Eduardo Galeano: 15 Quotes Every Content Marketer Should Know
15 Marketer Game
Transcript of 15 Marketer Game
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Welcome to
Created for Marketing , 9th Ed.,
by Lamb, Hair and McDaniel
South-Western/Thomson Learning
Chapter 15 ± Advertising and Public Relations
Created by John T. Drea, Western Illinois University
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BasicBasic
TermsTerms
AdvertisingAdvertising
CampaignsCampaigns
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Who Wants to Be a Mark eter? Round 1Chapter 15 ± Advertising
and Public Relations
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that Form!that Form!
(Part 1)(Part 1)
Odds &
Ends
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Basic Te
r ms - 100 points
Answer: It is any for m of nonper sonal, paid
communication in which the sponsor or
company is identified.
Question: What is advertising ?
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Basic Te
r ms - 300 points
Answer: This ter m r efer s to a channel used to
convey a message to the tar get mark et.
Question: What is a medium?
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Basic Te
r ms - 400 points
Answer: This ter m r efer s to the phenomenon
in which spending on adver tising leads to
incr eases in mark et shar e and sales. However ,
after a cer tain point it leads to diminishing
r etur ns.
Question: What is advertising res ponse functi on?
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Basic Te
r ms - 500 points
Answer: It is the element of the pr omotional
mix that evaluates public attitudes, identifies
issues that may elicit public concer n, and
executes pr ograms to gain public
under standing and acceptance.
Question: What is public relati ons?
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Adver tising C
amp
aigns - 100 points
Answer: It is a specific communication task an
adver tising campaign should accomplish for a
specified tar get audience dur ing a specified
per iod.
Question: What is an advertising objective?
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Adver tising C
amp
aigns - 200 points
Answer: Sometimes a bbr eviated as a USP, it
r efer s to a desira ble, exclusive, and believa ble
adver tising a ppeal selected as the theme for a
campaign.
Question: What is a unique selling
pr opositi on?
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Adver tising C
amp
aigns - 300 points
Answer: It is what DAGMA R stands for .
Question: What is Defining Advertising
G oals f or Measured
Advertising Results?
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Adver tising C
amp
aigns - 400 points
Answer: Accor ding to the DAGMAR
a ppr oach for setting adver tising objectives, all
adve
r tising objectives s
hould define the target market , describe the desired change in a
measur e of effectiveness, and this.
Question: What is s pecify the time frame
in which the change is t o
occur?
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Adver tising C
amp
aigns - 500 points
Answer: ³Sell the sizzle, not the steak´ is an
old adver tising expr ession. It means that the
goal of adver tising is to sell this and not
pr oduct attr ibutes.
Question: What are pr oduct benefits?
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Media
- 100 points Answer: Accor ding to the text, mor e money is
spent nationally on this type of media than any
other .
Question: What is televisi on? (over 40%)
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Media
- 200 points Answer: Advantages of this medium include:
± low cost
± immediacy of the message
± highly por ta ble
± can be scheduled on shor t notice
Question: What is radi o?
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Media
- 300 points Answer: This ter m r efer s to a ser ies of
decisions adver tiser s mak e r egar ding the
selection and use of media to communicate theadver tising message to the tar get mark et
Question: What is media planning?
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Media
- 400 points Answer: While this medium has advantages of
an a bility to r each a wide audience and
pr ovides cr eative oppor tunities for demonstration, it suffer s f r om a shor t life for
messages, long lead times for pr oduction, and
long-ter m adver tiser commitments Question: What is televisi on?
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Question!
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Media
- Open Cha
llenge Answer: Of the following, it is the f astest
gr owing medium.
± Television ± Outdoor
± Inter net/Wor ld Wide Web
± R adio
Question: What is I nternet/W orld Wide
Web?
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Name that For m! (Par t 1) - 100 points(answer s/questions a bout adver tising for m, ex: competitive, comparative, etc.)
Answer: This for m of adver tising is designed to
enhance a company¶s image, rather than to
pr omote a par ticular pr oduct.
Question: What is instituti onal advertising?
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Name that For m! (Par t 1) - 200 points(answer s/questions a bout adver tising for ms, ex: competitive, comparative, etc.)
Answer: This for m of adver tising is designed
to stimulate pr imar y demand for a new pr oduct
categor y.
Question: What is pi oneering advertising?
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Name that For m! (Par t 1) - 300 points(answer s/questions a bout adver tising for ms, ex: competitive, comparative, etc.)
Answer: This for m of adver tising compar es two
or mor e specifically named or shown competing
brands on one or mor e specific attr ibutes.
