Question 1

Dove wanted to do more than just sell its beauty care products. The company was on a quest to discover "real beauty" and help women be happy just the way they are. As a result, the Dove Campaign for Real Beauty was successfully launched in 2004. Dove was practicing which type of marketing?

Accepted Answer

Dove was practicing mission marketing, which focuses on achieving a larger societal purpose rather than just selling products. The campaign aimed to promote a positive body image for women and challenge traditional beauty standards.

Question 2

When Disney releases one of its movies on DVD, print ads and scripts for radio ads are provided to retailers. Retailers are not supposed to alter the ad in any way. Each print ad has a spot on the bottom of the ad where a retailer can add its store information, and each radio script leaves 10 to 20 seconds for retailers to identify themselves. What is this time or space called?

Accepted Answer

The answer of When Disney releases one of its movies...

Question 3

David is planning an IMC campaign and is considering using sponsorship and events. What are the objectives appropriate for these IMC tools?

Accepted Answer

The answer of David is planning an IMC campaign and...

Question 4

An ad for WD-40 appeared in a magazine targeted to hardware store retailers. The ad showed end-of-aisle displays for the product. The copy explained how the use of a WD-40 display produces 40 percent higher sales for the retailer. The ad did not tout the benefits of the product, just what the display will do for the retailer's sales. Included in the ad was a chart of the months when WD-40 ads will appear in consumer magazines as well as the months when promotional allowances are available to retailers. Name and describe this type of advertising.

Accepted Answer

The answer of An ad for WD-40 appeared in a...

Question 5

Several profit-oriented organizations participated in the Great American Bake Sale that was held to raise funds to end child hunger in the United States. Parade magazine and ABC entertainment helped get the word out about this event. For Parade and ABC, this represents what type of social marketing program?

Accepted Answer

The participation of profit-oriented organizations in a bake sale to raise funds to end child hunger represents cause marketing. This type of social marketing program is when businesses collaborate with a non-profit organization to raise awareness and funds for a social cause while also promoting their brand. Parade magazine and ABC entertainment helped in promoting the event, but their involvement does not necessarily make this a promotional marketing program.

Question 6

Nancy has just opened up her own retail store called Candles 'n' Such and is beginning to advertise. What should her missions be in retail advertising?

Accepted Answer

The answer of Nancy has just opened up her own...

Question 7

Kevin has taken over the international operations of his company. He contends that advertisers must consider differences among countries, including local culture, media availability, and legal restrictions. What school of thought does Kevin subscribe to in approaching advertising across national borders?

Accepted Answer

Kevin's emphasis on considering local culture, media availability, and legal restrictions suggests that he subscribes to the school of thought of localization, which advocates tailoring marketing efforts to the unique requirements of each market in which a company operates.

Question 8

An ad for the new edition of this advertising textbook was placed in the Journal of Advertising, which is read by professors teaching this subject and practitioners in the advertising industry. What type of business-to-business advertising is this an example of?

Accepted Answer

Profession advertising is a type of business-to-business advertising that targets professionals in a specific field. In this case, the ad for the new edition of the advertising textbook is placed in the Journal of Advertising, which is read by professors teaching this subject and practitioners in the advertising industry. Therefore, this is an example of profession advertising.

Question 9

What was the new direction taken for SPAR's brand in its "Life's Great" campaign, as described in "A Matter of Practice"?

Accepted Answer

The answer of What was the new direction taken for...

Question 10

Refer to the passage below to answer the questions that follow.
Acme, Inc. is a manufacturer of industrial goods, such as ball bearings, filters, and valves. Acme's target market is manufacturers who purchase these goods to go into the systems that they manufacture for their customers, such as power plants, heating and cooling systems, and ships. Additionally, even though Acme is not a very large manufacturer and has never sold a product internationally, it intends to go international with a valve for which it recently received a patent and that is superior to any offered anywhere in the world.
-What type of business-to-business advertising is appropriate for Acme?

