Advertising Account Planning New Strategies In The Digital Landscape 1st Edition Sheri J. Broyles, Beth E. Barnes, Carol J. Pardun - Solutions

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Discuss databases and their importance to consumer and brand interaction.AppendixLO1
Describe multiplatform promotions and explain how they are used.AppendixLO1
Explain the importance of promotion.AppendixLO1
Identify the functions and key elements of direct-response communication.AppendixLO1
Reviewing the public relation tools in this chapter, identify at least two tools you could use effectively on a national basis to increase the impact of the “Hard to Explain, Easy to Experience” campaign.AppendixLO1
Mini-Case Analysis: 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 and contrast their efforts to be good corporate citizens.AppendixLO1
Portfolio Project: 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 to help the organization.Prepare your proposal in a three-page
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 franchises couldn’t meet. Is all publicity good publicity, or is this just a bad idea that hurt the
Why is public opinion so important to the success of public relations? In how many different ways does it affect the success of a program like the Always #LikeAGirl campaign?AppendixLO1
What is the impact of digital and social media on public relations and IMC?AppendixLO1
What are the primary tools of media relations?AppendixLO1
In analyzing public relations tools, compare the use of paid, owned, and earned media. Explain the difference between the three categories.AppendixLO1
Compare and contrast the practice of advertising and the practice of public relations.AppendixLO1
Explain why public opinion is important to the success of public relations.AppendixLO1
What is reputation management, and how does it intersect with advertising programs? Find a corporate reputation campaign and analyze its effectiveness.AppendixLO1
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?AppendixLO1
Name and discuss what is trending in public relations.AppendixLO1
List common public relations tools and their functions.AppendixLO1
Describe how public relations works.AppendixLO1
Explain what public relations is.AppendixLO1
Write a one-page explanation of the campaign.AppendixLO1
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 can perform as well as the role of advertising in the broader area of marketing
Mini-Case Analysis: 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 be extended to another year or another market.Reread the Gatorade campaign that
Portfolio Project: 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 that he would go through that file, not looking for ideas to copy but because these
In class, Mark tells the instructor that all this “history of advertising” stuff is irrelevant. The instructor asks the class to consider why it is important to understand the historical review of advertising definitions and practices.What would you say either in support of Mark’s view or to
Many industry experts believe that Apple’s “1984” commercial is the best television commercial ever made.Watch it online on YouTube and analyze how it works.How many of the basic advertising practices and concepts that we introduced in the historical time line in Figure 2.2 does it
What challenges are affecting the current practice of advertising? Discuss why effectiveness is important to advertisers.AppendixLO1
We discussed five categories of agency jobs. Explain each one and identify where your own personal skills might fit.AppendixLO1
Who are the four key players in the world of advertising, and what are the responsibilities of each?AppendixLO1
Trace the evolution of advertising and the current developments that shape the practice of advertising. In your opinion, what are the five most important changes that have shaped advertising as we know it today?AppendixLO1
What are the four components of advertising, and what key concepts and practices do they represent?AppendixLO1
Advertising plays four general roles in society. Define and explain each one in the context of the “1984” commercial featured in this chapter.AppendixLO1
Analyze the Gatorade campaign discussed in this chapter and compare it to key aspects of the modern definition of advertising.AppendixLO1
You belong to an organization that wants to advertise a special event it is sponsoring. You are really concerned that the group not waste its limited budget on advertising that doesn’t work. Outline a presentation you would make to the group’s board of directors that explains advertising
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 it demonstrates that focus. Which ad do you think is most effective, and why do you think
Discuss changes in the practice of advertising.AppendixLO1
Identify the key players and jobs within agencies.AppendixLO1
Explain the evolution of the key concepts of advertising.AppendixLO1
Describe the practice of advertising.AppendixLO1
Prepare a one-page statement explaining how the “Hard to Explain, Easy to Experience” campaign will actually help TRACE sales among Multicultural Millennials.AppendixLO1
Why do you think TRACE would want a campaign directed to Multicultural Millennials?AppendixLO1
What aspects of the marketing mix are relevant to a campaign to Multicultural Millennials (ages 18–29)?AppendixLO1
Mini-Case Analysis: 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?AppendixLO1
Portfolio Project: 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 effectively focus on the brand. Compare the two and explain why you evaluated
List your favorite brands and, from that list, do the following analyses:a. Think about the categories where it is important to you to buy your favorite brand. For which categories does the brand not make a difference? Why is that so?b. In those categories where you have a favorite brand, what does
When identical products carry different labels, people will pay more for the recognized brand. Explain why that is so.AppendixLO1
Apple is one of the most recognized brands in the world. How did the company achieve this distinction?What has the company done in its marketing mix in terms of product, price, distribution, and marketing communications that has created such tremendous brand equity and loyalty? How have advertising
Explain how brand meaning and brand value are created and how they relate to brand equity.AppendixLO1
Define integrated marketing communication and explain what integration contributes to brand communication.AppendixLO1
Explain how marketing communication relates to the four key marketing concepts and to the marketing mix.AppendixLO1
Outline the general structure of the marketing industry and identify the key players.AppendixLO1
What is the definition of marketing, and where does marketing communication fit within the operation of a marketing program?AppendixLO1
What is the difference between marketing communication and brand communication?AppendixLO1
Explain why two brands in the same category—such as Pepsi and Coke—that are essentially the same can have customers that are fanatically loyal to one or the other.AppendixLO1
This chapter stressed integration of advertising with other components of the marketing mix. A classmate argues that advertising is a small part of the marketing process and relatively unimportant; another says advertising is the most important communication activity and needs to get the bulk of
Understand how this text will prepare you for your career.AppendixLO1
What is integrated marketing communication?AppendixLO1
What is the marketing mix, and how does it send messages?AppendixLO1
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 your interests. Which of these appeal to you? And why? Jot down notes that might be used in a class or
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 about the brand?Now take the other side. As the consumer advocate, what would the consumer like to see
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 lower the number, the more likely it is you might enjoy living in the world of an account planner. I
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 are a part of IoT. Are you surprised? Why or why not?
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 match your interests?
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 did these positions interact with each other?
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 either worked or interned. Try to figure out the business structure of that company.Describe as
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 agency?If so, how is it set up compared to a traditional advertising agency?
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 have access to GfK MRI or Simmons Research, you can pull the information from there, but if not,
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 target audience.
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 Decision- making Stage Audience goal Problem Information Evaluation of Recognition Search
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 this chapter to help you better understand the brand. What is at least one key insight from each
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. Based on what’s available through your school library, use at least three of the secondary resources
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 grandparents.Write a new SWOT or SOAR analysis for the brand.Data From Activities 2:Create a SWOT and SOAR analysis
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 you tweet about the brand, do you ever get a response from the brand? Check a couple of the
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 Activity 1:It’s time to get dirty in the data. Pick a brand that you use on a regular basis. Based on
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 engaging with its customers? Why or why not?Data From Activity 1:It’s time to get dirty in the
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 to take long road trips by car?” (You may want to define “long” as part of your survey.)
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 and yourself in your car. Fold these up and put them in a bowl. Randomly select four names from the
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 five similar responses from your friends. Take those responses, and ask each of your five friends to
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 travel question from a qualitative perspective. You’ve selected your four travel buddies. Now you want
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 different?
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, and the Grand Canyon in Arizona. How could you explore these options with projective techniques?

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Advertising Account Planning New Strategies In The Digital Landscape 1st Edition Sheri J. Broyles, Beth E. Barnes, Carol J. Pardun - Solutions

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