User-generated content is the same as consumer-generated media.
a. True
b. False
Scenario 7-3
After filing for bankruptcy in 2009 and requiring nearly $58 billion in governmental
funding simply to stay afloat, General Motors realized it had to undergo major changes
in order to compete with more successful automakers. The company began designing
questionnaires and focus groups in order to gain a better understanding of what its cars
had been lacking, and perhaps probe for specific improvements consumers may have
been looking for. The company recorded its research findings and began to apply them
to its product line. A little over a year later, Consumer Reports stated that 83 percent of
Chevrolets, GM’s top brand, had an average or better score in terms of predicted
reliability, an increase from 50 percent the year before. Apparently, the company’s
efforts have helped turn the company in the right direction.
(“Consumer Reports: GM Reliability Makes Great Strides.” MSNBC.com, October 26,
2010.)
One technique used in the focus group involves the researcher presenting a scenario,
and then the members of the group completing a phrase or sentence regarding the
scenario. This technique is used in order to:
a. create confusion within the group.
b. let the researcher establish a dominant presence.
c. create opportunities for idea development.
d. understand consumers and observe the data being collected.
______is used by organizations to get consumers committed to brands in a way that
passive advertising cannot.
a. Co-op advertising
b. Phishing
c. Crowdsourcing
d. Broadcasting
Which aspects of advertising are legal but fall into an ethical gray area, making them
almost impossible to legislate against?
a. Disclaimers
b. Emotional appeals
c. Testimonials
d. Contests and sweepstakes
Personal selling is:
a. the process of face-to-face communication and persuasion.
b. virtually, the only way to close the deal.
c. easier to conduct than any other marketing function.
d. the most controversial form of direct marketing.
A copywriter is deciding on the best approach for a magazine ad featuring a protein
energy bar, and has narrowed down her options to two typestestimonial or dialogue.
Which of the following is a major difference between a testimonial and a dialogue?
a. A testimonial approach is written by the spokesperson, while a dialogue approach is
written by the copywriter.
b. A testimonial approach is one-sided, while a dialogue approach has two people
conversing.
c. A testimonial approach uses the hard-sell method to push the product, while a
dialogue approach uses the image method to create a social setting.
d. A testimonial approach emphasizes product benefits, while a dialogue approach
emphasizes image.
The first brand name that consumers remember when a particular category of products
is mentioned is said to have_____ awareness.
a. evoked set
b. point-of-purchase
c. top of mind
d. direct response
It is important to know if a company respects consumer privacy before opting to receive
communication from it because:
a. an individual can be identified through a minimal compilation of anonymous
information.
b. a consumer must be aware of a company’s ethical standards to provide appropriate
feedback.
c. the company may circulate an individual’s email address and invade his or her
privacy.
d. if a company lacks ethical standards, its products are more likely to be of substandard
quality.
Which of the following is an example of premiums, a type of support media?
a. Transit
b. Cable
c. Calendars
d. Billboards
Scenario 15-3
Stacey is making her weekly trip to the grocery store. She takes with her a National
brand coffee coupon worth 50 cents. While shopping she was asked if she would like to
try a slice of pizza from a sales person. After tasting it, the sales personal directs her to
where the brand is available. When Stacey arrives at her favorite brand of toothpaste,
she is delighted to find that she would receive a toothbrush along with the toothpaste
attached to the box for no charge. She then runs into a carboard cutout of an actor from
a medical drama that she watches on tv, with
a box full of pain relievers built into it. At her last stop, the cereal aisle, she notices that
a brand offers a chance to buy a T-shirt with a picture of the brand’s cartoon character.
Which of the following promotional concepts was demonstrated by the company that
hired a woman to hand out slices of pizza?
a. Sale offer
b. In-store sampling
c. Premium
d. Advertising specialty
When a brand team defines the target market of consumers for their product, they may
also identify many smaller subsets of consumers within their broad market.
a. True
b. False
Search engine optimization is the process by which advertisers pay websites and portals
to place ads in or near relevant search results based on key words.
a. True
b. False
It is mandatory for designers and graphic specialists to be involved in strategy planning.
a. True
b. False
The last step in the preproduction stage of television advertising is the selection of
location, sets, and cast.
a. True
b. False
Scenario5-5
Jerome was preparing to host a graduation party for his friends and relatives when he
suddenly realized that he did not have a blender to mix the beverages that he knew his
guests would like. Having never purchased a blender before, Jerome felt that he needed
to shop carefully and take his friends’ suggestions on which brand to buy. After visiting
several stores and examining numerous models and brands, Jerome settled on a
Kitchen-Aid model that cost $100.
