HW: 15 Final Test Questions

Chapter 11: Personal Selling, Database Marketing, and Customer Relationship Management

1. Some methods of Direct Marketing are:

A. Direct mail
B. Catalogs
C. Mass Media
D. All of the above

Chapter 12: Public Relations, Sponsorship Programs and Regulations

1. Public Relation Representatives and Advertisers have the same responsiblities. (True or False)

2. Sprouts have strong environmental values and politically active; heavy users of green products. (True or False)

Chapter 13: Internet Marketing

1. What are the three e-commerce incentives?

A. Security, purchasing, branding
B. Customer, branding, Marketing
C. Purchasing, Financial, convenience
D. Financial, Convenience, Value

2. Viral Marketing is:

A. preparing an advertisement that is tied to an e-mail
B. Word of mouth Endorsement marketing
C. integrating online and offline tactics that reinforce each other and speak with one voice.
D. A & B


Chapter 15: Evaluating an Integrated Marketing Program

1. Portfolio Ads are used for TV ads. (True or False)

2. Test Markets are used to access marketing messages. (True or False)

HW 13: Motrin Mom Ad Controversy

As I watched the Mortin Mom Ad for the first time, I couldn't pinpoint exactly what the bruhaha was about the ad. It didn't seem offensive to me and I didn't see why it would be for others. However, When I watched it again, I closely listen to the context of the ad, trying to get a better understanding of what the message was trying to say. The ad makes the statement "Wearing your baby seems to be in fashion." Many mothers were offended by this because the words " I WEAR my baby" makes it sound like he/she is just another accessory. I might have not of understood it because I'm not a mother so I wouldn't have the same reaction of someone who is. However I do understand where mothers would be offended by the statement. When I replay the commerical in my mind, my question would be how can you be bonding with something you call yourself wearing. I agree that the babies feel more loved and comfortable when they're close to mommy, however to say I WEAR my baby isn't exactly nurturing. McNeil Consumer Healthcare took down the ad and McNeil 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." (UsaToday.com)

If I was McNeil Consumer Healthcare public relation representative, I would've used a better test group and better experts to really know who their target market was. For example, I’m sure they didn’t expect these babywearing moms to be extremely tech savvy and attacking them online with viral boycotting campaigns. In one word, they underestimated their target market and that would have been easily fixed by using help of real life mom...A new campaign made with big bucks is not going to fix it the solution requires something with a more humane and personal touch the company and brand becoming part of the community.

HW 12: Direct Mail

I receive direct mail from Old Navy and Gap all the time. This past week I received this ad for an Old Navy sale on women dresses starting at $15. I shop at Old Navy all the time and I get a lot of Old Navy information on sales and other special offers that they have. It's amazing how much direct mail I get from places that I shop at frequently. This impacts me because I usually know about sales ahead of time, like a week or two before, so I'm always prepared for the next sale! This message is effective because I love to shop there and I always get excited about the next Sale especially in the summer!

HW 11: Test Questions

Chapter 7:

Which is NOT one of the four types of sources available to advertisers:

A. CEOs
B. Community service leaders
C. Experts
D. Celebrities

Chapter 8: Advertising Media Selection

1. Inputs for a Media Strategy are based on objectives of the campaign, target audience, and message theme. True or False

2. CPM stands for Cost Per Million. True or False


Chapter 9: Trade Promotions

1. Expenditures or incentives to push products through the channel is called:

A. Marketing Strategy
B. Marketing Plan
C. Business to Business plan
D. Trade Promotions

2. In Marketing Budgets, most of the money is spent on Trade Promotions (True or False)


Chapter 10:

Which is not a Type of coupon?

A. Instant Redemption
B. E-coupon
C. Cross-housing
D. Scanner-delievered


Contests and Sweepstakes eliminate Clutter. True or False


Chapter 11

True or False: Personal selling is called the" last five feet" of marketing function.

HW 10: Coupons

This is a Coupon for Nike Factory Outlet. Its $10 off every $100 dollar purchase. Nike is one of my favorite shoe brands, so when they have a sale or coupons are available, I'm always there! I like this coupon because Nike gives you three coupons in one.



