Advertising And IMC Principles And Practice 11th Edition Sandra Moriarty , Nancy Mitchell , Charles Wood , William D. Wells - Solutions

How can online advertising be used in support of this campaign?AppendixLO1
In what ways do traditional advertising media contribute to the “Hard to Explain, Easy to Experience”campaign?Why?AppendixLO1
Mini-Case Analysis: Aflac has been an award-winning campaign for years. How important do you think the“voice of the brand” is? Why not have multiple quacking ducks? Explain how its media use has contributed to its success. In particular, describe how the media mix has evolved. If you were a
Portfolio Project: You have been asked by the director of your school’s student union to make a chart of all the traditional media serving your market to use in promoting the center’s 50th-anniversary events.Develop a profile for each medium giving the key characteristics, such as type of
You are a major agency media director who has just finished a presentation to a prospective client in convenience food marketing where you recommend increasing the use of local radio and television advertising in spot markets. During the question-and-answer period, a client representative says,
You are a sales rep working for a college newspaper that has an online version. How would you attract advertising? One of your colleagues says there is no market for online advertising for the paper, but you think the paper is missing an opportunity. Consider the following questions in deciding
You are the media planner for an agency handling a small chain of upscale furniture outlets in a mediumsized metro market that concentrates most of its advertising in the Sunday supplement of the local newspaper.The client also schedules display ads in the daily editions for special sales. Six
Define and describe a banner ad. Some experts say the effectiveness of banner ads is declining. Why would that be?AppendixLO1
What is a website, and how does it differ from other forms of advertising?AppendixLO1
How can movie advertising be used most effectively, and what are its advantages and limitations?AppendixLO1
What are trailers, and how are they used as an advertising form?AppendixLO1
How can television be used most effectively, and what are the advantages and limitations of advertising on television?AppendixLO1
How can radio be used most effectively, and what are the advantages and limitations of advertising on radio?AppendixLO1
What is the greatest advantage of outdoor advertising?Of directory advertising?AppendixLO1
What are the advantages of magazine advertising?AppendixLO1
Explain how newspaper readership is determined and measured and how readership differs from circulation.AppendixLO1
Explain how newspapers vary based on frequency of publication, format and size, and circulation.AppendixLO1
Describe search advertising and explain why it is becoming so important to marketers. What is a key word, and how does it function in search advertising?AppendixLO1
A new radio station is moving into your community. Management is not sure how to position the station in this market and has asked you to develop a study to help make this decision. What key research questions must be asked, and what research methods would you recommend using to get more
Explain how online advertising works.AppendixLO1
Explain the factors media planners consider when making place-based (out-of-home) media advertising decisions.AppendixLO1
Describe how marketers make effective decisions about advertising in published media, such as newspapers and magazines.AppendixLO1
What target market insights led to the development of the “Hard to Explain, Easy to Experience”media plan?AppendixLO1
Which medium do you believe would be most impactful in the “Hard to Explain, Easy to Experience” campaign?Why?AppendixLO1
Mini-Case Analysis: Reread the Axe story at the beginning of this chapter. What was the problem this brand faced, and how did that affect the media planning? What were the objectives of both the initial campaign and its follow-up? What was the Big Idea that drove the second campaign, and how did
Portfolio Project: Collect three promotional messages from three different types of media. Analyze what you believe to be the target for each piece. Now analyze the medium in which each message appears. Research what you can about that media form to determine its audience.Compare your analysis of
You have been asked to help your family’s restaurants rethink their media planning, which includes two upscale Italian restaurants and a small chain of five grilled panini sandwich shops. Is there any difference in how they might use traditional advertising versus the new online forms of brand
This chapter sets up a way to organize media in terms of paid, owned, and earned categories. Define each and explain how they are different. Give an example of each and explain why and when you would use that type of media.AppendixLO1
What is the difference in perspective between how companies and consumers use media? Give an example from your own experience where these two perspectives either align or are at odds.AppendixLO1
