Homework 8

Chapter 4:

What shape curve is the sales response curve?

a- c

b-s 

c- l

d- n

answer: b

What does the 'A' in the abbreviation AIO stand for?

a- attitude

b- attributes

c- attracts

d- attention

answer: a

Chapter 5:

What is the standard percentage of commission an ad agency receives?

a- 20%

b-10%

c- 30%

d- 15%

answer: d

True or False

The Whole Egg Theory is a new trend in Advertising?

answer: True

Chapter 6:

Which of the following does not belong in the creative brief?

a-The objective

b- The target audience

c-The message theme

d-The Cost

e-The support

f- The constraints

True or False

Visuals tend to be remembered more then words.

answer: true

Chapter 7:

True or False

The hyperbole approach makes an untestable claim based upon some attribute or benefit.

answer: true

Homework 7

Personal Drive Analysis:

Let's call the person that I interviewed for this personal drive analysis, Jane. She is a female who is twenty-two years old and lives in Carbondale, Illinois. She is 5'8 and has brown hair with hazel eyes. She has one older brother and old older sister and was born in another state. She is beginning her fifth year in college to pursue a double major. In association to media she buys magazines often, typically gossip or fashion. She does not buy newspapers but often reads the local Daily Egyptian. She goes on the int

ernet all day on and off. It often distracts her from her school work. Also she does a lot of her shopping online and uses EBAY for bargains. She watches TV everyday and loves reality TV on mTV or VH1. She claims that they are addictive and cann

ot stop watching them even if she tried. She cannot afford to go to the movies often unless it is one she really wants to see. When it comes to music, Jane likes top 40, she says she likes pretty much anything. She is usually open to trying new things. In her free time she really likes to shop and go on walks. She also tries to work as much as she can for extra money. She is planning on graduating college next year with a degree in Biology and Genetics. After that she wants to have a c areer in the laboratory helping on criminal cases. She wants to be very successful and get married at a young age. She says that she hopes to marry her now current boyfriend, but nothing is certain. The things that appeal to her are very current trends. She likes to spend money that she does not have in order to keep up with other people to seek acceptance. I feel like she hopes that by wearing the latest clothes or having the coolest things that people will like her more. I think that she will buy what other people have and what she sees around her. I think that she has a lot of potential to be successful, but she has to stay focused and determined.

Homework 6

The Persuaders Part 4, 5, & 6 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 think that his ideas about why we do the things we do are pretty on track. I do think there are reasons that people do what they do, it is not just by random choice. Certain products give us certain feelings or trigger an emotion, even the strangest ones like an airline. I definitely have reasons that i purchase certain brands or products. I never buy anything at random, even if it comes down to a color I will always buy something that is blue. I do not think it is just me that does this either, I know personally a lot of the same people with similar buying habits. I think that the analysis of this is crucial to the future of advertising because there is a lot of brand parity, and little differences really matter. 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? I think that Frank Luntz has very interesting points on his way with words. I am personally a very emotional person and i agree completely with what he says. He said hat 80% of choices are made based on emotion and the other 20% are though. Emotions are the way to capture people and make them think you're way. I think that this will definitely help with communication initiatives. It takes a lot of thinking and then testing at focus groups, etc. but the end result is worth it. Overall I think that political advertising is very important, especially in our generation. Personally I think it is interesting to see what they use to try and sway voters their way. And I learned that false advertising is not a crime in the political world, they can say pretty much anything that they want to bash the other candidatesWow. I think that the narrowcasting that they do with the voters is very interesting and affective because people can get more information on the issues that directly affect their lives. 3. What is narrowcasting? Why is this the future? Cite some examples of narrow casting. Narrowcasting is the art of focusing content directly on the consumer. It's often thought of as the opposite of broadcasting: instead of throwing your message out to anyone that cares to listen, narrowcasting takes advantage of captive audiences to get your message directly to the consumer. The advantage is that the audience is usually right at the point of decision, and this is the most effective time to advertise. It is the future because it is the best way to sell your product, advertise to exactly the people that are going to buy it. An example of narrowcasting would be saying the sales in the mall over the intercom to people already shopping in the mall.

Homework 5

Viral Advertising-  the short video clip that is so compelling much of an advertiser’s work is done for them when their prospective customers forward it to their contacts quickly buil
ding up an audience of millions.

A good example of a company using this form of advertising is Diet Coke and Mentos. This campaign was never planned, neither

 by The Coca Cola Company nor Mentos. It started out as an exper

iment by Eepybird with a video showing two men adding Mentos tablets to a Diet coke. Watch to see the results. Several videos resulted, which makes it difficult to estimate exactly how many views the campaign has generated so far. But a qualified guess would be more than 50 million in total, including both the original and all the user generated videos.

This very unofficial campaign has generated loads of PR and causing thousands of consumers to contribute with their own eruption videos. Much of the hype around it was caused by statements whether or not it would be dangerous, or even lethal, to actually drink a Diet Coke and eat Mentos at the same time.

Guerilla Marketing or Advertising- Unconventional marketing intended to get maximum results from minimal resources. 

This example image i have posted is an advertisement for the Denver Water Company. They have put up a bunch to sit on, but put an unconventional twist 

on it. I think that it is a very clever idea, and it gets

people to think about the topic they are trying

to get across.

