RM 4216 Final
What are the disadvantages to Radio advertising?
- audio only - background medium - short message life - fragmented audience
What are the advantages of Television advertising?
-High Reach -Low cost per contact -High intrusion value -Quality creative opportunities -Segmentation through cable
What are the disadvantages to Television advertising?
-High level of clutter -Low recall due to clutter -Channel surfing during ads -Short amount of copy -High cost per ad
Media planning components:
-Marketing Analysis -Advertising Analysis -Media Strategy -Media Schedule -Justification and Summary
What do you have to consider when creating an IMC?
-Media objectives: what are we trying to achieve through this IMC? -Media characteristics: what are the unique characteristics of each medium? How do they match with the objectives we have? -Measurable goals: what are our benchmarks? how much should I achieve? -Money: How much can you spend on a single media vehicle? What is the right mix of spending across media?
What are the advantages to Outdoor advertising?
-Select key geographic areas -Accessible for local ads -Low cost per impression -Broad reach -High frequency on major commuter routes -Large visuals possible -Digital capabilities
What are the disadvantages to Outdoor advertising?
-Short exposure time -Brief messages -Little segmentation possible -Clutter
What are the advantages to Magazine advertising?
-high market segmentation -targeted audience by magazine -direct response technique
What are the advantages to Radio advertising?
-recall promoted -production time is shorter -flexibility -good performers can be visualized -requires frequency
A 1-year old local fashion boutique, Rivendell, targets women between 35-50. The owner learned that her target customers never even heard of the boutique. To help people recognize the store and increase awareness, she decided to buy ad space on one of the local newspapers and found two options. What should she do? 1)Newspaper B (Circulation=5000) x 3 ad placements 2)Newspaper A (Circulation=1000) x 10 ad placements
1 ) Increasing awareness/recognition is better achieved through increasing "reach". Repetition is generally aimed when the goal is to make people recall the brand/store.
Irene is targeting a group of health-conscious mothers with children. To communicate with them, she planned a promotion to give out free samples at the local organic farmer's market. It is best understood as ____________. 1)Lifestyle Marketing 2)Experiential Marketing 3)Product Placement 4)Guerrilla Marketing
1) Lifestyle marketing - aims to meet the consumers at a venue where they go for relaxation, excitement, socialization, or enjoyment.
Marketers evaluated the coupon redemption rate during the campaign period to assess effectiveness of the coupon program. It is a(n): 1)Behavioral evaluation 2)Message evaluation technique 3)Online evaluation metric 4)Overall company health measure
1)Behavioral evaluation
Which of the following is a benefit of using price-offs for retailers? 1)They can stimulate sales through immediate rewards. 2)They are effective in collecting information about the interested consumers. 3)They can enhance brand image. 4)They can increase effectiveness by targeting specific consumer groups.
1. Price-offs are good for stimulating sales through immediate rewards and creating excitement in the stores. This tactic is for every customers, so no discrimination or targeting is possible. Continuous price-offs can harm brand image.
Web 1.0 to 4.0
1.0: Static content, dominated by institutions and business. 2.0: Content is socially based and audience generated. 3.0: Content driven by online metrics, integration of content and communications. Web 4.0: Customer engagement, cloud operating systems, web participation a necessity.
Posting a firm's Web address on a shopping bag used to carry merchandise sold at a brick-and-mortar store is an example of: 1)Brand reinforcement 2)Brand spiraling 3)Interactive marketing 4)Social media marketing
2) Brand spiraling is offline advertising technique to attract individuals to a website.
media planning involves:
media planners and media buyers
The primary benefit of database marketing is _____
the enhancement of customer loyalty; successful database marketing emphasizes identifying customers and building relationships with them. This includes understanding the lifetime values of various customers and the development of customer retention efforts. Enhancing customer loyalty constitutes the primary benefit of database marketing
media strategy
the process of analyzing and choosing media for an advertising and promotions campaign
How do we know if the overall IMC program, not a single ad campaign, was effective?
