Review Questions for Exam 4

Chapter 11

Q: What are examples of direct marketing?
a. direct mail
b. catalogs
c. Internet
d. mass media
e. alternative media
f. email
g. telemarketing
h. all of the above
A: h. all of the above

Chapter 12

Q: What are the five public relation functions?
A: Identify stakeholders, Assess corporate reputation, Audit corporate social responsibility, Create positive image building activities, & Prevent or reduce image damage.

Q: What are the steps of an apology strategy? (in order)
A: 1.)Expression of guilt, embarrassment or regret 2.)Statement-recognizing inappropriate behavior & accepting sanctions of wrong doing 3.)Rejection of inappropriate behavior 4.)Approval of appropriate behavior 5.)Promise to engage in appropriate behavior 6.)Offer of compensation or penance

Chapter 13

Q: What are the functions of the Internet?
A: Advertising, sales support, customer service, PR, & E-commerce

Q: Which of the following are NOT security issues for the Internet?
a. False credit card charges
b. Fraud
c. Identity theft
d. History & advertising
e. None of the above
A: e. None of the above-all are security issues for the Internet

Chapter 15

Q: How many message evaluation techniques are they and what are they called?
A: 8-concept testing, copytesting, recall tests, recognition tests, attitude & opinion tests, emotional reaction tests, physiological tests, & persuasion analysis

Q: How can a company track marketing messages?
A: Changes in sales, telephone inquiries, response cards, Internet inquiries, direct marketing inquiries, & redemption rates of promotions

11th Blog

Mom-Alogue


Motrin's Mom-Alogue commercial received quite the attention, and not good attention. Some moms saw the ad as "snarky pokes at motherhood." Many outraged moms were blogging about the ad and sharing their opinions through Twitter. McNeil Consumer Healthcare, the company that owns Motrin, sent an apology to the angry bloggers and Twitter users. Kathy Widmer, marketing VP, also made an apology statement saying that the ad would be removed from all media. Some felt that the apology was too corporate and not sincere enough for what the mad mommys were looking for, but due to this incident, Motrin will be more aware of their audiences.

If I were the PR for Motrin, I would have done the same apology plan. Apologize, remove the ad from media, and apologize again. The one thing I would change would be to make the apology to the mothers more sincere and let them know that motherhood is a beautiful and precious thing and that in no way was the company trying to make motherhood out to be a joke.

10th Blog

After class today, I went home to check the mail and there was my cell phone bill from AT&T in there. Just like every other month, there is once again several advertisements for services that AT&T customers can use. This month, it is about summer and vacation. The advertisement looks like a ticket booklet for someone going on a trip with a picture of a cell phone and a boarding pass behind it. Inside the advertisement, which happens to fold out into several different sections, talks about how to use yellowpages.com on your phone, how to use AT&T Roadside Assistance, a GPS application that is offered, an application for looking at the weather, and 411 Info that gives out addresses of local attractions like restaurants and other tourist places. The advertisement also talks about how to set up up your phone for traveling abroad.

I received this advertisement because I am an AT&T wireless customer, and these types of things appeal to me and can help make traveling the summer easier. The advertisement was effective. It is done in bright, summer colors and everything has pictures to give examples of what one could have on their phone. The AT&T advertisement impacts me in a way that makes me want to check out these services if I ever plan on traveling a far distance this summer. All of the services offered are something that I would be interested in, especially if I was in a place where I had never been before and wanted to check out the local attractions. AT&T did a very good job at promoting their "Staycation or Vacation".

Review Questions for Exam 3

Chapter 7

Q: What percent of all ads use celebrities?
A: 20%

Q: What are different examples of spokespersons?
A: Celebrities, Unpaid spokespersons, voice overs, dead people, CEOs, Experts, & Typical everyday people.

Chapter 8

Q: What is a trend that catches on and becomes very popular within a short period of time?
A: Meme

Q: True or False: No two media plans are alike.
A: True.

Chapter 9

Q: What are different types of trade promotion tools?
A: Trade allowances, Trade incentives, Trade contests, Training programs, Vendor support programs, Trade shows, specialty advertising, & Point-of-Purchase (POP) displays.

Q: What trade promotions tool is very important for business to business and is ranked 3rd in business to business expenditures?
A: Trade Shows.

Chapter 10

Q: What is a price reduction offer to a customer commonly known as?
A: Coupon.

Q: What are the problems with coupons?
A: Reduced revenue, mass cutting, counterfeiting, illegal Internet distribution, and misredemption.

Chapter 11

Q: What is personal selling often called?
A: the "last three feet" of marketing function.

Q: What are the categories of personal selling?
A: Retail sales & business to business sales.

