Marketing

Q: Though emerging technologies have created exciting new options for direct marketers, businesses have had direct contact with consumers since the early days of mail-order companies and catalog merchandisers. a. True b. False

Q: In the context of direct marketing, focusing on a single medium is likely to be more effective than the use of multiple media. a. True b. False

Q: Direct marketing is an interactive system of marketing, which uses one or more advertising media to affect a measurable response and/or transaction at any location. a. True b. False

Q: Discuss why the role of personal selling is a critical one in the direct marketing tool kit, and briefly explain the three types of personal selling.

Q: A national big-box retailer has created a new marketing database. But it has become the center of great conflict among the departments within the firm. It has also caused problems between the retailer and its advertising agency. Why is such a useful tool creating this discord?

Q: Marketing databases are used by businesses for three concrete tasks or specific applications. Identify and define all three. Select one of them and demonstrate how it is used by a well-known corporation, manufacturer, retailer, or service provider.

Q: You are the marketing manager for the Internet's largest online shoe retailer. The company ships shoes of all types, styles, and sizes to locations throughout the U.S. and around the world. Given a choice between access to a mailing list and access to a marketing database, which would you choose? Define each and state the advantages of your choice?

Q: Define list enhancement, and discuss two simple ways to conduct it. What four categories of information can be included to help define various populations and target markets?

Q: What is meant by the term direct marketing? What elements have contributed to its growth and popularity in recent years? What are the three principal purposes that a direct marketing program could serve for a company?

Q: Scenario 17-4Trapper's Lake Lodge is a rustic hotel situated on a large lake in the Flat Tops Wilderness Area. The lodge offers a relaxing getaway as well as guided fishing, hunting, bicycling, and cross-country skiing trips from its remote location 250 miles away from a major airport. Guests must travel the last 40 miles on a rough dirt road during the summer months or ride a special snow car during the snow season. Trapper's Lake Lodge management has found that guests almost always have a wonderful experience during their stay and swear they will visit again. Nonetheless, the biggest problem is getting people to visit in the first place, probably due to the difficult travel involved. So the lodge management has decided to mount an aggressive direct marketing campaign to increase first-time guest visits as well as to nurture loyal frequent visitors.After the initial contact, the managers have identified about two dozen potential new visitors who live in and around the closest big city, the one that is about 250 miles away. They decide to start with this group. They want to send a sales representative to host a casual buffet dinner for these potential guests along with the current customers who recommended them. The representative will promote the features of the recreational facility and drum up sales from both returning and new customers. Which of the following roles is this person playing in supporting the lodge's direct marketing process?a. Personal salesperson b. Marcom managerc. Missionary salesperson d. Frequency marketer

Q: Scenario 17-4Trapper's Lake Lodge is a rustic hotel situated on a large lake in the Flat Tops Wilderness Area. The lodge offers a relaxing getaway as well as guided fishing, hunting, bicycling, and cross-country skiing trips from its remote location 250 miles away from a major airport. Guests must travel the last 40 miles on a rough dirt road during the summer months or ride a special snow car during the snow season. Trapper's Lake Lodge management has found that guests almost always have a wonderful experience during their stay and swear they will visit again. Nonetheless, the biggest problem is getting people to visit in the first place, probably due to the difficult travel involved. So the lodge management has decided to mount an aggressive direct marketing campaign to increase first-time guest visits as well as to nurture loyal frequent visitors.After asking for references from current guests, and for permission to use their names, the lodge has gathered a list of about 75 friends and family members who may be interested in a stay. The lodge managers plan on making an initial contact with each of them, hoping to experiment with a couple of different messages to see what works best. But they want to be careful not to turn off these potential customers. Which approach would work best for this first step?a. Mobile marketing through text messages b. Personalized letters through direct mailc. Phone calls through telemarketingd. Bulk promotional messages through email

Q: Scenario 17-4Trapper's Lake Lodge is a rustic hotel situated on a large lake in the Flat Tops Wilderness Area. The lodge offers a relaxing getaway as well as guided fishing, hunting, bicycling, and cross-country skiing trips from its remote location 250 miles away from a major airport. Guests must travel the last 40 miles on a rough dirt road during the summer months or ride a special snow car during the snow season. Trapper's Lake Lodge management has found that guests almost always have a wonderful experience during their stay and swear they will visit again. Nonetheless, the biggest problem is getting people to visit in the first place, probably due to the difficult travel involved. So the lodge management has decided to mount an aggressive direct marketing campaign to increase first-time guest visits as well as to nurture loyal frequent visitors.Guests at the lodge have always filled out a brief form with their name, address, phone number, and email address. They will now be asked to complete a questionnaire that collects more information such as their age, gender, education level, and occupation. Also; their outdoor interests, recreational preferences, other hobbies, and comments about their stay at Trapper's Lake Lodge. This combination of new_____data will be used to help build a marketing database for the lodge.a. demographic and psychographic b. personal and behavioralc. behavioral and academicd. demographic and geo-demographic

