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Chapter 07 - Marketing, Advertising and IMC Planning
Chapter 07
Marketing, Advertising and IMC Planning
True / False Questions
1. By definition, marketing plans should be short and specific.

True False
2. The first step in traditional top-down planning is to determine specific marketing

objectives.
True False
3. Corporate objectives are stated in terms of profit or return on investment.

True False
4. The two types of marketing objectives are positioning and segmentation.

True False
5. Every product in the market assumes some position based on consumer perception.
True False
6. Lucas Inc. makes lubricating oil specifically for race cars and uses a positioning strategy
based on user/application.
True False
7. One of the benefits of bottom-up marketing is that it allows advertisers to use multiple
action programs.
True False
7-1
8. Transactional marketing is simpler than relationship marketing.

True False
9. Value is defined as the ratio of price to total benefits provided.

True False
10. With integrated marketing communications, advertisers are able to cultivate identical
relationships with its various stakeholders.
True False
11. The newspaper that writes the story about the grand opening of a new Applebee's
restaurant is a stakeholder for that restaurant.
True False
12. The company contacts customers from time to time with suggestions about improved
product use or helpful new products. This sentence defines the basic transactional level
relationship between the company and its stakeholders.
True False
13. Endcap promotion are messages communicated by a product, its packaging, price, or
distribution elements.
True False
14. The principle benefit of IMC is cost efficiency.

True False
15. To influence customers' perceptions, marketers must understand that every corporate
activity has a message component.
True False
7-2
16. The advertising plan is a natural outgrowth of the marketing plan.

True False
17. A database of customer behavior containing information on customer demographics,

psychographics, purchase data, and attitudes can be used as the basis for planning future
marketing and communications activities.
True False
18. According to the advertising pyramid, the first task of advertising is to communicate
enough information about the product to develop conviction.
True False
19. The advertising pyramid reflects the traditional mass-marketing approach.

True False
20. A creative strategy is a written statement that serves as the creative team's guide for
writing and producing an ad.
True False
21. The two sub-strategies of advertising strategy are the segmentation strategy and the
message strategy.
True False
22. In consumer goods marketing, increases in market share are closely related to increases in
marketing budgets.
True False
7-3
23. Small firms with limited capital typically budget using all-available-funds method.
True False
24. The objective/task method of setting budgets is also known as the budget buildup method.
True False
25. The three steps involved in the objective/task method are defining objectives, determining
strategy, and estimating cost.
True False
Essay Questions
26. Is the following statement true: "The marketing plan has a profound effect on an
organization's advertising program". Explain your answer.
27. Distinguish between need-satisfying objectives and sales-target objective.
7-4
28. The development of marketing strategy typically involves three steps. List and briefly
describe each of these steps.
29. List three reasons why it is essential that an organization actively engages in relationship
marketing. Why is each essential?
30. What is integrated marketing communications?
31. What are the four sources of brand messages? Briefly describe each source.
7-5
32. What is the integration triangle? How is this triangle associated with the brand message
sources? When does constructive integration occur?
33. Starting at the bottom of the advertising pyramid, list the five objectives in order as they
appear in the pyramid. Briefly describe what an advertiser should do at each of the levels.
34. Why should advertising be viewed as a long-term investment? How does this fact relate to
current economic conditions?
35. Briefly describe five of the nine methods for setting an advertising budget.
7-6
Short Answer Questions
36. Distinguish between corporate objectives and marketing objectives.
37. What are the four principal elements in a traditional top-down marketing plan?
38. What are the two general types of marketing objectives?
39. What three factors determine which marketing strategy option a marketer selects for its
product?
7-7
40. List the four sources of company/brand-related messages stakeholders receive.
41. What is SWOT analysis and what does it examine?
42. List in order, the five levels of advertising influence depicted in the advertising pyramid.
43. What is the basis for calculating budget allocation in the percentage-of-sales method?
7-8
44. What are the types of marketing plan choices available to the companies?
45. Define the term ‘synergy.'
Multiple Choice Questions
46. The _____ for an organization assembles all the pertinent facts about the organization, the
markets it serves and its products, services, customers and competition.
A. vision
B. marketing plan
C. advertising plan
D. marketing mix
E. competitive strategy
47. The written marketing plan must reflect the goals of top management and:
A. be consistent with company's mission and capabilities.
B. be approved by all stakeholders.
C. be benchmarked against others in competing industries.
D. must be designed to emphasize the development of transactional relationships.
E. include all of the above to stand a chance of being successful.
7-9
48. What is the first step in the traditional top-down marketing plan?
A. Developing marketing tactics
B. Forming marketing strategy
C. Conducting a situation analysis
D. Evaluating potential marketing objectives
E. Establishing advertising objectives
49. The most common format used to develop a marketing plan is the _____ plan
A. hierarchical
B. IMC
C. bottom-up
D. top-down
E. functional
50. Desert Knight Golf Resort has just completed a detailed, factual study of the resort's
current strengths and weaknesses as well as what threats and opportunities exist that are
outside the company's control but still impact it. Its next step in the development of its
marketing plan is to:
A. decide which advertising media will best reach its target markets.
B. determine specific marketing objectives.
C. evaluate potential marketing objectives.
D. establish advertising strategy.
E. design marketing tactics.
51. Baxter International Inc, which maintains manufacturing facilities around the world is the
world's largest manufacturer of IV solutions in flexible containers. A(n) _____ would reveal
to Baxter, changes in its environments that the company would need to address to maintain its
standing as the leading producers of IV solutions in flexible containers.
A. situation analysis
B. external market analysis
C. market survey
D. product audit
E. stakeholder audit
7-10
52. The exhibition and trade show industry, after decades of fabulous growth is experiencing
business decline. The _____ for the Center for Exhibition Industry Research, reported, "The
exhibition industry will face more competition for marketing dollars in the next five years
than it has in the last 25 years."
C. market survey
D. product audit
53. _____ is the third section of the marketing plan and explains how the company plans to
accomplish its marketing objectives.
A. The control process
B. Implementation
C. The stakeholder analysis
D. The marketing strategy
E. The marketing mix
54. Pyramid Breweries Inc. has stated that partnering with committed wholesalers capable of
delivering first class customer service is an important _____ objective for the company if the
microbrewery is to maintain its reputation for customer satisfaction.
A. corporate
B. entrepreneurial
C. advertising
D. logistical
E. stakeholder
55. _____ objectives can be stated in terms of profit, return on investment, net worth, growth
or corporate reputation.
A. Environmental
B. Functional
C. Corporate
D. Operational
E. Entrepreneurial
7-11
56. Within a timeframe of five to seven years Orco Construction Supply, a regional distributor
of tools and hardware to framing and foundation contractor markets, plans to hit a revenue
mark of $500 million which will more than double its 2006 gross sales. This would be an
example of a(n) _____ objective.
A. sales-target
B. target market
C. need-satisfying
D. market tracking
E. environmental
57. _____ objectives can be categorized as either general need-satisfying objectives or

specific sales-target objectives.
A. Environmental
B. Functional
C. Corporate
D. Marketing
E. Entrepreneurial
58. Why would a company set need-satisfying objectives?

A. To create demand in a static environment.
B. To take full advantage of the consumer trend to eat out more.
C. To shift its organizational structure from a transformational to a transactional mode.
D. To shift the organization's view from a production orientation to concern for the needs of
its target market.
E. To provide equity to its stakeholders.
59. Harry & David is a catalog retailer that specializes in fruit gifts, but it does not see itself as
just a merchant of fruit. By setting _____ objectives, the retailer can views itself as a gift
provider and act accordingly.
A. need-satisfying
B. sales-driven
C. sales-target
D. production-oriented
E. environmental
7-12
60. Assume a bakery that wholesales gourmet pies and cakes to upscale restaurant chains has
developed marketing objectives. Which of the following is the BEST sales-target objective for
the bakery to use?
A. To increase sales of pecan pies by 3 percent during the next six months.
B. To have most of the staff attend a marketing seminar.
C. To increase sales of cheesecake to the point where demand exceeds supply every week.
D. To raise net profit by 50 percent during the next three weeks.
E. To build a Web site.
61. In February 2008, Light Full Foods in San Francisco, developed Light Full Satiety
Smoothies, which are shelf-stable, all-natural, dairy-based smoothies for adult women. Adult
women are the smoothie manufacturer's:
A. marketing mix.
B. advertising mix.
C. product concept.
D. segmentation variable.
E. target market.
62. There's a portion of the population that has been absolutely restricted from having butter,
based on what their physicians have told them. Smart Balance brand butter substitute
recognized that _____ and made a run at it, somewhat successfully, by advertising, "Hey,
here's something that serves that purpose, but is better for you".
A. marketing mix
B. advertising mix
C. product concept
D. segmentation variable
E. target market
7-13
63. Silly Putty has been around for years. It began as a gag gift sold in specialty stores
alongside fake vomit. It has always avoided direct confrontation with other toy companies by
finding a market that was small enough to defend and never really acting like a marketing
leader. Which of the following strategies has Silly Putty successfully followed?
A. Aggressive
B. Flanking
C. Defensive
D. Circumventing
E. Guerrilla
64. As the leading manufacturer of bleach in the nation, Clorox must guard itself against
challenges from detergent manufacturers who are using bleach as a detergent additive.
According to Jack Trout and Al Reis's Marketing Warfare, which type of a strategy should
Clorox use?
A. Protective
B. Aggressive
C. Defensive
D. Offensive
E. Guerrilla
65. Hops Grillhouse & Brewery, formerly known as Hops Restaurant/Bar/Brewery, unveiled
a multimillion dollar brand strategy featuring a new menu intended to "capture consumer
preferences for high quality, freshness and grilled tastes as well as an array of aromas,
textures and price points." Its product mix of handcrafted beer and superior food is unlike that
offered by other similar restaurant chain and describes its _____ strategy.
A. segmentation design
B. positioning
C. market segmentation
D. marketing mix
E. diversification
7-14
66. _____ refers to the place a brand occupies competitively in the minds of consumers.
A. Product segmentation
B. Product placement
C. Positioning
D. The perceptual pyramid
E. The strategic map
67. Clos du Bois wine, for example, pursues an advertising campaign targeting the gay and
lesbian community that has been remarkably successful. Its ad in gay publications features a
wine cork emblazoned with the Gay Pride rainbow—an instantly recognizable symbol in the
gay community. What approach to positioning is the winery using?
A. Cultural symbol
B. Product class
C. Product user
D. Marketing mix
E. Price/quality
68. Starbucks Coffee Company, expanded from bottled Frappuccino to two canned
products—Doubleshot in 2002 and Starbucks Iced Coffee, which was introduced last year.
While all are coffee-based products, each has a slightly different consumer base. Doubleshot
is advertised as a morning beverage, Frappuccino, an afternoon treat and Starbucks Iced
Coffee as an all-day product. What approach to positioning is Starbucks using?
A. Cultural symbol
B. Product class
C. Product use/application
D. Marketing mix
E. Price/quality
7-15
69. Besides its signature product, the My-Tee T-shirt, a fashion design company, makes its
own line of skirts, shoes, tank tops and accessories that retail from $32 to $78. Publicists and
buyers browse My-Tee's trendy showroom for the latest trends and clothing lines. The
company's promotional strategy relies on publicity. Celebrities from Hilary Duff to Courtney
Cox have been photographed in My-Tee clothing. This exposure helped the company rack up
$1 million in sales last year. This is a brief description of My-Tee's:
A. advertising mix.
B. marketing mix.
C. marketing objectives.
D. organizational strategy.
E. product differentiation.
70. _____ determine the specific short-term actions to be taken, internally and externally, by
whom and when.
A. Corporate objectives
B. Tactics
C. Organizational structures
D. Environmental objectives
E. Strategic postures
71. Randall Grahm, the owner of Bonny Doon Vineyards, made a name for his wines by
injecting an irreverent sense of humor into everything associated with the winery. One of the
_____ he used was to host a black mask dinner this fall to celebrate "the death of wine corks"
when his company decided to use screw tops.
A. marketing objective
B. control mechanism
C. action program
D. strategic posture
E. organizational structure
7-16
72. When the owner of the Baskin-Robbins brand name decided to re-invigorate the brand, it
used several different _____ including creating a launch kit, to its brokers and distributors.
The kit contains sell sheets, samples, a media kit and gift items, such as branded memory stick
and an ice cream scoop to help "Scoop Up Sales!"
A. marketing objectives
B. creative mechanisms
C. tactics
D. strategic postures
E. organizational positions
73. Smaller companies typically use a bottom-up marketing format plan because:
A. handling day-to-day problems leaves little time for formal planning.
B. they don't need to create a competitive advantage.
C. long-term strategies are needed to keep a business focused on the future.
D. failure to have a mission is one of the major reasons for small-business failure.
E. a bottom-up planning allows more time for development of a customer relationship
strategy.
74. The development of _____ marketing requires marketers to focus on ingenious tactics first
and then develop that tactic into a strategy.
A. relationship
B. transformational
C. bottom-up
D. transactional
E. top-down
75. _____ is the creating, maintaining and enhancing long-term relationships with customers
and other stakeholders that result in exchanges of information and other items of mutual
value.
A. Market exchange
B. Strategic collaboration
C. Relationship marketing
D. Creative partnering
E. Transactional marketing
7-17
76. _____ is the ratio of perceived benefits to the price of the product in a consumer study.
A. Net worth
B. Contribution margin
C. ROI
D. Retained earning
E. Value
77. Clos du Bois wine pursues an advertising campaign that targets the gay and lesbian
community. Its ad in gay publications features a wine cork emblazoned with the Gay Pride
rainbow. Gay publications are examples of _____ for Clos du Bois wine.
A. reference groups
B. target audiences
C. target markets
D. stakeholders
E. environmental curators
78. When the owner of the Baskin-Robbins brand name decided to re-invigorate the brand, it
created a launch kit for its brokers and distributors. Its brokers and distributors are examples
of:
A. reference groups.
B. target audiences.
C. target markets.
D. stakeholders.
E. environmental curators.
79. Roy Harold purchased a new washer/dryer for his apartment. Shortly after the appliances
had been installed, a store representative called Harold and asked if he were satisfied with the
washer/dryer and how they were installed. The store representative also asked Harold to call if
he had any further needs for appliances. According to Kotler and Armstrong, this is an
example of which relationship level?
A. Reactive relationship
B. Basic transactional relationship
C. Accountable relationship
D. Proactive relationship
E. Partnership
7-18
80. Kotler and Armstrong have identified five levels of relationships that can be formed
between a company and its various stakeholders. Charlotte purchased a book on how to
crochet from a Web site. After purchasing the book, she was pleased to receive regular e-mail
from the site offering her other products that she might be interested in. The e-mail also told
her about current trends in yarn and offered troubleshooting advice as well as free patterns.
The relationship between Charlotte and the Web site is at what level?
E. Partnership
81. Eby-Brown is a large distributor of candies and snacks to convenience stores in the
eastern half of the U.S. Eby-Brown describes itself as "a service-oriented company." Its
corporate guidelines state, "Without our customers, we don't exist as an organization. So our
priority in life is to make sure that our customers are happy, that we're taking good care of
them and addressing their needs." According to Kotler and Armstrong, what type of
relationship does Eby-Brown strive to maintain with its customers?
E. Partnership
82. The full-page ad that Xerox ran in Fortune magazine is an example of which type of
company/brand-related messages being sent to company stakeholders?
A. Planned
B. Inadvertent
C. Unplanned
D. Product
E. Service
7-19
83. The price of a bottle of Chivas Regal Scotch, the use of Federal Express delivery by
Lands' End and the workmanship found in a well-crafted wicker rocking chair are all
examples of which type of company/brand-related messages that are sent to company
stakeholders?
A. Planned
B. Functional
C. Unplanned
D. Product
E. Service
84. Because drugstore chains realize that nearly three-fourths of the visitors to a drugstore are
there just to pick up a prescription, drugstores have found it profitable to stock a variety of
products that have typically been found in supermarkets and convenience store. Stakeholders
receive a(n) _____ message when they go to a drugstore to pick up an antibiotic prescription
and are able to buy milk and bread without having to go to another store.
A. planned
B. functional
C. unplanned
D. product
E. service
85. Jerome stopped at Brewster's and purchased himself a chocolate ice cream cone. As he
was exiting the store, the cone developed a leak and dripped ice cream all over his expensive
suit. At that point, he swore to never buy Brewster's ice cream ever again. In terms of the
messages that stakeholders receive, Jerome received a(n) _____ message.
A. Planned
B. Functional
C. Unplanned
D. Product
E. Service
7-20
86. Think about the various sources of brand messages. Which message form is considered to
be a confirm message because that is what others say and confirm (or not) about what the
company says or does?
A. Planned
B. Functional
C. Unplanned
D. Product
E. Service
87. What should be the advertising manager's first step when he or she is asked to develop an
advertising plan?
A. Select the target audience
B. Develop marketing objectives
C. Determine the most cost-effective media
D. Establish an advertising budget
E. Review the company's marketing plan
88. Mood-lites are colored light bulbs that were developed according to research on how
colors affect moods. According to the advertising pyramid, the first task of the initial
advertising for Mood-lites, was to create:
A. awareness.
B. action.
C. conviction.
D. brand loyalty.
E. intent to buy.
89. According to the advertising pyramid, the second task of advertising is to:
A. communicate enough information about the product and its features to persuade a certain
number of people to believe in its value.
B. measure the quantitative objectives in the marketing plan.
C. acquaint some portion of the market with a product's existence.
D. persuade customers to buy larger sizes or multiple units.
E. accelerate sales by implementing a variety of sales promotions.
7-21
90. Mycogen Seeds has announced details of its Over-the-Top program for 2007-08. This
unique program offers cash rebates to customers who purchase both Mycogen brand products
and any of 16 selected crop protection products from Dow AgroSciences. According to the
advertising pyramid, the purpose of this rebate is to encourage:
A. conviction.
B. comprehension.
C. brand loyalty.
D. action.
E. awareness.
91. The two sub-strategies of the advertising strategy are the:

