Exam 4 Questions

Ch. 12: Sales Promotions
1. The highest percentage of consumer coupon usage is associated with customers who use them:
     a. Never
     b. Always
     c. Rarely
     d. Sometimes... ranking in with 37.7%
2. All are reasons for using bonus packs EXCEPT:
     a. Increase usage of the product
     b. Match the premium to the target market
     c. Attract new users
     d. Develop customer loyalty

Ch. 13: Public Relations and Sponsorship Programs
3. An example of image-destroying activities would be:
     a. Discrimination
     b. Supporting community events
     c. Outplacement programs
     d. Charitable contributions
4. A statement recognizing the inappropriate behavior and acceptance of sanctions for wrong behavior is an element of an Apology Strategy. True or False?
     a. True
     b. False

Ch. 14: Regulations and Ethical Concerns
5. All are guidelines for advertising to children EXCEPT:
     a. Ads should have clear and visible disclosures about what items come with a toy and what items do not.
     b. Products and ad content should be appropriate for children.
     c. Ads should blur the line between fantasy and reality.
     d. Items that require adult supervision must be shown with adults supervising the child.
6. People balance a variety of urges throughout life. _______ is the natural craving for balance.
     a. Hedonism
     b. Homeostasis
     c. Religion
     d. Law

Ch. 15: Evaluating an Integrated Marketing Program
7. True or False: A recall test involves asking an individual to recall what ads he or she viewed in a given setting or time period.
     a. True
     b. False
8. A ____________ measures a person's perspiration levels.
     a. Pupillometric meter
     b. Psychophysiology
     c. Psychogalvanometer

Five Store Product Promotions

One of the first things that I notice whenever I walk into Kroger is that there is a display of something placed right in front of you whenever you walk into the door. Whenever I entered, there was a huge display of fruit. They are clearly trying to push fruit sales by placing that display right as you enter.

They usually run special deals on either Coke products or Pepsi products at specific times with price points on them to promote a certain brand product at a time. They will have signs displaying the limited time only special price on a 24 pack of Pepsi.

Half-gallons of milk were on sale for 10 for $10 with a Kroger discount card. The Kroger discount cards opens up many options to saving money on the purchases of certain products.

Gums, mints, candy bars, magazines, and sodas are strategically placed right by the check-out counter to serve as "add-ons" to a sale. People in the moment will think of freshening their breath, having a quick snack, quenching their thirst, etc. and those items are strategically placed to sell to people in those situations right on the spot.

Cereal was placed on the end-cap of an isle at a price point to promote that specific brand for the week. General Mills cereal brands were all on a special price point for the week.

Exam 3: Chapters 7, 8, and 9

Ch. 7

1) All are examples of the five major forms of cognitive strategies EXCEPT:

a. Generic Messages

b. action inducing

c. hyperbole

d. unique selling proposition

2)True or False: The three variations of celebrity endorsements are unpaid spokespersons, celebrity voice-overs, and dead-person endorsements.

a. True

b. False

Ch. 8

3)True or False: Frequency is the number of people, households, or businesses in a target audience exposed to a media vehicle or message schedule at least once during a given time period. 

A. True

B. False (this is the definition of Reach)

4)All are advantages of radio advertising EXCEPT:

a. recall promoted

b. narrower target markets

c. high segmentation potential

d. short exposure time

Ch. 9 

5) All are keys to a successful viral marketing campaign EXCEPT:

a. offer an incentive

b. focus on the product or business

c. do not make it personal

d. track the results and analyze the date

6)True or False: individualizing and personalizing Web content and e-mail messages for various consumers is know as interactive marketing. 

