Super Bowl Advertising 2020 (All Chapters)

Marketing professionals carefully watch Super Bowl ads.  They look for trends, successes, and failures.


  1. Use the TechRadar story to view ads.  Do you agree with their ratings?
  2. Study the New York Post evaluation.  Does it agree with TechRadar?
  3. Examine the CNN analysis.  What do you think of it’s list of winners and losers?
  4. Use a search engine to identify the cost of a Super Bowl ad.  Do you think the expenditure is worthwhile?  Why or why not?
  5. What types of companies stand the gain the most from effective Super Bowl advertising?  The least?

Ethics, Brand Management, and IMC Planning (Chapter 2, 4)

Ethical issues remain an important area of discussion for marketing and advertising students.  The challenges include ethical messaging as well as the impact of unethical activities on other aspects of marketing communications.


  1. Read the Chipotle story.  Which group of consumers might be most distressed by this news? Discuss the impact on the Chipotle brand.
  2. Watch the Purell story.  Discuss the ethical implications of this story in light of the recent coornavaris outbreak.  Will there be long term implications for the Purell brand? Why or why not?
  3. Watch the Ethics and Brand Management video.  Discuss the connections between ethics and marketing communications with peers, especially in light of the current world of social media and instant news messages.
  4. When a company has been accused of an ethical violation, what strategic steps should the marketing team take to protect the brand?

White Rabbit and Cruises (Chapter 6)

One interesting new approach to marketing cruise line travel recently emerged.  The “Wonder Awaits” campaign launched by Celebrity Cruises features a musical appeal to the tune of “White Rabbit,” as performed by the 1960s band Jefferson Airplane.  The approach may have Baby Boomers scratching their heads.


  1. Watch the Wonder Awaits full commercial.  Read the comments that follow.  What do you think is the marketing strategy behind choosing White Rabbit as background music for a luxury cruise line?
  2. Read the full lyrics to the song.  Do you think the words might offend people who are familiar with the tune?  Explain your answer.
  3. Watch the Marketing to Baby Boomers video.  Would the Wonder Awaits commercial fit with a successful tactic for reaching Baby Boomers?  If so, why?  If not, which demographic might the commercial seek to influence?
  4. Incresingly, musical appeals are used with specific targets in mind.  Watch 5 commercials designed to reach different age groups.  Note the musical choices for each group.  Explain the importance of matching the music to the target audience in an integrated marketing communications campaign.
  5. Do you think age-specific musical campaigns run the risk of alienating or boring other potential target market groups?  Why or why not?

Flu Treatments (Chapter 5)

Winter is the height of the cold and flu season.  Several options are available to those who have the illness.  Marketers seek the best methods for convincing consumers that certain products offer the best remedy.


  1. Use the Hierarchy of Effects model described in Chapter 5 to explain how each of these marketing approaches may have been developed.
  2. Which element — cognitive, affective, or conative — is emphasized by the marketing message in each commercial or website?
  3. Explain how a Means-Ends chain approach applies to each of the products involved and the marketing message this is presented.
  4. Describe the use of visual and verbal images in each of the marketing messages.
  5. Which of the four products has the most effective marketing approach? Explain your reasoning.
  6. If you were asked to prepare a marketing campaign for a new, innovative method for treating the flu, which approach do you think would be most useful — the Hierarchy of Effects, attitude elements, a Means-Ends chain, or visual and verbal imaging? Defend your answer.

Most Patriotic Brands (Chapter 3)

The United States is currently experiencing a great deal of political turmoil, as are many other countries, such as Great Britain with the Brexit vote.

Marketers often look for attitudes and values that can be associated with company brands in order to enhance long term loyalty.



  1.  What is the top brand in the USA today story? Which top 10 brand surprised you the most? Why?
  2. The Classic Commercial was run in 2006.  Would it still be effective today? Why or why not?
  3. The most recent commercial uses the national anthem as a background. Explain why it is effective or why you believe it is not.
  4. Read the Twitter story. Explain the importance of a positive brand image in a company’s integrated marketing communications program.
  5. Given the current national environment, do you believe patriotic marketing messages will be more or less effective?  Defend your answer.

