Buzz marketing involves creating an event or experience that leads to conversations
about the brand.
a. True
b. False
A 30-second television ad is an example of pull media.
a. True
b. False
Consumer and industry groups are free to make attempts at shaping and restricting the
advertising process, but in reality have little voice or power compared to the federal
government.
a. True
b. False
According to Howard Gardner’s research, creative people are more likely to be:
a. self-effacing.
b. self-confident.
c. emotionally stable.
d. self-giving.
Scenario 15-4
General Mills, a breakfast cereal brand, faces strong competition in the dry cereal
category from brands like Kellogg’s and Quaker Oats. However, General Mills brands
like Wheaties and Cheerios maintain a strong share of the market. As a manufacturer,
General Mills knows it must stimulate consumer demand for its brands, but it must gain
retailer support for these brands as well. Its market research shows that some consumers
are very loyal to certain brands of cereal, but most consumers show some level of
variety-seeking behavior in this product category. As a result, General Mills is
constantly examining different sales promotion tools to stimulate consumers to consider
its brands when shopping for breakfast cereal.
On the back of its Cheerios boxes, General Mills has printed a form to fill out for a
cookbook offer. The booklet is available to consumers for a nominal charge of $3.00,
plus a $1.00 shipping and handling charge. This is an example of a(n):
a. self-liquidating premium.
b. on-package sample.
c. advertising specialty.
d. slotting fee.
Public relations can be used to activate social media, as well as engage mainstream
media.
a. True
b. False
A breakfast cereal advertiser decides to create a print media advertisement instead of
advertising on broadcast television. This is probably because the advertiser:
a. is not aiming to communicate detailed features of a product that is complex.
b. is keen on creating a mood and demonstrating brand values.
c. does not require time and space to advertise the product.
d. wants to allow readers to process the information at a personalized rate.
Demographic segmentation is used in selecting target segments by focusing on
consumers’ descriptors such as their values, beliefs, philosophies, and opinions.
a. True
b. False
Scenario3-1
In the early and mid-1800s, soaps were made from animal fats. The perishable quality
of the soap, however, allowed manufacturers to sell a product with only regional appeal.
This changed when soap makers began to use vegetable fats and perfume in the
soap-making process.
According to Procter & Gamble, one batch of this vegetable-based soap was left to mix
too long. The result was a product that floated in water due to an excess amount of air.
The company turned this into a selling point and, in 1882, launched one of the first
soaps with the potential for national salesIvory soapwith the slogans “It floats” and
“9944/100 percent pure.” (Stephen Fox, TheMirrorMakers,[New York: Random House,
1984], 24.)
If an advertisement for Ivory soap was reflective of the style of ads during the period
known as the “P.T. Barnum Era,” it would:
a. consist of exaggerated claims.
b. have extensive photography.
c. reflect conservative values.
d. use very limited copy.
The tension between those who advocate sales objectives and those who push
communications objectives precludes a marketer from using both types when
developing an overall plan for a brand.
a. True
b. False
Scenario 16-3
In July 2010, a sports-focused social networking site named MyMVPs.com was
launched. The site, which has been described by founder Mark Monaco as a hybrid of
Facebook, ESPN and YouTube, will allow athletes, proud parents, and sports fans alike
to view highlights of amateur athletes, check out the week’s funniest sports bloopers,
and chat with various sports celebrities registered with the free online service. Erin
Dwyer, co-founder and one of the four individuals responsible for the site’s success,
believes the service will be incredibly beneficial not only for
amateur athletes with college aspirations, but also for colleges with tight recruiting
budgets. Dwyer stated, “It’s huge for little kids and it’s gigantic for high school athletes
who want to get to college. For some schools with tight budgets for recruiting, coaches
will be able to jump on a website that is clean and safe and gives them information on
a player. That can give them an advantage.” Still in its early stages, the company is
looking to get its name out there as much as possibleand with partnerships with sports
legends such as Mike Ditka, the company appears to be headed in the right direction.
(Jeff Vorva, “MyMVPs.com Hopes to Fly High With Amateur Athletes.”
ChicagoTribLocal, June 16, 2010.)
By sponsoring local high schools and high school sporting events, MyMVPs will be
able to promote its brand to a large amount of its target audience, which is made up of
athletes, parents and fans. This overlap is referred to as:
a. the sweet spot.
b. the marketing overlap.
c. event sponsorship.
d. selective product placement.
Which of the following is true of branded entertainment?
a. It blends advertising and integrated brand promotion with entertainment.
b. It is a subset of product placement.
c. It uses solely television programming to create entertainment.
d. It is also known as consumer-generated content.
There is evidence that feeling-based ads can do better than thought-based ads in the
more cluttered media environment.
a. True
b. False
The great thing about sales promotions is that it is inexpensive, simple, and, well-timed.
a. True
b. False
Scenario6-3
Keds has been trying to turn around a long-term slide in its shoe business. For years, it
had depended on its image as the women’s no-frills summer shoe to keep sales moving.
But over time, competition from Sam & Libby and Easy Spirit brands have been
nipping at the heels of Keds. As part of its effort to revitalize the brand several years
ago, Keds’s advertising agency developed a campaign that focuses on the warm, close
relationships between mothers and daughters. According to an issue of
Brandweek magazine at the time, “The new ads really go for the heart.” Copy on the
first ad included the mother saying, “She was my first, I could never tell her how to
dress,” with the daughter saying, “She made me feel pretty even when I had braces.”
