March 17, 2016

Targeted Mobile Ads (Chapter 14)

Taco Bell is after the Millennial generation and is using targeted mobile ads to do so. This article would be interesting to use with Chapter 14 and a discussion of privacy issues.

Discussion Questions:

  1. Do you watch mobile ads? Why or why not?
  2. After reading the article, what are your thoughts about the way Taco Bell is collecting mobile phone activity?
  3. Do you think the behavioral targeting used by Taco Bell is an invasion of privacy? Why or why not?
  4. Watch the two Mobile ads for Taco Bell breakfast meals. Which did you like the best? Why?

Posted by on March 17, 2016 in Chapter 14 and tagged , , .

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March 8, 2016

Diversity (Chapter 3)

I found this article in Adweek interesting and believe it would generate a good discussion for Chapter 3, Consumer Behavior. It goes back to the issue whether advertising should reflect attitudes in society or does advertising lead cultural change? The article examines the growing demand for diversity in how families are portrayed in advertising.

Discussion Questions:

  1. Should advertising portray different types of families? Why or why not?
  2. Did you like the Tylenol ad? Why or why not?
  3. Look at the insights reported in the Adweek article. Locate 3 that you surprised you. Explain why?
  4. Do you think a person’s age is a factor in how they feel about showing diverse families in ads? Why or why not?

 

Posted by on March 8, 2016 in Chapter 03 and tagged , .

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March 7, 2016

Employee Ambassadors (Chapter 10)

Buzz marketing with brand ambassadors has been a popular marketing tactic recently. A new twist to this approach is using employees as ambassadors and having employees talk about how great it is to work for a particular company. The Fast Company article and videos should generate some interesting discussion.

Discussion Questions:

  1. What are your thoughts about company advertising brands in this manner with employees?
  2. Does this approach enhance a brand’s image? Why or why not?
  3. Based on the information in the chapter about brand ambassadors, is this a good approach? Why or why not?
  4. Which of the four ads did you like the best? Why?

Posted by on March 7, 2016 in Chapter 10 and tagged , .

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March 2, 2016

FDA Study (Chapter 14)

The FDA is concerned that using animated characters in drug ads may reduce perceived risks of using the drug. I found this very fascinating and thought it would be interesting to use with Chapter 6 and could even be used to introduce the chapter.

Discussion Questions:

  1. After watching the two ads and reading the article, do you believe using animated characters reduces the perceived risk of using a drug? Why or why not?
  2. Do you think the FDA has a legitimate reason for investigate this issue? Why or why not?
  3. Can the FDA draw logical conclusions from a survey of 1,500 people? Why or why not?
  4. Should the advertising industry study this issue as well? If so, which private agency should conduct the study? If not, why not?

Posted by on March 2, 2016 in Chapter 14 and tagged , .

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February 29, 2016

Stain Maker Campaign (Chapter 5)

Saatchi & Saatchi created a new “Stain Maker” ad campaign for Tide that can be used to illustrate concepts in advertising campaign management.

Discussion Questions:

  1. What are your thoughts about the campaign? Do you like it? Why or why not?
  2. Which step in the hierarchy of effects model are the ads targeting? Explain why.
  3. Which advertising goal(s) do you think these campaign is using? Why?
  4. In terms of the creative brief, who do you think is the target audience for this campaign and what is the message theme? Explain your choices.

Posted by on February 29, 2016 in Chapter 05 and tagged .

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February 18, 2016

Don’t Objectify Women (Chapter 6)

This article and video from CNN is excellent for creating a discussion about the way women are portrayed in advertising.

Discussion Question:

  1. Before reading the CNN article and watching any of the videos, what are your thoughts about the way women are portrayed in advertising today?
  2. Watch the #WomenNotObjects video and read the CNN article. What are your thoughts about the article and video?
  3. Do you agree or disagree with the statement that using sexism to sell products is a dead paradigm? Why or why not?
  4. Watch the MiniUSA ad and the Coors Light ad. What are your thoughts about these two ads?
  5. Do you believe we will see a change in the way women are used in advertising in the future? Why or why not?

Posted by on February 18, 2016 in Chapter 06 and tagged , .

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February 11, 2016

Social Media Marketing (Chapter 9)

This article from Mobile Marketing Watch and the Wall Street Journal Gallup poll are fascinating because the majority of consumers say their purchases are not influenced by social media, specifically Facebook and Twitter. This information is interesting in light of the millions of dollars now being spent by brands on social media marketing.

Discussion Questions:

  1. After reading the two articles, where you surprised by the findings? Why or why not?
  2. What influence does social media have on your purchases?
  3. Do you think social media marketing is a good marketing strategy for brands? Why or why not?
  4. In your opinion, how should brands use social media? Be specific.

Posted by on February 11, 2016 in Chapter 09 and tagged .

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February 10, 2016

Quicken Loans Backlash (Chapter 7)

Marketers are debating the impact of Quicken Loan’s first Super Bowl ad. Although there was a strong backlash to the ad, Quicken Loans feels it was a success because it drove consumers to its website.

Ad Article

Super Bowl 50 Quicken Loan Spot

Discussion Questions:

  1. What are your thoughts about the Super Bowl ad? Did you like? Why or why not?
  2. What are your thoughts about the negative comments on Twitter about the ad?
  3. Would you agree with the President of Quicken Loans that the Super Bowl ad was a success? Why or why not?

Posted by on February 10, 2016 in Chapter 07 and tagged , , .

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February 3, 2016

Budweiser 2016 Super Bowl (Chapter 13)

For one of its Super Bowl ads, Budweiser has a 60-second spot of British actress Helen Mirren presenting an anti-drunk driving message. This is an interesting approach for Budweiser when people watching the Super Bowl want to be entertained and have a great time.

Ad Age article

Super Bowl Ad

Discussion Questions:

  1. First, what are your thoughts about the Super Bowl ad itself?
  2. Because of the high cost of Super Bowl advertising, is this a wise approach for Budweiser? Why or why not?
  3. Based on the information in Chapter 13 about social responsibility, do you think this approach demonstrates Budweiser’s commitment to social responsibility, or is it a ploy to sell more beer? Justify your thoughts.

Posted by on February 3, 2016 in Chapter 13 and tagged , , .

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January 29, 2016

PSA Argentina Ad (Chapter 6)

Donna uses our IMC textbook for her class and sent me a link to this PSA video. No words are spoken, yet it is a very powerful ad that can be used to illustrate advertising design concepts discussed in Chapter 6.

The Man and His Dog PSA – Argentina

Discussion Questions:

  1. First, what was your reaction to the ad?
  2. Did it change your mind about about being an organ donor? Why or why not?
  3. In terms of advertising design, what message design, appeal, and execution were used? Justify your answers.
  4. Is the emotional appeal to strong? Why or why not?

Posted by on January 29, 2016 in Chapter 06 and tagged .

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