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business
advertising and promotion

Questions and Answers of Advertising and Promotion

Reasons to make a purchase based on feelings, beliefs, or attitudesa. advertising campaignb. buying motivesc. consumer behaviord. convenience productse. culturef. emotional motives g. extensive
Organization or group that a person identifies with and admiresa. advertising campaignb. buying motivesc. consumer behaviord. convenience productse. culturef. emotional motives g. extensive decision
The methodical decision-making process used to buy an infrequently purchased producta. advertising campaignb. buying motivesc. consumer behaviord. convenience productse. culturef. emotional motives
Products that consumers want to own after they meet personal needsa. advertising campaignb. buying motivesc. consumer behaviord. convenience productse. culturef. emotional motives g. extensive
The shared attitudes and behaviors of a specific social groupa. advertising campaignb. buying motivesc. consumer behaviord. convenience productse. culturef. emotional motives g. extensive decision
A series of related advertisements with a common theme or ideaa. advertising campaignb. buying motivesc. consumer behaviord. convenience productse. culturef. emotional motives g. extensive decision
The decision-making process used for frequently purchased products that require little thoughta. advertising campaignb. buying motivesc. consumer behaviord. convenience productse. culturef. emotional
Something that is desireda. advertising campaignb. buying motivesc. consumer behaviord. convenience productse. culturef. emotional motives g. extensive decision making h. limited decision making i.
Anything you require for survivala. advertising campaignb. buying motivesc. consumer behaviord. convenience productse. culturef. emotional motives g. extensive decision making h. limited decision
How consumers make buying decisions, choose among alternatives, and use productsa. advertising campaignb. buying motivesc. consumer behaviord. convenience productse. culturef. emotional motives g.
GOVERNMENT Political campaigns rely heavily on advertising.Assume you are running for your city council. Outline the issues you want to address while in office. Then develop an advertisement for your
HISTORY Learn more about the early days of advertising. Conduct research about an individual that had an early influence on the advertising industry. Prepare a 5- to 7-minute oral presentation on
COMMUNICATION Advertising agencies are often the driving force behind a successful advertising campaign. Search for a successful advertising agency online and browse its website. Prepare a flyer that
MATH Companies want to make the most effective use of their advertising dollars. A recent survey of 250 successful companies polled them about the methods they use to measure the effectiveness of
HISTORY Select an era in time (such as the early 1920s, 1950s or 1960s) and conduct research to learn more about important events and social perceptions that helped shape that era. Then prepare a
RESEARCH Choose a popular business that has had success with its advertising campaign. Prepare a one-page report describing the advertising campaign. Explain why you think the advertising campaign
You are working closely with a local professional baseball team to organize a career day/baseball game for high school students in a city that has a population of 4 million people. What is the best
Search online for information about a product that you would be interested in purchasing. Browse the Internet for 15 minutes and keep track of the number of advertisements you see, productrelated or
Who was responsible for spurring the growth of outdoor advertising?a. Ben Franklinc. P. T. Barnumb. Paul Harveyd. John Hardy
The Internet has presented challenges to advertisers becausea. there have been compatibility issues among different operating systemsb. large file sizes created bandwidth problemsc. it is difficult
One of the biggest impacts on advertising agencies was the introduction ofa. radioc. mail-order catalogsb. the Internetd. mass production
The ____ is called upon to identify what makes a company unique in a market flooded with consumer choices.a. art directorc. account plannerb. brand specialistd. copywriter
The ____ manages everything that happens after an advertisement is developed.a. copywriterc. account plannerb. producerd. brand specialist
The ____ directs the marketing research efforts involved in an advertising campaign.a. account executivec. account plannerb. media plannerd. copywriter
Boutique advertising agenciesa. are large advertising agenciesb. complete all tasks for the advertising campaignc. are small, specialized companiesd. have many specialized departments
The invention of the ____ has greatly influenced advertising.a. radioc. printing pressb. Internetd. all of the above
____ measures how much a consumer wants a product.a. Directionc. Inspirationb. Motivationd. Intensity
A(n) ____ is a paid-for advertisement ranging from 5 to 30 minutes that includes a product demonstration and customer testimonials.a. infomercialc. blogb. commerciald. brand
The combination of unique qualities of a company, product, or product linea. advertiserb. advertisingc. advertising agencyd. boutique advertising agencye. brandf. brand advertising g. consumer h.
Advertising intended to enhance a company’s reputationa. advertiserb. advertisingc. advertising agencyd. boutique advertising agencye. brandf. brand advertising g. consumer h. corporate advertising
The end user of a product or servicea. advertiserb. advertisingc. advertising agencyd. boutique advertising agencye. brandf. brand advertising g. consumer h. corporate advertising i. green marketing
A paid form of communication intended to inform, persuade, and remind an audience to take some kind of actiona. advertiserb. advertisingc. advertising agencyd. boutique advertising agencye. brandf.