In what ways are consumer media patterns changing, and how does that affect marketing communication?AppendixLO1
Explain what is meant when we say IMC is multiplatform, multimedia, and multitargeted.AppendixLO1
What is the difference between reach and frequency?AppendixLO1
What is a media mix, and how does the mix differ for an IMC campaign?AppendixLO1
Explain the roles of media salespeople, media planners, media buyers, and media researchers.AppendixLO1
Trace the evolution of media forms and explain how the new digital era is different from previous media environments.AppendixLO1
What qualities does an integrated campaign need to have in order to work well across multiple media platforms? How was the “Find Your Magic” campaign by Axe designed so it would be effective and selfreinforcing across a variety of media and contexts?AppendixLO1
Discuss why product placement, branded entertainment, social and mobile marketing, and guerilla marketing became popular.AppendixLO1
Discuss why and how the media landscape is changing.AppendixLO1
Describe the key strategic media concepts.AppendixLO1
Explain how various media work in marketing communication and how the industry is organized.AppendixLO1
Write a design memo that describes the “look” of the“Hard to Explain, Easy to Experience” campaign. What elements would you make mandatory (e.g., typeface, colors), and which would you allow individual campuses to personalize in their own colors?AppendixLO1
Mini-Case Analysis: Summarize the creative strategy behind State Street’s “Fearless Girl.” Explain the critical elements of this public relations effort. How would you build on the success of “Fearless Girl”?What would happen if the conversation became more political? Is that good or bad
Portfolio Project: Select a product that is advertised primarily through print. Examples of such products are business-to-business and industrial products, school supplies, many over-the-counter drugs, and some food items. Your objective is to develop a 30-second television spot for this product.
You have a new client who has a new hand lotion for men, one that is designed to help men whose hands take a beating in their jobs. One of your colleagues, a photographer, believes that the only way to visualize the product and its use in an ad is through photography.Another colleague, an artist,
You have been asked to design a web page for a local business or organization (choose one from your local community). Go to www.flickr.com and choose a visual to illustrate the website by trying to match the personality of the organization to a visual image. Then identify the primary categories of
Choose one of the following design critique problems:a. Print: What principles are most important in the design of a magazine ad? Collect two sample ads:one you consider a good example of effective design and one that you think is not effective. Critique the two ads and explain your evaluation
One of the challenges for designers is to demonstrate a product whose main feature cannot be seen by the consumer.Suppose you are an art director on an account that sells shower and bath mats with a new patented system that ensures that the mat will not slide (the mat’s underside is covered with
Create a list of guidelines to use in designing a website.AppendixLO1
Explain the four steps in the video production process.AppendixLO1
Explain the following video terms:• Stock footage• Morphing• Animation• Stop motion• Claymation AppendixLO1
What does the phrase four-color printing mean? What are the four process colors? What does the phrase color separation mean, and how does that work?AppendixLO1
What’s the difference between line art and halftones?AppendixLO1
List the design principles and explain each one.AppendixLO1
Compare the use of black and white, spot color, and full color in terms of visual impact.AppendixLO1
What are the responsibilities of an art director?AppendixLO1
Explain in what ways visuals add impact to brand communication.AppendixLO1
One approach to design says that a visual image in an ad should reflect the image of the brand. Find a print ad that you think speaks effectively for the personality of the brand. Now compare the print ad with the brand’s website. Does the same design style continue on the site? Does the site
Discuss the aesthetic role of typography. Find an ad that illustrates how type can add meaning to the message.AppendixLO1
Describe basic web design considerations.AppendixLO1
Identify the essentials of video production.AppendixLO1
Name the essentials of production for print media.AppendixLO1
Explain the basics of design.AppendixLO1
Define the role of visual communication.AppendixLO1
The case briefly discusses the tonality (voice) of the communications.Write a one-page direction to the creative team explaining what the tonality should be and giving rationale for your recommendation. Keep in mind the target audience and your client (TRACE).AppendixLO1
Mini-Case Analysis: Summarize the creative strategy behind the Old Spice campaign. Explain how the Big Idea works and how it is expressed in the copy. What makes the writing so engaging? Come up with an idea for another Old Spice “one-shot” ad and draft the copy.AppendixLO1
