Question 1

What is product placement?

Accepted Answer

Product placement is the practice of paying for a product to be featured or used as a prop in movies, television shows, or other forms of entertainment and cultural media, making it subtly visible to the audience.

Question 2

According to the UK advertising code administered by the Advertising Standards Authority (ASA), advertising should be:

Accepted Answer

The UK advertising code requires that advertisements be legal, decent, honest, and truthful to ensure they are not misleading and maintain public trust.

Question 3

The Quick Heat Company sells all sorts of standalone fires (e.g. paraffin heaters and electric fan heaters). Most of their customers are businesses who have a short term problem such as a heating breakdown. In order to increase sales, they have decided to try and persuade people who live in rented accommodation, and who may want to increase the warmth of their homes without investing in the property, to buy these fires. Who should be the primary target audience for their marketing communications campaign?

Accepted Answer

The primary target audience for their marketing communications campaign should be people who live in rented accommodation, as the company aims to persuade those who may want to increase the warmth of their homes without investing in the property to buy these fires.

Question 4

The Quick Heat Company sells all sorts of standalone fires (e.g. paraffin heaters and electric fan heaters). Most of their customers are businesses who have a short term problem such as a heating breakdown. In order to increase sales, they have decided to try and persuade people who live in rented accommodation, and who may want to increase the warmth of their homes without investing in the property, to buy these fires. Who is the primary target market for this campaign?

Accepted Answer

The primary target market for this campaign is people who live in rented accommodation, as the company aims to persuade them to buy standalone fires to increase warmth without investing in the property.

Question 5

The Quick Heat Company have a new range of central heating boilers designed for domestic use. They know that most homeowners buy boilers that are recommended by their heating engineer. Who is their target market for boilers?

Accepted Answer

Homeowners are the target market for boilers because they are the ones who buy them.

Question 6

The Quick Heat Company have a new range of central heating boilers designed for domestic use. They know that most homeowners buy boilers that are recommended by their heating engineer. Who should be the primary target audience for their new campaign?

Accepted Answer

Since most homeowners purchase boilers recommended by their heating engineer, targeting heating engineers as the primary audience for the campaign would be most effective in influencing homeowners' purchasing decisions.

Question 7

Football Mania have booked an expensive ad slot during the FA Cup final. Unfortunately, there are technical problems and the ad is not shown. According to Schramm's communications model, what is this an example of?

Accepted Answer

Noise in Schramm's model refers to any interference that prevents the message from being received as intended. In this case, the technical problems that prevented the ad from being shown act as noise, disrupting the communication process between Football Mania (the sender) and the audience (the receiver).

Question 8

The Oxo family starred in one of the most famous, and long running, ad campaigns in the UK. It showed the family in typical situations, usually culminating in them sitting down to eat an Oxo inspired meal. What kind of creative execution is this?

Accepted Answer

The Oxo family ad campaign is an example of "Slice of life" creative execution, which showcases everyday life scenarios, often culminating in the use of the product being advertised.

Question 9

What is the term for using specialist software to analyse large amounts of data (held in a database) to predict trends and likely customer behaviour?

Accepted Answer

Data mining involves analyzing large datasets to discover patterns, trends, and relationships that can predict future behaviors, including customer behavior. This process is widely used in various industries to inform decision-making and strategy.

Question 10

ABC company have forecast approximately £10 million sales for the coming year. They have decided to allocate £200,000 (2% of turnover) to marketing. Which budget setting method are they using?

Accepted Answer

The company is using the Percentage of Sales Method, as they are allocating a specific percentage (2%) of their forecasted sales to the marketing budget.

Quiz 8: Promotion