Question 1

SCENARIOS
Purgatory-Durango
Joe Average is "A-OK" with the Purgatory-Durango ski resort.Rather than try to keep up with big-budget competitors like Vail and Aspen,the southwestern Colorado resort has poured its meager marketing budget into a no-frills advertising approach to lure "real people" to its slopes.The advertising campaign has the catchy slogan,"You Don't Have to Be Cool to Ski Purgatory." "Movie Star," the title of a full-page color ad,features a Polaroid photo of a smiling,overweight,slightly geeky man in a neon orange ski suit that looks like it could double as hunting attire in a duck blind.His skis aren't new,his hat doesn't match his outfit,and he is wearing goggles.This ad's copy says "We are Purgatory-Durango,not Telluride.And this is John Taber--not someone the tabloids would follow to the slopes.You don't need to be a celebrity to be treated like a star at Purgatory-Durango." This year,public relations activities included passing out to news media plastic pocket protectors containing pens,a used pencil,and a comb bearing the message: "Purgatory-Durango--No.1 in Grooming."
-Refer to LeBlanc's Pecan Company.When Orville LeBlanc created the list of communication tasks the advertising must accomplish,he was setting his:
A) marketing mix
B) media schedule
C) advertising objectives
D) advertising life span
E) media profile

Accepted Answer

Orville LeBlanc was creating a list of objectives that the advertising must accomplish, which falls under the category of advertising objectives.

Question 2

Your company has decided to become the American producer of Chocomel,a Dutch soda that tastes like chocolate mousse.It is made from partially creamed milk,sugar,cocoa,and stabilizers.The price for one glass bottle will be $1.09.You are responsible for developing several advertisements for Chocomel.Name six common advertising appeals.For each appeal,give an example of a Chocomel advertisement message using that appeal.

Accepted Answer

The answer of Your company has decided to become the...

Question 3

Your company has decided to become the American producer of Chocomel,a Dutch soda that tastes like a chocolate mousse.It is made from partially creamed milk,sugar,cocoa,and stabilizers.You have been hired to take over the outdoor advertising campaign for the new soft drink.Describe outdoor advertising and the various forms of outdoor media that you could use in your campaign.With which advantages and disadvantages should you be concerned?

Accepted Answer

The answer of Your company has decided to become the...

Question 4

SCENARIOS
Purgatory-Durango
Joe Average is "A-OK" with the Purgatory-Durango ski resort.Rather than try to keep up with big-budget competitors like Vail and Aspen,the southwestern Colorado resort has poured its meager marketing budget into a no-frills advertising approach to lure "real people" to its slopes.The advertising campaign has the catchy slogan,"You Don't Have to Be Cool to Ski Purgatory." "Movie Star," the title of a full-page color ad,features a Polaroid photo of a smiling,overweight,slightly geeky man in a neon orange ski suit that looks like it could double as hunting attire in a duck blind.His skis aren't new,his hat doesn't match his outfit,and he is wearing goggles.This ad's copy says "We are Purgatory-Durango,not Telluride.And this is John Taber--not someone the tabloids would follow to the slopes.You don't need to be a celebrity to be treated like a star at Purgatory-Durango." This year,public relations activities included passing out to news media plastic pocket protectors containing pens,a used pencil,and a comb bearing the message: "Purgatory-Durango--No.1 in Grooming."
-Refer to LeBlanc's Pecan Company.When Orville LeBlanc decided which media he would use to optimally and cost-effectively reach the store's target audience,he was engaged in developing a(n):
A) marketing mix
B) media plan
C) promotional plan
D) advertising campaign
E) reach objectives

Accepted Answer

Orville LeBlanc was specifically deciding which media channels to use to reach his target audience, which falls under the development of a media plan. The other options (marketing mix, promotional plan, advertising campaign, and reach objectives) may be components of a larger marketing strategy, but do not directly address the decision of which media channels to use.

