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?

Identity Theft Protection (Chapter 4)

Consumers of all ages may reasonably worry that their identities will be stolen, leading to a variety of problems and challenges. Note that no program has been developed to prevent identity theft. The best any company can do is help monitor to see if an actor has made attempts to use a person’s identity. Victims of identity theft range from small children to the deceased.

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Discussion Questions:

  1. Watch the LifeLock commercial. Which market segment does this advertisement reach?
  2. LifeLock now co-markets with Norton Antivirus. How might this affect advertising and promotional programs, in terms of market segments and positioning approaches?
  3. Watch the Experian commercial. Which market segment is being targeted? How is the positioning different?
  4. How should companies such as LifeLock, EverSafe, and myFICO respond to the approach of using a credit freeze rather than an identity theft protection service? What types of marketing messages would be involved?
  5. How might the ratings criteria present in the article above affect attempts at positioning by various identity protection service companies?
  6. What type of communications schedule (pulsating, flighting, continuous) should an identity theft protection service company utilize? Explain your answer.

Influencer Marketing (Chapter 3)

A strong trend in the world of marketing communications is the reliance on influencers to help build a brand’s following. Consider the following examples:

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Discussion Questions:

  1. Watch the first video. Relate the content to the buying decision-making process. At what stage do influencers hold the most influence?
  2. Go to Bogi’s Garage. What types of products does she endorse? What gives her credibility in the world of influencers?
  3. Examine the CBS News story regarding kid influencers. What is your reaction, from a personal, social, and marketing perspective?
  4. View the YouTube Fashion Influencers video. Are there common characteristics among the influencers? How could a company take advantage of their influence in a marketing communications program?
  5. What do you believe is the future of influencer marketing? Defend your answer.

Lingerie and Buying Behaviors (Chapter 3)

Recent reporting suggests that many women have evolved in their perspectives regarding undergarments. The result has been a shift in the marketplace, with new entries, differing products, and more diverse marketing communication messaging.

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Discussion Questions:

  1. How would be internal and external search processes become part of the selection of lingerie for women in various stages of life?
  2. Describe how a person’s level of motivation and its three components (level of involvement; need for cognition; level of enthusiasm for shopping) would be related to the Lonely and Thinx reviews.
  3. Apply the concepts of evoked sets, multiattribute analysis, and affect referral to this changing world of lingerie marketing.
  4. How would an evolving set of purchase criteria affect the marketing messages transmitted by industry leaders, such as Victoria’s Secret, in response to these new forms of competition?

Convenience Marketing (all chapters)

Among the multitude of ways in which new technologies have changed lifestyles, approaches to work and leisure, as well as shopping and spending patterns, the field of marketing has strongly been influenced by consumer desires for convenience.  Consider the following advertisements:

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Discussion Questions:

  1. Explain the connections between all of these commercials.
  2. How do the characteristics of price and quality compare with the emphasis on convenience?
  3. Name other products and industries that have been affected by the new trend toward convenience in marketing?
  4. Explain how convenience marketing might affect every aspect of a marketing communications program.