A. stakeholder strategy and the creative strategy.
B. message strategy and the media strategy.
C. creative strategy and media strategy.
D. planning strategy and the implementation strategy.
E. customer-satisfaction strategy and the profit strategy.
92. Which of the following statements about the relationship of advertising to sales and profits
is true?
A. Sales will remain constant if there is additional advertising
B. There will be no sales if there is no advertising
C. The durability of advertising is long-term
D. Increases in market share are more directly related to increases in the marketing budget
than to price reductions
E. There is no saturation level for advertising
93. The percentage-of sales method:

A. is expensive to use.
B. is the simplest to use of all budgeting methods.
C. is based on the average of the previous five years sales.
D. is generally unsafe to use.
E. is a bold attempt to link advertising dollars with sales objectives.
7-22
94. Mood-lites are colored light bulbs that were developed according to research on how
colors affect moods. In allocating funds for advertising the new light bulbs, its manufacturer
decided to budget 5 percent of last year's sales for advertising expenditures. Which allocation
method was the manufacturer using?
A. Percentage-of-sales
B. Self-defense
C. Objective/task
D. Share-of-market/share-of-voice
E. Budget buildup
95. In the summer of 2002, Kelly Flatley and Brendan Synnott joined forces to launch a
homemade granola business out of Flately's parents' home. They had no advertising budget,
so they had to find other ways to let consumers know about Bear Naked Granola. The two
entrepreneurs went door-to-door to small specialty and natural food stores. They also set up
tables and tents at community events and 5K charity runs where they gave away sample of
their granola. From this information, you can infer that Flatley and Synnott used the _____
method for promoting their product.
A. percentage-of-sales
B. all available fund
C. objective/task
D. share-of-market/share-of-voice
E. budget buildup
96. The FoldzFlat Pen that folded in half to the size of a business card. Its flat surface is a
perfect "billboard" on which to print advertising and company logos and it can be shaped into
a bookmark, a business card, a race car or a skateboard. Its manufacturer wants to advertise
this new product to people in the specialty products industry. Which method of setting its
advertising budget should the new product use?
B. Self-defense
C. Objective/task
E. Budget buildup
7-23
97. What is the greatest shortcoming for the percentage-of-sales method of setting the
advertising budget?
A. The percentage-of-sales method is too expensive to be used by small business owners.
B. The percentage-of-sales method violates the basic marketing principle of marketing
activities stimulating demand and thus sales and not occurring as a result of sales.
C. The percentage-of-sales method assumes a certain number of dollars are needed to sell a
certain number of units.
D. The percentage-of-sales method encourages top management to think of growth in terms of
percentages.
E. The percentage-of-sales method assumes the marketplace will be dynamic.
98. According to the text, a firm that has used the share-of-market/share-of-voice method for
allocating advertising funds for a number of years may have a tendency to:
A. become overly competitive in all marketing activities.
B. rely too heavily on the budget buildup method.
C. maintain a lower percentage of media exposure than its competitors.
D. be bold in their attempt to link advertising dollars with sales objectives.
E. overreact if competitors increase their advertising budgets.
99. When used to determine how to allocate funds for advertising, the _____ method has three
steps: defining objectives, determining strategy and estimating cost.
A. unit-of-sales
B. share-of-market/share-of-voice
C. percentage-of-sales
D. percentage-of-profit
E. objective/task
100. Which of the following statements about the objective/task method for allocating
advertising expenditures is true?
A. It is often difficult to determine in advance the amount of money needed to reach a specific
goal.
B. The objective/task method assumes a static external environment.
C. The objective/task method assumes marketing activities result in demand.
D. The objective/task method is too costly to use on an annual basis.
E. The objective/task method permits the quick and ready measurement of the success of an
ad campaign.
7-24
Chapter 07 Marketing, Advertising and IMC Planning Answer Key
True / False Questions
1. (p. 175) By definition, marketing plans should be short and specific.

FALSE
Depending on its scope, the plan may be long and complex or, in the case of a small firm,
very brief.
AACSB: Analytic
Bloom's: Understand
Difficulty: Easy
Learning Objective: 07-01 Explain the role and importance of a marketing plan.
Topic: The Importance of Marketing Planning
2. (p. 175) The first step in traditional top-down planning is to determine specific marketing
objectives.
FALSE
The traditional top-down marketing plan is still quite common. The top-down plan has four
main elements: situation analysis, marketing objectives, marketing strategy, and marketing
tactics (or action programs).
AACSB: Analytic
Bloom's: Understand
Difficulty: Easy
Learning Objective: 07-02 Explain the difference between objectives; strategies; and tactics in marketing and advertising plans.
Topic: Top-Down Marketing Plans
7-25
3. (p. 176) Corporate objectives are stated in terms of profit or return on investment.
TRUE
Corporate objectives are goals of the company stated in terms of profit or return on
investment or net worth, earnings ratios, growth, or corporate reputation.
AACSB: Analytic
Bloom's: Understand
Difficulty: Easy
4. (p. 176) The two types of marketing objectives are positioning and segmentation.
FALSE
The two types of marketing objectives are need-satisfying and sales-target.
AACSB: Analytic
Bloom's: Understand
Difficulty: Easy
5. (p. 178) Every product in the market assumes some position based on consumer perception.
TRUE
Every product has some position—whether intended or not—even if the position is

"nowhere." Positions are based on consumer perceptions, which may or may not reflect
reality.
AACSB: Analytic
Bloom's: Understand
Difficulty: Medium
7-26
6. (p. 178-180) Lucas Inc. makes lubricating oil specifically for race cars and uses a positioning
strategy based on user/application.
TRUE

reality. One scholar proposes seven distinct approaches to developing a positioning strategy:
Product attribute, Price/quality, Use/application, Product class, Product user, Product
competitor, and Cultural symbol.
AACSB: Reflective Thinking

Bloom's: Apply
Difficulty: Medium
7. (p. 181) One of the benefits of bottom-up marketing is that it allows advertisers to use
multiple action programs.
FALSE
Advertisers, when using bottom-up marketing should find a unique tactic or action program
and focus on it.
AACSB: Analytic
Bloom's: Understand
Difficulty: Medium
Topic: Bottom-Up Marketing: How Small Companies Plan
8. (p. 181) Transactional marketing is simpler than relationship marketing.

TRUE
Customers, not products, are the lifeblood of the business. This realization has moved firms
away from simple transactional marketing to relationship marketing.
AACSB: Analytic
Bloom's: Understand
Difficulty: Easy
Topic: The Importance of Relationship Marketing
7-27
9. (p. 181) Value is defined as the ratio of price to total benefits provided.
FALSE
We define value as the ratio of perceived benefits to the price of the product.
AACSB: Analytic
Bloom's: Understand
Difficulty: Easy
10. (p. 181) With integrated marketing communications, advertisers are able to cultivate
identical relationships with its various stakeholders.
FALSE
Stakeholders: In relationship marketing, customers, employees, centers of influence,

stockholders, the financial community, and the press. Different stakeholders require different
types of relationships.
AACSB: Analytic
Bloom's: Understand
Difficulty: Medium
Topic: The Importance of Relationships
11. (p. 181-182) The newspaper that writes the story about the grand opening of a new Applebee's
restaurant is a stakeholder for that restaurant.
TRUE
To succeed, companies must focus on managing loyalty among customers and stakeholders
(employees, centers of influence, stockholders, the financial community, and the press).

Bloom's: Apply
Difficulty: Medium
7-28
12. (p. 183) The company contacts customers from time to time with suggestions about
improved product use or helpful new products. This sentence defines the basic transactional
level relationship between the company and its stakeholders.
FALSE
Basic transactional relationship: The Company sells the product but does not follow up in any
way (Target). Proactive relationship: The Company contacts customers from time to time with
suggestions about improved product use or helpful new products.
AACSB: Analytic
Bloom's: Understand
Difficulty: Hard
Topic: Levels of Relationships
13. (p. 185) Endcap promotion are messages communicated by a product, its packaging, price, or
distribution elements.
FALSE
Endcap promotion: A merchandising method that uses special displays on shelving at the end
of aisles in a store.
AACSB: Analytic
Bloom's: Understand
Difficulty: Medium
Learning Objective: 07-03 What makes IMC planning different from traditional methods?
Topic: IMC: The Concept and the Process
14. (p. 185) The principle benefit of IMC is cost efficiency.

