Which of the following is true regarding advertising?
a. Advertising is a universal communication beyond language and culture.
b. Advertising has as its main responsibility the increase of product sales.
c. Advertising plays a pivotal role in world commerce and the way we experience life.
d. Advertising rarely generates revenue.
(Scenario 13-4) Considering the slow economy and the new focus on simple home
decor, a greenhouse located in a central business district, Gretta’s Garden, decides to
sign up “garden club” members to get discounts on flowers, shrubs, vegetable plants,
houseplants, and all related accessories. Members may also attend free lectures and
hands-on workshops run by local horticulturists, or relax with a glass of tea or wine in
the lushly landscaped courtyard. Gretta has ordered some basic market research and
found that most customers live no more than three miles away, are in blue-collar as well
as white-collar jobs, and represent a diverse range of ethnic and lifestyle types, as is
seen in this community. It also supports her observation that her customer base is not
strongly female, as one might expect, but is about 40 percent male.
Gretta’s research suggests that besides being able to afford plants for their homes and
gardens, the only thing most customers have in common is that they live within the
immediate geographic area. In this case, which of the following would be the best
media choice for advertising?
a. radio
b. magazines
c. newspapers
d. television
When advertisers consider running ads in American Life magazine, they have the option
of buying geographic and demographic editions as well as the national edition. For
instance, they can choose from editions targeted at professionals and managers,
homeowners, working women, and people aged 50 and older. In addition, they are
offered editions for 8 geographical regions and for the top 20 metropolitan areas.
American Life also offers multiple-page discounts for advertisers buying four or more
consecutive pages in any one edition, as well as other volume discounts.The basic rate
to reach 2,847,600 readers in its national edition with a full-page, four-color
advertisement is $91,300. The basic rate to reach the same 2,847,600 nationwide
readers with a single-column, black-and-white ad is $31,300.
A media planner working for a high-end clothing retailer looks at its figures and
discovers that a vast majority of its sales are in large cities. So she decides to buy space
in American Life editions that reach the top 10 metropolitan markets. This media
strategy is referred to as
a. geo-targeting.
b. flighting.
c. pulsing.
d. multi-way communicating.
When marketers connect their brand with the potent emotional experiences of powerful
events,
a. positive feelings for the brand may linger well beyond the event date.
b. they are spending their money on risky ventures.
c. they have the opportunity to present complex brand information.
d. participants often resent the corporate devaluing of their experience.
Though individual achievement is important to foster, getting creative people to work as
a team has its unique challenges. Which guidelines below were included in the list
provided in the text for heading a creative team?
a. Allow for plenty of room between teams and clients, and foster competition between
team members.
b. Communicate your own personal preferences, and stress the use of a particular
cognitive style.
c. Take care in making your team assignments, and rotate assignments over time.
d. Foster creativity by giving your team members free reign, and judge each creative
idea as it is suggested.
In light of declining circulation figures, newspapers will have to do a number of things
to remain a viable advertising medium in the future. One way is to exploit their
strongest role. This means taking advantage of a concept called
a. preferred position.
b. narrowcasting.
c. pass-along readership.
d. hyper-localism.
Which of the following is true about fear when it is used in an advertisement?
a. Fear will get a consumer to pay attention but will rarely get a consumer to take
action.
b. Fear is best used at very low or almost unrecognizable levels.
c. Fear works best when the consumer doesn’t think about the ad too much.
d. Fear can work when it’s believable and the ad shows a clear way out.
Scenario 17-4
Trapper’s Lake Lodge is rustic hotel situated on a large lake in the Flat Tops Wilderness
Area. The lodge offers a relaxing getaway as well as guided fishing, hunting, bicycling,
and cross-country skiing trips from its remote location 250 miles away from a major
airport. Guests must travel the last 40 miles on a rough dirt road during the summer
months or ride a special snow car during the snow season. Trapper’s Lake Lodge
management has found that guests almost always have a wonderful experience during
their stay and swear they will visit again. Nonetheless, the biggest problem is getting
people to visit in the first place, probably due to the difficult travel involved. So the
lodge management has decided to mount an aggressive direct marketing campaign to
increase first-time guest visits as well as to nurture loyal frequent visitors.
