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Farm Fresh Market, a local grocery store chain, has decided to run a series of
advertisements. For this to be considered an advertising campaign, the Farm Fresh
Market ads must
a. focus on store products rather than store services.
b. target a number of segmented audiences.
c. appear in multiple forms of media.
d. communicate a cohesive and integrated idea or theme.
What recent trend in advertising indicates that new thinking on conducting ad research
is needed?
a. the increasingly younger consumer population in the United States
b. the move to a more visual advertising style from largely verbal approaches
c. the expansion of research departments within established agencies
d. the popularity of scientific evaluation and statistical proof of consumer behavior
A medical equipment supplier is targeting a number of healthcare professionals
(doctors, nurses, physical therapists) with its latest advertising. This firm should be
aware that the advertising is attempting to reach an audience that
a. has little real purchasing power within this industry.
b. can best be found through general interest magazines.
c. has the same broad and generalized needs as the rest of the population.
d. relies on specific language, images, and terminology.
Infomercials were made possible by
a. the advent of video cameras.
b. increasingly gullible consumers.
c. less expensive ad space on satellite and cable systems.
d. relaxed network standards for programming.
The multisensory stimulation of ____ makes it a very powerful medium for
advertising-in fact, for many people, it definesadvertising.
a. television
b. direct mail
c. radio
d. magazine
Which companies, noted in the text, have seen enormous success by reflecting social
issues at various points in history, creating sophisticated ads, and becoming unofficial
brands of the counter-culture?
a. Dial, Mountain Dew, and Snickers
b. Marlboro, Virginia Slims, and Pepsi
c. Red Bull, Geiko, and Allstate
d. Kodak, PowerAde, and Procter & Gamble
In the model of mass-mediated communication, the
a. producers of the message control the reception of the content.
b. producers of the message control the interpretation of the content.
c. audience members can interpret advertising any way they want.
d. audience members interpret information the same way.
Many news outlets are willing to run news 'stories" supplied by advertisers about their
brands, which qualify as
a. earned media.
b. mixed media.
c. paid media.
d. measured media.
Students from several organizations on campus sponsored a forum to debate the pros
and cons of advertising. Student organizations representing consumers, journalists,
marketers, entrepreneurs, and political scientists all had members in attendance.
Following are some of the comments made at the forum.One student stood up at the
forum and said, "I bought a bike because the ads for this brand said it was €the best on
the planet.' I just don't think that is true. I've had quite a few problems with this bike
compared to other brands that some of my friends own." The courts have ruled that
when an advertiser uses absolute superlatives in ads like this, consumers
a. are purposefully deceived.
b. should understand that it is merely exaggerated language.
c. should file complaints concerning unethical advertising practices.
d. are unwitting victims of comparative advertising.
When compared to fear, anxiety
a. is not as effective in advertising.
b. can last longer.
c. is easier to identify.
d. is used less often in ads.
What is the difference between ratings point and share of audience when measuring
television audiences?
a. Ratings point is used to measure televisions tuned to a program for its entire time
period. Share of audience is used to measure televisions that remain on a network for a
particular time period.
b. Ratings point is used to measure audience for network shows. Share of audience is
used to measure audience for local shows.
c. Ratings point is based on viewership by daypart. Share of audience is based on
viewership across all dayparts.
d. Ratings point is based on the total of TV households in the market. Share of audience
is based on the total of TV households that are using their televisions.
Joe Rowan walked into Pederson Toyota one day and began looking at price stickers on
Toyota Camrys. He was interested in that model because he had seen a number of
television and magazine ads describing the car's features and reputation for reliability.
After closely examining the stickers, Joe noticed a line that said "Dealer Promotion
Allowance-$125.00." Joe asked a salesperson what that meant. The salesman replied
that it was a charge that helped the dealership pay for local advertising to encourage
consumers to shop at that particular dealer. After further discussion, Joe learned that
almost 5 percent of the cost of the vehicle comes from expense for national and local
advertising.The Pederson dealership and Toyota share the expense of local advertising
in this market. This is an example of ____ advertising.
a. unfair
b. vertical cooperative
c. comparison
d. corrective
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.
"Which media deliver the largest audiences at the lowest cost? This is determined by
examining the ratio of the cost of the media buy to the total audience and then
multiplying it by 1,000. This is known as
a. share of voice."
b. media cost."
c. cost per rating point."
d. cost per thousand."
