Ch. 11,12,13,15 Test ?s

Ch.11
1. CRM stands for?
A. Cause-Related Marketing
B. Customer Relationship Management
C. Cause Relationship Management
D. Customer-Related Management
Answer: B, Customer Relationship Management

Ch.12
1.The official banking sponsor for the Super Bowl champions relates to which term?
A. Enhancements
B. Reactive Strategies
C. Entitling
D. Puffery
Answer: C, Entitling

2. True OR False. The federal trade commission (FTC) regulates all direct mail?
Answer: False, The FTC regulates advertisements

Ch.13
1. Which of the following is NOT a financial incentive?
A. Repeat Purchases
B. Cyberbait
C. First-time purchases
D. Personalized Shopping
Answer: D, personalized shopping

2. In what year did Google go public?
A. 2004
B. 2003
C. 2002
D. 2001
Answer: A, 2004

Ch.15
1. Which of the following is not a method of copytesting?
A. Theater Test
B. Focus Groups
C. E-mail
D. Portfolio Test
Answer: C, E-mail

2. Advertisements, pricing tactics, new products, and consumer and trade promotions are used to access_________________________?
A. Behavioral Measures
B. Test Markets
C. Public Relations
D. Recognition Tests
Answer: B, Test Markets

Motrin Mom-Alogue

The Motrin Mom advertisement outraged mothers. The ad, meant to target mothers, received a huge backlash from angry blogs, facebook, and twitter comments. Women were angry that Motrin compared carrying a baby in a sling to a fashion trend and that it made the mother look like an "official mom". In some twitter comments where mothers expressed how offended they were by the ad, also wondered if Motrin has any clue what mothers think. Shortly after the uproar the company pulled the advertisement off the Internet and closed their website entirely. After being taken down for an evening, Motrin posted an apology on their website. Kathy Widmer, VP of Marketing for McNeil Consumer Healthcare sincerely apologized and assured that the ad was being removed from their website and magazine print. Widmer also gave thanks for all the feedback, saying "its very important to us." I think that a commercial apologizing for the ad would have had more of an impact and reached more viewers. Overall, Motrin received a lot of publicity, whether it is good or bad, time will tell. However, I do not believe that loyal Motrin users are going to be affected by this advertisement.

The official apology posted on the Motrin website:

Direct Mail

In the past 6 months, I have recieved direct mail from Ike Honda. I usually get a letter once every couple months. They are offering me a payment premeir program for "specific vehicle owners". Since I am a current Honda owner the premier program is encouraging me to upgrade to a new 2009 Honda at a very low finance rate. The letter is not effective for myslef because I am not interested in purchasing a new car. However, the bonuses listed in the letter might be effective for someone looking to purchase or upgrade their Honda. The impact of this deal is very appealing, in the future when I am interested in a new car, a program like this one may have more of an effect on myself.

Ch. 7-11 Test ?s

Ch.7
1.What percentage of advertisments use celebrities?
A.15%
B.10%
C.20%
D.25%
Answer: C 20%

Ch.8
1. The following are components of a media plan,marketing analysis,advertising strategy,media strategy,media scheduling,justification and summary. TRUE OR FALSE
Answer: True•

2. The ___________ _____________ formulates the media program that states where and when to place ads
Answer: media planner

Ch.9.
1. The pull strategy pushes products with aggressive marketing efforts. TRUE OR FALSE?
Answer: False, the Push strategy

2. What is the term for money paid to retailer who is willing to bypass retailers/wholesalers?
A. Off-invoice allowance
B. Drop-Ship allowance
C. Slotting Fees
D. Exit Fees
Answer: B, drop-ship allowance

Ch.10
1. The redemption rate for refunds and rebates is 45% TRUE OR FALSE
Answer: False, the redemption rate is 30%

2. The term over-lay is a promotion combination of which two different products are within one company? TRUE OR FALSE
Answer: False, the term over-lay means sampling coupled with coupons

Ch.11
1. The "last three feet" refers to which term of marketing functions?
A. Consumer Buying Process
B. Manufacturer's Dilemma
C. Cross-Selling
D. Personal Selling
Answer: Personal Selling

Coupons

I chose a negative approach to the coupon assignment. A friend of mine that was interested in collecting online coupons came across the website "Retail Me Not" (retailmenot.com) and it has various copied coupons from all different kinds of online stores as well as printable coupons. It provides that promotion code needed and it also gives a rating percentage as to how well the coupon has worked for other people. At first, I thought it was a legitamate website with legal coupons. After trying to use the website, I realized that it was not reliable and the coupons did not work vey easily.

Point of Purchase Displays

I visited Schnucks grocery store. As I walked around the store, I noticed that there were sale signs everywhere and it seemed everything was on sale or there was a deal on the item. I noticed as sale sign for cookies that read "as advertised", refering to the advertisement that schnucks has in the newspapers. I thought that this worked well because it reassures the customer that the sales are as stated in the ads. Another sale sign I noticed read "price breaker" and promoted a deal or "break" in the price if you buy more than one. Many "low price" tags were out all around the store. I did not see how this would be as effective as the other signs. All of the small "low price" tags seemed to clutter the look of the shelves. Lastly, right by the check-out lanes was an entire row of 10 for 10 items. Customers can mix and match 10 different items for $10. This was a very effective position for the row, being that it was right near the check-out lanes and most of the items were those that customers may have overlooked while shopping and easily can pick up.

Media Diary

Sunday 5/31/09

9am: Woke Up
10am: Showered/Got ready; exposed to shampoo, hair products, lotion, makeup
11am: Went to the Shopping (in Splfd); exposed to store/food advertisements
12pm: Mall
1pm: Layed out at my parents house read W, Vogue, Bazaar and Elle
2pm: Layed out and read magazines
3pm: Layed out and read magazines
4pm: Layed out and read magazines
5pm: Layed out and read magazines
6pm: Went to dinner with friends; exposed to pictures of food ads/specials
7pm: Dinner
8pm: Met up with more friends
9pm: Relaxed with friends
10pm: Back to my parents house; watched Dateline with Taylor Swift on DVR; I ffwd through all the commercials.
11pm: Bed

Monday 6/1/09

5:30am: Woke Up
6am: Drive back to cdale
7am: Driving, listening to CDs; exposed to a few billboards
8am: Driving
9am: Class
10am: Class
11am: Pick-up paycheck, bank.
12pm: browsed the internet; check email, facebook. internet shop; exposed to pop-up ads
1pm: Rec Center, listening to music; exposed to info around the rec
2pm: Rec Center, listening to music
3pm: Nap
4pm: Shower
5pm: Work
6pm: Work
7pm: Work
8pm: Work
9pm: Work
10pm: Work
11pm: Work/HW
12pm: SLEEP!

To advertise to someone like myself, the most efficient way would be through fashion magazines and TV. I do not read the DE or any newspaper, nor do I listen to the radio very often. I subscribe to and read fashion magazines and while i'm in the grocery store line i'll read gossip magazines. I watch a fair amount of TV, however most of the time I watch it on DVR and skip through the commercials. Effective advertising could be done through ads in magazines and the ads that are intertwined into popular tv shows.