IMC 204 Second Set

Mobile marketing means marketing that occurs:

On things that you carry with you, like smartphones

What did Hidden Valley Ranch do with ranch dressing?

Repositioned the product, because customers use it for more than salads

What type of marketing communication is the Kroger Plus card?

Sales Promotion

In marketing, "Opt-in" means:

Someone has given permission to receive the marketing message

When the Susan B. Komen Foundation organizes a walk to raise money for breast cancer research, it is an example of:

Sponsored event

During the Late Show with David Letterman on CBS, there are usually a few local (Memphis or Tupelo) ads inserted into the mix. What is this called?

Spot advertising

If Ole Miss does direct marketing, and gets names from prospective students who have visited the campus and voluntarily provided their e-mail addresses, what kind of list is it?

A "house" list

Welch's (the grape juice and grape jelly company) experimented with what kind of unique ad in People Magazine?

A "lickable" ad so readers could taste the flavor

What kind of envelope tends to work well with direct mail?

A brownish "kraft" envelope often works well

What is a press release?

A short news article that is written and distributed to the media

All of these are methods of public relations except:

Actually ALL of the above are methods of public relations: News conferences, Sponsored events, Press releases

As mentioned in the PowerPoint lecture, what is a big trend in internet marketing?

Ads are moving to mobile devices such as smartphones

A trend in billboard advertising is:

Ads that change or rotate to other messages on the sign

Advertising is a "paid" form of communication. What does that mean?

Advertisers pay for their message to run

Direct marketing includes all of the following except:

Advertising

What is a disadvantage of internet marketing?

All of the above are disadvantages: Consumer concerns over privacy, Consumers feel it is annoying, Clutter -- there is so much going on it's increasingly difficult for consumers to pay attention

Which of the following is true about advertising?

All of the above are true: It is a paid form of communication, It can reach mass audiences, Advertisers are able to control their message

Advertising can:

All of the above: Remind people to buy, Inform people about an issue, and Entertain

What's Sears doing?

Allowing customers to "check in" with their smartphones when they enter the store

Which of these is NOT a tip for media spokespersons (that is, the people whom the media calls for information or comment on a story):

Be prepared to pay

When you candy bar and it says "Now 20% larger," but the price hasn't changed, this is an example of what kind of sales promotion?

Bonus size

In this type of television programming, both advertisers and viewers pay:

Cable/Satellite Dish

The following are all advantages of internet marketing except:

Clutter

A disadvantage of TV advertising is:

Clutter (too many messages)

One trend in advertising is "product placement." What does that mean?

Companies pay to have their products featured in movies or TV shows

Which of these is true about public relations?

Compared to advertising, it is a "non-paid" form of promotion

All of these are advantages of sales promotion, except:

Decreased promotional costs

Which of these is not a form of sales promotion?

Favorable news articles

Target has become so good at direct marketing that:

It can predict when a customer becomes pregnant

What is one of the problems with sales promotion?

It doesn't usually build customer loyalty

Which is these is not true about direct marketing?

It is a form of mass media

Which of these is an advantage of direct marketing?

It is very measurable

What is a big disadvantage of public relations?

The lack of message control

In general, how long should a direct mail letter be?

The longer it is, the more effective it is

All of these are advantages of radio advertising, except:

The message is fleeting, meaning once that particular ad runs in that time slot, the message is gone.

All of these are advantages of public relations, except:

The message is very controllable

Viral marketing means:

The message spreads on it's own, like a virus

Who writes a news release?

The organization (or agency) doing the promotion

One disadvantage of newspaper advertising is

The short shelf life

Which of these is an advantage of magazine advertising?

These are all advantages: Magazines have focused editorial (meaning the content is usually focused on a specific interest, Good production quality -- the ads usually look nice, Pass along readership -- meaning readers might give the magazine to someone else, or it might be in a waiting room where many people see it

Which of these is a reason to consider sales promotion?

These are all reasons to try it/All of the above: It can get customers to try a product, It can get customers to switch brands, It can get customers to buy now

What is one of the fastest growing types of internet advertising?

Video

In political campaigns, what is an example of "micro targeting?"

Women contacting woman voters, union members contacting union voters, evangelicals contacting evangelical voters, etc. to sway people to vote a certain way

Can sales promotion ever hurt a brand or a company image?

Yes