Kleppners Advertising Procedure 18th edition Ron Lane, Karen King - Solutions

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"Several of our divisions work in the women's clothing markets. As you know, they are all specialized these days, this segment or that segment. Getting hard to come up with a new segment, one that has some size and would be responsive. So, when you were talking about morphological matrix, which I
"During a recent management meeting, two of my division managers got into quite a tussle over the programs they use to evaluate new product ideas. One of them said he felt evaluation was very important; he wanted to do it quite completely, and he certainly didn't want anyone working to further the
"I don't know what business school professors would say, but it often seems to me that we might be just as well off if we didn't do any evaluation on new products. Just produce the ones we're convinced will sell the best and really support those. Let's face it--we never have reliable data anyway,
"Tell you another funny thing about evaluation--seems as though the folks involved in it never use the facts or data that they should and instead use some sort of surrogate data. I don't see why you have to beat around the bush. Why not just gather the real facts in the first place and not use
"You know, most of our new products people do a great deal of marketing research--concept testing, attitude surveys, and the like. But let me read some-thing that one automobile designer thought about marketing research." (She then read from a yellowed clipping on her desk.) Market research is
"A cosmetics competitor of ours is trying to speed up its new product work on lipsticks by a system that uses (1) Brainstorming to create ideas (392 in a recent session); (2) Evaluation of those ideas by the same group of people, down to only the best 50 ideas; (3) Focus group sessions for concept
"I would be curious to test your personal judgment on some new ideas from one of our recent idea sessions. What do you think about each of the following? a. A gasoline-powered pogo stick. b. A combination valet stand and electric pants presser. c. Transistorized golf balls and an electric
"Our small electrical engines division recently threw out a screening system that was based on a fairly complete scoring model, as they called it. Seems the model kept rejecting too many of their product ideas, some of which looked like sure winners to them--and to me, incidentally. Under their new
"We experimented with a numerical scoring model some years back -- it just didn't work. Brought in all the senior people, sales managers, product managers, you name it. We selected several dimensions of technical and commercial viability, not too different from the scoring model you presented.
"If it happens that one of our divisions absolutely must use a scoring model, as you call it, I strongly prefer the one you said that division of AT&T uses. You know, just get answers to the four questions: Do customers care, Do we care, Can we do it, and Can we stay ahead if we do? What more is
"You're still a student, but when you tell me about all the problems new product managers have putting together financial worksheets you sound like the people we have around here. They complain that the financial analyses we use call for more data than we have. They say the results are unreliable
"One thing I know for certain--I don't want any sales managers or technical research people making new product forecasts. I've never seen such lousy forecasting as we get from these people. Sales managers either love a new item so much they think it will outsell everyone, or they think it is a dud
"Actually, I agree with one thing you said a while ago, and that related to the desirability of making financial analyses on a threshold basis. I realize how many unknowns there are in the new products business. As a president, I realize too that most of the financial projections I read are just
"Let's cut right to the quick on this one. I understand the theory of having benefits rather than features in a statement of requirements that kick off technical development. But, to me it is just that, theory. I knew one of the top people at that computer company your book talked about--the one
"I really don't think you understand what parallel or concurrent new product development is all about. You said you had studied in your course that all of the functions get involved. No, concurrent development means just that--technical development phases--design engineering, etc. They are all
"I heard a funny one two weeks ago that might interest you. Seems one of our R&D people went to a new products management seminar and heard about a thing called the protocol. They told him it was the device whereby the overall manager of new products communicated to R&D exactly what was wanted from
"One of our divisions makes an electric scooter. Classic case of where a designer, looking for new modes of ultralight transportation, came across the scooter and electrified it. Boy, people said he was crazy. Kids begged their parents not to ride one (shame), and a cop said, "It's not a moped.
