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business
contemporary advertising and integrated marketing communications

Questions and Answers of CONTEMPORARY advertising and Integrated Marketing Communications

IMC Technology Perspective 5-1 discusses how marketers of high tech products try to target early digital adopters as this group plays an important role in determining the success or failure of new
Evaluate these three commercials using the model of the communications process shown in Figure 5-1 giving attention to source factors, encoding of the message, channel or medium used, the process by
Evaluate the use of this celebrity as an advertising spokesperson for this company/brand using the source attributes shown in Figure 6-2.
Analyze the use of this celebrity using McCracken’s Meaning Transfer Model, which is shown in Exhibit 6-3.Your analysis should address the cultural meaning of the celebrity and how it was acquired,
Discuss whether you feel this celebrity is an effective spokesperson for the company/brand they are endorsing and defend your position.
How would you describe the image of each of these star NFL quarterbacks and their attributes as advertising spokesmen?
Analyze the way Manning, Favre, and Brady are used in the commercials for the companies/brands they are endorsing.
Discuss whether you feel these quarterbacks are effective spokesmen for the company/brands they are endorsing and defend your position.
What goal do you think this commercial is attempting to achieve?
At what stage of the consumer funnel do you think each commercial will be most likely to be effective? Explain your answer.
Do you think the commercial is attempting to achieve communications or sales oriented goals, or both? Explain your answer.
Analyze each commercial in terms of the two major determinants of creativity (divergence and relevance) discussed in the chapter.
Why do you think this ad was selected as a Cannes Lion award winner in the film category?
Evaluate this award winning commercial with respect to its effectiveness in helping sell the product or service being advertised. Do you think this commercial has an appropriate balance between
Analyze each award winning campaign from an integrated marketing communications perspective giving attention to the way various IMC tools are used.
Discuss the major selling idea behind each campaign and discuss how it is reflected in the way the campaign is implemented.
Assume you are a judge at the Cannes Advertising Festival and are asked to write a short summary describing why this campaign should be considered for a Grand Prix award in the Integrated category.
Analyze the type of advertising appeal used in each commercial.
What type of creative advertising execution technique is being used for each spot?
Discuss the target audience for each commercial and whether you feel the ad is an effective way to communicate with this market segment.
Analyze the type of advertising appeal and creative execution technique used for each ad and discuss why the agency may have chosen to use it.
Why do you think Procter & Gamble is using different advertising execution methods to advertise Tide? Discuss the role each ad plays in the marketing of Tide laundry detergent.
Analyze the type of advertising appeal used in each commercial.
What type of creative advertising execution technique is being used for each spot?
Discuss the target audience for each commercial and whether you feel the ad is an effective way to communicate with this market segment.
Analyze the type of appeal used in each commercial and discuss why this type of advertising worked well during the World Cup.
Discuss why this commercial was selected as one of the top ads aired during the 2010 World Cup or 2010.What makes the ad memorable and distinctive?
Discuss the specific objectives that each marketer might have for each commercial and discuss how effective the ad was in achieving these goals.
Analyze the type of advertising appeal and creative execution technique used for each ad and discuss why you think it was used for the Super Bowl spot.
Why do you think this commercial was rated highly among consumers on the Ad Meter panel? What are the characteristics of the ad that make it so likeable?
Discuss the specific objectives that each marketer might have for each commercial. Do you feel this ad can be used to achieve these objectives when aired during regular programming? What particular
Discuss the target audience this ad is intended for based on the type of message used.
Create a list of magazines in which each ad might be run by the company based on the target audience and the message contained in the advertisement. Discuss why this magazine is a good fit for this
What is the objective being sought with each ad?
Is this the best medium the airline could have used to accomplish this objective?
What other media could be used to accomplish this objective?
Are there other objectives that might be achieved by these media?
What is the objective(s) that the advertisement is trying to achieve?
Does the advertisement support the direct marketing effort, or is it supported by direct marketing?
Is this ad an effective use of IMC? Explain why or why not.
How could these media be combined with others to market the product?
What is the nature of the business of the advertiser?
What objective(s) do you think that the advertiser is trying to accomplish? Are there any additional objectives of the ad?
What other media might be employed to achieve the objectives sought in these ads?
Do you think the ad is likely to be effective? Why or why not?
Discuss the objectives of each commercial and the role it plays in Macy’s overall marketing strategy.
How does the “Come Together” commercial differ from the other two spots (“Fourth of July” and “Blues Break”)? How might commercials such as the “Come Together”spot help Macy’s
What type (from the text) of corporate image advertising is being employed?
Why would each of these companies use corporate image advertising (explain individually)?
Do you think that the corporate image ads here are likely to achieve the objectives sought? Explain why or why not.
Do you think the monies spent on these ads are likely to be effective?
What are the specific objectives of each of these ads?
How are these ads designed to achieve these objectives?
How would you measure the effectiveness of each of these ads?
Describe some of the themes that are consistent across the ads? Why do you think the beer companies use these themes?
Evaluate the commercials used by adidas in each of the six countries and discuss the similarities and differences among them. What aspects of each spot, if any, do you think are unique to the country
Discuss whether this commercial can be used outside of the country it is currently being used? What creative aspects of the spot might allow it to be used beyond the specific country and what factors
