Questions and Answers of Advertising And Promotions

Go through your strategy draft first (developed as part of Question 1 ofSuggested Class Projects of Chapter 7) and then brainstorm with your teammates or friends before finalising the big idea.
Arrive at the big idea for the product that you chose for launch in Question 3 of Suggested Class Projects of Chapter
The beginning of the chapter quotes Leo Burnett, Creative ideas flourish best in a shop which preserves the spirit of fun. Nobody is in business for fun, but that does not mean there cannot be fun in
Divide your class into groups of eight to ten. Now brainstorm on how you can improve the ranking of your institute. What is the target audience you are trying to woo? How will you attract smarter
Can lateral thinking be practiced? If yes, how? If no, why not?
What is brainstorming? In what situations is it useful? Can any person be skilled at the art?
Is creativity genetic or can it be developed? What are some ways of fostering creativity?
Heres an easy one. To whom is the book that you are reading dedicated?
What does the first hoarding outside your house say? What is the background colour used?
What brand of bathroom fittings do you have in your house?
What do the labels on your T-shirts say?
What did each of your family members or people you interacted with wear yesterday?
What items were placed on your dinner table last night? How full was the ketchup bottle?
A hunter aimed his gun carefully and fired. Seconds later, he realised his mistake. Minutes later, he was dead. What could have happened?
A man is found hanging in an otherwise empty, locked room with a puddle of water under his feet. How did he die?
A man ate some food that was not poisoned, yet it caused him to die. How?
Check out www.tata.com, and view print and television ads of Tata Salt at www.agencyfaqs.com and find out if any changes have been made in the Desh ka namak strategy since it was launched.
Do you think Tatas Desh ka namak advertising strategy addressed the objectives that it had laid out?
What strategic approach has Tata followed in its Desh ka namak campaign? Do you think this approach would have helped Tata in meeting with its objectives? Why?
Spell out the strategy of Tata Salt through the SSO and the marketing communication work plan format.
With the Indian audience, the affective approach can be successfully used for almost any kind of product. Argue for or against, substantiating your argument with real-life examples.
Why is it important to devise the advertising strategy before executing a campaign?
Find out two-three brands that have a poor advertising strategy giving reasons why the strategy can be considered weak.
Take various ads from a campaign of any brand and state how much of the original strategy you can infer from the ads. Write it in one of the strategy statement formats. Comment on the effectiveness
Find out a brand for each of the strategic options listed in the chapter, viz. generic approach, brand image approach, preemptive claim approach, etc. What other strategic options could have been a
Select three brands of a single product category. Based on John OTooles SSO format, state how the three brands are different from each other.
For the product you selected in Chapter 6, write a strategy using one of the strategy statement formats given in the chapter. The strategy should not be created in void, but should be based on
What are the pros and cons of using a generic strategic approach? What kind of brands can use this approach?
In the opening vignette, what was Saffola Golds advertising strategy? Use the marketing communication work plan format to arrive at the strategy.
Differentiate among the advertising strategy, the big idea and its creative execution.
Since human interviewers can bias the results of a research study, do you think they should be substituted with mechanical tools? Argue your point.
How do you think research compares with gut feeling in advertising? How can one draw the fine line between what needs to be researched and what needs not? What could be the guiding principles in this
Prepare a questionnaire to research on the tea-drinking habits of people. Keep in mind the dos and donts of framing questionnaires. To what specific questions can this questionnaire provide answers?
Choose a product/brand for which you want to develop an advertising campaign. What problem does the product/brand face? What communication objectives would help solve that problem?Perform a thorough
Obtain from a firm an industry report published by ORG-MARG. What information is published in the report? What information/data can be useful in promotion design? How?
Find examples of companies/agencies that have successfully used research in planning their advertising campaigns. What methods did they employ? How did research help them?
What are the various biases in research? How can they be minimised?
Find out what the eight categories are into which consumers have been segmented according to the VALS 2 segmentation. How can this segmentation be useful to advertisers?
Differentiate between probability and non-probability based sampling methods. In what situations would each be useful?
What could be the limitations of the psychological approach to researching? In what situations would the approach be useful?
If you were required to design an advertising campaign to promote a newly launched website selling original collections of various artists, what could be your research objectives? What research
How do you think would the results of the Mother India study mentioned in the chapter impact the communication of products like school stationery, childrens milk powder and primary schools?
Differentiate between secondary and primary research, outlining the strengths, weaknesses, and relevance of each.
In the opening vignette, what research methods could Cadbury have employed to gain the insight that consumers often recycle meaningless gifts?
What kind of new guests will choose our hotel because of the refurbishing? What are their demographic and psychographic characteristics? What are their rate expectations?
What type of guests think that the new services will be over-priced? By how much? What benefits or services can they do without?
What type of regular hotel guests want certain additional benefits or services? What specific benefits or services do they want? How much extra would they pay for it?
Do you think the agency should retain its Indianess or sell out to a Multinational Agency. Discuss the pros and cons.
What steps should the agency now take in order to continue the good growth, it has exhibited in the past?
What do you think were the critical success factors in the success of deshi advertising agency?
As ad agencies get increasingly evaluated on the basis of objective criteria like sales, ROI, etc. the quality of creative work will suffer. Comment.
Why do you think is freelancing increasing in advertising? What kind of functions may not lend themselves easily to freelancing?
Form yourselves into a small group. Assign each one a role in an ad agency. Go ahead and develop an organisation with a very definite positioning.
