Exam 3

Question 1

What makes a good, well-designed website?

Answer 1

Easy to navigate.

Provides useful information.

Visually Attractive.

Offers Youtility. / Value

Perceived as Trustworthy.

Question 2

What is SEA about? What is the most popular tool for searching?

Answer 2

SEA = Search Engine Advertising.

The most popular tool for SEA are google Ad’s. Over 86 - 96% of the market share is owned by Google’s Ads.

Question 3

Benefits of Online Advertising

Answer 3

Individualization.

Interactivity.

Immediate Publishing.

Cost Efficiency.

Question 4

Costs of Online Advertising

Answer 4

User Distraction.

Too many choices.

International coordination.

Rapid Change

Short lead times / cycles.

Question 5

How can companies use blogs to their advantage? What is important to do when it comes to blogs?

Answer 5

Blogs can be used to connect businesses with customers and appear more credible. (Online Word of Mouth)

It’s important to have quality content, active social-sharing activity, and align with the corporate objectives.

Question 6

What is UGC?

Answer 6

User Generated Content:

Audience enthusiastically takes over a brand’s promotion. Engagement and customer retention and loyalty go through the roof.

(Think of Barbie, and how many people were excited to dress up for the movie, and come decked out for the event).

Question 7

What is Geotargeting?

Answer 7

Geotargeting is the method of delivering different content to visitors based on their geolocation. This includes country, region/state, city, metro code/zip code, organization, IP address, ISP, or other criteria.

Question 8

What is Geofencing?

Answer 8

Geofencing marketing involves setting up virtual boundaries around a point or area that track whenever someone with a mobile device crosses them. When this happens, it causes a notification that advertises a nearby store, brand, service, or product to be sent to that person’s mobile device.

Question 9

What is the difference between VR and AR in advertising?

Answer 9

VR: (Virtual Reality) take over your vision to give you the impression that you’re somewhere else. Blocks out your surroundings, and you enter a whole different world visually.

AR: (Augmented Reality) Projecting information on top of what you’re already seeing. Designed for free movement, and projects images on what you physically see. (Think of PokémonGo!)

Question 10

What are the 7common objectives/themes behind successful social media campaigns?

Answer 10

1: Sharing Humor and creativity with consumers.

2: Deals and Contests.

3: Causes, sponsorships and events.

4: Interactive games, virtual worlds, and avatars.

5: Consumer generated stories and content.

6: Be human and empathetic.

7: Providing value to the audience.

Question 11

What is Native Advertising?

Answer 11

Some form of paid advertising that naturally blends into another source of content or material while meeting audience’s expectations. Content that is genuine, valuable, and not trying to only sell products.

Question 12

What is Content Marketing?

Answer 12

When your brand becomes the publisher, and you build an audience that builds your business. Consistently creating content your audience likes to read and share! (Red Bull, GoPro, L’Oréal)

Question 13

What are the 5 activities or functions performed by public relations?

Answer 13

1: Advice and counsel due to PR challenges, mistakes, etc.

2: Writing and producing a variety of publications for constituents.

3: Publicity - Positive contact with the media.

4: Corporate image advertising - creating goodwill for the firm.

5: Monitoring public opinion through research and customer feedback.

Question 14

What is MPR? (Marketing Public Relations)

Answer 14

Marketing-orientated aspect of public relations, so more narrow aspect of general PR.

Involves an organization’s interactions with actual customers. More important than ever with social media platforms.

Increasingly important marcom function for both B2C and B2B firms.

More credible and less expensive in comparison with advertisements. Comes across as unbiased, often free.

Question 15

What is proactive MPR?

Answer 15

Proactive MPR: Dictated by a company’s marketing objectives.

Used with advertising and sales promotions.

Offensively orientated and opportunity seeking.

Credibility for the effectiveness.

Question 16

What is reactive MPR?

Answer 16

The conduct of public relations in response to internal or external negative influences.

Attempt to repair company reputation, prevent market erosion, and regain lost sales.

Quick and positive responses are imperative.

Question 17

What are some examples of Proactive MPR?

Answer 17

Product Releases: (Announcements and providing new information, features, and benefits.)

Executive statements and news releases: Quoting CEO’s and other corporate executives. May address a wide variety of issues, carries a significant degree of credibility.

Feature Articles: Detailed descriptions of products or other programs / initiatives.

Question 18

What are some examples of Reactive MPR?

