Launch! Advertising and Promotion in Real Time, 2009a

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a U.S. Army ad, see yourself walking across the graduation stage in a college recruitment ad, or check yourself out as you model the latest fashion that the store has to offer. Research the subject of face mapping via secondary research sources. Think of a new application (i.e., idea generation) for face mapping and describe it. Describe how you would test to see if your new application might work. What ethical and legal issues might face mapping bring if it was practiced on a large scale? Summarize your thoughts on the application and future of this technique. 2. How do you illuminate a world that has increasing difficulties with power generation and transmission? As the cost of electricity rises, rural populations the world over have an even greater difficulty obtaining power for their villages and electricity for their homes. Several innovative manufacturers have found ingenious solutions to the problem. Picture a solar-powered twenty-five-watt lantern that could illuminate a small room when suspended from the ceiling or sit on the floor to serve as a personal reading light. Cosmos Ignite Innovations, d.light design, and Phillips have all produced these simple lanterns. Most of these solar “night light” lanterns can shine for about five hours without being recharged. The companies believe that the simple idea of “recharge by day and shine at night” can be learned quickly by villagers and communities. Currently, the companies are shipping lanterns to India, the Middle East, and Africa. Assume that you have been assigned the task of informing the target markets about the lantern products. Given the limited media resources in the regions, design a communications brief that will accomplish the information distribution objective. Follow the method described in Section 5.5 "Using Research to Guide a Successful Launch" of this chapter. Discuss your ideas with peers. Critique the various briefs. DIGITAL NATIVES Do you wear glasses or some other vision-correction device? Supplying eyewear is a huge industry. Many of the companies that manufacture and distribute eyewear products and services have taken their products and messages to the Web. Let’s examine one of these companies—Eye Glass Guide 2.0 athttp://www.eyeglassguide.com. Review the various features of the Web site. Take particular interest in Saylor URL: http://www.saylor.org/books Saylor.org 169
the product videos provided. Remember, it is not necessary to fill out any company solicitation information to view the videos. Once you have reviewed the eyeglassguide.com videos, design a questionnaire for collecting primary data information in one of the product areas (e.g., kids’ eyewear). The research objective of your questionnaire will be to gain information on those who might be willing to establish contact, buy eyewear, or request an appointment via the company’s Web site. Decide what you want to know and how you will find the information. Discuss your questionnaire with peers. Ask for feedback and criticism on your questionnaire’s design. AD-VICE 1. Demonstrate your knowledge of primary data by devising a ten-item questionnaire to identify food favorites among adults. Administer your questionnaire to ten people. Tabulate and report the responses. 2. Review the chapter material on the focus group testing done by SS+K for their client msnbc.com. Examine the value propositions tested. Comment on the focus group process as a means to generate data. Critique the SS+K focus group effort. Comment on your conclusions. 3. After reviewing chapter materials on ethnographic studies, design an ethnographic study for examining whether or not ethnicity (or culture) impacts the selection and eventual purchase of an automobile. Remember to include what you want to know, how you will find your data, sample questions, and a plan for reaching the right targets with your study questions. 4. Using any library’s facilities or the Web as your search vehicles, find ten sources that would give you secondary information on consumer taste preferences. You can limit the extent of your secondary research by designating the taste preference (e.g., soft drinks, fast food, beer or wine), or you can generalize in your research. Briefly describe what you learned about researching secondary data sources in this exercise. ETHICAL DILEMMA As the chapter states, “Defining and targeting your audience is the best way to ensure a match between the company’s product or service and the consumer’s needs.” It only makes good sense that a marketoriented company would want to know as much as possible about its target audiences in order to serve them better. Today, technology has the capability to provide an increasing volume of data that allows Saylor URL: http://www.saylor.org/books Saylor.org 170
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This text was adapted by The Saylor
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1.1 Why Launch!? LEARNING OBJECTIVE
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1.2 Meet Our Agency Partner: SS+K L
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This perspective is a consumer-cent
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Follow the e-mail trail. Dr. Duke C
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As you can see, it takes a village
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1.3 The Pitch: Win the Account LEAR
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Initial strategic thinking. Before
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Figure 1.9 The Pitch Process How do
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1.4 Let’s Meet the Potential Clie
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1.5 Exercises TIE IT ALL TOGETHER N
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message to them. What do you percei
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LEARNING OBJECTIVES After studying
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eally are trying to fake you out. F
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MySpace. We weren’t early enough
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Specialty print media include bookl
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Ad-Supported Content Ad agencies ar
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[5] “Traditional Radio’s Digita
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the promotional activities that int
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increasingly thin layer of audience
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Figure 2.8 A sales promotion is a t
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2.3 Advertising Industry Structure
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Figure 2.10 Matrix Organization in
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P&G reacted to this problem when it
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Media buyers and media planners eva
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Within a company, the jobs of the a
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[1] Suzanne Vranica, “Ad Houses W
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drumsticks and simulated drumhead p
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Figure 3.1 Build a Foundation Chapt
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3.1 Economic Effects of Advertising
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Broadcast radio and TV rely exclusi
