Questions and Answers of Fundamentals Of Organizational Behaviour

4. Do you believe that advertising power has ever restricted your personal choice in buying products?
3. Explain which position you agree with and why: "Advertising determines Canadian consumers' tastes and values and is responsible for creating a materialistic society," or "Advertising is a
2. Find the most offensive ad possible and express why it is so offensive. Apply the ASC code to determine which guidelines it violates.
1. Why 盯e the laws for advertising regulation not applied to sponsorship and some other IMC tools?
4. Describe the differences between the two m叮or perspectives of the economic impact of advertising:"advertising equals market power" versus "advertising 巳quals information."
3. Discuss how attitudes toward the use of sex in advertising differ between men and women. Discuss the implications of these attitudinal differences for marketers who are developing ads for each
2. Evaluate the arguments for and against advertising to children. Do you feel that restrictions are needed for advertising and other forms of promotion targeted to children?
1. Explain why you agree or disagree with the rulings of Advertising Standards Canada presented in this chapter reg盯ding the Ford Focus and Kia automobile ads.
1. What is your opinion regarding the effects of advertising on underage consumption? An old joke says that the legal drinking age is mere ly a suggestion; however those who see the outcome of
1. As a consumer, are you in agreement with the Competition Bureau's effort to penalize companies? The Competition 8ureau's new mandate continues to promote the best interests of Canadian consumers.
1. Which of these appear to offer significant social benefit by the target audience believing and acting upon the message?
DExamine the economic role of advertising and its effects on consumer choice, competition, and product costs and prices.
DExpla in the social effects of advertising.
DEvaluate the ethical perspectives of adve叫ISlng.
Describe the advert ising regulation system in Canada.
6. Select a product of interest and explain how each of the four types of social media described in this chapter can be integrated effectively with other broadcast, print, and out-of-home media.
5. Given the strengths and limitations of Internet media, how would a promotional planner use all the Internet media options to optimize a digital media plan?
4. What measures of marketing communication effectiveness are relevant for each of the four types of social media investigated in this chapter?
3. Investigate the social media use, in as many vehicles as possible, of a favourite brand, and assess which social media appears most effective for that brand.
2. Visit a number of Internet media vehicles and evaluate the effectiveness of the display ads in terms of creativity, message, and ability to reach the intended target audience.
1. Select a favourite Internet site for a brand and investigate how it achieves the objectives outlined in this chapter.
6. Discuss the advantages of Internet media. For which types of advertisers is Internet media best suited? Why?
5. Review the limitations of Internet media and assess whether these are as weak as the limitations of other media.
4. Describe the ways that marketers measure the eff巳ctiveness of their use of Internet media. How do these measures relate to more traditional measures?
3. Explain the three ways in which a promotional planner can achieve positive marketing communication eff己cts in social media.
2. Explain the different advertising formats that advertisers use with Internet media. Discuss the advantages and disadvantages associated with each.
1. How has Internet media threatened other media? How has Internet media assisted other media?
1. Do you think the AdChoices program wi ll be effective? A ruling by the office of Canada's privacy commissioner seemed at odds with Canadians' willingness to sell their privacy for the right price,
1. Does the threat of poor advertising delivery through this complex system threaten digital advertising in the future?
1. What advertising opportunities do you foresee for CraveTV's video-streaming service?
Apply the ideas of Internet media within the development of an IMC program.
Evaluate the strengths and limitations of Internet media.
Define measures of Internet media effectiveness.
Illustrate how to use social media in an IMC plan.
Identify the advertising formats of Internet media.
Describe the general characteristics of Internet users and expla in website communication.
5. Provide examples for both consumer goods and services of how companies might use direct marketing as part of an IMC program.
4. How might a smart phone service improve its marketing communication with the use of direct marketing?
3. Read up online about an interesting loyalty program and apply Figure 16-4 to identify the characteristics and give an assessment of the program's value.
2. Collect any direct mail delivered to your household and evaluate whether it is effective.
1. Construct a list of variables that a fashion brand might desire in its database to market to students in college or unlverslty.
5. How does direct marketing influence each stage of the consumer decision-making process as it works with other IMC tools?
4. One of the disadvantages associated with direct-marketing media is the high cost per exposure. Some marketers feel that this cost is not really as much of a disadvantage as is claimed. Argue for
3. Why are loyalty programs considered to be direct-marketing programs rather than sales promotions?
2. 矶That is the difference between the one- and two-step approaches to direct marketing? Give examples of companies that pursue both methods.
1. Explain how companies use database marketing. How is the information derived from the database used to target audiences?
2. How competitive is Canadian Tire's loyalty program compared to other loyalty programs? In the fall of 2014, Canadian Ti re launched its digitally based loyalty program entitled My Canadian Tire
1. Who would be most attracted to the features of Canadian Tire's loyalty program? In the fall of 2014, Canadian Ti re launched its digitally based loyalty program entitled My Canadian Tire
1. Do you agree that giving up personal information and shopping behaviour data to a retailer in order to receive promotional offers is a good deal?
