Question 1

MINI-CASE
Procter & Gamble is a major manufacturer of consumer packaged goods and spent almost $3 billion on consumer advertising in 2004, much of it on television. P&G has nationwide distribution of its products and uses television advertising because of that. However, P&G is concerned about the decrease in television audiences in recent years and the fact that consumers are better able to avoid television commercials.
-Refer to Mini-Case. Another major concern of P&G and other advertisers is the fact that consumers are increasingly avoiding commercials, either by zapping them or using technology, such as digital video recorders, to avoid them completely. As a result, they are making a concerted effort to get the actors in movies and television programs to verbally or visually expose their brands to the audience. What is this practice known as?
A) sponsorship
B) product placement
C) participations
D) de-clutter
E) share

Accepted Answer

Product placement is the practice of integrating specific products or brands into movies or television shows in a way that they are seen or mentioned by the characters, which is a strategy to expose the audience to these brands outside of traditional advertising methods.

Question 2

What was the challenge facing the agency of Holiday Inn Express, which was described in the chapter opening vignette, and how did they address it?

Accepted Answer

The answer of What was the challenge facing the agency...

Question 3

Coca-Cola had an "Always Coca-Cola" campaign in which their agency created jingles in several different music styles, such as rock-and-roll, country, hip-hop, and easy rock. The musical quality was on par with the music programming heard on radio stations, and they wanted to ensure that consumers heard it at that quality level. They also wanted as many consumers as possible to be exposed to the ads. Explain which type of radio is best at meeting these requirements?

Accepted Answer

The answer of Coca-Cola had an "Always Coca-Cola" campaign in...

Question 4

Community Coffee once claimed in one of their television commercials that it was the "state coffee of Louisiana," and a nice lady mockingly said at the end of the commercial that "You've got to be a Yankee if you don't like Community Coffee!" Community wants to advertise on cable television, especially during food-related shows that appear on the Food Network. Because Community Coffee is distributed only in the South, they don't want nationwide exposure for their ads. Explain how Community can advertise on a regional basis on cable television.

Accepted Answer

The answer of Community Coffee once claimed in one of...

Question 5

Six Flags Fiesta Texas is located in San Antonio, Texas. Although several locals and other Texans visit the park every year, Six Flags wants to target the millions of tourists that visit the beautiful city for the Alamo and the riverwalk area. They would like to reach these tourists through television in their hotel rooms. Explain how they can do that.

Accepted Answer

The answer of Six Flags Fiesta Texas is located in...

Question 6

May is the time of year when agencies start purchasing advertising time during prime time network programming for the next television season that begins in September. Name and describe the three forms of network television advertising.

Accepted Answer

The answer of May is the time of year when...

Question 7

In Prof. Rotfeld's opinion presented in "A Matter of Practice," is advertising the solution to persuading people to change their 'problem' behavior?

Accepted Answer

The answer of In Prof. Rotfeld's opinion presented in "A...

Question 8

As described in "The Inside Story," Framsokn, historically one of the three largest political parties in Iceland, found itself in a downward spiral in popularity for the parliamentary election in 2003. Describe how their agency turned this around for them.

Accepted Answer

The answer of As described in "The Inside Story," Framsokn,...

Question 9

A recent Wall Street Journal article was entitled "Marketing Nirvana Is to Be a President's Preferred Brand." The article discussed how President and Mrs. Bush receive about 1,000 gifts each month and keep and use only a handful of them. The president must disclose this information to the public, and marketers want the president to choose their brands. One TV news story discussed how President Bush has stopped running and has started biking instead, and video showed him riding a Trek bicycle. Based on what you learned from this chapter, why are so many marketers eager to give their products to the president?

Accepted Answer

The answer of A recent Wall Street Journal article was...

Question 10

Based on the "Practical Tips" given in this chapter, give three reasons to use radio as an advertising medium.

Accepted Answer

The answer of Based on the "Practical Tips" given in...

Question 11

Based on the "Practical Tips" given in this chapter, give three reasons to use television as an advertising medium.

Accepted Answer

The answer of Based on the "Practical Tips" given in...

Question 12

Based on the "Practical Tips" given in this chapter, give three reasons to use movie ads as an advertising medium.

Accepted Answer

The answer of Based on the "Practical Tips" given in...

Question 13

Based on the "Practical Tips" given in this chapter, give three reasons to use product placement as an advertising medium.

Accepted Answer

The answer of Based on the "Practical Tips" given in...

Question 14

Describe the challenge facing Sirius satellite radio and the risky step they took to meet their challenge as described in the "Hands-On" case at the end of the chapter.

Accepted Answer

The answer of Describe the challenge facing Sirius satellite radio...

Question 15

MINI-CASE
John is opening a Lion's Choice fast food roast beef restaurant in Baton Rouge, Louisiana. This restaurant is actually nationwide, but this is the first franchise opening in this city. In fact, their strategy is to increase its presence in the South, where currently it does not have as many outlets as in other parts of the country but is opening about one new outlet each month. Although the national office does some advertising, franchisees are allowed to do local advertising using advertisements provided to them by the national office. However, John has only about $1,000 to purchase media exposure.
-Refer to Mini-Case. What broadcast media and delivery systems is the national office likely to use for its advertising? Explain your answer.

Accepted Answer