Advertising and Integrated Brand Promotion 6th edition Thomas O'Guinn, Chris Allen, Richard Semenik - Solutions

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In evaluating a new-product idea, what criteria should be used? What role should marketing research play in evaluating the idea against each of the criteria?
How would you find a name for a new brand of soda that is a "natural drink" made out of carbonated apple juice with some ginger and lemon added?
Identify five new products. Consider a concept test for each. Which could be exposed via a mail questionnaire? Via a phone interview? Via cable television? Which, if any, of these products would you take directly to market, bypassing a test market? Why?
How can the bias of a purchase-intention question in a concept test be measured?
What are the key assumptions of the ASSESSOR laboratory test market? What changes could you make to improve its validity?
Compare and contrast controlled-distribution scanner markets with sell-in test markets. What are the advantages and disadvantages of each? When would you want to use a sell-in test market?
Beecham sued the research firm Yankelovich Clancy Shulman (YCS) when its laboratory test market prediction for a new product, Delicare, proved to be wrong. Beecham argued that one of the model inputs, the percentage of households using fine-fabric detergents, was assumed by YCS to be 75 percent
What type of data need to be collected to build long-term relationships with your consumer if you are a. A consumer-product company b. An industrial-product firm c. A service-oriented organization
Do you think the customer-satisfaction measurement methodology described in the text is a valid one? Why or why not? How will you check on the reliability and validity of your customer-satisfaction measurement?
Why is measuring competitive advantage so important? Discuss the advantages and limitations of the various measures of competitive advantage given in the text.
You are the advertising agency for a retail store. You have talked about the concept of integrated marketing communications (IMC) to the top management of the retail store. Management does not want to implement IMC in its store because it feels that the costs of integrating outweigh the benefits.
Describe how AT&T can use direct marketing effort to promote its Universal Credit Card.
How can a manager use the information about his or her customers to identify prospects?
How often should a telecommunication firm offering cellular phone service update its database? Why?
When is it useful to model customer characteristics to identify prospects? What factors should one consider in the cost-benefit trade-offs?
Managers and researchers claim that modeling customer characteristics to identify prospects is not a one-shot deal but rather a continuous process. Do you agree or disagree? Why?
As consumers exercise ever greater individual control over when and how they receive information, how are advertisers adapting their messages? What is the role, if any, for traditional media outlets in this new environment? Will mobile marketing efforts including directing advertising to smart
What is the concept of integrated brand promotion (IBP)? How are IBP and advertising related? And how is IBP distinct from the advertising industry's prior emphasis on Integrated Marketing Communications, or IMC?
What does it mean when we say that advertising is intended to persuade? How do different ads persuade in different ways?
Explain the differences among regional advertising, local advertising, and cooperative advertising. What would you look for in an ad to identify it as a cooperative ad?
How do the goals of direct response versus delayed response advertising differ? How would you explain marketers' growing interest in direct response advertising?
Differentiate between global advertising and international advertising. Do you think consumers in foreign markets will react favorably to GM's new pop band-fueled Cadillac commercials as do American consumers? Why or why not?
How does advertising effect brand management and development? If building brand loyalty is one goal, can you identify several examples of businesses that have successfully used advertising campaigns to create strong brand equity?
If a firm developed a new line of athletic shoes, priced them competitively, and distributed them in appropriate retail shops, would there be any need for advertising? Is advertising really needed for a good product that is priced right?
Many companies now spend millions of dollars to sponsor and have their names associated with events like NASCAR races or rock concerts. Do these event sponsorships fit the definition for advertising and IBP given in this chapter?
How does the process of market segmentation lead an organization to spend its advertising dollars more efficiently and more effectively?
