May 12, 2014

Buzz Marketing (Chapter 10)

The goal of buzz or word-of-mouth marketing is to get consumers to generate buzz about a brand. The rationale is based on the idea that consumers rely more on recommendations from friends than on brand advertising. The first two videos provide a good explanation of buzz marketing.

Resources:

Discussion Questions:

  1. Watch the first two videos taking notes as you watch. Summarize the content of each of the videos. Discuss how the content provided can assist a small business, such as a small restaurant, in developing a buzz marketing campaign.
  2. Watch the three videos on winners of the WOMMY Awards. Which one did you like the best? Why? Which one had the strongest buzz marketing campaign? Why? For each campaign, describe the buzz marketing components that made it successful.
  3. Watch the eBay experiential marketing video. Why was this campaign considered experiential marketing? It also could be considered buzz marketing. Why?

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May 12, 2014

Harley Davidson (Chapter 10)

Harley Davidson (motorcycles) has gone from near bankruptcy and quality-control problems to a iconic brand with a strong brand community of followers. These videos highlight this journey. Several of the videos are speeches by Ken Schmidt, of Harley Davidson, and not only tell the story of Harley Davidson’s success, but provide excellent information on how strong brands are built.

Harley Davidson resources:

Discussion Questions:

  1. Watch the first three videos about Harley Davidson. For each video, identify the main point or points being made in the video. What does the video tell you about Harley Davidson?
  2. Examine Harley Davidson’s YouTube Channel. What information is on the site? Why is it there?
  3. Examine the Instagram and Pinterest pages for Harley Davidson. What information is on each of the sites? How does this fit with the Harley Davidson brand?
  4. Examine the Harley Davidson website. What information is on the website?
  5. After examining all of the resources, describe how the Harley Davidson brand was re-built and what makes it unique.
  6. Why has Harley Davidson built such as strong brand community? Provide examples to support your answer.

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May 12, 2014

Coca-Cola (Chapter 10)

Coca-cola is an iconic brand that is recognized worldwide. But, to maintain its brand position, To maintain its brand position, Coca-Cola’s marketing team uses traditional media along with social media and guerrilla marketing programs.

Guerrilla Marketing Videos:

Other Coca-Cola Resources:

Discussion Questions:

  1. Watch the guerrilla marketing campaign videos. Which did you like the best? Why?
  2. Examine the list of characteristics of guerrilla marketing. Which characteristics would apply to the Coca-Cola guerrilla marketing campaign? Why? Which would not apply? Why not?
  3. Examine Coca-Cola’s Instagram and Pinterest pages. What is available on the sites? Does it integrate well with the guerrilla marketing campaign? Why or why not?
  4. What information is on the YouTube channel for Coca-Cola? Why is it there?
  5. Based on all of the material you have viewed, what message is being conveyed by Coca-Cola? Provide support for your answer.

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May 12, 2014

Social Media (Chapter 9)

Social media has become an important component of integrated marketing campaigns. Many brand managers are looking for ways to best utilize this medium. Here are some good videos on various topics in social media.

Resources:

Discussion Questions:

  1. Watch the documentary on how social networks have changed the world. Summarize its content. Discuss what you think are the major ways social networks have changed your life, those of your family members, and the world around you.
  2. With the second video, what are the digit marketing trends and how is social media a part of these trends?
  3. Watch the video on social media marketing. Describe the four steps discussed in the video and why they are important in social media marketing.
  4. According to the fourth video, what is social sentiment? How is it measured? Why is it important to brands?
  5. Identify and discuss the steps explained in the “Creating Social Media Strategy.” How could these be used in developing a social media strategy for a fastfood restaurant?
  6. According to the last video what are the five most important social media metrics? Discuss how these impact social media strategy.

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May 12, 2014

Covergirl (Chapter 9)

Covergirl is one of the most well-known cosmetic brands. In addition to providing excellent products, the brand has been very successful in social media. For instance on YouTube videos about Covergirl have been viewed 251 million times, 99% of those are generated by its loyal fans.

Resources for Covergirl:

Discussion Questions:

  1. Examine Covergirl’s website. What type of information is provided? What the ways Covergirl encourages engagement with the brand?
  2. Examine each of the social media networking sites provided under resources. For each site discuss the reasons you believe Covergirl is involved in social media marketing. Use Figure 9.4 to guide your discussion of each site.
  3. Figure 9.9 provides reasons why consumers follow brands. For each of the social media networking sites listed in resources for Covergirl, discuss why you think fans would follow Covergirl through that particular networking site.
  4. After completing the first 3 questions, evaluate the overall social media strategy used by Covergirl. What are the overall objectives of Covergirl in its involvement with social media? Do you believe Covergirl has a successful presence on social media? Why or why not?

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May 12, 2014

Hooters (Chapter 9)

Hooters has developed a successful social media presence. Examine the following resources, then answer the discussion questions.

Resources for Hooters:

Discussion Questions:

  1. Access the website of Hooters. What information is provided on the website? What ways does Hooters provide individuals to engage or stay connected with the brand? Evaluate the strategy being used with each of these methods of engaging customers.
  2. Examine Hooters social media resources – Facebook, Twitter, and Instagram. What themes do you see on these pages? Are they well integrated? Why or why not? Using some of the metrics discussed in the chapter, describe the effectiveness of these social media pages.
  3. Examine the YouTube Channel of Hooters. What content has Hooters placed on the channel? Why do you think it is provided?
  4. Figure 9.4 identifies reasons brands use social media. Based on the social media you have examined, what is Hooters wanting to accomplish? Support your answer with specifics.
  5. Access Pinterest and use the search to locate boards and pins featuring Hooters. What volume of activity do you see? What tends to be the themes of these postings?
  6. Watch the two television ads. Do they fit the theme of the social media strategy?: Why or why not?
  7. Based on all of the material you have examined for Hooters, evaluate the brand’s media strategy. Provide details to support your answer.

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May 12, 2014

SEO (Chapter 8)

Search Engine Optimization, or SEO, is extremely important for digital marketing because 70% to 80% of all web traffic begins with a search engine. Understanding how SEO functions will enhance search outcomes, especially with organic search results.

YouTube Videos:

Discussion Questions:

  1. Based on the first video, what is search engine optimization?
  2. Based on the first video, explain how search engines operate. What key metrics do search engines use to determine rankings?
  3. Watch the second video. Summarize the points Maile Ohye makes in the video. How can this information be used for a new small business?
  4. Watch the third video. Describe the five most common mistakes in SEO. How can these mistakes be prevented?
  5. After watching all three videos, discuss why SEO is important for Web sites.

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May 12, 2014

Digital Marketing Strategies (Chapter 8)

Digital Marketing is becoming an important element of integrated marketing campaigns. The videos listed below provide information about a broad range of digital topics.

Digital Marketing Videos:

Blog Activity: Watch each video. Answer the following questions or provide the information requested for each video.

  1. Summarize the content of the video.
  2. What was the primary point of the video?
  3. Based on your personal online experience, would the strategies suggested in the video be successful? Why or why not?
  4. How could a small, local restaurant chain use the information provided in the video? Be specific, provide details.

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May 12, 2014

Advil (Chapter 8)

Advil has used integrated marketing communications to establish a strong brand presence. Its digital component is an integral part of Advil’s IMC program.

Resources:

Discussion Questions:

  1. Watch the three TV ads. Which did you like the best? Why?
  2. What is the central message of the TV ads?
  3. Watch the video about Paul Ridley. Why did Advil produce this video and post it on its channel? What message do this video convey about Advil?
  4. What information has Advil placed on its YouTube channel? Discuss the rationale behind the information and videos on the channel.
  5. Examine Advil’s Web site, Facebook page, and Twitter page. Discuss how these are integrated with the TV ads and videos you watched.

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May 8, 2014

Duracell (Chapter 7)

Duracell is a well-known brand that has used television advertising to promote the brand. Recently, Duracell began using NFL players to promote its batteries. The company also used a cause-marketing approach. Examine the following resources then answer the questions that follow.

Resources:

Discussion Questions:

  1. Watch the three television ads for Duracell. If you were the media planner, on which television shows would you place these ads? Identify at least 3 different TV shows for each ad. Explain why you selected the particular TV shows. Did you select different shows for each of the ads? Why or why not?
  2. For Duracell, which is more important brand recognition or brand recall? Why?
  3. Watch the two videos Duracell created. Why do you think Duracell created these two videos?
  4. Do you think supporting particular causes is a good strategy for Duracell? Why or why not?
  5. Look at Duracell’s YouTube channel. What information is on the channel? Why did Duracell place this information on the channel?
  6. Examine Duracell’s website, Facebook, and Twitter pages. How are these digital resources integrated with the brand’s advertising campaign?

Posted by on May 8, 2014 in Chapter 07 and tagged , , , , , , , .

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