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business
advertising and promotion

Questions and Answers of Advertising and Promotion

Effective salespeople seem to exhibit certain traits. Discuss what these traits are and why they seem to be so important. Do you think you have these traits? Would you be a good salesperson?
Attitudes to data privacy seem to vary depending on age (older people seem to be more concerned than younger people) and medium (mobile seems to be more sensitive than email). Find out about this
What is the difference between the one- and two-step approaches to direct marketing?Give an example of the circumstances when each approach could be used.
Many different types of organisations use database marketing. Name some organisations that may have your information in their databases. When do they use their databases to reach you and how
Identify each direct-response medium. Find one example from each medium and explain whether you think it would generate a successful response for the marketer. Why or why not?
Describe the various forms of cooperative advertising and the reasons they are used by marketers. Who are likely to be the main users of cooperative advertising? Do you think it extends a
What is meant by trade-orientated sales promotion? Discuss the various types of trade promotions and the reasons why marketers use them.
Discuss how the size and power of major retailers such as Coles and Bunnings are impacting on the marketing programs of consumer-product companies. What options, if any, do manufacturers have in
Discuss the various factors that have led companies to shift more of their IMC budgets to sales promotion. Develop this into a list of the pros and cons of such a shift to sales promotion.
Discuss how sales promotion can be used as an acceleration tool to speed up the selling or purchasing process and help increase sales volume. Is sales promotion a short-term strategy only? Why or why
Consider how an organisation might evaluate its sponsorship in the future. Identify three key research questions and data collection methods that could be used in such an evaluation exercise.
Think about a large corporation such as a technology company, airline or retail group.Take a look at its online newsroom and select a couple of media releases. Examine how it aligns with the news
There is a saying that ‘any publicity is good publicity’. Discuss what you think about this statement and consider how this relates to the Royal Commission into banking, strawberry contamination,
The chapter discusses the multiple publics, stakeholders and audiences involved in public relations. Think about some of the cases you’ve read about in this chapter and other cases or events
You are the director of a public relations agency and are sitting in a meeting with the director of an advertising agency. Your client, the chief marketing officer, asks you if public relations
Research the use of consumer or fan-made content as part of an advertising campaign. What problems can these organisations experience as part of such a campaign? What guidance would you give to an
Select a brand that you believe epitomises the impact of the interactive advertising model as shown in Figure 13.3 . Explain your choice.
What does a digital strategist do? Search recruitment websites, trade publications and industry associations for position descriptions. What are the skills needed today and in the future? Is this the
Discuss the role of media agencies. Find out who the major agencies are and who their clients are. Why are some of the clients of media agencies other agencies?
Why might a company choose to use a creative boutique rather than a full-service agency? Find an example of a company that uses a creative boutique and discuss why the decision to use such a boutique
Collecting ads from the past is a hobby for some people. See if you are able to find any online resources that have examples of old ads. Choose a brand that is in existence today and compare and
Identify the numerous types of communication that the average person might describe as ‘advertising’.Does it matter whether or not they understand and define advertising correctly? What about the
Consider the Top 10 advertisers shown in Tables 13.2 and 13.3 . Discuss the types of organisations they are and what the main purpose of their advertising is likely to be. See if you can find out if
The opening vignette presents a discussion on the use of advertising by non-profit and charitable organisations. What is the value of these types of organisations using advertising as a form of
The chapter concludes with a quote from Harold Mitchell in which he pleads for measurement not to suffocate creativity. This has always been a concern, even when David Ogilvy championed the early use
Explain why it is so difficult to measure the effectiveness of an IMC program that uses multiple communication disciplines and different media types.
If growth is dependent on accurate measurement for each member in the marketing communication industry (brand owners, agencies and media owners), what innovations in measurement are needed in the
Tracking methods often support advertising effectiveness winners in competitions such as the Effies. Go online and find three Effie case studies that make use of brand tracking. How well do they
Eye-tracking and brain-wave measurement are two of the increasingly popular methods of communication effectiveness research. Search online and find suppliers of these research services. What advice
Some brands choose to test their advertising online. What are the benefits of this method and for what brands would it be most suited? Find some examples of brands using online testing.
Compare and contrast lab tests with field tests, making sure you comment on when each method might be more appropriate.
What are the essential principles of effective copy testing? If you had to put them in order of importance, which one would you put first and which one would you put last? Explain your reasoning.