"Most of our divisions believe in customer integration -- involving the user in the new product process. I am a fanatic on it. But some people want us to carry this right into the technical design phase. This would be dangerous. A lot of what we do must be secret--we can't patent most of our ideas,
"About this matter of design, I am stumped. I agree design is critical today, and I always support it. But, you've got to admit that it costs money, and often conflicts with function (for example, a beautifully styled computer mouse that won't hold the innards that the tekkies want to use). As a
"Actually, I'm not convinced that any particular organization formats are better than others. I've run into too many exceptions. For example, that great portable tape player, Walkman by Sony, was conceived and pushed through by Akio Morita, Sony's chairman of the board. He got the idea from seeing
"You mentioned culture! Now there's a human relations cult if I ever heard one. Human resource and organization design people are great, and out of their work have come some of the most valuable new business methods of the past 15 years. But, culture isn't one of them. It's vague, never defined,
"Several of our divisions say they get tremendous help from their vendors when it comes to increasing the speed of our new product work. But, to tell you the truth, I think they're just lazy. They've got good talent in those divisions, or darn well should have, and all they're doing is letting
"I think some research suppliers oversell a bit they want us to do too much market research. For example, one of the biggest recently published data on a 'blind' versus 'identified' product test. Here are the results: Branded..........................................Unbranded Prefer A 55.5%
"We recently acquired a small toy company, and I'm scheduled to meet with their management next week. I know they don't do much use testing--I think someone told me they have a bunch of kids come to their plant and play with proposed toys. Must work for them, we paid a huge multiple for their
"Our pharmaceutical division, of course, develops new pharmaceutical products for use by doctors and hospitals. The technical research department does all the testing (they have different names for the various tests). The last phase is clinical testing, where the drugs are given to humans in a
"My daughter is a newly appointed assistant professor at a school in North Carolina, and she recently was joking about how similar the development of courses is to the development of new products. In fact, she said courses have to be planned for and their marketing has to be just right. Even to
"We're in the furniture business, and I'll bet you have used some of our stuff if you spent any time in your college dorms. But, I'll tell you something, there's not much profit in that business- too many competitors, too much standardization in products. You know, buying on bids, from purchasing
"Packaging must be terribly important today on lots of products. We spend a fortune on it. I read recently about a detergent packaging gimmick--an 'overcap.' It goes onto a bottle, over the regular cap. It can be torn away and sent in for a refund. Less likely to be cheated on than a coupon. Now
"You frighten me when you mention alliances in the marketing launch. Hardly a week goes by but what some scientist says we simply must join an alliance. Don't scientists ever work alone anymore? Anyway, even though we need alliances on the technical side, that's no reason for them on the marketing
"Incidentally, some of the folks in the software division have come up with an idea for a new service. Seems as though they found that computer people around the world have real trouble learning about new software--not its existence and its general claims (that's in all the magazines and direct
"Sampling is another tool we like--you know, like that trial package I just mentioned. Samples are really effective in getting trial among the people who are somewhat inclined toward a new product in the first place. But several of our divisions can't use samples per se because of the nature of
"Several of our divisions have lately been using this so-called minimarket¬ testing method. We had some shaving products use Behavior Scan, and a new upscale bandage line used a somewhat similar service from A. C. Nielsen. But I am increasingly concerned about the panel members in those test
"You know, we recently had a soft drink product (an exotic berry seltzer line) go through one of those simulated test markets, and it was a disaster. The new products people forgot completely about the possibility that the customers who bought the product in the shopping center pseudo stores might
"I really was confused by something a corporate market researcher said in a seminar we held last week. It concerned our industrial tubing division, which sells extruded aluminum tubing of various smaller sizes for encasing wiring in commercial buildings. She was recommending that they market test
"Thanks for telling me about that launch control idea you were studying. But, look, I'm a bit mixed up on one thing. You mentioned (1) critical events, (2) control events, and (3) tracking variables. You say you have to list all three things? Isn't one event likely to be on all three lists? For
"I've had occasion several times over the past year to see a new product land in trouble--great expectations and terrible sales. And the saddest part is that so many people try so hard to deny the inevitable--the product has bombed, and the quicker one gets away from it the better. Otherwise, it's
"If I remember right, the whole idea of launch control depends partially on having a track or plan that each variable should follow if everything is going OK. I believe you showed me some figures with those plan lines on them. But, it seems to me those plan lines are just pure conjecture, at least
"The worst thing about product liability is what they call strict liability. Now, I know it's hard to prove negligence against a typical large corporation of today, but that's no reason to go to the other extreme and say a company is guilty when there is no evidence it did anything wrong. We market
"We're currently about to market a new type of hair dryer. It's not a blower in the usual sense--there are no wires that get hot. Instead, we have combined two chemicals that tend to heat up if they are charged with an electrical current. The air is directed through the wire mesh container in which
"Two other firms I know about were less fortunate. Morton-Norwich Products introduced Encare, a vaginal suppository contraceptive, and American Home Products came out with a similar product called Semicid at about the same time. Both advertised that the products were safer than IUDs and that,
"When you first told me about those, what do you call them, public policy issues, I was thinking about our health industry group. It is rapidly developing a line of health maintenance organizations (HMOs) by acquisition, primarily, and several by invitation of leading hospitals. They will all be in
What factors contributed to the rise of modern advertising during the past 100 years?
