Which is a method of secondary research? A) Conduct a focus group B) Study Nielsen ratings C) Hand out questionnaires D) Set up phone interviews
Which is a carryover effect? A) Promotion becomes old and boring B) Advertising has a negative effect on sales C) The product is purchased only when needed D) The company stops advertising
Chapter 5
Which of these duties is an account executive responsible for? A) Writing creative briefs B) Ensuring works get completed C) Managing schedules and deadlines D) Producing and developing ads
A company advertises every month, but varying amounts are spent. What type of scheduling strategy is in use? A) Continuos B) Flighting C) Pulsating D) Hiatus
Chapter 6
An advertisement for perfume is most likely to use a(n) ____ appeal. A) Emotional B) Humor C) Rational D) Sex
Which type of appeal is based on the hierarchy of effects model? A) Scarcity B) Rational C)Music D) Emotional
Chapter 7
If Don Taco were to come out with an ad saying that they have "the best Mexican food in Southern Illinois," which cognitive message strategy would they be using? A) Preemptive B) Comparative C) Generic D)Hyperbole
This is a PDA for Justin, a 23-year-old African American male. Justin was born and raised in East St. Louis, IL. He recently graduated from Southern Illinois University Edwardsville with a degree in graphic design. Soon he will be moving into his own apartment. He has been offered a job in Chicago and is excited about the transition to city life. Justin is about 5'10", built, and fairly good-looking. He enjoys working out, shooting pool, and clubbing every now and then. So far, he has been content shopping at Walmart, Macy's, and Kohl's. Brand names are not too important where he is from, but he knows they mean a lot in the big city. He is trying to raise his awareness by reading magazines like GQ and watching current music videos. His favorite type of music is socially conscious hip-hop. He wants to create a hip, urban image to carry with him to the city. He will be making a decent amount of money at his new job, and can finally afford some labels. He is pretty artistic and likes bright, vivid colors and edgy designs.
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 off clueless corporations?
Rapaille made a valid point when he said that we buy out of want, not need. We try to rationalize why we purchase certain products. Our explanations for our purchases are disconnected from the actual reasons we make them. The real reasons are often subconscious. I can easily apply this theory to my own buying behavior. I am a loyal customer to the Jordan brand of shoes. When you think of these expensive shoes, star athletes come to mind. I, however, am a college student. I am going to school for advertising, not athletics, and I am not involved in any sports. I may try to rationalize that I buy Jordans because they help me run faster or jump higher, but it is fairly easy to conclude that athletic performance is not my real motivation. There must be some deep, underlying issue that is causing me to spend my money on Jordans rather than a more practical brand of shoes. I can not tell you what it is, which is why we have marketing "gurus" like Rapaille who analyze our decision making processes and make sense of such irrational behavior.
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?
Frank Luntz is correct when he says that certain words will sway a voter one way or the other. A few carefully chosen words can make all the difference in the world. Politicians have a habit of using certain terms to obscure issues. An example is using the term climate change, which sounds far less alarming than global warming. Also, use of the blunt term "death tax" in place of the milder "estate tax" stirred up quite a controversy. The change of wording caused people to start questioning the once uncontroversial practice. Politicians can tweak these words any way they like. While consumers are lawfully protected from the false advertising of products, politicians can legally say whatever they want. Some words just have the ability to sell an issue better than others. According to Luntz, 80% of our life is emotion and only 20% is intellect. Therefore, it is more important to understand how consumers feel than how they think. You have to know which ways are appropriate to talk about an issue and which are not. Political advertising definitely has an effect on me because a lot of the ads clarify political agendas that I would otherwise not understand. Whether they are misleading or not, the ads make complex political ideas a lot clearer, and therefore generate my interest.
3. What is narrow-casting? Why is this the future? Cite some examples of narrow-casting.
In The Persuaders, narrow-casting is the phenomenon of reaching out to voters on a one-to-one basis. It makes it possible to send very direct messages to small audiences. Politicians can say things to a specific target group that they may not want everyone else to hear. This way, they can be sure that those who hear the message will respond favorably. Narrow-casting, which applies to advertising as well, is made possible by companies like Acxiom. Acxiom collects personal information about consumers and sells it to businesses and political parties. This information goes beyond the basics to include credit history, catalog subscriptions, and shopping patterns. By studying this info businesses can predict which products an individual is likely to purchase in the future. Now, probable consumers can be targeted directly which saves time and money. Narrow-casting has many advantages in both advertising and politics. Today it is more necessary than ever before to understand the consumer on a deeper level. Through narrow-casting marketers gain an inside look on consumer's interests and personalities. This clip from the film Minority Report shows us a society with a very advanced narrow-casting system. The character is scanned by 3D screens as he walks through the mall. The screens are able to detect all of his personal information, credit history, and buying behaviors. The result is so effective it is frightening.
Viral Marketing is defined as any strategy that encourages people to pass on a marketing message to others, creating the potential for exponential growth. Like viruses, these strategies take advantage of rapid multiplication, spreading the message to millions. A classic example is Hotmail, one of the first free web-based email services. Users told their friends, who told their friends, who recommended their friends to the site. Eventually, nearly everyone had a hotmail account. Viral marketing is effective because it allows friends to refer each other to a product. People are more likely to believe first-hand accounts from their friends than messages from advertisers. Word-of-mouth is cost-free, so advertisers are able to save alot of money. Here is a short film about viral marketing.
