Exam 1: The World of Advertising and IBP

In the model of mass-mediated communication,the: 

A brand is greatly shaped and impacted by advertising.List five ways in which advertising influences brand management and explain each of them briefly.

Scenario 1-4 Target, a global discount retailer, generates around 65 billion dollars in sales annually. Additionally, the company employs more than 360,000 people worldwide. Target stores carry just about every major brand imaginable. Target also carries a number of its own brands including Market Pantry, Archer Farms, and Up and Up. Each of the brand labels appears on different products throughout the store-for example, the Archer Farms label appears on the retailer's highest quality foods. The Market Pantry label appears on food items as well; however, these items are often sold at a significantly lower price. The Up and Up label is on a large range of products ranging from paper products to household cleaning supplies.  -(Scenario 1-4)In one city,Walmart,a competing retail outlet,opens a store across the street from Target and a battle for business follows.To distinguish their stores from one another,both retailers create a series of new commercials to help promote their brand.Target's commercials emphasize the fast,fun and friendly service that it provides for its guests,and uses several celebrity endorsements.Meanwhile,Walmart runs three different commercials that focus on the low prices of its products.This is an example 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)For its second product to be successful,Chug Enterprises believes that it must effectively target youth.To do this,the company uses influencer marketing.In such a scenario,which of the following is the company most likely using? 

The marketer who does not use advertising and IBP as a way to build brand identity will,frankly,likely be ignored.

Integrated brand promotion is a great way to think about advertising and branding related topics.

Meeting client needs is an important aspect of advertising and integrated brand promotions.

IBP is the use of many promotional tools,including advertising,in a coordinated manner to build and then maintain brand awareness,identity,and preference.

Benjie and his wife,Ella,are watching a television commercial that they've never seen before.Benjie thinks that the ad is funny and witty.However,Ella finds the ad to be misleading based on what she knows from using the product in the ad.This example illustrates that: 

The definition of IBP highlights that the IBP tools need to work together to create a consistent and compelling impression of the brand.

Which of the following is an example of a brand extension? 

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)One of Under Armour's new retail outlets in the U.S.sends a direct mail to 500 households within a one-mile radius of the new store.In the email,the store announces the introduction of its new line of basketball shoes and offers incentives to any customer who walks into the store to purchase a pair of shoes from the new line.This direct mail: 

Scenario 1-3 A videogame company, Nintendo, launched an innovative motion-sensing gaming console called the Wii. The Wii quickly took over as the leading gaming console because of its unique activity-enabling qualities, and for nearly four years, it dominated hardware sales in the gaming industry as any true competition for the product was yet to be introduced. However, this changed when Sony introduced its own motion-detecting gaming system to the market, the PlayStation Move. Sony has marketed the product as a superior product to Nintendo's, claiming that it is more precise and flaunts the PlayStation's high quality graphics. Sony's Move has been a topic of great debate, but the reception of the product over the long haul is yet to be seen. To dethrone the Wii, Sony will need to find a way to appeal to those who have not yet bought into "motion gaming." And of course, it wouldn't hurt if Sony somehow finds a way to entice Nintendo followers to switch over to its newest addition to the gaming industry.  -(Scenario 1-3)If Sony uses advertisements that focus on the niche characteristics of Move that Wii does not have,the company is using: 

Bella's,a department store,has launched a series of advertisements inviting people to do their holiday shopping at their store.This is an example of ___________.

Which of the following is a difference between IBP and IMC? 

What is advertising? Define.What are the three criteria that must be met for communication to be considered an advertisement? How does a public service announcement differ from advertising in the ways that it meets,or failsto meet,each of these criteria?

Advertising is a business,an art form,an institution,and a cultural phenomenon.

Advertising is a paid,mass-mediated attempt to persuade,and it is a key component to integrated brand promotion.

Advertising means different things to different people.

Milos,a men's deodorant brand,displays its product in advertisements as being worn by men who are attractive and popular.This is an example of _______________.