Question 5

SCENARIOS
Purgatory-Durango
Joe Average is "A-OK" with the Purgatory-Durango ski resort.Rather than try to keep up with big-budget competitors like Vail and Aspen,the southwestern Colorado resort has poured its meager marketing budget into a no-frills advertising approach to lure "real people" to its slopes.The advertising campaign has the catchy slogan,"You Don't Have to Be Cool to Ski Purgatory." "Movie Star," the title of a full-page color ad,features a Polaroid photo of a smiling,overweight,slightly geeky man in a neon orange ski suit that looks like it could double as hunting attire in a duck blind.His skis aren't new,his hat doesn't match his outfit,and he is wearing goggles.This ad's copy says "We are Purgatory-Durango,not Telluride.And this is John Taber--not someone the tabloids would follow to the slopes.You don't need to be a celebrity to be treated like a star at Purgatory-Durango." This year,public relations activities included passing out to news media plastic pocket protectors containing pens,a used pencil,and a comb bearing the message: "Purgatory-Durango--No.1 in Grooming."
-Refer to LeBlanc's Pecan Company.If Orville LeBlanc is most interested in audience selectivity and production costs,he should select _____ as the store's primary advertising medium.
A) outdoor
B) magazine
C) cable television
D) radio
E) network television

Accepted Answer

Radio advertising would allow for audience selectivity through choosing specific stations or time slots that cater to the target audience of LeBlanc's Pecan Company, while also being a cost-effective option compared to magazine or network television advertising. Outdoor advertising may not reach the target audience effectively, and cable television advertising may be too expensive.

Question 6

What is institutional advertising? What are the audiences of this type of advertising? How does advocacy advertising differ from institutional advertising?

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Question 7

Describe the two traditional print media vehicles.

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Question 8

SCENARIOS
Purgatory-Durango
Joe Average is "A-OK" with the Purgatory-Durango ski resort.Rather than try to keep up with big-budget competitors like Vail and Aspen,the southwestern Colorado resort has poured its meager marketing budget into a no-frills advertising approach to lure "real people" to its slopes.The advertising campaign has the catchy slogan,"You Don't Have to Be Cool to Ski Purgatory." "Movie Star," the title of a full-page color ad,features a Polaroid photo of a smiling,overweight,slightly geeky man in a neon orange ski suit that looks like it could double as hunting attire in a duck blind.His skis aren't new,his hat doesn't match his outfit,and he is wearing goggles.This ad's copy says "We are Purgatory-Durango,not Telluride.And this is John Taber--not someone the tabloids would follow to the slopes.You don't need to be a celebrity to be treated like a star at Purgatory-Durango." This year,public relations activities included passing out to news media plastic pocket protectors containing pens,a used pencil,and a comb bearing the message: "Purgatory-Durango--No.1 in Grooming."
-Refer to LeBlanc's Pecan Company.The new LeBlanc's Pecan Company advertisements focus on the wide assortment of products available at the LeBlanc's store.This advertising highlights:
A) a product attribute
B) brand loyalty
C) changing a negative attitude
D) market share
E) target markets

Accepted Answer

The advertising campaign for LeBlanc's Pecan Company focuses on the wide assortment of products available at their store, which is a product attribute. It is highlighting the variety of products that customers can find at their store, which can help attract new customers or convince current customers to try different products.

Question 9

Discuss how advertising affects the everyday life of consumers.Include a discussion of how frequently consumers are exposed to ads,how ads affect attitudes and values,how ads reinforce brand loyalty,and how ads influence the way consumers rank brand attributes.

Accepted Answer

The answer of Discuss how advertising affects the everyday life...

Question 10

How does competitive advertising differ from comparative advertising? Which type of advertising is more effective?

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Question 11

There are several criteria used in selecting media in an advertising campaign.Name and briefly discuss the impact of five of these criteria used to select media.

Accepted Answer

The answer of There are several criteria used in selecting...

Question 12

Eighty percent of all pregnant women suffer from morning sickness.In a large majority of women,the morning sickness is alleviated by ginger.Your company has developed Gin-Gins,an all-natural hard candy made from real ginger.You are responsible for developing advertisements for Gin-Gins.Name six common advertising executional styles.Then briefly describe how you would design six different Gin-Gins advertisements (one for each executional style you have listed).

Accepted Answer

The answer of Eighty percent of all pregnant women suffer...

Question 13

SCENARIOS
Purgatory-Durango
Joe Average is "A-OK" with the Purgatory-Durango ski resort.Rather than try to keep up with big-budget competitors like Vail and Aspen,the southwestern Colorado resort has poured its meager marketing budget into a no-frills advertising approach to lure "real people" to its slopes.The advertising campaign has the catchy slogan,"You Don't Have to Be Cool to Ski Purgatory." "Movie Star," the title of a full-page color ad,features a Polaroid photo of a smiling,overweight,slightly geeky man in a neon orange ski suit that looks like it could double as hunting attire in a duck blind.His skis aren't new,his hat doesn't match his outfit,and he is wearing goggles.This ad's copy says "We are Purgatory-Durango,not Telluride.And this is John Taber--not someone the tabloids would follow to the slopes.You don't need to be a celebrity to be treated like a star at Purgatory-Durango." This year,public relations activities included passing out to news media plastic pocket protectors containing pens,a used pencil,and a comb bearing the message: "Purgatory-Durango--No.1 in Grooming."
-Refer to LeBlanc's Pecan Company.The new campaign for the store is designed to stimulate demand for the LeBlanc's new store,given that the store is in the introductory stage of the product life cycle.The campaign would be considered:
A) pioneering
B) comparative
C) institutional
D) exclusive
E) open-ended

