I found this article in Adweek about Millennials and TV viewing fascinating. The pdf report from VAB is even more interesting. Before reading this article or accessing the VAB report, ask students to discuss their television viewing habits in comparison to YouTube and other social media platforms.
The Richards Group created a new campaign entitled “This is the Time” for Abercrombie & Fitch. The campaign’s goal is to tap into the changing lives of the retailer’s core customer, consumers 21 to 24.
- Do you agree with the basic premise that the lives of consumers in the 21-24 age group are changing? Why or why not?
- How effective do you think this campaign is in tapping into this target market? Explain.
- In the past, Abercrobmie & Fitch used a sexual appeal approach. Do you think this new campaign strategy is better approach for this target market? Why or why not?
Experts estimate that digital advertising to kids will reach $1.2 billion in 2019, which will be 28% of the total spent on advertising to children. This should create an interesting discussion in your class for Chapter 14.
- After reading the article, what are your thoughts about the growth in digital advertising to children?
- Do you feel there needs to be stricter regulations in advertising to children, or less? Why?
- What are the major concerns in your mind about brands advertising to kids?
- What are the benefits to brands in advertising to kids?
Mentos offered Sam Jeschke a unique opportunity as a brand ambassador. When he signed up, he had no idea he would be asked to give away 43,000 packs of gum!
- What are your thoughts about this brand ambassador program by Mentos?
- Do you believe using brand ambassadors is an effective way of marketing for brands? Why or why not?
- Would you be willing to be a brand ambassador? Why or why not?
Organic Valley has launched an advertising campaign that tackles what they believe is greenwashing by other food companies.
- Adweek article
- TV ad – Why Organic Food Costs More
- TV ad – Good Food is Slow Food
- TV ad – Fitness Trackers on Cows
- Organic Valley story
- How important is green marketing to you? Do you believe greenwashing is a problem? Why or why not?
- Watch the three TV ads. What is your impression? Which did you like the best? Why?
- Read the article from Adweek and watch the Organic Valley video story. Do you think this is a good approach for Organic Valley? Why or why not?
According to an article in Ad Age, millennials hate apps with uncool designs. The article provides other interesting facts about Millennials and app usage.
- How important are apps to you?
- Have you killed apps because of poor or uncool designs? Why or why not?
- According to the article, Snapchat is gaining users rapidly. Do you use Snapchat? If so, why? If not, why not?
Like many companies, JP Morgan Chase used programmatic buying to purchase online advertising. The process produced ads on 400,000 websites, but not all were good. This article in NY Times can generate a good discussion about how advertising placed on a negative or bad website impacts the person’s view of the brand.
- Before reading the NY Times article, if you see an ad on a YouTube video or website that you consider inappropriate, does it impact your view of the brand? Why or why not?
- After reading the NY Times article, what are your thoughts about JP Morgan Chase whitelisting websites for its advertising?
- Based on this article, do you think it is more important to advertise on a high number of websites, or fewer websites that the brand feels are acceptable? Why?
What happens when you spokesperson switches brands? Paul Marcarelli was the face of Verizon, asking the question “Can you hear me now?” That relationship ended. He is now doing commercials for Sprint, a competitor.
- Look through the source characteristics discussed in Chapter 6. Discuss each of the characteristics in terms of Paul Marcarelli as the spokesperson for Sprint.
- How effective is this strategy for Sprint? Explain.
- How does Paul switching to Sprint from Verizon impact consumer image of Verizon? What about Sprint?
State Farm has modified its marketing strategy using the tagline “when things go perfectly right.” The idea is that State Farm is there when things go wrong, but also during all of the happy positive times in life. They also released a video about volunteering.
- After reading the article and watching the videos, comment on this new approach by State Farm?
- Do you think this strategy is good? Why or why not?
- What emotions did the “Following” video create for you? Do you thing these emotions will have an impact on your image of State Farm? Why or why not?
- Do you think encouraging individuals to volunteer in their communities will boost sales for State Farm? Why or why not?