Hollister (Chapter 3)

Panera Bread has become a well-known restaurant that provides quality food and service. Access the following resources then answer the questions below.

Resources:

Discussion Questions:

  1. After watching the television ads, discuss each component of attitude formation and how the ads approach each. Which attitude component sequence is most dominant? Explain why.
  2. Look at the consumer values listed in the chapter. Which consumer values do you see promoted in the television ads? Explain.
  3. In selecting clothes, which of the three evaluation alternatives is used most frequently by consumers? Explain how Hollister approaches the evaluation of alternatives in its television ads as well as the YouTube channel.
  4. What information and videos are onHollister’s YouTube channel? Discuss why you believe Hollister placed these items on the YouTube channel.
  5. Examine Hollister’s website, Facebook page, Pinterest page and Twitter page. What common elements do you see? What differences do you see? How well does Hollister integrate these digital sources with its YouTube channel and television ads? Explain.
  6. Examine the consumer buyer behavior trends presented in the chapter. Which trends does Hollister seem to utilize in its marketing communications? Explain with specific examples from their resources listed.

Panera Bread (Chapter 3)

Panera Bread has become a well-known restaurant that provides quality food and service. Access the following resources then answer the questions below.

Resources:

Discussion Questions:

  1. After watching the television ads, discuss each component of attitude formation and how the ads approach each. Which attitude component sequence is most dominant? Explain why.
  2. Look at the consumer values listed in the chapter. Which consumer values do you see promoted in the television ads? Explain.
  3. In selecting a restaurant, which of the three evaluation alternatives is used most frequently by consumers? Explain how Panera Bread approaches the evaluation of alternatives in its television ads as well as the YouTube channel.
  4. What information and videos are on Panera Bread’s YouTube channel? Discuss why you believe Panera Bread places these items on the YouTube channel.
  5. Examine Panera Bread’s website, Facebook page, Pinterest page and Twitter page. What common elements do you see? What differences do you see? How well does Panera Bread integrate these digital sources with its YouTube channel and television ads? Explain.
  6. Examine the consumer buyer behavior trends presented in the chapter. Which trends does Panera Bread seem to utilize in its marketing communications? Explain with specific examples from their resources listed.

Gender Neutral Toys (Chapter 3)

When considering toys for children, most people have specific toys for boys and others for girls. This article from Ad Age discusses gender-neutral toys and how adults automatically stereotype children’s toys. This BBC documentary shows an experiment with adults and toys they picked for children based on what they thought was the child’s gender.

Discussion Questions:

  1. Before reading the article and watching the video, did you personally stereotype children’s toys? Explain.
  2. Do you believe toys should be gender-neutral? Why or why not?
  3. Look through the consumer behavior trends discussed in Chapter 3 of the textbook. Should gender-neutral towards children be added to the list or is really part of one of the trends highlighted? Explain why.

Millennials and TV (Chapter 7)

I found this article in Adweek about Millennials and TV viewing fascinating. The pdf report from VAB is even more interesting. Before reading this article or accessing the VAB report, ask students to discuss their television viewing habits in comparison to YouTube and other social media platforms.

Abercrombie & Fitch (Chapter 4)

The Richards Group created a new campaign entitled “This is the Time” for Abercrombie & Fitch. The campaign’s goal is to tap into the changing lives of the retailer’s core customer, consumers 21 to 24.

Discussion Questions:

  1. Do you agree with the basic premise that the lives of consumers in the 21-24 age group are changing? Why or why not?
  2. How effective do you think this campaign is in tapping into this target market? Explain.
  3. In the past, Abercrobmie & Fitch used a sexual appeal approach. Do you think this new campaign strategy is better approach for this target market? Why or why not?

Dove’s Apology (Chapter 14)

Dove apologies for a racially insensitive advertisement on Facebook. I believe this could lead to a great discussion of ethics for Chapter 14, but also the impact of social media for Chapter 9.

NBC Article

Discussion Questions:

  1. After viewing the ad, do you believe it is racially insensitive? Why or why not?
  2. Do believe Dove’s apology is adequate? Why or why not?
  3. Some question how Dove could even allow this ad to appear on Facebook. Do you agree or disagree that Dove may lack proper supervision of its social media involvement?

Advertising to Kids (Chapter 14)

Experts estimate that digital advertising to kids will reach $1.2 billion in 2019, which will be 28% of the total spent on advertising to children. This should create an interesting discussion in your class for Chapter 14.

Discussion Questions:

  1. After reading the article, what are your thoughts about the growth in digital advertising to children?
  2. Do you feel there needs to be stricter regulations in advertising to children, or less? Why?
  3. What are the major concerns in your mind about brands advertising to kids?
  4. What are the benefits to brands in advertising to kids?

Mentos Brand Ambassador (Chapter 10)

Mentos offered Sam Jeschke a unique opportunity as a brand ambassador. When he signed up, he had no idea he would be asked to give away 43,000 packs of gum!

Discussion Questions:

  1. What are your thoughts about this brand ambassador program by Mentos?
  2. Do you believe using brand ambassadors is an effective way of marketing for brands? Why or why not?
  3. Would you be willing to be a brand ambassador? Why or why not?

Organic Valley Tackles Greenwashing (Chapter 13)

Organic Valley has launched an advertising campaign that tackles what they believe is greenwashing by other food companies.

Resources:

Discussion Questions:

  1. How important is green marketing to you? Do you believe greenwashing is a problem? Why or why not?
  2. Watch the three TV ads. What is your impression? Which did you like the best? Why?
  3. Read the article from Adweek and watch the Organic Valley video story. Do you think this is a good approach for Organic Valley? Why or why not?

App Design (Chapter 8)

According to an article in Ad Age, millennials hate apps with uncool designs. The article provides other interesting facts about Millennials and app usage.

Discussion Questions:

  1. How important are apps to you?
  2. Have you killed apps because of poor or uncool designs? Why or why not?
  3. According to the article, Snapchat is gaining users rapidly. Do you use Snapchat? If so, why? If not, why not?