Test questions

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)

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.

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)

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

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

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!)

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.

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)

Personal Drive Analysis:


"Sasha"
35-40 years old
White
Single
Suburban middle-class upbringing. Married Parents.
Attended private school, K-12.
Bachelor's from SIUC.
Homeowner, car owner, business owner.
Hobbies: cooking, travel, working-out, enjoys the outdoors, fine dining and sporting events/
Magazines: Budget Travel, Bon Appiette.
TV Shows: Survivor, Amazing Race, Grey's Anatomy, HGTV, The Food Network, Travel Channel.
Product loyalties: Suave, St. Ives, Trader Joe's.
Five year goals:
"Selling my business, buying an investment property in another country, getting married, having children and a dog."

Parts IV, V and VI of The Persuaders

1. Clotaire Rapaille certainly has made a good living for himself. Did he mention that he represents 51 Fortune 500 companies and has many exotic cars parked on his mansion estate?

But for his method of deciphering the "code" of human persuasion, I'm not sure. While I think of my own life and possessions, I'm more inclined to think that I buy products that are beneficial to my lifestyle, but are not over the top. When I consider my car, I KNOW that my purchase was based on: budget, the car manufacturer's reputation for quality, and the look of the automobile.

But if I really went deep into my Psyche, I remember that the true reason I purchased it was because my other car had been driven into the ground. I wasn't thinking of childhood experiences or the smell of coffee that may or may not remind me of my mother. I needed some wheels and I liked the color.
Psychobabble is just that. People can justify anything by conjuring Freud.



2. Frank Luntz seems like every woman's worst nightmare: a smooth talker who knows how to push all the right buttons. Luntz himself says it best: "Words can be used to confuse." But I do agree with him on the point that words matter. He has a talent semantics and the words that stir people.
As for the influence on elections, clearly advertising is important. But there is the ability for manipulation of any political message -- one poor word choice in Candidate A's commercials can quickly be used as a benefit to Candidate B who can exploit any gaffes.


3. Narrow-casting: Is a very directed message, to a very small audience. I think it is correct to believe that narrow-casting is the solution for clutter. In the example of using narrow-casting for elections, I think much of the benefit comes from canvassers who "have done their homework" on the people they are attempting to persuade. Just knowing the name of the homeowner that is being courted is a huge foot in the door. Then to have a clear understanding of that voters most passionate issues is an excellent way to pitch a candidate. Will we see more narrow-casting in the future, I say yes, absolutely.

Define marketing tactics

Viral Marketing: Information that is passed along - rapidly - by individuals and infects multiple receivers like a virus.



Guerrilla Marketing: An unconventional tactic to promote a message or a product.



Ambient marketing: sounds like b.s.

HW4

Chapter 1

1. When creating a marketing plan, what is the first step:
a.Create a marketing budget
b.Create marketing tactics
c. Create a situation analysis
d. Create marketing objectives.
(c)

2. Companies should threat the IMC as:
a. department
b.obstacle
c. investment
d. document
(c)

Chapter 2

1. What is an intangible component of image?
a. goods and services
b. packages and labels
c. corporate name and logo
d. media reports
(d)

2. When a corporate name attempts to capture the essence of the idea behind the brand, it is called:
a. conceptual
b. iconoclastic
c. implied
d. overt
(a)

Chapter 3
1. The trend in the consumer buying environment that emphasizes enriching the lives of consumers and allowing them to surround themselves with comforts is called:
a. pleasure pursuits
b. age complexity
c. individualism
d. cocooning
(d)

2. Most people who were born in the 1970s are known as:
a. Generation X
b. Baby Boomers
c. Generation Jones
d. Silent Generation
(a)

HW2

For my Tuesday shopping outing, err, homework assignment, I went to The Gap at University Mall in Carbondale.
But with my extensive Gap experiences, this could have been any one of their stores. The store is clean and sleek -- white walls and light wood floors. The only color, besides their iconic navy blue logo, were the clothes on display. "Gap clothes" are generally classified, in my opinion, as basic preppy gear. The clothes are pretty much variations of the classic jeans, simple t-shirts, cardigans, trench coats and collared shirts. Even their dresses, shoes, swimsuits and bags are understated in their style.
While their is an effort to maintain a look of casual sophistication, the store's sales reps are outgoing. Immediately upon entering the store, I was greeted by one of their associates -- who walked the floor asking the other customers if they needed assistance. When I was at the Carbondale Gap, the other customers, about four, were all female and appeared to be middle class. It seemed like they were already wearing Gap clothing. There was one really hot chick there... oh, never mind, that was a mirror.
My current impression is the same as it has been since I was in junior high -- it's cool to wear their clothes. It's a preppy-chic look that can work at school, in an office or for a social outing (with my parents).
I did resist the urge to buy anything, even though they had some pretty great deals.

HW1

What does advertising mean to you?
It is the public promotion, of any brand or service, through any means possible. Those means include traditional media such as print, television, radio or billboard advertisements to more alternative avenues such as special event sponsorships, social networking sites, word-of-mouth and even guerrilla marketing.

Does it work for you?
Yes. Judging from by beauty product, wardrobe, food and automobile preferences advertising does work well on me. The things I would consider as "necessities" in my life are not purchased solely on a best-price basis, but rather from a belief that the products I gravitate toward meet a certain quality and image.

What is your favorite ad?
Reebok's "Terrible" Terry Tate campaign:

http://www.youtube.com/watch?v=MRkiouh5NEI



Why do you like it?
Because it is hilarious. While the promotion of the Reebok Brand in subtle, I have watched this video and the others in the series over and over. Also, just knowing that a company would choose to represent itself in such a clever way raises my appreciation of Reebok.

Are you likely to buy the product being promoted in the ad?
I've purchased Reebok shoes and apparel in the past because I had a favorable view of the brand.