IMC 104 B. STEELE LATEST
MIDTERM1 EXAM
What happened to Campbell's Soup? - ANSWERS--enforced a
consumer Bill of Rights (consumer has right to safety & right to be
informed)
-Campbell's was accused of false advertising because one of their ads
had marbles in the soup so the veggies would sit on top and look more
appetizing
What was the Yellow Pages scam? - ANSWERS--Prof. Steele received
mail from Yellow Pages that looked like an official bill & even gave
multiple options for payment
-BUT, in fine print, it stated "this is not a bill, you are in no obligation to
pay the amount listed above".
-VERY unethical
What happens with magazine covers? - ANSWERS-people deem them
unethical because models are modified and edited to look better
What was the CNN video about? - ANSWERS-post transaction
marketing ("one click" links online) trick consumers into buying things
they don't want to buy
END OF
PAGE
1
, IMC 104 B. STEELE LATEST
MIDTERM1 EXAM
What is a creative brief? - ANSWERS-a document that spells out a plan
for a promotional campaign, concise and very detailed
What is it meant by "positioning"? - ANSWERS-What image does your
company or product occupy in consumers' minds - in relation to the
competition?
What is "pre-emption"? - ANSWERS--taking a feature that many other
products have and making it your own
-ex: what candy doesn't melt in your hands? = M&M's
-ex: what candy satisfies hunger? = Snickers
What is the FABulous Approach? - ANSWERS--Product Feature
-Product Advantage
-Product Benefit
Product Feature - ANSWERS--physical characteristic of a
product/service
-answers the question "WHAT is it?"
END OF
PAGE
2
MIDTERM1 EXAM
What happened to Campbell's Soup? - ANSWERS--enforced a
consumer Bill of Rights (consumer has right to safety & right to be
informed)
-Campbell's was accused of false advertising because one of their ads
had marbles in the soup so the veggies would sit on top and look more
appetizing
What was the Yellow Pages scam? - ANSWERS--Prof. Steele received
mail from Yellow Pages that looked like an official bill & even gave
multiple options for payment
-BUT, in fine print, it stated "this is not a bill, you are in no obligation to
pay the amount listed above".
-VERY unethical
What happens with magazine covers? - ANSWERS-people deem them
unethical because models are modified and edited to look better
What was the CNN video about? - ANSWERS-post transaction
marketing ("one click" links online) trick consumers into buying things
they don't want to buy
END OF
PAGE
1
, IMC 104 B. STEELE LATEST
MIDTERM1 EXAM
What is a creative brief? - ANSWERS-a document that spells out a plan
for a promotional campaign, concise and very detailed
What is it meant by "positioning"? - ANSWERS-What image does your
company or product occupy in consumers' minds - in relation to the
competition?
What is "pre-emption"? - ANSWERS--taking a feature that many other
products have and making it your own
-ex: what candy doesn't melt in your hands? = M&M's
-ex: what candy satisfies hunger? = Snickers
What is the FABulous Approach? - ANSWERS--Product Feature
-Product Advantage
-Product Benefit
Product Feature - ANSWERS--physical characteristic of a
product/service
-answers the question "WHAT is it?"
END OF
PAGE
2
