Post-It Ad (Chapter 6)

One of my students submitted this Post-It ad for an assignment. After watching it, I thought it would be a good video to show with Chapter 6.

Discussion Questions:

  1. Do you like the ad? Why or why not?
  2. Which message strategy, appeal, and execution is used in the ad? Justify your choices.
  3. Which type of spokesperson is used in the ad?
  4. Do you think this is an effective ad for Post-It? Why or why not?

Wordless Logos (Chapter 2)

I though this article in The Atlantic was interesting. It discusses the move to using logos without words. The rationale is that consumers are jaded about advertising, so removing the words from the logo makes it look less like advertising.

Discussion Questions:

  1. What are your thoughts about companies moving to a wordless logo?
  2. Do you think wordless logos are more effective in brand recall? Why or why not?
  3. Do you think debranding through wordless logos is more effective in reaching consumers? Why or why not?

Arby’s Hunting Campaign (Chapter 4)

According to this Advertising Age article, Arby’s is launching a new campaign aimed at hunters, which is 20 million consumers.

Discussion Questions:

  1. After reading the article, what are your thoughts about the new campaign?
  2. Which of the market segmentation strategies discussed in Chapter 4 is Arby’s using? Justify your choice.
  3. After watching the new TV ads, what do you think about them? Will they be effective? Why or why not?
  4. What are your thoughts about the print ads?

Billboards (Chapter 7)

I thought this article in the New York Times was interesting. In this digital age, the article states that billboards “are far from dead.”

Discussion Questions:

  1. Before reading the article, how much attention do you pay to billboards? Explain why.
  2. After reading the article, do you agree that billboards are far from dead? Why or why not?
  3. In your opinion, what are the most effective billboards? Why?

Honest Tea (Chapters 8 & 9)

Honest Tea has launched an interesting digital and social media integrated ad campaign. The brand partnered with BuzzFeed to create video snapshots of couples and how they met. The brand is also using influencers to promote the brand.

Discussion Questions:

  1. After watching the video, what are your thoughts about this Honest Tea campaign?
  2. After reading the article in Digiday, discuss your thoughts about Honest Tea’s current marketing approach.
  3. Do influencers have any impact on your purchase decision?
  4. What are your thoughts about the way Honest Tea picks influencers?

KFC New Spots (Chapter 4)

KFC just launched two very interesting ads. The first was targeted towards the WWE network audience. The second is for a sunscreen that smells like extra crispy chicken. KFC gave away free bottles on the company website. Both should create an interesting class discussion.

Discussion Questions:

  1. First, what is your impression of the two ads? Do you like them? Why or why not?
  2. Would the ad targeted to the WWE audience be appropriate for other market segments? Why or why not?
  3. How would you describe the WWE market segment in terms of demographics, psychographics, benefits, and usage?
  4. Who do you think is the target for the sunscreen ad? Explain why.

Groupon (Chapter 3)

Groupon is launching a new national campaign with its first TV ad since the 2011 Super Bowl’s controversial spot. The new campaign focuses on “experiences” rather than having more things.

Discussion Questions:

  1. Look through the list of trends in consumer behavior. Which trend or trends does this video utilize? Explain why.
  2. What are your thoughts about the TV ad? Do you like it? Why or why not?
  3. After reading the article, do you think this new campaign is a good idea for Groupon? Why or why not?

 

Rhode Island – Social Media Wrath (Chapter 9)

It was supposed to be a new advertising campaign to make people aware of the virtues of Rhode Island. People did hear, but it wasn’t good. Social media wrath was quick and fierce with criticisms about the new tagline to the television ad that had a scene from Iceland.

Discussion Questions:

  1. Before reading the article, what are your thoughts about the new tagline – “Rhode Island – Cooler and Warmer?” What does it mean?
  2. Watch the promotional video. What are your thoughts about it? If it was not for the scene taken in Iceland, would it be a good promotional video? Why or why not?
  3. Was the social media wrath justified? Why or why not?
  4. What should Rhode Island do at this point?

 

Targeted Mobile Ads (Chapter 14)

Taco Bell is after the Millennial generation and is using targeted mobile ads to do so. This article would be interesting to use with Chapter 14 and a discussion of privacy issues.

Discussion Questions:

  1. Do you watch mobile ads? Why or why not?
  2. After reading the article, what are your thoughts about the way Taco Bell is collecting mobile phone activity?
  3. Do you think the behavioral targeting used by Taco Bell is an invasion of privacy? Why or why not?
  4. Watch the two Mobile ads for Taco Bell breakfast meals. Which did you like the best? Why?

Diversity (Chapter 3)

I found this article in Adweek interesting and believe it would generate a good discussion for Chapter 3, Consumer Behavior. It goes back to the issue whether advertising should reflect attitudes in society or does advertising lead cultural change? The article examines the growing demand for diversity in how families are portrayed in advertising.

Discussion Questions:

  1. Should advertising portray different types of families? Why or why not?
  2. Did you like the Tylenol ad? Why or why not?
  3. Look at the insights reported in the Adweek article. Locate 3 that you surprised you. Explain why?
  4. Do you think a person’s age is a factor in how they feel about showing diverse families in ads? Why or why not?