Q: Scenario 17-4Trapper's Lake Lodge is a rustic hotel situated on a large lake in the Flat Tops Wilderness Area. The lodge offers a relaxing getaway as well as guided fishing, hunting, bicycling, and cross-country skiing trips from its remote location 250 miles away from a major airport. Guests must travel the last 40 miles on a rough dirt road during the summer months or ride a special snow car during the snow season. Trapper's Lake Lodge management has found that guests almost always have a wonderful experience during their stay and swear they will visit again. Nonetheless, the biggest problem is getting people to visit in the first place, probably due to the difficult travel involved. So the lodge management has decided to mount an aggressive direct marketing campaign to increase first-time guest visits as well as to nurture loyal frequent visitors.A public relations consultant advises the lodge management that any direct marketing campaign should be coordinated with its other advertising and promotional strategies, as well as all the efforts that its employees are making in order to make the stay so wonderful. In effect, the consultant is recommending that the lodge make_____the final goal of their campaign, since it would make all the efforts even more effective.a. services management b. marcom management c. integrationd. innovation

Q: Scenario 17-3As the number of firms utilizing direct marketing continues to grow, so does the number of consumers opposed to the methods often described as "intrusive." To combat the growing number of opposed consumers, marketers need to find creative new ways to optimize their direct marketing campaigns. One such outlet that firms are beginning to experiment with is social media. Executives understand that many consumers view a company's Facebook page more often than the company's home page, so they"ve grown to realize that setting up some form of an email optin on social media sites is a great way to build marketing databases. In addition to opt-in sections, social media allows businesses to interact with consumers, which may make them less inclined to respond negatively to a company's direct marketing efforts. By utilizing social media more often in the future, a number of U.S. companies hope to build stronger and more useful marketing databases.Which of the following is the most controversial of the various direct marketing methods?a. Social media interaction b. Direct mailc. Bulk emaild. Repetitive telemarketing

Q: Scenario 17-3As the number of firms utilizing direct marketing continues to grow, so does the number of consumers opposed to the methods often described as "intrusive." To combat the growing number of opposed consumers, marketers need to find creative new ways to optimize their direct marketing campaigns. One such outlet that firms are beginning to experiment with is social media. Executives understand that many consumers view a company's Facebook page more often than the company's home page, so they"ve grown to realize that setting up some form of an email optin on social media sites is a great way to build marketing databases. In addition to opt-in sections, social media allows businesses to interact with consumers, which may make them less inclined to respond negatively to a company's direct marketing efforts. By utilizing social media more often in the future, a number of U.S. companies hope to build stronger and more useful marketing databases.Marketers consider_______ to be the most economical form of direct response advertising. a. emailb. magazinesc. telemarketing d. direct mail

Q: Scenario 17-3As the number of firms utilizing direct marketing continues to grow, so does the number of consumers opposed to the methods often described as "intrusive." To combat the growing number of opposed consumers, marketers need to find creative new ways to optimize their direct marketing campaigns. One such outlet that firms are beginning to experiment with is social media. Executives understand that many consumers view a company's Facebook page more often than the company's home page, so they"ve grown to realize that setting up some form of an email optin on social media sites is a great way to build marketing databases. In addition to opt-in sections, social media allows businesses to interact with consumers, which may make them less inclined to respond negatively to a company's direct marketing efforts. By utilizing social media more often in the future, a number of U.S. companies hope to build stronger and more useful marketing databases.What effect has the Internet had on the privacy concerns regarding direct marketing?a. It has caused consumers to feel safer because they know marketers are acting responsibly.b. It has amplified privacy concerns as it makes it easier for marketers to access personal information. c. It has had no effect on consumer's feelings towards direct marketing.d. It has greatly reduced the direct marketing efforts of companies across the world.

Q: Scenario 17-3As the number of firms utilizing direct marketing continues to grow, so does the number of consumers opposed to the methods often described as "intrusive." To combat the growing number of opposed consumers, marketers need to find creative new ways to optimize their direct marketing campaigns. One such outlet that firms are beginning to experiment with is social media. Executives understand that many consumers view a company's Facebook page more often than the company's home page, so they"ve grown to realize that setting up some form of an email optin on social media sites is a great way to build marketing databases. In addition to opt-in sections, social media allows businesses to interact with consumers, which may make them less inclined to respond negatively to a company's direct marketing efforts. By utilizing social media more often in the future, a number of U.S. companies hope to build stronger and more useful marketing databases.Which of the following is an essential application of the marketing database?a. Keeping close tabs on consumers to ensure their loyalty b. Reinforcing and recognizing the most frequent customersc. Degrading and ignoring customers that are not providing consistent business d. Notifying customers of minute changes to various products and services

Q: Scenario 17-3As the number of firms utilizing direct marketing continues to grow, so does the number of consumers opposed to the methods often described as "intrusive." To combat the growing number of opposed consumers, marketers need to find creative new ways to optimize their direct marketing campaigns. One such outlet that firms are beginning to experiment with is social media. Executives understand that many consumers view a company's Facebook page more often than the company's home page, so they"ve grown to realize that setting up some form of an email optin on social media sites is a great way to build marketing databases. In addition to opt-in sections, social media allows businesses to interact with consumers, which may make them less inclined to respond negatively to a company's direct marketing efforts. By utilizing social media more often in the future, a number of U.S. companies hope to build stronger and more useful marketing databases.Building a marketing database can be helpful because it allows companies to gauge how receptive customers may be to new products or product features. One way of isolating a company's best customers is by utilizing:a. a recency, frequency, and monetary analysis. b. a frequency marketing program.c. cross-selling techniques.d. direct response advertising.