Your Career Brand Management (Chapter 2)

When the 9th edition of Integrated Advertising, Promotion, and Marketing Communications becomes available, a new feature will be added: Your Career. Each chapter will contain advice for students as part of career management in advertising and marketing careers.  Here is a sample from Chapter 2:

Your Career: A Personal Brand

Brands have characteristics, personalities, and an image. So do individuals seeking employment. Consider your personal brand image. Especially important will be the image you project to current and future employers. Is the image correct? If not, then now is the time to develop a plan to change it.

In assessing a personal brand image, consider both tangible and intangible characteristics. Personal appearance conveys a great deal to a future employer. Mannerisms, including methods of speaking, gestures, and other factors such as eye contact create a personal brand image. They indicate either self-assurance or suggest lack self-confidence.

Consider all of the ways in which you communicate. Something as simple as a voice mail message might transmit an aura of professionalism or signal something else (think of this: “Hi, I’m Sam. I not into talking right now, so leave a message. I’ll call you back when I feel like it.”)

In today’s society, an important part of a personal brand is social media. Future employers are likely to access Facebook, Twitter, Pinterest, and other social media pages. What will they see? Do your social media pages and posts reflect the professional image you want employers to see? If not, now is the time to change that image through how you interact on social media.

Future entrepreneurs should pay special attention to the concepts in this chapter.


Discussion Questions

  1. What are the most important elements in your personal brand? What areas require the most improvement?
  2. What services does Reputation Defender offer? Would they be helpful to a college graduate just starting out in the work world? If so, how?
  3. What career mistakes are noted in the Business News Daily post?
  4. According to the U.S. News story, you can use social media to enhance your career. What advice does the article offer?
  5. What makes your personal brand especially important in the field of marketing?

New Year’s Resolutions (Chapter 1)

One of the most common New Year’s resolutions is to lose weight.


Discussion Questions

  1. Compare the WW program that that offered by NOOM and the South Beach Diet. What is the primary message each company would seek to deliver to viewers?
  2. Locate advertisements for other weight loss approaches. How does each brand attempt to establish a separate and memorable image?
  3. What role would advertising clutter play in weight loss marketing programs that launch in early January each year?
  4. Do you believe traditional commercials (television, radio, magazines, billboards), alternative media, or digital media are best suited to advertising weight loss programs at the start of the New Year? Defend your answer.
  5. Which type of individual would be most prone to viewing a weight loss advertisement: females, males, younger people, middle age people? Explain your choice. Identify the best message for each type customer.
  6. Explain why a fully integrated marketing communications program would be vital to any weight loss program provider.

New Target Market for Video Games (Chapter 4, 10)

The video game market continues to expand.


Discussion Questions

  1. What are the advantages to marketing video games to seniors, from an integrated marketing communications perspective?
  2. What might be the disadvantages to marketing video games to seniors, from an IMC perspective?
  3. What methods would a video game marketer use (types of ads, media choices) to market video games to seniors?
  4. Compare video game marketing to seniors with other target markets (teenage males, teenage females).
  5. What types of advertising and product placements would work best for video games targeted to seniors?

Peloton Christmas Commercial (Chapter 2)

During the Christmas season, a Peloton ad substantial generated a great deal of controversy.


Discussion Questions

  1. What do you think of the Peleton commercial? Is it offensive to you?
  2. Watch the Ryan Reynolds Response commercial. How does it take advantage of the Peleton controversy?
  3. Watch the Peleton for Poor People spoof.  How does it make the point about the controversy?
  4. What do you think will be the long term effects of this controversy on Peleton’s brand image? Explain your answer

Evaluating Social Media Advertising (Chapter 15)

Evaluating the effectiveness of social media advertising presents new and differing challenges to marketing professionals.


Discussion Questions

  1. Describe Neil Patel’s approach to evaluating social media.  What key factors does he mention?
  2. Name the four hints given in the Adstage Article regarding evaluation of social media advertising. Can you think of additional important metrics or measurement issues?
  3. Examine the Forbes Six Metrics article. How do the six compare to those cited in Chapter 15 and/or the Adstage article?
  4. What differences are there between evaluating traditional media advertising and social media advertising? Which metrics are most important to both? Defend your answer.