•Diverse methods to measure the impact, or return on investment (ROI) •In addition to short-term metrics, some measure of long-term health of the company should be included as a way to evaluate the overall IMC program •Market share, innovation, productivity, resources, profitability, manager performance and development, employee performance and attitudes, social responsibility
Cyberbaits
•Financial incentives •Convenience Incentives •Value-added incentives
What are reasons to develop social media marketing campaigns
•Increase traffic and enhance brand image •Improve search rankings •Customer intelligence (through social listening) •Increase sales & Build brand loyalty
Consumer types
•Promotion-prone consumers •Price-sensitive consumers •Brand-loyal consumers •Brand-preference consumers
PR functions
•Stakeholders •Corporate image: the activities affecting the image, Corporate social responsibility, •Image building activities: cause-related marketing, green marketing (and greenwashing)
Trade promotions
•Trade allowances: off-invoice allowances, slotting fees, exit fees •Trade contests •Trade incentives: CMA, Premiums, bonus packs, cooperative advertising •Trade shows •Some complications: forward buying, diversion
High users of the brand is the most responsive to loyalty and frequency programs. 1)True 2)False
False. High users already use the brand too much to increase the purchase. So it is unlikely to see an impact of the program for those who already purchase a lot from the brand.
T/F Stealth marketing is a special form of buzz marketing that sponsors power bloggers to introduce a product to individuals.
False. A special form of buzz marketing, stealth marketing, applies surreptitious practices to introduce a product to individuals or fails to disclose or reveal the true relationship with the brand.
T/F One disadvantage of cinema advertising is that the audience does not stay to see the ads.
False. Although clutter exists in the sense that the commercials often run consecutively and be mingled with new movie previews, they are delivered to what essentially is a "captive" audience waiting for the feature to start.
According to the Direct Marketing Association, the majority (about 60 percent) of a typical direct marketing budget targets _____
Prospecting for new customers; the other 40% is spent retaining current customers
Gross Rating Points (GRPs)
Ratings * OTS
T/F Direct response marketing is selling products to customers without the use of other channel members.
True.
T/F The key to experiential marketing is letting consumers enjoy the benefit of a good or service before actually making a purchase.
True. Allowing consumers to enjoy the benefit of a good or service before actually making a purchase gives the experiential marketing program the greatest chance for success.
Digital media within a retail store now offers retailers the opportunity to customize messages to fit particular retail stores and even the aisle within the store.
True. Digital media within a retail store offers retailers the opportunity to customize messages to fit the store and the aisle where the display is located.
T/F 24-hour availability is an example of a convenience incentive that can be used to attract people to an e-commerce site.
True. Instead of traveling to a retail store, a consumer can place the order in the office or at home. The order can be made at any time, day or night.
Brand community is the ultimate demonstration of brand loyalty and brand devotion.
True. The ultimate demonstration of brand loyalty and brand devotion takes form of brand communities.
T/F Dwell rate measures the proportion of ad impressions that result in users clicking an advertisement or mousing over the ad
True; it measure the proportion of ad impressions that result in users clicking an advertisement or mousing over it
T/F The goal of alternative marketing programs is to identify new places where a consumer's path intersects with a brand's presence
True; marketers seek to identify new places where a consumer's path intersects with a brand's presence, or create a new intersection point
T/F In general, customer relationship management programs should be designed to enhance customer loyalty
True; typically, customer relationship management (CRM) programs should be designed to enhance customer loyalty
Guerrilla Marketing
Unconventional, innovative, and low-cost marketing techniques designed to get consumers' attention in unusual ways. •Creative tactics with limited resources •focus is on specific regains/areas, personal communications •Check reasons for using guerrilla marketing
Alternative media values
Video game, advergames, cinema, out-of-home (there are many possibilities for out-of-home).
