Chapter 11, Question 4

Locate two examples that illustrate exemplar-based learning, and provide explanations as to how the chosen advertisements facilitate exemplar-based learning.
One ad that comes to mind is the Charmin ads with the kids. To me, this tells me that it is soft, like a babies skin and that it is delicate for kids, which is always good for parents.
The V8 commercials where the belt is around the bottle and cinches in the waste of the bottle. This is to show how V8 can help you lose weight, and give you a slimmer waste line. Actually, Special K does the same thing.

Chapter 11, Question 12

Consumers occasionally fun television commercials to be humorous and enjoyable. Some advertising pundits claim that such commercials may capture attention but are frequently ineffective in selling products. What is your viewpoint on this issue? Justify your position:
I definitely believe this to be true and the best example is the super bowl. Do people get together to watch the game or the commercials. From researching it is unknown, however; some predictions say that most people tuning into the big game are all for the commercials. Companies spend millions of dollars to build the brand and awareness during the big game. The biggest hits? Not the commercials showing the next big product. The funny commercials are what get people talking about the big game. Does a funny commercial effectively sell a product? I do not have data to back up my hypothesis, but I am guessing no. It may leave an impression, but the impression is probably the humor of the ad, and not the product. I do believe that it attracts attention and can help build a brand if specifically tied back to the product. I believe that the average funny ad can generate more laughs than sales.

POPAI

Who is POPAI
POPAI- The Global Association for Marketing at-Retail
POPAI is the only global, non-profit trade association representing the marketing at-retail industry.
We are dedicated to serving more than 1,700 members internationally by promoting, protecting and advancing the broader interests of the Marketing at-Retail industry through research, education, trade forums, and legislative efforts. The association promotes the industry by demonstrating that Marketing at-Retail is a strategic advertising medium being rapidly being integrated into the high level marketing mix. At-retail programs deliver the brand message and image by creating the proper retail setting that engages the consumer during any of their shopping trips.


POPAI Mission Statement:
POPAI, the Global Association for Marketing at-Retail, is the only trade association of the industry dedicated to serving its more than 1,700 members internationally by promoting, protecting and advancing the broader interests of Marketing at-Retail through research, education, trade forums and legislative efforts. POPAI aspires to enable our industry to influence consumers' buying decisions. The association seeks to advance the evolution of Marketing at-Retail as a strategic advertising medium integrated into the marketing mix globally.

POPAI Committees

West Committee
Provide input and volunteer for the San Francisco POP Show. Share West Coast specific knowledge while taking advantage of networking opportunities.






Canadian Committee
Share knowledge specific to the Canadian market while connecting with other local members




Public Policy / Intellectual Property Committee

Advance and protect the industry from undue governmental regulation and abuse of legal rights.









Permanent Display Manufacturers Forum

Network and share information with other members involved in wire fabrication, sheet metal and / or permanent displays. (Note: You must be a North American manufacturer of permanent displays and be willing to open your facility for a plant tour.)






Digital Signage Committee

Develop standards for dynamic digital signage, networks, technologies and applications










Nominating Committee

Nominate members for volunteer leadership positions and POPAI awards recognition programs



New Content Committee

Identify topics that the industry needs from our website, educational programs, newsletters and Marketing At Retail magazine.











Digital Working Group
For those members involved in wire fabrication, sheet metal, and potentially permanent display.

Co-Chairs: Jeff Dowell

Brad Gleason



Jeff Porter



Regional Committees

Canadian Committee

Provide knowledge and/or networking opportunities to members on a regional level.


Chairs: Greg Wege






West Committee

Provide knowledge and/or networking opportunities to members on a regional level.


Chair: Jimmy Vianu






East Committee

Provide knowledge and/or networking opportunities to members on a regional level.


Chair: Andy Edelman






Mid-West Commitee

Provide knowledge and/or networking opportunities to members on a regional level.


Co-Chair: Michael DeJohn


Bob Zanotti





Committees by Appointment
Consideration is given to all interested parties



Chairman's Advisory

Advises the Chairman.


