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

What historic factors led to the development and prominence of advertising and promotion research departments during the mid-1900s?
Focus groups are one of the advertising researcher's most versatile tools. Describe the basic features of focus group research that could lead to inappropriate generalizations about the preferences of the target audience.
ZMET is a technique that advertisers may use in place of focus groups. What aspects of ZMET and focus groups are similar? What particular features of ZMET could foster richer understanding of consumers' motives than is typically achieved with focus groups?
List the sources and uses of secondary data. What are the benefits of secondary data? What are the limitations?
Identify issues that could be a source of conflict between account managers and advertising creatives in the message-testing process. What could go wrong if people in an ad agency take the position that what the client wants, the client gets?
Criteria for judging ad effectiveness include "getting it," cognitive residue, knowledge, attitude change, feelings and emotions, physiological changes, and behavior. Identify specific evaluative advertising research methods that could be used to test an ad's impact on any of these dimensions.
How would you explain the finding that ads that achieve high recall scores don't always turn out to be ads that do a good job in generating sales? Are there some features of ads that make them memorable but could also turn off consumers and dissuade them from buying the brand? Give an example from
What is single-source research, and what is its connection to the universal product codes (UPCs) one finds on nearly every product in the grocery store?
With millions of people interacting on sites like Facebook and Twitter, advertisers have turned to a new form of market research that measures "online buzz." Buzz-tracking companies sift consumer-generated content online and spot trends that advertisers can use to manage the reputation of brands.
Is advertising more of an art than a science? As an out-of-class assignment, write a report on a current trend in advertising-such as viral videos or behavioral targeted advertising-and identify the role that research plays in that trend. Describe what research methods are used to support the
Advertisers increasingly are using metaphor associations in promotional development, tapping into the powerful organizing and expressing function metaphor serves in the human brain. Test this method on yourself using each of these well-known brands or products discussed in the chapter: Coca-Cola,
The chapter identified several online sources that provide a wide variety of demographic information compiled by the government. This type of widely-available, no-cost information can be a boon to advertisers - particularly small businesses that might otherwise be unable to afford information
Review the materials presented in this chapter (and anything else you may be able to find) about Apple's launch of the iPad. Based on the advertising utilized, what do you surmise must have been the value proposition for iPhone at the time of its launch?
Briefly discuss the appropriate role to be played by advertising agencies and their clients in the formulation of marketing and advertising plans.
Now that some time has passed since the official launch of the iPad, has this product lived up to its early hype? Has it become the next "big thing" for Steve Jobs and Apple?
Explain the connection between marketing strategies and advertising plans. What is the role of target segments in making this connection?
Describe five key elements in a situation analysis and provide an example of how each of these elements may ultimately influence the final form of an advertising campaign.
How would it ever be possible to justify anything other than sales growth as a proper objective for an advertising campaign? Is it possible that advertising could be effective yet not yield growth in sales?
What types of objectives would you expect to find in an ad plan that featured direct response advertising?
Write an example of a workable advertising objective that would be appropriate for a service like the Geek Squad.
In what situations would share of voice be an important consideration in setting an advertising budget? What will be the drawbacks of trying to incorporate share of voice in budgeting decisions?
What is it about the objective-and-task method that makes it the preferred approach for the sophisticated advertiser? Describe how build-up analysis is used in implementing the objective-and-task method.
Without energy companies, the world would lack health care, farm equipment, automobiles, indoor plumbing, and computers. Despite the many ways in which energy businesses improve the quality of life for the world's nearly seven billion people, ad agencies face enormous challenges planning campaigns
Form into teams and devise a campaign for a brand using one of the seven advertising objectives discussed in the chapter (increase awareness, change consumers' beliefs, influence purchase intent, stimulate trial use, create repeat purchasers, cause brand switching, increase sales). What messages
Working in small teams, prepare a situation analysis that could be included in an advertising plan for the online employment site Monster.com. The analysis should identify key factors that you consider most relevant to such a campaign and a brief assessment of each. Present your findings to the
Working in the same teams, identify potential placement and promotional opportunities that could be part of the media plan for a Monster.com campaign.
