Music Marketing Final
When a concert venue advertises "gated secure parking", what level of the hierarchy of needs are they trying to appeal?
4. Safety
"On any given week, when comparing a #1 country single and a #1 Top 40 single respectively, on the Billboard Airplay or Mediabase Charts, which of the following sets of numbers would most closely report the number of spins per song, as reflected by the monitored panel of stations?"
6000/14000`
The generational difference between Lady Gaga fans and Susan Boyle fans was illustrated by the Wall Street Journal with this point.
97% of Susan Boyle's album sales were on compact disc, compared to Gaga's towering digital sales.
What could motivate a company to enter into a sponsorship agreement with the Ultra Music Festival?
All of the above
When developing a marketing campaign, which of these would a record label view as marketing to the trade?
All of the above (Radio programmers, tv show talent bookers, movie music supervisors, video game creators)
Which of these is a form of music research conducted by commercial radio?
All of the above (calls to radio listeners, auditorium testing, BDS and Mediabase)
Which of these would be considered interruptive marketing?
All of the above (commercials, unsolicited calls, pop ups)
Which of these would a radio programmer depend on research to aid in determining rotations?
All of the above (currents, re-currents, gold)
Roy Trakin in his Billboard Magazine story, discovered that Mariah Carey has made several branding mistakes. Which of these were identified by the reporting?
All of the above (ranting against howard stern, carson daily strip tease, trying to appeal to teenagers, presenting her va-va-vavoom image)
When developing a marketing campaign for an artist, which of these should you observe to get an overview of the market?
All of the above (Ticket sales, video play, radio play, music retail)
Why companies are favoring sponsorship opportunities over advertising?
All of the above (decreasing efficiency, cost high/viewership down, time shifting of media, disintermediation, building affinity)
Which of these are characteristics of the product in an artist marketing campaign for a new CD release?
All of the above (packaging, printed lyrics, name, features)
Opt-in permission based marketing carries which of these inherent commitments?
All of the above (promise to protect info, promise not to sell info, promise that content is relevant, promise that content will be timely)
As the VP of marketing at Universal Music, which of the 4 Ps in your marketing mix do you control?
All of them (external factors, production, promotion)
Correct "When considering adding an artists' music to their playlist, a radio programmer would never take YouTube video spins into consideration."
False
Gross revenue must always be the most critical element of the evaluation phase for every marketing effort
False
In marketing, consumers always know what they need and want
False
Independent marketing firms such as Atticus Branding Partners work to build partnerships with properties, brands and entertainers. Atticus Branding Partners services are paid by the artist to secure the sponsorship.
False
Mediabase provides accurate airplay statistics because it monitors all 6000-plus FM radio stations in the U.S.
False
Paid media will always be a component of every marketing mix.
False
Pop radio plays current songs less frequently that country radio.
False
The class material addressed the concept of push versus pull in the marketplace, refering to consumer demand. If consumers have no awareness of a new artist and a record label is developing a marketing program to secure media exposure to increase consumer awareness, this would be characterized as pull.
False
You can't monetize brand equity.
False
Producer Scott Hendricks, when interviewed for The Billboard Country Update on the value of artist development, stated that a common error for many new artists is __________.
They go release music before they are ready
"As the VP of Marketing for Capital Records, you want to make sure that the new Luke Bryan album is available at music retail the same week that the single reaches #1 on the country airplay singles chart. What specific data from the singles airplay chart do you study religiously to determine when the album should be released to retail, to coincide with the number 1 single?"
Weeks on the chart
Artist development is a significant role in building an artist brand.
True
Branding is an iterative process.
True
Building a brand can be an expense, but should be viewed as an investment.
True
Concert promoters can use capacity to impact pricing for a concert.
True
Consumers buy products, but they are typically seeking the benefits of the product.
True
Faith Hill's 1993 debut "Take Me As I Am" requried a 100% push marketing strategy.