Portfolio Project: In the discussion questions at the end of Chapter 6, you were asked to consider the research needed for a new upscale restaurant chain that focuses on fowl—duck, squab, pheasant, and other elegant meals in the poultry category. Now your creative team is being asked to develop
Critique the following (choose one):a. Jingles are a popular creative form in radio advertising.Even so, there may be as many jingles that you don’t want to hear again as there are ones that you do. Identify one jingle that you really dislike and another one that you like. Analyze why these
Select a product that uses a long-copy format in print.Examples are business-to-business and industrial products, over-the-counter drugs, and some car and appliance ads. Now write a 30-second radio and a 30-second television spot for that product. Present your work to the class along with an
What do we mean by “tone of voice,” and why is it important in advertising, public relations, and direct response? Find a magazine ad that you think has an appropriate tone of voice for its targeted audience (the readers of that particular magazine) and one that doesn’t.Discuss your analyses
Creative directors say the copy and art must work together to create a concept. Consider all the ads in this chapter and the preceding chapters and identify one that you believe best demonstrates that principle. Explain what the words contribute and how they work with the visual.AppendixLO1
What are the major forms of writing for public relations professionals?AppendixLO1
Describe how internet advertising is written.AppendixLO1
What are the major characteristics of television commercials? Describe the tools of writing for video.AppendixLO1
One principle of print writing is that the headline catches the reader’s eye but the body copy wins the reader’s heart and mind. Find an ad that demonstrates that principle and explain how it works.AppendixLO1
What is the primary role of body copy, and how does it accomplish that?AppendixLO1
What is adese, and why is it a problem in advertising copy?AppendixLO1
Describe the various copy elements of a print ad.AppendixLO1
Discuss the differences in writing for advertising, public relations, and direct response.AppendixLO1
What qualities make a good tagline or slogan?AppendixLO1
Discuss the message characteristics of radio advertising. What does “theater of the mind” mean to a radio copywriter? What are the primary tools used by the radio copywriter?AppendixLO1
What is the difference between a direct-action headline and an indirect-action headline? Find an example of each and discuss how it works.AppendixLO1
Identify some challenges that writers face.AppendixLO1
Explain how to write for various media.AppendixLO1
Name the types of brand communication writing.AppendixLO1
Describe the writer’s role in brand communication.AppendixLO1
How would you describe the campaign’s message strategy?AppendixLO1
What was the Big Idea behind the “Hard to Explain, Easy to Experience” campaign?AppendixLO1
Mini-Case Analysis: Summarize the creativity aspects of the REI “#OptOutside” effort. What makes this effort and its promotion creative? Brainstorm an idea for a new campaign that would extend the campaign’s theme and develop this new Big Idea as a proposal to present to your
Portfolio Project: Find at least two newspaper or magazine advertisements that you believe are bland and unexciting. Rewrite them, first to demonstrate a hard-sell approach and then to demonstrate a soft-sell approach.Explain how your rewrites have improved the original ad. Also explain how the
List five characteristics of creative people. How do you rate yourself on those factors?AppendixLO1
Explain how brainstorming is used in IMC.AppendixLO1
Describe the five steps in the creative process.AppendixLO1
What does it mean when a creative director says that your idea needs to make a “creative leap”?AppendixLO1
What is a Big Idea, and what are its characteristics?AppendixLO1
Explain four types of selling premises.AppendixLO1
How do various strategic approaches deliver on the objectives identified in the Facets Model of Effects?AppendixLO1
This chapter argues that effective brand communication is both a science and an art. Explain what that means and give examples of each.AppendixLO1
Find the campaign in this book that you think is the most creative.• What is its Big Idea? How and why does it work?• Analyze the ad in terms of the ROI formula for evaluating effective creative advertising.• Re-create the creative brief that would summarize the message strategy.AppendixLO1
What is an appeal? How do advertisements touch people’s emotions? Discuss two techniques.AppendixLO1
Define issues affecting the management of creative strategy and its implementation.AppendixLO1

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Advertising And IMC Principles And Practice 11th Edition Sandra Moriarty , Nancy Mitchell , Charles Wood , William D. Wells - Solutions

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