Johnson & Johnson (Chapter 2 and 13)

The Johnson & Johnson corporation produces and sells a variety of items related to personal care. Company leaders have long emphasized socially responsible, ethical activities. Recent events have created great concern for those in the organization. A lawsuit decision generated substantial negative publicity to which the company was quick to respond. The long term impact of the situation remains to be determined.

Resources:

Discussion Questions:

  1. Read the New York Times Lawsuit Story. Assess the level of damage you believe the article creates.
  2. Read the American Cancer Society’s article regarding talc. Does it help or hurt the cause of Johnson & Johnson in responding to the negative event?
  3. View the online response from Johnson & Johnson. Do you think the material will be effective in reducing the impact of the lawsuit story?
  4. Read the Canadian Press story. How does it expand the image problem Johnson & Johnson has encountered? How should Johnson & Johnson respond?

McDonald’s Scholarship Program (Chapter 13)

McDonald’s has in the past presented commercials noting that, for many people the company provided their first job opportunity. Building on this background, the organization’s HACER® National Scholarship program has generated considerable goodwill.

Resources:

Discussion Questions:

  1. Visit the McDonald’s website for the HACER program. What is the target audience for the message?
  2. View the McDonald’s video. YouTube states the program should be of special interest to Hispanic students. How could the company strengthen the appeal of the program using other marketing communication tactics?
  3. Watch the McDonald’s commercial. Who is in the target audience for the message? What type of appeal is used?
  4. Read the Denver Post article. Describe how the McDonald’s program combines public relationships, a sponsorship program, and standard commercial advertising into a single package. Can you think of another company that has used a similar approach? If so, which one, and how did it work?

Sad News To Report

To visitors of the blog.

Dr. Kenneth E. Clow passed away on November 22 at his home in Monroe, Louisiana.

He will be missed by all.

I have taken over the responsibility of adding new posts to the blog and will continue in the near future.

We had been working to finalize the 9th edition of Integrated Advertising, Promotion, and Marketing Communications, and expect it will publish on schedule.

Thank you for the support of our work.

 

Donald Baack

Digital Product Sampling (Chapter 12)

Methods for providing free samples to consumers continue to evolve. Beyond store visit approaches, many companies now provide samples via the internet–some for free and some in exchange for consumer information.

Resources:

Discussion Questions:

  1. Watch the Ambient video and read the College Sampling tips. Are these “traditional” approaches to sampling, or do they apply equally well to online sampling programs?
  2. Visit the Vonbeau site. Are these truly “free” samples, or do you need to provide personal information in order to obtain the items?
  3. Do you think people will be willing to give personal information in exchange for samples? What reservations might people have about such an approach?
  4. Visit the Freebies website. How does it differ from other free sample websites? (You can use Google to find other sites.)
  5. Do you think online samples are superior to simple direct mail sampling programs?  If so, how?

Shazam! (Chapter 11)

The world of data analytics has evolved dramatically in the past decade, in areas as diverse as sports, politics, and business. Effective IMC programs cannot ignore this important aspect of an overall marketing approach.

Resources:

Discussion Questions:

  1. Watch the video regarding Shazam. What benefits does this company offer to client companies?
  2. In the two videos featuring Einstein Analytics, how does this organization approach customer relationship management?
  3. What advice does the Entrepreneur article offer regarding data analytics and customer contacts?
  4. Would the features and benefits of these data-analytic programs be best suited to certain types of companies, sizes of firms, or industries?  If so, how?

Snapchat Challenge (Chapter 8)

Many marketers are familiar with the difference between a fad and a fashion. Fads are typically more temporary and subject to rapid change.  In the past year, Snapchat has experienced some major challenges.  Are they endemic of fad or fashion with regard to the use of social media?

Resources:

Discussion Questions:

  1. Watch the two videos regarding problems with Snapchat. How might they affect advertisers thinking about using the site?
  2. Go to Snapchat. Have the problems been resolved?
  3. Read the story regarding Snapchat stock problems and the one regarding social media trends.  Can any of these trends help Snapchat rebound from its difficulties?
  4. If you were a marketing/advertising employee of a competing site, such as Instagram, would you highlight Snapchat’s problems or simply stress your site’s strengths? Defend your answer.

Cord Cutting Challenge (Chapter 7)

The television landscape has evolved quickly and dramatically during the past decade.  One new phenomenon, cord cutting, presents major challenges to advertising agencies as well as companies seeking to reach certain demographic groups.

Resources:

Discussion Questions:

  1. Watch the video featured in the Best Cord Cutting Services website. Would cord cutting appeal to those over the age of 40?
  2. In the Trends Worth Tracking story, types of television programs that might appeal to cord cutters are listed.  Does this narrow or widen the potential target audience for individual companies that turn to cord cutting operations for advertising venues?
  3. What are the primary benefits of cord cutting, as noted in the third story?
  4. What are the specific challenges cord cutting creates for advertisers, as noted in the fourth story? How can such companies overcome them?

Hepatitis C Advertising Appeals (Chapter 6)

A potentially devastating illness, hepatitis C, is most likely to affect individuals born between 1945 and 1965.  Recently, the Centers for Disease Control (CDC) created advertising designed to encourage people from this generation to be tested for the virus.

Resources:

Discussion Questions:

  1. Watch the videos. Which ones utilize a fear approach?
  2. Rate the appear strength of the fear approaches, from mild to strong. Is this approach effective in convincing individuals to seek testing?
  3. Which video utilizes an emotional approach?  Is it effective?
  4. Which video emphasizes rationality?  Does it work?
  5. Which executional framework best matches each of the various appeals used in these videos?

Leg Shaving (Chapter 5)

Convincing women that they need to shave their legs and armpits has a rich history in the world of marketing. Some claim it is nothing more than pure marketing manipulation, creating an unnecessary beauty requirement. Others disagree.

Resources:

Discussion Questions:

  1. Watch the two videos. What stage of the hierarchy of effects model does each one target?
  2. Explain how Means-Ends theory applies to the two videos, which target different audiences and market segments.
  3. Read the two articles regarding the history of leg shaving. Do you believe the activity was solely created by marketers? Why or why not?
  4. In many European countries, women do not shave. Does this represent a new target market for these companies? Defend your answer.

E-Trade (Chapter 5)

Online trading of stocks by individual investors required the E-Trade company to first capture the attention of individuals and then build sufficient confidence that the website could deliver a quality and useful service.

Resources:

Discussion Questions:

  1. Watch the commercials. What stage of the hierarchy of effects model do they target?
  2. Explain how Means-Ends theory applies to the two commercials.
  3. For years, E-trade utilized images of babies speaking as adults to promote the brand. Explain how wear-out effects and decay effects may have influenced the company’s decision to change advertising approaches.
  4. How do the the comments made by Lea Stendahl, Chief Marketing Officer, and the content of the E-Trade website mesh with the two commercials?