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)
Based on the planned schedule described here, students who have maintained a 3.9 GPA
would be described as one of the bowling team’s
a. nonuser groups.
b. positioning strategies.
c. target segments.
d. diverse markets.
Scenario 17-2
AmericanProfile is an e-technology company. It allows companies to search and
navigate gigabytes of data, categorize disparate content, and gain secure access to
information regardless of where it resides”all from its Web browser. So,
AmericanProfile can share content across connected servers with partners, suppliers,
customers, and employees to form an e-business content network. And it all happens in
real time.AmericanProfile is considering imitating a direct marketing tactic employed
by several consumer magazines. Visitors to the home pages of these magazine’s
websites can link to tips on gardening, home decorating, cooking, clothes shopping,
skin care, hair care, etc. They are then encouraged to rate these articles and columns,
explain whether they were helpful, and add comments and suggestions based on their
own lifestyles and hobbies. This allows marketers to enhance their customer
information with
a. psychographic data.
b. geo-demographic data.
c. demographic data.
d. behavioral data.
Today’s marketers might consider ____ as a natural extension and outgrowth of product
placement.
a. branded entertainment
b. authenticity
c. market oversaturation
d. event sponsorship
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 one-sixth
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/)Organizations like Adbusters see advertising
as superficial. This view of advertising says that it
a. is not entertaining, or even interesting, to consumers.
b. has no effect on demand for specific brands of products.
c. offers little information based on function or performance.
d. ignores the hedonic aspects of products.
Though it is almost impossible to define, creativity is essentially the ability to
a. build emotional bonds.
b. make new connections.
c. rebel against logic.
d. make difficult decisions.
According to the text, which marketing professionals don’t get enough credit for their
part in today’s advertising and promotion process?
a. agency owners and consultants
b. media planners and account services executives
c. designers and graphics specialists
d. e-commerce experts and Web masters
What is a new type of consultant who gathers and analyzes information,
cross-references and merges it, working with both advertisers and agencies to develop
effective communications?
a. database consultant
b. financial consultant
c. brand consultant
d. Web developer and consultant
(Scenario 10-5) Ford is using a number of catchy songs in its advertisements. One
advantage of using jingles in advertising is
a. it gives consumers something fun to listen to.
b. it promotes brand recall.
c. it makes consumers think before purchasing a particular product.
d. consumers respond better to sounds than they do to images.
(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 plans to use this advertising to announce a new addition-the full line from
Holland Hothouse, including award-winning tulip bulbs and rose bushes. Holland and
Gretta’s will split the cost. What type of advertising are they considering?
a. sponsored
b. display
c. classified
d. co-op
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.It
later becomes obvious to the ad agency that not all groups are responding to the
“all-American” benefit the same way. People who are in blue-collar jobs react quite
favorably to it, but white-collar office workers don’t seem to care one way or another.
This situation is best attributed to differing
a. intergenerational effects.
b. social classes.
c. cultural values.
d. peripheral cues.
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 wants to know if
readers remember having seen its print ads, and possibly its name. Unlike television ad
testing, the standard test for magazine ads is the
a. print recall test.
b. tracking study.
c. brand-talk search.
d. recognition test.
Rumors are running rampant through a company that a competitor is going to buy out
the firm and fire half of its workers. To reduce the anxiety of its workforce, the
company could embark on a PR effort that involves which of the main objectives of
public relations?
a. spreading goodwill and positive feelings
b. giving advice and counsel
c. promoting a product or service
d. preparing internal communications
The Lightning Rod is a fishing rod being introduced by Castaway Sports. At a
preliminary meeting with its agency, the president of Castaway Sports mentions that the
rod can improve casting distance for an average individual by more than 20 percent.
The account executive asks if the president has data to support this, and the president
says “Yes.” The agency proceeds to produce a series of television spots featuring a
well-known sports celebrity using the rod and rating it as excellent. The spots run on
network television and trumpet the improved casting distance that the rod provides. The
slogan of the spots is “Lightning Rod-The Finest Rod Ever Cast.” After about a week, a
competitor questions whether the rods really offer the improved performance Castaway
Sports claims, and decides to file a complaint with the FTC.The competitor who filed a
complaint with the FTC also had the option of working with the media self-regulatory
organization that evaluates ethical issues, the _____, which has the authority to review
concerns over issues of truth, fairness, or good taste and make recommendations based
on its findings.
a. Consumer Federation of America
b. NAB’s Code Authority
c. Family Research Council
d. National Association of Attorneys General
A script is a written version of the television commercial. It controls the flow,
coordinates all audio and visual elements, and helps make decisions about location,
cast, and schedule.
Branded entertainment involves developing and supporting any entertainment property
or media format with the goal of featuring the brand in a way that is compelling to
consumers.
It has been found that, overall, advertising has the greatest impact on sales early in the
product life cycle, or soon after a new model or version of the product is released.
Currently, the Internet is being accessed worldwide by about 1.7 billion users.
The copy approval process usually begins with the advertiser’s senior executives.
An advertising plan should be a direct extension of a firm’s marketing plan.