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 thing that the art director has learned is that ads should lead the reader’s gaze in a
logical path that includes the brand name. Which element of design does this involve?
a. order
b. proportion
c. balance
d. unity
John Wanamaker’s famous line, that “I know half my advertising is wasted, I just don’t
know which half,” jokes about the difficulties associated with advertising
a. execution.
b. strategy.
c. evaluation.
d. objectives.
SC Johnson & Son produces a wide variety of very popular consumer products such as
Shout®, Windex®, Mr. Muscle®, Ziploc®, Edge®, Glade®, Vanish®, Raid®, OFF!®,
Pledge®, and Scrubbing Bubbles® Bathroom Cleaner. These products are in highly
competitive markets and require substantial investments in consumer promotion to
maintain market share.SC Johnson has recently hired an advertising agency to help
promote their products. Several of SC Johnson’s senior managers have indicated that
they are uncertain as to the specific benefits of advertising their consumer products or
how to best position their products in the competitive market. Which of the following
departments of their advertising agency should be involved in giving this information to
this client?
a. administrative services
b. creative services
c. account services
d. marketing research services
The Xcellent Agency specializes in developing advertising campaigns for smaller retail
clients. Xcellent was hired by Shadowleaf Shoes, a small regional chain of six shoe
stores, to develop a slogan and specific ads to be used in a three-month newspaper
campaign. Shadowleaf’s marketing director, Manuel Margolis, was adamant when
meeting with the Xcellent account executive, Kia Chin, that the campaign must be
catchy and modern to appeal to a target audience that has an active lifestyle and is
between the ages of 18 and 35. More importantly, Margolis wanted the slogan to be
memorable and unique.Kia Chin, representing Xcellent, developed a campaign and
presented it to Margolis, based on the slogan, “Do What You Do in a Shadowleaf Shoe.”
Visuals included men’s legs-different sizes, skin colors, etc.-walking, jogging, dancing,
and otherwise moving in all types of Shadowleaf shoes. She felt that this campaign
would target young male consumers, but would also get the attention of others
regarding its comfortable shoes and would raise awareness of the Shadowleaf brand.
After running the ads, the Xcellent Agency won an advertising effectiveness award. It
seemed that the surprising and appealing visuals gave the slogan unexpectedly positive
social meaning for people of all ages, not just men aged 18 to 35.
Looking back, who was responsible for creating the client brief, which should have
informed Margolis and others of the creative endeavors behind the campaign?
a. the owner of the Xcellent Agency
b. the client leader and the account executive
c. the research manager and the creative director
d. the account executive assigned to the campaign
It has recently been suggested that if you accept the philosophy that “____” is media, it
will be much easier to surround the consumer with messages and connect the consumer
to brands.
a. society
b. entertainment
c. everything
d. journalism
(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 music websites, take a cybertour 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.
In running keyword searches using Google, you took part in a common practice. In one
month, Americans conduct more than ____ such searches, and ____ of those are
conducted on Google.
a. 30 billion; 75 percent
b. 15 billion; 65 percent
c. 5 billion; 45 percent
d. 1 billion; 85 percent
One example of dwindling ad sales for traditional media is seen in ____, which once
claimed 23 percent of all U.S. ad spending but now account for only 16 percent,
indicating a loss of billions of dollars.
a. network television stations
b. local radio stations
c. magazines
d. newspapers
The role of a marcom manager is to
a. ensure efficient and timely delivery of products ordered.
b. monitor contacts, sales, and return sales.
c. schedule the media for marketing communications.
d. plan the overall communications program and oversee functional specialists.
Integrated brand promotion (IBP) is
a. closely monitored and regulated on a federal level by the Federal Trade Commission.
b. the coordination of a number of promotional tools to create widespread brand
exposure.
c. the use of more than one media format to deliver a commercial message.
d. a unique concept mainly seen in national advertising campaigns.
Media planning has traditionally been a job of numbers, schedules, deadlines, and
a. great amounts of creativity.
b. a sense of celebrity and glamour.
c. relatively low salaries.
d. status as a highly valued position.
A company imports exotic herbs and spices for cooking and wants to use television to
reach a narrowly defined target market of people interested in the culinary arts. The
company would be best advised to use
a. cable television.
b. network television.
c. off-network syndicated television.
d. first-run syndicated television.
