Dunkin’ Donuts and the Boston Marathon (Chapter 13)

Many major sports events include corporate tie-ins designed to enhance both the event and the sponsor’s product. A recent example may be found at the Boston Marathon.

Resources:

Discussion Questions:

  1. Which brand is more prominent in the shoe promotion, Saucony or Dunkin’ Donuts?
  2. Does limiting the number of shoes to be sold help or hinder the campaign? Defend your answer.
  3. Which websites and social media outlets would be the most valuable for promoting the sneaker? Why?
  4. Is it logical to tie a physical fitness product with donuts and coffee? Explain how you believe the program might succeed or fail, based on that connection.

Small is the New Big (Chapter 10, Chapter 8)

The retailing industry has experienced dramatic pressures from new competitors, most notably internet-based sales from order-fulfillment companies such as Amazon. Kohl’s, Macy’s and Target have responded in two ways: First, the actual sizes of retails stores have been reduced. Second, new partnerships have emerged seeking to entice customers into retail outlets with more than one intention.

Resources:

Discussion Questions:

  1. How can the marketing team at Kohl’s take advantage of buzz marketing, lifestyle marketing, and experiential marketing to enhance the relationships the company has created with these other organizations?
  2. How would Kohl’s incorporate in-store marketing and point-of-purchase displays to create additional advantages for the retailer and these new partners?
  3. What digital marketing and web advertising tactics would Kohl’s use to build the company’s customer base?
  4. Watch the retailer challenge video. Do these new relationships that Kohl’s marketing team has created help address the challenges present? Defend your answer.

Traditional Television Advertising Approaches (Chapter 7, Chapter 6)

Television advertising continues to be a mainstay for insurance advertising. The approaches vary widely, from serious, to humorous, to combinations of both.

Resources:

Discussion Questions:

  1. Watch the two forms of Allstate advertising, Which is more effective? Why? How is this type of ad best suited to television?
  2. Watch the Geico commercials, What approach is being used? What connections are there to other media outlets, including social media?
  3. Use the internet to find other forms of Allstate and Geico television advertising. Assess their effectiveness relative to the ones you have seen.
  4. Can you think of methods to tie-in Allstate and Geico advertising to other forms of traditional media? Can they be connected to social media? If so, how?

New Coke Flavor (Chapter 6)

Coca-Cola has introduced a new flavor: Orange Vanilla. The roll-out follows successful launches of Cherry Coke and Vanilla Coke plus diet versions. How should this new item be launched?

Resources:

Discussion Questions:

  1. Read the CNN story and watch the CBS Miami coverage. What is the motive for launching this new product? Do you believe it will succeed?
  2. Identify the message strategy (cognitive, affective, conative) that best matches the launch. Explain why you think it will be the best approach.
  3. Choose the type of advertising appeal (fear, humor, sex, music, rationality, emotional, scarcity) that fits this product introduction. Justify your choice.
  4. Should Coke employ a spokesperson to assist in the launch? If so, which characteristics would be most useful? How would the choice fit with your answers to questions 2 and 3?

Undergarments and Advertising Theory (Chapter 5)

An argument can be made that the newest trend in marketing undergarments is a focus on comfort over stylish sexiness.

Resources:

Discussion Questions:

  1. Watch the first two commercials directed to men. Apply the hierarchy of effects and  Means-Ends theory to the development of the messages.
  2. Read the ABC News story. How would advertising theory be utilized to develop successful advertising campaigns for the companies mentioned in the story?
  3. Watch the THINX commercial. How does the approach differ from other advertisements devoted to women’s lingerie? Do you believe such an approach will resonate with a large segment of the audience? Why or why not?
  4. Compare the two approaches to marketing undergarments (men versus women). Why are the methods so completely different?

Gillette Social Awareness Post (Chapter 9)

Many of today’s consumers look for companies promoting positive values.  The Gillette “We Believe” attacks “toxic masculinity” directly on social media. The tagline, “Is this the man can get?” directly relates to earlier campaigns, with an important twist.

Resources:

Discussion Questions:

  1. Watch the “We Believe” post. Describe your reaction. How would it enhance the Gillette brand?
  2. Read and watch the CNN analysis. What important points does the story make about sustaining the effort to promote this approach?
  3. Read the CNBC Backlash story. How does it relate to the points made in the CNN analysis?
  4. Do you believe that tackling major social issues is a part of the advertising and marketing communications future? Why or why not?