Characteristics and traits such as age, gender, race, marital status, income, education,
and occupation are widely used in ____ segmentation.
a. geographic
b. psychographic
c. competitive
d. demographic
The Optima Bike Company manufactures broad-tire, three-wheeled and two-wheeled
bicycles mostly for the retirement market. Its primary market is seniors, usually those
who live in retirement communities where there are clearly designated and safe bike
paths. Seniors-and especially the younger baby boomers-like these recreational vehicles
because they are easy and safe to ride. The company has had some early successes in
Florida, Arizona, and California, where such communities began. Optima now wants to
expand to other retirement enclaves. It has learned from two well-conducted consumer
research studies that the main way that male retirees buy the Optima line is through the
urging of wives who want to exercise in some way other than playing golf.Optima
decides to engage an ad agency to capitalize on this consumer insight and promote its
bikes to newer golf communities. It asks two agencies to pitch for its business and gives
each a meeting in which it conveys the information above.Alpha Agency is based in
Miami and insists that its creative team is best suited to promote Optima. Its managers
tell the prospective client that this team is well versed in advanced animation techniques
and can dramatize the features of Optima's two- and three-wheeled bikes in a dynamic
way. They'll focus on how fast they can go and how they can "transform the ride" into
an adventure-this has worked in other ads, and this will appeal to the male consumers
who need to be lured away from the golf course. Following this initial display of
product prowess, they suggest a campaign that demonstrates how the bikes can be
customized to be more "comfortable and attractive for the ladies," including pink seat
options. They finish by asking whether the brand name can be changed to 'something
more exciting."Beta Agency is based in Los Angeles and promises to serve as Optima's
branding partner. It asserts that its creative philosophy is centered on long-term brand
building. Its managers propose that they will develop the right message by applying the
research-based consumer insight that women want to use the bikes to entice their
husbands to leave the golf course once in a while. They suggest that their successful
work in building regional appreciation for brands, such as Sea-Doo water vehicles and
Ski-Doo snowmobiles, indicates their prowess in branding similar but not directly
competitive brands. They emphasize the difference that Optima offers in the
recreational-ride category, and the consumer targets that differ from other brands. They
close by complimenting this prospective client on how appropriate the brand name is,
given its customer base and likely target consumer.
Once Optima managers have engaged Beta Agency to do their IBP work, how will they
ensure that their hopes for a great campaign-and partnership-will become reality?
a. by writing specific creative team members into the contract
b. by asking that Beta check daily with the brand manager for Optima
c. by beginning work with the account executive at Beta to write a creative brief
d. by setting up a dinner meeting for the CEO of Beta and the CEO of Optima
Which of the following is an important element of a reactive public relations strategy?
a. creation of situation analysis
b. identification of vulnerabilities
c. clarification of program rationale
d. development of marketing objectives
While members of the account management team may admit that the creative
department is full of experts in expression and design, they also commonly feel that
creatives
a. do not share management's goals.
b. cannot meet deadlines.
c. kill the innovative ideas that they claim to value.
d. ignore the copy in favor of the visuals.
The industry analysis and market analysis work together to form part of the overall
situation analysis. The industry analysis focuses on ____ and the market analysis
focuses on ____.
a. consumers; competitors
b. brand; product
c. supply; demand
d. objectives; tasks
There is a right way and a wrong way to brainstorm.
Direct marketers employ mailing lists because they are easy to use and inexpensive.
A big advantage for advertisers using online advertising, mobile marketing, or website
content is that these messages are delivered seven days a week, around the clock,
whenever the receiver is logged on and active.
A manufacturer of dental care products sets up a new promotion by attaching one of its
toothbrushes to its boxes of toothpaste. This is an example of a mobile sampling
technique.
The four main components of print copy are text, slogan, headline, and tagline.
Research shows that subliminal advertising can lead people to buy things they
otherwise wouldn't want, because much persuasive imagery and information is accepted
as true when processed in a subconscious way.
When a brand team defines the target market of consumers for their product, they may
also identify many smaller subsets of consumers within their broad market.
You are the marketing manager for the Internet's largest online shoe retailer. The
company ships shoes of all types, styles, and sizes to locations throughout the U.S. and
around the world. Given a choice between access to a mailing list and access to a
marketing database, which would you choose? Define each. What are the advantages of
your choice? Be as specific as possible.
Feel-good ads sometimes focus on certain aspects of a product in order to get
consumers not to think about other things related to it.
The FTC has regularly issued warnings to tobacco companies about ads that have been
shown to cause young people to start smoking, backed up by decades of substantial
evidence to this effect published by reputable medical journals.
