Questions and Answers of Advertising Promotion And Other Aspects Of Integrated Marketing Communications

A famous quote from philosopher Alfred North Whitehead states, “Seek simplicity and distrust it.” What does this quote mean in terms of the effectiveness of particular advertising appeals, such
Discuss what you consider to be the measure of the success and effectiveness of social media. Should it be share of voice? Share of conversation? Sentiments? Brand mentions versus the industry or
How should social media be organized within agencies and firms? Do you think it should be set up as a separate department?
Select one of your favorite brands. Discuss how you would use social marketing to drive traffic to your other IMC elements in an integrated campaign. What do you consider to be some of the more
Do you agree with major social networking sites (e.g., Facebook, Twitter, LinkedIn) allowing for the censorship of content in certain countries? If you answer “no,” will that affect such sites’
Describe how posting items on Facebook has affected your privacy. Has this also occurred for tweets on Twitter? Snaps on Snapchat? (If you are not on these sites, sample a roommate or friend.) How
One possible disadvantage of using social media may be that a firm’s public mistake or “faux pas” with consumers goes viral—reaching millions of consumers the next day. Explain how you would
As mentioned in the Marcom Insight, critics of Facebook have likened it to your once favorite and cozy restaurant or bar now becoming very crowded, with more gimmicks to keep you there, many changes
Based on your own experiences with social media (e.g., Facebook, Twitter, Snapchat, Instagram, YouTube, WordPress, Pinterest, LinkedIn), what do you consider to be its major advantages and
Construct an illustration to demonstrate your understanding of Equation 7.1. Identify three brands in a product category that is personally relevant. Then, specify four “outcomes” (i.e., benefits
Identify two magazine advertisements of your choice, presumably involving brands/products that hold some interest for you. With each advertisement, indicate what you consider to be its message
Select a brand of vehicle (automobile, truck, motorcycle, SUV, etc.) and with this brand describe the type, favorability, strength, and uniqueness of brand associations that you hold in memory for
Write a two- to three-page essay on why you would or would not be a good salesperson.
Interview three sales representatives and describe the differences in their philosophies and approaches to personal selling. Compare your findings with the ideas presented in the text.
Studies of college students’ views toward personal selling were mentioned in the chapter and summarized in Table 23.1. Interview five students and ask them to rate each of the statements on a
Based on the 12 characteristics of personal excellence described in the text, which of these do you think most salespeople lack? Do you possess the potential for excellence in selling? Why or why not?
Distinguish between working hard and working smart. As a student, which behavior better characterizes your own performance? What behaviors would a salesperson manifest in demonstrating an ability to
Clearly distinguish among aptitude, skill, and personal characteristics as unique determinants of salesperson performance. Considering only aptitude and personal characteristics, provide an
No single factor is able to adequately explain salesperson effectiveness. Comment.
Interview a friend that has recently started a sales job and someone who has worked in sales for many years. Get each person’s reaction as to how they felt Brad Wilson did on his first day of
Select a friend of yours to take the role of the “buyer” with playing the role of the “salesperson.” Then, go through each of the relational communication dialogue boxes in Figure 23.1,
In view of the different types of sales jobs described in the chapter (such as trade selling and technical selling), identify the job types you would or would not be willing to take as a first job
“Sales representatives should act as if they were on the customer’s payroll.” Evaluate this statement by explaining in your own words what it means and by describing the advantages and
Discuss the future of managing data and online information, useful for generating sales leads and customer interactions, as with Salesforce.com. More specifically, would you trust analyses of big
Some people hold personal selling in low esteem. Some students rebel at the idea of taking a sales job out of college. Why do you think these attitudes persist?
Personal selling is more effective than advertising, but may be less efficient. Explain.
What is your opinion of new interactive digital billboards that can “see” your car type or sense (via smartphone apps) that you are near? Is this good marketing or an invasion of privacy?
The shopping smartphone app described in the chapter- opening Marcom Insight is subject to criticism on grounds that it might cost checkout clerks in supermarkets their jobs. What is your perspective
What are your personal views about the advantages and disadvantages of supermarket shopping with in-store shopping apps on smartphones, or intelligent shopping aids such as Scan It! (see Marcom
Unlike the National Basketball Association (NBA) plans for teams for the 2017–2018 season, the National Football League (NFL) at this point will not permit teams to wear logos of sponsoring brands.
As mentioned in the chapter, event sponsorship expenditures in North America far exceed investments in cause-oriented sponsorships—basically more than eleven times the amount ($22.4 billion versus
Select a brand of your choice, preferably one that you really like and purchase regularly. Assuming that this brand is not presently involved in a cause sponsorship, propose a nonprofit organization
The researchers who conceived the concept of the market maven devised a scale to measure consumers’ responses to the following six items: 1) I like introducing new brands and products to my
Do you agree with the idea of “native advertising,” that is, blending brand content in with surrounding editorial content so that it is not apparent to consumers that this is advertising?
