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Exam 8: Planning Advertising and Integrated Brand Promotion

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Question 1

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Scenario 8-2 Following the announcement that the world's largest e-tailer, Amazon.com, made a profit for the first time since it started business in the early 1990s, the company saw more than 90 percent of its market value disappear as part of the dot-com collapse.It is questionable whether or not Amazon figured out a profitable business model after changing its tune several times over those early years.Then it began circling back somewhat to an earlier focus on becoming the Walmart of the Internet.It said it wanted to sell huge volumes of merchandise cheaply, and in the process eke out enough of a profit to satisfy Wall Street.Although investors had to wait some time for the e-tailer to work out the kinks, and it's uncertain how much longer they'll remain patient, Amazon's mainstay retail business may see further improvements as it grows.As we all have now witnessed, unlike brick-and-mortar retailers who must build new stores, stock them, and hire people to staff them, Amazon has been able to open new stores with minimal additional cost.Some years ago, it reported turning over its inventory 17 times a year-close to double that of traditional retailers at the time.And on average, it reported having gotten paid 32 days before it must pay its suppliers-in essence, providing millions of dollars in cash flow.Information updated for 2011, based on the following initial articles: (David Shook, "Can Amazon Turn Baby Steps Into Strides?," Businessweek Online, February 13, 2002.) (Rob Hof, "Why Amazon Could Keep Flowing," Businessweek Online, January 5, 2005.) -(Scenario 8-2) Like many firms, Amazon has refined its priorities over the years.Many firms begin by setting as their advertising objective something that is often disputed by communications-oriented marketers.They choose ____ as their primary advertising objective.

A) stimulating trial use
B) boosting sales
C) establishing brand recall
D) identifying purchase intent

E) A) and B)
F) B) and D)

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Question 2

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A fragrance manufacturer wants its target customers to demonstrate top-of-the-mind awareness regarding its long-standing perfume, Bouquet.This means that when they are asked to think of perfumes, they would

A) include the name Bouquet somewhere on their list.
B) realize that they want to purchase Bouquet.
C) think of Bouquet first.
D) only be able to think of Bouquet.

E) B) and C)
F) A) and B)

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Question 3

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A common objective for many clients is to create, change, or reinforce attitudes.Sometimes a number of logical, well-written arguments can make a strong case and ultimately influence attitudes.What method does this represent?

Some argue that sales should not be set as an objective for advertising, since advertising is only one variable in an entire marketing mix and cannot be solely responsible for selling the product.

Scenario 8-2 Following the announcement that the world's largest e-tailer, Amazon.com, made a profit for the first time since it started business in the early 1990s, the company saw more than 90 percent of its market value disappear as part of the dot-com collapse.It is questionable whether or not Amazon figured out a profitable business model after changing its tune several times over those early years.Then it began circling back somewhat to an earlier focus on becoming the Walmart of the Internet.It said it wanted to sell huge volumes of merchandise cheaply, and in the process eke out enough of a profit to satisfy Wall Street.Although investors had to wait some time for the e-tailer to work out the kinks, and it's uncertain how much longer they'll remain patient, Amazon's mainstay retail business may see further improvements as it grows.As we all have now witnessed, unlike brick-and-mortar retailers who must build new stores, stock them, and hire people to staff them, Amazon has been able to open new stores with minimal additional cost.Some years ago, it reported turning over its inventory 17 times a year-close to double that of traditional retailers at the time.And on average, it reported having gotten paid 32 days before it must pay its suppliers-in essence, providing millions of dollars in cash flow.Information updated for 2011, based on the following initial articles: (David Shook, "Can Amazon Turn Baby Steps Into Strides?," Businessweek Online, February 13, 2002.) (Rob Hof, "Why Amazon Could Keep Flowing," Businessweek Online, January 5, 2005.) -(Scenario 8-2) Amazon was one of the first online retailers to launch advanced technology to track consumer visits and suggest products whenever they returned to the site.This ability to find out what customers have bought in the past, and project that they will buy similar items in the future, has been a key factor underlying Amazon's strategy and growth.When Amazon asks customers if they plan on buying certain products in the future, it is measuring

Which budgeting method monitors the amount spent by significant competitors and then allocates an equal or proportionate amount as its advertising dollars?

Well-stated objectives work best when they set a benchmark, specify a measurement method, and define a time frame.

Combining sales objectives with communications objectives

Scenario 8-1 You are owner of a 15-person advertising agency in a major market.You've been invited to pitch the Girl Powerz account, the largest female-only fitness center chain in the region, one that could quickly grow into a national franchise.If you land the account, it will be your biggest revenue producer by far.You'll be able to staff up, move to a nicer space, and buy some decent office furniture.It also will put you, personally, in a position to make a ton of money by selling out to a larger agency some day.Considering the importance of the pitch to Girl Powerz execs, you have decided to spearhead the pitch yourself. -(Scenario 8-1) One of the main tasks will be to work with the marketing director at Girl Powerz to determine exactly what she wants from its new advertising campaign.Which elements identify the specific goals that you will ask her to provide, in concrete terms?

Scenario 8-4 American Express is dissatisfied with the degree of penetration of its Gold Rewards Plus card in the U.S.market.Marketing managers at American Express feel that the firm needs to increase advertising to small entrepreneurial businesses to encourage more acceptance of the card for use in purchasing office supplies and durable goods like computers and office furniture.American Express feels that to accomplish the goal of increased penetration in this sector, the budget should be based on communications objectives aimed at certain target markets. -(Scenario 8-4) Within the ____ portion of its advertising plan, American Express suggests that the most important outcome of the campaign will be for Visa customers to start to switch to American Express in this market segment.

It is tempting for both clients and agencies to rely on their own cultural attitudes and values as a subconscious guide in considering what other people want and need.Another name for this subconscious guide is bias.

The first element to appear in an advertising plan is the ____, and the last element is the ____.

Apple used a wide array of options to create interest and communicate the value proposition for its brands like the iPad and iPhone.Which of the following was NOT included in Apple's advertising plan?

Scenario 8-4 American Express is dissatisfied with the degree of penetration of its Gold Rewards Plus card in the U.S.market.Marketing managers at American Express feel that the firm needs to increase advertising to small entrepreneurial businesses to encourage more acceptance of the card for use in purchasing office supplies and durable goods like computers and office furniture.American Express feels that to accomplish the goal of increased penetration in this sector, the budget should be based on communications objectives aimed at certain target markets. -(Scenario 8-4) American Express has decided to do a specific type of analysis that focuses on reach, frequency, time frame, production costs, media expenditures, and other specific elements.These factors are always included in a(n) _____ analysis.

An advertising plan should be a direct extension of a firm's marketing plan.

There are a number of criteria for setting advertising objectives.Define these terms: brand awareness, top-of-the-mind awareness, purchase intent, trial usage, repeat purchase, and brand switching.Then choose two of these concepts and give real-life examples.

Overall, the media plan specifies

Within the advertising plan, what does a "build-up" analysis actually build up?

Like many companies today, a young but growing electronics retailer knows it needs help.If it is like most clients, in what two areas does it need the most help from an ad agency?

To determine the public's knowledge of a product, a marketer asks consumers to name five breakfast cereals.Cheerios is the cereal most often listed first, so it is considered to show