New Semester
Started
Get
50% OFF
Study Help!
--h --m --s
Claim Now
Question Answers
Textbooks
Find textbooks, questions and answers
Oops, something went wrong!
Change your search query and then try again
S
Books
FREE
Study Help
Expert Questions
Accounting
General Management
Mathematics
Finance
Organizational Behaviour
Law
Physics
Operating System
Management Leadership
Sociology
Programming
Marketing
Database
Computer Network
Economics
Textbooks Solutions
Accounting
Managerial Accounting
Management Leadership
Cost Accounting
Statistics
Business Law
Corporate Finance
Finance
Economics
Auditing
Tutors
Online Tutors
Find a Tutor
Hire a Tutor
Become a Tutor
AI Tutor
AI Study Planner
NEW
Sell Books
Search
Search
Sign In
Register
study help
business
marketing
Advertising Promotion And Other Aspects Of Integrated Marketing Communications 9th Edition Terence Shimp, Craig Andrews - Solutions
Assume that your college or university has had difficulty getting nonstudent residents in the local community to attend basketball games. Your school’s athletic director requests that an organization you belong to (say, a local chapter of the American Marketing Association) develop an advertising
Using the framework in Figure 2.2, describe all personal associations that the following brands hold for you: (a) Harley-Davidson motorcycles, (b) Groupon couponing service, (c) Burton snowboards, (d) The Onion newspaper, (e) basketball player LeBron James, and (f) the MINI Cooper automobile
An ex-CEO of PepsiCo, was quoted in the text as saying, “In my mind the best thing a person can say about a brand is that it’s their favorite.” Identify two brands that you regard as your favorites. Describe the specific associations that each of these brands holds for you and thus why they
Provide examples of brands that in your opinion are positioned in such a way as to reflect the five personality dimensions: sincerity, excitement, competence, sophistication, and ruggedness.
Provide several examples of co-branding or ingredient branding other than those presented in the chapter.
When discussing brand equity from the firm’s perspective, it was explained that as the equity of a brand increases, various positive outcomes result: (1) A higher market share, (2) Increased brand loyalty, (3) Ability to charge premium prices, and (4) Capacity to earn a revenue premium.
Compare and contrast the speak-for-itself and message-driven approaches to enhancing brand equity,
What are your reactions to the application of neuroscience to marketing (neuromarketing) that was described in the IMC Focus? Do you consider this technique ethical? Do you fear that with the knowledge obtained from its application marketers will be able to manipulate consumers?
Sugar-substitute products have been available for years. The two historically leading brands in this category are Equal (blue package) and Sweet ’N Low (pink package). More recently, a yellow-packaged product named Splenda was introduces. The company that markets this brand claims that is it
Identify several brand logos other than those illustrated in this chapter and indicate why, in your view, these are effective logos.
Search online for recent cases involving the following trademark infringements and lost trademark rights: trademark counterfeiting, trademark disparagement and/or dilution, and genericness (common descriptive work). What might have the trademark owners done differently to protect their rights in
What determines whether a new product or service has relative advantages over competitive offerings? Identify the relative advantages of each of the following: disposable cameras, hybrid automobiles, computer tablets, 3D TVs. Given that each of the above products also has relative disadvantages
Pick a new product or service of your choice and describe in detail how that product or service satisfies, or fails to satisfy, the following success requirements: relative advantages, compatibility, communicability, trialability, and observability. Note: For the purposes of this assignment, it is
Assume you work for a company that is in the business of creating brand names for clients. One of your clients is a major automobile company. This company is in the process of introducing a new electric automobile to compete against Nissan’s all-electric Leaf and Chevy’s combination
Select a product category of personal interest and analyze the brand names for three competitive brands in that category. Analyze each brand name in terms of the fundamental requirements that were described in the chapter. Order the three brands according to which has the best, next best, and worst
Based on your personal experience in using smartphones, propose a design change for a new smartphone that, in your view, would make it a success among consumers in your age group. Based on the new attributes/benefits that your proposed smartphone would possess, provide a brand name for the phone
A Boston diamond wholesaler developed a special way for cutting diamonds that gives diamonds perfect symmetry and extra sparkle. The wholesaler developed a viewing device (called the proportion scope) that allows consumers to see a diamond with eight perfect hearts and eight arrows when they peer
SUVs have names such as the Ford Explorer, Chevy Tahoe, Nissan Armada, Mercury Mountaineer, Lincoln Navigator, Infinity QX-4, Jeep Wrangler, Toyota Highlander, Cadillac Escalade, and so on. Suppose you worked for an automobile company and that your company developed an SUV that was marketed as
What is the distinction between a deceptive and an unfair business practice?
