December 16, 2014

Zurich Snowmen (Chapter 6)

Here is a great ad for Zurich Insurance that a colleague shared with me. It fits well with Chapter 6.

Discussion Questions:

  1. What is your initial reaction to this ad?
  2. In terms of message strategies, which message strategy does this ad use? Justify your answer.
  3. Look at the Hierarchy of Effects Model. Which component or components is this ad designed to meet? Explain.
  4. In terms of ad design, which type of appeal is being used? Justify your choice.
  5. In terms of execution, which execution is being used? Justify your answer.
  6. On a scale of 1 to 10, where would you rate this ad in terms of ad design? Why?

Posted by on December 16, 2014 in Chapter 06 and tagged , , , , .

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December 5, 2014

Liberty Mutual (Chapter 3)

Liberty Mutual Insurance has developed an interesting campaign for car insurance. Watch these ads then answer the questions below.

Discussion Questions:

  1. What are your thoughts about these ads? Do you like them or dislike them? Why?
  2. On which component of attitude would you say is the primary focus of these ads? Justify your answer.
  3. What do you think of the dialogue approach used? In your opinion, why was this approach used?
  4. Who do you think is the target audience for these ads? Justify your answer.
  5. What are your thoughts about the better car replacement and accident forgiveness policies of Liberty Mutual? Both of these cost extra and have to be added to your p0licy. Do you think the ad makes this clear? Why or why not?
  6. In terms of cognitive mapping, are these ads designed to strengthen current linkages, modify current linkages, or create new linkages? Justify your answer.
  7. Which of the methods for evaluation of alternatives is typically used for car insurance? Explain your answer.

Posted by on December 5, 2014 in Chapter 03 and tagged , , , .

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November 24, 2014

Integrated Campaigns in Action (Chapter 12)

Pink Jacket Creative produced a trade show campaign for Wayport. In addition to the PowerPoint presentation, we have a video by the agency partners, Elena and Bill, explaining the campaign. This campaign is excellent for Chapter 12 and helping students understand reaching b-to-b buyers in a trade show.

Wayport PowerPoint Presentation

Video by Elena and Bill of Pink Jacket Creative

For additional integrated campaigns, access the authors’ website at clowbaack.net.

Posted by on November 24, 2014 in Integrated Campaigns in Action and tagged , .

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November 20, 2014

Integrated Campaigns in Action (Chapter 11)

Emogen Marketing Group produced an integrated marketing campaign for Centric Credit Union. The campaign involved refreshing the brand and campaign development. After developing the key message to be delivered, the agency prepared ads for television, radio, billboards, and direct mail. This campaign is excellent for showing the planning process from beginning to end and how each component has to be integrated with the other components. It also required an understanding of two different target markets.

Centric Credit Union PowerPoint Presentation

For additional integrated campaigns, access the authors’ website at clowbaack.net.

Posted by on November 20, 2014 in Integrated Campaigns in Action and tagged .

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November 19, 2014

Football Size Billboard (Chapter 7)

Manhattan’s Time Square is the mega billboard capital of the world. A new billboard the size of a football field, eight stories tall and spanning an entire block, with a better resolution than that of the best TV set on the market, is making even more jaws drop, according to this Adweek article. Google was one of the first companies to advertise on this billboard at a price tag of over $2 million per month.

Discussion Questions:

  1. After reading the article, what are your thoughts about this new billboard?
  2. Is this type of billboard likely to persuade consumers to make a purchase? Why or why not?
  3. What other communication objectives (reasons) would drive brands to purchase ads on this billboard?
  4. The price of advertising on this billboard is high, at more than $2 million per month. Is it worth it? Why or why not?

Posted by on November 19, 2014 in Chapter 07 and tagged , .

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November 17, 2014

Marketing for the Holidays (Chapters 8 and 9)

Thanksgiving and Christmas always brings increased advertising by brands and especially for retailers. This article in CMO Today should generate some interesting discussion because for the 2014 holidays the number one marketing method will be email.

CMO Today Article: You’ve Got Mail and More is Coming

Discussion Questions:

  1. After reading the article, what are your thoughts about the use of email as the primary marketing tactic? Does email have an impact on your purchases?
  2. Look at the bar graph of the most used channels for 2014 holidays. Rank these channels in terms of the influence on your holiday purchases. What is the most effective, what is second, etc. Justify your ranking.
  3. Look at the graph of the popular social media marketing tactics. Identify the three that are most effective with you. Explain why.

Posted by on November 17, 2014 in Chapter 08, Chapter 09 and tagged , .

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November 17, 2014

Integrated Campaigns in Action (Chapter 10)

Pink Jacket Creative produced a guerrilla marketing campaign for a new potato chip brand called Engobi. In addition to the PowerPoint presentation, we have a video by the agency partners, Elena and Bill, explaining the campaign. This integrated campaign would be an excellent introduction to Chapter 10.

Engobi PowerPoint Presentation

Video by Elena and Bill of Pink Jacket Creative

For additional integrated campaigns, access the authors’ website at clowbaack.net.

Posted by on November 17, 2014 in Integrated Campaigns in Action and tagged , .

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November 13, 2014

Integrated Campaigns in Action (Chapter 8)

Interstate Batteries produced a geo-targeted online advertising campaign to drive traffic to the brand’s Battery Centers. The PowerPoint presentation provides information about the geo-targeting campaign. Tom Gray, Senior Director of Marketing, at Interstate explains the campaign in a video.

Interstate Batteries PowerPoint Presentation

Video by Tom Gray of Interstate Batteries

For additional integrated campaigns, access the authors’ website at clowbaack.net.

Posted by on November 13, 2014 in Integrated Campaigns in Action and tagged , , .

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November 10, 2014

Integrated Campaigns in Action (Chapter 7)

The ad agency Pink Jacket Creative produced an advertising campaign for The Snoring Center. In addition to the PowerPoint presentation you have a video by the owners of Pink Jacket, Elena and Bill, explaining the campaign. The campaign is unique in that the central component utilizes billboard advertising with support of magazine ads. The campaign was so successful the doctor went from an ENT practice to a full-time practice treating sleeping disorders and has now opened a second clinic in Houston, Texas.

Snoring Center PPT presentation

Snoring Center Video with Elena and Bill

For additional integrated campaigns, access the authors’ website at clowbaack.net.

Posted by on November 10, 2014 in Integrated Campaigns in Action and tagged , .

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November 6, 2014

Christmas Ad (Chapter 6)

Here is a John Lewis Christmas advertisement with Monty the penguin. I really liked the ad. It’s longer than most here in the US, but very good. John Lewis is a global retailer.

Discussion Questions:

  1. What are your thoughts about the ad?
  2. Identify the message strategy, the appeal, and the execution used in this ad. Justify your choices.
  3. Access the John Lewis website. How well is the ad and website integrated?

Posted by on November 6, 2014 in Chapter 06 and tagged .

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