Chair: Tom Ujfalussy





Investment Committee

Protects and enhances POPAI financially via portfolio and non-portfolio investments.


Chair: David Abramson





Global Leadership Council

Coordinates the programming and sharing of information among POPAI Headquarters, Chapters, Sub-Chapters, Committees, and Task-Forces globally.


Chair: Rick DeHerder





Nominating Committee

Nominates board members and designees of the Chief Award, Industry Achievement, and Hall of Fame.


Chair: Rick DeHerder





Strategic Planning Committee

Recommends long-term goals for POPAI to pursue and defines the measurement of progress.


Chair: Kurt Witzel





Executive Committee

Provides policy decision making between board meetings.


Chair: John Anderson


POPAI’s five strategic goals
· Research
· Education
· Advocacy
· Application of technology
· Globalization
Education, globalization, technology, advocacy and elevating Marketing at-Retail as a measured medium on a par with print, broadcast, and other advertising mediums are the driving strategies behind POPAI’s direction. Throughout the years we have focused on strengthening global partnerships, enriching our research & educational programs, and utilizing technology to better serve our members.
As the Marketing at-Retail’s non-profit trade association, POPAI is responsible for establishing and maintaining industry standards. POPAI has taken the lead in not only standardizing the terminology we use, but is also working hard to establish new industry standards for measurement, technology and education. In doing so we are raising the standards of quality throughout the industry and improving the consumer’s experience in the marketplace.

Chapter 8, Question 10:

Chapter 8, Question 10:
The English muffin display was more effective as the advertising before the motion sigh was in place. For Eveready, the display was charged with most of the selling burden. The motion sign is used to remind you of previous advertising. To get your attention.

Chapter 8, Question 8:

Chapter 8, Question 8:
In store decision making is swayed by POP or in store displays. Products with end cap displays or strong selling tools are more likely to win the in store decision. Products with larger displaces, and more appealing placements are more likely to win the decision as well.

Chapter 8, Question 6

Chapter 8, Question 6:
What functions can point of purchase materials accomplish that mass media cannot?
It affects in store decisions, hits the consumer while shopping, helps with substitution purchases and creates unplanned purchases.

Womma

Womma.org:
Buzz Marketing: Using high-profile entertainment or news to get people to talk about your brand.
Viral Marketing: Creating entertaining or informative messages that are designed to be passed along in an exponential fashion, often electronically or by email.
Community Marketing: Forming or supporting niche communities that are likely to share interests about the brand (such as user groups, fan clubs, and discussion forums); providing tools, content, and information to support those communities.
Grassroots Marketing: Organizing and motivating volunteers to engage in personal or local outreach.
Evangelist Marketing: Cultivating evangelists, advocates, or volunteers who are encouraged to take a leadership role in actively spreading the word on your behalf.
Product Seeding: Placing the right product into the right hands at the right time, providing information or samples to influential individuals.
Influencer Marketing: Identifying key communities and opinion leaders who are likely to talk about products and have the ability to influence the opinions of others.
Cause Marketing: Supporting social causes to earn respect and support from people who feel strongly about the cause.
Conversation Creation: Interesting or fun advertising, emails, catch phrases, entertainment, or promotions designed to start word of mouth activity.
Brand Blogging: Creating blogs and participating in the blogosphere, in the spirit of open, transparent communications; sharing information of value that the blog community may talk about.
Referral Programs: Creating tools that enable satisfied customers to refer their friends.
Unethical Examples on Womma.
Stealth Marketing: Any practice designed to deceive people about the involvement of marketers in a communication.
Shilling: Paying people to talk about (or promote) a product without disclosing that they are working for the company; impersonating a customer.
Infiltration: Using fake identities in an online discussion to promote a product; taking over a web site, conversation, or live event against the wishes or rules set by the proprietor.
Comment Spam: Using automated software ('bots') to post unrelated or inappropriate comments to blogs or other online communities.
Defacement: Vandalizing or damaging property to promote a product.
Spam: Sending bulk or unsolicited email or other messages without clear, voluntary permission.
Falsification: Knowingly disseminating false or misleading information.