Give examples of advertising claims that, if found false, probably would be considered material and those that probably would be evaluated as immaterial.
What is your opinion of the defense Kraft used in claiming that calcium is an immaterial product attribute?
What is your view of proposals that would ban all advertising and marketing in elementary schools? Require calorie and nutrition menu boards in fast food restaurants? Tax nutritionally inferior food that only provide added calories?
In theory, corrective advertising represents a potentially valuable device for regulating deceptive advertising. In practice, however, corrective advertising must perform a very delicate balancing act by being strong enough without being too forceful. Explain the nature of this dilemma.
In the late 1990s, the Distilled Spirits Council of the United States voted to lift its voluntary ban on advertising “hard” liquor on television and radio, a self-imposed ban that had been in effect for nearly a half century. In your opinion, what are the arguments on both sides of the issue
The text mentioned—in the context of discussing packaging ethics—that an ethical infraction may occur when marketers package store brands so that they look virtually identical to well-known national brands. What are your thoughts on this?
Did Subway crossed the exploitation line in targeting its food products to obese children?
What is your opinion regarding the ethics of product placements (e.g., cigarettes, alcohol) in movies targeted at children? Identify the arguments on both sides of the issue, and then present your personal position.
Is targeting unethical or just good marketing? Identify the arguments on both sides of the issue, and then present your personal position.
What is your view regarding Anheuser-Busch’s use in the early-to-mid 1990s of humorous TV commercials that portray animated characters Frank and Louie, and an accompanying cast of lizard and frog characters? Is this form of advertising simply a marvelous creative execution, or is it insidious in
Are you in favor of the FDA requiring nutritional labeling, or do you consider such requirements an unnecessary intrusion into the free marketplace? Justify your position on this matter.
Explain the reasons for the relentless aging of the U.S. population and discuss some implications this will have on marketing and marketing communications in the foreseeable future.
Assume you are a brand manager of a food product that is consumed by all Americans—African-Americans, Caucasians, Hispanics, Asians, and others. You are considering running an extended advertising campaign on prime-time television that uses Latino actors and appeals to Latino consumers. Aside
What are your views on the targeting of products to kids (i.e., children between the ages of 4 and 12)? Aside from your personal views, discuss the issue of targeting to children from two additional perspectives: first, that of a brand manager who is responsible for the profitability of a
Identify magazine advertisements that reflect appeals to at least three of the eight VALS groups. Describe in as much detail as possible the neighborhood in which you were raised. Come up with a label (similar to the PRIZMNE cluster names) that captures the essence of your neighborhood.
In Chapter 2 you read about “leveraging” (refer to Figure 2.5) as one of the ways by which brand associations are created. Relate that discussion to the concept of imbuing a brand with meaning by pulling existing meaning from the “culturally constituted world.”
How does your college or university position itself? If you were responsible for coming up with a new positioning, or repositioning, for your college/university, what would that be? Justify your choice.
How is your favorite brand of athletic footwear (Adidas, Nike, Reebok, etc.) positioned?
In your own words, explain how online behavioral targeting works.
If you were to design a psychographic study for a new chain of lower-priced coffee stores that are planned to compete against Starbucks, what lifestyle characteristics (i.e., people’s interest, values, and activities they participate in) might you consider as indicative of whether they might be
Demographers tell us that U.S. households are growing in number and shrinking in size. What specific implications do these changes hold for companies that manufacture and market products such as appliances, consumer electronics, and automobiles?
African-American, Hispanic-American, and Asian-American consumers do not signify three homogeneous markets; rather, they represent many markets composed of people who merely share a common ethnicity and/or language. Explain.
Discuss the nature and importance of feedback. In what ways do marketing communicators receive feedback from present and prospective customers?
Explain each of the following related concepts: perceptual encoding, feature analysis, and active synthesis. Using a packaged good of your choice (i.e., a product found in a supermarket, drug store, or mass-merchandise outlet), explain how package designers for your brand have used concepts of
Online advertisements must draw attention away from consumers’ primary goals for using the Internet, namely, entertainment and informational pursuits. Expose yourself to some current online ads and then identify and describe at least three specific techniques that online advertisers use to ensure
A reality of communication is that the same sign often means different things to different people. The red ribbon, for example, means different things to different groups. Provide an example from your own personal experience in which the same sign might have differential meaning for diverse people.
