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contemporary advertising and integrated marketing communications

Questions and Answers of CONTEMPORARY advertising and Integrated Marketing Communications

What do best practices suggest that advertisers first do before engaging in Social Media?
Upshaw Books, the largest independent bookstore in the area, wants to advertise on billboards along the main commuter route. Create a series of three standard billboards that would grab commuters’
Out-of-home can be one of the more creative mediums to work with. Sure, there are elements that fit into a well-structured media plan, but beyond the space that you can buy there are so many
With the help of Exhibit 9–4 (page •••), prepare a SWOT marketing situation analysis for the new iPhone3G.Exhibit 9.4 The situation analysis Purpose: To understand the marketing problem. The
Your Contemporary Advertising AdForum Playlist contains Cannes Award winners from 2009. You’ll see some of the best creative ideas in the world represented here.Part 1:Use the first three ads in
Different colors create subtle differences in the impression an image makes. Find a black-and-white print advertisement. Recreate it in color three times, each time using different color
Apply the creative process and the various means of deriving and judging “good” advertising to the following Web sites, noting the quality of the creative and the strategic intent behind the
In what ways have you exercised your personal creativity in the last week?
Choose an ad you don’t like. Rewrite the headline using three different styles.
Some Apple print ads, like product ads, tend to be more copyheavy when compared to the “Think Different” campaign, for instance. Does one of these styles tend to play more to Apple’s strengths?
Given that Apple no longer produces colorful computers— only models in white, black, or aluminum—why should it bother to use color in its print ads? Make the case for or against color ink in
For decades, Apple has relied on a consistent font family— Garamond—for its print advertising. Find a sample of this font and explain which of its qualities help communicate Apple’s message.
Producing broadcast commercials is even more complex than creating a print ad. Peruse the Web sites below of some broadcast production-related organizations. Then answer the questions that follow.■
Take a moment to go online and learn more about print production. Numerous organizations and companies that specialize in some aspect of print production are on the Web. Visit the sites listed below
The selection of a particular typeface makes a strong contribution to the overall effect of an advertisement. Create ads with appropriate typefaces for three of the following media products.a. The
In this exercise you will be a judge at the prestigious Cannes awards honoring the best advertising in the world. Use the playlist for Chapter 12 to see the entries that you will consider. To make
What are the five common budget busters every production manager should be aware of?
Find an international ad or commercial you like. What is its message strategy? Can you discern the copy style? Do you think the copy and headline reflect the strategy? What do you like about the ad?
Select an Apple print ad and explain how the layout choices—such as size and placement of images and the use of color—affect the delivery of its message.
As you saw when reading this chapter, a lot goes in to writing good copy or scripts and developing effective visuals. Because of the Internet, many new resources are available to the creative team
One of the growing trends in advertising is the increased use of creative boutiques. Many of these smaller shops have won clients previously handled by larger, full-service advertising agencies.
Big Stan’s Tri-State Mattress Outlet usually advertises by sponsoring monster truck shows or demolition derbies. However, Big Stan wants to expand his business and has decided to try radio
This chapter’s Advertising AdForum Playlist contains more Cannes Award winners, some from the 2009 ceremony, some from earlier years. All represent the best of the best.Part 1: PrintThe first ten
In those same ads, can you identify each step of the creative pyramid?
Select five creative ads from a magazine. What techniques of the Artist can you recognize in those ads?
In order for Virgin Atlantic to promote its theme of value for its customers, do you think it is more important for Virgin messages to have greater reach or frequency? Explain why.
Virgin CEO Richard Branson is well-known for his outlandish promotional stunts, such as driving a tank into Times Square to launch Virgin Cola. Select a product or service that Virgin does not
The world of media is vast and constantly changing. Many media giants own properties in several media categories and are major forces in the world of advertising. Visit the Web sites for the
There are three sides to the media business: planning, buying, and selling. Media planning and media buying are often in-house functions at an advertising agency, while sellers are those who
As a media buyer working on behalf of a large toy company, it is your job to buy media space for the launch of the Kitchi Kiss doll, which all advertising research shows will be a tremendous profit
What must media planners consider before they begin?