Question: What is com parative advertising?
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Name that For m! (Par t 1) - 400 points(answer s/questions a bout adver tising for ms, ex: competitive, comparative, etc.)
Answer: An example of this for m of adver tising
would be a Subway ad featur ing Jar ed Fogle,
encouraging consumer s to tr y Subway¶s newchick en sandwich.
Question: What is com petitive advertising?
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Name that For m!(Par t 1) - 500 points(answer s/questions a bout adver tising for ms, ex: competitive, comparative, etc.)
Answer: This is a general categor y of
adver tising focuses on the benefits of a
specific good or ser vice. It includes pioneer ing adver tising, competitive
adver tising, and comparative adver tising.
Question: What is pr oduct advertising?
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Odds & Ends - 200 points Answer: This company led all U.S.
companies in adver tising spending in 2005,
spending over $4.6 billion (mor e than $12million ever y day)?
Question: What is P r octer & Gamble?
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Odds & Ends - 300 points Answer: This flexible, low-cost medium may
tak e a var iety of for ms, including billboar ds,
sk ywr iting, giant inflata bles, and signs in spor tsar enas.
Question: What is outd oor advertising?
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Odds & Ends - 400 points Answer: This is a thir ty-minute (or longer )
television adver tisement that look s mor e lik e a
TV talk show than a sales pitch.
Question: What is an inf omercial?
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Odds & Ends - 500 points Answer: It is the type of media schedule that
is common for pr oducts pur chased at cer tain
times of the year , such as turk eys (holidays),health club member ships (Januar y), or suntan
lotion (summer ).
Question: What is a seasonal mediaschedule?
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NameName
that Form!that Form!
(Part 2)(Part 2)
PublicPublic
RelationsRelations
Go to
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Who Wants to Be a Mark eter? Round 2
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Chapter 15 ± Advertising
and Public Relations
MediaMedia
SchedulingScheduling
MediaMedia
SelectionSelection
Of theOf the
following...following...
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Name that For m! (Par t 2) - 100 points(answer s/questions a bout adver tising for ms, ex: competitive, comparative, etc.)
Answer: This for m of adver tising is designed to
influence demand for a specific brand. An
example would be Pepsi¶s ³Do the Dew´ campaign for Mountain Dew.
Question: What is com petitive advertising?
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Name that For m! (Par t 2) - 200 points(answer s/questions a bout adver tising for ms, ex: competitive, comparative, etc.)
Answer: An example of this for m of adver tising
would be ads for a chemical manuf actur er that
str ess the positive impacts the company¶s pr oducts have on the lives of other s.
Question: What is instituti onal advertising?
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Name that For m! (Par t 2) - 300 points(answer s/questions a bout adver tising for ms, ex: competitive, comparative, etc.)
Answer: An example of this for m of adver tising
would be and ad that states ³Taste tests show
that two out of thr ee consumer s pr efer the tasteof Brand X over Brand Y.´
Question: What is com parative advertising?
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Name that For m! (Par t 2) - 400 points(answer s/questions a bout adver tising for ms, ex: competitive, comparative, etc.)
Answer: A for m of institutional adver tising,
it is used by an or ganization to expr ess its
views on contr over sial issues or r espond tomedia attack s. It is f r equently used to enhance
a company¶s cr edibility among consumer s
who alr eady f avor the company¶s position. Question: What is advocacy advertising?
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Name that For m! (Par t 2) - 500 points(answer s/questions a bout adver tising for ms, ex: competitive, comparative, etc.)
Answer: As pr oducts move f r om the
intr oductor y stage of the pr oduct life cycle to
the gr owth phase, adver tising typically shiftsf r om pioneer ing adver tising to this for m.
Question: What is com petitive advertising?
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Of th
e following... - 100 points Answer: Of the following, it is the type of
adver tising most commonly associated with the
introduction stage of th
e pr
oduct life cycle. ± Competitive adver tising
± Pioneer ing adver tising
± Comparative adver tising
± Institutional adver tising
Question: What is pi oneering advertising?
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Question!
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Of the following... - Open Challenge
Answer: Of the following, it is the statement that is
NOT tr ue.
± The average per son spends four hour s a day watching TV.
± Ser ious/dramatic ads ar e less effective than humor ous adsat changing negative attitudes.
± Humor ous ads ar e mor e effective at sha ping attitudes when
consumer s have a positive image of the adver tised brand.
Question: What is seri ous/dramatic ads areless effective than humor ous ads at
changing negative attitudes?
