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business
advertising and promotion

Questions and Answers of Advertising and Promotion

3. To know the role of the Internet and interactive media in an IMC program.
2. To know the advantages and disadvantages of the Internet and interactive media.
1. To understand the different ways the Internet is used to communicate.
10. Give an example of how companies might use direct marketing as part of an IMC program.Provide examples of both consumer and business marketers.
9.Why have companies like Volvo, Cadillac, and General Motors increased their use of infomercials?Is this a wise strategy?
8.One of the disadvantages associated with direct-marketing media is the high cost per exposure.Some marketers feel that this cost is not really as much of a disadvantage as is claimed.Argue for or
7.Most of the methods for measuring effectiveness of direct marketing have to do with behaviors like sales,cost per order,etc.Explain how the adoption model discussed in Chapter 5might also be
6. The catalog has become an important part of the shopping lives of many consumers. Describe different groups that you think might find catalogs useful in the consumer market, and explain what
5. Identify some of the factors that have contributed to the growth of direct marketing. Do you see these factors being as relevant today?Discuss why or why not, and the impact they will have on
4. Explain why companies like those cited in the lead in to Chapter 14 have been successful in adopting direct marketing techniques. Describe the conditions that contribute to the successful
3.What are the characteristics of the infomercial watcher? In viewing this profile, does it surprise you?Explain why or why not.
2.What is the difference between direct marketing and direct selling? Describe the various forms of direct selling and some of the characteristics of the industry that make it unique.
1.Many marketers felt that the Internet would hurt the direct mail catalog industry. In fact, this has not been the case. Explain some of the similar characteristics of catalog shopping and shopping
4. To determine the scope and effectiveness of direct marketing.
3. To demonstrate the use of direct-marketing media.
2. To know the strategies and tactics involved in direct marketing.
1. To recognize the area of direct marketing as a communications tool.
10. Explain how various support media might be used as part of an IMC program. Take any three of the media discussed in the chapter and explain how they might be used in an IMC program for
9. Support media have also been called alternative media, nonmeasured media, and nontraditional media.Why has the medium been assigned these titles?
8. Discuss some of the merits of in-flight advertising.What types of products might most effectively use this medium?
7. What are promotional products?List some of the advantages and disadvantages of this medium.Provide examples where the use of this medium would be appropriate.
6. Some advertisers claim that virtual ads are bad for the advertising industry in general. Explain some of the reasons why they feel this way.Are these reasons valid?
5.As advertisers engage in stealth marketing tactics,many companies are taking action to prohibit such activities. Ethical issues are raised on both sides—one side claiming free speech, while the
4. Advertising in movie theaters is on the increase.A variety of reasons as to why this medium may be effective are offered in the chapter. Discuss the reasons why movie theater advertising may be
3. There seems to be a growing interest among marketers to engage in the use of product placements. These marketers are attracted by the success experienced by prior product placements.Give examples
2. Describe what is meant by“stealth marketing.” Give examples of products and/or services that you know have employed this strategy.Then describe some of the characteristics of companies that
1. Transit advertising takes a variety of forms,and many advertisers may be reluctant to use these media. Discuss some of the various forms of transit advertising and their relative advantages and
3. To know how audiences for support media are measured.
2. To develop an understanding of the advantages and disadvantages of support media.
1. To recognize the various support media available to the marketer in developing an IMC program.
10.Why has newspaper readership in the United States been declining over the past decade? Do you think campaigns such as the Newspaper Association of America’s “It all starts with
9. Discuss the reasons why USA Today has become the leading national newspaper.What challenges do other national newspapers such as The Wall Street Journal and the New York Times face in trying to
8. Discuss how the use of newspapers as an advertising medium would differ for national versus local advertisers. Find examples of newspaper advertising used by a national and a local advertiser and
7. If you were purchasing magazine advertising space for a manufacturer of golf clubs such as Taylor-Made or Calloway,what factors would you consider? Would your selection of magazines be limited to
6. Discuss why many companies such as Nike,Kodak, Ford, Ikea and others are choosing to publish their own custom magazines.Do you think these custom publications are an effective way to reach their
5. IMC Perspective 12-1 discusses the challenges marketers targeting products and services to the young male market face in trying to reach this segment.Why do you think teenage males are such a
4. Choose a specific target market that an advertiser might want to reach. Discuss how magazines and/or newspapers might be used to reach this particular market in a cost effective manner.
