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Describe Cream Silk’s promotion within the context of the multiattribute model: Which attribute(s) were central to the promotion.
Why would a marketer consider saying negative things about her product? When is this strategy feasible? Can you find examples of it?
Locate foreign ads at sites like japander.com in which celebrities endorse products that they don’t pitch on their home turf.
Collect ads that rely on sex appeal to sell products. How often do they communicate benefits of the actual product?
Discuss the important problem of medication adherence. How can healthcare marketers strengthen the link between intentions.
There are many legal pitfalls, and many consumers do not respond well to advertisements that depict competitors in a poor light.
There is certainly a case for it when you consider the fact that communications can often take the form of stories.
A government agency wants to encourage people who have been drinking to use designated drivers.
Do you think focusing on billion-dollar franchises is a good corporate strategy for Disney? What are pros and cons of this strategy?
How Diversified Are You? Corporations diversify by investing time and resources into new areas of business.
Collect examples of ads that rely on the use of metaphors or resonance. Do you feel these ads are effective?
Marketers must decide whether to incorporate rational or emotional appeals in a communications strategy.
Discuss the problem of sock puppeting where executives masquerade as everyday consumers and post negative reviews about their competitors.
Across the globe there is a growing demand for free mobile phone content, mainly in the form of apps.
Jeff Chown and Mick Carter of Davie Brown Entertainment work with brands such as AT&T, Gillette, Nokia, and Pizza Hut. They try to match these major brands.
Many, many companies rely on celebrity endorsers as communications sources to persuade.
Research featured in the Journal of Consumer Psychology would seem to suggest that chewing gum or eating makes a consumer completely immune.
Use the preceding vertical value chain to identify the corporate strategy of the firm. In other words, where within the industry has the firm chosen to compete?
Describe how consumers identify themselves with the brand personality of Red Bull. What goal and values are the consumers of Red Bull trying to achieve?
Identify a recent innovation by your firm. What is your firm’s strategy to cross the chasm(s) to achieve mass market adoption of its innovation?
What attributes describe the current major customer segment for your firm? Are these changing? If so, is your firm prepared to meet these new customer demands?
Explain how you would apply the strategic management framework to enhance your startup’s chances to gain and sustain a competitive advantage.
Enculturation helps us learn the beliefs and behaviors of our own society. Could an external marketer learn the same things through acculturation?
Is there such a thing as personality? If so, how might you integrate knowledge about consumers’ personality traits into a marketing strategy?
Products and services exist in a carefully created ecosystem of complementary products and services.