Questions and Answers of CONTEMPORARY advertising and Integrated Marketing Communications

From any chapter in the book, select an ad that contains a visual. What is the visual’s purpose? How would you improve the visual if you were the art director?
What qualities characterize the two main styles of thinking? Which style do you usually prefer? Why?
Target’s value-based advertising tends to take a humorous and unexpected approach to communicating its message to the reader. But Target also uses “hard-sell” ads in newspaper inserts. Why?
Account planners help to ensure that the research processhas reaped the proper information for the creatives. The importance of account planning—namely the gathering of research and the formulation
Del Rivero Messianu DDB can be classified as a general consumer agency with an entrepreneurial slant because of its smaller size and the market segments it caters to. How do you think it would
Considering recent advances in computer animation technology, many clients and viewers expect to be wowed with the latest technology in commercials, especially those representing technical
Search typography collections to find an example of Trait Gothic, the parent of the font used by Saatchi in the Prius launch ads. What qualities does the font seem to exhibit? How would these affect
As we discussed in My Ad Campaign, print is a great vehicle to reach niche audiences, however there are some publications that do reach the masses. In this exercise you will see a collection of
As a maker of soy-based products, you are very excited about your new chocolate soy-milk drink. As long as they don’t know it contains soy, children actually prefer its taste to that of milk. The
Visit the following print industry Web sites and familiarize yourself further with the size and scope of the print media world. Be sure to answer the questions for each site.■ American Society of
What is the advantage of magazine advertising to businesses that sell to other businesses?
Were it not for the products and services offered by the following companies, planning and buying print vehicles could be an overwhelming task for media professionals. From audit reports to media
Describe some ways in which the core message of the Truth ® campaign is well suited to distribution through print media.
Early Truth ® spots won critical accolades for their grim portrayal of the realities behind teen smoking. But have teens become immune to the campaign’s stark grittiness? Make the case either for
In the opening chapter vignette we discussed how Hyundai used the largest stage in the world, the Super Bowl, to launch their new initiative. That took a lot of guts, due primarily to the
What are the advantages of broadcast TV advertising for a product like milk?
Valentine’s Day is approaching, and as the owner of Dream Flower Florists, you want to increase your share of local business by advertising on the radio. After researching local stations, choose
The size of the television industry and the advertising dollars that are spent within it are extraordinary. Many TV-related organizations were formed to help serve the industry. Discover a little
Broadcast advertising reports and audience studies are critical to the development and implementation of effective media strategy. As with print media, advertisers have a set of “staple”
If the Partnership for a Drug-Free America asked Goodby, Silverstein & Partners to come up with a corresponding radio complement to their pro bono TV campaign, what would Goodby want to keep in mind
Given the audience for Goodby’s antidrug campaign—parents of teens—in what daypart do you think their TV commercial would be most effectively broadcast?
What is the format of the radio station you listen to most? How would you describe the demographics of its target audience?
As we discussed in the opening chapter vignette, Social Media has changed the advertising game forever. It has thrown a wrench into the standard way of communicating with audiences and how agencies,
Advertising banners on the Internet are akin to outdoor billboards and fill the information superhighway with advertising messages, corporate signage, and hyperlinks. Companies like DoubleClick
Which companies on the Internet receive the greatest amount of advertising revenue? Why?
X-Scream magazine, which is dedicated to extreme sports of all kinds, would like to dedicate some of its advertising budget to banner ads. Taking into account the target market this magazine would
Visit Dove’s special Web site, www.campaignforrealbeauty. com, and watch the ad featured there titled “Evolution.” What do you think of the ad? What do you think are the advantages of placing
In 2006 Dove asked visitors to their Web site to open a free account and create a Dove ad. The company provided tools that allowed visitors to construct the ad easily at the site. The best ad was
Burger King’s Subservient Chicken Web site was an innovative way to increase brand exposure. But do you think it will ultimately sell more chicken sandwiches? Make a case for why or why not.
Assume that you are an interactive media designer working on the Subservient Chicken project, and you have been assigned the task of developing a banner ad to promote the Web site. What information
How does audience measurement on the Web differ from that for traditional media?
What do best practices suggest that advertisers first do before engaging in Social Media?
