Combo with Something and 14 others

Which of the following statements about advertising is true?

Advertising is nonpersonal communication Feedback: Advertising is the structured and composed nonpersonal communication of information, usually paid for and usually persuasive in nature, about products or ideas by identified sponsors through various media. Page: 4

Which of the following is the best example of a good?

a thermometer Feedback: Goods can be touched. Of the alternatives listed, only thermometers are tangible. Page: 6

Which of the following statements about advertising media is true?

An advertising medium is any paid means used to present an ad to a target market. Feedback: Word-of-mouth is a type of communication medium. It is not an advertising medium. Interactive media are exemplified by the Internet. Addressable media are exemplified by direct mail. The Internet is classified as an interactive advertising medium. One of the characteristics of word-of-mouth is the fact it is unstructured. Page: 6

Of all the business functions, _____ is the only one who primary role is to bring in revenue.

marketing Feedback: Marketing is the process of planning and executing the conception, pricing, distribution, and promotion of ideas, goods, and services to create exchanges that satisfy the perceived needs, wants, and objectives of individuals and organizations. Page: 5

An ad in Fit magazine offered a 30-day free in-home trial of a Lifecycle exercise bicycle with free shipping and return if you were not satisfied with the bicycle. The function of the ad was to:

induce consumers to try the bicycle Feedback: Exhibit 1-2 lists seven functions and effects of advertising as a marketing tool. One of the functions listed is to induce trial of a new product and to suggest reuse. Page: 9

During the _____ age of the evolution of advertising, the Chinese invented paper, Gutenberg invented the printing press, and growth of the world’s population to about 600 million.

preindustrial Feedback: The industrializing era occurred at about the same time as the Industrial Revolution. The industrial era began at the start of the 20th century. Page: 10; 12

During the industrializing age, advertising was primarily used to:

disseminate information Feedback: The source of this advertising was wholesalers. Advertising cannot make people want products they don’t need. Page: 12

The beginning of the Great Depression:

forced the advertising industry to turn to marketing research Feedback: A recession does not tend to make businesses spend more on advertising. Product differentiation was developed at that time to create brand identity. Commodities are unbranded. It was at this time the Gallup Poll began. Page: 14

A 1940s ad for TWA Transcontinental Airline said that its airplanes "cleaved the calm upper levels of the skies at a swifter pace than the planes operated by other airlines." This ability to "fly closer to the sun" was its:

unique selling proposition Feedback: A product’s unique selling proposition (USP) is a feature or features that differentiate it from competitive products. Page: 15

_____ is being used when a publishing company prints three monthly magazines—one for horse breeders, one for cat lovers, and one for thrifty senior citizens.

Market segmentation Feedback: Market segmentation is the process by which marketers identify unique groups of people whose needs they can address. Page: 15

There are lots of different types of cosmetics currently on the market. Exhibitor Labs makes line of cosmetics including eye accents and shampoos for horses. It claims to manufacturer "the world’s finest equine cosmetics." What kind of strategy is Exhibitor Labs using?

positioning Feedback: The company has made effective use of product differentiation and market segmentation strategies. The brand has associated itself with a particular set of customer needs that rank high on its customers’ priority lists. Page: 15

An ad for Anheuser-Busch that asks consumers to enjoy beer in moderation and not to drink irresponsibly is an example of:

demarketing Feedback: Demarketing is a type of marketing used to slow down the demand for certain products, such as energy-consuming goods. Page: 15

The postindustrial age of the evolution of marketing is characterized by:

more sophisticated and affluent consumers than ever before Feedback: The other characteristic of this age is the aging of traditional products and the corresponding growth in competition. International agencies grew during this era. U.S. marketers actually began shifting dollars to advertising and away from sales promotions during this era. Page: 15-18

In the late 1980s and early 1990s, a growing affluence and sophistication of the consuming public characterized the marketing world of this time period. This trend was led by:

baby boomers Feedback: The commodity needs of the baby boomers had been met, and now they were interested in saving time and money to spend on more leisure-time activities or products that represented the kind of people they aspired to be. Page: 16-17

Two related economic factors characterized the marketing world of the late 1980s and early 1990s in the United States. One of those factors was:

the rise of sophisticated and affluent consumers Feedback: The other factor was the aging of traditional products and a corresponding growth of competition. Page: 16-27

The use of narrowcasting allows advertisers to:

appeal to a limited TV audience with specialized interest Feedback: Narrowcasting is used by such cable networks as the Food Channel., the History Channel, and ESPN. Page: 18

Which of the following statements describes how advertising influences the value of products?

A) Advertising adds value to a product by educating consumers about new uses for a product. B) The positive image conveyed by advertising often implies product quality. C) Advertising contributes to self-interest for both the consumer and the advertiser. D) Advertising adds value to brand names. Feedback: The text discusses how Kleenex tissue evolved from a makeup remover to a disposable handkerchief. Think about the ads you have seen for diamonds or Lexus automobiles to understand how advertising conveys a positive image. Advertising contributes to self-interest because it adds value to products. Page: 27-29

For a snack before class, Lisa wants a bag of potato chips, and Katherine wants a bag of Ruffles potato chips. Lisa is illustrating _____ demand, and Katherine is illustrating _____ demand.

primary; selective Feedback: Primary demand is demand for a product class, and selective demand is demand for a particular brand within that product class. Page: 30

The _____ states that in an economy that produces more goods and services than can be consumed, advertising keeps consumers informed of their alternatives and allows companies to compete more effectively for consumer dollars.

abundance principle Feedback: The abundance principle best demonstrates the importance of advertising to the economy as a whole. Page: 31

When an "ad for Grumbacher artists’ paints says, We’ll go to the ends of the earth to make the finest acrylic paint," it is an example of:

puffery Feedback: While this statement cannot be proven true or false, it is not a nonproduct fact, because it is made about Grumbacher acrylic paint made. It’s a subjective claim—an exaggeration. Page: 31

Consumer behavior research in 2006 indicated that simple messages flashed on a movie screen just below the threshold of perception can make thirsty people favor a particular brand of drink. The thirstier the person, the more powerful the effect is. This research shows that _____ may have a minimal effect on consumption patterns.

subliminal advertising Feedback: According to Wilson Bryan Key, subliminal advertising works through embedded messages that seduce consumers into buying the good or service. Page: 32

The manufacturer of Aunt Jemima pancake mixes and syrups replaced her old "mammy" look with a stylishly dressed, grandmotherly figure. This change was an effective way for the manufacturer to:

stop the perpetuation of a stereotype Feedback: Many advertisers are just not aware of the externalities their ads can create, and they may perpetuate stereotypes without even realizing it. Page: 35

When the manufacturer of Whirlpool appliances runs a commercial asking people to donate their time, money, and energies to Habitat for Humanity, it is an example of:

ethical advertising because it is the morally right thing to do Feedback: It would be relatively easy for stakeholders to prove Whirlpool was associated with the social cause. The act of donating appliances is a socially responsible act. There is nothing deceptive about the commercial. This is not product advertising because the social cause is featured in this ad, not the product. Page: 37

The concept of speech versus commercial speech is of greatest significance when determining the legitimacy of advertising for:

tobacco Feedback: Commercial speech, which is speech that promotes a commercial transaction, would be acceptable for new cars. For businesspeople who believe that freedom of commercial speech should be afforded equal protection under the First Amendment, the tobacco case is ominous. Page: 40

The major federal regulator of advertising for products sold in interstate commerce is the:

Federal Trade Commission Feedback: The FCC protects the public interest and encourages competition in all forms of broadcast advertising. U.S. P.S. has jurisdiction over products sent through the U.S. mail. The FDA is designed to protect the health and well-being of U.S. citizens. The BBB is not a federal agency. Page: 42

Some years ago an ad for Montgomery Ward (which has since gone out of business) said the retailer was selling a pair of diamond earrings that had been reduced from their regular price of $1,199 to $399. Upon investigation, it was discovered that there was no evidence that Montgomery Ward had ever sold the earrings at the "regular" price. This ad was an example of _____ advertising.

deceptive Feedback: The ad was deceptive because the ad contained a misrepresentation that could and did mislead a significant number of reasonable consumers. Page: 42

Which of the following is NOT an example of an unfair and deceptive practice used in advertising?

tying agreements Feedback: Partial disclosure is a deceptive practice. Implying that a product is endorsed by someone when it isn’t is deceptive—this is what a false testimonial would do. Using type in an ad too small for the average person to read is deceptive. Bait-and-switch offers are definitely deceptive. Other unfair and deceptive practices are listed in Commercial Break 2-A: Unfair and Deceptive Practices in Advertising. Page: 43

The ad for Transderm Scop patch, a remedy for motion sickness, states that it "is clinically proven more effective than Dramamine," a pill cure for motion sickness. The manufacturer of the Transderm Scop patch used _____ advertising.

comparative Feedback: Advertisers use comparative advertising to claim superiority over named competitors. In the U.S., such ads are encouraged as long as the comparison is truthful. In addition to be truthful, the ad must compare some objectively measurable characteristic. Page: 44

When David looked at the carton of Healthy Choice ice cream he saw a notice that read, "Attention Diabetics: Contains carbohydrates naturally occurring in milk, does not contain sucrose." This _____ would be important to someone who was worried about maintaining his or her blood sugar.

affirmative disclosure Feedback: Affirmative disclosures list products’ limitations or deficiencies. Two other examples would be EPA mileage ratings and warnings on pesticides. Page: 45

The _____ protects all copyrighted material, including advertising, in the United States.

Library of Congress Feedback: This is not one of the areas over which the FTC has jurisdiction. A bureau of the Department of Commerce is responsible for protecting patents and trademarks. There is no such thing as the U.S. Copyright Office in the U.S. The Library of Congress defines copyrighted work as a form of protection provided to authors of "original works of authorship." Page: 47

Almost all media reviews ads and rejects material they regard as objectionable. According to the text, which medium has the strictest standards for defining objectionable material?

television networks Feedback: Many commercials in script or storyboard form are returned with suggestions for changes or greater substantiation. Some commercials are rejected outright if they violate network practices. Page: 50

The Center for Medical Consumers met with the Food and Drug Administration to encourage the agency to require that scientifically accurate and understandable written information be given to consumers when they purchase prescriptions. The Center for Medical Consumers is an example of a(n):

consumer advocate group Feedback: Consumer advocate groups submit complaints about ads to appropriate government agencies. In this example, the complaint was incomprehensible information, and the FDA was the appropriate government agency to hear the complaint. Page: 51

The European regulation of advertising:

prohibits coupons, premiums, tie-in offers, and other similar types of sales promotions Feedback: Many European companies prohibit puffery, but not all because there is not one organization governing advertising. It is more restrictive than that in the U.S. because many sales promotions normally used in the U.S. are illegal in Europe. Page: 52-53

The ad for Cargill Incorporated does not describe a specific product the company products, but rather describes how the company is helping consumers reduce their cholesterol. This ad is an example of _____ advertising.

institutional Feedback: Institutional advertising attempts to create a favorable long-term perception of the business as a whole, not just of a particular good or service. Page: 60

Assume the Ralph Lauren Home Collection sends a ready-made advertisement to a regional magazine published in Alabama, and the magazine publisher inserts the name, address, and phone number of a local department store chain that carries the bed linens, glassware, and dinnerware. Ralph Lauren pays 75 percent of the cost of running the ad. The department store pays the other 25 percent. This is an example of:

cooperative advertising Feedback: Ralph Lauren shared the cost of ad production and placement with the local retailer. The purpose of the ad was to build the manufacturer’s brand image and to help its retailers make more sales. Page: 61

Piggly-Wiggly is a supermarket chain that is only found in the southeastern United States. You would expect the supermarket to use _____ advertising if it were trying to convince Southerners its prices were lowest.

regional Feedback: Local advertising is used when the retailer has only one store. Since the chain is limited in its geographic location, national advertising would be inefficient. The supermarket chain would use regional advertising to reach one part of the country. Page: 61

Which of the following is an example of a guideline that should be followed by someone who wants to engage in successful local advertising?

None of the above statements are guidelines that should be followed by someone who wants to engage in successful local advertisings. A) Use a complex layout to draw attention to the ad. B) Avoid naming any particular brands in the ads to keep from drawing attention away from the store being advertised. C) Remove all white space from the ad. D) Use generalizations; avoid specific claims. Feedback: According to Checklist: Creating Local Advertising, the rule is to keep it simple. Brands should be listed to attract customers. White space is useful in ads. Specifics are much more effective than generalizations. Page: 62

Until recently, L’Oreal, the French cosmetics manufacturer, has used uniform international advertising campaigns that were all controlled by the company’s advertising department in France. The company’s concern with cost efficiency and continuity in their communications programs indicate that L’Oreal used a _____ organization.

centralized Feedback: A company may operate around functional specialties, but this is not one of the methods used for organizing a business. Companies that are not concerned about controlling all communications use decentralized organization. Centralized advertising gives the greatest level of control. Page: 64

S2 is an advertising agency in Mexico City to represent a wide-range of accounts. It distinguishes itself from other agencies because it depicts real Mexicans enjoying everyday life. All other agencies in Mexico show idealized Mexicans in their ads enjoying a fantasy lifestyle. From this information, you can surmise that S2 is a _____ agency.

general consumer Feedback: S2 would not need to depict real Mexicans in ads targeted to businesses. People using products are typically shown in consumer advertising. High-tech is another name often given to business-to-business advertising. There is no indication that S2 limits its services to graphic design and copywriting. Page: 71

Relationship marketing is defined in most marketing texts as the creation of customer loyalty through the establishment of a long-term win-win relationship between buyer and seller. Which of the following terms most closely relates to relationship marketing?

account planning Feedback: Account planning changes the task performed by an advertising agency from one of simply creating an ad to one of nurturing a relationship between agency and client. Page: 73

The words in the ad explained why Nexus salon hair care products provide the best possible treatments for your hair. These words are called the ad’s:

copy Feedback: Most ads rely heavily on copy, the words that make up the headline and the message. Copy is created by copywriters. Page: 74

A small Wisconsin agency wants to buy a quarter-page ad in Golf Digest magazine for a travel agency that specializes in preparing all-inclusive, hassle-free golf travel packages, the ad would cost $300. How much money would the agency send the publication to pay for the ad?

$255 Feedback: The magazine would receive only $255 even though the travel company paid the agency $300. The $45 is the agency’s media commission. Cash discounts were ignored in the question as they are in the text discussion. The typical media commission is 15 percent. Page: 77

CDMann Agency has designed a half-page newspaper ad for a new restaurant. It hired Lambert Photography to provide photos of the restaurant’s exterior and interior to be used in the ad. The invoice from Lambert to CDMann was for $350. If CDMann uses the traditional markup, how much did the agency bill the restaurant for the photographs?

$411.78 Feedback: To get the traditional agency commission of 15 percent, CDMann would markup the $350 bill by 17.65 percent. Page: 77

In the _____ method, advertising agencies charge clients for all their services and credit any media commissions earned to the client.

retainer Feedback: In the retainer method (also called the straight-fee method), agencies charge either by the hour or by the month. Page: 78

Goldwin Golf has developed a golf club that has a wider shaft and is 40 grams lighter than other clubs currently on the market. It has hired Lowell Agency to develop an advertising campaign for this new club. Goldwin has offered to pay the agency 3 percent of its profits if it sells more than 30,000 clubs during its first full year of production. This bonus is an example of a(n):

incentive system Feedback: Accountability is a major issue in client/agency relationships. With the incentive system, the agency earns more if the campaign attains specific, agreed-upon goals. Page: 78

A speculative presentation:

is a ways for an agency to demonstrate its capabilities to a prospect Feedback: A speculative presentation is not generic. Speculative presentations are designed to impress a specific prospect. Some advertisers ask for or imply that they want a speculative presentation, which means they want to see what the agency intends to do for them before they sign on. Page: 81

The many factors that affect the client-agency relationship can best be grouped into the following categories:

chemistry, conduct, communication, and changes Feedback: The most critical factor is the personal chemistry. Poor communication is a problem often cited by advertisers and agencies. Dissatisfaction with conduct, or performance, is the most commonly cited reason for switching agencies. Change occurs in every relationship and will inevitably result in modification of the relationship. Page: 82

What is the name for an organization that creates Web pages for advertising purposes?

