June 3, 2014

Content Marketing (Chapter 8)

With the rise of the digital age has come a new form of marketing – content marketing. Two recent articles discuss the importance of content marketing and strategies involved to be successful. Alexander Jutkowitz talks about content marketing involves good storytelling, not shock. An article in Advertising Age presents information about Wal-Mart’s plan to have brands fuel its content marketing. Before discussing these articles, a good starting point may be this YouTube video that explains content marketing.

Discussion Questions:

  • What is content marketing?
  • What makes content marketing different than other forms of marketing?
  • What makes content marketing effective?
  • What are the dangers or pitfalls of content marketing?
  • Can you provide some examples of content marketing that you have experienced?

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June 3, 2014

Is Facebook Fading? (Chapter 9)

Almost everyone has a Facebook profile. This recent article suggests that Facebook is fading with teens. Another article points out that while Facebook is fading with teens, Twitter accounts have doubled.

Discussion Questions;

  1. Do you have a Facebook profile? How often do you access Facebook? How often do you post? What types of things do you post?
  2. Do you have a Twitter account? How often do you access Twitter? Do you post comments on Twitter?
  3. How many individuals or companies do you follow on Twitter? Why do you follow these?
  4. Would you agree with these two articles that Facebook is fading in popularity with teens? Why or why not?
  5. Why do think Twitter has become more popular and Facebook less popular with teens?

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June 3, 2014

Is Black Friday Fading? (Chapter 8)

Here is an interesting article suggesting Black Friday is fading in importance. I’m not sure which chapter this best fits into, but would generate a good class discussion as we near Thanksgiving. Also, you can discuss how e-commerce has impacted the decline of Black Friday. The article has a link to a Today news feature that can be used to introduce the topic.

Discussion Questions:

  1. Why is the day after Thanksgiving traditionally been called Black Friday?
  2. Have you participated in Black Friday shopping? Why or why not?
  3. How has e-commerce impacted Black Friday?
  4. Do you think Black Friday is fading in importance? Why or why not?

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June 3, 2014

Advertising Daredevil (Chapter 8)

Devin Graham is a 30-year old filmmaker known on YouTube as “Devinsupertramp.” He has almost 2 million subscribers to his YouTube channel. Graham started out making unbranded videos, but now brands such as Mountain Dew and Ford are sponsoring his videos as a way of reaching millennials.

Resources:

Discussion Questions:

  1. Examine Devin Graham’s YouTube channel. What types of videos does he have posted?
  2. Read the Adweek article about Devin Graham. Why are brands interested in Devin creating branded videos?
  3. What type of advertisers would be most interested in Devin Graham? Why?
  4. What is the role of social media in Devin Graham’s popularity? Explain.
  5. Which of the videos posted on Graham’s YouTube channel are your favorites? Why?

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May 29, 2014

Gillette – Male Grooming (Chapter 3)

Gillette has launched a new ad campaign targeted toward men. This television ad presents the idea of male grooming. The Gillette ad would be good to launch a discussion of consumer behavior.

Discussion Questions:

  1. In terms of the cognitive map, which type of linkage needs to be established? Justify your answer.
  2. Which consumer buyer trend does this video utilize? Justify your answer.
  3. Did the need for “male grooming products” already exist, or is Gillette creating a need in order to sell more razors? Explain.

Posted by on May 29, 2014 in Chapter 03 and tagged , , .

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May 29, 2014

YouTube Videos (Chapter 7)

I like to use YouTube videos to enhance the learning experience in the classroom. While most videos I use are educational, I will also utilize humor to add some life to the class. Even these videos can bring a point home to students and just likes advertisements that use humor, sometimes it it these videos that students remember.