Suppose you are the owner of a new board shop (e.g., long boards, skateboards, kite boards, snowboards, surf boards, hoverboards) located in your college or university community that caters primarily
Describe two or three commercial rumors, or urban legends, other than those mentioned in the chapter. Identify each as either a conspiracy or a contamination rumor. Describe how you think these
Have you ever participated in some form of loyalty program? What has been your experience? For example, do you think the program served to increase your repeat business with the sponsoring brand?
Describe your recent experiences with either group coupons (e.g., Groupon, Living Social) or mobile phone coupons. (Consult a friend if needed.) Have these technological changes helped spark your
Present your personal views concerning the number of coupons distributed annually in the United States. Is widespread couponing in the best interest of consumers?
A manufacturer of golf balls introduced a new brand that supposedly delivered greater distance than competitively priced balls. However, in accordance with restrictions the governing body that
If you were to design a trade show booth, what would it look like? What objectives would you have for the trade show?
It is estimated that at least one-third of the billions of co-op advertising dollars offered by manufacturers to retailers go unspent. Why? What could a manufacturer do to encourage a greater number
Compare and contrast the Ipsos ASI Next*TV measure with MSW*ARS’ Brand Preference method (with its “ARS scores”).
Turn to Table 17.2 and inspect the row in that table having an ARS score range of 7.0 to 8.9. With that particular row in mind, interpret the entries under each of the four columns of share-point
Select three recent television commercials for well known brands, identify the objective(s) each appears to be attempting to accomplish, and then propose a procedure for how you would go about
Why is it a good idea to include a control group in testing ads? Be sure to explain the nature of a control group and why such a comparison to ad claims and information tested is important.
Offer your interpretation of the following quote presented earlier in the chapter: “If you can’t measure something, you can’t understand it. If you can’t understand it, you can’t control
Reach will be lower for an advertised brand if the entire advertising budget during a 4-week period is devoted to advertising exclusively on a single program than if the same budget is allocated
Do you trust programmatic ad buying to, for example, serve up the right number and type of targeted display and video ads based on your online search preferences?
Discuss issues associated with cross-platform (multichannel) media integration. Are there common metrics to help with this integration?
A publication issue called the Leading National Advertisers in Advertising Age is an invaluable source for determining how much money companies invest in advertising. Go online through your library
What is your reaction to advertisements in movie theaters that precede featured films? Does such advertising disturb you, or do you find it perfectly acceptable?
Given the chapter’s discussion of “alternative” forms of ad media (on garbage trucks, in restrooms, on people, etc.) and the implication that any unused space is a potential advertising medium,
Visit http://www.brandchannel.com/category/brandcameo and identify a movie that you either have seen or you are at least familiar with. Examine the brands that have been placed in that movie and
Brand placements in movies and in TV programs represent a subtle, even covert, way to present a brand message. Traditional advertising, by comparison, is, in a manner of speaking, “in your face.”
Following is a lifetime-value analysis framework similar to that presented in the chapter. Perform the calculations necessary to complete row K: YEAR 1 YEAR 2 YEAR 3 YEAR 4 YEAR 5 Revenue A Customers
Assume you are a direct marketer for a line of merchandise imprinted with the logos of major universities. These items are targeted to the fans and supporters of university athletic programs. Detail
Provide two illustrative variables that a catalog marketer of men’s or women’s clothing (your choice) might include in its database.
Describe your use, if any, of yellow-pages advertising in recent weeks.
Can you recall any prominent brand placements in movies you have seen lately? What were these placements? Were the products “positioned” in positive or negative contexts? How successful, in your
Conduct 5 to 10 interviews with nonstudent adults regarding their personal experiences with and evaluations of telemarketing. Are they hassled often? Do they mind having telephone salespeople call
What should federal consumer protection agencies (e.g., Federal Trade Commission) do to prevent telemarketing abuses? What kind of prohibitions, if any, should be placed on telemarketing? Should
Refer to the ad for DIRECTV’s satellite system (see Figure 15.3). Assume the manufacturer of this product chose to use direct mail to sell the product in addition to advertising it in magazines.
Explain the differences between customer relationship management (CRM) and database marketing. Why are these so important to direct marketing?
Why has direct marketing enjoyed such rapid growth in recent years?
