Questions and Answers of Advertising and Promotion

It has been said that the importance of the sales force varies at various stages in the communication hierarchies. Discuss this idea, providing examples to support your position.
Describe some of the criteria used to evaluate qualitative aspects of the effectiveness of the salesperson. How might these be used to support the IMC program?
One might expect that personal salespeople are evaluated strictly on how much they sell. However, the chapter discussed some other criteria that might be used. Discuss some of these other criteria
The lead-in to this chapter discussed how some feel that the sales force may cease to exist in the future. Discuss some of the reasons that support this prediction. Now provide reasons why this is
Where in the consumer decision process would personal selling likely be most effective? Explain why.
Discuss some of the advantages and disadvantages of personal selling versus other media—both traditional and nontraditional.
The growth of the Internet has brought about many changes that have had a direct impact on the sales force. Give examples of these and discuss how salespeople have had to react.
Discuss how advertising can affect product costs and the prices consumers pay for products and services.
With which position do you agree? “Advertising determines American consumers’ tastes and values and is responsible for creating a materialistic society.” “Advertising is a reflection of
Discuss the role of ethics in advertising and promotion. How do ethical considerations differ from legal considerations in developing an integrated marketing communications program?
Discuss the arguments for and against advertiser influence and/or control over the media. How might a newspaper or magazine avoid being influenced by advertisers?
The Campaign for Real Beauty is an integrated marketing communication program that Unilever has been using for its Dove brand since 2004. Do you view this campaign as movement in a positive direction
There are conflicting positions as to whether the government should get involved in issues regarding issues such as obesity, cigarette smoking, and vaping by passing regulations, restrictions, and/or
The use of ads that use interracial and gay and lesbian themes appear to be on the increase. There seems to be a relaxed atmosphere regarding the use of these groups in advertising. Explain the
Companies like Old Navy and Cheerios have employed the use of interracial ads, and have stirred up both controversy and support. Comments have been made that while some believe that we are in a post
The CEOs of Abercrombie & Fitch and American Apparel have both been variously characterized as either manipulators of the media for their ability to generate publicity for their companies or
The chapter discussed the empowerment of females in advertising. Give examples of some of the companies that have used this form of advertising. Why do you think they have done this? Is it for
What are some of the different ways companies use shock ads? Do you think they are designed to create sales, or to bring attention to specific issues? Do they work? Give examples.
A number of states are considering legislation that would create Do Not Mail list registries, which would allow consumers to keep unsolicited direct mail out of their mailboxes. Discuss the arguments
What is corrective advertising? Why do you think corrective advertising is so controversial? Evaluate the arguments for and against corrective advertising?
What is meant by advertising substantiation? Should advertisers be required to substantiate their claims before running an ad or only be required to provide documentation only if their advertising
The text discusses the decision by the California Supreme Court in the Nike case to view statements about a company’s labor policies or operations in ads or press releases as commercial, rather
Discuss the role the media play in the self-regulation of advertising. Do you view self-regulation as an effective way of protecting consumers from offensive or misleading advertising?
Discuss how regulatory agencies such as the FTC are responding to the increased use of digital and social media by marketers. What are the key areas that are requiring regulation to protect
What are some of the regulatory issues marketers must take into consideration in developing contest, sweepstakes and other types of promotions that will be offered online or through social media?
Ethical Perspective 20-1 discusses the controversy surrounding the direct-to-consumer (DTC) advertising of prescription drugs. Evaluate the arguments both for and against pharmaceutical
Evaluate the charges the Federal Trade Commission brought against Volkswagen Group of America for deceptive advertising. How might this issue affect consumer perceptions of Volkswagen and how
IMC Perspective 20-1 discusses how Skechers and Reebok were fined for making advertising claims for their toning shoes that the Federal Trade Commission argues were false, misleading and
The chapter opener discusses the rules and regulations the Federal Trade Commission (FTC) uses for online endorsements. Do you agree with the new guidelines from the FTC requiring bloggers and
Discuss the role of sales promotion tools such as sampling and coupons in international marketing. What challenges might marketers face in using these tools in various countries around the world?
What are the three basic options a company has for organizing its international advertising and promotion function? Discuss the pros and cons of each.
Many large multinational companies are consolidating all of their worldwide advertising with one large agency. Evaluate the pros and cons of this approach.
