May 8, 2014

Geico (Chapter 7)

Geico has developed a number of different executions of its television ads. Watch the following TV advertisements then answer the questions that follow.

Geico Television ads:

Discussion Questions:

  1. What is the tagline for Geico? Is it an effective tagline? Explain.
  2. From the Geico ads listed, which ones do you like the best? Why?
  3. Which execution style do you think is the most effective? Why?
  4. Why does Geico use so many different execution styles? What theories support this variation?
  5. If you were the media planner for Geico, on which television shows would you place the ads? Identify at least 5 and explain why you chose the particular shows on your list.
  6. At this point in time, which is more important for Gieco, brand recognition or brand recall? Why?

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May 8, 2014

Media (Chapter 7)

For most brands, traditional media is still an important component of an integrated marketing communications campaign. The challenge is choosing the best combination of media. The following YouTube videos provide some insights into this process.

Resources:

Discussion Questions:

  1. Watch the first video on creating a media plan. Summarize the video’s content.
  2. Watch the video on choosing the right medium. Discuss the process and criteria that should be used in selecting the right medium for an advertising campaign.
  3. Watch the two videos about magazines. Summarize the primary message of each video. Do you believe magazines are an effective medium for advertising? Why or why not?
  4. Watch the video about newspaper ads. Which newspaper ad did you like the best? Why? Is newspaper advertising still a feasible approach? Why or why not?
  5. Watch the video “Why Radio Advertising Works.” What did you learn from this video about radio advertising? How can radio be used effectively? Provide specifics.
  6. Listen to the Lipton Tea radio ad. Was it a good radio ad? Why or why not?
  7. Watch the TV ad promoting the Mike & Mike radio show. What was your reaction to the ad?
  8. Watch the two videos about out-of-home advertising. What did you learn? Be specific. How has out-of-home advertising changed? In the last video, which out-of-home was your favorite? Why?

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May 8, 2014

Television Ads – Set 4 (Chapter 6)

Advertising uses a wide variety of message strategies, appeals, and executions. Watch each of the following television ads. Answer the questions below about each ad and then the summary question when you have watched all of the ads.Television Ads:

Questions about each TV ad:

  1. What message strategy did the ad creators use in the advertisement? Provide specifics from the ad to support your answer.
  2. Which appeal was used in the advertisement? Support your answer with specifics from the ad.
  3. Was more than one appeal used? If so, what other appeals were used? How well did they work together? Explain.
  4. What execution was used in the ad? Provide support for your answer.
  5. Did the ad use a spokesperson? If so, which type was it? Evaluate the spokesperson in terms of source characteristics. Be sure to provide support from the ad for your thoughts.
  6. What is your evaluation of this advertisement in terms of ad design?

Summary Question: Which television ad did you like the best? Why?

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May 8, 2014

Television Ads – Set 3 (Chapter 6)

Advertising uses a wide variety of message strategies, appeals, and executions. Watch each of the following television ads. Answer the questions below about each ad and then the summary question when you have watched all of the ads.Television Ads:

Questions about each TV ad:

  1. What message strategy did the ad creators use in the advertisement? Provide specifics from the ad to support your answer.
  2. Which appeal was used in the advertisement? Support your answer with specifics from the ad.
  3. Was more than one appeal used? If so, what other appeals were used? How well did they work together? Explain.
  4. What execution was used in the ad? Provide support for your answer.
  5. Did the ad use a spokesperson? If so, which type was it? Evaluate the spokesperson in terms of source characteristics. Be sure to provide support from the ad for your thoughts.
  6. What is your evaluation of this advertisement in terms of ad design?

Summary Question: Which television ad did you like the best? Why?

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May 8, 2014

Television Ads – Set 2 (Chapter 6)

Advertising uses a wide variety of message strategies, appeals, and executions. Watch each of the following television ads. Answer the questions below about each ad and then the summary question when you have watched all of the ads.

