Questions and Answers of Marketing Research 13th

Which behavioral evaluations would be most useful for evaluating the healing project campaign?
Which digital and social media metrics would you use to evaluate the campaign? Explain why.
Describe how cognitive neuroscience could be used in developing and evaluating the healing project campaign.
Describe how advertising tracking research could be used to evaluate the Vaseline Healing Project commercials.
What message evaluation techniques could be used in evaluating the Vaseline Healing Project advertising campaign?Be specific.
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 been
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 are
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 would
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 these
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 evaluation of
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. There
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 features? Which
As a marketing professional, what instructions might you give a social influencer in private to support your brand?
How could a set of guidelines to control the actions of bloggers and other influencers?
Do you consider the use of social media influencers to be a fair marketing tool? Defend your answer.
What role should the government play in controlling social media influencers?
What role should advertising and marketing communications play in explaining the health benefits of basic products such as yogurt?
What ethical or moral guidelines, if any, did Dannon violate?
Do you agree that the term “clinical studies show” is significantly different from “scientifically proven” or “clinically proven”? Should the judge have been more specific about what
Could Dannon’s executive team have avoided such an expensive outcome? If so, how?
How do the concepts of deception, puffery, and substantiation apply to this case?
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 the
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 two of
Access the CASE website again. In the “Company Alert” section of the site, select one of the businesses that are featured. Read the information for that business. Provide a screenshot of the
The Consumers Association of Singapore (CASE)is a not-for-profit, non-governmental organization that has the responsibility of protecting consumers in Singapore.Access their website
Access the ASA website (www.asa.org.uk) and locate the “News” section. Read through the list of recent news items. Find two that are interesting to you. Write a brief report about each case and
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 check
Access the UAE consumer rights website (www.consumerrights.ae) Access two of the following components of the site. Explain the consumer rights involved and compare it to those of another country.a.
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 and
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
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 concepts of
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
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
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
Using sex to sell products is another area that many consumers find offensive. Locate two print ads or ads on television that are highly sexual in nature, one that you consider offensive and one that
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 children
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? Do you
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 more
One of the criticisms of advertising is that it causes people to buy more than they can afford. Each year, a large number of people in United States declare bankruptcy, often because they have
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 child is
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 made? Do
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 fool-proof
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 list the ingredients in order of their
Name the three types of ethics programs that can be used to help marketing professionals cope with moral challenges.
What is stealth marketing? How does it create an ethics debate?
Describe all of the forms of ambush marketing.
Describe the ethical issues associated with internet marketing.
What types of ethical issues have been raised regarding the marketing of professional services?
What is brand infringement?
Identify the types of ethical complaints regarding advertising.
Define ethics and morals.
How does the Children’s Advertising Review Unit operate?
What is the primary function of the National Advertising Review Board?
What is the relationship between the Council of Better Business Bureaus and the National Advertising Division?
What is a trade regulation ruling? How does it differ from other Federal Trade Commission rulings?
What is the purpose of a corrective advertisement?
What is an administrative complaint?
If a judge issues a “cease and desist” order in the United States, what are the implications for the business?
What is a consent order, and what does it mean for both parties?
If the FTC believes that a violation has been committed, it will issue a consent order. What happens next?
Give an example of qualifying language on an advertisement.
Why would the word “best” be acceptable when“better” is not?
How are consumers referred to in terms of rules regarding misrepresentation?
In the United States, which organization has jurisdiction over mailed marketing materials?
You are the new marketing intern for a local CPA accounting firm that has both business and consumer customers. List the steps in selecting a sponsorship or event. Identify a sponsorship or event in
When Starbucks opened its first coffee shop inside a public library, ten percent of all proceeds from coffee sold there went to support the operation of the library. Describe the benefits to
If you were the public relations agency for Lancôme and L’Oréal, how would you handle this situation? What steps would you take and what tactics would you use to ensure that the brand images are
In this case, is the old adage “any publicity is good publicity”true? Why or why not?
Is this event an instance in which damage-control programs were in order? If so, what were they?
How should Lancôme have prepared for the results of having Denise Ho as a spokesperson?
Who are Lancôme’s internal and external stakeholders that have been affected by this turn of events?
What should happen when a player does not wish to have a particular advertising appear on his jersey?
How should NBA league officials respond to complaints about the program?
Which would have been a more valuable approach: To allow for-profit advertising on jerseys or to instead feature cause-related messages, such as for cancer research or anti-drug and -violence
Describe the stakeholders and the positions of each group involved in this story.
Corporate sponsorships are important to non-profits.Without the financial assistance provided, many non-profits would not exist. Look up two organizations from the following list of non-profits. Who
Break Bulk Events offers a wide range of sponsorship packages to businesses in the specialized field of shipping. Assume that you are working for a client.Explain the key advantages and costs of the
Fcbusiness, a magazine and website (fcbusiness.co.uk), features the latest news and information regarding partnerships and sponsors of football around the world. Football is a vast global business,
The Institute of Fundraising (www.institute-of-fundraising.org.uk) is an umbrella organization for UK fundraising and charities. It has 525 organizational members and over 6,000 individual members.In
Read the article titled “MEPRA’s Alex Malouf: ‘A Year for Cause-Related Marketing’” at the Campaign Middle East website (campaignme.com).37 What is the argument being made with respect to
Campaign Asia (www.campaignasia.com) is a targeted version of the magazine. What type of information is available? How would this site be valuable to a PR practitioner? How could it be used by a firm
Although some firms handle PR activities internally, many firms retain PR firms to work on special projects and to handle unique situations. The International Public Relations Association
The shortage of funds for universities and colleges has led many university leaders to consider using sponsorships to generate revenues. What would you think about your university having stadiums and
Managers are often the most difficult group for the public relations department to reach. To entice employees to reach departmental goals, managers often communicate using memos or verbal
In your own words, describe the steps in an apology strategy. Suppose a local retailer’s computer system was hacked and a large number of credit card numbers were stolen. Go through each of the
When Starbucks opened its first coffee shop inside a public library, ten percent of all proceeds from coffee sold there went to support the operation of the library. Describe the benefits to
What causes do you support or are special to you?Do you know which corporations sponsor or support the causes? If not, see if you can find literature or websites that contain that information. Why do
Assume you are a marketing intern for a local clothing boutique retail store. List the benefits of causerelated marketing for the retail store. Identify two causes in your community you think the
Is the local community important to a manufacturing firm that sells 99 percent of its products outside the area? Does it really matter what the local people say or believe about the manufacturer as
One of the vice presidents of a small but highly respected bank in a local community was charged with sexual harassment by a female employee. What types of communications should be prepared for each
How should a business respond to persistent criticisms from consumers and others on social media?Should they take this kind of criticism as seriously as they might take a piece in the professional
“There’s no such thing as bad publicity.” Maybe, but bad publicity has caused corporations to collapse and millions have been taken off the value of other corporations.Find a good example of
How are public relations programs and sponsorships adapted to international companies?
What are cross-promotions? How are they related to event marketing programs?
Describe an event marketing program. What must accompany the event in order to make it a success?
What is sponsorship marketing?
What four forms of impression management are used to combat negative events?
What five elements are parts of an apology strategy?
Describe entitlings and enhancements.
What reactive damage-control techniques are available to the public relations team?

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