Final exam pool items (Chs. 9, 11, 12, 13, 14, 15 & 17 not 18)
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- Tambrands, Inc.
- LeBlancs Pecan Company
| 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." 128. Refer to Purgatory-Durango. Purgatory-Durango's advertising slogan is most consistent with which major type of advertising?
ANS: D Competitive advertising is designed to influence demand for a specific brand of good and is less informational and more emotional. The emphasis is on brand name, recall, and favorable brand attitude. PTS: 1 REF: 225 OBJ: 15-2 TOP: AACSB Reflective Thinking | TB&E Model Strategy 129. Refer to Purgatory-Durango. The ad copy in the "Movie Star" print ad could be considered an example of which major type of advertising?
ANS: B The ad copy specifically names two competing brands (Purgatory-Durango and Telluride) and compares them on one specific product attribute (type of skier who frequents the resort). PTS: 1 REF: 225 OBJ: 15-2 TOP: AACSB Reflective Thinking | TB&E Model Strategy 130. Refer to Purgatory-Durango. The "Movie Star" ad is only one of a series of ads that focus on a common theme, "You Don't Have to Be Cool to Ski Purgatory." The series of ads, taken together represent the:
ANS: C The advertising campaign is a series of related advertisements that focus on a common theme, slogan, and set of advertising appeals. PTS: 1 REF: 225 OBJ: 15-3 TOP: AACSB Reflective Thinking | TB&E Model Promotion | TB&E Model Strategy 131. Refer to Purgatory-Durango. Purgatory's ads are designed to communicate with the "Average Joe" or the middle of the ski market. The specific communication task that should be accomplished for this target market during a specified period of time is called a(n):
ANS: A An advertising objective is a specific communication task a campaign should accomplish for a specified target audience during a specified period of time. PTS: 1 REF: 226 OBJ: 15-3 TOP: AACSB Reflective Thinking | TB&E Model Strategy 132. Refer to Purgatory-Durango. The Purgatory-Durango campaign tells skiers that they do not have to worry about how they look on the slopes. This is a specific reason given to the target audience for why they should choose Purgatory over other ski areas. This reason is called a(n):
ANS: E An advertising appeal identifies a reason a person should purchase a product or service. PTS: 1 REF: 226 OBJ: 15-3 TOP: AACSB Reflective Thinking | TB&E Model Promotion | TB&E Model Customer 133. Refer to Purgatory-Durango. The "Movie Star" ad discussed above is an example of a _____ executional style.
ANS: D The ad is representative of a lifestyle execution in that skiers do not have to worry about how they look on the slopes. They can be themselves. See Exhibit 15.2. PTS: 1 REF: 227 OBJ: 15-3 TOP: AACSB Communication | TB&E Model Strategy | TB&E Model Promotion Tambrands, Inc. Some years ago, Tambrands, Inc., the beleaguered market leader of the $680 million tampon industry, tried to revive its sagging market share by targeting arch-rival Playtex Products, Inc. Part of its strategy was to brag about the superiority of the cardboard applicators in its new Satin Touch product and to air audacious commercials in which it compared its product directly to Playtex's plastic applicators. The ad campaign cost an estimated $12 million; though modest, it was the most Tambrands had ever spent on a new product. Tambrands's original television commercials for Satin Touch featured a young woman wrinkling her nose and saying, "Plastic, who needs it?" The ad stressed that unlike plastic, cardboard is "flushable and biodegradable" and suggested that it's more environmentally correct. Tambrands supported the campaign with a print ad and coupon for a free sample that carried the slogan, "A free offer isn't the only reason to give up plastic." 134. Refer to Tambrands Inc. The Satin Touch ad discussed above is an example of which major type of advertising?