One of the biggest mistakes in advertising is assuming marketing objectives are the same as media objectives. Media is only one component, albeit a very important component, of the advertising
Mountain Dew is an established brand in a mature product category. Which methods of allocating advertising funds—percentage of sales, share of market/share of voice, objective/task, or empirical
Mountain Dew has “owned” an association with extreme sports and youth since the early 1990s, and this strategy continues to be successful for the brand. What cultural or societal trends must the
IMC can involve many different elements, and a Web site can be an integral part of a company’s marketing efforts.Discuss how the following three companies might make a Web site part of an overall
You have explored various means of planning advertising strategy—top-down, bottom-up, and IMC. Browse through the Web sites of the following marketers, then answer the questions regarding the
Whether we realize it or not, we all have lifelong relationships with certain companies. Choose a company that has been part of your life (by supplying you with goods or services) for several years.
In this AdForum exercise, you’ll evaluate some comparison ads by Apple and Microsoft. Apple, with its “I’m a Mac, I’m a PC” campaign made significant headway in the personal computing
How would you design a controlled experiment to test the advertising for a chain of men’s clothing stores?
Watch the Holiday Inn Express commercials that Fallon has posted at www.juicingtheorange.com . The ads rely heavily on humor to express the emotional benefits of staying smart. Do you think this
How have you personally used observational research?
What were the research challenges that Fallon Worldwide faced in formulating a campaign for Holiday Inn Express? What research techniques did the agency use, and what kinds did it choose not to use?
Which kind of research data is more expensive to collect, primary or secondary? Why?
Silver-maned Armand LeMouche, state senator for your district for 30 years, passed away recently, and his appointed replacement, Millard Frumpe, lacks a solid political base. Sally Daily, a self-made
Marketers and advertisers depend heavily on timely and accurate research in preparation for advertising planning. Many market research companies are available to serve nearly every marketing and
Many advertisers choose to perform their own research. When collecting research data by themselves, they can use a number of advertising- and marketing-specific research sources available on the Web.
In this AdForum exercise, you start with the research, then use that research to choose a creative solution. Advertising is often used to address social problems, and in this exercise you will have a
What factors influence the price of a product?
Where do you think Scion’s target customers would fit on the VALS profile? Explain why.
By introducing Scion, Toyota has appealed to a younger audience. Review advertising from other Toyota product lines and write a paragraph defining demographic segments of their target market.
What is the most important factor to consider when determining the elements of the marketing mix?
Segmenting markets and generating sound demographic, geographic, psychographic, and behavioristic profiles are critical to formulating advertising strategy. An abundance of market segmentation data
How does the segmentation of business markets differ from that of consumer markets?
You have already learned the importance of marketing to the study and application of advertising. Visit the sites below to get a wider view of the scope of the marketing world and the importance of a
Many well-established American brands may seem to be in the decline stage of the product life cycle, perhaps because changing tastes or new technologies have rendered the products obsolete. Choose
Ads are always designed with a target audience in mind. With a bit of practice, it is generally not too difficult to figure out some characteristics of the audience by looking at the ads. Examine the
Review the Web sites in Exercise 2 in terms of Maslow’s hierarchy of needs. Find three instances of appeals to each of the five basic needs. Next, discuss what kind of people might seek to satisfy
Do you think it is possible for Ben & Jerry’s to directly link its sponsorship efforts to increases in sales? Explain why or why not.
Before the purchase of Ben & Jerry’s by Unilever, in what ways did its outspoken founders act as PR representatives? Was this of benefit to the company? Why or why not?
As you learned in this chapter, perhaps no other marketing communications function plays a more integrated role with advertising than public relations. Now take a moment to explore the world of PR a
Chapter 10 discussed the difference between traditional advertising agencies and direct marketing or sales promotion firms. Public relations firms, too, differ substantially from ad agencies. And, in
Every company wants the best and brightest employees. Look at five recruitment advertisements and evaluate them. Which one seems to be the most effective? What makes it superior? Then look at the one
Integrated marketing communication is the culmination of all of your hard work communicating to your various target audiences in the multitude of ways you speak with them. It is the idea that
How does GEICO use advertising to both get an immediate response from prospects and build brand equity? Who else do you think does this well?
Other insurance companies rely more heavily on a sales force to gain customers than does GEICO. Given what you know about direct-response advertising and personal selling, what are the pros and cons
Sales promotion vehicles are often key elements in integrated marketing communication campaigns. Browse the Web sites of the following support organizations for the sales promotion field and answer
Despite its junk-mail image, direct mail requires a great deal of creativity. Jones Educational Services, which provides GMAT, GRE, and MCAT preparation, has agreed that a directmail campaign may be
Direct marketing is not only vast, it’s ever changing in all its facets—direct sales, direct mail, direct response. Likewise, direct marketing agencies tend to differ from traditional advertising
Advertisers commonly use both push and pull techniques. Explore the situation of a company of your choice, identifying its pull techniques and also tracking down its push techniques. (Push techniques
Some of the most targeted communications are those of direct marketing: marketing targeted directly to a specific target audience. Unlike traditional or mass advertising the desire for direct
If you were responsible for media placement of the “Angel in Red” campaign, do you think the spots would be better suited by running on the same billboard every week, or by appearing on different
What are the principal categories of transit advertising?
