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business
marketing research 13th
Integrated Advertising Promotion And Marketing Communications 8th Edition Kenneth E. Clow, Donald E. Baack - Solutions
Explain how variability theory can be used to create consistency in an advertising campaign.
What is a tagline, and what role does a tagline play in an advertisement?
Describe the terms top of mind brand and top choice.
What advertising campaign parameters were described in this chapter?
Describe the various roles within an advertising agency.
What is a creative pitch?
What evaluation criteria should be used in selecting an advertising agency?
What steps should be taken in selecting an advertising agency?
What is crowdsourcing? What are its advantages and disadvantages?
How do you build brand loyalty?
What are the advantages of using in-house advertising resources that make it suitable for those involved in the process?
Why do communication goals differ at various stages of the buying process?
Why do business-to-business ads tend to be verbal or written?
Outline the range of visual images.
Why are visual elements in advertisement important?What is the relationship between visual and verbal elements?Can there be one without the other?
What is meant by the Means–End Conceptualization of Components for Advertising Strategy (MECCAS)model?
Distinguish between cognitive, affective, and conative advertisements. What are each useful in achieving?
What are the six stages of the hierarchy of effects model?Do they always occur in that order? Why or why not?
Define advertising campaign management.
Use a search engine to locate three companies on the internet that sell activewear. For each website, discuss the types of clothing sold and the types of promotional appeals used. For each website identify the market segmentation strategy you believe is being used and the product positioning
A dog breeder recognizes the need for segmenting her advertising and marketing. Discuss the merits of each of the methods of segmentation presented in the text (see Figure 4.2). Based on your discussion of each method, which would you recommend? Why? Define in your own words each of the product
Explain the most viable marketing communications objectives for the opening of the Phase 2 Fitness Center. Then note how those objectives might change over time.
What positioning approach would be most valuable to the Phase 2 Fitness Center? Defend your answer.
Are there any business-to-business segmentation opportunities present? Why or why not?
Discuss the potential consumer market segments that Phase 2 Fitness Center could serve using the information on consumer segmentation. Which segment or segments would you recommend? Why?
Explain each of the types of research presented in the chapter in terms of the Phase 2 Fitness Center. Which would you recommend? Why?
The launch focuses on Malaysia, and the brand is very closely associated with Japan. Judging from the fact that green tea is not very popular in Malaysia, has Nestlé made a mistake in launching the brand there?
Judging by the approach that Nestlé has taken in launching and supporting Green Tea Kit Kat in Malaysia, how would you describe their approach to budgeting?
If you were assigned the task of launching the Green Tea Kit Kat brand in your own region, how would you begin to frame the IMC? How would you identify your key target market, position the product, and establish your marketing objectives?
Go to the authors’ website at clowbaack.net/video/ads.html. Watch one of the television ads for Ouachita Independent Bank, one of the television ads for Progressive Bank, and one of the ads for Centric Federal Credit Union. Identify which three ads you watched. For each ad describe who you think
Go to the authors’ website at clowbaack.net/video/ads.html. Watch one of the television ads for DuPage Medical Group, one of the television ads for Terrebonne General Medical Center, and one of the ads for St. Francis Medical Center. Identify which three ads you watched. For each ad describe who
For the following firms, examine the companies’website to determine what segmentation strategy is being used. Describe the intended target market for the website. What communications objective(s) do you think the company is trying to accomplish? What product-positioning strategy is being used?
Brand names, marketing ideas, and advertising campaigns designed for one country do not always translate correctly in another. It is often necessary to make changes or to adapt. This approach is sometimes referred to as going “glocal.” Research the following examples. What types of marketing
VALS psychographic segmentation can be a valuable tool for marketers as they prepare their marketing materials. Access VALS through the Strategic Business Insights (SBI) website at www.strategic businessinsights.com/vals and examine the characteristics of each of the groups. Then take the test to
A brand’s product positioning strategy should be an integral part of the company’s advertising and marketing strategy. Consider each of these pairs and suggest how their product positioning differs in each case. Justify your conclusions.a. Android versus Appleb. Mercedes versus Fordc. Tiffany
Using competitors to establish a product position can be accomplished by contrasting the company’s product against others. Use a search engine to locate five companies on the Internet that use this approach. They may well be local or smaller businesses rather than global brands with a more
For each of the product-positioning strategies discussed in this chapter, identify two brands that feature the strategy and explain how the strategy is used to successfully market the brand.
