Question 1

Discuss factors that determine how much a brand placement is worth and thus how much it should cost a brand marketer to place a brand in a particular movie.

Accepted Answer

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Question 2

Conor needs to purchase a new refrigerator.He wants to purchase a General Electric refrigerator,but he doesn't know which retail stores carry the brand and model he is interested in purchasing.Which medium should he turn to find a retailer that sells this brand of refrigerator?

Accepted Answer

The yellow pages is a directory of businesses listed by category, including information such as addresses and phone numbers. Conor can easily search for appliance stores in his area that carry General Electric refrigerators through the yellow pages. The other mediums listed may not provide as specific or comprehensive information on local retailers.

Question 3

Explain why data mining is an important activity for marketers.

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Question 4

Explain what is meant by it is "a lot better to talk to twenty prospects than two million suspects" in reference to direct mail advertising.

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Question 5

Research shows that users of yellow pages tend to be ____ years-old.

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Question 6

Amy is playing "Need for Speed," which is a video game she plays on her Playstation 3 game console.During her races,she sees signage for various brands,such as McDonald's and other fast food restaurants.This is an example of _____.

Accepted Answer

This is an example of adver-gaming, where real-world brands are integrated into video games as part of the gaming experience to advertise to players.

Question 7

A distinguishing feature of yellow page advertising is that there are _____.

Accepted Answer

Yellow page advertising typically follows a standardized format with limited space and layout options, so there are clear-cut limits on possible creative executions.

Question 8

Describe who uses the Yellow Pages and why they use them,and explain how the yellow pages differ from other advertising media.

Accepted Answer

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Question 9

Juan is trying to determine whether or not to enter into a brand placement agreement with the producers of an upcoming James Bond film.Which factors must he consider to determine the worth of a placement and how much it should cost him to place a brand in this particular movie?

Accepted Answer

To determine the worth and cost of placing a brand in the James Bond movie, Juan must consider the amount of time the brand gets on screen, the use or mention of the brand by characters in the movie, and the integration with the plot of the movie. All three factors must be taken into account together to make an informed decision about the investment in brand placement. The star of the movie may also be a consideration, but it is not as important as the other factors listed.

Question 10

Advertising that appears as part of a video game is known as _____.

Accepted Answer

Adver-gaming refers to advertising that appears as part of a video game, often as subtle product placements or in-game ads. Options A, B, D, and E are either too generic or do not accurately describe advertising within a video game context.

Question 11

Which of the following is a disadvantage of brand placement in movies,TV programs,and other forms of entertainment?

Accepted Answer

All of the options listed are potential disadvantages of brand placement in media, except for decreasing prices which is not applicable in this context. Loss of control over how brands are presented, the difficulty of measuring effectiveness and return on investment, and increasing costs are all legitimate concerns when considering brand placement.

Question 12

Compared to other age groups,_____ year-olds are the most likely to notice brand placements in movies and to consider trying the brands seen in films.

Accepted Answer

According to the information given, 16-to-24-year-olds are the most likely to notice brand placements in movies and to consider trying the brands seen in films. Therefore, option B is the correct answer.

Question 13

Define the concept of customer lifetime value,and describe five ways to enhance lifetime value.

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Question 14

For which reason listed below are consumers likely to use the yellow pages?

Accepted Answer

The yellow pages provide a convenient and quick way for consumers to find information about products and services, which can save them time and money in their shopping process. Therefore, all of the reasons listed are valid for consumers to use the yellow pages.

Question 15

What factors have turned marketers to the widespread use of direct mail advertising?

Accepted Answer

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Question 16

Users of yellow pages have household incomes of approximately ____.

Accepted Answer

According to a study conducted by Yellow Pages Association in 2012, the median household income of yellow pages users was reported to be $60,000 or more.

Question 17

The substantial increase in brand placements on TV has been concurrent with the growth of _____ television programming.

Accepted Answer

The substantial increase in brand placements on TV has been concurrent with the growth of reality television programming, as reality shows often provide a more natural environment for product placements.

Question 18

What are the major differences between direct advertising and indirect advertising? Describe situations where direct advertising would be appropriate and situations where indirect advertising would be appropriate.

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Question 19

Assume someone who owns seven department stores has hired you as her consultant.Explain how she would benefit by implementing database marketing.

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Quiz 15: Direct Marketing and Other Media