15 Marketer Game

8/8/2019 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

Click here to start



BasicBasic

TermsTerms

AdvertisingAdvertising

CampaignsCampaigns

Go to

Round 2

Click on aClick on a point value point value to select anto select an answer/questi onanswer/questi on

Media

Select

another

chapter

Go toFinal Challenge!

Who Wants to Be a Mark eter? Round 1Chapter 15 ± Advertising

and Public Relations

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NameName

that Form!that Form!

(Part 1)(Part 1)

Odds &

Ends



Whoops! You¶ve click ed on an

ar ea other than a point value or button. Please click below to

r etur n to the main answer boar d.

Click to Retur n to the Answer Boar d



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 ?

Back to the answer boar d





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?




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?




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?




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?




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?




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?




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?




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?




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%)




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?




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?




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?




Deter mine how much of your total

you want to wager , then click below.

Go to theOpen Challenge

Question!



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?




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?




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?





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?





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?




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?






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?




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?




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?




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?




NameName

that Form!that Form!

(Part 2)(Part 2)

PublicPublic

RelationsRelations

Go to

Final Challenge!

Click on aClick on a point value point value to select anto select an answer/questi onanswer/questi on

Who Wants to Be a Mark eter? Round 2

100200

300400

500

100200

300400

500

100200

300400

500

100200

300400

500

100200

300400

500

Select another

chapter

Chapter 15 ± Advertising

and Public Relations

MediaMedia

SchedulingScheduling

MediaMedia

SelectionSelection

Of theOf the

following...following...



Whoops! You¶ve click ed on an

ar e

aot

he

r tha

na

point value o

r button. Please click below to

r etur n to the main answer boar d.

Click to Retur n to the Answer Boar d




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.







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?






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?





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?





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.





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?




Deter mine how much of your total

you want to wager , then click below.

Go to theOpen Challenge

Question!



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?




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?




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?




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?




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)




Media

S

election - 200 points Answer: It is the number of times an

individual is exposed to a message.

Question: What is frequency?




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?




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?




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)




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?




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?




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?




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?




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?




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?





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?





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?





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?





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?




And now, it¶s time for

Directions:

Get two pieces of paper.

On one piece, write your team¶s wager.

Use the other piece of paper to write the

³question´ for the final challenge ³answer.´

Click here for the Final Challenge Answer



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?

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15 Marketer Game

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