FALSE
The concept of integration is wholeness. Achieving this wholeness in communications creates

synergy—the principal benefit of IMC— because each product message reinforces the others
for greater effect.
AACSB: Analytic
Bloom's: Understand
Difficulty: Medium
7-29
15. (p. 186) To influence customers' perceptions, marketers must understand that every corporate
activity has a message component.
TRUE
All communications or brand contacts, sponsored or not, create an integrated product in the
consumer's mind. The way they integrate those messages determines their perception of the
company. IMC gives companies a better opportunity to manage or influence those perceptions
and create a superior relationship with those stakeholders.
AACSB: Analytic
Bloom's: Understand
Difficulty: Medium
16. (p. 188) The advertising plan is a natural outgrowth of the marketing plan.
TRUE
The advertising plan is a natural outgrowth of the marketing plan and is prepared in much the
same way. It picks up where the marketing plan leaves off, building on the goals that have
been established for the advertising program.
AACSB: Analytic
Bloom's: Understand
Difficulty: Easy
Topic: The Advertising Plan
17. (p. 187) A database of customer behavior containing information on customer demographics,
psychographics, purchase data, and attitudes can be used as the basis for planning future
marketing and communications activities.
TRUE
A database of customer behavior can be the basis for planning future marketing and
communications activities, especially if the database contains information on customer
demographics, psychographics, purchase data, and attitudes.
AACSB: Analytic
Bloom's: Understand
Difficulty: Medium
Topic: The IMC Approach to Marketing and Advertising Planning
7-30
18. (p. 189) According to the advertising pyramid, the first task of advertising is to communicate
enough information about the product to develop conviction.
FALSE
The advertising pyramid shows some of the tasks advertising can perform. Obviously, before
your product is introduced, prospective customers are completely unaware of it. Your first
communication objective therefore is to create awareness—to acquaint people with the
company, product, service, and/or brand.
AACSB: Analytic
Bloom's: Understand
Difficulty: Medium
Learning Objective: 07-04 Explain how to establish specific; realistic; and measurable advertising objectives.
Topic: Setting Advertising Objectives
19. (p. 191) The advertising pyramid reflects the traditional mass-marketing approach.
TRUE
The advertising pyramid also reflects the traditional mass marketing monologue. The
advertiser talks and the customers listen.
AACSB: Analytic
Bloom's: Understand
Difficulty: Medium
20. (p. 191) A creative strategy is a written statement that serves as the creative team's guide for
writing and producing an ad.
TRUE
The creative strategy is a guide for those developing the advertising. At a minimum, the
creative strategy defines the target audience, restates the objective of the advertising, specifies
the key benefits to be communicated, and offers support for those benefits.
AACSB: Analytic
Bloom's: Understand
Difficulty: Easy
Topic: Determining the Advertising Strategy
7-31
21. (p. 191-192) The two sub-strategies of advertising strategy are the segmentation strategy and
the message strategy.
FALSE
Advertising strategy consists of two sub strategies: the creative strategy and the media
strategy.
AACSB: Analytic
Bloom's: Understand
Difficulty: Easy
22. (p. 193) In consumer goods marketing, increases in market share are closely related to
increases in marketing budgets.
TRUE
In consumer goods marketing, increases in market share are closely related to increases in the
marketing budget. And market share is a prime indicator of profitability.
AACSB: Analytic
Bloom's: Understand
Difficulty: Medium
Learning Objective: 07-05 Explain how advertising budgets are determined.
Topic: Allocating Funds for Advertising
23. (p. 195) Small firms with limited capital typically budget using all-available-funds method.
TRUE
All available funds: Go-for-broke technique generally used by small firms with limited
capital, trying to introduce new products or services (Refer to My ad campaign: Ways to Set
Advertising Budgets [7D]).
AACSB: Analytic
Bloom's: Understand
Difficulty: Medium
Topic: Methods of Allocating Funds
7-32
24. (p. 196) The objective/task method of setting budgets is also known as the budget buildup
method.
TRUE
The objective/task method, also known as the budget buildup method, is used by the majority
of major national advertisers in the United States.
AACSB: Analytic
Bloom's: Understand
Difficulty: Easy
25. (p. 196) The three steps involved in the objective/task method are defining objectives,
determining strategy, and estimating cost.
TRUE
The task method has three steps: defining objectives, determining strategy, and estimating
cost.
AACSB: Analytic
Bloom's: Understand
Difficulty: Easy
7-33
Essay Questions
26. (p. 175) Is the following statement true: "The marketing plan has a profound effect on an
organization's advertising program". Explain your answer.
The statement is true. The marketing plan has a profound effect on an organization's
marketing communications. It helps managers analyze and improve all company operations,
including marketing and advertising programs. It dictates the role of advertising in the
marketing mix. It enables better implementation, control and continuity of advertising
programs. It ensures the most efficient allocation of advertising dollars.
AACSB: Analytic
Bloom's: Understand
Difficulty: Hard
Topic: The Effect of the Marketing Plan on IMC
27. (p. 176) Distinguish between need-satisfying objectives and sales-target objective.
Need-satisfying objectives: A marketing objective that shifts management's view of the

organization from a producer of products or services to a satisfier of target market needs.
Sales-target objective: Marketing objectives that relate to a company's sales. They may be
expressed in terms of total sales volume; sales by product, market segment, or customer type;
market share; growth rate of sales volume; or gross profit.
AACSB: Analytic
Bloom's: Understand
Difficulty: Medium
7-34
28. (p. 177) The development of marketing strategy typically involves three steps. List and
briefly describe each of these steps.
The steps are (a) defining the particular target markets—in this step the marketer defines and
selects the target market using the processes of market segmentation and research; (b)
determining the strategic position—positioning refers to the place a brand occupies
competitively in the minds of consumers; and, (c) developing an appropriate marketing mix
for each target market—the marketing mix is comprised of product, price, distribution and
communications.
AACSB: Analytic
Bloom's: Understand
Difficulty: Medium
29. (p. 182-183) List three reasons why it is essential that an organization actively engages in
relationship marketing. Why is each essential?
(1) The cost of lost customers. No amount of advertising is likely to win back a customer lost
as a result of shoddy products or poor service. (2) The cost of acquiring new customers. It
costs substantially more to acquire a new customer than to keep an old one. The
fragmentation of media and the resistance of sophisticated consumers to advertising make it
difficult for a brand to break out. (3) The value of loyal customers. The longer customers stay
with a company, the more willing they are to pay premium prices, make referrals, increase
their annual buying and the less hand holding they need.
AACSB: Analytic
Bloom's: Understand
Difficulty: Hard
7-35
30. (p. 185) What is integrated marketing communications?
Integrated marketing communications is the process of building and reinforcing mutually

profitable relationships with employees, customers, other stakeholders and the general public
by developing and coordinating a strategic communications program that enables them to
make constructive encounter with the company/brand through a variety of media and other
contacts.
AACSB: Analytic
Bloom's: Understand
Difficulty: Easy
31. (p. 186-187) What are the four sources of brand messages? Briefly describe each source.
The four sources of brand messages are: (a) planned messages—these are traditional
marketing communication messages such as advertising, sales promotion, personal selling,
merchandising materials, publicity releases and event sponsorships; (b) product messages—
messages from the product, price or distribution elements are typically referred to as product
(or inferred) messages; (c) service messages—many messages result from employee
interactions with customers; and, (d) unplanned messages—companies have little or no
control over the unplanned messages that emanate from employee gossip, unsought news
stories, comments made by competitors, et cetera.
AACSB: Analytic
Bloom's: Understand
Difficulty: Medium
7-36
32. (p. 191) What is the integration triangle? How is this triangle associated with the brand
message sources? When does constructive integration occur?
The integration triangle is a simple illustration of how perceptions are created from the
various brand message sources. Planned messages are say messages, what companies say
about themselves. Product and service messages are do messages because they represent what
a company does. Unplanned messages are confirm messages because that's what others say
and confirm (or not) about what the company says and does. Constructive integration occurs
when a brand does what its maker says it will do and then others confirm that it delivers on its
promises (Refer to Exhibit 7-4).
AACSB: Analytic
Bloom's: Understand
Difficulty: Easy
33. (p. 189-190) Starting at the bottom of the advertising pyramid, list the five objectives in order
as they appear in the pyramid. Briefly describe what an advertiser should do at each of the
levels.
(1) Create awareness—acquaint people with the company, the product, service and/or brand.
(2) Develop comprehension—communicate enough information about the product so that
some percentage of the aware group recognizes the product's purpose, image or position. (3)
Develop conviction—provide enough information to persuade a certain number of people to
actually believe in the product's value. (4) Achieve desire—move those who have been
convinced of the product's value to desire. (5) Take action—some percentage of those with
desire will buy, visit the store, etc.
AACSB: Analytic
Bloom's: Understand
Difficulty: Medium
7-37
34. (p. 193) Why should advertising be viewed as a long-term investment? How does this fact
relate to current economic conditions?
The sales response to advertising occurs over time, but the durability of advertising is brief, so
a consistently implemented advertising strategy is a necessity. Like all expenditures,
advertising should be evaluated for wastefulness. But historically, companies in recessionary
climates make advertising the scapegoat and end up losing significant market share before the
economy turns around.
AACSB: Analytic
Bloom's: Understand
Difficulty: Medium
35. (p. 194-196) Briefly describe five of the nine methods for setting an advertising budget.
The nine methods are (students are to pick any five of these): (a) percentage of sales—
determined by allocating a percentage of last year's sales, (b) percentage of profit—
percentage is applied to profit, either past years or anticipated, (c) unit of sale—(case-rate
method) a dollar amount is set aside for each unit such as a case, (d) competitive parity—
(self-defense method) spend what competitors are spending, (e) share of market/share of
voice—allocates dollars by maintaining a percentage share of total industry spending on
advertising, (f) objective/task—(budget buildup method) uses objectives, strategies and costs
to build a budget, (g) empirical research—runs experimental tests in different markets with
different budgets to arrive at a best budget amount, (h) quantitative mathematical models—
computer-based programs and (i) all available funds—spend all you have or can afford.
AACSB: Analytic
Bloom's: Understand
Difficulty: Medium
7-38
Short Answer Questions
36. (p. 175) Distinguish between corporate objectives and marketing objectives.
Corporate objectives are usually stated in terms of profit or return on investment. Marketing
objectives are derived from corporate objectives but should relate to the needs of the specific
target markets and to specific sales objectives.
AACSB: Analytic
Bloom's: Understand
Difficulty: Medium
37. (p. 175) What are the four principal elements in a traditional top-down marketing plan?
The top-down plan has four main elements: situation analysis, marketing objectives,
marketing strategy, and marketing tactics (or action programs). Large companies with
extensive marketing plans sometimes include additional sections.
AACSB: Analytic
Bloom's: Understand
Difficulty: Easy
38. (p. 176) What are the two general types of marketing objectives?
Marketing objectives may be referred to as general need-satisfying objectives and specific

sales-target objectives.
AACSB: Analytic
Bloom's: Understand
Difficulty: Easy
7-39
39. (p. 177) What three factors determine which marketing strategy option a marketer selects for
its product?
Marketing strategy typically involves three steps: (1) defining the particular target markets;
(2) determining the strategic positioning; and (3) developing an appropriate marketing mix for
each target market.
AACSB: Analytic
Bloom's: Understand
Difficulty: Medium
40. (p. 186) List the four sources of company/brand-related messages stakeholders receive.
The four types of company/brand-related messages stakeholders receive are planned

messages, product messages, service messages, and unplanned messages.
AACSB: Analytic
Bloom's: Understand
Difficulty: Easy
41. (p. 175) What is SWOT analysis and what does it examine?
SWOT analysis: After assessing a company's situation, the writer of a marketing plan
prepares an analysis that identifies the brand's or product's strengths, weaknesses,
opportunities, and threats.
AACSB: Analytic
Bloom's: Understand
Difficulty: Easy
7-40
42. (p. 189) List in order, the five levels of advertising influence depicted in the advertising
pyramid.
The five levels of advertising influence depicted in the advertising pyramid are Awareness,
Comprehension, Conviction, Desire, and Action.
AACSB: Analytic
Bloom's: Understand
Difficulty: Easy
43. (p. 194) What is the basis for calculating budget allocation in the percentage-of-sales
method?
Percentage-of-sales method: A method of advertising budget allocation based on a percentage

of the previous year's sales, the anticipated sales for the next year, or a combination of the
two.
AACSB: Analytic
Bloom's: Understand
Difficulty: Medium
44. (p. 175) What are the types of marketing plan choices available to the companies?
Companies have a choice in how they plan. Most still use the traditional top-down planning
model; some use a bottom-up model; and now, increasingly, companies are starting to use an
IMC model.
AACSB: Analytic
Bloom's: Understand
Difficulty: Medium
Topic: The Effect of the Marketing Plan on IMC
7-41
45. (p. 185) Define the term ‘synergy.'
Synergy: An effect achieved when the sum of the parts is greater than that expected from
simply adding together the individual components.
AACSB: Analytic
Bloom's: Understand
Difficulty: Easy
Multiple Choice Questions
46. (p. 174) The _____ for an organization assembles all the pertinent facts about the
organization, the markets it serves and its products, services, customers and competition.
A. vision
B. marketing plan
C. advertising plan
D. marketing mix
E. competitive strategy
The marketing plan assembles relevant facts about the organization, its markets, products,
services, customers, competition, and so on. It forces all departments to focus on the
customer.
AACSB: Analytic
Bloom's: Understand
Difficulty: Easy
7-42
47. (p. 174-175) The written marketing plan must reflect the goals of top management and:
A. be consistent with company's mission and capabilities.
B. be approved by all stakeholders.
C. be benchmarked against others in competing industries.
D. must be designed to emphasize the development of transactional relationships.
E. include all of the above to stand a chance of being successful.
The written marketing plan must reflect the goals of top management and be consistent with
the company's mission and capabilities.
AACSB: Analytic
Bloom's: Understand
Difficulty: Medium
48. (p. 175) What is the first step in the traditional top-down marketing plan?
A. Developing marketing tactics
B. Forming marketing strategy
C. Conducting a situation analysis
D. Evaluating potential marketing objectives
E. Establishing advertising objectives
marketing strategy, and marketing tactics (or action programs).
AACSB: Analytic
Bloom's: Understand
Difficulty: Easy
7-43
49. (p. 175) The most common format used to develop a marketing plan is the _____ plan
A. hierarchical
B. IMC
C. bottom-up
D. top-down
E. functional
The traditional top-down marketing plan is still quite common.
AACSB: Analytic
Bloom's: Understand
Difficulty: Easy
50. (p. 175) Desert Knight Golf Resort has just completed a detailed, factual study of the resort's
current strengths and weaknesses as well as what threats and opportunities exist that are
outside the company's control but still impact it. Its next step in the development of its
marketing plan is to:
A. decide which advertising media will best reach its target markets.
B. determine specific marketing objectives.
C. evaluate potential marketing objectives.
D. establish advertising strategy.
E. design marketing tactics.
The advertiser's next step is to determine specific marketing objectives. These must consider
the amount of money the company has to invest in marketing and production, its knowledge
of the marketplace, and the competitive environment (Refer to Exhibit 7-1).

