...points Time Elapsed 18 minutes out of 1 hour. Instructions This quiz consist of 15 multiple choice questions and covers the material in Chapter 13. Be sure you are in Chapter 13 when you take the quiz. Question 1 4 out of 4 points Correct Face-to-face, person-to-audience, over the telephone or through e-mail are examples of what type of communication channel? Answer Selected Answer: Personal. Correct Answer: Personal. Question 2 4 out of 4 points Correct Any paid form of non-personal presentation and promotion of ideas, goods or services by an identified sponsor is the definition of: Answer Selected Answer: advertising. Correct Answer: advertising. Question 3 4 out of 4 points Correct Samples, coupons and display ads are examples of which type of communication channel? Answer Selected Answer: Promotions. Correct Answer: Promotions. Question 4 4 out of 4 points Correct Creative and unexpected ads located in such diverse settings as sports arenas, parking meters and shopping carts in hopes of grabbing consumers’ attention is a strategy called: Answer Selected Answer: place advertising. Correct Answer: place advertising. Question 5 4 out of 4 points Correct Hearing and processing messages...
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...Advertising Plan and Creative Brief Advertising Plan and Creative Brief The management of Baderman Island, Boardman Management Group, has commissioned Team B Advertising Agency to create an advertising campaign that will position Baderman Island as the premier destination for romantic getaways by highlighting its tone, rational, and emotional appeals, brand, relationship between consumer behavior and couples, special features, strengths, and weaknesses, communicated messages, style, and created brief. Initially, Baderman Island was established for the purpose of providing supreme customer satisfaction through a luxurious vacation experience. The organization plans to develop a new positioning strategy that will compete against other resort destinations, and identify a new target market. Advertising plays a crucial role in developing Baderman Island’s evolution. Notably, advertising is a paid, impersonal, one-way marketing communication of persuasive information from an identified sponsor circulated through channels of mass communication promoting products, services or ideas. Objectives Statement Team B’s advertising objective is to increase market share, and create new marketing strategies for the management of Baderman Island. Team B accomplishes this goal by developing a new positioning strategy against competing resort destinations, identify new target market, and promote Baderman Island as the ideal destination for romantic getaways. Team B provides a rationale for each...
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...Contents Promotion Strategy 2 Supporting Theory 9 Budgeting 11 Action Plan 13 Conclusion 15 List of References 16 Advertisement Design 17 Advertisement Cutting 18 Promotion Strategy Promotion strategy is one of the marketing mix strategies, once the marketers identified their target market and they will use some ways to reach them. Promotion is a way used to indirectly communicate (information, messages & etc) to the target market, to spread the products and services to the public, based on (Marketing- Promotion Strategy, 2014). Promotion creates a platform for public to know the products or services introduced by company. To get successful reach the promotional goals, marketers develop effective promotional mix which are advertising, personal selling, public relation, direct marketing, and sales promotion. Advertising To promote Let’s Excel Program, we will use a combination of advertising tools which are printed advertisement and online advertisement. For the online advertising, MMLS, MMU Portal, and facebook are the best place to promote. This is because students will check MMLS more frequently to know the updating news or announcement by their lecturer and Let’s Excel advertisement can put on the home page of MMLS. MMU Portal is the official website, so it is also a good place to have advertisement for the purpose to reach more students. Moreover, Facebook is also one of the best social media tools to do promotion. We realize that every students...
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...is the research foundation that provides the basis of formulating objectives, create strategy and organize specific activities or tactics. Before the marketing communications campaign appears there are there are stages that undertaken to provide a successful marketing communication. Situational analysis that analyzed about the products and give a big help in out coming a successful product promotion. Another thing to be considering are determining the possible problems that may occur and how these difficulties will may convert into opportunities. After conducting this situational analysis, another thing to be consider is to make target market profile, this target market profile agrees to give information that would lead into effectiveness in choosing exact target market it contains the number of populace who are eager to be called as the target customer. It will measure the place about its probability in terms of product appearance. An objective is one of the important factor and essential to formulate efficient and effective advertising plan. Marketing objectives are the goals of the company with regards to their target market. Communications objectives, are goals and aim of the company that would turn the target audience persuade and motivate to buy the product. It typically refer to the goals of marketing communications have in affecting the mind of the target audience. Advertising objectives are those goals that the company wished to attain. In accordance on the tactics...
