Launch! Advertising and Promotion in Real Time, 2009a

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1. Assume that you are a proponent of using integrated marketing communications to solve communications problems. Prepare a short two-page paper that could be used to support your position. Next, looking at an integrated media approach from the perspective of someone who advocates a traditional mass media approach for solving communication problems, attack the ideas you just formulated. Summarize the arguments against integrated campaigns. Discuss your findings with peers. 2. Assume that you have just been given a $10 million budget to spend on sales promotional tools. The purpose of your budget is to convince consumers to begin to use reusable grocery bags when shopping for food. This environmental initiative is favored by most grocery chains. The bags (if purchased) would be sold for one dollar at grocery stores. Outline your plan for changing consumer preferences in this area. Be sure to consider all of the sales promotional alternatives as you formulate your plan. Designate how much money should be spent for your designated tools. Share your ideas with peers. 3. Guerrilla marketing is becoming more popular as costs of promotions continue to increase. Public relations (PR) specialists have learned to use this unique form of marketing because of its low cost and highly creative nature. Your task is to design a guerrilla marketing effort that will introduce a new flavored bottled water to the Asian market in San Francisco. Initial distributors would be convenience stores, street vendors, and neighborhood vending machines. Be specific in what you would plan to do and how much you think it might cost. Share your plan with peers. 4. Many universities and colleges have turned to database marketing to help target student populations. Describe how your university could use database marketing to reach potential freshmen students. Be sure to indicate how these students would be found and eventually reached by the university’s or college’s efforts. ETHICAL DILEMMA The Direct Marketing Association (DMA) is an advocacy organization whose intent is to encourage the ethical use of direct marketing to solve advertising and communication problems. The association’s task is not easy, given the ethical tension between members of the industry and consumer advocacy groups. Many of the complaints about invasion of privacy, high pressure tactics, and false information are directed against the direct marketing industry. Visit the DMA Web site at http://www.the-dma.org. Examine how the DMA addresses ethics complaints and advocates for the industry. What ethical issues do you think were adequately addressed by the DMA? What ethical issues do you think still need to be resolved? How Saylor URL: http://www.saylor.org/books Saylor.org 285
would you rate the organization’s effectiveness based on what you have seen and read? Discuss your findings with your peers. Saylor URL: http://www.saylor.org/books Saylor.org 286
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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
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1. Sensory memory permits storage o
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Of course, the nature of the ad its
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c. Create an example involving a lo
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[24] Raymond R. Burke and Thomas K.
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products with others and to solicit
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community hub on Yahoo! it calls Po
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4.7 Culture, Globalization, and Adv
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Advertisers have (for the most part
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Why do they bother? Their goal is t
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1a &ex=1369108800&partner=USERLAND&
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advertising and ad men (and women)
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Chapter 5 Know Your Audience: SS+K
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5.1 Types of Data LEARNING OBJECTIV
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preferable but harder and more expe
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One really encouraging finding from
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Figure 5.4 Brand Tags Dig Deeper Th
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irreverent British tastes. “In th
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KEY TAKEAWAY Primary data refers to
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magazines they prefer, an agency co
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a. Identify and discuss the signifi
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more natural and objective than int
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Results showed that sportier models
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5.5 Using Research to Guide a Succe
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they wanted to see recipes for ligh
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[1] Quoted in Lisa McTigue Pierce,
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a U.S. Army ad, see yourself walkin
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audience profiling to become more t
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“The key turning point of this wh
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Life stage (e.g., empty-nest parent
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feather flock together”). PRIZM (
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fashionable. Bloomie’s research d
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Actualizers, the top VALS2 group, a
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Surveys of consumer behavior (for e
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generic attribute and not a point o
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2. Demographics are measurable aspe
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What Are the Properties of a Good T
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conversation. The customer would ha
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6.3 Position Your Brand: Why Will T
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The average Buick buyer is a man in
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6.4 Exercises TIE IT ALL TOGETHER N
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muscle is being used to bring such
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check any information on ethics pro
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times like now. We see this situati
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than 32 percent in just two years w
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SS+K Spotlight Since msnbc.com’s
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Clients use a variety of methods to
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How Loud Are You? Share of voice (S
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properties, and sci-fi sites over a
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3. List and discuss the keys to usi
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Southern California, and it aims to
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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,
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 256 and 257: 2. Is there a Chick-fil-A in your n
Page 258 and 259: Chapter 9 Choose Your Communication
Page 260 and 261: direct mail people, whoever else yo
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,”
Page 280 and 281: The third campaign in the series be
Page 282 and 283: Pool Resources with Associations an
Page 284 and 285: 9.4 Exercises TIE IT ALL TOGETHER N
Page 288 and 289: Chapter 10Plan and Buy Media: SS+K
Page 290 and 291: 10.1 Traditional Advertising Media
Page 292 and 293: The print portion of the media plan
Page 294 and 295: The television plan that The Media
Page 296 and 297: “advertising abhors a vacuum,”
Page 298 and 299: Lack of messaging. Although sponsor
Page 300 and 301: KEY TAKEAWAY Traditional media incl
Page 302 and 303: 10.2 New Media LEARNING OBJECTIVES
Page 304 and 305: In order to maximize the effectiven
Page 306 and 307: presented by Craftsman at Sears,”
Page 308 and 309: As the tip of the iceberg, MTV rece
Page 310 and 311: are used to getting from real-world
Page 312 and 313: where they select the flavor of the
Page 314 and 315: catch up to Google (which provides
Page 316 and 317: [16] Quoted in Paul Hyman, “Burge
Page 318 and 319: 2. Demonstrate how media planning i
Page 320 and 321: A common place for these negotiatio
Page 322 and 323: Cost per thousand (CPM) Calculation
Page 324 and 325: outdoor advertising, online banner
Page 326 and 327: c. Define and discuss impressions,
Page 328 and 329: Assume that your advertising agency
Page 330 and 331: Assume one of two roles: (a) You ar
Page 332 and 333: 11.1 Execute on Media Platforms LEA
Page 334 and 335: 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
show all

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