Got Milk? Lessons Learned (Chapter 4)

25 years ago, marketers for the rather benign product “milk” sought to find ways to make the item more noteworthy. A brainstorming/strategy session led to the concept that maybe the best approach would be to discover what life would be like to live without it. Individuals were retained to participate in “deprivation” market research in which they were asked to go without milk for a period of time. The net discovery was that many people actually have emotional connections to milk, partly because of how many items are consumed along with it (cake, cookies, dinner, breakfast, etc.). The Got Milk? campaign was born.

Resources:

Discussion Questions:

  1. Read the Fast Company article. Describe the connections between emotional attachment to the product (milk) and the endorsers (celebrities) in terms of creating an effective communication strategy.
  2. What the 50 top ads. Describe the role the humor plays in creating memorable, effective ads for an everyday product (i.e., how was the approach able to succeed at such a high level?).
  3. Watch the Neuromarketing video. Explain the role cognitive neuroscience can play in explaining the effectiveness of the deprivation approach to market research and the commercials that resulted.
  4. Identify other products (think mobile phones) that you believe might benefit from deprivation research and explain why it might work for them.

Altruistic Products and Buyer Behaviors (Chapter 3)

Consumer attitudes regarding marketing efforts that include altruistic activities vary widely, partly dependent on the nature of involvement. A straightforward sponsorship or relationship occurs when a for-profit company aligns with a non-profit charity. In another, the product’s uses serve positive purposes, such as is the case in green marketing of environmentally-friendly items or help in other ways such as Dawn’s use in cleaning birds covered by oil spills. A third approach involves creating products that can be marketed as the company directly engages in altruistic activities, such as is the case with Bombas and 4Ocean.

Resources:

Discussion Questions:

  1. Watch the Bombas video. How might it affect consumer buyer behaviors (including the stage in the purchasing process that would be most affected)?
  2. Read the CNN story. How might such positive publicity influence consumers to try the product.  What role would the quality of the socks as advertised play in consumer purchasing decisions?
  3. Watch the 4Ocean video posted on the website. How is it designed to influence consumer buyer behaviors?
  4. Read the Forbes 4Ocean story. How does the product line offered by 4Ocean differ from the Bombas socks approach? Which do you think has a better chance of succeeding over time? Why?

Cinnabon and Co-Marketing (Chapter 2)

The first Cinnabon bakery opening in Seattle, Washington in 1985. Since that time, the company has enjoyed strong growth in freestanding locations in more than 50 countries. A second approach has been co-marketing programs with other providers. Two such companies include Pizza Hut and Schlotzky’s.

Resources:

Discussion Questions:

  1. Visit the Cinnabon website. Can you find mentions of the company’s relationships with Pizza Hut and Schlotzky’s? Should the connection be more strongly emphasized? Why or why not?
  2. Watch the independent review. How might the two companies (Pizza Hut and Cinnabon) take advantage of favorable reactions to the co-marketing effort?
  3. Watch the Schlotzky’s ad. Does Cinnabon receive the proper amount of attention, or should it be highlighted more?
  4. The QSR analysis is favorable to the connection between Schlotzky’s and Cinnabon. Explain how this co-marketing effort might take advantage of the strengths of both brands.

GEICO’s Contest – Evaluation (Chapter 15)

GEICO enjoys a long history of creating memorable and funny commercials for those seeking insurance. The company recently launched an innovative approach — a contest in which viewers would vote for their favorite ads from the past. Winners receive prizes as well as the opportunity to appear in an upcoming GEICO commercial. To enhance interest, the company began running ads from the past to help remind consumers of the various ads.

Resources:

Discussion Questions:

  1. Watch the first two videos launching the campaign. What types of message evaluations should the marketing team use to evaluate these messages?
  2. Watch the Hump Day commercial. Do your remember it? Did it change your opinion about GEICO at the time it ran?
  3. Watch the Caveman commercial. What is your response to it?  Do you believe evaluations of the campaign suggested it was successful? Why or why not?
  4. What risks might Geico take in promoting a series product such as insurance in a humorous way? What type of evaluation techniques would help GEICO’s marketing team in answering that question?