In the early 1990s, Jacquelyn Ottman wrote a book that predicted a new marketing
revolution, which didn’t really occur at the time, but is growing and becoming quite
popular now. What is it?
a. buzz marketing
b. influencer marketing
c. green marketing
d. viral marketing
A radio spot for a local shoe chain begins with the lines, “You walk the dog. You jog the
trail. You chase the bus. You go, go, go. You need new shoes.” Which two guidelines for
successful radio copywriting are used in this ad?
a. Keep sentences short. Use common language.
b. Use attention-getting sounds. Stimulate the imagination.
c. Stimulate the imagination. Repeat the brand name.
d. Select the audience. Give news about the brand.
“Micro-sponsorships” have become popular ways for firms with restricted budgets to
attract socially conscious consumers because they connect their products to
a. political causes.
b. green efforts.
c. healthy lifestyles.
d. smaller charities.
The director of a promotional agency has several clients who might be interested in
branded entertainment. He looks into marketing history to better understand how this
concept has progressed over the years. What would he find regarding the history of
branded entertainment?
a. It began with the birth of television and the first variety show.
b. Its longest-running vehicle was Guiding Light, a soap opera that ran for more than 70
years on radio and TV.
c. It has involved many firms but none that match the marketing collaboration of Kraft
Foods.
d. It began with a radio show based on Campbell’s soup.
Scenario 15-3
It’s time to take your weekly trip to the grocery store. You bring a coupon good for 50Â
¢ off a national brand of coffee. As you walk the aisles, a woman asks if you’d like to
try a slice of pizza. After you taste it, she points out where the brand is kept in the
freezer display. When you get to your favorite brand of toothpaste, you’re delighted to
find that a toothbrush with the same brand name is attached to the box at no charge. You
turn the corner and run into a cardboard cutout of one of the stars from a leading
medical drama on TV. This display has a medical kit full of a new brand of pain reliever
built into it. Your last stop is the cereal aisle, where you notice that one brand offers a
chance to buy a T-shirt with a picture of the brand’s cartoon character for $4.95.
Which of the several possible objectives of promotion did all these activities have in
common?
a. to highlight a particular product attribute
b. to build an image for a product
c. to elicit an immediate purchase of a product
d. to create loyalty toward a product
Copywriters are not fond of ____, since it allows audiences to approve or disapprove of
copy after the fact, once the ad has been produced, and then submit their “report card.”
a. evaluative copy research
b. copy approval
c. postproduction review
d. developmental copy research
EarthWorld, a manufacturer of camping gear and apparel, sells several lines of sleeping
bags that are very similar to each other. The company does not want one line of
sleeping bags to steal market share from the others. To protect against this, EarthWorld
must be concerned with the effective use of
a. economies of scale.
b. internal positioning.
c. primary demand stimulation.
d. institutional advertising.
A nationwide restaurant chain is considering the use of a direct mail piece to reach
potential customers. Managers of the company should realize that two negatives related
to this tactic are the high cost per contact and the
a. limited ability to test executions.
b. lack of creative options.
c. inaccuracy of addresses on mailing lists.
d. consumer distrust of mailed advertising.
The biggest difference between contests and sweepstakes is that
a. contests can require an entry fee, and sweepstakes cannot.
b. contests generate long-term interest in a brand, and sweepstakes generate immediate
interest.
c. contests require skill, and sweepstakes require luck.
d. contests focus on the game, and sweepstakes focus on the brand.
A fast-growing frozen yogurt chain discovers the need to coordinate all of its
communications programs and all of its specialists’ efforts. At this point in its growth,
the company would be wise to focus on hiring or promoting someone to act as a
a. missionary salesperson.
b. marcom manager.
c. list enhancer.
d. functional specialist.
A commercial for hot dogs says it’s not the Fourth of July unless there is a cookout, and
it’s not a cookout unless there is a grill full of hot dogs. This ad attempts to tie the
product to a
a. social attitude.
b. purchasing habit.
c. cultural ritual.
d. social class.