Web design house Feedback: Similar to art studios, Web design houses employ specialists who understand the intricacies of HTML and Java programming languages and can design ads and Web pages that both effective and cost efficient. Page: 83

Which of the following is a category of advertising media?

A) print B) digital interactive C) direct mail D) electronics Feedback: The plural term media commonly describes channels of mass communications. The text identifies six categories of media. Out-of-home was omitted from the above list as was an "other classification." Page: 84

Which of the following is described by the text as a current trend in advertising?

the slow death of the commission system Feedback: A recent trend has been the creation of specialty shops and boutiques. Another major trend is the slow death of the commission system. Large companies are insisting they are charged according to a pay-for-performance approach. Page: 84-85

_____ is the product’s ability to satisfy functional needs and symbolic wants.

Utility Feedback: One of the roles of advertising is to communicate this utility. Synergy has to do with the value of the whole being greater the value of the individual parts. A product needs to have much more than functionality to satisfy functional needs and symbolic wants. Page: 93

Purchase accounts, user status, and marketing factor sensitivity are all types of _____ segmentation.

behavioristic Feedback: Subcategories of demographic segmentation include age, sex, family size, and education. Examples of benefit segmentation include purchase accounts, user status, and marketing factor sensitivity. More examples of behavioristic segments can be found in Exhibit 4-1. Psychographic segmentation has to do with a person’s attitudes, interests, and opinions. Page: 96

Due to marketers’ use of ______ segmentation, goose-down parkas and wool balaclavas (hats that protect the entire face) are more often sold in the New England states than in Florida.

geographic Feedback: Geographic segmentation looks for people in one region or the country (or world) that have needs, wants, and purchasing habits different from those in other regions. Page: 98

Several new editions of the Bible have recently been published. One is called Refuel: The Complete New Testament for Guys. Revolve: The Complete New Testament is targeted to 17-year old girls. The Sports Devotional Bible is targeted to Christian sports fans. What type of segmentation strategies are Bible publishers using?

psychographic and demographic Feedback: The segmentation relies on sex, age (both demographic variables), and interests (a psychographic variable). See also Exhibit 4-1. Page: 99 and 101

Several new editions of the Bible have recently been published. One new edition is called the Teen Study Bible. It highlights contemporary issues and offers practical advice to Christian teens. Christian teens are the Bible’s:

target market Feedback: Buying groups appear in business-to-business marketing. This is consumer marketing. The target market is the segment the company’s wants to appeal to. Page: 107

Several new editions of the Bible have recently been published. The Teen Study Bible highlights contemporary issues and offers practical advice to Christian teens. The 1,652-page book sells at Christian bookstores and Web sites for $44.99. The information on the Bible came from an ad from an ad in a Christian retail catalog and a public relations piece in a local newspaper. The preceding statements describe the _____ for The Teen Study Bible.

marketing mix Feedback: A description of price, distribution, and promotion strategy used is not a part of the targeting strategy. A belief in Christianity is not a demographic variable. Try again. The situation analysis looks at opportunities, threats, weaknesses, and strengths. The question describes the product, its distribution, its pricing, and its promotion. Page: 109

Several new editions of the Bible have recently been published. The majority were published by Zondervan who identified the needs and wants of various groups of Christians and discovered that most Bible purchasers wanted a Bible that more closely related to their personal lives and interests. Zondervan uncovered a(n) _____ demand.

selective Feedback: To do this, researchers must identify the needs, wants, and shared characteristics of consumers. Primary demand is consumer demand for a whole product category. Selective demand is consumer demand for a particular brand or model of product. Page: 110

After NBC decided to show the 30-minute comedy My Name Is Earl as part of its new fall line-up, it had to develop _____ demand for the product.

primary Feedback: Primary demand is consumer demand for a whole product category. The whole product category would be 30-minute comedies. Selective demand is consumer demand for a particular brand. The particular show is a type of brand. Page: 110

ADM has partnered with the National Corn Growers Association (NCGA) to create a new feed for cattle made out of corn fiber. During the _____ stage of the product, advertising costs will be high as ADM tries to establish itself as a market leader and gain a large share of the market before the product enters the growth stage.

introductory Feedback: The company would incur significant cost just convincing farmers that the food is nutritious. The next stage after introductory is growth, followed by maturity and decline. See also Exhibit 4-8. Page: 110-111

The Crowley brand represents an image of dairy foods that are a trusted, healthy "part of your life, whatever your style." While all dairy products are considered healthy, Crowley enhances its image by giving consumers a variety of choices in products and flavors, valuable information about eating right and staying fit, and by consistently producing the best-tasting, best-quality products in its region. This describes how the brand is:

positioned in the market Feedback: The basic goal of a positioning strategy is to establish the product in the prospect’s minds. The question does not describe the prospect or how the prospect will be reached. Page: 112

Branding differentiates one product from another in a crowded marketplace. Flour is a commodity just as a diamond ring is. But Pillsbury flour and a Tiffany diamond ring are branded products, distinguished from other, similar commodities. They have more value as a result of:

hidden difference Feedback: The differences cannot be seen. They were created through the advertising of the brand names. Page: 112

Kellogg’s Eggo is the number one brand of frozen waffles in the United States. The product line had expanded from the original waffle, created in the 1930s, to more than 37 different products all marketed under the Eggo brand. This practice is called:

family branding Feedback: A company uses family branding when it markets different products under the same umbrella name. Page: 113

The Eggo brand has been around since the 1930s. The Eggo brand has always featured yellow as a key color behind a product shot and a big, red script logo on its packages. The problem was that these elements were not engaging consumers. The colors looked flat, and the food didn’t appear as appetizing as its competition. Eggo has recently developed new packaging to appeal to both its adult and children markets. This packaging change was an element of the:

product Feedback: The packaging is the manufacturer’s last chance to communicate with buyers. As an element of the product, it can determine the outcome of retail shelf competition. Page: 115

In a recent television show, a police officer tried to interest his co-workers in selling vitamins. He was an independent distributor of a vitamin manufacturer. His job was to recruit other salespeople and encourage them to recruit their friends to sell the vitamins. The police officer was involved in:

network marketing Feedback: Another name for multilevel marketing is network marketing. In network marketing, individuals act as independent distributors for a manufacturer. The people sign up friends and relatives to consumer the company’s products and recruit others to join. Market aggregation is the opposite of market segmentation. Page: 116

Which of the following products is most likely selectively distributed?

ceiling fans Feedback: Flashlight batteries are intensively distributed. The desire for a particular brand of jacket indicates the use of exclusive distribution. Selective distribution is commonly used with products such as ceiling fans, microwave ovens, and dishwashers. Soda is typically distributed in as many possible locations as possible. Page: 118

If you are a retailer in South Africa, Beget Holdings is the only source in the entire nation for Intellect Aero, a wireless all-in-one point- of-sale, mini-ATM and voucher device, which is able to carry out debit and credit card transactions faster than landlines or any other current communications methods. In other words the maker of Intellect Aero has decided to use _____ distribution.

exclusive Feedback: Some manufacturers grant exclusive distribution rights to a wholesaler or retailer in one geographic region. What is lost in market coverage is gained in the ability to maintain a prestige image and premium pricing. Page: 118

According to the human communication process, soccer superstar David Beckham in his role as spokesperson for Gillette is a(n):

source Feedback: The encoding process saw the idea transformed into a message. The person who receives the ad decodes it. In the context of an advertisement, the spokesperson actually lends voice or tone to the communication. Thus, the spokesperson must appear to be knowledgeable and trustworthy. Page: 125

According to the human communication process model, the business owner who reads an ad for Brother brand printers, and decides to call the toll-free number provided in the ad to see if the company provide him with a wireless color printer is:

providing feedback Feedback: The business owner is acknowledging the original message. Feedback completes the communication cycle, verifying that that the message was received. The placing of an order would be one form of feedback. Page: 126

Three personal processes govern the way we discern raw data and translate them into feelings, thoughts, beliefs, and actions. They are the perception process, the learning and persuasion process, and the:

motivation process Feedback: The three personal processes govern the way we discern raw data and translate them into feelings, thoughts, beliefs, and actions. See also Exhibit 5-2. Page: 128

Which of the following is an example of a psychological screen that would influence perception?

our personality Feedback: Touch and smell are physiological screens. Price tags are stimuli. Reference groups are social influences. Try again. Psychological screens are used by consumers to evaluate, filter, and personalize information according to subjective emotional standards. See also Exhibit 5-3. Page: 130

Which of the following statements about the cognitive learning theory is true?

The cognitive theory is used to explain how we learn from the experiences of others. Feedback: The conditioning theory is also called the stimulus-response theory. According to the conditioning theory, learning is a trial-and-error process. Cognitive theory views learning as a mental process of memory, thinking, and the rational application of knowledge to a practical problem. Page: 132

Think about the Elaboration Likelihood Model. Which of the following purchases would be most likely to involve the central route to persuasion?

a Mediterranean cruise Feedback: In the central route to persuasion, consumers have a higher level of involvement with the product or message. In the peripheral route to persuasion, consumers are more likely to be dealing with products with which they have low involvement. Page: 133

Attitudes:

A) are our acquired mental position regarding some idea or object B) are important to advertisers C) must be either capitalized on or changed D) vary across national borders Feedback: An attitude can be a positive or negative evaluation, feeling, or action tendency that we learn and cling to. Page: 134

Paula always drinks Diet Coke with her meals. If the restaurant where she is eating does not carry Coke products, she refuses to eat there and goes to another restaurant that does sell Diet Coke. Paula has a strong degree of:

brand loyalty Feedback: Brand loyalty us the consumer’s conscious or unconscious decision, expressed through interest or behavior, to repurchase a brand continually. It occurs because the consumer perceives that the brand offers the right product features, image, quality, or relationship at the right price. Page: 134

According to Maslow’s hierarchy of needs, the ad for Carnival cruise lines that show people having fun as they lay in the sun, exercise, and dine is appealing to the _____ need.

safety Feedback: Physiological needs are needs for food and shelter. Products that aim to help you reach your full potential appeal to self-actualization needs. Social needs involve the needs to be with others. The hierarchy of needs is illustrated in Exhibit 5-6. Page: 137

An advertisement for Hyundai’s 10-year/100-000-mile warranty states that this warranty proves that the Hyundai automobile is the most dependable on the market; otherwise, such a warranty could not be offered. According to Maslow’s hierarchy of needs, this advertisement is a promotional appeal to the _____ need.

safety Feedback: The automobile ad promises that the car will provide dependability and security for its drivers. It is similar to the appeal used by tire ads. For other examples see Exhibit 5-6. Page: 137

Someone who wants to buy a new car because he enjoys the way a new automobile smells and how envious his friends will be is being influenced in the purchase decision by _____ motives.

transformational Feedback: The smell of the new car will provide sensory gratification. The envy of his friends will provide social approval. Transformational motives are also called positively originated motives. Page: 138

Negatively originated motives are also called _____ motives.

informational Feedback: Gratification motives are a type of transformational motive. Negatively originated motives are the most common energizers of consumer behavior. Intellectual stimulation motives are a type of transformational motive. Examples of negatively originated motives include problem removal or problem avoidance. Page: 137-138

Justin Timblerlake, as a spokesperson for McDonald’s, would be an example of a(n) _____ for the fast food restaurant chain’s target market.

opinion leader Feedback: Spokespeople are chosen because they are considered opinion leaders by members of the product’s target market. Laggards have to do with how quickly a market adopts a product. When choosing an opinion leader as a spokesperson for a company or product, advertisers must understand the company’s target market thoroughly. Page: 140

Southern Baptists, desert nomads, and Guatemalans are all examples of different:

subcultures Feedback: A subculture is a segment within a culture that shares a set of meanings, values, or activities that differ in certain respects from those of the overall culture. Page: 143

When it came time to buy a new backpack, Maria selected from Mountainsmith’s Chimera, Camelback’s Isis, and Granite Gear’s Vapor Trail. These are the only backpacks she considered. They make up her:

evoked set Feedback: Consumers evaluate selection alternatives called the evoked set. To do this, they establish evaluative criteria, the standards they use to judge the features and benefits of alternative groups of products. Page: 144

When it came time to buy a new printer for her office computer, the manager wanted the new printer to be able to print in color, to be wireless, and to be able to print 20 pages per minute. These requirements for the new printer would be called the manager’s:

evaluative criteria Feedback: The evaluative criteria are the standards the manager used to determine which printers would be acceptable. Consideration set is sometimes used as a synonym for evoked set. Page: 144

Which of the following agency employees will most likely assume the role of consumer advocate of conflict arises?

account planner Feedback: The primary role of the account planner is to represent the consumer in the process of planning advertising. Page: 152

Which of the following is NOT one of the categories of advertising research?

target marketing Feedback: Target marketing is a marketing strategy—not a research strategy. Pretesting of ads is used to determine if the ads have any communications problems. Creative concept research measures the target audience’s acceptance of different ad concepts. Posttesting of ads (or ad tracking) is used to evaluate an ad campaign. Advertising strategy research helps to define the product concept. Page: 154-155

What is the purpose of ad tracking?

to provide the advertiser with useful guidelines for further advertising Feedback: Ad tracking is another name for posting. Posttesting is used to evaluate the effectiveness of ads after they have run. Page: 158

Primary and secondary data are both examined during which stage of the research process?

informal research Feedback: Informal research is also called exploratory research. Situation analysis is part of the first step and does not involve primary or secondary data. Formal research is two steps removed from the use of primary and secondary data. Problem definition is part of the first step and does not involve primary or secondary data. Page: 159

According to the text, one of the drawbacks to the use of secondary data is:

the potential for obsolescence Feedback: Primary data are much more expensive to gather. Much secondary data are out-of-date. Page: 160

When answering a questionnaire for a car dealership, Mikel Georges was asked several interesting questions, including "What type of pickle would drive an SUV?", "What is your first reaction when you hear the word pewter?", and "Do you consider yourself to have a red or a blue personality?" What research information gathering technique was the dealership using?

projective techniques Feedback: Projective techniques are used to explore subconscious feelings, opinions, and motives. Quantitative research uses closed-ended questions. Page: 162

In order to distribute its signature product through alternate channels, Subway, the sandwich chain, offered sandwiches at four high schools. The sandwiches were prepared at local Subway units and shipped directly to the schools. What type of research would Subway use if it wanted to gain insight into how parents, teachers, and students feel about its sandwiches being sold at schools?

qualitative research Feedback: When looking for feelings, researchers would not use quantitative methodology. Qualitative research elicits in-depth, open-ended responses. Page: 163

Which research methodology has been most impacted by the development of the Universal Product Code (UPC)?

the observation method Feedback: UPCs give stores valuable information on the shopping habits of their customers. Page: 163

Heineken USA first introduced its Heineken Premium Light Lager, its low-calorie, low-carb beer, in Tampa, Florida; Phoenix, Arizona; Dallas, Texas and Providence, Rhode Island, in order to gauge consumer response to the new Heineken product. What type of research did Heineken use?

experimental Feedback: A test market is a form of experimental research in which actual cause-and-effect relationships are measured. Page: 164

Which of the following statements about ad pretesting is true?