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...Company Case/Pepsi : Can a soda really make a world good place? 1. Consider PepsiCo’s advertising throughout its history.( For a List of Pepsi slogans over he years, visit http://en.wikipedia.org/wiki/Pepsi#Slogans.) Identify as many commonalities as possible across its various ad campaigns. How is this campaign consistent with PepsiCo’s brand image? According to our case study campaign advertisement strategy very good in the social media and in the social network ,because at the advertisement PepsiCo use spokesperson which people have popularity. Campaign slogans for the every years explain brand well and attract people. And also campaign projects for ex: “Pepsi Refresh “ make opinion in the people mind that what we drink and spend, in the same time it return to us with other way. And even some of the earlier slogans have the commonality that you get more bangs for your buck that when you buy Pepsi you get more of flavor, amount and whatever than the competition offers. Pepsi is for everyone and that Pepsi alone can refresh or change the world. Many slogans have to deal with being young as well as being in the future. Most of Slogans indicate that if you want to be part of the future or new generation then you have to drink Pepsi. It is consistent with the PepsiCo brand image because they target the younger nation and making it a better place for many generations to come. They started to advertise by reinvesting into actual community to actual make the future better...
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...among university students role. The paper outlines the effectiveness of non-traditional ads in generating consumers’ favorable attitude and trust toward the brand and the way it influences consumer behavior. The results explained that the use of creativity in traditional media can be used to avoid the negative perception of the consumers toward brand. The paper talk about two studies the first is non traditional advertising and secondly the insight to traditional advertising. The methodology used to analyze data was Structural Equation Modeling analysis (SEM). The results illustrated that originality in non-traditional media creates a more positive attitude toward ads than in traditional media. Consumers are involved in other traditional creative ads just as a mean of entertainment. (Hussainy et.al)(2008) the objective of this paper was to find out whether there is significant difference between the attention of products when using serious and comic appeals for the audience of television in Pakistan. For research they selected one target market in order to provide them with preliminary data and then to further study the difference between the two advertising appeals. For methodology they conducted focus group and ads of different products were shown to people which included humorous and serious appeals. The final results of study showed that advertisers of products may use humorous appeals if the purpose of advertisement is to attract attention. (Malik et.al)(2014) this purpose...
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...One of the key persuasive techniques for advertising fast food is be frequent and consistent. A lot of small businesses become discouraged when their advertising efforts don’t bring about the desired results. There are no marketing techniques for “instant” results, but employing your message on a regular, frequent schedule over a continuous period of time will, in most cases, pay off. Effective advertising requires getting your persuasive message in front of your market as often and as consistently as your budget allows. Creating a persuasive message is comprehension. Readers should be able to instantly understand the message of your marketing piece. Make sure your message is clearly stated with text and illustrated in the graphics. Use the principle of repetition to emphasize your message and keep the message simple. The second principle for creating a persuasive message is connection. Readers will remember and respond to an advertisement that evokes an emotional response that helps them relate to your message. Use a message that has meaning and significance for your target market. The message should trigger an emotional response like excitement or happiness, etc. Use an emotional message that calls readers to action. The third principle for creating a persuasive message is credibility. Your target audience needs to be able to believe your message. This goes back to the reputation of your business as well as the message being used in your campaign. Have high customer...
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...NATURE OF COMMUNICATIONS A commonality shared by all elements of the promotional mix is that their function is to communicate. Thus, it is important that advertising and promotional planners have an understanding of the communication process. This chapter reviews the fundamentals of communication and examines various perspectives regarding how consumers respond to promotional messages. Communication has been variously defined as the “passing of information,” the “exchange of ideas,” or the “process of establishing a commonness or oneness of thought between a sender and a receiver.” For communication to occur there must be some common thinking or ground between the two parties and a passing of information. The communications process is often very complex with success depending on many factors such as the nature of the message, audience interpretation and the environment in which it is received along with the receiver’s perception of the source and medium. The challenge of developing effective marketing communications becomes particularly evident when companies are developing advertising and promotional messages for foreign markets or for certain ethnic markets in the U.S. Global Perspective 5-1 discusses some interesting examples of communication problems that have been encountered by marketers who are promoting their products and services in international markets. You may want to add some of your own examples to those discussed here. II. A BASIC MODEL OF COMMUNICATION Over the...