If, at the time of the launch of the “Angel in Red” campaign for Garcia’s Irish Pub, Crowley Webb & Associates had decided that a transit medium would have better suited the campaign, would the
Dove used billboard advertising in Great Britain to great effect by featuring ordinary women of all shapes and sizes posing in their underwear. As you might expect, the campaign attracted a great
For Dove, as for many beauty products, packaging is extremely important. Dove beauty bars are typically packaged in elegant, simple packages that feature Dove’s trademark white and blue colors (you
Which advertising objectives are the outdoor media most suitable for?
Promotional specialty items are, perhaps, one of the oldest forms of media. Though consumers do not always think of these items as “advertising,” they most certainly are—being clearly composed,
As you have learned in this chapter, out-of-home advertising and communication have been a mainstay in consumers’ lives for quite some time. The outdoor advertising industry certainly makes up the
Go to the following Web sites that host critical commentaries of advertising and marketing. Using what you have learned in Chapters 1, 2, and 3, analyze the content of the Web sites and articles:
Ad agencies often specialize in a particular type of business or focus on a special market and/or consumer. Visit the Web sites for the following agencies:■ Bates/Lee: www.bates-lee.com■ BBDO:
The advertising industry is truly vast, and advertisers and their agencies focus on a wide range of businesses in a broad scope of markets. Visit the following Web sites and familiarize yourself
After visiting at least three of the Web sites listed in Exercise 1, develop a mission statement for two hypothetical new advertising agencies. The first agency is small, has an irreverent edge, and
Visit the Lost Ring game at www.thelostring.com. The site has a rather surprising corporate sponsor (you can find it if you look carefully) mentioned frequently. What purpose does this site serve for
What is marketing, and what is the role advertising plays in the marketing process?
Your task here is to evaluate advertising in two product categories: food and technology. For each set of ads (Dannon and Taco Bell in food; Apple iPod and iPhone in technology) determine:1. What
Describe an incident of cognitive dissonance that you (or someone you interview) felt after a significant purchase. Discuss the feelings generated by this purchase and what happened to those
Understanding consumer behavior is essential to the contemporary advertiser. Browse the Web sites listed below, keeping in mind what you learned about culture/subculture, social class, reference
How does advertising for the Red Cross compare with the standard definition of advertising?
This first AdForum exercise will give you an opportunity to view a large number of great ads and then test your knowledge about some concepts introduced in Chapter 1. You can find the ads in the
Select a print advertisement that you find interesting. Working backward from the ad, see if you can determine what the marketing strategy of the sponsor might have been and how the ad fits into that
In Chapter 1, you learned about the standard definition of advertising and the various roles and forms that advertising can take. Browse through the following Web sites and discuss what type of
Watch three television ads and examine them for literary form. Do they take the form of autobiography, narrative, or drama? For each ad, discuss why you think its creator chose this particular form
Barack Obama’s “True Colors” ad explicitly references a famous Lyndon Johnson ad. If you have an AdForum subscription, view his ad. If not, you can easily find it on YouTube. What do you think
Reread the brief account of Sharon and her discovery of a new clothing store. How do you think Green Threads used IMC in its communications with consumers like Sharon? What kind of message would
What are the two broad categories of target markets?
In addition to consumer advertising, what specific form of business advertising would a pharmaceutical company be likely to employ?
Identify a social problem at your school that has had an effect on your life in the past few months. Then create a print demarketing advertisement that addresses this problem. The ad should have a
Visit the Web sites that follow for readings on the economics of advertising. After studying them, do you believe advertising primarily promotes monopoly or does it foster many buyers and
Visit the following Web sites to see what else you can learn about the early advertising efforts of companies here and abroad. Can you find some early ads for Kodak? Coca-Cola?Sunkist? Who are some
Volkswagen’s advertising from the early 1960s was clearly quite different from that of its competitors—perhaps because of its decision to pair copywriters with art directors, a partnership that

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