Question: Some companies test their commercials in rough

> Discuss how sales promotion can be used as an acceleration tool to speed up the selling and/or purchasing process and maximize a company’s sales volume.

> What is meant by a sales promotion trap or spiral? Find an example of an industry or market where a promotional battle is taking place. What are the options for companies in deciding whether to participate in the promotional war?

> Discuss the various types of trade promotions used by marketers giving attention to the objectives as well as the pros and cons of each.

> A report by a rebate fulfillment service showed that the average redemption rate for a $50 rebate on a product that costs $200 is only 35 percent. Why do you think redemption rates for rebates are so low? How might these low redemption rates affect a mar

> What are some of the problems marketers face in using contests and sweepstakes? Discuss steps they can take to avoid these problems.

> Discuss the type of company that would be likely to offer discounts to consumers using Groupon. What are the pros and cons of a company using Groupon to make promotional offers to consumers?

> Evaluate the effectiveness of coupons as a sales promotion tool. How would you respond to critics who argue that they are inefficient since less than 2 percent of coupons are redeemed?

> The chapter discusses the contest Unilever and its ad agency developed to launch the new Axe Apollo men’s personal care product line. Evaluate this contest as a consumer franchise-building promotion for the Axe Apollo brand.

> What is the difference between a consumer franchise-building and a nonfranchise-building promotion? Find an example of a promotional offer you believe contributes to the equity of a brand and explain how it does so.

> Discuss how mobile marketing is impacting marketers’ use of sales promotion.

> Describe how personal selling has become more involved with the use of other media in the IMC program. Explain how successful salespersons will use these media to their advantage.

> IMC Perspective 16-1 discusses the problems JC Penney encountered when it tried to cut back on the use of promotions and move to a “fair and square” pricing and promotion model. Why do you think JCP customers reacted so negatively to the retailer's reduc

> What are some of the reasons brand managers are allocating more of their promotional budgets to sales promotion rather than media advertising? Do you agree with the critics who argue that the increased use of sale promotion is undermining brand equity fo

> Discuss the difference between consumer-oriented promotions and trade-oriented promotions and the role each plays in a marketers IMC program. What are the various objectives for each category of sales promotion?

> The chapter opener discusses how many retailers have become overly dependent on discounts and promotions and the problems this has created for them. Discuss some of the reasons retailers have increased their use of discounts and promotions. How might th

> Describe some of the criteria used by companies to measure effectiveness of the public relations program. Provide examples.

> Many accuse companies like GoDaddy.com of exploiting of the media. They contend that events like the NFL’s refusal to show GoDaddy’s and Soda Stream’s commercials are designed strategies to gain publicity. Discuss whether you feel these are designed stra

> There is a saying that “any publicity is good publicity.” Discuss what you think about this statement.

> Examine a number of examples of different types of sponsorships corporations are currently engaging. Analyze the reason for the sponsorship, and evaluate whether it employs a wise strategy or not.

> The chapter discusses the lack of coordination that often exists between marketing and public relations departments. Discuss some of the reasons this might occur. What can be done to reduce this conflict to achieve greater coordination?

> Social media have had a profound impact on the power of publicity. Explain what this means and whether you believe it to be true or not. Provide examples to support your position.

> There has always been a divide between marketing and sales departments in companies. Explain how the changing role of the personal sales person may help to narrow this divide.

> The chapter discusses cause marketing, advocacy advertising and issue ads. Explain the differences between these forms of communication and give examples of each.

> Putting one’s name on a stadium can be an expensive proposition, and the prices continue to increase. Discuss whether this would be a good investment for a company, and why or why not. Give examples of companies for which this would be a good investment

> Research studies have indicated that cause marketing can actually lead to an increased intention to purchase a brand. Explain why this is the case and provide examples that you feel may pertain.

> As noted in the chapter lead in, many companies have suffered from the consequences of negative publicity. Discuss what companies might do to ward off the negative impact of bad press. How well did companies in the lead-in fare?

> Describe some of the measures used to measure public relations effectiveness. Critique these and provide an overall critique of their validity.

> Explain the differences between traditional and the new public relations objectives (MPRs). What are the advantages and disadvantages of each?

> What impact do you think the millennial generation will have on cause marketing, issue advertising, and advocacy advertising? Explain your reasoning.

> The chapter discusses a number of public relations blunders, many of which might have been avoided with due diligence. Explain why these mistakes occur and who is ultimately responsible.

> Studies indicate that the combined effects of advertising in various media may lead to more effectiveness than just using one medium. Explain why you think this might occur, using some of the examples cited in the chapter.

> Explain why it is so difficult to measure the effectiveness of an IMC program that uses multiple program elements.

> The cost of a personal sales call is very high relative to one exposure in other media, and continues to rise. Explain how effective utilization of the Internet can help bring these costs down.

> Most of this chapter focuses attention on the measurement of traditional forms of advertising. How are companies measuring nontraditional advertising forms?

> The chapter discusses the use of neurosciences to assess viewers’ evaluation of commercials. What are the pros and cons associated with these methods? When should advertisers use them?

