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.