Questions and Answers of Advertising & IMC Principles

Perhaps some thoughts about insights from focus groups or in-depth interviews with consumers?
What made you want to become a planner/strategist?
What do you like most about planning/strategy development?
Perhaps some thoughts about insights from focus groups or in-depth interviews with consumers?
What do they currently think?
What would we like them to think?
What is the single most persuasive idea we can convey?
Why should they believe it?
When and where is the target most receptive to our message?
Are there any creative guidelines?
What made you want to become a planner?
What do you like most about planning?
Perhaps some thoughts about insights from focus groups or in-depth interviews with consumers?
What made you want to become a planner/strategist?
In this chapter, you learned about three main emphases for account planners: developing consumer insights, formulating a strategy, and evaluating the effectiveness of the message. Now think about
What do you like most about planning/strategy development?
What are the characteristics of a great strategist?
What’s a fun fact or story that you like to tell about your experience as a planner?
An account planner is often considered the “consumer advocate.”Pick a brand that you like and use—a brand that would be your “best friend.” What three things does the consumer like most
Do you have the skills and interests of an account planner? Circle the numbers that most reflect how you see yourself. Then total all the numbers. Where do you fall on the scale from 7 to 35? The
Do you prefer Spotify, Pandora, Apple Music, or SoundCloud? What is the personality of each of these brands? Why do you prefer your choice to the others?
The Internet of things (IoT) connects you to the Internet in many ways. It could be your fitness tracker, your refrigerator, or your thermostat. Make a list of all the things you currently own that
Native advertising is online paid advertising that looks like nonadvertising content. Take a look at your favorite social media platform. How many native ads do you see? Does the content of these ads
POEM is an acronym for paid, owned, and earned media.Give three examples of each of these in the media you use every day.Which do you think are the most effective? Why?
Think about a place where you have either worked or interned. Try to figure out the business structure of that company.Describe as many different positions at that company that you can remember. How
Who was the competition—both direct and indirect—for the company you described in activity 1? How does that competition affect your company?Data From Activity 1:Think about a place where you have
What do the marketing people do at this company? Do they work with an advertising agency? If so, how do they interact? If they don’t work in an advertising agency, do they have an in-house
Think of a brand your grandparents might use that you don’t.Write a target market description for that brand including demographics, geographics, psychographics, and usage characteristics. (If you
A persona paints a picture of your target audience with words.Write a persona for the brand you chose that your grandparents might use.Include a photo of a single person who visually represents your
Finally, keeping the persona you developed in mind, create a customer journey map for the brand you chose, following the example in table 5.1.Table 5.1: Table 5.1. Allison Family Customer Journey Map
It’s time to get dirty in the data. Pick a brand that you use on a regular basis. Based on what’s available through your school library, use at least three of the secondary resources described in
Create a SWOT and SOAR analysis based on the information you’ve dug into for activity 1.Data From Activity 1:It’s time to get dirty in the data. Pick a brand that you use on a regular basis.
Using the information you’ve gathered in activities 1 and 2, imagine that this brand is going to be repositioned for a completely different target audience—someone more like your
Pick a brand that you currently use. Check the brand’s presence on Twitter. See how far you can go in learning about the brand. For example, how many hashtags are used that pertain to the brand? If
Register for the free version of Talkwalker. Do a search for the brand you chose in activity 1, and view the time line of engagement. What new insights have you learned about the brand?Data From
Use HowSociable’s free service to check the brand you chose in activity 1 to see how much engagement the brand has had on social media in the last week. Do you think your brand is doing a good job
Let’s say you want to go on a road trip with five of your friends. “Your friends” is your target market. Make a list of 25 friends, and ask each of them this screener question: “Do you like
Write the names of those who said yes to your first question on small pieces of paper. Let’s say that you get 12 who would like to go on a road trip with you, but you only have room for four people
Develop a survey of three questions. For example, let’s say you want to know where your friends would like to take a road trip, and you might ask them that open-ended question. Let’s say you get
As we discussed in chapter 6, researchers should always start with secondary research before moving on to primary research, whether quantitative or qualitative. For this activity, approach your
Rather than a focus group, for this activity think about depth interviews with your friends. What questions would you ask them?Compare these questions to the focus group questions. How are they
Explore your friends’ interests with projective techniques.Let’s say you have three options you want to hone in on—Yosemite National Park in California, Yellowstone National Park in Wyoming,
Pick an ad from a magazine that you don’t usually read. Now work backward from the execution to the strategy behind the ad. Ask yourself:• What is the overt message of the ad?• Who is the
Pick a brand that your parents might use but you don’t. Look at ads for this brand and for its competition. Are they speaking to the same target audience? Or are these brands really reaching out to
Walk around your room (or apartment or house), and pick a product that you use every day. What is the benefit of this product?That is, what does it do for you, the consumer? How can you sell that
Create an FCB grid on an 11 × 8½ piece of paper (that is, make the page horizontal). Now walk around your dorm room, apartment, or house choosing different things you see. Where would they fit on
Now create another FCB grid on an 11 × 8½ piece of paper.This time choose one product and consider all the different brands for that product. Where would you place each of those brands on the FCB
Think about the cognitive dissonance model. Now think about a time when you bought something that, at the time, you didn’t think it was a great deal but you later justified as a good deal. How did
Create a mind map for a product that you use regularly. It might be a brand of toothpaste, a place you like to eat, or any number of other things. Draw the mind map on a large piece of paper or a
Positioning can also become a brainstorming technique.Think of two opposites for two different points of interest for your target audience. Your X-axis might be a place and your Y-axis might be cost.
