June 11, 2014

Female Stereotyping (Chapter 14)

Here is an excellent article about female stereotyping. The ad is for Pantene and was produced as a part of a campaign in the Philippines.

Resources:

Discussion Questions:

  1. What is your evaluation of the TV ad?
  2. Does the TV ad accurately portray stereotyping of females? Why or why not?
  3. Do you believe the gender of the employee makes a difference in how a female boss is perceived? Why or why not?
  4. How would people in the United States react to this TV ad if it ran in the US? Explain.
  5. In the Philippines, only light-skinned models are used. Is this a form of discrimination? Why or why not?
  6. What is the overall message of this TV ad? Justify your response.

Posted by on June 11, 2014 in Chapter 14 and tagged , .

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June 5, 2014

Naming Rights at Universities (Chapter 13)

With university and colleges facing continuous budget cuts, many are looking to commercial companies for money through naming rights. A recent article about Florida Atlantic University and naming rights to its football stadium sparked my interest. The company, GEO Group, is a for-profit prison group. After a number of  protests, Florida Atlantic withdrew the naming rights despite a $6 million gift from the company.

Discussion Questions:

  1. Typically, naming rights go to alumni or individuals who donate money to a university. What are your thoughts about naming rights for brands and companies?
  2. Should public universities seek money from commercial companies? What about private universities?
  3. Does it make a difference on the type of brand or company in terms of granting naming rights?
  4. While football stadiums are the most common form of naming rights, what about naming buildings, programs, and even rooms after a brand or company?

Posted by on June 5, 2014 in Chapter 13 and tagged .

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June 5, 2014

Videos for Chapter 13

Listed below are some YouTube videos that can be used for Chapter 13.

Teaching Suggestions:

  1. The first two videos present the current problem of vanishing honeybees. These two videos can be a great springboard to discuss CSR (corporate social responsibility). Have companies done enough to protect our environment?
  2. The next two videos are about green marketing and green washing. These videos would be excellent to generate a discussion of green marketing and with the green washing video a discussion of sincerity can occur. How do consumers tell if a company is truly green or is it a disguise to boost sales?
  3. The public relations video is good for explaining the basic concepts of public relations.
  4. The cause-related marketing video can be used to generate a discussion among students about the impact of cause-related marketing on their attitudes towards brands and purchase behaviors. Are companies being sincere or is just another ploy to sell products?
  5. The last video is good summary of the issues of cause-related marketing, CSR, and community involvement. Discussion can follow on each of these topics and the facts presented in the video.

Posted by on June 5, 2014 in Chapter 13 and tagged , , , , , .

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June 5, 2014

Toyota Teen Safety Campaign (Chapter 13)

I found this article and campaign interesting and believe it could be a good way to discuss the concepts of Chapter 13. The first year a teen drives is one of the most dangerous years of his/her life.

Discussion Questions:

  1. Why would Toyota invest funds to create a campaign promoting teen driving safety that includes broadcast ads, print ads, and a website?
  2. What is your reaction to this campaign?
  3. How well did Toyota integrate their advertising campaign with the website? Explain.
  4. What image or impression does this campaign create for Toyota? Explain.
  5. Do you think this is a wise use of advertising dollars or should Toyota create ads that focus on their vehicles? Why or why not?

Posted by on June 5, 2014 in Chapter 13 and tagged , .

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June 5, 2014

Videos for Chapter 12

Here are links to some useful videos that can be used for Chapter 12.

  • Five Effective Sales Promotions – this is a good video for showing examples of promotions. However, all are examples of premiums (free giveaways), but reasoning and matching with the target audience is good.(6:45)
  • Fox news report on Sweepstakes – this news report talks about how to win sweepstakes. Can be used to spark a discussion of sweepstakes and why businesses would use them. (3:53)
  • Consumer Sampling – this video presents a sampling campaign that was used in the UK. (3:00)
  • Basics of Trade Promotions – through an interview, the basics of trade promotions are presented. (5:06)

Teaching Suggestion: These videos can be used as a springboard to discuss the various consumer and trade promotions used by companies. You might also ask students which promotions are the best and ask for suggestions on how to improve the response rate.

Posted by on June 5, 2014 in Chapter 12 and tagged , , , , .

