Advertising: Strategy, Creativity And Media 1st Edition Fill, Chris;Hughes, Graham;Francesco, Scott De - Solutions

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Draw the hierarchy of advertising goals and explain the characteristics associated with each level.
A friend has asked for help with an essay they are writing and would like you to explain why media planning is different in online and mobile contexts compared to traditional media.
A leading national distributor of bicycles in your country is planning an advertising campaign to boost market share. How would you advise them with regard to the different ad formats that are available?
How might advertising be adjusted if it is known that a preferred media vehicle experiences high levels of clutter?
Explain the differences in cultural context between traditional media and contemporary digital media.
Prepare a short presentation explaining behavioural economics. Use examples to illustrate your points.
How might advertising be affected if low attention processing became more widely accepted?
Identify two campaigns and compare the degree to which integration has been undertaken.
Write notes about the extent to which organisations have a duty to present their goods and services as truthfully and accurately as possible.
In consideration of the use of social media outlined in the Radiotjänst minicase, how would you recommend the Swedish television licensing organisation develop their next campaign?
For a brand of your choice make recommendations about how they might use advertising to demonstrate their CSR credentials.
Make a list of the reasons why corporate social responsibility has become a major issue for advertisers.
Why should ambush marketing be considered a problem?
How might the complaints procedures about advertising be made more robust?
What is the difference between the CAP and BCAP Codes of Practice?
Are there too many rules and regulations governing advertising? If so, how would you change the situation?
Should advertisers be allowed more freedom in how they communicate with their target audiences?
To what extent is self-regulation an effective way of controlling advertising practice?
Why is public opinion important to the advertising industry?
With regard to the Aircel minicase set out at the start of this chapter, how would you propose that they develop a CRM programme and in particular an advertising campaign, in order to address the three objectives?
Explain what happens in post-buy analysis.
Give reasons for choosing an ‘opportunity buy’ versus a ‘scatter buy’ when buying airtime for television.
List some of the pricing models for gaming advertising.
Why do some call for deeper analysis of analytics programmes?
List several reasons why it is important for an advertiser to monitor the performance of its social media site.
Articulate some of the complex core measurement principles found in measuring mobile media.
What are GRPs and what function do they serve?
Describe what is meant by gross impressions. How are gross impressions different from CPM?
List some of the tools a media planner might use as a starting point to planning media.
How would you respond to the challenges facing the research team at SAS as set out at the start of this chapter?
Explain the function of a media fl owchart and list its basic components.
BARB (Broadcasters’ Audience Research Board) provides in-home TV viewing measurement for the United Kingdom. Discuss the viewing habits for a week of your choice by analysing BARB’s multichannel viewing summaries ( http://www.barb.co.uk/ ).
Jot down some ways that a media planner could increase frequency with a media schedule.
Describe what is meant by impressions .
Explain the differences between behavioural segmentation and generational cohort.
Clarify the difference between media objectives and media strategies.
Discuss the differences among the several methods for segmenting markets.
Explain why some suggest that media planning is a delicate balance between art and scientifi c analysis.
Review some of the characteristics that make up media planning’s recent evolution.
Considering the Sainsbury’s minicase set out at the start of this chapter, how would you propose PHD revise the media schedule?
Explain how application technologies may create value for businesses and the advertising medium.
Give reasons why advertising on a gaming site might return excellent results.
Choose a gaming site with which you are familiar. Design a marketing communications message to be integrated into the gaming site that is both impressive and not intrusive.Explain your choices.
List several reasons why it is important for an advertiser to monitor the performance of its social media site.
Describe your social media site of choice. Write a brief presentation describing in detail the reasons for your choice, including ease of use and connectivity.
Jot down several advantages to integrating mobile advertising into the advertising media plan.
Choose two websites – one that you fi nd particularly enjoyable in terms of its use of online advertising and one that you fi nd particularly annoying. Discuss in detail the reasons for your opinions by using examples from the sites.
Discuss some ways one can use traditional media to drive traffi c to online and mobile media sites.
Discuss some of the advantages and disadvantages of using online media for advertising purposes.
With regard to the Obama minicase set out at the start of this chapter, how would you propose his campaign team use digital media to raise funds and votes for the presidential campaign?
Make notes about some of the innovations in out-of-home, alternative and supplementary media of which you are aware.
