Deck 18: Special Advertising Campaigns

Question 1

___________ is about selling (the company's viewpoint), but also it is about shopping (the consumer's viewpoint).

A) Local advertising
B) Retail marketing
C) Retail advertising
D) Advertising
E) Location

Answer 1

Retail marketing

Question 2

Which type of advertising can occur on local, national, and international levels, but is mostly local and targeted at consumers who live close by?

A) retail advertising
B) business-to-business advertising
C) institutional advertising
D) nonprofit advertising
E) short-range advertising

Answer 2

retail advertising

Question 3

Which of the following types of organizations use retail advertising?

A) locally owned stores
B) service businesses
C) local branches of retail store chains
D) franchised retail businesses
E) all of the above

Answer 3

all of the above

Question 4

Which of the following is NOT a reason given in the text why someone would shop in a store?

A) store's personnel
B) store's location
C) store's pricing policy
D) store's products
E) store's size

Question 5

Direct mail, a type of _______, provides sales leads, and lays the groundwork for subsequent sales calls.

A) general business
B) directory
C) the web
D) B2B direct marketing
E) vertical

Question 6

What are the two general types of retail advertising?

A) local and national
B) institutional and product promotion
C) promotional and nonpromotional
D) institutional and local
E) image-oriented and sales-oriented

Question 7

________ retail advertising is image advertising that sells the retail store as a brand.

A) Institutional
B) National
C) Nonpromotional
D) Nonproduct
E) Nonbrand

Question 8

________ retail advertising presents specific merchandise for sale at a certain price and urges customers to come to the store and buy it.

A) Institutional
B) Brand
C) Product
D) Short-term
E) Short-range

Question 9

Companies use _______ as a key medium. Company sites allow business clients to view product lists, place orders, check prices and availability.

A) general business
B) directory
C) the web
D) B2B direct marketing
E) vertical

Question 10

Who creates and produces retail advertising?

A) local media
B) in-house staff
C) ad agencies
D) freelancers
E) all of the above

Question 11

________ are advertising circulars furnished by a retailer for distribution as a free-standing insert in newspapers.

A) Preprints
B) Shoppers
C) Co-ops
D) Vendor Support Programs
E) Penny Pinchers

Question 12

A classification system established by the U.S. government to group organizations on the basis of the major activity or product or service provided is known as the ________.

A) Business Classification System (BCS)
B) North American Industry Classification System (NAICS)
C) Business Industrial Classification System (BICS)
D) Business-to-Business Identification System (B2BIS)
E) Industrial Classification System

Question 13

Advertising by attorneys touting that they "won't get paid unless you do" is known as which type of business advertising?

A) industrial advertising
B) trade advertising
C) professional advertising
D) barrister advertising
E) none of the above

Question 14

How does business marketing differ from consumer marketing?

A) who buys a product
B) what the buying motive is
C) how the decision is made
D) a and b
E) a, b, and c

Question 15

Which of the following is NOT a purchasing objective of business buyers?

A) price
B) service
C) quality
D) name recognition
E) assurance of supply

Question 16

Which of the following is NOT a business-to-business advertising medium?

A) general business and trade publications
B) directory advertising
C) consumer media
D) the web
E) All of the above are business-to-business advertising media.

Question 17

Which advertising medium generally receives the smallest attention by business-to-business advertisers?

A) general business and trade publications
B) directory advertising
C) consumer media
D) the web
E) direct marketing

Question 18

________ refers to the use of marketing programs and marketing communications tools for the good of society.

A) Integrity marketing
B) Global marketing
C) External marketing
D) Social marketing
E) Stakeholder marketing

Question 19

Which of the following is NOT a goal of nonprofit organizations?

A) sales
B) membership
C) donations
D) advocacy
E) All of the above are goals of nonprofit organizations.

Question 20

What type of campaign is designed to raise a specified amount of money in a given period of time?

A) development campaign
B) mission campaign
C) social campaign
D) corporate campaign
E) capital campaign

Question 21

Which of the following is a stage of market development in international advertising and marketing communications?

A) internationalization
B) globalization
C) exporting
D) a and b
E) a, b, and c

Question 22

Protecting the family, honesty, and self-esteem are _______ that cross cultures.

A) universal values
B) regional concepts
C) ubiquitous ideas
D) national standards
E) worldwide standards

Question 23

Which of the following is NOT a main school of thought on advertising in another country?

A) standardization
B) semi-standardization
C) localization
D) combination
E) All of the above are main schools of thought on advertising in another country.

