Snapchat Challenge (Chapter 8)

Many marketers are familiar with the difference between a fad and a fashion. Fads are typically more temporary and subject to rapid change.  In the past year, Snapchat has experienced some major challenges.  Are they endemic of fad or fashion with regard to the use of social media?

Resources:

Discussion Questions:

  1. Watch the two videos regarding problems with Snapchat. How might they affect advertisers thinking about using the site?
  2. Go to Snapchat. Have the problems been resolved?
  3. Read the story regarding Snapchat stock problems and the one regarding social media trends.  Can any of these trends help Snapchat rebound from its difficulties?
  4. If you were a marketing/advertising employee of a competing site, such as Instagram, would you highlight Snapchat’s problems or simply stress your site’s strengths? Defend your answer.

Cord Cutting Challenge (Chapter 7)

The television landscape has evolved quickly and dramatically during the past decade.  One new phenomenon, cord cutting, presents major challenges to advertising agencies as well as companies seeking to reach certain demographic groups.

Resources:

Discussion Questions:

  1. Watch the video featured in the Best Cord Cutting Services website. Would cord cutting appeal to those over the age of 40?
  2. In the Trends Worth Tracking story, types of television programs that might appeal to cord cutters are listed.  Does this narrow or widen the potential target audience for individual companies that turn to cord cutting operations for advertising venues?
  3. What are the primary benefits of cord cutting, as noted in the third story?
  4. What are the specific challenges cord cutting creates for advertisers, as noted in the fourth story? How can such companies overcome them?

Hepatitis C Advertising Appeals (Chapter 6)

A potentially devastating illness, hepatitis C, is most likely to affect individuals born between 1945 and 1965.  Recently, the Centers for Disease Control (CDC) created advertising designed to encourage people from this generation to be tested for the virus.

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Discussion Questions:

  1. Watch the videos. Which ones utilize a fear approach?
  2. Rate the appear strength of the fear approaches, from mild to strong. Is this approach effective in convincing individuals to seek testing?
  3. Which video utilizes an emotional approach?  Is it effective?
  4. Which video emphasizes rationality?  Does it work?
  5. Which executional framework best matches each of the various appeals used in these videos?

Leg Shaving (Chapter 5)

Convincing women that they need to shave their legs and armpits has a rich history in the world of marketing. Some claim it is nothing more than pure marketing manipulation, creating an unnecessary beauty requirement. Others disagree.

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Discussion Questions:

  1. Watch the two videos. What stage of the hierarchy of effects model does each one target?
  2. Explain how Means-Ends theory applies to the two videos, which target different audiences and market segments.
  3. Read the two articles regarding the history of leg shaving. Do you believe the activity was solely created by marketers? Why or why not?
  4. In many European countries, women do not shave. Does this represent a new target market for these companies? Defend your answer.

E-Trade (Chapter 5)

Online trading of stocks by individual investors required the E-Trade company to first capture the attention of individuals and then build sufficient confidence that the website could deliver a quality and useful service.

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Discussion Questions:

  1. Watch the commercials. What stage of the hierarchy of effects model do they target?
  2. Explain how Means-Ends theory applies to the two commercials.
  3. For years, E-trade utilized images of babies speaking as adults to promote the brand. Explain how wear-out effects and decay effects may have influenced the company’s decision to change advertising approaches.
  4. How do the the comments made by Lea Stendahl, Chief Marketing Officer, and the content of the E-Trade website mesh with the two commercials?

Esurance Campaign Featuring Dennis Quaid, New Tagline (Chapter 4)

At times, even a relatively new company stands to benefit from an updated approach to its marketing communications.  The Leo Burnett Chicago agency created a new campaign, “Surprisingly Painless,” featuring celebrity Dennis Quaid seeking to create a “brand refresh.”  Watch the new approach in the first video, then compare it to the humorous method used in a previous Esurance commercial, the second video. Then read the Advertising Age article regarding the switch.

Videos:

Discussion Questions:

  1. The Advertising Age article suggests that research was used to determine the basis for this new approach.  What type of research do you believe was involved? What did it reveal?
  2. Humor is used in both the previous approach to Esurance advertising as well as the new commercial.  Which market segment and what type of positioning do you think receives emphasis in these two commercials?
  3. What type of advertising budget best supports this brand refresh? Should the schedule be continuous, pulsating, or flighting?  Defend your approach.
  4. Esurance has featured celebrity voice-overs from individuals including John Krasinski in previous commercials, but now it has Dennis Quaid as an on-camera spokesperson.  Explain why this new approach was needed to create the greatest impact for the new campaign.

Positioning Methods and Automobiles (Chapter 4)

Chapter 4 presents various methods for positioning products, including product attributes, competitors, use or application, price-quality relationship, product user, product class, and the cultural symbol approach.  Watch the following advertisements and view the third and fourth videos.

Videos:

Discussion Questions:

  1. The Volkswagon commercial presents a dancing Jetta. What positioning method is being featured?
  2. The Mercedes Benz commercial states it is a Mercedes, or it is not. What positioning method is being used?
  3. The two positioning videos take differing perspectives on the best way to approach the process. Explain how they differ.
  4. After viewing the videos, which approach do you believe would be the most effective in the automobile industry? Would your answer be different for messages created in other industries? Why or why not?

Buyer Behaviors for New and Adapted Services (Chapter 3)

Chapter 3 presents a series of steps consumers undergo as part of the buying decision-making process. The chapter also describes various models of the decision-making process. This information would require adaptation for any commercial or advertisement designed to promote a new service.  Watch the following advertisements and view the fourth video about changes in buyer behaviors.

Videos:

Discussion Questions:

  1. The Wag! commercial presents a service that has not been previously advertised nationally. How did the company discern a method to entice consumers to try the service?
  2. The GRUBHUB commercial presents an ongoing service (think of pizza delivery) but for other types of restaurants. How would the company know that buyers would be willing to try such a service?
  3. The Panera Bread Commercial may have been made in response to the entry of competition.  Explain how buyer behaviors would have been studied in order to reach the conclusion that the delivery service should be offered and promoted.  How is this different from a totally new service such as Wag!?
  4. After viewing the video on changes in consumer buying behaviors, how would the analysis apply to marketing totally new or adapted services such as these?

Millennials and Buyer Behaviors (Chapter 3)

The following videos highlight concepts presented in Chapter 3. Read each link then answer the questions that are below.;

Videos:

Discussion Questions:

  1. The first video examines millennials and how they make purchases? Do you agree with the content? Why or why not?
  2. The article suggests that millennials have different purchasing characteristics? Do you think this is true? Why or why not?
  3. The buying behavior changes video suggests new patterns of purchasing related to internet searches. How would this apply to the buying behaviors of millennials as noted in the first video and news article?
  4. The final link suggests that there are distinct differences between younger and older millennials. How would this influence the methods used to reach each group by marketing professionals?

Tesla (Chapter 2)

Negative publicity can quickly damage a brand in the eyes of consumers, investors, and even the government.

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Discussion Questions:

  1. Watch these videos. What has been the impact of this news on the Telsa brand?
  2. Do you think consumers will react to this negative publicity with less confidence in the brand? If so how? If not, why not?
  3. As a marketing professional, how would you attempt to rebuild and strengthen the Tesla brand going forward?  Defend your answer.
  4. Describe how negative publicity and news can quickly damage a brand and explain why rebuilding it can take a long time.