Bloom's: Apply
Difficulty: Medium
7-44
51. (p. 175) Baxter International Inc, which maintains manufacturing facilities around the world
is the world's largest manufacturer of IV solutions in flexible containers. A(n) _____ would
reveal to Baxter, changes in its environments that the company would need to address to
maintain its standing as the leading producers of IV solutions in flexible containers.
C. market survey
D. product audit
A situation analysis examines a company's external and internal environments.

Bloom's: Apply
Difficulty: Medium
52. (p. 175) The exhibition and trade show industry, after decades of fabulous growth is
experiencing business decline. The _____ for the Center for Exhibition Industry Research,
reported, "The exhibition industry will face more competition for marketing dollars in the
next five years than it has in the last 25 years."
C. market survey
D. product audit
The situation analysis section is a factual statement of the organization's current situation and
how it got there. A situation analysis examines a company's external and internal
environments.

Bloom's: Apply
Difficulty: Hard
7-45
53. (p. 175) _____ is the third section of the marketing plan and explains how the company plans
to accomplish its marketing objectives.
A. The control process
B. Implementation
C. The stakeholder analysis
D. The marketing strategy
E. The marketing mix
marketing strategy, and marketing tactics (or action programs).
AACSB: Analytic
Bloom's: Understand
Difficulty: Easy
54. (p. 176) Pyramid Breweries Inc. has stated that partnering with committed wholesalers
capable of delivering first class customer service is an important _____ objective for the
company if the microbrewery is to maintain its reputation for customer satisfaction.
A. corporate
B. entrepreneurial
C. advertising
D. logistical
E. stakeholder
Corporate objectives can be stated in terms of profit, return on investment or corporate

reputation.

Bloom's: Apply
Difficulty: Medium
7-46
55. (p. 176) _____ objectives can be stated in terms of profit, return on investment, net worth,
growth or corporate reputation.
A. Environmental
B. Functional
C. Corporate
D. Operational
E. Entrepreneurial
Corporate objectives can be stated in terms of profit, return on investment or corporate

reputation.
AACSB: Analytic
Bloom's: Understand
Difficulty: Easy
56. (p. 176) Within a timeframe of five to seven years Orco Construction Supply, a regional
distributor of tools and hardware to framing and foundation contractor markets, plans to hit a
revenue mark of $500 million which will more than double its 2006 gross sales. This would
be an example of a(n) _____ objective.
A. sales-target
B. target market
C. need-satisfying
D. market tracking
E. environmental
A sales-target objective should be specific, quantitative and realistic marketing goal to be

achieved within a specified period of time.

Bloom's: Apply
Difficulty: Medium
7-47
57. (p. 176) _____ objectives can be categorized as either general need-satisfying objectives or
specific sales-target objectives.
A. Environmental
B. Functional
C. Corporate
D. Marketing
E. Entrepreneurial
Marketing objectives, which derive from corporate objectives, should relate to the needs of
target markets as well as to specific sales goals. These may be referred to as general need-
satisfying objectives and specific sales-target objectives.
AACSB: Analytic
Bloom's: Understand
Difficulty: Easy
58. (p. 176) Why would a company set need-satisfying objectives?

A. To create demand in a static environment.
B. To take full advantage of the consumer trend to eat out more.
C. To shift its organizational structure from a transformational to a transactional mode.
D. To shift the organization's view from a production orientation to concern for the needs of
its target market.
E. To provide equity to its stakeholders.
To shift management's view of the organization from a producer of products to a satisfier of

customers' needs, companies set need-satisfying objectives. These have a couple of important
purposes. First, they enable the firm to view its business broadly. Second, by setting need-
satisfying objectives, managers must see through the customer's eyes.
AACSB: Analytic
Bloom's: Understand
Difficulty: Medium
7-48
59. (p. 176) Harry & David is a catalog retailer that specializes in fruit gifts, but it does not see
itself as just a merchant of fruit. By setting _____ objectives, the retailer can views itself as a
gift provider and act accordingly.
A. need-satisfying
B. sales-driven
C. sales-target
D. production-oriented
E. environmental
To shift management's view of the organization from a producer of products to a satisfier of

customers' needs, companies set need-satisfying objectives. These have a couple of important
purposes. First, they enable the firm to view its business broadly. Second, by setting need-
satisfying objectives, managers must see through the customer's eyes. Harry & David is
concerned with satisfying its target market's gift needs rather than simply selling fruit.

Bloom's: Apply
Difficulty: Medium
60. (p. 176) Assume a bakery that wholesales gourmet pies and cakes to upscale restaurant
chains has developed marketing objectives. Which of the following is the BEST sales-target
objective for the bakery to use?
A. To increase sales of pecan pies by 3 percent during the next six months.
B. To have most of the staff attend a marketing seminar.
C. To increase sales of cheesecake to the point where demand exceeds supply every week.
D. To raise net profit by 50 percent during the next three weeks.
E. To build a Web site.
Alternatives B and E are nonspecific. Alternatives C and D are unrealistic. A sales-target

objective should be specific, quantitative and realistic marketing goal to be achieved within a
specified period of time.

Bloom's: Apply
Difficulty: Hard
7-49
61. (p. 178) In February 2008, Light Full Foods in San Francisco, developed Light Full Satiety
Smoothies, which are shelf-stable, all-natural, dairy-based smoothies for adult women. Adult
women are the smoothie manufacturer's:
A. marketing mix.
B. advertising mix.
C. product concept.
D. segmentation variable.
E. target market.
In top-down marketing, the first step in strategy development is to define and select the target
market, using the processes of market segmentation and research discussed in Chapters 4 and
6.The target market describes the groups of individuals to whom the store is aiming its
marketing strategy.

Bloom's: Apply
Difficulty: Medium
62. (p. 178) There's a portion of the population that has been absolutely restricted from having
butter, based on what their physicians have told them. Smart Balance brand butter substitute
recognized that _____ and made a run at it, somewhat successfully, by advertising, "Hey,
here's something that serves that purpose, but is better for you".
A. marketing mix
B. advertising mix
C. product concept
D. segmentation variable
E. target market
In top-down marketing, the first step in strategy development is to define and select the target
market, using the processes of market segmentation and research discussed in Chapters 4 and
6.The target market describes the groups of individuals to whom the store is aiming its
marketing strategy.

Bloom's: Apply
Difficulty: Medium
7-50
63. (p. 179) Silly Putty has been around for years. It began as a gag gift sold in specialty stores
alongside fake vomit. It has always avoided direct confrontation with other toy companies by
finding a market that was small enough to defend and never really acting like a marketing
leader. Which of the following strategies has Silly Putty successfully followed?
A. Aggressive
B. Flanking
C. Defensive
D. Circumventing
E. Guerrilla
Guerrilla Warfare: Most of America's companies should be waging guerrilla warfare. The key
to success in guerrilla wars is flexibility. A guerrilla should abandon any product or market if
the tide of battle changes. Here are the principles of guerrilla marketing warfare:
1. Find a market segment small enough to defend.
2. No matter how successful you become, never act like the leader.
3. Be prepared to "bug out" at a moment's notice.
(Refer to Commercial Break 7-A: The Strategies of Marketing Warfare).

Bloom's: Apply
Difficulty: Hard
7-51
64. (p. 179) As the leading manufacturer of bleach in the nation, Clorox must guard itself against
challenges from detergent manufacturers who are using bleach as a detergent additive.
According to Jack Trout and Al Reis's Marketing Warfare, which type of a strategy should
Clorox use?
A. Protective
B. Aggressive
C. Defensive
D. Offensive
E. Guerrilla
Defensive Warfare: Here are the rules for defensive marketing warfare:
1. Participate only if you are a market leader.
2. Introduce new products and services before the competition does.
3. Block strong competitive moves by copying them rapidly.
(Refer to Commercial Break 7-A: The Strategies of Marketing Warfare).

Bloom's: Apply
Difficulty: Hard
65. (p. 179) Hops Grillhouse & Brewery, formerly known as Hops Restaurant/Bar/Brewery,
unveiled a multimillion dollar brand strategy featuring a new menu intended to "capture
consumer preferences for high quality, freshness and grilled tastes as well as an array of
aromas, textures and price points." Its product mix of handcrafted beer and superior food is
unlike that offered by other similar restaurant chain and describes its _____ strategy.
A. segmentation design
B. positioning
C. market segmentation
D. marketing mix
E. diversification
Positioning refers to the place a brand occupies competitively in the minds of consumers.
reality.

Bloom's: Apply
Difficulty: Medium
7-52
66. (p. 179) _____ refers to the place a brand occupies competitively in the minds of consumers.
A. Product segmentation
B. Product placement
C. Positioning
D. The perceptual pyramid
E. The strategic map
Positioning refers to the place a brand occupies competitively in the minds of consumers.
AACSB: Analytic
Bloom's: Understand
Difficulty: Easy
67. (p. 179) Clos du Bois wine, for example, pursues an advertising campaign targeting the gay
and lesbian community that has been remarkably successful. Its ad in gay publications
features a wine cork emblazoned with the Gay Pride rainbow—an instantly recognizable
symbol in the gay community. What approach to positioning is the winery using?
A. Cultural symbol
B. Product class
C. Product user
D. Marketing mix
E. Price/quality
Product user—positioning against the particular group who uses the product. This method
positions the product in terms of the group who uses it.

Bloom's: Apply
Difficulty: Medium
7-53
68. (p. 179) Starbucks Coffee Company, expanded from bottled Frappuccino to two canned
products—Doubleshot in 2002 and Starbucks Iced Coffee, which was introduced last year.
While all are coffee-based products, each has a slightly different consumer base. Doubleshot
is advertised as a morning beverage, Frappuccino, an afternoon treat and Starbucks Iced
Coffee as an all-day product. What approach to positioning is Starbucks using?
A. Cultural symbol
B. Product class
C. Product use/application
D. Marketing mix
E. Price/quality
Use/application—positioning on the basis of how a product is used (e.g., Arm & Hammer).
This positioning strategy of Starbucks Coffee Company is based on how a product is used.

Bloom's: Apply
Difficulty: Medium
69. (p. 180) Besides its signature product, the My-Tee T-shirt, a fashion design company, makes
its own line of skirts, shoes, tank tops and accessories that retail from $32 to $78. Publicists
and buyers browse My-Tee's trendy showroom for the latest trends and clothing lines. The
company's promotional strategy relies on publicity. Celebrities from Hilary Duff to Courtney
Cox have been photographed in My-Tee clothing. This exposure helped the company rack up
$1 million in sales last year. This is a brief description of My-Tee's:
A. advertising mix.
B. marketing mix.
C. marketing objectives.
D. organizational strategy.
E. product differentiation.
The next step in developing the marketing strategy is determining a cost-effective marketing
mix for each target market. The mix blends the various marketing elements the company
controls: product, price, distribution, and communications. The question describes My-Tee's
product, its prices, its promotion and its distribution.

Bloom's: Apply
Difficulty: Hard
7-54
70. (p. 180) _____ determine the specific short-term actions to be taken, internally and
externally, by whom and when.
A. Corporate objectives
B. Tactics
C. Organizational structures
D. Environmental objectives
E. Strategic postures
A company's objectives indicate where it wants to go; the strategy indicates the intended
route; and the tactics (or action programs) determine the specific short-term actions to be
taken, internally and externally, by whom, and when.
AACSB: Analytic
Bloom's: Understand
Difficulty: Easy
71. (p. 180) Randall Grahm, the owner of Bonny Doon Vineyards, made a name for his wines by
injecting an irreverent sense of humor into everything associated with the winery. One of the
_____ he used was to host a black mask dinner this fall to celebrate "the death of wine corks"
when his company decided to use screw tops.
A. marketing objective
B. control mechanism
C. action program
D. strategic posture
E. organizational structure
A company's objectives indicate where it wants to go; the strategy indicates the intended
route; and the tactics (or action programs) determine the specific short-term actions to be
taken, internally and externally, by whom, and when. Action programs determine the short-
term details of how to implement the strategy.

Bloom's: Apply
Difficulty: Medium
7-55
72. (p. 180) When the owner of the Baskin-Robbins brand name decided to re-invigorate the
brand, it used several different _____ including creating a launch kit, to its brokers and
distributors. The kit contains sell sheets, samples, a media kit and gift items, such as branded
memory stick and an ice cream scoop to help "Scoop Up Sales!"
A. marketing objectives
B. creative mechanisms
C. tactics
D. strategic postures
E. organizational positions
Action programs or tactics determine the short-term details of how to implement the strategy.

