May 29, 2014

Hot Pockets New Ad Campaign (Chapter 6)

Hot Pockets launched its biggest campaign in 30 years with this video featuring Kate Upton and Snoop Dogg, along with other cameo appearances (Larry King). A short article in USA Today highlights this new campaign.

Discussion Questions:

  1. Do you like this video? Why or why not?
  2. Does the video change your image of Hot Pockets? Why or why not?
  3. In terms of using celebrities as a spokespersons, was this video effective?
  4. What do you think of using a sex appeal for this campaign?
  5. Instead of a TV campaign, Hot Pockets launched this campaign by posting this video on YouTube. Is this a wise strategy? Why or why not?

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

Leave a comment

May 29, 2014

Optical Illusion (Chapter 6)

Mcgarrybowen used optical illusion in a 60-second European TV spot for Honda CR-V. This video as well as two others that utilize optical illusions would be a great way to introduce advertising design. You may want to start with the Ray-Ban optical illusion ad. Both ads are sure to captivate student interest.

Discussion Questions:

  1. What was your evaluation of the Honda TV ad?
  2. What was the objective behind the development of the Honda ad? Support your answer.
  3. What was your impression of the Ray-Ban ad?
  4. Which stage(s) of the hierarchy of effects model do you think this ad addresses?

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

Leave a comment

May 29, 2014

Fear Appeal (Chapter 6)

Here are two advertisements that used stronger fear appeals than have been seen in the past. After watching the two ads, answer the questions suggested.

Fear Appeal Ads:

Discussion Questions:

  1. Do you think the fear appeal is too strong in these ads? Why or why not?
  2. Examine the Behavioral Response Model presented in the chapter. Identify and discuss the issues of severity, vulnerability, self-efficacy, and response efficacy.
  3. By using a stronger fear appeal, will it increase the chances these ads will be remembered? Why or why not?
  4. Do these ads have an impact on your image of Subaru and Diehard batteries? If so, why? If not, why not?
  5. What other appeal could Subaru and Diehard use effectively? Justify your response.

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

Leave a comment

May 29, 2014

20 Years of Got Milk (Chapter 6)

Twenty years ago the Got Milk campaign began. It is one of the campaigns and taglines that has lasted over time and was even featured in the Super Bowl.

Resources:

Discussion Questions:

  1. What is your opinion of the Got Milk campaign?
  2. Did you like the Super Bowl Got Milk ad? Why  or why not?
  3. After watching the interview with Jeff Goodby, what are your thoughts about how the campaign was created?
  4. What makes a campaign last 20 years? Why has this campaign been so successful?
  5. Identify another campaign that has lasted for a number of years. What common ingredients do you see with the campaign you identified and the Got Milk campaign?

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

Leave a comment

May 27, 2014

Does Advertising Destroy Creativity? (Chapter 5)

An interesting article appeared in Advertising Age based on the idea that many creatives inside the advertising industry feel advertising destroys creativity and artist freedom. Research of consumers, however presented a different thought, nearly 40% said they love advertising and almost 70% said advertising has the power to make the world better. Leo Burnett agency held an art show at a local university where ads, minus logos and brand names, were displayed. The reactions in this video were interesting. These articles and video can be used at the beginning of the advertising section of the text book, Chapter 5, or for Chapter 6 when you talk about ad design.

Discussion Questions:

  1. Do demands of clients restrict artistic form and creativity? Why or why not?
  2. How do you feel about advertising?
  3. How do you see the advertising profession and individuals who work in advertising?
  4. Would you like to work in the advertising industry? Why or why not?
  5. What did you think of the video by Leo Burnett and the reaction of individuals to the art show?

Posted by on May 27, 2014 in Chapter 05 and tagged , , .

Leave a comment

May 27, 2014

Creative Brief Exercise (Chapter 5)

This ad for Centrum Silver would be excellent for going through the components of a creative brief. You may want to divide students into groups for this exercise. I would suggest having students identify the creative brief elements in the following order.