Pretesting is often used o predict an ad’s likeability by its target audience. Feedback: Inquiry tests are used in posttesting. Posttesting measures ad effectiveness. Many companies use their employees to pretest their ads. Page: 164-166

Which of the following is an example of method for posttesting ads?

attitude tests Feedback: Alternatives B, C, D, and E are examples of methods for pretesting ads. See also Checklist: Methods for Posttesting Ads. Page: 167

During the final stage of the research process, the researcher should:

summarize the findings Feedback: The final step in the research process is to interpret and report research findings. Technical jargon should not be used, but simple tables and graphs may be helpful. The research problem should be provided at this stage. Page: 167-168

A sporting equipment chain wants to evaluate consumers’ responses to its new frequent shopper program. An advertising researcher designed a questionnaire, which was filled out by customers in each of its store. Its store in Chicago showed that consumers welcomed the new program. The store in Houston indicated that customers thought the new program would be an invasion of privacy. Since both stores administered the same survey, the survey probably lacks:

reliability Feedback: For a test to be valid, its results must be free of bias and reflect the true state of the market. For a test to be reliable, it must be repeatable. Page: 168

In November 2005, MTV World launched MTV Chi, a channel catering to Chinese living teenagers in the United States. Less than a year later, MTV abandoned the project because a ______ of Chinese teens perceived the programming to create stereotypes.

nonprobability sample Feedback: People that complain do not include those who liked the new format. Not everyone in the research universe had an equal chance of giving their opinion about the new network. Page: 169

Which of the following sample survey questions is an example of a dichotomous question?

Do you remember a time in your life when insurance was not important? Feedback: See Exhibit 7-10. A dichotomous question is a simple yes-or-no question. Page: 171

A salad dressing was evaluated in focus groups by consumers in an Asian country. These consumers rated the product for acceptance using a scale that ranked taste, texture, and consistency from "strong probability of purchase" to "no probability of purchase." The product received a high rating but when introduced into a test market, the product did not sell An investigation of the problem indicated that the respondents felt that they could not give the product a low rating because "this will insult our hosts." This is an indication of:

the importance of understanding cultural differences

The traditional _____ plan has four elements—situation analysis, marketing objectives, marketing strategy, and tactics.

top-down marketing Feedback: The traditional top-down marketing plan is illustrated in Exhibit 7-1. The plan is still the most commonly used method for market planning. It fits the hierarchical organization of most businesses. Page: 179

Why do companies set need-satisfying objectives?

They force managers to look at the company through the customers’ eyes. Feedback: The purpose of the corporate objectives is to allow them to think in terms of return on investments. Sales-target objectives are specific and quantifiable. Need-satisfying objectives allow managers to take a broad view of the company and its business. Page: 180

Which of the following is the BEST example of a sales-target objective?

to increase sales volume by 5 percent during each of the next five years Feedback: The sales-target objective should be specific, quantitative, and realistic and set to be achieved within a specific time period. Alternative A, D, and E are not quantitative. Alternative C, D, and E are not time-specific. Page: 181

According to Trout and Reis, a business that uses _____ warfare, uses surprise and realizes that too much research wastes precious time. It also keeps up the pursuit once it has moved into uncontested markets.

flanking Feedback: With an offensive strategy, businesses attack the market leader. Strategic squares is not one of the warfare strategies listed by Trout and Reis. Defensive warfare indicates the participating company is the market leader. A guerrilla strategy instructs businesses to find a market segment small enough to defend. See Commercial Break 7-A: The Strategies of Marketing Warfare. Page: 182

Liechtenstein is a small European principality. In the minds of businesspeople, the country has the image of a "money laundering paradise." It you think of a country name as if it were a brand, than how Liechtenstein is perceived by tourists and businesspeople indicates its _____ strategy.

positioning Feedback: A brand’s position is the place it occupies in consumers’ minds. Every product has some position. Page: 182

Excedrin has marketed a variety of pain relievers designed to alleviate specific conditions such as migraine headaches, stress-induced headaches, and sinus headaches and targeted to people who suffer from these kinds of headaches. According to Ernest Martin, what kind of positioning strategy is Excedrin using with these new products?

product attributes Feedback: The brand is setting itself apart by providing medication only for the areas where pain is occurring. It is stressing a particular product attribute (not treating areas where there is no pain) that is important to consumers. Page: 183

The Framework Company refurbishes antique French purses with silk, satin, and jade trimmings. The bags are its only product. They sell for about $875. They are available only in Houston and New York City. They are promoted through cooperative advertising with the exclusive distributor and by word-of-mouth. This is a brief description of Framework’s:

marketing mix Feedback: The question describes Framework’s product, its price, its promotion, and its distribution. Page: 183-184

Why must companies focus on managing loyalty among carefully chosen customer and stakeholders if they want to succeed?

the cost of lost customers Feedback: No amount of advertising is likely to win back a customer lost due to shoddy products or poor service. The real loss is represented by the loss of the lifetime customer value. Two other reasons for managing loyalty are the cost of acquiring new customers and the value of loyal customers. Page: 186-187

When you phone to buy tickets for a visit to the Biltmore Estate in North Carolina, the telemarketer is friendly and helpful. Once the tickets are purchased and before the conversation is ended, the telemarketers ask customers to call if they encounter any problems. What level of relationship does this exemplify?

reactive relationship Feedback: In an accountable relationship, the telemarketer would have called the customer shortly after the sale. In the basic transactional relationship, there is no follow-up of any type. In the reactive relationship, the company sells the product and encourages customers to call if they have a problem. In a partnership, the company works continuously with customers. In a proactive relationship, the customer is contacted periodically. Page: 187

As Lindsey was pulling out of a mall entrance, her car was almost hit by a Littleton ice cream truck. The driver didn’t notice her car or the trouble she had avoiding the accident. At that point, she swore to never buy Littleton ice cream again. In terms of the messages that stakeholders receive, Lindsey received a(n) _____ message.

unplanned Feedback: Companies have little or no control over unplanned messages—as in the example here. The other three sources of brand messages are planned messages, product messages, and service messages. Page: 190

Singapore Airlines provides many unique experiences for its customers such as bed preparation, chefs that will prepare meals you pre-order, and a "level of concern for your well-being that will soothe your mind and your body." Passengers flying on Singapore Airlines are almost bombarded with _____ messages.

unplanned Feedback: Service messages result from employees’ interactions with customers. Page: 190

According to the integration triangle:

A) product and service messages are do messages. B) planned messages are say messages. C) unplanned messages are confirm messages. D) perceptions are created from brand messages. Feedback: See Exhibit 7-4: The Integration Triangle. The model is a simple illustration of how perceptions are created from the various brand message sources. Page: 191

A small ad for the PGA Golf Tour Academy catches the reader’s eye with the following headline: "Learn to play like a tour player." According to the advertising pyramid, the purpose of this ad would most likely be to create:

desire Feedback: The ad appeals to the desire that every golfer already has to improve his or her game. See Exhibit 7-5: The Advertising Pyramid. Alternatives C, D, and E are not stages on the advertising pyramid. Page: 193

Advertising strategy blends together:

the creative strategy and the media strategy Feedback: The advertising strategy describes how the advertiser will achieve its advertising objectives with respect to consumer awareness, attitude, and preference. Page: 196

The Half Moon Bakery sells freshly baked breads, cakes, and cookies. It advertises on the local radio stations and in the local newspaper. To distribute its advertising message, its owner has budgeted 5 percent of the previous year’s sales to advertising. Which method of allocating funds is the bakery owner using?

percentage-of-sales Feedback: Percentage-of-sales method is the most popular method for allocating funds to advertising. See also Checklist: Ways to Set Advertising Budgets. Page: 198

Ford’s Wood Elixir Company makes everything you need to strip and restore antique wooden furniture. It has developed a new all-natural cleaner that is effective and easy to use. The product will be called Nature’s Way, and it will be introduced to the marketplace in December. If Ford’s Wood Elixir follows the common practice for firms with a new product, which method of allocating funds will it most likely use?

share-of-market/share-of-voice Feedback: The share-of-market/share-of-voice method assumes that to gain a particular share of market, you must spend more than your share of advertising dollars to first gain a share of the consumers’ minds. Page: 200

The budget buildup method is also known as the _____ method.

objective/task Feedback: See Checklist: Ways to Set Advertising Budgets. The competitive parity method is also called the self-defense method. The objective/task method has three steps: defining objectives, determining strategy, and estimating the cost to execute the strategy. Page: 200

The ad for Whiskas cat food includes a cartoon drawing of a cat watching a woman paint her toenails. The headline suggests that cats know an awful lot about you that you wouldn’t want spread around. "Feed them right and they’ll keep your secret." Who was responsible for creating the cartoon?

the art director Feedback: The art director develops the nonverbal message and the design, which determine the look and feel of the ad.  Page: 207

An ad headlined, "The average lifespan of a washer and dryer is 13 years." would more than likely be highly:

informational Feedback: Informational ads offer relief for perceived or real problems. Educational advertising is not a term used in this text. Exchanges are transactional—not ads. Transformational ads use positive reinforcement.  Page: 209

The Carnival Cruise ship ad begins, "Rediscover the fun that started it all," and shows a couple enjoying an intimate conversation. The Carnival ad is _____ because it has a positively originated motive.

transformational Feedback: An ad that is transformational uses positive reinforcement to offer a reward and rely on consumers having motives that are positively originated. Informational ads offer relief for perceived or real problems. Page: 209

The copy platform for Palmer’s coca-butter-enriched skin softeners would deal with all of the following issues EXCEPT:

the names of the media vehicles (specific stations or newspapers, etc.) that will be used in the campaign Feedback: The copy platform is also called the creative brief a copy strategy, a work plan, and a creative strategy. The medium would be selected at this time, but not the specific media vehicle—timing, costs, and availability would need to be determined closer to the actual running of the ad.  Page: 210-211

The message strategy has three components. They are verbal, nonverbal, and:

technical Feedback: Feedback is part of the communications process. Technical elements include execution approach, mechanical outcome, and scheduling limitations.  Page: 212

Mandatories are:

addresses, logos, and slogans, which are required in every ad Feedback: Mandatories are unrelated to markets. Mandatories are part of the technical component of a message strategy. The use of manadatories is not directed by the law.  Page: 212

Best Buy retail stores carry many brands and styles of television monitors. In fact, its slogan is "Thousands of Possibilities." You could almost say the ad has a "sea of televisions," which is why in it shows a customer and his new TV rowing through hundreds of television sets. What technique did the creative director use to help the reader get the point of the ad?

visual metaphor Feedback: The visual metaphor reinforces the slogan and makes its meaning clearer to the prospect. In addition, the metaphor describes one concept in terms of another, helping the reader or viewer learn about the product.  Page: 213

Which of the following statements about the psychological impact of color is true?

A) Colors can impart life preferences. B) Orange is considered to be the "most edible color." C) National origin can play a role in color preferences. D) Brown is considered a masculine color. Feedback: To learn about the use of color in advertising, see Commercial Break 8: The Psychological Impact of Color.  Page: 214

Last year, the Sopeleto Art Festival was $30,000 in the red. Its managing director intuitively realized that if he were going to keep the festival running he had to rid the festival of cheap gimmickry and poorly made crafts. He embraced the conflict that resulted from his widespread changes. This year, the festival made almost $1,000 in profit due to the _____ thinking of its director.

value-based Feedback: Value-based thinkers make decisions based on intuition, value, and ethical judgments. They are better able to embrace change, conflict, and paradox. They are good at using their imagination to create new ideas.  Page: 215

There is a four-step model used to designate the roles in the creative process. The first distinct, albeit imaginary, role assumed during the creative process is the:

explorer Feedback: The Explorer examines the information gathered by the creatives, reviews the creative strategy, and study the market, the product, and the competition. The Artist develops and implements the big idea. The Judge decides the practicality of the work done by the Artist. The Warrior assumes the final role.  Page: 217

There is a four-step model used to designate the roles in the creative process. In which of these roles would a creative person be most likely to engage in brainstorming?

Explorer Feedback: The job of the Explorer is to gather information—a task for which brainstorming can be used. When the role of the Artist role is assumed, all the information has already been gathered. Brainstorming would not be used for judging the practicality of what the Artist has done. By the time this role is assumed, it is too late for effective brainstorming.  Page: 217-218

In 2008, Helen’s Foods, the maker of pre-baked and frozen meals, introduced a line of vegetarian Comfort Meals including a macaroni and cheese meal. In which of these roles would a creative person taste a variety of different brands of macaroni and cheese meals to determine what the unique selling proposition for Helen’s Foods?

Explorer Feedback: The job of the Explorer is to gather information, such as by examining the competition.  Page: 217-218

_____ can occur when an agency has served an account for a long time and all the fresh ideas been worked and reworked.

Creative fatigue Feedback: Other problems that sometimes hinder someone in the Artist role include creative blocking. Creative fatigue can also occur when the client has rejected a series of ideas, the inspiration is lost, and the creatives start trying to force ideas.  Page: 221

The creative pyramid:

is a guide to formulating copy and art Feedback: The creative pyramid and the advertising pyramid both have only five steps. See Exhibit 8-2 to compare the two. The creative pyramid is a tool of the Artist role. The creative pyramid is the model that can help the creative team convert the advertising strategy and the big idea into the physical ad or commercial.  Page: 222

In its ads, Aleve pain reliever is compared to Advil and Bayer aspirin. According to the ads, one Aleve gives relief for twelve hours; the other pain relievers have to be taken every four hours. This type of comparison ad can be used to build an ad’s:

credibility Feedback: Comparison ads can be used to build credibility, but they must be relevant to consumers’ needs—and fair.  Page: 224-225

In 2008, Helen’s Foods, the maker of pre-baked and frozen meals, introduced a line of vegetarian Comfort Meals. The creative in the role of the _____ would state that a full-page ad for the company’s vegetarian chili would be a waste of resources in a publication aimed at beef farmers.