> Explain why different metrics may be more useful to marketers in determining the effectiveness of their advertising at different times. Give examples of which metrics may be useful as consumers go through the purchase decision process.

> Describe the Starch Ad Readership Report and the measures provided therein. Discuss how Starch has had to adapt this report due to changing market conditions, and the new metrics now provided.

> How have marketers employed the methodology of eye tracking? Give examples of companies that have employed this methodology. When does eye tracking seem to be most useful?

> Marketers have turned to physiological measures in an attempt to determine the effectiveness of their advertising. Discuss some of the methods being used, and the advantages and disadvantages of each.

> Most managers believe that they should be measuring the effectiveness of their advertising programs. However, studies have shown that they usually do not do so. Cite some of the reasons managers should measure effectiveness, and why they do not.

> Digital advertisers seem to want to have their own effectiveness measures, while eschewing those of traditional advertisers. What are the pros and cons of this position? Argue for one side or the other.

> Explain why it is important to pretest. When should this testing take place? Give examples of what might make ads or commercials that are pretested more successful.

> Social media has been shown to play an important role in business to consumer markets, and now is being used for assisting personal selling effort in business to business markets. Explain how marketers are using social media in this regard.

> Explain why it is so difficult to measure the overall IMC program effectiveness.

> A/B testing has been used by marketers for decades to evaluate two different versions of finished ads and/or web pages. Some experts now believe that A/B testing would be more effective if employed earlier in the campaign development process. Explain wha

> Discuss the role of sales promotion tools such as sampling and coupons in international marketing. What challenges might marketers face in using these tools in various countries around the world?

> What are the three basic options a company has for organizing its international advertising and promotion function? Discuss the pros and cons of each

> Many large multinational companies are consolidating all of their worldwide advertising with one large agency. Evaluate the pros and cons of this approach.

> What is meant by the “think global, act local” approach to global marketing and advertising? Discuss some of the ways marketers can adapt their advertising to local markets.

> Discuss the arguments for and against the use of global marketing and advertising. What types of products and services are best suited for global advertising? What developments have taken place in recent years that support the use of global advertising a

> Why do you think Facebook has become so popular in countries around the world? Discuss the importance of social media in the IMC programs of international ¬marketers.

> Discuss the evolving role of the Internet and other digital media in the IMC program of international marketers. How can marketers make effective use of digital and social media in marketing their products and service in various countries?

> Discuss some of the differences in media that exist across various countries and how they might impact the media strategy used by marketers.

> One might expect that personal salespeople are evaluated strictly on how much they sell. However, the chapter discussed some other criteria that might be used. Discuss some of these other criteria and why they might be useful or not useful for evaluating

> Discuss the advantages and disadvantages of using a global advertising campaign. For what type of products/services is a global advertising approach appropriate?

> What is meant by a country-of-origin effect? Discuss the implications of the results found in the survey conducted among college students in the United States, which found that they have limited knowledge of the country-of-origin of most brands. Does thi

> Discuss how global marketers might use the 2022 FIFA World Cup soccer tournament that will be held in Qatar as an integrated marketing communications opportunity. What types of companies are best suited to use the World Cup as an IMC opportunity?

> Discuss the factors that are leading to the economic growth of China and the market opportunities that are evolving. What challenges do marketers and their agencies face in developing IMC programs for the Chinese market?

> Why are international markets becoming so important to companies in the United States as well as other nations? Discuss the various factors that companies must consider in developing IMC programs for various countries.

> The chapter opener discusses the "Taste the Feeling" global marketing launched by the Coca-Cola Company in 2016. Evaluate the creative strategy being used for this campaign as well as the “one-brand” approach that will unite various brands such as Coca-C

> A number of states are considering legislation that would create Do Not Mail list registries, which would allow consumers to keep unsolicited direct mail out of their mailboxes. Discuss the arguments for and against legislation that would prohibit market

> What is corrective advertising? Why do you think corrective advertising is so controversial? Evaluate the arguments for and against corrective advertising?

> What is meant by advertising substantiation? Should advertisers be required to substantiate their claims before running an ad or only be required to provide documentation only if their advertising claims are challenged?

> The text discusses the decision by the California Supreme Court in the Nike case to view statements about a company’s labor policies or operations in ads or press releases as commercial, rather than political in nature and thus not subject to First Amend

> The lead-in to this chapter discussed how some feel that the sales force may cease to exist in the future. Discuss some of the reasons that support this prediction. Now provide reasons why this is not likely to be the case.

> Discuss the role the media play in the self-regulation of advertising. Do you view self-regulation as an effective way of protecting consumers from offensive or misleading advertising?

> Discuss how regulatory agencies such as the FTC are responding to the increased use of digital and social media by marketers. What are the key areas that are requiring regulation to protect consumers from online marketing practices of companies?

> What are some of the regulatory issues marketers must take into consideration in developing contest, sweepstakes and other types of promotions that will be offered online or through social media?

