SHORT ESSAY 1. Imus Brothers Coffee, distributed by Fred and his radio disc jockey brother Don Imus' mail order company, makes ground coffee and has targeted heavy users in the past. However, it is considering switching to college students. It is considering switching target segments even though this group is comprised largely of people who have just started to drink coffee and don't consume anywhere near as much as the heavy users. What are the disadvantages of the heavy-user strategy? What is the term used to describe the college students the company is considering targeting? What are the advantages of targeting this college student segment? Heavy users are devoted users who need no encouragement at all to keep consuming. In addition, a heavy-user focus takes attention and resources away from those who do need encouragement to purchase the marketer?s brand. Heavy users may be significantly different in terms of their motivations to consume, their approach to the product, or their image of the product. The college students that the company is considering targeting are emergent consumers. Advantages of emergent consumers are that their brand preferences are still under development. There is an opportunity for brand loyalty to arise. 2. For Kraft, the South Beach deal seems an admission that the diet?linked with celebrity dieters2such as Bill Clinton, Bette Midler and Nicole Kidman?may be a bigger consumer draw currently than the Kraft name. The South Beach Diet book, by cardiologist Arthur Agatston, has sold more than 8 million copies. Among Kraft products that will carry the South Beach diet is Jello. To maximize Jell-O's chances for success, describe the general characteristics its new position should possess. To maximize Jell-O?s chances for success, advertisers must develop an ad campaign that will break through the clutter of competitor?s advertising. They must come up with a positioning strategy and theme. In doing so, a catchy slogan is a good start. They must pick a positioning theme: benefit, user, or competitive. Because South Beach is so popular, it would be best to put the South Beach name on the Jell-O instead of Kraft if they are targeting weight-loss consumers. 3. Under what circumstances should a smart marketer turn to a strategy driven by product differentiation as opposed to market segmentation. What is the difference between the two strategies? Which strategy or strategies would support functional differentiation? Which strategy or strategies would support emotional differentiation? A marketer turns to product differentiation when they want to maintain the vitality and profitability of its products or services. Shifts and change in the market are inevitable. The marketer must create a difference from their competitors and must convince the consumers that the intended difference is meaningful. For example, Schick?s response to Gillette?s Mach3 was the Schick Quattro, with four blades instead of three. Market segmentation involves breaking down large, heterogeneous markets into more manageable submarkets or customer segments. Advertisers must identify a segment with common characteristics that will lead the members of that segment to respond distinctively to a marketing program. 4. Explain the ways developmental advertising research is useful to creatives. Briefly describe an advertisement that you have seen or heard recently. Relate one part that may have been suggested for inclusion by developmental advertising research. Developmental advertising research is useful to creatives in helping them understand the audience by using focus groups and research to help them. Creative don?t like message testing because it creates a report card and ?artist resent getting report cards from people in suits 5. Why do recognition tests, as opposed to recall tests, usually produce a higher percentage of positive answers? What are the problems associated with each type of test? Recall tests test how much the viewer remembers from the message. Recall is more common for television. Recognition tests are the standard cognitive residue test for print ads and promotions. Rather than asking you if you recall something, they ask if you recognize an ad or something in an ad. This is a much easier task than recall in that respondents are cued by the very stimulus they are supposed to remember, and they aren?t asked to do anything more than say yes or no. 6. When should a marketer use secondary data? Where are some good places to look for this data? Secondary data has been collected for reasons other than the specific research project at hand. Government sources like the Census Bureau and the American Community Survey which provides information on unemployment, demographics, housing, social, and economic characteristics. 7. Describe the essential difference between an industry analysis and a market analysis. What section of an ad plan do they typically fall under? What are the other considerations that an advertiser should consider as part of this section? An industry analysis focuses on developments and trends within an entire industry and on any other factors that may make a difference in how an advertiser proceeds with an advertising plan. A market analysis complements the industry analysis, emphasizing the demand side of the equation. Market analysis commonly begins by stating just who the current users are and why they are current users. They fall under the situation analysis part of the advertising plan in which the agency lays out the most important factors that define the situation, and then explain the importance of each factor. 8. Why is the objectives section of an ad plan important to an advertiser? Name five of the objectives described in the book. List one important consideration for advertisers when using each of these objectives. Objectives lay the framework for the subsequent tasks in an advertising plan and take many different forms. Objectives identify the goals of the advertiser in concrete terms. Five objectives include: (1) to increase consumer awareness of and curiosity about its brand (2) the change consumers? beliefs or attitudes about its produce (3) to influence the purchase intent of its customers (4) to stimulate trial use of its produce or service (5) to convert one-time produce users into repeat purchases. 10. Explain why an understanding of the role of picturing is important to an advertiser. Describe the visual in a print advertisement that you have seen recently. Explain why it may or may not be interpreted differently by someone in a culture other than your own. The understanding of the role of picturing is important to an advertiser because pictures are believed to be less culturally bound than words. However, though this is true, many companies get it wrong by using pictures of things other than the products. An example of this is Gerber Baby Food. When you see ads for Gerber, you see a picture of a cute baby. However, cute babies are not the selling product of Gerber, baby food is. Thus, taking these products to other countries can result in people thinking that Gerber offers "canned baby". 