Judge Feedback: The Judge evaluates the ad as to whether it will be effective.  Page: 226

In the creative process, the Warrior role:

should help the client recognize and appreciate the big idea Feedback: It is a difficult role because the warrior must do battle with the people in the agency as well as the client. For clients, the recognition of a big idea is almost as difficult as its creation. The efforts of those in the other roles would be wasted if there were not a Warrior. Conceptualization is done by the Artist role. The gathering of information is done by the Explorer role.  Page: 227-228

One of the purposes of the layout is to:

serves as an ad blueprint Feedback: The layout shows how the message is encoded. The reader will decode. The layout is also helps the creative team develop the ad’s psychological elements and it shows the advertiser and the agency how the finished ad will look in advance.  Page: 235

Another name for the poser-style format is the:

picture-window layout Feedback: The thumbnail sketch is a very small sketch of the layout. The pasteup is a piece of white artboard on which mechanicals are overlaid. It is also called camera-ready copy.  Page: 238

According to the principles of design followed by a layout artist,:

the ad must have a directional pattern Feedback: There must be one dominant element in the ad. The directional pattern allows the reader to know in what sequence the ad should be read. The design must be in balance. The space used in the ad must be broken into pleasing proportions.  Page: 242

The visual in an ad is designed with several goals in mind, including:

A) the clarification of claims made by the copy B) the arousal of the reader’s interest in the ad C) the identification of the subject of the ad D) the preservation of ad campaign continuity Feedback: Other goals include capturing the reader’s attention, showing the product actually being used, qualifying readers by stopping those who are legitimate prospects, helping convince readers of the truth of copy claims, emphasizing the product’s unique features, and creating a favorable impression of the product.  Page: 242-243

Selecting the focus of an advertising visual is a major step in the creative process. Which of the following is LEAST likely to be the focus for an ad visual?

public relations value Feedback: The package helps the buyer find the package on the grocery shelf. Sometimes the visual points out what happens if you don’t use the product. Product comparison is premise of comparative advertising. Before and after testimonials are commonly used as visuals.  Page: 243-244

The ad’s headline reads, "This allergy season, help prevent congestion before it begins, with NASONEX." The allergy medication NASONEX uses a(n) _____ headline.

benefit Feedback: This headline makes no attempt to arouse curiosity. The headline is promising that this product will benefit its users. Page: 247

Brighton is a purse manufacturer that developed a line of red-heart-shaped purses to sell at Valentine’s Day. The headline of the ad in which the purses were introduced read, "Share your heart!" Brighton used a(n) _____ headline.

command Feedback: This question does not interrogate readers. The headline does not explain how the customer will benefit from giving a Brighton purse. A command headline orders the reader to do something.  Page: 247

The headline reads, "Everybody worries about the cost of fuel. Falcon airplane owners worry 20-60% less," and the _____ copy explains the fuel economy achieved by owners of this brand of small airplane.

straight-sell Feedback: The copy is a straightforward and factual presentation.  Page: 248

To write effective copy, a copywriter must:

use vivid language Feedback: According to Checklist: Writing Effective Copy, effective copywriting uses simple sentences. You should not overpunctuate. Contractions are used because they’re fast, and they’re personal. Personal pronouns are used because the copywriter is just talking to the one person reading the ad.  Page: 248

Four basic format elements are used to construct long copy ads. They are: the lead-in paragraph, interior paragraphs, the close, and the:

trial close Feedback: The testimonial would be included in the interior paragraphs. The headline is not part of the copy body. A trial close gives the reader the opportunity to make the buying decision early. While credibility is important to effective copywriting, it is not a format element.  Page: 250

Each advertising message sent by Singapore Airlines contains the words "the romance of travel lives on," This _____ is designed to serve as a memorable positioning statement for the airlines.

taglines Feedback: Taglines are also called slogans and themelines. The other purpose they serve is to provide continuity in a series of ads. Through continuous use, they become standard statements of product position.  Page: 250

Which of the following is an important guideline for creating effective radio commercials?

Mention the advertiser’s name early and often. Feedback: According to the Checklist: Creating Effective Radio Commercials, According to Checklist: Writing Effective Copy, each commercial should only have one big idea. You should use familiar sound effects. Always ask for the order/sale. People tend to forget shorter commercials. Sixty-spots are preferable.  Page: 251

In a recent commercial for Yoplait yogurt, we see four women seated in a beach bungalow, enjoying Yoplait yogurt together, and talking about how good it is. One says, "Ooo, this is Day at the Spa Good." Another responds, "No, this is Foot Massage Good." The Yoplait ad is an example of a _____ commercial.

slice-of-life Feedback: The slice-of-life commercial is a dramatization of a real-life situation.  Page: 256

The stylized face of Colonel Sanders in KFC ads and on its products acts as a(n) _____. It triggers instant recall of the product.

mnemonic device Feedback: A mnemonic device is a technique that helps you remember something. The colonel’s face would trigger instant recall.  Page: 256

A(n) _____ is a film strip of the sketches in the storyboard accompanied by the audio portion synchronized on tape.

animatic Feedback: Rough comps and mechanicals are used in print layouts. Animatics are used to supplement the storyboards.  Page: 258

Which of the following is one of the basic rules needed when an advertisement is to be translated from one language to another?

The translator must know the product’s benefits and its markets before he or she can do an effective job at translating copy. Feedback: Idiomatic expressions only make the translator’s job more difficult. The translator does need to be a trained copywriter to make the translation most effective. Ideally, the translated ad will be in the native tongue of the translator to ensure an accurate translation.  Page: 262

Camera Ready Art

a finished ad that is ready for the printer’s camera to shoot—to make negatives or plates—according to the publication’s specifications.

Headline

the words in the leading position of an advertisement—the words that will be read first or that are positioned to draw the most attention.

Slogan

a standard company statement (also called a tagline or a themeline) for advertisements, salespeople, and company employees. Slogans have two basic purposes: to provide continuity for a campaign and to reduce a key theme or idea to a brief memorable positioning statement. Many come from successful headlines. Help reduce ad message to a single, memorable, repeatable positioning statement.

Taglines

a standard company statement for advertisements, salespeople, and company employees,

Seal

a type of certification mark offered by such organizations as the good housekeeping institute and underwriters laboratories when a product meets standards established by these institutions. Seals provide an independent valued endorsement for the advertised product. Awarded by special organizations.

Voice-Over

in television advertising, the spoken copy or dialogue delivered by an announcer who is not seen but whose voice is heard.

Testimonial

the use of satisfied customers and celebrities to endorse a product in advertising.

Slice of Life (Problem and Solution)

A dramatization of a real life situation.

Jingle

Commericals sung with sales messages.

Storyboard

A sheet preprinted with a series of 8 to 20 blank frames in the shape of tv screens which includes text of the commercial, sound effects, and camera views.

Icon

a pictorial image that represents and idea or thing

The use of layouts

…

Principals of Design: What designs work best?

…

What is the purpose of the visual in a print ad?

…

Types of Headlines

…

Body Copy Styles

…

Formats for Radio & TV commercials

…

Goals for visuals and focus for visuals

…

One of the purposes of the layout is to:

serve as an ad blueprint.

According to the principles of design followed by a layout artist:

the ad must have a directional pattern.

The ad’s headline reads, "This allergy season, help prevent congestion before it begins, with Nasonex." The allergy medication Nasonex uses a(n) _____ headline.

benefit

To write effective copy, a copywriter must:

use vivid language.

Four basic format elements are used to construct long copy ads. They are: the lead-in paragraph, interior paragraphs, the close, and the:

trial close.

Each advertising message sent by Singapore Airlines contains the words "The Romance of Travel Lives On." This _____ is designed to serve as a memorable positioning statement for the airlines.

tagline

Which of the following is an important guideline for creating effective radio commercials?

Mention the advertiser’s name early and often

In a recent commercial for Yoplait yogurt, we see four women seated in a beach bungalow, enjoying Yoplait yogurt together, and talking about how good it is. One says, "Ooo, this is Day at the Spa Good." Another responds, "No, this is Foot Massage Good." The Yoplait ad is an example of a(n) _____ commercial.

slice-of-life

A(n) _____ is a film strip of the sketches in the storyboard accompanied by the audio portion synchronized on tape.

animatic

Which of the following is one of the basic rules needed when an advertisement is to be translated from one language to another?

The translator must know the product’s benefits and its markets before he/she can do an effective job at translating copy.

Copy Writer

person who creates the words and concepts for ads and commercials.

Art Director

along w/ graphic designers and production artists, determines how the ad’s verbal and visual symbols will fit together.

Creative Director

head of a creative team of agency copywriters and artists. He or she is ultimately responsible for the creative product- the form the final ad takes.

Creatives

the people who work in the creative department, regardless of the specialty.

Creativity

involves combining two or more previously unconnected objects or ideas into something new.

Advertising Objectives

a specific communication task an advertising campaign should accomplish for a specific target audience.

Target Audience

the specific group of individuals to whom the advertising message is directed.

Big Idea

the flash of creative insight—the bold advertising initiative— that captures the essence of the strategy in an imaginative, involving way and brings the subject to life to make the reader stop, look, and listen.

Brand Personality

describes a brand in terms of human characteristics. A significant component in effective branding is imparting personality to a brand, reflecting its reputation, attitudes, and behavior.

What is creativity?

Helps Advertising Inform, helps ads become more vidid, helps attract attention, maintains interests and stimulates. Helps ads persuade by nonverable elements. Helps ads remind: turn boring remindes into interesting, entertaining ads. Emotianal Tugg.

What is resonance?

…

What is relevance?

…

Fact-based Vs. Value-Based Thinking

…

Elements of Message Strategy

…

The role of creativity in advertising

…

Know the Four Roles of the Creative Process

…

Know the Steps of the creative pyramid. (Pg. 214)

…

Writing the Creative Strategy

…

Strategies of Transforming a concept

…

Blocks to creativity

Caused by information overload, mental or physical fatigue, stress, fear, insecurity, or even the same type of thinking. When the agency has been serving the client for too long and they "think like the client"

The ad for Whiskas cat food includes a cartoon drawing of a cat watching a woman paint her toenails. The headline suggests that cats know an awful lot about you that you would not want spread around. "Feed them right and they’ll keep your secret." Who was responsible for creating the cartoon?

The art director

An ad headlined, "The average lifespan of a washer and dryer is 13 years" would more than likely be highly:

informational.

The Carnival Cruise ship ad begins, "Rediscover the fun that started it all," and shows a couple enjoying an intimate conversation. The Carnival ad is _____ because it has a positively originated motive.

transformational

The copy platform for Palmer’s cocoa-butter-enriched skin softeners would deal with all of the following issues EXCEPT:

the names of the media vehicles (specific stations or newspapers, etc.) that will be used in the campaign.

Mandatories are:

addresses, logos, and slogans, which are required in every ad.

Best Buy retail stores carry many brands and styles of television monitors. In fact, its slogan is "Thousands of Possibilities." You could almost say the ad has a "sea of televisions," which is why it shows a customer and his new TV rowing through hundreds of television sets. What technique did the creative director use to help the reader get the point of the ad?

Visual metaphor

Last year, the Spoleto Art Festival was $30,000 in the red. Its managing director intuitively realized that if he were going to keep the festival running he had to rid the festival of cheap gimmickry and poorly made crafts. He embraced the conflict that resulted from his widespread changes. This year, the festival made almost $1,000 in profit due to the _____ thinking of its director.

value-based

There is a four-step model used to designate the roles in the creative process. The first distinct, albeit imaginary, role assumed during the creative process is the:

explorer.

The creative pyramid:

is a guide to formulating copy and art.

In the creative process, the Warrior role:

should help the client recognize and appreciate the big idea.

Marketing Plan

Assembles relevant factsabout the organization, its market, products, services, costumers, competion, ect. May be the most important document for a company. Displays goals and objectives for specific periods of time. Small and breif for small organizations, large and complelx for bigger organizations

Situational Analysis

Factual Statements of the organizations situations and how it got there.

Marketing strategy

the statement of how the company is going to accomplish its marketing objectives.

Positioning

the association of a brand’s features and benefits with a particular set of customer needs, clearly differentiating it from the competition in the mind of the customer.

Procut Life Cycle

progressive stages in the life of a product, including: introduction, growth, maturity, and decline—that affect the way a product is marketed and advertised.

Stakeholders

in relationship marketing, customers, employees, centers of influence, stockholders, the financial community, and the press. Different stakeholders require different types of relationships.

Synergy

an effect achieved when the sum of the parts is greater than expected from simply adding together the individual components.

Integrated Marketing Campaings

the process of building a reinforcing mutually profitable relationships w/ employees, customers, other stakeholders, and the general public by developing and coordinating a strategic communications program that enables them to make consecutive contact with the company/brand through a variety of media.

Creative Strategy

a written statement that serves as the creative team’s guide for writing and producing an ad.

SWOT Analysis

After assessing a companies situation, the writer of a marketing plan prepares an analysis that identifies the brand’s or products strengths, weaknesses, opportunities, and threats.

The importance of the marketing Plan

…

Corporate Vs. Marketing Objectives

…

Aspects of Relationship Marketing

…

What distinguishes a need-satisfying objective and a sales-target objective?

…

The four sourcs of brand messages

…

The Integration Triangle

…

Top-Down Vs. Bottom Up Marketing Plans

…

Strategic Positioning: Know the approaches

…

The two subcategories of the advertising strategy

…

The different types of fund allocation in advertising

…

The traditional _____ plan has four elements—situation analysis, marketing objectives, marketing strategy, and tactics.

top-down marketing

Excedrin has marketed a variety of pain relievers designed to alleviate specific conditions such as migraine headaches, stress-induced headaches, and sinus headaches and targeted to people who suffer from these kinds of headaches. According to Ernest Martin, what kind of positioning strategy is Excedrin using with these new products?

Product attributes

The Framework Company refurbishes antique French purses with silk, satin, and jade trimmings. The bags are its only product. They sell for about $875. They are available only in Houston and New York City. They are promoted through cooperative advertising with the exclusive distributor and by word-of-mouth. This is a brief description of Framework’s:

marketing mix.

Why must companies focus on managing loyalty among carefully chosen customer and stakeholders if they want to succeed?

The cost of lost customers

When you phone to buy tickets for a visit to the Biltmore Estate in North Carolina, the telemarketer is friendly and helpful. Once the tickets are purchased and before the conversation is ended, the telemarketers ask customers to call if they encounter any problems. What level of relationship does this exemplify?

Reactive relationship

As Lindsey was pulling out of a mall entrance, her car was almost hit by a Littleton ice cream truck. The driver didn’t notice her car or the trouble she had avoiding the accident. At that point, she swore to never buy Littleton ice cream again. In terms of the messages that stakeholders receive, Lindsey received a(n) _____ message.

unplanned

According to the integration triangle:

product and service messages are do messages.

A small ad for the PGA Golf Tour Academy catches the reader’s eye with the following headline: "Learn to play like a tour player." According to the advertising pyramid, the purpose of this ad would most likely be to create:

desire.

The Half Moon Bakery sells freshly baked breads, cakes, and cookies. It advertises on the local radio stations and in the local newspaper. To distribute its advertising message, its owner has budgeted 5 percent of the previous year’s sales to advertising. Which method of allocating funds is the bakery owner using?

Percentage-of-sales

The budget buildup method is also known as the _____ method.

objective/task

Account Planner

Responsible for account planning. Represents the consumer, ensures ad is relevant to the audience.

Market Research

Identifies Market needs and segments. 1.Provides information to develop new products. 2. Devise marketing stragegies. 3. Enables managers to access effectiveness of marketing activities.

Advertising Research

Systematic gathering and analysis of information to help develop or evaluate advertising strategies, individual ads, and entire campaings. 4 different Categories.

Media Research

the systematic gathering and analysis of information on the reach and effectiveness of media vehicles.

Creative Concept Research

…

Pretesting

testing the effectiveness of an advertisement for gaps or flaws in message content before recommending to clients, often conducted through focus groups.

Posttesting

testing the effectiveness of an advertisement after it has been run.

Qualitative Research

research that tries to determine market variables according to unquantifiable criteria such as attitudes, beliefs, and lifestyle.

Quantitative Research

research that tries to determine market variables according to unquantifiable criteria such as attitudes, beliefs, and lifestyle.

Validity

an important characteristic of a research test results. For a test to be valid, it must reflect the true status of the market.

Reliability

an important characteristic of research test results. For a test to be reliable, it must be repeatable, producing the same result each time it is administered.

Difference between market, advertising, and media research.

…

Advertising research catergories:including chart on pg. 153

…

Advertising Strategy Research: What’s involved?

…

The five steps in the research process

…

Differentiate the different qualitative and quantitative methods.

…

Different types of sampling (probability vs. nonprobability)

…

Internal vs. External Secondary Data

…

Which of the following agency employees will most likely assume the role of consumer advocate of conflict arises?

Account planner

What is the purpose of ad tracking?

