Advertising: Principles & Practice 8th International Edition Sandra Moriarty, Nancy Mitchell, William Wells - Solutions

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The last section of a campaign plan often includes a proposal for an evaluation plan that will determine the effectiveness of the campaign after it has run. You have been asked to add that section to this plan. In a one-page report, prepare a posttesting proposal to include in this Yahoo! plan that
The Yahoo! case doesn’t explain much about the testing and evaluative research the team conducted, other than the initial research used in planning. Review the discussion in this chapter of message development and concurrent evaluation measures. Explain where and how these various research
As a team, explore the Web sites for two copy-testing companies such as Ameritest (http://www.Ameritest.net), IPSOS-ASI (http://www.ipsos.com), Diagnostic Research(http://www.diagnostic.com), or the ARS Group (http://www.ars-group.com), and compare the services they offer.If your team were looking
Put together a portfolio of ten ads for a set of product categories targeted to a college audience. Set up a focus group with participants recruited from among your friends and ask them to look at the ads. In a test of unaided awareness, ask them to list the ads they remember. Identify the top
Three-Minute Debate: You are hiring a research consulting company to help a client evaluate the effectiveness of its advertisements. One of the consultants recommends using focus groups to evaluate their effectiveness. Another consultant suggests that focus groups aren’t very effective for
Most clients want a quick and easy answer to the question of whether the ad works. Advertising professionals, however, tend to believe that a one-score approach to copy testing is not appropriate. Why do they feel that way? If you were helping an agency prepare for a presentation on its
Many creative people feel that formal copy-testing research doesn’t do justice to their ideas. In particular, they feel that research results are designed to reward cognitive approaches and don’t do a good job of evaluation for brand image ads and emotional ads. From what you have read in this
Why is an IMC campaign difficult to evaluate?
What is media efficiency, and how does that relate to ROI?
What is single-source research, and how does scanner data relate to it?
What is a tracking study and how is it used? A test market?
Why are diagnostic research methods becoming more important to advertisers?
This chapter suggests that evaluation is most useful when based on a model of advertising response. Why is that so?
Why do advertisers conduct evaluation of their advertising and marketing communication programs?
What would you propose for a more comprehensive evaluation program for the McDonald's campaign? Using the Facets Model of Effects as an outline, how would you determine the effectiveness of the campaign?
From an agency perspective, defend the idea that increased product sales is not always an appropriate benchmark. If short-term sales gains are not the metric of success, what metrics would you propose agencies use for their work?
Most clients seem interested in sales increases as a benchmark for judging the quality of their agency's work. From a client perspective, why does this make sense?
How are campaigns and IMC programs evaluated?
What are the key areas of media evaluation?
Can you list and explain the stages of message evaluation?
How well do you understand why and how advertising evaluation is conducted?
Do you think that the CareerBuilder.com campaign is B2B advertising or consumer advertising, or both? Explain.
Explain how the Integration Triangle, described earlier in this chapter, applies to the CareerBuilder.com campaign. How does the campaign create message synergy?
Yahoo! is an international marketer, so it makes sense that this campaign might eventually go global. Analyze the targeting strategy in terms of cultural cohorts, and decide if it makes sense to use this same campaign in different countries. Write a one-page report analyzing the global/local
This chapter elaborated on the concept of integrated marketing communication. Explain how consistency is created in IMC campaigns and why it is important to a brand. Now consider the Dave campaign for Yahoo! In what ways did the team maximize consistency in the brand presentation? Were there any
Compare the speed, convenience, and content of the following three business-to-business sites: http://www.americanexpress.com, http://www.dell.com, and http://www.officedepot.com. Write a one- or two-page report on your analysis of these sites. What would your team recommend to improve their
To demonstrate the problems of language in advertising, divide the class into teams of five or six. Each team should choose a print advertisement it believes would have universal appeal. Take the headline to a language professor or someone who is proficient in a language other than English and ask
Three-Minute Debate: Tom and Wendy Butler have just purchased a sandwich shop and intend to turn it into a gourmet sandwich shop that features different types of sandwiches from different countries. They found a good lease in a neighborhood shopping center, but the costs of franchising, leasing,
Define the difference between a high-context and a low- context culture. If you are an international student, analyze your own culture and compare it with the United States. In class illustrate the difference by finding two ads in this textbook that you think effectively demonstrate these two
Dean Bennett has gotten a new assignment for an upscale pen made in Switzerland under the brand name of Pinnacle. Its primary advantage is that it has an extremely long- lasting cartridge, one that is guaranteed to last for at least five years. The pen is available in a variety of forms, including
You work for a large sporting goods chain that would like to focus all of its local philanthropic activities in one area. You believe the company could benefit from a mission marketing program. Develop a proposal for the marketing VP that explains mission marketing and presents an example of a
Choose a restaurant in your community. What types of people does it target? Would you recommend that its advertising focus on price or image? What is (or should be) its image? Which media should it use?
Explain how a global IMC program is more complex than an IMC program operated nationally.
How does culture relate to the decision to globalize or localize a campaign?
Explain cause marketing and mission marketing. How do they differ?
What is a public communication campaign, and how does it differ from product advertising? Give an example.
Explain how both for-profit companies and nonprofit organizations can use social marketing.
What are the types of B2B advertising, and how do these differ from more general consumer advertising?
How do retail advertising objectives differ from business- to-business objectives?
Which strategic decisions are behind international advertising and IMC?
What are the basic goals and operations of nonprofit and social marketing?
How does B2B advertising work?
What is retail advertising all about, and what makes it distinctive?
Other airlines were affected by the storm as well.Why do you suppose JetBlue was the focus of so much negative media attention? Could the CEO do anything to deflect this negative publicity?
If you were the CEO of a company, what types of communication planning might you undertake that would anticipate crises?
How do you think JetBlue did in handling this crisis? Should it have done anything differently?
The Yahoo! case describes promotions and public relations in one section. Which activities are promotions, and which are public relations? What additional public relations efforts would you suggest, and why do you think they would be effective?
Consult the two teen-targeted antismoking Web sites listed here and compare them in terms of their appeal to a teen audience. Which one do you think is the most interesting to this age group? Compile the best ideas from both and write a report to your instructor on why the ideas are good and what
Divide the class into groups of three or four people. Each group should adopt a local cause that operates on a low budget and needs public relations help. As a team, develop a public relations plan for that nonprofit organization.
Three-Minute Debate: Think about a publicity stunt that backfired, such as the Aqua Teen Hunger Force bomb scare in Boston. Is all publicity good publicity? Or was this just a bad idea that hurt the client? Organize into small teams, with each team taking one side or the other. In class, set up a
What is reputation management, and how does it intersect with advertising programs? Find a corporate reputation campaign and analyze its effectiveness.
Why is public opinion so important to the success of public relations? In how many different ways does it affect the success of a program like GE’s Ecomagination?
In evaluating the effectiveness of public relations, explain the difference between output and outcome evaluations.
What are the primary tools of publicity?
In analyzing PR tools, compare the use of controlled and uncontrolled media. Explain the difference between the two categories.
What is marketing public relations, and how does it differ from other forms of public relations, such as corporate relations?
Compare and contrast the practice of advertising and the practice of public relations.
Explain why public opinion is important to the success of public relations.
Why is measuring the results of public relations efforts important, and how should that be done?
What are the most common types of public relations tools?
What key decisions do public relations practitioners make when they create plans?
What is public relations, and what are different types of public relations programs?
How does the use of a sales promotion, such as the Upromise program, benefit a brand? How would you recommend evaluating the effectiveness of the promotion?
Although the program seems like a “win-win” for consumers and marketers, some critics have pointed out that most people will not be able to save for a college education exclusively by participating in Upromise. In addition, some suggest that people are spending in an unhealthy way in order to
What are the risks for brands that become Upromise sponsors? What are the risks for those that don't?
Analyze the promotional aspects of the Yahoo! campaign.Your boss likes this plan so much that she’s asked you to create additional promotional materials for this campaign.What other types of promotions might you suggest in your plan? Why would you include these? Write a one-page report describing
How does the new promotional Web site, ““Dave’s Site,”help accomplish the goals of the Yahoo! campaign? What are the incentives for the Switchers and Choosers? Do you think they will be effective?
