Chapter 11.
The buyer-seller relationship where data is shared between organizations, is known as an EDI Relationship. What does EDI stand for?
a. Everyday Distribution Internet
b. Expert Digital Integration
c. Electronic Data Interchange
d. Executive Data Input
(C)
Chapter 12
The area where the most sponsorship money is spent annually, which one receives the most?
a. Sports
b. Entertainment
c. Good causes
d. Festivals/fairs.
(a)
In an apology strategy, what is the first step?
a. Reject inappropriate behavior
b. Engage in compensation
c. Promise to engage in appropriate behavior
d. Expression of guilt
(D)
Chapter 13
The first organization to use the Internet structure to connect computer data was:
a. Microsoft
b. Apple
c. Al Gore
d. Department of Defense
(D)
What is not an effective financial incentive used by Internet sites to encourage on-line purchases?
a. free shipping and handling
b. dollar discounts
c. free gifts
d. emails
(D)
Chapter 15
When copy testing, some agencies do not solicit criticism because:
a. It stifles creativity
b. focus groups are not always a good judge
c. a & b
d none of the above
(C)
Recognition of an advertisement can be affected by the ad size, color and length
a. True
b. False
(b)
Wednesday, June 10, 2009
Tuesday, June 9, 2009
Motrin Mom
Now, I have a headache.
This is the reason that most advertising is created for the lowest-common denominator of the population. Some people, truly, can never take a joke. And it appears that post-pregnancy woman who "wear their babies" are a wee to sensitive for even the slightest edge in marketing.
The thing I noticed about most of the response videos on YouTube, is that they were made by women with a vested BUSINESS interest in the baby slings. All these ladies are pitching their Web sites.
Like most people who were faced with an angry mama, Motrin relented, pulled the ads and apologized. But just to illustrate that perhaps postpartum hormones might have played a role in fueling this controversy, read this snippet, particularly the last quote, from USA TODAY:
"By Sunday night, McNeil (Consumer Healthcare) had sent an apology to bloggers and on Monday posted a separate apology on Motrin.com. "We have heard your concerns about the ad," says a statement by Kathy Widmer, marketing vice president. "We are parents ourselves and take feedback from moms very seriously. We are in the process of removing this ad from all media."
David Smith, CEO of digital media agency Mediasmith, criticized the apology as sounding stiff. "Their current response looks like one from a committee, carefully drafted and oh so corporate," he says. "In a world where a bunch of blogger moms are commenting on (its) practice, a slightly more human response was probably called for."
(Offended moms get tweet revenge over Motrin Ads, 11/19/2008)
Lesson: There is no way to win a fight with a lady wearing a baby.
This is the reason that most advertising is created for the lowest-common denominator of the population. Some people, truly, can never take a joke. And it appears that post-pregnancy woman who "wear their babies" are a wee to sensitive for even the slightest edge in marketing.
The thing I noticed about most of the response videos on YouTube, is that they were made by women with a vested BUSINESS interest in the baby slings. All these ladies are pitching their Web sites.
Like most people who were faced with an angry mama, Motrin relented, pulled the ads and apologized. But just to illustrate that perhaps postpartum hormones might have played a role in fueling this controversy, read this snippet, particularly the last quote, from USA TODAY:
"By Sunday night, McNeil (Consumer Healthcare) had sent an apology to bloggers and on Monday posted a separate apology on Motrin.com. "We have heard your concerns about the ad," says a statement by Kathy Widmer, marketing vice president. "We are parents ourselves and take feedback from moms very seriously. We are in the process of removing this ad from all media."
David Smith, CEO of digital media agency Mediasmith, criticized the apology as sounding stiff. "Their current response looks like one from a committee, carefully drafted and oh so corporate," he says. "In a world where a bunch of blogger moms are commenting on (its) practice, a slightly more human response was probably called for."
(Offended moms get tweet revenge over Motrin Ads, 11/19/2008)
Lesson: There is no way to win a fight with a lady wearing a baby.
Thursday, June 4, 2009
Test #3 Questions
Chapter 7
True or False: Dead people are sometimes used as brand spokespeople.