Word associations can both be fun and lead to new ideas.Take five words that you might use as you develop your campaign;then start making lists of all the words you might think of related to each of
Choose a brand that someone in your family uses. Describe the demographics of this family member. For example, if writing about your mom, you might write, “Woman in her 50s, with a household income
Choose a brand that you use regularly. Now take the Yakob brief (see https://farisyakob.typepad.com/files/a-new-brief-farisyakob.pdf), and think about how you would develop the brief for your brand.
Based on what you’ve read in this chapter—and the conversation with John Baker (and others throughout this book)—what appeals to you most about a job as a planner? Do you think this would be a
Would you like to be part of an agency’s pitch team? Discuss the various aspects of a pitch and what role you would like to play.Would you enjoy this? Do you think you’d be good at this? Do you
Look again at the seven-item checklist with the qualities of a good planner in this chapter. Go through each one and say, “Yep, that’s something I do.” Or, “Nope, that’s not who I am.” Of
Look at Kendra Salvatore’s list of “What are the characteristics of a great planner?” How many of these do you think are part of who you are? Do you think you might be a good planner?Why or why
Check out Reisman’s theory (articles on websites, or The Lonely Crowd) and then write a profile for yourself and your best friend. Compare and contrast your orientation toward your peers. Also see
If you worked for TRACE, how would you evaluate the success of the “Hard to Explain, Easy to Experience” campaign in the market year to year?
What are the primary tools of media relations?
What is consumer relations, and what are the similarities to and differences from other forms of public relations, such as media relations and employee relations?
Write a one-page explanation of the campaign.
In class, discuss the following:a. In what ways does the TRACE case reflect the expanded definition of what advertising is?b. How does the case illustrate the various roles that advertising campaigns
Every chapter in this book opens with an award-winning case. For this assignment, you will be asked to analyze why it was effective and, in many cases, come up with ideas for how that campaign could
Leo Burnett, a giant of the advertising industry, always kept a file he called “Ads Worth Saving,” ads that struck him as effective for some reason. It was his portfolio of ideas. He explained
Look through the ads in this book and find examples that focus on each of the three definitional orientations: identification, information, and persuasion. Explain how each ad works and why you think
Prepare a one-page statement explaining how the “Hard to Explain, Easy to Experience” campaign will actually help TRACE sales among Multicultural Millennials.
Why do you think TRACE would want a campaign directed to Multicultural Millennials?
What aspects of the marketing mix are relevant to a campaign to Multicultural Millennials (ages 18–29)?
Explain how New Pig’s marketing communication helps support and build the brand image. In what ways do the other elements of the marketing mix communicate messages about the New Pig brand?
Look through the ads in this book or in other publications and find an example of an advertisement that you think is strongly focused on building a strong brand and another ad that you think does not
Define integrated marketing communication and explain what integration contributes to brand communication.
What is the difference between marketing communication and brand communication?
Develop a creative brief based on what you believe an account planner would have developed. Keep it to one page.
Examine SUVs at the following websites: www.lexus.com, www.infiniti.com, and www .mercedes-benz.com. Based on what you find on these sites, compare the positioning strategies for these top-ofthe-
What is account planning, and what does the account planner bring to a marketing communication plan?
What is an insight, and how is it uncovered? What is insight mining?
What are the key decisions involved in establishing a brand and planning brand strategy?
Discuss the cascading concept in planning and setting objectives.
What information does a brand communication plan derive from the business plan or marketing plan?
Think of a product you purchased recently after seeing an advertisement. Which brand strategies can you discern in the advertising?
What campaigns targeted to African Americans, Asian Americans, and Hispanic Americans are you aware of, and do you believe they are successful? Why or why not?
From the case study and your own personal experiences in college, what factors do you believe most strongly influence Multicultural Millennials in their decision making?
Choose two VALS and two MindBase categories. Find one print advertisement that appears to be targeted to people in each category. Explain why you think the ad addresses that audience. Do you believe
You are working on a new account, a bottled tea named Leafs Alive that uses a healthy antioxidant formulation. The sale of bottled tea as well as healthy products is surging. Analyze your market
Discuss the decision making involved in choosing your college:a. Interview two classmates and determine what influenced their decision to attend this school.b. How did you—and the people you
What age-group category do you and your friends fit into? Gen Y? Millennial? There’s always debate about the characteristics of these population groups, yet there are usually some general
Consider the social factors that influence consumer decisions. Identify two demographic or psychographic factors that you think would be most important to each of these product marketing
How did the “Hard to Explain, Easy to Experience” team members use research to better understand the problem they were trying to solve?
What are your key demographic and psychographic characteristics? Build a profile of yourself and discuss how each one might be used in planning an advertising campaign targeted to someone like you.
What are reference groups? List the reference groups to which you belong or with which you associate yourself.
How did the “Hard to Explain, Easy to Experience” team use research to inspire a creative solution to the Trace marketing challenge?
What were the key research findings that led to Lean Cuisine’s rebranding campaign? You have just been assigned to the Lean Cuisine team for the next year of the campaign. What research would you
Assume that you are working for Gerber Baby Foods. You have been asked to identify the relevant trends that are forecasted for US birthrates between 2020 and 2025. Identify internet sources that
Explain the difference between validity and reliability and explain how these concepts affect brand communication research.
Discuss when each of the following research methods might be used: focus group, in-depth interviews, observational research, ethnographic research, panels, and diaries.
What is survey research, and how is it conducted? How do in-depth interviews differ from surveys?
What types of information are obtained from quantitative, qualitative, and experimental research designs? How are those three categories of research different?
Discuss the difference between primary and secondary research.
Distinguish between marketing research and market research. Why is it important to understand the difference?

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