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

Online advertisements draw attention away from consumers’ primary goals for going online, namely, entertainment and informational pursuits. Expose yourself to some current online ads, and then
Find a commercial that is an application of allegory using personification. What is your interpretation of the commercial? Is there a story told underneath the superficial commercial story?
In what sense would attending a Friday night college basketball game represent a hedonic- or experiential- based behavior?
Explain each of the following related concepts:Perceptual encoding, feature analysis, and active synthesis. Using a packaged good of your choice (i.e., a product found in a supermarket, drugstore, or
Provide two examples of the use of metaphor in magazine advertisements.
How can a marketing communicator (such as an advertiser or salesperson) reduce noise when communicating a product message to a customer?
Some magazine advertisements show a picture of a product, mention the brand name, but have virtually no verbal content except, perhaps, a single statement about the brand. Locate an example of this
Based on your personal background and using the VALS system, how would you categorize most of the adults with whom you and your family associate?
What are your views on targeting products to kids (i.e., children between the ages of 4 and 12)? Aside from your personal views, discuss the issue of targeting to children from two additional
When we discussed the mature market, it was noted that advertising aimed at this group should portray them as vital, busy, forward looking, and attractive or romantic. Interview several mature
Having read the section on the size of the world and U.S. populations, update the figures presented in the text by going to http://www.census.gov/popclock.
What is your opinion of the defense Kraft used in claiming that calcium is an immaterial product attribute? Do you agree with the Supreme Court decision upholding POM Wonderful’s false advertising
In what sense is online behavioral targeting a potential invasion of privacy?
To which of the VALS segments do you belong? (Go to http://www.strategicbusinessinsights.com/ vals/presurvey.shtml.)
Most readers of this text fall in the millennial age categories. Just because you share this commonality with all other millennials, does this one piece of information about you and your cohorts
In what sense is behavioral segmentation information about customers more diagnostic of their future purchase behavior than is, say, demographic information? Do you agree with Netflix that behavioral
What is your opinion of the graphic visual health warnings and plain packaging (with no color logos) seen on cigarette packs around the world (but not in the United States)?
Did Subway cross the exploitation line when it targeted its food products to obese children? In your opinion, has the arrest and prison term of their former spokesperson Jared Fogle had an effect on
Are the profit motive and green marketing inherently in conflict?
From your experience, are most green marketing claims legitimate or do they represent green-wash? Support your answer with examples.
Some consumers are more concerned about the physical environment than others. Provide a specific profile of what in your opinion would be the socioeconomic and psychographic (i.e., lifestyle)
Perform the same exercise as in question 5, but now develop a brand name for a new brand of soy milk. Perhaps the best-known brand in this category is Silk, which obviously is a conjunction of soy
Can the stages in question 3 help explain how teens may start using products (e.g., e-cigs, cigarillos, hookah) that may have negative health consequences for them?
What does it mean to say that marketing communications should be directed, ultimately, at affecting behavior rather than merely enhancing equity? Provide an example to support your answer.
Using the framework in Figure 2.2, describe all personal associations that the following brands hold for you: (a) McDonald’s hamburgers, (b) Snapchat video messaging app, (c) Burton
Based on your experiences, and those of close friends, what might be the future role of social networking outlets (e.g., Twitter, Facebook, Instagram, Snapchat, and YouTube) in disseminating brand
Explain what it means to say that the consumers are in control of marketing communications. Provide an example from your own experience that supports the contention that marcom is becoming
The combined use of different marcom tools—such as advertising a brand on TV, sponsoring an event, and developing a social media presence—can produce a synergistic effect for a brand. What does

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