9th Blog

Coupon for Elle magazine



I found a coupon online for $1 off of Elle magazine. Even though it is only a dollar off the regular price, it still makes me want to go out and buy the magazine because it is saving me money. I love Elle magazine and this would be a great way to get me into buying at least the current issue that is on the stand. This coupon would appeal to many women because Elle magazine is a fashion magazine that is highly read. If a woman uses this coupon and buys the Elle magazine, there is more of a chance that she will subscribe to the magazine for a whole year.

8th Blog

Walmart Pop Displays

This POP display at Walmart is one that can be seen on just about every end of every aisle. This end-cap display is featuring toy cars from the the Disney movie Cars. They are shown as being super low priced and many of the different characters are available. Consumer walk past these on their way to a different section of Walmart, and if there happens to be a child in the cart or tagging along with the parent, this end-cap display would grab the child's attention. I know my little brother is eight, and he is always begging my mom to buy him a little toy every time we go shopping. This is just one of the many ways Walmart promotes their super low prices.

This type of POP display at Walmart works very effectively. I like to think of them as islands in the middle of the bigger aisles. People have to walk right by them on one side or another. It puts the product right out there for all of the consumers to see. The islands are usually promoting one product, and the island is filled with this product on all four sides and then the low prices are put on top. I usually see most of these islands in the beauty department where there is usually a certain lotion or soap featured that week.

This is clearly a express check out lane at Walmart. All of the stuff behind the check out area is another way to get consumer to spend more. These are impulse items. The gum, the candy, the hand sanitizer, the blank CDs, the pens, the gift cards, the soda, the magazines, the batteries. All of these items are put in the check out lanes because people usually do not think about buying these items when they first walk into Walmart. When consumers see these items while they are checking out, they are more likely to pick them up and buy them. This is a POP display that works at Walmart and any other supermarket that has check out lanes.

7th Blog

Monday June 1, 2009 Media Exposure Journal

8am-exposed to packaging on eggs & orange juice while making breakfast
9am-Jrnl 301 class
10am-Jrnl 301 class
11am-exposed to packaging on lettuce & dressing used to make lunch
Noon-work
1pm-work
2pm-work
3pm-work
4pm-work
5pm-rec center
6pm-exposed to packaging on food used to make dinner
7pm-watched Role Models
8pm-Role Models
9pm-watched She's the Man
10pm-She's the Man
11pm-bed
END OF 6/1/09



Sunday May 31, 2009 Media Exposure Journal

8am-woke up, checked email accounts, Salukinet, & Facebook. Saw ads promoting SIUC,
9am-worked out, listened to music.
10am-laid out by the pool, listened to music
11am-pool
Noon-pool
1pm-pool
2pm-pool
3pm-pool
4pm-NCIS Marathon on USA channel, saw commercials for local car dealers, Quatro's, commercials advertising other USA TV programs, Netrogena ads, Pepsi ads
5pm-NCIS
6pm-NCIS
7pm-NCIS
8pm-MTV Movie Awards, saw commercials for KIA cars, Red Bull, Wendy's, awareness for meningitis shot, trailer for Drag Me to Hell
9pm-MTV
10pm-bed
END OF 5/31/09

Most of the advertisements I am exposed to either occur on the Internet or on TV. I would say the best media plan for myself would be to advertise the things I like either via TV shows that I frequently watch or do ads on Facebook or my email account pages. The break down would look like this for my personal media plan: 50% Internet, 30% TV shows, 10% at the grocery store because I really love food, & the other 10% can be used miscellaneous in my other various daily activities. I will pay more attention to advertisements if they are shoved in my face rather than just randomly promoted here and there, so the Facebook side ads and TV commercials are probably the best way to grab my attention for a product or service

Review Questions for Exam 2

Chapter 4

Q: What are the five steps in promotions opportunity analysis?
A: Conduct a communication market analysis, Establish communication objectives, Create a budget, Prepare a promotional strategy, Match tactics with the strategy.

Q: What is the shape of sales response function curve?
A: S-shaped curve

Chapter 5

Q: What is the job of a creative?
A: Creatives are the people who are considered to have the glamorous jobs. Creatives develop and produce ads.

Q: What are the five parts of a creative brief?
A: Objective, Target Audience, Message Theme, Support, Constraints.

Chapter 6

Q: What is the hierarchy of effects model theory?
A: The hierarchy of effects model theory suggest that there are six steps a consumer moves through when making a purchase.

Q: What are the seven popular advertising appeals?
A: Fear, Humor, Sex, Music, Rationality, Emotions, Scarcity

Chapter 7

Q: What are the three broad categories of message strategies?
A: Cognitive, Affective, Conative.

Q: What is executional framework?
A: Executional framework is the plot or scenario within which you situate your advertisement.

