Exam 3 Study Questions

Ch. 7
The 3 broad categories of the message strategy are Cognitive ,_________ and Conative.
a. Effective
b. Affective
c. Emotional
d. Creativity

Authoritative framework convinces customers that a given product is less superior than another.
True
False

Ch.8
The process of analyzing and choosing media for an ad campaign is called:
a. ad campaign
b. creatvie brief
c. overview
d. media strategy

Nielsen ratings evaluate all of the following EXCEPT:
a. measure tv audience
b. determines ad rates
c. number of households tuned into a program
d, amount of time spent on a certain channel

Ch. 9
Business to Business E-Commerce requires incentives.
True
False

An ad placed on a website that scrolls the sideline of the entire length of the page is called:
a. minisites
b. pop-up ads
c. skyscrapers
d. banner ads

Media Log

TIME	TYPE	TOTAL
Day 1
5am-6am	Radio	1 hour
1:30-2pm	DE-newspaper	30 min
Often Day 2	Facebook	2-3 hours/day
5am-6am	Radio	1 hour
6pm-8pm	TV	2-3Hours
In between classes	Magazines (People, Cosmo and Elle)	2 hours /day

My favorite part of advertising or where I pay the most attention is by far in magazines. There is something exciting about the glossy pages, high fashion ads, and the smell that makes reading a magazine feel personal. It’s not the side pane of face book, the boring old man on the radio in the morning and it’s not the same ad playing over and over on commercials its eye catching and I spend a lot of my free time reading magazines.  After reviewing my personal tracking of daily media, it is easy to see where I could be targeted very easily by advertising. If I was an advertiser, in an effort to break through the clutter and target myself I would repeated make eye catching adds and place them in magazines that I read regularly. And make it very clear where I can go buy these items. I have purchased fragrances often because of the ads in the magazines.   

Test Questions

Chapter 4
__________ is the process of identifying specific purchasing groups based on their needs, attitudes and interests.
A. Market Segmentation
B. Consumer Benefits
C. Budget Tactics
D. Communication Analysis

The largest part of the money spent in a typical business budget is on which of the following?
A. Advertising
B. Consumer Promotions
C. Trade Promotions
D. Payout Planning

Chapter 5
The key advertising personnel include the account executive, traffic manager and _______.
A. planning
B. marketing
C. creatives
D. janitors

When choosing an advertising agency it is not likely to be profitable for smaller businesses to choose:
A. in-house
B. external agency
C. magazines
D. newspapers

Chapter 6
A creative brief includes the objective,_______, message theme, the support and the constraints.
A. advertising theory
B. the target audience
C. the account execcutive
D. the brand

Visual ______ is the universal language that makes global advertising possible.
A. leverage
B. components
C. abstract images
D. esperanto

Creative Brief

Product:                                   Reebok Easytone Shoes

Objective:                                To bring back diminishing sales.

Target Audience:                      25-45 year old consumers, higher target for women who choose active lifestyles and are body image conscious. Psychographically, the targeted market would be individualists who tend not to buy mainstream products. When choosing a sneaker they place greater emphasis on results, distinctiveness and design elements.

Message theme:                       A tennis shoe is more than just a shoe. What does your sneaker do for you?  Toning and firming has never been this easy.

Exam 1 Questions

Chapter 1


1.) The communication process includes the sender, encoding, transmission device, __________ and the receiver.

a. noise
b. clutter
c. decoding
d. consumer

2.) The IMC includes all __________, chanel, customer, external and internal communication.

a. business to business
b. promotion
c. situation analysis
d. touch points

Chapter 2

3.) Corporate logos should elicit consensual meaning among customers which is referred to as:

a. salience
b. implied
c. familiar
d. stimulus codeability

4.) Proprietary brands sold within outlets are called :

a. family brands
b. private brands
c. brand extension
d. cooperative branding

Chapter 3

5.) Attitude is a mental position taken towards something and consists of what 3 components?

a. education, involvement, drive
b. cognitive, affective,conative
c. positive, negative, neutral
d. innovative, recognition, evaluation

6.) When you sell the same goods to both consumers and businesses it is called:

a. dual chanel marketing
b. rebuy
c. screening
d. buying center

The Persuaders

After watching the persuaders some things I learned about advertising were that it is one very profitable and costly idea. I never realized the large amounts of money that went into advertisements. I also became aware of the constant struggle agencies face to break through to the consumers. The video talks about the clutter of the media and how they are troubled by trying to stand out and not just become part of the clutter. Another issue rises about the concern that we will as a society become “numb” to advertisements by all the clutter. One of my favorite parts of the clip was the saying that related consumers to roaches and how they keep spraying and its not working because we have developed a tolerance.

Branding

Since my sense of direction is a little misleading, I decided to purchase a navigation system. When contemplating what brand and which exact model to buy I began to ask people I knew who owned a GPS which brand they had and why they liked it. Even before consulting others the only brands I had heard of were Garmin and TomTom. After getting feedback and confirming my perceptions I chose TomTom. When thinking of this brand instantly the five words that come to mind are Top of the line, updated, good signal, helpful and easy to use. With the help of friends and the woman at Best Buy this brand was most appealing because it had many attention grabbing features.

As consumers our views of brand name merchandise are shaped by the people around us and word of mouth. I believe what makes consumers persuaded into buying their products is the appearance that they are better than the other competitors because everybody wants the best. Without advertisement and persuasive media we would not want the things we do not have.

My Favorite Ad

This ad for E-Trade is my favorite commercial ever. All of the E-Trade ads are absolutelty hilarious. Puting talking, singing, mature, grown-up like babies in a commercial was a brilliant idea. The concept is something no other business has done before continuously. Not only is the commercial always shot with the same babies but its always something easily relatable with adults which coming from the mouth of a baby makes it humorous. The ad targets mainly older, succesful men and women or any person who wishes to invest.

Every time this commercial comes on television I want to go check out E-Trade, even though the product is of no interest to me. I now know what E-trade is, where before seeing the ad I had no clue. This ad is effective in that it persuades viewers into checking out the website and possibly becoming buyers of the product because the humor is relatable to the audience and its not just another corny and annoying commercial. They keep people intrigued and viewers are excited to see what the E-Trade baby will come up with next!