Box-office sensations like Avatar, Harry Potter and the Deathly Hallows, and Spider-Man 3 don't happen by accident. To achieve big screen success, movie advertisers develop integrated brand promotion (IBP) campaigns that communicate unified messages to target audiences using diverse media. Select a
After perfecting the pizza delivery model in the 1980s, Domino's lost touch with its customers to the point that the brand was ridiculed as little more than cardboard and ketchup. To fix the brand, executives commissioned a reinvention of the Domino's pizza and launched a "Pizza Turnaround"
Cellular telephones and wireless computing products are nearly ubiquitous now in American life. In some ways, any one phone or service provider is seen not so much as a brand but as an unmarked commodity. But there are important exceptions. Consider the intense media attention and consumer interest
Working in small groups, imagine that you have been hired to create an advertising strategy for the release of a new line of basketball shoes produced by the athletic apparel maker Under Armour. The Maryland-based business has seen rapid growth in recent years, but it is not considered to be the
Briefly describe the major trends affecting the advertising and promotion industry. Which of these do you think is the most important and impactful? Why?
Give an example of how the skills of a public relations firm might be employed to reinforce the message that a sponsor is trying to communicate through other forms of promotion.
Do you think the increasing independence and control consumers gain through new technologies like TiVo, iPads, and smart phones will make advertising and product branding more or less important? Explain.
In the structure of the advertising and promotion industry, what role do promotion agencies play?
The U.S. government spends millions of dollars each year trying to recruit young men and women into the armed services. What forms of advertising and IBP communications would be best suited to this recruiting effort?
Huge advertisers like Procter & Gamble and Verizon spend billions of dollars on advertising every year. Put these billions of dollars into perspective. Is it really that much money? What information from Chapter 1 is relevant to the perspective on how much advertisers spend?
What is the advertiser's role in IBP?
As advertisers become more enamored of the idea of IBP, why would it make sense for an advertising agency to develop a reputation as a full-service provider?
Explain the viewpoint that a commission-based compensation system may actually give an ad agency an incentive to do the wrong things for its clients.
What makes the production of promotional materials the area where advertisers and their agencies are most likely to call on external facilitators for expertise and assistance?
In response to the Haitian earthquake that brought devastation to over one million people near Port-au-Prince, large corporations stepped up to provide medicines, shelter, food, and other forms of disaster relief. The primary coordinator of the effort was the Business Civic Leadership Center, a
After two decades of advertising in Super Bowl matchups, PepsiCo opted out of the Big Game in 2010 and redirected funds into a social networking campaign called "Refresh Everything." The campaign, which harnessed the power of Facebook and blogs to offer financial grants for customer-led community
Identify the four primary compensation methods discussed in this chapter and discuss which system would best be able to hold both clients and agencies to ethical and responsible business practices? What risks exist in each method? Apart from the threat of regulatory inquiries or criminal
Why does advertising that resolves cultural contradictions work?
What creative trends in ads have emerged in the period from 2001 to the present?
Explain why there is a strong relationship between increasing urbanization and per capita spending.
How do manufacturers gain or lose power in the channel of distribution? What other parties are involved in this power struggle?
Describe the various factors that produced an explosion of advertising activity in the P. T. Barnum era.
The 1950s were marked by great suspicion about advertisers and their potential persuasive powers. Do you see any lingering effects of this era of paranoia in attitudes about advertising today?
The "creative revolution" that handed more authority to agency art directors and copywriters in the 1960s led to key shifts in the appearance and message of mainstream advertising. Describe these changes and how they continue to influence advertising today.
There were many important developments in the 1970s that set the stage for advertising in the Reagan era. Which of these developments are likely to have the most enduring effects on advertising practice in the future?
Why is branded entertainment important to the future of advertising and brand promotion?
Review the technological developments that have had the greatest impact on the advertising business. What new technologies are emerging that promise more profound changes for advertisers in the next decade?
What will be the next era in advertising? Some experts predict that smart phones will soon be more important to advertisers than the Internet was during the e-revolution. Identify today's most popular smart phone apps and suggest how advertisers might use them to advertise products and services to
Branded entertainment has widespread acceptance in television and film, and now theme parks are getting in on the action. The Harry Potter book series may have reached its end, but Universal Orlando Resort is keeping the magic alive with the Wizarding World of Harry Potter, an enchanting amusement
As early as the 1920s, advertisers recognized that women had authority over as much as 80 percent of household purchases. From that point forward, women have been primary targets for the ad world - even in product categories that might traditionally be viewed as male oriented. To evaluate how that
Advertising has been a focal point of criticism for many decades. In your opinion, what are some of the key factors that make advertising controversial?