a. True

b. False

My Daily Media Usage

Between the two days of following my media usage closely, I picked up on a few trends. Being busy with school, two jobs, and church, I find that the media I'm exposed to is in short intervals. I only got to watch one television show in the two days. Since we used tivo to watch the program, I only saw one commercial throughout the whole program. I don't remember what it was for but I remember my friend asked me if I have seen it before. She thought it was super weird and felt that I should see it. I remember someone taking a ring off and putting it on someone elses face like a piercing. Then there were two DJs in a club and for one of them, it looked like he had two different bodies put together. Half of the body was African American and the other half was Caucasian. Like I said previously, I don't even recall what it was advertising.
The most time I spend on the media is through my use of the internet. Since I am on the go a lot, I always check my Facebook and Twitter quickly on my phone. I usually only spend about five minutes or so at a time checking them on my phone. Since I use the applications for those two networking sites, I'm never exposed to any advertisements. If I actually have time to sit down at my computer and check my facebook, I sometimes see ads on the right border of the page. Rarely do I click on the advertisements but sometimes I see clothing on there that I really get interested in so I check into it.
I listen to the radio on my way to school and work but if advertisements come on, I quickly change the station. I find radio advertisements to be extremely annoying.
My last source of media that I use periodically would be magazines. I like to browse through fashion magazines if I'm early to a class and have a little extra time.
 I would say that I'm not a very good person to advertise to. I still live at home with my family so the only expenses that I pay are for gas and most of my clothing. The businesses that would have the best luck advertising to me would be for clothing. As long as the clothing is trendy and distinct at the same time, they have a good chance at catching my attention. I would say that the magazines and the sideline Facebook advertisements are the ones to which I pay the most attention. Other than that, most advertisements are unsuccessful at reaching me.

Q&A: Exam #2

Ch. 4: Promotions Opportunity Analysis

1) Developing brand awareness, increasing category demand, building customer traffic, increasing sales, and encouraging repeat purchases are all examples of:

    A. Communication Objectives

    B. Product positioning strategies

    C. Threshold effects

    D. Methods of determining a marketing communications budget

2) ________: the activities companies do to support overall promotional strategies.

    A. Strategies

    B. Demographics

    C. Psychographics

    D. Tactics

Ch. 5 Advertising Management

3) All of these are true "Pitching Do's" EXCEPT:

    A. Do make a good first impression. Dress up, not down.

    B. Do assume all clients are the same.

    C. Do listen. Allow the client to talk.

    D. Do your preparation. Know the client and its business.

4) __________ concentrates on motivation, cognition, and learning.

    A. Sociology

    B. Psychology

    C. Anthropology

Ch. 6 Advertising Design: Theoretical Frameworks and Types of Appeals

5) All are reasons for using humor in ads EXCEPT:

    A. Captures attention

    B. Often wins creative awards

    C. Low recall scores

    D. Consumers enjoy ads that make them laugh.

6) The objective, the target audience, the message theme, the support, and the constraints are all main elements of:

    A. Creative Brief

    B. Heirarchy of Effects

    C. Means-end theory

    D. Visual and verbal imaging

Creative Brief: Reebok EasyTone

Main Objective: To increase the awareness of this new EasyTone line produced by Reebok. We want people to be more aware of the effects of these advanced new shoes and to get the most out of their workouts through the use of these shoes. 

The target audience: athletes who want the most performance out of their shoe during workouts and specifically women who want more toned curves. 

The message theme: The EasyTone shoes have special technology to help by improving the muscle tone in areas such as the hamstrings, glutes, and calves. 

The Support: Along with toning specific muscle groups, the EasyTone shoes are extremely comfortable and durable. They are made to have little or no seams causing as little irritation as possible. The EasyTones show 11% more calve and hamstring muscle activation, and 28% gluteus maximus muscle activation.

The Constraints: A disclaimer may be necessary to show that while most cases will show improve, maybe not ALL people will have the same effect from these shoes. Another disclaimer might be necessary in showing that increased exercise will show increased results. 

Exam 1 Questions

Ch. 1: Integrated Marketing Communications
1) Anything that distorts or disrupts a message is considered:
   A. Decoding
   B. Encoding
   C. Noise
   D. Clutter
2) All are current trends affecting marketing communications EXCEPT:
   A. Information Technology
   B. Accountability for measurable results
   C. Changes in tasks performed by key players in advertising programs
   D. Increased use of alternative media
Ch. 2: Corporate Image and Brand Management
3) All are examples of intangible elements of a Corporate Image EXCEPT:
   A. Corporate, personnel, and environmental policies
   B. Packages and labels
   C. Ideals and beliefs of corporate personnel
   D. Culture of country and location of company
4) All are tests of quality logos and corporate names EXCEPT:
   A. Recognizable
   B. Familiar
   C. Evokes negative feelings
   D. Elicits a consensual meaning among those in the firm's target market
Ch. 3: Buyer Behaviors
5) Dissatisfaction with a current vendor could be a possible reason for a Modified Rebuy.
   A. True
   B. False
6) Marketers should respond to new trends in the the Consumer buying environment in all of the following ways EXCEPT:
   A. Monitor consumer environment for changes
   B. Continue without making any changes
   C. Create goods and services that are compatible with the changes
   D. Design marketing messages that reflect the changes
Ch. 4: Promotions Opportunity Analysis
7) Developing brand awareness, increasing category demand, building customer traffic, increasing sales, and encouraging repeat purchases are all examples of:
   A. Communication Objectives
   B. Product positioning strategies
   C. Threshold effects
   D. Methods of determining a marketing communications budget
8) ________: the activities companies do to support overall promotional strategies.
   A. Strategies
   B. Demographics
   C. Psychographics 
   D. Tactics

