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Question
You are the marketing manager for an online merchandiser of a diverse line of casual sportswear, athletic clothing, and outerwear for both men and women. Write a brief memo to your advertising agency. In the memo, explain why you'd like the agency to abandon its recommendation for a share-of-market strategy in creating the budget. Give several reasons why this approach is unfavorable. Then explain why you want the agency to adopt an objective-and- task method. Also, there are four main steps that must be taken to implement this approach after advertising objectives are determined. List as many as you can. (It is not necessary to describe the steps in detail.)Answer
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Related questions
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As a segment, variety seekers tend to a. be extremely committed to a brand.b. buy brands based on sales, discount coupons, or other incentives. c. need little encouragement to continue purchasing a brand.d. be unusually enthusiastic and often excessive in their purchasing activities.
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What is a downside to adopting a heavy-user-focused segmentation plan?
a. Heavy users usually form less than one percent of users by volume.
b. Heavy users may differ significantly from average or infrequent users in terms of their motivations to consume, their approach to the brand, or their image of the brand.
c. Heavy users are a costly target segment and much can be spent in getting their business merely to have it disappear just as quickly as it was won.
d. Heavy users have little knowledge of the brand and negligible social influence.
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The basic premise of a positioning strategy must be simple and distinctive if it is to be communicated effectively to the target segment.
a. True
b. False
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Positioning means to cut your market into pieces and focus on the piece or pieces that make the most sense. a. Trueb. False
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If General Mills decides to use the STP framework, it can divide its resources to reach a number of separate and distinct market segments.
a. True
b. False
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STP marketing includes three factorsidentifying, positioning, and informing.
a. True
b. False
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In the world of advertising, markets are positioned, but products are segmented. a. Trueb. False
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In the world of advertising, culture is seen as:a. people's rules and regulations.b. the way things are done.c. a sense of morality in society. d. the spiritual beliefs of people.
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Manuel wants to buy a Sony PlayStation because his friends have several versions of this technology and he has enjoyed playing games with them. However, he is distracted by the ads for other games and is not sure which product to purchase. In this scenario, Manuel is encountering:a. cognitive dissonance.b. a high degree of brand loyalty. c. advertising clutter.d. predecisional distortion
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Peyton decides to make herself her morning cup of coffee. However, she realizes that she's run out of coffee powder which leaves her feeling discontent and craving for coffee. This is an example of____ .a. a need stateb. cognitive dissonance c. an evoked setd. stratification
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The concepts of need recognition, information search and alternative evaluation, purchase, and postpurchase use and evaluation represent the four stages of the:a. creation of brands.b. integrated brand promotion process. c. consumer decision-making process. d. cultural branding method.
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The text explores the concept of consumer behavior from two perspectives. These two perspectives are ____. a. psychological and socialb. formal and informal c. local and globald. economic and political
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The basic idea of cultural branding is to find some rift in the seams of society and then use it to offer a solution in the form of a branded good.
a. True
b. False
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Without customer attention, there is no chance that an advertiser's message will have its desired impact.
a. True
b. False
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Scenario5-6Voice-It Technologies produces inexpensive personal voice recording devices that serve as a substitute for message pads in the home or office. Their recording time is limited to 120 seconds and the devices sell for less than $20. VoiceIt's products are about the size of four credit cards stacked on top of one another and have a life of about a year. The slogan the firm uses on its packaging and advertising is "Don't Write It, VoiceIt!"Mark feels that post-its are much more efficient and simpler than Voice-It and that it is more practical and purchases post-its instead of the Voice-It product. This is an example of ____ .a. a predecisional distortion b. a habitc. a variety seeking process d. cognitive dissonance
Q:
Scenario5-6Voice-It Technologies produces inexpensive personal voice recording devices that serve as a substitute for message pads in the home or office. Their recording time is limited to 120 seconds and the devices sell for less than $20. VoiceIt's products are about the size of four credit cards stacked on top of one another and have a life of about a year. The slogan the firm uses on its packaging and advertising is "Don't Write It, VoiceIt!"The management of Voice-It Technologies believes in retaining their customer base and provide customers at their stores attractive offers which will help create brand loyalty and repeat purchases. This is an example of _______.a. predecsional distortion b. cognitive dissonancec. limited problem solving d. conversion
Q:
Scenario5-6Voice-It Technologies produces inexpensive personal voice recording devices that serve as a substitute for message pads in the home or office. Their recording time is limited to 120 seconds and the devices sell for less than $20. VoiceIt's products are about the size of four credit cards stacked on top of one another and have a life of about a year. The slogan the firm uses on its packaging and advertising is "Don't Write It, VoiceIt!"Most consumers who purchase Voice-It products buy them primarily when their preferred brand is out of stock. They also do not spend much time on information search. What mode of consumer decision making does this indicate?a. Brand loyaltyb. Limited problem solvingc. Extended problem solving d. Cognitive dissonance
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Scenario5-5Jerome was preparing to host a graduation party for his friends and relatives when he suddenly realized that he did not have a blender to mix the beverages that he knew his guests would like. Having never purchased a blender before, Jerome felt that he needed to shop carefully and take his friends' suggestions on which brand to buy. After visiting several stores and examining numerous models and brands, Jerome settled on a Kitchen-Aid model that cost $100.The consumption process for the blender began when Jerome:a. brought home a blender from the store.b. identified the criteria he would use to look for blenders. c. made a mental list of the brands he would consider.d. realized he did not have a blender for the party.