Accepted Answer

Acme's target market is other manufacturers, so industrial advertising is the most appropriate type of business-to-business advertising for this company. Government advertising, agricultural advertising, and professional advertising are not applicable to this company. Trade advertising could also be an appropriate choice, but since Acme is targeting manufacturers rather than retailers or wholesalers, industrial advertising is a better fit.

Question 11

Refer to the passage below to answer the questions that follow.
Acme, Inc. is a manufacturer of industrial goods, such as ball bearings, filters, and valves. Acme's target market is manufacturers who purchase these goods to go into the systems that they manufacture for their customers, such as power plants, heating and cooling systems, and ships. Additionally, even though Acme is not a very large manufacturer and has never sold a product internationally, it intends to go international with a valve for which it recently received a patent and that is superior to any offered anywhere in the world.
-What is the first stage in international market development that Acme will most likely pursue to expand into other countries?

Accepted Answer

The first stage in international market development is exporting, which involves selling goods and services produced in one country to customers in another country. Since Acme has never sold a product internationally, it is most likely to start with exporting its newly patented valve to other countries.

Question 12

The global name for Microsoft's operating system, Vista, turns out to be a disparaging term for a frumpy old woman in Lativa. Microsoft must adjust the name. This is an example of the need for ________ in international advertising campaigns.

Accepted Answer

The need for adaptation in international advertising campaigns is demonstrated by the example given in the question, where Microsoft had to adjust the name of its operating system, Vista, because it was a disparaging term for a frumpy old woman in Latvia. Adaptation involves modifying marketing strategies and messages to suit the cultural, linguistic, and other differences in various markets. Standardization involves using the same marketing strategies and messages across different markets, while centralization refers to decision-making authority being concentrated in one location or individual, and decentralization refers to decision-making authority being spread across different locations or individuals. Bottom-up creativity involves generating innovative ideas and solutions from lower-level employees or customers rather than from top management.

Question 13

Marcus is the advertising director of a major international corporation that manufactures skateboard components to sell to skate shops around the world. His philosophy is that teenagers, who are his products' target market, are pretty much the same all over the world, especially teens that are passionate about skateboarding. Name and describe the school of thought that he espouses.

Accepted Answer

The answer of Marcus is the advertising director of a...

Question 14

Who did Honda target with its advertising campaign and what did the market want from an SUV, as described in the chapter's opening vignette?

Accepted Answer

The answer of Who did Honda target with its advertising...

Question 15

What was Honda's Big Idea in its new advertising campaign, as described in the chapter's opening vignette?

Accepted Answer

The answer of What was Honda's Big Idea in its...

Question 16

Timberland is a well-known manufacturer of rugged shoes and boots, as well as other outdoor clothing and equipment. Helping others is part of the company's core values, and Timberland allows its employees a full week paid leave of absence to assist in a cause that is important to them. The leave is in addition to the regular paid vacation time employees receive. What type of social marketing does this commitment to community service by Timberland illustrate?

Accepted Answer

Timberland's commitment to community service and allowing employees to take a full week paid leave of absence to assist in a cause important to them is an example of societal marketing. Societal marketing focuses on creating a positive image for the company by showing how it contributes to society's well-being. Timberland's commitment to community service aligns with this approach by showing how the company is committed to making a positive impact on society beyond its products and services.

Question 17

A company wants to advertise its product in a trade magazine. The product would be aimed at managers who directly oversee manufacturing in different industries. What type of trade publication does the company want to advertise in?

Accepted Answer

The answer of A company wants to advertise its product...

Question 18

Martin is working on a client's global advertising strategy. What are the stages Martin will most likely follow for market development in international markets?

Accepted Answer

The answer of Martin is working on a client's global...

Question 19

As Acme plans for global marketing communications, which approach or model is most appropriate for its situation, given the type of products it sells?

Accepted Answer

The answer of As Acme plans for global marketing communications,...

Question 20

What was the objective of Yoplait yogurt's "Save Lids to Save Lives" campaign described in "A Principled Practice"? What kind of marketing is this?

Accepted Answer

The answer of What was the objective of Yoplait yogurt's...

Quiz 18: The Imc Umbrella