Your Career Brand Management (Chapter 2)

When the 9th edition of Integrated Advertising, Promotion, and Marketing Communications becomes available, a new feature will be added: Your Career. Each chapter will contain advice for students as part of career management in advertising and marketing careers.  Here is a sample from Chapter 2:

Your Career: A Personal Brand

Brands have characteristics, personalities, and an image. So do individuals seeking employment. Consider your personal brand image. Especially important will be the image you project to current and future employers. Is the image correct? If not, then now is the time to develop a plan to change it.

In assessing a personal brand image, consider both tangible and intangible characteristics. Personal appearance conveys a great deal to a future employer. Mannerisms, including methods of speaking, gestures, and other factors such as eye contact create a personal brand image. They indicate either self-assurance or suggest lack self-confidence.

Consider all of the ways in which you communicate. Something as simple as a voice mail message might transmit an aura of professionalism or signal something else (think of this: “Hi, I’m Sam. I not into talking right now, so leave a message. I’ll call you back when I feel like it.”)

In today’s society, an important part of a personal brand is social media. Future employers are likely to access Facebook, Twitter, Pinterest, and other social media pages. What will they see? Do your social media pages and posts reflect the professional image you want employers to see? If not, now is the time to change that image through how you interact on social media.

Future entrepreneurs should pay special attention to the concepts in this chapter.

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Discussion Questions

  1. What are the most important elements in your personal brand? What areas require the most improvement?
  2. What services does Reputation Defender offer? Would they be helpful to a college graduate just starting out in the work world? If so, how?
  3. What career mistakes are noted in the Business News Daily post?
  4. According to the U.S. News story, you can use social media to enhance your career. What advice does the article offer?
  5. What makes your personal brand especially important in the field of marketing?

New Year’s Resolutions (Chapter 1)

One of the most common New Year’s resolutions is to lose weight.

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Discussion Questions

  1. Compare the WW program that that offered by NOOM and the South Beach Diet. What is the primary message each company would seek to deliver to viewers?
  2. Locate advertisements for other weight loss approaches. How does each brand attempt to establish a separate and memorable image?
  3. What role would advertising clutter play in weight loss marketing programs that launch in early January each year?
  4. Do you believe traditional commercials (television, radio, magazines, billboards), alternative media, or digital media are best suited to advertising weight loss programs at the start of the New Year? Defend your answer.
  5. Which type of individual would be most prone to viewing a weight loss advertisement: females, males, younger people, middle age people? Explain your choice. Identify the best message for each type customer.
  6. Explain why a fully integrated marketing communications program would be vital to any weight loss program provider.

New Target Market for Video Games (Chapter 4, 10)

The video game market continues to expand.

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Discussion Questions

  1. What are the advantages to marketing video games to seniors, from an integrated marketing communications perspective?
  2. What might be the disadvantages to marketing video games to seniors, from an IMC perspective?
  3. What methods would a video game marketer use (types of ads, media choices) to market video games to seniors?
  4. Compare video game marketing to seniors with other target markets (teenage males, teenage females).
  5. What types of advertising and product placements would work best for video games targeted to seniors?

Peloton Christmas Commercial (Chapter 2)

During the Christmas season, a Peloton ad substantial generated a great deal of controversy.

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Discussion Questions

  1. What do you think of the Peleton commercial? Is it offensive to you?
  2. Watch the Ryan Reynolds Response commercial. How does it take advantage of the Peleton controversy?
  3. Watch the Peleton for Poor People spoof.  How does it make the point about the controversy?
  4. What do you think will be the long term effects of this controversy on Peleton’s brand image? Explain your answer

Evaluating Social Media Advertising (Chapter 15)

Evaluating the effectiveness of social media advertising presents new and differing challenges to marketing professionals.

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Discussion Questions

  1. Describe Neil Patel’s approach to evaluating social media.  What key factors does he mention?
  2. Name the four hints given in the Adstage Article regarding evaluation of social media advertising. Can you think of additional important metrics or measurement issues?
  3. Examine the Forbes Six Metrics article. How do the six compare to those cited in Chapter 15 and/or the Adstage article?
  4. What differences are there between evaluating traditional media advertising and social media advertising? Which metrics are most important to both? Defend your answer.

Chick-fil-A (Chapter 14)

Chick-fil-A restaurants enjoy a great deal of popularity among customers across the United States and increasingly around the world. The company has exhibited some unique policies which have garnered favorable reactions. Recently, however, some controversies have arisen.

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Discussion Questions:

  1. Does the 2019 commercial have an effect on how you view the company? Explain your answer.
  2. Read the Business Insider Article. Does the “Closed Sunday” policy have ethical as well as business implications? Explain how.
  3. View the Atlanta Constitution Story, the New York Times Article, and the ABC News story. Explain how you view the company’s CEO’s stance on same sex marriage as an ethical and a legal issue.
  4. What role should religious values play in the conduct of business?
  5. How should a company respond through marketing communications programs when ethical and moral controversies arise?

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.

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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.