Bloom's: Apply
Difficulty: Medium
73. (p. 180) Smaller companies typically use a bottom-up marketing format plan because:
A. handling day-to-day problems leaves little time for formal planning.
B. they don't need to create a competitive advantage.
C. long-term strategies are needed to keep a business focused on the future.
D. failure to have a mission is one of the major reasons for small-business failure.
E. a bottom-up planning allows more time for development of a customer relationship
strategy.
In small companies, everybody is both player and coach, and the day-to-day details seem to
come first, leaving little or no time for formal planning. However, there is a solution to this
dilemma: bottom-up marketing
AACSB: Analytic
Bloom's: Understand
Difficulty: Hard
7-56
74. (p. 181) The development of _____ marketing requires marketers to focus on ingenious
tactics first and then develop that tactic into a strategy.
A. relationship
B. transformational
C. bottom-up
D. transactional
E. top-down
The tactic is a singular, competitive technique. By planning from the bottom up, entrepreneurs
can find unique tactics to exploit. But caution is required. Advertisers should find just one
tactic, not two or three. The advertiser can then focus all elements of the marketing mix on
this single-minded tactic. The tactic becomes the nail, and the strategy is the hammer that
drives it home.
AACSB: Analytic
Bloom's: Understand
Difficulty: Easy
75. (p. 181) _____ is the creating, maintaining and enhancing long-term relationships with
customers and other stakeholders that result in exchanges of information and other items of
mutual value.
A. Market exchange
B. Strategic collaboration
C. Relationship marketing
D. Creative partnering
E. Transactional marketing
Relationship marketing: Creating, maintaining, and enhancing long-term relationships with

customers and other stakeholders that result in exchanges of information and other things of
mutual value.
AACSB: Analytic
Bloom's: Understand
Difficulty: Easy
7-57
76. (p. 181) _____ is the ratio of perceived benefits to the price of the product in a consumer
study.
A. Net worth
B. Contribution margin
C. ROI
D. Retained earning
E. Value
We define value as the ratio of perceived benefits to the price of the product.
AACSB: Analytic
Bloom's: Understand
Difficulty: Easy
77. (p. 181-182) Clos du Bois wine pursues an advertising campaign that targets the gay and
lesbian community. Its ad in gay publications features a wine cork emblazoned with the Gay
Pride rainbow. Gay publications are examples of _____ for Clos du Bois wine.
A. reference groups
B. target audiences
C. target markets
D. stakeholders
E. environmental curators

stockholders, the financial community, and the press. Different stakeholders require different
types of relationships. According to the text, the press is an example of a stakeholder.

Bloom's: Apply
Difficulty: Medium
7-58
78. (p. 181-182) When the owner of the Baskin-Robbins brand name decided to re-invigorate the
brand, it created a launch kit for its brokers and distributors. Its brokers and distributors are
examples of:
A. reference groups.
B. target audiences.
C. target markets.
D. stakeholders.
E. environmental curators.

stockholders, the financial community, and the press. The brokers and distributors are
customers.

Bloom's: Apply
Difficulty: Easy
79. (p. 183) Roy Harold purchased a new washer/dryer for his apartment. Shortly after the
appliances had been installed, a store representative called Harold and asked if he were
satisfied with the washer/dryer and how they were installed. The store representative also
asked Harold to call if he had any further needs for appliances. According to Kotler and
Armstrong, this is an example of which relationship level?
E. Partnership
Accountable relationship: The Company phones customers shortly after the sale to check
whether the product meets expectations and asks for product improvement suggestions and
any specific disappointments. This information helps the company to continuously improve
its offering (Acura dealers).

Bloom's: Apply
Difficulty: Medium
7-59
80. (p. 183) Kotler and Armstrong have identified five levels of relationships that can be formed
between a company and its various stakeholders. Charlotte purchased a book on how to
crochet from a Web site. After purchasing the book, she was pleased to receive regular e-mail
from the site offering her other products that she might be interested in. The e-mail also told
her about current trends in yarn and offered troubleshooting advice as well as free patterns.
The relationship between Charlotte and the Web site is at what level?
E. Partnership
Proactive relationship: The Company contacts customers from time to time with suggestions
about improved product use or helpful new products (Apple). In this situation, there is regular
contact between buyer and seller.

Bloom's: Apply
Difficulty: Medium
81. (p. 183) Eby-Brown is a large distributor of candies and snacks to convenience stores in the
eastern half of the U.S. Eby-Brown describes itself as "a service-oriented company." Its
corporate guidelines state, "Without our customers, we don't exist as an organization. So our
priority in life is to make sure that our customers are happy, that we're taking good care of
them and addressing their needs." According to Kotler and Armstrong, what type of
relationship does Eby-Brown strive to maintain with its customers?
E. Partnership
Partnership. The company works continuously with customers (and other stakeholders) to
discover ways to deliver better value (Nordstrom's Personal Shopper). Eby-Brown works
continually with its customers to discover ways to deliver better service.

Bloom's: Apply
Difficulty: Medium
7-60
82. (p. 186) The full-page ad that Xerox ran in Fortune magazine is an example of which type of
company/brand-related messages being sent to company stakeholders?
A. Planned
B. Inadvertent
C. Unplanned
D. Product
E. Service
The term planned message refers to all the traditional marketing communications messages
like advertising and sales promotions.

Bloom's: Apply
Difficulty: Medium
83. (p. 186) The price of a bottle of Chivas Regal Scotch, the use of Federal Express delivery by
Lands' End and the workmanship found in a well-crafted wicker rocking chair are all
examples of which type of company/brand-related messages that are sent to company
stakeholders?
A. Planned
B. Functional
C. Unplanned
D. Product
E. Service
Product messages refer to how the marketing mix communicates value to the customer.

Bloom's: Apply
Difficulty: Medium
7-61
84. (p. 186) Because drugstore chains realize that nearly three-fourths of the visitors to a
drugstore are there just to pick up a prescription, drugstores have found it profitable to stock a
variety of products that have typically been found in supermarkets and convenience store.
Stakeholders receive a(n) _____ message when they go to a drugstore to pick up an antibiotic
prescription and are able to buy milk and bread without having to go to another store.
A. planned
B. functional
C. unplanned
D. product
E. service
Product messages refer to how the marketing mix communicates value to the customer.

Bloom's: Apply
Difficulty: Medium
85. (p. 186) Jerome stopped at Brewster's and purchased himself a chocolate ice cream cone. As
he was exiting the store, the cone developed a leak and dripped ice cream all over his
expensive suit. At that point, he swore to never buy Brewster's ice cream ever again. In terms
of the messages that stakeholders receive, Jerome received a(n) _____ message.
A. Planned
B. Functional
C. Unplanned
D. Product
E. Service
Companies have little or no control over unplanned messages—as in the example here.

Bloom's: Apply
Difficulty: Medium
7-62
86. (p. 186) Think about the various sources of brand messages. Which message form is
considered to be a confirm message because that is what others say and confirm (or not) about
what the company says or does?
A. Planned
B. Functional
C. Unplanned
D. Product
E. Service
Companies have little or no control over unplanned messages. Unplanned are unsought and
uncontrolled by the company.
AACSB: Analytic
Bloom's: Understand
Difficulty: Hard
87. (p. 188) What should be the advertising manager's first step when he or she is asked to
develop an advertising plan?
A. Select the target audience
B. Develop marketing objectives
C. Determine the most cost-effective media
D. Establish an advertising budget
E. Review the company's marketing plan
The advertising manager first reviews the marketing plan to understand where the company
wants to go, how it intends to get there, and what role advertising plays in the marketing mix.
AACSB: Analytic
Bloom's: Understand
Difficulty: Easy
Topic: Reviewing the Marketing Plan
7-63
88. (p. 189) Mood-lites are colored light bulbs that were developed according to research on how
colors affect moods. According to the advertising pyramid, the first task of the initial
advertising for Mood-lites, was to create:
A. awareness.
B. action.
C. conviction.
D. brand loyalty.
E. intent to buy.
The five levels of advertising influence depicted in the advertising pyramid according to its
order are Awareness, Comprehension, Conviction, Desire, and Action (Refer to Exhibit 7-5).

Bloom's: Apply
Difficulty: Easy
89. (p. 189) According to the advertising pyramid, the second task of advertising is to:
A. communicate enough information about the product and its features to persuade a certain
number of people to believe in its value.
B. measure the quantitative objectives in the marketing plan.
C. acquaint some portion of the market with a product's existence.
D. persuade customers to buy larger sizes or multiple units.
E. accelerate sales by implementing a variety of sales promotions.
Develop comprehension—to communicate enough information about the product that some
percentage of the aware group will understand the product's purpose, image, or position, and
perhaps some of its features. The five levels of advertising influence depicted in the
advertising pyramid according to its order are awareness, comprehension, conviction, desire,
and action. See Exhibit 7-5.
AACSB: Analytic
Bloom's: Understand
Difficulty: Easy
7-64
90. (p. 190) Mycogen Seeds has announced details of its Over-the-Top program for 2007-08.
This unique program offers cash rebates to customers who purchase both Mycogen brand
products and any of 16 selected crop protection products from Dow AgroSciences. According
to the advertising pyramid, the purpose of this rebate is to encourage:
A. conviction.
B. comprehension.
C. brand loyalty.
D. action.
E. awareness.
The cash rebate is given to encourage purchase (action) (Refer to Exhibit 7-5).

Bloom's: Apply
Difficulty: Medium
91. (p. 191) The two sub-strategies of the advertising strategy are the:
A. stakeholder strategy and the creative strategy.
B. message strategy and the media strategy.
C. creative strategy and media strategy.
D. planning strategy and the implementation strategy.
E. customer-satisfaction strategy and the profit strategy.
Advertising strategy consists of two sub strategies: the creative strategy and the media
strategy.
AACSB: Analytic
Bloom's: Understand
Difficulty: Easy
7-65
92. (p. 193) Which of the following statements about the relationship of advertising to sales and
profits is true?
A. Sales will remain constant if there is additional advertising
B. There will be no sales if there is no advertising
C. The durability of advertising is long-term
D. Increases in market share are more directly related to increases in the marketing budget
than to price reductions
E. There is no saturation level for advertising
In consumer goods marketing, increases in market share are closely related to increases in the
marketing budget. And market share is a prime indicator of profitability.
AACSB: Analytic
Bloom's: Understand
Difficulty: Hard
93. (p. 194) The percentage-of sales method:

A. is expensive to use.
B. is the simplest to use of all budgeting methods.
C. is based on the average of the previous five years sales.
D. is generally unsafe to use.
E. is a bold attempt to link advertising dollars with sales objectives.
The percentage-of- sales method is one of the most popular techniques for setting advertising
budgets. It may be based on a percentage of last year's sales, anticipated sales for next year, or
a combination of the two. Businesspeople like this method because it is the simplest, it doesn't
cost them anything, it is related to revenue, and it is considered safe.
AACSB: Analytic
Bloom's: Understand
Difficulty: Easy
7-66
94. (p. 194) Mood-lites are colored light bulbs that were developed according to research on how
colors affect moods. In allocating funds for advertising the new light bulbs, its manufacturer
decided to budget 5 percent of last year's sales for advertising expenditures. Which allocation
method was the manufacturer using?
B. Self-defense
C. Objective/task
E. Budget buildup
The percentage-of- sales method is one of the most popular techniques for setting advertising
budgets. It may be based on a percentage of last year's sales, anticipated sales for next year, or
a combination of the two.

Bloom's: Apply
Difficulty: Medium
95. (p. 195) In the summer of 2002, Kelly Flatley and Brendan Synnott joined forces to launch a
homemade granola business out of Flately's parents' home. They had no advertising budget,
so they had to find other ways to let consumers know about Bear Naked Granola. The two
entrepreneurs went door-to-door to small specialty and natural food stores. They also set up
tables and tents at community events and 5K charity runs where they gave away sample of
their granola. From this information, you can infer that Flatley and Synnott used the _____
method for promoting their product.
A. percentage-of-sales
B. all available fund
C. objective/task
D. share-of-market/share-of-voice
E. budget buildup
All available funds: Go-for-broke technique generally used by small firms with limited
capital, trying to introduce new products or services (Refer to My ad campaign: Ways to Set
Advertising Budgets [7-D]).

Bloom's: Apply
Difficulty: Medium
7-67
96. (p. 195) The FoldzFlat Pen that folded in half to the size of a business card. Its flat surface is
a perfect "billboard" on which to print advertising and company logos and it can be shaped
into a bookmark, a business card, a race car or a skateboard. Its manufacturer wants to
advertise this new product to people in the specialty products industry. Which method of
setting its advertising budget should the new product use?
B. Self-defense
C. Objective/task
E. Budget buildup
The share-of-market/share-of-voice method assumes that to gain a particular share of market,

you must spend more than your share of advertising dollars to first gain a share of the
consumers' minds (Refer to My ad campaign: Ways to Set Advertising Budgets [7-D]).