Apply the ideas of direct marketing within the development of an IMC plan.
Evaluate the strengths and limitations of direct marketing.
Describe the content of a loyalty program.
Express the decisions of a direct-marketing plan.
Define direct marketing and summarize the importance of a database for direct marketing communication decisions.
5. Explain why a company like RBC would use the tools described in the chapter, including media publicity, corporate image advertising, cause-related advertising, and sponsorship.
3. How do music artists take advantage of media publicity? Which strengths do they predominantly use? How do they minimize the limitations of media publicity?
2. Who are the target audiences for the ALS Ice Bucket Challenge described in the chapter?
5. Explain how public relations activities and media publicity can be executed with Internet media.
3. Many companies are now trying to generate as much media publicity as they can. Cite examples, and discuss the advantages and disadvantages associated with this strategy.
1. In what ways does Scotiabank's sponsorship strategy with the NHL fit the brand?
1. How might other charities be able to build momentum for fundraising like the ALS Ice Bucket Challenge? During the hot summer of 2015, millions of people worldwide cooled off by dumping a bucket of
1. Why are Tiff sponsors interested in brand activation at this cultural event?
Apply the ideas of public relations within the development of an IMC plan.
Illustrate how public relations is managed through corporate advert ising.
Examine how public relations is generated through media publicity and argue the strengths and limitations of media publicity.
Expla in how to compile a public relations plan.
Recognize the role of public relations in the promotional mix.
5. Why does the Red Bull Crashed Ice event not use the imagery from the advertising with the slogan "Red Bull Gives You Wings"?
4. Consider all the trade sales promotions that a m勾or brand like Tassimo would use and explain how they would be effecti ve or ineffecti ve for increasing sales of the machine and the coffee discs.
3. Phone service providers do not offer premiums all that often. Identify good ones for different brands.
2. What are the differences between consumer franchise-building and nonfranchise-building promotions? Find an example of a promotional offer you believe contributes to the equity of a brand and
5. Explain why it is important for sales promotion to contribute to brand equity. In what circumstances will brand equity enhancement not be a priority?
4. Explain why a brand might devote more of its budget to trade sales promotions than to consumer sales promot1ons.
3. Post-secondary educational institutions do not usually use sales promotions. Consider which ones could be used and identify the target audience in which they could be effective.
2. Discuss how sales promotion can be used as an acceleration tool to speed up the sales process and maximize sales volume.
1. What are the differences between consumer and trade sales promotion? Discuss the role of each in a marketer' s IMC program.
2. Are the contest and the editorial content of the magazine's articles sufficiently distinct? A thirsty t raveller who left Parliament Hil l and took a short one-kilometre st ro 川down O'Connor
1. Do you agree or disagree with the decision of the co-owner of the bar? A thirsty t raveller who left Parliament Hil l and took a short one-kilometre st ro 川down O'Connor Street, and then turned
1. How attractive are these coupon options, and which one would you likely use?
1. What changes would you suggest for future "RRRoll Up the Rim to Win" events?
Apply key IMC issues related to sales promotion decisions.
Describe trade sales promotion strategy options and evaluate the factors to consider in using them.
Describe consumer sa les promotion strategy options and evaluate the factors to consider in using them.
Identify the objectives, strategy, and tactica l components of a sales promotion plan.
Expla in the role of sales promotion in a company's integrated marketing communications program and examine why it is increasingly important.
3. Explain how out-of-home and support media might be used as part of an IMC program. Take any three of the media discussed in the chapter and explain how they might be used in an IMC program for
2. Watch a movie or TV show and try to figure out which brands potentially used product placement. Then do an Internet search to see if there was an actual payment from the brand to the producers of
1. While travelling through a town or city, look for the most unusual place-based ad and decide whether it represents effective advertising.
3. How do out-of-home media and support media help achieve awareness objectives?
2. What are promotional products? List the advantages and disadvantages of this medium. Provide examples where the use of this medium would be appropriate.
1. Explain how out-of-home ads can be creative and foster emotional responses. Why would brands use outdoor ads for this purpose?
1. In what way is advertising through Cineplex effective?
1. Why are advertisers turning toward mobile messages delivered by digital transit shelters?Technology advances similar to those we saw earlier with billboards have occurred with transit shelters in
1. Why are advertisers turning toward mobile messages delivered by digital billboards?
Show how out-of-home and support media are important elements of IMC planning.
Apply the concepts of out-of-home media to promotional products and product placement to construct support programs within an IMC plan.
Identify the options within out-of-home media for developing an IMC program and for audience measurement, and their strengths and limitations.
5. Identify how newspapers and magazines can be used for each stage of the consumer decision-making process for automobile purchases.
4. What differences might one conclude exist between national newspapers and community newspapers regarding the strengths and limitations of newspapers?
3. Explain why advertisers of products such as smart phones or men's clothing would choose to advertise in newspapers such as The Globe and Mail, Vancouver Sun, or Metro.

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