What is meant by the “think global, act local” approach to global marketing and advertising? Discuss some of the ways marketers can adapt their advertising to local markets.
Discuss the arguments for and against the use of global marketing and advertising. What types of products and services are best suited for global advertising? What developments have taken place in
Why do you think Facebook has become so popular in countries around the world? Discuss the importance of social media in the IMC programs of international marketers.
Discuss some of the differences in media that exist across various countries and how they might impact the media strategy used by marketers.
Discuss the advantages and disadvantages of using a global advertising campaign. For what type of products/services is a global advertising approach appropriate?
Discuss the factors that are leading to the economic growth of China and the market opportunities that are evolving. What challenges do marketers and their agencies face in developing IMC
The chapter opener discusses the "Taste the Feeling" global marketing launched by the Coca-Cola Company in 2016. Evaluate the creative strategy being used for this campaign as well as the
Studies indicate that the combined effects of advertising in various media may lead to more effectiveness than just using one medium. Explain why you think this might occur, using some of the
Most of this chapter focuses attention on the measurement of traditional forms of advertising. How are companies measuring nontraditional advertising forms?
Some companies test their commercials in rough formats described in the chapter. Others only test the commercials in finished form. Discuss some of the advantages and disadvantages of conducting
The chapter discusses the use of neurosciences to assess viewers’ evaluation of commercials. What are the pros and cons associated with these methods? When should advertisers use them?
Digital advertisers seem to want to have their own effectiveness measures, while eschewing those of traditional advertisers. What are the pros and cons of this position? Argue for one side or the
Explain why it is important to pretest. When should this testing take place? Give examples of what might make ads or commercials that are pretested more successful.
This chapter discussed the Ogilvy Awards. Describe what these awards are and how they have changed over time. Give examples of companies that have won these awards (you can find past winners online)
Explain why it is so difficult to measure the overall IMC program effectiveness.
A/B testing has been used by marketers for decades to evaluate two different versions of finished ads and/or web pages. Some experts now believe that A/B testing would be more effective if employed
Describe some of the criteria used by companies to measure effectiveness of the public relations program. Provide examples.
Many accuse companies like GoDaddy.com of exploiting of the media. They contend that events like the NFL’s refusal to show GoDaddy’s and Soda Stream’s commercials are designed strategies to
There is a saying that “any publicity is good publicity.” Discuss what you think about this statement.
Examine a number of examples of different types of sponsorships corporations are currently engaging. Analyze the reason for the sponsorship, and evaluate whether it employs a wise strategy or not.
The chapter discusses the lack of coordination that often exists between marketing and public relations departments. Discuss some of the reasons this might occur. What can be done to reduce this
Describe some of the measures used to measure public relations effectiveness. Critique these and provide an overall critique of their validity.
Explain the differences between traditional and the new public relations objectives (MPRs). What are the advantages and disadvantages of each?
What impact do you think the millennial generation will have on cause marketing, issue advertising, and advocacy advertising? Explain your reasoning.
The chapter discusses a number of public relations blunders, many of which might have been avoided with due diligence. Explain why these mistakes occur and who is ultimately responsible.
Describe the various forms of cooperative advertising and the reasons they are used by marketers.
What is a slotting allowance or fee? Evaluate the arguments for and against retailers charging slotting fees to manufacturers.
Discuss how samples and coupons can be used to generate trial of a new product or increase consumption of an established brand.
What is meant by a sales promotion trap or spiral? Find an example of an industry or market where a promotional battle is taking place. What are the options for companies in deciding whether to
What are some of the problems marketers face in using contests and sweepstakes? Discuss steps they can take to avoid these problems.
Discuss how mobile marketing is impacting marketers’ use of sales promotion.
The chapter opener discusses how many retailers have become overly dependent on discounts and promotions and the problems this has created for them. Discuss some of the reasons retailers have
One of the problems slowing the rate of adoption of the Internet as an advertising medium is the fact that this medium has been slow to adopt traditional advertising metrics. Discuss why this has
The chapter discusses a variety of new Internet advertising forms including Podcasting, RSS and blogs. Explain what each of these are. What are some of the potential advantages and disadvantages
Explain how the Internet has changed the practice of public relations. Pick a Web site as an example of this change.