The first element to appear in an advertising plan is the ____, and the last element is the
____.
a. executive summary; execution
b. introduction; evaluation
c. history; strategy
d. overview; competitor analysis
Teams are able to “liberate decision making” when members
a. all think alike and agree with one another.
b. allow the leader to make all the decisions.
c. trust one another and feel it’s safe to contribute.
d. just make suggestions but leave decisions to the client.
You have been appointed director of research for the Rhode Island Runners, a new
minor league baseball team that will make its debut in about six months. There have
been minor league franchises in the area in the past, but due to a lack of fan support
they all have folded. The Runners’ upper management is convinced that past failures
were the result of improper marketing of the teams. Therefore, management has
committed a substantial amount of money to developing smart, effective advertising.
Management has put you in charge of an intensive one-year program to guide and track
the advertising.You have determined that the major competitors in the family leisure
market are movies, theme parks, and outdoor festivals. You use a theater test to measure
attitude change resulting from a TV commercial being tested for the Runners. The spot
does not do very well in the test. Still, your gut instincts say that the commercial is a
good one. When reporting the results to the team owners, you should point out that
a. the commercial shouldn’t run as is, despite your own opinion of it.
b. these measures don’t always predict actual sales.
c. the identification of competitors may have been inaccurate.
d. theater audiences are not considered scientifically reliable.
Scenario 1-3
In 2006, gaming giant Nintendo launched an innovative motion-sensing gaming console
called the Wii. The Wii quickly took over as the leading gaming console because of its
unique activity-enabling qualities, and for nearly four years, dominated hardware sales
in the gaming industry as any true competition for the product was yet to be introduced.
However, this changed in late 2010 as Sony introduced its own motion-detecting
gaming system to the market, the Playstation Move. Sony has marketed the product as a
superior product to Nintendo’s, claiming it is more precise and flaunting the
Playstation’s high-quality graphics. Sony’s Move has been a topic of great debate, but
the reception of the product over the long haul has yet to be seen. To dethrone the Wii,
Sony will need to find a way to appeal to those that have not yet bought into
“motion-gaming.” And of course, it wouldn’t hurt if Sony somehow found a way to
entice Nintendo followers to switch over to its newest addition to the gaming industry.
The fundamental purpose of marketing the Playstation Move as a superior gaming
console to the Wii because of its increased precision and improved graphics is to
a. differentiate Sony from other entertainment options such as Nintendo and the
Microsoft Xbox.
b. create and increase the awareness of Sony.
c. support the promotional mix behind Sony.
d. establish primary demand stimulation for the Move.
A powerful value proposition in most situations today includes functional, emotional,
and self-expressive benefits,
a. though only tangible product benefits are truly emphasized.
b. though no single ad can reflect all three aspects.
c. all of which must be included in a given advertising campaign.
d. though children are excluded because their decision making is controlled by parents.
Clearly, the greatest advantage of television as an advertising medium has always been
its ability to
a. make up for its limited reach.
b. promote ongoing repetition.
c. send a message through sight and sound.
d. select narrow audiences by geographic location.
Which of the following depicts advertising as it plays its most important role, and
demonstrates its most powerful influence, in our society and around the world?
a. communicating with various cultures about their most important social issues
(example: dangers of drinking and driving)
b. educating people to become consumers, who by definition start out as “information
poor” (example: ingredients in beer)
c. causing people to decide for the first time to try items from a generic classification of
goods (example: alcohol)
d. influencing people to choose a certain brand once they’ve decided to use a product
category (example: Budweiser)
Three types of personal selling are described in the text”order taking, creative selling,
and supportive communication.
List and briefly describe the four main techniques commonly used in trade-market sales
promotions. Choose one type and demonstrate how it would operate within a certain
type of industry, profession, or business.
What are the differences between writing advertising copy for print media and for
broadcast media? What unique challenges does writing for broadcast hold? How does
writing for interactive or digital media fit into all this?
Products that are higher priced, complicated to use, or require demonstration are
heavily dependent on personal selling in order to close the deal.
Among the twenty largest advertisers in the United States in 2008, eleven actually
showed a decrease in overall advertising spending.
The British beef industry was rocked by reports of mad cow disease in its herds. To deal
with the concerns raised, the industry had to adopt a proactive public relations strategy.
The most popular form of agency compensation used today is the markup charge.
Today’s forms of out-of-home media can target specific demographic segments by
neighborhood, using customized messages via wireless Internet.