Influencer Marketing (Chapter 3)

A strong trend in the world of marketing communications is the reliance on influencers to help build a brand’s following. Consider the following examples:

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Discussion Questions:

  1. Watch the first video. Relate the content to the buying decision-making process. At what stage do influencers hold the most influence?
  2. Go to Bogi’s Garage. What types of products does she endorse? What gives her credibility in the world of influencers?
  3. Examine the CBS News story regarding kid influencers. What is your reaction, from a person, social, and marketing perspective?
  4. View the YouTube Fashion Influencers video. Are there common characteristics among the influencers? How could a company take advantage of their influence in a marketing communications program?
  5. What do you believe is the future of influencer marketing? Defend your answer.

Lingerie and Buying Behaviors (Chapter 3)

Recent reporting suggests that many women have evolved in their perspectives regarding undergarments. The result has been a shift in the marketplace, with new entries, differing products, and more diverse marketing communication messaging.

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Discussion Questions:

  1. How would be internal and external search processes become part of the selection of lingerie for women in various stages of life?
  2. Describe how a person’s level of motivation and its three components (level of involvement; need for cognition; level of enthusiasm for shopping) would be related to the Lonely and Thinx reviews.
  3. Apply the concepts of evoked sets, multiattribute analysis, and affect referral to this changing world of lingerie marketing.
  4. How would an evolving set of purchase criteria affect the marketing messages transmitted by industry leaders, such as Victoria’s Secret, in response to these new forms of competition?

Convenience Marketing (all chapters)

Among the multitude of ways in which new technologies have changed lifestyles, approaches to work and leisure, as well as shopping and spending patterns, the field of marketing has strongly been influenced by consumer desires for convenience.  Consider the following advertisements:

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Discussion Questions:

  1. Explain the connections between all of these commercials.
  2. How do the characteristics of price and quality compare with the emphasis on convenience?
  3. Name other products and industries that have been affected by the new trend toward convenience in marketing?
  4. Explain how convenience marketing might affect every aspect of a marketing communications program.

Michelin Brand Strength (Chapter 2)

Michelin maintains a strong brand presence in the U.S. domestic market as well as in other countries.  Numerous activities have helped develop and maintain this advantage.

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Discussion Questions:

  1. What characteristics come to mind when you think about the Michelin Tire company?
  2. Which tire companies are the most effective competitors to Michelin? How do they compete?
  3. Watch the video regarding characteristics of effective videos. Do you consider the Michelin Tire Man to be a logo, spokesperson, or does the animated character hold a unique distinction in marketing communication? Explain your answer.
  4. How has Michelin been able to maintain brand strength in the international marketplace?
  5. Explain how you would take the lessons learned from watching Michelin build and grow a strong brand presence and apply them to other companies or products.

Integrated Marketing Communications Careers (Chapter 1, Chapter 5)

The field of marketing communications continues to experience rapid growth and major transitions. Consider these job titles:

  • Digital advertising specialist
  • Digital media planner
  • Interactive media planner
  • Web analytics consultant
  • Graphic artist
  • Web designer
  • Online advertising specialist (sales)
  • Sales researcher
  • Account executive
  • Creative
  • Traffic manager
  • Account planner
  • Data scientist
  • Social media manager/consultant

Discussion Questions:

  1. Using the internet or other methods, create job descriptions for each of these positions.
  2. In this list, which of the jobs would be considered as more “traditional” marketing occupations and which are the newest?
  3. Name the top three positions from this list that would interest you as you enter the work force. Explain why they are the most attractive.
  4. Which of these jobs would be the least enticing? Why?

Communication Patterns (Chapter 1)

As Baby Boomers continue to grow older and retire, new generations including Gen X and Millennials become more prominent workplace and consumer groups. Discovering how they communicate as well as forms they do not use will be keys to future marketing efforts.

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Discussion Questions:

  1. After reviewing these articles and watching the videos, which major changes in communication methods are the most evident?
  2. How should marketers react to these changes in communication patterns? (Think in terms of media choices as well as words and other symbols.)
  3. Explain how these changes in communication styles affect jobs in the marketing communication profession.
  4. Discuss the concept of “noise” or “barriers to communication” within the context of these changes in communication patterns as they relate to marketing communications.

New Logos for Virgin Atlantic (Chapter 2)

Changing a company logo involves quality research, careful planning, and large expenditures. Recently, Virgin Atlantic airlines developed and launched a new set of logos to appear on company planes. The company also notified female cabin crew members that they would no longer be required to wear make-up on flights.

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Discussion Questions:

  1. Read the first article. What do you think of the changes? Will they help the company succeed?
  2. Read the second article. Does this management change relate to the logo update? If so, how? If not, why not?
  3. Watch the video regarding development of quality logos. What does the video suggest? Do the suggestions match with the Virgin Atlantic logo update?
  4. Explain in your own words how a logo might help or hurt a company’s brand and image.

Role of Analytics (Chapter 15, Chapter 4)

Many marketing experts believe that analytics have become the driving force behind a great number of IMC programs, both in terms of IMC planning and in evaluation programs.

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Discussion Questions:

  1. Read the first article. What problems does it suggest apply to analytics programs?
  2. Watch Introduction video. How do analytics apply to evaluation programs? To planning programs?
  3. Watch the How to Use Video. What suggestions are made? How would it help with the problems raised in the Value of Analytics article?
  4. Explain how analytics would be useful to small companies versus large corporations. Where would the system add more value? Defend your answer.

FSI versus Mobile/Digital Coupons (Chapter 12)

In an age in which more than 90% of U.S. consumers take advantage of coupons, some debate exists as to which format, digital/mobile or print, is the most effective..

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Discussion Questions:

  1. Read the following articles. Explain the advantages of digital/mobile coupons.
  2. From the same articles, explain the advantages of print/FSI.
  3. From the article regarding the potential overemphasis on digital, what does the author suggest is the real key to couponing?
  4. Which demographic factors (age, gender) play the most important role in determining the type of coupon that will appeal to individual groups? What role does being promotion prone, price sensitive, brand loyal, or a brand preference consumer play in choosing coupon formats? Explain your answer.

MillerCoors versus InBev (Chapter 14)

Anheuser Busch’s 2019 Super Bowl advertisements made an issue of the use of corn syrup in MillerCoors products. Recently, MillerCoors filed a lawsuit seeking to stop the InBev campaign, stating that it is false advertising.

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Discussion Questions:

  1. Does this feud between companies constitute a legal battle, and ethical battle, or only a competitive battle? Defend your answer.
  2. Does the MillerCoors lawsuit draw even more attention to the Anheuser Busch ad? Is a lawsuit an effective strategy?
  3. Do you think the advertisement enhances Bud Light’s image or hurts it in some way? Explain your thoughts.
  4. What type of MillerCoors advertisement would be most effective in responding to the ad?