Questions and Answers of Advertising Promotion And Other Aspects Of Integrated Marketing Communications

11.1 How do marketers take advantage of database marketing, data warehouses, data coding, data analysis, and data mining to create and enhance relationships with customers?
15-44. Explain how referral companies and individual repair companies would try to track both positive and negative reviews of the actual services. How should a repair company respond if several
15-43. Which behavioral responses would be most useful for referral services to assess? Which behavioral responses would be most valuable for repair companies?
15-42. How would marketers take advantage of online evaluation systems to assess the effectiveness of advertisements by referral services? Or home repair companies?
15-41. Which message evaluation methods best apply to referral services such as Angie’s List or HomeAdvisor? Why?
15-40. Which behavioral evaluations would be most useful for evaluating the healing project campaign?
15-39. Which digital and social media metrics would you use to evaluate the campaign? Explain why.
15-38. Describe how cognitive neuroscience could be used in developing and evaluating the healing project campaign.
15-37. Describe how advertising tracking research could be used to evaluate the Vaseline Healing Project commercials.
15-36. What message evaluation techniques could be used in evaluating the Vaseline Healing Project advertising campaign?Be specific.
15-35. Evaluating Social Media Advertising: blogclowbaack.net/2019/11/26/evaluating-social-mediaadvertising-chapter-15/
15-34. Role of Analytics: blogclowbaack.net/2019/04/18/role-of-analytics-chapter-15-chapter-4/
15-33. Biometrics: blogclowbaack.net/2014/06/11/biometrics-chapter-15/
15-32. Access the specific information on the AG Analytics website related to advertisement evaluation(aganalytics.dk). What is involved in the process?How much of the evaluation should have already
15-31. AG Analytics is a Scandinavian company that provides marketing and advertising evaluation.Access the company’s website at aganalytics.dk.Choose one of their case studies and analyze the
15-30. Ecostore, a New Zealand brand, took full advantage of live streaming technology and social media during China’s Singles Day. UMS (www.ums.co.nz), an agency with a very clear China focus,
15-29. We Are Social (wearesocial.com) is a business based in Singapore that excels at measuring internet and social media traffic. Access their website. What services does the company offer in terms
15-28. Ipsos-South Africa (www.ipsos.co.za) is an advertising research firm with a high level of expertise in ad testing and measurements. Access the company’s products and services. What services
15-27. The Esomar website (esomar.org) has a listing of all the companies in the United Arab Emirates that offer advertising research services. Examine the advertising research services available.
15-26. In some Asian countries, it is improper to talk about oneself. Therefore, people often are too embarrassed to answer questions about feelings and emotions.Those who do answer the questions
15-25. A clothing manufacturer spends $6 million on trade promotions and $3 million on consumer promotions.How would you measure the impact of these expenditures?If an agency were hired to manage
15-24. Are sales figures important when evaluating integrated marketing communications? How should marketers use hard data such as redemption rates, response rates, and store traffic in the
15-23. You work as the social-media coordinator for an urban hospital in your country. The hospital uses social media to engage with the local population, informing them about inoculation programs,
15-22. Use the following data to calculate the appropriate percentages for a sales funnel efficiency analysis of a banner ad campaign. The average click-through rate for banner ads is 0.5 percent.
15-21. Review the digital metrics shown in Figure 15.4.Explain each metric and describe how it is used.Imagine you are a marketing intern for Chic Shaque(see the ad in this chapter). Your boss asked
15-20. Review the section of the chapter on cognitive neuroscience. Explain the concept of cognitive neuroscience and how it is used by companies to evaluate marketing materials. Besides ads
15-19. Interview five of your friends or relatives. Ask them to write down two advertisements they enjoy and their reasons. Ask individuals to write down two advertisements they dislike and their
15-18. Form a group of five with other students or individuals.Ask each member to identify at least two advertisements each from different media. These should include television, radio, print, and
15-17. Organize a small focus group of four or five other students in your class or individuals you know. Pick a daily newspaper and identify a group of competing print ads. Are there common
15-16. What differences occur when international marketing programs are assessed?
15-15. Describe a purchase simulation test.
15-14. What is the value of scanner data?
15-13. How are behavioral responses to marketing messages measured?
15-12. What are the primary forms of behavioral evaluations that can be used to test advertisements and other marketing pieces?
15-11. Define the terms click-throughs, dwell rate, and dwell time. How are these measures used to evaluate marketing communications?
15-10. What is a buzz score?
15-9. What online evaluation metrics can be used to analyze marketing communications?
15-8. What are the positioning advertising copytesting principles that help advertisers prepare quality ads and campaigns?
15-7. What kind of copy-testing can replace both portfolio and theater testing? What are the advantages?
15-6. What is the purpose of copy-testing an advertising or marketing piece?
15-5. Besides recognition and unaided and aided brand awareness, what does tracking research measure?
15-4. Outline the levels that are used to analyze an advertising or IMC program.
15-3. How does planning help IMC evaluation?
15-2. What do respondent behavior evaluations look at, and why are they important?
15-1. How do message evaluation techniques work, and what do they reveal about the message to the researcher?
15.7 How are evaluation programs adjusted to match international operations?
15.6 What types of behavioral evaluations can companies employ to assess IMC programs?
15.5 How do online evaluation systems assist advertising managers in assessing the quality of a firm’s internet activities?
15.4 Which evaluation criteria does the positioning advertising copytesting (PACT) system recommend?
15.3 What forms of message evaluations do marketers conduct to assess IMC programs?
15.2 How do marketing teams match evaluation methods with IMC objectives?
15.1 What three broad categories of evaluation tools do companies use to evaluate IMC systems?
14-56. What role should advertising and marketing communications play in explaining the health benefits of alternative medicines?