Chapter 7, Question 15

Chapter 7, Question 15
The Hearts on Fire Diamond: First off, this is a dumb idea. If you need a proportion scope to see it, why would you buy it? I am already tainted.

To answer the question, I would shorten the name to Hearts. Hearts on Fire is too long, and it is really cheesy. Diamonds are not supposed to be a Soap Opera (Hearts on Fire sounds like a really bad TV show). IF I were to sell this product, I would just call it Hearts.

Chapter 7, Question 2

Chapter 7, Question 2
Based on factors that facilitate the adoption process, what is the likelihood that Splenda will receive widespread consumer acceptance and become a major competitor to the older, and better-known brands in this product category?

Relative advantage: when speaking of relative advantage, Splenda does have a perceived relative advantage to sugar as it provides the same taste, yet is calorie free. Actually, I would say that adoption has taken place for Splenda, and it is mostly driven from its relative advantage. Last year, American consumed 576 cans of soda per person (http://www.nexlev.com/Soda/tabid/77/Default.aspx) X 303,123,716 Americans = 175 BILLION cans of soda. If you can get 10% of the market share, you would have 17.5 Billion cans of soda with Spenda.

Compatibility: Splenda, especially when partnered with Coke and Pepsi products, is very compatible. As an additive, it is already in our products. For a sugar replacement, it can be purchased as a substitute in the sugar isle.

Complexity: Very easy to use/purchase as noted in capability.

Trialability: There are free samples on Spenda (https://www.splendidlife.com/ancillary/samplingprogram.do) that allow you to sample the product. They can also demo the product at grocery stores, gas stations, etc as it is already in everyday products used.

Observability: This would be a low scoring for Spenda as it is hard to observe others consuming it.

Chapter 6, Question 10

Established brands shares of market tend to exceed advertising shares of voice, where as un-established brands share of voice often their share of market. Using the concept of competitive interference as your point of departure, explain these relationships.
Established brands share of market exceeds share of voice as they are already established. Un-established need to build awareness by advertising to do so. SOV can be lower for established businesses as the customer is aware of the established company, and competitive interference is less of an issue.

Chapter 6, Question 7

Some credits content that using the percentage of sales budgeting technique is illogical. Explain. They argue that the method reverses logical relationship between sales and advertising. They argue that advertising causes sales, not sales causes advertising. I would like to discuss this in class, because to me, this is a chicken/egg theory.

Chapter 5, Question 11

Explain the following related concepts:
Perceptual encoding: the process of interpreting stimuli. Two stages are involved and as follows…
Feature analysis: customer examines basic features (look and feel of object). From there, makes a perceptual decision about the product.
Active synthesis: There is where the context or situation where the information received plays a role in how the product is interpreted. It is how the meaning is acquired.

Chapter 5, Question 9

Explain why attention is highly selective and what implications selectivity holds for brand managers and their advertising agencies. Attention is highly selective as a persons information processing is limited, and not unlimited. In addition, all advertising is competing for your attending. Mix the two and you have customers how are selective on what advertisements they pay attention to. That said, they select messages that are relevant to their lives and of interest to current goals. Brand mangers must target audiences based on relevant offers.

Chapter 5, Question 7

Identify an ad with images and a name brand, but no information on the product. What is the advertiser trying to convey. Ask two friends to offer interpretation and compare or draw conclusions based on this ad. I do not have any print ads, so I will discuss the Corona commercial I just saw on TV. There was no dialoge, just an image of a cell phone on a table by the beach. The cell phone rang, and it was tossed into the water. Actor in the ad then put his bottle of Corona (with a lime, of course) onto the table. Non verbal, no descriptions, and to the point. What does this convey? That when I am on the beach, I want a Corona. It also conveys that I want to be on the beach when I have a Corona. This commercial actually works, because I don’t really like Corona that much, but I drink it on the beach. Branding at it’s best.


