May 5, 2014

Adidas (Chapter 13)

Sponsorships are a major component of integrated marketing for Adidas. The brand is involved in most major sports and with a large number of athletes. Instead of posting all of the ads and videos on one YouTube Channel, Adidas uses multiple channels.

Resources:

Questions and Exercises:

  1. Examine each of the YouTube channels. Identify the videos and information on each channel. Discuss for each channel the rationale for the items uploaded by Adidas.
  2. What similarities do you see among the channels? Be specific.
  3. What differences do you see among the channels? Be specific.
  4. Examine the Website of Adidas. Describe the information that is on the site. Discuss how integrated the website is with all of the YouTube channels.
  5. Locate two Adidas ads that you like. Provide links to the ads. Explain why you like each one.
  6. What social media does Adidas have a presence? Provide links to each social media. Discuss the look of each social media page to the YouTube channels and website.

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

Leave a comment

April 28, 2014

BBB (Chapter 14)

The Better Business Bureau is a non-profit organization designed to benefit both consumers and  businesses. Learn more about the BBB through the following links then answer the questions that follow.

BBB Resources:

Questions and Exercises:

  1. Examine the YouTube channel for the BBB. What types of videos are posted? Access one of the videos and write a 2 paragraph report on its content.
  2. Access the website of the Council of BBB. What information is provided? Describe the information under each of the primary tabs.
  3. Access BBB’s Facebook and Twitter pages. What information is available? How can these social media sites be used by consumers?
  4. Access BBB’s LinkedIn page. What purpose does this page serve for the BBB? What about consumers?
  5. Access BBB’s Pinterest page. Describe the information provided on this site? How can this social media page be used by consumers?
  6. Access BBB’s Flickr page. What information is on this page?
  7. Access the BBB YouTube Consumer channel. What information is available on this channel? How is it different from the first YouTube channel? Be specific.
  8. Access the FourSquare site. Locate the BBB in your area. What information is located on this site? How can it be of value to consumers?
  9. Access the BBB Google+ page. What information is here?
  10. Summarize all of the social media sites of the BBB and describe how these can be of value to consumers? What about businesses?

Posted by on April 28, 2014 in Chapter 14 and tagged .

Leave a comment

April 24, 2014

IMC (Chapter 1)

The following videos provide excellent information about integrated marketing communications. The video about Canon illustrates how the IMC concept is used by a well-known brand in the country of Australia.

YouTube Videos:

Discussion Questions:

  1. Summarize the content of each video.
  2. What was the primary message or messages contained in each video?
  3. Why is integrated marketing communications important?
  4. What did you learn from each video that impressed you the most?

Posted by on April 24, 2014 in Chapter 01 and tagged , , .

2 Comments

April 24, 2014

Chick-fil-A (Chapter 1)

Chapter 1 discusses how Chick-fil-A has integrated its advertising with social media. Access the following links then answer the questions.

Resources:

Questions:

  1. What are your thoughts about the TV ad?
  2. What do you think of the ad campaign “eat mor chikin” featuring a cow encouraging consumers to switch from beef to chicken? The focus of the campaign is to encourage consumers to eat more chicken. Is this a good approach? Why or why not?
  3. Examine the brand’s YouTube Channel. In your opinion, why does Chick-fil-A have its own YouTube channel? Describe the content on the YouTube Channel. How well does the YouTube channel engage consumers with the brand? Explain.
  4. Examine Chick-fil-A’s website. How well is it integrated with its advertising and YouTube channel? Explain. What types of information is available? Does the site effectively engage consumers with the brand? Explain.
  5. Examine the brand’s Facebook page. Would it encourage consumers to become a fan? Why or why not?
  6. Examine Chick-fil-A’s Twitter page. What is your evaluation? Explain. Does it encourage interaction with consumers? Why or why not?
  7. Based on all of the materials examined, discuss how well Chick-fil-A has integrated its advertising and social media strategies.

Posted by on April 24, 2014 in Chapter 01 and tagged , , .

Leave a comment

April 24, 2014

Subway (Chapter 1)

In Chapter 1, Subway ranked first on the composite score index on advertising perception from Technomic. Access the following links about Subway, then answer the questions that follow.

Resources:


Questions:

  1. Watch the three television ads. Which do you like the best? Why?
  2. Watch the video on the Subway story. Briefly summarize the video. What impressed you most about the Subway story? Why?
  3. Watch the video about Jared Fogel. Why has he become so popular as a spoksperson?
  4. Examine Subway’s YouTube channel. Summarize its content. How well is it integrated with Subway’s advertising?
  5. Why do you think Subway ranked the highest on Technomic’s study on advertising perceptions. Explain.
  6. Moving forward, how should Subway continue? What should be the theme of its advertising?

Posted by on April 24, 2014 in Chapter 01 and tagged , .

Leave a comment

April 24, 2014

Federal Trade Commission (Chapter 14)

The Federal Trade Commission has jurisdiction over advertising and marketing. The agency’s website has information about laws, policies, cases, and information for consumers as well as businesses.

Resources:

Questions and Exercises:

  1. Access the website of the Federal Trade Commission. What is your overall opinion of the website and information that is posted?
  2. Examine the “What We Do” page. Summarize what the FTC does.
  3. Examine the press releases of the FTC. Pick one press release that looks interesting to you. Summarize the content of the press release. (Be sure to provide the link)
  4. Look at the commission actions page. Pick one commission action that looks interesting to you. Summarize the content of the action. (Be sure to provide the link)
  5. Pick one of the audios or videos from the FTC site. Summarize its content. Why was the audio or video posted? (Be sure to provide the link)
  6. What social media networks does the FTC use? Pick one of the social media networking links. Summarize the information and approach used by the FTC. (Be sure to provide the link)
  7. Access the “Cases and Proceedings” page. Pick one of the cases that is of interest to you. Summarize the case and decision. (Be sure to provide the link)
  8. Access the “Tips and Advice” page for consumers. What types of information does the FTC provide to consumers?

Posted by on April 24, 2014 in Chapter 14 and tagged .

Leave a comment

April 24, 2014

Reebok (Chapter 14)

Reebok is a well-known brand with a significant presence on the Web, social media, and traditional advertising channels.

Reebok Resources:

Discussion Questions and Exercises:

  1. Examine Reebok’s website. Access Reebok’s YouTube Channel and hockey channel. Why do you think Reebok has two different channels? How well are the two channel integrated with the website? Provide specifics.
  2. Watch the Shaq Attaq ad. Do you think it perpetuates stereotypes in advertising, or is it good target marketing? Justify your answer.
  3. Watch Race the City ad. What is your evaluation of the ad?
  4. Watch the Skyscape Forever ad. Is it too sexual? Why or why not?
  5. What are your thoughts about the video with Miranda Kerr unveiling the Skyscape Forever shoes?
  6. Examine the three Facebook pages. What similarities and differences do you see? Why would Reebok have three different pages?
  7. Examine Reebok’s two Instagram pages? What similarities and differences do you see? Why would Reebok have two different Instagram pages?

Posted by on April 24, 2014 in Chapter 14 and tagged .

Leave a comment