Which of the following correctly describes Search Engine Optimization? a. it is the process of finding the best words to maximize organic searches b. it is the process of maximizing paid search advertising c. it is the process of increasing the probability of a particular company's website emerging from a search d. it is the process of using a search engine as the front door to a company's website
c. it is the process of increasing the probability of a particular company's website emerging from a search
Mandy has a reputation of being an excellent beautician. She has created many videos to discuss various kinds of beauty products to share on YouTube and gained many subscribers. This is an example of the consumer video sharing trend of _____
Video review of products
Reactive damage-control strategies
When something negative happened, companies respond to control damage through various strategies.
All of the following are types of cyberbait EXCEPT a. financial incentives b. convenience incentives c. value-based incentives d. educational incentives
d. cyberbait incentives can be classified into 3 categories: financial, convenience, and value-added
Social listening by brands is important because it a. provides a mechanism for brands to react to negative comments b. increases brand exposure and engages fans with the brand c. offers two-way communications, which enhance a brand's image d. provides insights into what individuals think about the brand
d. it often provides enlightening information to marketing professionals
Sponsorship programs can achieve various goals. Which of the following is a long-term effect a company pursue through sponsorship? 1)Showcase their new products 2)Develop positive and closer relationships with customers 3)Sell excessive inventory in a short time period 4)Link the positive aspects of a celebrity with the company
2) Sponsorship marketing works on the assumption that people develop positive feelings toward the event/activity and such feelings are transferred to the sponsoring company. This helps to build long-term relationships with the customers and enhance brand image.
Which of the following is a likely use for location-data tracking? 1)Identifying customers who recently purchased a new home 2)Identifying customers who visit the shopping mall and have coffee at the local coffeeshop 3)Deciding on the new retail store location 4)Sending out personalized email messages reflecting customers' previous purchases
2. Location-data tracking allows the company to track the movement of individuals and combine the data with customer profile. This makes it possible for companies to target customers based on their actual behaviors around an area.
Which of the following is a likely use for location-data tracking? 1)Identifying customers who recently purchased a new home 2)Identifying customers who visit the shopping mall and have coffee at the local coffeeshop 3)Deciding on the new retail store location 4)Sending out personalized email messages reflecting customers' previous purchases
2. Location-data tracking allows the company to track the movement of individuals and combine the data with customer profile. This makes it possible for companies to target customers based on their actual behaviors around an area.
Caylee stopped by at a shopping mall to check out a travel book at Barnes and Noble. As she approached the travel section, she got an alert on her phone from the AMC theater in the mall about the movies and show times. This is an example of: 1)Content marketing 2)Geo-targeting 3)Behavioral targeting 4)Cyberbait
2.) Geo-Targeting AMC detected Caylee's phone as she entered the shopping mall and pushed an alert to her phone. It is an example of location-based marketing, geo-targeting.
One benefit of using coupons over price-offs to retailers is: 1)Increasing the sales instantly 2)Positively affecting the brand image 3)Selectively offering price discounts to those who are willing to work for it 4)Being universally attractive across multiple cultures and countries
3) Coupons are an example of price discrimination through which retailers provide price discounts to only those who are willing to go through the trouble of carry, clipping, and redeeming the coupons. This is beneficial because the customers who are willing to pay the full price will buy without discounts, increasing the overall profits compared to price-offs.
_____________ is a material provided to diverse entities such as media that includes important details of a newsworthy event of a company. 1)Public relations 2)Intervention 3)Press release 4)Mention
3) Press Release. Press release is the publicity material sent to the media outlets and other interested parties to spread the word about the company. It has to be newsworthy because the media will not talk about it otherwise.
Tide offers tips on how to get tough stains out of clothes on their products and website. This is an example of: 1)Financial incentives 2)Convenience incentives 3)Value-added incentives 4)Supportive incentives
3) Value Added Incentives. Offering extra tips related to product is an example of value-added incentives.
