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business
advertising and promotion

Questions and Answers of Advertising and Promotion

9. What would be the characteristics of an ideal brand of toothpaste for you?
8. Consider all possible pairs of the following brands of soft drinks: 7-Up, Pepsi, Diet 7-Up, Diet Pepsi, Coke, Orange Crush, Diet Coke, and your ideal brand.SEGMENTATION AND POSITIONING 21 5a. Rank
7. Consider the following beer brands: Lowenbrau, Miller Lite, Miller Genuine Draft, Coors, Coors Light, Bud, Bud Light, Michelob Dry, Schlitz Malt, Heineken, and Beck’s.a. In each case, write down
6. Obtain two examples of each of the positioning strategies discussed in the chapter.
5. Can you expand the list of seven positioning strategies mentioned in the text?
4. Select six television and ten print advertisements. How are the products posi¬tioned?
3. Develop segmentation strategies for the following:a. Wristwatch company.b. Manufacturer of electronic calculators.c. College.d. Police department.e. Pleasure-boat company.f. Large retail hardware
2. Distinguish between controlled coverage and customer self-selection. Which approach would likely be most effective for the manufacturer of an expensive sports car?
1. Some argue that usage is the most useful segmentation variable. Others be¬lieve that the benefit provided by the product or service is the most useful.Still others will refute both statements.
10. When is maximizing advertising recall a valid advertising objective? When is maximizing the likability of the advertising itself (through the use of a likable endorser, likable music, or humor)
9. Under what circumstances is the “standard” (DAGMAR) hierarchy model most likely to hold? When will awareness precede and contribute to brand compre¬hension? When will brand comprehension
8. Provide an example of a case in which a reader of a print ad would not be mo¬tivated to process information and an example in which a reader would not be able to process the information in the ad.
7. Bring in a print ad that provides as example of a peripheral cue and another that offers an example of a central cue.
6. Contrast the central and the peripheral routes to persuasion. Categorize the other approaches covered in the chapter as to whether they follow the central or peripheral route.
5. Why might the number of CAs start high, then recede, and then increase with repetition? What else might you predict about cognitive response during repe¬tition?
4. What other types of cognitive responses are there besides support arguments and counterarguments? How could they be useful in predicting and managing response to advertising?
3. Do people first form beliefs and then attitudes, or the reverse? Do people change attitudes before changing behavior?
2. Subliminal advertising is that in which a message such as “Drink Coke” is flashed during a movie so fast that it is not visible but still influences behavior.Such stimuli have been shown to
1. In proposing that liking can occur without any cognitive activity, Zajonc sug¬gests that the acquisition of tastes for very hot spices in Mexico (spices that others would dislike intensely) need
11. Two case studies were presented in the chapter, Overseas Airline Service and Electrical Appliances. Two more are presented with the appendix, Regional Brand of Beer and Cranberries. For each of
10. In the Watusi example, it was suggested that the trade-in value would be a good appeal to use. What were the assumptions that underlie that conclusion?Given Table 4-5, under what conditions would
9. Consider the CAPP data of Figure 4-14. Suppose that brand acceptance was 50 percent but brand preference was only 3 percent. What would be your diagno¬sis if you were a brand manager for a
8. What is the “great idea” concept? Identify some campaigns that would qualify.Attempt to specify a set of DAGMAR objectives that might apply. Is the DAGMAR approach inconsistent with the hope
7. If awareness does not affect sales, why bother to measure it? If it does have a close relationship to sales, why not measure sales directly? Comment.
6. How would you go about selecting which advertising response variable on which to base an advertising objective?
5. What is the difference between brand image or personality, brand comprehen¬sion, and brand attitude?
4. Distinguish between a communication objective and a marketing objective.
3. Why might advertising have an impact many years after it appears?
2. Evaluate the judgment of a brand manager of Budweiser beer who decides that the goal of his advertising should be to remind people of the brand.