Q: Scenario 17-2AmericanProfile is an e-technology company. It allows companies to search and navigate gigabytes of data, categorize disparate content, and gain secure access to information regardless of where it residesall from its Web browser. Thus, AmericanProfile can share content across connected servers with partners, suppliers, customers, and employees to form an e-business content network. And it all happens in real time.AmericanProfile has adopted marketing techniques at a well-known pet magazine that is aware that casual visitors are often reluctant to provide personal information. The pet magazine has a full page on its website dedicated to privacy concerns. The magazine pledges to deal with these issues by:a. abstaining from sharing their information with third parties without permission. b. making the site appear independent from commercial sponsors.c. having creative salespeople call visitors and ask about such concerns.d. enhancing the final mailing list with nothing more than demographic data.

Q: Scenario 17-2AmericanProfile is an e-technology company. It allows companies to search and navigate gigabytes of data, categorize disparate content, and gain secure access to information regardless of where it residesall from its Web browser. Thus, AmericanProfile can share content across connected servers with partners, suppliers, customers, and employees to form an e-business content network. And it all happens in real time.One of the magazine publishers that AmericanProfile has studied about, collects data at its website about readers of its health and fitness columns. The publisher uses direct mail to try and get these readers to subscribe to another one of its publications. This one focuses on nutrition. This publisher is involved in____.a. missionary selling b. creative sellingc. system selling d. cross-selling

Q: Scenario 17-2AmericanProfile is an e-technology company. It allows companies to search and navigate gigabytes of data, categorize disparate content, and gain secure access to information regardless of where it residesall from its Web browser. Thus, AmericanProfile can share content across connected servers with partners, suppliers, customers, and employees to form an e-business content network. And it all happens in real time.Like many firms, AmericanProfile uses an RFM analysis to identify certain groups of high-profile customers and analyze their habits across three criteria. RFM stands for:a. record, format, momentum.b. recency, frequency, monetary. c. reach, function, marketing.d. returns, files, mailings.

Q: Scenario 17-2AmericanProfile is an e-technology company. It allows companies to search and navigate gigabytes of data, categorize disparate content, and gain secure access to information regardless of where it residesall from its Web browser. Thus, AmericanProfile can share content across connected servers with partners, suppliers, customers, and employees to form an e-business content network. And it all happens in real time.The whole idea behind promoting AmericanProfile is to show companies that gathering information about visitors' households and lifestyles through its website is a crucial step in building a:a. selection of testimonials. b. creative selling strategy. c. marketing database.d. core team of functional specialists.

Q: Scenario 17-2AmericanProfile is an e-technology company. It allows companies to search and navigate gigabytes of data, categorize disparate content, and gain secure access to information regardless of where it residesall from its Web browser. Thus, AmericanProfile can share content across connected servers with partners, suppliers, customers, and employees to form an e-business content network. And it all happens in real time.AmericanProfile is considering imitating a direct marketing tactic employed by several consumer magazines. Visitors to the home pages of these magazines' websites can link to tips on gardening, home decorating, cooking, clothes shopping, skin care, hair care, etc. They are then encouraged to rate these articles and columns, explain whether they were helpful, and add comments and suggestions based on their own lifestyles and hobbies. This allows marketers to enhance their customer information with:a. psychographic data.b. geo-demographic data. c. demographic data.d. behavioral data.

Q: Lack of coordination of an IBP effort often leads to disagreement and conflict within the business environment. What kind of factors commonly work against coordination? Explain those specific to an organization that handles the entire effort internally, and those specific to an organization that uses some external sources.

Q: Procter & Gamble is a prime example of a giant advertiser that has successfully used branded entertainment over many decades. How has P&G incorporated branded entertainment into its marketing mix over the years?

Q: Explain how branded entertainment differs from product placement, and what its future is as a branding tool. Give two examples of branded entertainment to support your answer.

Q: Discuss the nature and use of product placement. Explain, with examples, which forms of media do today's advertisers specifically use for product placement.

Q: Describe the Chaos Scenario? How does it relate to today's advertising efforts?

Q: What is meant by the term Madison & Vine? Explain why this convergence has occurred in the world of promotion.

Q: Scenario 16-4You are a marketing associate at a promotional firm that specializes in innovative branding. You will be meeting with several clients next week and you need to review their files and get updated on their latest promotional efforts.One client was initially willing to pay a hefty fee for its fruit snack bar to appear in a summer action movie full of spies and car chases, but the fit just didn"t seem right. You convinced the client to go instead with a teen romance that also released in the summer. It appears to have done very well, building popularity with kids who bought it at the concessions stand, and went on to buy it at their local retailer. Which of the following concepts did you rely on?a. Exclusive sponsorship b. Advergamingc. Leveraging d. Authenticity

Q: Scenario 16-4You are a marketing associate at a promotional firm that specializes in innovative branding. You will be meeting with several clients next week and you need to review their files and get updated on their latest promotional efforts. You recall that the owner of one firm had said in the past that you"d done a good job in convincing him that he needed to focus on creating synergy in all advertising efforts. At the time, he wanted you to clarify what you meant by synergy. You replied that synergy refers to:a. planning ahead for the use of new media as they emerge.b. making sure all media efforts reinforce each other for maximum effect. c. sharing communication goals among clients and suppliers.d. using all the interactive capabilities of any given media.

