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business
advertising & imc principles
Advertising & IMC Principles And Practice 11th Edition Sandra Moriarty, Nancy Mitchell, William Wells - Solutions
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 next year’s advertising budgets for Luna under each of the following circumstances:a. Luna follows
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 the brand’s vision to life. What might you suggest to continue to improve the impact of this series
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 www.strategicbusinessinsights.com. Analyze the three sites you selected in terms of their brand vision and position as well
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 should be) its image? Which media or marcom area should it use?
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 aerobics (such as Reebok). For the brand you selected, analyze the marketing situation and give your
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 mediad. Multiplatform brand communication
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 Billboard so interesting to people?• What parts of the campaign involved use of interactive, earned,
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 (www.foxnews.com), ABC News (http://abcnews.go.com/), The Washington Post (www.washingtonpost.com), USA Today
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 advertising. Your agency team agrees that there might be more the firm could do to strengthen the media
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 effectiveness.
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 the school or academic program’s image?
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 success. In particular, describe how the media mix has evolved. If you were a member of the team
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 can about that media form to determine its audience. Compare your analysis of the targeting with
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.
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 selfreinforcing across a variety of media and contexts?
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”? What would happen if the conversation became more political? Is that good or bad for the brand? What
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
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.
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.
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 Old Spice “one-shot” ad and draft the copy.
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
What are the major forms of writing for public relations professionals?
Describe how internet advertising is written.
What is the difference between a direct-action headline and an indirect-action headline? Find an example of each and discuss how it works.
How would you describe the campaign’s message strategy?
What was the Big Idea behind the “Hard to Explain, Easy to Experience” campaign?
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 instructor.
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 hard-sell and
The following are from actual brand communication campaigns. If you were involved in the go/no-go decision, what would you decide? For each idea, explain your analysis.• You’re assigned to develop a Super Bowl ad for the Groupon internet coupon website that advertises daily deals in local
Divide the class into groups of 6 to 10 people and discuss this problem: Your community wants to encourage people to get out of their cars and use alternative forms of transportation. Brainstorm for 15 minutes as a group, accumulating every possible idea. How many ideas are generated?Here’s how
Explain how brainstorming is used in IMC.
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