6th Blog

Personal Drive Analysis

Addie is a single Caucasian female who is 28 years old. She is blonde with hazel eyes and is about 5'8". She was raised in Kentucky and comes from a wealthy upbringing. She has three sisters, and her parents were divorced after she was out of high school. She attended UK where she earned a degree in pharmaceutical sales and was a member of a sorority. She is now going back to school for nursing. She lives in a townhouse in Louisville and enjoys going out with the girls and being with her boyfriend. Her hobbies include shopping, going to the gym, scrap booking, cooking, traveling, and spending time with her loved ones. Her fashion style is very classy and trendy. She buys designer clothes but they aren't a necessity. She reads all types of books, and her favorite magazines are Cosmopolitan, Vogue, and Lucky. She watches Gossip Girl, Grey's Anatomy, House, and The Real Housewives of the OC. Some of her product loyalties include Clinique, Maybelline, True Religion, and Chanel. Messages that appeal to her are things that include high fashion, spontaneous fun, and traditional family values. In the next five years, Addie hopes to be finished with the nursing program, married and beginning to start a family of her own.

5th Blog

Persuaders Questions Parts 4, 5, & 6

Rapaille makes a good point about why people buy the things they buy. Everyone buys certain items for certain reasons. When I look at the things I buy, I realize that I care about what I put on or use in my daily life. I don't need the most expensive high end products and clothes, but at the same time I don't want to have poor quality things just to save on money. I go for the average or a bit above because I want quality products. I want things that will be able to endure a length of time before I have to replace them. I also buy nicer things because it's always nice to spoil yourself now and again, and if you can afford them sometimes you should treat yourself. I also have brand loyalty. There are certain brands I know I can always depend on and other brands that I would never consider buying. There's a method behind buying, whether consumers consciously or unconsciously realize it.

Frank Luntz will appeal to those people who watch Fox News. Since Fox News is a Republican based news broadcasting company, most Republicans will probably agree with Luntz and his opinions during voting. For some, this will work, and he will be able to communicate with those who share the same values and opinions. On the other hand, those who do not agree with Luntz will probably just turn the channel and find a news station that they are more likely to find common ground with. Personally, by the time elections roll around and campaigning has been going on what feels like forever, I'm sick of hearing about politics on the television. Political advertising affects me obviously because it's good to know the campaigns of both parties, but in the end I'm going to vote for who I feel like would represent and run their position to their best ability.

Narrowcasting is traditionally understood as the dissemination of information (usually by radio or television) to a narrow audience, not the general public. Forms of narrowcasting can include directional signals, encryption, or a display on digital signage networks. Narrowcasting is aimed media messages at specific segments of the public defined values, preferences, or demographic attributes. Narrowcasting is based on the idea that mass audiences do not exist. Narrowcasting is the future because the consumer holds the channel power now. With consumers having so many options, narrowcasting can be used to target certain audiences who buy a product that might be interested in a similar product or service stemming from their first purchase. Businesses will be able to get their product messages to those consumers who are their target audience.In this supermarket, the juice that is displayed here is on sale. There is a TV that is sending the message that this type of juice is on sale. The juice display is already colorful, but the TV sends the message that this is great juice, and it's grabbing the attention of people who are aped to buy the juice.

4th Blog

Define the following terms in marketing: viral, guerrilla, ambient.

Viral Marketing

My impression of viral marketing is fast paced and quickly growing. Mass emails, text messages, and advertisements on most websites are helping this type of marketing grow. After doing some background research on viral marketing, I found out that the term can also refer to word of mouth, video clips, ebooks, images, software, and many other forms of social networking displays. The goal of this type of marketing is to spread the message from person to person as quickly as possible.

example of Viral Marketing:

The "A Diamond is Forever" advertisement done in Grand Central Station using 25,000 roses is a great example of viral marketing. The display was seen by thousands and thousands of people who got the clear message that roses and other types of gifts do not last forever, but a diamond does. It received so much free press and media starting when the roses were still fresh and beautiful until only the lettering framework was left standing. It was an amazing way to spread a message very rapidly.

Guerrilla Marketing

My ideas of guerrilla marketing include spontaneous, unexpected, and unconventional forms of marketing. Guerrilla marketing usually occurs in unexpected places which can cause ads to be very memorable and create a stir in the consumer world. These type of events usually focus more on time and energy rather than big budgets.

example of Guerrilla Marketing:

This advertisement for Hopi Hari, an amusement park in Brazil, shows two people riding on a roller coaster. Their hands are up, they're laughing and smiling, and the best part is that they look like they're falling since the ad is on an escalator! It's a really creative way to draw people's excitement and the thrill of going to an amusement park. This example of guerrilla marketing is in an unexpected place where typically no one advertises and is very memorable as people get on the escalator to get to the next level. The message is seen by whoever rides down the escalator and I'm sure it's quite the site to see.