The consumption process for the blender began when Jerome:
a. brought home a blender from the store.
b. identified the criteria he would use to look for blenders.
c. made a mental list of the brands he would consider.
d. realized he did not have a blender for the party.
An organization needs to reach out to a specific target audience, and has decided that it
wants to use social media advertising to do so. It wants to buy specific keywords to
accurately target the audience who would want to see these ads. The aim is to get a high
effective exposure rate and engagement rate without invading consumer privacy. Which
of the following advertising revenue models would best suit the organizations’s needs?
a. Bidding for ad words
b. Pay-per-click
c. I-Traffic Index
d. Pop-under ads
Xercise1, a nationwide fitness center chain, interviews its customers to determine their
wants and needs regarding their local center’s services, classes, equipment, facilities,
business hours, etc. The marketers at Xercise1 are in the process of developing:
a. a marketing database.
b. an external mailing list.
c. a geo-demographic data source.
d. a single-source tracking study.
Stockholders, suppliers, employees, government entities, citizen action groups, and the
general public are all considered to be____in the world of public relations.
a. beneficiaries
b. shareholders
c. constituent groups
d. partners
Scenario3-3
Zooppa, a pharmaceutical company, started its business in 1850. Its advertisements
helped their drugs to grow in popularity and was well-known for a brief period. It had
developed a logo and had made itself known by their symbol on all of its product
wrappers.
With reference to the era in which Zooppa was formed, Zooppa’s advertisements would
most likely be:
a. deceiving and filled with false facts.
b. patriotic and centered on consumption.
c. bold and carnivalesque.
d. creative and revolutionary.
In order to make the most of event sponsorships, marketers should not only establish
media impressions, but also:
a. rally viewer support with promotions for it in traditional media.
b. invite other companies to share the cost of sponsoring the event.
c. find a way to get television and radio coverage that will help target global audiences.
d. find a way to link the brand with a positive feeling that will go beyond the duration
of the event.
The major sweet spot in event sponsorship comes when there is a significant overlap
between the:
a. event’s participants and the marketer’s target audience.
b. primary sponsor and the secondary sponsor.
c. brand preferences of attendees and the brand preferences of viewers.
d. international sponsors and the local sponsors.
Scenario 13-4
Considering the slow economy and the new focus on simple home decor, a greenhouse
named Gretta’s Garden, located in a central business district, decides to sign up “garden
club” members to get discounts on flowers, shrubs, vegetable plants, houseplants, and
all related accessories. Members may also attend free lectures and hands-on workshops
run by local horticulturists, or relax with a glass of tea or wine in the lush, landscaped
courtyard. Gretta’s Garden has conducted market research and found that most
customers live no more than three miles away, are in blue-collar as well as white-collar
jobs, and represent a diverse range of ethnic and lifestyle segments. Its customer base is
not strongly female, as one might expect, but is about 40 percent male.
After placing the first few simple ads in the local paper, Gretta’s Garden realizes that it
need to offer customers special offers to help them earn better loyalty. It decides to offer
some discount coupons in the Sunday newspaper. What kind of advertising is this?
a. A co-op advertisement
b. A classified advertisement
c. A display advertisement
d. A free-standing insert advertisement
Sex-appeal ads can be used to get attention, but not to create a brand image.
a. True
b. False
The owners of Kelly & Kallihan Funeral Home want their ads to appear alongside other
funeral related ads. What kind of advertising should they use?
a. Display advertising
b. Classified advertising
c. Co-op advertising
d. Free-standing inserts
Marketing databases can be expanded by adding _____ data, which reveals the
characteristics of the neighborhood in which a person resides.
a. demographic
b. psychographic
c. telegraphic
d. geo-demographic
Scenario 17-2
AmericanProfile is an e-technology company. It allows companies to search and
navigate gigabytes of data, categorize disparate content, and gain secure access to
information regardless of where it residesall from its Web browser. Thus,
AmericanProfile can share content across connected servers with partners, suppliers,
customers, and employees to form an e-business content network. And it all happens in
real time.