True.
Chapter 8
The following formula: cost of media/total audience x 1,000; is used to determine what?
a. Cost Per Thousand
b. Shares
c. Ratings
d. Cost Per Rating Point.
(a)
What is the name of the group that reports local radio ratings?
a. Arbitron
b. Better Business Bureau
c. Nielsen
d. The Radio Group
(a)
Chapter 9
When a retailer picks up or is responsible for the cost of shipping goods that have been deeply discounted, it is called:
a. Back-haul allowance
b. corporate sales program
c. cross-dock allowance
d. producing plant allowance
(a)
The typical slotting fee for a nationally introduced product is in the range of:
a. $100,000 to $200,000
b. $500,000 to $1 million
c. $1.5 million to $2 million
d. $2.5 million to $4 million
(c)
Chapter 10
These types of coupons are issued, or mailed, following a request by the consumer:
a. Response offer coupons
b. Bounce back coupons
c. Scanner-delivered coupons
d. Cross-ruffing coupons
(a)
While the overall redemption rate for all rebates is 30 percent, what is the redemption rate for rebates over $50?
a. 15 percent
b. 40 percent
c. 65 percent
d. 85 percent
(d)
Chapter 11
What is not an action manufacturer's typically take to enhance a brand?
a. provide training for retail salespeople
b. advertise extensively
c. offer trade contests or incentives
d. give away the product
(d)
True or False: Dead people are sometimes used as brand spokespeople.
True.
Chapter 8
The following formula: cost of media/total audience x 1,000; is used to determine what?
a. Cost Per Thousand
b. Shares
c. Ratings
d. Cost Per Rating Point.
(a)
What is the name of the group that reports local radio ratings?
a. Arbitron
b. Better Business Bureau
c. Nielsen
d. The Radio Group
(a)
Chapter 9
When a retailer picks up or is responsible for the cost of shipping goods that have been deeply discounted, it is called:
a. Back-haul allowance
b. corporate sales program
c. cross-dock allowance
d. producing plant allowance
(a)
The typical slotting fee for a nationally introduced product is in the range of:
a. $100,000 to $200,000
b. $500,000 to $1 million
c. $1.5 million to $2 million
d. $2.5 million to $4 million
(c)
Chapter 10
These types of coupons are issued, or mailed, following a request by the consumer:
a. Response offer coupons
b. Bounce back coupons
c. Scanner-delivered coupons
d. Cross-ruffing coupons
(a)
While the overall redemption rate for all rebates is 30 percent, what is the redemption rate for rebates over $50?
a. 15 percent
b. 40 percent
c. 65 percent
d. 85 percent
(d)
Chapter 11
What is not an action manufacturer's typically take to enhance a brand?
a. provide training for retail salespeople
b. advertise extensively
c. offer trade contests or incentives
d. give away the product
(d)
Wednesday, June 3, 2009
I went to the Valpak site that is a clearinghouse for coupons. You can plug in a zip code, and the site finds deals near you.
The most attractive coupon was for a $19.95 oil change at Auffenburg in Carbondale. That's a pretty good price.
But I wasn't completely won over by this site. It had a relatively small section of coupons, and most of them were for things that I don't need.
I suppose, if I really needed to buy something, I would try to search for coupons directly related to what I wanted.
But since I DO need an oil change, I'm going to print up this one. http://www.valpak.com/coupons/query?geo=62901
Tuesday, June 2, 2009
Point of Purchase Displays
Since it was about 95 degrees today when I read today's homework assignment, I headed to BP to get a cool drink and snap photos.
Drink display
Drink display
I headed directly to the fountain sodas -- about 18 varieties of cool refreshment grouped together under an icy-looking banner. I'm not sure if it counts since I was thirsty, but I bought myself a 32 oz drink. So I would say it worked.
Hotdogs
I did stumble upon these huge Johnsonville hotdod display. This certainly got my attention, but not for the right reasons. The "actual" photos did not make the product look very attractive. No dogs.