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...Cadbury Dairy Milk Chocolate Cadbury Dairy Milk chocolate is one of the major success stories of the Cadbury business and one of the world's most famous chocolate brands. The new milk chocolate was introduced to the British market in 1905 and, with its unique flavour and texture, quickly became the market leader. Milk chocolate was first made by Cadbury in 1897 by blending milk powder with the basic chocolate ingredients of cocoa butter, cocoa mass and sugar. . Launched in 1905, Cadbury proudly boasted that its new milk chocolate was not only "as good as," but better than the European milk chocolate. With its now-famous glass and a half of full-cream milk in every 200gms, it contained far more milk than any previously known chocolate. The special flavours produced when fresh milk, cocoa mass and sugar are cooked together in the first stages of the chocolate crumb making process give Cadbury Dairy Milk its unique taste. Cadbury Dairy Milk blocks comes in a range of sizes suitable for all ages and occasions - from a quick snack, a self-indulgent treat, something to share with family or friends or a gift. Cadbury Dairy Milk is sold with a similar design worldwide - the centerpiece of all packaging is the iconic "glass and a half " image showing the famous glass and a half of pure full cream milk flowing into a delicious chunk of Cadbury Dairy Milk chocolate. Consumer Needs it Fills Basically Cadbury chocolates are tasty, satisfactorily and sometimes healthy. One...
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...create a message they will likely understand and respond to. Geico creates spots for a wide range of target audience because of the nature of their business- car insurance. Most everyone drives and therefore needs insurance- young, old, gay or straight, man or woman. Setting message and budget objectives are the following step in developing an advertising campaign. Many times advertising aims for simply reminding consumers about a product or a brand, and other times its objective is to persuade or inform the audience about the newest product available on the market. Although advertising is expensive; media outlets such as television especially, but Geico uses quite a big percentage of its communication budget on heavy advertising. The third step of the process is designing the ads. Creative strategy along with knowing how to convey a message to consumers, is what it is all about. “The goal of an advertising campaign is to present a series of messages and repeat it to a sufficient degree to meet the desired objectives.”(Solomon, 2008). Geico has done a marvelous job in their humorous television ads and easy-to-remember slogans. The most important idea of advertising is the advertising appeal: some companies use sexy, some emotional, others a more serious tone when trying to close the gap between a product and the consumer. Step four is pre-...
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...of direct exposure (people actually having seen the creative) is measured. By doing so, all dynamics behind the buzz in terms of word-of-mouth and word of mouse and how this influences consumer dynamics remains unknown. Insights in the content and dynamics of these conversations could be very useful to understand the success (or failure) of a campaign however. Traditional approaches also neglect the actions people undertake after having viewed a commercial message, while commercials can be found on sites like YouTube and are shared around the world. This study tests Dove’s viral movie ‘Evolution’ and confirms that measuring indirect exposure as well consumer actions undertaken after ad exposure provides advertisers with new and useful insights. 3 Introduction The consumer 2.0 the cocktail party goes digital Today’s empowered 2.0 consumer is very well informed, strongly connected with peers (and millions of surfers in general), has the ability to unify with them & share ideas but also has the tools to create proper content beyond control of marketers. This consumer is more sceptical, questions many things and uses intelligent ways to see through the facade of marketing actions (Jaffe, 2005). With the rise of this “new” consumer a recent trend in marketing called “word of mouse” (WoMo) has emerged. Verhaeghe et al. (2007) defined word of mouse as “the act of a consumer receiving, creating and/or distributing marketing-relevant content through online channels (both textual...
