Chapter 4
Which of the following is not a part of the promotions opportunity analysis.
a. Conduct a communication market analysis
b. create a budget
c. interview
d. prepare a promotional strategy
Answer: C
The goal of the NAICS is to _________________________.
a. control advertising
b. examine specific industries
c. get consumer feedback
d. create new sales pitches
Answer: B
Chapter 5
For a highly complex product, a company might want to use ______________.
a. In-house advertising
b. an advertising agency
c. public relations firms
d. direct marketing agency
Answer: A
True or False
Women over the age of 40 have a low buying power.
Answer: False
Chapter 6
_____ is often used as a means to break through clutter.
a. Sex Appeal
b. Humor Appeal
c. Music Appeal
d. Fear Appeal
Answer: A
________ ads can capture attention and foster an attachment.
a. Sex
b. Emotional
c. Humor
c. Musical
Answer: B
Chapter 7
________ message strategy invoke feelings and/or emotions and match those feelings with the product.
a. Cognitive
b. Affective
c. Conative
d. Executional
Answer: B
Thursday, May 28, 2009
Wednesday, May 27, 2009
May 27, 2009
Personal Drive Analysis
Sex: Male
Age: 21
Material Status: Single
No Children
Pets: Dog
Smokes: No
Drinks: Occasionally
Occupation: Graduate Student studying Law
Graduated High School: 2004
Graduated college: May 2009
Income: Summer job at local country club paying $15 an hour.
Activities: Lifeguard, boating, jet sking, drinking, partying and hanging out with friends and family.
Future: Professional lawyer, great income, move to a big city with wife and kids and live in a subdivision just outside the city with a white fence and a nice sports car in the driveway.
Messages that appeal: Fancy cars, nice and expensive items.
Sex: Male
Age: 21
Material Status: Single
No Children
Pets: Dog
Smokes: No
Drinks: Occasionally
Occupation: Graduate Student studying Law
Graduated High School: 2004
Graduated college: May 2009
Income: Summer job at local country club paying $15 an hour.
Activities: Lifeguard, boating, jet sking, drinking, partying and hanging out with friends and family.
Future: Professional lawyer, great income, move to a big city with wife and kids and live in a subdivision just outside the city with a white fence and a nice sports car in the driveway.
Messages that appeal: Fancy cars, nice and expensive items.
Tuesday, May 26, 2009
May 26, 2009
"Why do people do what they do"
Most of the things that I buy are impulse buys. Only 31% of all purchases are planned. According to Rapaille, everything that we buy, the word has a "mental highway" code in our heads that we associate with it. He says that we make up excuses of why we need things, which is completely true. Why do people need a ten bedroom home when there's only two people living in it...we're nuts!
Frank Luntz...this guy is crazy. He has some good ideas about the words that people want to hear in order to buy a product or vote for someone in an election. He says that 80% of why we vote it from emotion. When I voted in this past election, I didn't vote from what I saw on television commericals. I did my own research and voted for the best person running.
Narrowcasting is much like advertising, but it is only shown to a small group of people. Narrowcasting involves aiming media messages at specific segments of the public defined by values, preferences, or demographic attributes. Also called niche marketing or target marketing. Narrowcasting is based on the idea that mass audiences do not exist.
Most of the things that I buy are impulse buys. Only 31% of all purchases are planned. According to Rapaille, everything that we buy, the word has a "mental highway" code in our heads that we associate with it. He says that we make up excuses of why we need things, which is completely true. Why do people need a ten bedroom home when there's only two people living in it...we're nuts!
Frank Luntz...this guy is crazy. He has some good ideas about the words that people want to hear in order to buy a product or vote for someone in an election. He says that 80% of why we vote it from emotion. When I voted in this past election, I didn't vote from what I saw on television commericals. I did my own research and voted for the best person running.
Narrowcasting is much like advertising, but it is only shown to a small group of people. Narrowcasting involves aiming media messages at specific segments of the public defined by values, preferences, or demographic attributes. Also called niche marketing or target marketing. Narrowcasting is based on the idea that mass audiences do not exist.
Monday, May 25, 2009
May 25, 2009
Viral Marketing- An example of this kind of advertising is when you get an email and there are ads inside the email. An example would be at the end of an email it says "This message was sent using a Blackberry. It is spread by word of mouth or person to person. Try yours now." This is another example of how viral marketing works.
Guerilla Marketing- Guerilla marketing/advertising is usually advertising that goes outside of the normal advertising. Thinking outside the box. This picture to the right shows an advertisement for Mr. Clean. You notice that the crosswalk with the Mr. Clean on it is much brighter than the others. Ambient- "Ambient media advertising can be used in conjunction with mainstream traditional media, or used equally effectively as a stand-alone activity. The key to a successful ambient media campaign is to choose the best media format available and combined with effective message."
Thursday, May 21, 2009
Chapters 1-3 Exam Questions
Chapter One
The 4 P's of the marketing mix are Price, Product, Promotion and ______.
