In the world of advertising, culture is seen as a group’s
a. rules and regulations.
b. total way of life.
c. sense of morality.
d. tastes and preferences.
The risk taken with the ____ testimonial is that the person may some day experience a
fall from grace or a damaged reputation, thereby bringing negative aspects to the brand.
a. infomercial
b. demonstration
c. expert
d. celebrity
Scenario 1-5
Exodus Moving is a small business that was created to serve local furniture stores’
delivery needs in the Boulder Colorado area. They have specialized equipment that
allows them to lift and transfer large and bulky pieces of furniture with less risk of
damage than most traditional movers. Many of these furniture stores do not sell enough
volume to keep their own trucks and drivers busy all of the time, so Exodus fills a real
market need. As a result, most such stores are very interested in outsourcing delivery
service needs. Exodus has attracted many customers from these stores by guaranteeing
48 hour delivery within a 50 mile radius of any of the stores they serve. Eventually,
Exodus hopes to attract the business of other retailers who might require delivery
services, such as electronics or appliance stores.
Exodus has learned that the more furniture moving volume it has, the lower the cost per
item. This has encouraged the president of Exodus to do more advertising so that they
can achieve ____ as they get more stores to use their services.
a. brand loyalty
b. economies of scale
c. inelasticity of demand
d. elasticity of demand
The following four people work at the cutting-edge Zanadu Agency. Based on the
common personality traits and professional characteristics of the seven greatest creative
minds of the 20th century as noted in the text, which one probably works in the creative
department?
a. Mia, who is quiet, calm, humble, conforming, and friendly to everyone in the room
b. Simone, who is extroverted, personable, intelligent, fashionable, and a great partner
to clients
c. Jackson, who is self-confident, alert, unconventional, hard-working, and driven to the
point of obsession
d. Carlos, who is edgy, intense, goal-oriented, logical, and focused on the bottom line
What concept refers to the unique preference that each person has for thinking and
solving problems in a particular way?
a. creative abrasion
b. creativity framework
c. brainstorming
d. cognitive style
The production costs of a television commercial prepared for a national advertiser are
running into the upper ranges. It is probably a commercial for the ____ product
category, because this typically requires the highest production quality and carries the
highest costs.
a. beer and soft drink
b. electronic and digital device
c. household cleaner
d. fast food
Since its introduction to the market in 2007, Apple Inc.’s iPhone dominated other
smartphones in terms of units activated per year. However, several years later, Apple
faces stiff competition from Google’s Android software and Research in Motion, the
maker of the Blackberry. The problem for Apple is that its competition, primarily
phones powered by Android operating systems, largely outnumber the iPhone in terms
of available options. In the U.S. alone, there are over twenty smartphones that run on
the Android operating system, compared to Apple’s one iPhone. Americans are now
buying more Android phones than iPhones. Experts claim that if the trend continues,
Android will have erased the iPhone’s once enormous lead in the high-end smartphone
market in a little over a year. Now more than ever, Apple, which insists on tight control
of its devices, must find a way to win in an intensely competitive market against rivals
that are openly licensing their software to scores of companies.A new movie is released,
and the film’s main character is seen conversing on his iPhone throughout the film. If
the actor portraying the character in the film is admired and consumers purchase the
phone because they see him using it, the actor
a. no longer serves as a peripheral cue for these viewers.
b. has created an intergenerational effect for these viewers.
c. is a member of these viewers’ celebrity influencers.
d. is a part of these viewers’ membership groups.
With the increase of digital telecommunications devices, mobile marketing can take
many forms. One interesting finding is that IBP communications through mobile
devices
a. are more annoying to consumers than pop-up ads.
b. have the strongest appeal in television formats.
c. have managed to circumvent the need for permission marketing.
d. show surprisingly high recall.
Scenario 1-3
In 2006, gaming giant Nintendo launched an innovative motion-sensing gaming console
called the Wii. The Wii quickly took over as the leading gaming console because of its
unique activity-enabling qualities, and for nearly four years, dominated hardware sales
in the gaming industry as any true competition for the product was yet to be introduced.
However, this changed in late 2010 as Sony introduced its own motion-detecting
gaming system to the market, the Playstation Move. Sony has marketed the product as a
superior product to Nintendo’s, claiming it is more precise and flaunting the
Playstation’s high-quality graphics. Sony’s Move has been a topic of great debate, but
the reception of the product over the long haul has yet to be seen. To dethrone the Wii,
Sony will need to find a way to appeal to those that have not yet bought into
“motion-gaming.” And of course, it wouldn’t hurt if Sony somehow found a way to
entice Nintendo followers to switch over to its newest addition to the gaming industry.
If the advertisements aimed at consumers who do not currently have a gaming system
are successful, it may result in the Move being thought of as the best option for today’s
gaming entertainment at the expense of the Wii. This is an example of
a. successful product positioning for Sony.
b. primary demand stimulation on the part of Sony.
c. an integrated marketing communications plan.
d. achievement of internal positioning by Sony.
