Chapters 5,6,7 Exam Questions

Chapter 5

QUESTION:
1. Effective IMC means only a certain amount of members of the
organization works toward the goal of reaching
consumers with a clear, consistent message.

ANSWER:
1. False


QUESTION:
2. Its the New trend in advertising...

ANSWER:
2.Whole Egg Theory


Chapter 6.

QUESTION:
1. What are the three theoretical frameworks of Advertising Theory?

ANSWER:
1. *Hierarchy of effects model
*Means-end Chain
*Visual and verbal Imaging


QUESTION:
1. An advertising appeal refers to the approach used to
attract the attention of consumers and/or to
influence their feelings toward the product, service,
or cause.

ANSWER:
2. True


Chapter 7

QUESTION:
1. WHat are the Three message strategies of Advertisement?

ANSWER:
1. *Cognitive
*Affective
*Conative

Viral, Guerilla & Ambient

1. Guerilla Marketing
"System of promotions that relies on time, energy, and imagination rather than a big marketing budget" (wikipedia). Basically instead of using all this money to promote a product or event, manual labor is more so depended upon.
Examples:

a. Street Teams



b. Free Gifts



2. Viral Marketing
"Marketing techniques that use pre-existing social networks to produce increases in brand awareness" (wikipedia). Viral Marketing to me basically means, anything that is trying to get a point (or sale) across that can be spread from one person to another by using different strategies in order to send these messages.
Examples:
a. "Word of mouth" video clips

http://www.subservientchicken.com/



b. Movie Clips




c. Text messages used to promote ringtones, chat rooms, etc.



3. Ambient Advertising
The first step before going into Viral and Guerilla Marketing. An idea that sets the tone for one of the two.

The "Good" kind of Clutter

Being apart of such an aggressive world where the advertising world is very determined and anxious to put their products names out there, and to make it stick, its really nothing new about the overall "situation". I say situation because the word clutter makes it seems as if its just a lot of garbage around about in our faces; pointless garbage in our existence. When in all actuality, this garbage is something that many of us has fallen for and indeed invested within it. So this is how we deal with these messages, by falling into the hype and embracing whatever it is being thrown at us because its simply a habit we've created since birth. To insure that these messages work thats exactly what marketers are going to do--push the product in our faces and make us look at what they want us to see in order for us to fall under their spells, so their coping with this is really adding to the clutter, throwing more clutter of products upon products. Using anything from catchy commercials to fancy billboards, marketers use branding as a key role for selling their items. Because when you see something that is familiar to you mixed in with this product you dont really need, but is kind of interested in, that one factor (let it be a celebrity or name brand) may push you to the point of purchase. So throwing brands in there is a very good stategy and with time, its only going to get better amongs the competitors. I know exactly how this feeling is because i can see anything that is Pink (by Victorias Secret) or that's by Guess, i want it. It doesnt matter what it is, i want it just because those are my two favorite things--Guess things, and pink things. So i believe mayber this "clutter" isnt such a bad thing, because its the clutter you want to see.

Homework #1

Advertising to me is a strategy used to sell anything from a product to selling yourself. Its using influencial tactics to get a person to be interested in investing within whatever it is you're selling.

I would say advertising does work for me in a sense because everyday when i wake up and get dressed, i'm trying to make a certain statement with the clothes i where and how i carry myself.



One of my favorite commercials is the Sour Patch Kids candy...



Personally, I buy sour patch kids because despite their funny commercials, they're really good. So they live up to their sour but sweet promises :)