identify groups of customers that share certain characteristics.
Which of the following is an example of international advertising?
a. Gatorade promoting its new line of six-pack drinks at the Olympics
b. Sony advertising its flat-screen TVs around the world
c. Procter & Gamble creating different versions of its Tide ad for various countries
d. Nike featuring its ‘swish” logo on gear worn by tennis players at Wimbledon
As one of the world’s largest computer and technology developers, Dell, Inc. has never
been a stranger to advertising. However, due to a consistent decline in market share, the
Texas-based company is looking to overhaul its advertising efforts for the first time in
years. In the past, Dell found success promoting its products as some of the top
“inexpensive” computer products on the market. However, the company’s new ad
campaign, which will be targeted towards more high-end users, will make no mention
of product price. The company is looking to reinvent its image, and believes the first
step in doing so is to revamp its outdated advertising campaign.In recent years, Dell has
struggled to compete with companies such as HP and Apple. To generate interest in its
new line of computers, Dell hires a company to design a number of contests and
incentive programs that will help build excitement for the new line. This company is
likely an example of a(n)
a. direct marketing agency.
b. e-commerce agency.
c. sales promotion agency.
d. marketing research firm.
Social media offer unique opportunities for advertisers who understand their
demographics. For instance, the largest demographic group using ____ is made up of
35- to 54-year-olds, and the fastest growing group is made up of those aged 55 and
older.
a. Twitter
b. Facebook
c. MySpace
d. YouTube
A real-life nurse discussing the benefits of a home blood-pressure kit and a real-life
librarian promoting the advantages of a children’s reading program are both
a. acting as expert spokespeople.
b. lending celebrity credibility.
c. providing real-life demonstrations.
d. delivering average-user testimonials.
An RFM analysis is used to
a. determine which products or services are the most popular.
b. identify the customers who are the most loyal purchasers.
c. track the replies from direct mail pieces.
d. compare the efficiencies of various direct marketing programs.
Taylor, Frenz, and Hynes have recently published a short booklet entitled Media
Choices: Efficiency and Competitive Assessment. This is a tool that advertising agencies
and media planners can offer to clients so they can understand how to better determine
their media mix. Included below are several short excerpts from the booklet. Please
complete the missing part of each excerpt, based on your study of the chapter.
“The calculation known as ____ compares the relative efficiency between media
options by examining the ratio of an ad’s placement costs on a program to the program’s
ratings.”
a. cost per thousand
b. net promoter score
c. cost per rating point
d. square root law
In recent years, the time spent on sales promotion has shifted. Today, about ____ of
brand management time is spent designing, implementing, and overseeing sales
promotions.
a. 65 percent
b. 45 percent
c. 30 percent
d. 15 percent
Psychologist Robert Sternberg, expert on creativity and intelligence, advises that if you
want to be more creative,
a. do something you love.
b. learn from the pros.
c. expect to be disliked.
d. head up a team.
Jerome was preparing to host a graduation party for his friends and relatives when he
suddenly realized that he did not have a blender to mix certain beverages that he knew
his guests would like. Having never purchased a blender before, Jerome felt that he
needed to shop carefully and enlist in the help of friends for advice. After visiting
several stores and examining numerous models, Jerome settled on a Kitchen-Aid model
that cost nearly $100.
Which of the following best describes Jerome’s mode of consumer decision making
toward buying a blender?
a. limited problem solving
b. brand loyalty
c. extended problem solving
d. variety seeking
Cross-selling involves marketing
a. additional products to current customers.
b. the same product across different consumer types.
c. to different members of the same household.
d. aimed at various segments with the same message.
Leaders of creative teams do many things, but one thing they should never do is to
a. stick to the advertising plan.
b. allow an individual to fail.
c. jump in and do the real work.
d. admit a team mistake.
A young man 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 the pitches to spend his money. He is
encountering
a. lackluster inundation.
b. overexposure.
c. advertising clutter.
d. commercialization.
Despite its massive growth and popularity, the Internet will not replace all other forms
of advertising, and, most likely, will not become the main method of advertising for the
world’s biggest spenders.
Essentially, the idea behind integrated brand promotion (IBP) is to pay for the use of
many tools, including advertising, and coordinate them to launch products and boost
sales.
Focus groups are for generating statistics and making scientific generalizations, not for
gaining any real understanding or insight.
The kinds of ads that cause headaches for the account executive are the same kinds of
ads that often win awards for the creative department.
Emphasizing performance features of a product through advertising is rarely enough to
create a difference in the mind of the consumer between an organization’s brands and its
competitors.