To provide the advertiser with useful guidelines for further advertising.

According to the text, one of the drawbacks to the use of secondary data is:

the potential for obsolescence.

When answering a questionnaire for a car dealership, Mikel Georges was asked several interesting questions, including "What type of pickle would drive an SUV?", "What is your first reaction when you hear the word pewter?", and "Do you consider yourself to have a red or a blue personality?" What research information gathering technique was the dealership using?

Projective techniques

Heineken USA first introduced its Heineken Premium Light Lager, its low-calorie, low-carb beer, in Tampa, Florida; Phoenix, Arizona; Dallas, Texas and Providence, Rhode Island, in order to gauge consumer response to the new Heineken product. What type of research did Heineken use?

Experimental

Which of the following is an example of method for posttesting ads?

Attitude tests

During the final stage of the research process, the researcher should:

summarize the findings.

In November 2005, MTV World launched MTV Chi, a channel catering to Chinese teenagers living in the United States. Less than a year later, MTV abandoned the project because a ______ of Chinese teens perceived the programming to create stereotypes.

nonprobability sample

Which of the following sample survey questions is an example of a dichotomous question?

Do you remember a time in your life when insurance was not important?

A salad dressing was evaluated in focus groups by consumers in an Asian country. These consumers rated the product for acceptance using a scale that ranked taste, texture, and consistency from "strong probability of purchase" to "no probability of purchase." The product received a high rating but when introduced into a test market, the product did not sell An investigation of the problem indicated that the respondents felt that they could not give the product a low rating because "this will insult our hosts." This is an indication of:

the importance of understanding cultural differences.

How many advertising messages are we exposed to daily?

No fewer than 500 ads a day.

In the future what age groups will require strategy changes for advertisers?

Probably baby boomers and senior citizens

Describe the growth of advertising. What has it paralleled?

Paralleled to mass production, mass transportation, and mass selling…

When did national Advertising first develop?

1840’s…

What is a Huckster? What was the Pure Food and Drug Act designed to do?

A con-artist. It was designed to combat Hucksters…

What is the Audit Bureau of Circulations?

It pertains to Magazines and News Papers, to ensure periodical audits and statements…

What was the Wheeler-Lee act?

An act passed to protect the consumer against false advertising, Gave FCC principal jurisdiction authority of all ads …

Describe the impact of advertising in World War 1 and 2.

Took on project to continue to fight WWII…

After WWII describe the growth of advertising.

Spread by advertising abroad, created more agencies, computers, and market research…

What is the Advertising Council?

Where media donate free time and space to support campaigns such as Red Cross, United Negro College Fund, and Smokey the Bear…

What is positioning?

Doing something first, and putting yourself against your competition…

What have advertising people tried to do in regard to being considered "professional?"

Tried to upgrade standards…

What are the principal criticisms of advertising?

That it appeals to emotion, not reason. Keep up with the Jones’s, repetition…

What is the principal government agency that deals with advertising?

The FTC…

Why have consumer groups targeted advertising?

Because advertising is the most physical form of business…

What is the Truth in Lending Act?

Required companies to state terms of credit for interest rates in revolving accounts…

What is the definition of Advertising given in class?

Something you pay for, identified, nonpersonal, and the presentation of goods, services, and ideas…

Be able to describe the following forms of advertising: National, retail or local, direct response, industrial, trade, professional.

1.National Adv: Typically uses network television, radio and magazines. (Make trademark known so ppl will go and buy it.) 2.Retail or Local:Advertising by a merchant or dealer, designed to cause the consumer to buy at his store. (Local Level) 3.Direct Response: Buying directly from the manufacturer. 4.Trade: People who buy goods and services in large quantities. 5.Institutional: Designed to sell an entire company or idea rather than a specific product. 6.Professional: Selling of products to someone who can recommend their use to other.

Describe what the creative department of an ad agency does?

Brainstorms for ideas to advertise products.

How do ad agencies make money?

15% from media. Also have a service charge of about 2.5-2.8%.

How competitive is the ad agency business?

Extremely Competitive…

What is the role of the account executive in an ad agency?

Lei son between client and agency, they have high pressure….

What do media sales reps do? (Whom do they call on?) (How do they use a rate card)

Sell off a rate card that contains an open rate. They call on small business who can’t afford ads. They work for media.

What is drive time period in radio?

When going to work 7-9am, 5-7pm and rates are higher during these times…

What is a major difference between advertising rates for newspapers as compared with radio? TV?

Radio-TV will offer special rates, newspapers will not…

What are the advantages of radio advertising?

Production time is short, well done visual, well thought out and successful…

What is different about industrial advertising?

Use direct mail, conventions with exhibits

What is probably the chief characteristic that an ad person needs to have?

Ability to write…

Do you have to draw to be in advertising?

No, unless you are in ad art…

How the director and the graphic artists (or graphic designer) conceptually choose and structure the artistic elements of an ad is called the ad’s:

design

A(n) _____ is an overall orderly arrangement of all the format elements of a print ad.

layout

48. How does the layout of an advertisement help ensure its success?

…

49. The _____ is responsible for assembling the various elements of an ad and mechanically putting them together the way the art director has indicated.

production artist

50. After conceptualization, the primary responsibility of the art director is to:

…

51. Thumbnail sketches:

are very small, rough, rapidly produced drawings used to try out ideas during the conceptual phase of the design process.

52. In the ____, which is drawn to the size of the actual advertisement, the headlines and subheads are lettered in, the intended illustrations and photographs are sketched in, and the body copy is simulated by using pencil lines.

rough

53. Which of the following statements about comprehensive layouts or comps is true?

At the comp stage, all visuals are in final form.

54. For which of the following projects would an ad agency be MOST likely to develop a dummy?

…

55. Traditional mechanicals are:

type and line art pasted in place on a piece of white art board, called paste-ups.

56. According to the principles guiding how ads should be laid out?

…

57. Another name for the poster-style format is the:

picture-window layout

58. Selecting the focus of an advertising visual is an important step in the creative process. Which of the following is LEAST likely to be the focus for an ad visual?

Public relations value

59. A _____ is the term for the words in the leading position of an advertisement. These words are usually in larger type than the rest of the ad.

headline

60. An effective headline should:

engage the audience

61. The headline for an ad for Swanson’s chicken broth reads, "Make chicken soup as good as grandma’s." This headline is not only a command headline, but it is also designed to be a(n) _____ headline.

provocative

62. The ad for Rockport boots has the following _____ headline: "A total of 500,000 tons of rain can fall from a single storm."

news/information

63. The headline for the Land O’Lakes butter ad reads, "What if you could taste sunshine?" This headline is not only a question headline, but it is also designed to be a(n) _____ headline.

provocative

64. When Crate & Barrel began carrying a line of cookware created specifically for the retailer by well-known designer Michael Graves, its ads used the following _____ headline: "Can a great designer make a great cook?"

question

65. Brighton is a purse manufacturer that developed a line of red, heart-shaped purses to sell on Valentine’s Day. The headline of the ad in which the purses were introduced read, "Share your heart!" Brighton used a(n) _____ headline.

command

66. The additional smaller headline that generally appears below main headline is called a(n):

subhead

67. Which of the following statements about subheads is true?

The purpose of the subhead is to act as a stepping stone between the body copy and the headline.

68. The headline reads, "Everybody worries about the cost of fuel. Falcon airplane owners worry 20 to 60 percent less," and the _____ copy explains the fuel economy achieved by owners of this brand of small airplane.

…

69. In an ad for the Fidelity Investment Bank, _____ copy is used, which explains how to create your own IRA account and to get the maximum benefits from it.

…

70. Cargill, Incorporated is a privately held, multinational corporation. Its business activities include purchasing, processing, and distributing grain and other agricultural commodities, and the manufacture and sale of livestock feed and ingredients for processed foods and pharmaceuticals. In 2007, Cargill launched an ad campaign in which it used advertising in business publications to extol its virtues. In other words, Cargill used _____ copy in its print ads.

…

71. A company that wanted to use an emotional appeal to consumers would most likely use _____ copy.

narrative

72. An ad for the retailer Coldwater Creek does not promote the clothing the store chain sells. Rather the ad was designed to promote the Susan G. Komen Breast Cancer Race for the Cure. The _____ copy in this ad described how important it was for women to receive annual mammograms and support breast cancer research.

…

73. An ad for Pûr water filters has a photo which shows a woman enjoying a glass of water from her Pûr water filter while her dog is on the counter gnawing on a freshly cooked turkey. The _____ copy under the picture begins with the following statement: "The only thing you’ll notice is how great it tastes."

…

74. _____ copy depends on wordplays, humor, poetry, rhymes, great exaggeration, gags, and other tricks.

device

75. Which of the following is a basic element in the construction of body copy?

trial close

76. In an advertisement in print media, the _____ is a bridge between the headline, the subheads, and the sales ideas presented in the text.

lead-in paragraph

77. The bottom of an advertisement for Horizon brand organic milk asks readers to visit http://www.horizonorganic.com/DHA to learn more about why you should drink organic milk. This is an example of a(n):

close

78. Campbell’s Soup uses the slogan or ____, "M’m! M’m! Good!"

tagline

79. GE uses "Imagination at Work" as its slogan. La-Z-Boy Incorporated uses the slogan "Comfort. It’s what we do." Why do these international companies find it necessary to use slogans?

to provide continuity for an ad campaign

80. The _____ on Pepperidge Farm whole grain breads informs customers that the bread is certified to provide heart-healthy nutritional benefits by the American Heart Association, an independent organization.

seal

81. Which of the following statements about developing copy for radio advertising is true?

…

82. The most effective radio commercials should:

…

83. The art director for a television commercial creates the _____ to present the artistic approach, the action sequences, and the style of the commercial.

…

84. Effective television commercials should:

…

85. The _____ commercial is the oldest and simplest type of television commercial to produce.

straight announcement

86. A(n) _____ commercial for an electronic home security system showed a family’s home that had been robbed, while the voiceover explained how the security system would have saved the family from the heartbreaking loss of family treasures.

…

87. John Slack is a noted equestrian and a World Champion rider. He appeared in a _____ commercial to tell other horse lovers about the Purina Mills Equine Education Series, which provides advice on your horse’s care and training.

…

88. A television commercial shows Finishing Touch Hair Remover, an electric hair trimmer designed for "sensitive areas." The ad shows various women shaving their face. This commercial is an example of a(n) _____ commercial.

…

89. A _____ commercial for the Pentax waterproof point-n-shoot digital camera showed how the camera survived when a toddler grabbed the camera and dropped it into her grungy bathwater.

…

90. Slice-of-life television commercials often incorporate ____, which are defined as devices, often gimmicks, used to assist the viewer’s memory.

…

91. The stylized face of Colonel Sanders in KFC ads and on its products acts as a(n) ______; it triggers instant recall of the product.

…

92. During the 2008 Super Bowl, SoBe ran a commercial for its SoBe Life Water, a new product. The ad featured a model and hundreds of geckos. Because Geico has made such good use of the gecko in its advertising, many viewers actually thought the ad was for insurance instead of a new drink. In this case, the SoBe commercial acted as a _____ for the insurance provider.

…

93. A commercial for Bailey’s Irish Cream shows young sophisticates in a party-like atmosphere enjoying each other’s company and drinking the liqueur. This commercial uses:

…

94. The layout for the script of a television commercial is first seen as a ____, a series of frames or pictures that correspond to the commercial.

…

An animate is:

a film strip composed of the storyboard sketches accompanied by the audio portion of a TV commercial synchronized on tape.

96. Effective Web sites should always offer:

…

97. The most important consideration for copywriters and creative directors who are trying to develop an ad campaign for a foreign market is:

…

98. A French manufacturer of riding equipment that uses translators to translate its advertising from French to Japanese should:

…

99. A(n) _____ is a visual image of some idea or thing that can have a meaning that cuts across national boundaries and reflects the tastes and attitudes of a group of cultures.

icon

100. Ads for Travelers Insurance feature an umbrella, which represents the protection provided by the company. Because this image cuts across national boundaries and is readily understood in other countries, the umbrella can be called a(n):

icon

Who is responsible for writing the words for a billboard ad for a new line of Carhartt Western wear for women?

The copywriter.

An ad for a tennis camp shows a background photo of tennis balls on which the camp’s dates and locations are printed. Who amongst the following was MOST likely responsible for the tennis ball photo?

The art director.

Who is ultimately responsible for the final form an ad takes?

The creative director.

The term "creatives" refers to the:

People who work in the creative department.

Truly great ads have certain characteristics in common. These characteristics are referred to as:

Audience resonance and strategic relevance.

If negatively originated motives provide the basis for product purchase, then ______ types of ads will more than likely resonate with the audience.

informational

An ad for Toshiba office machines suggests that unless you use Toshiba office products you will be victimized by corporate espionage. The ad is _____ because it offers a product that will protect your important business information.

informational

An ad for Breitling watches describes the watches as "prestigious, professional-grade instruments that perform exceedingly well." The Breitling ad is ____ because it has a positively originated motive.

transformational

The ______ is the document that serves as the creative team’s guide for writing and producing the ad.

creative strategy

Another name for a creative strategy is a:

copy platform

A creative strategy should have a _____, advertising objectives, and the problem that advertising must address.

definition of the target audience

What is the last step in developing an advertising strategy?

…

What a company wants to say and how it wants to say it determines its ______, which is a sample explanation of the overall approach to be used by the ad campaign.

message strategy

What are the three components of the message strategy?

Verbal, nonverbal, and technical.

The _____ component of the message strategy would include budgets, scheduling, limitations, and mandatories.

Technical

Any ad for Samsonite luggage must contain its slogan, "Life’s a Journey" and the Samsonite logo. These required ad elements are referred to as:

…

An ad for Toshiba office equipment illustrates the problems of corporate espionage with an ad that shows a copier just after it has stolen a women’s pocketbook. The woman is screaming and the copier is rolling away with the purse. The comparison of a purse snatcher to corporate espionage is an example of how ____ can be used in advertising.

…

The print ad for the a new Clinique perfume shows a photograph with flames coming out of the sprayer and wrapping around the bottle to show how the perfume heats up passion. The creation of the burning bottle of perfume is an example of:

…

An ad from National Peanut Board advises its readers that peanut butter is "like an energy bar with curves." The ad’s illustration shows peanut butter thickly spread on a bagel to indicate how peanut butter can be used as part of a healthy lifestyle. In this example, creativity was used to:

…

An ad for Asian Sensations newest product line of snack foods encourages its readers to "Thai something new." In this example, the word play is used to:

…

An ad encouraging golfers to subscribe to "Golf Magazine" has the following headline: "Play at the Top of Your Game." In this example, the creative message of the ad was used to:

…

Which of the following colors conveys sophistication and high-end merchandise?

Black

The two general categories of theories of thinking are:

face-based and value-based.

_____ thinkers tend to be linear thinkers and make decisions based on facts and figures.

Fact-based

An ad for the UBS Investment Bank begins with the statement, "Success is the sum of the confident decisions you make." Simply from this statement, you can surmise that the ad is more likely to appeal to _____ than to _____ thinkers.

value-based: fact-based

The _____ is the step-by-step procedure used to discover original ideas and reorganize existing concepts in new ways.

creative process

According to creativity consultant Roger von Oech, the _____ role in the creative process is to search for new information and pay attention to unusual patterns.

Explorer

According to creativity consultant Roger von Oech, the _____ role in the creative process is to experiment and play with a variety of approaches, looking for an original idea.

Artist

According to creativity consultant Roger von Oech, which role in the creative process is to evaluate the results of experimentation and decide which approach is most practical?

