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Chapter 4 presents various methods for positioning products, including product attributes, competitors, use or application, price-quality [...]
September 25, 2018
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According to this Advertising Age article, Arby’s is launching a new campaign aimed at hunters, which is 20 million consumers. Discussion [...]
September 12, 2016
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KFC just launched two very interesting ads. The first was targeted towards the WWE network audience. The second is for a sunscreen that smells [...]
August 23, 2016
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This article talks about Dollar Shave Club’s new focus. The article and recent ads would be excellent to illustrate concepts in Chapter 4. [...]
September 2, 2015
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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 [...]
May 27, 2014
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Ten years ago Kia was rolled out and targeted for hip, tech-savvy, young consumers. It was for the millennial generation – consumers in [...]
May 27, 2014
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Since most of your students will be part of the millennial generation, here is an interesting article about “How to Get Millennials to Love [...]
May 27, 2014
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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 [...]
May 27, 2014
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This Advertising Age article notes that consumers are willing to pay more money for products they believe are designed to prevent overuse. New [...]
May 23, 2014
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Segmentation, targeting and positioning are critical components of IMC planning. The first video describes the process used by McDonald’s. [...]
May 5, 2014
Clow/Baack 