Dove’s Apology (Chapter 14)

Dove apologies for a racially insensitive advertisement on Facebook. I believe this could lead to a great discussion of ethics for Chapter 14, but also the impact of social media for Chapter 9.

NBC Article

Discussion Questions:

  1. After viewing the ad, do you believe it is racially insensitive? Why or why not?
  2. Do believe Dove’s apology is adequate? Why or why not?
  3. Some question how Dove could even allow this ad to appear on Facebook. Do you agree or disagree that Dove may lack proper supervision of its social media involvement?

Advertising to Kids (Chapter 14)

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.

Discussion Questions:

  1. After reading the article, what are your thoughts about the growth in digital advertising to children?
  2. Do you feel there needs to be stricter regulations in advertising to children, or less? Why?
  3. What are the major concerns in your mind about brands advertising to kids?
  4. What are the benefits to brands in advertising to kids?

Mentos Brand Ambassador (Chapter 10)

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!

Discussion Questions:

  1. What are your thoughts about this brand ambassador program by Mentos?
  2. Do you believe using brand ambassadors is an effective way of marketing for brands? Why or why not?
  3. Would you be willing to be a brand ambassador? Why or why not?

Organic Valley Tackles Greenwashing (Chapter 13)

Organic Valley has launched an advertising campaign that tackles what they believe is greenwashing by other food companies.

Resources:

Discussion Questions:

  1. How important is green marketing to you? Do you believe greenwashing is a problem? Why or why not?
  2. Watch the three TV ads. What is your impression? Which did you like the best? Why?
  3. 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?

App Design (Chapter 8)

According to an article in Ad Age, millennials hate apps with uncool designs. The article provides other interesting facts about Millennials and app usage.

Discussion Questions:

  1. How important are apps to you?
  2. Have you killed apps because of poor or uncool designs? Why or why not?
  3. According to the article, Snapchat is gaining users rapidly. Do you use Snapchat? If so, why? If not, why not?

JP Morgan Chase – Digital Advertising (Chapter 8)

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.

Discussion Questions:

  1. 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?
  2. After reading the NY Times article, what are your thoughts about JP Morgan Chase whitelisting websites for its advertising?
  3. 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?

Switching Brands (Chapter 6)

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.

Discussion Questions:

  1. Look through the source characteristics discussed in Chapter 6. Discuss each of the characteristics in terms of Paul Marcarelli as the spokesperson for Sprint.
  2. How effective is this strategy for Sprint? Explain.
  3. How does Paul switching to Sprint from Verizon impact consumer image of Verizon? What about Sprint?

State Farm (Chapter 13)

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.

Resources:

Discussion Questions:

  1. After reading the article and watching the videos, comment on this new approach by State Farm?
  2. Do you think this strategy is good? Why or why not?
  3. 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?
  4. Do you think encouraging individuals to volunteer in their communities will boost sales for State Farm? Why or why not?

Blue Apron (Chapter 8)

Blue Apron has launched an aggressive integrated marketing campaign with digital media being the central component. This article and podcast should generate a good discussion about digital marketing and its impact on consumer purchase behavior.

Discussion Questions:

  1. The central theme of Blue Apron’s promotion is that it is “more than a meal in a box.” Do you think this is a good positioning strategy? Why or why not?
  2. Watch the podcast. What is your impression? What are the advantages and disadvantages of using podcasts to promote the brand?
  3. After reading the article, do you think digital marketing is the best approach for Blue Apron? Why or why not?

Brands that Care (Chapter 2)

A study by Wunderman found that to win consumers, it will require demonstrating they care. Wunderman called the concept “wantedness.” It is an interesting concept to discuss for Chapter 2 on branding.

Video produced by Wunderman

Discussion Questions:

  1. Would you agree with the basic premise of the study that to succeed brands must demonstrate they care? Why or why not?
  2. For you personally, how does a brand demonstrate it cares?
  3. What does it take for you to be loyal to a brand?
  4. If you were the marketing manager for a brand, how would you utilize the information in this video?