A soft drink brand sponsors a baseball match that is also broadcast to large audiences on
the television and radio.
The company measures a huge number of gross media impressions. However, this does
not result in a huge rise in the sales of the soft drink. Which of the following is a reason
for the lack of sales?
a. The brand failed to connect to the emotional experience of the viewers.
b. They did not correctly estimate the number of media impressions.
c. They created too much direct contact with the customers leading to intrusion.
d. The brand allowed for the delivery of the ad message in a traditional way.
From the consumer’s viewpoint, directories like the Yellow Book have some
disadvantages as promotional tools. One particular problem is that it:
a. has a massive volume of media clutter.
b. requires long lead times that result in outdated information.
c. annoys rather than providing information to potential buyers.
d. is unable to offer detailed information.
In the 1970s, there was a growing concern over what effect $200 million a year in
advertising had on children.
a. True
b. False
An agency staffer conducts a test to see how the message for her client’s product,
dishwasher detergent, compares to the way other ads in her product area have tested. In
this way, she will gather qualitative test scores.
a. True
b. False
The competition’s strengths, weaknesses, tendencies, and any threats they pose are
included in the competitor analysis.
a. True
b. False
A firm has decided to sponsor a PGA golf tournament. Its marketing director knows it is
critical to find unique ways to leverage the sponsorship. One way to leverage the
sponsorship beyond traditional methods would be to:
a. estimate the number of viewers who will see the company name.
b. allow the CEO to meet with top golfers on the course.
c. calculate the brand exposure received by people attending the tournament.
d. use the tournament to entertain important clients and recruit new ones.
One of the advantages of using social news sites is that:
a. they provide advertising opportunities to World Wide Web advertisers.
b. they are wonderful for raising reach and spreading the word quickly.
c. they cannot be used by competitors to create negative publicity about an
organization.
d. they are not vulnerable to hackers.
A firm hires an agency to persuade hairdressers, spas, and hair salons to purchase its
line of hair care products, grooming equipment, and professional tools. In this case, the
agency is specifically involved in:
a. psychographic research.
b. business-to-business marketing.
c. the competitive field
d. lifestyle segmentation.
Well-known psychologist Carl Jung identified three sets, or dimensions, of cognition.
Which of the following pairs are included in these dimensions?
a. Sensing vs. intuiting, and thinking vs. feeling
b. Thinking vs. feeling, and seeing vs. hearing
c. Rational vs. emotional, and sensitive vs. intuitive
d. Extraverted vs. introverted, and creative vs. logical
Which of the following advertising agencies dominated the 1920’s ad industry?
a. Doyle Dane Bernbach
b. J. Walter Thompson
c. Leo Burnett
d. Wells Rich and Green
Which of the following is a particular kind of research done early on simply to prevent
a major disasterto avoid erroneous communications, unexpected interpretations, or
unintended meanings in an ad, particularly in diverse or global markets?
a. A communication test
b. A recall test
c. A normative test
d. A subliminal test
Scenario 16-2
HollywoodBranding is a new promotions company formed by three former ad
executives who had illustrious careers in large multi-service advertising agencies. Over
their years, they developed close ties with a number of Hollywood movers and shakers.
Consequently, they feel poised to respond to the business world’s growing desire for
branded entertainment. But they are aware that they need to continually fight their old
school thoughts about branding forged in years of working solely with traditional
media.
One drawback for advertisers when subcontracting out to creative teams or external
sources like HollywoodBranding is that:
a. their tactics may often be the same as those already found in traditional advertising
agencies.
b. they resist trying new ideas or taking risks.
c. their efforts may easily clash with the overall company efforts.
d. they do not possess the skills to understand and reach today’s consumers.
Due to the backlash against advertising that clutter can cause, advertisers are integrating
more tools within the overall promotional effort to reach more consumers in different
ways.
a. True
b. False
Scenario 8-3
After working as an account executive in an advertising agency for 20 years, you’ve
decided to own your own business. You buy Springfield Hardware, a neighborhood
hardware store, from a man who has owned and run the business for the past 52 years.