Answer 18

Most Common Reasons for Reactive MPR:

-Product defects and failures.
-Unanticipated market events. (Corona Beer and Coronavirus).

Crisis Management:
-Provides quick responses to negative publicity.
-Lessen the damage following negative publicity.

Question 19

Define and list examples that have required Reactive MPR?

Answer 19

“Burger King” - Women belong in the Kitchen Tweet.

Kraft: “Send Noods” ad.

KFC: Not having any chicken due to Coronavirus.

Kendall Jenner: Pepsi Add.

CrockPot: They had a positive reaction. In a Tv-Show, A crockpot set on fire and killed a character in the TV Show. Crockpot used this attention to turn it into positive buzz and comedy.

Question 20

What is Buzz Creation and what are some proactive efforts used? What are some examples we discussed?

Answer 20

Buzz Creation: The systematic and organized effort to encourage people to talk favorable about a particular brand, either in-person or online, and recommend it to others who are a part of their social network.

One example: Word of Mouth (Informal Communication among consumers.)

Question 21

What makes Viral marketing viral?

Answer 21

There must be a tipping point, or moment where enough people are wrapped up into the trend, “infected”.

Question 22

What are the 3 rules for Social epidemics?

Answer 22

Law of the Few: Messenger takes a few of the right people to start buzz, influencer marketing.

Sickness Factor: Message is emotional, funny, interesting enough that people want to share.

Power of Context: Taking advantage of the right context and situation, culturally relevant, real-time marketing.

Question 23

What are 10 campaign elements that are used to create Buzz for brands?

Answer 23

1: Location, location, location.
2: Celebrities or brand ambassadors / influencers.
3: User generated content (Barbie)
4: Cause or Charity.
5: Publicity
6: Crazy guerilla marketing stunts.
7: Humor
8: Creating controversy through taking a stand.
9: Give Away / Contest
10: Right Timing.

Question 24

What is legitimate green marketing?

Answer 24

-A firm’s introduction and promotion of environmentally oriented products/services based on the environmental benefits.

Question 25

What are the objectives of legitimate green marketing?

Answer 25

-Improve environmental quality (Sustainability practices and sourcing, pollution control, water, and energy conservation.)

-Satisfy Customers.

Question 26

What does greenwashing refer to?

Answer 26

Spending time and money claiming to be “green” through advertising and marketing, rather than actually implementing business practices that minimize environmental impact.

(They lie).

Question 27

What are the 7 Green Marketing Initiatives?

Answer 27

-Advertisements that promote green products / services.

-Environmentally friendly packaging.

-Cause-and-event-orientated marcom efforts that support environmental consciousness.

-Point-of-purchase display materials that are environmentally efficient. (Move to digital.)

-Direct marketing programs that reduce resource usage by developing more efficient solicitations.

-Outdoor advertising efforts that reduce the usage of environmentally damaging materials.

-Social media campaigns / promoting customers to do their part.

Question 28

What are the 4 FTC guidelines for Green Marketing?

Answer 28

-Qualifications should be sufficiently clear and prominent to prevent deception.

-Claims should make clear whether they apply to the product, the package, or a component of either.

-Claims should not overstate an environmental attribute or benefit, either expressly or by implication.

-Comparative claims should be presented in a manner that makes the basis for the comparison sufficiently clear to avoid consumer deception.

Question 29

What are ecolabels? What is their purpose?

Answer 29

Ecolabels are seal of approvals used to certify and prove that certain products are environmentally friendly and sustainable.

Their purpose is used to help consumers find environmentally friendly products and brands.

Question 30

What is CSR? What are some examples and trends of CSR?

Answer 30

CSR stands for Corporate Social Responsibility.

CSR refers to the business practices involving initiatives that benefit society and the environment.

CSR concerns include its relationship to the purpose of business and the motives for engaging in it.

Example: Think about Colgate’s #EveryDropCounts water campaign, where they made an Advertisement describe how much water is wasted, and how they wanted people to be more conservative with water usage.

Example: Think about General Mills trying to protect bees.

Question 31

What is Deceptive Advertising?

Answer 31

Deceptive marketing is where you promote a false statement like the House Hippo. Marketing any product to children under the age of 12 is inherently deceptive.

Question 32

What are Unfair Practices?

Question 33

What do the categories of Misleading, Reasonable Consumer, and Material of mean?

