Exam #2 Questions and Answers

Chap. 4

1. Which of these are NOT examined in a communication market analysis?
A. Opportunities
B. Customers
C. Product Positioning
D. Annual Reports
E. Target Markets

Answer: D

2. A payout planning budget is based on which of the following?
A. A ratio of advertising to sales or market share.
B. What the competition is spending on advertising
C. Sales from the previous year.
D. The objects the company intends to pursue.
E. None of the above

Answer: A

Chap. 5

1. What concentrates on montivation, cognition, and learning?
A. Anthropology
B. Psychology
C. Sociology
D. Biology
E. Geology

Answer: B

2. Who is the key go-between for both the advertising agency and the client company?
A. Traffic Manager
B. Creatives
C. Advertising Account Executive
D. Administrative Assitant
E. Accountant

Answer: C

Chap. 6

1. White space is defined as what?
A. Anything that is the color white on an advertisement.
B. A space between lines of text.
C. All text on an advertisement.
D. Images on an advertisement.
E. The absence of copy in a printed text.

Answer: E

2. An example of advertising appeals would be _____.
A. Fear
B. Humor
C. Sex
D. Music
E. All of the Above

Answer: E

Chap. 7

1. The manner in which an ad appeal is presented is called a(n) ________.
A. Cognitive Strategy
B. Executional Framework
C. Resonance Advertising
D. Unique Selling Proposition
E. Hyperbole

Answer: B

PDA

The person I am doing to PDA on is my little sister.

Kasie is 17 years old and a senior in high school. She has a part time job as a tutor for the local grade school and earns minimum wage. She lives at home with her parents in a rural location by a lake.

Kasie hobbies includes: listening to music (rock, alternative, indie), dancing, hula hooping, exercising, talking on her Jukebox cell phone, using her iPod Touch, and hanging out with friends. Kasie values: individuality, freedom, creativity, friendship, family, and fun.

Kasie has a very eclectic style of fashion. She wears anything from classy dresses to skinny jeans and graphic tees. She likes Converse shoes, heels, and flats. She stays in great physical shape so she can pull off just about any outfit. She also loves her huge Ed Hardey sunglasses and Andy Warhol tote bag.

Her personality is extroverted, friendly, high energy and outspoken. She loves to be loud and random; doesn't mind embarrassing herself or her friends. As long as she gets a good laugh, she is happy.

The Persuaders pt. 2

1. I agree that there is a connection between what people buy and their primal instincts. As a young adult living on my own, I have to purchase all kinds of products that I never had to when I was living at home. Now when I buy cleaning supplies or food, I always think back to what my mother bought and it makes me feel closer to home. I feel like these products are dependable and trustworthy because my mother used them. Naturally I would think that I purchase them because of brand recognition but there are many brands that I recognize. Also, it's not just brand loyalty because if my mother switched brands and told me she found a better one, I would more than likely do the same. And after writing this, I definitely feel like I need to grow up and find out for myself.

2. I think name dropping for candidates affect mainly the undecided groups.  Individuals that are strictly one party or another will vote for the candidate regardless.  But those that have not yet made their decision will be the most likely to pay attention to the candidate that gets the most positive coverage. 

3. 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. (wikipedia)  This defines the target audience so specifically so that the message can be tailored to what the target audience wants or finds more appealing. This keeps advertising dollars from being wasted on groups that are not a member of that niche.  For example, pet magazines carry advertisements that are directly targeting to pet owners.  To make that even more specific, dog magazines only carry advertisements that appeal to dog owners.  This makes sure the that exact group desired is the one that is reached.

Advertising Methods

Viral advertising/marketing is a fast paced way to create brand awareness or other marketing objectives. This method uses the internet to create this mass awareness. Utilizing websites such as social networking sites help spread a message to millions of people in such a short time. An example of this could be found on MySpace. They usually feature a Flash ad for upcoming movie or any kind of advertising.

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. The term was coined and defined by Jay Conrad Levinson in his 1984 book Guerrilla Marketing. (Wikipedia)

Ambient advertising is what is the beginning of guerilla and viral advertising.

This video has an example of all these forms of advertising.

Exam Questions

Chap 1

Who now holds channel power?

A.     Produce

B.     Consumer

C.     Retailer

D.    Consumer

Answer: B

Adaptation works well for ______________.

A.     High consumption products

B.     Expensive products

C.     Exclusive products

D.    Any product

Answer: A

 

Chap 2

When Pillsbury chocolate chip cookie dough uses Hershey’s chocolate chips, what type of branding is this?

