Questions and Answers of Marketing Research 13th

Explain how remarketing and behavioral targeting could help increase sales for Ski and Snowboard Specialists.
Discuss how location-based advertising could be featured by Ski and Snowboard Specialists.
Explain how the company could take advantage of content marketing and/or native advertising.
How can Ski and Snowboard Specialists offer cyberbait to new customers? To returning customers?
What roles might mobile marketing and interactive marketing play in Ski and Snowboard Specialists’ efforts?
Access the internet and locate four banner ads. Copy and paste the banner ads in a Word document. Evaluate each banner ad in terms of design and appeal. Access the landing page of each banner ad by
Use a search engine to locate three digital advertising agencies. For each agency, describe what type of digital marketing services the agency provides. If you owned a small restaurant chain, which
A high percentage of internet traffic begins with someone conducting a search. Compare and contrast the concepts of paid search insertions, organic search results, and paid search ads from the
Access each of the following search engines. For each one, discuss how it handles paid search advertising when you type in a search term such as “running shoes.” Instead of “running shoes”
Blogs provide opportunities for individuals and businesses to share information, thoughts, and opinions.Go to www.blogsearchengine.org. Type in a topic you are interested in that is related to
According to Payoneer, a B2B online payments company, a survey of around 900 Chinese e-commerce businesses revealed that some 62 percent sold products on Amazon, 45 percent on Wish, and 40 percent on
Interview three individuals of different ages about blogs. What percent have read, launched, or participated in blogging on the internet? What was each person’s motivation? What is your experience
Do businesses have your mobile phone number to make sales calls or to send text message offers? How did they get the number? How would you go about removing your number from their call lists? How do
Describe in your own words each of the digital marketing strategies listed in Figure 8.8. Assume you are an intern working in the digital marketing department of a small chain of sporting goods
What is geo-targeting, or location-based advertising?
Describe e-commerce, search-optimized design, and customer-centric design.
What stage of Internet development saw the arrival of social networks?
Design a newspaper ad and an out-of-home ad that will be placed at Little League baseball parks in the area. Explain why having these two ads in different media is better than having two ads within
How could social media and nontraditional media be used to supplement a traditional media campaign in this circumstance?
Which traditional advertising media should the marketing team use for the second campaign? Discuss the pros and cons of each in terms of the Running Free Dog Park campaign and the desire to stimulate
How would the three-exposure hypothesis or recency theory apply to this advertising program in its initial stages? What about the second campaign after consumers are aware of the dog park?
Define the marketing goals for the second phase of the Running Free Dog Park promotional efforts.
Create the ad for Cindy’s Auto Body Repair Shop that will be placed in the local newspaper.
Create an effective media mix and describe the campaign you would create for the grand opening and subsequent months for Cindy’s Auto Body Repair Shop.
Which theory best applies to Cindy’s situation, recency theory or the three-exposure hypothesis? Explain your answer.
Describe the roles that reach, frequency, effective reach, and effective frequency should play in the campaign designed to acquaint customers with this new business.
What are the major advantages and disadvantages of out-of-home advertising?
Describe the three-exposure hypothesis.
Suppose the Black Eyed Peas were contracted to perform at your university. Design a print ad for your local student newspaper. Discuss the message strategy, appeal, and execution you used and why you
If you were going to design a television advertisement for a concert for the Black Eyed Peas, who would be your target market? What message strategy, appeal, and executional framework would you use?
What types of brands or products are best suited to endorsements by the Black Eyed Peas? By rock bands in general?What about country music artists? What about hip-hop artists?
Discuss each of the source characteristics in terms of the Black Eyed Peas serving as a spokesperson for a product.Would it make a difference as to what type of product the Black Eyed Peas were
Would the television ad designed for parents on the nightly news be different than one designed to stream online for students? Why or why not?
Identify the components of the creative brief for the most recent campaign in the case.
How was the recent Incredible India campaign different from the previous ones?
Identify the advertising campaign parameters in the Incredible India case.
What is the key challenge in maintaining the effectiveness of a campaign for a long period of time?
How does the concept of integrated marketing communication apply to the Incredible India campaign?
Would the concepts of top of mind and top choice apply to advertising for the second location of Jake’s Trophy Shop? If so, how? If not, why not?
Should Jake utilize a local advertising agency or do as much of the work as he could by himself? Defend your response.
Would threshold effects, diminishing returns, and wearout effects apply to Jake’s upcoming advertising program?Explain why or why not.
Explain how the hierarchy of effects model would apply to the four main trophy-buying groups.
Explain means-end theory and why it is important in advertising design. Pick two ads in this textbook, other than the milk and ReRez ones used to explain meansend theory. Identify the attribute(s)
Pick one of the following brands. Develop a means–ends chain similar to the two that are shown in this chapter.a. Singapore’s BreadTalk Group (www.breadtalk.com)b. South Africa’s First National
Select two of the print ads in this chapter. Identify the part of the hierarchy of effects model the advertisement targets. Explain why. In terms of attitude formation, which sequence is being used?
What elements are included in a creative brief?
Explain how variability theory can be used to create consistency in an advertising campaign.
