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Advertising & IMC Principles & Practice 9th Edition Sandra Moriarty, Nancy Mitchell, William Wells - Solutions
In what ways is the term “exchange” related to the definition of marketing?
Can it be said that marketing is an evolving field? How so?
Differentiate between a customer and a consumer.
What is the significance of a brand, and what does advertising contribute to branding?
Select one of the four main types of markets and explain how it works.
What is the first step in developing a marketing plan, and why is it so important?
What is the distribution chain or channel? Explain its role in marketing.
What is the “accountability” trend in the marketing industry? Why has it become important?
When identical products carry different labels, people will pay more for the recognized brand. Explain why that is so.
Coca-Cola is the most recognizable brand in the world. How did the company achieve this distinction? What has the company done in its marketing mix in terms of product, price, distribution, and marketing communications that has created such tremendous brand equity and loyalty? How has advertising
List your favorite brands and from that list do the following analyses:Think about the categories where it is important to you to buy your favorite brand. For which categories does the brand not make a difference? Why is that so?
This chapter stressed integration of advertising with other components of the marketing mix. A classmate argues that advertising is a small part of the marketing process and relatively unimportant; another says advertising is the most important communication activity and needs to get the bulk of
What is the definition of marketing, and where does marketing communication fit within the operation of a marketing program?
In general, outline the structure of the marketing industry and identify the key players.
Explain how marketing communication relates to the four key marketing concepts and to the marketing mix.
Explain how brand meaning and brand value are created.
Define integrated marketing communication and explain its approach to audience, media, and message.
Advance a solid argument that supports the pervasive role that advertising plays in our society as well as a solid argument that is critical of it.
How do you view advertising’s role in society? Is it inherently a good or a bad thing?
List and discuss any two of the key social responsibility issues for advertisers, as outlined in Chapter 3.
What are some of the major concerns related to advertising to children?
Discuss the legal and ethical considerations in deciding whether to use an endorsement to sell a product or service.
Is it ever acceptable for an advertising agency to market an unhealthy or dangerous product? If so, under what conditions?
Why is it important that advertising be regulated as a business?
What is a trademark? What are the rights and responsibilities of the owner?
Discuss the First Amendment, and how it protects commercial speech. What are its limitations?
What is the Federal Trade Commission (FTC), and what does it do? How does the agency influence advertisers’ behavior?
Define ethics in terms of proper behavior for an advertising professional.
The Dimento Game Company has a new basketball video game. To promote it, “Slammer” Aston, an NBA star, is signed to do the commercial. Aston is shown in the commercial with the game controls as he speaks these lines: “This is the most challenging court game you’ve ever tried. It’s all
A pharmaceutical company has repackaged a previously developed drug that addresses the symptoms of a scientifically questionable disorder affecting approximately 5 percent of women. While few women are affected by the “disorder,” the company’s advertising strategy is comprehensive, including
Zack Wilson is the advertising manager for the campus newspaper. He is looking over a layout for a promotion for a spring break vacation package. The headline says, “Absolutely the Finest Deal Available This Spring—you’ll Have the Best Time Ever if You Join Us in Boca.” The newspaper has a
Imagine that you are now working for Haagen-Dazs. What did the company do that provides evidence that it is socially and environmentally responsible? What other ways can you think of for the company to expand these efforts?
Explain the debate over whether advertising shapes or mirrors society. If you were to take a side in this debate, which side would you choose?
What do you consider the most pressing ethical issues facing advertisers? Explain.
Explain how trademarks and copyrights are legally protected, and why the First Amendment is important to advertisers.
In addition to the FTC, what other governmental bodies are involved in regulating advertising practices?
How do you determine what is ethical? If you are called on to make a decision about the promotion of an event for one of your clients, where does the ultimate consideration lie? What questions would you ask?
How does the interactive communication model differ from the basic communication model? What advantages does it offer advertisers?
Discuss the major problems with the traditional approaches to defining the effects of advertising.
How is the concept of selective perception important in understanding the mind of the consumer? Provide a specific example.
Describe the significance of the affective or emotional facet in motivating consumers to pay attention to an advertisement.
What is subliminal advertising and what are the issues that surround it?
What is the role of brand loyalty as a factor in driving persuasion?
Explain the behavior facet of persuasion. Is a direct action the only way for a consumer to act on an advertising message, or can indirect actions also be useful to advertisers?
How does the six-factor Facets of Effects Model explain the power and impact of advertising messages?
Describe the “Strong Theory” approach to explaining advertising affects.
What is breakthrough advertising? What is engaging advertising? Look through this textbook, find an example of each, and explain how they work. Prepare to explain in class why you evaluated the two ads as you did.
