Exam 1: The World of Advertising and IBP

Texas and surrounding states have specific trees that many people are allergic to,and as such,an allergy medicine company advertises a special product custom to this area of the country,and the ads go to consumers in that region of the country.This is an example of ________ advertising.

Scenario 1-2 Chug Enterprises is planning to create a new line of products and enter into the sports drink market. They plan to advertise the first product to teenagers as being the best-tasting sports drink on the market. The second product will be advertised to adults as being the lowest calorie sports drink one can buy. The third product will be advertised to senior citizens as containing calcium, a mineral needed to maintain a healthy bone structure. Each product will have separate, distinctive packaging.  -(Scenario 1-2)To help build brand awareness,customer preference,and loyalty,Chug Enterprises plans a coordinated campaign using a variety of tools such as advertising in mass media,direct marketing,and Internet advertising.This process of combining coordinated communication to help customers identify and evaluate the relevance of Chug Enterprise's products to their lives and value systems is known as ________.

Mineral Inc.,a manufacturer of mineral water,has recently launched its product in the market.It starts a rigorous advertising campaign to highlight the benefits of its product.This is an example of ________.

Sponsorship,event marketing,sales promotions,public relations,and sponsored content are all examples of advertising.

Integrated brand promotion is the process of using one promotional tool that works to create widespread brand exposure.

An ad contains a single meaning or even the same meaning for each audience member,according to the model of mass-mediated communication.

Briefly explain the concepts of market segmentation,differentiation,and positioning.

Integrated brand promotion in action is a way to showcase how certain brands are integrating various forms of advertising and marketing communication.

Established brands such as Cadillac,the car brand,often face the challenge of maintaining an updated market-driven image and communicating the brand's contemporary image.

When consumers are reached by various forms of inconsistent messages,they will have an easier time understanding the brand and deciding whether to use it regularly.

Amaze,an online grocery store chain,has decided to run a series of advertisements.For this to be considered an advertising campaign,their ads must: 

An advertising campaign refers to a specific message that an organization has created to persuade an audience.

There is a production source,a message,encoding,and decoding in a model of _______: 

Scenario 1-2 Chug Enterprises is planning to create a new line of products and enter into the sports drink market. They plan to advertise the first product to teenagers as being the best-tasting sports drink on the market. The second product will be advertised to adults as being the lowest calorie sports drink one can buy. The third product will be advertised to senior citizens as containing calcium, a mineral needed to maintain a healthy bone structure. Each product will have separate, distinctive packaging.  -(Scenario 1-2)Chug Enterprises created the three products in a way that it appeals to separate target markets.This was done to prevent its products from competing with one another for market share.This shows that Chug Enterprises understands the importance of: 

________ is the process of creating a perceived distinction between an organization's brand and a competitor's brand.

Scenario 1-1 In 1996, a graduate from the University of Maryland, Kevin Plank, founded Under Armour, a performance apparel company that now competes with some of the top apparel brands in the industry. During its first ten years of operations, the company was known primarily for its sweat-wicking clothing line. In late 2010, however, Under Armour released its first line of basketball shoes. "Along with the new product line, the company must have a new brand image," said Plank. "I called our marketing team and asked them to go through this building and find anything that says that we are only an apparel brand and throw it away." The company also removed all advertisements carrying the word "apparel," and began exploring new ways to promote the brand. The company hopes its new efforts will allow the company to be viewed as an overall "performance" company, which will ultimately enable it to compete with footwear powerhouses Nike and Adidas, and will help increase its current 1.1 percent market share.  -(Scenario 1-1)To promote Under Armour's new brand image,the firm has launched large scale advertising in three different countries,making a minor change in the physical appearance of the ad by using a different actor from each country.This is an example of _________ advertising.

As consumers,we do not know what we like and want,so advertising does not help expose us to brands that meet our needs.

An advertisement refers to a series of coordinated messages that communicates a reasonably cohesive and integrated theme about a brand.

In going through an IBP tool checklist,a brand must focus on either digital or traditional advertising,but not both.

Scenario 1-1 In 1996, a graduate from the University of Maryland, Kevin Plank, founded Under Armour, a performance apparel company that now competes with some of the top apparel brands in the industry. During its first ten years of operations, the company was known primarily for its sweat-wicking clothing line. In late 2010, however, Under Armour released its first line of basketball shoes. "Along with the new product line, the company must have a new brand image," said Plank. "I called our marketing team and asked them to go through this building and find anything that says that we are only an apparel brand and throw it away." The company also removed all advertisements carrying the word "apparel," and began exploring new ways to promote the brand. The company hopes its new efforts will allow the company to be viewed as an overall "performance" company, which will ultimately enable it to compete with footwear powerhouses Nike and Adidas, and will help increase its current 1.1 percent market share.  -(Scenario 1-1)John receives a direct mail from Under Armour that offers a free poster of basketball star Brandon Jennings wearing a pair of the company's new shoes.John likes the company's promotional offer.Chang,who also receives the same direct mail,is not impressed by the offer and puts it aside after glancing through it.The differing reactions to the promotional effort are most likely the result of: