January 19, 2016

World’s Best Mom (Chapter 3)

Kraft Heinz Company and McDonald’s USA teamed up to create a new campaign “World’s Best Mom.” The ad campaign will focus on the balanced taste of McCafe coffee and balancing of everyday life.

Discussion Questions:

  1. Do you like this new ad and campaign? Why or why not?
  2. Which component of advertising does the “World’s Best Mom” ad? Why?
  3. Look at the consumer buying trends discussed in Chapter 3. Which one does this ad campaign utilize? Explain why.
  4. Do you think focusing on mom’s is a good strategy for Kraft Heinz and McDonald’s? Why or why not?

Posted by on January 19, 2016 in Chapter 03 and tagged , , , .

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January 12, 2016

Does Stupidity Translate to Humor? (Chapter 6)

Humor has long been a favorite advertising appeal to reach consumers and Snickers has relied on humor in recent years to promote its brand. Two new ads produced for Snickers display a higher level of stupidity, designed to be humorous.

Discussion Questions:

  1. What is your reaction to these two new ads? Do you like them? Why or why not?
  2. Is humor an effective approach for you? Why or why not?
  3. Describe a humorous ad that stands out in your mind? What makes it a good ad?
  4. Is displaying stupidity a good type of humor? Why or why not?
  5. Can using stupidity in advertising create a negative feeling towards a brand? Why or why not?

Posted by on January 12, 2016 in Chapter 06 and tagged , .

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January 6, 2016

Most Innovative Marketing Campaigns 2015 (Chapter 1)

This article in Entrepreneur could be used to launch your class. Not only can you discuss these creative campaigns, but you can discuss what makes a campaign creative and does creative ads produce results.

Discussion Questions:

  1. Which of the five campaigns did you think was the most creative? Why?
  2. What makes a campaign stand out as being creative?
  3. Are creative marketing campaigns always successful? Why or why not?
  4. Think of marketing campaigns you have seen recently. Which one stands out in your mind? Why? Would you consider it creative? Why or why not?

Posted by on January 6, 2016 in Chapter 01 and tagged .

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December 3, 2015

American Eagle (Chapter 1)

Integrating a brand’s marketing communications ensures the same message is heard through each of the marketing channels. American Eagle offers a good example of this strategy.

Discussion Questions:

  1. Access American Eagle’s website. If American Eagle was a person, how would you describe its personality?
  2. Watch the two TV ads. How well do they match American Eagle’s website? Be specific.
  3. Access each of American Eagle’s social media pages. For each page, identify the message you think American Eagle wants to convey. Use screen shots to illustrate your points.
  4. How well are the social media pages integrated with the website and TV ads? Be specific.
  5. Customer engagement is a big issue for brands. Which of the social media pages do you think best engages customers with the American Eagle brand? Explain why.

 

Posted by on December 3, 2015 in Chapter 01 and tagged , .

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November 23, 2015

Ad Industry Accounts for 19% of GDP (Chapter 1)

I had to post this article from Adweek. According to this study, the advertising industry accounts for 19 percent of the GDP in the United States. It would be a great way to introduce an advertising or IMC course. The infographic could easily be inserted into a PowerPoint presentation for the class.

Posted by on November 23, 2015 in Chapter 01 and tagged .

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November 23, 2015

Why Integrated Marketing Works (Chapter 1)

This short article “Why Integrated Marketing Works” was posted on the blog of Zehnder Communications and provides support for integrated marketing communications from an advertising agency’s perspective. We have a number of ads in our textbook produced by Zehnder Communications. You may want to explore their blog and website for additional materials you can use for your class.

Posted by on November 23, 2015 in Chapter 01 and tagged , .

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November 9, 2015

Ram Targets Hunters (Chapter 13)

Ram has launched a new campaign in partnership with Farmers and Hunters Feeding the Hungry (FHFH). The campaign encourages hunters to donate their hunt to feed the hungry and less fortunate. I thought this would fit well with Chapter 13 on cause-related marketing, but also could be used in a discussion of segmentation (Chapter 4) and even consumer behavior (Chapter 3).

Discussion Questions:

  1. Do you think this is a good cause for Ram to support? Why or why not?
  2. What did you think about the two Ram ads?
  3. Examine the Ram microsite. How well is it integrated with the two ads and the cause Ram wants to promote?
  4. Examine the FHFH website. How well is the Ram campaign integrated with the FHFH website?
  5. Do you think this campaign will be effective in reaching “outdoorsmen” and will translate into a higher brand image and a boost in sales of Ram trucks? Why or why not?

Posted by on November 9, 2015 in Chapter 03, Chapter 04, Chapter 13 and tagged , .

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November 2, 2015

Lean Cuisine’s Reposition (Chapter 4)

In discussing positioning strategies, Lean Cuisine would be a good example of a brand striving to reposition itself in the marketplace. In just 4 months, the Lean Cuisine Weigh This video racked up over 6 million views. The marketing director for Lean Cuisine explains the rationale behind the reposition in the DigiDay article.

Discussion Questions:

  1. First, can Lean Cuisine change its image from a diet brand to a healthy lifestyle brand? Why or why not?
  2. What was your impression of the Weigh This video?
  3. How important is social media to Lean Cuisine in making the transition to a lifestyle brand?
  4. What are your thoughts about the 15-second TV ad? Does it display the healthy life style position? Why or why not?

Posted by on November 2, 2015 in Chapter 04 and tagged , .

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October 29, 2015

Stetson – Is Come Back Possible? (Chapter 2)

Stetson Hats is celebrating the company’s 150th anniversary. The company’s goal – rejuvenate the brand. I think this can create an excellent discussion for Chapter 2, and the section on brand image.

Discussion Questions:

  1. Have you heard of the Stetson hat brand?
  2. Based on the article, do you think Stetson can make a comeback? Why or why not?
  3. Look at the Stetson website. What are your thoughts about it?
  4. Examine the section in Chapter 2 about rejuvenating a brand’s image. Can Stetson rejuvenate the brand’s image? Why or why not?
  5. Watch the Stetson history video. What are your thoughts now about the Stetson brand?

Posted by on October 29, 2015 in Chapter 02 and tagged , .

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October 21, 2015

National CineMedia Says No to Political Ads (Chapter 10)

This article in Adweek caught my attention. With all of the political ads appearing on every conceivable media, National CideMedia says it does not want any political ads in any of its 1,600 theaters. The belief is that the “sea of negative ads” will create a negative image.

Discussion Questions:

  1. Do you agree or disagree with National CineMedia’s decision? Why?
  2. Do you think negative political ads would negatively impact the moviegoing experience if they were shown in theaters? Why or why not?
  3. The article states “We think brands are going to get really sick of having their image and their brand projected next to these negative ads.” Do you agree with this statement? Why or why not?

Posted by on October 21, 2015 in Chapter 10 and tagged , , .

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