Like many firms, AmericanProfile uses an RFM analysis to identify certain groups of
high-profile customers and analyze their habits across three criteria. RFM stands for:
a. record, format, momentum.
b. recency, frequency, monetary.
c. reach, function, marketing.
d. returns, files, mailings.
Scenario 15-3
Stacey is making her weekly trip to the grocery store. She takes with her a National
brand coffee coupon worth 50 cents. While shopping she was asked if she would like to
try a slice of pizza from a sales person. After tasting it, the sales personal directs her to
where the brand is available. When Stacey arrives at her favorite brand of toothpaste,
she is delighted to find that she would receive a toothbrush along with the toothpaste
attached to the box for no charge. She then runs into a carboard cutout of an actor from
a medical drama that she watches on tv, with
a box full of pain relievers built into it. At her last stop, the cereal aisle, she notices that
a brand offers a chance to buy a T-shirt with a picture of the brand’s cartoon character.
Stacey is surprised to see that there was a toothbrush attached to the box of her favorite
toothpaste. This is an example of a(n):
a. on-package sampling.
b. self-liquidating premium.
c. mobile sampling.
d. price-off deal.
Which of the following best describes digital agencies?
a. They focus on ways to use Web-based solutions for direct marketing and target
market communications.
b. They implement direct response campaigns using all forms of media.
c. They design direct marketing campaigns that mainly use emails and telemarketing.
d. They specialize in buying media time and space and offer media strategies to
advertisement agencies.
Scenario 17-1
If you walk into a Cracker Barrel Old Country Store, you”ll see many items once found
in general stores, like porcelain signs, ceramic jugs, tin boxes, and Coca-Cola trays and
plaques. Since 2004, Coca-Cola Co. has maintained a larger display of unique
Coca-Cola memorabilia at the Cracker Barrel in Nashville, right next to the Opryland
Hotel. Visitors will find a number of rare holiday paintings, prints, and calendars
featuring the familiar Santa Claus figure and a bottle of Coke. In 1931, the company
had commissioned professional illustrator Haddon Sundblom to create illustrations for
its advertising. This resulted in the warm and jolly image of Santa that has endured in
American culture ever since. The soft drink has been served in Cracker Barrel stores for
40 years, so this is a natural connection for both brands. In fact, for its 40th anniversary
in 2009, Cracker Barrel featured Black Cherry Coke in limited-edition glasses bearing
logos of both brands.
(http://www.crackerbarrel.com/about-decor.cfm?doc_id=51. Accessed January 17,
2011.)
(original press release by Jim Taylor, “Rare CocaColaHoliday Artwork on Display at
Cracker Barrel Old Country Store,”
http://www.crackerbarrel.com/mediaroomnewsreleases, November 15, 2004.)
The marketers of Coca Cola collectibles offer their most loyal customers a program in
which they are allowed to preview and purchase limited-edition items one month before
the general public is informed of the sale. This assures key customers that they won’t
miss out on a valued collectible due to unusually high demand. This is an example of:
a. an effective use of external lists.
b. a CPO program.
c. a frequency-marketing program.
d. marcom management.
For an advertiser who wants to target specific audiences in terms of economic, social,
and demographic segments, newspapers would be a suitable advertising medium.
a. True
b. False
Scenario5-1
As clothing and accessories retailer Gap, Inc. attempted to carry its brand to greater
heights, executives felt that a great way to refresh the company’s logo would be to
change it all together. However, perhaps even quicker than the initial decision to change
the logo, the masses reacted so negatively to the change that the company went back on
its decision. A number of consumers stated that the new logo looked “cheap, like a
crummy PowerPoint presentation,” and that was all company executives needed to hear.
Gap admitted that the idea of changing the company’s logo was probably not the right
move nor was it the right time to do so. The company will look for other ways to
develop the brand. Clearly, Gap’s reaction to consumer sentiments serves as proof that
the company cares a great deal about consumer thoughts and opinions.
(Iko Han, “Gap’s New Logo Proves the Company Knows How to Listen.”
CornerlineNews, October 13, 2010.)
Gap’s loyal customers generally believed the company’s products are highend and
sophisticated. Judging by the initial responses, consumers felt Gap’s new logo
represented lowerend products, and would, therefore, appeal to a lower social class.
This concept of differing social levels is called:
a. cognitive dissonance.
b. advertising clutter.
c. stratification.
d. cultural capital.
