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.

Ch. 4-7 Test ?s

Ch.4
1. What is the the process marketers use to identify target audiences for a company’s goods and services and the communication strategies needed to reach audiences?
A.Personal Drive Analysis
B.Market Segmentation
C.Process Oppurtunity Analysis
D.B-to-B Segementation

Answer: C Process Oppurtunity Analysis

2. True or False: NAICS stands for North American Industry Classification System?

Answer: True

Ch. 5
1.Which one of the following is NOT quantitive research?
A.anthropology
B.Problem Detection
C.Sociology
D.Psychology

Answer: B Problem Detection

2.In advertising, which job title is considered "glamorous"?
A.Creatives
B.Account Executive
C.Traffic Manager
D.Secretary

Answer: A Creatives

Ch.6
1.List the key components of a creative brief.
The objective
The target audience
The message theme
The support
The constraints

2.An/A ______________ ___________ refers to the approach used to attract the attention of consumers and/or to influence their feelings toward the product, service or cause.
A.Means-end theory
B.Advertising appeal
C.Advertising Theory
D.Creative Brief

Answer: B advertsing appeal

Ch.7
1.True or False? The message strategies are the primary tactics or approaches used to deliver the meassage theme

Amswer: True

Personal Drive Analysis

Cole is a recent college graduate in Finance. He is eagerly trying to find a job in the dwindling economy. While a job in investments is his goal, Cole has another dream to play professional golf. Standing six foot, four inches tall with jet black hair, the 200 pounder spends countless hours practicing and perfecting his golf game. At 25 years old, he lives at home with his parents in a suburban town, planning to move to Pheonix in the fall. Hobbies of his are golfing, playing basketball, working out and spending time with his friends and girlfriend. The little TV that he watches is primarily sports. His style is primarily casual wearing brands such as Abercrombie and Fitch, American Eagle, and Volcom. For more of a professional look he shops at Express for Men.

Persuaders cont.

Rapaille's belief is that consumers are driven by unconscious needs and impulses. As a consumer I know that most of the time I shop by impulse. There are things that I need to shop for such as groceries, in which mostly I buy the same groceries week after week. I definitely am brand loyal when it comes to certain foods. However, when I shop for clothing, shoes, accessories, etc I am a impulse shopper. I do not need any of the things that I buy neccessarily. I do think that Rapaille's belief is accurate. While not everyone is an impulse shopper, most people have at one time or another bought something that they did not need or on impulse.

Since Fox News is a known Republican based news outlet, Frank Luntz will appeal Republicans. During the elections most Republicans will share the same views and opinions with Luntz. He will easily be able to connect with Republican viewers, while it may be more difficult for Luntz to connect with those who do not agree with Luntz. Personally, political advertising does not affect me. I have only been able to vote in this past election for the first time, and for me my decision was not made or affected by politcal advertisements.

Narrowcasting has traditionally been understood as the dissemination of information (usually by radio or television) to a narrow audience, not to the general public. Some forms of narrowcasting involve directional signals or use of encryption. In the context of out-of-home advertising, this term often refers to the display of content on a digital signage network. One of the most common examples of narrowcasting is cable TV. The encrypted signals can only be viewed on a TV by first running through a descrambler provided by the cable company for a monthly fee. Another example of narrowcasting is satellite radio. Satellite radio is commercial-free radio, requiring a proprietary receiver or tuner. Satellite radio is also a paid subscription service, but narrowcasting doesn’t always involve a fee.

Memorial Day!

Viral:
Viral marketing is any strategy that encourages individuals to pass on a marketing message to others, creating the potential for exponential growth in the message's exposure and influence.

An effective viral marketing strategy:
1.Gives away products or services
2.Provides for effortless transfer to others
3.Scales easily from small to very large
4.Exploits common motivations and behaviors
5.Utilizes existing communication networks
6.Takes advantage of others' resources




Guerilla Marketing:
Guerilla marketing is an unconventional way of promotion. It is a sysytem that relies on time, energy and imagination. It is not a huge marketing budget. Consumers are targeted in unexpected places, which generates buzz, makes the message memorable.





Ambient Advertising:
Ambient ads appear on store floors, at gas pumps, in washrooms stalls, on elevator walls, park benches, telephones, fruit and even pressed into the sand on beaches. They are intrusive ads in public places. Also known as the "ad creep".

Ch. 1-3 Test ?s

1. ________________ do not reflect a companies goods or services.
A. Overt Names
B. Implied Names
C. Conceptual Names
D. Iconoclastic Names

Answer: D

2. _________________ is the process of creating a perception in the consumer’s mind regarding the nature of a company and its product relative to its competitor.
A. Product Positioning
B. Positioning Approaches
C. Packaging
d. Branding

Answer: A

Persuaders

The Persuaders documentary, "A High Concept Campaign" could not be more right. I agree completely that advertisements are everywhere. In the documentary it was said that "the more messages advertisers create, the more they will have to create to reach us". For instance, the following advertisements are all promoting Vitamin Water. They use celebrities and athletes as the main subjects of their commercials. I enjoy vitamin water and I enjoy the commercials, I find some of them more humorous than others but they all keep me interested. Coming back to the statement made during the documentary, advertisers have to constantly create new messages to compete with their competitors. However, they also have to compete with themselves. As consumers we respond to the messages, and if we are constantly viewing the same messages eventually as a consumer you will tune those repetitive messages out. Therefore, marketers have to constantly stay ahead and create new, more intriguing messages.

Vitamin Water Ads:








The role of branding is to create loyalty. It is a name assigned to a good or service which creates quality and assurance, allows for a company to make more money and to the consumer it gives them a strong connection to the product service. When consumers purchase a brand for its brand the role the brand is playing is that it has created a loyalty beyond reason with the consumer. The consumers believes that the product is best suited for their needs.

The following Target commercials are promoting the idea "Long Live Happy". While it is an advertisement for Target the campaign is for an ideal lifestyle that can be obtained by shopping at Target.

My Favorite Ad

Advertising to me means, any means of publicly promoting a product. Advertising works in this way because it does not limit a way a product can be advertised.


I like this ad because it is a different approach to a car advertisement. You immdiately are drawn to Kate Walsh. Also it is short but very effective. If I was looking at purchasing a new car, I would be drawn to a Cadillac from this commercial.

My Favorite Ad: