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Advertising & IMC Principles & Practice 9th Edition Sandra Moriarty, Nancy Mitchell, William Wells - Solutions
Discuss the objective-task method of campaign budgeting.
What is the account planner’s mission?
What is a communication brief (or a creative brief), and how is it typically outlined?
Luna Pizza is a regional producer of frozen pizza. Its only major competitor is Brutus Bros. The following is a brief excerpt from Luna's situation analysis for the next fiscal year. Estimate the next year's advertising budgets for Luna under each of the following circumstances:a. Luna follows an
The owners of the Vico brand of organic coconut water believe that it is the next big trend in the bottled water category, except it uses the clear liquid inside young, green coconuts (not coconut milk that is derived from pressing the coconut pulp). Healthy and natural, the product is popular in
Three-Minute Debate You are in a meeting about the strategy for an automotive client who is proposing a new upscale luxury version of an electric car. One of your team members says positioning is an old strategy and no longer useful for modern products because the market is so complex and changes
Mini-Case Analysis Review the “Coke/Coke Zero Taste Infringement” case that opened and closed this chapter. Assume you are working on this account and have been asked to pull together a presentation for the brand team for the next year of this campaign. What research would you recommend
Define objectives, strategies, and tactics, and explain how they differ.
What information does an advertising plan derive from the business plan? From the marketing plan?
What is a situation analysis, and how does it differ from a SWOT analysis?
What are the requirements of a measurable objective?
Explain how the facets model of advertising effects can be used to structure a set of advertising objectives.
What is a position, and how is it established?
What is account planning, and what does the account planner bring to an advertising plan?
What are the key differences between an advertising plan and an IMC plan?
Define the “two sides” of advertising that are discussed in this chapter.
Who are the key players on the creative side of the advertising agency?
What is a creative brief and what kind of information is typically found in it?
How does creative strategy differ from creative executions?
What role does targeting, branding and positioning play in the development of message strategy?
Regarding creative strategy approaches, what does it mean when advertisers refer to “head or heart strategies”?
What are the different kind’s types of messages that advertisers can create to deliver various objectives?
Discuss the concept of utilizing lectures and dramas as a strategic format.
In advertising, what do we mean by an “idea”? What is the connection between an idea and a creative concept?
In advertising, what is meant by ROI?
Find the ad in this book that you think is the most creative.• What is its Big Idea? How and why does it work?• Analyze the ad in terms of the ROI formula for evaluating effective creative advertising.• Re-create the creative brief that would summarize the ad’s message strategy.
Three-Minute Debate Here’s the topic: Is entertainment a useful objective for an advertising campaign? This is an issue that advertising experts debate because, although entertainment may get and keep attention, some experts believe the focus should be on selling products not entertaining
Mini-Case Analysis Summarize the creative strategy behind Frontier’s “Whole Different Animal” campaign. Explain how the Big Idea works and what makes it creative. How does the “Leather Seats” commercial relate to the “Whole Different Animal” campaign? Brainstorm on an idea for a new
This chapter argues that effective advertising is both a science and an art. Explain what that means and give examples of each.
How do various strategic approaches deliver on the objectives identified in the Facets Model of Effects?
What is an appeal? How do advertisements touch people’s emotions? Describe two techniques.
Explain the four types of selling premises.
What is a Big Idea, and what are its characteristics?
When a creative director says your idea needs to make a “creative leap,” what does that mean?
Describe the five steps in the creative process.
Explain how brainstorming is used in advertising.
Give an example of a technique you might use as a thought starter to stimulate a creative idea.
List five characteristics of creative people. How do you rate yourself on those factors?
Explain structural analysis and copytesting and how they are used in evaluating the creative strategy.
What are the most important skills and personal qualities for a copywriter?
Discuss the highlights of advertising writing style.
In general, what are some of the guidelines for writing effective copy?
Why do advertisers say that the headline is a key element in print advertising?
What is a blind headline and why is it risky?
How does copywriting for a magazine differ from copywriting for other print media?
What are the guidelines for writing effective radio commercials that address the distinctive characteristics of radio advertising?
When planning a television commercial, what are the most important considerations?
What are the challenges involved when writing for a global brand?
Creative directors say the copy and art must work together to create a concept. Consider all of the ads in this chapter and the preceding chapters and identify one that you believe best demonstrates that principle. Explain what the words contribute and how they work with the visual.
A principle of TV message design is that television is primarily a visual medium. However, very few television commercials are designed without a vocal element (actors or announcers). Even the many commercials that visually demonstrate products in action use an off-screen voice to provide
Select a product that is advertised exclusively through print using a long-copy format. Examples might be business-to-business and industrial products, over-the-counter drugs, and some car and appliance ads. Now write a 30-second radio and a 30-second TV spot for that product. Present your work to
a. Jingles are a popular creative form in radio advertising. Even so, there may be as many jingles that you don’t want to hear again as there are ones that you do. As a team, identify one jingle that your group really dislikes and another one that you like. Analyze why these jingles either work
Your professor has set up a debate between the advertising sales director of the campus news paper and the manager of the campus radio station, which is a commercial operation. During the discussion the newspaper representative says that most radio commercials sound like newspaper ads, but are
The Chick-fil-A “Eat Mor Chikin” campaign has been successful for many years. Explain how the concept works. Also explain how the theme line defines the brand and reinforces the brand position. What other factors have made it a winner? Pretend you are assigned to this account and you need to
What is adese, and why is it a problem in advertising copy?
Describe the various copy elements of a print ad.
What is the difference between direct-action and indirect-action headlines? Find an example of each and explain how it works.
What qualities make a good tagline or slogan?
What is the primary role of body copy, and how does it accomplish that?
Explain the message characteristics of radio advertising. What does “theater of the mind” mean to a radio copywriter? What are the primary tools used by the radio copywriter?
What are the major characteristics of TV ads? Describe the tools of television commercial copywriting.
Discuss how Internet advertising is written.
Describe the importance of visual communication in print and television advertising.
What is the relationship between visual communication and brand image?
Discuss the major tools in the designer’s toolkit.
What is a print ad layout? What are the most common types of layouts?
List and discuss the major outdoor design tips recommended by the Institute for Outdoor Advertising (IOA).
What are some of the creative and logistical differences in filming a local television commercial versus a national commercial?
Define stop motion and claymation as animation techniques for television commercials.
What unique challenges do web ads present to advertising designers?
Working in a team choose one of the following design critique problems:a. Print What principles govern the design of a magazine ad? Collect two sample ads, one you consider a good example of effective design and one that you think is not effective. Critique the two ads and explain your evaluation
Your team is assigned to a new client who has a new hand lotion for men, one that is designed to help men whose hands take a beating in their jobs. One of your colleagues, a photographer, believes the only way to visualize the product and its use in an ad is through photography. Another colleague,
Mini-Case Analysis: Summarize the creative strategy behind Altoid’s “Curiously Strong Mints” campaign. Explain the critical elements of both the copy and the visuals. The brand management team has proposed developing a new (sugar-free) line of cough drops. How would you adjust this strategy
Explain why visual impact is so important in advertising.
What are the responsibilities of an art director?
Compare the use of black and white, spot color, and full color in terms of visual impact.
Explain the aesthetic role of typography. Find an ad that illustrates how type can add meaning to the message.
List the design principles and explain each one.
What’s the difference between line art and halftones?
What does the phrase four-color printing mean? What are the four process colors? What does the phrase color separation mean, and how does that work?
Explain the following video terms:• Stock footage• Crawl• Morphing• Animation• Stop motion• Claymation
Explain the four steps in the video production process.
Draw up a list of guidelines to use in designing a website.
What do media do?
Discuss some of the various ways media are classified.
How do media planners go about segmenting consumer audiences, and which type of media is each segment most comfortable with?
What is meant by “intrusiveness” and why is it important?
Describe the role that packaging plays in marketing communication.
What is word of mouth and why is it important?
What are the advantages and limitations of product placement?
Discuss the current trends in mobile marketing.
You are the media planner for an agency handling a small chain of upscale furniture outlets in a top-50 market that concentrates most of its advertising in the Sunday supplement of the local newspaper. The owner is interested in using new media to reach its upscale target market. What would be your
Since his freshman year in college, Phil Dawson, an advertising major, has waited tables at Alfredo’s, a small family operated restaurant featuring excellent Italian food and an intimate atmosphere. The restaurant has relied on its Yellow Pages ads to generate business. The owner asks Phil for
Three-Minute Debate This chapter makes the argument that traditional advertising is declining in importance. A classmate argues that these media are still the most important and largest item in most marketing communication plans. If you are the marketing manager for the Segway personal
Reread the Axe story at the beginning of this chapter. What was the problem this brand faced and how did that affect the media planning? What were the objectives of both the initial campaign and its follow-up? What was the Big Idea that drove the second campaign and how did that affect the media
Trace the evolution of media forms and explain how the new Digital Era is different from previous media environments.
Explain the roles of media salespeople, media planners, media buyers, and media researchers.
What is a media mix and how does the mix differ for an IMC campaign?
What is the difference between reach and frequency?
What is the difference between media channels, contact points, and touch points?
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