Spam and phishing are considered the scourge of not just the Internet, but IPB as well. In this chapter, you have read about attempts to limit spam and phishing. What would you suggest as ways spam can limited - or eliminated?
As blogs and celebrity testimonials have proliferated across the media landscape, so have efforts by businesses and manufacturers to gain positive mentions, reviews, and commentary on these seemingly grassroots sites. What ethical issues are raised if a blogger is paid to comment on a product? Does
You have probably been exposed to hundreds of thousands of advertisements in your lifetime. In what ways does exposure to advertising make you a better or worse consumer?
Use Maslow's hierarchy of needs to address critics' concerns that too much of advertising is directed at creating demand for products that are irrelevant to people's true needs.
One type of advertising that attracts the attention of regulators, critics, and consumer advocates is advertising directed at children. Why is it the focal point of so much attention? Do you think kids are particularly vulnerable-or do they know what advertising is all about?
What are pros and cons of database marketing and what can consumers do to protect themselves and their privacy from unwanted or intrusive advertising and promotion campaigns?
What is comparison advertising, and why does this form of advertising need a special set of guidelines to prevent unfair competition?
Explain why a marketer might be tempted to misuse cooperative-advertising allowances to favor some kinds of retailers over others. What piece of legislation empowered the FTC to stop these bogus allowances?
Various methods of industry self-regulation are discussed in this chapter. Do you think self- regulation can be effective or is government regulation the only really effective way to control advertising and promotional efforts?
Although public service announcements (PSAs) exist to educate society and are not a form of paid advertising, a recent texting-while-driving warning from England's South Wales Police Department was so graphic that many television networks banned it. In the spot, three British teenage girls
General Motors continues to struggle, even after receiving an unpopular multi-billion bailout from taxpayers. During an attempt to win back consumers in 2010, the American automaker hit a truth-in-advertising snag. In one television ad, CEO Ed Whitacre boasted that GM repaid a $5.8 billion taxpayer
List two product categories (other than cigarettes) that you think require some kind of advertising regulation and explain why. Do you think they require government regulation, industry self-regulation, or consumer regulation? Explain. Based on your answer, list regulatory agents that might get
Working in small teams, imagine that you have been hired by a large pizza chain to develop an IBP campaign for a new product, the KidZa Meal, which will consist of a 4-inch round pizza, a small drink, and a doll that looks like a traditional Italian pizza chef. The chain is hoping sales of KidZa
When consumers have a well-defined consideration set and a list of evaluative criteria for assessing the brands in that set, they in effect possess a matrix of information about that category. Drawing on your experiences as a consumer, set up and fill in such a matrix for the category fast-food
"In today's modern, highly educated society, there is simply no reason to separate men and women into different target segments. Gender just should not be an issue in the development of marketing and advertising strategies." Comment.
Is cognitive dissonance a good thing or a bad thing from an advertiser's point of view? Explain how and why advertisers should try to take advantage of the cognitive dissonance their consumers may be experiencing.
Most people quickly relate to the notion that some purchasing decisions are more involving than others are. What kinds of products or services do you consider highly involving? What makes these products more involving from your point of view?
Explain the difference between brand-loyal and habitual purchasing. When a brand-loyal customer arrives at a store and finds her favorite brand is out of stock, what would you expect to happen next?
Describe three attitude-change strategies that could be suggested by the results of a study of consumer behavior using multi-attribute attitude models. Provide examples of different advertising campaigns that have employed each of these strategies.
Watch an hour of prime-time television and for each commercial you see, make a note of the tactic the advertiser employed to capture and hold the audience's attention. How can the use of attention-attracting tactics backfire on an advertiser?
What does it mean to say that culture is "invisible"? Explain how this invisible force serves to restrict and control the activities of advertisers.
