Advertising & IMC Principles And Practice 11th Edition Sandra Moriarty, Nancy Mitchell, William Wells - Solutions

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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 target audience?• Do they match up?• Does this ad fit the audience that reads this magazine? If yes,
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 different people? Write a target profile for the three different brands for a similar product.
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 benefit in a headline and one image?
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 the FCB grid? Write on the grid where you would place each item.
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 grid?
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 you think about that decision then? And how do you think about that decision now?
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 whiteboard. Be sure you look for new connections between different points. Take a photo of your
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. Or if you’re exploring travel, one might be meaningful and the other how fun. Of course you can
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 those five words. Note that this is also a technique that some copywriters use to ensure they have
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 of about $75,000 per year.” Now, expand the description to include the psychographics. For
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. Make a list of how you would go about finding the answers to each of the components in the boxes.
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 good fit for you? Explain your thinking.
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 like the idea of always pitching new business but not working on an actual account if the agency wins
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 the seven, how many did you say yes to? If you checked off most of these, you might find a home as
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 not?
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 https://susannabarlow.com/on-relationships/are-you inner-focused-or-outer-focused/.
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 can perform as well as the role of advertising in the broader area of marketing communication?
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 was introduced at
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 great ads would
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 so?
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 effectively focus on the brand. Compare the two and explain why you evaluated them as you did. Copy
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- line SUV models. Analyze the product features, competitive advantage, and points of differentiation.
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 that the categories are mutually exclusive? Can consumers (and ads directed to them) be classified
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 using the following considerations:a. What consumer trends seem to be driving this product
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
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 want to do before planning the next year’s efforts? Identify a list of key research questions that
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 sites and write a
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?
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
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 high locking power (memory). Make photocopies of these ads to turn in. Which of them are mainly
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 of Effects to analyze how the campaign worked and explain your conclusions about what did or
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
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 consumers about the product’s features is most important in creating effective advertising. An art
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.
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 the Katla IMC team, what would you do next to continue the momentum? Come up with a Big Idea for a
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 your ideas in a
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 and contrast their efforts to be good corporate citizens.
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
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 (maximum) paper.
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 (www.starbucks.com)• Body Shop (www.thebodyshop.com)• Target (www.target.com)• Häagen-Dazs®
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 ads. In a test of unaided awareness, ask them to list the ads they remember. Identify 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 compare the services they offer. If you were looking for a company to evaluate a campaign for recall,
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?

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Advertising & IMC Principles And Practice 11th Edition Sandra Moriarty, Nancy Mitchell, William Wells - Solutions

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