Instead of “mothers and daughters,” why didn’t Keds define its target segment simply as
“women”?
a. This concept already has a number of established companies targeting it.
b. This is not based on a realistic approach to segmentation.
c. This is based on demographic criteria for which media is difficult to define.
d. This is poorly defined and provides no clear orientation or identity.
Overall, computer modeling:
a. helps replace planning and sound judgment made by media specialists.
b. provide standardized reports that are comparable across media categories.
c. lean toward high-end media options that result in costly media buys.
d. assess a wide range of possibilities and save advertisers a lot of money.
A new neighbor moves into the neighborhood and asks George, a person living
next-door, where he could find good take-out food. Three places immediately come to
George’s mind, and he suggests them to his new neighbor. George’s suggestions of good
take-out food is an example of a(n):
a. external search.
b. need state.
c. evoked set.
d. stratification.
What does the acronym STP mean?
a. Sales, Target, Product
b. Sell To People
c. Segmenting, Targeting, Positioning
d. Sell The Product
Market segmentation is the process of:
a. creating advertising strategies to reach out to a wide consumer base.
b. creating a new product line that is relatively different from the firm’s existing product
line.
c. breaking down a large widely varied market into more similar sub-markets.
d. identifying competitors in the market that could be possible threats to the success of
the company.
A copywriter is just starting on a print ad for a new brand of dishwasher detergent.
Which of the following is the first step in developing copy for print?
a. Sketching an overall view of the finished ad
b. Meeting with the creative director to brainstorm a list of exciting words to be
included
c. Deciding how to use, or not use, the three main components of print copy
d. Writing a few rough headlines and possibly subheads
Scenario 18-2
A young man decides to become a mass producer of T-shirts. His small factory located
in Oregon begins promoting itself by hiring excellent seamstresses, offering a pleasant
working environment, decent salaries, and giving the public an opportunity to buy
clothes that are truly “made in America.” The company eventually adds other clothing
items, opens three brick-and-mortar retail stores in several large cities, and expands to
online shopping. Over the years, the firm grows and prospers due to its reputation as an
American manufacturer, a fair employer, and an opponent of the traditional view of
‘sweatshops.” However, along the way, it deals with a few public relations issues too.
After 35 years, he looks back to his beginnings. He had little money for a public
relations agency early on so he had to create carefully worded messages, and
strategically placed ads that the public would perceive in a very positive light. In
essence, he was using a type of:
a. influencer marketing.
b. free publicity.
c. corporate advertising.
d. reactive strategy.
Streamlined catalogs are a great way to make timely offerings to targeted households in
a cost-effective manner.
a. True
b. False
With media clutter and fragmentation,:
a. advertisers are developing a lack of faith in advertising alone.
b. the probability of any one advertisement making a real difference has increased
manifold.
c. there are very few media choices available to advertisers.
d. promotion options are no longer attractive to advertisers.
Which of the following is true about fear when it is used in an advertisement?
a. Fear will get a consumer to pay attention but will rarely get a consumer to take
action.
b. Fear is best used at very low or almost unrecognizable levels.
c. Fear works best when the consumer doesn”t think about the ad too much.
d. Fear can work when it’s believable and the ad shows a clear way out.
A canned soup manufacturer has prepared questionnaires for its employees and
customers. The questions are about how the people view its brands, the profits it is
making, current market trends for canned soup, and the employee activities of the
company. Through these questionnaires, it hopes to collect positive, newsworthy
information that it can use later. The company is in the process of:
a. conducting a public relations audit.
b. identifying vehicles for a PR communication.
c. creating a company newsletter.
d. researching an influencer program.
Transit advertising works well in small towns, rural areas, and farm communities due to
their lack of ad clutter.
a. True
b. False
Which of the following direct marketing mediums currently have the highest response
rate?
a. Telemarketing
b. Infomercial
c. Direct mail
d. Advertorial
Scenario 18-4
In the summer of 2010, basketball star LeBron James found himself in the middle of a
PR nightmare when he decided to turn his decision regarding his future team into an
hourlong spot on ESPN, which was entitled, “The Decision.” Almost immediately, fans
and critics alike began to express their distaste for the way the multi millionaire handled
the situation. Many fans’ opinions of the star were greatly altered and James’ positive
public image appeared to be shattered. Perhaps, even worse than the damage to his
image, the Lebron James “brand” began to take a hit when his jerseys were pulled from
many stores and websites, and thousands of fans vowed they would never buy James’
line of shoes ever again. Several months later, James began repairing his public image.
James, who endorses Nike products, came out with a controversial commercial that was
believed to evoke sympathy. However, many others felt the commercial mocked the
negative reaction expressed over “The Decision,” and was intended to rebrand the star
as a rebel. Either way, LeBron James has a long way to go before he can re-again his
title as one of the most beloved players in the NBA.
There are six primary objectives of public relations. Which of the following objectives
were ineffectively portrayed by LeBron James’ management team?
a. Promoting goodwill
b. Lobbying
c. Preparing a program rationale
d. Giving advice and counsel
One of the primary advantages that magazines have over every other medium is their:
a. short lead times.
b. wide reach.
c. frequency.
d. audience selectivity.
An ad for a microwave popcorn features the headline, “If you want a snack, have a
wholesome snack.” The purpose of this straightforward headline is to select the
audience.
a. True
b. False
Preparing and executing a breakthrough IBP campaign is not peopleintensiveit hinges
on the creative work and the business acumen of a few key individuals.
a. True
b. False