The Persuaders Advertising Video Response

I learned quite a bit about advertising through this video. I never realized how much they put into the whole process of it all. One idea that caught my attention was their use of building a sense of community for the consumer. The consumer has void areas that need to be filled with a sense of belonging:   church, family, etc. used to fill these areas. Now people search out that fulfillment through buying into a product or the idea of it. The product helps them to feel like they are part of something bigger. 

Another concept they use is the idea that they must evoke an emotional response through their product. There are people who specifically find out what consumers are thinking whenever they purchase certain items. After they get an idea of the general emotions behind these purchases, they target those specific emotions. Product placement in television is a huge part of advertising now. There have been story-lines on shows specifically written to promote a certain product in that episode. 

One of the main plagues to advertising now is the use of TiVo and recording devices. People now have the option to skip over all of the ads and go straight to the program. When they skip the ads, they completely miss all of the messages being sent out through advertisers. 

Another problem now is that society is becoming "cluttered" with advertising. It's so prevalent now that it's almost ineffective. Companies want to put out new ideas to rise above the clutter but the new ideas quickly just become part of it. If the companies stop advertising though, consumers will quickly forget about them. It has become almost a lose-lose situation for them. 

I think some ethical concerns could deal with subliminal messaging and thought manipulation. It's almost a form of mind control and in some ways, they're telling consumers how to think and feel. Some ethical concerns may also be about content and appropriateness especially for younger audiences. 

My Canon Camera

This is my Canon EOS Rebel T1i. I am extremely interested in photography and decided that I finally needed to upgrade to a DSLR camera. Since they are not exactly cheap, I had to make sure that it was the one I absolutely had to have. 

The five things that I associate with the Canon brand are: quality, clarity, superiority, durability and reliability. Personal experience is what shaped my image of this brand. 

My first camera was a 35mm Canon. It was such a great camera and the images were always so clear. I eventually decided to upgrade to a digital camera. I purchased a Canon digital and thought it was amazing. I now own five Canon cameras and I have never once been disappointed with their products. I have recommended them to many people and after seeing the quality of the images that they take, several of my acquaintances purchased Canons of their own. I have experimented with brands like Fujifilm, Sony, and Nikon but none of them quite compared to Canon. 

On the Brand Tags site, others had similar thoughts of Canon. One word that seemed the most common was "Quality." Other words like reliable, professional, and sharp were commonly used. 

I think Canons have such a reputable image because of the quality products they produce. Their products may be slightly more expensive but well worth the extra money spent on them. Ever since my first purchase, I have remained a loyal customer to their brand and will continue to purchase Canons in the future. 

My Favorite Ad

After spending much time in consideration on this "favorite ad", I landed on a commercial that i fell in love with a few years ago. I knew that it was the one i had to write on instantly. 

This particular commercial came out a few years ago around christmas time. every time that it came on the television, i stopped what i was doing to sing along. The ad features people of different backgrounds all singing together joyfully spreading the christmas cheer. I remember singing and dancing along to it with my older sister-repeating exactly what we saw on the screen.

I am a person that places a high value on the things that, in my opinion, are the most meaningful in life. In this commercial, i saw several of those represented- even in small subtle ways. there was music, joy, laughter, love, cheesiness, playful merriment: everything i expect to experience around christmas and the holidays.

I think that this commercial targets teenagers, young adults, and those who live for christmas. The makers used young bright faces, colorful clothing, and gleeful music to grab the viewer's attention. I instantly wanted to go and buy every vibrantly striped scarf that i could find in their store. I would definitely say that the creators successfully sold their product to me. I own quite a few gap scarfs now and every winter that i pull them out, that little "People all over the world..." jingle playfully dances throughout my mind. For a commercial to impact me to a point that i recall it at least once each year and for years to come, i would say that gap did a pretty good job on this one.