‘When to measure is as important as what to measure when planning a marketing communication strategy.’Discuss what this statement might mean, giving some practical case histories as illustrations.
If you were being interviewed for a graduate marketing assistant position and the interviewer asked you the following question, how would you answer? ‘Do you agree that the only reasons marketers
Explain the relationships between reach, frequency, continuity and the media budget.
Construct a media diary for yourself over a seven-day period. Ask a family member or friend in a different age group to do the same. Compare and contrast the two media diaries. Explain how a media
Describe the three methods of media scheduling and give examples of products or services that might employ each method.
If you were setting up from scratch an ideal media audience measurement system that would capture and integrate every medium’s audience, what would it be like?
Audience measurement is important for media planners. Compare and contrast the methods of audience measurement used for out-of-home and radio. How reliable do you believe each method to be?
In what circumstances does television advertising seem to work well when combined with social media?What examples can you find of advertisers using these two media options together?
Newspapers are being forced to change the business model of how they operate. Why is this so? What are they doing to be attractive to advertisers so that they continue to be selected as part of the
Find an example of a campaign that you think reflects one of the message strategies discussed in this text, such as unique selling proposition, brand image, inherent drama or positioning. Discuss how
Advertising was once the sole domain of advertising agencies. But with the rise of consultancies, buying up talent and agencies to secure advertising dollars, the advertising landscape has changed.
The phrase ‘I think, therefore I am’ is a familiar one. Thinking rationally is what separates us from other species. Yet Du Plessis suggests that we are first and foremost emotional creatures,
What is your opinion of advertising awards, such as the Cannes Lions, that are based solely on creativity? If you were a marketer, would you take these creative awards into consideration in your
Advertising creativity is viewed as the ability to generate unique and appropriate ideas that can be used as solutions to communication problems. This definition suggests that a creative ad is one
Explain what is meant by message strategy and creative tactics in advertising. Find an example of an advertising campaign and evaluate the message strategy and tactics used in the ads.
Albert Einstein, one of the greatest creatives of all time, said that creativity was about making new connections between previously unconnected things. So see if you can make a connection. Take an
Creativity is inspirational. It is innovative. Exciting. Good. Different. But this chapter highlights the concrete contribution that creativity can make to a brand's bottom line. Do you think
Create a paid search strategy based on the following client details. You have a budget of $1000 per month, the brand name has an average cost-per-click of approximately $0.10 and half of these clicks
Map out a content hierarchy in the form of a tree structure for a small book store website. Think of the key product offerings and how they might be grouped together (e.g. fiction, non-fiction,
Think about a listing you have seen through your preferred search engine recently. Did it stick out to you and is it easy enough to recall? What key features of the paid or organic search listing
You have a client that sells rugs through an online shop, and which has requested you compile a paid search report showing how its ads are performing. What are the key metrics that you might
One of your clients suddenly experiences a significant drop in traffic from organic search after outsourcing many of its SEO needs to an offshore company. What might explain this sudden change and
You’re engaged by a new client to help it increase sales of a particular product. The client assures you that its website is ranking in the very top position for its main brand keyword, but that it
List some of the advantages and disadvantages of unstructured and structured data. Once you have your list, define five ways in which you could convert unstructured data to become structured.
Consider the Amazon method of upselling—‘people that brought this book also brought…’. Name five other online experiences that adopt the same method to either sell more products or increase
Can you think of ways in which the same campaign could have been altered to deliver more moments of data collection or more depth of data at the already identified points?
Choose an integrated campaign with which you are familiar and map out the moments when data could have been collected based on the target audience’s interactions.
Is there a point in making marketing discussions when intuition and instinct should rule over data and analytics?
Will there come a time when artificial intelligence can produce marketing communications so tailored to our behaviours and expressed desires that all mass marketing will be rendered obsolete?
Does the use of data to define advertising constructs produce a higher level of creativity?
Think about an advertising campaign you have viewed on television or a banner advert you spotted while surfing the net. Working backwards from the creative execution you saw, what do you think was
One of the outcomes of account planning is the development of consumer insight. Think of a campaign with which you are familiar and try to identify the consumer insight behind the creative idea.
Can you think of your own examples of brands that are using biometric data to provide planning insights?What are the potential implications?