Question 24

Which school of thought on advertising in another country argues that advertisers must consider differences among countries, including local culture, stage of economic and industrial development, stage of life cycle, media availability, research availability, and legal restrictions?

A) standardization
B) semi-standardization
C) localization
D) combination
E) customization

Question 25

Which school of thought to planning global advertising programs focus on the similarities of consumers and a consistent brand presentation?

A) market share model
B) culture-orientation approach
C) economic model
D) market-orientation model
E) standardization

Question 26

Which school of thought to planning global advertising programs emphasizes the cultural differences among peoples and nations?

A) human model
B) localization
C) economic model
D) market-orientation model
E) localized approach

Question 27

In which type of culture can the message be understood as it stands?

A) applied-context culture
B) basic-context culture
C) high-context culture
D) low-context culture
E) hedonic-based culture

Question 28

Which planning approach sometimes has a central campaign idea established but the executions can be developed locally and submitted to headquarters for use globally?

A) local initiative
B) centrally conceived campaigns
C) variations on central campaigns
D) top-down creativity
E) bottom-up creativity

Question 29

The globalization/localization debate in international advertising is really about ________.

A) culture
B) economics
C) targeting
D) branding
E) objective setting

Question 30

Retailers may seek reimbursement for local advertising from suppliers as part of a retailer's vendor support program.

Question 31

Advertising is the primary marketing communication tool used in business-to-business marketing.

Question 32

Horizontal general business or trade publications are directed to people who hold similar jobs in different companies across different industries.

Question 33

Responsible marketing refers to the use of marketing programs and marketing communication tools for the good of society.

Question 34

Nonprofit organizations have a number of goals, but sales is not one of them.

Question 35

The globalization of marketing communication is driven by the development of international media and global brands.

Question 36

The stages of international market development include exporting, internationalization, and globalization.

Question 37

Describe the missions of retail advertising.

Question 38

Name the stages of market development for international markets.

Question 39

Who was the target market of the Colorado Tobacco Education and Prevention Partnership campaign?

A) IT professionals
B) teens
C) mid-level managers
D) sales people
E) marketing people

Question 40

Ralph has worked in an advertising agency in New York City for 10 years, all of it developing brand advertising for national brands. He decided he wanted to move back to his hometown of Jackson, Mississippi and open his own advertising agency. Because most of his clients will be local retailers, which of the following is NOT a difference between retail and brand advertising that he needs to be aware of.

A) Local retail advertising is targeted to people living in the store's community and is customized to match their particular needs, wants, and culture.
B) National brand advertising supports only the advertiser's brand, while retail advertising may promote several different brands or even competing brands.
C) Retail advertising has an inherent urgency.
D) Local retail advertising advertises a specific local store or stores and includes contact information such as the store's address, telephone number, and business hours.
E) All of the above are differences between retail and brand advertising.

Question 41

Neiman-Marcus is an upscale department store located in large metropolitan areas. This retailer advertises in women's magazines but doesn't really give any information about the products they sell. They merely show a beautiful, sexy woman and the words Neiman-Marcus along the bottom of the ad. What type of retail advertising is this?

A) long-term retail advertising
B) institutional retail advertising
C) product retail advertising
D) promotional retail advertising
E) nonpromotional retail advertising

Question 42

What was the Big Idea of the Colorado Tobacco Education and Prevention Partnership campaign targeting teens?

A) Your C is your choice.
B) Stop now.
C) Light the fire not the cigarette.
D) Smell sweet.
E) Try freedom.

Question 43

Timberland is a well-known manufacturer of rugged shoes and boots as well as other outdoor clothing and equipment. This company is so committed to helping others that that is part of the company's core values, and it allows its employees a full week paid leave of absence to assist in a cause that is important to them, which is typically a local issue or organization that affects the lives of those living in the community where Timberland operates. 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?

A) cause marketing
B) mission marketing
C) capital campaign
D) public commitment campaign
E) do-good marketing

Question 44

Which of the following was given in the text as a situation in which a standardized advertising strategy should be used?

A) when the chance of cultural blunders decreases
B) when it is required by law
C) when there are many competitors in the foreign markets
D) when standardization will lead to savings through economies of scale in advertising production, planning, and control
E) when graphic and visual advertising approaches can be used to overcome cultural differences

Question 45

Kevin has taken over the international operations of his company. He contends that differences between countries are a matter of degree, so advertisers must instead focus on the similarities of consumers around the world. What school of thought does Kevin subscribe to in approaching advertising across national borders?

