Launch! Advertising and Promotion in Real Time, 2009a
Launch! Advertising and Promotion in Real Time, 2009a Launch! Advertising and Promotion in Real Time, 2009a
2. Is there a Chick-fil-A in your neighborhood? If there is, you’ve probably eaten at one of the fastestgrowing food franchises in the southern United States (see http://www.chickfila.com). Chick-fil-A has a unique approach to running their business. Using the company’s Web site and search engines, your task is to investigate the Chick-fil-A organization in order to conduct a situation analysis. During your investigation be sure to comment on the perceived competitive situation, customer situation, and economics and costs that impact or affect the company and its industry. Once you have completed your situation analysis, conduct a brief brand audit of Chick-fil-A. What are your conclusions about Chick-fil-A and its business model? Discuss your audit and opinions with peers. DIGITAL NATIVES Most young adults have had some experience with MySpace or other Web communication sites. Security issues aside, millions of people are communicating in previously unheard-of ways via the Internet. One area of concern, however, is how to protect younger communicators from the dangers of an open Internet. Many parents of preteens have banned them from popular more adult social networking Web sites. A relatively new social networking Web site, however, has been designed with the preteen in mind. Stardoll (http://www.stardoll.com) provides a mechanism for preteens to communicate and chat with other preteens via a “MeDoll” that can be dressed and accessorized from a long list of celebrity avatars. Go to the Stardoll Web site and familiarize yourself with its components. Your challenge is create a short creative brief to promote this Web site. The objective of the communication is to attract more viewers and participants. Present your brief in class if time permits. AD-VICE 1. Describe the role that Catherine Captain plays in the SS+K Spotlight feature in this chapter. Assess her communication skills. Illustrate a positive skill and a negative skill that she seems to possess. 2. Pick one of your favorite brands and summarize its history in the marketplace. As you research your favorite brand, comment on any brand strategies that you notice. Comment on your brand’s perceived brand personality, brand equity, and viability. 3. Pick any brand and apply the summary benefits of branding to your choice. Remember to discuss the benefits of branding to both the buyer and the advertiser or maker of your brand. Saylor URL: http://www.saylor.org/books Saylor.org 255
4. Pick any company and create a new product for them to manufacture. Following the guidelines in the chapter, create a situation analysis of the firm and of your new creation. Examine the differences between the two “situations.” Should the company make your product? Explain. ETHICAL DILEMMA According to information presented in the Digital Natives section, preteens and teens can go to a monitored Web site and participate in a communication community that is structured just for them. The Web site (http://www.stardoll.com) advocates protection for its viewers and participants from controversial topics, visuals, and conversations that plague more adult-oriented Web sites. One of the purposes of this Web site appears to be the protection of its young participants from more adult-oriented content and exploitation. Examine the Web site and its policies. From an ethical point of view, assess the Web site and its capabilities for protecting its visitors. Can the organization’s implied protection promise be delivered? Summarize your thoughts. Saylor URL: http://www.saylor.org/books Saylor.org 256
- 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
- Page 218 and 219: Southern California, and it aims to
- Page 220 and 221: are positive or negative and whethe
- Page 222 and 223: the company spent on TV advertising
- Page 224 and 225: y category (agency fee, production,
- Page 226 and 227: You can list the pros and cons of t
- Page 228 and 229: AD-VICE 1. A company is trying to d
- Page 230 and 231: We are now eight months prior to th
- Page 232 and 233: After studying this section, studen
- Page 234 and 235: Just as people have personalities,
- Page 236 and 237: KEY TAKEAWAY The power of branding
- Page 238 and 239: well. It may also reveal indirect c
- Page 240 and 241: ealistic feel for its market positi
- Page 242 and 243: In contrast, opportunities and thre
- Page 244 and 245: 8.3 Define Where You Want to Go: Se
- Page 246 and 247: You’ll learn more about how these
- Page 248 and 249: adio, or read magazines. It may als
- Page 250 and 251: Figure 8.5 Anatomy of a Creative Br
- Page 252 and 253: Figure 8.7 The Communications Brief
- Page 254 and 255: KEY TAKEAWAY This section described
- Page 258 and 259: Chapter 9 Choose Your Communication
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- Page 262 and 263: Campaigns that utilize multiple med
- Page 264 and 265: 9.2 Elements of the Promotional Mix
- Page 266 and 267: team is more relevant and effective
- Page 268 and 269: virtual trade shows that you attend
- Page 270 and 271: newsworthy, such as announcing a ne
- Page 272 and 273: aloud. Salespeople in fashion retai
- Page 274 and 275: drive potential new Sun customers t
- Page 276 and 277: service Loopt, which allows its sub
- Page 278 and 279: Fox: Ads That Can Change Pitch,”
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- Page 282 and 283: Pool Resources with Associations an
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- Page 286 and 287: 1. Assume that you are a proponent
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4. Pick any company <strong>and</strong> create a new product for them to manufacture. Follow<strong>in</strong>g the guidel<strong>in</strong>es <strong>in</strong> the<br />
chapter, create a situation analysis of the firm <strong>and</strong> of your new creation. Exam<strong>in</strong>e the differences<br />
between the two “situations.” Should the company make your product? Expla<strong>in</strong>.<br />
ETHICAL DILEMMA<br />
Accord<strong>in</strong>g to <strong>in</strong>formation presented <strong>in</strong> the Digital Natives section, preteens <strong>and</strong> teens can go to a<br />
monitored Web site <strong>and</strong> participate <strong>in</strong> a communication community that is structured just for them. The<br />
Web site (http://www.stardoll.com) advocates protection for its viewers <strong>and</strong> participants from<br />
controversial topics, visuals, <strong>and</strong> conversations that plague more adult-oriented Web sites.<br />
One of the purposes of this Web site appears to be the protection of its young participants from more<br />
adult-oriented content <strong>and</strong> exploitation. Exam<strong>in</strong>e the Web site <strong>and</strong> its policies. From an ethical po<strong>in</strong>t of<br />
view, assess the Web site <strong>and</strong> its capabilities for protect<strong>in</strong>g its visitors. Can the organization’s implied<br />
protection promise be delivered? Summarize your thoughts.<br />
Saylor URL: http://www.saylor.org/books<br />
Saylor.org<br />
256
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