(Deceptive Advertising)

Answer 33

Misleading: There must be a representation, omission, or practice likely to misled the consumer. Misrepresentation is defined by the FTC as a statement that is false.

Reasonable Consumer: The act or practice must be considered from the perspective of the “reasonable consumer”.

Material: The representation, omission, or practice must be “material”, involving a central characteristic of the product important to consumers and likely to influence their choice or conduct regarding a product.

Question 34

Understand what each of the three parts of the Unfairness Definition refers to

Question 35

What is the FDA responsible for?

Answer 35

FDA responsible for regulating information on packaging of food, drug, and tobacco products. They are also responsible for regulating ads on prescription drugs, and force ads to present a balanced perspective when advertising drugs. (Can’t be biased).

A food is mislabeled if it lacks:
1: Serving size
2: Number of servings.
3: Number of calories per serving gained from total / saturated fat.
4: The amount of total fat, saturated fat, cholesterol, sodium, carbohydrates, sugars, protein, etc.
5: Vitamins, minerals, or other nutrients.

Question 36

What is Advertising Self-Regulation?

Answer 36

Advertising Self Regulation reduces the need for government regulation by maintaining general integrity of advertising protecting consumers and competitors.

Question 37

What are the 3 Main Units of Ad Self Regulation?

Answer 37

NARC: Most publicized and effective form of self-regulation. Upheld by advertising community themselves.

NARD and NAD: Established to sustain standards of truth and accuracy in national advertising to adults.

CARU: Reviews advertising to directed children under age 12 and websites directed to children under age 13. Makes sure the advertisements adhere to guidelines.

Question 38

What is the debate (positive and negative side) regarding the ethics of targeting?

Answer 38

Positive: Targeting benefits rather than harms consumers by providing them with information and products suited to their needs and wants.

Negative: Exploiting consumers vulnerabilities, thus manipulating them into purchasing certain products, services, or brands.

Question 39

What is meant by vulnerable populations and examples?

Answer 39

Vulnerable Populations are groups of consumers that are vulnerable, for either psychological or economic reasons. These groups are more gullible to advertising.

Some Examples: Young Children, Teens, The Elderly, Economically, socially, physically, or mentally disadvantaged.

Question 40

What are the various ethical issues we discussed when it comes to targeting Children/teens? Be able to recognize and understand the issues.

Answer 40

Research shows that marketing products to any child under age 12 is deceptive, because they lack the cognitive capacity to understand advertising purpose.

Examples of Targeting Teens / Kids:
-Vaping, Juulings.
-Marketing violent entertainment to kids.
-Gender Stereotyping,
-Privacy Issues.
-Food marketing practices and childhood obesity / health concerns.

Question 41

What are some brands doing to address self-esteem and self-image issues and know some examples we discussed?

Answer 41

Think about the Dove Self-Esteem Project and the Reverse Selfie: They showed a girl putting on makeup, and taking it all off in reverse to promote confidence.

Think about brands doing away with Air-brushing: CVS banned photoshopped Make-up and Beauty Imagery photos to prevent harmful toxic standards.

Question 42

What are the ethical issues associated with the Porn Industry?

Answer 42

Porn is the marketing department of the sex trafficking industry. Over 97 billion $$ industry.

Objectifies women and men, affects mental health, addictive.

Statistics:
-In 2019, more than 5,517,000,000 hours of porn were consumed.
-64% of young people ages 13-24, actively seek out porn weekly.
-Recorded child exploitation is one of the fastest - growing online businesses.

Question 43

Know the 6 criticisms of Advertising and what each is about.

Answer 43

1: Advertising is Untruthful and Deceptive.
2: Advertising is Manipulative.
3: Advertising is Offensive and In Bad Taste.
4: Advertising Creates and Perpetuates Stereotypes.
5: Advertising persuades people to buy things they do not need.
6: Advertising plays on people’s fears and insecurities.

Question 44

Know the 4 ethical issues surrounding Marcom?

Answer 44

Ethics in publicity: Whether firms confess to mistakes and product shortcomings or do they cover up issues.

Ethics in Packaging and Branding: Misleading labels and graphics. (Exaggerated information)

Ethics in Sales Promotions: When reward is promised and not delivered. When odds of winning are exaggerated, prices intentionally raised to run run a promotion.

Ethics in Social Media and Online Marketing: Privacy issues, blogs and tweets with positive testimonies from false customers.