The most importantfunction of the first few seconds of a television commercial is to
a. stress the audio-then the viewer will follow up with the visual.
b. get the name out-so the viewer can establish recall at the outset.
c. establish the benefit-otherwise the viewer will quickly lose interest.
d. get attention-grab the viewer immediately or the spot will probably fail.
Which form of television technology can block advertisements based on the program
rating system, originally developed so parents could prevent their children from seeing
inappropriate shows?
a. narrowcasting
b. V-chip
c. video on demand
d. closed-circuit
Which aspects of advertising are legal but fall into an ethical gray area, making them
almost impossible to legislate against?
a. disclaimers
b. emotional appeals
c. testimonials
d. contests and sweepstakes
A well-known manufacturer of office machines needs to hire a new product manager
for its line of high-end copying machines for office use. The human resources associate
is aware that the new manager she hires will most likely need to
a. rely on consumer advertising to reach as many people as possible.
b. use both personal selling and advertising.
c. eliminate government organizations as a potential target market.
d. ignore not-for-profit businesses.
The advertising for a snow blower points out a brand’s unique benefits compared to the
snow blowers offered by the competition. This is known as
a. selective demand stimulation.
b. primary demand stimulation.
c. corporate advertising.
d. direct response advertising.
The creative concept can be thought of as the
a. “menu” of ingredients leading to recall and recognition of a brand.
b. “game plan” behind an art director’s choice of media placements.
c. “roadmap” and direction for executing the creative campaign effort.
d. “laundry list” of all possible promotional ideas.
Consumer worries about privacy issues related to direct marketing have been addressed,
at least to a point, by
a. industry guidelines.
b. customer boycotts.
c. federal investigators.
d. government legislation.
A hospital is attempting to change its image. In the past, the hospital has been perceived
as having a high degree of expertise across all medical services, but also as having a
cold and unfeeling atmosphere. This has resulted in the hospital losing business in
situations where patients feel that a procedure is simple enough that any hospital can
perform it equally well. The decision is made to hire a local advertising agency. The
agency’s creative director meets with the hospital marketing director to develop a
creative brief. It focuses on print ads for local newspapers and regional magazines, and
states that the advertising for the hospital must create feelings of caring and warmth,
without explicitly stating that the hospital “cares”-a tactic that has been used again and
again by other medical institutions.
One last thing that she recommends to the client involves her choice of a particular
element from among hundreds of options. She admits she has agonized over her
selection on this, because it affects not only readability but also sets the mood and tone
of the overall visual impression. She is most likely talking about
a. illustration format.
b. layout.
c. typeface.
d. color.
Two main barriers must be overcome if advertising is to have its intended effect. One of
them is the cognitive consistency impetus, which refers to the consumer tendency to
a. convert new information into beliefs.
b. want sameness among various products.
c. hold onto existing belief systems.
d. prefer buying things out of habit.
You scan the ads for Dallas on craigslist.com and find what may be your dream job.
The posting reads, “Entry-level position in media.” You click on it, and the ad says,
“Motivated individual sought to aid in media planning and buying at established
advertising agency. Must have general knowledge of media and be aware of current and
future challenges facing media buyers. Salary negotiable.” You email your resume and
cover letter to the contact person in the ad, and the reply sets you up for an interview
next week.
The interviewer says one job duty will be to provide audience measures of every local
TV vehicle in a market, so clients can be informed as to which television programs will
reach the largest numbers in their target markets. You think to yourself,
a. “Boy, am I glad she asked about TV and not Internet, because nobody measures
click-throughs anymore.”
b. “Sounds like I can pull that right out of the local Chamber of Commerce databook.”
c. “Simmons or MRI should be able to come up with that right away.”
d. “I can get that by putting in a call to a single-source tracking service like
BehaviorScan.”
The three divisions within a local Better Business Bureau-merchandise, financial, and
solicitations-investigate advertising practices of companies in their geographic area.
When comparing the cost of radio and television advertising, which of the following is
true?
a. Radio comes with a greater risk for unexpected production costs.
b. Television provides a low cost-per-contact well beyond radio.
c. Radio offers a low absolute cost that television can’t match.
d. Neither one really offers low costs compared to other media.