NIKETOWN

HW 9: Store Visit

I visited Wal-Mart. This is a POP display for Chili Cross Merch. This Point of Purchase display is not only clever but convenient. In the slots of the display box they're are ingredients that you need to make chili with like chili spices and chili mix etc. This POP display was well thought out,and the bright orange and the appetizing picture of Chili caught my attention.












Wal-Mart Always has POP displays these work effectively.I know when Im at Wal-Mart I tend to buy more than I came to but. 75% of those purchases come from POP Displays















The Check out is definitely a place where POP is used effectively. It's the last chance for a consumer to make a purchase whether it's a magazine or a candy bar.

HW 8: My Sunday & Monday Schedules

Sunday May 31, 2009:

6:30am-7:00am-Wake up/Shower

7:00am-1:00pm- On the road from Chicago, IL to Carbondale, IL (exposed to many Billboard advertisements on I-57 and radio ads)

1:30-3:30pm- Moving out of my Apt into another Apt.


5:00pm-7:00pm Went to the Library studied and got on Facebook and clothing websites (Forever 21 Gap, Old Navy, and Coach)


8:00-12:00pm -Went out with friends to eat at Applebee's and Movie (was exposed to ads before the movie)


12:30-6:00-Sleeping

Monday June 1st, 2009

6:30-8:00am- Woke up/showered/ate Breakfast/watched "Good Morning America"

8:45-11:00am-In Class

11:00-1:00pm-In Class

1:00-4:30pm-Work

5:00pm-6:00pm-went to the Student Rec Center to work out (exposed to ads)

6:30pm-walked back to my Apt

7:10pm-8:00-Cleaned my apt/ Watching "The Bachlorette" (ABC)

8:36pm-Doing this assignment and watching "The Bachlorette" (ABC)


If I was an Advertiser trying to target me, I would make sure that the advertisements were colorful (Bright colors) and catchy words whether on Television or Print ads. I would make sure that the advertisements were featured on Facebook, SIU email, or any clothing sites because I check those almost everyday. As you can observe my television always stays on ABC. So an advertiser might want to put a commerical Ad on that Network. Also I like going out to eat with friends and movies, an advertiser might want to place their ads on resturant tables to get me to notice it and in the movies theaters.

HW 7: Questions

Chapter 5:

POA stands for:

A. Promotion outlooking analysis
B. Promotion outsourcing analysis
C. Promotion Opportunity analysis
D. Promotion Opportunity assessment

Which is NOT a component of a Communication Market Analysis?

A. Competitors
B. Objectives
C. Target Markets
D. Customers

Chapter 6:

What position in an advertising agency is the go between for the client and the agency?

A. Traffic Manager
B. Account executive
C. Creative
D. Campaign Manager

PDA stands for:

A. Promotional Drive Analysis
B. Personal Development Analysis
C. Personal Determination Analysis
D. Promotional Desire Analysis

Chapter 7:

"NBC claims that its Thursday night lineup is "America's Favorite night of television" What cognitive strategy is NBC using?

A. Generic Messages
B. Preemptive messages
C. Unique Selling Proposition (USP)
D. Hyperbole

HW 6: Personal Drive Analysis

Lalia lee is a 5 foot 6, 24 year old African -American woman, who grew up in a poor neighborhood but managed to graduate from Howard University with a double degree in Advertising and Public Relations. Her role model is her mother because she took care of her and her sibilings by herself. Lalia was taught to be independent and to be a strong African-American woman. She now lives and works in New York City for a company as a account executive. Lalia is a very neat and organized person. She always has her schedule book and Blackberry handy. When she's not working, her hobbies are going to the spa, reading, going to the gym, going out with friends enjoying the Nightlife, movies traveling, and shopping to name a few. She loves fashion and keeping up with trends, so she does a lot of online shopping and subscribes to magazines like ELLE,Bazzar, Ebony, and Vogue. She is fashion conscious and always looks well put together whether its business attire or just regular attire, she always looks presentable. Some of her favorite stores are New York & Company, Express, Old Navy, Gap Bebe, Forever 21 and Saks Fifth Ave. She currently is engaged and hopes to have a summer wedding of 2011!