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...strides in the form of the Internet many wannabe entrepreneurs took the plunge. They realized that if they had a good idea, it would not be long before it could be brought to market. They did not have the budgets for above the line advertising. They had to resort to guerilla marketing techniques to get the message across to the target audience. They had to try out various tactics to get word-of-mouth promotion going. Viral marketing came into being. When all this was happening, marketers decided to draw a line between different advertising mediums. One part was called “above the line” while the other was called “below the line.” In organizational business and marketing communications, Below the Line (BTL) is an advertising technique. It uses less conventional methods than the usual specific channels of advertising to promote products, services, etc. than Above the Line (ATL) strategies. These may include activities such as direct mail, public relations and sales promotions for which a fee is agreed upon and charged up front. Above the line is a type of advertising through media such as TV, cinema, radio, print, banners and search engines. Below the line advertising typically focuses on direct means of communication, most commonly direct mail and e-mail, often using highly targeted lists of names to maximize response rates. In addition, Above the Line is much more effective, when the target...
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...Advertisements Are Harmful to Society. Do You Agree? Nowadays, advertisements play a very important role in our society. It is everywhere wherever you go like on the street, Radio, TV…. Sometime it can be helpful, however, most of them are harmful to the people. In this essay, I will analyze some of the problems of advertisement. Problem one: distraction from important information. One reason that TV advertisements are bad for your brain is that their subject matter is almost always trivial and unimportant. On rare occasions, and add might actually contain useful information, but generally it is merely a distraction. Advertising is bad if it makes you focus on something trivial when you could be focusing on something important. The cynical advertising companies that turnout low end advertising are aware of the problem, and do everything in their power to make trivial things seem important to viewers. It should be comical when we see actors in a TV commercial acting like it matters what kind of toothpaste someone uses, but at some level your mind accepts such impossibilities as legitimate when they're presented frequently. At a minimum, such banal advertising consumes our conscious minds focus when it could be focusing on something that matters. Problem two: appeal to your mind's basest motives. Cynical advertising companies use sexually provocative ads to sell everything from lingerie to hamburgers. These ads are bad for your brain because they appeal to your minds least worthy...
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...Kroger Mobile Application Kroger grocery began over 130 years ago in 1883 in Cincinnati by a man named Barney Kroger. He built his business on the motto: “Be particular. Never sell anything you would not want yourself” (“History of Kroger”, 2014). Kroger has delivered a wide variety of items for its customers since day one. These items include baked goods, a pharmacy, deli, home décor and an assortment of other goods. In the recent years Kroger has launched a mobile application for its customers. The launch has enabled Kroger to provide an even more personalized approach to shopping in its stores. Mobile Application Features As of 2012, 87 percent of the world’s population was using mobile phones (Turban, Volonino, & Wood, 2012, p. 195). Every year that number greatly increases. Therefore, it is obvious why Kroger made the decision to capitalize on the mobile opportunity. The company’s CEO, David Dillon, had reported that since the birth of the Kroger app three years ago, it had been downloaded more than two million times (Monk, 2013). The company integrated the store customer loyalty program into the application; along with making the switch to digital coupons. Every week, as new manufacturer coupons are released in the paper or online, the Kroger mobile app is updated as well. There is no need for the customers to clip coupons in the newspaper anymore. The consumer can open his or her mobile app and locate the coupon by category or name. Once the coupon is selected, it...
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...4. How does TV advertising campaign initiated by IKEA overcome the entry barrier of high advertising expenditures? When IKEA first entered into the North America, moose symbol was welcomed by Canadian, it is still too provincial and against the life image in the United States. On the other hand, the disadvantage of IKEA store location that is relatively far away from the center of city made IKEA less spotted by customers either. To adjust and make IKEA be more aware, IKEA decided to collaborate with Deutsch Inc., who launched a clean symbol with the traditional Sweden flag color yellow and blue and a strong slogan: “It’s a big country. Someone’s got to furnish it” which follows IKEA’s humorous. Later on, a serial of eight TV advertising was developed by Deutsch and IKEA highlighted the different categories of the customers who are mostly likely to be the potential customers. They were keen to capture the transitional stages in people’s life and they even appealed interests to gay couple life style while TV advertising normally would avoid bringing homosexual topics publicly in 1994. This adventurous step was considered as a breakthrough by some gay leaders and also made IKEA quite distinctive than the other domestic competitors. These eight TV advertisings successfully found the new ways to communicate with audiences and affected their perceptions that IKEA care about the different ages, genders and areas of customers’ needs, desires, satisfactions and preferences. This...
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