True
Lady Gaga manager Troy Carter credits Universal Music Groups marketing dollars for contributing to Gaga's success.
True
Packaging is part of the marketing effort for Apple products
True
Parking would be considered part of the product of the american airlines arena
True
Social context can be a leading driver for ticket purchases for a Taylor Swift concert
True
The morning drive radio daypart typically has the largest listening audience.
True
You should constantly review the qualities that make up your brand.
True
How did "Capital Cities" manager Dan Weisman initially know that the band was developing an audience in territories outside the United States.
Twenty stations had played the single through social media which sparked Facebook fans from around the world.
What does Bon Jovi Manager Paul Korzilius credit as the single most important thing for building successful tours?
Updated production and great customer service.
Consumers always use the exact same methods for choosing products as they do when choosing services.
False
Brand equity equals brand _____________.
Resonance
Which of these are corporate commercial radio airplay programs that provide nationwide exposure when an artist is selected to participate?
"CBS Radio Group ""Impact"""
According to the Billbaord article analyzing the Lorde/MAC partnership, a developing artist beauty contract can range from ___________ to ____________ per year.
$250,000 to $750,000
How long did it take "Safe and Sound" to reach number 2 on the Mediabase Top 40 chart, from the time it was initially released as a single?
2 1/2 years
According to CAA Music President Rob Light, how much time was devoted to planning and set-up for the Bon Jovi Circle tour?
18 months
The service that measures the number of people listening to radio by polling consumers with a written diary?
Arbitron
CBS Corporate radio has 125 stations in 27 markets. Who was the first artist chosen to participate in the new "Launch: Multi-platform Exposure for New Acts" promotion?
Avicii
Build on a strength, correct a weakness, exploit opportunities, and _____ threats
Avoid
The radio monitoring service owned by the Nielsen Company and used in calculating the Billboard airplay charts?
BDS
What did Jon Bon Jovi do to bring added value to the most loyal fans at the O2 arena series of shows for the 2010 circle tour?
Bon Jovi added new songs in the set list, to increase the songs the band performed during multiple shows to 70 different tunes
One method to measure your social media exposure on Twitter is to count your followers. How would you measure your brands engagement with your fans on Twitter?
Both C and D (Quantify number of times your hash tag was used, Quantify how many times your tweets were retweeted)
The first step in creating brand equity is:
Brand awareness/salience
The premium consumers will pay for one brand over another when the functional benefits provided are identical.
Brand equity
When a company allows a brand name or trademark to be used for products or services for a royalty or fee.
Brand licensing
Which of these are true regarding brands?
Brands can influence behavior.
Which of these is an advantage of advertising in your marketing mix?
Can de designed specifically for a targeted audience
Viewing the 4 P's of marketing from the customers perspective, promotion would be?
Communication
Marketing is the activity, set of institutions, and process, for _____, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large
Creating
Because radio syndicated shows play in a number of U.S. markets simultaneously, BDS and Mediabase does not include this airplay in the monitored airplay charts.
False
Viewing the 4 P's of marketing from the consumer's perspective, place would be considered:
Customer convenience
How does the Billboard article show that Bon Jovi's touirng cycle impacts Island Def Jam Records.
Def Jam is working the "Circle" album release and follows with a greatest hits release, using the world-wide touring as a marketing vehicle for each album.
The Lorde Sales History Soundscan Report reveals which configuration of the release "Pure Heroine" represents 60% of total sales
Digital downloads
Which of the following are not benefits of email as part of your marketing effort?
E-blast are always expensive to produce and distribute
Which of these represents a benefit to owned elements of your communication mix.
Easy to control
Which of these elements of your marketing communications mixed cannot be bought?
Editorial review of your live show in the New York Times
Brand loyalty is earned through consistent presentation of your brand and inconsistency in everything your brand implies.
False
Callout America's radio listener research that is distributed by Billboard each week is primarily designed to provide radio with an accurate count of country music listeners during drive time.
