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

Identify key message strategy approaches.AppendixLO1
Explain creative thinking and how you get the Big Idea.AppendixLO1
Describe the role of creativity in integrated marketing communication.AppendixLO1
Develop at least three business objectives and strategies, three communications objectives and strategies, and three media objectives and strategies based on the case study.AppendixLO1
Develop a creative brief based on what you believe an account planner would have developed. Keep it to one page.AppendixLO1
Mini-Case Analysis: Review the Chick-fil-A case that opened and closed this chapter. Assume you are working on this account and have been asked to pull together a presentation for the brand team for the next year of this campaign.What research would you recommend conducting to decide if the
Portfolio Project: 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-line SUV models. Analyze the product features, competitive advantage, and points of
You are in a meeting about the strategy for an automotive client who is proposing a new upscale luxury version of an electric car. One of your team members says that positioning is an old strategy and is no longer useful for modern products because the market is so complex and changes so fast.
The owners of the Vico brand of organic coconut water believe that it is the next big trend in the bottled water category. It uses the clear liquid inside young, green coconuts(not coconut milk, which is derived from pressing the coconut pulp). Healthy and natural, the product is popular in South
What is account planning, and what does the account planner bring to a marketing communication plan?AppendixLO1
What is an insight, and how is it uncovered? What is insight mining?AppendixLO1
What is a position, and how is it established?AppendixLO1
What are the key decisions involved in establishing a brand and planning brand strategy?AppendixLO1
Discuss the cascading concept in planning and setting objectives.AppendixLO1
What is a situation analysis, and how does it differ from a SWOT analysis?AppendixLO1
What information does a brand communication plan derive from the business plan or marketing plan?AppendixLO1
Define objectives, strategies, and tactics and explain how they differ.AppendixLO1
Think of a product you purchased recently after seeing an advertisement. Which brand strategies can you discern in the advertising?AppendixLO1
Discuss how the facets model of advertising effects can be used to structure a set of brand communication objectives.AppendixLO1
Demonstrate the purpose and role of account planning and how it is used in advertising and IMC.AppendixLO1
Identify the key strategic decisions and explain why they are central to brand communication planning.AppendixLO1
Explain the difference between objectives, strategies, and tactics in strategic planning as well as the three levels of planning and how they are connected.AppendixLO1
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?AppendixLO1
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?AppendixLO1
Mini-Case Analysis: Review the chapter opening and closing story about Dove’s “Real Beauty” campaign.How does this campaign reflect a cultural or social insight? What psychological insight helps explain the thinking behind this campaign? From what is presented in this mini-case, develop a
Portfolio Project: 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 that the categories are mutually exclusive? Can consumers(and ads directed to
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 interviewed—go about making this decision? Is there a general decision-making process that you can
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 characteristics that help identify interests, attitudes, and behaviors. Develop a profile that fits yourself
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 situations:a. Dairy product company (milk, cheese, or ice cream)offering an exclusive packaging design that uses
We discuss inner- and outer-directed personalities in this chapter. 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
Analyze the corporate culture at various agencies and clients.Start with the statement on www.ogilvy.com/About/Our-History/Corporate-Culture.aspx for an inside view of how this agency articulates its view of its own corporate culture. Then find at least one other agency or client website that
What are the key steps in the product adoption process, and how do they relate to product purchases? Who do you know who might qualify as an early adopter? As a laggard?Profile those two people and discuss the key characteristics that make them different in their orientation to new ideas or
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.AppendixLO1
What is the difference between needs and wants? Give an example of something you have purchased in the past week that represents a need and another that represents a want.AppendixLO1
What are reference groups? List the reference groups to which you belong or with which you associate yourself.AppendixLO1
In what ways does the culture in which you grew up affect your consumer behavior? Describe and explain one purchase you have made recently that reflects your cultural background.AppendixLO1
Define targeting. How does it differ from segmenting? Explain how Dove approached the segmenting and targeting decision in its “Real Beauty” campaign. Discuss what makes this approach effective. Also discuss how this targeting can be made more relevant given the opportunities offered by
What are the key behavioral influences on consumer behavior? For example, say you want to go out to eat on Friday. Discuss your decision about where to go in terms of behavioral factors.AppendixLO1
List several characteristics that are used to segment markets and target consumers.AppendixLO1
Discuss targeting and how it differs from segmenting.AppendixLO1
Describe the cultural, social, psychological, and behavioral influences on consumer responses to marketing communication.AppendixLO1
Explain how the consumer decision process works.AppendixLO1
What other methodologies would you recommend to the team to better understand the success of their program in this market?AppendixLO1
How did the “Hard to Explain, Easy to Experience” team use research to inspire a creative solution to the Trace marketing challenge?AppendixLO1
How did the “Hard to Explain, Easy to Experience” team members use research to better understand the problem they were trying to solve?AppendixLO1
Mini-Case Analysis: 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 want to do before planning the next year’s efforts? Identify a list of key
Portfolio Project: 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 would provide that information. Gather as much information as you can from these
You have been hired to develop and conduct a research study for a new upscale restaurant chain coming into your community. Your client wants to know how people in the community see the competition and what they think of the restaurant’s offerings. It uses an unusual concept that focuses on fowl,