Which company, mentioned in the text, has for about 100 years consistently used
powerful scenes filled with positive emotions to make it clear that its brand represents
good memories?
a. Kodak
b. Ivory
c. Campbell’s
d. Kellogg’s
(Scenario 16-2) HollywoodBranding is a new promotions company formed by three
former ad execs who had illustrious careers in large multi-service advertising agencies.
Over their years in account management and creative work, they developed close ties
with a number of Hollywood movers and shakers. Consequently, they feel poised to
respond to the business world’s growing desire for branded entertainment. But they are
aware that they need to continually fight their “old school” ways of thinking about
branding, forged in years of working solely with traditional media.
HollywoodBranding promotes itself to prospective clients by saying that it is “located at
Madison & Vine” and offers innovative “brandertainment.” This means that it will
a. act as a full-service advertising agency.
b. be inventing humorous or imaginative brand logos and slogans.
c. place ads in appropriate media and track subsequent media impressions.
d. connect companies with consumers through entertainment venues.
An Internet user wants to move from one website to a related one. She requests the new
page by clicking on a link, but then an ad message flashes in front of her while she
waits for the page to be loaded. What type of advertising is this?
a. splash screen
b. display/banner
c. pop-under
d. widget
A grocery chain delivers a pallet of ads that are ready to be tucked into the Sunday
newspapers before delivery. The grocery chain is using
a. display advertising.
b. a preprinted insert.
c. co-op advertising.
d. a free-standing insert.
A national merchandising company is a major distributor of grocery and beauty
products and uses many tactics to get samples into the hands of consumers. The most
popular type of sampling for food and cosmetics products is ____ sampling.
a. on-package
b. door-to-door
c. mail
d. in-store
The overwhelming advantage that magazines have over every other medium is their
a. timeliness.
b. reach.
c. frequency.
d. audience selectivity.
In late 2010, renowned actress Rachel Leigh Cook spoke out against the entertainment
industry and the way it portrays celebrities in advertising. Cook, who starred in the
popular 90s hit She’s All That, claimed that the airbrushing of celebrities that often takes
place before an advertisement is published is a clear case of false advertising. Cook told
FoxNews.com, “It breaks my heart to be part of an industry and part of a machine that
really pushes out these images and propagates these really terrible standards that are
false.” Cook went so far in her criticism to question how falsely editorializing is not
considered a crime, and stating that so many young women struggle with identity issues
in today’s society because they are striving to be something that does not exist.(John
Dorian, “Rachel Leigh Cook Against Air Brushing, Calls it False Advertising.”
International Business Times, October 25, 2010.)Advocates of advertising argue that
advertising informs consumers, which gives them more power in their purchase
decisions. One of the main components of this argument is that
a. advertisements point out all of the benefits of a product and not the downsides.
b. advertising drastically reduces product search time, which ultimately reduces product
search costs.
c. advertising creates superficial needs.
d. advertisements make it nearly impossible for consumers to make decisions.
Define list enhancement, and discuss two simple ways to conduct it. What four
categories of information are often included to help define various populations and
target markets?
An ad that takes what has been dubbed the “P&G approach” relies on social anxiety to
get people to buy products.
When the question is asked concerning what an agency really wants from advertising
research, the answer often falls to the reality that it wants whatever the client wants.
Advertisers use feel-good advertising when all they want is for consumers to laugh.
Brad Pitt is interviewed on the red carpet walk to the Academy Awards about his latest
movie, for which he has been nominated for an Oscar. TV cameras and reporters zoom
in to catch his comments. This is a form of advertising.
Objectives for advertising are measurable only through quantifiable variables.
To compare the relative efficiency of two media options within the same media class, or
between two media classes, CPM is often used.
What is meant by the terms paid search and search engine optimization? How are they
similar? How are they different? Discuss the possibilities for each, and provide an
example of each to illustrate your answer.