I asked around at work, and two other people gave me the same thoughts. Repetition is the strongest predictor of an accurate survey. Statistically significant at the 1% confidence level. J

Chaper 5, Question 5

How is your favorite brand of athletic footwear positioned? Although I don’t have a favorite, I would say that Nike (the current brand I have) is positioned as the brand of the professionals, or the top brand of the “league”. Unfortunately, so are all of the other brands of shoes. Yes, Nike motivates action, but to me, it does not reflect advantage. To me, the brand reflects the professional athlete, which sparks endurance, exercise, and drive. To me, Reebok and ADIDAS do the same thing.

Chapter 4, Question 7

Chapter 4, Question 7
Having read the section on the size of the world and U.S. populations, update the figures presented in the text, which were current as of late 2004.

Monthly World population figures:07/01/08 6,706,992,93208/01/08 6,713,766,30509/01/08 6,720,539,67810/01/08 6,727,094,55511/01/08 6,733,867,92812/01/08 6,740,422,80601/01/09 6,747,196,17902/01/09 6,753,969,55203/01/09 6,760,087,43804/01/09 6,766,860,81105/01/09 6,773,415,68806/01/09 6,780,189,06107/01/09 6,786,743,939

U.S. POPClock Projection
According to the U.S. Bureau of the Census, the resident population of the United States, projected to 09/11/08 at 16:33 GMT (EST+5) is
305,123,716
COMPONENT SETTINGS FOR SEPTEMBER 2008 One birth every.................................. 7 seconds One death every.................................. 13 seconds One international migrant (net) every............ 29 seconds Net gain of one person every..................... 9 seconds

Chapter 4, Question 6

Chapter 4, Question 6
To which of the eight mindbase segments to you belong?
Experiencer/AchieverYour primary VALS type is Experiencer, and your secondary type is Achiever.The primary VALS type represents your dominant approach to life. The secondary classification represents a particular emphasis you give to your dominant approach.

Chapter 4, Question 1

Chapter 4, Question 1
In what sense is behaviorgraphic information about customers more diagnostic of their future purchase behavior than is, say, demographic information? Historical information is the strongest information you can get for your audience. It can be used to predict the next transaction and it can be used to segment your marketing efforts. Also, if you have behavioral information, you can provide your customers and gather demo, geo, and psyco level data to build penetration models, or to target people who are not a customer, but they look just like a customer based on where they live, what they do, and what they think.

Chapter 3, Question 8

Chapter 3, Question 8
What is the distinction between deceptive and unfair business practice?

A deceptive business practice is anything where the customer is under false impression by a claim fact discrepancy, or the false claim is believed by the customer. The FTC has integrated a policy based on the misleading nature, based on reasonable customers’ perception and that the information must be material, and likely to influence their choice.

An unfair business practice any act that offends public policy, immoral, oppressive, and causes injury to customers, competition or other businesses.

Chapter 3, Question 4

Chapter 3, Question 4
It targeting unethical, or just good marketing? Identify arguments on both sides of the issue and then present your personal position.

Ethics in marketing is a very grey area. I will present three examples of what I believe to be ethical, what I believe to be unethical and grey area. Targeting a segment based on behavioral data such as Visa targeting using an Amazon.com incentive and assuring a relevant offer by targeting customers that already shop at Amazon.com. I believe this to be very ethical. Unethical would be a bank targeting customers who frequently overdraft the account and asking them to open a line of credit. A grey could be a bank targeting college kids with credit cards without credit card history.

Personally, my option is that targeting and segmentation is the single most important step in creating your marketing promotion. Aside from saving $ on upfront targeting costs (verses a random audience) you can use segmented tests to build best practices, predictive models, and end up with customers who know that you know them. Also without a segmented list, chances are slim of achieving a desirable response rate with a breakeven in sight. Yes, I do believe that some marketing cross the line, but as long as management has a strong opinion on what is and what is not “ethical”, segmentation is a powerful tool to segment you customer base.

What is Branding

What is branding: Five key points
Branding is inseparable from business strategy, and is the foundation of marketing. Great recap of branding!
It took 15 years of IMC for Nike to be a strong global brand!
Branding is a blend of art and science – knowing your customer and creating something that gets their attention.
Branding relies on phycho-socialogy principle and targets the way we process, store and recall information.
The creation of a brand is all employees responsibility. Not just marketing and sales.