Q: Scenario 16-4You are a marketing associate at a promotional firm that specializes in innovative branding. You will be meeting with several clients next week and you need to review their files and get updated on their latest promotional efforts. One client has made the move to have signs and billboards for his product show up in a video game that takes users through city streets, down country roads, and across bridges and overpasses. Which of the following is a reason why this strategy will have a positive/negative impact?a. Gamers are irritated by such distractions.b. Gamers consider this an added attraction when playing games.c. Gamers get accustomed to ad clutter and do not realize that they exist.d. Gamers are three times more likely than users of other media to buy the items that appear in product placement.

Q: Scenario 16-4You are a marketing associate at a promotional firm that specializes in innovative branding. You will be meeting with several clients next week and you need to review their files and get updated on their latest promotional efforts. Another client was considering videogame placement the last time you met, and will be making a decision next week. She wasn"t sure about placing her product in a game, since her company sells mostly to adults and has never specifically targeted kids. You will remind her of research that shows that:a. a good portion of hard-core players are between 18 to 34 years old. b. the vast majority of gamers are teenagers, not children.c. the fastest-growing population of gamers are between 55 to 75 years old. d. elders who do play video games are more likely to notice products.

Q: Scenario 16-3In July 2010, a sports-focused social networking site named MyMVPs.com was launched. The site, which has been described by founder Mark Monaco as a hybrid of Facebook, ESPN and YouTube, will allow athletes, proud parents, and sports fans alike to view highlights of amateur athletes, check out the week's funniest sports bloopers, and chat with various sports celebrities registered with the free online service. Erin Dwyer, co-founder and one of the four individuals responsible for the site's success, believes the service will be incredibly beneficial not only foramateur athletes with college aspirations, but also for colleges with tight recruiting budgets. Dwyer stated, "It's huge for little kids and it's gigantic for high school athletes who want to get to college. For some schools with tight budgets for recruiting, coaches will be able to jump on a website that is clean and safe and gives them information on a player. That can give them an advantage." Still in its early stages, the company is looking to get its name out there as much as possibleand with partnerships with sports legends such as Mike Ditka, the company appears to be headed in the right direction.(Jeff Vorva, "MyMVPs.com Hopes to Fly High With Amateur Athletes." ChicagoTribLocal, June 16, 2010.)The team at MyMVPs decides to make sponsorship one of their top priorities. Not only can they build community relationships, but they can get the MyMVP's name out with signs and banners. The team also prints hundreds of business cards and stationery to distribute, and sets up a number of tents that will feature the company logo. In a small-scale and local way, this is the same thing large corporations do when they make an effort to:a. leverage the event as much as they can. b. make good use of product placement.c. fight the chaos scenario.d. speak to consumers in a single voice.

Q: Scenario 16-3In July 2010, a sports-focused social networking site named MyMVPs.com was launched. The site, which has been described by founder Mark Monaco as a hybrid of Facebook, ESPN and YouTube, will allow athletes, proud parents, and sports fans alike to view highlights of amateur athletes, check out the week's funniest sports bloopers, and chat with various sports celebrities registered with the free online service. Erin Dwyer, co-founder and one of the four individuals responsible for the site's success, believes the service will be incredibly beneficial not only foramateur athletes with college aspirations, but also for colleges with tight recruiting budgets. Dwyer stated, "It's huge for little kids and it's gigantic for high school athletes who want to get to college. For some schools with tight budgets for recruiting, coaches will be able to jump on a website that is clean and safe and gives them information on a player. That can give them an advantage." Still in its early stages, the company is looking to get its name out there as much as possibleand with partnerships with sports legends such as Mike Ditka, the company appears to be headed in the right direction.(Jeff Vorva, "MyMVPs.com Hopes to Fly High With Amateur Athletes." ChicagoTribLocal, June 16, 2010.)MyMVPs arranges to sponsor a few high schools, and begins to think of ways to leverage the sponsorship. In this context, leverage can be described as:a. the practice of judging sponsorship through media impressions.b. the practice of placing any branded product into the content and execution of an established entertainment vehicle.c. any collateral communication or activity reinforcing the link between a brand and an event. d. development and support of any entertainment property.