  • Media Planning is presented by the owners of Black Sheep Design Agency. The video discusses the primary factors in planning media. Additional items presented from the chapter include methods of budgeting. reach, frequency, CPM, and timing of ad placement. (2:46)
  • How to Select Your Advertising Medium presented by TeamAdBoss. The video discusses consumer vs business markets, niche markets vs. mass markets, location of audience, budget, and primary strengths/weaknesses of mediums (4:21)
  • Nielsen Ratings – 101 Introduction. This video is by Nielsen and discusses the basics of how Nielsen ratings are obtained. The video highlights their goal to measure online and video views in addition to television. (4:34)
  • How do TV Ratings Work? HQ. This is a humorous approach to explaining TV ratings. It is excellent at explaining how TV ratings are determined and some of the issues in TV ratings, such as DVRs, live viewing, live + same day viewing, live + 7 days viewing, impressions, C3 ratings, and cable network ratings. (5:54)
  • Nielsen Creates New TV Twitter Rating. This video was produced in December 2012 and presents a partnership between Twitter and Nielsen to gauge the reach of TV conversations that occur online via Twitter. After showing this video, you can discuss the feasibility of this new measurement methodology and its possible uses by advertisers. (5:57)

Posted by on May 29, 2014 in Chapter 07 and tagged , , .

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May 29, 2014

Image of a Farmer TV Ad (Chapter 7)

Each year the Super Bowl produces ads that in some way speak to the vast audience watching the game. One ad that was not at the top, but that spoke to me was for Ram trucks. It wasn’t the brand, but the voice of Paul Harvey and the topic “farmers” that drew my interest. Having grown up on the farm and having spent years listening to Paul Harvey tell the news, the ad tugged at my emotions. While the ad had this impact on me, what impact did it have on students, young people in general, and those who are not in any way tied to a farm?

(This Super Bowl ad was produced by The Richards Group. This agency is featured in Chapter 5 in the opening vignette. A number of ads produced by The Richards Group are also in the textbook.)

Teaching Suggestions:

  1. Ask students their image of a farmer. You may want to put some adjectives or descriptors on a board that are suggested.
  2. Take a poll of how many saw the Ram ad during the Super Bowl that describes farmers. See what details they can recall.
  3. Show the Ram truck ad.
  4. Ask students for their reactions and if the ad changed their images of a farmer.
  5. Ask students who the target market is for the ad and the impact it would have on that target market.

Posted by on May 29, 2014 in Chapter 07 and tagged , , , .

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May 29, 2014

Nielsen Ratings (Chapter 7)

One method advertisers use to monitor television viewing is Nielsen ratings. Here are some videos you can use to explain Nielsen ratings.

Teaching Approach:

  • Ask students to summarize each of the videos as a written assignment.
  • Assign the videos to students as individuals or groups and ask them to prepare a report to the class on its content. You may want to encourage them to prepare a PPT presentation.

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May 29, 2014

Budwieser Ads (Chapter 6)

Budweiser had two great Super Bowl ads. Puppy Love was ranked number for the 2014 Super Bowl by Ad Age. Both ads can provide a backdrop to discussing ad design.

Resources:

Discussion Questions:

  1. Which of the two Budweiser ads did you like the best? Why?
  2. What are your thoughts about the Puppy Love ad? What emotions does it generate?
  3. What are your thoughts about the Hero’s Welcome ad? Why would Budweiser design this type of ad?
  4. What message strategy, appeal, and execution are being used in each ad?
  5. What other 2014 Super Bowl ads did you like? Why?

Posted by on May 29, 2014 in Chapter 06 and tagged , , , , , , , .

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May 29, 2014

Designing Ads – Impact of Social Media (Chapter 6)

I have not been able to stop thinking about an article I just read in the New York Times that discusses the influence of social media on ad design. Concepts, words, and even icons from social media are being used in print and even television ads. Words such as “like” and “friends” are being used more often and symbols such as a “thumbs up” may appear in print ads. The article presents some excellent examples being used in print ads.

A recent television ad for Toyota Venza has a daughter bemoaning the anti-social nature of her parents because they have only 19 friends on Facebook. This TV ad could be a spring board for an excellent discussion on the impact of social media on ad design.

Discussion Questions:

  1. What impact has social media had on advertising design?
  2. Is there a generation gap between older and younger consumers in terms of social media?
  3. Does the use of social media terms, symbols, and icons in ads influence purchase behavior or brand attitude?

Alternative Teaching Approach – Ask students to locate a print or television ad that utilizes social media in some way and then discuss the use of social media in the ad design. This can be done as an individual project, group project, or even presented to the class.

Posted by on May 29, 2014 in Chapter 06 and tagged , , .

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