3.What is meant by selectivity with regard to the purchase of advertising media? Discuss the various ways magazines offer selectivity to advertisers.
2. Discuss the role of newspapers and magazines in the development and implementation of an integrated marketing communications program.What advantages are offered by each medium?
1. The vignette at the beginning of the chapter discusses how Rolling Stonemagazine is undergoing major changes to update its image and make it more appealing to a younger audience. Evaluate the
5. To consider future developments in magazines and newspapers and how these trends will influence their use as advertising media.
4. To discuss how advertising space is purchased in magazines and newspapers, how readership is measured, and how rates are determined.
3. To examine the various types of magazines and newspapers and the value of each as an advertising medium.
2. To analyze the advantages and limitations of magazines and newspapers as advertising media.
1. To examine the structure of the magazine and newspaper industries and the role of each medium in the advertising program.
11. Discuss how the concept of image transfer can be used in radio advertising. Find an example of a radio campaign that is using this concept and evaluate it.
10. IMC Perspective 11-6 discusses how companies such as XM and Sirius are trying to market satellite radio.Discuss how satellite radio might impact traditional radio and the business model for radio
9. Discuss the advantages and disadvantages of advertising on radio. Discuss how radio advertising might be used by national versus local advertisers.
8. Evaluate the use of sweeps ratings periods as a method for measuring local television viewing audiences. Do you think sweeps ratings provide reliable and valid estimates of local television
7. Discuss the various reasons reality programs such as The Osbournes,Survivor,The Bachelorette, and American Idol have become so popular.How is the growing popularity of these shows impacting the
6. IMC Perspective 11-3 discusses how ESPN is changing its strategy and adding more entertainment programs such as variety shows, reality shows, and original movies.Discuss the reasons ESPN is making
5. Discuss how the growth of Spanish-language television networks in the United States such as Univision and Telemundo is likely to affect the media strategy of marketers targeting the Hispanic
4. Explain what is meant by zipping and zapping and how they affect television viewing behavior.Discuss some of the ways advertisers can deal with the zapping problem.
3. IMC Perspective 11-1 discusses how some major companies are no longer advertising on the Super Bowl.Discuss the pros and cons of advertising during the Super Bowl.Do you feel that paying more
2. Discuss the advantages of television as an advertising medium and the importance of these factors to major advertisers such as automobile companies or packaged-goods marketers.
1.The opening vignette to the chapter discusses how personal video recorders (PVRs) being marketed by companies such as TiVo and SONICblue are becoming more popular.Discuss how these products are
4. To consider future trends in TV and radio and how they will influence the use of these media in advertising.
3. To explain how advertising time is purchased for the broadcast media, how audiences are measured, and how rates are determined.
2. To consider the advantages and limitations of TV and radio as advertising media.
1. To examine the structure of the television and radio industries and the role of each medium in the advertising program.
10. One long-time advertising agency executive noted that buying media is both an art and a science, with a leaning toward art.Explain what this means and provide examples.
9.Media planning involves a tradeoff between reach and frequency.Explain what this means and give examples of when reach should be emphasized over frequency and vice versa.
8. Discuss the role of optimizers in media planning.
7. Using the BDI and CDI indices, explain the least desirable market situation for marketers.Provide an example. Then do the same for the most desirable situation.
6. The text lists both internal and external factors that might impact the media strategy.Provide examples of each and discuss how they might impact the media plan.
5. Figure 10-4 provides a profile of the cola user.Using the indices, describe the profile of the cola user.Now describe the profile of the heavy cola user.