The judge

According to creativity consultant Roger von Oech, which role in the creative process is to overcome excuses, idea killers, setbacks, and obstacles to bring a creative concept to realization?

The Warrior

After the ad agency had been hired to prepare a new campaign for the Rival Seal-a-Meal, the StayFresh Food Company assigned an agency employee in the role of ____ to find information on how much more effective the Seal-a-Meal method of food storage was to their methods of food storage.

Explorer

Which of the following statements about brainstorming is true?

A brainstorming session is often a source of sudden inspiration.

In 2008, Mars Snack Foods’ Dove brand launched a line of dark chocolates called Dove Vitalize that support cardiovascular health. At the creation of the ad campaign designed to show the nutritional value of the new Dove Vitalize bars, the ad copywriter and art director met and wrote down as many possible creative ideas for an ad as they could think of. There was no criticism of any idea allowed during the session even when the art director suggested showing a Dove Vitalize bar as a substitute for broccoli. The creatives were engaged in:

brainstorming

The creatives that are in the role of the _____ are most likely to benefit from brainstorming.

Explorers

In 2008, Helen’s Foods, the maker of pre-baked and frozen meals, introduced a line of vegetarian Comfort Meals. When the art director was asked to create an ad for Comfort Meals, he needed to create a visual picture which illustrated how yummy and nutritious the meals were, as well as attract the attention of readers. What is the term used to describe this step in the creative process?

Brainstorming

In the creative process, the big idea:

is defined as a bold, creative initiative.

According to creativity consultant Roger von Oech, which of the following is NOT a strategy typically used by a good Artist to manipulate and transform concepts?

Benefitize

When designing the new ad campaign for Glad ForceFlex garbage bags, one of the creatives asked, "What if we showed how strong the material in the bags is by showing it catching a charging rhinoceros?" Which of the following techniques for manipulating and transforming ideas was used in this example?

Imagine

84. An ad funded by American Beef Producers shows what looks like a deep canyon with the sides made of thick filets, the greenery of heads of broccoli, and the river of gravy. Which of the following techniques for manipulating and transforming ideas was used in this example?

…

85. An ad for Snapple featured a retreat where the good fruit that makes up Snapple’s drinks can go in order to avoid mixing with additives and preservatives. Which of the following techniques for manipulating and transforming ideas was used in this example?

…

Art direction is the:

process of managing the visual presentation of the ad.

According to the creative pyramid, the first step in copywriting and art design is to:

attract the prospect’s attention.

Which of the following is the fundamental building block for the creative pyramid?

Attention

89. An ad for Asian Sensations newest product line of snack foods encourages its readers to "Thai something new." The creatives who designed this ad intended its headline to be a(n):

…

90. The print ad for the a new Clinique perfume shows a photograph with flames coming out of the sprayer and wrapping around the bottle to show how the perfume heats up passion. The creatives who designed this ad intended its headline to be a(n):

…

One way that copywriters create interest in their ads is to:

use the word "you" frequently.

In its ads, Dynakor states that you can take the Dynakor weight-loss formula and "eat all you want and still lose weight." According to the creative pyramid, this type of problem-solving ad can be used to build an ad’s:

desire

Picture an ad for a radio station showing two distinct commuters in their cars listening to drive-time radio. One has a blissfully content smile on her face, while the other looks exceedingly concerned and stressed. The announcer says, "One of these commuters is relaxing to Soft Rock 94. Can you guess which one?" According to the creative pyramid, this type of comparative advertising can be used to build an ad’s:

desire

The ad for Absolut vodka has the following headline: "Absolut Envy." The creatives who designed this ad were trying to create _____ for the alcohol with a play on words to imply that you will be the envy of all your friends if you drink Absolute vodka.

desire

The _____ would evaluate the practicality of the big idea and decide whether to implement, modify, or discard it.

Judge

Whose role would it be to tell the creatives that their idea of using a world championship rodeo bull rider to promote an HMO is not a good idea and will probably open the agency and its client to a great deal of ridicule?

The judge

The creative in the role of the _____ would state that a full-page ad for free checking accounts in "The Wall Street Journal" is a waste of resources for a community bank.

Judge

98. In the final step of the creative process, the _____ carries the concept into action.

Warrior

In the final step of the creative process, the Warrior would perform all of the following activities EXCEPT:

Evaluate the practicality of the big idea and decide whether to implement, modify, or discard it.

When the agency presents the ad concepts to the client, the client is suddenly placed in the role of the:

Warrior

advertising research

the thorough investigation of the planning, preparation, and placement of advertisements.

Community

a group of people with a common characteristics ir interest living within a larger society.

culture

integrated pattern of behavior, knowledge, and beliefs, that are aquired from a group and passed on to future generations.

demographics

statistical characteristics of human populations such as age, race, gender, income, marital status, education, and occupation.

Focus group

a group of six to twelve consumers, led by a professional moderator, who discuss the product.

market segment

a group of people that have common characteristics and similar needs and wants.

positioning

the process of making an advertiser’s product different from other products in the consumer’s name.

ritual

formalized act of series of acts performed frequently.

social class

a group sharing the same economic or social status.

target segment

a subgroup of the market that is chosen to be the focus of the marketing and advertising campaign.

notion of competition

what is our economy based on?

self interest, complete information, many buyers and sellers, absence of externalities

what are the 4 fundamental assumptions of free-market economics?

self interest

people and orgs always want more for less leading to greater product availability at more competitive prices

complete information

access by buyers and sellers to all info at all times about what products are available at what quality and at what prices leads to greater competition and lower prices for all

absence of externalities

sometiems the sale or consumption of products may benefit or harm people who were not involved in the overall transaction in which case the gov. can use taxation/regulation to compensate for or eliminate externalities

branding

to identify products and their source and to differentiate them from others

to lower the overall cost of sales

what is the most significant function of advertising?

170

what is the average cost to make a face-to-face field sales calls

preindustrial age

period of time between the beginning of written history and roughly the start of the 19th century during which the invention of paper and the printing press and increased literacy gave rise to the first forms of written advertising

preindustrial age

chinese invented paper, europe had its first paper mill, the printing press was invented, and first ad in england appeared, ben franklin started using large headlines and white space

industrializing age

the period of time from the mid 1700s through the end of WWI when manufactureres were principally concerned with production

american profession of advertising

when volney b. palmer set up business in philly what did he start?

volney b palmer

who bought large volumes of discounted newspaper ad space and resold it to advertisers at a profit?

Francis ayer

who started the first agency to charge a commission based on the "net cost of space" and the 1st to conduct a formal market survey?

industrializing age

when was photography introduced-during what age?

stock market crash and great depression

what occurred on october 29, 1929

starch, nielsen and gallup

who started the marketing research industry?

market segmentation

a process by which marketers searched for unique groups of people whose needs could be addressed through more specialized products

positioning strategy

proved to be an effective way to separate a particular brand from its competitors by associating that brand with a particular set of customer needs that ranked high on the customer’s priority list

postindustrial age

period of cataclysmic change, starting in about 1980, when people first became truly aware of the sensitivity of the environment in which we live

demarketing

term coined during energy shortage of the 1970s and 1980s. it refers to advertising that is used to slow the demand for products

global advertising

same campaign everywhere

international advertising

campaign differs based on region or country

national advertising

campaign is centered around all geographic regions within one country

regional advertising

s.e. region n.e. reigion advertising

local advertising

campaigns in one single trading area

culture

what defines the nature of the ad message?

implied consumers

every ad or commercial assumes an audience of ideal consumers

sponsorial consumers

decision makers at the sponsor’s org, they decide if an ad will run

actual consumers

people in the real world who compose the target audience

rise of capitalism

the competition for resources which stimulated demand gave rise to what?

industrial revolution

mass production of goods and needs demand stimulation

democratization of goods

what happened during the rise of modern mass media?

pre-industrialization era

handbills and newsbooks appeared. early ads resembled todays classifieds in what era?

megamerger

to expand globally, big multinational companies and their advertising agencies went on a binge, buying other big companies and creating a new word in the financial lexicon

postindustrial age

the aging of the traditional products with a corresponding growth in competition characterized the marketing world of what age?

postindustrial age

the growing affluence and sophistication of the consuming public led by the huge baby boomer generation characterized the marketing world of what age?

defensive, offensive, flanking and guerilla

what are the 4 strategic positions in the marketplace?

two-way medium

what is advertising evolving into?

the barnum aesthetic

added value, entertainment, enjoyment and escape

industrializing

during the ___________ age, manufacturers were principally concerned with production

industrializing age

during what age did it cost less to buy a product than to make it?

parity

refers to interchangeable or homogenous items

industrialization

during what era did dailies grow in popularity, railroads spread the word and advertising was considered an embarassment by some?

P.T. Barnum era

the dawn of the "consumer culture", advertising became an industry

rosser reeves

mid centruy heir to "reason why", typified the "hard sell" approach, advocated repetition

shirley polykoff

write from personal experience, tested the "average woman" response, addressed emotion and social benefits connected to using the product

leo burnett

categorized as creative revolution guy, more independent less new york oriented, famous for trade characters, important manager/inspirer and copywriter

bill bernach

extreme aversion to rules and formulas , independence from client, "nothing makes a bad product fail faster than a great ad campaign", integration of art and copy

david ogilvy

considered a creative revolution leader, very rules oriented,

claude hopkins

believed advertising existed only to sell something and should be measurable and justify the results that it produced.used key coded coupons, believer in sampling

mary wells lawrence

theatrically oriented, television oriented, youth culture emphasis, intl perspective, humorous, msg should come from product, strong use of product level research

helen resor

introduced sex appeal to ads

Coca-Cola

World’s most valuable brand

John Pemberton

creator of Coke

Asa Candler

bought coke brand and expanded it with promotional give always and unique advertising

Principles of Free-Market Economics

1. Self-interest 2. Complete information 3. Many buyers and sellers 4. Absence of externalities (social cost)

Branding

to identify products and their source and to differentiate them from others

coke lesson #1: ads in atlanta journal during prohibition

to communicate information about the product, its features, and its location of sale.

coke lesson #2: free sample give away

to induce consumers to try new products and to suggest reuse.

coke lesson #3: tie in with organizations (official soft drink)

to increase product use.

coke lesson #4: open plants and franchise outside of the U.S.

to stimulate the distribution of a product

coke lesson #5: use marketing campaigns

build value, brand preference, and loyalty.

coke lesson #6: use a variety of of media to communicate a simple message

lower the overall cost of sales

Pre-industrial age

paper, printing press, early ads

1275

first paper mill in China

1440s

Gutenberg invented the printing press

1472

First ad in English: a handbill tacked to church doors to sell prayer books.

1704

Boston newsletter began carrying ads

Ben Franklin

father of advertising art

Price Currents

publications that carried ads and informed consumers.

Volney B. Palmer

first profession ad man, bought large amounts of ad space and sold them to companies.

Francis Ayer

first modern ad agency in 1869, N.W. AYER & SONS

1840s

Manufacturers began using magazine ads, change from production to sales. Development of branding

Scientific Advertising

1923 by Claude Hopkins of Lord & Taylor agency. "Advertising has reached the status of a science. It is based on fixed Principles"

Product Differentiation

a positioning strategy that some firms use to distinguish their products from those of competitors

Market Segmentation

marketers search for unique groups of people whose needs could be addressed through more specialized products

Positioning Strategy

an effective way to separate a particular brand from its competitors by associating that brand with a particular set of customer needs that ranked high on the consumer’s priority list.

De-marketing

strategy used by energy providers in 1970s and 1980s urging people to conserve their energy usage.

mega-merger

a multinational companies buy other large companies, merging their brands

Marketing Warfare

book by Al Ries & Jack Trout in 1980s that portrayed advertising as a war. (defensive, offensive, flanking, and guerrilla tactics)

$264 billion

amount spent on US advertising in 2005

$400+ billion

amount spent on advertising outside the US

Integrated marketing Communication

integrating a companies marketing strategy into everything they do. not enough to produce outstanding advertising anymore.

Pure Food and Drug Act

1906 protect public health from food & drug advertising

Federal trade commission act

1914 to protect the public from unfair business practices including misleading and deceptive advertising.

The party that formulates the idea, encodes it as a message and sends it via some channel to the receiver
-the ultimate ********** of a marketing message is the organization that has information it wishes to share with others

Source

In oral communication, the idea formulated and encoded by the source and sent to the receiver
-the information contained in this communication must be encoded so that the receiver understands what is being communicated

Message

Translating an idea or message into words, symbols, and illustrations

Encoded

The study of how humans use words, gestures, signs, and symbols to convey feelings, thoughts, ideas, and ideologies

Semiotics

Example of semiotics

-the cowboy in Marlboro advertisements symbolizes ruggedness and individualism. -the Energizer bunny communicates reliability and persistence

A particular method used by a company to publicise its products or services
(The most popular in the present day include mass communication media such as television, radio, newspapers, magazines and the Internet. Companies also use them such as direct mail and billboards to attract the attention of the general public)

medium

Any medium through which an encoded message is sent to a receiver, including oral communication, print media, television, and the Internet
-this can be categorized as personal or nonpersonal

Channel

Means of communication that involve direct contact between the parties, such as personal selling

Personal channels

Means of communication that don’t involve interpersonal contact between the sender and the receiver

Nonpersonal channels

Examples of nonpersonal channels

-advertising -publicity -sales promotion

In oral communication, this party decodes the message to understand it
-Consumer who receives the advertiser’s message

Receiver

To interpret a message by the receiver
-The advertiser must always be concerned about how the consumer will do this

Decode

The sender’s advertising message competing daily with hundreds of other commercial and noncommercial messages
(other competing ads)

Noise

a message that acknowledges or responds to an initial message
-completes the cycle, verifying that the message was received
-employs the sender-message-receiver pattern, except that it is directed from the receiver back to the source

Feedback

Media such as the internet and interactive television that permit consumers to give instantaneous, real-time feedback on the same channel used by the original message sender

Interactive media

The activities, actions, and influences of people who purchase and use goods and services to satisfy their personal or household needs and wants
-the mental and emotional processes ad the physical activities of people who purchase and use goods and services to satisfy particular needs and wants

Consumer behavior

Effective communication happens when…

the marketer (seller: someone who promotes or exchanges goods or services for money) selects a relevant source, develops an appropriate message, encodes it correctly, and then finds a suitable medium that will best reach the target audience (a specific group of people within the target market at which a product or the marketing message of a product is aimed a)

what the steps a consumer goes through in deciding to make a purchase

Consumer decision process

what are the 5 basic steps we go through in the decision making process? (experiences and purchases-exhibit 2)

-Problem recognition (result of seeing an add) -information search -evaluation and selection (of alternative brands) -store choice and purchase -postpurchase behavior (positive or negative experience)

What are the 3 subprocesses that are themselves shaped by various influences of experiences and purchases (exhibit 2)

-personal processes -interpersonal influences -nonpersonal influences

The three internal, human operations-perception, learning, and motivation-that govern the way consumers discern raw data (stimuli) and translate them into feelings, thoughts, beliefs, and actions

Personal Processes

What are the 3 personal processes of experiences and purchases?

-Perception -learning and persuasion -motivation

Our mental processes and behavior are affected by what 2 sets of influences?