A. Priority
B. Place
C. Public
D. Personal Selling
Answer: B
Traditionally the producer held channel power. Who currently holds channel power due to the Internet?
A. Consumer
B. Retailer
C. Wholesaler
D. Producer
Answer: A
Chapter 2
A __________ kind of logo reveals what a company does.
A.Conceptual
B. Overt
C. Iconoclastic
D. Implied
Answer: A
This helps aid in recall of specific brands and advertisements, as well as reduces shopping effort.
A. Marketing
B. Corporate names
C. Corporate logos
D. Advertising
Chapter 3
Which of the following is not apart of the consumer decision making process?
A. Problem recognition
B. Information Search
C. Negotiations
D. Post purchase evaluation
Answer: C
If you know what brand of laundry detergent you want to buy at the store is called the _____ set of method.
A. Inept
B. Envoked
C. Inert
D. Common
Answer: B
The 4 P's of the marketing mix are Price, Product, Promotion and ______.
A. Priority
B. Place
C. Public
D. Personal Selling
Answer: B
Traditionally the producer held channel power. Who currently holds channel power due to the Internet?
A. Consumer
B. Retailer
C. Wholesaler
D. Producer
Answer: A
Chapter 2
A __________ kind of logo reveals what a company does.
A.Conceptual
B. Overt
C. Iconoclastic
D. Implied
Answer: A
This helps aid in recall of specific brands and advertisements, as well as reduces shopping effort.
A. Marketing
B. Corporate names
C. Corporate logos
D. Advertising
Chapter 3
Which of the following is not apart of the consumer decision making process?
A. Problem recognition
B. Information Search
C. Negotiations
D. Post purchase evaluation
Answer: C
If you know what brand of laundry detergent you want to buy at the store is called the _____ set of method.
A. Inept
B. Envoked
C. Inert
D. Common
Answer: B
Wednesday, May 20, 2009
May 20, 2009
The way that we deal with all of this clutter in the advertising world is by ignoring it. We pay attention to some things, but usually if I know an ad that comes on and I don't even care about it, then i'm most likely not even going t opay attention to it. The way marketers cope with all the clutter is by making more clutter. That's not the intention at first, but in the end thats all they end up doing.
Nobody is paying attention to ads on television anymore with the intevntion of DVR and TiVo. So, advertisers are putting their products directly into the TV shows. Reeses was the first ever by putting their product in the movie ET.
Nobody is paying attention to ads on television anymore with the intevntion of DVR and TiVo. So, advertisers are putting their products directly into the TV shows. Reeses was the first ever by putting their product in the movie ET.
Tuesday, May 19, 2009
May 19, 2009
I went to University Mall today and went to Hollister Co. I usually don't go there, because it's not really my style, but I have been in there a few times to get gifts for my little brother and sister who love it. As I got near the store, I could already smell it. The smell of Hollister can be smelled half way down the mall. I walked into the store and browsed around for a while noticing the dim lighting, loud music, the smell. Almost every rack and/or shelf in the store is a dark wood. The mannequins are dressed like they just came from the beach and so are the people who work there. The employees have ripped jeans, flip flops and a polo on. Some of the girls were wearing tank tops. Hollister tries to appeal to the "surfer" college/high school students. In the store they also have a television monitor of a live beach in California. Although this made me want to be on the beach, I didn't want to buy any of their over priced clothes. Hollister tries to appeal to high school and college students that want to be "preppie."
My impression of the store hasn't changed since the last time I was in there. It's still not my style and I doubt I will be buying anything from there for myself anytime soon.
My impression of the store hasn't changed since the last time I was in there. It's still not my style and I doubt I will be buying anything from there for myself anytime soon.
Monday, May 18, 2009
May 18, 2009
What does advertising mean to me?
Advertising to me is the process by which advertisers try to promote their product or services through media, as well as word of mouth and sponsorships.
They only advertising that I have ever done was for my fraternity. At the beginning of each semester we try to get our name spread across campus and the best way is to write where people walk everyday. We also have shirts, jackets and brochures made. This type of advertising works for our fraternity, but may not be enough for a business.
The following ad is one of my favorites because the cows are funny and it made me remember the commerical. Real California Cheese has had many commericals with the "talking cows" and they have gotten their name out in the market.
I have actually tried the Real California Cheese, but really, it's just cheese to me. This commerical in particular didn't make me buy the cheese, but all of them combined made me curious to try it.
Advertising to me is the process by which advertisers try to promote their product or services through media, as well as word of mouth and sponsorships.
They only advertising that I have ever done was for my fraternity. At the beginning of each semester we try to get our name spread across campus and the best way is to write where people walk everyday. We also have shirts, jackets and brochures made. This type of advertising works for our fraternity, but may not be enough for a business.
The following ad is one of my favorites because the cows are funny and it made me remember the commerical. Real California Cheese has had many commericals with the "talking cows" and they have gotten their name out in the market.
I have actually tried the Real California Cheese, but really, it's just cheese to me. This commerical in particular didn't make me buy the cheese, but all of them combined made me curious to try it.
Subscribe to:
Comments (Atom)
