Deck 16: Integrated Marketing Communications, Advertising, and Public Relations

Question 1

Choose a print ad to cut out and place on a poster board. With a marker, identify all the elements of the ad. Then identify what you believe is the objective of the ad-to inform, persuade, or remind. Finally, identify the strategy used-comparative, celebrity, or retail. If there is an interactive component offered, note that, too.

Answer 1

Print advertisement:
Print advertisement is the media of advertising a product through printed copies.
Application and analysis:
Product: Mango juice
Advertising technique: Print advertisement
Concept the advertisement:
• The juice bottle is placed in the roots of a mango plant.
• Nearby there are green grasses planted around the plant.
• The total advertisement has a blue sky background.
• "True fruit" a tag line appears in the soil near the bottle.
• Organization's trademark is also found.
Objective of the advertisement:
• Inform about the new mango juice
• Persuade the attracted consumers
• Remind the product specialty
Strategy used in the advertisement:
The strategy used is retail as the other two comparative or celebrity is not used in the advertisement.
Interactive component in the advertisement is that the complete picture diverts the customer to purchase considered as action towards the product.

Question 2

With a classmate, choose a product you have purchased in the past and come up with a plan for using a nontraditional advertising medium-such as balloons, T-shirts, water bottles, anything you imagine will grab people's attention and promote the product effectively. If possible, create a prototype for your ad. If not, create a sketch of your ad. Present your new ad to the class.

Answer 2

Non-traditional advertising medium:
Non-traditional advertising medium is offering messages to people attracting them towards the product.
Product : T shirts with photographs
Advertisement sketch:
• Plan the product name
• Fix price for the product
• Promote the product seasonal (valentine season)
• Advertise in a social media with the tagline "Best gift to your loved ones"
• Offering information in a social media will influence others too
• Provide warranty/ guarantee

Question 3

What are the three primary objectives of advertising? Give an example of when each one might be used.

Answer 3

Three advertising objectives:
Advertising is linked closely to the integrated marketing communications (IMC). It consists of paid communication through number of media that persuades the audience.
Three primary objectives of advertising:
1. Informative advertising:
Informative advertising develops the initial demand of a service, good, idea, organization, place, person, or cause. It suits for the introductory product life cycle stage.
Example:
Introducing a new product X in the market with money back guarantee
2. Persuasive advertising:
Persuasive demand increases the demand for the service, good, idea, organization, place, person, or cause. This is a competitive promotion suits the growth stage and the initial maturity stages.
Example: X detergent keeps the clothes clean at a least cost; saving money for further purchases of clothes.
3. Reminder advertising:
Reminder advertising implies promotional activities by holding prominently the service, good, idea, organization, place, person, or public cause. It is used commonly in the latter maturity stage until the completion of the decline stages of product life cycle (PLC).
Example: X bank creates documentaries during commercial breaks about the early history of the nation and the organization.

Question 4

Identify and describe the different advertising media. Which are on the rise? Which are facing possible decline?

Question 5

Politicians and " Their " Music
As political advertising becomes increasingly big business, the branding that accompanies a campaign has come to rely heavily on music. This is not surprising, according to neuroscientists, whose research on the brain reveals that music has the power to infuse itself into our nervous system, triggering feelings and responses and, hence, our behavior.
While the earliest political marketers may not have known the scientific benefits of music, they recognized that music has power. Presidential candidate Franklin D. Roosevelt used the song "Happy Days Are Here Again" during his 1932 campaign, when America was caught in the grip of the Great Depression and the nation's mood was desperate. The song's message enabled voters to envision a better day on the horizon and transfer that emotional response to their feelings about the candidate. After Roosevelt won the election, he reinforced the song's message in his inaugural address with the famous words, "The only thing we have to fear is fear itself."
Years after his presidency, strains of Fleetwood Mac's "Don't Stop" still conjure up memories of Bill Clinton's 1992 campaign. Pairing a candidate with a wildly popular song-sparked fervor among followers. However, when it came to a campaign song choice for Hillary Clinton's run for president, she picked a less wellknown song by Celine Dion called, "You and I." The song lyrics were criticized for being about "dreams" instead of her opponent's song lyrics about having "plans."
The use of music in political campaigns can have its pitfalls. Consider the glitch during Ronald Reagan's 1984 presidential run, when the Bruce Springsteen hit "Born in the USA" was selected as a campaign theme. Had Reagan or his handlers listened to the lyrics first, they would have recognized them not as the words of a patriotic song but the bitter memoir of a Vietnam veteran.
Of course, part of the issue stems from the unauthorized use of artists' copyrighted work. But that, apparently, is not all: musicians work hard to build their brand, and many are offended by the idea of a candidate they don't support glomming on to that brand. For example, the rock duo Heart was reportedly irritated when vice presidential candidate Sarah Palin used their 1970s hit "Barracuda" as her theme song, playing offa nickname from her high-school basketball days. As it turned out, however, the Republican National Committee had purchased the rights to the song.
Rand Paul, a candidate for the U.S. Senate from Kentucky, recently heard from the attorney for Canadian rockers Rush after Paul co-opted their music for his Web ads, a fund-raising video, and public appearances. Talking Heads co-founder David Byrne sued then Florida governor Charlie Crist for using "Road to Nowhere" in his campaign advertising for a Senate seat. In a letter posted on his Web site, Byrne claimed that while he licenses his work for dance companies and student filmmakers, he has never permitted its use in advertising. Rock guitarist Steve Miller got riled up when Crist's opponent, Mark Rubio, used the Steve Miller Band tune "Take the Money and Run" to underscore Crist's move from Republican to independent after accepting GOP money.
Does a candidate's use of a song you like (or dislike) affect your overall impression of the candidate? Why?