The famous Geico gecko commercial humanized a gecko by using personification. The gecko was given a cockney British accent and explained how cheap Geico insurance would be. Explain how this ad illustrates allegorical presentation in advertising.
When discussing exposure as the initial stage of information processing, it was claimed that gaining exposure is a necessary but insufficient condition for success. Explain.
Explain why attention is highly selective and what implication selectivity holds for brand managers and their advertising agencies.
Most marketing communications environments are cluttered. Explain what this means and provide several examples. Do not restrict your examples just to advertisements.
Explain the cognitive, affective, and conative attitude components. Provide examples of each using your attitude toward the idea of personally pursuing a career in selling and sales management. Contrast the high involvement (standard learning) hierarchy with that of the low involvement one.
Distinguish between message arguments and peripheral cues as fundamental determinants of persuasion. Provide several examples of each from actual television commercials or other advertisements.
There are three general strategies for changing attitudes. Explain each, using, for illustration, consumers’ attitudes toward a fast-food chain of your choice (McDonald’s, Burger King, KFC, etc.).
Assume that you are on the fundraising committee for a non-profit institution. Explain how in this situation you could use each of the six influence tactics discussed in the text. Be specific.
In your own words, explain why it is extremely difficult to estimate sales-to-advertising response functions.
Established brands’ shares of market tend to exceed their advertising shares of voice, whereas unestablished brands’ SOVs often exceed their SOMs. Using the concept of competitive interference as your point of departure, explain these relationships.
Construct a picture to represent your understanding of how the encoding variability hypothesis applies to an advertising context. Use an actual brand for illustration purposes.
Apply the hierarchy of marcom effects framework (see Figure 8.1) to explain the evolution of a relationship between two people, beginning with dating and culminating in a wedding.
Repeat question 3, but use a relatively obscure brand as the basis for your application of Figure 8.1. Along the lines of the Petetables illustration (see Figure 8.2), identify a relatively unknown brand and explain how marcom efforts must attempt to move prospective customers through the various
Applying the principles of the Integrated Information Response Model (see Figure 8.3), which response pattern did they use—high involvement, low involvement, or continual switching?
What reasons can you give for certain industries investing considerably larger proportions of their sales in advertising than other industries?
Compare the difference between precisely wrong versus vaguely right advertising objectives. Give an example of each.
Some critics contend that the use of the percentage-of-sales budgeting technique is illogical. Explain.
Explain how an advertising budget setter could use two or more budgeting heuristics in conjunction with one another.
Describe circumstances when each of the five advertising functions described in the chapter might be more important than the others.
Show your understanding of Equation 9.4 and the data presented in Table 9.5 by constructing a spreadsheet (using, for example, Microsoft’s Excel) and altering the elasticity coefficients for different beers. For example, just as MillerCoors’ elasticity coefficient was changed from 0.11 to 0.15
Advertising is said to be “a deposit in the brand equity bank,” but only if the advertising is “strong.” Explain.
Present arguments for and against using advertising agencies. Are there lessons to learn from the experiences of Alex Bogusky (CP+B), featured in the Marcom Insight?
Ad agency compensation is increasingly turning to performance- or outcome-based compensation. Explain how this form of ad agency compensation works and why it potentially is superior to alternative methods of compensating ad agencies.
Using equations 9.1 through 9.3, explain the various means by which advertising is capable of influencing a brand’s profitability.
In the context of the discussion of price and advertising elasticities, four situations were presented by comparing whether price or advertising elasticity is stronger. Situation 2 was characterized as “build image via increased advertising.” In your own terms, explain why in this situation it
Research results were presented showing that sales volume is about 14.6 times more responsive, on average, to changes in price than to changes in advertising. Explain exactly what this means for the brand manager of a brand who is considering whether to grow sales by increasing advertising
Data in this same section indicated that nondurable goods (versus durables) are relatively more responsive to price cuts than advertising increases. Offer an explanation for this differential.
The Marcom Insight described the famous Macintosh Computer advertisement and characterized it as perhaps the single greatest commercial in advertising history. Without using any of the examples presented in this chapter, identify a couple of commercials that you regard as truly “great”
Select a magazine or newspaper advertisement and apply the MECCAS model to interpret the ad. Describe what you consider to be the ad’s value orientation, its leverage point, and so on.
Explain the differences between USP and brand image creative styles, and indicate the specific conditions under which each is more likely to be used. Provide one illustration of each creative style, using examples other than those used in the text.