He sells the store and all the inventory, with one warninghe wasn’t much on paperwork,
so there won’t be a lot of records to be found. You buy the store and begin to create your
ad plan.
There is one thing you”d like to see as a result of your ad campaignyou want local
residents to not only know your name, but to think of it first when they need a hardware
store. When you think of hardware, think of Springfield. Which concept defines this
objective?
a. top-of-the-mind awareness
b. purchase intent
c. trial usage
d. repeat purchase
Scenario 7-6
Wood Carver Cabinet Makers recently developed a line of kitchen cabinets designed for
new custom homes and kitchen remodeling jobs. The line of cabinets is to be called
“Signature Hardwoods” and a new magazine advertising campaign is being tested. Each
of the ads that is being tested has a photograph of a woodworker handcrafting some part
of the cabinet. In addition, his or her signature is shown at the bottom of the page as an
indicator that the cabinets are carefully hand made.
Wood Carver might consider testing the magazine ad by recruiting a group of potential
consumers to take part in story construction. What would a story construction technique
ask these respondents to do?
a. Provide a narrative about people depicted in a scene or picture
b. Write a story about how they would use the product
c. Fill in blanks in sentences that describe the ad
d. Think visually about how they would represent their experiences with a brand
Flyfisher magazine is published by the Federation of Fly Fishers. The magazine reaches
a highly selective audience by offering content on fishing as a leisure activity. Which of
the following is Flyfisher magazine’s audience selectivity based on?
a. Demographics
b. Special Interests
c. Age
d. Ethnicity
With the addition of new channels like mobile apps and other new technologies,:
a. advertising is no longer a paid attempt to persuade.
b. firms spend relatively smaller amounts of money on traditional advertising.
c. advertising is no longer a primary marketing mix tools that contribute to revenues.
d. e-commerce and m-commerce has changed the way people shop.
What is a downside to adopting a heavy-user-focused segmentation plan?
a. Heavy users usually form less than one percent of users by volume.
b. Heavy users may differ significantly from average or infrequent users in terms of
their motivations to consume, their approach to the brand, or their image of the brand.
c. Heavy users are a costly target segment and much can be spent in getting their
business merely to have it disappear just as quickly as it was won.
d. Heavy users have little knowledge of the brand and negligible social influence.
Scenario 14-2
You open up your laptop to begin writing a term paper for your English literature class.
You do a quick Google search on a few key phrases involving Shakespeare, Dickens,
and Hemingway. But before you go further, you play a few video games, check your
email, visit a couple of music websites, take a cyber tour of a new sports stadium, go to
a coupon site, solve a murder mystery, go back to Google to check out a big name in the
news, submit a slogan for a new local restaurant, and read a couple editorials on a
magazine site. Then, you figure it’s time to get down to work.
When you visited the restaurant site, the marketers were able to collect some
information about you and your buying habits. Marketers are able to do this by:
a. counting the number of hits made on the site.
b. using software that monitors one’s digital footprint.
c. tracking the email registration on the site.
d. counting keystrokes used to move through the site.
Scenario4-6
Rad productions has launched a series of advertisements. The first advertisement for a
restaurant features an image of a child enjoying a burger. The second advertisement for
a real estate firm depicts a cozy living room in a good locality in town. The third
advertisement is for a designer wear firm depicting the sale of designer dresses and
shoes. The fourth advertisement is for a university, depicting college students in
business suits at a marketing class.
Rad productions is in the process of airing an advertisement which depicts a sports
drink that provides athletes with more energy than other drinks. However, it is not
stated what causes the added energy. It is most likely that the FTC would require a(n)
____from the manufacturing firm.
a. appropriation
b. stealth sponsorship
c. disclaimer
d. affirmative disclosure
Scenario4-1
A group called Adbusters has a website containing many pages that address issues of
consumption and culture, media practices, and corporate responsibilities. For example,
“The momentum has clearly accelerated. By some measures humans have used more
physical resources since World War II than in all of history before it. It’s now taking a
toll beyond anything we could ever have imagined. What does it mean when onesixth
of the world’s population consumes without any real restraint?”
Throughout the website, there are many references to advertising’s role in creating and
maintaining this situation. Not surprisingly, virtually all of the references to the practice
of advertising are negative.
