Question: In attempting to segment the market, marketers

> Discuss the difference between a push and a pull strategy. What kinds of firms would be more likely to employ each strategy? Give examples.

> Describe the three methods of promotional scheduling. Give examples of products and/or services that might employ each method.

> As noted in the chapter, there is a trade-off between reach and frequency for advertisers with a limited budget. Explain what this means. Under which circumstances would a planner wish to emphasize reach? Frequency?

> Explain the differences between CPM and TCPM. Give examples of a company or product that might select one of the methods versus the other.

> Some business to business advertisers (for example, copy machine companies) advertise on NFL Sunday and/or Monday Night football games. As might be expected, such a buy would lead to a high level of waste coverage. Explain what is meant by waste coverag

> The chapter discuses how the campaign featuring the Aflac duck has been very successful in increasing awareness as well as sales for the supplemental insurance company. Why do you think this campaign has been so successful? What challenges does Aflac fac

> Why do many advertisers pay large sums of money to celebrities to do the voiceovers for their commercials? Do you think consumers recognize the voices of the celebrities doing the commercials? Is it necessary that they recognize them for the commercials

> Discuss how teaser advertising might be used to introduce a new product or brand or to reposition an existing brand. What factors should marketers take into consideration when using a teaser campaign?

> Discuss the difference between an advertising appeal and a creative execution style.

> Discuss the key characteristics of a unique selling proposition. What are some of the factors an advertiser must consider in developing an advertising campaign that uses a USP as the basis for the major selling idea?

> As noted, packages are now becoming communications tools, serving as advertising vehicles. At the same time, packages are changing the other marketing mix elements as well. Discuss how packages are being used to impact price and distribution strategies a

> Briefly describe the five major communication interfaces and decision points in the model of marketing information flow shown in Figure 8-3. Discuss how breakdowns in communication can occur at each interface and how this might negatively impact the crea

> Evaluate the debate over creative versus hard-sell advertising. Discuss the arguments for and against each perspective. Who should be responsible for judging the creativity of an ad—clients or agency creative personnel?

> Television commercials are often developed that rely on unusual creative tactics and have very little relevance to the product or service being advertised. Creative personnel in agencies defend the use of the strange messages by noting that they ar

> Explain what is meant by creative strategy and creative tactics in advertising.

> Different companies believe that various media are more important than others for their marketing purposes. Discuss the various perspectives taken by these companies, and explain why everyone may not agree on the same level of importance for media.

> The chapter discusses the results of a study conducted by Yoo and Mandhachitara that shows that advertising spending and effects may differ in different competitive environments. Explain each of the four scenarios presented in Figure 7-16 and give exampl

> The AAAA contends that advertisers should not cut their budgets during a time of recession. Explain why advertisers usually do make cuts in marketing communications budgets during a recession. Is this likely to be an effective or ineffective strategy? Ex

> To many consumers, shopping through direct channels offers a number of distinct advantages over traditional shopping methods. At the same time, there are distinct disadvantages to this form of shopping. Give examples of the advantages and disadvantages o

> Chapter 7 differentiates between communications objectives and sales objectives. Explain the difference. What are examples of communications objectives? From where are these objectives derived?

> Evaluate Domino’s decision to run an advertising campaign acknowledging the problems with the taste of its pizza as a way to promote its new recipe. Do you think this strategy was an effective way to promote its reformulated product?

> Discuss the rise in popularity of YouTube stars such as Smosh, The Fine Brothers and PewDiePie among young people. Do you think these YouTube personalities can replace more traditional celebrities such as athletes, actors/actresses, and entertainers as a

> Find a celebrity who is currently appearing in an advertising campaign for a particular company or brand and use McCracken’s meaning transfer model (shown in Figure 6-4) to analyze the use of this individual as a spokesperson.

> IMC Perspective 6-1 discusses the series of problems Nike has had with some of its endorsers because of controversies that have arisen in their personal lives. Discuss how the problems surrounding these endorsers might impact the image and reputation of

> Find examples of an advertising message or campaign that uses the company CEO, president or founder as the spokesperson. Do you think this individual is an effective spokesperson for the company? Why or why not?

> Discuss the three primary source attributes noted by Herbert Kelman and the different processes by which they can influence attitude and/or behavior change. Find an example of an advertisement or other type of promotional message that utilizes each attr

> Discuss how marketers can use the persuasion matrix shown in Figure 6-1 to plan their integrated marketing communication programs.

> What is meant by a qualitative media effect? Select a television program or a magazine and discuss the nature of the media reception environment created by the show or the publication. What type of companies or brands might be attracted to advertising on

> Discuss the problem of advertising clutter and how it is a problem in various media such as magazines, television and radio. What are some of the ways the media can address the clutter problem?

> Discuss the pros and cons of using humor as the basis for an advertising appeal. Find an example of an advertising message that uses humor and evaluate it effectiveness.

> As noted in the chapter, there is an increased emphasis on the determination of ROI. Discuss some of the reasons leading to this increase in attention. Why is it so difficult to measure ROI?

