Homework 15 - EXAM 4 Questions

Chapter 11

Q1. Beyond contracts, both parties trust each other is trust relationships, in a buyer-seller relationship.
A. True
B. False
Answer A

Chapter 12

Q1. In the PR functions, a person or group that has a vested interest in the organization's well-being.
A. Identity Stakeholders
B. External
C. Access corporate reputation
D. Audit Corporate Social Responsibility
Answer A

Q2. In proactive strategies, entitling is the claiming of responsibility for positive events.
A. True
B. False
Answer A

Chapter 13

Q1. Banner ads and skyscrappers are examples of
A. Search Advertising
B. Display Advertising
C. Convience Incentives
D. Purchase Habits
Answer B

Q2. Public Relations creates a negative image.
A. True
B. False
Answer B

Chapter 15

Q1. In copytestying, focus groups are a good judge.
A. True
B. False
Answer B

Q2. ________ measures the emotions or feelings of a person when viewing an ad rather than relying on their self-report.
A. Recognition Test
B. Emotional Reaction Test
C. Physiological Arousal Test
D. Attitude & Opinion Test
Answer C

Homework 14 - Motrin Mom

Motrin Mom



Q1. Why did this ad offend?
Many mom bloggers found the ad "snarky" and "insulting" especially when relating to the baby belly swing. They apparently went wrong in creating an ad that moms can relate to, instead causing the new ad campaign to backfire completely.

Q2. How did the company handle it?
I believe the company handled it every way they could. They made a public apology and took down the ad. You can find their statement here.

Q3. As a PR consultant, how would I have handled the situation?
I believe I would have handled it the way Motrin did. Simply taking down the ad first, and then a full step apology statement. Also asking advice from readers as to what would relate to them more. Watching the ad I personally did not find it insulting, or rude. However, I am not a mother nor understand the extent to what the go through when dealing with kids on a daily basis, therefore, I would be no one to make that judgement call as to whether the ad was offensive or not. Apparently when most of the feedback was negative, something is done wrong. Therefore, a full step apology and asking for advice as to what Motrin can do in the future to help relate to their customers. Maybe free sample packets of Motrin to all customers who were incredible offended.

Homework 13 - Direct Mail

Direct Mail I have received:

AAA Membership Registration package

Why I received it?

I am assuming I have received this direct mail because I am a female who is about to graduate college soon. Free 24 hour roadside assistance would benefit a female who does not know how to fix my car by myself, if something would happen to it while I am driving somewhere.

After evaluation, did I change my mind about wanting to purchase it?

No, defiantly not. One I am still not graduated and my parents already have insurance for my vehicle. Even if I would not be on my parents insurance, it is something I would not buy until I am financially stable with other necessities. Granted it is a security offer, however, I am not sold on the idea as being a necessity. Mainly because my car does not break down all the time, and I would feel it was a waste of money until that one day comes when it would need maintenance. It does have a lot of good offers, however, I would also have to research other companies as well to make sure it was the most reliable and better value.

Homework 12 - Questions for Exam 3

Chapter 7

Q1. Encoding same messages through different situations is?
A. Variability Theory
B. Multiple Mediums
C. Repetition
D. Ads that gain attention
Answer A

Chapter 8

Q1. The process of analyzing and choosing media for an ad campaign?
A. Media Planning
B. Media Strategy
C. Media Planner
D. Media Buyer
Answer B

Q2. Developing a successful media strategy is the key to successful brands.
A. True
B. False
Answer A

Chapter 9

Q1. Trade contests cannot be used in big stores like Target and Walmart.
A. True
B. False
Answer A

Q2. Location is key involving point of purchase displays.
A. True
B. False
Answer A

Chapter 10

Q1. Customers who already have a preference for the brand constitute nearly 80% of the redemption.
A. Mass Cutting
B. Counterfeiting
C. Reduced Revenue
D. Misredemption
Answer C

Q2. John sees a Proactiv deal online saying two sets of Proactiv skin care line for 19.99. When he goes online to purchase the sale, after shipping and handling he realizes he has an additional 5 dollars added to his bill. Making his total cost $25.99. This is an example of?
A. In -or on-package
B. Self liquidating
C. Free-in-mail
D. Store or manufacturer
Answer B

Chapter 11

Q1. Personal Selling is considered the "last 2 feet" of a marketing function.
A. True
B. False
Answer B

Homework 11 - Online Coupon

Since we did not get much direction in this, I'm going with this is what was wanted?