Bloom's: Apply
Difficulty: Medium
97. (p. 195-196) What is the greatest shortcoming for the percentage-of-sales method of setting the
advertising budget?
A. The percentage-of-sales method is too expensive to be used by small business owners.
B. The percentage-of-sales method violates the basic marketing principle of marketing
activities stimulating demand and thus sales and not occurring as a result of sales.
C. The percentage-of-sales method assumes a certain number of dollars are needed to sell a
certain number of units.
D. The percentage-of-sales method encourages top management to think of growth in terms of
percentages.
E. The percentage-of-sales method assumes the marketplace will be dynamic.
The greatest shortcoming of the percentage-of-sales method is that it violates a basic

marketing principle. Marketing activities are supposed to stimulate demand and thus sales, not
occur as a result of sales.
AACSB: Analytic
Bloom's: Understand
Difficulty: Hard
7-68
98. (p. 196) According to the text, a firm that has used the share-of-market/share-of-voice
method for allocating advertising funds for a number of years may have a tendency to:
A. become overly competitive in all marketing activities.
B. rely too heavily on the budget buildup method.
C. maintain a lower percentage of media exposure than its competitors.
D. be bold in their attempt to link advertising dollars with sales objectives.
E. overreact if competitors increase their advertising budgets.
The share-of-market/share-of-voice method is a bold attempt to link advertising dollars with

sales objectives.
AACSB: Analytic
Bloom's: Understand
Difficulty: Medium
99. (p. 196) When used to determine how to allocate funds for advertising, the _____ method has
three steps: defining objectives, determining strategy and estimating cost.
A. unit-of-sales
B. share-of-market/share-of-voice
C. percentage-of-sales
D. percentage-of-profit
E. objective/task
The task method has three steps: defining objectives, determining strategy, and estimating
cost. After setting specific, quantitative marketing objectives, the advertiser develops
programs to attain them.
AACSB: Analytic
Bloom's: Understand
Difficulty: Medium
7-69
100. (p. 196) Which of the following statements about the objective/task method for allocating
advertising expenditures is true?
A. It is often difficult to determine in advance the amount of money needed to reach a specific
goal.
B. The objective/task method assumes a static external environment.
C. The objective/task method assumes marketing activities result in demand.
D. The objective/task method is too costly to use on an annual basis.
E. The objective/task method permits the quick and ready measurement of the success of an
ad campaign.
It is often difficult to determine in advance the amount of money needed to reach a specific
goal. Techniques for measuring advertising effectiveness still have many weaknesses. It is
difficult to determine because you can't know in advance exactly what will be required to
motivate the potential buyers.
AACSB: Analytic
Bloom's: Understand
Difficulty: Hard
7-70
Another random document with
no related content on Scribd:
al castello ed andava a sboccare in quella parte della città che fu
cinta di mura e di bastioni dalla paura del dispotismo austriaco che vi
si era trincerato speranzoso di eternarvisi.
— A domani, eccellenza? domandò il gigante.
— Domani, rispose l’uomo del mantello, e se sbagli il colpo,
marrano, ti fo far cento leghe per corrergli dietro finchè tu l’abbia
raggiunto, se te lo lasci scappare.
— Non fallo mai, eccellenza, gli rispose il gigante con truce sorriso,
raddrizzandosi in tutta l’imponenza delle erculee sue forme.
L’uomo del mantello parve compiacersi di quella bravata, gli sorrise
in aria di protezione e gli gettò una borsa.
— Per l’acquavite... il resto quando avrete finito, aggiunse salutando.
I due uomini ristettero parlando tra loro finchè l’uomo dal mantello
allontanatosi frettoloso si tolse ai loro sguardi: imboccata allora la via
oggi detta Fossato dei Bovi, passato il vicolo del Bargello, a cui
guardarono di sghembo con una brutta smorfia, mossero dietro a
sant’Andrea e s’appostarono come due vampiri nei dintorni della
locanda del Giglio.
La locanda del Giglio era situata di fianco a quel vecchio casamento
ove si stabilirono oggi le carceri della Pretura Urbana. Oggigiorno
pure vi si vede una casa di vecchia apparenza vicino a cui fanno
capo i carrettieri colle loro rozze ed i rivenduglioli nei giorni del
mercato.
Alla locanda del Giglio stazionavano vetture da noleggio. Alle tre del
mattino d’ogni venerdì e d’ogni lunedì ne partiva una per Cremona a
treno fisso. In casi speciali però si davano mezzi di trasporto per
dove avesser desiderio di recarsi i viaggiatori. Era una locanda
accreditata per le premure dell’albergatore che vi tenea pronto
servizio e buoni cavallari che facevano allegramente schioppettare le
loro fruste sugli stradali battuti nelle corse.
La sera nella quale Adolfo aveva ricevuta la lettera che lo chiamava
ad essere messo a parte del segreto che era per lui il tesoro più
prezioso a cui riguardasse con un culto selvaggio ed ardente,
cadeva appunto in lunedì ed ei si era recato alla locanda
accompagnato da Roberto, il fratello d’Angela, che fissò rimanere
con lui finchè ei si fosse partito.
Usciti quindi di casa ad ora ben tarda, scambiati gli addii e rinnovati
gli abbracci, consumate le ore in quei nonnulla che sono le
espressioni più vere per cui il cuore svolge tutte le sue sensazioni
d’affetto nei momenti supremi d’una separazione, entrambi
intrattenendosi della partenza, della famiglia d’Angela, del vicino
ritorno, di una sperata felicità, d’un ridente avvenire; comunicandosi
dubbi, sogni e speranze in quel confidente abbandono di due giovani
cuori legati insieme dall’amicizia più tenera, si eran recati alla
locanda del Giglio e vi avean chiesto da cena onde aspettare l’ora
della partenza.
Sedevano ad un tavolo intrattenendosi tra loro; tutto ad un tratto
Adolfo fe’ un atto di sorpresa.
— Che hai, Adolfo? gli domandò Alberto guardandolo fisso in viso
come chiedendo una spiegazione a quell’atto repentino.
— Nulla, disse Adolfo, ognor più inquieto.
Nell’agitazione dell’addio egli avea dimenticato un piccolo amuleto
che Angela gli aveva donato come pegno del suo affetto acciò gli
ricordasse di lei nel breve tempo di sua lontananza.
Lasciare un dono d’Angela nelle mani istesse che glielo aveano
donato, era nulla; egli l’avria ripreso con un bacio al suo ritorno,
avrebbe sentito un rimprovero accompagnato da un sorriso. Gli
avrebbe potuto rispondere che essa era tutto per lui e che nel
momento della partenza egli non potea vedere che lei.
Eppure egli sentì un tristo presentimento impadronirsi del suo cuore;
gli parve che separandosi da quel dono egli si dividesse da lei... gli
parve che tra lui e quella donna che era il suo angelo, sorgesse un
fantasma!... Egli si spaventò come di una sinistra predizione di
sventura, ebbe paura del suo pensiero.
Alberto s’avvide tosto delle impressioni che dominavano lo spirito del
suo giovane amico.
— Hai perduto qualche cosa? gli domandò.
— Sì, l’amuleto d’Angela, gli rispose Adolfo.
— L’avrai lasciato a casa.
— Certamente.
— E t’inquieti per ciò? disse gaiamente Alberto; vado a prendertelo e
te lo reco. Alberto si era alzato.
— È troppo tardi per lasciarti andar solo, gli obbiettò Adolfo.
Alberto diè in una allegra risata.
— Affè! per bacco! cosa credi? Che abbia paura dell’orco?... va là,
pazzo!... e gli battè sulla spalla con gaiezza confidente. In due salti
sono di ritorno e ti reco il tuo fatato amuleto. Avrò agio a fare un
nuovo saluto ad Angela prima che tu parta.... ed ecco tutto... Non gli
diè tempo neppure a rispondere e corse fuori dalla locanda.
Egli avea appena svoltato l’angolo della via che due ombre si
mossero nelle tenebre, si udì uno squittir come di civetta che pareva
venisse dal tetto del vecchio caseggiato che fiancheggiava la
locanda del Giglio. Dal fondo della strada un uomo strisciò carponi
dentro il vano d’una porta. Un istante dopo che Alberto era uscito,
Adolfo agitato da strani e lugubri presentimenti si era slanciato fuori
dalla locanda e corse anelante sulla via... gli parve d’aver inteso un
gemito. Tutto era silenzio intorno a lui; suonarono le tre all’orologio
del palazzo. La voce sonora del vetturino facea balzar di soprassalto
i viaggiatori, e la sua frusta schioppettava gaiamente dissopra alle
orecchie dei poco sbuffanti puledri attaccati al carrozzone da viaggio
che partiva poi al trotto, seco portando Adolfo che andava
fantasticando tra sè perchè Alberto non fosse tornato.
CAPITOLO XXIII.
Cosa avvenisse nel vicolo del Bargello.
L’istessa notte se qualcuno fosse passato dal viottolo del Gallo Nero,
si saria domandato cosa potesse far là da tanto tempo una carrozza
tutta chiusa. Il cocchiere pareva ubbriaco, e sonnecchiava sulla
serpa... s’era passato nel braccio le redini del cavallo... aveva
lasciato cadere la sua testa sulla spalla e pareva non si desse altra
cura che di dormire come meglio avesse potuto; forse aspettava
qualche avventore che s’era recato a bere alla taverna e s’era
lasciato prendere dal sonno... Nella taverna del Gallo Nero non
ardeva alcun lume atto a far dubitare che là dentro, come in tutte le
pacifiche case dei dintorni non si dormisse tranquillamente,
tutt’intorno era silenzio... la notte scendeva tacita ed avvolgeva
Mantova col suo mantello di nebbia... le ore scorrevano, suonò la
mezzanotte, poi un’ora, eran vicine le tre; il cocchiere addormentato
si scosse, dalla porticina della taverna del Gallo Nero, uscì fuori una
testa a guardare nel bujo del viottolo non illuminato da alcun fanale...
Era tanto bujo che non si saria scorta neppur la carrozza che si
confondeva colle tenebre... se v’era un delitto da compiersi, certo
mai quella marrana di sorte che non domanda mai le fedi di costume
a chi vuol favorire od a chi vuol colpire, non poteva meglio darvi
mano. Qualche lampione che ardeva nelle strade centrali della città,
avvolto da quel denso manto di nebbia, pareva alla distanza di dieci
passi, lontano a perdita d’occhio ed appena appena se ne vedeva un
languido bagliore atto ad accennarlo. L’uomo che aveva messo fuori
il capo dalla porticina della taverna non guardò; ascoltò, gli parve
aver inteso... Un gemito... poi un rumore di passi che frettolosi
s’avviassero verso quella volta... Il cocchiere aveva lasciato la sua
attitudine, e stava spiando inquieto ogni alitar di vento che gli
portasse un suono... si fe’ silenzio ancora... poi si sentì un rumore
certo, definito, marcato di passi... due uomini entrarono nel viottolo
della taverna...
— Presto, disse l’un d’essi... scendi, Andrea, e dacci mano... che il
diavolo ti porti se non ti sbrighi, pezzo di poltrone!..
— Son qua, son qua... rispose tosto il cocchiere scendendo dal suo
posto di riserva.
Quei due uomini si portavan dietro uno strano carico imballato in un
nero involto fatto a forma di sacco; l’avevan deposto rasente al muro
del viottolo, e fattivisi presso di bel nuovo ajutati dal cocchiere se lo
caricaron sulle braccia. L’uomo che pareva spiasse avidamente il
loro operato, quando vide che furon presso alla carrozza di cui era
chiuso ancora lo sportello, si fe’ fuori d’un tratto e corse ad aprirlo...
— Chi va là!... gli gridò piano all’orecchio una voce minacciosa,
mentre un braccio erculeo lo afferrava al petto in poco gentil
maniera...
— Non mi conosci, per Dio!.. fe’ egli guardando in faccia il gigante
che gli aveva usato quel poco garbato complimento.
— Siete voi, eccellenza?... mormorò questi mentre dava alla sua
voce da toro quel tuono più umile che potè; per bacco... s’avvisano i
galantuomini quando sono occupati alle loro faccende e non hanno
tempo da perdere.
Il nero carico fu spinto dentro alla carrozza.
— Come andò l’affare? chiese l’uomo del mantello nero, il quale
vestiva come allora che il lettore lo vide sulla riva del lago mentre
aspettava la barca del gigante.
— Come lo vedete... rispose il gigante contraffacendo colle grosse
sue labbra un sinistro sorriso, e segnò la carrozza entro cui saliva il
compagno invitandolo.
— Va bene... ed ora al lago... e scegliete bene il luogo.
— Lasciate fare, eccellenza... il gigante si curvò per passare dentro
alla carrozza, l’uomo dal mantello nero ne chiuse lo sportello. Il
cocchiere diè una strappata alle redini, il cavallo partì... Dal viottolo
del Gallo Nero a Sant’Andrea... non v’era da traversare che la piazza
del Bargello; il nostro uomo la percorse, ne spiò collo sguardo il
terreno, e come chi si trova soddisfatto d’un esame a cui sia unito il
più notevole interesse sorrise d’un sorriso da demone, si ravvolse
nel suo ferrajuolo si cacciò a passo rapido per le vie della città e
sparve nelle tenebre come perduto in un abisso!..
CAPITOLO XXIV.
La barca.
La carrozza in cui eran saliti il gigante e quel suo ceffo di compagno