ANS: A The ad is a pioneering ad because it is intended to stimulate demand for a new product. PTS: 1 REF: 225 OBJ: 15-2 TOP: AACSB Reflective Thinking | TB&E Model Strategy 135. Refer to Tambrands, Inc. The Satin Touch campaign gives the users a specific reason why they should purchase the product (the applicators are flushable and biodegradable). This reasoning is an example of a(n):
ANS: E An advertising appeal identifies a reason a person should purchase a product or service. PTS: 1 REF: 226 OBJ: 15-3 TOP: AACSB Reflective Thinking | TB&E Model Promotion | TB&E Model Customer 136. Refer to Tambrands, Inc. The Satin Touch advertising campaign is based on which type of advertising appeal?
ANS: D This is an example of convenience in that the applicators are flushable and biodegradable. See Exhibit 15.1. PTS: 1 REF: 226 OBJ: 15-3 TOP: AACSB Reflective Thinking | TB&E Model Promotion | TB&E Model Customer 137. Refer to Tambrands, Inc. When analyzing the introduction of the new campaign, Tambrands claimed the ad was seen by more than half of the nation's teens and young female adults in one weekend. This refers to the advertisement's:
ANS: B Reach is the number of different target consumers who are exposed to a commercial at least once during a specific time period. PTS: 1 REF: 232 OBJ: 15-4 TOP: AACSB Reflective Thinking | TB&E Model Strategy 138. Refer to Tambrands, Inc. The new, environmentally correct applicator won Tambrands a "Green Award" from the National Environmental Concern Organization. The winning of this award represents:
ANS: E Publicity was garnered by this award. PTS: 1 REF: 234 OBJ: 15-5 TOP: AACSB Reflective Thinking | TB&E Model Strategy LeBlanc's Pecan Company Betty and Orville LeBlanc recently opened LeBlanc's Pecan Company retail store. In addition to shelled and unshelled pecans, the Texas store sells pecan pies, tortes, fruitcakes, fudge, pralines, chocolate pecan bark, to homemade pecan ice cream toppings, and jams and jellies. At this time, there are no other stores of this type in the Houston area. The LeBlancs are considering developing an advertising campaign for their store focusing on its wide assortment of pecan-related products. Orville LeBlanc has drawn up a list of communication tasks the advertising must accomplish. He used the DAGMAR approach to draw up this list. The new ads feature Betty LeBlanc talking to customers about the store's products. The ads have been placed on a local cable system. 139. 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:
ANS: A The campaign is pioneering because it is designed to stimulate demand for a new store, given that the store is in the introductory stage of the product life cycle. PTS: 1 REF: 225 OBJ: 15-2 TOP: AACSB Communication | TB&E Model Strategy | TB&E Model Product 140. 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:
ANS: A The wide assortment is a product attribute. PTS: 1 REF: 226 OBJ: 15-3 TOP: AACSB Communication | TB&E Model Strategy | TB&E Model Product 141. Refer to LeBlanc's Pecan Company. When Orville LeBlanc created the list of communication tasks the advertising must accomplish, he was setting his:
ANS: C An advertising objective is a specific communication task that should be accomplished for a specified target market. PTS: 1 REF: 226 OBJ: 15-3 TOP: AACSB Reflective Thinking | TB&E Model Strategy 142. 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:
ANS: E An advertising appeal is a reason for a person to buy a product. PTS: 1 REF: 226 OBJ: 15-3 TOP: AACSB Reflective Thinking | TB&E Model Promotion | TB&E Model Customer 143. 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):
ANS: B PTS: 1 REF: 228 OBJ: 15-4 TOP: AACSB Reflective Thinking | TB&E Model Strategy 144. 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.
ANS: D See Exhibit 15.3. PTS: 1 REF: 229 OBJ: 15-4 TOP: AACSB Reflective Thinking | TB&E Model Promotion 145. 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:
ANS: E Publicity is the effort to attract media attention. PTS: 1 REF: 234 OBJ: 15-5 TOP: AACSB Reflective Thinking | TB&E Model Promotion Directory: ~ecarter2 ~ecarter2 -> SP14 mktg 490 case analysis – product/brand strategy – samsung electronics ~ecarter2 -> The menu of mktg 490 cases [Dr. Carter] ~ecarter2 -> Real-world Download 3.11 Mb. Share with your friends:
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