  • The target audience
  • The message theme
  • The objective
  • The support
  • The constraints (you may want to stop the ad so the disclaimer can be read)

Discussion Questions after completing the exercise:

  1. Do you think the support provided in this ad is persuasive enough to encourage matures and seniors to purchase the product?
  2. Notice the constraint that appears at the bottom of the TV ad. What do you think about this statement?
  3. Do you  believe the claim made in this ad? Why or why not?

Posted by on May 27, 2014 in Chapter 05 and tagged .

Leave a comment

May 27, 2014

Bic Pens for Women (Chapter 4)

Ellen DeGeneres has a great comedy routine about a line of Bic pens for women. Your students should enjoy this video. It can be used to initiate a discussion of demographic segmentation by gender.Discussion Questions:

  1. What is your overall reaction to this line of Bic pens designed for women?
  2. On a more serious note, should Bic develop a different advertising communication approach for females versus males? Why or why not? What are the advantages and disadvantages?
  3. Identify products that are used by both genders, but are advertised using different communication approaches. Discuss the merits of using two different marketing campaigns.
  4. What are some products that are used by both genders that utilize a common communications approach? Could a different strategy be used for each gender? Why or why not?

Posted by on May 27, 2014 in Chapter 04 and tagged , , , , .

Leave a comment

May 27, 2014

Kia – Who is the Target Market (Chapter 4)

Ten years ago Kia was rolled out and targeted for hip, tech-savvy, young consumers. It was for the millennial generation – consumers in their 20s and 30s. Ads with dancing hamsters were designed to attract urban hipsters. But, this segmentation of buyers has shrunk to 12%. Who is buying the car? Boomers, retired or close-to-retirement individuals, have purchased 42% of these cars.

Discussion Questions:

  1. Who is the target audience for these ads?
  2. Why has sales to millennials declined while sales to boomers increased? Did advertising have any impact on this occurring, or is it just the design of the car?
  3. Chapter 3 identifies a consumer trend called age complexity. How can this be impacting sales of Kia?
  4. Can Kia reach both segments with the same advertising or is it necessary to design a different advertising campaign for each target audience? Explain.
  5. With this change in buyers, should Kia continue their current advertising approach or should a different strategy be used? Explain.

Posted by on May 27, 2014 in Chapter 04 and tagged , , , , , , , .

Leave a comment

May 27, 2014

Millennial Generation (Chapter 4)

Since most of your students will be part of the millennial generation, here is an interesting article about “How to Get Millennials to Love and Share Your Product.” I have also prepared some PowerPoint slides that you can insert into your lecture that you can use. The first two slides define the Millennial Generation. The last one identifies the primary points of the article.

Teaching strategy one: Use the last slide in the PowerPoint and after explaining each item ask students if they agree or disagree with that characteristic and why? Then you go back through the first two slides.

Teaching strategy two: Divide the class into groups and ask them to describe the characteristics of the Millennial Generation, individuals born from 1977-2000. Then go through the PowerPoint slides.

Posted by on May 27, 2014 in Chapter 04 and tagged , , .

Leave a comment

May 27, 2014

Market Segmentation (Chapter 4)

Here is a good video that Karen James (professor at LSUS) shared with me on defining a target market. It fits well with Chapter 4. You may want to show it before you talk about market segmentation. (Please ignore the title of the video, it doesn’t fit.)

Defining a Target Market Video (3:26)

Discussion Questions:

  1. From the video, identify the demographic and psychographic characteristics of the primary market segment called “Day Trippers.”
  2. Why is this segment called “Day Trippers?”
  3. Identify the demographic and psychographic characteristics of the secondary market segment called “Boating and Fishing Enthusiasts.”
  4. How can the demographic and psychographic information be used by marketers?

Posted by on May 27, 2014 in Chapter 04 and tagged , , , .

Leave a comment