Several essential characteristics have been found to be necessary to build an effective
positioning strategy. In a nutshell, it should be
a. bold, aggressive, and unique.
b. broad, universal, and all-encompassing.
c. meaningful, consistent, and simple.
d. substantive, familiar, and flexible.
After working as an account executive in an advertising agency for 20 years, you’ve
decided to chuck it all and be your own boss. You buy a neighborhood hardware store
from a man who has owned and run the business for the past 52 years-Springfield
Hardware. He sells the store and all the inventory, with one warning-he wasn’t much on
paperwork, so there won’t be a lot of records to be found. You hand him a cashier’s
check, and he leaves without looking back. He heads to a vacation at a Club Med, and
you head to an office that hasn’t been cleaned in 52 years to create your ad plan.
You decide that as soon as you are financially able, you will hire an agency to put
together an advertising plan for you. In fact, you never even want to think about one
again. Unfortunately, reality sets in and you realize that even if you do hire an agency,
you will still have to provide the agency with statements regarding
a. the value proposition and the marketing mix.
b. the budget recommendation and the ad strategy.
c. the competition and the media plan.
d. the ad design and ad placement.
Jay and Carrie Garrett operate a small retail store in a college town that sells only house
plants and accessories, which they named The Plantatarium. Their initial feeling when
they went into business was that virtually everyone was a potential customer for house
plants. Subsequent market research conducted for them painted a different picture. This
research identified three particularly strong market segments. The first was college
students ages 18-24. The next segment was retired seniors ages 65-80. The third
segment was professional offices for doctors, accountants, and lawyers. The college
students liked houseplants because they dressed up their living spaces. The senior liked
them because they became the focus of a hobby. The professionals did not buy them for
any reason other than d©cor.The Plantatarium promotes itself in different media using
the phrase “An out-of-this-world selection of unique plants.” This phrase is a reflection
of the firm’s
a. positioning strategy.
b. VALS profile.
c. target market.
d. demographics.
What is one of the most widely recognized standards in the advertising industry,
explaining its responsibilities, social influences, and ethical guidelines for decency and
honesty?
a. the FTC voluntary commitments
b. the 4As Creative Code
c. the BBB set of guidelines
d. the Code Authority of the NAB
Due to the increasing complexities associated with the advertising industry, there is a
tendency for organizations to become reliant on ____. However, this can create a
problem because these people have their own priorities and often lose sight of the
overall goals of an effort.
a. specialists
b. politicians
c. CEOs
d. bureaucrats
Cultural values are different from attitudes, because they
a. are the solid foundation on which attitudes are built.
b. cannot be influenced by advertising.
c. can be shaped by a single ad.
d. shift and change, while attitudes remain unchanged.
What are the two broad categories of P-O-P materials?
a. retail promotions and mobile promotions
b. in-store merchandising formats and out-of-store promotional formats
c. product containers and product signage
d. short-term promotional displays and long-term permanent displays
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 Moving’s advertising is designed to convince managers of local furniture stores
that they should consider outsourcing their delivery needs instead of using their own
in-house trucks and drivers. Which of the following best describes the types of
advertising that Exodus is using based on functional goals?
a. corporate advertising
b. primary demand stimulation
c. direct response advertising
d. selective demand stimulation
Creative selling involves answering questions and providing basic benefits of the goods
being offered, but it rarely requires communicating large amounts of information or
advice.
A print ad for a new wood floor cleaner shows before-and-after shots of a long hallway
that has been cleaned and polished. This is an example of communicating product
features or benefits through illustration.
The overall visual impact through illustration relies on three broad factors – size, color,
and medium.
Sales promotions have an advantage over advertising in that they offer great rewards
with little or no risk.
With the power that comes from every new computer chip, today’s marketers can gather
and manage a massive amount of information. They might think of their overall goal as
cultivating a kind of cybernetic intimacy with customers.
Brands make emotional connections when they engage consumers with detailed
knowledge, accurate information, and logical facts.
The competition’s strengths, weaknesses, tendencies, and any threats they pose are
included in the competitor analysis.
One objective for promotions in the trade channel is to increase store traffic, which
benefits both manufacturers and retailers.
Advocacy advertising occurs when a company promotes a discussion or dialogue about
selected social, political, or environmental issues, but does not take a stand or give an
opinion on these issues.