Television Ads:

Questions about each TV ad:

  1. What message strategy did the ad creators use in the advertisement? Provide specifics from the ad to support your answer.
  2. Which appeal was used in the advertisement? Support your answer with specifics from the ad.
  3. Was more than one appeal used? If so, what other appeals were used? How well did they work together? Explain.
  4. What execution was used in the ad? Provide support for your answer.
  5. Did the ad use a spokesperson? If so, which type was it? Evaluate the spokesperson in terms of source characteristics. Be sure to provide support from the ad for your thoughts.
  6. What is your evaluation of this advertisement in terms of ad design?

Summary Question: Which television ad did you like the best? Why?

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May 8, 2014

Television Ads – Set 1 (Chapter 6)

Advertising uses a wide variety of message strategies, appeals, and executions. Watch each of the following television ads. Answer the questions below about each ad and then the summary question when you have watched all of the ads.

Television Ads:

Questions about each TV ad:

  1. What message strategy did the ad creators use in the advertisement? Provide specifics from the ad to support your answer.
  2. Which appeal was used in the advertisement? Support your answer with specifics from the ad.
  3. Was more than one appeal used? If so, what other appeals were used? How well did they work together? Explain.
  4. What execution was used in the ad? Provide support for your answer.
  5. Did the ad use a spokesperson? If so, which type was it? Evaluate the spokesperson in terms of source characteristics. Be sure to provide support from the ad for your thoughts.
  6. What is your evaluation of this advertisement in terms of ad design?

Summary Question: Which television ad did you like the best? Why?

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May 7, 2014

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. Compare the first two television ads. What was your reaction? Which did you like the best? Why?
  2. Watch each of the videos from other countries. What common elements did you see? Do these videos achieve visual esperanto? Why or why not?
  3. Examine the steps in the hierarchy-of-effects model. Which step, or stage, do the television ads display? Provide specific support for your answer.
  4. 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.
  5. 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?
  6. Examine Oreo’s YouTube Channel. What information does it contain? How does the YouTube channel integrate with the television ads?
  7. 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.

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May 7, 2014

Advertising Agencies (Chapter 5)

Selecting an advertising agency is a challenging and time-consuming task for a client company. The first two videos deal with the selection process, the third video looks at how an agency tackled the challenge of marketing broccoli, and the fourth video is a tour of an advertising agency in Toronto.

Resources:

Discussion Questions:

  1. According to the first video, what services do an advertising agency provide?
  2. According to the first video, how does a company select an advertising agency? What do you look for?
  3. According to the second video, what factors are involved in the selection process? Discuss how each factor impacts long-term success.
  4. How do the factors discussed in the second video apply to selecting an advertising agency?
  5. In the third video, before designing an advertising campaign, what type of research did the agency conduct? Explain why and how it benefited the agency’s team.
  6. In the third video, describe what happened during the strategy session.
  7. In the third video, discuss the connection between advertising strategy and advertising creative. Provide specifics.
  8. What impressed you about the tour of the advertising agency in the fourth video? What did you like?

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May 7, 2014

Jeep (Chapter 3)

Jeep has built a strong brand community through its understanding of consumer behavior. Examine the following resources, then answer the questions that follow.

Resources:

Discussion Questions:

  1. Describe the external search process you went through in purchasing your last vehicle. How extensive is the external search process for most consumers for a new vehicle?
  2. Examine the three television ads for Jeep. Which did you like the best? Why?
  3. Examine the consumer buying trends discussed in the chapter. Which trends do the TV ads exploit? Explain.
  4. What information does Jeep provide on its YouTube Channel? Based on the concepts of consumer buyer behavior presented in the chapter, discuss why you believe this information is on the YouTube channel.
  5. Examine Jeep’s Facebook and Twitter pages. Discuss the three components of attitude in terms of the Facebook and Twitter page designs. Provide specific illustrations to justify your discussion.
  6. Examine Jeep’s website. Discuss the content of the website in terms of providing information for an external search.

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