Question 6

Imagine that a writer says that children exposed to puffery in ads grow into teens who are healthily skeptical of advertising claims. Find several print ads aimed at children, and identify what you think might be puffery in these ads. Select one ad you think children would be influenced by and rewrite the ad without the puffery.

Question 7

Choose one of the following products and outline a possible media schedule for advertising.
a. toy
b. line of bathing suits
c. line of candles

Question 8

What is the role of an advertising agency?

Question 9

In an effort to target the youngest of consumers, some firms have begun to advertise tiny mobile phones sized to fit the hands of children. The MO1, developed by toy firm Imaginarium and the Spanish communications firm Telefonica, is designed specifically for the younger set-it's a real cell phone, not a toy. In Europe, where the phone is marketed, some parents and consumer groups are objecting to the marketing of the product, noting that long-term health effects of cell phone use are unknown, and young children are quickly impressed by advertising. "The mobile telephone industry is acting like the tobacco industry by designing products that addict the very young," argues one environmental advocacy group for children. 57
What steps might Imaginarium and Telefonica take to develop good public relations and generate positive publicity surrounding their product?

Question 10

How can firms use marketing public relations (MPR) to their advantage?

Question 11

Super Bowl advertising. Visit the Web sites listed here. How many different organizations ran ads during the most recent Super Bowl? Which organizations have run the most ads in Super Bowls? During the most recent Super Bowl, which ads were the highest rated? The lowest rated? How much has the cost of a 30-second Super Bowl ad changed since the first game was played?
http://www.superbowl-commercials.org
http://www.cbssports.com/video/player/superbowlcommercials

Question 12

Describe the ways in which marketers assess promotional effectiveness.

Question 13

According to Advertising Age, some of the top advertising campaigns of all time include Nike's "Just do it" (1988), McDonald's "You deserve a break today" (1971), and Burger King's "Have it your way" (1973). 56 With a classmate, choose an ad campaign you think is effective-based on its slogan, images, storyline, or whatever strikes you. Present the ad and your evaluation of it to the class.

Question 14

What is puffery? Where does it cross the line from ethical to unethical?

Question 15

Describe each of the four major advertising strategies.

Question 16

Select two different advertisers' television or print ads for the same product category (cars or soft drinks, for instance) and decide what emotion each appeals to. Which ad is more effective and why?

Question 17

Not-for-profit advertising. Review the material in the chapter on creating an advertisement and then go to the Web site listed here. It outlines the basic steps involved in creating an advertisement for a not-for-profit organization. Review the material and prepare a brief report comparing and contrasting the process of creating an advertisement for a for-profit and a not-for-profit organization.
http://marketing.about.com/cs/nonprofitmrktg/a/8stepnonprofit.htm

Question 18

With a classmate, create your own plan for cross- promoting two products you think would be good candidates for cross-promotion.

Question 19

Identify and define the two broad categories of advertising. Give an example of each.

Question 20

Identify the different types of emotional appeals in advertising. What are the benefits and pitfalls of each?