(http://www.adbusters.org/home/)
Some philosophies regarding our path to overconsumption proposed by Adbusters echo
the words of advertising historian Stephen Fox when he wrote, “One may build a
compelling case that American culture is beyond redemptionmoneymad, hedonistic,
superficial, rushing heedlessly down a railroad track called Progress.” Fox then
concluded that advertisers:
a. are not creating the American way of life, but just reflecting it, good or bad.
b. have nothing to do with the fact that all modern cultures have essentially become
obsessed with consumption, not just America.
c. are the self-serving manipulators and hidden persuaders who have created this
situation.
d. are to be blamed for the reckless lifestyle and behavior of modern day youth.
Due to the increasing complexities associated with the advertising industry, there is a
tendency for organizations to become reliant on ____. However, this can create
problems 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
The Lego Star Wars is a video game that features Lego toys based on the Star Wars
theme. Players need to play as one of the toy characters to defeat enemies, and complete
the game chapter by chapter. This game is a(n)____ advergame based on Lego’s toys.
a. illustrative
b. demonstrative
c. associative
d. collaborative
Which of the following best describes stealth sponsorship?
a. It is when corporations pay journalists to give negative opinions about their
competitors in their editorials.
b. It is when corporations embed hidden messages in newspaper advertisements to
unconsciously stimulate people to want something.
c. It is when journalists are paid by corporations to receive favorable treatment in their
editorials.
d. It is when corporations partner with ancillary firms that they deal with to receive
monetary favors from them.
Scenario6-3
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 information provided says that Keds was trying to “turn around a longterm slide” in
its shoe business, and that “for years, it had depended on its image as the women’s
nofrills summer shoe.” Obviously, things had changed and what Keds needed was a
change in its once-successful strategy and identity to meet new market conditions. This
change in strategy is called:
a. internal consistency.
b. self-expressive marketing.
c. repositioning.
d. business-to-business marketing
Scenario3-3
Zooppa, a pharmaceutical company, started its business in 1850. Its advertisements
helped their drugs to grow in popularity and was well-known for a brief period. It had
developed a logo and had made itself known by their symbol on all of its product
wrappers.
Which of the following eras would Zooppa belong to?
a. The industrialization era
b. The P.T. Barnum era
c. The preindustrialization era
d. The era of Great Depression
Scenario 15-1
One of the nation’s most popular times for sales promotions was a great deal longer than
usual in 2010. Black Friday, which typically takes place the Friday following
Thanksgiving, started in October for a number of retailers and was also scheduled to
occur throughout the month of November. Sears and Walmart, who had been
experiencing a continuous decline in sales recently, were the biggest names behind the
move. Executives from a number of companies began to realize that consumers respond
to the word ‘sale,” regardless of the time of year, so they decided to simply stretch the
period of time in which their biggest sales ran. Companies designed new sale flyers and
circulars, and began to promote the various sales on their websites. Other companies
such as Target were also implementing a similar strategyby emphasizing savings earlier
in the season and for a longer period of time, company executives hoped their brand
would be the first, second, and last choice for consumers during the holiday season.
(Stephanie Clifford, “Stores Push Black Friday Into October.” The New York Times,
October 28, 2010.)
On one of the company’s websites, a sweepstakes was designed to award one lucky
customer after he or she provided feedback on a number of planned sales promotions
for the holidays. One characteristic of a sweepstakes is:
a. winners can only be awarded with monetary prizes.
b. winners are determined purely by chance.
c. there can only be one winner per sweepstakes.
d. there is a complex system for determining a winner.
A retailer selling books runs its print ads in a newspaper during the first week of
October, the first week of November, and Thanksgiving week. The retailer is using a
between-vehicle media strategy.
a. True
b. False
A sponsored event can still be considered a positive addition to the IBP mix for the
advertiser even if predetermined exposure figures are not met.
a. True
b. False
Scenario6-3
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.”
Which of these segmentation techniques would provide the most insight for Keds’s
advertising agency in the creation of its advertisements?
a. Emergent
b. Lifestyle
c. Geographic
d. Usage pattern