seco loro recando quello strano carico, s’avviò per la strada istessa
da cui eran venuti poche ore prima; svoltarono a destra e presa una
via deserta fecer capo ad una stradicciuola che fiancheggiava la riva
del lago.
La notte era cupa, innanzi a loro non era che un vuoto pieno di
nebbia entro cui si spingevano e dove pareva si dovesser perdere;
ma in quel vuoto, nascosti ad ogni sguardo essi camminavan sicuri
compiendo l’opera loro.
Avevano cavato dalla carrozza, che rifece poi la strada, il loro
carico... e lo portavano seco dietro strascinandolo pel fangoso
sentiero della valle.
Era qualche cosa di sinistro a vedersi; uno di quei due uomini era
piccolo, sciancato, nelle tenebre pareva un mostro; aveva una barba
ispida, folta, capelli rabuffi, un occhio profondamente incavato, di cui
le nere sopracciglia velavano il fuoco selvaggio... Questo sguardo
fiammeggiava come da due grotte scolpite in una fronte
schiacciata... una fronte di rettile. Il colore del suo volto che traeva al
giallastro, era livido... Era del colore della notte; i suoi abiti erano
laceri e lordi di sangue... sulle mani pareva avesse del sangue...
L’altro era un gigante dalla taglia di un Ciclope... se sovra l’ampia
sua fronte depressa fosse scintillato un sol occhio, potea dirsi la
miniatura di Polifemo... avea due braccia pelose, due gambe nude
fino al ginocchio... nervose, muscolose; avea una gran barba nera
che gli scendeva fin sul petto coperto d’un pelo fulvo, aveva l’occhio
rosso come un cerbero, la sua voce somigliava al ringhio d’un
molosso... Questi due mostri, uno dei quali era rettile, l’altro tigre, o
lupo... si trascinavan dietro qualche cosa d’informe avvolta in un
sacco nero... strisciavano per così dire in mezzo ai canneti agitati da
una brezza sottile... e sul lor passaggio non fuggiva che qualche
folaga che batteva l’ali e strideva così che quel suo strido nelle
tenebre della notte ti pareva un lamento... Intorno ad essi... quasi a
cornice del quadro la nebbia che li avvolge, al di là della nebbia il
lago colla sua acqua fumante, calma... attraverso alla nebbia non
potevasi scorgere lo scintillar d’una stella... Essi eran soli!... soli
coll’opera loro, e la compievano.
Si erano trascinati sino alla barca che giaceva tra i canneti; la lieve
ondulazione dell’acqua aveva scostato il tratto di corda che legavala
alla riva. Ve la trassero, vi caricarono il loro fardello, dieder mano al
remo e la spinsero. La barca strisciando tra i giunchi si spinse oltre; i
due remi batteron liberi l’onda del lago senza produrre alcun rumore,
senza che nel loro tuffarsi mandassero uno spruzzo. Orecchio
umano non avria potuto avvedersi che una barca correva sul lago, e
come rapida correa!... Si compieva un’opera di morte... e non si
sentiva la vita che la traeva al suo fato... tutto era silenzio... quei due
uomini colla loro barca pareva che si confondessero colle tenebre...
pareva che ne formassero una sola immagine terribile,
spaventosa!... Ad un punto del lago, dove il remo che ne tasteggiava
il letto non trovava fondo, sostarono e deposero i remi. Il gigante
legò alla bocca del sacco un oggetto che pareva avesse la forma di
un grosso masso di granito e ch’egli si barellò prima sulle braccia
come fosse un giocattolo... levaron dal fondo del battello il loro
carico, lo sollevarono sull’acqua e fecer per spingerlo.
— Ferma! susurrò la voce fessa dell’omicciatolo.
— Cos’hai? che il diavolo ti porti! gli rispose il gigante fermando il
braccio che già dava impulso alla spinta; t’avverto che è un gingillo
che pesa abbastanza e non ne vedo l’ora di farla finita!...
— Non borbottare, vecchio orso; dopo tante precauzioni che
abbiamo usate finora vorresti tu che facessimo tanto di fracasso
buttandolo giù, da dar l’allarme a qualcuno che il caso ci mettesse a
portata?
— Affè! Carlone, che non manchi di giudizio in quella tua testa da
rospo.
— Avanti dunque!
— Presti!
I due uomini s’inchinarono fuori del battello in modo da farlo quasi
ripiegar su sè stesso, e calaron sino a fior d’acqua il carico che
stavan per lanciare; l’onda si schiuse gorgogliando e si racchiuse; il
negro involto sparve: inabissandosi non destò alcun rumore, non
accennò al suo immergersi nell’onda che per un impercettibile
fremito onde si agitò la superficie a norma che il corpo si
sprofondava gravitando verso il fondo. La barca aveva intanto
ripreso la sua via e ritornava per dove era partita.
CAPITOLO XXV.
Dove si capisce qualche cosa.
Nella famiglia del marchese regnava la più viva agitazione. Un servo

erasi recato ad ora ben tarda alla locanda del Giglio, quando appena
la corriera era partita, avea chiesto di due giovani che si erano ivi
recati ed uno dei quali doveva prender posto per Cremona, e gli fu
risposto che il viaggiatore era partito ma che il suo compagno avealo
lasciato circa un’ora prima della partenza, mentre stavano cenando
insieme in una delle sale terrene.
Il servo era ritornato a casa recando la risposta avutane; di
congettura in congettura interpretando quello strano ed
inqualificabile avvenimento, la mente si spingeva a trarne le
deduzioni le più terribili e le più allarmanti. Nè i tempi erano atti al
certo ad acquietare le vigili ed affannose apprensioni d’una tenera
madre, d’un padre, d’una sorella che amassero un loro caro tutta la
forza dell’affetto.
Correvan ogni momento strane dicerie per la città, spargevansi voci
di omicidii e di rapine, e non se ne sapeva mai nulla. I duchi che
aveano diritto feudale d’alta e bassa giustizia erano troppo occupati
nelle loro feste di Corte per darsi cura delle pubbliche bisogna.
Purchè non si gridasse contro la suprema signoria dei governatori e
dei principi, importava loro ben poco che si facesse questo o quello.
Scorrevano le ore, i primi albori risvegliavano la natura; non la
speranza, che non sapeva trovare un palpito tra l’affannarsi della
disperazione che pur tentava ancora un’ultima lotta!.... Era però
vana ed impotente, che contro lei vi era un fatto!... vi era una terribile
realtà: Alberto non veniva!...
Donna Caterina, la povera madre che sentiva venirsi meno ad ogni
volger d’attimo che si portava con sè un’ultima illusione, era
straziante a vedersi... al più legger rumore che le giungesse
all’orecchio essa correa sulla soglia... trasaliva allo sbatter
d’un’imposta... sentiva voci che non erano che nel suo pensiero... Un
ardore febbrile le animava la guancia, l’occhio avea fisso... attonito...
si era abbandonata sopra una poltrona e parea che avesse esaurite
le vitali sue forze in quel delirio del timore!... in quell’attaccarsi
convulsivamente ad un’illusione che mente a sè stessa ed a cui non
credendo si vorrebbe pur imporsi di credere!... Angela, la buona e
cara fanciulla, i cui occhi aveano pianto tanto, spaventata dalla
disperazione della madre, la accarezzava dolcemente cercando
parole per confortarla, e la baciava e la vezzeggiava, ma ben
vedevasi come in lei pure dominasse quella sinistra apprensione che
facea battere con palpiti sì agitati il suo giovane cuore!... In lei pure
era vivo quel senso indecifrabile eppur reale, che è la forza del
presentimento... questa divinazione dello spirito che opera ed agisce
allora che un grave avvenimento faccia oscillare le corde dell’anima
umana e ne tragga quei suoni arcani ed imponenti innanzi a cui la
ragione si smarrisce, e nella sua investigazione non trova che
l’ipotesi d’una possibilità che possa darvi sviluppo!...
Il marchese era cupo, concentrato, assorto; pensava. Egli svolgeva
innanzi a sè le cause tutte onde avesse potuto aver motivo quello
strano sparimento, ed inclinò la testa sul petto, gettando uno
sguardo d’immenso dolore sopra quei due esseri che vicini a lui
piangevano nel terribile abbandono d’una compresa sventura!...
Erano le dieci del mattino quando fu suonato alla porta. Non è a dirsi
come quel suono, elettrica scintilla, fosse corso per le fibre di tutti.
Donna Caterina, Angela ed il marchese si precipitarono verso la sala
d’ingresso prima che il servo ne schiudesse la porta. Sulla soglia
apparve il dottore.
Il dottore era, come solea mostrarsi nella famiglia del marchese, di
volto calmo; s’avria detto che sulla sua fronte si fossero spianate le
rughe che l’increspavano come se si fosse tolto dall’animo il peso di
qualche grave preoccupazione che lo crucciasse.
Accadeva diffatti talvolta che egli trasalisse nel bel mezzo d’una
conversazione amichevole; che ad un moto di Angela, ad una parola
di Adolfo il sorriso gli si contraesse sulle sue labbra in modo da
diventare quasi una minaccia. Il suo occhio mandava allora un
raggio di fuoco, il suo volto, da pallido ch’era, si facea livido, poi si
immergeva in un’astrazione profonda ma che indicava solo essere il
suo pensiero ben vivo sotto quell’apparente inerzia che parea un
completo abbandono.
Quella mattina, checchè fosse avvenuto nel suo animo, ben
scorgevasi ch’egli avea superato qualche cosa; ciò che i medici alle
volte chiamano una crisi, che i pittori chiamano una prova e che gli
uomini d’affari chiamano un progetto. Egli non aveva però superato
nè ciò che potesse interessare un medico, nè un pittore, nè un uomo
d’affari.
Era ben difficile leggere su quella sua fronte di marmo; pur vi si
leggeva qualche cosa di sinistro sotto al velo di quella sua calma
apparente.
— Mio figlio!... mio figlio!... gridò donna Caterina slanciandosi verso il
dottore.
— Vostro figlio!... esclamò questi sorpreso. Ebbene, signora
marchesa, che è egli avvenuto a vostro figlio?...
Lo slancio febbrile che avea animato per un istante quella povera
madre si estinse, un singhiozzo irruppe dal suo petto... Il marchese
che interrogava il dottore coll’occhio anelante... immoto... fisso su lui,
si fe’ muto... Angela si serrò contro la madre... ella provò uno strano
sentimento alla vista del dottore; fu come il risvegliarsi in quel
momento d’un senso assopito nella sua anima... quel senso di paura
che involontario avea giganteggiato nel suo cuore e che soltanto
aveva obliato nell’abbandono dell’affetto di cui avea fatto centro un
cuore!... prima... si sentiva troppo felice per poter avere altro
pensiero che non fosse un sogno d’amore!...
La voce del dottore avea lasciato intravedere una infrenabile
emozione nell’accentare ch’ei fe’ quelle sue parole.
— Egli pure non ne sa nulla!... mormorò la marchesa con voce
semispenta.
— In nome di Dio!... che avvenne mai, donna Caterina?...
La marchesa taceva immergendosi col pensiero nella cupa
disperazione del suo dolore.
— Che avvenne, marchese?... ridomandò egli ansioso e vieppiù
agitandosi, mentre il suo sguardo gli roteava nell’orbita inquieto e
sanguigno. Le sue labbra, come gli accadeva sovente, s’eran
contratte, egli domandava e parea pregasse coll’interessamento di
chi attenda per sè stesso, e vi era l’accento quasi del comando in
quelle sue parole. Angela lo guardò con ispavento... si strinse di
nuovo a sua madre, e le parve che avrebbe voluto chiudere sulle
labbra del marchese la parola che vedea come gli stesse per uscire.
— Sentite, dottore, gli rispose in quello stesso momento il marchese
coll’abbandono confidente della sventura, che cerca un eco al
proprio palpito d’affanno — in nome di Dio! Non avete voi veduto
Alberto?...
— Io no!... ma perchè questa domanda?...
— Egli è uscito stanotte, e non è più ritornato.
— Uscito!... esclamò il dottore, sul cui volto balenò il lampo sinistro
d’un pensiero che ne contrasse i lineamenti come fosse soggetto ad
un arcano terrore. Uscito! ripetè egli. E non è ancora ritornato?...
— No... ed è scorso per noi una tal notte d’angoscia, dottore!... che il
labro non saprebbe ridirvela... Egli ha accompagnato Adolfo!...
— Adolfo s’era recato alla locanda del Giglio?... vi avete mandato?...
— Sì...
— Ebbene?...
— Adolfo era partito solo, il suo compagno l’avea lasciato qualche
tempo prima... e doveva tornare alla locanda dove non fu più veduto
ricomparire.
— Adolfo è partito!... gridò il dottore, per dio!... dite il vero,
marchese?...
— Sì, Adolfo è partito!... ma non è d’Adolfo che io domando!... Ma
comprendete voi, dottore, il terribile pensiero che si agita nella mia
mente, che passa sulla mia anima e l’agghiaccia di spavento!...
La fronte del dottore si fece fosca!...
— Partito!... ripetè ancora fra sè a bassa voce!... Egli stette
silenzioso per alcuni istanti... quella agitazione convulsa era
passata... ei ricompose le sue labra ad un sorriso... e si volse al
marchese che l’interrogava col suo occhio inquieto... Ben vedevasi
come egli cercasse far argine alle emozioni della sua anima... — Io
non saprei in vero, marchese... balbettò egli... ma non resta che un
sol mezzo... informarsi pienamente se qualche avvenimento
disastroso abbia avuto luogo questa notte... tranquillatevi intanto,
marchese, io farò quanto meglio potrò... farò quanto possa
suggerirmi l’interesse che mi lega a voi... e ritornerò, spero, in grado
di acquetare la vostra agitazione... Mio Dio!... accadono tante piccole
cose nella vita che assumono talvolta l’apparenza d’una grave
sventura...
Il marchese Gian Paolo strinse con trasporto la mano del dottore che
gli parlava d’una speranza... Donna Caterina gli volse pure uno
sguardo in cui lampeggiò quell’ultimo resto di vita che ancora
l’attaccava ad una illusione...
Il dottore, a cui pareva non tardasse che il momento di togliersi di là,
tanta inquietudine leggevasi ne’ suoi sguardi, inquietudine che
poteasi credere motivata dall’interesse ch’egli prendesse per la
possibile sventura ond’era minacciata la famiglia del marchese, gli
strinse di nuovo la mano e rinnovandogli parole di speranza e
promesse di ricerche che gli rendesser conto dell’avvenuto, uscì
precipitoso ed affannato da quella casa nella quale era entrato col
sorriso della soddisfazione sulle labbra atteggiate all’orgoglio d’una
vittoria..
· · · · · · · · · · · · · · · ·
Qualche ora dopo due uomini montati sopra due robusti cavalli
uscivano a briglia sciolta da Porta Leona e correvan l’istessa via
sulla quale s’era avviato la trabacca dell’oste del Giglio; taluno dei
passeggieri rise di cuore vedendo a fianco d’un Ercole dalle forme
d’atleta un omiciattolo che più gagliardamente stava in groppa al suo
Bucefalo che al certo non era di razza inglese ma che galoppava
sonoramente. Il dottore si recava sul finir del giorno alla casa del
marchese... vi portava la delusione d’una vana ricerca.
CAPITOLO XXVI.
I Rimorsi della colpa fruttano progetti di
rivelazione.
Ne è d’uopo di lasciare per poco Mantova e quei personaggi del

