August 18, 2015

KFC – New Colonel (Chapter 6)

KFC has launched a new ad campaign, with a new Colonel Sanders. According to Yum Brands, owner of KFC, 1 out of 5 people hated the ads with Darrell Hammond as Colonel Sanders. The new Colonel is Saturday night veteran Norm MacDonald.

Discussion Questions:

  1. If 1 out of 5 people hated Hammond as Colonel Sanders, is that enough to make a change? Why or why not?
  2. According to Yum Brands, people hating Hammond as the Colonel is okay, because at least they are talking about it. Would you agree or disagree with this statement? Why?
  3. Do you like the new ad with Norm MacDonald as the Colonel? Why or why not?

Posted by on August 18, 2015 in Chapter 06 and tagged , .

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August 11, 2015

Football is Family (Chapter 13)

Football season is coming soon and the NFL released this ad in an effort to overcome some of the recent negative publicity.

Discussion Questions:

  1. Do you think recent negative incidents has had a negative impact on football? Why or why  not?
  2. What are your thoughts about this ad?
  3. Can the NFL use ads like this to counter the negative press it has received? Why or why not?

Posted by on August 11, 2015 in Chapter 13 and tagged , , .

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July 30, 2015

Gap’s New Campaign (Chapter 5)

The Gap has struggled recently and in an attempt to reverse slumping sales has launched a new campaign. Gap’s new campaign is described in this Business Insider article while this December 5 article talks about Gap’s previous campaign that failed.

Discussion Questions:

  1. After reading the two articles, do you think the new campaign will succeed? Why or why not?
  2. The old campaign entitled “Dress Normal” was designed to encourage consumers to dress normal and be confident in who they are. Why do you think this campaign failed?
  3. Do you think fashion brands need to have “aspirational” advertising? Why or why not?

Posted by on July 30, 2015 in Chapter 05 and tagged , , .

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July 28, 2015

McDonald’s Creates Heat Sensation (Chapter 10)

This guerrilla marketing campaign by McDonald’s I thought was unique. Individuals in Amsterdam were actually hoping it would get hotter.

Discussion Questions:

  1. What did you think of the campaign?
  2. One objective of guerrilla marketing is to generate free buzz. Do you think this campaign did that? Why or why not?
  3. Do you think this would be a good campaign in the United States? Why or why not?

 

Posted by on July 28, 2015 in Chapter 10 and tagged , .

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July 16, 2015

Subway and Jared Scandal (Chapter 13)

Subway was quick to distance itself from Jared Fogle after the FBI raided his home, investigating possible child-porn issues. A recent BrandIndex survey ranked Subway 6th. Will the Jared scandal impact Subway’s popularity?

Adweek Article

Discussion Questions:

  1. What impact do you think the Jared scandal will have on Subway?
  2. Does having multiple spokespersons protect brands from scandals like this? Why or why not?
  3. How important is it for Subway (or any brand) to react quickly when something like this occurs?
  4. Which damage control strategy discussed in the textbook did Subway use? Justify your answer.

Posted by on July 16, 2015 in Chapter 13 and tagged , .

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July 14, 2015

Apple Praises Itself (Chapter 5)

I found this article and ads by Apple intriguing. Apple created two new ads patting itself on the back with the tagline “If it’s not an iPhone, it’s not an iPphone.”

Discussion Questions:

  1. Do you like this new campaign? Why or why not?
  2. Do these ads appeal only to iPhone lovers, or would they appeal as well to individuals who do not have an iPhone? Explain.
  3. What are your thoughts about the new tagline? Do you like it? Why or why not?

Posted by on July 14, 2015 in Chapter 05 and tagged , .

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June 26, 2015

Lean Cuisine Moves Away from Diet Marketing (Chapter 2)

According to this Advertising Age article “Diet has become a forbidden four-letter word in the food industry, and Nestle’s Lean Cuisine is the latest brand to swear off weight-loss marketing. This article, television ad, and video provide excellent material to discuss brand image.

Discussion Questions:

  1. Do you agree with the article that “Diet Marketing” is not a popular concept? Why or why not?
  2. What are your thoughts about the image shift Lean Cuisine wants to make? Do you agree or disagree? Why?
  3. Can Lean Cuisine make the image shift with its current name, or will the brand need to change its name? Why?
  4. What are your thoughts about the Lean Cuisine WeighThis video?

 

Posted by on June 26, 2015 in Chapter 02 and tagged , .

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June 22, 2015

Managing Social Media (Chapter 9)

This article “How to Allocate Your Time Managing Social Media” was excellent. The article can help students understand the challenge managers have in keeping up with social media.

Discussion Questions:

  1. The article cites “Engaging with Customers” as number one for social media managers. Would you agree or disagree that this is the most important? Why or why not?
  2. A study by Sprout Social says 5 out of 6 messages sent to brands via social media go unanswered. Why do you think this happens? Do you think it impacts a person’s view of the brand? Why or why not?
  3. How important is “content creation” in managing social media? How often should new content be placed on social media? Why?
  4. Have you ever engaged with a brand on social media? If so, describe your experience? If not, why not?

Posted by on June 22, 2015 in Chapter 09 and tagged .

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June 19, 2015

Don’t Diet Campaign by Cheerios (Chapter 13)

This Ad Age article and television advertisement caught my attention. The campaign was launched in Canada. It encourages individuals to sign the petition.

Discussion Questions:

  1. After reading the article and viewing the Canadian ad, what are your thoughts?
  2. Would you sign the petition? Why or why not?
  3. Does this campaign create a stronger, positive image for Cheerios and General Mills? Why or why not?
  4. Do you think this campaign should be used in the United States? Why or why not?
  5. Is Cheerios truly interested in the damage dieting may cause teen girls, or is it a disguise to sell more Cheerios? Justify your opinion.

Posted by on June 19, 2015 in Chapter 13 and tagged .

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June 2, 2015

Kia Ad (Chapter 1)

Watch this advertisement for Kia, then answer the following questions about the ad and the communication process discussed in Chapter 1.

  1. Decoding is the process of watching and internalizing a marketing message (this Kia ad). What message do you think is conveyed by the ad?
  2. Do the hamsters increase or decrease the impact of the message? Explain why.
  3. Noise is anything that distorts or disrupts a message. Did you find any clutter in this ad? If so, explain what it is.
  4. Overall, how effective do you believe this ad is in communicating to consumers? Explain why.

 

 

Posted by on June 2, 2015 in Chapter 01 and tagged , .

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