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Of the following... - 300 points
Answer: Of the following, it is NOT a par t of theDAGMAR a ppr oach to wr iting adver tising
objectives.
± Define t
he t
ar get
audience
± S pecify the desir ed per centage change in a specified
measur e of effectiveness.
± Develop the media scheduling strategy.
Question: What is devel op the media
scheduling strategy?
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Of th
e following... - 400 points Answer: Of the following, it is NOT one of
the ³ten common executional styles for
adver tising´ cited in the text. ± Demonstration
± Humor ous
± Fear
± Lifestyle
Question: What is fear?
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Of th
e following... - 500 points Answer: Of the following, it is the second lar gest
media in ter ms of national spending (behind
television, which is the lar gest) ± Newspa per adver tising
± Magazine adver tising
± Inter net adver tising Question: What is news pa per advertising?
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Media
S
election - 100 points Answer: This is the cost of r eaching one
member of the tar get mark et. It is par ticular ly
useful for compar ing adver tising alter nativeswithin a medium, such as two magazines.
Question: What is cost per contact?
(similar to cost per thousand)
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Media
S
election - 200 points Answer: It is the number of times an
individual is exposed to a message.
Question: What is frequency?
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Media
S
election - 300 points Answer: It is the number of differ ent consumer s
that ar e exposed to an adver tisement at least
once dur ing a specific per iod.
Question: What is reach?
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Media
S
election - 400 points Answer: This ter m r efer s to the a bility of an
adver tising medium to r each a pr ecisely
defined mark et.
Question: What is audience selectivity?
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Media
S
election - 500 points Answer: Of the following, it is the most
efficient media selection f r om the per spective
of the adver tiser .
± Channel A, Cost per contact = $18
± Channel B, Cost per contact = $20
± Channel C, Cost per contact = $30
Question: What is Channel A? (lowest
cost per contact)
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Public Rela
tions - 100 points Answer: Of the following, it is the one that is
least likely to be done by a public r elations
depar tment.
± Lobbying
± Wr iting adver tising objectives
± Developing pr oduct publicity
Question: What is writing advertising
objectives?
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Public Relations - 200 points
Answer: Of the following, it is the best example of
³ pr oduct placement´ in public r elations.
± Getting adequate shelf space in a r etail setting.
± S ponsor ing an event that is newswor thy to achieve pr esscoverage.
± Pr oviding a pr oduct to a TV pr oduction company so that
will be seen in a TV pr ogram.
Question: What is pr oviding a pr oduct t o aTV pr oducti on com pany so that
will be seen in a TV pr o gram?
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Public Relations - 300 points
Answer: This ter m descr ibes a coor dinated
effor t to handle the effects of unf avora ble
publicity or of another unexpected,unf avora ble event.
Question: What is crisis management?
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Public Relations - 400 points Answer: Vans¶ r ole in the War ped Tour is an
example of this type of public r elations.
Question: What is s ponsorshi p?
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Public Relations - 500 points Answer: S ponsor ing the R ace for the Cur e in
association with the Susan G. Komen Br east
Cancer Foundation.
Question: What is cause-related marketing?
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Media Scheduling - 100 points
Answer: This type of media scheduling
strategy involves scheduling adver tisements to
r un steadily thr oughout the adver tising per iod.
Question: What is a continuous media
schedule?
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Media Scheduling - 200 points
Answer: This type of media scheduling
strategy involves scheduling ads heavily ever y
other month, ever y other week , or some r elated patter n to achieve a gr eater impact at specific
times.
Question: What is a flighted mediaschedule?
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Media Scheduling - 300 points
Answer: This for m of media scheduling
combines continuous scheduling with flighting
(adver tising thr oughout the year , but incr easingadver tising dur ing peak sales per iods.)
Question: What is a pulsing media
schedule?
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Media Scheduling - 400 points
Answer: The type of media schedule that
would be most common for pr oducts lik e
Ivor y soa p or Tide deter gent
Question: What is a continuous media
schedule?
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Media Scheduling - 500 points
Answer: This is a new theor y of media scheduling
used for f r equently pur chased pr oducts. It suggests
that adver tiser s should maintain a continuousschedule over as long a time as possible. This is
done to ensur e that the consumer will be exposed to
the message r ight befor e he/she shops for the
f r equently pur chased pr oduct. Question: What is recency planning?
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On one piece, write your team¶s wager.
Use the other piece of paper to write the
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Final Challenge!
Answer: One of the r easons magazines have a long life span.
Question: What is a high pass-al ong rate or
person reads articles, set the magazine aside,and come back t o it at a later date t o read more?