Associations that are founded and funded by businesses operating in a specific industry to handle public relations activitiesa. advertiserb. advertisingc. advertising agencyd. boutique advertising
Advertising used to build an image based on the set of values held by the companya. advertiserb. advertisingc. advertising agencyd. boutique advertising agencye. brandf. brand advertising g. consumer
Advertising that uses rational arguments to communicate why consumers need a specific producta. advertiserb. advertisingc. advertising agencyd. boutique advertising agencye. brandf. brand advertising
A client that needs creative messages and advertising campaigns to reach target marketsa. advertiserb. advertisingc. advertising agencyd. boutique advertising agencye. brandf. brand advertising g.
The use of advertising to support and improve the environmenta. advertiserb. advertisingc. advertising agencyd. boutique advertising agencye. brandf. brand advertising g. consumer h. corporate
A lengthy paid advertisement that showcases the benefits of a producta. advertiserb. advertisingc. advertising agencyd. boutique advertising agencye. brandf. brand advertising g. consumer h.
16. It has been proposed by Ralph Nader that a 100 percent tax be applied on all advertising expenditures in excess of a percentage specified for different com¬panies by the FTC. Evaluate this
15. If you were the chairman of an advertising agency with a cigarette account would you drop the account after hearing the Surgeon General’s report on smoking and health?
14. What is the economic impact of advertising? When will it generate lower prices? Under what conditions will it increase prices? Evaluate the causal model represented in Figure 19-2.
13. The concentration ratio in the beer industry went from 21 percent in 1947 to 34 percent in 1963. Yet the fact that Pabst was third in 1952, ninth in 1957, and third again in 1962 indicates that
12. What is the definition of a market? What is the distinction between the com¬pact car market and the automobile market? Campbell had 8 percent of the dry-soup market in 1962 versus 57 percent for
11. What would be the economic effect of a ban on all advertising? Of a ban on ra¬dio and television advertising?
10. In an open letter to the makers of Alka-Seltzer, the following questions were posed by Ries, Cappiello, Colwell, a New York advertising agency: Why did you spend $23 million to promote a product
9. In your view, should beer advertisers be banned from using sports figures in their ads? What about the use of image advertising in general? Should beer and wine advertising be banned from
8. Should advertisers be concerned about minority stereotypes developed in ad¬vertisements? Why? If you were an agency president, how would you develop a policy and set of procedures in this regard?
7. What is materialism? It has been said that our society emphasizes the use of material goods to attain nonmaterial goals. Comment. Is America too material¬istic? What is advertising’s role in
6. Should there be similar codes for other society groups such as senior citizens or ethnic minorities?
5. Take a position on the FTC proposals regarding television advertising to chil¬dren. What about banning the advertising of sugar products directed at chil¬dren under twelve? Would you prefer that
4. Suppose you are the president of a major consumer food company. A church group claiming to represent 2.5 million members is attempting to reduce the“excessive violence, sex, and profanity” on
3. Richard Avedon, a photographer and consultant to agencies and clients, helped develop for Calvin Klein jeans a very controversial set of television commercials. They featured the fifteen-year-old
2. Define the terms need, product, information, and rationality. Does a commercial showing a group of people enjoying a cola drink communicate information? Is it an appropriate appeal? Consider other
1. Suppose that a motivation research study found that homemakers disliked a certain transparent, clinging, wrapping material because of their basic dislike of cooking, which was subconsciously
15. Comment on the AAAA study of miscomprehension levels. Does 30 percent provide a benchmark level of miscomprehension that should be used in de¬ceptive advertising cases?
14. Some argue that comparative advertisements in which one or more competi¬tors are explicitly named are unfair to competitors and tend to be deceptive and therefore should be illegal. Such
13. Develop four or five central ideas of an advertising code for children.
12. In a survey of 200 people, 90 percent recognized the Good Housekeeping Seal, 50 percent relied upon it for purchasing decisions, and 29 percent believed that the product met federal quality and
11. How would you determine if the National Advertising Review Board is effective at resolving complaints concerning deceptive advertising? If its concern is broadened to include issues of taste, how
10. In some corrective advertising proposals, a one-year period and 25 percent of advertising budgets were suggested as the extent of the corrective advertising effort. How should the percentage and
9. Identify three advertisements that contain claims that should have prior sub¬stantiation.
8. If the FTC holds that inadequate substantiation exists for an advertising claim, it has held responsible not only the manufacturer but also the agency prepar¬ing the advertising, the media
7. Pornography, which is protected by free speech guarantees, is judged by whether the average person applying contemporary community standards be¬lieves the dominant theme appeals to prurient
6. If a brand is not substantially different from its competitors, should its adver¬tisements state that fact? What would be the effect of such a rule?
