Exam 1: The World of Advertising and IBP

A paint store has launched an advertisement on a social media site.The ad promotes a new set of Acrylic paints and informs customers that the first fifty people to click on the ad will receive a free sample.This is an example of ___________.

Although companies believe in and rely heavily on advertising,some people have significant misperceptions about advertising and what it's supposed to do.

It is possible to grow your business with content marketing,which is about providing prospects with relevant content and engaging consumers to have a relationship with your brand.

Kofax Inc.,a pet store,has established stores in more than 40 states in America.Additionally,it has advertised in all states of the country.This is an example of _______ advertising.

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)Individuals who have been using the Wii do not want to switch to the Move because they relate Wii to a superior gaming experience and also because it has been in the market for a long time.The Wii is an example of a product that has _________.

KidsCause,a metropolitan outreach organization that collects and donates toys for needy children,buys airtime on WXXY (a local TV station)to promote its annual toy collection.Amazing Ads is hired to take the account; they shoot the video and produce a commercial and then help with media placement.In this promotional effort,who is the agency? 

A politician makes a Facebook post about why voters should vote for her.In order for this message to be considered as an advertisement,which of the following conditions should be met? 

Which of the following is true of integrated brand promotion (IBP)? 

The promotional tool used most often to communicate with members of a trade channel is personal selling.Which of the following is a reason behind this? 

A family-owned meat shop has expanded to four locations within the Preston area and suburbs,running regular promotions to one zip code,where the shop is located.These social media ads are a form of advertising that will only go to this very small geographic area.What kind of advertising is this? 

In a model of mass communication,there is a production source,accommodation and negotiation of the message and its intent,clutter,reception,encoding,and decoding.

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)The company's goal is for a product with any one of Target's in-house brand labels on it to be known by consumers for the values of the brand-both tangible and intangible.Thus,in this scenario,Target's goal is to _____________.

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)The marketing team of Under Armour has come up with a strategy to advertise their shoes as a product that makes walking and running pleasurable.Marketing the shoes in this manner creates a perceived difference in the minds of customers.This is an example of _______.

__________ attempts to develop brand awareness and preference over time,as well as emphasize the benefits of using that brand.

Advertising today is more diverse and more dynamic as a part of integrated brand promotion.

Integrated brand promotion (IBP)is: 

Which of the following is true regarding 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)Chug's three different sports drinks are very popular in markets across the world.Now the company plans to launch a similar range of carbonated drinks by building on the popularity of the previous products.This is an example of ________.

An example of a campaign that uses integrated brand promotion is Taco Bell; they have simultaneously put out a commercial during the Super Bowl,print advertising,in-store promotions,and a hashtag that was all focused on a new product.

Market segmentation is the process of: