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The marketers at Kraft are currently focusing on building brand loyalty and considering
a number of consumer-market sales promotion techniques. Which would work best at
encouraging brand loyalty toward Kraft Macaroni and Cheese?
a. offering a 50-cent rebate on the purchase of a box of Kraft Macaroni and Cheese
b. offering a free case of Kraft Macaroni and Cheese with the proof-of-purchase for 15
boxes
c. having George Clooney eat Kraft Macaroni and Cheese in his next movie
d. placing a $1 off coupon for Kraft Macaroni and Cheese in Redbook magazine
Apple used a wide array of options to create interest and communicate the value
proposition for its brands like the iPad and iPhone. Which of the following was NOT
included in Apple's advertising plan?
a. billboard ads
b. manufacturing schedule
c. product placement
d. promotional events
(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 possible-and 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." Chicago Trib Local, June 16, 2010.)MyMVPs arranges sponsorship of
several area high schools and begins to think of ways to leverage the sponsorship. In
this context, leverage can be described as
a. the practice of judging sponsorship through media impressions.
b. the practice of placing any branded product into the content and execution of an
established entertainment vehicle.
c. any collateral communication or activity reinforcing the link between a brand and an
event.
d. development and support of any entertainment property.
A young man heads the marketing team for a national electronics retailer. He has before
him the task of drafting the ad plan for the company. From a long list of situational
factors, which is probably the single most important one for him to consider?
a. projected industry growth
b. advertising spending by competitors
c. basic demographic trends
d. economic and regulatory restrictions
A regional chapter of the Red Cross undergoes a public relations audit. The result of
this audit should
a. assess the degree of positive and negative media coverage the Red Cross has
received.
b. compare the cost of public relations efforts with commensurate advertising efforts of
the Red Cross.
c. tell the Red Cross whether or not it needs to hire an outside public relations firm.
d. prepare the Red Cross for both proactive and reactive strategies.
A young man tends to buy things that allow him to experience pleasure, avoid guilt, feel
pride, or relieve fear. In doing so, he chooses products based on
a. emotional benefits.
b. rituals.
c. external searches.
d. consideration sets.
You are a media planner for a growing ad agency. The marketing manager for a peanut
butter manufacturer wants more information on ad placement costs and the state of the
national market before she commits. You begin by calculating share of voice, which
allows you to compare the
a. client's potential expenditures with the entire industry's expenditures.
b. gross rating points of your media plan with that of the competition.
c. reach of several media vehicles that you are considering.
d. cost of placing an ad in one media class to that of another.
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.)GM relied heavily
on focus groups to learn about some of its product shortfalls. Although focus groups
may serve as a good source of qualitative information, many quickly downplay their
overall effectiveness. One common criticism of focus groups is
a. they provide a great deal of insight.
b. they are never valid.
c. they are very low in reliability.
d. focus group members feel empowered and privileged.
The development and expansion of ____ and ____, are among several societal factors
that are driving the growing popularity of direct marketing today.
a. credit cards; computers
b. telemarketing; bulk emailing
c. mail-order firms; catalog houses
d. telecommunications; door-to-door sales
You are owner of a 15-person advertising agency in a major market. You've been
invited to pitch the Girl Powerz account, the largest female-only fitness center chain in
the region, one that could quickly grow into a national franchise. If you land the
account, it will be your biggest revenue producer by far. You'll be able to staff up, move
to a nicer space, and buy some decent office furniture. It also will put you, personally,
in a position to make a ton of money by selling out to a larger agency some day.
Considering the importance of the pitch to Girl Powerz execs, you have decided to
spearhead the pitch yourself.
One of the main tasks will be to work with the marketing director at Girl Powerz to
determine exactly what she wants from its new advertising campaign. Which elements
identify the specific goals that you will ask her to provide, in concrete terms?
a. strategies
b. tactics
c. objectives
d. executions
Headquartered in Boston, The Gillette Company is the world leader in male grooming,
a category that includes blades, razors, and shaving preparations. Several years ago,
Gillette announced the launch of two new high-performance women's razors,
broadening the portfolio of the top-selling Venus brand, the world's most successful
franchise in female shaving. The two new razors were Venus Vibrance the first power
wet shaving system for women, and Venus Disposable, a premium-performing
disposable razor. Both razors incorporated technological and design enhancements to
better address the specific shaving needs of women, and will build on current market
segments. More recently the company has launched Venus Embrace, the first five-blade
women's razor, with the tagline, "Reveal the Goddess in You." According to its website,
nearly 40 million women now use Venus products.
(http://www.gillettevenus.com/en_US/products/index.jsp)It appears that the
management at Gillette has performed the fundamental task behind effective
segmentation. Gillette has matched what members of different segments want with
a. the company's ability to provide it.
b. a single appeal.
c. an advertising message they will understand.
d. a distinct demographic profile.
(Scenario 18-2) Scenario 18-2
A young man decides to become a mass producer of quality T-shirts. His small factory
located in Oregon begins by promoting itself as hiring excellent seamstresses, offering a
pleasant working environment, paying decent salaries, and, most importantly, giving the
public an opportunity to buy clothing that is 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." And along the way, it deals with a few
public relations issues.
Over the years, he has learned that positive word-of-mouth advertising helps. He now
enlists the testimony of seamstresses who have been with him for years, customers who
won't buy any casual clothing but his, and even high-end designers who praise his
business integrity and product quality. What is he involved in now?
a. publicity marketing
b. influencer marketing
c. sponsorship marketing
d. internal marketing
The producer of a women's sportswear line is delighted to find that her sponsorship of
the Women's Softball World Series came with some extra benefits. It provided
opportunities to entertain clients, recruit new customers, motivate employees, meet real
consumers, and distribute small premiums. All of these can be considered examples of
using
a. media impressions.
b. authenticity.
c. leverage.
d. product placement.
Spending on all forms of integrated brand promotion, including advertising, now
exceeds a trillion dollars a year.
Public relations is the one tool that can accomplish a tough and often unpleasant task
for a company. What is it, and how does public relations get involved? Give at least two
real-life examples of this process.
Not long ago you could prepare and buy relatively inexpensive banner ads, but in recent
years the cost of Internet advertising has skyrocketed.
Google Groups and Facebook are good sources of secondary research data today.
Advertisers of "controversial products" are in danger of deceiving the public when they
attempt to show social responsibility, such as beer companies spending millions a year
promoting responsible drinking.
A large retail chain sells groceries through its stores in 31 Western, Northwestern,
Midwestern, and Southern states. However, it would not use national advertising to
reach its target market.
Some analysts have said that radio ads can be so bland they're considered audio
wallpaper. On the other hand, the text points out the unique freedom that radio offers a
copywriter. What are the main types of radio advertising formats? Describe how a
copywriter can grab a listener's attention in this seemingly unobtrusive medium.