Check the Web site for Camp Jeep® (http://www.jeep.com, then type the “campjeep” keyword). Explain how the event works to build and reinforce customer relationships. Each person in the group should find another company that uses a special event to create a relationship-building program,
Select a print ad for a national marketer. Redesign the ad, including the use of a consumer sales promotion. Show both the before version and the after version to five people in your group. Assess whether the second version increases their intention to buy.
Three-Minute Debate: You have just been named product manager for anew FDA-approved pharmaceutical, a diet pill, that helps reduce hunger. Should you use a push or pull strategy to introduce this new product? Organize into small teams with each team taking one side or the other. In class, set up a
Janice Wilcox is a brand manager for a new line of eye cosmetics. She is about to present her planning strategy to division management. Janice knows her company has been successful in using sales promotion plans lately, but she has strong misgivings about following the company trend.“This new
Tom Jackson’s marketing professor is covering some promotion methods, explaining that in selecting the consumer sales promotion, planners must know the brand situation and objectives before techniques are chosen. Some techniques tend to increase product use, and others are used to get new
How do push and pull marketing strategies relate to sales promotion to consumers? To trade audiences?
List the primary tools of consumer and trade promotions. How can the Internet be used as a sales promotion tool?
What are the key objectives of trade promotions?
What are the primary objectives that consumer promotions can deliver?
Explain the three types of sales promotion and how they differ.
Define sales promotion and explain how it contributes to an integrated marketing program.
How are promotions used strategically in marketing in terms of brand building, new product launches, integration, and effectiveness?
How do other types of promotions—sponsorships and events, interactive promotions, loyalty programs, and comarketing programs—work?
What are the types and purposes of trade promotions?
How are various consumer promotions used?
Which principles drive the use of sales promotion, and what are some current trends?
Can you think of products or services about which many people would not mind being contacted either by phone or in person by a salesperson?
Could the telemarketing industry have prevented the Do-Not-Call Registry? Or was it inevitable that legislators would step in?
Analyze why telemarketing is simultaneously an effective way to market and yet is widely disliked by many consumers.
You work for a direct-marketing firm, and you have been asked to develop a direct-marketing plan for Yahoo! for these two audience groups for the following year.Brainstorm as a group and develop at least three ideas that could be proposed to Yahoo! In a one-page report, outline your three ideas and
What is the chief advantage of direct marketing? Is that advantage useful to a Web company like Yahoo! that is trying to reach an audience of teens and tweens? Explain your thinking on why or why not the Yahoo! project should include a direct-marketing component, Which of the various forms of
Amazon.com is one of the most well-known direct marketers on the Internet. Browse the company’s Web site and, as a team, identify what direct marketing strategies the company employs. Which do you think are the most successful? Why? What are the least effective? Why?
Divide the class into groups. Each group should select a consumer product that normally is not sold through direct marketing, but could be. Create a direct-marketing campaign for this product. Be sure to specify your objectives and indicate the parts of the offer as well as the medium used.Develop
Three-Minute Debate: How does the recent fervor surrounding personal privacy affect direct marketing—specifically, telemarketing and e-mail advertising? You are designing a direct-marketing campaign for a local business that employs telemarketing and e-mail advertising, but your client is
The success of infomercials helps validate direct marketing as a revenue generator. What characteristics of a product must you consider when determining whether to use an infomercial?
One of the smaller, privately owned bookstores on campus is considering a direct-response service to cut down on its severe in-store traffic problems at the beginning of each semester. What ideas do you have for setting up some type of direct-response program to take the pressure off store traffic?
Kali Johnson, a recent college graduate, is interviewing with a large garden product firm that relies on television for its direct-response advertising. “Your portfolio looks very good.I’m sure you can write,” the interviewer says, “but let me ask you what is it about our copy that makes it
Most people hate telemarketing. Say you work for the local campus environmental organization. How could you conduct a campus and community telemarketing effort that would not generate resistance? Apply your ideas to developing a telemarketing program to promote campus fund-raising for a good cause,
What is a loyalty program, and how does LCV enter into the planning for such a program?
How is integrated direct marketing used in an IMC program?
What is spam, and how does it relate to permission marketing?
Explain CRM and how it relates to database marketing.
What is the objective of data-driven communication?

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Advertising: Principles & Practice 8th International Edition Sandra Moriarty, Nancy Mitchell, William Wells - Solutions

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