To measure Cole's level of interest in the products offered at a particular website, the online metric that should be used is: 1)Click-throughs 2)Dwell time 3)Length of engagement 4)Dwell rate
3) length of engagement
A retailer ran an ad campaign on social responsibility for 3 months. Everyone seems to be happy with what the ad said but the executives are skeptical of the report because consumers would say positive things when there are others around. If the retailer is interested in measuring the true effectiveness of the ad, which method would be most accurate? 1)Copytesting 2)Ad tracking research 3)Cognitive neuroscience measures 4)Click-throughs
3)Cognitive neuroscience measures
If a client wants to know why a particular ad or ad campaign is not performing well, the best source of information would be: 1)quantitative questions on a copytest 2)emotional reaction tests 3)verbatim comments from a copytest 4)ad tracking research
3)verbatim comments from a copytest
Tracking results of a sponsored event is important for assessing the event. Which of the following is a good way to track results for a company that wants to enhance their image through the sponsorship? 1)Assess the number of people in their target market among the event attendees 2)Estimate the total sales of products at the event 3)Monitor the total number of attendees to the event 4)Survey consumer impression of the brand before and after the event
4) Because the concern is to evaluate brand image, surveying impression of the consumers before and after the event will let the company evaluate the effect of the event on brand image.
Giving out samples of Pizza Hut products in conjunction with the debut of a motion picture that was funded by Pizza Hut is an example of: 1)Sponsorship marketing 2)Event marketing 3)Specialty marketing 4)Cross-promotion
4) Cross Promotion
When a company is interested in building brand loyalty as a result of an IMC program, which is the most appropriate method to assess if they achieved the objective? 1)Warmth monitor 2)Length of engagement 3)Purchase simulation tests 4)Market share
4)Market share
Why is it important to place your brand in the top search positions? 1)Because consumers remember the brand better 2)Because consumers are likely to consider purchasing the brand more 3)Because consumers are likely to have more positive image of the brand 4)All of the above
4. Even without clicking the paid search ad placed on the top positions, consumer perception of a brand can be enhanced if the brand is placed on the top positions. See Search engine optimization section for more information.
Recency Theory
Argues 1 exposure at the right time can do the magic. So it contradicts the three-exposure hypothesis because what it says is the right timing and situation of exposure (the relevance) matters most. According to this theory, creating as many opportunity as possible for anyone to see the ad is important because you may be able to reach them at the right time when you spread across all possible kinds of outlets.
Which of the following is NOT a strategy to reduce shopping cart abandonment?
Avoiding the use of cyberbait as a selling strategy. Cyberbait includes any lure or attraction that brings people to a Web site. The forms include incentives designed to encourage consumer to visit a Web site and to make online purchases. Therefore, avoiding the use of cyberbait is not related to reducing shopping cart abandonment.
T/F Overall, males utilize social media more than females.
False
How do you know if the social media marketing campaigns were successful?
Buzz score, reach, # of likes on FB, tweets/re-tweets, traffic, click-through.
With a permission marketing program, customer permission is normally obtained:
By providing an incentive, such as a free gift, a coupon, or entry into a sweepstakes. Permission can be obtained by providing incentives for volunteering, such as information, entertainment, a gift, cash, or entries in a sweepstakes.
What are the information used to evaluate the customer lifetime value?
CLV is an estimate of a customer's worth to the company for his/her lifetime. The estimate of the worth includes understanding the future value of the customer at the present time. An estimate is calculated with revenue, customer acquisition cost, customer maintenance cost, and customer retention rate.
An ad campaign placed 8 commercials on a show X during 4 weeks. The campaign cost $1mil. The number of household watching show X is 2mil. Let's round the total number of US households with TV sets to 100mil. The cost per rating point (CPRP) is:
CPRP = Cost of media buy / GRPs Ratings of show X = % of viewers among all TV owned households = 2mil/100mil x 100 = 2.0 OTS = 8 GRPs= Rating x OTS = 2x8 = 16 Therefore, CPRP= 1,000,000/16 = 62,500
Proactive prevention strategies
Companies use entitlings and enhancements to build positive and desirable image by linking the company with positive outcomes of events.