Online Coupons

The best one I felt was offered from that site is simply by personal preference. If I was not interested in the particular item then I do not care what kind of deals they have. However I chose this one.

Fashion

I was going to pick just one coupon for one particular fashion but after browsing them all I felt they were all awesome deals! =]

Homework 10 - POP Displays

Point of purchase displays are an important component of an IMC program. Your task is to visit a nearby grocery store and take pictures of POP displays. Upload at least three pictures to your blog and talk about why you think they are effective or why do they fail at being effective.







I feel these items are effective because they are "out of sight, out of mind" type displays. If they were not in your vision as you are about to check out, you would probably forget about them all together. However, since they are seen at the very last minute, they relate to an impulse buy. For example, not everyone thinks they need mints and gum as they are shopping but while you're standing there waiting in line, a person simply thinks "why not?" Same goes for candy, just seeing it sometimes sends an instant craving into consumers minds causing them to buy the candy and eat it in line or soon after. Magazines help pass the time while waiting in line. You see a headline or story line that catches your eye on a particular topic and you begin to read the magazine while you wait before you know it it is time to check out and a consumer could still want to finish reading resulting to an impulse buy. Unless the line is really really long where a consumer can finish reading in time, therefore, not needing to buy the magazine at all could be a bad result. I really do not see any uneffective ways resulting from POP displays. To me, they all seem a lot more effective where they are over their actual locations. All in all, I believe these particular items sell better in the POP displays. I never think to buy the products while I'm shopping for "much needed" things. I only think to buy them when I am waiting in line.

Homework 9 - How would I target myself?

DIARY

Sunday- May 31st, 2009
Note: Saturday was my 22nd birthday, I was pretty worthless on Sunday

3 P.M. - Woke up - Started watching E network
4 P.M. - Fell back asleep
5 P.M. - Mom woke me up for supper
6 P.M. - Watched more E network
7 P.M. - Still watching E network
8 P.M. - Uploaded brothers photos for wedding video I am making for him, still watching E network
9 P.M. - Start taking notes for class from online, checked facebook, finished notes, ate Taco
10 P.M. - Started driving home, listen to iPod
12:15 A.M. - Finally arrive home, did not turn on t.v. or internet, just got ready for bed
1 A.M. - Fell asleep

Monday - June 1st, 2009
8 A.M. - Fought the alarm to sleep a few extra minutes, finally woke up.
9 A.M. - Class
10 A.M. - Class
11 A.M. - Class got out, went to lay out at the pool
3 P.M. - Finally left the pool, came home and got ready (no t.v. or internet still)
3:30 P.M. - Went to Woody Hall
4 P.M. - Went to CIL-FM radio station
4:45 P.M. - Was on the radio with Ivy
5 P.M. - Left CIL-FM, bought pasta from Spinonis, went home
5:30 P.M. - Ate food, turned on T.V., but didn't really watch it.
6 P.M. - Unpacked everything (clothes and presents) from the weekend
7 P.M. - Started a load of laundry, checked email and facebook
8 P.M. - Switched laundry around, showered
9 P.M. - Watched The Hills season finale
10 P.M. - Watched the after show, while taking notes
11 P.M. - Started this blog
12 P.M. - Blog is hopefully finished on time, Get laundry out of dryer, finish notes
1 A.M. - Hopefully asleep

Q. How would I target myself?
I always knew I never watched t.v., but after tonight I really realized I am an advertising campaigns worst nightmare. If The Hills would have been viewable on the internet, I would have never watched it because it is keeping me up later doing my homework. However, since it was only viewed on t.v. I made the exception to watch the show, but during commercials, I was painting my nails or getting food, therefore I could not even tell you what commercials were displayed during that time.

