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business
advertising and promotion

Questions and Answers of Advertising and Promotion

Choose one of the major cable networks listed in Figure 11-4 and analyze it as an advertising medium. Discuss the audience profile for viewers of programming on this cable network and the type
Discuss how digital and social media are influencing the way people watch television. What are some of the ways television advertisers can leverage social media to work to their advantage?
As noted in the chapter, there is a trade-off between reach and frequency for advertisers with a limited budget. Explain what this means. Under which circumstances would a planner wish to emphasize
The text lists both internal and external factors that might impact the media strategy. Provide examples of each and discuss how they might impact the media plan.
Explain the differences between CPM and TCPM. Give examples of a company or product that might select one of the methods versus the other.
Some business to business advertisers (for example, copy machine companies) advertise on NFL Sunday and/or Monday Night football games. As might be expected, such a buy would lead to a high level of
Explain the differences between CPM and readers per dollar. Which is the most valuable relative cost comparison for advertisers to use? Why?
What are GRPs and target GRPs? Explain what these terms mean and discuss some of the strengths and weaknesses of using them.
Marketers rely heavily on demographics when purchasing media. IMC Perspective 10–1 talks about additional factors that may be important. Discuss some of these factors and why they might impact
There is new research that indicates that the number of ads one is exposed to in a day may be much lower than the thousands previously reported. Which numbers do you consider correct and why?
Discuss some of the advantages of using programmatic media buying. Given that the majority of digital display ads are purchased this way, do you think this will be the only method media buyers use in
The chapter discuses how the campaign featuring the Aflac duck has been very successful in increasing awareness as well as sales for the supplemental insurance company. Why do you think this campaign
Discuss how teaser advertising might be used to introduce a new product or brand or to reposition an existing brand. What factors should marketers take into consideration when using a teaser campaign?
Discuss the difference between an advertising appeal and a creative execution style. Find several ads and analyze the particular appeal and execution style used in each.
Digital and Social Media Perspective 9-2 discusses the Unskippable online advertising campaign created by the Martin Agency for GEICO. Why do you think this campaign was so popular among
Discuss the challenges marketers face in developing online advertising messages. How will the creative strategy for online advertising differ depending on whether the goal is for concept,
Discuss some of the reasons a marketer might choose to create a personality symbol or character to represent the company or brand. Analyze KFC's decision to bring back Colonel Sanders as a
IMC Perspective 9-1 discusses the new “Live Más” campaign for Taco Bell. Analyze the creative strategy used for this campaign, giving attention to the type of creative appeals used as well as
Discuss the value of virtual reality (VR) as a way for marketers to communicate with consumers. What are some of the applications of VR to integrated marketing communications? What challenges
The chapter opener discusses how DASANI was able to use creative advertising to reposition the brand and make it the leading brand of bottled water. Evaluate the creative strategy used by The
Discuss the key characteristics of a unique selling proposition. What are some of the factors an advertiser must consider in developing an advertising campaign that uses a USP as the basis for the
Briefly describe the five major communication interfaces and decision points in the model of marketing information flow shown in Figure 8-3. Discuss how breakdowns in communication can occur at each
Evaluate the debate over creative versus hard-sell advertising. Discuss the arguments for and against each perspective. Who should be responsible for judging the creativity of an ad—clients or
Television commercials are often developed that rely on unusual creative tactics and have very little relevance to the product or service being advertised. Creative personnel in agencies defend the
Explain what is meant by creative strategy and creative tactics in advertising. Find an example of an advertising campaign and evaluate the creative strategy and tactics used in the ads.
Digital and Social Media Perspective 8-2 discusses the pros and cons of pretesting advertising creative work and how it is being impacted by the digital revolution. Discuss the pros and cons of
Discuss the types of research that can be used by an advertising agency during the preparation, illumination, and incubation stages of the creative process. Find an example of an advertising campaign
The chapter discusses how advertising agencies are sometimes fired even though they create award-winning ads and campaigns for their clients. Evaluate the decision by companies such as AB InBev to
Digital and Social Media Perspective 8–1 discusses some of the advertising campaigns that were selected as the best of the 21st century. Choose one of these campaigns and analyze it from a creative
Discuss the role and importance of creativity in advertising. Do you think advertising agencies often emphasize creativity at the expense of developing ads that can help generate sales for a product
Discuss the creative challenges Intuit and the Wieden+Kennedy agency face in developing advertising campaigns for a tax preparation software product such as TurboTax. Evaluate the creative
Different companies believe that various media are more important than others for their marketing purposes. Discuss the various perspectives taken by these companies, and explain why everyone may not
The chapter discusses the results of a study conducted by Yoo and Mandhachitara that shows that advertising spending and effects may differ in different competitive environments. Explain each of the
The AAAA contends that advertisers should not cut their budgets during a time of recession. Explain why advertisers usually do make cuts in marketing communications budgets during a recession. Is
Chapter 7 differentiates between communications objectives and sales objectives. Explain the difference. What are examples of communications objectives? From where are these objectives derived?
