6.++Questions+for+Dr.+Potter

__** Also, please be SURE to put your name and the date of your comment so yocredit. --Dr. P (June 3, 2011) **__
I just reviewed my score for Quiz 13 and am confused about the answer for question number 3. The question asks, "According to advertisers, what is the only real portable and personally identifiable medium?" I answered D.) Mobile phones. It said that my answer was wrong and that it is actually A.) Radio. However, in the feedback as to why my answer is wrong it says that the appeal to advertisers is that the phone is the only real portable and personally identifiable medium (see p. 335). I think there is an error in the answer key because I even went back to p. 335 and it still says that mobile phones are the only real portable and personally identifiable medium.

~Brittany Abrahms 4-24-12

After taking chapter 6 quiz and getting my score back, I was still confused on the difference between creative concept research and advertising strategy research. It might just be how the question is worded, but I am still confused in the difference between the two. I went back and referenced the book, I was just still confused why advertising strategy was not the correct answer to the question. Thanks! (Allyson Roseman (asrpink) 2/9/12)
 * This can be a difficult concept, Allyson, and I thank you for the question. The whole key to the difference is based on the TIMING of when the research is conducted. Look at Exhibit 6-1 on page 153. Strategy Research occurs BEFORE the creative begins...before anything talking about creative approaches. So, in the quiz question, the fact that different creative ideas are being tested means you've moved beyond Strategy Research and into Concept Research. Dr. P (2/16).

Why do commercials only take place on a certain channel and not on other channels? Kasey Glueck 2/3/12
 * Kasey--After reading chapter 4, why would YOU think ads get put in certain media locations than others? Take a stab at it and I'll award you a point. Dr. P 2/5/12
 * Demographic segmentation, which defines groups by their characteristics, helps a company know where to advertise their brand. In addition geographic segmentation stats that peoples needs in different places are different so ads needs to be stationed towards specific places. Also behaviorist segmentation shows that peoples behaviors are different which makes them like different things and in return will only view certain things with their likes on them. This is a reason for why a certain ad is placed on a certain station or area. In all when a market chooses where to share their brand it is called a target market. This all explains why companies share their products in different and specific places.


 * Why exactly don't you like the book's definition of ethical advertising? What would be the best definition in your eyes? I know a lot of people have different ideas about what is "ethical", but why is the books definition so wrong?**
 * -CandiceMarshall (9/8/11)**


 * ** Aha, Candice making me put my money where my mouth is, eh? Okay, fair question. I think that ethical advertising is advertising that informs people about choices they have in the marketplace without hurting individuals. But, the sticking point (for me) is the phrase "without hurting individuals" as this becomes a personal definition. So, if you go over to the wiki page "Ads that you don't like" there are several there (Burger King Sponge Bob, Hardee's with Paris Hilton--I think--, the print ad with the couple having sex while the guy puts a picture of a car over the woman's face) which the industry defines as either acceptable or even quite creative. However, I think that they hurt women by objectifying them. So, I don't think they are ethical. The textbook authors would say that since it is fine with the industry it is ethical. What are your thoughts **
 * ** I think you are right on the money, thank you for clearing that up. I 100% agree with the fact that those ads are in no way ethical. Ethical should not be defined as something that is "acceptable" by one industry or another, but as society as a whole. There are MANY people in society who would throw their hand up and say that the ad with Paris Hilton is offensive to women; therefore, unethical. Thanks! (CandiceMarshall 9/13/11) **


 * Is this an example of a USP? Pause in one room and continue in another. -Adam**
 * [|Direct TV]**


 * What do the rest of you think?**
 * What's the definition of USP from the Textbook?--Dr. P**
 * => In the textbook the definition of USP is "Unique selling proposition", which is the distinctive benefits that make a product different than any other. the reason marketers believe consumers will buy a product even though it may seem no different from many others just like it. --Xingzhu**


 * I found a youtube video about the "Controversial Groupon Commercial" by Timothy Hutton 2011. Is this an example of Ethical Advertising? I don't quite understand what the ethical advertising mean... --Xingzhu**
 * [|Groupon]**


 * Xingzhu--I actually have trouble with the definition that the textbook authors have for ETHICAL ADVERTISING: Doing what the advertiser and the advertiser's peers believe is morally right in a given situation (p. 39). That's because it seems to have ethical advertising be very subjective and situational. In fact, if you read the[| blog by Groupon's CEO]written in response to these issues, he seems to suggest that the company WAS acting ethically by raising controversial issues for consideration...even if they do so in a humorous way. He points to work done by the agency in charge of the Groupon campaign (Crispin Porter & Bogusky) as doing similar work in the past for Hulu. Thereby suggesting, it seems to me, that it was ethical. Not sure I buy it. Below is the HULU Superbowl ad he mentions.


 * media type="youtube" key="1m71m-LBqFQ" height="349" width="560"

How much does it typically cost to use a popular artist's song in a TV ad? -Peter O'Daniel
 * Peter, here's a recent //Advertising Age// article that speaks to it. [|Click to read it as a PDF]. Dr. P

Ad layout type: Is this a picture-framed layout? --- Xingzhu (06/02)


 * Not sure what this is an ad for, Xingzhu....is it a print ad? It either would be a picture-frame or a Mondrian grid (p. 228) Dr. P (June 3)

Also a question about the format that we talked about in today's lecture. What is a Demonstration format? --- Xingzhu (06/02)


 * Here's one
 * media type="youtube" key="zvnvN2F1Rm4" height="349" width="425"
 * Can someone else find and upload another one, please? Dr. P.
 * Is this also a musical format? --- Xingzhu (06/10/11)
 * Yes, good point, Xingzhu. Often there are several formats in a single spot, right? Dr. P (6/12/11)

Why does Mt. Dew change their logo and typography when Coca-Cola doesn't? - Bryan F. White
 * Likely because it has become so iconic with the brand Bryan. Why mess with it if it is synonymous with the brand?

Chapter 12 talks a lot about Cable television. You often hear and read that people utilize television more than any other media vehicle, but what about the internet? Which is used more? What's your thoughts on this quick read?

[]

- Bryan F. White
 * I think that the new struggle for program producers is going to be to figure out how to make money from their product given all the different delivery systems. AppleTV and Netflix are both fantastic, and eliminate a lot of the hassle. If the producers can get the programming to a price point where they can make money off the episodes at the 99-cent price point then great. But, marketers still need to reach markets. And so, they will approach the producers (and/or AppleTV and Netflix) with offers to give them even MORE money to either have ad roadblocks at the beginning of movies and/or have more product placements. The great thing about these delivery systems, however, is that the ratings system doesn't even seem to be necessary. Marketers KNOW how many people stream the content. (Dr. P--June 3, 2011)

Here is a Subway web, and there is a Green Lantern ad on its website. [|Subway Web ad] I think this could be a good way to advertise both the movie and the subway product, because it shows that subway is going green. However, i don't think these two are related to each other. So do you think this is a good way to advertise? And what kind of strategy is Subway using? --- Xingzhu (6/9/11)
 * I don't think that this ad is related to Subway "going green" in an environmental way, Xingzhu...this is very much like a celebrity endorsement. When clients (mainly fast food, but not always) tie themselves to big box office releases they are trying to get the positive affect/emotion from the movie to carry over to the consumer's feeling toward the brand. Dr. P (6/12/11).

Chapter 15: I'm confused why page 385 says that there is more media spending on Network Television than Cable Television, when in class we said Cable Television is watched more? -Peter O'Daniel
 * Great question Peter. The reason is that, even though cable is watched more those number are in aggregate...or, in other words, all added together. The best way (still) to reach large audiences in a single place is on primetime network television. Dr. P 6/12/11.