> The chapter opener discusses how Under Armour has been very successful in its use of athletes as endorsers for the company/brand. Evaluate the strategy used by Under Armour in selecting and signing athletes to endorsement deals. Why do you think the comp

> Discuss some of the reasons consumer packaged goods (CPG) marketers are allocating more of their IMC budgets to digital and social media versus traditional media such as television and print. Do you think marketers run any risks in allocating more of th

> Discuss how the implications of the social consumer decision journey framework might differ for a marketer of a high-involvement product such as a tablet computer versus a company marketing a low-involvement product such as a soft drink or paper towels?

> What is meant by the element of noise in marketing communications process? Discuss how mobile devices such as laptops, tablets and smartphones are contributing to the noise problem for television advertising? What are some ways advertisers can deal with

> Digital and Social Media Perspective 5-1 discusses the age bias that exists in advertising and digital agencies against older people who may not be as digitally savvy as the younger generation. Do you think it is acceptable for agencies to favor younger

> The chapter discusses the Fiesta Movement social media campaign used by Ford to launch its new Fiesta subcompact car in the U.S. market. Discuss the pros and cons of this program and assess the amount of risk Ford took in allowing the agents to use soci

> Explain the concept of viral marketing and how it relates to word-of-mouth communication. Find an example of a company that used viral marketing successfully and one that encountered problems when using this technique.

> What is meant by encoding? Discuss how encoding differs for various types of advertising messages such as radio and television commercials, print ads, and digital/online ads.

> Global Perspective 5-1 discuss the problems marketers encounter when developing advertising messages in different languages and for different cultures. Discuss some of the ways marketers can deal with this problem and avoid mistranslations.

> Explain what is meant by a central versus peripheral route to persuasion and the factors that determine when each might be used by consumers in response to an advertisement or other form of marketing communication.

> What is meant by a primacy versus recency effect? When might an advertiser want to try and achieve each type of effect?

> Marketers continue to increase their marketing efforts to the Hispanic market, while at the same time evidence suggests that younger Hispanics are becoming more integrated into the mainstream. What are the implications of these acculturation issues for t

> The chapter opener discusses the award-winning #LikeAGirl campaign developed by the Leo Burnett agency for Procter & Gamble's Always brand. Why do you think this campaign was so successful and resulted in such a strong viral response among consumers?

> Explain the differences between functional and psychosocial consequences. Give examples of advertisements that focus on both types.

> How might one’s social class influence his or her consumer behaviors? Give examples of products and/or services that might be influenced by social class standing.

> The chapter discusses a variety of research methodologies to examine consumers’ behaviors. Discuss some of these, focusing on the advantages and disadvantages of each.

> Consumers experience different forms of problem recognition. Explain each type of problem recognition and give an example of a purchase of this type.

> Figure 4–1 presents a basic model of consumer decision making. Describe the model, and explain what happens at each step of the process.

> Explain what is meant by cognitive dissonance. Why is this concept important to marketers?

> The chapter discusses marketers' use of multiattribute attitude models. Explain what a multiattribute model is and how a marketer might use it in an attempt to reach the consumer.

> Marketers recognize that subcultures have an influence on consumer behaviors. Give examples of how various subcultures may impact one’s buying decision.

> NFL quarterbacks Peyton Manning and Tom Brady are both very popular endorsers. Compare Manning and Brady as advertising spokespersons. Why might a company choose to use one versus the other as an endorser?

> Neuroscience has been attacked by many as an invasion of privacy. Describe how marketers are using neuroscience research and discuss the pros and cons of this ethical argument.

> Discuss the various criteria that might be used by an automotive marketer such as Ford or Honda in evaluating its advertising agencies versus a consumer packaged-goods marketer such as Procter & Gamble. Which of these criteria do you think would receive

> Discuss the challenges advertising agencies face in negotiating compensation structures with their clients when the procurement department becomes involved in the process. How might an agency respond to clients who demand to see their labor costs overhea

> Discuss how technology and the emerging role of digital and social media are impacting the role of brand managers. What types of skills are needed to be a successful brand manager today? What can companies do to train brand managers so they can keep up w

> Discuss the pros and cons of using an in-house advertising agency. What are some of the reasons why companies might change from using an in-house agency and hire an outside agency?

> Discuss the various challenges faced by companies that use the brand management system when organizing for advertising and promotion. What are some of the things that marketers can do to address these problems and ensure that their brand managers are kee

> Who are the various participants in the integrated marketing communications process? Briefly discuss the roles and responsibilities of each and how they are changing given the changes occurring in the marketing landscape.

> What are the challenges facing traditional, full-service advertising agencies given the changes occurring in the area of integrated marketing communications? It has been argued that the traditional model of a full-service, lead agency is becoming obsolet

> Discuss the pros and cons for a marketer having one company handle all of its integrated marketing communication needs versus using specialized marketing communication firms to handle the various components of the program.

> Discuss the reasons why advertising agencies lose accounts.

> Most marketers choose an advertising spokesperson or source with high credibility. Discuss some reasons why it may be unnecessary, or even detrimental, to use a source who is high in credibility.

> Discuss the role of specialized marketing communication organizations such as sales promotion, public relations, and digital agencies in the IMC process. Why are marketers likely to use these specialists rather than a full-service agency?