One of the fastest growing mediums in regard to advertising expenditures is mobile. Explain why mobile has become so attractive to advertisers.
What are the characteristics of the infomercial watcher? In viewing this profile, does it surprise you? Explain why or why not.
What is the difference between direct marketing and direct selling? Describe the various forms of direct selling and some of the characteristics of the industry that make it unique.
Direct marketers are some of the most successful when it comes to measuring the effectiveness of their programs. Give reasons why this may be true.
Describe the various forms of direct response advertising. Discuss some of the reasons for the success of direct response advertising.
The number of telemarketing centers in the United States has decreased in the past few years. Why has this occurred?
To many consumers, shopping through direct channels offers a number of distinct advantages over traditional shopping methods. At the same time, there are distinct disadvantages to this form of
Some marketers believe that traditional catalogs are on the way out and that they will be replaced by digital catalogs. Explain why digital catalogs will or will not drive the traditional catalog
What is the future of the traditional home shopping channels like QVC and HSN? Given the decline in television viewership, what will these channels have to do to survive?
Explain the role that direct marketing can play in the IMC program. Can direct marketing be used for anything other than a behavioral response? If so, give examples.
Describe what is meant by “guerilla marketing.” Give examples of products and/or services that you know have employed this strategy. Then describe some of the characteristics of companies that
Transit advertising takes a variety of forms, and many advertisers may be reluctant to use these media. Discuss some of the various forms of transit advertising and their relative advantages and
Discuss some of the various means of measuring effectiveness in branded entertainment, and their advantages and disadvantages. Given the emphasis by marketers on ROI, discuss how these measures fit
Advertising in video games is becoming more popular. Discuss some of the reasons this medium is attractive. Do you see any downside to advertising through video games?
There are some who predict that traditional outdoor ads like billboards may soon cease to exist, in part due to the rapid growth of digital signage. Take a position in support or opposition to this
Discuss some of the advantages and disadvantages of branded entertainment and give examples of both good and bad uses of this medium.
What is in store for the Yellow Pages? Will this medium continue to survive in the future? Explain what the Yellow Pages must do to continue to exist.
Place-based advertising has continued to expand to a variety of locations. Discuss some of the advantages and disadvantages of this medium.
Discuss some recent examples of product placements and/or integrations. Describe the context in which they were used, and how they intended to reach their target markets. Explain where these
Discuss how the role of newspapers as an advertising medium would differ for national versus local advertisers. Do you feel that the rate differential newspapers charge national versus local
Why are young males such a difficult market to reach through magazines? What types of magazines might be effective in reaching the young male market?
Discuss how advertisers deal with the clutter problem in both magazines and newspapers. Explain why advertisers of products such as cosmetics or women’s clothing would choose to advertise in a
Find a copy of a national newspaper such as USA TODAY or your local newspaper and analyze the types of companies that are advertising in it and how they vary by section. Why do you think these
What are the major challenges facing the newspaper industry and the use of newspapers as advertising medium? How can newspapers respond to these challenges?
The Association for Magazine Media promotes the value of advertising in traditional print magazines by citing research showing that print advertising is superior to online ads with regard to its
IMC Perspective 12-1 discusses how Playboy Enterprises is trying to rebrand Playboy magazine in order to attract male millennials and the advertisers trying to reach them. Do you think the company
If you were purchasing magazine advertising space for a marketer of running shoes such as Nike, Ascis or New Balance what factors would you consider? Would your media plan be limited to running
The chapter opener discusses the Print Magazine Sales Guarantee that is being used by a number of major magazine media companies to encourage advertisers to run ads in print editions of their
Discuss the digital disruption that is impacting the traditional print media of newspapers and magazines. Do you think magazine and newspaper publications can respond to these changes and attract and
Discuss how the concept of imagery transfer can be used in radio advertising. Find an example of a radio campaign that is using this concept and evaluate it.
The text discusses the Extended Home study conducted by Nielsen Market Research to measure the television viewing patterns of college students living away from home. Discuss why the results of this
Discuss how the growth of Spanish-language television networks in the United States such as Univision and Telemundo affects the media strategy of marketers targeting the Hispanic market.
Discuss the way Nielsen measures the listening audience for radio stations. Do you think the rating methods are providing reliable measures of radio audiences?

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