Which of the following is true of teams in advertising?
a. In advertising, teamwork needs no planning.
b. Great teamwork is required for great advertising.
c. In advertising, teams need no motivation to generate big ideas.
d. Teams, by themselves, elevate the creative essence in advertising campaigns.
As highlighted in the text, “Careful Cooks,” “DownHome Stokers,” and “Functional
Feeders” are all segments identified by Pillsbury based on ____segmentation.
a. geopsychographic
b. niche
c. repositioned
d. lifestyle
As the newspaper page offers a small and relatively expensive format, advertisers
cannot provide a lot of information to the target audience at relatively low cost.
a. True
b. False
Robert Sternberg’s suggestions for boosting creativity stress that you should learn to see
problems the way other people see them.
a. True
b. False
Scenario 8-4
American Express is dissatisfied with the degree of penetration of its Gold Rewards
Plus card in the U.S. market. Marketing managers at American Express feel that the
firm needs to increase advertising to small entrepreneurial businesses to encourage
more acceptance of the card for use in purchasing office supplies and durable goods like
computers and office furniture. American Express feels that to accomplish the goal of
increased penetration in this sector, the budget should be based on communications
objectives aimed at certain target markets.
Within the ____ portion of its advertising plan, American Express suggests that the
most important outcome of the campaign will be for Visa customers to start to switch to
American Express in this market segment.
a. strategy
b. execution
c. situation analysis
d. objectives
Perhaps the most fundamental criterion in segment selection revolves around what the
members of the segment want versus:
a. how much they are willing to pay for it.
b. whether the segment is currently growing.
c. how much they are willing to settle for.
d. the organization’s ability to provide it.
Pop-up ads are not the best choice for advertising a product because most people find
them annoying.
a. True
b. False
Juan has just been assigned the role of team leader of his creative group for a new ad
campaign. Which of the following should Juan do first?
a. He should suppress any disagreements.
b. He should meet with the client.
c. He should provide a list of his ideas.
d. He should build a consensus about goals.
Which of the following is one of the basic elements of any frequency-marketing
program?
a. An internal mailing list
b. A benefit package
c. An external mailing list
d. A salesperson
Ultima Inc., a manufacturer of high-end cell phones and laptops, has designed a
campaign that specifically targets a group of emergent consumers and aims to persuade
them to try its products. This campaign is an example of:
a. ambush marketing.
b. guerilla marketing.
c. heavy-user-focused marketing.
d. point-of-entry marketing.
Branded entertainment is losing popularity ever since advertisers have started in-show
product placements.
a. True
b. False
Which of the following is true of the production stage of television advertising process?
a. It can include some final preparations such as lighting checks and rehearsals.
b. It involves creating the shot-by-shot sketch depicting the visual scenes that will be
used in an advertisement.
c. It is that stage at which the advertiser estimates the cost of the shoot and required
paraphernalia.
d. It mostly involves the assessment of directors and music suppliers to be chosen for
the shooting.
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 strategyby 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. rebates
b. push money
c. off-invoice allowances
d. slotting fees
Advertising was highly regulated during the industrial era which limited the scope for
advertisers to come up with creative ads.
a. True
b. False
Scenario 14-4
Optima Artistic Tools has been manufacturing art supplies, in Boston, for almost 100
years. It is a successful business that works with art stores around the nation. Optima
produces materials for different varieties of media such as paints, pencils, charcoals,
clays, brushes, papers, canvases; and also equipment such as palettes, easels, drawing
tables, etc. Optima is ready to market these products online and has just hired an
Internet advertising consultant, Visualizers Inc. It has aimed for a 9 percent profit from
Internet sales by the end of next year.
Visualizers informs Optima that one way in which the pricing for the banner ads can be
evaluated is by calculating the value created by the advertisement in terms of traffic,
placement and size of ads, ad rates, and evaluations of the site’s quality. This can be
done by computing the for the ads.
a. big data
b. bounce rate
c. site stickiness
d. I-Traffic Index
Scenario 12-5
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
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.
“Which media ____, such as television, radio, newspaper, magazine, or Internet, do you
think would best communicate with your potential customers?”
a. plan
b. class
c. vehicle
d. program
In recent years, the time spent on sales promotion has shifted. Today, about ___ percent
of brand management time is spent designing, implementing, and overseeing sales
promotions.
a. 65
b. 45
c. 30
d. 15
Sales promotion techniques act as an incentive to purchase the brand featuring a
promotion, even if another brand:
a. has more market share.
b. offers more variety.
c. offers more benefits.
d. has a lower basic price.