5. The FTC is concerned about the use of endorsements by celebrities or experts(as opposed to the use of ordinary people or a “slice-of-life” dramatization).What guidelines would you suggest that
4. Evaluate the following proposals:a. Advertising for brands that are, for all practical purposes, identical to com¬petitors’ should be eliminated.b. The use of live models or spokespeople should
3. All advertisements have the capacity to deceive some audience members. For example, if an ad merely showed a picture of a glass of milk, some people would believe that the advertisement was
2. For the advertisements of the products in question 1, how would you use ad¬vertising research to help determine whether deception is present?
1. In your judgment, are the following deceptive?a. Geritol (tired blood).b. Wonder Bread (the implied uniqueness issue).c. Colgate-Palmolive (the use of simulated sandpaper).d. Efficen (implying a
10. Given the data in Table 17-4, select media vehicles using CPM figures for (a) all adults and (b) women only.
9. What are the advantages of using a media buying organization?
8. Under what circumstances would it be effective to pulse advertising rather than spreading it out evenly? Evaluate the strategy of The Broiler to engage in ten or so television pulse campaigns
7. Generate vehicle source effect values for a set of magazines or TV programs using your own subjective judgment, assuming a product and an advertising objective. For example, suppose that a
6. What are the limitations of the people-meter?
5. Of the recent-reading and through-the-book methods, which do you prefer?Why?
4. In a survey of housewives, the readership of Atlantic Monthly was exaggerated and the and the readership of Soap Opera Digest seemed much less than circu¬lation figures indicated. Why would
3. You are an advertising manager for a new line of package marking devices for use by retail food stores. Your advertising is designed to create awareness among chain store managers. Two schedules
2. Comment on the media plan for The Broiler. What would the “value of succes¬sive exposure” function look like? How would you go about deciding upon the mix of sixty- and thirty-second
1. A basic component of a media model objective function involves counting ex¬posures generated by an insertion schedule. The remaining components intro¬duced in this chapter attempt to qualify the
16. What are the factors that should contribute to wear-out? Illustrate your an¬swer with specific examples of commercials that you can recall. What are some ads that you have not tired of even
15. How might that repetition function in question 14 be affected by whether the ad was in color, whether it used short or long copy, and the vehicle in which the ad appeared?
14. Suppose that you are attempting to get housewives to try your new gourmet vegetable dish and have divided housewives into two groups—those inter¬ested in kitchens and those not so interested.
13. Why would a regression analysis of a three-year sequence of monthly adver¬tising expenditures and market share of a detergent be a less sensitive and valid way to determine advertising response
12. Why might a regression model fit the data better if the log of advertising ex¬penditures is used as the independent variable instead of the advertising ex¬penditures?
11. What is the difference between a marginal analysis and a regression analysis?
10. What are the two most important attributes of a split-cable test? In what sense might a split-cable test be overcontrolling? Under what circumstances would you worry about such a problem? What
9. Suppose that you were a brand manager and had developed an experiment in¬volving four Midwest test cities in which four levels of advertising expenditure were used over a six-month period. The
8. Which kinds of firms are likely to invest in advertising and sales experiments?Why are experiments used infrequently? What are the problems and limita¬tions of experiments? Why are experiments
7. Repeat question 6 for a company selling technical instruments used in scien¬tific laboratories and hospitals. How would the design differ? Should industrial marketing companies attempt to
6. Design a field experiment that would provide input data for the sales response to advertising function for a company selling men’s razor blades. How much would the experiment likely cost?
5. Contact someone in a firm that does a significant amount of advertising. What advertising budget-setting decision rule do they use? To what extent is the budget decision arrived at by a bargaining
4. What assumptions underlie the “all-you-can-afford” and “competitive-parity”approaches to setting advertising budgets?
3. What is the percentage-of-sales budgeting approach? Why is it so widely used?Under what circumstances might it be inappropriate? Why?
2. In Figure 16-1, why is the sales curve S-shaped? Explain the gradually acceler¬ating section on the lower half of the curve and the flattening out section on the upper half. Discuss the
1. At the chapter outset, some large advertising expenditure differences were ob¬served between firms in the same industry. Why?
When there exists a great deal of clutter to break through. Of particular importance is the level of competitive advertising. It may be necessary to increase repetition to break through the presence
When the target audience is less involved and less motivated to process the information or when it has less ability to process it (because a lack of background information or be¬cause of a lack of
The purchase and use cycle is relatively long. Products with short purchase and use cycles generally need more repetition.
A low level of brand loyalty has been achieved. A brand with a high level of purchase loy¬alty and attitude commitment will require less repetition.
2. What service or services should she recommend for testing the bar-soap com¬mercial?

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