Ambient Marketing

To me, ambient marketing is alternative and non-traditional. It offers precise audience targeting and can be very versatile. Ambient marketing has the ability to maintain brand awareness and can produce mass attention in localized areas. Ambient marketing works because of a decline in power of traditional media and because of the greater demand for point-of-sale communications.

example of Ambient Marketing:

This is an advertisement to stop global warming. The mural depicts a city under water and the catch phrase is "Don't let this be our future." The idea of putting this in a pool is very creative, and I love this advertisement. It's a great way to promote a very serious issue that's in the world. It's kind of a reality check for those who do not necessarily take the effects of global warming seriously.

Review Questions for Exam 1

Chapter 1
Q: What does SMART stand for?
A: Specific, Measurable, Achievable, Relevant, Time-bound

Q: What term defines the process of examining factors from the orginization's internal and external environments?
A: Situation Analysis

Chapter 2
Q: Name the four components of IMC.
A: The Foundation, Advertising Tools, Promotion Tools, Integration Tools

Q: What are the two approaches to Global IMC?
A: Standardization and Adaptation

Chapter 3
Q: What is a buying center?
A: It is the group of individuals who make a purchase decision on behalf of the business.

Q: What are gatekeepers?
A: Individuals who control the flow of information to members.

3rd Blog

Persuaders

In this world of clutter, we, the consumers, deal with messages by several different ways. The consumers don't take in everything they see or hear. The messages are weeded out and only what appeals to consumers are the messages that are taken in. It's kind of like "selective hearing" with advertising. Consumer hear and see only what they want. Marketers cope with the clutter by making their advertisements straight forward, to the point, and eye catching. Marketers know that they only have a few seconds of the consumers attention before the consumer decides whether they're hooked or not. The future of advertising lies in our media sources. Advertising is all over the Internet, in our TV shows and movies, and prominent in real life situations. The role of branding is putting a name to a good or service to provide assurance, reduce search time and brand parity, and it lets companies charge more. When consumers see a brand they recognize they are more likely to buy that particular brand then they are a brand that they have never seen nor heard of before. Branding gives consumers a reassurance and relationship to the goods or services they buy. For example, laundry detergent is something everyone needs. Tide has been a name brand product throughout the ages. Their commercials and advertisements depict all types of people in everyday situations. There are commercials with little boys getting dirty at baseball and the mom gets the grass stain out with Tide. Another commercial is a little girl playing with her mom. The mother keeps the little girl's favorite dress bright by using Tide laundry detergent. It's the simplest ideas that show consumers that products, especially those that are needed, can fit to many different lifestyles.

2nd Blog

Before entering Hollister, there were three things I noticed about the store: the music was blaring, the smell of cologne was present half way down the mall, and the store was dimly lit. The ambiance of Hollister shows that the store and the people who shop there have a laid back, fun loving, carefree, go with the flow kind of attitude. The manikins are dressed like they are hanging out at the beach. They are wearing swimsuits, board shorts, and even the shirts say names of beaches on them. It is a kind of store that would appeal to the Californian surfer dudes and chicks. The main consumers in the store were teenagers, most of whom were probably in high school still. The consumers are probably spending their parents money still, seeing as most of them are in high school and probably have no need to work and make their own money. There are girls and boys in Hollister, and they all seem to be looking for the perfect summer outfits to catch everyones eye. When I found a shirt I liked, a sales representative, or as Hollister calls them, a model, comes over to see if I need any help. The guy who assists me is friendly, calm, and confident. He's outfitted in Hollister clothing and fits the brand representation. My current impression of this brand is that Hollister is a place for the teenage crowd to come and buy clothing and accessories. The Hollister brand seems to be a typical brand that most high school students value as cool, popular, and instyle. I would go back and shop at Hollister for summer clothes. The clothing style is fun, comfortable, and not to over exposed. Hollister offers a wide variety of colors and summer styles that appeal to my likes.

1st Blog

Advertising is the public promotion of a product, business, or service by means of media, electronics, and personal communications.

Advertising works for me because it sparks my interests for new products and services. If I like the way something is being promoted, there's a good chance I'm willing to try it.

My favorite ad is...


I like the "Go Meat!" commercial from Hillshire Farms because it show typical American men enjoying two of their favorite things: grilling and meat. They way they cheer and yell back and forth throughout the whole commercial makes me laugh because they're depicting their "macho status."

I would buy the Hillshire Farms products because I love meat and food in general. Watching the commercial makes me want to go fire up the grill right now