Questions and Answers of Advertising & IMC Principles

Bottled water is an outgrowth of the health-and-fitness trend. It has recently moved into second place in the beverage industry behind wine and spirits, beating out beer and coffee. The latest twist
Analyze the campaign in terms of the Facets Model of Effects. Based on this model, what might be done to strengthen the campaign’s desired effect?
From current magazines, identify one advertisement that has exceptionally high stopping power (attention), one that has exceptionally high pulling power (interest), and one that has exceptionally
How could you strengthen the target audience’s participation in the campaign?
Explain how brand communication works in the case of the “Hard to Explain, Easy to Experience” campaign.
We discussed some aspects of the “Imported from Detroit” campaign for the Chrysler turnaround in the chapter. Briefly summarize the key decisions behind this campaign. Now apply the Facets Model
Your small agency has been invited to work on a new product called Wikicells, which are shell-like packaging systems that can be eaten. Milk, for example, could be packaged in a strawberry- or
You have been asked to participate in a debate in your office about three different views on advertising effects. Your office has to introduce a new electric car. A copywriter says that informing
This chapter identifies six major categories of effects or consumer responses. Find an ad in this book that you think is effective overall and explain how it works, analyzing the way it cultivates
Explain the difference between recall and recognition. What facet does each represent?
Describe the Facets Model of Effects, how it explains how brand communication works, and the key facets of brand communication effectiveness.
Differentiate between wants and needs. How are both of these concepts used in brand communication?
Create a set of five direct-response materials, promotions, and multiplatform efforts that you believe will make this campaign more effective.
What are the chief advantage and the chief disadvantage of direct response communication with this target audience? Of promotions and other multiplatform efforts?
Why do you think that Katla’s “Message in a Bottle” campaign has been so successful? What lessons might you learn about direct response and promotional planning from this case? If you were on
Pick a local business or nonprofit organization and find an ad or printed piece of some kind that represents the organization. Develop a Big Idea for a campaign for that organization. Then formulate
Explain the privacy issues that involve direct-response communication.
What is a database, and how and why is this tool used?
Define loyalty programs and explain why they are useful. How does lifetime customer value enter into the planning for such a program?
Explain the three audiences for sales promotion and how they are reached.
What are the five primary tools of DRC media, and how are they used?
How do push and pull marketing strategies relate to promotions targeted at consumers, and how do they relate to sales promotions targeted at trade audiences?
identify at least two tools you could use effectively on
Study Häagen-Dazs’s efforts to solve the problem of the disappearing honeybee colonies on its website. Look at the corporate social responsibility program on Ben & Jerry’s website. Compare
In 2009, Oprah Winfrey suggested to her viewers that they could get a free meal at KFC if they printed out an internet coupon. Oprah’s endorsement created demand from 4 million new customers that
Identify a local organization that might benefit from a public relations plan. Study the organization’s situation, identify a problem that can be addressed with public relations, and outline a plan
What is the impact of digital and social media on public relations and IMC?
What evidence in this case leads you to believe that the advertising team that created this campaign understood Multicultural Millennials? Can you add any additional insights?
Give an example that demonstrates how the TRACE campaign is socially responsible.
Does the “Hard to Explain, Easy to Experience” campaign communicate its brand message of innovation without using ideas, words, or images that are offensive or insensitive to the target audience?
Check the websites of three big-name companies, such as the following:• McDonald’s (www.mcdonalds.com)• Avon (www.avon.com)• Ben & Jerry’s (www.benjerry.com)• Starbucks
What methods would you use to conduct concurrent and posttesting of the campaign?
Historically, marketing experts have found the evaluation of traditional media to be easier than the evaluation of digital media. How is that changing?
If you wanted to go global with this campaign, what would you need to learn about each new market before you ran the campaign?
What are the major characteristics of television commercials? Describe the tools of writing for video.
If you worked for TRACE, how would you pretest this campaign prior to using it across the country?
Put together a portfolio of 10 ads for a set of product categories targeted to a college audience. Set up a focus group with participants recruited from among your friends and ask them to look at the
Explore the websites of two IMC evaluation companies, such as Ameritest (www.Ameritest.net), Ipsos ASI (www.ipsos.com), Millward Brown (www .millwardbrown. com), or Sapient (www.sapient.com), and
What are some challenges posed by evaluating digital efforts in particular?
