Marketing extras

In order to have a strong brand, three things need to be perfectly aligned. What are they? (Multiple answers-mark all that apply).

- the consumer experience - the brand promise - the brand identity

functional packaging benefits typically fall into which of these categories? (multiple choice- mark all that apply)

-convenience to use - store-ability - portability

The term "Heuristic" is associated with which of these? (multiple answers. Mark all that apply).

1. a mental shortcut 2. eases the cognitive load of decision making 3. recognizable tag lines or music jingles 4. recognizable package shapes 5. recognizable logos

Which of these elements are typically part of a packaging creative brief?

1. the competitive environment 2. addresses essential issue and insights 3. specifies opportunities to create a competitive advantage 4. specifies important consumer benefits 5. states the brand personality and attitude

Packaging rule of thumb: If a consumer cannot spot your package from _______(feet) away and within ______(seconds), your packing needs improving

15 feet and 3 seconds

Research has shown that every time you go through a cycle of learning, you reduce your chance of failure by what percent?

50%

brand strategy

Gathering and dissecting insights and understanding the marketplace, consumers, and competition

Gross Ratings Points are calculated from what?

Reach x Frequency

"The Big Bang Theory" earned a 3.8 rating within the 18-49 Demographic. What does this mean?

That 3.8 percent of all USA homes that have a TV and have someone in their home between the ages of 18-49 years old saw the show.

If you were told that Salt Lake City had a BDI of 50, what would that mean to you

That Salt Lake City was only selling about half of what you'd expect its sales to be based on its percentage of the target population

blue (analytical)

accuracy/precision, questions, research, logic, details

sloth

acting trendy when your product is not

green

actions - how?

wrath

angry, accusatory, intimidating

what are the four stages of the AIDA model?

attention, interest, desire, action

connect with blues

be brief, clear and precise, use data and fact based charts, plan for debate, be accurate and specific

connect with red

be more personal, ask about them, pay attention to non-verbal, make eye contact, establish rapport first

There are over 30,000 items stocked at a typical grocery store, but only about 250 items make up over 80% of sales? What is this concept called?

big head, long tail

Yellow- conceptual

big picture thinking, out-of-the-box, spontaneity, creativity, strategy

distrust

blue and red

brand management is, at its core, turning customers into

brand evangelists

A brand consists of three core components. One is Brand Strategy, another is Brand Positioning. What is the third?

brand identity

yellow extrovert

constant flow of ideas, loves to experiment with others

green introvert

controlled, always "doing", often keeps to self

green extrovert

controlling, "organizer" of events and people

red- personal

counseling, rescuing, sacrificing, helping/caring, avoiding conflict

blue extrovert

debater, often funny, driven (chandler bing)

It's marketing's job to ensure that consumers have a seamless experience with brands, products, and services at all touchpoints across the globe. What are the three touchpoints?

digital, analog, personal

What type of marketing takes form in a set of automated emails that are set out on a predetermined schedule?

drip marketing

red introvert

expressive through writing, caring in a quiet way

blue

facts - what?

It is much cheaper to gain a new customer than to retain a current customer.

false

Quantitative research is done on a few people, generally for exploratory purposes. The results are not statistically relevant.

false

it is easy to gain a customer's trust

false

Which of these forms of research would be classified as qualitative research?

focus group transcripts

connect with yellows

give overview first, use metaphors, keep it moving, have have, not too serious

In the google micro-moments chapter and lecture, we discussed the four "Moments That Matter". What are they?

go, do, know, buy I want to go moments I want to do moments I want to know moments I want to buy moments

yellow

ideas - why?

Both Pepsi and Coca-Cola are just caramel colored, caffeinated, sugar water in a can or bottle. The actual ingredients between the two are extremely similar. But how you think about Coke and Pepsi is very different. Products are made in factories. Where are brands made?

in the mind

What is "The Strongest Force in the Universe- which love and hate don't stand a change against?"

indifference

gluttony

irrelevant pretty pictures

brand identity

is about creating elements

brand positioning

is the focused simplified

You are at the store considering buying a new pair of running shoes. As you look at the store display, it tells of the many new features in the shoe - spring loaded heels, gel-cushioned insoles and more. It all looks great, but you really want to talk to a sales associate to get more information. You look around, but there's no one in sight. You try on the shoes, but still want to get some expertise from someone to try to understand the shoes quality- but no sales associate is in view. Finally, you put the shoes down and walk away in frustration. You just used what to make that purchase / none purchase decision?

life currencies

What is this strategy called? Band-Aid treated with aloe vera and vitamin E, Band-Aid treated with antiseptics, unique Band-Aid strips shaped for finger and knuckle cuts, sport Band-Aids, waterproof Band-Aids, clear Band-Aids, bright-color Band-Aids, and Band-Aids featuring children's favorite cartoon characters.

line extension

________________ allows marketers to engage with customers and potential customers 24/7 without any actual human intervening. Its tools are used to automatically track, manage, monitor, and engage with customers online.

marketing automation

a green bindspot

may overlook details and practicality

blue blind spot

may overlook facts or analysis

a red blind spot

may overlook feelings and synergy

yellow blindspot

may overlook new ideas or the big picture

envy

mimics comps ads

What is the tool called that allows marketers to measure customer experience and loyalty?

net promoter score

blue perceptions

number cruncher, unemotional, calculating, uncaring, cold fish

yellow introvert

off in own world, independent, loner

Which of these creates a form of "business government" with checks and balances in the system so that everything can move efficiently?

operating charter

greed

over sell / over promises

red

personal - who?

green perceptions

picky, unimaginative, stick-in-the-mud, grinds out the task, can't think for themselves

What are the four parts of the cycles of learning

plan, do, study, act

SIX DEADLY SINS

pride, gluttony, envy, greed, sloth, wrath

connect with green

provide an opportunity to take notes, unfold ideas in a step-by-step format, be on time and stay on track

what is the url you use to create and/or log into your Qualtrics account

qualtrics.usu.edu

blue introvert

quiet, serious, focused

trust creates which type of purchase

reflexive

Research that is conducted to find information that has been previously published is called:-

secondary research

research that is conducted to find info that has been previously published is called:

secondary research

pride

slapping your logo everywhere

perceptions of red

soft touch, a push over, touhy-feely, talk, talk, talk, bleeding heart

green (practical)

tactics, planning, organizing, controlling, checklists/routines,

If you were told that Salt Lake City had a brand development index (BDI) of 50, what would that mean to you?

that salt lake city was only selling about half of what you'd expect sales to be based on its percentage of the target population

In marketing what is the guide that leads to true north?

the brand positioning

Which of these are key metrics used to measure email effectiveness?

the click through rate

How do you calculate a Brand Development Index?

the percentage of total US sales made in the market divided by the percentage of total population of the target audience in the population

While the tactics used to execute marketing plans constantly evolve - for example, the emerging opportunities with digital marketing, social media platforms and mobile smartphones are tools still evolving - the strategies that lead to successful marketing have remained surprisingly consistent over time.

true

What is the emotional connection every brand strives to make with a customer?

trust

trust = _____ over time

truth

perceptions of yellow

undisciplined, dreams a lot, off-the wall, scattered, unrealistic

in a Three-Circle Analysis, what do we call the area where What Your Brand Does Well, and What the Consumer Wants - Intersect?

winning zone

contrasting

yellow and blue green and red

disconnect

yellow and green

compatiable

yellow and red blue and green

colors from clockwise of the three circle analysis

yellow, red, green, blue