Give three examples of highly visible cultural rituals practiced annually in the United States. For each ritual you identify, assess the importance of buying and consuming for the effective practice of the ritual.
Are you a believer in the intergenerational effect? Make a list of the brands in your cupboards, refrigerator, and medicine cabinet. Which of these brands would you also expect to find in your parents' cupboards, refrigerator, and medicine cabinet?
How well do online advertisers understand your consumer behavior? Today's interactive ads are so personalized that Web users routinely encounter the products and messages most likely to appeal to their unique customer profile and preferences. As an out-of-class assignment, identify 20 ads that you
Divide the class into teams and have each group create a campaign concept that directly addresses sociological factors of consumer behavior. Each group should create a campaign based on concepts of stratification, taste, and cultural capital. Once brands and campaigns are developed, each team
A key issue in post-purchase evaluation is cognitive dissonance - the anxiety or "buyer's remorse" that can linger after high-involvement purchasing decisions. Research has shown that some consumers are more likely to read ads for a product they already have purchased than ads for competing brands.
Working in small teams, brainstorm ideas for an advertising campaign that has as its primary target audience the community of consumers who are intensely loyal to Vans, the surf and skateboard brand best known for its quirky, slip-on canvas shoes. What steps would you take to tap into this brand
Although STP marketing often produces successful outcomes, there is no guarantee that these successes will last. What factors can erode the successes produced by STP marketing, forcing a firm to reformulate its marketing strategy?
Carefully examine the two ads displayed in Exhibits 6.4 and 6.5. What positioning theme (benefit, user, or competitive) is the basis for these ads? If you say benefit positioning, what form of benefit promise (functional, emotional, or self-expressive) is being made in these ads?
Why does the persuasion required with a product differentiation strategy present more of a challenge than the persuasion required with a market segmentation strategy?
Explain the appeal of emergent consumers as a target segment. Identify a current ad campaign (not Folgers!) targeting an emergent-consumer segment.
It is often said that psychographics were invented to overcome the weaknesses of demographic information for describing target segments. What unique information can psychographics provide that would be of special value to advertisers?
What criteria did Mobil Oil Corporation weigh most heavily in its selection of Road Warriors as a target segment? What do you think will be the biggest source of frustration for Mobil in trying to make this strategy work?
Explain why smaller is better when selecting segments to target in marketing strategies.
What essential elements of a positioning strategy can help overcome the consumer's natural tendency to ignore, distort, or forget most of the advertisements that she or he is exposed to?
Review the section-Essentials for Effective Positioning Strategies. As you think about failed General Motors' brands like Pontiac and Oldsmobile, which essentials did they fail to meet?
Which of the market segmenting strategies discussed in this chapter are likely to be most effective for business-to-business marketing? Why would techniques that are highly successful in targeting consumer markets, such as lifestyle segmentation, be less effective?
Like other reality television programs, Project Runway entertains viewers by staging dramatic competitions between everyday people. A cable-TV hit for many years, Runway features supermodel host Heidi Klum, who follows amateur fashion designers as they make original clothing items with limited time
Electronic reading devices are hot, and Amazon's Kindle and Apple's iPad are in a heated battle to win over the bookworms of the world. Kindle focuses solely on reading, whereas iPad does reading, movies, music, office computing, and more. Some analysts predict that iPad will eclipse Kindle because
Compose value proposition statements for, Starbucks Coffee and Levi Strauss Jeans. Each value proposition should crystallize what each brand offers to consumers and serve as a clear mission statement for all subsequent STP marketing efforts.
The Folgers campaign featured in this chapter's introductory scenario was distinctive, in part, because the company spent no money on media, instead allowing the new ads to circulate for free through user sites such as YouTube. That strategic decision reflected an understanding that its young
Read the chapter opening and list two important lessons that can be learned from Coca-Cola's advertising-and-promotion research blunder with New Coke.
Explain the industry trend of substituting account planning for traditional advertising and promotion research. Why do some agency directors claim that this trend is the biggest thing in advertising since the famous Berndach Volkswagen campaign? Do you tend to believe the hype surrounding this

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