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business
marketing research 13th
Integrated Advertising Promotion And Marketing Communications 8th Edition Kenneth E. Clow, Donald E. Baack - Solutions
Describe the primary differences between guerrilla marketing and traditional marketing. Imagine being approached by the owner of a small clothing boutique.She has heard about guerrilla marketing and wants to try it. Why should she use guerrilla marketing?What are the pros and cons? What guerrilla
Discuss the difference between buzz marketing and stealth marketing. If you were hired as a marketing manager for a local business, would you support a stealth marketing campaign? Why or why not?
Many consumer websites feature reviews with a number of stars. These are peer reviews by previous customers. Are you influenced by these types of reviews? Do you think they are genuine?
Describe in your own words each of the alternative marketing strategies listed in Figure 10.1. Suppose you are a marketing intern at the Five Star Fitness Center. Discuss the pros and cons of each form of alternative marketing for the fitness center. If your budget only allowed one of the
Think about a product category where you have a high knowledge of the various brands. Pick one of the major brands. Discuss the characteristics the brand would want for a brand advocate, ambassador, or evangelist. What type of offers would it take from the company to create a strong brand
Is the use of alternative media growing or declining in international markets? Explain why.
What should a company’s marketing team do to assist in the development and growth of brand communities?
What is a brand community?
How have new technologies changed some forms of point-of-purchase advertising?
What is point-of-purchase advertising? Why is it important?
What new in-store marketing tactics are being utilized?
What is in-store marketing? Why is it important?
Describe the forms of video game advertising, including advergames.
Identify the alternative media venues described in this chapter.
What are product placements and branded entertainment?What do they have in common?
How do consumer lifestyles create potential target groups?
What are the fundamental requirements of guerrilla marketing in order for it to work?
What is guerrilla marketing? How does it differ from traditional marketing?
The Word of Mouth Marketing Association provides guidelines for companies. What are they?
What does a brand ambassador do and what are the controls?
What is a sponsored consumer?
What is needed to create alternative marketing programs by marketers?
Describe in your own words each of the social media strategies (see Figure 9.8). Suppose you are a marketing intern for a minor league baseball team located in your region. Identify the pros and cons of each of the social media strategies in terms of the minor league baseball team. Pick two of the
Discuss the current trends of consumer video-sharing. Examine reasons brands have become involved in social media marketing. For each of the trends you identify, elaborate on ways brands can use social media marketing to reach video-sharing consumers. Be sure to justify your choices of social media
Which social media marketing strategies should Post-it’s team use? Provide justification for your response.
Would social listening be of value to Post-it’s marketing team? If so, how? If not, why not?
What were the marketing objectives of the “Go ahead”campaign?
How could consumers, fans, and the company take advantage of new video-posting technologies to promote the Post-it brand?
Which social media sites are best suited to this type of promotional campaign? Why?
How can Amoy overcome any potential language difficulties when they roll out their social media campaign to a global audience?
Amoy has not really developed an influencer marketing campaign.In the roles of a specialist advisor, suggest how they should approach this type of campaign.
Which of the key social media strategies listed in Figure 9.8 have been pursued by Amoy?
How would you assess the effectiveness of the Amoy cooking competition campaign?
Which social media platforms should Amoy focus on to “attract a larger fan base”?
Use a search engine to locate an example of a viral marketing campaign. Evaluate the viral marketing.Was it effective? Why or why not? Provide a link to the viral campaign and a screenshot.
Figure 9.8 identifies strategies brands can use with social media. Describe each of the strategies in your own words. Find an example of each strategy in social media not described in the textbook. Provide the link and a screenshot, explain why it is an example of the strategy, and give your
Choose one of the following product categories. Select two prominent brands from that category. Access each brand’s website and social media links. Compare and contrast the information provided for each brand and social media. Which brand has the best social media presence?Why? Provide
South America’s fascination with social media is growing fast. Businesses across South America are realizing the value of having a social media presence. Argentina, Columbia, Brazil, Chile, Venezuela, and Peru are all in Facebook’s top 25 markets. It has been estimated that there are
Brand managers often become excited when something the company posts on the Internet goes viral and spreads like wildfire among consumers. What factors contribute to a brand’s posting going viral? Discuss how the social media strategies listed in Figure 9.8 can contribute to a successful viral
Have you made brand purchases based on comments made on social media? Why or why not? Provide specific details. Have you decided against purchasing a particular brand based on comments on social media?Why or why not? Provide specific details.
