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?

Gen Z and Advertising (Chapter 1)

Generation Z has been defines as individuals 16-19. This study by Kantar Millward Brown found that Gen Z, overall, is more negative towards advertising than any other demographic generation. This article and study findings would be a great way to introduce advertising, and Chapter 1.

Discussion Questions:

  1. Do you think Gen Z is the most difficult generation for marketers to reach? Why or why not?
  2. The study found Gen Z is more positive about traditional advertising formats than digital formats? How would you explain this finding?
  3. Based on this study, what are the best ways to reach Gen Z?

Impact of Political Ads on Brands (Chapter 13)

I found this article in Ad Age fascinating. A recent online study found that ads following a presidential political ad was less effective and created a negative feeling towards the brand. This article could generate a good discussion for Chapter 13.

Discussion Questions:

  1. What was your initial reaction to the article?
  2. Why do you think brand ads following political ads create negative emotions even if the political ad was positive?
  3. How long do you think the “hangover effect” on brand advertising will last after a political ad is viewed? Why?
  4. Do you think there will be a long term impact on brands that advertise after a political ad, or is it just temporary? Why?

 

Steak ‘n Shake Campaign (Chapter 5)

Steak ‘n Shake has launched a new advertising campaign. The campaign has two old friends talking about the good old days, 1934 specifically, when Steak ‘n Shake was founded.

Resources:

Discussion Questions:

  1. In terms of hierarchy of effects, which stage(s) do these ads target? Explain why.
  2. Look through the advertising goals presented in Chapter 6. Which goal do you think was targeted with this campaign? Explain why.
  3. Who is the target audience for this ad? Explain why.
  4. Which of the three ads did you like the best? Why?
  5. Do you think this new campaign will boost sales for Steak ‘n Shake? Why or why not?

Bissell and Pets (Chapter 13)

Bissell is a good brand to illustrate the concepts in Chapter 13. The company is an advocate for pets and the owners have established the Bissell Pet Foundation.

Resources:

Discussion Questions:

  1. Look at Bissell’s website. Do you think the brand’s support of the Bissell Pet Foundation is a good cause to support? Why or why not?
  2. Watch the Operations Spring Break video. What are your thoughts about Bissell posting this video on the brand’s YouTube channel?
  3. Watch the Bissell TV ad? What are your thoughts about the ad?
  4. Do you believe Bissell’s involvement with pets, and having its own foundation, impacts sales of Bissell vacuum cleaners? Why or why not?

Duress Purchase (Chapter 8)

I learned a new marketing term today – duress purchase. Sears has launched a new campaign based on the idea that consumers wait until an appliance breaks to buy a new one, then the purchase is made under duress. From consumer data, Sears also learned that 70% to 80% of duress purchases begin with an Internet search.

Resources:

Discussion Questions:

  1. After reading the article, do you agree that most appliance purchases are made under duress? Why or why not?
  2. Do you think consumers make poorer purchase decisions under duress? Why or why not?
  3. When you make a duress purchase, does it start with an Internet search? Why or why not?
  4. Watch the two television ads. What are your thoughts about this campaign?
  5. Name two other goods or services that tend to be purchased under duress. Explain why?