-interpersonal -nonpersonal

Social influences on the consumer decision-making process, including family, society, and cultural environment

Interpersonal influences

Factors influencing the consumer decision-making process that are often out of the consumer’s control, such as time, place, and environment
-these influences further affect the personal processes of perception, learning, and motivation

Nonpersonal influences

Choosing among brands, sizes, styles, and colors
(after dealing with the processes and influences, face the decision: to buy or not to buy, but it requires this process)

Evaluation of alternatives

Determining whether a purchase has been a satisfactory or unsatisfactory one
(if we do decide to buy)

Postpurchase evaluation/behavior

What is meant by noise and how might it affect an advertiser’s effort’s? (p.129)

Noise is defined as the distracting cacophony (noise/racket) of many other messages being sent at the same time by other sources. Noise is a potential interference in the dissemination (act of spreading something especially information widely) of an advertising message because it prevents the message from being received by the target

What are the key differences between human communication and advertising communication? (p.129)

…

Our personalized way of sensing and comprehending stimuli

Perception

PHYSICAL DATA that can be received through the senses

Stimulus

Example of stimuli

-When we look at a new car, we receive a number of stimuli- color of the paint, smell of the leather, purr of the engine -when we look at a theater ad in the newspaper, we see a collection of type, art, and photography arranged in a way that we interpret it as an ad (that’s the stimulus) -advertising stimuli appears in different forms: window display at department store, bright colored labels on cans of campbell’s soup (these objects are all physical in nature; they stimulate our senses) -ad/commercial -promotion -news item -product/store -price tag -conversation

The subconscious filters that shield us from unwanted messages and what are the two types of screens?

Perceptual screens -2 types are physiological and psychological

The perceptual screens that use the 5 senses-sight, hearing, touch, taste, and smell- to detect incoming data and measure the dimension and intensity of the physical stimulus

Physiological screens

example of physiological screens

-a sight-impaired person cannot read an ad in sports illustrated -if the type in a movie is too small for the average reader, it will not be read, and perception will suffer -is the music in a TV commercial for a furniture store is not complementary to the message, the viewer may tune out, change channels, or even turn the TV off (the advertiser’s message is effectively screened out when the viewer cannot interpret it; perception does not occur and the furniture does not get sold)

the perceptual screens consumers use to evaluate, filter, and personalize information according to subjective standards, primarily emotions and personality

Psychological screens

the images we carry in our minds of the type of person we are and who we desire to be
(the image we have of who we are and who we want to be)

self-concept

Why do we use perceptual screens to filter the ads to which we are exposed?

Before any data can be perceived, they must first penetrate a set of perceptual screens, the subconscious filters that shield us from unwanted messages. Advertisers face a major problem dealing with consumers’ perceptual screens. Confronted with more messages than we can handle, we unconsciously screen out or modify many of the sensations that bombed us, rejecting those that conflict with our experiences, needs, desires, attitudes, and beliefs.

The ability of humans to select from the many sensations bombarding their central processing unit those sensations that fit well with their current or previous experiences, needs, desires, attitudes, and beliefs, FOCUS ON SOME THINGS AND IGNORE OTHERS
-The inherent human function of selecting from the millions of daily stimuli only those messages one chooses to perceive

selective perception

The point of awareness and comprehension of a stimulus

Cognition

What does the term consumer behavior refer to, and why is it important to advertisers?

…

An approach that views learning as a mental process of memory, thinking, and the rational application of knowledge to practical problem solving
-how we learn from the experience of others, such as our parents, and how we evaluate a complex purchase such as insurance, socks and bonds, or business products

Cognitive theory

The theory that treats learning is a trial-and-error process
-more applicable to simple, basic choices

Conditioning theory (stimulus response theory)

What is the difference between the cognitive theory and the conditioning theory of learning?

Cognitive theory views learning as a mental process of memory, thinking, and the rational application of knowledge to practical problem solving. This theory may be an accurate description of how we learn from the experience of others, such as our parents. Conditioning theory treats learning is a trial-and-error process. Some stimulus (perhaps an ad) triggers the consumer’s need or want, and this in turn creates the drive to respond. If the consumer’s response reduces the drive, then satisfaction occurs, and the response is demonstrating that learning has taken place. It is more applicable to the simple, basic purchases consumers make every day, such as soap, cereal, toothpaste, paper towels

How important or relevant a decision is to a consumer

Consumer involvement

A change in thought process or behavior that occurs when the change in belief, attitude, or behavioral intention is caused by promotion communication (such as advertising or personal selling)

Persuasion

Central route to persuasion

When a consumer’s level of involvement is high, the central route to persuasion is more likely. -product beliefs -brand attitude -purchase intention

Peripheral route to persuasion

When a consumers have low involvement with a product or message, they have little reason to pat attention or comprehend the central message of the ad -nonproduct beliefs -attitude toward ad -brand attitude -purchase intention

Advertising research uncovers the information needed to make advertising decisions

true

Pretesting and posttesting are categories of advertising research

true

One of the most important strategic benefits offered by advertising is the fact it can be used to replace a positioning strategy

false

Advertising is one of the largest costs in a company’s marketing budget.

true

The first step in the research process is exploratory research.

false

The U.S. Census would provide a health care provider with secondary data on where the highest concentration of senior citizens lived.

true

A qualitative research study might ask, "Do you feel the decorations in the downtown shopping area reflect the true meaning of the holiday season?"

false

A research using the projective technique might ask, "What kind of athlete would wear Avia brand shoes?

true

In the observation method, researchers monitor people’s actions

true

In clutter tests, commercials that are being tested are shown to large groups of people at a time

false

There is no one best method for pretesting advertising variables.

true

Four methods for posttesting ads are aided recall tests, unaided recall tests, attitude tests, inquiry tests and sales tests

true

The final step in the research process is ad post-testing

false

The most expensive type of professional survey research is telephone and mail surveys.

true

For a test to be valid, its results must be free of bias and reflect the true status of the market.

true

Researchers often use probability samples because they are easy, less expensive and less time-consuming than other sampling methods.

false

A question that asks "What type of paste do you use?" would be an ineffective survey question because it is not focused.

true

Effective survey questions must have focus, they must be clear and they must be brief

true

Advertising research is as important in international marketing as it is in national and local marketing.

true

The _____ is perceived as a consumer advocate during the advertising planning process.

account planner

The process of _____ requires that the establishment of long-term customer relationships take precedence over the creation of ads.

account planning

43. _____ is the systematic gathering, recording and analysis of new information to help managers make marketing decisions

marketing research

A Gallup Poll in late 2007 asked Gallup Poll panelists which of seven specific 2008 presidential hopefuls they would most like to have dinner with if given the opportunity. For the presidential candidates and their campaign organizations, this would be an example of:

enviromental analysis

Which of the following techniques is used to uncover the information needed for developing and/or evaluating advertising strategies, individual ads and whole advertising campaigns?

advertising research

Before beginning its advertising campaign, for its new Snickers Charged, the Mars Company had to determine if the product’s 60 milligrams of caffeine would lead to initial purchase and eventual brand loyalty. In other words, before developing a creative and a media strategy for the new candy bar, Mars had to conduct research on:

product concept

If an Internet advertiser were to subscribe to Nielsen-Net Ratings, it would receive information about the Web surfing habits of various demographic groups. This would be an example of:

media research

During _____ an advertising research would measure the target audience’s acceptance of different creative ideas at the concept stage

creative concept research

To increase the likelihood of preparing the most effective advertising messages, companies use:

presenting

_____ provides the advertiser with useful guidelines for future advertising by evaluating the effectiveness of an individual ad or an entire ad campaign after it runs.

post testing

The first step in the research process is to:

analyze the situation and define the problem

Every year as Election Day approaches, especially during presidential campaigns, critics of American politics decry low voter turnout. Advertising can be used to encourage people to change their habits. Before advertising thorough research needs to be done to determine how the advertising should be worded, its target audience, media selection, etc. The first step that needs to be done is to:

perform a situation analysis that pays special attention to consumer attitudes about politics and politicians

An MIS (Marketing Information System) is a:

set of procedures used to generate information for decision making

A recent study conducted by New Products Magazine wanted to determine how consumers really feel about fortified products. In order to conduct in-depth research of this issue, researchers determined that they needed to know how consumers perceive fortified foods and why they would make them apart of their daily lives. These researchers first conducted a(n) _____ research.

survey

The Harvard School of Public Health College Alcohol Study studied popular marketing campaigns that try to curb college binge drinking by easing peer pressure among students and determined they are failures. The information gathered by this study would be an example of _____ because it was collected from college campuses for a specific purpose.

secoundary data

A recent study conducted by New Products Magazine wanted to determine how consumers really feel about fortified products. The publication created a Web site where respondents could go to answer questions about how they feel about good nutrition, their own personal health, convenience and taste. In other words, New Products Magazine gathered:

projective data

Which of the following statements about secondary data is true?

Secondary data can be gathered from internal as well as external sources

Recently New Products Magazine conducted a research study to determine how consumers really feel about fortified products. Some of the data used to produce the findings of the study were taken from a recent study conducted by Kraft Foods. The Kraft survey examined how important convenience of food preparation was to consumers. The New Products Magazine obtained _____ from Kraft Foods.

secoundary data

Once a research project on the viability of a cable channel designed to meet the needs of the gay market has concluded its informal research, it should:

establish its research objectives

The research objectives and the statement of problem established by a production company that wants to develop a cable channel designed to meet the needs of the gay market should

be specific and measureable

The two types of formal marketing research are:

quantitative and qualitative

A questions such as "Why do you allow your child to have a pet?" would most likely be a part of a _____ research project.

qualitative

Which of the following questions would be most likely asked when an advertising researcher for the television cable industry is using qualitative research?

How would you describe your ideal cable television channel?

When engaging in qualitative research, a researcher has the choice of either using _____ or _____ techniques.

projective; intensive

Takasago International Corp. in New Jersey manufactures flavors, fragrances, fine and aroma chemicals used in variety of products. When it has developed a new flavor, it asks consumers to generate collages based on how the taste made them feel and then to generate stories based on their collages. The stories give the company ideas for who to market the new flavor to as well as how to promote it. What kind of a qualitative research technique is Takasago using?

a projective technique

To help food advertisers produce more effective advertising, the Food Marketing Institute did a study in which it asked respondents if they wanted to eat more nutritiously in order to lose weight, to prevent health problems later in life, to follow their doctor’s advice or to manage an existing medical condition. The answer to this question is an example of _____ research.

quantitative

RadTech, a trade association for the advancement of ultraviolet (UV) technology, brought in a group of consumers to discuss the issues associated with the safe adoption of UV technology in a range of industries including automotive, fresh produce and household products. A trained moderator led the group’s unstructured discussions and guided the participants to revealing their true feelings about the use of ultraviolet technology. This was an example of the use of the _____ technique associated with qualitative research.

intensive

RadTech, a trade association for the advancement of ultraviolet (UV) technology, brought in a group of consumers to discuss the issues associated with the safe adoption of UV technology in a range of industries including automotive, fresh produce and household products. A trained moderator led the group’s unstructured discussions and guided the participants to revealing their true feelings about the use of ultraviolet technology. Which of the following techniques/methods is described in the above example?

focus group

The three basic research methods used to collect quantitative data are:

observation, experiment, and survey

The observation method of data collection

monitors the actions of people being studied

A researcher became a chef with a resort hotel chain for six months so he could observe food-handling practices. He saw food preparers using the same towel to wipe their hands, the counter, the food slicer and cooking utensils during one food preparation episode. In addition, he found every cook (and several hotel administrators) engaged in taste testing using their fingers. He used _____ research to determine that more monitoring is needed to make sure that food handlers comply with sanitary regulations

observation

The development of ______ facilitated the collection of observation data

UPC labeling

The _____ method of conducting marketing research is designed to measure actual cause-and-effect relationships.

experimental

Before Kraft introduced Philadelphia Single Size Cream Cheese Spreads, it test marketed them in California markets to see if the amount of the serving was acceptable and to determine the best pricing strategy to use with the new product. This was an example of _____ research.

experimental

Which of the following statements about the experimental method of data collection is true?

It is commonly used in the test marketing of new products in isolated geographic areas.

NSSF, the National Shooting Sports Foundation, tested the effectiveness of its Original Outdoor Challenge ad campaign with gun retailers in southern California, Oklahoma and New England. The results were promising, with all three businesses experiencing increases in sales, profit, participation and a spike in new shooters asking how to get started in a variety of shooting sports. NSSF plans a national rollout for the campaign. The gun retailers in southern California, Oklahoma and New England were its:

test market

Technology research company Forrester Research has carried out an evaluation of European online retailers by asking consumers on how well the web sites helped them achieve their goals. Which research method was most likely to be used to learn consumer’s perceptions of online retailers?

survey

The shopper at the health food store was asked by a researcher to look at a magazine ad for a new line of organic soups. The researcher asked her if she liked the ad and if she found the ad credible. What method of pretesting was the researcher using?

observational research

Participants were asked what feelings they experienced when they saw the Clydesdale horses in a Budweiser beer seasonal ad and how they felt about those feelings. This is an example of a(n) _____ being used to posttest an ad.

attitude test

In 2008, Florida’s Natural brand orange juice introduced a new marketing campaign to alert consumers that their brand is not made with any imported orange juice. The campaign by the co-op of citrus growers that produce Florida’s Natural features television advertisements that question why other premium orange juice brands would use imported juices when America produces such fresh fruit. To determine if this campaign created a positive image for Florida-grown oranges, the co-op could use a(n):

attitude test

When Jonas was asked to list all of the commercials he remembering seeing when he watched the SEC football game between Alabama and Auburn, he was participating in a(n):

recall test

EasyClosets.com is planning to run three different magazine ads inviting consumers to visit its website to learn how you can create a customized closet. The ads will run in the December edition of Martha Steward Living magazine. The ad that generates the most responses will be considered most effective and will be run in future publications. What kind of a test is the resort conducting?

an inquiry test

If promotion (and namely, advertising) is the dominant element in a company’s marketing mix, then a(n) _____ test is the best type of posttest to be used

sales

For a quantitative test to be valid, the test must

reflect the true status of the market

A manufacturer of down-filled pillows wants to do a postcard survey of owners and operators of bed-and-breakfast inns to determine if it would be financially feasible to do a catalog mailing to this group. If the manufacturer rents the mailing list containing the names and addresses of all hotels in communities larger than 250,000, the sample would lack:

validity

For a quantitative test to be reliable, the test must

reflect the true status of the market

A marketing research firm is testing consumer reaction to odorless charcoal briquettes by asking people in the community to test the briquettes and then following up with a telephone survey to learn how they feel about the product. The firm has found that different samples from the same general population give remarkably different survey results. With certainty, it can be said that the firm’s test lacks:

reliability

Suppose an advertising researcher needs to know what hunters think about an ad campaign for Zeiss rifle scope that had been designed specifically for hunting in heavy bush and demanding terrain. The entire target population for the marketing research is:

called the focus group

Technology research company Forrester Research has carried out an evaluation of European online retailers by asking consumers on how well the Web sites helped them achieve their goals. Forrester only surveyed a ____, a small portion of the people that represent consumers who shop online.

sample

Lance is an advertising researcher. He is selecting potential survey participants from a list of all the people who have mail-ordered HMR dietary products since January 2006. The respondents will be sent a collection of ads and asked to select the ad that is most relevant to their health needs. Since every person in the target population has an equal and known likelihood of being picked, the group he selects will be a:

probability sample

Most marketing researchers use a non-probability sample because it:

is useful when random probability sampling is not feasible

Which of the following is a good guideline to use for developing an effective questionnaire?