Over the years, creativity has been associated with various forms of madness and mental instability. In your opinion, what is it about creative people that prompt this kind of characterization?
Choose any ad from this book that represents exemplary creativity to you. Explain your choice.
Think about a favorite artist, musician, or writer. What is unique about the way he or she represents the world? What fascinates you about the vision he or she creates?
Much credence is given in this chapter to the idea that tension (of various sorts) is part of creative pursuits. Explain the connection between creativity and tension.
Which side of this debate do you have more affinity for: Are people creative because they can produce creative results or are they creative because of the way they think? Explain.
What forces inside an advertising agency can potentially compromise its creative work? Is compromise always to be avoided? Imagine that you are an agency creative. Define compromise. Now imagine that you are an account executive. How does your definition of compromise change?
Describe the conflict between the creative department and the research department. Do you think creatives are justified in their hesitancy to subject their work to advertising researchers? Why? Is science capable of judging art any more than art is capable of judging science? Explain.
Examine Exhibit 9.14. Using this exhibit as your guide, generate a list of ten principles to facilitate creativity in an advertising agency.
The creative director in any agency has the daunting task of channeling the creative energies of dozens of individuals, while demanding team accountability. If the expression of creativity is personal and highly individualized, how can teamwork possibly foster creativity? What might a creative
Advertising always has been a team sport, but the advent of advertising and IBP has made effective teamwork more important than ever. It also has made it more difficult to achieve. Explain how the growing emphasis on IBP makes effective teamwork more challenging.
To be successful in the twenty-first century, advertisers must find creative ways to transform customers into life-long purchasers and diehard advocates. The lifetime value of a loyal customer far exceeds any short-term buzz generated by a one-time promotion gimmick.
Since great advertising and teamwork go together, test your teamwork skills with this gravity-defying teambuilding activity. Divide students into teams of eight and provide each team with a light wooden dowel rod approximately six to eight feet in length. Each team's objective is to lower the long
This chapter emphasizes the importance of coordination and collaboration in the creative process for IBP campaigns. Break into small groups to conduct the following creative brainstorming exercises. When you are done, present your ideas to the class and explain how the "Eight Rules for Brilliant
Working in the same small teams, develop a creative brief for one of the three brands listed above. The brief should establish the goal of any future advertising efforts and offer some basic guidance to the creative division. Your team should use the template at Exhibit 9.15 to develop the creative
What are the advantages of a simple repetition strategy? What kind of brands are most likely to use it?
Think of a major purchase you have made recently. Which of the 10 message strategy objectives do you think were the most effective in influencing your purchase decision? Explain.
Under what circumstances would it be relatively tough to successfully link one attribute to a brand name and thereby increase sales?
For reason-why ads to work, what has to happen?
Explain the difference between brand recall and affective association as message objectives.
Does sex sell? Explain.
Review the do's and don'ts of comparison advertising and then think about each of the brand pairs listed below. Comment on whether you think comparison ads would be a good choice for the product category in question, and if so, which brand in the pair would be in the most appropriate position to
Is social anxiety advertising generally effective? Why?
Think about something that is disruptive in your society right now. How would you use it to make an effective brand advertising and brand promotion?
Do you think product placement and short Internet films are effective in executing the message strategy of situating the brand socially? What are the major advantages?
Fear-based message strategies are powerful yet difficult to implement. In addition, ads that scare the consumer into action tend to have limited application, since few product categories are well suited to messages that invoke fear. Divide into teams and have each group plan a fear based ad. The
Ford Motor Company is increasingly dedicated to message strategies that give social meaning to its brand. As an example, this chapter cites Ford's partnership to develop African-American family films with Ford models making cameo appearances. Ford's most popular venture into social situations is
For each of the ten message strategies identified in the chapter, find one example of an advertisement, commercial, or specific product placement that demonstrates that strategy in action. For each example, also identify what method the advertising agency employed to achieve the objective and state
Humor can be effective as a method to help consumers feel good about a particular brand. But humorous ad messages also can be difficult to pull off and are not always successful in building brand awareness. Identify three current ad campaigns where you think the creator has attempted to use humor
Who are the main participants in the "creative team" when it comes to copywriting, art direction, and production? What "roadmap do they use to guide the creative effort?