HW 5: The Persuaders

Question 1: Rapaille's method of exploring 'why do people do what they do' seems to hint at deeper reasons for why we purchase the things we do. Contemplate this by looking at the things you buy and the decisions you make. Do you see instances that might go along with this line of thinking. Or do you feel he is just a con man trying to make some money of clueless corporations.


I'm not sure If I completely agree with Rapaille methods. It seems that the concepts that he discusses in the video are concepts that anyone can figure out with the correct information on target markets. The focus group method can be misleading because people may not say what they really think rather they say what they think is "right". The concept of "consumers are driven by unconsious decisions" is really boguish to me. Most consumers know when they buy a product,why they bought it.Whether its for fashion reasons, security reasons, or status reasons, most consumers know what they want out of a certain products. For me, I can tell you most of things I've bought and why I bought them. Overall, I believe that "Rapaille the Guru" is not a Guru at all. Like I said before, with enough research on a certain target audience, anyone can figure out how to best sell a product.

Question 2: What about our friend from Fox News, Frank Luntz? He says he can give you the exact words that will sway people to vote one way or the other? Will this help us derive pinpoint and directed communication initiatives? And more generally how does political advertising affect you while voting?

Unlike Rapaille's method, I think that the words an advertiser or a politican uses can sway an indiviual to buy a product or vote a certain way (Unless your a conserative Republican or Democratic and maybe even then for example this pass election). I believe this will help us derive pinpoint and directed communication initiatives because usually, especially with political advertising and campaigns, sometimes people get uninterested of the same tired language used about policies discussed. I think one of the main reason why President Obama won this election is because his language and diction was clearly understood. For example, the words "hope" and "change" and "Yes We Can" where used a lot in his campaign. People started to feel empowered about a new change and they immediately put their trust in Obama because his language spoke TO the American people not at them. This past election was my first voting experience, but the political advertising didn't have an effect on me, but it was interesting to see each candidates advertising strategy to see what image they were trying to portray and how effective or defective it was for them.

Question 3: What is narrowcasting? Why is this the future? Cite some examples of narrow casting.

Narrowcasting is reaching individuals with small messagees on a one to one basis. This is the future because most advertisements for products are targeting certain demographic groups.
For example, in the video ACT going door to door with videos that pertains to their ethnic group like the African-American woman looking at a video about less jobs for african americans in ohio. Another example is Acxiom.

HW 4: Advertising Concepts

Viral Advertising

The definition of viral marketing or viral advertising is promoting information or products that other customers are compelled to give to other friends, colleagues and family. By definition viral marketing is a way to promote a service or product exponentially. When effectively done one person will give it to several people who in turn will promote it to several other people. This is what makes viral marketing so effective. A great example of an effective viral marketing campaign is Google's gmail. It is a free email service that can only be signed up for by invitation only. The only way you can receive an invitation is by another user. Another great example for the definition of viral marketing is on Myspace.

Guerrilla Advertising

Unconventional marketing intended to get maximum results from minimal resources. Guerilla Advertising uses unexpected tactics to promote a product to make it memorable. An example of Guerrilla Advertising is a commerical for Diesel Fuel for Life.

Ambient Advertising

Advertising in strange places such as; garage pump handles, steps, golf holes, toilet seats, bus wheels, airballons, supermarket trolleys, lasers projecting on buildings, even on eggs.

Here's an example of a Nike Advertisement:

HW 4: Review Questions (Chapters 1-3)

Chapter 1: Integrated Marketing Communications

1. What are the essential parts of the communication process?

Senders, encoding, transmission devices, decoding, and receiver

2. Define of Integrated Marketing communications (IMC).

The coordination and integration of all marketing commuication toolds, avenues, and sources within a company into a seamless program that maximizes the impact on consumers and other end users at minimal cost.

Chapter 2: Corportate Image and Brand Management

1. What type of brand is a development of a new brand by a company in a good or service category in which it currently has a brand offering?
A. Co-branding
B. Flanker brand
C. Ingredient brand
D. Cooperative brand

2. Names generally assigned to an individual good or service or to a group of complementary products are called:

A. logos
B. images
C. brands

Chapter 3: Buyer Behaviors
1. What are the three main components in consumer attitudes?