Upshaw Books, the largest independent bookstore in the area, wants to advertise on billboards along the main commuter route. Create a series of three standard billboards that would grab commuters’
Out-of-home can be one of the more creative mediums to work with. Sure, there are elements that fit into a well-structured media plan, but beyond the space that you can buy there are so many
With the help of Exhibit 9–4 (page •••), prepare a SWOT marketing situation analysis for the new iPhone3G.Exhibit 9.4 The situation analysis Purpose: To understand the marketing problem. The
Your Contemporary Advertising AdForum Playlist contains Cannes Award winners from 2009. You’ll see some of the best creative ideas in the world represented here.Part 1:Use the first three ads in
Different colors create subtle differences in the impression an image makes. Find a black-and-white print advertisement. Recreate it in color three times, each time using different color
Apply the creative process and the various means of deriving and judging “good” advertising to the following Web sites, noting the quality of the creative and the strategic intent behind the
In what ways have you exercised your personal creativity in the last week?
Choose an ad you don’t like. Rewrite the headline using three different styles.
Some Apple print ads, like product ads, tend to be more copyheavy when compared to the “Think Different” campaign, for instance. Does one of these styles tend to play more to Apple’s strengths?
Given that Apple no longer produces colorful computers— only models in white, black, or aluminum—why should it bother to use color in its print ads? Make the case for or against color ink in
For decades, Apple has relied on a consistent font family— Garamond—for its print advertising. Find a sample of this font and explain which of its qualities help communicate Apple’s message.
Producing broadcast commercials is even more complex than creating a print ad. Peruse the Web sites below of some broadcast production-related organizations. Then answer the questions that follow.■
Take a moment to go online and learn more about print production. Numerous organizations and companies that specialize in some aspect of print production are on the Web. Visit the sites listed below
The selection of a particular typeface makes a strong contribution to the overall effect of an advertisement. Create ads with appropriate typefaces for three of the following media products.a. The
In this exercise you will be a judge at the prestigious Cannes awards honoring the best advertising in the world. Use the playlist for Chapter 12 to see the entries that you will consider. To make
What are the five common budget busters every production manager should be aware of?
Find an international ad or commercial you like. What is its message strategy? Can you discern the copy style? Do you think the copy and headline reflect the strategy? What do you like about the ad?
Select an Apple print ad and explain how the layout choices—such as size and placement of images and the use of color—affect the delivery of its message.
As you saw when reading this chapter, a lot goes in to writing good copy or scripts and developing effective visuals. Because of the Internet, many new resources are available to the creative team
One of the growing trends in advertising is the increased use of creative boutiques. Many of these smaller shops have won clients previously handled by larger, full-service advertising agencies.
Big Stan’s Tri-State Mattress Outlet usually advertises by sponsoring monster truck shows or demolition derbies. However, Big Stan wants to expand his business and has decided to try radio
This chapter’s Advertising AdForum Playlist contains more Cannes Award winners, some from the 2009 ceremony, some from earlier years. All represent the best of the best.Part 1: PrintThe first ten
In those same ads, can you identify each step of the creative pyramid?
Select five creative ads from a magazine. What techniques of the Artist can you recognize in those ads?
In order for Virgin Atlantic to promote its theme of value for its customers, do you think it is more important for Virgin messages to have greater reach or frequency? Explain why.
Virgin CEO Richard Branson is well-known for his outlandish promotional stunts, such as driving a tank into Times Square to launch Virgin Cola. Select a product or service that Virgin does not
The world of media is vast and constantly changing. Many media giants own properties in several media categories and are major forces in the world of advertising. Visit the Web sites for the
There are three sides to the media business: planning, buying, and selling. Media planning and media buying are often in-house functions at an advertising agency, while sellers are those who
As a media buyer working on behalf of a large toy company, it is your job to buy media space for the launch of the Kitchi Kiss doll, which all advertising research shows will be a tremendous profit
What must media planners consider before they begin?
One of the biggest mistakes in advertising is assuming marketing objectives are the same as media objectives. Media is only one component, albeit a very important component, of the advertising
Mountain Dew is an established brand in a mature product category. Which methods of allocating advertising funds—percentage of sales, share of market/share of voice, objective/task, or empirical
Mountain Dew has “owned” an association with extreme sports and youth since the early 1990s, and this strategy continues to be successful for the brand. What cultural or societal trends must the
IMC can involve many different elements, and a Web site can be an integral part of a company’s marketing efforts.Discuss how the following three companies might make a Web site part of an overall
You have explored various means of planning advertising strategy—top-down, bottom-up, and IMC. Browse through the Web sites of the following marketers, then answer the questions regarding the
Whether we realize it or not, we all have lifelong relationships with certain companies. Choose a company that has been part of your life (by supplying you with goods or services) for several years.