Consult the MRI data reproduced in Figure 6.3 and do the following analysis. Look first at the four Index columns to find the highest viewing category of late evening weekend news and compare that with the highest viewers of early evening weekend news. If you were advertising a new hybrid car,
Explain the difference between validity and reliability and explain how these concepts affect brand communication research.AppendixLO1
Discuss when each of the following research methods might be used: focus group, in-depth interviews, observational research, ethnographic research, panels, and diaries.AppendixLO1
What is survey research, and how is it conducted? How do in-depth interviews differ from surveys?AppendixLO1
What types of information are obtained from quantitative, qualitative, and experimental research designs? How are those three categories of research different?AppendixLO1
Discuss the difference between primary and secondary research.AppendixLO1
Distinguish between marketing research and market research. Why is it important to understand the difference?AppendixLO1
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 on bottled water is the “enhanced” category, with designer waters that include such things as
Suppose you are developing a research program for a new bookstore serving your college or university.What kind of exploratory research would you recommend? Would you propose both qualitative and quantitative studies? Why or why not? Discuss what specific steps would you take.AppendixLO1
Describe current research trends and challenges.AppendixLO1
Understand how to choose appropriate research methods and collect data.AppendixLO1
Discuss the main factors involved in designing a research study.AppendixLO1
Understand the strategic research process and why brand communicators use it.AppendixLO1
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?AppendixLO1
How could you strengthen the target audience’s participation in the campaign?AppendixLO1
Explain how brand communication works in the case of the “Hard to Explain, Easy to Experience” campaign.AppendixLO1
Mini-Case Analysis: 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 of Effects to analyze how the campaign worked and explain your conclusions about
Portfolio Project: 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 high locking power (memory). Make photocopies of these ads to turn in. Which of them
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 chocolate-flavored pouch that you could wash and eat, like the skin of an apple.Even if you decide to toss
Eva Proctor is a planner in an agency that handles a liquid detergent brand that competes with Lever’s Wisk. Eva is reviewing a history of the Wisk theme “Ring around the Collar.” In its day, it was one of the longest-running themes on television, and Wisk’s sales share indicated that it
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 responses in these six categories.AppendixLO1
Explain the difference between brand responses that involve thinking and feeling.AppendixLO1
Explain the difference between recall and recognition.What facet does each represent?AppendixLO1
What are the six categories of effects identified in the Facets Model of Effects? What does each one represent in terms of a consumer’s response to an advertising message?AppendixLO1
Why is it important to add interaction to the traditional communication model?AppendixLO1
What are the key components of a communication model, and how do they relate to brand communication?AppendixLO1
Describe the Facets Model of Effects, how it explains how brand communication works, and the key facets of brand communication effectiveness.AppendixLO1
What is breakthrough advertising? What is engaging advertising? Look through this book, find an example of each, and discuss how they work.AppendixLO1
Differentiate between wants and needs. How are both of these concepts used in brand communication?AppendixLO1
Describe the Facets Model of Effects, how it explains how brand communication works, and the key facets of brand communication effectiveness.AppendixLO1
Discuss how the idea of advertising effects developed and what problems exist in traditional approaches to advertising effects.AppendixLO1
Explain how communication works as a form of both mass communication and interactive communication.AppendixLO1
Create a set of five direct-response materials, promotions, and multiplatform efforts that you believe will make this campaign more effective.AppendixLO1
What are the chief advantage and the chief disadvantage of direct response communication with this target audience? Of promotions and other multiplatform efforts?AppendixLO1
Mini-Case Analysis: 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 the Katla IMC team, what would you do next to continue the momentum? Come up with a
Portfolio Project: 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 a directresponse effort and a local promotion that supports the campaign. Explain
How does the recent fervor surrounding personal privacy affect direct marketing and promotions, specifically email advertising and collecting information at events? You are designing a campaign for a local bookstore that employs email advertising and local promotions, but your client is concerned
You have been named product manager for a new FDAapproved pharmaceutical, a diet pill that helps reduce hunger.Should you use a push or a pull strategy to introduce this new product? Prepare a short paper that explains your point of view.AppendixLO1
One of the smaller, privately owned bookstores on campus is considering a direct-response service to cut down on its severe in-store traffic problems at the beginning of each semester. What ideas do you have for setting up some type of direct-response program to take the pressure off store
Kali Johnson, a recent college graduate, is interviewing with a large garden product firm that relies on television for its direct-response advertising. “Your portfolio looks very good. I’m sure you can write,” the interviewer said, “but let me ask you what is it about our copy that makes
Discuss permission marketing and strategies that can be used to overcome the problems of spam.AppendixLO1
Explain the privacy issues that involve direct-response communication.AppendixLO1
If you are using data mining to develop a prospecting program for a client, what would you be trying to accomplish?AppendixLO1
What is a database, and how and why is this tool used?AppendixLO1
Define loyalty programs and explain why they are useful.How does lifetime customer value enter into the planning for such a program?AppendixLO1
Why are sponsorships and events used by marketers?AppendixLO1
Explain the three audiences for sales promotion and how they are reached.AppendixLO1
Define sales promotion and explain how it differs from other marcom areas.AppendixLO1
What are the five primary tools of DRC media, and how are they used?AppendixLO1
What are the advantages and disadvantages of directresponse marketing communication?AppendixLO1
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?AppendixLO1
Discuss permission marketing and what strategies can be used to overcome the problems of spam.AppendixLO1

Showing 200 - 300 of 569

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

Step by Step Answers