Usage segmentation targets heavy users, average users, light users or nonusers. Describe campaigns for each of the usage segments for a tanning salon. In your discussion, identify the best communications objective for each of the campaigns and the product positioning strategy that you would use for
Millennials are an attractive generation for marketers.Examine the millennial segments described in the chapter. Which segment do you belong to? Identify a friend or relative that would fit into each of the other millennial segments. Explain why you would put them into that particular millennial
Examine the VALS psychographic groups presented in the chapter. For each of the following goods or services, identify the VALS segment that would be the best to target. Justify your choice. Describe an advertisement or marketing communication that could be used for the VALS segment you identified
Examine the list of demographic segmentation variables.For each demographic variable listed in the text, identify two products that are marketed to a specific demographic segment. Identify the specific demographic segment and explain why the product is aimed at that particular market segment.
Make a list of five consumer goods or services that are segmented on the basis of age. Are there actual differences in the product or service attributes? Are there differences in how they are marketed? What are those differences? Do you think using a different marketing approach has worked?
Make a list of five consumer goods or services that are segmented on the basis of gender but sold to both genders.Are there any differences in the product or service attributes? Are there differences in how they are marketed? What are those differences? Do you think using a different marketing
Turner (part of Time Warner) carried out a research study of 3,000 children in the United Arab Emirates, Saudi Arabia, and Turkey. It focused on attitudes, purchasing power, and behavior. Six distinctive segments were identified: Eager Minds, Make Believers, Social Sharers, Perceptive Pioneers,
A common approach to understanding customers is to use focus groups. They can help identify the most relevant communication research required, the information that is needed, and how it can be used in marketing. Suggest how focus groups might help a business launch a new fast-food chain.
Which IMC components are more likely to be used in business-to-business marketing communications programs, as compared to consumer markets?
Describe the three types of advertising schedules that may be used during the course of a year.
Describe the methods that can be used to establish a communications budget.
What common marketing communications objectives do firms establish?
What is a benchmark measure?
Define product positioning and identify the types of positioning approaches that can be used in the IMC planning process.
Describe a segmentation approach based on company size.
Describe a usage segmentation approach in a business to-business setting.
Describe the NAICS approach to business market segmentation.
What are the common business-to-business market segments?
Describe usage segmentation and benefit segmentation.
What are the views of generation segmentation supporters?
List all of the segments of the VALS typology.
How does income and education link together in segmentation?
What does a “homogenous segment” mean?
In marketing terms, how do male preferences differ from female preferences?
What are the three approaches for consumer-orientated research?
Define market segment and market segmentation.
What is involved in product-specific research? How can it be used?
What three forms of market research are used to develop marketing communications?
Identify and define the factors that affect the amount of time consumers spend in conducting an external search.Suppose you wanted to purchase a boat (sailboat, powerboat, or fishing boat). Discuss each of the factors that would affect your external search process in the purchase of the boat.
Describe each of the trends in the consumer behavior environment. Discuss the impact that each trend has on clothing purchases, especially current fashions.
What should Nevzat Aydin say to the team members whose preferred option is not chosen?This case solely provides material for class discussion. The author does not intend to illustrate effective or ineffective handling of a managerial situation.
How should Nevzat Aydin make the final choice, given such a great divergence in opinion exists?
Identify the factors that favor each team and the factors that are a challenge for the company.
Discuss the reasoning behind each team’s choice based on the information provided and the individual factors outlined in this chapter.