> Discuss how disruptions being created by the digital revolution are impacting advertising agencies. What changes do advertising agencies need to make to respond to the impact of digital technology?

> Many companies have maintained their same brand identity for years by keeping the same logos, packaging, and so on, while others have made changes. Give examples of companies employing both of these strategies and discuss their results.

> What is meant by repositioning? Discuss some companies that have successfully employed this strategy.

> IMC Perspective 2–2 discusses the importance of the Hispanic market. What makes this subculture different, and what must marketers do to successfully target them?

> IMC Perspective 2–1 discussed the millennial generation. Discuss some of the ways that this market segment is different from previous age cohorts.

> Discuss the difference between benefit and demographic segmentation. Give examples of companies employing each. Is it possible for a company to employ both forms of segmentation simultaneously?

> As the media environment changes, explain how this impacts the role of advertising and promotion. Why is the IMC process different than it was, say, 20 years ago?

> Discuss the role that IMC assumes in the marketing mix. That is, how is this element of the mix coordinated with pricing, distribution, and product functions?

> Many companies compete in a number of market segments. Discuss an example of one such company and describe how it communicates with its customers in different market segments.

> Discuss the ethics of celebrities endorsing products in foreign countries but not in the United States to protect their image. Do you think celebrities hurt their reputations by doing endorsements and/or appearing in ads? Why or why not?

> Some marketers feel that grouping consumers into age cohorts like millennials, baby boomers, and so forth, results in unreliable generalizations and that such strategies might not be successful. Give the pros and cons of this argument.

> The lead-in to this chapter discusses Buick's attempt to reposition its cars to a younger audience. Explain why this may or may not work.

> Why is it important for those who work in marketing to understand and appreciate all the various integrated marketing communication tools and how they can be used effectively?

> Find an example of company or brand that has reduced its spending on traditional mass-media advertising and is allocating more of its IMC budget to digital media. Do you agree with this decision or do you think this company or brand should be maintaining

> What is meant by the categorization of touch points into paid, owned and earned media?

> What is meant by a customer contact or touch point?

> Discuss the opportunities and challenges facing marketers with regard to the use of mobile marketing. What are some of the ways marketers can use mobile marketing as part of their IMC program?

> Discuss how the digital revolution is impacting the way marketers plan and implement their integrated marketing communications programs. Identify three specific technological developments and discuss how each is affecting the IMC program of companies.

> Discuss some of the ways technology is making it possible for consumers to avoid advertising messages and the impact this is having on the advertising and media industries.

> Discuss the role integrated marketing communications plays in the marketing program of companies and organizations. Discuss some of the ways the use of the various promotional mix tools has changed over the past decade and factors driving these changes.

> Discuss how one of the consumer response models presented in Figure 5-5 could be used by a company such could be used by a company such as Apple in planning for the introduction of a new product such as the iPad Pro.

> Evaluate Procter & Gamble's decision to make digital and social media such an important part of the IMC program for Charmin. Why do you think P&G has been successful in using social media in the IMC program for Charmin?

> Discuss the role of integrated marketing communications in the marketing program for a brand such as Charmin. Discuss how Procter & Gamble uses various IMC tools to market Charmin and maintain its position as the leading brand of toilet tissue.

> A trend among advertisers is to make more use of consumer generated commercials to be placed on You-Tube and similar sites. Discuss some of the advantages and disadvantages of employing this strategy.

> There are indications that the popularity of blogs may have already reached the maturity stage. Take a position as to whether this is true or not, providing examples to support your opinion

> Discuss why mobile has become an attractive medium for advertisers. Provide examples of how companies have used mobile

> The growth of Facebook has had a major impact on the way advertisers attempt to reach their customers. Discuss how Facebook has changed the media environment, citing examples.

> Policy makers are concerned that some bloggers may not be disclosing the fact that they are being compensated for product or brand endorsements. Explain why they may be concerned about this and how it may lead to negative impacts on the consumer.

> Discuss the role of social media in an IMC program. What can these media contribute in regard to helping marketers achieve communications objectives?

> The new media discussed in this chapter have some distinct advantages over traditional media, but also have some disadvantages. Discuss some of the advantages and disadvantages of traditional and new media

> The drive to go viral has resulted in some major marketing mistakes. Explain why marketers are seemingly obsessed with going viral. Then explain some of the consequences that might occur should these efforts fail.

> Those responsible for most of the advertising and promotion decisions for consumer products are brand managers (client side) and account executives (agency side). These individuals are usually well paid, well-educated marketing professionals living in ur

> Some marketers have argued that the strength of the Internet in an IMC program is at the mid stage of the consumer funnel (knowledge, consideration, etc.) Discuss whether you agree or disagree with this position, and support your position with examples.

> Many marketers and policy makers believe the Internet and social media may constitute a “web of deceit”. Explain what they mean by this comment. Provide examples as to why they have this feeling.

> Direct marketers are very good at determining the effectiveness of their programs. Many direct marketers now measure the impact of the program on the consumer funnel. Explain how direct marketers measure effectiveness, and how they now use the consumer f