What are two of the main disadvantages of newspaper as an advertising medium?
a. creative constraints and cluttered environment
b. time lags and geographic restrictions
c. lack of credibility and minimal reach
d. short life and few local opportunities
Probably more than any other form of media, magazines attract consumers because of
a. their local flavor.
b. their content.
c. their timeliness.
d. their low price.
Advertisers are warned that they may face legal problems if they are not careful while
conducting promotional activities. This is especially important with which types of
consumer-market promotion techniques?
a. in-store sampling and door-to-door sampling
b. price-off deals and rebates
c. mail sampling and newspaper sampling
d. sweepstakes and contests
Cause-related marketing is becoming increasingly common, largely because research
shows that
a. consumers are influenced by it and like companies that take part in it.
b. it is the most cost-effective of all public relations techniques.
c. most global companies are looking for ways to spread goodwill worldwide.
d. firms can best demonstrate that they are environmentally friendly in this way.
Your favorite monthly magazine arrives in your mailbox, with the April date printed on
the front, called the ____ date. But it is only the first week of March. The April issue is
actually sent to newsstands and mailed to subscribers on March 1, called the ____ date.
a. placement; closing
b. closing; cover
c. on-sale; publication
d. cover; on-sale
An American automobile company sees that the market share of one model has steadily
declined. It seems that every percentage point drop is matched by a corresponding
percentage point rise in the Japanese-made competition. In an effort to regain market
share, the automobile company decides to promote its American-made heritage. In fact,
every part of its car is manufactured in the United States. The advertising agency for the
company comes up with the slogan “Right here. Right now. Your all-American car.”
The advertising it creates is image oriented, and hopes to produce a delayed
response.Which of the following is not a functional benefit of the car?
a. Your special-order model will be delivered quickly because no overseas shipping is
involved.
b. You are boosting our economy by buying American-made goods.
c. You will never have to wait for replacement parts because the factory is local.
d. You have the pride of knowing that you own a car made with American know-how.
A regional fast food chain called Platters is interested in opening a new type of casual
dining facility in a new market, called Diners. What type of firm might collect the data
needed to expand into the new market?
a. a marketing or advertising research firm because it acts as a facilitator
b. an advertising agency because it is imaginative
c. the advertiser because they know the product best
d. media organizations because they have large datasets available
Which company is involved with listing and cataloguing producers of infomercials
from around the world?
a. InterActiveCorp
b. Omnicom
c. BBDO Worldwide
d. AdProducers.com
Which of the following would most likely be experienced by a highly creative person
coming up with ideas for a new commercial?
a. putting objects together that can be classified in the same way
b. putting ideas together in an unusual way that makes its own kind of sense
c. putting people together who seem like they should go together
d. putting labels on things and places so they can be identified together
A publisher of children’s books located in New York City launches a campaign to
promote literacy by donating multiple books to 25 public libraries and 50 public schools
located in low-income areas across the country. This publisher is conducting
a. corporate image marketing.
b. advocacy advertising.
c. green marketing.
d. cause-related advertising.
An elderly woman has always been happy with Ivory soap and has no reason to try
anything else. Which type of major obstacle must be overcome for an ad message to
reach her and be effective?
a. a consumer who is not exposed to massive volumes of ads
b. a consumer who doesn’t pay attention to the message
c. a consumer who is resistant to changing beliefs
d. a consumer who misinterprets the message with other thoughts
Madison State University has a reputation for having a powerful intercollegiate coed
bowling team. Seating in the campus bowling alley only allows for 400 fans to attend
their matches. Long lines for seats have formed in the past, with many fans leaving
disappointed because they could not get a ticket. As a result, the school’s administrators
decided to institute a “priority seating” plan in which fans would be given access to
advance tickets based on the following schedule:
– “Lanemaster Club” – $10,000 annual donation to the bowling program – guaranteed
free box seats to any match (100 seats total)
– “Strike Club” – $1,000 annual donation to the bowling program – guaranteed free
bleacher seats to any match (100 seats total)
– “Kingpin Club” – participants in local recreation bowling leagues – guaranteed
bleacher seats for $10.00 to any match (100 seats total)
– “Alleycat Club” – students who have maintained a 3.9 GPA or better – guaranteed
bleacher seats for $1.00 to any match (100 seats total)Each summer, the MSU Athletic
Director looks at the city map, chooses a different local neighborhood, and knocks on
doors, encouraging residents to join one of the supporting clubs. He then keeps track of
which neighborhoods are the strongest supporters, and which may need more
prompting in the future. In this way he is using a ____ segmentation strategy.