Identify the three main stages of the production process for television advertising. Describe the activities that take place within each stage.
Compare and contrast the dialogue and narrative formats for television ads. What common requirements must be met to construct convincing TV ads using these two formats?
Entertainment is both the blessing and the curse of a copywriter. Is it conceivable that ads that merely entertain could actually prove valuable in stimulating sales? If so, how?
Describe the common mistakes that copywriters must avoid. From your personal experience with all types of ads, are there other common mistakes that you believe copywriters are prone to make on a regular basis?
Copywriters often are asked to develop slogans for a product or service. What role does an effective slogan play in promoting a brand's image and personality? For Information: Exhibit 11.16 provides a list of some of the historically recognized slogans. Pick three of the listed brands and try to
Identify the strategic roles that illustration plays in increasing the effectiveness of a print advertisement from a communications and marketing perspective.
This chapter reviewed five basic principles for print ad design: balance, proportion, order, unity, and emphasis. Give an example of how each of these principles might be employed to enhance the selling message of a print ad.
Digital/interactive media present a new and unique challenge for both the copywriting and art direction processes. When you visit a website, does it seem like there is "copy" or "design" at the site? What about when you use your favorite social networking sites? Do Twitter, Facebook, or YouTube
Identify the creative guidelines for developing television advertising. Think of an ad you have seen that does a particularly good job of employing items listed in the guidelines. Think of an ad that does not. Which one do you like better?
Although the elements of copywriting differ greatly for print and television ads, integrated brand promotion campaigns use both print and broadcast media alike to deliver consistent brand messages. Select a television ad and analyze its copy, visual aesthetics, tone, style, and persuasive strategy.
Some ads are amateurish, poorly written, even downright annoying-especially cyber ads created for the Web. Identify a digital ad that you consider to be ineffective or annoying, and offer a detailed critique on why the ad's copy and illustration left you with a negative impression and failed to
Working in small teams, write a script for a 15- to 60-second radio commercial for the campus bookstore that you will then present to the class. As you work on this project, clearly identify which of the radio advertising formats the script will follow. Also pay close attention to the radio copy
Pull 10 print ads from a favorite magazine. Using the classifications outlined in the chapter, identify for each ad the headline, the subhead, and the body copy. For each ad, also offer a brief assessment of what you think was the copywriter's intended purpose and whether it was accomplished.
Media strategy models allow planners to compare the impact of different media plans, using criteria such as reach, frequency, and gross impressions. What other kinds of criteria should a planner take into account before deciding on a final plan?
Review the mathematics of the CPM and CPRP calculations, and explain how these two indicators can be used to assess the efficiency and effectiveness of a media schedule.
Why is data quality becoming an increasingly important issue in real-world media planning?
In the real world, do media planners always make strategic decisions based on sophisticated data, or are there other influences that sway their media-buying decisions? Explain.
How has the increased emphasis on branded entertainment and the meteoric rise in popularity of social networking sites such as Facebook influenced media planning?
When BP needed to reach the public about oil gushing from the Deepwater Horizon rig in the Gulf of Mexico, the company developed an interesting media strategy. In addition to allocating $50 million for TV ads, BP spent an estimated $1 million per month to purchase search engine keywords like "oil
The proliferation of media options, in combination with the trend towards longer ads, is leading some analysts to predict the end of the traditional 30-second television spot. Using the Internet, identify and review two or three video ads that extend well beyond the length of the 30-second
Assume that you are advising a regional snack-food manufacturer whose brands have a low share of voice. Which pattern of continuity would you recommend for such an advertiser? Would you place your ads in television programming that is also sponsored by competing national brands such as Pringles and
As discussed in the chapter, context is a critical part of the media planning equation. To better understand context effects, obtain recent copies of the following magazines: Sports Illustrated, In Style, and The New Yorker. For each magazine, what are the primary types of brands, products, and
The opening section of this chapter describes radical changes that have taken place in the world of media planning. Compare and contrast the way things used to be and the way they are now. What factors contributed to this shift? Do you think the job of media planning has become more or less
Discuss the issues raised in this chapter that represent challenges for those who champion integrated brand promotions. Why would central control be required for achieving IBP? If media planners wish to play the role of central controller, what must they do to qualify for the role?