14-55. What ethical or moral guidelines apply to those in the alternative medicine industry?
14-54. Do you agree that the term “clinical studies show” is significantly different from “scientifically proven” or“clinically proven”? What terms should herbal and oil companies be
14-53. Should this case be considered as one related to legality, ethics, or both? Defend your answer.
14-52. How do the concepts of deception, puffery, and substantiation apply to this case?
14-51. As a marketing professional, what issues would you consider if asked to promote a fantasy sports website?
14-50. Is advertising of fantasy sports websites on television ethical, when underage fans are likely to be watching?
14-49. Do you consider fantasy sports games to be “gambling”or “entertainment”? Defend your answer.
14-48. What role should government play in the oversight of fantasy sports websites?
14-47. Better Business Bureau: blogclowbaack.net/2014/04/28/bbb-chapter-14/
14-46. Chick-fil-A: blogclowbaack.net/2019/11/19/chick-fil-a-chapter-14/
14-45. Advertising to kids: blogclowbaack.net/2017/09/20/advertising-to-kids-chapter-14/
14-44. Access the “Ad Alerts” section of the ASASA website.Look through the recent cases the ASASA has highlighted. Find two of interest to you. Investigate the situation and the problems with
14-43. Access the Advertising Standards Authority of South Africa (ASASA) website at www.asasa.org.za.Locate the “Rulings” section. Look through the recent cases the ASASA has investigated. Find
14-42. Access the CASE website again. In the “Company Alert” section of the site, select one of the featured businesses. Read the information for that business.Provide a screenshot of the report
14-41. The Consumers Association of Singapore (CASE)is a not-for-profit, non-governmental organization with the responsibility of protecting consumers in Singapore.Access their website
14-40. Access the ASA website (www.asa.org.uk) and locate the “News” section. Read through the list of recent news items and find two that are interesting to you. Write a brief report about each
14-39. The Advertising Standards Authority (www.asa.org.uk) regulates advertising in all media in the United Kingdom and is responsible for applying advertising codes. They also handle complaints and
14-38. Access the FTC’s website at www.ftc.gov. Access one of the following components of the website.What type of information does each section contain?Why is it important?a. About the FTCb. News
14-37. The Australian Competition and Consumer Commission(ACCC) has the responsibility of enforcing compliance with the Australian Competition &Consumer Act (2010) as well as a range of fair trade
14-36. The Advertising Standards Council of India is the primary agency that oversees advertising and other marketing-related communications. Access the website at www.ascionline.org. The ASCI is a
14-35. Do you believe that ethics can be learned, or is it something an individual has internally? Why or why not? Suppose a company has hired you to teach ethics to its employees. Discuss the
14-34. What is stealth marketing? Do you believe stealth marketing is an ethical marketing practice? Why or why not? Under what circumstances would it be acceptable for a brand to use stealth
14-33. What is ambush marketing? Describe each type of ambush marketing that can be used by brands.What are your thoughts about ambush marketing?Is it unethical? Why or why not? Which forms of ambush
14-32. You have seen advertisements by attorneys and medical professionals. Discuss your opinion about these advertisements. Do you think ads by attorneys just increase the number of lawsuits and
14-31. During the global pandemic, the internet and social media were awash with dubious and misleading offers or adverts linked to protective masks, sanitizing gels, testing kits, food supplements,
14-30. What is your opinion of alcohol and tobacco advertising?Should alcohol and tobacco companies have the same freedom to advertise as other product manufacturers?Do you think it is a danger for
14-29. Think about advertisements you have seen or heard recently and identify one that you believe is offensive.Why was it offensive? Why do you think the advertiser ran the ad if it is offensive?
14-28. Advertising does increase the cost of goods and services, but a common defense is that advertising provides people with knowledge about availability of products, which allows consumers to make
14-27. One of the criticisms of advertising is that it reinforces stereotypes regarding women, men, older people, various races, and other demographic features.Do you agree that this criticism is
14-26. Advertising directed toward children remains a hot topic among parents and educators. Many feel that advertising unfairly targets children and creates materialistic desires. By the time a
14-25. One of the industries closely watched by the FTC is the weight-loss industry. Find three advertisements from magazines, newspapers, or television that deal with weight loss. What claims were
14-24. Should grossly misleading advertisements be stopped before they are ever broadcast or printed?What are the checks and balances in place in your own country to perform this task? Is it a robust
14-23. Manufacturers of processed foods need to pay particular attention to ensuring that full ingredients are listed on the packaging. These need to be accurate and in order of weight or
14-22. Name the three types of ethics programs that can be used to help marketing professionals cope with moral challenges.
14-21. What is stealth marketing? How does it create an ethics debate?
14-20. Describe all forms of ambush marketing.
14-19. Describe the ethical issues associated with internet marketing.
14-18. What types of ethical issues have been raised regarding the marketing of professional services?
14-17. What is brand infringement?
14-16. Identify the types of ethical complaints regarding advertising.
14-15. Define ethics and morals.
14-14. How does the Children’s Advertising Review Unit operate?
14-13. What is the primary function of the National Advertising Review Board?
14-12. What is the relationship between the Council of Better Business Bureaus and the National Advertising Division?
14-11. What is a trade regulation ruling? How does it differ from other Federal Trade Commission rulings?
14-10. What is the purpose of a corrective advertisement?
14-9. What is an administrative complaint?

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