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
Thursday, May 28, 2009
Wednesday, May 27, 2009
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.
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.
Tuesday, May 26, 2009
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.
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.
Sunday, May 24, 2009
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.
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.
Thursday, May 21, 2009
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
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
Wednesday, May 20, 2009
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.
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.
Tuesday, May 19, 2009
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.
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.
Monday, May 18, 2009
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.
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.
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