October 20, 2015

Arby’s Focus on Meat (Chapter 5)

After several years of declining sales, Arby’s admitted its advertising was not working. They fired their agency and hired Fallon. The campaign moved from happy people running around with sandwiches to a focus on the meat inside of the sandwich. Two years ago 35% of Arby’s customers were under 35; today it is 50% under 35.

Discussion Questions:

  1. Was Arby’s decision to switch advertising agencies a good decision? Why or why not?
  2. Watch the two TV ads. What are your thoughts about the ads. Is this a good approach? Why or why not?
  3. Watch the video to Jon Stewart After reading the article and watching this video, what do you think of this approach?
  4. Watch the video about Pepsi. Was it good for Arby’s to admit they failed to do the second ad? Why or why not?
  5. What do you think caused the increase in the “Under 35” age group jump from 35% to 50%?

 

Posted by on October 20, 2015 in Chapter 05 and tagged , .

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October 12, 2015

Columbia Sportswear (Chapter 8)

Although I’m suggesting this article and videos for Chapter 8, but it could be used in a variety of other chapters. Columbia Sportswear is launching a new campaign that features traditional advertising as well as digital marketing. The company has selected 2 individuals from among 3000 applicants to spend the next 6 months testing their products and then documenting the results on a blog and YouTube.

Discussion Question:

  1. Before reading this article and watching the videos, what was your knowledge and image of Columbia Sportswear?
  2. What is your evaluation of this new campaign?
  3. Do you like the selection of Lauren Steele and Zack Doleac as Directors of Toughness? Why or why not?
  4. How will Steele and Doleac encourage people to follow them on their blogs and through YouTube?

Posted by on October 12, 2015 in Chapter 08 and tagged , .

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October 5, 2015

Cable and Satellite TV ads (Chapter 13)

The battle between cable providers and satellite providers appears to be heating up. This article in the NY Times and corresponding ads would be a great way to teach Chapter 13.

Discussion Questions:

  1. Before reading the article or seeing the TV ads, discuss your view of cable TV providers and satellite TV providers.
  2. What are your thoughts about the Time Warner TV ad.
  3. Which of the strategies discussed in Chapter 13 of the text is Time Warner using? Explain.
  4. Do you think this is an effective approach for Time Warner? Why or why not?
  5. What are your thoughts about the two DIRECTV ads?

Posted by on October 5, 2015 in Chapter 13 and tagged , , , .

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October 2, 2015

Dove Teen Self-Esteem & Pinterest (Chapter 9)

Dove has created a partnership with Pinterest as part of its Campaign for Real Beauty. The article, ad, and Pinterest site can be used to discuss the role of social media by brands.

Discussion Questions:

  1. Do you like the Dove Pinterest page? Why or why not?
  2. Does the Pinterest page and TV ad impact your image of Dove? Why or why not?
  3. Is this a good strategy for Dove to use? Why or why not?
  4. How important is it for brands to have a presence in social media?

Posted by on October 2, 2015 in Chapter 09 and tagged , , .

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September 28, 2015

Picture This (Chapter 13)

Here is a great example of Sony Pictures Television’s social responsibility effort. It also includes an international theme that makes it even more attractive.

Discussion Questions:

  1. How important is it for companies to be socially responsible? Explain why.
  2. What is your evaluation of the social responsibility effort of Sony Pictures Television?
  3. Does the company’s social responsibility effort impact your image of Sony Pictures Television? Why or why not?

Posted by on September 28, 2015 in Chapter 13 and tagged , .

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September 10, 2015

Examples of Experiential Marketing (Chapter 10)

This short video provides some great examples of experiential marketing.

Discussion Questions:

  1. Which experiential marketing example did you like the best? Why?
  2. In your opinion, what ingredients are needed for a successful experiential marketing campaign?
  3. Why is experiencing a brand better than just learning about a brand? Provide an example from your personal experience not mentioned in the video.

Posted by on September 10, 2015 in Chapter 10 and tagged .

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September 10, 2015

Verizon Launches New Campaign (Chapter 2)

This article from Advertising Age highlights Verizon’s launch of its new logo with a new campaign entitled “Better Matters.” Ads like this one appeared on high profile events, such as college football and NFL games. In addition to television, the campaign is supported by online, print, digital, and outdoor marketing.

Discussion Questions:

  1. In your opinion, why did Verizon change its logo? Do you like the new logo? Why or why not?
  2. Based on the article and ad, what are your thoughts about the “Better Matters” campaign?
  3. Does this campaign change your image of Verizon? Why or why not?
  4. Look at the factors discussed in the “Building  Powerful Brands” section in Chapter 2 of your textbook. Evaluate Verizon’s effort to build a powerful brand.

Posted by on September 10, 2015 in Chapter 02 and tagged , , .

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September 2, 2015

Dollar Shave Club (Chapter 4)

This article talks about Dollar Shave Club’s new focus. The article and recent ads would be excellent to illustrate concepts in Chapter 4.

Discussion Questions:

  1. Look through the VALS typology groups. Which groups do you think these ads will attract? Why?
  2. Look at the Generation segments. Which generations would be most attracted to these ads? Why?
  3. Do you think Dollar Shave Club can use benefit or usage segmentation? Why or why not?
  4. Which product positioning strategy is Dollar Shave Club using? Justify your choice.
  5. Which ad campaign do you like the best? The current or previous campaign? Why?

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

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August 31, 2015

Sex Appeal by Carl’s Jr (Chapter 6)

Using a sex appeal is not new, but the reaction to this strategy by Carl’s Jr. is interesting. In copy-testing 52%  said a recent ad entitled “All-Natural” with Charlotte McKinney was offensive and 51% found it irritating and annoying. Now Carl’s Jr. has added mixed marital fighter Rhonda Rousey. These articles and TV ads would make an interesting discussion for Chapter 6.

Discussion Questions:

  1. What is your reaction to these two ads?
  2. After reading the two articles, what are your thoughts about the campaign by Carl’s Jr?
  3. Is the sex appeal used by Carl’s Jr. appropriate or not? Explain.

Posted by on August 31, 2015 in Chapter 06 and tagged , .

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August 20, 2015

Gatorade’s New Scare Campaign (Chapter 5)

I found this new Gatorade campaign intriguing. While it fits well with Chapter 5, you may want to use it to introduce your course. The tagline of the campaign is “Sweat It to Get It” but the theme focuses on scaring kids.

Discussion Questions:

  1. What is you reaction to the campaign?
  2. What do you think is the goal of the campaign? Justify your answer.
  3. On which component(s) of the hierarchy of effects model does the campaign focus? Explain why.
  4. Explain the concept of variability theory as it relates to this campaign.

Posted by on August 20, 2015 in Chapter 05 and tagged , .

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