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June 3, 2014

Guerrilla Marketing (Chapter 10)

I received the link to this example of guerrilla marketing for KLM, Royal Dutch Airlines, from a colleague and had to post it. As you can see in the video almost every person that walked by the display stopped and looked. Additional examples of guerrilla marketing attached here can be used to stimulate discussion or for an assignment.

Discussion Questions:

  1. Which guerrilla campaign did you like the best? Why?
  2. What is guerrilla marketing?
  3. How important is generating buzz to the success of a guerilla marketing campaign?
  4. Originally, guerrilla marketing was designed for small businesses with limited budgets, but large brands such as Coca-Cola also use guerrilla marketing. Why? What are the pros and cons of a well-known brand such as Coca-Cola to using guerrilla marketing?
  5. Has guerrilla marketing been over-used and therefore is no longer a successful marketing strategy? Why or why not?

Posted by on June 3, 2014 in Chapter 10 and tagged , .

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June 3, 2014

Advertising – Bathroom Style (Chapter 10)

In order to reach consumers in an advertising cluttered environment, Bryan Silverman and his brother Jordan, have created a company that sells advertising on toilet paper. The Silverman brothers will provide free toilet paper complete with ads to restaurants and other businesses. Another form of bathroom advertising is interactive mirrors.

Resources:

Discussion Questions:

  1. What are your thoughts about toilet paper advertising?
  2. Since the toilet paper is free, is this a good business decision for restaurants, bars, and other businesses? Why or why not?
  3. Do you think toilet paper advertising is an effective form of advertising? Why or why not?
  4. What about the mirror advertising? What are you thoughts about it?
  5. Is a public bathroom an effective location for advertising? Why or why not?

Posted by on June 3, 2014 in Chapter 10 and tagged .

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June 3, 2014

Demographics of Social Media Users (Chapter 9)

Pew Research Center just published a study describing the demographics of social media users in 2013. The actual report in PDF can be downloaded. A summary of the report can be found in an Adweek article by Lucia Moses. A quick overall summary of the findings are:

  • Facebook is especially appealing to women, adults ages 18-29.
  • Twitter is especially appealing to adults ages 18-29, African-Americans, and urban residents.
  • Pinterest is especially appealing to women, adults under 50, whites, those with some college education.
  • Instagram is especially appealing to adults ages 18-29, African-Americans, Latinos, women, and urban residents
  • Tumblr is especially appealing to adults ages 18-29.

Teaching Suggestion: Divide students into teams and assign one of the social network sites to each group. Have them create graphs of the demographic data provided in the report then do additional research on each social site, what the site offers and why it may appeal to the particular demographics identified in the Pew Research Center study. Each group can then give an oral presentation in a future class period.

Alternative Teaching Suggestion: Show the class the summary of each social networking site then discuss why each appeals to those particular demographic groups. A general discussion may also center on why these sites are more appealing to women than men, younger individuals compared to older individuals, and to minority groups.

Posted by on June 3, 2014 in Chapter 09 and tagged , , , , , , .

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June 3, 2014

Videos for Chapter 8

Here are some videos that you may want to use for Chapter 8. Because of the recency of this topic, a large number of videos is available.

 

  • This is Digital Marketing – This is a long video, but is very good at providing a history of digital marketing. It also explains concepts such as banner advertising, search, SEO, and issues on privacy and security. (14:54)
  • What is Digital Marketing – This is a shorter video about digital marketing. The presenter explains digital marketing in terms of a hotdog stand, which makes it easy for students to understand. (3:23)
  • The Mobile Movement – This video talks about how smartphones are used in consumers’ daily lives and how they have influenced the ways consumers search, shop, and respond to mobile advertising.(2:53)
  • What is SEO? – This video is by Shama Kabani of Marketing Zen Group. She explains the concept of SEO and how it works. (4:39)

Posted by on June 3, 2014 in Chapter 08 and tagged , , , .

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June 3, 2014

Ad Targeting (Chapter 8)

This article about eBay opening its data for ad targeting is an excellent launch point to discuss the issues of behavioral targeting, geotargeting, and privacy. Amazon, Google, and Facebook already do this. Additional articles that you can use include:

Discussion Questions:

  • Why is ad targeting beneficial for companies? What are the advantages?
  • What privacy issues are raised by targeting? Are students concerned about privacy?
  • With the rise of smart phones, geotargeting has become more prominent. How do students feel about geotargeting of ads via their smart phone?

Posted by on June 3, 2014 in Chapter 08 and tagged , , , , .

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