Corporate advertising is not always targeted at the consumer.
a. True
b. False
Scenario 11-2
You are the creative director at a Milwaukee ad agency. Today, your copywriters are
presenting you with their ideas for several thirty-second radio spots for the City of
Milwaukee Tourism Bureau. The Bureau wants to feature its own information center
and tours, city museums, art galleries, concerts, festivals, and special events. When they
are ready, the best ideas will be taken to the marketing director, of the City of
Milwaukee, for review and approval.
Before the copywriters present, you want to familiarize yourself with the details of the
campaign once again. You review a copy of the creative brief because you know it:
a. contains the best ideas used by competitors of the client.
b. is the channel that will carry the ad campaign’s message to the public.
c. represents the unique thought behind the ad campaign.
d. lists the rules, restrictions, and limitations for the ad campaign as dictated by the
client.
Define marketing. Describe the marketing mix and the role of advertising in it.
Scenario 6-4
Jay and Carrie Garrett operate a small retail store in a college town that sells only house
plants and accessories, which they named The Plantatarium. Their initial feeling when
they went into business was that virtually everyone was a potential customer for house
plants. Subsequent market research conducted for them painted a different picture. This
research identified three particularly strong market segments. The first was college
students ages 18-24. The next segment was retired seniors ages 65-80. The third
segment was professional offices for doctors, accountants, and lawyers. The college
students liked houseplants because they dressed up their living spaces. The seniors liked
them because they became the focus of a hobby. The professionals did not buy them for
any reason other than décor.
The Plantatarium sends out direct mail offers to consumers in a nearby zip code area
who have household incomes of greater than $40,000 a year. This is an illustration of a
____ strategy.
a. geographic segmentation
b. demographic segmentation
c. psychographic segmentation
d. geodemographic segmentation
Answer:[cpmembership level=”2,3,4,5[“
d [/cpmembership[
Explain why producing a television commercial is an extremely expensive undertaking.
Describe a television commercial that you have seen recently. Analyze it in terms of
how it meets or fails to meet two of the five primary creative guidelines for television
ad production as noted in the text .
Answer:[cpmembership level=”2,3,4,5[“
The number of people involved in the making of a television commercial is very large, and
many of them are highly skilled. A production crew may charge anywhere from $5,000 to
$10,000 per day. Equipment fees also figure into the often staggering cost of producing a
spot. Travel, lodging, casting, and overtime costs, often within short timetables, increase
the price of production.
Specific examples of commercials will vary, of course, depending on the television spot
described. However, the student’s answer should touch on some of the issues noted above
regarding expenses, and should outline the extent to which the commercial meets at least
two of the following guidelines:
First, does it use an attention-getting and relevant opening?
Second, does it emphasize the visual?
Third, does it coordinate the audio with the visual?
Fourth, does it persuade as well as entertain?
Fifth, does it do a good job of showing the product?[/cpmembership[
List the main members of an advertising agency’s creative team? Consider how they are
assigned tasks in producing written, audio, and visual elements of ads; and briefly
describe these roles and responsibilities .
Answer:[cpmembership level=”2,3,4,5[“
Copywriting and Art Production:
Creative director (CD). The creative director manages the creative process for the client.
The main role of the CD is to oversee the creative product of an agency across all clients.
Art director (AD). The art director and the copywriter work together to develop the
concept for a broadcast or digital/interactive ad. Art directors, with their specialized skills
and training, coordinate the design and illustration components of the ad. The AD either
oversees the production of the television storyboards or actually constructs the
storyboards. In addition, the AD works with the film director who shoots the commercial
to develop the overall look of the spot.
Copywriter. The copywriter is responsible for the words and phrases used in an ad,
whether it is print, broadcast, or digital/interactive in format. In print, these words appear
on the page as headline, subhead, body copy, and slogan/tagline. In television and radio
advertising, these words and phrases appear as a script from which the film director,
creative director, and art director work during the production process.
Media planner. The media planner keeps up with the latest technological advances in
digital and interactive media, as well as all other forms. The media planner makes sure
what is done for television is consistent with that done for other media within the
campaign. This person often focuses on pinpointing and understanding the latest media
formats available, such as social networks, mobile markets, brandscapes, etc. Account
planner. The account planner is often a research expert who knows how to seek out
information, obtain data, do surveys, and use secondary sources to understand target
markets. This person makes sure the consumer’s values and interests are represented, and
brings the consumer voice to the table.[/cpmembership[
Describe any five of the consumer-market sales promotion techniques .