In this AdForum exercise, you’ll evaluate some comparison ads by Apple and Microsoft. Apple, with its “I’m a Mac, I’m a PC” campaign made significant headway in the personal computing
How would you design a controlled experiment to test the advertising for a chain of men’s clothing stores?
Watch the Holiday Inn Express commercials that Fallon has posted at www.juicingtheorange.com . The ads rely heavily on humor to express the emotional benefits of staying smart. Do you think this
How have you personally used observational research?
What were the research challenges that Fallon Worldwide faced in formulating a campaign for Holiday Inn Express? What research techniques did the agency use, and what kinds did it choose not to use?
Which kind of research data is more expensive to collect, primary or secondary? Why?
Silver-maned Armand LeMouche, state senator for your district for 30 years, passed away recently, and his appointed replacement, Millard Frumpe, lacks a solid political base. Sally Daily, a self-made
Marketers and advertisers depend heavily on timely and accurate research in preparation for advertising planning. Many market research companies are available to serve nearly every marketing and
Many advertisers choose to perform their own research. When collecting research data by themselves, they can use a number of advertising- and marketing-specific research sources available on the Web.
In this AdForum exercise, you start with the research, then use that research to choose a creative solution. Advertising is often used to address social problems, and in this exercise you will have a
What factors influence the price of a product?
Where do you think Scion’s target customers would fit on the VALS profile? Explain why.
By introducing Scion, Toyota has appealed to a younger audience. Review advertising from other Toyota product lines and write a paragraph defining demographic segments of their target market.
What is the most important factor to consider when determining the elements of the marketing mix?
Segmenting markets and generating sound demographic, geographic, psychographic, and behavioristic profiles are critical to formulating advertising strategy. An abundance of market segmentation data
How does the segmentation of business markets differ from that of consumer markets?
You have already learned the importance of marketing to the study and application of advertising. Visit the sites below to get a wider view of the scope of the marketing world and the importance of a
Many well-established American brands may seem to be in the decline stage of the product life cycle, perhaps because changing tastes or new technologies have rendered the products obsolete. Choose
Ads are always designed with a target audience in mind. With a bit of practice, it is generally not too difficult to figure out some characteristics of the audience by looking at the ads. Examine the
Review the Web sites in Exercise 2 in terms of Maslow’s hierarchy of needs. Find three instances of appeals to each of the five basic needs. Next, discuss what kind of people might seek to satisfy
Do you think it is possible for Ben & Jerry’s to directly link its sponsorship efforts to increases in sales? Explain why or why not.
Before the purchase of Ben & Jerry’s by Unilever, in what ways did its outspoken founders act as PR representatives? Was this of benefit to the company? Why or why not?
As you learned in this chapter, perhaps no other marketing communications function plays a more integrated role with advertising than public relations. Now take a moment to explore the world of PR a
Chapter 10 discussed the difference between traditional advertising agencies and direct marketing or sales promotion firms. Public relations firms, too, differ substantially from ad agencies. And, in
Every company wants the best and brightest employees. Look at five recruitment advertisements and evaluate them. Which one seems to be the most effective? What makes it superior? Then look at the one
Integrated marketing communication is the culmination of all of your hard work communicating to your various target audiences in the multitude of ways you speak with them. It is the idea that
How does GEICO use advertising to both get an immediate response from prospects and build brand equity? Who else do you think does this well?
Other insurance companies rely more heavily on a sales force to gain customers than does GEICO. Given what you know about direct-response advertising and personal selling, what are the pros and cons
Sales promotion vehicles are often key elements in integrated marketing communication campaigns. Browse the Web sites of the following support organizations for the sales promotion field and answer
Despite its junk-mail image, direct mail requires a great deal of creativity. Jones Educational Services, which provides GMAT, GRE, and MCAT preparation, has agreed that a directmail campaign may be
Direct marketing is not only vast, it’s ever changing in all its facets—direct sales, direct mail, direct response. Likewise, direct marketing agencies tend to differ from traditional advertising
Advertisers commonly use both push and pull techniques. Explore the situation of a company of your choice, identifying its pull techniques and also tracking down its push techniques. (Push techniques

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