A.     Co-branding

B.     Private branding

C.     Ingredient branding

D.    Flanker branding

Answer: C

 

The customer’s perception of a brand in the customer’s mind is called

A.     Salient

B.     Parity

C.     Label

D.    Product Positioning

Answer: D

 

Chap 3

Why is it important for advertisers to understand the generation of their target audience?

A.     Baby Boomers have more money.

B.     Younger generations want to rebel against their parents.

C.     Each generation has their own general set of values, beliefs, and role models.  This insight helps advertisers know how to appeal that generation.

D.    It really doesn’t matter.

Answer: C

When a customer has decided that they will never purchase a Dell or Acer, this is their __________.

A.     Evoked set

B.     Inept set

C.     Inert set

D.    Problem set

Answer: B

HW3 - The Persuaders

Every day we are surrounded by advertisements. At first an advertisement that is different is exciting and eye-catching. Then once we are immune to it, we lose interest. It just disappears into the mess of the other ads. Marketers are going beyond traditional methods of advertising from just informing the consumer to engaging the consumer. Branding is now a culture and atmosphere that creates an emotional connection to the brand. Consumers that are attracted to the emotion will want to be involved with that brand and prefer it to its competitors. This is taking the brand from just glossy magazine ads to a personal experience with the product. The role of branding is not longer to just name the brand differently from its competitors. It is to give an emotion and feeling when the consumer hears the name.  One example is Walt Disney World.  The whole amusement park is based around the films and the brand of Walt Disney.  It has something to offer every person.  The whole idea of Disney is magic.  People experience the magic of the movies and the beloved characters.  Even the people that work there have a code of behavior to go by.  They must be friendly and give everyone a positive memory of Disney.  Not only does it represent the park but it also reflects on the movies, characters, and all Disney products.  So it is vital for the survival of a company to have consumers think highly of their brand.

HW2 - Victoria's Secret

Before walking into the main entrance at Carbondale Mall, there is a line up of mannequins in the display window all in a seductive pose wearing one of the many varieties of lingerie.   Inside the store is a very elegant and classy interior with cream walls and large framed black and white photographs of attractive women wearing Victoria’s Secret lingerie.  The lingerie displayed is even in more rich and seductive colors.  It is very mature and sexy.  The lights are track lights and give the impression of walking on a runway.  When I’m in the store, I immediately feel attractive and powerful. I feel like I can have any man if I have the power of Victoria’s Secret.

There is also another entrance to Victoria’s Secret for their Pink line of clothes.  This is targeting towards university students and high school students.  It has a more fun and energetic atmosphere with bright pink circles painted onto the walls and the bright colors of the featured lingerie and apparel.  The lighting is not as dim as the more mature side of Victoria’s Secret.  It suggests youth and energy.  That section of the store is more makes me want to have study nights with my friends lounging in my Pink sweats and cotton bra.  The display next to the Pink section is youthful as well just featuring all the different apparel and products with Pink all over it.

The only customers I saw in the store at that time were two young girls in the Pink section.  They were about high school age and were wearing trendy Hollister and American Eagle clothes.  They had straight blonde hair and very tan.  These young ladies seemed to be very brand conscious.

The saleswoman that greeted me was extremely friendly and immediately proceeded to tell me about their new Biofit 7-Way Bra and how it could be a huge benefit for me.  She was more than willing to find my size and get me a dressing room as well as make sure I was aware of all the different colors available.

My impression of this store is very positive.  I know that I can count on Victoria’s Secret to have a product that will make me feel attractive.  As soon as I enter the store, I feel sexy and leave feeling proud of my purchase.

 

I also couldn’t find Victoria’s Secret on www.brandtags.net/browse.php

What advertising means to me...

What does advertising mean to you?

Advertising is creating brand awareness and brand recognition by the promotion of your product.  This may be achieved through paid or free mediums.  It is public promotion of a product.

 

Does it work for you?

Yes, a successful ad that grabs my attention and reaches me will more than likely cause me to purchase the product.  I believe that if they take the time to put that much effort into promoting their product then I should give it a chance.  Also when I’m standing in front of a row of different brands for one product I always choose the product I know the most about.  Brand recognition is important to me.  I am also a brand loyalist. So if the product works well then I rarely try another brand.

 

What is your favorite ad?

I love the Mac vs. PC ads.

 

Why do you like it?

I am a Mac loyalist, so I feel like I’m a member of this private “cool” group.  A young, hip guy represents Mac while an old geeky man represents PC.  It makes me feel like I’m in an exclusive group and I get the humor in the advertisements.  They really speak directly to me.

 

Are you likely to buy the product being promoted in the ad?

I will only buy Apple products when I’m faced with the option.  I feel like paying the premium price is worth it because of the quality they provide.  And yes, I have already bought the product.