Answer:[cpmembership level=”2,3,4,5[“
A number of sales promotion techniques are commonly used to target consumer markets:
Coupons – the oldest and most widely used form of promotion, entitle the buyer to a
designated price reduction. They allow discounts to some while still selling the product at
full-price to others, may induce brand switching, can stimulate repeat purchases, may lead
to the purchase of more expensive brands within a line, and are controlled by the
manufacturer.
Price-off deals – offer discounts at the Point-of-Purchase through specially marked
packages. The reduction is taken from the manufacturer’s profits rather than the retailer’s,
is controlled by the manufacturer, compares the product favorably to that of competitors, is
appreciated by consumers who want a straightforward deal, and often leads to multiple
purchases as buyers stock up while a brand is on sale.
Premiums – are items that are offered free, or at a reduced price, along with the purchase of
a product or service. Free premiums are sometimes attached to or included within the
packaging, mailed to the consumer who sends a proof-of- purchase, or simply given away.
Self-liquidating premiums are items available to interested consumers at a reduced cost,
usually by mailing in a form and proof-of- purchase. They work well with loyal
consumers.
Advertising specialties – are small but useful items with the brand name or slogan
prominently displayed. They always involve a message and are given away for free, with
no obligation to make a purchase.
Contests and sweepstakes – Contests allow consumers to compete for prizes based on skill
or ability. Sweepstakes require no particular skills but only luck, as winners are drawn at
random via entry forms or scratch-off cards.[/cpmembership[
List and describe the four aspects of how advertising lowers the cost of products.
Answer:[cpmembership level=”2,3,4,5[“
Four aspects of the nature of advertising, supporters argue, help lower the cost of products
are:
1 (Due to the economies of scale (it costs less to produce products in large quantities),
partly created by advertising’s contribution to stimulating demand, products cost less than
if there were no advertising at all. As broad-based demand stimulation results in lower
production and administrative costs per unit produced, lower prices are passed on to
consumers.
2 (Consumers have a greater variety of choice in products and services because
advertising increases the probability of success that new products will succeed. The more
products that succeed, the fewer losses firms incur from failed product introductions. In the
end, this should make products cost less.
3 (The pressures of competition and the desire to have fresh, marketable brands motivate
firms to produce improved products and brands and introduce lower-priced brands.
4 (The speed and reach of the advertising process aids in the diffusion of innovations. This
means that new discoveries can be delivered to a large percentage of the marketplace very
quickly. Innovations succeed when advertising communicates their benefits to the
customer.[/cpmembership[
Psychologist Robert Sternberg has devoted his entire career to the study of creativity
and intelligence. What advice does he give to those who want to boost their creativity?
List Sternberg’s ten suggestions for becoming more creative. Give a realistic example of
how any three of them might apply to the world of promotion.
Answer:[cpmembership level=”2,3,4,5[“
Sternberg said that to become more creative, you need to make certain decisions and
follow through on them. The decisions listed in the book include the following (examples
will vary among students:(
1 (Redefine problems to see them differently from other people.
2 (Be the first to analyze and critique your own ideas, since we all have good ones and
bad ones.
3 (Be prepared for opposition whenever you have a really creative idea.
4 (Recognize that it is impossible to be creative without adequate knowledge.
5 (Recognize that too much knowledge can stifle creativity.
6 (Find the standard or safe solution and then decide when you want to take a risk by
defying it.
7 (Keep growing and experiencing, challenging your own comfort zone.
8 (Believe in yourself, especially when surrounded by doubters.
9 (Learn to cherish ambiguity, because from it comes new ideas.
10 (Remember that research has shown that people are most likely to be creative when
doing something they love.[/cpmembership[
What is meant by the term direct marketing? What elements have contributed to its
growth and popularity in recent years? What are the three principal purposes that a
direct marketing program could serve for a company?
Answer:[cpmembership level=”2,3,4,5[“
According to the Direct Marketing Association, direct marketing is an interactive system
of marketing which uses one or more advertising media to effect a measurable response
and/or transaction at any location. It is interactive because it attempts to initiate and
maintain a dialogue with customers, and it involves multiple forms of media to be most
effective.
Some elements that have contributed to its recent growth and popularity are convenience
(including time-savings for the consumer); credit cards (including more liberal views about
using credit and accumulating debt); toll-free numbers (which make it simpler and more
appealing to respond to direct marketing efforts); and computers (allowing for quick
response and comparison shopping on the part of consumers, and easy ways to tract and
interact with customers on the part of businesses.(
The most common purpose that direct marketing serves is to close the sale with a
customer. It can also identify prospects for future contacts. And it can be used to engage
customers by seeking their advice, giving them information, addressing their concerns,
rewarding their support, or fostering their loyalty.[/cpmembership[
You are the marketing manager for an online merchandiser of a diverse line of casual
sportswear, athletic clothing, and outerwear for both men and women. Write a brief
memo to your advertising agency. In the memo, explain why you’d like the agency to
abandon its recommendation for a share-of-market strategy in creating the budget. Give
several reasons why this approach is unfavorable. Then explain why you want the
agency to adopt an objective-and- task method. Also, there are four main steps that
must be taken to implement this approach after advertising objectives are determined.
List as many as you can. (It is not necessary to describe the steps in detail(.
Answer:[cpmembership level=”2,3,4,5[“
Share-of-marketstrategy. In the memo, you will want to explain that you can run into
several problems associated with the share-of-market method of setting advertising
objectives. First, it may be difficult to gain access to precise information about your
competitors’ expenditures. Second, there is no reason to believe that your competitors are
spending their money wisely, or in a way even remotely related to what your firm wants to
accomplish. Third, a likely outcome of budgeting in this fashion is that your firm will
make little headway over the competition and but will simply maintain the status quo.
Fourth, the flaw in logic behind this method is the presumption that every advertising
effort has the same goals, is of the same quality, and will have the same effect from a
creative execution standpoint.
Objective-and-taskstrategy. Now your memo will address the preferred alternative. The
objective-and-task approach will allow you to focus on the relationship between your
spending and your advertising objectives. The budget is formulated by identifying the
specific tasks necessary to achieve different aspects of the objectives. The four major steps
that must be taken after advertising objectives have been set are (1) using a build-up
analysis to determine costs; (2) comparing the costs against industry and corporate
benchmarks; (3) reconciling and modifying the budget; and (4) determining the time frame
for payout.[/cpmembership[
What are the differences between writing advertising copy for print media and for
broadcast media? What unique challenges does writing for broadcast hold, and how
does writing for interactive or digital media fit into this ?
Answer:[cpmembership level=”2,3,4,5[“
Writing for print is quite straightforward. The copywriter must review components of the
creative plan so as to take advantage of and follow through on the marketing and
advertising strategies specified and integral to the brand’s market potential. In preparing
copy for a print ad, the copywriter must decide how to use the three separate components
of print copy: the headline, the subhead, and the body copy. Writing copy for broadcast
media should begin in the same way that writing copy for print media begins. However,
writing for broadcast ads does have its differences. The audio and audiovisual capabilities
of radio and television provide different opportunities for the copywriter. On radio, the use
of sound effects, musical pieces, and voices offer many creative possibilities. On
television, the ability to combine copy with color and motion provides vast and exciting
creative options. In either medium, the copywriter must be cautious not to use these effects
in a way that could distract the listener or viewer from the copy of the advertisement. Also,
broadcast media, as opposed to print media, does not provide the opportunity to
communicate long, complex messages about brand features. Unlike print materials that can
be read at leisure and viewed again and again. Broadcast media, particularly radio, work in
short exposure time frames.
Writing for digital or interactive ads is somewhat similar to writing for print. However,
there are differences. Audiences approach these ads in a much different waythey seek out
the ads, at least to a point, rather than having ads presented to them. There is no time
restriction for viewing the ads, similar to print, and very much unlike broadcast.
[/cpmembership[
What is a positioning strategy? Explain the the Bahr”InterBrand positioning opportunity
method.
Answer:[cpmembership level=”2,3,4,5[“
A positioningstrategy involves the selection of key themes or concepts that the
organization decides to feature to communicate the distinctiveness of its product. It helps
the consumer understand what the product does. It must be simple and distinctive. Once
the firm has segmented the market and selected its targets, the positioning strategy should
come naturally.
It can involve several themes:
One of the best positioning strategies comes from Anne Bahr, the former CEO of
InterBrand.This model shows that a brand’s best opportunity for success involves the
overlapping of four important factors: current relevance to the consumer, credibility or
consumer belief in the brand, differentiation or a recognition of uniqueness, and ‘stretch”
or the potential for consumer relevance over time.The point at which these four meet is
considered the best opportunity, the brand’s best position.[/cpmembership[
List and describe the four main techniques commonly used in trade-market sales
promotions. Choose one type and demonstrate how it would operate within a certain
type of industry, profession, or business.
Answer:[cpmembership level=”2,3,4,5[“
Incentives – to members of the trade include awards in the form of travel, gifts, or cash
bonuses for reaching targeted sales levels. These can induce retailers and wholesalers to
give a firm’s brand added attention. Push money is a type of incentive involving monetary
rewards to salespeople who feature and ultimately sell a particular brand.
Allowances – are seen in several forms as used in a push strategy. Merchandise allowances,
in the form of free products packed with regular shipments, act as payments to the trade for
setting up and maintaining displays. Shelf space has become so highly demanded,
especially in supermarkets, that manufacturers are making direct cash payments, known as
slotting fees, to induce food chains to stock an item. Monetary discounts are also seen in
the form of bill-back allowances and off-invoice allowances.
Training programs – have become an increasingly popular trade promotion for retail store
personnel. The increased complexity of many durable consumer goods has made it
important for manufacturers to ensure that the proper pieces of information and the most
persuasive themes are reaching consumers at the Point-of-Purchase. Cooperative
advertising – occurs when the manufacturer shares the cost of media with the retailer. This
extends the reach and frequency for both brands, at less cost than advertising alone.
[/cpmembership[
Explain the advantages of copywriting in print media, and list the disadvantages of
copywriting for television advertising.
Answer:[cpmembership level=”2,3,4,5[“
The audio and visual capabilities of television and video offer different opportunities for a
copywriter. Compared to print media, however, video media have inherent limitations for a
copywriter.
In print media, a copywriter can write longer and more involved copy to better
communicate complex brand features. Print media provides a copywriter the time and
space to communicate details, complete with illustrations. In addition, the printed page
allows a reader to dwell on the copy and process the information at a personalized,
comfortable rate.
Television’s inherent capabilities do much to bring a copywriter’s words to life. But the
action qualities can create problems. Firstly, the copywriter must remember that words do
not stand alone. Visuals, special effects, and sound techniques may ultimately convey a
message far better than the cleverest turn of phrase. Second, television commercials
represent a difficult timing challenge for the copywriter. It is necessary for the copy to be
precisely coordinated with the visuals. If the visual portion was one continuous illustration,
the task would be difficult enough. Contemporary television ads, however, tend to be
heavily edited and the copywriting task can be a nightmare. The copywriter not only has to
fulfill all the responsibilities of proper information inclusion but also has to carefully fit all
the information within, between, and around the display.[/cpmembership[
A marketer at a large advertising agency has been assigned the task of developing
advertising objectives for a nationally known brand of orange juice called Sweet
Sunshine. What are the advantages of viewing the advertising effort from strictly a
communications viewpoint, as opposed to a sales objectives viewpoint? Regardless of
which viewpoint is ultimately adopted, what characteristics should the objectives
display to allow the Sweet Sunshine client to make intelligent decisions about resource
allocation ?
Answer:[cpmembership level=”2,3,4,5[“
Many marketers would take the stance that communications objectives are the only
legitimate objectives for advertising a brand like Sweet Sunshine. They would argue that it
is not reasonable to set sales objectives for its advertising effort when other variables in the
mix might undermine the advertising effort, or might be responsible for sales of Sweet
Sunshine orange juice (or lack of sales) in the first place. In addition, viewing advertising
as primarily a communications effort will allow the marketer to consider a broader range
of ad strategies in promoting the Sweet Sunshine brand. Overall, communications
objectives should create an awareness for the Sweet Sunshine brand, offer information
about its features and benefits, and develop a favorable attitude toward the brand that may
lead to consumer preference. These objectives have certain advantages over sales
objectivesthey consider a broader range of strategies, and they gain a greater appreciation
for the overall communications process.
But there is always the idea, even if it is in the background, that advertising must sell. So
the marketer may use both types, as long as certain criteria are met. Any objectives that
enable a firm to make intelligent decisions about resource allocationwhether based on
communications or salesmust be stated in an advertising plan in terms specific to the
organization. The objectives must establish a quantitative benchmark, specify
measurement methods and criteria for success, and identify a time frame for the desired
results to occur.[/cpmembership[
Explain the importance of collaborationcreating teams and encouraging teamworkin the
creative advertising environment. Give three or four reasons why teams foster creativity
in the real-life workplace of contemporary advertising. Consider ideas from
TheWisdomofTeamsby Katzenbach and Smith.