nostro racconto che avranno forse interessato il lettore; il marchese
con tutta la sua buona fede, Angela e la marchesa coi loro
presentimenti di sventura, per recarci sul luogo dove successero i
primi avvenimenti che diedero principio a questa narrazione. Era di
là per l’appunto che Adolfo riceveva la lettera che traevalo alla
ricerca dell’assassino di suo padre, dell’uomo per opera del quale
sua madre era morta dopo aver tratta fra le angoscie la vita!...
Angoscie che doveva a lui solo, a quest’uomo che s’era cacciato sul
sentiero della sua esistenza, ad avvelenarne ogni istante!...
In una sera trista trista, mentre il cielo era fosco di nubi, l’aria grave,
mentre il tuono lontano lontano, fremeva nelle vallate, Ambrogio il
carbonaro era seduto d’innanzi alla sua capanna che il lettore può
riconoscere ad onta dei guasti operativi dal tempo. Non aveva più
neppure la poesia di quel primo suo aspetto, quasi sinistro; allora,
nascosta quasi dai ramosi alberi, circondata da un’alta siepe di
frassini... pareva un agguato... oggi non era più nulla, avevan
tagliata la siepe... i grandi alberi che s’incurvavano sopra il suo tetto
eran morti... non restava sul terreno che il segno dove essi eran
cresciuti, ad attestare che là morirono utilizzati dal carbonaro che ne
fe’ legna da alimentare il suo focolare deserto.
Le assi della capanna eran sconnesse, l’aria e l’acqua vi
penetravano a vicenda, non era neppur qualche cosa di orribile!...
era qualche cosa di squallido, di disgustoso... l’orribile ha la sua
poesia, ha il suo bello; lo squallido non ha nulla, è ciò che è... una
cosa da cui si allontana per non crucciarsi l’anima!...
Il carbonaro sedeva sopra un sasso colla faccia nascosta tra le
mani, assorto come in un doloroso riandare del suo passato... Egli
pensava che sotto a quel misero tetto sorridevagli un giorno, una
donna, che si assideva al desco ammanitogli frugalmente quando
rientrava sulla sera canticchiando una canzone stanco del lavoro.
Che un bambinello correvagli incontro e gli saltellava intorno
aggrappandosi al suo vestito finch’egli se lo fosse recato in groppa...
ripensava al certo che qualche gioja egli l’aveva gustata in quella
capanna che ora non conservava di sè che una squallida nudità.
Allora la sua bella siepe di frassini era verde e folta, l’usignuolo
veniva a cantare là... vicino ad essi mentre erano intenti a ciarlare
prima dell’ora del riposo; lo sentivano trillare i suoi gorgheggi, e
gliene veniva all’animo una calma, una pace, quasi una felicità.
Poi le cose cambiarono... e la pace fuggì dalla capanna ospite
spaventata. L’usignuolo non venne più a cantarvi d’intorno perchè vi
sentì dentro voci di minaccia... e grida ed imprecazioni... perchè egli
confidente non vedeva più al finestrino che si apriva, sporgere una
bella testa di donna che lo riguardava rapito, nè più senza fuggire
vedeva passarsi d’innanzi un vago fanciullino dalle bionde chiome
che saltellava per il prato. Egli vi vide entrare ed uscire faccie
arcigne e fosche, v’intese rumori che gli parevan strani, e che
disturbando la sua pace lo decisero a scegliere un’altra siepe,
un’altra casa intorno a cui intuonare le sue vaghe armonie.
La donna del carbonaro era morta... del fanciullo, ei non se ne
curava e non lo vide più tornare; era morto egli pure? era stato
raccolto da qualche cuore pietoso?... egli non lo sapeva e non se ne
curò; al secondo giorno che più nol vide comparire egli si era detto
alzando le spalle, un fastidio di meno!...
Ma gli anni passavano ed a seconda che quel vuoto spaventoso
veniva a farglisi attorno, sentì nella coscienza farsi vivo il pungolo dei
rimorsi... e ripensò con spavento a quella sua vita di colpe... si
ricordò di Francesco... che egli aveva raccolto ferito, che aveva
ospitato sotto la sua capanna, e di cui aveva venduto il cadavere... e
gli parve che da quel momento la maledizione fosse scesa sulla sua
casa.
Da allora, non più pace, non più lavoro... non più il sorriso della sua
donna, il bacio del suo bambino... la sua donna tremava di spavento,
forse d’orrore quand’egli a notte tarda si ritirava nella capanna, e vi
deponeva nell’angolo più nascosto la sua carabina, forse fumante
ancora per la recente scarica che avea fatto sussultare la dormiente
dal suo letto, che gli aveva fatto stringere al seno palpitante la sua
povera creatura.
Tutto si mutò intorno a lui, al pane del lavoro spezzato sulla tavola e
diviso nella famiglia, successe l’orgia, ed il vino vuotato a colme
tazze tra gli ebbri compagni... e il disordine della notte, ed in mezzo
a ciò il fantasma del delitto che ne spingeva i passi errabondi...
Fu dal giorno che ei fuggì innanzi ad Adolfo spaventato come da una
visione infernale, fu d’allora che questo gli sorse contro angelo
sterminatore a contendere un bottino, e due vittime alla sanguinaria
sua banda, che la fatalità inesorabile gli camminò a lato. Dopo aver
rinunciato al lavoro egli si vide preclusa sino la strada alla colpa,
perchè i suoi compagni che lo vider fuggire d’innanzi ad uomo lo
chiamaron vile; essi non sapeano che quell’uomo era una fantasima
per Ambrogio, che gli parve fosse sorto dalla tomba per vestire le
sembianze della prima sua vittima: di Francesco che egli avea sì
infamemente tradito!... Il dolore e gli stenti avevano tratto a morte la
sua donna; suo figlio non era più ritornato alla capanna che stava
sola là... ad attestargli il passato... rinnovatrice spietata delle sue
memorie, pagina terribile del libro della sua vita in cui dovea leggervi
col terrore dei rimorsi, colle paure d’un’anima nella quale il fatalismo
avea snervata ogni energia...
È una maledizione!... È una maledizione!... esclamò egli alzandosi
da sedere... gettò uno sguardo spaventato verso la capanna e
mosse alcuni passi come per allontanarsene... È la mano di Dio!...
Oh! io non avrò mai pace!...
Le campane della chiesa del paese suonavano l’avemaria della
sera... Quella lenta oscillazione del bronzo arrivava insino a lui,
accompagnata dal vento della sera, umido e grave; la pioggia
incominciava già a cadere sottile... Il cielo s’era fatto più fosco,
Ambrogio fremè in tutto il corpo come se avesse inteso una voce far
eco al grido che gli era uscito dal labbro... Egli cadde in ginocchio
sovra un sasso, e stette muto, tremante, finchè ogni suono cessò, e
d’intorno a lui non udì che il cader della pioggia sulle fronde degli
alberi, e il fischiar del vento nel basso della valle.
Avrebbe voluto pregare, ma la parola non trovava cemento, forse
era dominata da un pensiero... Egli si era alzato però più calmo,
entrò nella capanna, si gettò sul suo giaciglio, e stette aspettando
l’indomani in cui parea avesse pensato di dar compimento ad un
progetto che or vedremo farsi palese.
CAPITOLO XXVII.
Don Luigi il parroco.
Le campane del villaggio suonavano a festa, una folla di gente era

accalcata sulla piazza; le giovani del contado vi sfoggiavano le loro
spille d’argento appuntate alle trecce d’ebano ed i nastri rossi che lor
sventolavano dietro le spalle; le donne avean cuffie di pizzo linde e
bianche, calzari di legno che rendevano un fracasso indiavolato
battendo su pei ciottoli... I rivenduglioli facean ballar nelle tasche il
sonante metallo che avean buscato nella mattinata, le carrette
stavano attaccate alle rozze in attesa che finisser le funzioni per
riprender la strada per la quale i girovaghi, nelle domeniche,
sogliono condursi a tutte le piazze della provincia.
Era l’ora della predica, all’invito che facea ai fedeli la campana della
chiesa col suo martellare a rompicollo, come moveva l’estro al
campanaro che ci teneva a dar prova della forza muscolare delle
sue braccia, la folla s’avviò verso la chiesa che si gremiva di gente,
talchè innanzi allo sguardo offrivasi un livello orizzontale di cuffie e di
lucidi dischi di spille che scintillavano al chiaror delle lampade e dei
ceri accesi dagli altari intorno ai quali la folla si era prostrata
divotamente, e credeva sul serio, che quello sgraziato del figlio di
Dio fosse stato condannato con tanto talento da suo padre ad esser
sacrificato e mangiato, e masticato da tante bocche di fedeli, quanti
erano le migliaia di preti, delle migliaia di chiese, e quante eran le
bocche dei milioni di cattolici che agevolavano ai fornai il consumo
della farina nella fabbrica delle ostie più o meno consacrate... e che
io credo i soli che abbiano trovata l’utilità della Comunione e della
Messa!...

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M Advertising 1st Edition Arens Test

M Advertising 2nd Edition Arens Test Bank

M Advertising 2nd Edition Arens Solutions Manual

Contemporary Advertising 13th Edition Arens Test Bank

M Advertising 3rd Edition Schaefer Test Bank

Contemporary Advertising and Integrated Marketing

Contemporary Advertising and Integrated Marketing

Contemporary Advertising and Integrated Marketing

Contemporary Advertising and Integrated Marketing

True / False Questions

1. By definition, marketing plans should be short and specific.

2. The first step in traditional top-down planning is to determine specific marketing

3. Corporate objectives are stated in terms of profit or return on investment.

4. The two types of marketing objectives are positioning and segmentation.

8. Transactional marketing is simpler than relationship marketing.

9. Value is defined as the ratio of price to total benefits provided.

14. The principle benefit of IMC is cost efficiency.

16. The advertising plan is a natural outgrowth of the marketing plan.

17. A database of customer behavior containing information on customer demographics,

19. The advertising pyramid reflects the traditional mass-marketing approach.

27. Distinguish between need-satisfying objectives and sales-target objective.

30. What is integrated marketing communications?

Short Answer Questions

36. Distinguish between corporate objectives and marketing objectives.

38. What are the two general types of marketing objectives?

40. List the four sources of company/brand-related messages stakeholders receive.

41. What is SWOT analysis and what does it examine?

45. Define the term ‘synergy.'

Multiple Choice Questions

57. _____ objectives can be categorized as either general need-satisfying objectives or

58. Why would a company set need-satisfying objectives?

91. The two sub-strategies of the advertising strategy are the:

93. The percentage-of sales method:

Chapter 07 Marketing, Advertising and IMC Planning Answer Key

True / False Questions

1. (p. 175) By definition, marketing plans should be short and specific.

The two types of marketing objectives are need-satisfying and sales-target.

Every product has some position—whether intended or not—even if the position is

Every product has some position—whether intended or not—even if the position is

AACSB: Reflective Thinking

8. (p. 181) Transactional marketing is simpler than relationship marketing.

Stakeholders: In relationship marketing, customers, employees, centers of influence,

AACSB: Reflective Thinking

14. (p. 185) The principle benefit of IMC is cost efficiency.

The concept of integration is wholeness. Achieving this wholeness in communications creates

Need-satisfying objectives: A marketing objective that shifts management's view of the

30. (p. 185) What is integrated marketing communications?

Integrated marketing communications is the process of building and reinforcing mutually

Short Answer Questions

Marketing objectives may be referred to as general need-satisfying objectives and specific

The four types of company/brand-related messages stakeholders receive are planned

Percentage-of-sales method: A method of advertising budget allocation based on a percentage

45. (p. 185) Define the term ‘synergy.'

Multiple Choice Questions

The traditional top-down marketing plan is still quite common.

AACSB: Reflective Thinking

A situation analysis examines a company's external and internal environments.

AACSB: Reflective Thinking