As noted in the chapter, there is an increased emphasis on the determination of ROI. Discuss some of the reasons leading to this increase in attention. Why is it so difficult to measure ROI?
Explain why communications measures may be better to use than sales or market share objectives when developing the IMC plan.
Why are the affordable and arbitrary allocation budgeting methods considered to be very poor budgeting methods?
Discuss why the allocation of media dollars to digital and social media at the expense of traditional media is considered by some marketers to be a “knee-jerk reaction.”
Explain some of the factors that might lead to success in increasing sales and achieving communications objectives when competitors decrease their budgets.
What is meant by a primacy versus recency effect? When might an advertiser want to try and achieve each type of effect?
NFL quarterbacks Peyton Manning and Tom Brady are both very popular endorsers. Compare Manning and Brady as advertising spokespersons. Why might a company chose to use one versus the other as an
Most marketers choose an advertising spokesperson or source with high credibility. Discuss some reasons why it may be unnecessary, or even detrimental, to use a source who is high in credibility.
Discuss the ethics of celebrities endorsing products in foreign countries but not in the United States to protect their image. Do you think celebrities hurt their reputations by doing endorsements
What is meant by a qualitative media effect? Select a television program or a magazine and discuss the nature of the media reception environment created by the show or the publication. What type of
Discuss the problem of advertising clutter and how it is a problem in various media such as magazines, television and radio. What are some of the ways the media can address the clutter problem?
Discuss the pros and cons of using humor as the basis for an advertising appeal. Find an example of an advertising message that uses humor and evaluate it effectiveness.
Discuss the rise in popularity of YouTube stars such as Smosh, The Fine Brothers and PewDiePie among young people. Do you think these YouTube personalities can replace more traditional
Find examples of an advertising message or campaign that uses the company CEO, president or founder as the spokesperson. Do you think this individual is an effective spokesperson for the
The chapter opener discusses how Under Armour has been very successful in its use of athletes as endorsers for the company/brand. Evaluate the strategy used by Under Armour in selecting and signing
Discuss how one of the consumer response models presented in Figure 5-5 could be used by a company such could be used by a company such as Apple in planning for the introduction of a new product such
Those responsible for most of the advertising and promotion decisions for consumer products are brand managers (client side) and account executives (agency side). These individuals are usually well
Discuss the various elements of the communications process. Find an example of an advertising campaign being used by a company and analyze this campaign in terms of these elements of the
Explain what is meant by a central versus peripheral route to persuasion and the factors that determine when each might be used by consumers in response to an advertisement or other form of marketing
Discuss the value to marketers of using a cognitive response approach to analyze consumers' reactions to and processing of their advertising messages. Choose a print ad or television commercial
Discuss some of the reasons consumer packaged goods (CPG) marketers are allocating more of their IMC budgets to digital and social media versus traditional media such as television and print.
What is meant by the element of noise in marketing communications process? Discuss how mobile devices such as laptops, tablets and smartphones are contributing to the noise problem for television
The chapter discusses the Fiesta Movement social media campaign used by Ford to launch its new Fiesta subcompact car in the U.S. market. Discuss the pros and cons of this program and assess the
What is meant by encoding? Discuss how encoding differs for various types of advertising messages such as radio and television commercials, print ads, and digital/online ads.
The chapter opener discusses the award-winning #LikeAGirl campaign developed by the Leo Burnett agency for Procter & Gamble's Always brand. Why do you think this campaign was so successful
The text discusses the use of cultural anthropology to understand consumer behaviors. Why is it necessary for marketers to use alternative approaches to consumer behavior?
Recently there has been a great deal of attention paid to environmental issues resulting in a number of companies embarking on “green” campaigns. Discuss some of the reasons as to why companies
Why is understanding consumer behavior of such importance to marketers? Give examples of how marketers apply their understanding of consumer behavior to their marketing strategies.
Explain the differences between functional and psychosocial consequences. Give examples of advertisements that focus on both types.
