New Logos for Virgin Atlantic

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?

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.

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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.

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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.

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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?

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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.

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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.

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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?