Sad News To Report

To visitors of the blog.

Dr. Kenneth E. Clow passed away on November 22 at his home in Monroe, Louisiana.

He will be missed by all.

I have taken over the responsibility of adding new posts to the blog and will continue in the near future.

We had been working to finalize the 9th edition of Integrated Advertising, Promotion, and Marketing Communications, and expect it will publish on schedule.

Thank you for the support of our work.

 

Donald Baack

Digital Product Sampling (Chapter 12)

Methods for providing free samples to consumers continue to evolve. Beyond store visit approaches, many companies now provide samples via the internet–some for free and some in exchange for consumer information.

Resources:

Discussion Questions:

  1. Watch the Ambient video and read the College Sampling tips. Are these “traditional” approaches to sampling, or do they apply equally well to online sampling programs?
  2. Visit the Vonbeau site. Are these truly “free” samples, or do you need to provide personal information in order to obtain the items?
  3. Do you think people will be willing to give personal information in exchange for samples? What reservations might people have about such an approach?
  4. Visit the Freebies website. How does it differ from other free sample websites? (You can use Google to find other sites.)
  5. Do you think online samples are superior to simple direct mail sampling programs?  If so, how?

Shazam! (Chapter 11)

The world of data analytics has evolved dramatically in the past decade, in areas as diverse as sports, politics, and business. Effective IMC programs cannot ignore this important aspect of an overall marketing approach.

Resources:

Discussion Questions:

  1. Watch the video regarding Shazam. What benefits does this company offer to client companies?
  2. In the two videos featuring Einstein Analytics, how does this organization approach customer relationship management?
  3. What advice does the Entrepreneur article offer regarding data analytics and customer contacts?
  4. Would the features and benefits of these data-analytic programs be best suited to certain types of companies, sizes of firms, or industries?  If so, how?

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.

Resources:

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.

Resources:

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.

Resources:

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?