Question 1

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

Accepted Answer

Develop comprehension-to communicate enough information about the product that some percentage of the aware group will understand the product's purpose,image,or position,and perhaps some of its features.The five levels of advertising influence depicted in the advertising pyramid according to its order are awareness,comprehension,conviction,desire,and action.See Exhibit 7-5.

Question 2

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?

Accepted Answer

Companies have little or no control over unplanned messages.Unplanned are unsought and uncontrolled by the company.

Question 3

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

Accepted Answer

The advertising manager first reviews the marketing plan to understand where the company wants to go,how it intends to get there,and what role advertising plays in the marketing mix.

Question 4

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?

Accepted Answer

Partnership.The company works continuously with customers (and other stakeholders)to discover ways to deliver better value (Nordstrom's Personal Shopper).Eby-Brown works continually with its customers to discover ways to deliver better service.

Question 5

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?

Accepted Answer

Product messages refer to how the marketing mix communicates value to the customer.

Question 6

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?

Accepted Answer

The percentage-of- sales method is one of the most popular techniques for setting advertising budgets.It may be based on a percentage of last year's sales,anticipated sales for next year,or a combination of the two.

Question 7

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:

Accepted Answer

The five levels of advertising influence depicted in the advertising pyramid according to its order are Awareness,Comprehension,Conviction,Desire,and Action (Refer to Exhibit 7-5).

Question 8

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.

Accepted Answer

All available funds: Go-for-broke technique generally used by small firms with limited capital,trying to introduce new products or services (Refer to My ad campaign: Ways to Set Advertising Budgets [7-D]).

Question 9

The percentage-of sales method:

Accepted Answer

The percentage-of- sales method is one of the most popular techniques for setting advertising budgets.It may be based on a percentage of last year's sales,anticipated sales for next year,or a combination of the two.Businesspeople like this method because it is the simplest,it doesn't cost them anything,it is related to revenue,and it is considered safe.

Question 10

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

Accepted Answer

The greatest shortcoming of the percentage-of-sales method is that it violates a basic marketing principle.Marketing activities are supposed to stimulate demand and thus sales,not occur as a result of sales.

Question 11

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

Accepted Answer

Advertising strategy consists of two sub strategies: the creative strategy and the media strategy.

Question 12

Mycogen Seeds has announced details of its Over-the-Top program for 2007-08.This unique program offers cash rebates to customers who purchase both Mycogen brand products and any of 16 selected crop protection products from Dow AgroSciences.According to the advertising pyramid,the purpose of this rebate is to encourage:

Accepted Answer

The cash rebate is given to encourage purchase (action)(Refer to Exhibit 7-5).

Question 13

According to the text,a firm that has used the share-of-market/share-of-voice method for allocating advertising funds for a number of years may have a tendency to:

Accepted Answer

The share-of-market/share-of-voice method is a bold attempt to link advertising dollars with sales objectives.

Question 14

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.

Accepted Answer

Product messages refer to how the marketing mix communicates value to the customer.

Question 15

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

Accepted Answer

It is often difficult to determine in advance the amount of money needed to reach a specific goal.Techniques for measuring advertising effectiveness still have many weaknesses.It is difficult to determine because you can't know in advance exactly what will be required to motivate the potential buyers.

Question 16

The full-page ad that Xerox ran in Fortune magazine is an example of which type of company/brand-related messages being sent to company stakeholders?

Accepted Answer

The term planned message refers to all the traditional marketing communications messages like advertising and sales promotions.

Question 17

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?

Accepted Answer

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 (Refer to My ad campaign: Ways to Set Advertising Budgets [7-D]).

Question 18

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

Accepted Answer

In consumer goods marketing,increases in market share are closely related to increases in the marketing budget.And market share is a prime indicator of profitability.

Question 19

Jerome stopped at Brewster's and purchased himself a chocolate ice cream cone.As he was exiting the store,the cone developed a leak and dripped ice cream all over his expensive suit.At that point,he swore to never buy Brewster's ice cream ever again.In terms of the messages that stakeholders receive,Jerome received a(n)_____ message.

Accepted Answer

Companies have little or no control over unplanned messages-as in the example here.

Question 20

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

Accepted Answer

The task method has three steps: defining objectives,determining strategy,and estimating cost.After setting specific,quantitative marketing objectives,the advertiser develops programs to attain them.

Quiz 7: Marketing,Advertising and IMC Planning