Accepted Answer

The LeBlanc's Pecan Company is in the introductory stage of the product life cycle and the new campaign is designed to stimulate demand for the new store. In this stage, a pioneering advertising campaign is needed to create awareness and interest in the product or store. A comparative campaign would compare LeBlanc's to other pecan stores, which is not necessary since the store is new. An institutional campaign would focus on building the store's reputation, but at this stage, the priority is to generate awareness and interest. An exclusive or open-ended campaign would not be suitable for this stage.

Question 14

Name and briefly define the two major types of advertising.

Accepted Answer

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Question 15

SCENARIOS
Purgatory-Durango
Joe Average is "A-OK" with the Purgatory-Durango ski resort.Rather than try to keep up with big-budget competitors like Vail and Aspen,the southwestern Colorado resort has poured its meager marketing budget into a no-frills advertising approach to lure "real people" to its slopes.The advertising campaign has the catchy slogan,"You Don't Have to Be Cool to Ski Purgatory." "Movie Star," the title of a full-page color ad,features a Polaroid photo of a smiling,overweight,slightly geeky man in a neon orange ski suit that looks like it could double as hunting attire in a duck blind.His skis aren't new,his hat doesn't match his outfit,and he is wearing goggles.This ad's copy says "We are Purgatory-Durango,not Telluride.And this is John Taber--not someone the tabloids would follow to the slopes.You don't need to be a celebrity to be treated like a star at Purgatory-Durango." This year,public relations activities included passing out to news media plastic pocket protectors containing pens,a used pencil,and a comb bearing the message: "Purgatory-Durango--No.1 in Grooming."
-Refer to LeBlanc's Pecan Company.The LeBlancs focused their campaign on reasons why customers should shop at their store.This is an example of _____ advertising:
A) comparison
B) objective
C) format
D) execution
E) appeal

Accepted Answer

The LeBlancs' campaign focuses on the reasons why customers should shop at their store, which aligns with the concept of "appeal" advertising, as it highlights the benefits and reasons to attract customers.

Question 16

Compare and contrast radio and television as media vehicles.

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Question 17

Name five major advertising media.List two advantages and two disadvantages associated with the use of each of these media.

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Question 18

SCENARIOS
Purgatory-Durango
Joe Average is "A-OK" with the Purgatory-Durango ski resort.Rather than try to keep up with big-budget competitors like Vail and Aspen,the southwestern Colorado resort has poured its meager marketing budget into a no-frills advertising approach to lure "real people" to its slopes.The advertising campaign has the catchy slogan,"You Don't Have to Be Cool to Ski Purgatory." "Movie Star," the title of a full-page color ad,features a Polaroid photo of a smiling,overweight,slightly geeky man in a neon orange ski suit that looks like it could double as hunting attire in a duck blind.His skis aren't new,his hat doesn't match his outfit,and he is wearing goggles.This ad's copy says "We are Purgatory-Durango,not Telluride.And this is John Taber--not someone the tabloids would follow to the slopes.You don't need to be a celebrity to be treated like a star at Purgatory-Durango." This year,public relations activities included passing out to news media plastic pocket protectors containing pens,a used pencil,and a comb bearing the message: "Purgatory-Durango--No.1 in Grooming."
-Refer to LeBlanc's Pecan Company.A feature article in a Houston newspaper describing the LeBlanc's Pecan Company store and what it sells would be an example of:
A) newspaper advertising
B) event sponsorship
C) product placement
D) competitive advertising
E) publicity

Accepted Answer

The feature article in a Houston newspaper is an example of publicity, which is unpaid communication about an organization or product that appears in the media.

Question 19

You have been invited to give a lecture to the local AMA student chapter about the advertising industry.What will you tell the students about the economics of advertising,including industry size,and top industry advertisers?

Accepted Answer

The answer of You have been invited to give a...

Question 20

Name and briefly define three forms of product advertising.

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Quiz 15: Advertising and Public Relations