Figure 4–1 presents a basic model of consumer decision making. Describe the model, and explain what happens at each step of the process.
In attempting to segment the market, marketers often will segment on the basis of subcultures. Citing the chapter, explain the advantages and potential pitfalls of this strategy.
Explain what is meant by cognitive dissonance. Why is this concept important to marketers?
Explain what a multiattribute model is and how a marketer might use it in an attempt to reach the consumer.
Neuroscience has been attacked by many as an invasion of privacy. Describe how marketers are using neuroscience research and discuss the pros and cons of this ethical argument.
Discuss the responsibilities and duties of an advertising or marketing communications manager in a company that uses a centralized organizational system versus a company that uses a decentralized
Discuss the changing role of account representatives in advertising agencies. Discuss how the role of account representative is changing and the developments that underlie these changes. Do you think
Why might a company choose to use a creative boutique rather than a larger, full-service agency? Find an example of a company that uses a creative boutique and discuss why the decision to use a
Discuss the role of specialized marketing communication organizations such as sales promotion, public relations, and digital agencies in the IMC process. Why are marketers likely to use these
Discuss the various criteria that might be used by an automotive marketer such as Ford or Honda in evaluating its advertising agencies versus a consumer packaged-goods marketer such as Procter &
IMC Perspective 3-1 discusses the outstanding creative work done by the Droga5 agency. Find an example of an award-winning campaign Droga5 has created for companies/brands such as Google, Under
Who are the various participants in the integrated marketing communications process? Briefly discuss the roles and responsibilities of each and how they are changing given the changes occurring in
What are the challenges facing traditional, full-service advertising agencies given the changes occurring in the area of integrated marketing communications? It has been argued that the traditional
Discuss how disruptions being created by the digital revolution are impacting advertising agencies. What changes do advertising agencies need to make to respond to the impact of digital technology?
The text describes a number of different positioning strategies. Give examples of products and/or brands that utilize each of these different strategies.
Discuss the difference between a push and a pull strategy. What kinds of firms would be more likely to employ each strategy? Give examples.
As noted, packages are now becoming communications tools, serving as advertising vehicles. At the same time, packages are changing the other marketing mix elements as well. Discuss how packages are
Marketers continue to increase their marketing efforts to the Hispanic market, while at the same time evidence suggests that younger Hispanics are becoming more integrated into the mainstream. What
In recent years a very good example of a successful IMC strategy is GEICO’s successful market approach. What factors have led to the success of this company?
Discuss the difference between benefit and demographic segmentation. Give examples of companies employing each. Is it possible for a company to employ both forms of segmentation simultaneously?
As the media environment changes, explain how this impacts the role of advertising and promotion. Why is the IMC process different than it was, say, 20 years ago?
Discuss the role that IMC assumes in the marketing mix. That is, how is this element of the mix coordinated with pricing, distribution, and product functions?
Many companies compete in a number of market segments. Discuss an example of one such company and describe how it communicates with its customers in different market segments.
The lead-in to this chapter discusses Buick's attempt to reposition its cars to a younger audience. Explain why this may or may not work.
What is meant by primary versus selective demand advertising? Provide examples of each. Discuss when a marketer might focus on primary demand stimulation versus selective demand stimulation.
Why are marketers putting so much emphasis on developing strong brands? Choose one of the Best Global Brands listed in Figure 1-1 and discuss how the company has used integrated marketing
Choose a company and discuss how it communicates with its customers at the corporate, marketing, and marketing communications levels.
Compare the definition of integrated marketing communications developed by Don Schultz with the original definition developed by the American Association of Advertising Agencies. How do they differ?
Why is it important for those who work in marketing to understand and appreciate all the various integrated marketing communication tools and how they can be used effectively?
Find an example of company or brand that has reduced its spending on traditional mass-media advertising and is allocating more of its IMC budget to digital media. Do you agree with this decision or
What is meant by the categorization of touch points into paid, owned and earned media? Choose a specific company or brand and discuss how it is using these three categories of media.
Discuss some of the ways technology is making it possible for consumers to avoid advertising messages and the impact this is having on the advertising and media industries.
Discuss the role integrated marketing communications plays in the marketing program of companies and organizations. Discuss some of the ways the use of the various promotional mix tools has changed
Evaluate Procter & Gamble's decision to make digital and social media such an important part of the IMC program for Charmin. Why do you think P&G has been successful in using social media in
Discuss the role of integrated marketing communications in the marketing program for a brand such as Charmin. Discuss how Procter & Gamble uses various IMC tools to market Charmin and maintain

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