Sponsorships
Company pays money to sponsor a person, group, organization, or activity. Sponsoring sports, entertainments, arts is popular. Bloggers are becoming a popular target.
Event marketing
Company supports a specific event. Matching the company image, objectives, target audience with the event is important.
Cost Per Rating Point (CPRP)
Cost of getting one rating point for a TV commercial. When a show is popular (and thus has a higher rating), the cost of placing an ad on that show is more expensive than that of a less popular show. While it makes sense to pay more for the popularity, how much more should I pay? CPRP helps you to understand this very problem. CPRP = Cost of commercial time / Program rating
Cost Per Thousand (CPM)
Cost of reaching 1,000 members of the media vehicle's audience. Because the goal in reaching people is large (typically in millions), it makes sense to understand the cost of attracting 1,000 people as a unit than a single user. CPM = Cost of ad placement / (# of the media vehicle's readers or users/1,000) or CPM = (Cost of ad placement / # of the media vehicle's readers or users) x 1,000
Buzz Marketing
Cultivating opinion leaders and getting them to spread information about a product or a service to others in their communities.
Database Marketing
DB marketing is permission based and often connected to customer relationship management systems including loyalty/frequency programs. •Successful DB marketing identify customers and build relationships with them •5 tasks in DB marketing: Check the terms and see if you can understand the goals, challenges, and sub-elements of each task. •DB marketing involves data warehouse building, data coding and analysis, data mining, data-driven marketing.
T/F Company leaders should never respond to negative comments sent to blogs, because doing so gives the comment credibility.
False. Company leaders carefully select methods to respond to negative comments. The company does not remove comments simply because they are negative. Only those not germane to the discussion or blogs are taken down. Those remaining are left up and addressed by leaders, which provides credibility to the blog through his willingness to hear negative feedback.
High users of the brand is the most responsive to loyalty and frequency programs. 1)True 2)False
False. High users already use the brand too much to increase the purchase. So it is unlikely to see an impact of the program for those who already purchase a lot from the brand.
T/F In terms of TV ratings, a share of 9.3 means that 9.3 percent of all households with televisions in the U.S. were tuned into a particular program.
False. Share only accounts for households that were watching TV at the moment. This is a definition of ratings of 9.3. Share = Number of households tuned to a program / Number of households with a television turned on.
T/F According to consumers, ceiling banners and overhead mobiles are the most engaging
False; according to consumers, end-aisle displays and merchandise displays are the most engaging. Ceiling banners and overhead mobiles are the least engaging
T/F Many marketing experts believe individuals lifetime value provides more accurate information than a market segment value
False; many marketing experts believe a market segment value provides more accurate information because it sums costs across a market segment. Individuals lifetime value calculations normally only contain costs for single customers
T/F Financial incentives are particularly effective for changing consumers' purchasing habits over the long term
False; they help persuade an individual to make a first-time purchase and encourage customers to return
Facebook would be classified as a ________ site.
General social networking. Facebook is a general social networking site because it does not target a specific interest, hobby, or demographic group.
___is the type of banner ads that are presented only to individuals who log on to a Web site in a particular region
Geo-target ads. Geo-target ads utilize the user location information to present ads to only the relevant group of people. This type of ads is particularly attractive to retailers and smaller businesses who seek to reach a specific region of the country.
A company that stops using Styrofoam containers because they hurt the environment and starts using recycled paper provides an example of: 1)Event marketing 2)Green marketing 3)Altruistic effort 4)Cause-related marketing
Green marketing is the development and promotion of products that are environmentally safe.
Evaluation metrics
IMC programs can be evaluated using various kinds of evaluation tools. Three major metrics are: •Message evaluation techniques •Online evaluation metrics •Respondent behavior evaluations Recent emphasis on evidence/proof of effectiveness tends to put more weight on the last metric, respondent behaviors, because they are tangible and immediate (short-term) outcomes.
