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MSLE 3500 > Exam 3 > Flashcards

Exam 3 Flashcards

1
Q

Categorizing consumer needs is a rigorous task we call segmentation analysis.
T/F

A

True

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2
Q

It’s not neccessary for brands to craft their product mix in various sizes, shapes, colors, forms, and usage occasions to specifically meet consumers needs and their expectations, resulting in maximized brand appeal. One size can fit all.
T/F

A

False

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3
Q

Through its product miz strategy, Band-Aid was able to target different usage occasions.
t/f

A

True

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4
Q

Marketers should slice their consumer segments into tiny benefit slices and create a product for each of them specifically.
T/F

A

False

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5
Q

A fighter brand does the following

A

mission is to attack top competitors
are a low-profile secret weapon in the brand arsenal
exist to wreak havoc on competition
not intended to develop consumer loyalty

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6
Q

Where your product is sold, and how it is displayed, creates a powerful communication message about your brand in the mind of consumers.
t/f

A

True

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7
Q

When choosing a distribution strategy, match brand image with the consumer perception of the potential distribution point to find those channels that enhance and synergize with your product identity.
t/f

A

True

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8
Q

“Ubiquity” means your product is very exclusive, retailers only
t/f

A

False

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9
Q

“exclusivity” distribution means to have a specific place in the store that is exclusive to your products
t/f

A

false

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10
Q

Defining the kind of outlets where you want to sell your products is called a “channel strategy”.
t/f

A

True

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11
Q

Smart marketers make variations in their product between distribution channels to align with that channels strengths.
t/f

A

True

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12
Q

Products that are placed on shelves “in the consumer strike zone” have an 85% greater chance of being purchased than those shelved higher or lower.
t/f

A

True

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13
Q

A blocking scheme is nothing more than designing the way you want the products to be displayed on the shelf. A good blocking scheme will increase sales and call attention to your products.
t/f

A

True

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14
Q

Top marketers try to influence everything associated with the display and sale of their product. Lighting, ambiance, and product displays in the retail environment are all powerful marketing tools that can directly increase the appeal of your product to consumers and ultimately increase sales.
t/f

A

True

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15
Q

What does “big head and long tail” mean?

A

250 items make up over 80% of a grocer’s sales
in a typical grocery store there are over 30,000 items
the other 29,750 items are the “long tail”

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16
Q

contextual targeting

A

delivers relevant advertising to users from the type of content they consume online

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17
Q

pay per click

A

pay google only if the customer clicked on your listing

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18
Q

search engine optimization

A

the means by which you get a high organic search listing

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19
Q

real time bidding

A

google’s auction system

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20
Q

paid search

A

google typically allows 4 companies to be shown in these search listings

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21
Q

organic search

A

search listings appear below the paid search listings

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22
Q

About 95% of all Pay-Per-Click (PPC) online advertising is sold and managed through Google or Facebook
t/f

A

True

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23
Q

The goal of the Google Display Network is simple: to bring the advertisers’ message to the right customers wherever they are online.
t/f

A

True

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24
Q

Programmatic advertising refers to the process of purchasing ad space via software, relying on complex algorithms to deliver ads contextually.
t/f

A

True

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25
Q

pinterest is an example of a walled garden

t/f

A

true

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26
Q

What is it called when you buy 10,000 advertisement views, and they show your ad 10,000 times and you pay for that, regardless of if it created any clicks on your ad.

A

direct buy
reservation
pay per view

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27
Q

Pay-Per-View digital ads are a mass marketing tactic to generate advertising reach and frequency.
t/f

A

true

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28
Q

Digital advertising can serve two purposes:
1. Generating Demand by creating broad exposure of your product or service offering.
2. Harvesting Demand by retargeting those who have shown interest in some form online.
t/f

A

true

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29
Q

A study done by the Nielsen Company in Canada found that only about 15% of all contextual ads are actually fed to someone in the market to buy. So even though it’s a good system, it’s far from perfect.
t/f

A

true

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30
Q

Facebook takes up 22% of the time Americans spend on mobile devices, with users spending on average 20 minutes on the site each day.
t/f

A

true

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31
Q

Social media marketing refers to the process of gaining website traffic or brand attention through social media sites.
t/f

A

true

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32
Q

A study of Facebook users found the people who said it was permissible for brands they “like” to send them marketing messages on the platform, but they only want to hear from them once a week or once a month at the most, not several times a day or even daily.
t/f

A

true

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33
Q

When asked what would motivate them would follow a brand or company on social media, the #1 answer is to GET A DISCOUNT!
t/f

A

true

34
Q

What are the important metrics you’d want to know when doing an email blast to your customer list?

A 
conversion rate
number of new customers
bounce rate
click through rate
number of returning customers
open rate
35
Q

The simple rule for effectively using social media for marketing is this. Ask yourself, is this message _________, _________, and __________. It has to be two of three.

A

timely
relevant
actionable

36
Q

The top four content categories watched by YouTube users are comedy, music, entertainment/pop culture, and “how-to” videos.
t/f

A

true

37
Q

Have you ever looked at your Facebook feed and saw an article about something that interests you, and you clicked on it? It took you to an article about a product or service clearly advertising, but it didn’t seem like it?