Magic Wigglee
But I got to thinking of the best point of purchase displays -- one that made me purchase something I would never, ever really need or knew I ever wanted. I was on the San Antonio River Walk, and stopped in a tourist shop to buy some knick-knacks. While I am waiting to checkout, I see a single television -- about a 10 inch screen -- playing the following video.
Within a minute, I was sold and shelled out an additional $6.99 to buy one:
(I found this on YouTube, but it was done by some tourist who saw the same display!)
Monday, June 1, 2009
Sunday and Monday media log
Sunday
8:30 a.m. -- first cell phone call, drink coffee and take shower.
10:30 a.m. -- Drive from Carbondale to Lake Kindkaid, while listening to WDBX radio and passing billboard advertisements.
11:30 to 5 p.m. -- On boat in the middle of the lake. Still able to send and receive text/picture messages on my cell phone. Mix CDs played on the boat. Plenty of clothing logos and product packaging (potato chips, on can and bottles, sunblock, on motors and gear).
6 p.m. -- Return home; in which WDBX radio is playing. Housemates are home barbecuing and sitting around the fire pit. Someone brought a copy of The Southern Illinoisan.
7 p.m. to 8:30 p.m. -- Take nap.
8:45 to 9:45 p.m -- Talk on cell phone.
9:45 to 10: 30 -- check and send emails.
10:30 to 11:30 p.m. -- watch the end of Wall-E with room mate.
11:45 -Talk on phone.
Midnight -- sleep.
Monday
7:31 - wake up, by cell phone alarm.
8:30 -- leave house and go to McDonald's for sausage biscuit and coffee.
8:50 a.m. -- arrive at 301 class in the Communications Building.
9 to 11 a.m. -- watch LOL cats.
11:15 p.m. -- Read The Southern Illinoisan, then drive down Hwy. 13, passing businesses and billboards.
noon to 1:45 p.m. -- lunch at Holihan's Restaurant - where they were playing some very loud music (muszack?).
2 p.m. -- get home, check emails.
3 p.m. -- read P.S., the Paul Simon autobiography.
5 p.m. -- Attempt the crossword puzzle from newspaper purchased earlier in the day.
5:30 to 6:30 p.m. -- Eat dinner while watching "Moral Orel" on YouTube.com on my laptop.
--END LOG --
The best way to target advertising to me would to utilize billboard, radio advertising (be a sponsor) on WDBX, through the newspaper and on the Internet. While I loathe watching cable TV, I do watch full-length shows on sites like AdultSwim.com or Hulu.com. But when I do watch TV, I'm either watching E!, Comedy Central, Cartoon Network or TLC.
I think direct marketing or text messages to my cell phone would be an excellent -- and totally annoying -- way to get an advertisement to me. Isn't that what the Google Phone is all about?
The best media plan.
I would allocate advertising efforts in this way:
Newspaper: 30 percent
Internet: 30 percent
Radio: 20 percent
TV: 10 percent
Billboards: 10 percent.
8:30 a.m. -- first cell phone call, drink coffee and take shower.
10:30 a.m. -- Drive from Carbondale to Lake Kindkaid, while listening to WDBX radio and passing billboard advertisements.
11:30 to 5 p.m. -- On boat in the middle of the lake. Still able to send and receive text/picture messages on my cell phone. Mix CDs played on the boat. Plenty of clothing logos and product packaging (potato chips, on can and bottles, sunblock, on motors and gear).
6 p.m. -- Return home; in which WDBX radio is playing. Housemates are home barbecuing and sitting around the fire pit. Someone brought a copy of The Southern Illinoisan.
7 p.m. to 8:30 p.m. -- Take nap.
8:45 to 9:45 p.m -- Talk on cell phone.
9:45 to 10: 30 -- check and send emails.
10:30 to 11:30 p.m. -- watch the end of Wall-E with room mate.
11:45 -Talk on phone.
Midnight -- sleep.
Monday
7:31 - wake up, by cell phone alarm.
8:30 -- leave house and go to McDonald's for sausage biscuit and coffee.
8:50 a.m. -- arrive at 301 class in the Communications Building.