Select two advertising campaigns that have been on television for some time. Describe in detail what you think their creative message styles are.
Using the laddering procedure that was described in the chapter, select a product category of your choice, interview one individual, and construct that person’s hierarchical map, or ladder, for two product attributes that are important to that person. Use the types of probing questions listed in
Some critics contend that advocacy, or issue, advertising should not be treated as a legitimate tax-deduction expenditure. Present and justify your opinion on this matter.
When discussing the concept of advertising novelty, the chapter stated that novelty is a necessary but insufficient condition for advertising creativity. Explain what this means.
When discussing the creative advertising style known as unique selling proposition, or USP, it was claimed that in many respects the USP style is the optimum creative technique. Explain whether you agree or disagree with this assertion.
Several examples of brand image advertisements were offered in the chapter. Identify two additional examples of advertisements that appear to be using the brand image, or transformational, creative style.
One requirement for effective advertising is the ability to break through competitive clutter. Explain what this means, and provide several examples of advertising methods that successfully accomplish this.
Using the concepts of attractiveness, expertise, and trustworthiness, explain what makes Tiger Woods an effective or ineffective endorser. Do the same for LeBron James, Alex Rodriguez, Aaron Rodgers, Derek Jeter, David Beckham, and Maria Sharapova.
Consumers occasionally find television commercials to be humorous and enjoyable. Some advertising pundits claim that such commercials may capture attention but are frequently ineffective in selling products. What is your viewpoint on this issue? Justify your position.
Identify two or three YouTube videos with brands that you consider humorous. Is the use of humor appropriate for the brands advertised in these videos and given their likely target audiences? Justify your responses.
Identify several TV commercials or magazine ads that use sex appeals. Describe each advertisement and then explain whether an appeal to sex is appropriate or inappropriate for the brand.
Comment on the following allegation: “There is too much use of sex in advertising.”
Presented early in the chapter was a quote from philosopher Alfred North Whitehead stating “Seek simplicity and distrust it.” What does this quote mean in terms of the effectiveness of particular advertising appeals, such as the use of humor?
Attractiveness as an attribute of endorsers includes but is not restricted to physical attractiveness. Many would regard British soccer star David Beckham (Bend It Like Beckham) as attractive. In what ways other than physical attractiveness might he be considered attractive?
Considering the likelihood-of-getting-into-trouble factor, identify three entertainment or sports celebrities that you, as a brand manager, would be reluctant to have endorse your brand for fear they would get into some sort of trouble.
NBA superstar Michael Jordan for many years endorsed Hanes underwear, among other brands. Suppose you were the brand manager for Hanes and are tasked with coming up with a replacement for Mr. Jordan. Who would you select? Justify the rationale behind your choice.
Infomercials are long commercials that generally last from 30 to 60 minutes. These commercials typically are aired during fringe times and frequently promote products such as diet aids, balding cures, and exercise products. These infomercials use endorsements from physicians and other health
You have probably seen a number of public service announcements along the lines described in the fear appeals section to discourage drinking and driving. In your opinion, is this form of advertising effective in altering the behavior of people your age? Be specific in justifying your answer.
The fear of getting AIDS should be relevant to many college students. Accordingly, would you agree that a relatively weak fear appeal should suffice in influencing students to either abstain from sexual relations or to practice safe sex? If you disagree, then how can you reconcile your disagreement
Identify three or four products for which you feel appeals to guilt might be a viable approach to persuading consumer acceptance of a brand. What kinds of products do not lend themselves to such appeals? Explain why you feel these products would be inappropriate.
What are the advantages and disadvantages of cable television advertising? Why are more national advertisers turning to cable television as a viable advertising medium? How is social media (Twitter, Facebook, etc.) becoming integrated into TV viewing?
One marketer made the following assertion: “Infomercials are junk. I wouldn’t waste my money advertising on this medium.” What is your response to her contention?
Members of the advertising community often claim people meters are flawed. What are some of the reasons why people meters may not yield precise information about the number of households tuned into a specific television program or provide accurate demographic information of the people who actually
Locate a recent SMRB or MRI publication in your library, and select a product large numbers of consumers use (soft drinks, cereal, candy bars, etc.). Pick out the index numbers for the 18-24, 25-34, 35-44, 45-54, 55-64, and 65 and older age categories. Show how the index numbers were calculated.
Showing 3900 - 4000
of 13098
First
33
34
35
36
37
38
39
40
41
42
43
44
45
46
47
Last
Step by Step Answers
Get 50% OFF
Claim Now