Have you personally downloaded ad-blocking software onto your computer? What are the implications of this practice if millions of consumers had ad-blocking software loaded on their computers and
E-mail advertising is claimed to be very effective for viral marketing purposes—that is, buzz generation. This is accomplished by requesting an e-mail recipient to forward the message to a friend.
What has been your personal experience with e-mail advertising? Are you part of any opt-in lists whereby you receive regular (say weekly) e-mail messages? What proportion of the e-mail messages do
The Cookie Central website (www.cookiecentral. com) is dedicated to explaining exactly what cookies are and what they can do. Visit this site and present a discussion on how cookies can be and are
Can banner ads be effective if less than 0.3 percent of all people click through them? The following set of questions was mentioned in the chapter in reference to the Nike logo on LeBron James’
What, in your view, might be some new ideas for using mobile devices as an advertising medium? What else could be done?
What, in your view, is the potential of using blogs as an advertising medium?
Describe your typical response behavior to online ads. That is, do you often click on banner ads? What’s your reaction to pop-ups, interstitials, superstitials, online videos, and live streaming?
Based on your experiences, what do you believe are the key benefits and costs with using digital media in advertising online? Are these consistent with the chapter?
Offer your thoughts about the likelihood that portable people meters (PPMs) will serve to track people’s listening and viewing behaviors effectively when they are away from home. Should Nielsen
What are your thoughts about brand placements in TV programs? Do you find these placements irritating or do you accept them as simply part of the programming landscape? Do you think they influence
What effect, in your view, will time shifting (with recorders of the TiVo variety) have on television advertising effectiveness, say, 5 years from now?
Why, in your opinion, is viewership of cable TV growing slightly better than that of network TV? Why are both suffering at the expense of on-demand streaming services, like Netflix?
In your opinion, will streaming music services on smartphones eventually replace radio?
Go online and see if you can locate a current (as of January of the present year) rate card for your favorite magazine. Carefully study this rate card and summarize your observations regarding price
What are the advantages and disadvantages of cable television advertising? Why are more national advertisers turning to cable television as a viable advertising medium, when “cord cutting” has
Save one or two examples of comparative advertisements from magazines or online banners. Analyze each ad in terms of why you think the advertiser used a comparative-advertising format and whether you
The article titled “Understanding Jingles and Needledrop:A Rhetorical Approach to Music in Advertising” (see endnote 89) suggests that music in commercials communicates specific meanings to
Select a magazine, online, or direct mail advertisement and apply the MECCAS model to interpret the ad. Describe what you consider to be the ad’s value orientation, its leverage point, and so on.
In your view, which of the SUCCESs elements are most important? Offer an explanation and then rank the six elements from most to least important in terms of their ability to achieve message
Analyze three online banner advertisements in terms of which of the SUCCESs elements each ad satisfies.
In context of the section on “sticky” advertisements, provide three examples of advertisers’ efforts to concretize their advertisements. Television commercials and online video ads would be
Early in the chapter when discussing how effective advertising must take the consumer’s view, the following quotation was presented: “Consumers don’t want to be bombarded with ads—they want
Provide an example of usage expansion advertising other than those illustrated in the chapter.
Even if an advertiser is willing to invest by advertising his/her brand online, they may face consumers using ad blocking software. What options do you suggest for advertisers that face this
Chapter 5 was devoted to the topic of marcom segmentation, targeting, and positioning. Offer an explanation of the similarity between the concepts of positioning and creating expectations.
It can be argued that creating an expectation is the most important function many advertisements and other marcom messages perform. Provide examples of two online advertisements or YouTube videos
Assume that all outcomes (i = 1 . . . n outcomes) are equally important to consumers in a particular product category. If this were so, how would you adjust the attitude model in Equation 7.1 to
The opening Marcom Insight posed this question: Can we be persuaded to overcome bad habits? What is your viewpoint on this matter? Please back up your position with appropriate content from the
Visit the online sites of approximately five brands that appeal to you. Based on the framework in Figure 7.5, identify at least one example of each of the following efforts to enhance consumers’
Pretend you are in charge of advertising for an online retailer. You know that consumers have positive evaluations for the convenience of online shopping, but many are distrustful of unknown
Locate two online advertisements that illustrate exemplar- based learning and provide detailed explanations as to how specifically your chosen advertisements facilitate exemplar-based learning.
In the discussion of the influence tactic of reciprocation, you were introduced to the concept of contingency, or “it-depends,” thinking. What “it-depends” factors best explain when the
people who can afford to purchase an all-electric automobile such as the Tesla, Chevy Bolt, or Nissan Leaf, yet who have negative attitudes toward electric vehicles. Using material from the chapter,
Receiver involvement is the fundamental determinant of whether people may be persuaded through the central or peripheral route. Explain.

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