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3.2 The Good: Advertising Enhances
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washing with soap, that remain kill
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share, so they tend to be more stri
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now one of the primary attributes s
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[8] Mister Snitch!, “Top Ten Reje
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here is subjective—your image of
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“If you let me play sports, I wil
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Categories can be made quite specif
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Luxury products are not a bad or wa
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[9] Jean Grow and Joyce M. Wolburg,
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3.4 Advertising Regulation: Who Loo
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Agencies), the ANA (Association of
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[3] American Association of Adverti
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about one-half the size of existing
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Chapter 4 Consumers and the Communi
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messages they see or hear, and when
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4.2 Is the Medium the Message? Comp
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Figure 4.4 SS+K used actor George C
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SS+K developed a comparative messag
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Audio Clip “Ahem” http://app.wi
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After studying this section, studen
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SS+K Spotlight The memes and trends
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4.4 Decision Making LEARNING OBJECT
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Motivation refers to the processes
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4.5 Internal Influences on Consumer
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isn’t sure. And, regardless of hi
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it’s not subliminal; the stimulus
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Product line extensions. Marketers
Page 120 and 121: 1. Sensory memory permits storage o
Page 122 and 123: Of course, the nature of the ad its
Page 124 and 125: c. Create an example involving a lo
Page 126 and 127: [24] Raymond R. Burke and Thomas K.
Page 128 and 129: products with others and to solicit
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Page 132 and 133: 4.7 Culture, Globalization, and Adv
Page 134 and 135: Advertisers have (for the most part
Page 136 and 137: Why do they bother? Their goal is t
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Page 140 and 141: advertising and ad men (and women)
Page 142 and 143: Chapter 5 Know Your Audience: SS+K
Page 144 and 145: 5.1 Types of Data LEARNING OBJECTIV
Page 146 and 147: preferable but harder and more expe
Page 148 and 149: One really encouraging finding from
Page 150 and 151: Figure 5.4 Brand Tags Dig Deeper Th
Page 152 and 153: irreverent British tastes. “In th
Page 154 and 155: KEY TAKEAWAY Primary data refers to
Page 156 and 157: magazines they prefer, an agency co
Page 158 and 159: a. Identify and discuss the signifi
Page 160 and 161: more natural and objective than int
Page 162 and 163: Results showed that sportier models
Page 164 and 165: 5.5 Using Research to Guide a Succe
Page 166 and 167: they wanted to see recipes for ligh
Page 168 and 169: [1] Quoted in Lisa McTigue Pierce,
Page 172 and 173: audience profiling to become more t
Page 174 and 175: “The key turning point of this wh
Page 176 and 177: Life stage (e.g., empty-nest parent
Page 178 and 179: feather flock together”). PRIZM (
Page 180 and 181: fashionable. Bloomie’s research d
Page 182 and 183: Actualizers, the top VALS2 group, a
Page 184 and 185: Surveys of consumer behavior (for e
Page 186 and 187: generic attribute and not a point o
Page 188 and 189: 2. Demographics are measurable aspe
Page 190 and 191: What Are the Properties of a Good T
Page 192 and 193: conversation. The customer would ha
Page 194 and 195: 6.3 Position Your Brand: Why Will T
Page 196 and 197: The average Buick buyer is a man in
Page 198 and 199: 6.4 Exercises TIE IT ALL TOGETHER N
Page 200 and 201: muscle is being used to bring such
Page 202 and 203: check any information on ethics pro
Page 204 and 205: times like now. We see this situati
Page 206 and 207: than 32 percent in just two years w
Page 208 and 209: SS+K Spotlight Since msnbc.com’s
Page 210 and 211: Clients use a variety of methods to
Page 212 and 213: How Loud Are You? Share of voice (S
Page 214 and 215: properties, and sci-fi sites over a
Page 216 and 217: 3. List and discuss the keys to usi
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are positive or negative and whethe
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the company spent on TV advertising
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y category (agency fee, production,
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You can list the pros and cons of t
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AD-VICE 1. A company is trying to d
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We are now eight months prior to th
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After studying this section, studen
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Just as people have personalities,
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KEY TAKEAWAY The power of branding
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well. It may also reveal indirect c
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ealistic feel for its market positi
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In contrast, opportunities and thre
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8.3 Define Where You Want to Go: Se
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You’ll learn more about how these
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adio, or read magazines. It may als
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Figure 8.5 Anatomy of a Creative Br
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Figure 8.7 The Communications Brief
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KEY TAKEAWAY This section described
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2. Is there a Chick-fil-A in your n
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Chapter 9 Choose Your Communication
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direct mail people, whoever else yo
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Campaigns that utilize multiple med
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9.2 Elements of the Promotional Mix
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team is more relevant and effective
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virtual trade shows that you attend
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newsworthy, such as announcing a ne
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aloud. Salespeople in fashion retai
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drive potential new Sun customers t
