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.