Q: Scenario 16-3In July 2010, a sports-focused social networking site named MyMVPs.com was launched. The site, which has been described by founder Mark Monaco as a hybrid of Facebook, ESPN and YouTube, will allow athletes, proud parents, and sports fans alike to view highlights of amateur athletes, check out the week's funniest sports bloopers, and chat with various sports celebrities registered with the free online service. Erin Dwyer, co-founder and one of the four individuals responsible for the site's success, believes the service will be incredibly beneficial not only foramateur athletes with college aspirations, but also for colleges with tight recruiting budgets. Dwyer stated, "It's huge for little kids and it's gigantic for high school athletes who want to get to college. For some schools with tight budgets for recruiting, coaches will be able to jump on a website that is clean and safe and gives them information on a player. That can give them an advantage." Still in its early stages, the company is looking to get its name out there as much as possibleand with partnerships with sports legends such as Mike Ditka, the company appears to be headed in the right direction.(Jeff Vorva, "MyMVPs.com Hopes to Fly High With Amateur Athletes." ChicagoTribLocal, June 16, 2010.)By sponsoring local high schools and high school sporting events, MyMVPs will be able to promote its brand to a large amount of its target audience, which is made up of athletes, parents and fans. This overlap is referred to as:a. the sweet spot.b. the marketing overlap. c. event sponsorship.d. selective product placement.

Q: Scenario 16-3In July 2010, a sports-focused social networking site named MyMVPs.com was launched. The site, which has been described by founder Mark Monaco as a hybrid of Facebook, ESPN and YouTube, will allow athletes, proud parents, and sports fans alike to view highlights of amateur athletes, check out the week's funniest sports bloopers, and chat with various sports celebrities registered with the free online service. Erin Dwyer, co-founder and one of the four individuals responsible for the site's success, believes the service will be incredibly beneficial not only foramateur athletes with college aspirations, but also for colleges with tight recruiting budgets. Dwyer stated, "It's huge for little kids and it's gigantic for high school athletes who want to get to college. For some schools with tight budgets for recruiting, coaches will be able to jump on a website that is clean and safe and gives them information on a player. That can give them an advantage." Still in its early stages, the company is looking to get its name out there as much as possibleand with partnerships with sports legends such as Mike Ditka, the company appears to be headed in the right direction.(Jeff Vorva, "MyMVPs.com Hopes to Fly High With Amateur Athletes." ChicagoTribLocal, June 16, 2010.)The team at MyMVPs decides to look into sponsorship as a way of building the brand. At first, they wonder about the cost. Eventually, they come to the conclusion that they would ultimately gain the mostbut would also have to spend the mostif the business decided to:a. be an exclusive sponsor of an event.b. calculate media impressions from an event.c. get involved in social networking for an event.d. be a co-sponsor of an event with another business.

Q: Scenario 16-3In July 2010, a sports-focused social networking site named MyMVPs.com was launched. The site, which has been described by founder Mark Monaco as a hybrid of Facebook, ESPN and YouTube, will allow athletes, proud parents, and sports fans alike to view highlights of amateur athletes, check out the week's funniest sports bloopers, and chat with various sports celebrities registered with the free online service. Erin Dwyer, co-founder and one of the four individuals responsible for the site's success, believes the service will be incredibly beneficial not only foramateur athletes with college aspirations, but also for colleges with tight recruiting budgets. Dwyer stated, "It's huge for little kids and it's gigantic for high school athletes who want to get to college. For some schools with tight budgets for recruiting, coaches will be able to jump on a website that is clean and safe and gives them information on a player. That can give them an advantage." Still in its early stages, the company is looking to get its name out there as much as possibleand with partnerships with sports legends such as Mike Ditka, the company appears to be headed in the right direction.(Jeff Vorva, "MyMVPs.com Hopes to Fly High With Amateur Athletes." ChicagoTribLocal, June 16, 2010.)Still looking to get the company name out, the team at MyMVPs begins to think of ways to make people aware of the site's benefits. Till date, they have relied on wordofmouth advertisement, but they are interested in any possibility that may help build brand awareness. This means that they are basically looking for:a. event sponsorships. b. mere exposure.c. product placement. d. media impressions.

Q: Scenario 16-2HollywoodBranding is a new promotions company formed by three former ad executives who had illustrious careers in large multi-service advertising agencies. Over their years, they developed close ties with a number of Hollywood movers and shakers. Consequently, they feel poised to respond to the business world's growing desire for branded entertainment. But they are aware that they need to continually fight their old school thoughts about branding forged in years of working solely with traditional media.The HollywoodBranding staff has an idea for a corporate giant in the household cleaning products industry; a reality show using all of its products in crazy stunts, timed contests, and obstacle races. But the client is worried about playing it straight with consumers, and openly disclosing its role as a paid advertiser for the show. This worry stems from the concern that:a. if advertisers pile on branded entertainment too quickly, a jaded consumer and a cluttered environment will be the result.b. branded entertainment will definitely have several failures because every time out, it is new and unpredictable. c. TV networks can be charged with deception of the public by failing to disclose the details of product-placement deals.d. there can be an incredible lack of alignment around who is responsible for ethics in branded entertainment.