4. Describe what is meant by waste coverage. The decision must often be made between waste coverage and undercoverage.Give examples when the marketer might have to choose between the two, and when it
3. Figure 10-30 notes some of the advantages and disadvantages associated with various media options.Referring to Figure 10-30, provide examples of products and/or services that might most benefit
2. The text notes that one problem in media planning is that ratings information is gathered during sweeps periods. Explain what sweeps periods are, and why this might pose a problem.
1. Describe the three methods of promotional scheduling.Give examples of products and/or services that might employ each method.
4. To be familiar with sources of media information and characteristics of media.
3. To know the process of developing and implementing media strategies.
2. To know how a media plan is developed.
1. To understand the key terminology used in media planning.
11. Discuss the role of music in advertising.Why might companies such as General Motors and Microsoft pay large sums of money to use popular songs in their commercials?
10. Discuss the role of headlines and subheads in print advertisements.Find examples of print ads that use various types of direct and indirect headlines.
9. AFLAC, which is a provider of supplemental insurance, has been very successful in making a duck a popular personality symbol for the company in its advertising.Discuss why an insurance company
8.What is meant by slice-of-death advertising? Discuss some of the reasons business-to-business marketers might use this technique.
7. IMC Perspective 9-2 discusses how advertising for online companies failed to inspire a new creative revolution in advertising.Do you think Internet and dot.com companies relied too much on
6. Discuss how teaser advertising might be used to introduce a new product or brand or to reposition an existing brand.What factors should marketers take into consideration when using a teaser
5.What is meant by emotional bonding? Discuss how this concept can be used in developing an advertising campaign for a brand.
4. IMC Perspective 9-1 discusses how a number of companies have been bringing back classic advertising characters, spokespeople and/or commercials.Why do you think companies are doing this?Discuss
3.What are the differences between informational/rational and emotional advertising appeals and the factors that would lead to the use of one over the other. Find examples of advertising campaigns
2. Discuss the difference between an advertising appeal and a creative execution style. Find several ads and analyze the particular appeal and execution style used in each.
1. The opening vignette to the chapter discusses the strong growth Skyy vodka has experienced over the past decade.Discuss how advertising and other forms of marketing communication have contributed
4. To consider how clients evaluate the creative work of their agencies and discuss guidelines for the evaluation and approval process.
3. To analyze various tactical issues involved in the creation of print advertising and TV commercials.
2. To analyze the various creative execution styles that advertisers can use and the advertising situations where they are most appropriate.
1. To analyze various types of appeals that can be used in the development and implementation of an advertising message.
11. Find an example of an ad or campaign that you think reflects one of the approaches used to develop a major selling idea such as unique selling proposition, brand image, inherent drama, or
10. IMC Perspective 8-4 discusses the problems Miller Lite has had in developing a successful advertising campaign. Evaluate the various campaign themes that have been used for Miller Lite in recent
9.What are the differences between focus group research and ethnographic research? Discuss how each research method could be used to provide qualitative research input that could be used in the
8.Assume that you have been hired as an account planner by an advertising agency and assigned to work on the advertising campaign for a new brand of bottled water.Describe the various types of
7.What are the various stages of the creative process? Do you agree with the notion that advertising creativity can or should follow a definitive process?
6. IMC Perspective 8-2 discusses the debate over creative versus hard-sell advertising. Discuss the arguments for and against each perspective.Which do you support? Who should be responsible for
5. Find an example of an advertising campaign for a company or brand that you feel is very good and evaluate it using the universal advertising standards of the D’Arcy Benton & Bowles agency that
4.What is your opinion of advertising awards, such as the Cannes Lions, that are based solely on creativity?If you were a marketer, would you take these creative awards into consideration in your
3. Figure 8-1 lists the various advertising campaign themes used by Burger King over the past 15 years.Why do you think the company has had such a difficult time finding an effective advertising
2. Explain what is meant by creative strategy and creative tactics in advertising. Find an example of an advertising campaign and evaluate the creative strategy and tactics used in the ads.
1. The opening vignette discusses Nike’s strategic initiative to improve the way the company does business with women which includes finding new ways to reach and communicate with them. Evaluate

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