Chapter 16, Question 1
Novel Media:
You have direct targeting such as DM, video ads with are more 1:1 targetable.
DM (or Pmail) as they call it in this chapter is targetable, highly measurable and cheap to send. If audiences are segmented correctly, waste can be minimized.
Catalogs, although expensive are another way to advertise your products and make it possible for customers to purchase without leaving the house.
Database Marketing is a way to make sure you are segmenting your audience to send applicable offers and relevant content. Models can be used for response and profiling can target audiences that would in some cases, be missed by modeling. Data mining will allow you to A) identify logical customer clusters for targeting and B) spot holes in your portfolio for possible upsell cross cell initiatives.
For advertising in venues, we have movie theatres (ANNOYING) when you have to watch a commercial and brand placement within movies or video games. I do not mind this as much, and I think it could be an effective way to advertise. The new Knight Rider is a HUGE brand placement. It is like a long Ford commercial. Hell, it got me to spend a bunch of money.
Lastly, you have other additional methods such as stadium advertising (target center!), Dyson in pubic restrooms for drying your hands and when you are sitting on the beach and planes over the beach that tell you where the evenings best parties are at.
Chapter 16, Question 6
If I were selling men’s outdoor apparel, I would include the following pieces of data in my analysis to select an audience to receive my catalog.
Buyographic: by selecting people who have purchases, filled out surveys, made returns, and have proactively interated with my company by joining a loyalty program, opting in with an email address, or provided feedback on a product.
Demographics: by targeting my audience make up. So, if it were outdoor gear, men between 28 and 60 that live in middle to upper class households.
Geographic: live in an area that is conducive for the outdoors.
Psychographics: identify who is outdoorsy by including interests into my dataset. This can be done by profiling past purchases to formulate clusters based on products purchases.
Thursday, October 16, 2008
Chapter 15
Chapter 15, Question 5
Banner ads can be effective in helping to establish the brand. They also help as an “opt in” for your audience’s further targeting. By placing cookies onto the customers PC, you can track them or offer them targeted offers.
Stage 1: Expose – They are good for exposing brands that are already familiar and are great at establishing brand awareness, even if zero click thrus.
Stage 2: Attention – large or more creative banner ads can help with capturing attention.
Stage 3: Comprehend – difficult to convey this message in a banner ad without click thru.
Stage 4: Agree to Comprehend – offers must be credible and realistic.
Stage 5: Retain – if the customer clicked through, intuitively, I would think that the memory would store this ad longer.
Stage 6: Retrieve – see above.
Stage 7: Deciding – this is based on the offer and product.
Stage 8: Acting on basis of decision
Chapter 15, Question 8
The question is making a general statement on measurement as a whole. If Tiger woods has a Nike emblem on his hat, are you likely to buy the companies shoes? How do you measure the number of impressions that they Nike swoosh made? From there, how to you attribute an increase in shoes to this incident? If you would asked, would you admit it? Perfect questions to address the measurability of this incident.
Chapter 15, Question 9
Cookies work to not only store when you make your first visit to a site, but track your PC to a web service to track internet surfing information. They know where you are looking and what you are looking at. Amazon.com for example. The know exactly what I have looked at and not added to my cart. They know what I am interested in, without even having me opt into anything (aside from the sneaky cookie). This would be Amazon.com targeting me based on my behaviorable data.
Chapter 15, Question 14
I am a cereal advertiser and I am comparing/contrasting keyword matching and content targeted advertising:
Keyword matching: allows merchants to bid on key words. In my case, I would select marshmallow, cereal, grains, prize (J), breakfast. This would allow for my product to be advertised during key word searches. I would pay for each click through to my site.
Content Targeted would work similarly, but post ads on other sites. I could have a pop up on a kids gaming site, or on a parent’s news website.
Banner ads can be effective in helping to establish the brand. They also help as an “opt in” for your audience’s further targeting. By placing cookies onto the customers PC, you can track them or offer them targeted offers.
Stage 1: Expose – They are good for exposing brands that are already familiar and are great at establishing brand awareness, even if zero click thrus.
Stage 2: Attention – large or more creative banner ads can help with capturing attention.
Stage 3: Comprehend – difficult to convey this message in a banner ad without click thru.
Stage 4: Agree to Comprehend – offers must be credible and realistic.
Stage 5: Retain – if the customer clicked through, intuitively, I would think that the memory would store this ad longer.
Stage 6: Retrieve – see above.
Stage 7: Deciding – this is based on the offer and product.
