Media decisions are critically important for two reasons. One of these reasons is that:
a. advertisers need to develop creative messages for their target audiences.
b. advertisers need media to reach audiences that are likely in need of the information.
c. ad messages should sound credible to the audience.
d. they directly empower consumers.
Conflict between management and creatives in an organization is unhealthy and
ineffective.
a. True
b. False
It is critical to realize that for the most part, mass media are supported by advertising.
a. True
b. False
Online advertisers want to know where and why consumers go online, and how that
relates to where they go offline.
a. True
b. False
Nowadays, advertisers have a vast and ever-expanding array of options for delivering
messages to their potential customers. The key to success for any campaign is:
a. making sure each media has an equal level of reach and frequency and appointing
separate managers to achieve this.
b. minimizing the number of different media needed so that the consumer does not end
up jaded, and the environment does not become cluttered.
c. making sure that any marketing effort uses all media available, and relies on
functional specialists to coordinate these media.
d. choosing the right set of options to engage a target segment, and coordinating the
placement of messages to ensure coherent and timely communication.
In the model of mass-mediated communication, the:
a. producers of the message control the reception of the content.
b. producers of the message control the interpretation of the content.
c. consumers interpret ads in a way that makes sense to them individually and serves
their needs.
d. receiver’s interpretations are invariably compatible with what the producer intended
to convey.
A concept test seeks feedback designed to screen the quality of a new idea, using
consumers as the judge and jury.
a. True
b. False
The creative revolution was a period of time in which advertising started to take on the
themes, language, and look of the revolutionary 1960s.
a. True
b. False
A big advantage of sex-appeal ads is that they get high levels of attention.
a. True
b. False
Their expansion into digital media has led to a broader and more global audience for
newspapers, but this still hasn”t offset the overall decline of newspaper readership.
a. True
b. False
The blend of different media that will be used to effectively reach the target audience is
called the:
a. media mix.
b. media objective.
c. big data.
d. media vehicle.
In making direct comparisons to traditional media, it becomes apparent that the
advantages of event sponsorship are fundamentally the same as those that traditional
media can provide.
a. True
b. False
A gourmet ice cream franchise advertises itself as offering thick, creamy, gooey treats,
calling them delectable, desirous, and decadentthe richest and sweetest desserts found
anywhere in America. The owner of the local shop buys ads focusing on extended hours
and friendly service. This is an example of internal consistency.
a. True
b. False
Scenario5-1
As clothing and accessories retailer Gap, Inc. attempted to carry its brand to greater
heights, executives felt that a great way to refresh the company’s logo would be to
change it all together. However, perhaps even quicker than the initial decision to change
the logo, the masses reacted so negatively to the change that the company went back on
its decision. A number of consumers stated that the new logo looked “cheap, like a
crummy PowerPoint presentation,” and that was all company executives needed to hear.
Gap admitted that the idea of changing the company’s logo was probably not the right
move nor was it the right time to do so. The company will look for other ways to
develop the brand. Clearly, Gap’s reaction to consumer sentiments serves as proof that
the company cares a great deal about consumer thoughts and opinions.
(Iko Han, “Gap’s New Logo Proves the Company Knows How to Listen.”
CornerlineNews, October 13, 2010.)
Gap’s logo had been extremely popular, and most of its customers recognized and used
their products for years. This is an example of _____.
a. brand loyalty
b. variety seeking
c. advertising clutter
d. cognitive dissonance
Scenario 16-1
MakeWaves is a promotional company with a website that offers the opportunity to
sponsor a yacht in Grand Prix yacht racing. Commercial sponsors of the
WaveRunner yacht can buy space for logos and graphics on the WaveRunner‘s sails,
hulls, crew member’s uniforms, and trailers. For enough sponsorship money, the
WaveRunner will even change its name to better fit the sponsor. The WaveRunner is
scheduled to compete in five Grand Prix yacht-racing events every year. MakeWaves
claims on its website that sponsoring the WaveRunner in a race could result in millions
of impressions in sailing magazines and newspapers as well as on broadcast media, and
offers specific calculations to those who inquire.