Give reasons why transit advertising might meet with great success.
Prepare a report explaining how cross-media campaigns are using traditional and newer media to create value for brands.
Explain the benefi ts and the disadvantages to the advertiser of television audience fragmentation.
Discuss some ways in which the print media are adapting to multi-platforms for better coverage.
Describe the radio station (online or otherwise) format you enjoy the most. Write a short presentation describing in detail the perceived demographics and psychographics of those who listen to this radio station format.
Choose a magazine or newspaper advertisement that you fi nd interesting. Analyse the print ad with regards to the advantages the medium offers the advertiser; now analyse the same print ad from the drawbacks the medium presents to the advertiser.
Explain the potential value of a controlled-circulation publication for an advertiser.
What is the essential difference between addressable and interactive media?
With regard to the Finnair minicase set out at the start of this chapter, how would you propose they use advertising to reach their target audiences and which media would you recommend they use to reach them?
Compare the benefi ts of share of voice and objective and task methods of setting advertising budgets.
Why has payment by results become a more common basis for agency remuneration?
Write a short profi le of a leading individual in advertising.
Discuss the main factors that might lead to confl ict between a client and their advertising agency.
What is the purpose of holding a chemistry meeting when searching for an advertising agency?
Explain how the role of the account planner has changed as a result of the growth of an integrated approach to marketing communications.
What factors need to be considered in appointing an advertising agency by a major supplier of personal care products in China?
Make notes outlining ways in which advertising agencies can differentiate themselves.
Explain the advantages and disadvantages of the standardised and adapted approaches when appointing an advertising agency.
Advise how The Help Agency, described in the minicase at the start of this chapter, might develop an effective remuneration system that would be attractive to potential small charity-sector clients.
Describe brand equity and explain the three main elements identifi ed by Feldwick.
Critically appraise each of the three ways communications and advertising are used to develop brands.
What are brand associations and why are they important?
Choose a brand and consider the way it is used strategically. In what ways might the brand owner develop the brand?
Prepare a short presentation to explain Biel’s ideas about brand magic . Use examples to illustrate the different stages.
How might brands be categorised?
Select two manufacturer brands from two different sectors, visit their websites and consider their characteristics. What similarities can you identify?
Choose two brand defi nitions and write some brief notes comparing them.
What are the three brand Ps and how do they interact?
In view of the De Beers minicase set out at the beginning of this chapter, suggest ways in which advertising might be used to build brand associations that ‘allow’ women to buy diamonds for themselves.
To what extent can creativity be evaluated effectively?
Identify the advantages and disadvantages of using humour in advertising.
Explain the difference between information- and emotional-based message appeals.
Use the framework of the creative brief in Figure 5.1 to produce a brief for a consumer brand of your choice.
Is the creative team (copywriter and art director) approach still a good model for creative advertising development?
Do you agree with Hegarty’s view of the creative process being ‘dysfunctional’? Discuss the relevant issues.
Identify fi ve major challenges facing those involved in creative roles in advertising.
Why is context signifi cant in developing creative advertising?
How do cultural issues impact on creativity in advertising?
Given the strength of Volvo’s safety positioning, presented in the Volvo minicase at the beginning of the chapter, how do you think Havas Arnold should develop the brand’s creative strategy and appeals?
Using www.nmauk.co.uk or www.tellyads.com or by reviewing media in a country of your choice, provide a list of examples to illustrate the positioning platforms suggested in Table 4.4 .
Create a perceptual map for the main competitors in one of the following market sectors:beer, airlines, banks.
Why are customer perceptions important in developing effective positioning?
Using secondary research, prepare a presentation showing the key stages of a plan for advertising the launch of a new consumer product in a country of your choice.
How do pull, push and profi le positioning strategies differ in terms of their target audiences?Provide examples.
Prepare notes for developing a context analysis for an organisation of your choice.
Explain the signifi cance of distinguishing between business and communications objectives.Provide examples of each.
Why is integration considered to be important in the development of strategic communications plans?
What are the key differences between the planning and emergent schools of strategy?
With regard to the challenges presented in the Ulster Bank minicase at the beginning of the chapter, what positioning strategies would you use and which media should be selected to support the positioning strategy?

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Advertising: Strategy, Creativity And Media 1st Edition Fill, Chris;Hughes, Graham;Francesco, Scott De - Solutions

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