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Scenario5-3While grocery shopping, Carol selects items that she regularly buys because she knows they are good and she has used them for years. However, the usual Chucky's Cheddar cheese that she buys is not available and she buys a similar brand of cheese that she hasn't tried but has heard of before. Chucky's cheese being an extremely popular brand has managed to make itself known, and when most of the customers shopping at the store were asked which was the cheese that they bought, most of them stated Chucky's almost immediately.Chucky's cheese tries to get its customers to buy its cheese more than once. This is an example of _____.a. extended problem solving b. low involvementc. conversiond. an accessibility bonus
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Scenario5-2Since its introduction to the market in 2007, Apple Inc.'s iPhone dominated other smartphones in terms of units activated per year. However, several years later, Apple faced stiff competition from Google's Android software and Research in Motion, the maker of the Blackberry. The problem for Apple is that its competition, primarily phones powered by Android operating systems, largely outnumber the iPhone in terms of available options. In the U.S. alone, there are over twenty smartphones that run on the Android operating system, compared to Apple's one iPhone. Americans are now buying more Android phones than iPhones. Experts claim that if the trend continues, Android will have erased the iPhone's once enormous lead in the high-end smartphone market in a little over a year. Now more than ever, Apple, which insists on tight control of its devices, must find a way to win in an intensely competitive market against rivals that are openly licensing their software to scores of companies.After purchasing a cell phone, Melody states that she should have purchased an iphone rather than the one she purchased because the iphone is more popular and elegant. This is an example of____ .a. predecisional distortion b. life-stage variablesc. cognitive dissonance d. a need state
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Scenario5-1As clothing and accessories retailer Gap, Inc. attempted to carry its brand to greater heights, executives felt that a great way to refresh the company's logo would be to change it all together. However, perhaps even quicker than the initial decision to change the logo, the masses reacted so negatively to the change that the company went back on its decision. A number of consumers stated that the new logo looked "cheap, like a crummy PowerPoint presentation," and that was all company executives needed to hear. Gap admitted that the idea of changing the company's logo was probably not the right move nor was it the right time to do so. The company will look for other ways to develop the brand. Clearly, Gap's reaction to consumer sentiments serves as proof that the company cares a great deal about consumer thoughts and opinions.(Iko Han, "Gap's New Logo Proves the Company Knows How to Listen." CornerlineNews, October 13, 2010.)Gap's loyal customers generally believed the company's products are highend and sophisticated. Judging by the initial responses, consumers felt Gap's new logo represented lowerend products, and would, therefore, appeal to a lower social class. This concept of differing social levels is called:a. cognitive dissonance. b. advertising clutter.c. stratification.d. cultural capital.
Q:
Scenario5-1As clothing and accessories retailer Gap, Inc. attempted to carry its brand to greater heights, executives felt that a great way to refresh the company's logo would be to change it all together. However, perhaps even quicker than the initial decision to change the logo, the masses reacted so negatively to the change that the company went back on its decision. A number of consumers stated that the new logo looked "cheap, like a crummy PowerPoint presentation," and that was all company executives needed to hear. Gap admitted that the idea of changing the company's logo was probably not the right move nor was it the right time to do so. The company will look for other ways to develop the brand. Clearly, Gap's reaction to consumer sentiments serves as proof that the company cares a great deal about consumer thoughts and opinions.(Iko Han, "Gap's New Logo Proves the Company Knows How to Listen." CornerlineNews, October 13, 2010.)Gap's logo had been extremely popular, and most of its customers recognized and used their products for years. This is an example of _____.a. brand loyaltyb. variety seekingc. advertising clutterd. cognitive dissonance
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Which of the following has been found regarding advertising and gender?
a. Advertisers have been reluctant to communicate to men and women in different ways.
b. Advertisers have no definitive list of gender differences as the expression of gender depends on situational factors.
c. Advertisers often find gender issues overly sensitive and tend to avoid them.
d. There are no differences between men and women if they are the products of differential socialization.
Q:
Related to the way a consumer's culture shapes his or her tastes and preferences is the concept of cultural capital. This refers to the:a. value that a culture places on certain consumption practices and objects. b. particular pattern of consumption that depends on fiscal stability.c. financial investment needed to create a brand. d. monetary value of a brand in a particular area.
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In advertising, deception refers to making false or misleading statements in advertisements. a. Trueb. False
Q:
It is possible to make a reasonable argument that the massive consumption that advertising upholds and glorifies is actually quite good for American society, and for other cultures around the world.
a. True
b. False
Q:
The social aspects of advertisement are often volatile. a. Trueb. False
Q:
When should a marketer use secondary data? What are the advantages of using such data and what cautions should be taken? Name and briefly describe the four broad areas that offer secondary data used by today's marketers.