What are the two major components of the mass-mediated communication model, each
representing a somewhat independent process?
a. primary demand and selective demand
b. advertiser and consumer
c. internal position and external position
d. production and reception
Advertisements-like books, movies, posters, and paintings-can act as sociocultural
“texts” that are read and interpreted by consumers. In that case, advertising
a. is an entity separate from mass media.
b. relies largely on words rather than images.
c. helps to transmit meaning within a culture.
d. has its own hidden social and political agenda.
What kind of consumers were targeted by the Fresh Mixers Working Lunch promotion
conducted by Healthy Choice?
a. older people on restricted diets
b. high school students making their own lunches
c. young people working in office cubicles
d. families with children in elementary school
Agencies that specialize in ____ are experts in designing incentive programs, trade
shows, sale forces contests, and in-store merchandising.
a. direct marketing
b. trade-market sales promotions
c. direct response advertising
d. consumer sales promotions
The demand for goods and services is stimulated by advertising in a small Caribbean
nation. The economic system of the country should benefit by a(n)
a. increase in the gross domestic product.
b. reduction of expenses needed to compete within that product category.
c. lessening of inelasticity of demand.
d. expansion of institutional advertising.
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.”The copy for
this campaign features moms and daughters commenting on their close relationships,
and Brandweek magazine said that the new Keds ads “really go for the heart.” This
points to the campaign’s focus on
a. identifying emotional benefits.
b. delivering its promise.
c. targeting nonusers.
d. using VALS data.
Taylor, Frenz, and Hynes have recently published a short booklet entitled Media
Choices: Efficiency and Competitive Assessment. This is a tool that advertising agencies
and media planners can offer to clients so they can understand how to better determine
their media mix. Included below are several short excerpts from the booklet. Please
complete the missing part of each excerpt, based on your study of the chapter.
“When a firm compares its brand advertising expenditures in a medium to the total
product category advertising expenditures in a medium, it is able to determine the
a. cost per thousand.”
b. share of voice.”
c. cost per rating point.”
d. reach and frequency.”
An up-and-coming chain of “green” grocers has reasonable prices, friendly staff, local
produce, and a focus on organic and natural products. The company wants to connect
with consumers in a fresh way and considers creating a show on the Food Network.
What concept is this grocer considering?
a. brand loyalty
b. branded entertainment
c. product placement
d. Madison & Vine
Which concept is used when identifying and calculating the percentage of people who
accurately recalled specific elements of an ad when tested?
a. claim-recall
b. related-recall
c. unaided recall
d. aided recall
An established electronics business has reinvented itself and come up with some novel
new products. The owners want to go beyond the same old ads and commercials to
promote these innovations. As a well-informed media planner, you suggest a merger of
advertising and entertainment, including promotions in video games, on cell phones, in
malls and retail stores, and at movie theaters. This mix is known in the industry as
a. Madison & Vine.
b. Really Simple Syndication.
c. Integrated Brand Promotion.
d. Unique Selling Proposition.
Champion Chocolate sells handmade specialty chocolate candies in a Midwest city with
an adult population of 850,000. The entire adult population of the city is considered
Champion Chocolate’s target market.Media planners look at sales and decide to pursue
a media strategy that runs throughout the year but uses heavier scheduling in the two
weeks preceding Valentine’s Day, Easter Sunday, Mother’s Day, Thanksgiving Day, and
Christmas Day. The media classes selected are local television, magazine, and
newspaper.Champion Chocolate selects three specific vehicles to carry its message:
Six spots will run on a local TV news show. The show has a rating of 30.
Eight ads will run in the regional edition of a magazine. The magazine has reach of 10.
Twelve ads will run in the local newspaper. The paper has a reach of 40.
To arrive at this schedule, Champion Chocolate has to deal with the concept of effective
frequency. This refers to the number of times
a. the ad will need to run for a continuous schedule within a given campaign period.
b. the ad should be placed so the target market will be exposed to the message at least
once.
c. the city media vehicle must carry the ad message to break through the advertising
clutter.
d. the target audience must be exposed to the ad message before the objectives of the
advertiser are met.
The main advantage of magazines as a media choice is their tremendous selectivity,
which can be based on demographics, lifestyle, or special interests.
What is advertising? Give a brief definition. What are the three criteria that must be met
for a communication to be considered an advertisement? How does a public service
announcement differ from advertising in the ways that it meets, or fails to meet, each of
these criteria? What about a publicity event or other public relations effort?
As a promotional tool and an industry, advertising gets a lot of attention, scrutiny, and
criticism today because it is so conspicuous and has established a global presence.
If General Mills decides to use the STP framework, it can divide its resources to reach a
number of separate and distinct market segments.
The marketers for the hugely successful Charmin Restrooms IBP effort in Times Square
had as its slogan, “Enjoy the Go!”