11. Describe the advantages of using a global advertising agency when you begin a global marketing effort. How is an international affiliate different from a global agency in structure? What is the disadvantage to an advertiser in using its agency's international affiliate to reach a market in a different country? Advantages of using a global advertising agency would be greater integration and economies of scale. International affiliates are different from global agencies because they have more of a local market expertise rather than global and they are adapted to the local culture and understand what is wanted by local people. The disadvantages of using international affiliates are that they may not be as knowledgeable about the advertiser's brands and competitive strategies. In that case, the real value and relevance of the brand may not be incorporated into the foreign campaign. 12. Make an argument for the use of a globalized campaign as opposed to a localized campaign. Summarize the opposing argument. Globalized campaigns use the same message and same creative execution across all international markets. Standardized messages are easier to get across to more markets than localized messages. Global communications, global youth and universal demographic and lifestyle trends are becoming more and more popular with advertisers because more and more things are becoming integrated into many nations. Because many countries are picking up on "Americanization", their values and advertisements are more capable of being global. Localized campaigns think that just because global campaigns are cheaper and less work doesn?t mean that you should cut important things out of ads for each specialized global economy. 13. Explain the appeal of emergent consumers as a target segment. Identify a current ad campaign targeting an emergent-consumer segment. Emergent consumers offer organizations important business opportunities. The gradual influx of first-time buyers increase during different purchase triggers. Because emergent consumers are new buyers, their brand preferences are still under development?which could lead to a brand loyal customer at some point in the future. An example of an emergent consumer targeted advertisement is for First Tennessee Bank. They target college students by saying if they come to their bank, they will give them $25 into their account. 14. It is often said that psychographics were invented to overcome the weaknesses of demographic information for describing target segments. What unique information can psychographics provide that would be of special value to advertisers? Psychographics can provide information of great use to advertisers such as their activities, interests, and opinions. This information constitutes as "lifestyle segmentation", which can be used to create ads that ring true and relate to the consumers. 15. Identify examples of current advertising campaigns featuring benefit positioning, user positioning, and competitive positioning. -Benefit Positioning: Allstate "You're in good hands"; Disney "A place where dreams come true"; Mercedes-Benz "Unlike any other" -User Positioning: SlimQuick?Targets women that are having trouble losing weight and gives special emphasis on women's hormones, stress, energy, appetite, metabolism and water. Not everyone can lose weight the old fashioned way. -Competitive Positioning: Oust versus Lysol; Tylenol versus Advil/Aleve; Pepsi versus Coke; Clorox versus store brand E8. Criteria for judging ad effectiveness include ?getting it?, knowledge, attitude change, feelings and emotions, physiological changes, and behavior. Identify specific evaluative advertising research methods that could be used to test an ad?s impact on each of these dimensions. "Getting it" tests are communication tests. Resonance tests determine to what extent the message resonates or rings true with target audience members. Thought listing/cognitive response analysis refers to identifying what thoughts were triggered when the advertisement was seen. Recall tests (most common) measure cognitive residue?what's remembered. Recognition tests are the standard cognitive residue tests for print ads and promotions. Attitude studies measure the consumer attitudes after exposure to an ad. ARS Persuasion Method offers true pre-post attitude testing. Tracking studies (very common) "track" the apparent effect of advertising over time and assess attitude change, knowledge, behavioral intent and self-reported behavior. Frame-by-frame Tests measure feelings. Psychological tests detect how consumers react to messages based on physical responses (use eye-tracking). Pilot Testing tests reactions before actually committing to the advertisement. Direct Response measures actual behavior. Single-Source Data provides information from households about brand purchases, coupon use, and TV advertising exposure by using grocery store scanners. 16. Describe the basic components of an advertising plan. -Introduction: executive summary and overview -Situation Analysis: historical context, industry/market/competitor analysis -Objectives: to create or maintain brand awareness; to change consumer beliefs or attitudes; to influence purchase intent; to stimulate trial use; to convert one- time users into repeat purchasers; to encourage brand switching -Budgeting: Determine cost based on build-up analysis; compare costs against benchmarks; determine time frame for payout -Strategy: brand name recognition; trial use stimulation; brand switching; -Execution: copy strategy; media plan; IBP -Evaluation: criteria; methods; consequences 18. What is product positioning and repositioning? Use examples as appropriate. -Product Positioning: the way the product is defined by consumers on important attributes; product is compared with competing products; simplifies the buying process by helping consumers organize products into categories; marketers must plan and design. (Effective positioning is based on the substance of the brand's values; consistent over time; simple and distinctive. (memorable and to the point) -Repositioning: used to revive an ailing brand or fix a lackluster new market entry; the challenge is changing perceptions of a brand forged over years of advertising. (ex. Barbie)
Want to see the other 5 page(s) in Exam 2 Review?JOIN TODAY FOR FREE!