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: