Exam 3 Questions

1. The ________ is the ability of media or an advertisement to intrude upon a viewer without his/her voluntary attention.
a. effective reach
b. GRP
c. media strategy
d. intrusion value

2. Three advantages to internet advertising are...
a. absence of clutter, long life span of campaigns and ease of retaining viewer interest.
b. low intrusion value, absence of clutter and no need for behavioral targeting.
c. simplifies the the technique of segmentation, the website visitors have a high level of interest on each website they visit, and it is easy to measure consumer responses directly through tracking.
d. the internet users double every 100 days, b2b is made easier through internet promotions and the endless capacity to search for anything you want makes it easier to find and place ads for products.

3. Marketing strategies the film mentioned on were implemented by the following companies...
a. Saturn, Nike, Adidas and Hardee's
b. Burger King, KFC, Saturn and Mentos
c. Saturn, Nike, Adidas and Tide
d. Reptilian hot buttons, Saturn, Hardee's and Nike

4.__________ are expenditures or incentives used by manufacturers and other members of a marketing channel to help push products through to retailers.
a. trade allowances
b. trade promotions
c. drop ship promotions
d. off-invoice allowance promotion

5. Name 3 types of coupon...
a. premium, rebate, sweepstakes.
b. instant redeption, bounce-back and scanner delivered.
c. cross-ruffing, scanner placed and in the package premium.
d. free standing inserts, mailed directly, and bounce-back coupons.

The Persuaders

The video focuses on advertising/marketing and the progression of the business over time. I agree that a lot of messages targeting consumers have lost their meaning. Marketers are focusing on new messages, ones that create a meaning system in the mind of consumers. Marketing is now about experiences/creating an emotional connection with a consumer. As the video delved more into the demographic services/narrowcasting and the amount of information that is available about consumers/citizens, I was intrigued but at the same time frightened. It is important to examine how political parties are using marketing and data mining to target and profile constituents and what kinds of impacts this may have on our democracy. This Frontline brought up a lot of ethical issues marketing students/consumers should think about. For example in the segment about goods and services being marketed as having the ability to fulfill consumers emotional/spiritual ads. When the product doesn’t fulfill those needs, the consumer will look for something else, which is good for business. I also thought it was very interesting how P&G actually studied cults and associate it with branding. I think their research concluded the reason why people join cults and brands was to make meaning, create a sense of belonging, and connectivity. The segment on product placement or “seemless integration of merchandise and narrative” was awesome. I think some product placement comes across really well, Castaway and Sex and the City are good examples they showed. I am really interested in advertising as entertainment and webisodes as new media for marketing and entertainment. The interview with Clotaire Rapaille was interesting as well as the reptilian hot button theory. Although I don’t agree with his politics...Frank Luntz has some good insights into language and how it can be used to manipulate people. He is incredibly successful at it. Examples of marketing strategies included Saturn Homecoming (family/community), Adidas (guerilla), Tide (family), Nike(spiritual/transcendence). At some point the phrase “when a culture becomes advertising friendly, it ceases to be a culture” and this is a topic I have previously discussed with people; Are we a society of perfect consumers? The film ends with something like…the Persuaders have found a way to go to our core and make us feel that we are not being persuaded but that we are being empowered… “when the market becomes the lens in which we see our world then we become the persuaders”. This video raises some philosophical questions to ponder.

It also made me wonder how do I really feel about white bread?
Just kidding. I think it's gross.

Exam #2 Questions

1. When firms sell virtually the same goods and services to both consumers and businesses, it is known as...
a. B to B buying environment.
b. dual channel marketing.
c. derived demand.
d. post-it notes.

2. One method firms use for segmenting consumer markets is...
a. gender.
b. industry.
c. demographics.
d.a quantitative model.

3. The message theme of an advertising campaign is...
a. an explanation of how the message will be delivered.
b. the development of a logical advertising management scheme.
c. the leverage point in a marketing campaign.
d. the outline of the key ideas the campaign is supposed to convey.

4. The leverage point of an ad...
a. leads the viewer to relate benefits with personal values.
b. creates the hierarchy of effects model.
c. is also known as a product's tagline.
d. is one aspect marketing teams must avoid at all costs.

5. ____________ strategies elicit emotions and affect the consumers reasoning skills by leading the consumer to act; preferably by making the purchase of a product.
a. cognitive
b. affective
c. conative
d. generic

AAF survey about SIUC RAW campaign

http://www.spreadsheets.google.com/viewform?formkey=cGdpM3ZvRmRndGdIOTBQZUVmN3gyZHc6MA

Please visit this link and take the survey to let us know how successful you believe the RAW campaign was raising awareness about binge drinking here at SIUC.

Thanks!

You will have to highlight the link at the top of message, right click and copy, then paste into web address bar. I can't get the link to work right. Sorry.

RAW Bandits...

*Annually, an estimated 30,000 college students require medical treatment after overdosing on alcohol.

*Annually, 400,000 students between the ages of 18 and 24 engage in unprotected sex and more than 100,000 students between the ages of 18 and 24 report having been too intoxicated to know if they consented to having sex...SCARY!

*Binge drinking negatively affects college students’ academic performance, social relationships and health.

*Practicing "drink to get drunk" activities instead of a pleasant "have a few drinks and have a good time" creates a Binge Drinking Culture.

So enjoy!

RAW exhibits

The first RAW exhibit I saw was the display in the student center bookstore. I thought it was a nice display and it definitely had the benefit of it being there round the clock so many people could see it at anytime. I thought it was a good idea. I don't remember there being a RAW logo incorporated into the display and maybe some more prominent display of the Responsibility Always Wins message would have made it better. Overall good effort and I admired the idea as a way to not have to be front and center of project but letting the display speak for itself.

The second RAW project I saw/experienced was the mock tailgate party outside of Lawson, after the pass out event. This group had some very exuberant and outgoing individuals- Way to go! I thought it was a fun way to exemplify the fools drunk people can make of themselves. The addition of the beer bong was genius...as well as the t-shirt slogans. I especially liked the Academic Probation and Can't Pay Rent, as well as the I Pooped Myself, all very real possibilities when binge drinking. I watched the spectacle from outside and inside the building. People in passing were very curious as to what was going on. I overheard many comments and people wondering what you were doing, why and if it was real. It triggered dialog among the viewer. Even people who acted like like it was dumb ended up talking about their experiences with binge drinking. I think that this was a great exhibit and that it definitely made people think about their own drinking.

Oh I was also at the mock pass out on friday! The guy from the wellness center tumbling onto the scene was effective grabbing everyone's attention and I think the message to not binge drink is valuable.

I think that activities like these will raise awareness about binge drinking but I also see a lot of "that won't happen to me" type mentality. I think this is part of youth and an invincible complex many young people have. Alcohol poisoning is a very real possibility when someone binge drinks. I think raising awareness about binge drinking is a good thing because even if it does not stop it all together, it may save lives because people may be more willing to seek medical help for themselves or others.

Test Questions

1. What is brand parity?
a. part of a brands image.
b. when consumers think one brand is better than other similar brands.
c. when consumers believe that most brands offer the same set of attributes.
d. something a marketing team strives for in products they represent.

2. A firms image is based on...
a. the way consumers feel about an organization and its brands.
b. the way other businesses feel about an organization and its brands.
c. the way a firms marketing team feels about the organization and its brands.
d. consumers and businesses feelings about the overall organization and its individual brands.

3. The two components most directly related to developing quality integrated marketing communications are...
a. information search and evaluation of alternatives.
b. dual marketing channels and health emphasis.
c. cognitive mapping and pleasure pursuits.
d. problem recognition and postpurchase evaluation.