What are the zero points that Duncan refers to in his zero-based planning? Provide some examples.
Schultz suggests that companies should start their planning outside the company (with the consumer), instead of inside (with what the company wants). What potential conflicts could you see between
Duncan proposes an IMC audit as an essential planning tool. Part of this audit is an evaluation of all the marketing communication produced by a company. Choose a company that you have some knowledge
A number of companies have tried to reposition themselves in the marketplace. Some have been successful; others have not. Cite examples of both. What are the factors that you think led to their
It has been said that benefit segmentation should be the starting point for determining which market segments to target and that other segmentation strategies may just be descriptors of the
The text describes a number of different positioning strategies. Give examples of products or brands that utilise each of these different strategies.
Do you agree with the move by Ad Standards to regulate advertisers’ communications online? How might this affect companies that use social media in their IMC programs?
What are the benefits of self-regulation? How do these differ from the benefits of government regulation? In your opinion, which of the two best protects the interests of: (a) consumers, (b)business
Is advertising over-regulated or under-regulated in this country? Discuss, with reference to controversial campaigns.
Find examples of advertising claims or slogans that are based on puffery rather than substantiated claims. Discuss whether you feel these advertising claims can be defended on the basis of puffery.
In your opinion, do the recent rulings of the Advertising Standards Board (or ASA in New Zealand)accurately reflect prevailing community standards? Look at the rulings at www.adstandards.com.au or
Despite the many critics of advertising, it does serve a valuable purpose. Outline the key benefits of advertising for: (a) the economy and (b) the consumer.
Over the years, there have been calls to eliminate or severely restrict advertising to children. Discuss the social and ethical issues as to whether advertising to children should be permitted.
What is shock advertising? Do you think shock ads are designed to create sales, or to bring attention to specific issues? Do you believe that they work?
‘If it’s legal, it’s ethical.’ What is the difference between an advertisement being legal and an ad being ethical?
Should companies be concerned with advertising ethics? Justify your answer with examples.
IMC perspective 5.1 describes two examples where online word of mouth was used to communicate with an audience—one with successful outcomes, the other less so. Find an example where positive online
Explain why the database has become a basic requirement for effective IMC. Think of brands that may hold your information in their database. How do they use the database to try to engage you? How
Choose a snack bar brand with which you are familiar. Create a 24-hour timeline of when, where and how intensely you are likely to engage with the brand. How can this timeline guide communication
In branding, what is the difference between being distinctive and being different? Which do you think is more important and why?
Global Brands according to Kantar Millward Brown. Find out which brands are currently ranked between 11 and 20 in the global list. Do you know any or all of these brands? Choose one brand with which
Exhibit 5.16 shows the Top
Describe the theory of persuasion that underpins the elaboration likelihood model. Then select two advertising examples of persuasive communication, one based on central processing and the other on
Explain the difference between the three traditional linear response hierarchies, as presented in Figure 5.5 —low involvement, learning (high involvement) and dissonance/attribution—by selecting
Consider an occasion when you have had to contact an organisation or brand with a question, complaint or compliment. What channel did you use to contact it? How easy was it to get in touch? How
Select three alternative semiotic symbols that could be used in the communication strategy for Quilton toilet tissue (as shown in Exhibit 5.5 ). The symbols need to convey love, caring and softness.
The opening vignette to the chapter discusses Swann Insurance’s Inconvenience Stores campaign. Apply the basic communication process model (as shown in Figure 5.1 ) to this campaign. Analyse in
In the text it was indicated that different family members may influence the different stages of the consumer decision-making process. Identify how various family members may assume the different
Figure 4.10 details a number of external influences on consumer behaviour. Describe each of these influences, explaining how it might have an impact on consumer behaviour, and provide an example of
Contrast the differences between functional and psychosocial consequences with examples of advertising that focuses on either types.
What is meant by the concept of an evoked set? Why is this concept important to marketers? Give examples of an evoked set and explain how marketers might attempt to influence consumers to gain
A number of factors may lead to problem recognition among consumers. Discuss the various causes of problem recognition, and give an example of each.
Find four print or digital ads that illustrate the four attitude change strategies.
Explain how the screening processes involved in selective perception might impact a viewer of television commercials.
How can a consumer’s lifestyle impact on his or her consumer behaviour. Give examples using fast-moving consumer goods (FMCG) and luxury goods.

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