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business
advertising and promotion

Questions and Answers of Advertising and Promotion

9. Some marketers believe that traditional catalogs are on the way out and that they will be replaced by digital catalogs.Explain why digital catalogs will or will not drive the traditional catalog
8. What is the future of the traditional home shopping channels like QVC and HSN? Given the decline in television viewership, what will these channels have to do to survive? (LO 14-3)
7. Explain the role that direct marketing can play in the IMC program. Can direct marketing be used for anything other than a behavioral response? If so, give examples. (LO 14-4)
6. What is an infomercial? What are some of the reasons that infomercials have been so successful? Which types of products and services do you think are likely to be candidates for successful
5. When many people think of direct marketing they think of junk mail, infomercials, telemarketers, and catalogs that they don’t want to receive. Given that so many people hold this attitude toward
4. What are some advantages and disadvantages to direct marketing? There are some pundits that believe that direct marketing is in the decline stage of its product life cycle, while others believe
3. Explain what is meant by Customer Lifetime Value.How do marketers apply this formula to determine the effectiveness of their direct marketing programs? (LO 14-4)
2. Discuss the different methods direct marketers use to measure the effectiveness of their programs. Are there other methods that might be considered? Explain.(LO 14-3)
1. The lead-in to this chapter discusses how legacy brands like P&G are now going direct to consumers.Explain how they are doing this and offer some reasons why they are doing so. (LO 14-3)
10. Explain the differences between Web 1.0 and Web 2.0. Give examples of how marketers use both.(LO 15-1)
9. In the chapter we said that social media and mobile are both part of an IMC program, and also that they use other media in their own programs. Explain what this means and give examples. (LO 15-1)
8. Explain why some companies seem to be fascinated by digital and social media. What are some of the factors that might support this thinking? What are some that might lead to considering it
7. Marketers seem to be increasing their use of bloggers, vloggers, and influencers. Explain what these terms mean. Why do some consider the use of these as potentially deceptive? (LO 15-5)
6. What is native advertising? Why do some believe that this form of advertising is deceptive? Explain what you think. (LO 15-5)
5. Discuss some of the advantages and disadvantages of digital media. Give examples of each. (LO 15-4)
4. Explain some of the ways digital marketers attempt to measure the effectiveness of their programs. Discuss both digital and traditional measures and when each might be more appropriate to use. (LO
3. With all of its appeal, there are many who feel that social media are having negative consequences for society. Explain some of the reasons that people feel this way, citing examples. Take a
2. The appeal of Facebook is universal. However, in recent years growth in new members has leveled off. Give some of the reasons for this apparent maturing of the market. Where is the new growth
1. In this chapter Muntinga discusses motivations for using social media using the acronym COBRAs. Explain what theses motivations are and discuss their meanings.Provide examples of each. (LO 15-1)
12. What is a sales promotion trap or spiral? Find an example of an industry or market where a promotional battle is taking place. What are the options for marketers in deciding whether to
11. What are the three major forms of cooperative advertising? Discuss how and when marketers might use each form of cooperative advertising. (LO 16-3)
10. Discuss the various types of trade promotions used by marketers, giving attention to the objectives as well as the pros and cons of each. (LO 16-3)
9. A report by a rebate fulfillment service showed that the average redemption for a $50 rebate on a product that costs $200 is only 35 percent. Why do you think redemption rates for rebates are so
8. Discuss the type of company or business that would be likely to offer discounts to consumers through Groupon.What are the pros and cons of using Groupon to make promotional offers and discounts to
7. IMC Perspective 16-2 discusses the contest developed by Quaker Foods North America for Life cereal whereby parents could have their child considered for casting in a remake of the iconic “Mikey
6. What is the difference between a consumer franchise-building promotion and a nonfranchise-building promotion? Find an example of a promotion being used by a company or brand that contributes to
5. Retailer JCPenney encountered resistance when it tried to cut back on the use of promotions and move toward a“fair and square” everyday low pricing model. Why do you think JCP customers
4. Do you agree with those who argue that the use of sales promotion detracts from brand equity for many companies and/or brands? Evaluate the arguments on both sides of this issue. (LO 16-1, 16-5)
3. Discuss the difference between consumer-oriented promotions and trade-oriented promotions and the role each plays in marketers’ IMC programs. What are the various objectives for each category of
2. IMC Perspective 16-1 discusses how many retailers have become overly dependent on discounts and promotions and the problems this has created for them. Discuss the reasons retailers have increased
1. The chapter opener discusses the “Whopper Detour”promotion used by Burger King to compete against McDonald’s. Analyze the strategy behind this promotion and the reasons it was so successful.