Eva Proctor is a planner in an agency that handles a liquid detergent brand that competes with Lever’s Wisk. Eva is reviewing a history of the Wisk theme, “Ring around the Collar.” In its day, it was one of the longest running themes on television, and Wisk’s sales share indicated that it
What are the key components of a communication model, and how do they relate to advertising?
Why is it important to add interaction to the traditional communication model?
What is a hierarchy of effects model? Give an example.
What are the six categories of effects identified in the facets model? What does each one represent in terms of a consumer’s response to an advertising message?
What is clutter and why is it a problem?
Explain the difference between brand responses that involve thinking and feeling.
What does transformation mean, and why is it important as an advertising effect?
What are some of the various ways to segment consumers and target a market?
How can cultural values influence consumer purchasing decisions?
How can social influences help predict patterns of consumer behavior?
Define demographics and explain why they are important to advertisers.
Distinguish between needs and wants, and provide a few examples of each.
What is the Yankelovich Monitor Mindbase, and how does it categorize consumers?
Discuss Rogers’ Diffusion of Innovation Curve and its usefulness to advertisers.
Is the consumer decision process a rational one, an emotional one or some combination of the two?
What is segmenting, and why do marketers attempt to segment their markets?
How is audience targeting related to segmenting? How do the two elements work together?
Analyze the corporate culture at various agencies and clients. Start with the statement on www.ogilvy.com/About/ Our-History/Corporate-Culture.aspx for an inside view of how this agency articulates its view of its own corporate culture. Then find at least one other agency or client website that
The U.S. Census projects that minorities will grow to 50 percent of the population by 2050. What are the implications? What challenges will this pose for advertisers and marketing communication agencies? Analyze the impact of this demographic change on a product category. First choose a minority
Review the chapter opening and closing story about Old Navy’s SuperModelquins campaign. The agency is known as being tuned into cultural trends, so how does this campaign reflect a cultural or social insight? What psychological insight helps explain the thinking behind this campaign? From what is
In what ways does the culture in which you grew up affect your consumer behavior? Describe and explain one purchase you have made recently that reflects your cultural background.
What are reference groups?
What is the difference between needs and wants? Give an example of something you have purchased in the past week that represents a need and another that represents a want.
What are the key behavioral influences on consumer behavior? For example, say you want to go out to eat on Friday. Analyze your decision about where to go in terms of behavioral factors.
What are the key steps in the adoption process, and how do they relate to product purchases? Who do you know who might clarify as an early adopter? As a laggard? Profile those two people and identify the key characteristics that make them different in their orientation to new ideas or products.
How does it differ from segmenting? Explain how Old Navy approached the segmenting and targeting decision in its SuperModelquins campaign. Do you think this approach is effective? How would you make the targeting more relevant given the opportunities offered by interactive communication?
Explain the phrase, “Listen hard to your consumers, and then listen some more.” What is its connection to advertising research?
How does an advertising professional conduct secondary research, and where does one go to get started?
Discuss the uses, strengths, and limitations of qualitative research.
How can experimental research be used in advertising?
Define media research and explain how the process works.
How do advertisers utilize consumer research to better understand their target audiences?
Discuss the relationship between a population and a sample in survey research. What are the most important considerations in sampling?
How does an in-depth interview differ from a survey?
Define validity and reliability. Why are they so important in advertising research?
What new challenges are marketing communication researchers facing?
Suppose you are developing a research program for a new bookstore serving your college or university. What kind of exploratory research would you recommend? Would you propose both qualitative and quantitative studies? Why or why not? What specific steps would you take?
Three-Minute Debate You have been hired to develop and conduct a research study for a new upscale restaurant chain coming into your community. Your client wants to know how people in the community see the competition and what they think of the restaurant’s offerings. It uses an unusual concept
Explain the difference between primary and secondary research and between quantitative and qualitative research.
What are the four uses of research in advertising? Give an example of each one.
How many different ways are there to contact people to gain information for use in advertising planning?
What is survey research and how is it conducted? How do in-depth interviews differ from surveys?
Explain when to use the following research methods: focus group, in-depth interviews, observational research, ethnographic research, and diaries and crowd-sourcing.
Explain the difference between validity and reliability and explain how these concepts affect advertising research.
What are two ways to gather feedback? Explain how to acquire this information and why feedback is important.
What is strategic planning, and how can strategic planning be linked to the creative process?
What kinds of questions are important to ask in a market situation analysis? How do the answers help advertisers?
Define a campaign plan, and list the typical components
What is a campaign plan and what is typically included in a campaign plan outline?
What is the significance of measurable objectives in an advertising campaign?
Discuss the concept of targeting.
What are the various approaches that can be used to locate a brand position?
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