False
Changing a brand will only lead to losing an existing audience.
False
The next step in the marketing process following implementation is what?
Evaluation
"A marketing communications mix must always contain elements that are owned, earned and bought."
False
"The week that a song reaches the number 1 position on the Billboard Mainstream Top 40 airplay chart, it will receive an average of 500 spins per station monitored for this chart."
False
A brands value is what the company says it is, not what the consumer thinks it represents.
False
An artist should never change their brand characteristics.
False
Marketing efforts in the entertainment industry are often designed for two distinct groups, consumers and ______
Industry gatekeepers
Which of these are characteristics of a successful brand?
It carries meaning.
What additional marketing actions will Coors Beer undertake to activate their Brooks & Dunn Tour sponsorship?
Local market campaigns, tour related advertising and radio merchandising campaigns utilizing autographed guitars, hats and concert tickets.
What was the catalyst for commercial radio jumping on the "Gangnam Style" single?
Massive consumer demand for the YouTube video.
The service that measures airplay by monitoring a group of radio stations around the country?
Mediabase
What is one example of how an artist can engage and communicate with earned media?
Respond and retweet positive tweets that reference the artist
From the definition of marketing, we find that one of the first objectives of marketing is to discover
None of the above
How would a concert promoter use Soundscan in their marketing research?
None of the above
The consumers expectations for opt-in email from Spotify are:
None of the above
The evaluation metrics for a marketing plan must always include:
None of the above
What external factor do you control in the marketing process?
None of the above
Which of these are external social factors that you can control in your marketing plan
None of the above
Which of these must always be used to measure sponsorship effectiveness?
None of the above
Which of these would be considered branding mistakes?
None of the above
What is one of the 4 P's of marketing?
None of the above (price, product, promotion, place)
As "Safe and Sound" was developing on station at a time, band manager Dan Weisman was watching what metric to confirm his belief that the marketing strategy was working?
Sales of the record was happening rapidly, usually one week after a station started playing the song
When analyzing the Billboard Top 200 Soundscan Chart for Week 32, what data will not be found?
Sales percentages by configuration for each title on the chart.
O in the situation analysis acronym stands for?
Opportunity
""The sample is too small"" and ""It doesn't just monitor active listening"", are two complaints from radio programmers aimed at what technology?"
PPM
What is the base characteristic of the hierarchy of needs?
Physiological
Which of these are not external factors that you must consider when developing a marketing campaign
Print advertising
"Which of these radio broadcast analytical tools depends on written reviews from randomly selected ""scouts""?"
Sound Out
The director of marketing for Capitol Records plans to release the new Katy Perry single the week that single track sales are at their peak volume in the U.S. What resource could she use to aid in determining which week of the year the single should be released?
Soundscan
Coke and Pepsi are two if the major corporate sponsorship spenders in the U.S. What sector receives of the bulk of this marketing money?
Sports
How will Staples activate the Katy Perry tour sponsorship?
Staples customers are invited to "Make Roar Happen" by donating to Donorschoose.org at their local Staples store or online.
One reason noted for the perfect paring with Lorde and MAC cosmetics.
The artist affinity for the product.
When artists align themselves with a corporate sponsor, who has the responsibility to fully activate the sponsorship.
The sponsor and the artist.
How does a record company use the "Next Big Sound" to their advantage?
They can determine what marketing activity has an impact on social media platforms
T in the situations analysis acronym stands for?
Threats
Commercial radio is very sensitive to TSL and program their stations accordingly. What is TSL?
Time spent listening
How would a concert promoter use Pollstar in their market research?
To discover which markets an artist has performed and how the show performed at the box-office.
"Radio station corporate consolidation has changed the promotional landscape for major record labels. With greater corporate oversight, there are fewer individual decision makers to take chances on music and more corporate control of individual market playlist decisions."
True
With all of today's diversity of marketing tools, _____________________is considered the most effective marketing resource.
Word of mouth