> Discuss how the Do-Not-Call Registry developed by the Federal Trade Commission is impacting the direct marketing industry. What arguments might direct marketers use in trying to have this program rescinded?

> Do you think the U.S. Food and Drug Administration should consider adopting the type of cigarette packaging being used in Australia that requires graphic images and removes all branding elements? How effective do you think this type of packaging would be

> Ethical Perspective 20-1 discusses the controversy surrounding the direct-to-consumer (DTC) advertising of prescription drugs. Evaluate the arguments both for and against pharmaceutical companies being allowed to advertise their drug products directly to

> Evaluate the charges the Federal Trade Commission brought against Volkswagen Group of America for deceptive advertising. How might this issue affect consumer perceptions of Volkswagen and how should the company handle this controversy?

> Find several examples of advertising claims or slogans that are based on puffery rather than substantiated claims. Discuss whether you feel these advertising claims can be defended on the basis of puffery.

> IMC Perspective 20-1 discusses how Skechers and Reebok were fined for making advertising claims for their toning shoes that the Federal Trade Commission argues were false, misleading and unsubstantiated. Evaluate the claims made by these companies in the

> Do you agree with the DISCUS argument that advertising for hard liquor should be treated the same as advertising for beer and wine? Should advertising for spirits be confined to late-night programs on the networks or should the ads be permitted to run ea

> Where in the consumer decision process would personal selling likely be most effective? Explain why.

> Discuss the role the Advertising Self-Regulatory Council plays in the self-regulation of advertising. Discuss the arguments for and against self-regulation as an effective way of protecting consumers from misleading or deceptive advertising as well as co

> Discuss the need for regulation of advertising and other IMC tools. Do you advocate more or less regulation of advertising and other forms of promotion by governmental agencies such as the Federal Trade Commission and the Food and Drug Administration?

> The chapter opener discusses the rules and regulations the Federal Trade Commission (FTC) uses for online endorsements. Do you agree with the new guidelines from the FTC requiring bloggers and endorsers to disclose any material connection to a company wh

> Discuss how advertising can affect product costs and the prices consumers pay for products and services.

> With which position do you agree? “Advertising determines American consumers’ tastes and values and is responsible for creating a materialistic society.” “Advertising is a reflection of society and mirrors its tastes and values”

> Discuss the role of ethics in advertising and promotion. How do ethical considerations differ from legal considerations in developing an integrated marketing communications program?

> Discuss the arguments for and against advertiser influence and/or control over the media. How might a newspaper or magazine avoid being influenced by advertisers?

> The Campaign for Real Beauty is an integrated marketing communication program that Unilever has been using for its Dove brand since 2004. Do you view this campaign as movement in a positive direction with regard to the portrayal of women in advertising o

> Economists argue that advertising can be a barrier to entry for many companies that simply cannot come up with the money required to initiate an effective advertising campaign. At the same time, SPANX has succeeded without spending any money to promote t

> 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 sex.

> It has been said that the importance of the sales force varies at various stages in the communication hierarchies. Discuss this idea, providing examples to support your position.

> Groups such as Commercial Alert are concerned about the intrusion of advertising and other types of marketing messages into all aspects of consumers’ lives. Discuss some of the reasons consumer watchdog groups are critical of advertising and other types

> There are conflicting positions as to whether the government should get involved in issues regarding issues such as obesity, cigarette smoking, and vaping by passing regulations, restrictions, and/or taxes. Present both sides of the argument and take a p

> The use of ads that use interracial and gay and lesbian themes appear to be on the increase. There seems to be a relaxed atmosphere regarding the use of these groups in advertising. Explain the benefits and pitfalls inherent in this strategy.

> Companies like Old Navy and Cheerios have employed the use of interracial ads, and have stirred up both controversy and support. Comments have been made that while some believe that we are in a post racism era, whereas others disagree. Provide arguments

> The CEOs of Abercrombie & Fitch and American Apparel have both been variously characterized as either manipulators of the media for their ability to generate publicity for their companies or petulant. Both have lost their jobs in the face of declining sa

> The chapter discusses how many marketers are struggling with their multicultural marketing efforts and suggests that one reason may be the lack of diversity in advertising agencies. What are some of the reasons for the low number of minorities, such as A

> The chapter discussed the empowerment of females in advertising. Give examples of some of the companies that have used this form of advertising. Why do you think they have done this? Is it for altruism or financial gain?

> What are some of the different ways companies use shock ads? Do you think they are designed to create sales, or to bring attention to specific issues? Do they work? Give examples.

> Describe some of the criteria used to evaluate qualitative aspects of the effectiveness of the salesperson. How might these be used to support the IMC program?

> Discuss some of the advantages and disadvantages of personal selling versus other media—both traditional and nontraditional.

> Describe the various forms of cooperative advertising and the reasons they are used by marketers.

> What is a slotting allowance or fee? Evaluate the arguments for and against retailers charging slotting fees to manufacturers.

> Discuss how samples and coupons can be used to generate trial of a new product or increase consumption of an established brand.