Q: Scenario 16-2HollywoodBranding is a new promotions company formed by three former ad executives who had illustrious careers in large multi-service advertising agencies. Over their years, they developed close ties with a number of Hollywood movers and shakers. Consequently, they feel poised to respond to the business world's growing desire for branded entertainment. But they are aware that they need to continually fight their old school thoughts about branding forged in years of working solely with traditional media.A young media expert is hired by HollywoodBranding. He went to college with a bright girl who now does all the marketing for her family's business, a wellestablished cookie manufacturer with strong national distribution. Her grandparents and parents have run the same facility in St. Louis, and have run the same types of ads over the decades. On impulse, he calls to pitch a branded entertainment idea to her family. He should be sure to inform them that branded entertainment:a. is not much different from placing ads with traditional media.b. has been proven to consistently deliver higher brand exposure than other forms of media. c. can take new and unpredictable paths.d. represents one of the most conservative and dependable options available today.

Q: Scenario 16-2HollywoodBranding is a new promotions company formed by three former ad executives who had illustrious careers in large multi-service advertising agencies. Over their years, they developed close ties with a number of Hollywood movers and shakers. Consequently, they feel poised to respond to the business world's growing desire for branded entertainment. But they are aware that they need to continually fight their old school thoughts about branding forged in years of working solely with traditional media.A potential client has lunch with the owners of HollywoodBranding to discuss a new kind of promotion for his gourmet cookware. Beyond his magazine and newspaper advertising, he is looking for the perfect form of branded entertainment. The owners come prepared to pitch several ideas involving projects they"re aware of, and by the time coffee is served, they all agree to have the:a. cookware appear in the kitchen of a well-known sitcom family. b. company sponsor a cook in this year's Pillsbury Bakeoff.c. cookware mentioned in a new movie set in a New York restaurant. d. company fund a new PBS cooking show for amateur gourmets.

Q: Scenario 16-1MakeWaves is a promotional company with a website that offers the opportunity to sponsor a yacht in Grand Prix yacht racing. Commercial sponsors of the WaveRunner yacht can buy space for logos and graphics on the WaveRunner's sails, hulls, crew member's uniforms, and trailers. For enough sponsorship money, the WaveRunner will even change its name to better fit the sponsor. The WaveRunner is scheduled to compete in five Grand Prix yacht-racing events every year. MakeWaves claims on its website that sponsoring the WaveRunner in a race could result in millions of impressions in sailing magazines and newspapers as well as on broadcast media, and offers specific calculations to those who inquire.A company that thinks about sponsoring the WaveRunner does so with the hopes that it will play a major role in its IBP effort. One potential risk of using nontraditional forms of promotion is that they:a. involve factors that contribute to the challenge of coordinating all IBP messages. b. cannot be quantitatively measured.c. rarely make a strong enough impact on the marketing plan.d. cannot offer the highly targeted audience necessary for this role.

Q: Scenario 16-1MakeWaves is a promotional company with a website that offers the opportunity to sponsor a yacht in Grand Prix yacht racing. Commercial sponsors of the WaveRunner yacht can buy space for logos and graphics on the WaveRunner's sails, hulls, crew member's uniforms, and trailers. For enough sponsorship money, the WaveRunner will even change its name to better fit the sponsor. The WaveRunner is scheduled to compete in five Grand Prix yacht-racing events every year. MakeWaves claims on its website that sponsoring the WaveRunner in a race could result in millions of impressions in sailing magazines and newspapers as well as on broadcast media, and offers specific calculations to those who inquire.The MakeWaves website offers no information about the conversion of fan loyalty toward a sport into actual purchases of the sponsor's product. Marketers who have set fan loyalty as their main goal would do well to look into the branded entertainment opportunities of .a. NFL Footballb. Major League Baseball c. NASCARd. PGA Golf

Q: Scenario 16-1MakeWaves is a promotional company with a website that offers the opportunity to sponsor a yacht in Grand Prix yacht racing. Commercial sponsors of the WaveRunner yacht can buy space for logos and graphics on the WaveRunner's sails, hulls, crew member's uniforms, and trailers. For enough sponsorship money, the WaveRunner will even change its name to better fit the sponsor. The WaveRunner is scheduled to compete in five Grand Prix yacht-racing events every year. MakeWaves claims on its website that sponsoring the WaveRunner in a race could result in millions of impressions in sailing magazines and newspapers as well as on broadcast media, and offers specific calculations to those who inquire.How would an advertiser hope to benefit from sponsoring the WaveRunner?a. By avoiding the ego-driven decision making often associated with traditional advertising.b. By strategically placing its product at a sporting event to reach as wide an audience as possible. c. By taking part in the most cost-efficient form of promotion and advertising.d. By transferring consumers' positive feelings about yacht racing to the product.

Q: Scenario 16-1MakeWaves is a promotional company with a website that offers the opportunity to sponsor a yacht in Grand Prix yacht racing. Commercial sponsors of the WaveRunner yacht can buy space for logos and graphics on the WaveRunner's sails, hulls, crew member's uniforms, and trailers. For enough sponsorship money, the WaveRunner will even change its name to better fit the sponsor. The WaveRunner is scheduled to compete in five Grand Prix yacht-racing events every year. MakeWaves claims on its website that sponsoring the WaveRunner in a race could result in millions of impressions in sailing magazines and newspapers as well as on broadcast media, and offers specific calculations to those who inquire.MakeWaves is pitching a very specific sponsorship offer with its own benefits. But overall, the category of event sponsorship has certain advantages. One of the main advantages is that it:a. replaces expensive advertising as the main brand-building tool.b. targets certain groups of consumers who already purchase the brand.c. offers personal contact with consumers and publicity during and after the event. d. embeds the brand in a very nondescript and subtle way.