Put the demographic questions at the end of the questionnaire

Effective survey questions have three important attributes. They are:

clarity, focus, and brevity

On the survey, the students were asked to answer "yes" or "no" to the following questions: (a) Do you ever have to do homework outside of school? (b) Should the hours that school is in session be extended? (c) Do you feel it is too easy to make good grades? These are examples of _____ questions.

dichotomous

A marketing researcher designed a questionnaire that asked "In your opinion, how should the government take a more active role in making sure that your food is handled properly?" What type of question would the researcher be using?

open- ended

To help food advertisers produce more effective advertising, the Food Marketing Institute did a study in which it asked respondents if they wanted to eat more nutritiously in order to lose weight, to prevent health problems later in life, to follow their doctor’s advice or to manage an existing medical condition. This was more than likely an example of a(n) _____ question.

multiple choice

AAAA (American Association of Advertising Agencies; also 4As)

an organization of leading US advertising agencies.

AAF (American Advertising Federation)

an association of advertising clubs, advertisers, agencies, media, and allied companies, with the objective of making advertising more effective for business and more useful to the public.

ANA (Association of National Advertisers)

a national organization of advertisers with a membership made up mostly of larger manufacturers.

Brainstorm

a technique invented by Alex Osborm of BBDO in 1940 where participants begin the creative idea generating process by sharing ideas in an uncritical atmosphere. The only judgments allowed are positive ones. Osborm pioneered the idea of separating the creative process from the evaluation process.

Brand Management

system of running competing brands of products within the same company, first proposed by Neil McElroy at P&G. Each brand group is a team that operates as a relatively independent marketing organization within the larger organization while utilizing common resources.

Caveat Emptor

in Latin, ìlet the buyer beware.î This principle is a key component of capitalist theory and holds that the buyer alone is responsible if dissatisfied.

Commission System

this is the way advertising agencies have been paid since 1895 when Cyris Curtis, publisher of The Saturday Evening Post and the Ladies Home Journal began offering an unbreakable 10% commission to responsible agencies on advertising space they retain plus a 5% discount for cash payment. Agencies charge advertisers the full rate for service.

Comparison advertising

a controversial method of advertising first discouraged by major agencies, larger advertisers and trade groups but supported by the Federal Trade Commission and consumers. And legalized in 1980 when congress restricted the FTCís power to monitoring deceptive ads.

Consumer Movement

this movement was launched in 1927 when Consumers Research, an organization with the purpose of informing and lobbying for the consumer, emerged and grew to 45,000 members by 1933.

Copeland Bill

passed Congress in 1938 giving the Food and Drug Administration power over the manufacture and sale of drugs. The advertising industry opposed the Bill for almost a decade because it originally threatened to extend the FDAís regulatory power over product labels and advertising.

Flow Production

manufacturing machinery that enabled factories to turn huge amounts of raw materials into goods like soap, cigarettes, matches, breakfast cereal and canned goods.

Hard Sell

a style of message development that relies on a structured argument as opposed to an emotional appeal. Referred to as ìPushî advertising or ìReason Why.î

Image

style of message development that relies heavily on aesthetics often includes an emotional appeal. Also referred to as ìPullî advertising and ìSoft sell.î

Inherent Drama

Leo Burnettís philosophical approach to creative development that finds the essence of the product and emphasizes that essence. ìThereís almost always something there, if you can find the thing about the product that keeps it in the marketplace.î L. Burnett

Intellectual Capital

value derived from ideas, patents, trademarks, and other information-driven content. The increasing value of conceptual content has become one of the driving forces in our economy, powering industries such as software, and entertainment.

Marketing-Driven

The shift in emphasis from selling products as a result of increased flow production to selling products that satisfied a consumer need or demand. Advertising shifted to sell these products to consumers with the emphasis placed upon the consumer need.

Market Segmentation

Viewing a large market with people with different demands as many smaller homogeneous markets.

Multi-Brand Marketing

Simply put, it means marketing more than one brand. General Motors first did this offering a continuum of car brands in different price ranges.

NARB (National Advertising Review Board)

the final arbiter of complaints registered against national advertisers as part of the advertising industry’s self-regulatory machinery. Uses moral suasion to stop undesirable practices.

Positioning

a marketing approach which considers how consumers perceive a product relative to competitive offerings.

Pre-emption

In early advertising, a marketing strategy first used by Claude Hopkins whereby a product feature common among all products in a category is claimed by a single manufacturer as the feature that distinguishes its brand.

Production-driven

As capacity for flow production increased, manufacturers produced more products to sell. Early advertising helped manufacturers inform consumers about these products. But the primary driving force was to move them out of the manufacturer’s warehouses.

Pull Advertising

More commonly referred to as ìSoft Sellî and ìImage,î the style emphasizes attracting consumers by pulling them into the message with an engaging or entertaining presentation.

Pure Food and Drug Act

Passed in 1906, this act forced product labels to list active ingredients. The law did nothing to sanction deceptive advertising.

Push Advertising

More commonly referred to as ìHard Sellî and ìReason Why,î a style of advertising that emphasizes building a strong logical sales proposition and pushing that message at the consumer often.

Reason-Why

A style of advertising developed by John E. Kennedy where ìlogic, plus persuasion, plus conviction [are] all woven into a certain simplicity of thought-predigested for the average mind.î

Re-positioning

When products within the category change because of new technology, product positions can also shift. This may require the advertising to shift the product’s position in the mind of the consumer as planning takes into consideration the changes in benefits offered.

Soft-Sell

A style of advertising introduced by Theodore F. MacManus referred to as ìatmosphericî because the layouts are more artful and the copy more reflective, personal and less direct than the îreason whyî style.

USP

The central selling idea for an ad or commercial; a selling point matched with consumer benefit, expressed in a unique way.

War Advertising Council

The advertising industry effort to help out during World War II, an effort which accounted for approximately one billion dollars in agency time and media space.

The two sub-strategies of advertising strategy are the segmentation strategy and the message strategy.

true

In consumer goods marketing, increases in market share are closely related to increases in marketing budgets

true

Small firms with limited capital typically budget using all-available-funds method

true

The three steps involved in the objective/task method are defining objectives, determining strategy, and estimating cost.

true

The _____ for an organization assembles all the pertinent facts about the organization, the markets it serves and its products, services, customers and competition.

marketing plan

The written marketing plan must reflect the goals of top management and:

be consistent with the companys mission and capabilities

What is the first step in the traditional top-down marketing plan?

conducting a situation analysis

The most common format used to develop a marketing plan is the _____ plan

top-down

Desert Knight Golf Resort has just completed a detailed, factual study of the resort’s current strengths and weaknesses as well as what threats and opportunities exist that are outside the company’s control but still impact it. Its next step in the development of its marketing plan is to:

determine specific marketing objectives

Baxter International Inc, which maintains manufacturing facilities around the world is the world’s largest manufacturer of IV solutions in flexible containers. A(n) _____ would reveal to Baxter, changes in its environments that the company would need to address to maintain its standing as the leading producers of IV solutions in flexible containers

situation analysis

The exhibition and trade show industry, after decades of fabulous growth is experiencing business decline. The _____ for the Center for Exhibition Industry Research, reported, "The exhibition industry will face more competition for marketing dollars in the next five years than it has in the last 25 years."

situation analysis

_____ is the third section of the marketing plan and explains how the company plans to accomplish its marketing objectives

the marketing strategy

_____ objectives can be stated in terms of profit, return on investment, net worth, growth or corporate reputation.

corporate

Within a timeframe of five to seven years Orco Construction Supply, a regional distributor of tools and hardware to framing and foundation contractor markets, plans to hit a revenue mark of $500 million which will more than double its 2006 gross sales. This would be an example of a(n) _____ objective.

sales target

_____ objectives can be categorized as either general need-satisfying objectives or specific sales-target objectives.

marketing

Why would a company set need-satisfying objectives?

To shift the organization’s view from a production orientation to concern for the needs of its target market.

Assume a bakery that wholesales gourmet pies and cakes to upscale restaurant chains has developed marketing objectives. Which of the following is the BEST sales-target objective for the bakery to use?

To increase sales of pecan pies by 3 percent during the next six months

In February 2008, Light Full Foods in San Francisco, developed Light Full Satiety Smoothies, which are shelf-stable, all-natural, dairy-based smoothies for adult women. Adult women are the smoothie manufacturer’s

target market

Silly Putty has been around for years. It began as a gag gift sold in specialty stores alongside fake vomit. It has always avoided direct confrontation with other toy companies by finding a market that was small enough to defend and never really acting like a marketing leader. Which of the following strategies has Silly Putty successfully followed?

guerilla

As the leading manufacturer of bleach in the nation, Clorox must guard itself against challenges from detergent manufacturers who are using bleach as a detergent additive. According to Jack Trout and Al Reis’s Marketing Warfare, which type of a strategy should Clorox use?

defensive

Hops Grillhouse & Brewery, formerly known as Hops Restaurant/Bar/Brewery, unveiled a multimillion dollar brand strategy featuring a new menu intended to "capture consumer preferences for high quality, freshness and grilled tastes as well as an array of aromas, textures and price points." Its product mix of handcrafted beer and superior food is unlike that offered by other similar restaurant chain and describes its _____ strategy.

positioning

_____ refers to the place a brand occupies competitively in the minds of consumers.

positioning

Clos du Bois wine, for example, pursues an advertising campaign targeting the gay and lesbian community that has been remarkably successful. Its ad in gay publications features a wine cork emblazoned with the Gay Pride rainbow—an instantly recognizable symbol in the gay community. What approach to positioning is the winery using?

product user

Starbucks Coffee Company, expanded from bottled Frappuccino to two canned products—Doubleshot in 2002 and Starbucks Iced Coffee, which was introduced last year. While all are coffee-based products, each has a slightly different consumer base. Doubleshot is advertised as a morning beverage, Frappuccino, an afternoon treat and Starbucks Iced Coffee as an all-day product. What approach to positioning is Starbucks using?

product use/application

Besides its signature product, the My-Tee T-shirt, a fashion design company, makes its own line of skirts, shoes, tank tops and accessories that retail from $32 to $78. Publicists and buyers browse My-Tee’s trendy showroom for the latest trends and clothing lines. The company’s promotional strategy relies on publicity. Celebrities from Hilary Duff to Courtney Cox have been photographed in My-Tee clothing. This exposure helped the company rack up $1 million in sales last year. This is a brief description of My-Tee’s:

marketing mix

_____ determine the specific short-term actions to be taken, internally and externally, by whom and when.

tactics

Randall Grahm, the owner of Bonny Doon Vineyards, made a name for his wines by injecting an irreverent sense of humor into everything associated with the winery. One of the _____ he used was to host a black mask dinner this fall to celebrate "the death of wine corks" when his company decided to use screw tops.

action program

When the owner of the Baskin-Robbins brand name decided to re-invigorate the brand, it used several different _____ including creating a launch kit, to its brokers and distributors. The kit contains sell sheets, samples, a media kit and gift items, such as branded memory stick and an ice cream scoop to help "Scoop Up Sales!"

tactics

Smaller companies typically use a bottom-up marketing format plan because:

handling day-to-day problems leaves little time for formal planning

The development of _____ marketing requires marketers to focus on ingenious tactics first and then develop that tactic into a strategy

bottom up

_____ is the creating, maintaining and enhancing long-term relationships with customers and other stakeholders that result in exchanges of information and other items of mutual value.

relationship marketing

_____ is the ratio of perceived benefits to the price of the product in a consumer study

value

Clos du Bois wine pursues an advertising campaign that targets the gay and lesbian community. Its ad in gay publications features a wine cork emblazoned with the Gay Pride rainbow. Gay publications are examples of _____ for Clos du Bois wine

stakeholders

When the owner of the Baskin-Robbins brand name decided to re-invigorate the brand, it created a launch kit for its brokers and distributors. Its brokers and distributors are examples of:

stakeholders

Roy Harold purchased a new washer/dryer for his apartment. Shortly after the appliances had been installed, a store representative called Harold and asked if he were satisfied with the washer/dryer and how they were installed. The store representative also asked Harold to call if he had any further needs for appliances. According to Kotler and Armstrong, this is an example of which relationship level

accountable relationship

Kotler and Armstrong have identified five levels of relationships that can be formed between a company and its various stakeholders. Charlotte purchased a book on how to crochet from a Web site. After purchasing the book, she was pleased to receive regular e-mail from the site offering her other products that she might be interested in. The e-mail also told her about current trends in yarn and offered troubleshooting advice as well as free patterns. The relationship between Charlotte and the Web site is at what level?

proactive relationship

Eby-Brown is a large distributor of candies and snacks to convenience stores in the eastern half of the U.S. Eby-Brown describes itself as "a service-oriented company." Its corporate guidelines state, "Without our customers, we don’t exist as an organization. So our priority in life is to make sure that our customers are happy, that we’re taking good care of them and addressing their needs." According to Kotler and Armstrong, what type of relationship does Eby-Brown strive to maintain with its customers?

partnership

The price of a bottle of Chivas Regal Scotch, the use of Federal Express delivery by Lands’ End and the workmanship found in a well-crafted wicker rocking chair are all examples of which type of company/brand-related messages that are sent to company stakeholders?

product

Because drugstore chains realize that nearly three-fourths of the visitors to a drugstore are there just to pick up a prescription, drugstores have found it profitable to stock a variety of products that have typically been found in supermarkets and convenience store. Stakeholders receive a(n) _____ message when they go to a drugstore to pick up an antibiotic prescription and are able to buy milk and bread without having to go to another store.

product

Think about the various sources of brand messages. Which message form is considered to be a confirm message because that is what others say and confirm (or not) about what the company says or does?

unplanned

What should be the advertising manager’s first step when he or she is asked to develop an advertising plan?

review the companys marketing plan

Mood-lites are colored light bulbs that were developed according to research on how colors affect moods. According to the advertising pyramid, the first task of the initial advertising for Mood-lites, was to create:

awareness

According to the advertising pyramid, the second task of advertising is to:

communicate enough information about the product and its features to persuade a certain number of people to believe in its value.

The two sub-strategies of the advertising strategy are the:

creative strategy amd media strategy

Which of the following statements about the relationship of advertising to sales and profits is true

Increases in market share are more directly related to increases in the marketing budget than to price reductions

The percentage-of sales method

is the simplest to use of all bedgeting methods

Mood-lites are colored light bulbs that were developed according to research on how colors affect moods. In allocating funds for advertising the new light bulbs, its manufacturer decided to budget 5 percent of last year’s sales for advertising expenditures. Which allocation method was the manufacturer using?

percantage-of-sales

In the summer of 2002, Kelly Flatley and Brendan Synnott joined forces to launch a homemade granola business out of Flately’s parents’ home. They had no advertising budget, so they had to find other ways to let consumers know about Bear Naked Granola. The two entrepreneurs went door-to-door to small specialty and natural food stores. They also set up tables and tents at community events and 5K charity runs where they gave away sample of their granola. From this information, you can infer that Flatley and Synnott used the _____ method for promoting their product.

all available funds

The FoldzFlat Pen that folded in half to the size of a business card. Its flat surface is a perfect "billboard" on which to print advertising and company logos and it can be shaped into a bookmark, a business card, a race car or a skateboard. Its manufacturer wants to advertise this new product to people in the specialty products industry. Which method of setting its advertising budget should the new product use

share-of-market/share-of-voice

What is the greatest shortcoming for the percentage-of-sales method of setting the advertising budget?

The percentage-of-sales method violates the basic marketing principle of marketing activities stimulating demand and thus sales and not occurring as a result of sales.

When used to determine how to allocate funds for advertising, the _____ method has three steps: defining objectives, determining strategy and estimating cost.

objective/task

Which of the following statements about the objective/task method for allocating advertising expenditures is true?

It is often difficult to determine in advance the amount of money needed to reach a specific goal.