Describe the current trends of consumer video-sharing.For each trend, discuss your personal experience of sharing, creating, or watching a video. Which trend or trends impact you? Why?
A local pizza chain with nine restaurants has asked for your help in designing a social media strategy. Discuss the pros and cons of each of the primary social media platforms (Facebook, Instagram, Twitter, Pinterest, and YouTube) for the pizza restaurants. Which one do you consider to be the best?
Compare and contrast the social media sites Facebook, Instagram, Twitter, Pinterest, and YouTube. Discuss ways they are similar and ways they are different.Describe your level of involvement with each of these social media platforms.
Suppose you were in charge of the social media for your college. Discuss the pros and cons of each of the social media platforms presented in the chapter (Facebook, Instagram, Pinterest, Twitter, and Tumblr).Which two would be the most important? Why? Should the social media be targeted to current
Describe real-time marketing.
Examine Runza’s website again. Make a list of ten words that could be used for a search engine optimization program. Rank the words in order from what you think would be the best search terms to the least attractive. Justify your list and ranking.
Design a banner ad for Runza Restaurants.
Explain how behavioral targeting would be useful to an individual Runza Restaurant manager. Design a behavioral targeting program that could be used by Runza.
Discuss how location-based advertising could be valuable to an individual Runza Restaurant manager.Which form of geo-targeting would you use? Why?
Explain how the Runza Restaurant could use mobile marketing. Provide details.
What types of cyberbaits do you see on the Runza website?Give specific examples of each.
Access Runza Restaurant’s website at www.runza.com.Describe the content on the site. Examine the characteristics of successful e-commerce sites given in the chapter. Discuss each characteristic as it relates to Runza’s website. What is your overall evaluation of the website?
Describe the tactics you would use to make the best use of search engine optimization for Ski and Snowboard Specialists.
Would a blog be useful for Ski and Snowboard Specialists?If so, how? If not, why not?
Explain how remarketing and behavioral targeting could help increase sales for Ski and Snowboard Specialists.
Discuss how location-based advertising could be featured by Ski and Snowboard Specialists.
Explain how the company could take advantage of content marketing and/or native advertising.
How can Ski and Snowboard Specialists offer cyberbait to new customers? To returning customers?
What roles might mobile marketing and interactive marketing play in Ski and Snowboard Specialists’ efforts?
Access the internet and locate four banner ads. Copy and paste the banner ads in a Word document. Evaluate each banner ad in terms of design and appeal. Access the landing page of each banner ad by clicking on it.Provide a screenshot of the landing page and discuss each landing page. Of the four
Use a search engine to locate three digital advertising agencies. For each agency, describe what type of digital marketing services the agency provides. If you owned a small restaurant chain, which agency would you hire for your digital marketing program? Why?(Provide the URL for each agency in
A high percentage of internet traffic begins with someone conducting a search. Compare and contrast the concepts of paid search insertions, organic search results, and paid search ads from the perspective of a consumer wanting to locate websites that provide information and products on camping.
Access each of the following search engines. For each one, discuss how it handles paid search advertising when you type in a search term such as “running shoes.” Instead of “running shoes” you can type in another search term that interests you. What ads do you see as display ads, text ads
Blogs provide opportunities for individuals and businesses to share information, thoughts, and opinions.Go to www.blogsearchengine.org. Type in a topic you are interested in that is related to advertising and marketing communications, such as “advertising to children.” Locate three blogs on the
According to Payoneer, a B2B online payments company, a survey of around 900 Chinese e-commerce businesses revealed that some 62 percent sold products on Amazon, 45 percent on Wish, and 40 percent on AliExpress (part of Alibaba). Other e-commerce sites accounted for very small percentages of
Interview three individuals of different ages about blogs. What percent have read, launched, or participated in blogging on the internet? What was each person’s motivation? What is your experience with blogs? If you have never read or contributed to a blog, why not?
Do businesses have your mobile phone number to make sales calls or to send text message offers? How did they get the number? How would you go about removing your number from their call lists? How do you avoid giving out your number?
Describe in your own words each of the digital marketing strategies listed in Figure 8.8. Assume you are an intern working in the digital marketing department of a small chain of sporting goods stores in the South.Describe how you could use each of the digital marketing strategies in a digital
What is geo-targeting, or location-based advertising?
Describe e-commerce, search-optimized design, and customer-centric design.
What stage of Internet development saw the arrival of social networks?
Design a newspaper ad and an out-of-home ad that will be placed at Little League baseball parks in the area. Explain why having these two ads in different media is better than having two ads within the same media.
How could social media and nontraditional media be used to supplement a traditional media campaign in this circumstance?
Which traditional advertising media should the marketing team use for the second campaign? Discuss the pros and cons of each in terms of the Running Free Dog Park campaign and the desire to stimulate trial usage.
How would the three-exposure hypothesis or recency theory apply to this advertising program in its initial stages? What about the second campaign after consumers are aware of the dog park?
Define the marketing goals for the second phase of the Running Free Dog Park promotional efforts.
Create the ad for Cindy’s Auto Body Repair Shop that will be placed in the local newspaper.
Create an effective media mix and describe the campaign you would create for the grand opening and subsequent months for Cindy’s Auto Body Repair Shop.
Which theory best applies to Cindy’s situation, recency theory or the three-exposure hypothesis? Explain your answer.
Describe the roles that reach, frequency, effective reach, and effective frequency should play in the campaign designed to acquaint customers with this new business.
What are the major advantages and disadvantages of out-of-home advertising?
Describe the three-exposure hypothesis.
Suppose the Black Eyed Peas were contracted to perform at your university. Design a print ad for your local student newspaper. Discuss the message strategy, appeal, and execution you used and why you used it.
If you were going to design a television advertisement for a concert for the Black Eyed Peas, who would be your target market? What message strategy, appeal, and executional framework would you use? Why? Describe your concept of an effective television ad.
What types of brands or products are best suited to endorsements by the Black Eyed Peas? By rock bands in general?What about country music artists? What about hip-hop artists?
Discuss each of the source characteristics in terms of the Black Eyed Peas serving as a spokesperson for a product.Would it make a difference as to what type of product the Black Eyed Peas were endorsing? Explain.
Would the television ad designed for parents on the nightly news be different than one designed to stream online for students? Why or why not?
Identify the components of the creative brief for the most recent campaign in the case.
How was the recent Incredible India campaign different from the previous ones?
Identify the advertising campaign parameters in the Incredible India case.
What is the key challenge in maintaining the effectiveness of a campaign for a long period of time?
How does the concept of integrated marketing communication apply to the Incredible India campaign?
Would the concepts of top of mind and top choice apply to advertising for the second location of Jake’s Trophy Shop? If so, how? If not, why not?
Should Jake utilize a local advertising agency or do as much of the work as he could by himself? Defend your response.
Would threshold effects, diminishing returns, and wearout effects apply to Jake’s upcoming advertising program?Explain why or why not.
Explain how the hierarchy of effects model would apply to the four main trophy-buying groups.
Explain means-end theory and why it is important in advertising design. Pick two ads in this textbook, other than the milk and ReRez ones used to explain meansend theory. Identify the attribute(s) featured in the two ads and the benefits derived from those attributes. Construct a means-end chain
Pick one of the following brands. Develop a means–ends chain similar to the two that are shown in this chapter.a. Singapore’s BreadTalk Group (www.breadtalk.com)b. South Africa’s First National Bank (www.fnb.co.za)c. Dubai’s Orton Middle East (www.ortonmiddleeast.com)d. Finland’s Veen
Select two of the print ads in this chapter. Identify the part of the hierarchy of effects model the advertisement targets. Explain why. In terms of attitude formation, which sequence is being used? Justify your answer. Discuss the relationship of the visual and verbal elements in the ad. Which is
What elements are included in a creative brief?
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