9 to 11 a.m. -- watch LOL cats.
11:15 p.m. -- Read The Southern Illinoisan, then drive down Hwy. 13, passing businesses and billboards.
noon to 1:45 p.m. -- lunch at Holihan's Restaurant - where they were playing some very loud music (muszack?).
2 p.m. -- get home, check emails.
3 p.m. -- read P.S., the Paul Simon autobiography.
5 p.m. -- Attempt the crossword puzzle from newspaper purchased earlier in the day.
5:30 to 6:30 p.m. -- Eat dinner while watching "Moral Orel" on YouTube.com on my laptop.
--END LOG --
The best way to target advertising to me would to utilize billboard, radio advertising (be a sponsor) on WDBX, through the newspaper and on the Internet. While I loathe watching cable TV, I do watch full-length shows on sites like AdultSwim.com or Hulu.com. But when I do watch TV, I'm either watching E!, Comedy Central, Cartoon Network or TLC.
I think direct marketing or text messages to my cell phone would be an excellent -- and totally annoying -- way to get an advertisement to me. Isn't that what the Google Phone is all about?
The best media plan.
I would allocate advertising efforts in this way:
Newspaper: 30 percent
Internet: 30 percent
Radio: 20 percent
TV: 10 percent
Billboards: 10 percent.
Thursday, May 28, 2009
Test #2 Prep Questions
Chapter 4
1. In the acronym PRIZM, Potential ____ Index by Zip Marketing, what does the "R" stand for?
a. Relevant
b. Rating
c. Retention
d. Reduction
(B)
2. Promotions Opportunity Analysis is the process used by ______ to identify target audiences for a company's goods and services and the communication strategies needed to reach audiences.
a. Wholesalers
b. Consumers
c. Retailers
d. Marketers
(D)
Chapter 5
1. The advertising trend that focuses on a clients total success in the place, instead of selling a specific product is called:
a. The scrambled egg theory
b. The whole enchilada theory
c. The whole egg theory
d. The broken egg theory
(C)
2. What is typically not included as part of a Creative Brief?
a. An objective
b. The message theme
c. The support of the message
d. The budget
(D)
Chapter 6
1. This advertising appeal tends to resonate best with college-age audiences/demographics:
a. Rationality
b. Emotion
c. Humor
d. Scarcity
(C)
2. Seals of approval, money-back guarantees and research findings are categorized as this in the structure of an advertisement:
a. Proof of claim
b. Action to take
c. Amplification
d. Perks
(A)
Chapter 7.
1. In the Executional Framework, an advertisement that attempts to provide a solution for everyday problems that consumer's face is called:
a. Rotoscoping
b. Slice of Life
c. Testimonials
d. Authoritative
(B)
1. In the acronym PRIZM, Potential ____ Index by Zip Marketing, what does the "R" stand for?
a. Relevant
b. Rating
c. Retention
d. Reduction
(B)
2. Promotions Opportunity Analysis is the process used by ______ to identify target audiences for a company's goods and services and the communication strategies needed to reach audiences.
a. Wholesalers
b. Consumers
c. Retailers
d. Marketers
(D)
Chapter 5
1. The advertising trend that focuses on a clients total success in the place, instead of selling a specific product is called:
a. The scrambled egg theory
b. The whole enchilada theory
c. The whole egg theory
d. The broken egg theory
(C)
2. What is typically not included as part of a Creative Brief?
a. An objective
b. The message theme
c. The support of the message
d. The budget
(D)
Chapter 6
1. This advertising appeal tends to resonate best with college-age audiences/demographics:
a. Rationality
b. Emotion
c. Humor
d. Scarcity
(C)
2. Seals of approval, money-back guarantees and research findings are categorized as this in the structure of an advertisement:
a. Proof of claim
b. Action to take
c. Amplification
d. Perks
(A)
Chapter 7.
1. In the Executional Framework, an advertisement that attempts to provide a solution for everyday problems that consumer's face is called:
a. Rotoscoping
b. Slice of Life
c. Testimonials
d. Authoritative
(B)
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