Stage 8: Acting on basis of decision
Chapter 15, Question 8
The question is making a general statement on measurement as a whole. If Tiger woods has a Nike emblem on his hat, are you likely to buy the companies shoes? How do you measure the number of impressions that they Nike swoosh made? From there, how to you attribute an increase in shoes to this incident? If you would asked, would you admit it? Perfect questions to address the measurability of this incident.
Chapter 15, Question 9
Cookies work to not only store when you make your first visit to a site, but track your PC to a web service to track internet surfing information. They know where you are looking and what you are looking at. Amazon.com for example. The know exactly what I have looked at and not added to my cart. They know what I am interested in, without even having me opt into anything (aside from the sneaky cookie). This would be Amazon.com targeting me based on my behaviorable data.
Chapter 15, Question 14
I am a cereal advertiser and I am comparing/contrasting keyword matching and content targeted advertising:
Keyword matching: allows merchants to bid on key words. In my case, I would select marshmallow, cereal, grains, prize (J), breakfast. This would allow for my product to be advertised during key word searches. I would pay for each click through to my site.
Content Targeted would work similarly, but post ads on other sites. I could have a pop up on a kids gaming site, or on a parent’s news website.
Chapter 20 - all posts
Chapter 20, Question 3
Publicity is great for upfront penetration of a new product. It is a great way to accompany an advertising campaign, however; after the dust settles, advertising is a way to keep the lights on for the product. Also, PR is difficult to measure. PR is cheaper, however both advertising and PR should not be stand-alone solutions.
Chapter 20, Question 5
Negative publicity is not always good. Two examples or good and bad. Good would be the next big action flick to come out and they find out that the lead actor was arrested for drugs. Actor makes headlines, film gets PR time and you have increase awareness. Does the actor that was arrested affect the consumer when it is time to see the movie? No. Does the film gain negative press? No.
Other example: Bushes baked beans is accused for using puppy meat in the pork and beans formula. Good luck selling another can of beans. This negative press does effect the product and will reduce sales. Could even kill the company. I am actually surprised that Wendys bounced back from the finger chili recipe.
Chapter 20, Question 8
If I was corona and my competition was stating that my product was contaminated with urine, I would handle based on the leak and proof of the leak (no pun intended). If I am corona, and the leak was contained, I would sue the hell out of Heineken. If the rumor gained legs and I had proof that they started the rumor, the gloves would come off. I would avoid the topic, but show the public that Heineken needs to do to sell their crappy beer. Resort to rumors of this nature. It could actually work in Coronas benefit if handled in a classy way.
Chapter 20, Question 9
Rumor classification:
Conspiracy
McDonalds and church of Satan
Gerber rumor
Contamination
Wendys
Bubble Yum
Kmart
KFC
Publicity is great for upfront penetration of a new product. It is a great way to accompany an advertising campaign, however; after the dust settles, advertising is a way to keep the lights on for the product. Also, PR is difficult to measure. PR is cheaper, however both advertising and PR should not be stand-alone solutions.
Chapter 20, Question 5
Negative publicity is not always good. Two examples or good and bad. Good would be the next big action flick to come out and they find out that the lead actor was arrested for drugs. Actor makes headlines, film gets PR time and you have increase awareness. Does the actor that was arrested affect the consumer when it is time to see the movie? No. Does the film gain negative press? No.
Other example: Bushes baked beans is accused for using puppy meat in the pork and beans formula. Good luck selling another can of beans. This negative press does effect the product and will reduce sales. Could even kill the company. I am actually surprised that Wendys bounced back from the finger chili recipe.
Chapter 20, Question 8
If I was corona and my competition was stating that my product was contaminated with urine, I would handle based on the leak and proof of the leak (no pun intended). If I am corona, and the leak was contained, I would sue the hell out of Heineken. If the rumor gained legs and I had proof that they started the rumor, the gloves would come off. I would avoid the topic, but show the public that Heineken needs to do to sell their crappy beer. Resort to rumors of this nature. It could actually work in Coronas benefit if handled in a classy way.
Chapter 20, Question 9
Rumor classification:
Conspiracy
McDonalds and church of Satan
Gerber rumor
Contamination
Wendys
Bubble Yum
Kmart
KFC
Chapter 17 - all questions
Chapter 17, Question 2
There has been a substancial growth in marketing promotions over the past years. This growth is a shift from advertising to promotions due to a few factors.
The shift from manufacturer power to retailer power. This is due to the retailer knowing more about product sales.
Increased brand parity and price sensitivity: too many products are alike and deals are given to gain share of wallet.
Reduced brand loyalty: retailers are running more promotions to increase customer loyalty and engagement.