What is media optimization, and how do we evaluate how close we are to achieving it?
What is single-source research, and how do scanner data relate to it?
Why is campaign measurement becoming more important than it used to be?
Why is the setting of campaign objectives important?
Luna Pizza is a regional producer of frozen pizza. Its only major competitor is Brutus Bros. The following is a brief excerpt from Luna’s situation analysis for the next fiscal year. Estimate the
How could you increase the consistency of the “Hard to Explain, Easy to Experience” campaign so that the overall impact was greater?
How has the “Pink Ribbon” campaign built the reputation of the Susan G. Komen organization? Who does it target? What is its brand essence or core brand concept? Explain how this campaign brings
Compare the brand positioning and customer-focused content of three of the following corporate sites: www.accenture.com, www.ibm.com, www.nielsen.com, www.forrester.com, and
Choose a restaurant in your community and develop a campaign plan. What types of people does the restaurant target? Would you recommend that its advertising focus on price or image? What is (or
What is internal integration?
What are two types of controls used in the management of an IMC campaign?
What is cross-media integration, and why is it important?
What are SWOTs, and how are they used strategically in analyzing a marketing situation?
Why is a brand an integrated perception?
What do we mean when we say that media planning in an IMC campaign plan moves from channels to contact points?
Outline the branding effort from Chapter 1 in terms of the sections of a standard campaign plan. From the case write-up reported in this chapter, is there anything missing?
Explain cause marketing and mission marketing. How do they differ, and what do they contribute to an IMC program?
Based on TRACE’s $100 million advertising budget, draw your own pie chart indicating the media you would select with a dollar figure attached to each medium.
What media would you recommend to reach the TRACE target market of Multicultural Millennials (age 18 to 29)?
In performing an aperture analysis, choose one of the following products: video games (such as Nintendo), men’s cologne (such as Axe), computer software (such as Photoshop), or athletic shoes for
How are gross impressions and GRPs calculated?
Develop an idea that you believe would reach the TRACE target market of Multicultural Millennials (age 18–29) for these media types:a. Owned Mediab. Owned but interactive mediac. Earned interactive
Microsoft’s launch of the “Rise of the Tomb Raider” video game was successful due in part to the publicity surrounding its unique Survival Billboard event.• What elements made the Survival
Collect online mentions for three major media outlets. Choose from such media as The New York Times (www.nytimes.com), The Wall Street Journal (http://online.wsj.com/home-page), FOX News
Your small agency works for a local retailer (pick one from your community) that wants to make the most effective use of its tool kit of owned media. The retailer has very little money to use on
This chapter used the National Geographic social media example to illustrate a brand personality online. Find another brand that uses YouTube to create a brand personality. Critique the blog’s
Does your school have a naming rights program? Where do you see it operating on campus? Can you find out how much revenue was, or is, produced by this program? How does the association help or hinder
Discuss multiplatform brand communication and how it is used.
What are online communities, and how are they used in brand communication?
What is mobile marketing? Why is it important?
What are the primary types of owned digital media? How are they used?
In the owned category, what are the media of personal contact?
Explain how interactive owned media differ from owned media. Give an example of interactive owned media and explain why the interactive element is important.
What are branded media, and why are they important?
Explain the differences between owned and earned media. Give an example of each.
Discuss multiplatform brand communication and how it is used.
Why is word of mouth becoming more important in brand communication programs?
How can online advertising be used in support of this campaign?
In what ways do traditional advertising media contribute to the “Hard to Explain, Easy to Experience” campaign? Why?
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
What are the advantages of magazine advertising?
Explain how newspaper readership is determined and measured and how readership differs from circulation.
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?
What target market insights led to the development of the “Hard to Explain, Easy to Experience” media plan?
Which medium do you believe would be most impactful in the “Hard to Explain, Easy to Experience” campaign? Why?
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 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
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
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.
Explain what is meant when we say IMC is multiplatform, multimedia, and multitargeted.
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
Discuss why product placement, branded entertainment, social and mobile marketing, and guerilla marketing became popular.
Write a design memo that describes the “look” of the “Hard to Explain, Easy to Experience” campaign. What
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”?
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
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
Create a list of guidelines to use in designing a website.
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
Discuss the aesthetic role of typography. Find an ad that illustrates how type can add meaning to the message.
The case briefly discusses the tonality (voice) of the communications. Write a one-page direction to the creative
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

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