Q: Scenario 16-1MakeWaves is a promotional company with a website that offers the opportunity to sponsor a yacht in Grand Prix yacht racing. Commercial sponsors of the WaveRunner yacht can buy space for logos and graphics on the WaveRunner's sails, hulls, crew member's uniforms, and trailers. For enough sponsorship money, the WaveRunner will even change its name to better fit the sponsor. The WaveRunner is scheduled to compete in five Grand Prix yacht-racing events every year. MakeWaves claims on its website that sponsoring the WaveRunner in a race could result in millions of impressions in sailing magazines and newspapers as well as on broadcast media, and offers specific calculations to those who inquire.Any company that hears about the WaveRunner and decides on sponsorship for the first time will be in good company. Specifically, it will be following in the footsteps of one of the world's foremost oldÂschool advertisers that despite bankruptcy and realignment remains aggressive in event sponsorship, often involving its vehicles. Which of the following company's is being spoken about?a. Volkswagen b. Hyundaic. General Motors d. Jeep

Q: In trying to coordinate traditional and emerging advertising and support media, ad agencies:a. have had to deal with fewer functional specialists.b. see themselves in the lead role, but have not yet played this role to anyone's satisfaction.c. have experienced less internal competition for promotional budget dollars. d. have found greater cooperation between functional area specialists.

Q: Due to the increasing complexities associated with the advertising industry, there is a tendency for organizations to become reliant on ____. However, this can create problems because these people have their own priorities, and often lose sight of the overall goals of an effort. a. specialistsb. politicians c. CEOsd. bureaucrats

Q: Nowadays, advertisers have a vast and ever-expanding array of options for delivering messages to their potential customers. The key to success for any campaign is: a. making sure each media has an equal level of reach and frequency and appointing separate managers to achieve this. b. minimizing the number of different media needed so that the consumer does not end up jaded, and the environment does not become cluttered. c. making sure that any marketing effort uses all media available, and relies on functional specialists to coordinate these media. d. choosing the right set of options to engage a target segment, and coordinating the placement of messages to ensure coherent and timely communication.

Q: A marketing director meets with her staff to review recent problems they have encountered in coordinating widespread and diverse aspects of their marketing plan. Which of the following reasons can explain why coordinating an IBP effort is easy?a. Specialists often have knowledge only in their specialty.b. Internal competition for budget allocation works against coordinated efforts. c. IBPs do not require explicit goals and objectives.d. There is a limited number of media options available.

Q: Which of the following will result in ineffectiveness of branded entertainment?a. Exclusion of branded entertainment from programming featured in DVRs b. Consumers growing increasingly suspicious of the toolc. Predictability of traditional media leading to boredom of consumers d. Cluttered environment through overuse of the tool

Q: The director of a promotional agency has several clients who are skeptical about using branded entertainment. Which of the following should he tell his clients about branded entertainment in order to convince them to use it?a. "Branded entertainment began with the birth of television and the first variety showit is very effective."b. "It does not matter if your target audience is using DVRthey would still receive your promotional message."c. "Branded entertainment lowers the stakes and raises the potential payoutit is the best option for your promotion."d. "If you use it, you will be able to measure the success of your advertising efforts much more easily."

Q: Branded entertainment is different from product placement in that it:a. would not exist without the marketer's support.b. displays the brand in novel ways.c. involves lower levels of exposure for a brand. d. simply sells space for the brand's presence.

Q: Which of the following can advertisers accomplish if they create their own story for a branded entertainment initiative?a. They can attract specific target audiences.b. They can find a special place for their brands in existing shows.c. They can make target audiences three times more likely to purchase their products. d. They can expect quantifiable return on investment.

Q: Which of the following is true of branded entertainment?a. It would not exist without the marketer's support.b. The entertainment property in it should not be created by the marketers themselves. c. Its popularity as a brand-building tool is decreasing.d. It entails placing products unobtrusively into movies and TV shows.

Q: Which of the following is a reason for advertisers to pay extra to be featured on NASCAR?a. Featuring products on NASCAR builds authenticity like no other eventb. Success with product placements is fostered through developing deep relationships with key players in advertisingc. NASCAR has huge television audiences which will yield hundreds of media impressions d. Brands want to be fitted into the entertainment of the race, not detract from it

Q: An upcoming chain of "green" grocers has reasonable prices, friendly staff, local produce, and a focus on organic and natural products. The company wants to connect with consumers in a fresh way, and is considering creating a show on the FoodNetwork. What type of promotion is this grocer considering?a. Brand loyaltyb. Branded entertainment c. Affiliate marketingd. Event sponsorship

Q: _____can be considered a natural extension and outgrowth of product placement. a. Branded entertainmentb. Authenticityc. Market oversaturation d. Event sponsorship

Q: Recent research indicates that a brand gets the most benefit when product placement of the item:a. is used repeatedly to create multiple exposures in a short period of time. b. gets people to talk about it in everyday conversation.c. appears on a network television show.d. is used in isolation without the distraction of other marketing elements.