What should customers say to the selling community whose market is not chosen?It is often said that buying food grown at local farms is a better choice than buying from a supermarket or grocery store.But is this true? Many farmers forgo the use of chemical pesticides and fertilizers. Many say that,
How should customers make final choices?It is often said that buying food grown at local farms is a better choice than buying from a supermarket or grocery store.But is this true? Many farmers forgo the use of chemical pesticides and fertilizers. Many say that, for this reason, locally grown food
Identify the factors that attract different types of customers to markets.It is often said that buying food grown at local farms is a better choice than buying from a supermarket or grocery store.But is this true? Many farmers forgo the use of chemical pesticides and fertilizers. Many say that, for
Discuss the reasoning behind customers’ choices based on the information provided in this chapter.It is often said that buying food grown at local farms is a better choice than buying from a supermarket or grocery store.But is this true? Many farmers forgo the use of chemical pesticides and
A member of the buying center has been asked to gather information about possible shipping companies for international shipments. Visit the following websites. What companies have the most appealing websites? Beyond online materials, what additional information do they need to supply to the buying
Brands will often focus on cognitive, affective, or conative triggers. In each of the following cases, identify which of the three is being used to appeal to consumers. Explain why.a. International Red Cross and Red Crescent Movement(www.ifrc.org)b. Aunt Bessie’s (www.auntbessies.co.uk)c. UNIQLO
According to Nielsen, the majority of people are willing to pay more for foods with health attributes:94 percent in Latin America, 93 percent in Asia-Pacific, 92 percent in the Middle East and Africa, 79 percent in Europe, and 80 percent in North America.Research your own country and summarize the
Go to the authors’ website at clowbaack.net/video/ads.html. Watch the two advertisements for NOLA, The Times-Picayune. For each ad identify the component of attitude that you think is the primary focus and the personal value being emphasized. Justify your choice.Who do you think is the target
Go to the authors’ website at clowbaack.net/video/ads.html. Choose one of the television ads. Which component of an attitude is the primary focus of the ad?Justify your answer. Which consumer value is being emphasized? Justify your answer. For the evaluation of alternatives, which method of
Almost everyone has an opinion about tattoos. Some attitudes are positive whereas others are negative. Few are neutral. Go to www.tattoos.com and examine the material there. Did this information modify your attitude toward tattoos? What factors on the website influenced your attitude? Find at least
Consumers and businesses conduct external searches when they lack sufficient internal knowledge to make a wise decision. Assume you have $150,000 to $200,000 to spend on a sailboat. Locate four websites that sell sailboats. Select one in your price range. Discuss the external search process you
Identify four brands you have used in a work environment that you also have purchased in your personal life. Discuss the dual channel marketing approach each of the brands use. Discuss the process that occurred in purchasing the product for personal use and the influence that using the brand in the
A purchasing agent for a clothing manufacturer is in the process of selecting vendors to supply the materials to produce about 30 percent of its clothes. The clothing manufacturer employs about 300 people. As the audit nears completion, what factors are most important to the purchasing agent?
As a business and marketing advisor to a mediumsized business that tends to favor traditional forms of communication with their customers, outline how they could benefit from the communications revolution and how technology could have a positive impact on their sales and image. Take into account
What are the discernible consumer buying trends in your own country? Choose a product or service category and examine how trends have changed over the past few years. What has influenced these changes? Are the changes consumer-led, marketingled, or technological?
Pick two of the product categories below. Identify brands in your evoked set, inept set, and inert set for that product category. Explain the rationale for the placement of each of the brands.a. Quick service restaurantsb. Retail clothing storesc. Grocery storesd. Computers
Review the three methods of evaluating alternatives.Briefly explain each method. For each of the following product categories, which method of evaluation would you use for your next purchase? Explain why.a. Meal with your significant other at a dine-in restaurantb. Auto service repair for your
Study the list of personal values presented in Figure 3.3. Identify the five most important to you.Rank them from first to last. Beside each value, identify at least one product you have purchased to satisfy those values. Explain how that good or service satisfied that value.
Think about the ways you purchase products and consider a recent purchase that involved an external search. Discuss your ability to search, the need for cognition, your personal level of shopping enthusiasm, and the perceived costs versus the perceived benefits of the search. How much time did you
Examine the consumer decision-making process that is illustrated in Figure 3.1. Think of a recent high-involvement purchase you made that involved every step in the process. Discuss each of the steps, especially the information search and evaluation of alternatives.
Compulsive buying and/or shopping takes place when a person becomes obsessed with making purchases, many of which are unnecessary or impractical. For college students and other individuals with compulsive buying behaviors, a primary influence is the family.Often one or both parents are compulsive
Describe dual channel marketing and explain why it is important to a company’s well-being.
Name the steps in the business-to-business buying process.
Describe the three main forms of business-to-business sales.
What organizational and individual factors affect members of the business buying center?
Name and describe the five roles played in a buying center.
What new trends in the consumer buying environment affect consumer purchasing decisions?
What is meant by affect referral? When is a person likely to rely on such a cognitive approach to evaluating purchasing alternatives?
In relation to an individual’s evoked sets, distinguish between inept and inert sets.
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