Chapter 2, Question 10

Chapter 2, Question 10
Describe the leveraging strategy for enhancing brand equity. Take a brand of your choice and, with application to figure 2.8, explain how the brand could build positive associations, thereby enhancing its equity by linking itself to:

Places
Things
People
Other brands

Nike
Places: NBA, MLB, Olympics, NFL
Things: Jackets, uniforms, jerseys, hats, headphones,
People: Michael Jordan, Vince Carter, Tiger Woods,
Other brands: Apple, Jordan, Olympics, NBA

Chapter 2, Question 4

Chapter 2, Question 4
Provide examples of brands that in your opinion are positioned in such as way as to reflect the five dimensions:

Sincerity: Hallmark
Excitement: NHL
Competence: American Family Insurance
Sophistication: Apple
Ruggedness: REI

Meets all: Jeep, Visa’s “Life Takes” branding, Olympics, NorthFace, Harley Davidson

Chapter 2, Question 2

Chapter 2, Question 2
Using the framework in future 2.1, describe all personal associations that the following brands hold for you:
Harley Davidson: a strong brand image were it portrays symbolism (American, rock and roll, rebellion, fun, network of owners), and Experiential (riding on a nice day, road trips, and group rides)
Hummer Vehicles: Durable, ruggish, tough. It also has a reverse image which is too much, overkill, not needed, not practical.
Redbull Energy Drink: Pick me up, gives me wings, allows me to focus, multi functional (in the am for the jolt, in the PM with a drink).
Wall Street Journal (does not resognate with me, I know it has a strong name in the industry, I am just the target market)
Nicole Kidman: Ok actor, but really, really pretty.

Chapter 1, Question 6

Chapter 1, Question 6
Earlier in the chapter, it was claimed that partnering of communication tools, for example advertising along with promotions, generally yields better results than using the tools in isolation. Provide an explanation of what this claim means to you, and support your explanation with an example of a specific brand of your choosing.

Partnering marcom tools allows a few things. It allows for different angles on your marketing efforts. Combining advertising with promotions allows you to convey your message with the advertising along with a look and feel for your brand. The promotions can act as an opt in for that message.

An example would be TacoBell advertising for the new “Burrito Melt”. The advertising may tell me it is cheesy, melty, and 2 pounds of solid transfat. They mix in the TacoBell image/look/feel, but in this case, it would be the “try one free with a soda” or the “eat one today, and you may win a trip to the Rose Bowl” that actually gets me to try it. It if is a good product, I will like it, tell 7.5 people and buy it again. This would be advertising, with an overlay of a promotion. Good stuff.

Chapter 1, Question 5

Chapter 1, Question 5
IMC also emphasizes using all economically effective contact methods as potential message delivery channels. Assume you are advertising a product that is marketing specifically to high school seniors. Identify seven contact methods (include no more than two forms of mass media advertising) you might use to reach this audience.

First off, if this is my business and my customer base, I would identify a marketing test design that would depict the strongest channels for achieving high response rates. In addition, I would profile responders to create response models for targeting my audience so that efforts, from an economy standpoint are not wasted on non-responsive clusters/segments.

To answer this question, and just thinking about high school students, I would use:

Mass Media:
Awareness via internet on myspace, facebook, and youtube.
Radio ads on pop, rock and country stations in large metro areas with large percentage of high school students.

1:1 Media
Direct Mail
Email
Myspace IM
Text messaging
Voicemail blasts
Iphone/Ipod apps

Chapter 1, Question 4

Chapter 1, Question 4
One key feature of IMC is the emphasis on affecting behavior and not just its antecedents (such as brand awareness or favorable attitudes). For each of the following situations, indicate the specific behavior(s) that the marketing communications might attempt to affect.
Your universities advertising efforts would lure students/professors to the school.
A professional baseball teams promotion for a particular game would be successful if “incremental” patrons attended the game.
Not for profits attempt at identifying more volunteers would hire more volunteers for your cause.
Gatorades sponsorships of a volleyball tournament would entice customers to drink Gatorade and attend the volleyball tournament.

Test

Test 1