Q: According to Nielsen Media Research, product placements in video games: a. are more annoying to gamers than commercials are to television viewers. b. were popular for a while but are now less frequent.c. are accepted by younger players but disliked by adult players. d. are seen by gamers as elements that add to the quality of play.

Q: Market research indicates that among people who watch movies, the people that are most likely to notice product placements, and most willing to try these products are:a. under 25 years old. b. over 45 years old. c. over 60 years old.d. between 60 and 70 years old.

Q: Which of the following components of American movies have been regularly used as a platform for launching new brands?a. The restaurant mealb. The romantic stroll through the city c. The car chased. The drink at the local bar

Q: Which of the following types of programs on television usually have product placements in them?a. Soap operas and reality shows b. Sitcoms and quiz showsc. Police, legal, and family dramasd. Animated shows and adventure shows

Q: Which of the following is an example of product placement?a. The logo of UPS on a NASCAR race carb. The interactive children's magazine from Lego called Lego Club Magazinec. Electronic gadgets from Apple in Mission Impossible: Ghost Protocold. The diet pill Trimpsa in the Million Dollar Makeover Challenge

Q: A firm has decided to sponsor a PGA golf tournament. Its marketing director knows it is critical to find unique ways to leverage the sponsorship. One way to leverage the sponsorship beyond traditional methods would be to:a. estimate the number of viewers who will see the company name. b. allow the CEO to meet with top golfers on the course.c. calculate the brand exposure received by people attending the tournament. d. use the tournament to entertain important clients and recruit new ones.

Q: A manufacturer of protein powders and protein bars sponsors a grand slam tennis tournament for the first time. When it evaluates this move, it discovers that the cost per brand name exposure is much higher than it would have been by running its standard advertising. Why was the sponsorship still beneficial for the manufacturer?a. It was one of the multiple sponsorships it takes in order to yield results.b. Traditional advertising cannot get the amount of exposure that event sponsorship can.c. The methods used to calculate cost per brand name exposure are too subjective to be accurate. d. Sponsorships provide a unique opportunity to foster brand loyalty.

Q: The producer of a women's sportswear line is delighted to find that her sponsorship of the Women's Softball World Series came with some extra benefits. It provided opportunities to entertain clients, recruit new customers, motivate employees, meet real consumers, and distribute small premiums. All of these were a result of:a. connecting the sponsorship to other elements of the advertising plan. b. distributing product samples.c. leveraging the sponsorship.d. a successful product placement.

Q: A marketing director, for a bicycle helmet manufacturing firm, has run a number of ads in traditional forms of media. Now she wants to directly measure the effectiveness of the first national bike race that the company is about to sponsor. She should:a. compare the sales figures in the weeks before and after the race with the sales figures before and after traditional advertising placement.b. compare the brand-preference figures in the weeks before and after the race with the brand-preference figures before and after traditional advertising placement.c. compare the brand exposures at the race and from media coverage of the race with the brand exposures from the same amount spent on traditional advertising.d. compare the expenditures to sponsor the race with the expenditures needed to run traditional advertising over the same time period.

Q: One way that companies have attempted to assess the benefits of event sponsorship is by:a. convincing company leaders and stockholders that the event is socially uplifting. b. calculating the number of viewers exposed to a brand.c. having company executives meet consumers in person at the event. d. promoting political causes along with the activities of the event.

Q: In order to make the most of event sponsorships, marketers should not only establish media impressions, but also: a. rally viewer support with promotions for it in traditional media. b. invite other companies to share the cost of sponsoring the event. c. find a way to get television and radio coverage that will help target global audiences. d. find a way to link the brand with a positive feeling that will go beyond the duration of the event.

Q: A soft drink brand sponsors a baseball match that is also broadcast to large audiences on the television and radio.The company measures a huge number of gross media impressions. However, this does not result in a huge rise in the sales of the soft drink. Which of the following is a reason for the lack of sales?a. The brand failed to connect to the emotional experience of the viewers. b. They did not correctly estimate the number of media impressions.c. They created too much direct contact with the customers leading to intrusion. d. The brand allowed for the delivery of the ad message in a traditional way.

Q: A peanut supplier is new to sponsorship, and wants to get an outside opinion on the advantages of signage in baseball stadiums. Which of the following company's should he approach?a. Forrester Researchb. Starcom MediaVest Group c. Nielsen Media Researchd. Commercial Alert

Q: Which of the following is an important aspect of sponsorship assessment?a. Judging whether a brand is receiving loyalty dividendb. Measuring the overlap between an event's participants and the marketer's target audiencec. Calculating the opportunities in associating brands with the distinctive images of various sports d. Remaining aggressive with event sponsorship campaigns

Q: Why did critics traditionally hold the view that event sponsorships, especially sports events, can be ego-driven and wasteful? a. Critics thought that event sponsorships can be damaging to a product's image. b. Earlier, it wasn't clear what an organization was receiving in return for its sponsor's fee. c. According to critics, event sponsorships are not effective in building a brand image. d. Event sponsorships are too costly, and can lead to huge retrenchment and bankruptcy.

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