Splintering of the mass market and reduced media effectiveness: mass marketing is less effective and more targeted promotions are gaining footing.
Short term orientation and corporate rewards structures: firms are structuring into short term gains verses long term goals. Promotions are especially good at gaining a quick hit, or a jump in sales by using promotions.
Consumer Responsiveness: Customers are jumping at messaging that give them something in return. They are more responsive to discounts, rewards and benefits.
Chapter 17, Question 4
Push and pull are defined as follows:
Push: manufacturing directs the personal selling and promotions by using allowances. This is used to push products and providing more inventories than the competitors.
Pull is when efforts are directed at consumers in hopes to gain the voice of customer towards the retailer to carry the manufacturers products.
Grocery Example: Pepsi working with Rainbow foods to offer discounts for purchasing products. Trade allowances would allow for discounted prices on the product.
Pull would be JandJ advertising medication around the merchant. This would put pressure on the merchant to carry the product.
Chapter 17, Question 15
Pay for performance is the strongest method in my opinion. The assures that the retailer obtains deeper discounts if the products are pushed and sold in the stores. The more they sell, the greater the discounts or trade allowances. This is less of a gamble for the retailers as orders can be ordered in a smaller fashion and second hand sales to other regions or access product does not sit around.
There has been a substancial growth in marketing promotions over the past years. This growth is a shift from advertising to promotions due to a few factors.
The shift from manufacturer power to retailer power. This is due to the retailer knowing more about product sales.
Increased brand parity and price sensitivity: too many products are alike and deals are given to gain share of wallet.
Reduced brand loyalty: retailers are running more promotions to increase customer loyalty and engagement.
Splintering of the mass market and reduced media effectiveness: mass marketing is less effective and more targeted promotions are gaining footing.
Short term orientation and corporate rewards structures: firms are structuring into short term gains verses long term goals. Promotions are especially good at gaining a quick hit, or a jump in sales by using promotions.
Consumer Responsiveness: Customers are jumping at messaging that give them something in return. They are more responsive to discounts, rewards and benefits.
Chapter 17, Question 4
Push and pull are defined as follows:
Push: manufacturing directs the personal selling and promotions by using allowances. This is used to push products and providing more inventories than the competitors.
Pull is when efforts are directed at consumers in hopes to gain the voice of customer towards the retailer to carry the manufacturers products.
Grocery Example: Pepsi working with Rainbow foods to offer discounts for purchasing products. Trade allowances would allow for discounted prices on the product.
Pull would be JandJ advertising medication around the merchant. This would put pressure on the merchant to carry the product.
Chapter 17, Question 15
Pay for performance is the strongest method in my opinion. The assures that the retailer obtains deeper discounts if the products are pushed and sold in the stores. The more they sell, the greater the discounts or trade allowances. This is less of a gamble for the retailers as orders can be ordered in a smaller fashion and second hand sales to other regions or access product does not sit around.
Thursday, October 9, 2008
Chapter 14, Question 10
Chapter 14, Question 10
I believe that particular products have a place in infomercial land. Like the time life collections with Air Supply. It is actually entertaining. I watched the infomercial and order the product. I am not an infomercial watcher, but it was a great avenue to sell music. Lots of sampling, not possible for downloading or stealing, and they had a heighted call to respond. Call now and get 1/3 off the price. Can’t beat that.
I believe that particular products have a place in infomercial land. Like the time life collections with Air Supply. It is actually entertaining. I watched the infomercial and order the product. I am not an infomercial watcher, but it was a great avenue to sell music. Lots of sampling, not possible for downloading or stealing, and they had a heighted call to respond. Call now and get 1/3 off the price. Can’t beat that.
Chapter 14, Question 7
Chapter 14, Question 7
In reviewing a rate card (all that I found was Industry Week), obviously the large the ad (full page, half, quarter, etc) is more expensive than the smaller. 4 color being the most expensive with b/w being the cheapest. For this magazine, the price difference is not too bad though. I was surprised. Also, there are discounts for repetition of ads.
In reviewing a rate card (all that I found was Industry Week), obviously the large the ad (full page, half, quarter, etc) is more expensive than the smaller. 4 color being the most expensive with b/w being the cheapest. For this magazine, the price difference is not too bad though. I was surprised. Also, there are discounts for repetition of ads.
Chapter 14, Question 6:
Chapter 14, Question 6:
Which magazine would I advertise in?
A = $.0047 per impression
B = $.0045 per impression
I would use B for the cheaper cost per impression. All things considered equal.
Which magazine would I advertise in?
A = $.0047 per impression
B = $.0045 per impression
I would use B for the cheaper cost per impression. All things considered equal.
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