What is this type of advertising called?

A

native advertising

38
Q

Instead of pitching your products and services, you are providing truly relevant and useful content to your prospects and customers to help them. ____________ marketing helps raise awareness and educate consumers.

A

content

39
Q

What percentage of your total annual marketing budget should be allocated to pay to your advertising agency - their monthly retainer, their markup on materials developed, and their buying agency commission?

A

20%

40
Q

If you try to make the agency deliver on too-short timing, you increase the chance you’ll get half-baked ideas. Don’t try to rush greatness. Most good campaigns take 6 to 8 months of development.
t/f

A

true

41
Q

When critiquing the advertising agency creative presentations, the first comment should always be a strategic evaluation of whether the concept delivers the brand positioning strategy – target audience, benefit, and reason why.
t/f

A

true

42
Q

World-class advertising always has these commonalities:

A

it touches an emotion
the product is the hero, or the object of desire
the ad is presented in a relevant yet unexpected way

43
Q

six deadly sins of advertising

A

greed, pride, envy, wrath, sloth, gluttony

44
Q

greed

A

their product claims are so outrageous they cannot be believed

45
Q

pride

A

they like to see their name and logo in conspicuous places

46
Q

envy

A

they imitate an existing campaign instead of carving out their own unique identity

47
Q

wrath

A

angry and accusatory advertising

48
Q

sloth

A

they try to be trendy when they are not

49
Q

gluttony

A

Some brands gorge themselves on pretty pictures and affecting imagery without giving any consideration to whether those images provide any real sustenance for the brand.

50
Q

Gross Ratings Points (GRP’s) are a calculated by multiplying what two numbers?

A

reach

frequency

51
Q

What are the two data sources The Nielsen Company uses in their TV Ratings system?

A

tv meters

tv viewing diaries

52
Q

What are the four important TV ratings periods called?

A

sweeps

february, may, july, november

53
Q

What are the elements in the Three Ingredients of Greatness in Consumer Promotions?

A

They make you believe you have a good chance of winning
the contest offers a unique, desirable prize that only you can offer
they make it easy to enter

54
Q

What are the three types of public relations?

A

Corporate
Defensive
Marketing

55
Q

A great marketing PR initiative can add significant value in free publicity to augment paid marketing support.
t/f

A

true

56
Q

A great PR plan reinforces some aspect of the brand positioning strategy – the benefits, the “reason why”, or the brand personality – in a unique and interesting way.
t/f

A

true

57
Q

cashback offers

A

Need to react fast? Cashback offers are a great way to maximize sales in the short term.

58
Q

On-Pack Premiums

A

Attach a sample of your product to another top-selling product. This encourages trial and increased consumption.

59
Q

collect and win

A

Increase purchase frequency with a reward only redeemable by collecting enough bar codes, stamps, or coupons.

60
Q

instant win

A

Drive sales of items with immediate consumption.

61
Q

product sampling

A

The classic “try-it, you’ll like it” approach is a tried and true method for overcoming reluctance to buy a new brand.

62
Q

bonus offers

A

Buy One, Get One Free can give you an edge in the market.

63
Q

multipacks

A

Packaging multiple products into one easy to select pack (preferably discounted) can quickly add volume to sales figures.

64
Q

trial size

A

Encourage consumers to give it a try with a low-cost, one use package.

65
Q

buy now, pay later

A

Deferred payments are a successful way to generate sales, especially for higher-priced items.

66
Q

continuity promotions

A

ones that require a series of purchases

67
Q

proprietary promotions

A

offer the consumer something highly desirable that they can only get through your brand.

68
Q

What is the name of the congressional act that stated manufacturers must treat all retailers - big and small - equally and fairly?

A

Robison-Patman Act

69
Q

What does MDF stand for?

A

Marketing Development fund

70
Q

When there is marketing activity for a brand at a retailer - a “sale” price reduction, an end-cap display, an ad in their newspaper ad - how often is that paid for out of MDF funds?

A

100% of the time

71
Q

normal every-day shelf price in store marketing activity

A

no marketing activity - no volume increase

72
Q

Feature & Display (sale price and display) in store marketing activity

A

13X increase

73
Q

Display only (regular price) in store marketing activity

A

4X increase

74
Q

Feature only (sale price - no display) in store marketing activity

A

7X increase

75
Q

In-store Instant Coupons have how high of a redemption rate?

A

90%

76
Q

What is the average redemption rate for a coupon placed in the Sunday newspaper?

A

2%

77
Q

Use in-store coupons if you are the #3 brand or lower in the competitive market share race. Only then is it likely that more new users are being converted than your regular purchasers using it and getting an unexpected deal.
t/f

A

true

78
Q

Retailers love it when manufacturers bring them account-specific promotions.
t/f

A

True

79
Q

TV stations and radio stations are great at developing third-party promotions. When you have the triumvirate of a media partner, retail outlet, and consumer brands, you have an extremely powerful marketing combination!
t/f

A

true

80
Q

To win at trade promotions, you must create ways for your product to gain more in-store marketing activities than your competitors on a calendar basis. It’s all a numbers game. If you can get more frequent in-store activity than they do, you will win!
t/f

A

true

MSLE 3500 (4 decks)

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