Amazon Criticism and Image (Chapter 13)

Sales promotions remain an important component of an integrated marketing communications program.

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Discussion Questions:

  1. Does the Amazon Christmas Commercial have an effect on how you view the company? Explain your answer.
  2. Research the criticism regarding working conditions and pay at Amazon. How would you respond to some of the negative publicity? Did the Amazon “blog” help to make the situation better? Did the raise in pay for employees make a difference? Why or why not?
  3. When Amazon withdrew from its plans to locate a distribution center in the New York/New Jersey area, a series of negative stories emerged. How would you respond to the problems created in that situation?
  4. Read the public relations lessons article. Has Amazon effectively dealt with the criticisms the company has encountered? Justify your answer.

Keys to Successful Sales Promotions Programs (Chapter 12)

Sales promotions remain an important component of an integrated marketing communications program.

Resources:

Discussion Questions:

  1. What tips appear in the Salesforce article? Apply them to the various types of consumer promotions described in Chapter 12.
  2. What promotions were offered by IKEA? Explain how they were effective in reaching key communications goals.
  3. In what ways might online sales promotions differ from those offered in retail stores? Which consumer promotions are common to both online and retail?
  4. Apply the metrics described in the Effectiveness article to the various forms of sales promotions.

Home Delivery – Store Pickup and Database Marketing (Chapter 11)

The past few years have witnessed an explosion of companies delivering products in two new ways: (1) home delivery via the company or a delivery service and (2) in- or near-store pickup. Examples include Walmart, Target, Panera, Taco Bell, and many others.

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Discussion Questions:

  1. Explain how these features can assist in data collection.
  2. How might the data collected from these services enhance customer loyalty?
  3. How might home delivery options differ from pickup services in terms of data collection and the information gained?
  4. How does the Panera Bread Commercial differ from the others in its message to consumers? Is it more or less effective? Explain your answer

Experiential Marketing (Chapter 10)

One of the fasted growing trends in marketing communications is the utilization of experiential marketing — also known as engagement marketing, on-ground marketing, and participation marketing in some circles.

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Discussion Questions:

  1. Choose one of the 10 Excellent Examples and research it in detail. Why was it deemed as being effective?
  2. Watch the Lipton Video. How might it build brand awareness and loyalty?
  3. Watch the Evaluation and Value video. What criteria are suggested as indicating a successful experiential marketing effort?
  4. Read the Forbes article. Explain how experiential marketing can enhance a retail operation.
  5. Choose three products and suggest venues and methods that could be used to created an experiential marketing activity.

Monitoring Social Chatter (Chapter 9)

Monitoring social media activity has become an increasingly important component of an integrated marketing communications program. Information gained through various monitoring efforts serves a variety of purposes.

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Discussion Questions:

  1. Watch the Social Media for the Enterprise video. What other uses for information gained for social media monitoring does the case study suggest?
  2. Explain the metrics that are generated by Networked Insights, as noted by the CEO in the video.
  3. Visit the sites suggested by the Top Social Media Monitoring Tools article. How are they same? How are they different?
  4. What hints are provided in the SSDM article. How would they apply to Networked Insights and the companies listed as top social media monitoring tool sites?
  5. Explain how to use social media monitoring for smaller sized companies and less-well-known brands.

Consumer-to-Consumer (C2C) Marketing (Chapter 8)

The growth of consumer-to-consumer sales during the past few years has been noticeable and represents an important new trend in marketing communications. The C2C market environment is one in which a customer purchases goods from another customer using a third-party business or platform to facilitate the transaction.

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Discussion Questions:

  1. Read the Investopedia article. What makes C2C such an inviting new format for consumers? To retailers?
  2. Watch the How to use Craigslist video. Is there anything new about the format that you did not know? Discuss the strength of the method as compared to selling merchandise in a retail store or a company’s website.
  3. Go to the Etsy website. How is it different from Craigslist? How can a traditional business-to-consumer (B2C) company utilize the Etsy site?
  4. Go to the Clarity website. What major service does the company provide?
  5. Explain how a marketing communications program for a C2C facilitator (Etsy, Craigslist, eBay) would be developed, including choices of media and types of marketing messages the company should provide.

6 second commercials (Bumper Ads) Chapter 7

Over the past 5 years, a growing number of companies have begun to rely on 6 second commercials, also known as bumper ads.

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Discussion Questions:

  1. Watch the top 20 video. Which was the most memorable or effective? What made it stand out?
  2. Using the How to video, assess the 20 top bumper ads. Do they meet the criteria set out in the How to video? Why or why not?
  3. How might the set of Cameron’s bumper ads build brand awareness? Brand strength?
  4. Watch the 6 second power interview. What did you learn from it?
  5. Based on the 6 second power video and the Marketing Dive article, assess the future of bumper ads. Explain your answer.

Views of Celebrity Endorsements (Chapter 6)

Celebrity endorsements have been a staple of advertising and marketing communication programs for many years. With new analytics available and a new generation of consumers, do they still have the same impact?

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Discussion Questions:

  1. Consider the 30 top celebrity endorsers. Do they have the same appeal to younger generations? Will they still be effective in 5 years?
  2. Watch the best celebrity ad video. Do the ads have anything in common? What type of appeal and executional framework is being utilized in each one?
  3. View the value of celebrity endorsement video. What the results found in the golf industry be the same in other industries? Why or why not?
  4. Watch the celebrities versus influencers video. Do you think influence marketing will replace or become more often used than celebrity endorsements? Defend your answer.

Lifestyle Marketing (Chapter 4, Chapter 5)

Advertisers seek to find the right target audience for individual products and company brands. An emerging trend is greater reliance on lifestyle marketing.

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Discussion Questions:

  1. Watch the Basics video. How does lifestyle marketing fit with the approaches described?
  2. Read the Digital Age article. How does lifestyle marketing fit with digital approaches?
  3. View the Age and Life Cycle video. How is lifestyle marketing different from life cycle segmentation?
  4. Read the Nielsen article regarding the measurement of success. How do the company propose to examine lifestyle marketing effectiveness?

Ad Agency Selection (Chapter 5)

Selecting the right advertising agency is a challenging process. Chapter 5 describes important issues to consider when making the choice. The marketplace of agencies is as cluttered as advertising itself.

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Discussion Questions:

  1. Watch the Agency Promo video. What type of company does this promotion target? Is it effective?
  2. Review the 5 criteria suggested by Forbes magazine regarding agency selection. Do the 5 items apply equally well to companies of all sizes? Explain your answer.
  3. Watch the Facebook ad agency video. Are there differences in choosing an agency for digital media versus traditional media? If so, what are the differences?
  4. Watch the Agency Selection Tool video. How might it help a small business choose an agency?
  5. Explain how the environment for ad agency selection might be different now that 15 or 20 years ago. How might it continue to evolve in the future?