What is a tagline, and what role does a tagline play in an advertisement?
Describe the terms top of mind brand and top choice.
What advertising campaign parameters were described in this chapter?
Describe the various roles within an advertising agency.
What is a creative pitch?
What evaluation criteria should be used in selecting an advertising agency?
What steps should be taken in selecting an advertising agency?
What is crowdsourcing? What are its advantages and disadvantages?
How do you build brand loyalty?
What are the advantages of using in-house advertising resources that make it suitable for those involved in the process?
Why do communication goals differ at various stages of the buying process?
Why do business-to-business ads tend to be verbal or written?
Outline the range of visual images.
Why are visual elements in advertisement important?What is the relationship between visual and verbal elements?Can there be one without the other?
What is meant by the Means–End Conceptualization of Components for Advertising Strategy (MECCAS)model?
Distinguish between cognitive, affective, and conative advertisements. What are each useful in achieving?
What are the six stages of the hierarchy of effects model?Do they always occur in that order? Why or why not?
Define advertising campaign management.
Use a search engine to locate three companies on the internet that sell activewear. For each website, discuss the types of clothing sold and the types of promotional appeals used. For each website
A dog breeder recognizes the need for segmenting her advertising and marketing. Discuss the merits of each of the methods of segmentation presented in the text (see Figure 4.2). Based on your
Explain the most viable marketing communications objectives for the opening of the Phase 2 Fitness Center. Then note how those objectives might change over time.
What positioning approach would be most valuable to the Phase 2 Fitness Center? Defend your answer.
Are there any business-to-business segmentation opportunities present? Why or why not?
Discuss the potential consumer market segments that Phase 2 Fitness Center could serve using the information on consumer segmentation. Which segment or segments would you recommend? Why?
Explain each of the types of research presented in the chapter in terms of the Phase 2 Fitness Center. Which would you recommend? Why?
The launch focuses on Malaysia, and the brand is very closely associated with Japan. Judging from the fact that green tea is not very popular in Malaysia, has Nestlé made a mistake in launching the
Judging by the approach that Nestlé has taken in launching and supporting Green Tea Kit Kat in Malaysia, how would you describe their approach to budgeting?
If you were assigned the task of launching the Green Tea Kit Kat brand in your own region, how would you begin to frame the IMC? How would you identify your key target market, position the product,
Go to the authors’ website at clowbaack.net/video/ads.html. Watch one of the television ads for Ouachita Independent Bank, one of the television ads for Progressive Bank, and one of the ads for
Go to the authors’ website at clowbaack.net/video/ads.html. Watch one of the television ads for DuPage Medical Group, one of the television ads for Terrebonne General Medical Center, and one of the
For the following firms, examine the companies’website to determine what segmentation strategy is being used. Describe the intended target market for the website. What communications objective(s)
Brand names, marketing ideas, and advertising campaigns designed for one country do not always translate correctly in another. It is often necessary to make changes or to adapt. This approach is
VALS psychographic segmentation can be a valuable tool for marketers as they prepare their marketing materials. Access VALS through the Strategic Business Insights (SBI) website at www.strategic
A brand’s product positioning strategy should be an integral part of the company’s advertising and marketing strategy. Consider each of these pairs and suggest how their product positioning
Using competitors to establish a product position can be accomplished by contrasting the company’s product against others. Use a search engine to locate five companies on the Internet that use this
For each of the product-positioning strategies discussed in this chapter, identify two brands that feature the strategy and explain how the strategy is used to successfully market the brand.
Usage segmentation targets heavy users, average users, light users or nonusers. Describe campaigns for each of the usage segments for a tanning salon. In your discussion, identify the best
Millennials are an attractive generation for marketers.Examine the millennial segments described in the chapter. Which segment do you belong to? Identify a friend or relative that would fit into each
Examine the VALS psychographic groups presented in the chapter. For each of the following goods or services, identify the VALS segment that would be the best to target. Justify your choice. Describe
Examine the list of demographic segmentation variables.For each demographic variable listed in the text, identify two products that are marketed to a specific demographic segment. Identify the
Make a list of five consumer goods or services that are segmented on the basis of age. Are there actual differences in the product or service attributes? Are there differences in how they are
Make a list of five consumer goods or services that are segmented on the basis of gender but sold to both genders.Are there any differences in the product or service attributes? Are there differences
Turner (part of Time Warner) carried out a research study of 3,000 children in the United Arab Emirates, Saudi Arabia, and Turkey. It focused on attitudes, purchasing power, and behavior. Six
A common approach to understanding customers is to use focus groups. They can help identify the most relevant communication research required, the information that is needed, and how it can be used
Which IMC components are more likely to be used in business-to-business marketing communications programs, as compared to consumer markets?
Describe the three types of advertising schedules that may be used during the course of a year.
Describe the methods that can be used to establish a communications budget.
What common marketing communications objectives do firms establish?
What is a benchmark measure?
Define product positioning and identify the types of positioning approaches that can be used in the IMC planning process.
Describe a segmentation approach based on company size.
Describe a usage segmentation approach in a business to-business setting.
Describe the NAICS approach to business market segmentation.

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