Essay Question 1 - Chapter 11 & Chapter 12 

As discussed in the article by Lisa Bannon, the USC is being sued for promoting their online Masters in Social Work Classes as equivalent to USC's in-person classes. These classes are taught by the staff of an online teaching firm known as 2U, not USC. Other specifics are detailed in the article. A) If you were the marketing director of the Longwood University CBE, how might you use cognitive advertising to differentiate the Longwood CBE from other online university programs like USC's? There are four cognitive ad approaches detailed in Chapter 11; discuss each, use an example to explain how the Longwood CBE might employ each approach, and provide reasons from this class for which of these four you would recommend. B) Chapter 11 discusses how the AIDA model's elements correlate with the product life cycle. Based on what you have learned in this class and experienced in relation to this program, in which SINGLE stage of the product life cycle is the Longwood CBE MBA program, and what element of AIDA should the MBA program be focused upon? Give at least three reasons for your answer. C) Based upon the Elaboration Likelihood Model, should the Longwood CBE pursue either the central or peripheral path to differentiate itself from other online programs? Explain each path using Longwood-based examples. Choose only one to pursue and provide reasons for that selection instead of the other. D) According to Chapter 12, IMC Choices depend upon marketing goals. If you were the marketing director of USC's online programs after these controversies, which one goal category would you pursue, which scheduling technique would you employ, and which budgeting technique would you apply? Give detailed reasons based on the material in these chapters.   

 

 

 

Essay Question 2 - Chapter 11 & Chapter 12 

The Wall Street Journal article by Katie Deighton and Patrick Coffee detailed how stories pertaining to one personalized can of Bud Light featured in Dylan Mulvaney's Instagram post and transgender swimsuits on sale at Target, which were available only in adult sizes, sparked a considerable backlash among some consumer segments. The article discusses brands, including Disney, Apple, North Face, and Addidas, that are proceeding to release Pride-themed clothing and other initiatives. A) In the case of Addidas, should the advertising for these products be mainly cognitive, affective, or behavioral? Choose one of these three and, using the AIDA model, justify your choice for the primary goal category. See Section 11-3. B) Referring to information from Section 12-2a, Figure 12-3, and Figure 12-4, select the one form of media that would have been most appropriate for the Miller Light Ad campaign discussed. There are seven criteria, including selectivity. Give reasons for your media selection based on these criteria. C) How might North Face use publicity, event sponsorships, or sales promotions to address suspicions of Rainbow-washing. a term from the article? Give examples for each and reasons from the textbook and lecture. 

Context Sample #1: This sample web sample from the Miller Lite campaign that was discussed. Feel free to make a case for staying with this media or why a different media would be a more appropriate focus for this campaign. Make a case based on reasons from the textbook, articles, and lecture. 

https://www.youtube.com/watch?v=HFlxfxyJqAULinks to an external site.

Context Sample #2: This is the Addidas Pride Collection discussed in this article and essay question.

https://www.adidas.com/us/prideLinks to an external site.

Context Sample #3: North Face's Pride-campaign sample.

Image from North Face.pdfDownload Image from North Face.pdf

 

Essay 3 - Chapter 11 & Chapter 12 with Elements from Previous Chapters         

In the articles by Megan Graham and Patience Haggin, the challenges faced by Comcast and WPP are discussed at length. The income growth of WPP has slowed due to the declining sales of their high-technology clients. A) What pricing dynamics discussed in Chapter 9 might help explain why WPP consumer packaged goods clients continue to sell well while their higher-priced technology clients suffer? Remember, consumer packaged goods include necessities like food. B) Given the high-priced nature of technology products, how might Push-vs-Pull dynamics discussed in Chapters 10 and 12 influence such tech clients to move from WPP's advertising agencies to personal sales firms? Please give at least three reasons from our textbook and include page numbers. C) As both a web-focused company and a TV/Cable company, Comcast faces declining revenue; what aspects of these two media might Comcast leverage to drive business away from competitive media types and to themselves? See Section 12-2a.D) Based upon Comcast's need to increase subscriptions for its Peacock service, how might it most effectively design its advertising messaging to meet this corporate goal? Provide at least one reason from Haggin's articles and two from the textbook.