9. Describe some of the measures used to measure public relations effectiveness. Critique these and provide an overall critique of their validity. (LO 17-4)10. Describe the conflict between
8. Explain the differences between traditional and the new public relations objectives (MPRs). What are the advantages and disadvantages of each? (LO 17-2)
7. What impact do you think the millennial generation will have on cause marketing, issue advertising, and advocacy advertising? Explain your reasoning.(LO 17-1)
6. The chapter discusses a number of public relations blunders, many of which might have been avoided with due diligence. Explain why these mistakes occur and who is ultimately responsible. (LO 17-2)
5. Companies that establish very positive reputations tend to maintain these reputations over time. What are some of the things that these companies do to maintain these positions? (LO 17-1)
4. Provide a number of examples of issue ads. Were these ads effective? Why or why not? (LO 17-4)
3. Exhibit 17-18 shows an issue ad in opposition to JUUL, the vaping brand. It also shows JUUL’s ad supporting a raise in the legal age necessary to purchase vapor products. Both ads were run at
2. Discuss why publicity (positive or negative) can be so powerful. Cite examples of both positive and negative publicity’s impact on brands, products, etc. (LO 17-1)
1. Discuss the three levels of effectiveness described in the framework provided by Cision in Figure 17–4. Give an example of each of the three levels. (LO 17-2)
10. Digital advertisers seem to want to have their own effectiveness measures, while eschewing those of traditional advertisers. What are the pros and cons of this position? Argue for one side or the
9. Explain why it is important to pretest. When should this testing take place? Give examples of what might make ads or commercials that are pretested more successful.(LO 18-1)
8. This chapter discussed the Ogilvy Awards. Describe what these awards are and how they have changed over time. Give examples of companies that have won these awards (you can find past winners
7. Explain why it is so difficult to measure the overall IMC program effectiveness. (LO 18-3)
6. A/B testing has been used by marketers for decades to evaluate two different versions of finished ads and/or web pages. Some experts now believe that A/B testing would be more effective if
5. What is single source measurement? Why does is appear to offer marketers an advantage over other measures of effectiveness? Are there any disadvantages to using single source measures? (LO 18-4)
4. Digital and Social Media Perspective 18-2 discusses the agreement by practitioners and academics that physiological measures of effectiveness are valid and a value to advertisers. Discuss some of
3. Creatives have long argued that measuring the effectiveness of their ads would stifle the creative process and lead to less creativity and more objective seeking ads.The outstanding creative ads
2. Digital and Social Media Perspective 18-1 discusses the fact that some marketers do not trust the effectiveness measures that are available to them, and thus do not attempt to measure the impact
1. In the decision sequence model presented in Chapter 1, the final stage is measuring effectiveness of the IMC program to provide feedback. This feedback is critical to the future planning process.
10. Discuss the evolving role of digital marketing in the IMC program of international marketers. How can marketers make effective use of digital and social media in marketing their products and
9. Discuss some of the differences in media that exist across various countries and how they might impact the media strategy used by marketers. (LO 19-4)
8. What are the three options available to marketers when organizing for international advertising and promotion? Discuss factors that will influence which option a marketer might use. (LO 19-4)
7. Discuss the advantages and disadvantages of using a global advertising campaign for a company or brand.For what type of products or services is a global advertising approach appropriate? (LO 19-3)
6. Global Perspective 19–2 discussed the “Taste the Feeling” global marketing campaign launched by the Coca-Cola Company. Evaluate the creative strategy being used for this campaign as well as
5. What is meant by a country-of-origin effect? Choose a product category for which there is a country-of-origin effect and discuss how a company or brand might use it in developing an advertising
4. What are some of the political/legal factors that marketers must consider in developing advertising and promotional programs in a foreign market? Choose one of these political/legal factors and
3. Discuss how global marketers might use the 2022 FIFA World Cup being held in Qatar as an integrated marketing opportunity. Do you think the controversy surrounding Qatar’s hosting of the Word
2. Why are international markets so important to U.S. companies as well as companies located in other countries? Discuss the factors companies must consider in developing IMC programs for various
1. The chapter opener discusses the growth and prevalence of digital marketing in China. Discuss the challenges and opportunities this presents to Western companies from the U.S. and Europe who are
