Marketing Final Exam

Retailers the retailer enlisted basketball superstar

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Unformatted text preview: ls, with more than half of them using it for the 2009 holiday season. That’s a monumental increase given the fact that only 4% used it in 2007. The majority focused on Facebook (76%), but they also used Twitter and MySpace. Toys “R” Us was one of those retailers. The retailer enlisted basketball superstar, Shaquille O’Neal, in a “Join Shaq Give Back” promotion in which $1 was donated to a charity for every new Facebook fan. Shaq tweeted about his “Shaq-a-Claus” challenge to his 2.6 million followers. The Facebook site also focused on parents with the song “I don’t want to grow up.” 139. Refer to Toys “R” Us. Which type of product advertising is this campaign built around? a. Competitive b. Comparative c. Pioneering d. Cooperative e. Rational ANS: A Competitive advertising is a form of advertising designed to influence demand for a specific brand. PTS: 1 REF: 268 Thinking KEY: CB&E Model Promotion OBJ: 17-2 TOP: AACSB Reflective MSC: BLOOMS Application 140. Refer to Toys “R” Us. The Facebook promotion was trying to get consumers to visit the Toys “R” Us Web site and stores to purchase holiday gifts. This describes the _____ of the campaign. a. message strategy b. advertising objective c. evaluative criteria d. advocacy e. task strategy ANS: B An advertising objective is a specific communication task that a campaign should accomplish for a specified target audience during a specified period. PTS: 1 REF: 268 Thinking KEY: CB&E Model Promotion OBJ: 17-3 TOP: AACSB Reflective MSC: BLOOMS Application 141. Refer to Toys “R” Us. What appeal is Toys “R” Us using by enlisting Shaquille O’Neal in the “Join Shaq Give Back” promotion? a. Admiration b. Love and Romance c. Vanity and Egotism d. Environmental Consciousness e. Profit ANS: A The admiration appeal uses celebrity spokespeople. PTS: 1 REF: 269 Thinking KEY: CB&E Model Promotion OBJ: 17-3 TOP: AACSB Reflective MSC: BLOOMS Application 142. Refer to Toys “R” Us. Toys “R” Us advertises year-round but increases its advertising and promotional activity from October through December, which is when the majority of its sales occur for the year. Which type of media schedule does this describe? a. Continuous b. Flighting c. Build-up d. Pulsing e. Concentrated ANS: D A pulsing media schedule combines continuous scheduling with flighting. PTS: 1 REF: 278 Thinking KEY: CB&E Model Promotion OBJ: 17-4 TOP: AACSB Reflective MSC: BLOOMS Application 143. Refer to Toys “R” Us. By donating $1 to charity for every new Facebook fan, Toys “R” Us is using: a. admiration b. cause-related marketing c. product publicity d. philanthropic marketing e. ethical marketing ANS: B Cause-related marketing is a type of sponsorship involving the association of a for-profit company and a nonprofit organization. PTS: 1 REF: 280 Thinking KEY: CB&E Model Promotion OBJ: 17-5 TOP: AACSB Reflective MSC: BLOOMS Application ESSAY 1. Define advertising and explain...
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