Scenario 15-1
One of the nation’s most popular times for sales promotions was a great deal longer than
usual in 2010. Black Friday, which typically takes place the Friday following
Thanksgiving, started in October for a number of retailers and was also scheduled to
occur throughout the month of November. Sears and Walmart, who had been
experiencing a continuous decline in sales recently, were the biggest names behind the
move. Executives from a number of companies began to realize that consumers respond
to the word ‘sale,” regardless of the time of year, so they decided to simply stretch the
period of time in which their biggest sales ran. Companies designed new sale flyers and
circulars, and began to promote the various sales on their websites. Other companies
such as Target were also implementing a similar strategy-by emphasizing savings
earlier in the season and for a longer period of time, company executives hoped their
brand would be the first, second, and last choice for consumers during the holiday
season.(Stephanie Clifford, “Stores Push Black Friday Into October.” The New York
Times, October 28, 2010.)
Because companies realize consumers will be visiting stores more frequently during the
holiday season, several toy manufacturers are paying direct cash to retailers in exchange
for placing their brand in the most visible locations. These cash payments are known as
a. bribes.
b. improper gifts.
c. allowances.
d. slotting fees.
At the end of production for a TV ad, the final assembly of the video is done through a
computerized system. The spot has on-camera talent, so the audio goes together first,
then the video is matched. What process does this represent?
a. director’s rough cut
b. audio edit
c. digital edit
d. master and dub
Folgers launched a new brand initiative called “Happy Mornings: The Revenge of the
Yellow People.” Using STP, the company changed its brand positioning as part of a
strategy that
a. addresses members of a new target group in terms that are relevant to their lifestyles.
b. focuses on the happiness of the mornings by reinventing its traditional slogan.
c. uses nostalgia from 1950s monster movies to remind boomers to drink their brand.
d. brings color to the brand reputation.
An electronics company is about to launch a major technological advancement. Its
public relations team focuses on a feature story rather than a press release. This is
because a feature story
a. is created internally.
b. offers more control.
c. is brief and to the point.
d. can be distributed to multiple media outlets.
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.)One common
technique used in focus groups involves the researcher presenting a scenario, and then
the members of the group must complete a phrase or sentence. This technique is used in
order to
a. create confusion within the group.
b. let the researcher establish a dominant presence.
c. create opportunities for idea development.
d. elicit honest and unedited thoughts and feelings.
In a classic quote, what has been considered “the last five seconds of marketing”?
a. price
b. P-O-P
c. packaging
d. nutritional labeling
Recent research indicates that a brand gets the most benefit when product placement of
the item
a. is used repeatedly to create multiple exposures in a short time period.
b. gets people to talk about it in everyday conversation.
c. appears on a network television show.
d. is used in isolation without the distraction of other marketing elements.
Today, as more firms launch innovative new combinations of IBP and branded
entertainment, media planners will be greatly impacted. For example, they will have to
a. live with a less critical and interesting role in the future.
b. accept that television is no longer a viable avenue for advertising.
c. learn how to deal with media that are much less targeted.
d. regularly factor in both measured and unmeasured media.
A more narrow or traditional view of public relations involves
a. producing videos.
b. petitioning the government.
c. leading social movements.
d. writing press releases.
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.
Of all the products with sales promotions that you encountered in the store, which one
involved point-of purchase advertising, which probably cost the manufacturer a few
pennies?
a. the pain medicine
b. the frozen pizza
c. the coffee
d. the cereal
The ____ part of an overall situation analysis commonly begins by stating who the
current users are and why they are current users.
a. historical context
b. industry analysis
c. competitor analysis
d. market analysis
Ultimately, the objective underlying the coordination of supportive media is to achieve
a synergistic effect.
Now more than ever, advertisers are in greater control of the information they
disseminate, and the way it is delivered, regarding product categories and the brands
within those categories.
Consumers’ perceptions can be based on tangible differences or on image and style
factors with brand differentiation.
Radio commercial production is unique in that the copywriter is relatively free to plan
nearly all aspects of the ad, and beyond an assigned producer, other agency personnel
are not involved.
The many forms of brand promotion that will supplement the advertising effort do not
need to be spelled out in the ad plan, since this would add too much length and detail.
Though emerging technologies have created exciting new options for direct marketers,
businesses have had direct contact with consumers since the early days of Richard
Sears, Alvah Roebuck, Les Wunderman, and L.L. Bean.
The three primary visual elements of a print advertisement are illustration, design, and
layout.
What is an audience? A target audience? Of the five broad audience categories that are
commonly used in advertising, name as many as you can, and add a very brief
description of each.
What are the three primary approaches often used in implementing branded
entertainment? List, briefly define, and give an example of each.
Viewing consumers as social beings who do more than just process information allows
advertisers to focus on the attitudes they have toward brands, which are much more
important than the meanings they associate with brands.