1. What are operational objectives? Consider various organizations. By research or by speculation, determine their objectives. Are they operational? Is profit maximization an operational business
8. Pick a brand, any brand. Develop an integrated marketing plan for it that in¬cludes advertising, direct marketing, sales promotions, and direct marketing.Discuss exactly why each element is being
7. Identify a sales promotion that has recently been run that you think works to enhance the brand image and one that serves to hurt brand image. Justify your selections.
6. Select two retailer’s ads from different product categories that you have re¬cently seen and discuss their strengths and weaknesses with respect to (a)building store image and (b) increasing
5. Select an ad (or public service announcement) that has recently been at¬tempting to change a consumer behavior and discuss its strengths and weak¬nesses. Why is it usually so difficult for such
4. Examine a direct-mail promotional piece you (or somebody you know) has re¬cently received. Look at every element of the package, and discuss its role in promoting consumer action.
3. Compare the advantages and disadvantages of the different consumer promo¬tions techniques with respect to alternative objectives of (a) getting trial from new consumers, (b) holding (retaining)
2. Consider the American Airlines frequent-flyer program, a free sample program for a new soap, a 25-percent-off price offered to retailers by a cereal brand, and two promotions that recently
1. Provide examples of current advertising campaigns that seem to be directed at generating behavioral response. Are they attempting to communicate informa¬tion and/or change attitudes or are they
8. How will we measure the degree of success of each part?
7. Who is to be responsible for implementing which part?
6. Given this choice and sequence of programs, how should the budget be allocated?
5. For each communications opportunity, given what we need to accomplish, what is the best program(s) to accomplish it—advertising, direct mail, public relations, sales promotion, or other?
4. Therefore, for each communication opportunity, what are our communications needs?What quantitative goals?
3. For all these people, what attitudes and/or behaviors do we want to affect?
2. Who or what are all the media, institutions (e.g., retailers), and people or influencers(e.g., pharmacists) with which the target customer comes in contact? in what sequence do these contacts
1. What is the target customers information gathering, decision, and shopping process?
10. It was stated in this chapter that it is often difficult to decide what is deception in advertising and what is not. Do you agree? What rules or principles should an advertiser use in deciding
9. It has been said that an advertising manager lives in an environment of con¬siderable uncertainty. Explain this statement. Do you agree? What are the chief avenues open to reduce uncertainty?
8. Explain the meaning of the term “message strategy.” Give an example of three alternative messages strategies that might be adopted for a brand of peanut butter. Choose one of the strategies
7. Advertising plans rest on three central planning and decision making consid¬erations. Name them and give examples of each.
6. Suppose in your assessment of the current advertising plan for your product you decided that the execution of the advertising campaign was fundamentally weak. Which of the facilitating agencies
5. Give an example of how a competitive situation would affect the development of an advertising plan for a museum, an airline company, and a telephone prod¬uct.
4. Using the model in Figure 2-3, explain your reactions to a recent television ad¬vertisement.
3. An important internal component to be considered is the overall marketing plan. Provide additional examples of how advertising interacts with the ele¬ments of the marketing plan.
2. Outline the major components and considerations that you would include in your advertising plan if you were the brand manager of a brand of gasoline, a major credit card, or a new electronic
1. What are the basic differences between planning and decision making in ad¬vertising management? How does an advertising plan differ from an overall marketing plan? How do advertising decisions
2. Where are the funds coming from, and when will they be available?
1. Do we have the funds to support an effective marketing program?
2. How do you evaluate these trends? do they represent opportunities or problems?
1. What are the relevant social, political, economic, and technological trends?
4. What are the anticipated retaliatory moves of competitors? can they neutralize different marketing programs we might develop?
3. is there an opportunity for another competitor?why?
2. What are the current marketing programs of established competitors?why are they successful or unsuccessful?
3. is it best to analyze the market on an aggregate or on a segmented basis?
2 What are the current market shares, and what are the selective demand trends (units and dollars)?
I. What is the size of the market (units and dollars) now, and what will the future hold?
2. Can the market be meaningfully segmented or broken into several homogeneous groups with respect to "what they want” and "how they buy”?