A) Combination
B) Localization
C) Standardization
D) Adaptation
E) Cross-cultural

Question 46

MINI-CASE
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 they recently received a patent and is superior to any offered anywhere in the world.

-Refer to Mini-Case. What type of business-to-business advertising is appropriate for Acme?

A) industrial advertising
B) government advertising
C) trade advertising
D) professional advertising
E) agricultural advertising

Question 47

MINI-CASE
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 they recently received a patent and is superior to any offered anywhere in the world.

-Refer to Mini-Case. Which of the following is NOT an objective that business customers will focus on?

A) price
B) service
C) quality
D) brand name
E) assurance of supply

Question 48

MINI-CASE
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 they recently received a patent and is superior to any offered anywhere in the world.

-Refer to Mini-Case. What is the first stage in international market development that Acme will most likely pursue to expand into other countries?

A) exporting
B) internationalization
C) globalization
D) regionalization
E) centralization

Question 49

What were the perceptions of the Honda brand as described in the chapter's opening vignette?

Question 50

What was the media used in the campaign of the Colorado's Tobacco Education and Prevention Partnership described in "A Matter of Principle"?

Question 51

What was the objective of the campaign of the Colorado's Tobacco Education and Prevention Partnership described in "A Matter of Principle"?

Question 52

As described in "It's a Wrap" at the end of the chapter, what were the results of the CR-V advertising campaign?

Question 53

Who was the target of CareerBuilder.com's campaign as discussed in the "Hands-On" case at the end of the chapter.

Question 54

MINI-CASE
Head Over Heels is a unique children's toy and shoe store. Although they are the only store in town that has a large selection of educational toys, they also feature Thomas the Tank Engine and Madeline dolls, clothes, and dollhouses, and all sorts of infant toys. They carry the largest selection of Stride Rite shoes in town, as well. The store advertises all year, but they advertise more heavily around back-to-school time for shoes and the holidays for toys. They receive prepared print ads and radio scripts from manufacturers to use for their advertising with enough time or space for them to include their store's information. When they use these ads, they get reimbursed the full media cost by the manufacturers, which really helps them in their advertising efforts. Another way they get assistance from manufacturers is by offering them the opportunity to buy space in the multipage ad that the store distributes every year on Thanksgiving, which features several Christmas gift ideas at promotional prices for the famous "day after Thanksgiving" shopping day.
-Refer to Mini-Case. Name and describe the relationship between Stride Rite and Head Over Heels when Stride Rite assists with the store's advertising by providing print ads to the retailer and reimbursing them for the newspaper space.

Question 55

MINI-CASE
Head Over Heels is a unique children's toy and shoe store. Although they are the only store in town that has a large selection of educational toys, they also feature Thomas the Tank Engine and Madeline dolls, clothes, and dollhouses, and all sorts of infant toys. They carry the largest selection of Stride Rite shoes in town, as well. The store advertises all year, but they advertise more heavily around back-to-school time for shoes and the holidays for toys. They receive prepared print ads and radio scripts from manufacturers to use for their advertising with enough time or space for them to include their store's information. When they use these ads, they get reimbursed the full media cost by the manufacturers, which really helps them in their advertising efforts. Another way they get assistance from manufacturers is by offering them the opportunity to buy space in the multipage ad that the store distributes every year on Thanksgiving, which features several Christmas gift ideas at promotional prices for the famous "day after Thanksgiving" shopping day.
-Refer to Mini-Case. Name and describe the program that Head Over Heels uses when it uses a radio spot from Stride Rite with space left at the end.

Question 56

MINI-CASE
Head Over Heels is a unique children's toy and shoe store. Although they are the only store in town that has a large selection of educational toys, they also feature Thomas the Tank Engine and Madeline dolls, clothes, and dollhouses, and all sorts of infant toys. They carry the largest selection of Stride Rite shoes in town, as well. The store advertises all year, but they advertise more heavily around back-to-school time for shoes and the holidays for toys. They receive prepared print ads and radio scripts from manufacturers to use for their advertising with enough time or space for them to include their store's information. When they use these ads, they get reimbursed the full media cost by the manufacturers, which really helps them in their advertising efforts. Another way they get assistance from manufacturers is by offering them the opportunity to buy space in the multipage ad that the store distributes every year on Thanksgiving, which features several Christmas gift ideas at promotional prices for the famous "day after Thanksgiving" shopping day.
-Refer to Mini-Case. The special holiday ad is prepared by a printer and distributed to consumers inside the local newspaper. Name and describe this type of advertising.