Millennials and Buyer Behaviors (Chapter 3)

The following videos highlight concepts presented in Chapter 3. Read each link then answer the questions that are below.;

Videos:

Discussion Questions:

  1. The first video examines millennials and how they make purchases? Do you agree with the content? Why or why not?
  2. The article suggests that millennials have different purchasing characteristics? Do you think this is true? Why or why not?
  3. The buying behavior changes video suggests new patterns of purchasing related to internet searches. How would this apply to the buying behaviors of millennials as noted in the first video and news article?
  4. The final link suggests that there are distinct differences between younger and older millennials. How would this influence the methods used to reach each group by marketing professionals?

Tesla (Chapter 2)

Negative publicity can quickly damage a brand in the eyes of consumers, investors, and even the government.

Resources:

Discussion Questions:

  1. Watch these videos. What has been the impact of this news on the Telsa brand?
  2. Do you think consumers will react to this negative publicity with less confidence in the brand? If so how? If not, why not?
  3. As a marketing professional, how would you attempt to rebuild and strengthen the Tesla brand going forward?  Defend your answer.
  4. Describe how negative publicity and news can quickly damage a brand and explain why rebuilding it can take a long time.

Nice Versus Kind (Chapter 2)

The Nice brand appears in Walgreen’s stores throughout the United States. Recently, the Kind brand began seeking to create differentiation and a stronger brand identity.

Resources:

Discussion Questions:

  1. Watch the first video. What type of brand strategy is being suggested.
  2. View the Walgreen’s website for the Nice brand. Does the material overlap in any way with the Kind brand? If so how? If not, why not?
  3. Watch the third video. Does this approach work in attempting the strengthen the Kind brand? Why or Why not?
  4. Watch the fourth video. Does this commercial strengthen the Kind brand in relation to the Nice brand? Why or why not?

Gas Station Advertising (Chapter 1, Chapter 10)

Alternative media outlets create new transmission devices and methods for transmitting integrated marketing communications messages.

Resources:

Discussion Questions:

  1. As a transmission device, would gas station advertising be an effective medium?
  2. What types of noise or barriers to communication might influence gas station advertising?
  3. Have you ever seen one of these advertising channels? What was your reaction?
  4. In terms of market segments or sets of potential customers, which group of individuals would be most likely to pay attention to ads at gas stations?
  5. In terms of market segments of sets of potential customers, which group of individuals would be least likely to pay attention to ads at gas stations?
  6. Is gas station advertising merely a new version of outdoor advertising, or is it a completely new alternative medium?

Facebook (Chapter 1, Chapter 9)

Facebook has come under increasing criticism. In the summer of 2018, the company stock value plunged dramatically at one point.

Resources:

 

Discussion Questions:

  1. Watch the videos and review the news articles. What are the essential criticisms of Facebook?
  2. Do you believe these criticisms are warranted?
  3. As a marketing professional, what are the implications of a decline in use of Facebook?
  4. In terms of market segments, which group of individuals would be most affected by the criticisms of Facebook? Which would be the least affected? What are the marketing communications implications in terms of how Facebook should respond?
  5. In terms of the communications model, what do these articles say about the transmission device and noise or barriers to communication?

Oreo Cookies (Chapter 5)

Oreo cookies has been a favorite for millions of consumers over decades. The brand’s advertising makes an interesting topic for Chapter 5.

Resources:

Discussion Questions:

  1. Watch the first five Oreo commercials. What common elements did you see? Do these ads achieve visual esperanto? Why or why not?
  2. Examine the steps in the hierarchy-of-effects model. Which step, or stage, do the television ads display? Provide specific support for your answer.
  3. If you were to do a means-end chain for the television ads, what would be the attribute, the benefit, and the end value? Provide support for your answer.
  4. Oreo cookies have used the same basic approach, except for the first video, for decades. Do you think there is any wearout effects? Why or why not?
  5. Examine Oreo’s YouTube Channel. What information does it contain? How does the YouTube channel integrate with the television ads?
  6. Examine Oreo’s website, Facebook, and Twitter pages. What similarities do you see? What differences do you see? How well are these digital formats integrated with the advertising campaign? Explain.

Branding (Chapter 2)

Branding is a critical component of integrated marketing communications. Companies spend considerable time and money developing strong, powerful brands.

Resources:

Discussion Questions:

  1. Watch the first video. What type of brand is the company seeking to develop? Evaluate the Swiss International Airline campaign. Do you think the airlines has been successful in creating a brand that stands for quality? Why or why not?
  2. Watch the second video. How does Interbrand measure brand value? Explain how Interbrand creates and manages brand value for its clients.
  3. Watch the third video. Summarize the presenters process in rebranding the pizza chain. What are the challenges of rebranding an established brand?
  4. Watch the fourth video. Summarize the points made in the video about private label brands. How has the image of private label brands changed?

Overstock (Chapter 2)

Overstock.com is a successful online retailer that has developed a unique reputation through a carefully orchestrated branding campaign. Recently, the retailer has embarked on a new campaign to change its image.

Resources:

Discussion Questions:

  1. Before watching any ads or accessing any of the resources above, what is your image of Overstock.com? What does the name convey?
  2. Watch the first two television ads. At its founding, Overstock.did sell overstocked merchandise. But, now the company has expanded its product offering. How successful do you think Overstock has been in changing its image from an online retailer that sells overstocked merchandise to a retailer that sells every type of household furnishings?
  3. Would it be easier for the retailer to change its name, than its image? Why or why not?
  4. Watch the third television ad “Apparel” that was produced 5 years ago. What image does this ad portray and how is it different than the first two ads you watched?
  5. Examine the retailer’s website. What image is conveyed? Is is consistent with the three television ads? Why or why not?
  6. Examine Overstock’s Pinterest and Twitter pages. What image does each convey? Is it consistent with the website and TV ads? Why or why not?

IHOP (Chapter 2)

The International House of Pancakes, or IHOP, is a well-known brand. Managing that brand for success required careful planning and marketing strategies.

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Discussion Questions:

  1. Watch the three television ads. Compare the first two ads to the last one. What image do each of the ads convey about IHOP?
  2. Brand names are important. Does it impact this company using the name IHOP rather than International House of Pancakes? Explain.
  3. Access IHOP’s website, Twitter page, and Instagram pages. Describe the image of IHOP each conveys.
  4. If you were in responsible for measuring IHOP’s brand equity, which of the four methods would you choose? Justify your choice.
  5. Identify the components of building a powerful brand. Evaluate IHOP in terms of being a powerful brand.

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.