After the initial contact, the managers have identified about two dozen potential new
visitors who live in and around the closest big city, the one that is about 250 miles
away. They decide to start with this group. They want to send a sales rep to host a
casual buffet dinner for these potential guests along with the current customers who
recommended them. The rep will promote the features of the recreational facility and
drum up sales from both returning and new customers. What will this person be doing
to support the lodge’s direct marketing process?
a. personal selling
b. order taking
c. creative selling
d. system selling
What type of television transmission broadcasts programming over airwaves to affiliate
stations under a contract agreement?
a. satellite
b. syndicated
c. network
d. cable
Like CPM, theCPRPcalculation
a. formulates per-person linkages for commercials.
b. compares the relative efficiency between media options.
c. totals a view of linked media.
d. provides a directory of rating suppliers.
Which entity acts as support for direct marketing agencies and follow-up for the
delivery of their direct mail?
a. creative boutiques
b. in-house agencies
c. pay-for-results systems
d. fulfillment centers
Email sent by advertisers to consumers with their consent is a marketing approach
called
a. opt-in.
b. click-through.
c. mash-up.
d. page-view.
In 2008, Chicago native Andrew Mason launched Groupon, a website that offered
Chicago consumers various “deals of the day.” At the time, Groupon had a unique
business model-each day, one “groupon” would be offered in a particular city. If a
certain number of people signed up for the offer, then the deal became available to all.
Now, only two years later, the business continues to grow, and the service is being
offered in several more U.S. cities. Google made a multi-billion dollar offer for the
company that Mason turned down in December of 2010. Continuing the company’s
rapid rise to success will be a challenging task for CEO Andrew Mason and his team
because they will be the first to attempt to advertise the unique services. Groupon needs
to find ways to attract new users, and looking into new forms of advertising will be
essential to the company’s success.Because Groupon’s services differ depending on the
city in which it is offered, its CEO decides each variation needs to have a catchy slogan
that relates to that particular market. Which of the following types of advertising
agencies would likely be the best choice to accomplish this specific goal?
a. an interactive agency
b. a full-service agency
c. a creative boutique
d. a in-house agency
Scenario 15-3
It’s time to take your weekly trip to the grocery store. You bring a coupon good for 50Â
¢ off a national brand of coffee. As you walk the aisles, a woman asks if you’d like to
try a slice of pizza. After you taste it, she points out where the brand is kept in the
freezer display. When you get to your favorite brand of toothpaste, you’re delighted to
find that a toothbrush with the same brand name is attached to the box at no charge. You
turn the corner and run into a cardboard cutout of one of the stars from a leading
medical drama on TV. This display has a medical kit full of a new brand of pain reliever
built into it. Your last stop is the cereal aisle, where you notice that one brand offers a
chance to buy a T-shirt with a picture of the brand’s cartoon character for $4.95.
Which promotional concept was demonstrated by the company that hired a woman to
hand out slices of pizza?
a. trial offer
b. in-store sampling
c. premium
d. advertising speciality
What element of public relations includes analyses, objectives, and rationales regarding
a company’s programs, as well as the message content and vehicles that will assist in its
communications?
a. a public relations plan
b. a public relations audit
c. a publicity tool
d. a publicity message
A potential advertiser wants to understand a radio station’s reach before committing to
spot placements. The best way to do this is to look up the radio station’s cume, or
cumulative audience.
It is estimated that almost one-fourth of corporate America gives business gifts as a type
of business-market promotional technique.
In the advertising industry, the term social meaning refers to the perception by
consumers that a brand provides satisfaction that is greater than the cost incurred to
acquire the product or service.
One waste of advertising dollars is seen when a firm attempts to revive an ailing brand
or boost a poor performance in a certain market by trying to reposition the brand in the
consumer’s mind.
Since there has been little regulation of advertising and promotion on the Internet to
date, the industry itself has had to act as its main governing body.
Despite the explosion of new media in recent years-cable television stations, direct
marketing technologies, Web options, digital and mobile alternatives-today’s media
options are actually reduced from those of past decades.