Therefore, to answer my question how would I target myself would be to make sure ads were on facebook, or blackboard. Even hotmail because I have a school email for that account, which I check consistently. Commercials do not do the trick for me unless I am not involved in school and apparently dead tired from the day before. Also, promotions inside the show would have to be mandatory for me to even see. That would catch my attention because I am obviously interested in the show therefore I will be paying attention to the products it sales. Also, since I am a girl who is constantly on the go, billboards that get the message effectively would help too. In malls, or stores I am more of a window, impulse shopper, so the displays must be good to catch my eye quickly because I usually do not have time to read up on something. Radio would not work for me because I am usually listening to my iPod, occasionally they might get their message to me, but that is a very limited time.

Therefore, my percentages would go to the following:
70 % - Facebook, Blackboard, Hotmail (All student related accounts)
20% - Outdoor displays
8 % - T.V.
2 % - Radio

Homework 8 - Questions

Chapter 4

Q1. Competitors, opportunities, target markets, customers, and product positioning are all characteristics of _________?
A. Distribution
B. Promotions Opportunity Analysis (POA)
C. Situational Analysis
D. Communication Market Analysis
Answer D

Q2. What is the process of identifying specific purchasing groups based on their needs, attitudes, and interests?
A. Market Segmentation
B. Consumer Segments
C. Business Segments
D. Demographics
Answer A



Chapter 5

Q1. An effective IMC means that every member of the organization works toward the goal of reaching consumers with a clear and consistent message.
A. True
B. False
Answer True

Q2. To convince consumers a brand is more superior then others is an example of which advertising goal?
A. To inform
B. To persuade
C. To support other marketing efforts
D. To encourage action
Answer B



Chapter 6

Q1. According to class lecture, white space is extremely important in advertisements because it helps text stand out.
A. True
B. False
Answer True

Q2. A _______ is designed to move the consumer from understanding the product's benefits to linking those benefits with personal values.
A. Executional framework
B. Product attributes
C. Leverage point
D. Consumer Benefits
Answer C



Chapter 7

Q1. Cognitive, affective, and conative are all apart of ________?
A. AFLAC DUCK
B. Message Strategies
C. Corporate Advertising
D. Comparative
Answer B

Q2. ________ is the plot or scenario within which you situate your ad.
A. Animation
B. Slice of life
C. Testimonials
D. Executional frameworks
Answer D

Homework 7 - PDA

Personal Drive Analysis (PDA)
Understand indulgence, ambition, individuality (the different personalities). Understand who they are.

Unnamed
Sex: Female
Age: 22 (Generation Y)
Relationship Status: Married
Children: 2
Pets: No
Smokes: No
Drinks: Occasionally
Occupation: Nursing Student
Graduated High School: 2005
Year expected to graduate college: May 2010
Income: College student with 2 kids, you see how great yours would be.
What they are all about: FAMILY, education, exercising, laying out in the sun, Lake activities, being with her best friend, fashion, hair & make-up, jewelry, all in all, enjoying life.
Future: Successful nurse, strong income, move to a good location that fits with the whole family after college, be able to buy nice things for kids (example cars and such), put kids through college, sturdy & nice home big enough for them all, nice things to be comfortable with life.
Messages that appeal to individual/How you would market individual: Baby stuff, relationship getaways, family stuff, fashion, quality educations, new locations/homes (for after graduation), fragrances, healthy food, body, and mind, etc.

Homework 6

Q1. Rapaille's method of exploring 'why do people do what they do' seems to hint at deeper reasons for why we purchase the things we do. Contemplate this by looking at the things you buy and the decisions you make. Do you see instances that might go along with this line of thinking. Or do you feel he is just a con man trying to make some money of clueless corporations.