10. Digital and Social Media Perspective 20–1 discusses the rules and regulations the Federal Trade Commission(FTC) has developed for online endorsements.Evaluate the guidelines used by the FTC
9. What are some of the regulatory issues marketers must take into consideration in using sales promotion and direct marketing as part of their IMC programs? (LO 20-4)
8. Discuss the regulations governing the advertising and promotion of cannabis or marijuana in the United State and the challenges they present for marketers of cannabis products. Do you think the
7. Evaluate the charges the Federal Trade Commission brought against Volkswagen Group of America for deceptive advertising associated with its “Clean Diesel” campaign.How might the decision by
6. Find several examples of advertising claims or slogans based on puffery rather than substantiated claims. Discuss whether these advertising claims can be defended on the basis of puffery. (LO 20-3)
5. The chapter discusses how Skechers and Reebok were fined for making advertising claims for their toning shoes that the Federal Trade Commission argues were false and misleading and not
4. Do you agree with the DISCUS argument that advertising for hard liquor should be treated the same as advertising for beer and wine? Should advertising for spirits be confined to late night
3. Discuss the role the BBB National Programs, Inc.plays in the self-regulation of advertising and other forms of marketing communication. Evaluate the arguments for and against voluntary
2. Discuss the need for regulation of advertising and other IMC tools. Do you advocate more or less regulation of advertising and other forms of promotion by governmental agencies such as the Federal
1. Discuss the major issues facing digital marketing platforms such as Google, Facebook, and Instagram with regard to privacy. How will impending regulations affect the use of digital marketing by
10. Companies like Old Navy and General Mills have employed the use of interracial ads, and have stirred up both controversy and support. Comments have been made that while some believe that we are
9. The CEOs of Abercrombie & Fitch and American Apparel have both been variously characterized as either manipulators of the media for their ability to generate publicity for their companies or
8. The chapter discusses how many marketers are struggling with their multicultural marketing efforts and suggests that one reason may be the lack of diversity in advertising agencies. What are some
7. The chapter discussed the empowerment of females in advertising. Give examples of some of the companies that have used this form of advertising. Why do you think they have done this? Is it for
6. What are some of the different ways companies use shock ads? Do you think they are designed to create sales, or to bring attention to specific issues? Do they work? Give examples. (LO 21-2)
5. Various studies have indicated that younger consumers are less likely to watch TV, listen to the radio, or read magazines and newspapers. If this is true, one might expect a reduction in sales of
4. Many people believe that there should be severe restrictions placed on advertising to children under the age of 13. Others believe that children must learn to discriminate truth from lies and that
3. Does advertising make college students drink, or drink more? Explain both sides of this issue and provide your decision. (LO 21-1)
2. There is little doubt that the use of sexy advertising like that employed by Calvin Klein and Carl’s Jr.has declined over the past few years. Is this a result of#MeToo, or just advertisers
1. The war on cigarette smoking by teens has now been replaced by the war on vaping—particularly flavored vaping products. There are those who say that it is the responsibility of the government to
1. Discuss how to measure the effectiveness of the personal-selling effort.
1. Explain how to combine personal selling with other elements in an IMC program.
1. Compare the advantages and disadvantages of personal selling as a promotional tool.
1. Describe the role of personal selling in the IMC program.
1. Discuss the effect of advertising on consumer choice, competition, and prices.
1. Evaluate the social criticisms of advertising.
1. Discuss various social perspectives on advertising and promotion.
1. Discuss various ethical perspectives on advertising and promotion.
1. Discuss the regulation of sales promotion, direct marketing, and Internet marketing.
1. Describe how advertising is regulated by federal and state regulatory bodies.
1. Evaluate the effectiveness of self-regulation of advertising.
1. Explain the role and function of various regulatory agencies.
1. Describe the role of other elements of the promotional mix in the international IMC program.
1. Discuss the decision areas of international advertising.
1. Compare global versus localized advertising and promotion.
1. Discuss how economic, cultural, legal, and other factors in the international environment affect advertising and promotional decisions.
1. Describe the role and importance of international marketing and promotion.
1. Compare different methods of measuring effectiveness of other promotional programs.
1. Discuss the limitations of current methods for measuring advertising effects.
1. Describe the tools and processes available for assessing promotional program effectiveness.

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