ICM Midterm

Question 1

10 Steps for integrated comms success

Answer 1

Research
Strategy
Branding
Internal Communications
Advertising
Digital Media
Media Relations
Experiential Marketing
Partnerships
Measurement & Evaluation

Question 2

DMWT Key concepts

Answer 2

• Targeting habits early. Use mascots/heroes to appeal to kids
• Use mascots/heroes to appeal to kids.

Question 3

Alienware (Parent brand: Dell):

Answer 3

• Transition from niche to lifestyle brand.
• Lifestyle brands involve casual use but justify a premium price

Question 4

Green Mountain Energy

Answer 4

FDeregulation happened in the market and they could sell their wind energy in Houston and Dallas deregulation.

Question 5

Dell Marketing Influences

Answer 5

• Old computers posed issues
• used prison labor and was exposed for it
• leading to crisis comms, branding, bridge building, internal comms, and community events.
• “product stewardship”

Question 6

leanwashing

Answer 6

• false Health claims, mostly food marketing.
• Examples include Got Milk Commercial, Pepsi, GE clean coal commercial spots, Snack Wells “fat-free cookies” spots

Question 7

Greenwashing

Answer 7

Index: Scale from 1-5 (5 being the most bogus).

Criteria: Misleading words, visuals/graphics, vague claims, exaggeration, omission of important info.

Question 8

Leanwashing criteria

Answer 8

• Similar criteria to greenwashing but includes targeting children.
  Misleading words,
• visuals/graphics, vague claims, exaggeration, omission of important info.

Question 9

Leanwashing phrases

Answer 9

gluten free
fat free
sugar free
low calorie

Question 10

Advertising and Sustainability relationship

Answer 10

Advertising exists to sell more things but that can really harm the environment so it is a counteractive effort to cover both as a journalist.

Question 11

Retail media

Answer 11

the ads placed on a retailer’s ecommerce site or app by a brand in order to influence the customer at the point of purchase.

Question 12

Katherine Lundstrum covers

Answer 12

The advertising industry’s response to the climate crisis
- sustainability and commerce beat at Ad week

Question 13

Communitycare

Answer 13

needed to revamp the pediatrics brand that was very outdated

Question 14

DMWT and ICM tactics

Answer 14

comprehensive brand strategy

Question 15

Daimler’s Car to go

Answer 15

market trend: young people aren’t buying cars as much

Question 16

Kathryn Lundstrom Advice

Answer 16

Publicists need to understand
- the journalist’s beat
- Off the record
- Background information and attribution
- Never ask to read the story before published
- Only changes made are factual errors

Question 17

League of Women voters of Austin

Answer 17

• mini campaign during 2020 elections
• needed to get people to vote during a pandemic/ younger people to work the polls

Question 18

Green mountain energy used

Answer 18

• research
• marketing
• creative
• paid media
• media relations
• events

Question 19

Dell Sustainability used

Answer 19

Crisis comms
branding
bridge building
internal comms
community events

Question 20

Boar’s Head news story

Answer 20

Listeria Deaths caused a plant to shut down

Question 21

Master Settlement Agreement (MSA)

Answer 21

• limit advertising of nicotine
• can’t target kids
• ## no cartoons

Question 22

Smoking in cinema

Answer 22

movies with smoking in them should be rated R