The CEO of a nationwide amusement park chain has instructed his marketing director
to finalize this season’s radio advertising plan and report back to him. The marketing
director still needs to decide between two types of radio advertising. What is the
difference between local spot radio advertising and national spot radio advertising?
a. clients making decisions on running ads, versus agencies making decisions on
running ads
b. taking any spots in the schedule where an ad can fit, versus selecting spots in the
schedule where an ad is preferred
c. supplying scripts for broadcast, versus hiring announcers to ad-lib from a list of
points during broadcast
d. placing ads directly with local stations, versus placing ads within nationally
syndicated programming
Which company found itself at the center of a widespread movement instigated by
consumers, and one of the most publicized events in the history of marketing?
a. Nike
b. General Mills
c. Coca-Cola
d. Procter & Gamble
In their 2004 “Campaign for Real Beauty,” the people creating the groundbreaking
Dove ads attempted to be realistic, show sensitivity, and fight stereotypes by featuring
a. plus-size models who do not fit the narrow norm of beauty.
b. real women displaying various ethnicities, looks, and sizes.
c. both men and women using Dove products.
d. endorsements by famous elderly actresses with young-looking skin.
Scenario 1-2
Chug Enterprises is considering entering the already-crowded sports drink market with
a line of products. The first brand will be advertised to teenagers as being the
best-tasting sports drink on the market. The second brand will be advertised to adults as
being the lowest calorie sports drink you can buy. The third brand will be advertised to
senior citizens as containing calcium, a mineral needed to maintain a healthy bone
structure. Each brand will have separate, distinctive packaging. However, the drinks
inside are actually identical to one another.
To help build brand awareness, preference and loyalty, Chug Enterprises plans a
coordinated campaign using a variety of promotional tools including advertising. This
process of combining coordinated communication to help customers identify and
evaluate the relevance of Chug Enterprises products to their lives and value systems is
considered
a. delayed response advertising.
b. integrated brand promotion.
c. indirect response advertising.
d. institutional advertising.
After filing for bankruptcy in 2009 and requiring nearly $58 billion in governmental
funding simply to stay afloat, General Motors realized it had to undergo major changes
in order to compete with more successful automakers. The company began designing
questionnaires and focus groups in order to gain a better understanding of what its cars
had been lacking, and perhaps probe for specific improvements consumers may have
been looking for. The company recorded its research findings and began to apply them
to its product line. A little over a year later, Consumer Reports stated that 83 percent of
Chevrolets, GM’s top brand, had an average or better score in terms of predicted
reliability, an increase from 50 percent the year before. Apparently, the company’s
efforts have helped turn the company in the right direction.(“Consumer Reports: GM
Reliability Makes Great Strides.” MSNBC.com, October 26, 2010.)Allowing
consumers to look at advertisements in a group can be a powerful indicator of their true
feelings toward a particular ad. Peer influence can be observed, and hopefully, some
level of post-test screening can be done to create increased validity. These elements are
characteristic of what kind of studies?
a. attitude studies
b. cognitive response studies
c. behavioral studies
d. quantitative studies
A gourmet ice cream franchise advertises itself as offering thick, creamy, gooey treats,
calling them delectable, desirous, and decadent-the richest and sweetest desserts found
anywhere in America. The owner of the local shop buys ads focusing on extended hours
and friendly service. This is an example of internal consistency.
(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.One beer producer has sent the press an expensive, attractive,
eight-page press release that explains the organization’s new educational program on the
dangers of teenage drinking. The disadvantage of this approach is it
a. is often more expensive to run than typical advertising spots.
b. takes far more planning than an exclusive interview.
c. is effective only when used as a proactive strategy.
d. provides little control over how and when the final story will run.
A young man graduates with both journalism and communications degrees and finally
has time to get his message out to the world. The digital/interactive media format he is
considering has as its essential characteristics its informal style and its journal format.
What is he interested in doing?
a. joining a social network
b. building a website
c. writing a blog
d. creating a corporate/brand home page
A young woman has just launched her own company to promote several unique but
inexpensive kitchen gadgets. She wants to get her message out to massive TV
audiences, but she doesn’t have a large budget. Taking this into consideration, the
agency will probably propose a television commercial that
a. uses a testimonial approach.
b. has a series of vignettes.
c. features animation.
d. focuses on functional features.
Academic research indicates that adding animation to an online ad increases the level of
click-through, recall, and favorability. This is particularly good news for which type of
digital/interactive media?
a. rich media/video and audio
b. display/banner
c. corporate/brand home page
d. splash screen
The model designed by Esther Thorson and Jeri Moore features which element as the
starting point to strategic advertising, located at its paramount apex?
a. brand identity
b. positioning theme
c. marketing approach
d. target segment
Scientific research has suggested that false memories-including false memories of
products that don’t even exist-can actually be created in the minds of consumers.
As in early TV commercials, early cyber ads merely imitated traditional formats and did
not seem to understand the new medium or the ways that the audience would approach
this new technology.
A company prepares a well-crafted, informative press release. However, two major
drawbacks associated with press releases are that the news media decides if or when the
item will run, and the news media might alter the meaning of the release.
What is the difference between a consumer market and a business market? Give an
example of each. Then describe how business markets are segmented, and use your
example to explain your answer.
In the text, involvement and prior experience are combined to derive eight types of
consumer decision making.
A click-through is the number of page elements, or hyperlinks, that have actually been
requested as the user moves from a display/banner ad to the related link at the
corporate/brand home page.
Formal balance creates a mood of seriousness or directness. Informal balance actually
creates an “imbalance,” a sense of unease and discomfort, or the feeling that something
has gone wrong.
The main restriction of direct mail sweepstakes, as imposed by Congress, involves the
requirement that they are randomly and fairly distributed to a wide range of
communities and addresses throughout the 50 states.