Guerilla Marketing is an unconventional system of promotions that is dependent upon time, energy, and imagination rather than a big marketing budget. Tactics are typically unexpected and unconventional, which makes the idea being marketed memorable and likely to generate buzz. The goal is to get maximum results using minimal resources.
This ad for a South African charity, Feed SA, featured images of poor, starving children in the bottom of shopping carts. Any food placed in the cart appeared to be delivered right into the needy child’s hands. These effective ads brought on a marked increase in donations and a significant boost in website traffic.
Ambient Advertising refers to intrusive ads in public places. It refers to almost any kind of advertising that occurs in some non-standard medium outside the home. Nowadays, marketers are aggressively seeking out new advertising vehicles. Also known as place-based marketing, ambient marketing is advertising wherever customers happen to be. It is all about blending in with your surroundings. The whole concept of ambient marketing is that you aren’t trying to let the customer know you are marketing something. That is sometimes hard to do but if there is a group of people in one place there is no better way to get their attention than by being an ambient presence. This Volvo commercial demonstrates how ambient advertising works.
Which of the following is NOT a component of IMC? A) Advertising tools B) Integration tools C) Promotional tools D) Coordination tools
The only way to gain sales is to: A) Wrap the product in bright, colorful packaging B) Hand out plenty of free samples C) Take customers away from competition D) Lower prices by reducing product quality
Chapter 2
Which of the following components of corporate image is intangible? A) Corporate name and logo B) Media reports C) Factory where product is produced D) Advertising, promotions, etc.
Which of these corporate names is implied? A) Fedex B) Krispy Kreme C) American Airlines D) Monster
Chapter 3
What is the first step in the consumer decision making process? A) Information search B) Evaluation of alternatives C) Problem recognition D) Purchase evaluation
What does a gatekeeper do? A) Test a recently purchased good or service B) Make purchase decisions on behalf of the business C) Shape buying decision by providing info D) Control the flow of info to members
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?
The clutter of messages is not hard to deal with for most people in today's society because we are so accustomed to it that it is barely noticeable. As stated in The Persuaders, "we have developed immunity to advertising."
Marketers are fighting to break through the clutter. Past advertisements were strictly business; their primary goal was to sell a product. Today marketers are trying a different approach by speaking to consumers on a deeper, more personal level. The goal is to engage consumers with not only a product, but a lifestyle.
Advertising is not as effective as it used to be because consumers have grown immune to it. Effective ads must offer a lot more than a good product. The majority of products are quality these days so it is not material goods that the consumer is lacking. Marketers must dig deep to find what voids people are actually trying to fill. Social acceptance, community ties, and family values are in high demand. An effective ad will sell these concepts along with the product.
Branding exists to set one product apart from all others. A good brand is salient, memorable, and noteworthy. Being salient is all about associations. A brand that is associated with a specific concept is salient. A brand that is tied to any of the concepts mentioned in question three will likely appeal to consumers on an emotional level. Branding is intended to convince people that a product is different and better than everything else on the market. An example that comes to mind is Chevrolet. Recent Chevy commercials have featured R&B singer Mary J. Blige. These ads show us that Mary has stayed true to herself despite her wealth and fame. She opts to drive a Chevy, a classic American car, unlike most celebrities who buy expensive luxury vehicles when they get money. The message is that people who drive Chevys are "real" and down-to-earth. Many youths think it is extremely important to be perceived as "real" and hope to acquire this image by buying a Chevy.
Branding assures us that we are purchasing a quality good. It helps us to identify with a product. Once we identify with a product we become loyal to it because we are convinced that it is the best fit for us. Therefore, we know exactly what to shop for which reduces search time and makes it harder for competitors to distract us.
This afternoon I visited Victoria's Secret. There were only a few other customers in the store while I was shopping. There was a group of young women who appeared to be in their early twenties and were probably college students. There was also a middle-aged woman shopping alone.
The store features a lingerie section, a beauty section, and a section for the Victoria's Secret clothing brand P!NK. I noticed that the lighting was dimmer in the lingerie section than the rest of the store. The low lights create a sexy, sensual mood. The music was very upbeat and it was all by female artists. The combination of lighting and music effectively represents the strong and sexy female consumer.
Victoria's Secret is extremely overpriced, so I only shop for deals. I usually buy either the 5 for $30 lotions or the 5 for $25 panties. There was only one sales associate working today, and her attitude did not match the atmosphere of Victoria's Secret at all. I was not greeted when I entered the store and she never offered me assistance. I finally approached her to ask her the price of an item and she seemed to be irritated by my question. I was surprised because Victoria's Secret usually offers good customer service. She also surprised me by wearing a white shirt; associates are usually required to wear all black, which looks sleek and sexy.
The poor service did not effect my overall impression of Victoria's Secret. This was my first negative experience so I will not hold it against them. As long as they continue to make great smelling beauty products and sexy lingerie, I will remain loyal to the brand. Victoria's Secret represents beautiful and confident young women, and the store's environment portrayed that image well.
Advertising is a method of promotion which involves increasing product awareness and attracting consumer interest; a variety of mediums are used to reach the public.
It is a powerful force in modern society, and thus plays a role in my daily decisions. Advertisments work for me by showcasing my options and providing valuable consumer information. The way a product is presented in an ad either draws me in or pushes me away.
An ad that I like right now is for Doritos.
It was funny and there was a good concept behind it.
I already purchase Doritos regularly and am loyal to the brand. This commercial makes them more appealing because it made me laugh. Now when I think of Doritos I will remember a commercial that put a smile on my face. A comic appeal is usually effective in advertising.