Ambient advertising- refers to intrusive ads in public places. With the cost of traditional media advertising skyrocketing and a glut of ads fighting for consumers' attention, marketers are aggressively seeking out new advertising vehicles. Cars, bicycles, taxis and buses have become moving commercials. Ambient ads appear on store floors, at gas pumps, in washrooms stalls, on elevator walls, park benches, telephones, fruit and even pressed into the sand on beaches.

For Example, This Company Focus is using this truck to drive around and advertise for it's store.

Homework 4

Chapter 1:

1) True or False

In the SMART goals the R stands for Readiness

answer: false

2) Which of the following is not one of the fours P's of traditional marketing

a-Price
b-Product
c-Produced
d-Place
e-Promotion

answer: c- Produced

Chapter 2:

1) Which is not an iconoclastic business name?

a- Apple

b-Monster

c- American Airlines

d- Gucci

answer: c- American Airlines

2) True or False

It is important to build up brand Equity?

answer: True

Chapter 3:

1) Cognitive refers to a person's:

a- understanding and thoughts

b- emotions

c- past behaviors

d- future behaviors

answer: A

2) True or False

In the evoked set method, the inept set is the brands that you will not even conceder.

answer: True

Homework 3

Evidently we live in a world of clutter of information. How do you think we deal with these messages?

I think that we deal with this information is a way that helps us sort it out. I think that most of it just gets ignored by the familiar messages get remembered or noticed. This is why advertisers have to work so hard to come up with something memorable.

How do marketers cope with the clutter? 

They have to come up with ideas that will grab you attention or create a feeling that will cause you to notice the advertisement. I think that it is very hard to do, but once you come up with an idea people will never forget it, and that is the goal is it not?

What is the future of advertising to ensure that the messages are effective? 

The future of advertising is placed in the power of the people. New technologies like the internet are making it easier for advertisers to reach us all the time. Advertisers are finally beginning to see that it is the people's feelings that matter, and once they realize those they can use them to their advantage.

Keeping this in mind, what is the role of branding?

It is very important to establish an effective brand because then people will trust it, and continue to shop with you. If you have a trustworthy name or a memorable commercial to create talk about your product, people will trust it.

What does it do while making decisions to buy products we need? Illustrate your answer with examples that you see in your everyday life.

It causes us to buy the products more often with more effective branding. For example when i go into a store i am more likely to buy herbal essence shampoo over the others because I have seen the commercials for as long as I can remember.  So because they have been around for so long they are obviously a successful brand.

Another example would be if i am at the mall I am more likely to go into the store Gap because I have seen the commercials on television and I really like them.

Homework 2

When I entered Old Navy I noticed that the ambiance of the store was very upbeat and happy. There was a woman who greeted me and asked me if I needed any help right when I walked into the door. There was a song playing that I did not know, but It gave me a little bit of a beach vibe. The mannequins were very prominent in there store right when you walked in, so i noted the outfits that were on them because I feel like Old Navy was telling me to. The lighting in this store was very bright. I did not notice any lighting techniques like I have seen in other stores like Victoria's Secret or Hollister. On the other hand, Old Navy is in comparison a much larger store, so maybe they could not do any lighting. The other costumers in the store varied a lot. I saw a few parent/child combinations shopping together, I saw some girls that looked to be in high school shopping, and I saw some women that were in there 30's. I did not see any men when i was in there! The staff was very helpful to me! Like I said before, I was greeted right when I walked in. I also asked a different staff member if they had a certain shirt in another size that they did not have out on the floor, and they checked for me. The impression that I have about this brand is that it can appeal to a lot of different age groups, mostly females shop here though they do have a section for males, the atmosphere they give off is pretty laid back and summer-y. I will definitely go back to Old Navy to shop for myself, I think that they have a great store here in Carbondale, and I felt very comfortable there.

Then I visited the website www.brandtags.net to research Old Navy.

A lot of the words that I looked at that were popular were affordable, basic, flip flops, and trendy. Overall I think that those are a good description of the store. There were some other negative ones like borring and sweatshops. It was very interesting to see what other people think of Old Navy. I also had fun looking at other brand's that I like!

Right away when you visit their website you notice the summer deals that they are trying to sell. Old Navy is a good store if you are looking for affordable prices and simple styles.

Overall I think that this assignment was very interesting, and I had  lot of fun doing it! I felt like a secret shopper which we used to get when i worked in retail.  I think that overall Old Navy was somewhat what I thought it was going to be. They impressed me with there store. I do think that could do a little better job with their ambiance. I think they should focus more of the quality of there store, and people will notice and drift towards that.

Homework 1

* To me, advertising is the promotion of a product and attracting public attention to it using paid or free forms of media.

*Yes i think that it works for me. I know certain brands logos and slogans off hand because I have seen them so much. I think that if done correctly advertising works for everyone because if you see something enough, you will remember it.

*My favorite advertisement is by the company Coca Cola. I have always liked there advertisements with the polar bears, but this one has to be my favorite.

* I like it because I think it is adorable and can appeal to 

everyone. I think the commercial is very 

endearing, and encourages people to buy the product.

* Yes i do buy the product that is advertised in this commercial.