Successful database marketing emphasizes two things:
Identifying customers and building relationships. Enhancing customer loyalty constitutes the primary benefit of database marketing.
_____ is the best social site when a brand is interested in contests and crowdsourcing for photos
Instagram is a good social networking site for sharing photos and videos and many brands use Instagram with contests and photo crowdsourcing as the main tactic
Weighted CPM
It is a cost effectiveness measure while considering the target audience that the company is interested in only among the total audience. Weighted CPM = (cost of advertisement / actual target audience) x 1000
Which of the following correctly describes Search engine optimization (SEO)?
It is the process of increasing the probability of a particular company's website emerging from a search.
Brand advocates exhibit all of the following characteristics except:
Member of multiple social networking sites. brand advocates exhibit 3 characteristics: behavioral commitment, emotional connection, quality communication skills.
Compared to Twitter, Facebook is more effective for advertising because Facebook generates:
More shares, more site traffic, and more new customers than Twitter. The main strength of Facebook is the number of users (1.2 billion), and this sheer volume generates significantly larger amount of activities including sharing and visiting. Also Facebook gain a lot more new users. This volume closely resembles circulation of print media - when there is more users, you have more chance of exposing your message to more people!
Direct Response Marketing
Occurs when a retailer advertises a product and makes it available through mail or telephone orders.. •Telephone, email, PURL, direct mail, etc.
Personal Selling
Personal selling is a face-to-face sales through relationship development. a. generating leads b. qualifying prospects c. knowledge acquisition d. sales presentation e. handling objections f. closing the sale g. follow up
Ad Terminology: Reach, frequency
Reach: The percentage of people in a target audience exposed to a media vehicle or message schedule at least once during a given time period (usually 4 weeks). Reach only counts for the number of heads (people who saw the ad) but does not consider how many times each person saw the ad. Frequency: The average number of times an individual, household, or business within a particular target market is exposed to a particular advertisement within a specified time period.
The creation and execution of instantaneous marketing messages in response to or in conjunction with occurrences in live events is:
Real time marketing.
The creation and execution of instantaneous marketing messages in response to or in conjunction with occurrences in live events is_____
Real-time marketing
Oliver just bought a new laptop yesterday and thought he may need to get a new laptop case. As he was waiting for a bus at a bus stop, an advertisement of a new backpack with a detachable laptop sleeve insert from eBags caught his attention. When he was back home that night, he remembered the ad and went online to examine the backpack. Which theory explains Oliver's situation best? 1)The three exposure hypothesis 2)Recency theory 3)Effective Reach 4)Effective Frequency
Recency theory argues one exposure to an ad can be effective when consumers pay attention to an ad that may meet their needs.
Brand recognition and brand recall
Recognition: create or strengthen mental linkages, increase reach. Recall: place the brand in evoked set, increase frequency.
Which is NOT a method of generating sales leads?
Sales presentation. Methods of generating sales leads: Referrals. Database-generated leads. Networking. Directories. Cold calls.
Three exposure hypothesis
Says 3 exposures are minimum to make people remember the ad. This theory emphasize the importance of frequency (repetition). According to this theory, being able to capture viewers' attention is important (and at least 3 times of grabbing attention).
___________ is a social media metric that allows marketers to understand the nature of the buzz. 1)The buzz score 2)Sentiment 3)Reach 4)Click-through rate
Sentiment - captures the temperature or positivity/negativity of the buzz.
The need-satisfaction sales approach _____
Strives to discover a customer's needs during the first part of the sales call and then provide solutions to those needs
Which sales promotion tactic is most likely to attract deal-prone consumers but not price-sensitive consumers? 1)Price-offs 2)Coupons 3)Rebates 4)Sweepstakes
Sweapstakes. Deal-prone consumers enjoys getting some sort of deals, basically any sort of sales promotions that add excitements. Price-sensitive consumers do not respond to sales promotions unless they get the best price. Among the options, while all options do not guarantee the best price, first three provide price benefits. Sweepstakes do not have any price benefit but it provides an opportunity to win something. So, this won't attract price-sensitive consumers but deal-prone consumers.