Discuss whether a company like adidas can use a global advertising campaign to promote its soccer products.Which of the six commercials on the playlist do you think would be most appropriate for a
Evaluate the comparative message used by each advertiser with respect to the type of claim being used. What documentation might be required by the company to substantiate the claim, and how it might
Do you think any of the comparative claims made in the commercials for these four brands could result in a lawsuit from a competitor under the Lanham Act? Why or why not?
Evaluate the performance claims that are made for Bayer in each commercial and discuss the type of research data that is required to support these claims.
Discuss how puffery is used in each commercial and whether it is appropriate or might mislead a consumer who sees these advertisements for Bayer.
What objective is each ad trying to accomplish? Do you think they will achieve this objective?
Given the various media used, are some ads appropriate for one medium but not another? Explain.
Do you notice any differences between the U.S. and foreign ads?
What are the objectives being sought by these advertisements?
Explain how these commercials may assist the personal selling effort.
Could these commercials also serve other purposes?In other words, could additional objectives be accomplished through the use of these ads?
Explain why companies—particularly those in the business to business markets—would show commercials on TV. Is this a sound strategy?
From any chapter in the book, select an ad that contains a visual. What is the visual’s purpose? How would you improve the visual if you were the art director?
What qualities characterize the two main styles of thinking? Which style do you usually prefer? Why?
Target’s value-based advertising tends to take a humorous and unexpected approach to communicating its message to the reader. But Target also uses “hard-sell” ads in newspaper inserts. Why?
Account planners help to ensure that the research processhas reaped the proper information for the creatives. The importance of account planning—namely the gathering of research and the formulation
Del Rivero Messianu DDB can be classified as a general consumer agency with an entrepreneurial slant because of its smaller size and the market segments it caters to. How do you think it would
Considering recent advances in computer animation technology, many clients and viewers expect to be wowed with the latest technology in commercials, especially those representing technical
Search typography collections to find an example of Trait Gothic, the parent of the font used by Saatchi in the Prius launch ads. What qualities does the font seem to exhibit? How would these affect
As we discussed in My Ad Campaign, print is a great vehicle to reach niche audiences, however there are some publications that do reach the masses. In this exercise you will see a collection of
As a maker of soy-based products, you are very excited about your new chocolate soy-milk drink. As long as they don’t know it contains soy, children actually prefer its taste to that of milk. The
Visit the following print industry Web sites and familiarize yourself further with the size and scope of the print media world. Be sure to answer the questions for each site.■ American Society of
What is the advantage of magazine advertising to businesses that sell to other businesses?
Were it not for the products and services offered by the following companies, planning and buying print vehicles could be an overwhelming task for media professionals. From audit reports to media
Describe some ways in which the core message of the Truth ® campaign is well suited to distribution through print media.
Early Truth ® spots won critical accolades for their grim portrayal of the realities behind teen smoking. But have teens become immune to the campaign’s stark grittiness? Make the case either for
In the opening chapter vignette we discussed how Hyundai used the largest stage in the world, the Super Bowl, to launch their new initiative. That took a lot of guts, due primarily to the
What are the advantages of broadcast TV advertising for a product like milk?
Valentine’s Day is approaching, and as the owner of Dream Flower Florists, you want to increase your share of local business by advertising on the radio. After researching local stations, choose
The size of the television industry and the advertising dollars that are spent within it are extraordinary. Many TV-related organizations were formed to help serve the industry. Discover a little
Broadcast advertising reports and audience studies are critical to the development and implementation of effective media strategy. As with print media, advertisers have a set of “staple”
If the Partnership for a Drug-Free America asked Goodby, Silverstein & Partners to come up with a corresponding radio complement to their pro bono TV campaign, what would Goodby want to keep in mind
Given the audience for Goodby’s antidrug campaign—parents of teens—in what daypart do you think their TV commercial would be most effectively broadcast?
What is the format of the radio station you listen to most? How would you describe the demographics of its target audience?
As we discussed in the opening chapter vignette, Social Media has changed the advertising game forever. It has thrown a wrench into the standard way of communicating with audiences and how agencies,
Advertising banners on the Internet are akin to outdoor billboards and fill the information superhighway with advertising messages, corporate signage, and hyperlinks. Companies like DoubleClick
Which companies on the Internet receive the greatest amount of advertising revenue? Why?
X-Scream magazine, which is dedicated to extreme sports of all kinds, would like to dedicate some of its advertising budget to banner ads. Taking into account the target market this magazine would
Visit Dove’s special Web site, www.campaignforrealbeauty. com, and watch the ad featured there titled “Evolution.” What do you think of the ad? What do you think are the advantages of placing
In 2006 Dove asked visitors to their Web site to open a free account and create a Dove ad. The company provided tools that allowed visitors to construct the ad easily at the site. The best ad was
Burger King’s Subservient Chicken Web site was an innovative way to increase brand exposure. But do you think it will ultimately sell more chicken sandwiches? Make a case for why or why not.
Assume that you are an interactive media designer working on the Subservient Chicken project, and you have been assigned the task of developing a banner ad to promote the Web site. What information
How does audience measurement on the Web differ from that for traditional media?

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