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service Loopt, which allows its sub
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Fox: Ads That Can Change Pitch,”
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The third campaign in the series be
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Pool Resources with Associations an
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9.4 Exercises TIE IT ALL TOGETHER N
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1. Assume that you are a proponent
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Chapter 10Plan and Buy Media: SS+K
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10.1 Traditional Advertising Media
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The print portion of the media plan
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The television plan that The Media
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“advertising abhors a vacuum,”
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Lack of messaging. Although sponsor
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KEY TAKEAWAY Traditional media incl
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10.2 New Media LEARNING OBJECTIVES
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In order to maximize the effectiven
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presented by Craftsman at Sears,”
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As the tip of the iceberg, MTV rece
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are used to getting from real-world
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where they select the flavor of the
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catch up to Google (which provides
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[16] Quoted in Paul Hyman, “Burge
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2. Demonstrate how media planning i
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A common place for these negotiatio
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Cost per thousand (CPM) Calculation
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outdoor advertising, online banner
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c. Define and discuss impressions,
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Assume that your advertising agency
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Assume one of two roles: (a) You ar
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11.1 Execute on Media Platforms LEA
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Figure 11.4 The other campaign opti
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Figure 11.8 The client’s new logo
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Subject matter, composition, color,
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visually.” Sound effects reinforc
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from the opposite direction seeing
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TV: Online ads are like TV commerci
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The total spending on alternative m
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[6] Quoted in Martin Pazzani, “Ma
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is a more accurate measure of likel
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position for Apple as revolutionary
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prompted the viewer to think about
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11.3 Exercises TIE IT ALL TOGETHER
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products? What do you think the fut
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Chapter 12 Make the Message Sell: S
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1. Define relevance and resonance.
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The common denominator among the mo
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[5] Quoted in Geoff Colvin, “Sell
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In 2007, Dial rebranded its Soft &
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It also helps when viewers don’t
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The solution? Advertisers need to s
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[2] David Carr and Tracie Rozhon,
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providing our consumers with even m
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Tupperware Chairman-CEO Rick Goings
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KEY TAKEAWAY An executional framewo
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1. Characterize the members of an a
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Art direction has grown in importan
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You can explain why having an emoti
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3. Go to at least one favorite maga
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accomplished this by designing mult
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As you saw in the media plan we pre
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13.4 TV Another important element o
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Figure 13.7 The banners titled “P
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The “Keywords” banner ads were
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13.7 NewsBreaker Game Another insig
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13.8 NewsBreaker Live The final pus
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13.10 Spectrum Home Page Figure 13.
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14.1 ROI: Show Me the Money LEARNIN
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Marketers echo this pessimism; many
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The ROI for any campaign must relat
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[1] Jeff Lowe, “The Marketing Das
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While an advertiser in the 1960s co
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National cable metrics from the msn
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Figure 14.8 msnbc.com purchased a
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Read Most: The percentage of reader
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Double-page spreads and bound multi
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14.3 ROI for Alternative Media LEAR
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Outdoor advertising is quickly movi
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procure products they needed to dre
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Figure 14.15 Chart tracking number
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Online advertising formats have his
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Figure 14.18 In order to optimize o
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In addition to measuring elements o
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Figure 14.24 SS+K compared the rate
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Table 14.1 Final Takeaway and Lesso
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[2] “The Association of National
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14.4 Exercises TIE IT ALL TOGETHER
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site. Summarize what you have learn
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