Adv Lecture Exam 1

Front 1

3 key factors of advertising

Back 1

creativity
enthusiasm
hard work

Front 2

What are the 4 screens

Back 2

1. TV
2. Computer
3. Cell Phone
4. Public display screen

Front 3

Example of Guerrilla marketing?

Back 3

Pedigree Chalk Ads

Front 4

Barbara Jordan believed _____ was unethical.

Back 4

political advertising

Front 5

What does the book "Made to Stick" talk about?

Back 5

Idea spotting

Front 6

Example of idea spotting?

Back 6

Jared from Subway

Front 7

Subway sales jumped __% in 2000 and __% in 2001 because of Jared campaign

Back 7

18%, 16%

Front 8

Market system based on these 4 basic facts of economic life.

Back 8

1. Firms compete for a consumer's favor and operate to make a profit but this is not guaranteed.
2. Consumers are not forced to buy.
3. Caveat emptor- "Let the buyer beware."
4. Firms make their own decisions.

Front 9

Four categories of satisfactions

Back 9

physical
functional
social
psychological

Front 10

Murhpy top 6 superbowl commericals

Back 10

E-trade
Budweiser
Hulu
Careerbuilders.com
Castrol Oil
Doritos

Front 11

The market is structured around _____.

Back 11

technology

Front 12

Example used about legal environment?

Back 12

Dr. Robert Jarvik believed he was only assistant to artificial heart. Lipitor had to stop ads.

Front 13

What example was used for NARB case?

Back 13

Campbell's Soup claiming "stocked"

Front 14

Starbucks sells you the same coffee for over twice as much. This is an example of _____.

Back 14

experiential marketing

Front 15

Who does a good job of experiential marketing?

Back 15

Red Bull.

Front 16

Altoids dark chocolate store opened in what three cities?

Back 16

Miami, NYC, Chicago

Front 17

Took __ days to get Altoids store ready and it was open for __ days.

Back 17

60, 7

Front 18

The name of the guy who lectured for a day.

Back 18

Adi Wilk

Front 19

Example of a failed attempt at experiential marketing?

Back 19

The NFL experience

Front 20

Amount of money invested in major media in 2008

Back 20

$285 billion

Front 21

3 facts about vaughan films

Back 21

1. Uses camera for everything (no digital effects)
2. Did fanta commercial
3. Draws frames himself for efficiency

Front 22

Target of Levi's mini-series campaign?

Back 22

young adults 18-24

Front 23

Example advertising campaign for brand image?

Back 23

Levi's Mini-series

Front 24

What did Levi's want to accomplish with campaign?

Back 24

1. To get noticed through clutter
2. Engage target audience
3. Create buzz
4. Enhance image

Front 25

What were examples in the images and values lecture?

Back 25

Car ad
Skyy Ad

Front 26

Wanting stuff creates...

Back 26

anxiety
disappointment
feelings of inadequacy
envy

Front 27

Consumer orientation

Back 27

1. Generic need definition
2. Target group evaluation
3. Differentiation strategy
4. Research commitment

Front 28

IBM (4 things), consumer orientation?

Back 28

1. We make business machines
2. Problem solving
3. Information management
4. Risk reduction

Front 29

What companies were referenced in the consumer orientation lectures?

Back 29

IBM, Trader Joe's, Chikfila

Front 30

Integrated marketing: need to coordinate in which two broad areas?

Back 30

1. Functional areas
2. Mix broad elements

Front 31

What company was used as good example of customer satisfaction?

Back 31

Southwest Airlines

Front 32

Customer service calls show what?

Back 32

Companies are not following the marketing concept.

Front 33

"You have to treat your employees like customers... There isn't going to be any customer satisfaction without employee satisfaction." what company is this?

Back 33

Southwest Airlines

Front 34

3 people referenced in the subliminal advertising lecture?

Back 34

James Vicary
Wilson Bryan Key
Dr. Bernard McGrane

Front 35

Subliminal advertising: Who lied about the popcorn and coke experiment in the movie theater?

Back 35

James Vicary

Front 36

What books were written by Key?

Back 36

Subliminal Seduction
Media sexploitation
The Clam Plate Orgy
Age of Manipulation

Front 37

Who says Ritz puts the word sex on each cracker?

Back 37

Wilson Bryan Key

Front 38

McGrane says subliminal advertising works by appealing to which 2 repressed subjects?

Back 38

sex and death

Front 39

Who did the most extensive research on subliminal advertising and what did he find?

Back 39

Timothy Moore; he found that "what you see is what you get."

Front 40

Public relations

Back 40

A planned effort to create positive, third party buzz around a company, brand, person, or issue.

Front 41

What company does no advertising as a matter of principle?

Back 41

Amy's Ice Cream

Front 42

3 reasons for the migration from traditional advertising to alternatives like PR

Back 42

fragmentation
clutter
cost

Front 43

Most common PR tool

Back 43

Press release

Front 44

___ is much more powerful than advertising.

Back 44

publicity

Front 45

What is most important criteria in evaluating value of sponsored event?

Back 45

How much appeal does that event have to your target audience

Front 46

Who sponsored the LPGA tour and who was the target audience?

Back 46

Hallmark, women ages 35-54

Front 47

PR v ADV

Back 47

educated v entices
builds credibility v image
generates quality leads v quantity leads
little control content v controlled content
hard to measure v standards for measure

Front 48

What did Ray Ban do?

Back 48

Times Square NYC 1 week domination with giant posters and billboards.