The Baltonian beef industry is rocked by reports of its herds suffering from mad cow
disease. To deal with this issue, the industry should adopt a proactive public relations
strategy.
a. True
b. False
Scenario3-5
Jerome Brown is a student of marketing and advertising at a small college in the
Midwest. He has been given the task of researching the history of modern advertising as
a part of a group presentation. Jerome is sitting in the school’s library, carefully looking
at a wide variety of magazine ads of different time periods of the 20thcentury to try to
understand how advertising has evolved. Here are some descriptions of the ads that he
found:
Which of the following is true of advertising during the 1980s?
a. It was dominated by Internet adverting and other e-brand promotions.
b. Television advertising was influenced by rapid cuts with a very self-conscious
character.
c. New interactive media allowed direct measurement of ad exposure and impact.
d. E-commerce and m-commerce changed the way people shop.
During the 1950s, a renewed consumer culture resumed, and advertising once again
found the respectability and fame it had in its heyday of the 1920s.
a. True
b. False
Which of the following modes of advertisement do wholesalers and retailers prefer to
utilize?
a. Personal selling
b. Branded entertainment
c. Radio advertisements
d. Infomercials
What test takes place over several days, usually with viewers watching a show at a
particular time, then being called later and questioned about its commercials?
a. DAR
b. MRI
c. AIO
d. ZMET
A media planner is working with a yogurt manufacturer for the placement of print ads
highlighting new flavors and healthy benefits of the product. Within the media ____ of
magazines, she decides on the media _____ of Rolling Stone, Yoga Journal, and In
Touch.
a. plan; frequencies
b. class; vehicles
c. mix; plans
d. vehicle; outlines
How can an advertiser best leverage the power of E-search in advertising?
a. By making an ad that motivates consumers to use the Internet to obtain more
information on a brand.
b. By completely moving from traditional to digital advertising.
c. By making social media app ads that tend to generate consumer loyalty toward a
brand.
d. By calculating the ITraffic Index that computes a site’s advertising value.
Scenario 16-4
You are a marketing associate at a promotional firm that specializes in innovative
branding. You will be meeting with several clients next week and you need to review
their files and get updated on their latest promotional efforts. You recall that the owner
of one firm had said in the past that you”d done a good job in convincing him that he
needed to focus on creating synergy in all advertising efforts. At the time, he wanted
you to clarify what you meant by synergy. You replied that synergy refers to:
a. planning ahead for the use of new media as they emerge.
b. making sure all media efforts reinforce each other for maximum effect.
c. sharing communication goals among clients and suppliers.
d. using all the interactive capabilities of any given media.
_____are consumers who are so committed to a brand that their consumer behavior
toward it borders on the pathological.
a. Emergent consumers
b. Variety seekers
c. Switchers
d. Brand-freaks
Each shoot has its own tempo and direction. Advertisers have to accept the pace and
decisions made based on lighting, weather, and other factors that make TV production
unlike an assembly line production process.
a. True
b. False
Product placement is the most expensive and compelling approach for clients seeking
branded entertainment opportunities.
a. True
b. False
There is a right way and a wrong way to brainstorm.
a. True
b. False
In advertising, deception refers to making false or misleading statements in
advertisements.
a. True
b. False
Advertising changed commerce, but not society.
a. True
b. False
Which of the following is true about advertising of alcohol and cigarettes?
a. Brands in these categories don”t spend a lot of money on advertisements to truly
influence consumers.
b. These ads are usually designed to be subliminal, suggesting but not causing behavior.
c. Brands in these categories are only advertised as part of other programs which do not
interest children.
d. Advertising cannot create primary demand in mature product categories such as
these.
Individuals collectively creating and sharing content through blogs, social media, wikis,
and video sites is referred to as _______.
a. a commission system
b. broadcasting
c. Web 2.0
d. interactive production
___ means that people will get their local and national news from the Web, but turn to
local newspapers for information about sales at local retail stores.
a. Preferred position
b. Narrowcasting
c. Pass-along readership
d. Hyper-localism