A. image, logos, brands
B. personality, intelligence, enthusaisum
C. Cognitive, Affective, Conative


2. What is the first step in the consumer decision making process?
A. Purchase Evaluation
B. Evaluation of alternatives
C. Cognitive mapping
D. Problem recognition

HW 3: The Persuaders

Evidently we live in a world of clutter of information. How do you think we deal with these messages? How do marketers cope with the clutter? What is the future of advertising to ensure that the messages are effective? Keeping this in mind, what is the role of branding? What does it do while making decisions to buy products we need? Illustrate your answer with examples that you see in your everyday life.


1. The clutter of the advertising information is not hard to deal with in today's society because like the video states "we are immune to advertising". People are so bombarded with many different images that we are now accustomed to it.

2. Marketers are making an effort to break through the clutter of advertising by marketers are trying to connect with consumers on a more personal level, rather than just on a business level. Marketers need to think outside the box for ideas. They are trying to engage consumers into a
lifestyle.


3. The future of advertising is integrating advertising as part of TV shows, movies,and other media venues. For example, in "Sex in the City" made a story line around the drink "Absolute Hunk". This tactic worked and Absolute Hunk sold out once the epsiode hit the public. Also they future of advertising relies on "creating a culture" around a product so to speak. Apple's Ipod became a product that became a pop culture of its on and that's why it's so successful. Marketers and Advertisers need to incorportate things that people really deal with in real life, like family and social life. If a person can relate to the message of whatever your selling, then its more likely that they will eventually buy the product because they feel like the product is targeted towards them.

4. Branding exist so that products can have their own identity. For example, their different brands of shoes like Nike Addias, and Reebok but they all have separate identities or style that we associate with the brand. Branding is to convince consumers that one brand is better or unique from the other. Like we talked bout in class, a good brand is memorable,noteworthy and salient. So for example, when buying a pair of shoes,a person might look at the brand might make a decision of what type of shoe to get depending on the image they've seen on TV or on billboards about a specific brand. They might determined which brand suit their personality.

HW 2: Visit a Store (Gap Co.)

Store: GAP Co.

This afternoon I visited Gap Co. at the University Mall. in Carbondale, IL. Before I went though, I checked out the Gap website. The site is very clean cut, just like the store is. The white background makes the site look vibrant and makes the blue on the page stand out. I saw that all shorts were 25% off so that caught my attention and I was excited to go shopping there!

When I first entered the Gap, there were about 20 people in the store ranging from the ages of 18-40. The first thing the caught my eye were the manichans. They're dressed very preppy with bright colors like blue, pink, and yellow. If I could use three words to describe the Gap it would be preppy, clean-cut, and comfortable. The lighting of the store is very mellow, not too bright or dark. Everything in the Gap is very organized and coordinated even with the employees. The employees are expected to wear clothes that fit the scheme of the store ( the preppy/clean cut kind of style). Employees are also very helpful and polite. When I first walked in one of the employees immediately said "Hello, how are you today? If there anything I can help with let me know" This particular employee helped me find a shirt and she seemed very enthusastic and happy to be working there. For the most part, Gap Co. prices might be a little higher than Old Navy but there customer service is great.I would suggest anyone to shop at the Gap.

The meaning of Advertising

My definition of Advertising is the nonpersonal communication of information usually paid for and usually persuasive in nature about products, services or ideas by identified sponsors through the various media. Advertising does work for me most of the time, unless its like the new Quzino "Torepedo" Sub commerical that didn't go over so well. My favorite Advertisements would have to be from Nike. Their ads are insipring and it makes me people feel encourged which makes consumers want to go out and by Nike products. For example, my favorite commerial ad is called the Nike Courage commerical. I like this commerical ad because it's encouraging to everyone in the world and its makes me feel motivated. I also like this ad because it's unique. It ties not only sports, but the world in general together by showing different cultures and animal wildlife. I am likely to buy Nike products because I think the message that the company portrays and communicate to the public is so positive and uplifting. I love Nike and hopefully I will be working for the company one day.

Click the link for the Nike Commerical:


Nike Courage Commerical

Click the link for Quzino Commerical:

Quzino's Torepedo Commerical