Answer:[cpmembership level=”2,3,4,5[“
Today, interpersonal skills are highly valuedand expectedin the workplace. And advertising
has become a team sport. Coordination and collaboration are required in all phases of
promotion and marketing nowadays. Teams have become the primary means sometimes
the only valid optionfor getting things done.
Teams bring many positive elements to the table. They can generate a synergy that makes
the whole bigger than its parts. They allow people to focus on many individual tasks and
then combine their talents in a unique way. They make the group rather than the individual
accountable for performance, and they are expected to show results.
Teams can create and build campaigns more easily than individuals. They can simply
handle the demands, time constraints, and quality requirements that are often beyond the
scope of one person’s abilities. But effective teams also appreciate and utilize individual
excellence. They allow people to bring unique talents and contributions to the job.
Likewise, the people involved learn about their own cognitive styles, observe the work of
others, and become better collaborators overall.[/cpmembership[
Describe any three types of services commonly offered by advertising and promotion
agencies .
Answer:[cpmembership level=”2,3,4,5[“
The types of services commonly offered by advertising and promotion agencies are as
follows:
AccountServices: These services are offered by managers who have titles such as account
executive, account supervisor, or account manager and who work with clients to determine
how the brand can benefit most from advertising and IBP. Account services entail
identifying the benefits a brand offers, its target audiences, and the best competitive
positioning, and then developing a complete plan.
MarketingResearchServices: Research conducted by an agency for a client usually
consists of the agency locating studies (conducted by commercial research organizations)
that have bearing on a client’s market or advertising and IBP objectives. The research
group will help the client interpret the research and communicate these interpretations to
the creative and media people.
CreativeServices: The creative services group in an agency comes up with the concepts
that express the value of a company’s brand in interesting and memorable ways. In simple
terms, the creative services group develops the message that will be delivered through
advertising, sales promotion, direct marketing, social networks, mobile marketing, event
sponsorship, or public relations.[/cpmembership[
What is a value proposition? Explain why it is usefuleven criticalto an organization, to
its brand, to its team, and to its target audience .
Answer:[cpmembership level=”2,3,4,5[“
A value proposition is a statement of the functional, emotional, and self-expressive
benefits offered by the brand. It acts as the basis for brand choice and customer loyalty,
which is critical to the ongoing success of a firm.
The value proposition offers a way to capture the full record of a brand and all of its
characteristics and benefits. It also provides a foundation and structure that will maintain
this information as new members join the team and work on new promotional efforts for
the brand. It is basically a way to capture the brand strategy on paper. It makes things
crystal clear about what is believed and known about the brand. That way, everyone on the
team can share this clear set of values, benefits, and other pieces of information related to
the brand.
But more important, the value proposition is what keeps the brand consistent in the eyes of
the target market. It consolidates all the customer benefits offered by a product, and
reminds consumers of these benefits.
Over time, different aspects can be built into the value proposition. Well-established
benefits reinforce one another, and new benefits are added to current ones. Some brands —
national brands, and especially global brands — are very involved and complex, with long
histories and decades of marketing efforts. They may now involve branded entertainment,
product placement, mobile marketing, online advertising, or other relatively new
promotional formats. The value proposition for these products is even more important in
order to keep all brand information clear and consistent throughout all promotional efforts.
[/cpmembership[
Describe briefly what a target audience means. Discuss any two audience categories .
Answer:[cpmembership level=”2,3,4,5[“
A target audience is a particular group of consumers singled out by an organization for an
advertising or IBP campaign. These target audiences are singled out because the firm has
discovered that these specific audience members like the product category and
might prefer their particular brand within that product category. Target audiences are
always potential audiences because a company can never be sure that the message will
actually get through to them as intended.
Audience Categories:
Householdconsumers: They are the most conspicuous audience because most mass media
advertising is directed at them.
Membersofbusinessorganizations: They are the target of advertising for firms that produce
business or industrial goods and services. Not-for-profit businesses such as universities,
some research laboratories, philanthropic groups, and cultural organizations also represent
an important and separate business audience for advertising.[/cpmembership[