1. How do buyers (consumer and industrial) currently go about buying existing products or services?
12. If you were to select an advertising agency to develop and implement a cam-’ paign for a new Honda sports car, what agency attributes would you consider most important?
11. What are some advertising issues associated with global branding? Discuss the pros and cons of family branding from a global, international perspective.
10. Consider the different perspectives on advertising. For each, try to determine what would be regarded as the key issues. What types of experimental evi¬dence would be of the greatest interest to
9. Critics of advertising often wonder why certain advertisements are used. Out¬line the major research studies and research supplier services that would be involved in developing a major national
8. Consumers will soon be able to purchase prerecorded videodiscs and engage in two-way communications via cable television systems. What are some of the implications of these developments for
7. Examine Table 1-5 for media trends. Why did outdoor media decline between 1955 and 1965? What is its likely future now? Why did total advertising expen¬ditures increase so dramatically in 1950
6. What are some consequences of the significant number of advertising agency mergers in the 1980s? Discuss and give examples to support your arguments.
5. Do you believe that a company like Procter & Gamble should develop its own in-house agency, thereby keeping the 15 percent commission it would other¬wise pay an agency?
4. Consider the major institutions of advertising management given in Figure 1-1.Are there others that should be included? Write a brief statement explaining the primary roles of each institution.
3. What similarities and differences would there be between the development of an advertising campaign for the Ford Foundation or the Forestry Service and Procter & Gamble or General Motors?
2. How will the role of advertising differ when the product involved is a consumer packaged product instead of a consumer durable? How will it differ for a re¬tailer and an industrial advertiser?
1. Advertisers are defined as organizations that make use of mass media, whereas nonadvertisers do not. Are there any exceptions to this definition? In what other ways might advertisers and
Select any advertising campaign which appears to be successful in a wide range of different countries and say what you believe to be the reasons for this success.
What advice would you give to a manufacturer of a range of men’s toiletries contemplating international advertising for the first time(having just set up distribution facilities throughout North
Comment on Dichter’s ideas on ’The World Customer’. These were developed in 1962. To what extent do you believe things are developing as Dichter predicted. If there are differences, what are
You have been asked by your client, a well-established multinational company, to prepare an advertising campaign for use in fourteen European countries from the Mediterranean to Scandinavia. Write a
For any country of your choice, highlight the main cultural differences between it and the UK.
Nominate two countries and describe five major differences in marketing facilities available. Show the effect of these differences upon the marketing policies open to the manufacturer of a product of
Obtain a recent copy of any of the 'international media' (such as Time or The Economist). Analyse the types of advertiser using the media and explore the probable reasons for their choice.
For any country of your choice highlight the differences in the relative importance of the main media as compared with the UK.
Argue the case for continuous assessment of all advertising right through the life of a product.
4 Write notes on the following kinds of market research, emphasizing the differences between them in terms of cost, likely accuracy and timing in relation to a given campaign:(a) usage and attitude
For any consumer product of your choice outline briefly the various types of testing you might use to ensure that the most effective advertising was developed.
What research methods are available to enable a marketing manager to evaluate the effectiveness of his advertising programmes?
Discuss the value of discussion groups as a technique useful in developing effective advertising campaigns.
Identify current advertising campaigns that appear to fit into the various levels of Stephen King’s ’scale of immediacy’.
What are attitudes? Can they be changed? What is the relevance of attitudes to communications, advertising and marketing?
To what extent do you consider that consumers have an active role rather than a passive one in relation to advertising?
Discuss the current value of the ’hierarchy of effects’ models of advertising.
What effect do you expect the development of electronic methods of typesetting, etc. to have on the structure of the publishing industry?
How does the role of the production department differ in arranging the production of a TV film as compared with an eight-page fourcolour glossy brochure?
Outline the main stages in the production of a TV film, from initial idea to first showing.

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