Duracell is a well-known brand that has used television advertising to promote the brand. Recently, Duracell began using NFL players to promote its batteries. The company also used a cause-marketing approach. Examine the following resources then answer the questions that follow.

Resources:

Discussion Questions:

  1. Watch the three television ads for Duracell. If you were the media planner, on which television shows would you place these ads? Identify at least 3 different TV shows for each ad. Explain why you selected the particular TV shows. Did you select different shows for each of the ads? Why or why not?
  2. For Duracell, which is more important brand recognition or brand recall? Why?
  3. Watch the two videos Duracell created. Why do you think Duracell created these two videos?
  4. Do you think supporting particular causes is a good strategy for Duracell? Why or why not?
  5. Look at Duracell’s YouTube channel. What information is on the channel? Why did Duracell place this information on the channel?
  6. Examine Duracell’s website, Facebook, and Twitter pages. How are these digital resources integrated with the brand’s advertising campaign?

About Dr. Ken Clow

Co-author of textbook.

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