OTS (Opportunties to See)
The cumulative exposures achieved in a given time period. OTS usually estimates the overall potential exposures across different media types and vehicles.
Three-Exposure Hypothesis
The minimum number of exposures needed for advertisement to be effective
Effective frequency and effective reach
The minimum number of exposures needed to achieve the advertising objective. Effective frequency is the minimum number of repetition of the ad message to achieve an objective. Effective reach refers to the minimum percentage of the target audience reached to achieve an objective. Computer predictive modeling generates a mathematical models to optimize reach and frequency.
Share
The percentage of the household that tuned on a TV that is exposed to a TV show (or a print medium). Share is most commonly used for TV. Note that share, unlike rating, only considers the households that were watching something on TV at the time when the show was on. In this sense, share can be a bit more informative than rating because it only considers the proportion of people watching the show of interest among those people who sat in front of the TV and watched something. So the share of a program is expressed as [(Households tuned to the show) / (Households watching TV at the time)] x 100
Rating
The percentage of the total household that is exposed to a TV show (or a print medium). Rating is a very similar concept to reach. While reach measures the % of people out of the target audience, rating measures the $ of household out of the whole population who owns a TV set (essentially everyone). So, the program rating is expressed as [(Households turned to the show) / (Total US TV household)] x 100
Gross Impressions
The total exposures of the audience to an advertisement. This is not a percentage measure like reach or rating. It is really the total number of exposures in the market. Gross impressions count all the number of exposures as seen by people.
Advertising Objectives:
a. The three-exposure hypothesis b. Recency theory c. Effective reach and effective frequency d. Brand recognition e. Brand recall
To increase the probability that a positive experience will occur from an experiential marketing event, companies should follow the following steps EXCEPT a. provide consumers an opportunity to generate buzz with other individuals b. make sure the experience reveals clearly the brand's promise c. choose a clear, concise market segment to target d. identify the right time and place to involve consumers with the brand
a. allowing consumers to enjoy the benefit of a good or service before actually making a purchase gives the experiential marketing program the greatest chance for success
Which of the following consumers creates the most ideal form of buzz marketing for Guess jeans? a. Vanessa truly likes Guess jeans and tells others about how nice they are b. Trinity likes Guess jeans, which allowed Guess' marketers to sponsor her to tell others about the brand c. Guess has created a blog about Guess jeans and invites consumers to participate and offer their opinion, good and bad d. Guess has one of its employees pose as a customer on her personal blog telling others about how great the jeans are
a. the most ideal situation occurs when a consumer truly likes a particular brand and tells others. Enthusiasts deliver these messages in person or via the Internet in chat rooms, blogs, or emails
Which is NOT a purpose of data coding and data mining?
selecting cities for data analysis.
All of the following statements are true about blogs EXCEPT: a. blogs have been created on a wide range of topics b. blogs are a powerful means of spreading word-of-mouth communications about a product c. some blogs permit visitors to post comments, others do not d. blogs cannot be used for commercial purposes
d. marketers can use blogs to promote products or to get close to customers
Companies can enhance a brand community spirit in the following ways EXCEPT a. create member benefits to encourage new customers to join the group b. provide materials to the group that are not available anywhere else c. involve firm employees in the group d. offer group members discounts on company merchandise
d. offering group members discounts on company merchandise is not a way to enhance a brand community spirit. Brand communities are created around a strong bonding experience, not around financial benefits
Skip actively participates in hunting and fishing social networks. These networking sites would be considered ______ sites
niche social networking; this type of website has a very specific goal/interest, and thus is a niche social networking site