I agree with Rapaille's method of exploring, 'why do people do what they do,' because in my opinion, what people do does result to why we purchase what we do. The unconsciousness is in everything we buy whether we know it or not. For example, I would not buy Coach or Gucci, if I was not into high fashion. Especially if I did not believe in spending a thousand dollars on a product when I can buy a similar product from Wal-Mart that does not require me to go bankrupt, or vice versa. If a person believes it is about the name, or quality, spending a thousand dollars on one of those products is well worth it compared to the Wal-Mart brand. It is a matter of what people do or how they view things that determines what type of product will be bought by the consumer. Which is the whole purpose of a target audience. Knowing who your consumer is and what they like, or simply will buy. Knowing who to send your message to. In Coach, or Gucci's case, they would not target small town people who think high fashion is silly, but more city people who were raised around products of such high class and appreciate them more.


Q2. What about our friend from Fox News, Frank Luntz? He says he can give you the exact words that will sway people to vote one way or the other? Will this help us derive pinpoint and directed communication initiatives? And more generally how does political advertising affect you while voting?

He asks, 'What does the public want to hear?' Stating how the public will listen to all, and then will ask a lot of questions. How the language on issues should be words that are positive and make you feel good, motivational words. Language is 80% emotion and 20% intellect. Words like "death tax" is not quite motivational. Political advertising to myself and most people is not honest. I simply believe that they are going to say whatever it is you want to hear. Therefore, in my opinion, political advertising cannot necessarily be trusted.


Q3. What is narrowcasting? Why is this the future? Cite some examples of narrow casting.

Narrowcasting is portraying to very small audiences that receive very small focus messages. Some example videos are customized for small groups. It is the future because it strategizes on how to target everyone by small groups, whereas not just one person or large groups that reach only a few select people because it is not getting the message across effectively.

Homework 5 (for Monday)

1. VIRAL
Viral marketing is an idea that spreads. It is an idea that while it is spreading, will actually help market your business or cause. An original classic sort in which the marketing is the product and which a self-amplifying cycle occurs. For example, Hotmail, YouTube, or facebook. The more people use them, the more people see them. The more people see them, the more people use them. The product or service must be something that improves once more people use it. Another type of viral marketing that has evolved over the last few years, is a marketing campaign that spreads but isn't the product itself. Shepard Fairey's poster of Barack Obama was everywhere, because people chose to spread it. It was viral (it spread) and it was marketing (because it made an argument, a visual one, for a candidate).


2. GUERILLA
Guerrilla marketing is an unconventional system of promotions that relies on time, energy and imagination rather than a big marketing budget. Typically, guerrilla marketing tactics are unexpected and unconventional; consumers are targeted in unexpected places, which can make the idea that's being marketed memorable, generate buzz, and even spread virally. Guerilla Marketing involves unusual approaches such as intercept encounters in public places, street giveaways of products, pr stunts, any unconventional marketing intended to get maximum results from minimal resources. More innovative approaches to Guerilla marketing now utilize cutting edge mobile digital technologies to really engage the consumer and create a memorable brand experience. The term was coined and defined by Jay Conrad Levinson in his 1984 book Guerrilla Marketing.

3. AMBIENT
Ambient Marketing, also called guerilla marketing or place-based marketing by some, ambient marketing is marketing or advertising wherever customers happen to be, part of the immediate surroundings. It is seen with style, and truly successful ones are done with class, and lead to free advertising. However, if not done well, ambient marketing could be seen as messy advertising.

Homework 4 - Questions

Chapter 1

Q1. What are the two major marketing trends?
A. Accountability & Creatives
B. Standardization & Change in Tactics
C. Accountability & Change in Tactics
D. Standardization & Creatives

Q2. What is it called when a company is trying to gain a customers attention?
A. Sender
B. Encoding
C. Decoding
D. Transmission Device

Chapter 2

Q1. What the consumer believes in is far more important than the company itself.
A. True
B. False

Q2. As mentioned in class, advertisers are trying to find as many ________ as possible.
A. images
B. brands
C. benefits
D. contact points

Chapter 3

Q1. Consumer values are attitudes shaped by _______?
A. Cognitive
B. Affective
C. Conative
D. Personal Values

Q2. "Kids are growing up much earlier, while adults are refusing to grow up." This is an example of the ______ trend in the consumer buying market?
A. Individualism
B. Age Complexity
C. Emphasis on Health
D. Cocooning

Homework 3

Q. Evidently we live in a world of clutter of information. How do you think we deal with these messages? How do marketers cope with the clutter? What is the future of advertising to ensure that the messages are effective? Keeping this in mind, what is the role of branding? What does it do while making decisions to buy products we need? Illustrate your answer with examples that you see in your everyday life.

Marketers deal with clutter by going around things that are failing to reach the target audience. For example, commercials being deleted by tivo and other recording devices, they instead promote their products on the actual tv/reality shows. Shows such as Queer Eye for the Straight Guy, Sex and the City, Project Runway, and The Hills are great for reaching the target audience for topics such as fashion. Giving the obvious point that the target audience is easily being reached because the viewer is already interested in the type of products because they are watching a show which evolves primarily around it. Therefore, being apart of the shows, or movie advertisements and web ads will be some of the most effective ways to still reach the target audience with messages in the future.

The role of branding consists of a name being assigned to an individual good or service. A brand is considered strong when it is something that comes to mind with whatever it pertains to is being viewed by the customer. Branding provides quality assurance, allows company to charge more, while reducing search time and brand parity. For example P & G carries brands like Tide, Cheer, Crest, Old Spice, etc. These are pretty much necessities according to Americans who value cleanliness. Therefore, they can up the prices on these products if they want because these things are basic needs for a consumer. While also if they like one version of their brand, consumers are most likely to start a brand loyalty with the brand by buying their other products as well, making the brand more rememberable to the consumer, which is very effective for the brand.

Homework 2 - Visit a Store

Visit a store: Hollister

1. What is the ambience of the store?
The store is communicating a California environment. They have videos playing "California beaches life". While also the music is a Californian type feel. The workers also all appear to have tans while wearing Hollister clothes. They all appear to be in good physical shape, the men have toned bodies whereas the girls are naturally pretty, not appearing to have a lot of makeup on.

2. Who are the shoppers? Target Audience?
The shoppers tend to be more in the 13 to 23 age group. They all appear young and pretty much in shape. Not too many people shopping there would be classified as "overweight" (At least with my view of the store today).

3. Are the employees helpful?
The second the employees saw me they did instantly say hello, and ask if they could help me find anything, but once I said no they were very relaxed, and gave me my privacy to shop, while remaining decently close by just in case I had any questions.

4. What is current image/impression based on this brand?
The current image is a good looking Californian girl or guy. They are in physical condition (surfer like bodies), while naturally good looking. The girls have a very natural look to them, not wearing very much make-up, while both males and females appear to have nice tans. I believe Hollister does succeed at giving the target audience a very good Californian feel.

5. Go to website
Website does not appear to be working.

Homework 1 - Advertising

1. What is advertising to you?
Advertising is the deliberate and planned way to effectively sell a message being delivered to a target audience.

2. Does it work for you?
In my opinion, advertising does work for me. It creates a sense of awareness toward a product(s) that I might have not originally seen or been educated about. Also how interesting an ad may appear to me, may be the result to why I will buy the product(s).

3. What is your favorite ad?
Apple iPod commercial - Shut up (gamma)


4. Why do you like it?
I love this Apple iPod commercial because it motivates creativity. Most companies today, result to some type of sex appeal. Instead of rushing to sex appeal, the ad plays up the music and colors, allowing for a more creative commercial. By not focusing the attention on real people and how they look or dress, they turn the dancing figures into silhouettes, causing the attention of the viewer to be on the iPod or what they are dancing to. It is more about feeling alive and having a good time rather than sex appeal.

5. Are you likely to buy a product being promoted in an ad?
Whether I buy a product based on the advertisement is completely up to if the ad appeals to my interest(s). If the ad does not relate to me in any shape or form, most likely not. However, if the ad catches my attention then there is a good possibility that I will most likely buy the product, especially if I believe it will benefit my needs.