Padd Solutions

Catalogs are a long term and __________ form of direct marketing.
a. high pressure
b. low pressure
c. ineffective
d. extinct

This group of consumers have strong environmental values and are politically active in environmental issues.
a. True Blue Green
b. Greenback Greens
c. Sprouts
d. Grousers

The mention of a company's name in a news story is known as what?
a. A blip
b. A plug
c. A spot
d. A hit

What drives people (38%) to a new site more than anything else?
a. Internet content search
b. Word of mouth
c. Internet banner
d. Television ad

What serves as the highest grossing cyber shopping category?
a. Apparel
b. Travel
c. Books
d. Household goods

Which question format requests specific responses from consumers during an apttitude test?
a. direct-end
b. open-end
c. closed-end
d. detailed-end

A test in which subjects are asked to name, or recall, the ads without any prompts or memory jogs refers to what?

a. unaided recall
b. aided recall
c. memory recall
d. information recall

Makers of the popular pain reliever Motrin found themselves in a swirl of controversy last fall after releasing an advertisement directed towards baby toting mothers. The ad suggests that mothers who carry their babies in slings may need to take Motrin to relieve back pain. The ad assures mothers that the pain is worth it and compares baby slings to making a fashion statement and showcases your 'official mom' status. The real kicker is that Motrin actually states that they understand if you look tired and crazy after carrying your baby around all day and that you should take Motrin to relax the pain away.

After receiving literally thousands of responses days after the initial ad was released, baby-toting mothers let their voice be heard in the form of emails, tweets, blogs and video messages. The company had definitely struck a chord with their target audience, unfortunately the results were more painstaking then lower back ache. Two days after the ad was released, it was pulled from the media. The damage had already been done though. The company begin directly emailing irrate mothers who had posted on social media websites. The company followed this up with a sincere public apology on the homepage of their website.

As a public relations professional, I would have made sure to test the advertisement on a test audience first to initiate constructive criticism and feedback. The marketing group that created the ad obviously did not put much research into understanding their target audience. I would have made sure the project had a better idea of how their audience felt about carrying their babies. The company also released the ad on a Friday and let their audience brew angrier as the video made its rounds around the internet. I would have consulted someone to monitor the feedback of the ad over the weekend and contact the agency before the discussion grew as fierce as it did by Sunday.

Apology letter posted on Motrin website.

I don't receive much direct mail to begin with. But I do receive my cable bill monthly in the mail. Inside my bill from last month I found a statement stuffer included in the envelope. The material issued with my bill was a rather plain advertisement marketing the Globe Life And Accident Insurance. The ad claims to offer life insurance for $1.00 for the first month but does not go into detail. A perforated business reply card is also attached so consumers can request more information.

I don't think I was targeted for this advertisement. I'm fairly certain that the cable company included this insert in all of their bills. The cable company likely receives compensation from the Global Life Insurance Company for including the inserts in their billing statements. Overall, I found the insurance insert with little to be desired. The advertisements is printed on thin paper, looks tacky and does not explain the offer in any detail. I actually feel sorry for anyone that does buy into the advertisement as the entire insert screams 'scam' to me. I would not buy the insurance policy.

Nike’s phrase “Just do it” is an example of what?
a. Repeated tagline
b. Consistent positioning
c. Campaign duration
d. Identifiable selling point

According to the poll from the book, which form of media reported the highest consumer attentiveness percentage?
a. Word‐of‐mouth
b. Sampling
c. Mass media
d. In‐store

Which is NOT a disadvantage of radio media advertising?
a. Short exposure time
b. Low attention
c. Poor national audience capability
d. High production costs

The disadvantage of forward buying to retailers is the additional costs of holding inventory, this extra cost is known as what?
a. Drop ship allowance
b. Slotting fees
c. Carrying charges
d. Exit fees

Rewards given as contest prizes to brokers, retail salespeople, retail stores, wholesalers, or agents are known as what?
a. Spiff Money
b. Allowances
c. Certificates
d. Bonuses

The actual delivery of a product to consumers for their use or consumption is known as what?
a. Trial
b. Cross-Ruffing
c. Sampling
d. Promotion

______________ is the placement of a coupon for one product on another product.
a. Cross-ruffing
b. Instant redemption
c. Response Offer
d. Scanner delivered

When sales representatives call prospective customer or clients, this is called what?
a. Outbound telemarketing
b. Inbound telemarketing
c. Direct telemarketing
d. Annoying

https://www.dtv2009.gov/

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Sunday, May 31st