MakeWaves is pitching a very specific sponsorship offer with its own benefits. But
overall, the category of event sponsorship has certain advantages. One of the main
advantages is that it:
a. replaces expensive advertising as the main brand-building tool.
b. targets certain groups of consumers who already purchase the brand.
c. offers personal contact with consumers and publicity during and after the event.
d. embeds the brand in a very nondescript and subtle way.
Digital and mobile advertising is most easily integrated and coordinated with other
forms of promotion.
a. True
b. False
Thorson and Moore place ____as the paramount apex in their model.
a. specification of the brand’s value proposition
b. identification and specification of the target segment
c. identification of the various persuasion tools that may be deployed as part of the
campaigns
d. specification of niche segments within larger segments
____is the use of pictures or images owned by someone else without permission.
a. Defamation
b. Spamming
c. Phishing
d. Appropriation
Scenario1-4
Target, a global discount retailer, generates around 65 billion dollars in sales, annually.
Additionally, the company employs more than 360,000 people worldwide. Target stores
carry just about every major brand imaginable. Additionally, Target carries a number of
its own brands including Market Pantry, Archer Farms, and Up and Up. Each of the
brand labels appears on different products throughout the storefor example, the Archer
Farms label appears on the retailer’s highest quality foods. The Market Pantry label
appears on food items as well, however these items are often sold at a significantly
lower price. The Up and Up label is on a large range of products ranging from paper
products to household cleaning supplies.
The company’s goal is for a product with any one of Target’s inhouse brand labels on it
to be known by consumers for the values of the brandboth tangible and intangible.
Thus, in this scenario, Target’s goal is to _____.
a. create elasticity of demand
b. conduct market segmentation
c. establish brand loyalty
d. stimulate latent promotion
Websites frequented by individuals with common interests where they can post facts,
opinions, and personal experiences are known as _____.
a. paywalls
b. blogs
c. infomercials
d. creative boutiques
Before the day of the shoot; prelight, blocking, and other production factorsare checked
and adjusted to avoid additional expense during actual filming with on-camera talent.
a. True
b. False
State governments have very little authority over promotional activities of firms, and
since most companies conduct interstate commerce, any violations are federal issues.
a. True
b. False
Scenario 15-6
Ted’s grocery store is extremely popular in a small neighborhood. Pretzels, a crisps
company, has provided scratch cards inside each packet of crisps with the hope of a
prize for the winner. Pretzels being a relatively new company had to pay Ted’s grocery
to sell its products. Quads, a blender manufacturer, has provided its customers with a
chance to receive 10% of their money back by mailing them and filling in the required
details. It also stated that employees who sell two blenders would receive a bonus.
Quad had sent the owner of Ted’s grocery an expensive hand crafted wooden sculptor.
Pretzels has provided a scratch card inside each packet of crisps. This is an example of
a _____.
a. sweepstake
b. premium
c. gift card
d. rebate
The most visible reseller advertisers and promoters are:
a. retailers who deal solely with household consumers.
b. retailers that sell in national or global markets.
c. those who sell at the local level.
d. those who cater to regional markets.
What is one of the main disadvantages of magazines as a media choice for advertisers?
a. Low reproduction quality
b. Long lead times
c. Short life
d. Lack of audience selectivity
As the paper quality of most magazines is poor, color reproduction can be a problem
and may cause creative limitations for advertisers.
a. True
b. False
In his studies of creativity and intelligence, Yale psychologist Robert Sternberg has
found that when you suggest a really creative idea, you need to:
a. copyright it.
b. be prepared for opposition to it.
c. decide that it is a safe solution.
d. base it on an accepted standard.
The appeal of direct marketing is the ease with which marketers can measure resultsby
calculating cost per inquiry (CPI) or cost per order (CPO).
a. True
b. False
By 1900, an increase in the supply of mass-produced goods, and the increasing demand
for these goods by a growing urban population, led to the growth of advertising.
a. True
b. False
Leaders of creative teams do many things, but one thing they should neverdo is to:
a. stick to the advertising plan.
b. allow an individual to fail.
c. jump in and do the real work.
d. admit a team mistake.
Most marketers rely heavily on the expertise of an advertising agency.
a. True
b. False