First Exam Questions (Ch.1-3)

Capter 1
What are the five steps that make up the communication process?
-Sender   -Encoding  -Transmission Device  -Decoding  -Receiver
What are the four Intergrated Marketing Communication (IMC) components?
1)The Foundation  2)Advertising tools  3)Promotional tools  4)Integration tools

Chapter 2
What is brand equity?
- Characteristics that are unique to a brand. And the idea that a given brand name is different or more superior.
What is complementary branding?
-The use of marketing two brands together for co-consumption. (Ex. Seagrams 7 and 7up)

Chapter 3
What is the steps involved with the consumer decision making process?
-Problem recognition  -Information search  -Evaluation of Alternatives  -Purchase decision  -Post purchase evaluation
What is the orders for the Attitude Sequence?
-Cognitive > Affective > Conative
-Affective > Conative > Cognative
-Conative > Cognative > Affective

New age advertising

  This video gave me a better image on modern day advertising. I can start off by saying I learned about emotional branding. At one point there is a lady talking about companies using more of a "spiritual market." For instance, she stated, "Starbucks wanted to be a community" and "was a third place, not your work or home." If you ask me I can see that too. I believe it is a great way of marketing a customer and making them loyal. Marketing is always changing too. As shown in the video, surveys seem to be a great way of targeting an audience and giving them what they want.
  People are always changing their wants, and that makes it very difficult for advertisers. Advertisers need to constantly be in touch with people and what they trend to become effective. This becomes a problem for advertising because they are constantly needing to change things to satisfy the consumer. This is when narrowcasting works out well. By marketing to a smaller audience an advertiser can be that much more precise with what they want.
  Ethics are a big part of advertising. It is important to keep people in mind peoples cultural, ethnic, religious, gender, etc. One major ethical issue is deception. By this I mean, if there was a weight loss commercial is it neccesarily that accuarte? Advertisers can persuade people very easily by showing simple pictures, especially of celebrities. Sometimes things aren't that easy though. Semi false advertising can become very common and that raises many issues.

Taylormade

Brand name: Taylormade golf
What comes to mind: 1)Champions 2)Ball strike 3)Light 4)Speed 5)Durability
The commercials are key for making me believe these things. In the commercial I have in mind, a professional golfer is shown hitting a golfball with a driver (the same one in which I have)and there are trails behind his swing and through the ball. Right away speed comes to my mind when seeing this. Also after every commercial a represenative states that, "Taylormade driver have the most event wins." With that being said there is no reason to want another driver.

After looking at what others had to say about this brand, I noticed that they had similar views. There were a lot of tags stating how awesome the company was, or what not. There was one post that mentioned wealth being associated with the company. I find this to be rather stereotypical. When most people think of golf, they instantly think of a rich person playing. That is more so just refering to the sport though, rather the actual product. I was not a big fan of that tag.