Interview a client servicing professional and a creative professional in the agency you visited. Ask them about their day-to-day functions, how they took up advertising, the kind of tasks they
Visit an advertising agency located in your city. Make a profile of that agency when was the agency started, is it national or multinational, who are its clients, what services does it provide, how
Imagine you wish to set up an advertising agency in your town. How would you go about doing it?
Evaluate the global trends in advertising agencies and compare them with the trends in India.Examine their structures and processes.
What are the kinds of financial terms do they operate on?
How sound is the agency financially?
What is the overall reputation of the agency?
What is reputation of the team that is going to handle the business?
Do they have any experience in handling the product category?
How good are they in their understanding of the product category?
The FCB grid is shown as a continuum based on the hypothesis that over time, consumers shift from rational to emotional thinking and high involvement can decay to relatively low involvement. What
Between television and print, what medium is more appropriate for persuading consumers through the central route? Why?
The effectiveness of a celebrity endorser in an ad depends on the receivers involvement level.Agree or disagree giving reasons.
Find examples of a print ad and a television commercial for the same product. Do you see any difference in the message component or peripheral cues? Why or why not?
Review five television commercials for five different product categories. Note your level of involvement with each ad. What kind of cognitive responses are the ads likely to elicit? What routes to
Do you think that Hutch/Vodafone is a pure thinking-oriented brand? Why or why not?
What are the symbolic components of the brand Hutch that create an emotional connect with consumers? Which symbolic components of Hutchs communication have been retained by Vodafone and which ones
From the opening vignette, can you tell as to what response hierarchy are consumers of cellular services such as Vodafone likely to display? Is the hierarchy same for pre-paid and post-paid
Differentiate between the central and peripheral routes to persuasion, and the situations under which a specific route would be chosen.
Compare and contrast the high- vs. low-involvement theories. Do you think it is necessary for advertisers of low-involvement products to increase the involvement level of consumers? Discuss cases
Do you think all models of consumer response hierarchies are covered by the traditional and alternative response hierarchy models? If not, what sequences can you discover? Name the product categories
Explain how the communications process works. What would happen if the message is not properly encoded or decoded?
Review Figure 3.31c. What kind of reinforcement do you see the ad offering? How is it likely to affect viewers learning?
Map the five-stage buying decision process for Preethi and Venkat identifying the internal and external influences that could have shaped their decision of choosing Shaadi.com.
Why does most communication for online matrimonial portals harp on joint family decisionmaking? Do you see any attitude change strategies adopted by any of the websites in their communication?
What communication factors seem to be reinforcing purchase decision? Do you think consumers would experience cognitive dissonance after subscribing to Shaadi.com? Visit Shaadi.coms website and
What beliefs did Venkat and Preethi hold regarding online matrimonial portals? What was their attitude towards Shaadi.com? Why?
What motivated Venkat to go for online matchmaking? Identify the cues that triggered him into action. Could there be any deep-rooted motives behind the apparent one?
Based on the case, identify the various cultural and social factors that influence the decision of matchmaking through online matrimonial portals.
Marketers have no way of influencing consumers perception regarding their products, because consumers will selectively attend to, comprehend and retain information that appeals to their beliefs and
The psychoanalytic theory proposed by Sigmund Freud cannot be confidently applied in communication research because of its vagueness and over-reliance on early development motives. Agree or disagree.
Select a product of your choice and outline the entire purchase decision process that a consumer is likely to follow for that product. Identify the needs that may trigger the requirement for that
Select a brand of your choice and list five attributes that may be important for a purchase decision regarding the brand. Survey 3 to 4 people regarding their beliefs about the brands performance
Find three examples of advertisements that try to associate their products with positive stimuli.To what extent have they been successful in generating the desired response? Have their brands become
Identify products where marketers have made use of reference groups for communicating about their products. Do you think the use of reference group marketing works for all kinds of products? Give
What role do advertising and communication play at each of the purchase decision stages? To what extent can they influence buyer behaviour?
What are the differences between behavioural and cognitive theories of learning? What are the limitations of behavioural theories that cognitive theories overcome? Explain the relevance of both
How does the understanding of Maslows need hierarchy help communication managers in designing their promotion?
How can differences in culture influence the way a consumer takes in communication? Give examples to validate your points.
In the opening vignette, what cultural, social, personal and psychological factors affected Maheshs decision of buying a laptop as well as of selecting Dell? Comment on Maheshs beliefs, attitudes
Comment on VIPs distribution strategy. What message does it convey? Visit two-three outlets or exclusive stores selling VIP brands. Do you think they convey a message similar to the communication
What was the difference between the looking at me? and bye-bye campaigns? What objectives did they both serve? How did they complement VIPs product-related decisions?
What was the objective of VIPs new communication strategy? Did the product, price and distribution changes complement this strategy? How cohesive do you think VIPs new marketing mix is?
How was VIP positioned earlier in the minds of the consumers? Why did it decide to reposition its image? Briefly state what steps it took to reposition itself and whether the attempt was successful.
Identify the points of differentiation of the VIP brand from its prime competitor Samsonite. How sustainable do you think the differentiation is?
What strategy of segmenting and targeting the market has VIP followed? What segment(s) is the mother brand targeting? In what alternative ways can the luggage market be segmented?
Can you identify VIPs prime source of competitive advantage from this case? If yes, what do you think it is?

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