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(Scenario 18-1) Scenario 18-1
The giant brewing companies of the U.S. love to use public relations to keep their
company names in the minds of Americans and to promote their many brands of beer
and ale. Both traditional and innovative public relations activities-using both traditional
and innovative media-help to promote a positive public image, create brand awareness,
highlight the product line, and act as cost-effective ways to enhance the overall IBP
campaign. And these brewers use a variety of objectives and tools that support the field
of public relations.The brewing company with the interactive website full of facts and
games is moving beyond the Web and into the community. It sends stories to media
outlets announcing that all the fun on its website will continue at its beer gardens to be
set up at summer and fall festivals around the country, featuring more games, puzzles,
and trivia contests. Which two PR tools is the company using here?
a. press conference and lobbying
b. press release and sponsored event
c. buzz marketing and publicity
d. feature story and viral marketing
A marketer is asked to analyze her company's advertising industry expenditures by
target market. She wants to start with the broad market that is most often selected by
advertisers. She begins her work by looking at
a. members of trade channels.
b. government employees.
c. professionals.
d. household consumers.
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.
d. even notice the improved sound quality offered.
MidSouth Media Company (MMC) is a media placement firm serving small- and
mid-sized firms in several Midwest and Southern states. It specializes in working with
new businesses, many of which have owners and managers with little advertising media
experience. MMC asks all new clients to complete a brief survey to better determine
their exposure needs and their level of knowledge about media decisions. Some
questions from the latest MMC survey are included below. Please complete the missing
part of each item, based on your study of the chapter.
"Do you want to restrict your television buying to ____, meaning you'll pay premium
pricing charged in advance of the fall season? Or are you willing to wait and see what is
still available later in the season, meaning you'll pay less?"
a. gross impressions
b. measured media
c. upfronts
d. context effects
Whose amusing take on creative departments was featured in the text, peppered with
comments about spending time with feet up talking about movies, watching the clock
tick and the deadline near, and staring at the partner's shoes propped on the other desk?
a. Carl Jung, psychologist and author
b. Lee Clow, advertising mentor
c. John Sweeney, advertising instructor
d. Luke Sullivan, copywriter and author
A(n) ____ is a combination of knowledge and feelings accumulated about a object or
issue. It is does not necessarily have to be "true" but it is "valid," and it can be logical
and factual, or biased and self-serving.
a. perceptual defense
b. cognitive response
c. belief
d. attitude
What is one of the keys to success for an infomercial?
a. keeping the broadcast under five minutes
b. avoiding the use of celebrities
c. promoting only nationally known brand names
d. including testimonials from satisfied users
A group called Adbusters has a website containing many pages that address issues of
consumption and culture, media practices, and corporate responsibilities. For example,
"The momentum has clearly accelerated. By some measures humans have used more
physical resources since World War II than in all of history before it. It's now taking a
toll beyond anything we could ever have imagined. What does it mean when one-sixth
of the world's population consumes without any real restraint?"Throughout the website,
there are many references to advertising's role in creating and maintaining this situation.
Not surprisingly, virtually all of the references to the practice of advertising are
negative.(http://www.adbusters.org/home/)A counterargument to claims that ads only
lead to mindless consumption points to advertisers continued financial support for a
varied and accessible mass media. In fact, the advertising world spent about $ ____ in
2009 on traditional mass media, and with the addition of online advertising, that figure
increased to $ ____.
a. 100 million; 150 million
b. 30 billion; 50 billion
c. 140 billion; 200 billion
d. 220 billion; 400 billion
(Scenario 16-1) MakeWaves is a promotional company with a website that offers the
opportunity to sponsor a yacht in Grand Prix yacht racing. Commercial sponsors of the
WaveRunner yacht can buy space for logos and graphics on the WaveRunner's sails,
hulls, crew member uniforms, and trailer. For enough sponsorship money, the
WaveRunner will even change its name to better fit the sponsor. The WaveRunner is
scheduled to compete in five Grand Prix yacht-racing events every year. MakeWaves
claims on its website that sponsoring the WaveRunner in a race could result in millions
of impressions in sailing magazines and newspapers as well as on broadcast media, and
offers specific calculations to those who inquire.
The MakeWaves website offers no information about the conversion of fan loyalty
toward a sport into actual purchases of the sponsor's product. Marketers who have set
this as their main goal would do well to look into ____ branded entertainment
opportunities.
a. NFL Football
b. Major League Baseball
c. NASCAR
d. PGA Golf
What is the first step in implementing the objective-and-task approach?
a. identifying last year's sales
b. determining costs based on a build-up analysis
c. comparing expenditures against industry benchmarks
d. calculating a marginal analysis
Product placement only occurs when a branded item is used while filming a movie.
Some analysts believe that society is actually better off with a large mix of ads,
commercials, and promotions because these do little more than 'shuffling existing total
demand" rather than increasing or decreasing it.
An example of IBP via digital/interactive media is seen on a popular social media site.
Potential customers go to this site voluntarily, based on a personal interest, and a brand
exposure just happens to show up on the site in a "natural" way.
Well-stated objectives work best when they set a benchmark, specify a measurement
method, and define a time frame.
Critics of advertising claim that advertising carries little if any good product
information and that most advertising is biased, limited, and inherently deceptive.
Web analytic software not only tracks traffic to a site, but tracks traffic within the site as
well.
Product placement in video games has great potential, considering that 100 million U.S.
households have at least some gaming capability.