How has new technology contributed to more personal relationships between advertisers and customers?
Advertising can rarely be successful in an economy in which demand is greater than supply. Why?
Discuss the importance of the introduction of national brands to the growth of advertising.
How has the so-called "interactive era" brought fundamental changes to the advertiser/customer relationship?
Discuss some of the factors that caused the emphasis on creativity in advertising during the early 1900s.
Briefly trace the development of the advertising agency from Volney Palmer to the early 1900s.
What societal changes led to passage of the Federal Trade Commission Act and the Pure Food and Drug Act?
Discuss the role of the War Advertising Council.
How did the Great Depression support the growth of radio?
Compare and contrast the three types of convergence discussed in this chapter and their effect on advertising.
Discuss price strategy as a means of marketing strategy.
Compare and contrast business-to-business and consumer advertising in terms of audiences, media, and promotional techniques.
How has the emphasis on return on investment changed the relationship between advertising and the media?
How does advertising complement other elements of marketing communication?
Discuss public relations from the standpoint of audience credibility and message control.
What role does brand equity play in a product's long-term success?
Why has integrated marketing communication become even more important in a period of media fragmentation?
Discuss the primary advantages and disadvantages of brand extension.
A product is a bundle of benefits. Discuss.
Discuss product differentiation in terms of target market segmentation.
What is brand equity? Discuss.
What are the elements of the creative brief?
What are the key elements in the AFG Planning Cycle?
Briefly, identify each stage in the first half of the advertising spiral.
What determines the stage of a product?
What is the essence of the advertising message in each stage of the spiral?
What is target marketing?
What are some important population trends that marketers should consider?
What is market segmentation?
What is multicultural marketing?
What is niche marketing and how does it affect advertising strategy?
What is positioning?
What information is needed when advertisers profile a market?
What is the 80/20 rule as it relates to target marketing?
What is a full-service agency?
Give an example of a global agency network.
What is an "agency of record"?
In how many product categories do Procter & Gamble products compete?
What is the marketing services system?
What is a category manager?
What are the major methods of developing an advertising budget?
Who in the corporation prepares most of the advertising budgets?
What is a slotting allowance?
How has the fragmentation of media audiences affected media planning?
In what significant ways has the responsibility of media planners changed during the last decade?
Briefly define reach, frequency, and continuity.
Discuss the applications of the brand development index.
Discuss the role of value-added options in advertising planning.
What effect has unbundling of media departments had on the media planning process?
Discuss why media planning is becoming more creative.
Discuss major changes in network television advertising during the last 20 years.
Define the following terms:Rating.Share of audiencePeople ratings.TVQ ratings.Clutter
Compare and contrast syndication and spot television buying.
Discuss the relationship between networks and their affiliates.
Describe the up-front television buying for prime time.
Compare and contrast cable networks with broadcast networks.
Define the following:DrivetimeSatellite radio.HD Radio.
What is the major disadvantage of radio for most advertisers?

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Kleppners Advertising Procedure 18th edition Ron Lane, Karen King - Solutions

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