a. psychographic
b. geodemographic
c. geographic
d. demographic
(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.)The team at MyMVPs decides to look
into sponsorship as a way of building the brand. At first, they wonder about the cost.
Eventually, they come to the conclusion that they would ultimately gain the most-but
would also have to spend the most-if the business decided to
a. be an exclusive sponsor of an event.
b. calculate media impressions from an event.
c. get involved in social networking for an event.
d. be a co-sponsor of an event with another business.
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.”Instead of
“mothers and daughters,” why didn’t Keds define its target segment simply as
“women”?
a. This concept already has a number of established companies targeting it.
b. This isnot based on a realistic approach to segmentation.
c. This is based on demographic criteria for which media is difficult to define.
d. This is poorly defined and provides no clear orientation or identity.
What primary lesson have corporate executives, account managers, and creative
directors around the nation drawn from Coca-Cola’s doomed launch of “New Coke”?
a. Regardless of what they may say, consumers really do not want new products.
b. A brand should never be confused with a product.
c. Even extensive testing does not give accurate product feedback.
d. The word “new” added to the current brand name will only spell disaster.
The promotion launched by Healthy Choice, Fresh Mixers Working Lunch, is the
perfect example of
a. event sponsorship.
b. branded entertainment.
c. product placement.
d. traditional media.
(Scenario 14-4) Visualizers’s researchers determine that many art supply stores and
galleries have websites for local customers to learn more about creating art through
various media. They suggest that Optima provide free tips and demonstrations related to
producing art that would encourage potential buyers and current customers to check this
out, try new techniques, and add their own suggestions. Generating this type of social
interaction around Optima products will involve creating a(n)
a. Internet presence.
b. paid search.
c. mobile marketing plan.
d. brand community.
____ is an innovative company that already has the technology and services in place for
advertisers to beam messages to an individual’s mobile device when passing a
restaurant, entering a mall, or walking by a retail store.
a. Lyris Inc.
b. Foursquare
c. iStrategyLabs
d. DoubleClick
A creative director is working with several new interns, so she is putting together a brief
set of copywriting tips for TV commercials. She realizes that a number of suggestions
can be made, but which of the following would not be included on her list?
a. Describe exactly what the audience is watching.
b. Sell the product plus entertain the audience.
c. Tell the same story with the audio and the video.
d. Write for specific airtime lengths.
The text stresses that for research methods to be truly useful to the client, they need to
be reliable, valid, trustworthy, and meaningful.
Why is the objectives section of an advertising plan so important to an advertiser?
Name at least three of the objectives described in the text. For each objective, list one
important consideration for advertisers.
Government buyers are the most conspicuous audience today, in that most mass media
advertising is directed at them.
Share of voice has its problems, but is most often used when launching new products.
Because quirky and gimmicky new formats have been overused, contemporary
marketers are returning to traditional media to build brands in the marketing
environment and to create meaningful connections with consumers.
A marketer for a large corporation often turns to a media specialist, especially when
time is short. This is because media specialists often have time and space in inventory
and can offer last-minute placement to advertisers.
What is called a space order at some magazine publishers is called an insertion orderat
others.
Social media come in highly accessible forms, allowing individuals and groups to share
almost unlimited textual and visual information.
Procter and Gamble’s global marketing officer identified the basis for compensation
change when he declared that the media-based model dependent on the 30-second TV
spot was “broken.”