Of all the changes taking place in the world of media planning, which do you think will continue to have the greatest impact on the future of the advertising industry?
The proliferation of media options has created increasing complexities for media planners, but useful distinctions can still be made concerning the relative standing of the different choices available to advertisers. What advertising and brand promotion options dominate the "big pie" of total
Media plans should of course take a proactive stance with respect to customers. Explain how geo-targeting can be used in making a media plan more proactive with respect to customers.
With reference to the chapter opener, why are advertisers shifting billions of dollars from the traditional media of newspapers, magazines, television, and radio to digital media? What is your preference for viewing brand messages - traditional media or the Internet and mobile devices?
What are the potential liabilities and risks to consumers and advertisers of the consolidation of radio station ownership by a few, large media companies?
Why are newspapers losing circulation and what effect does it have on their advertising revenue?
Magazines certainly proved to be the right media class for selling Absolut Vodka. Why are magazines a natural choice for vodka advertisements? What has Absolut done with its advertising to take full advantage of this medium?
Peruse several recent editions of your town's newspaper and select three examples of co-op advertising. What objectives do you believe the manufacturers and retailers are attempting to achieve in each of the three ads you've selected?
Place your local newspaper and an issue of your favorite magazine side by side and carefully review the content of each. From the standpoint of a prospective advertiser, which of the two publications has a more dramatic problem with clutter? Identify tactics being used by advertisers in each
The costs involved in preparing and placing ads in television programming like the Super Bowl broadcast can be incredible. How is it that advertisers like PepsiCo and Nissan can justify the incredible costs that come with this media vehicle?
Think about the television viewing audience behavior you've observed in your household. Of the five ways people avoid TV ad exposure discussed in this chapter, which have you observed in your household? What other avoidance tactics do your friends and family use?
The choice between print and broadcast media is often portrayed as a choice between high- and low-involvement media. What makes one medium inherently more involving than another? How will the characteristics of an ad's message affect the decision to employ an involving versus an uninvolving medium?
Have you started to listen to radio over the Internet either at your computer or through your smart phone? What if you have to start paying a monthly subscription fee to listen to stations? Will you do so? Would you switch to satellite radio where you might also have to pay a subscription but won't
Since 1970, Mother Earth News has been the magazine of choice for environmental-minded consumers. The bimonthly lifestyle rag, which boasts national circulation of 470,000 readers, covers topics ranging from organic gardening and natural foods to green homemaking. Mother Earth News is not suitable
Newspapers are struggling to survive as readers increasingly go online to get news and information. Nevertheless, newspapers continue to offer unique benefits to advertisers. Write a report about the state of newspapers and make an argument for what may happen to newspaper advertising during the
Program sponsorship is one way for advertisers to cut through the clutter of television advertising. Working in small teams, propose both existing and potential television series or specials that would present powerful sponsorship opportunities for the sports drink maker Gatorade. Identify any
Draft a media plan for a new cosmetics line with a target segment of young Hispanic women, between the ages of 15 and 25. Identify examples within each of the traditional media groups - newspapers, magazines, television, and radio - that could be effective and then recommend which of the four areas
Despite its ups and downs during the past decade, the Internet and digital/interactive media are experiencing a strong recovery. Why is there reason to believe that the current Internet boom could be permanent?
How do you feel consumers will react to the use of location-based mobile marketing techniques for advertising messages and IBP programs?
What may have driven advertisers to embrace the Internet early on in its development despite considerable uncertainty about audience size, audience composition, and cost-effectiveness?
How effective do you think mobile advertising and IBP will be through delivery systems like the iPod, iPad, and smart phones?

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