Question 21

Politicians and " Their " Music
As political advertising becomes increasingly big business, the branding that accompanies a campaign has come to rely heavily on music. This is not surprising, according to neuroscientists, whose research on the brain reveals that music has the power to infuse itself into our nervous system, triggering feelings and responses and, hence, our behavior.
While the earliest political marketers may not have known the scientific benefits of music, they recognized that music has power. Presidential candidate Franklin D. Roosevelt used the song "Happy Days Are Here Again" during his 1932 campaign, when America was caught in the grip of the Great Depression and the nation's mood was desperate. The song's message enabled voters to envision a better day on the horizon and transfer that emotional response to their feelings about the candidate. After Roosevelt won the election, he reinforced the song's message in his inaugural address with the famous words, "The only thing we have to fear is fear itself."
Years after his presidency, strains of Fleetwood Mac's "Don't Stop" still conjure up memories of Bill Clinton's 1992 campaign. Pairing a candidate with a wildly popular song-sparked fervor among followers. However, when it came to a campaign song choice for Hillary Clinton's run for president, she picked a less wellknown song by Celine Dion called, "You and I." The song lyrics were criticized for being about "dreams" instead of her opponent's song lyrics about having "plans."
The use of music in political campaigns can have its pitfalls. Consider the glitch during Ronald Reagan's 1984 presidential run, when the Bruce Springsteen hit "Born in the USA" was selected as a campaign theme. Had Reagan or his handlers listened to the lyrics first, they would have recognized them not as the words of a patriotic song but the bitter memoir of a Vietnam veteran.
Of course, part of the issue stems from the unauthorized use of artists' copyrighted work. But that, apparently, is not all: musicians work hard to build their brand, and many are offended by the idea of a candidate they don't support glomming on to that brand. For example, the rock duo Heart was reportedly irritated when vice presidential candidate Sarah Palin used their 1970s hit "Barracuda" as her theme song, playing offa nickname from her high-school basketball days. As it turned out, however, the Republican National Committee had purchased the rights to the song.
Rand Paul, a candidate for the U.S. Senate from Kentucky, recently heard from the attorney for Canadian rockers Rush after Paul co-opted their music for his Web ads, a fund-raising video, and public appearances. Talking Heads co-founder David Byrne sued then Florida governor Charlie Crist for using "Road to Nowhere" in his campaign advertising for a Senate seat. In a letter posted on his Web site, Byrne claimed that while he licenses his work for dance companies and student filmmakers, he has never permitted its use in advertising. Rock guitarist Steve Miller got riled up when Crist's opponent, Mark Rubio, used the Steve Miller Band tune "Take the Money and Run" to underscore Crist's move from Republican to independent after accepting GOP money.
How does the use of music in a political campaign play a role in establishing a candidate's brand?

Question 22

Do outdoor ads and pop-up ads have any characteristics in common? What are they?

Question 23

What are some of the benefits and drawbacks of using celebrity testimonials in advertising? Identify an ad you believe makes effective use of a celebrity's endorsement, and explain why.

Question 24

Access the Internet and surf around to some sites that interest you. How many banner ads or pop-ups do you see? Do you like to view these ads, or do you find them intrusive? Which are most appealing?

Question 25

In an effort to target the youngest of consumers, some firms have begun to advertise tiny mobile phones sized to fit the hands of children. The MO1, developed by toy firm Imaginarium and the Spanish communications firm Telefonica, is designed specifically for the younger set-it's a real cell phone, not a toy. In Europe, where the phone is marketed, some parents and consumer groups are objecting to the marketing of the product, noting that long-term health effects of cell phone use are unknown, and young children are quickly impressed by advertising. "The mobile telephone industry is acting like the tobacco industry by designing products that addict the very young," argues one environmental advocacy group for children. 57
Do you believe that Imaginarium and Telefonica are acting in an ethical manner? Why or why not? Be sure to use concepts from this chapter to build your argument.

Question 26

How are interactive ads different from traditional ads? How are they similar?

Question 27

Future of newspaper advertising. Using a news source, such as Google news (http://news.google.com) or Yahoo! news (http://news.yahoo.com), research the current status of newspaper advertising. How much has ad revenue declined in recent years? Do you agree or disagree that the future of newspaper advertising lies online?

Question 28

Think back to any good or bad publicity you have heard about a company or its products recently. If it was good publicity, how was it generated and what media were used? If it was bad publicity, where did you find out about it and how did the firm try to control or eliminate the situation?