MK230: Unit 9 - Assignment & Quiz

Assignment Question:

In Unit 9, we will be completing our studies of an Integrated Marketing Communications program. For your homework assignment in Unit 9, you will complete a course in SkillPort called "Promoting Your Brand to Consumers." This course is designed to help you understand how to implement strategies to conceive, build, and execute a successful integrated marketing communication program for your organization's brand identity. You will have until the end of Unit 9 to complete this course. Once finished, complete a memo describing your experience with the course. A template is located in the Assignment Files link of this Unit. Answer all of the questions from the template in your memo. Submit this memo as your assignment.

To access this course go to the GEN SkillPort tab.  Click in the User ID box and enter your user name.  Your user name will be the same as your GEN e-mail name.  For most students it will be firstname.lastname (ex: jane.doe).  Your password is student.  Then press enter.  In the search box type in the name of the course.  Click on the title to access the content.

Complete the "Promoting Your Brand to Consumers" course in SkillPort. Then create your completion memo. 


Assignment Answer:

Quiz:

10/25

MK230: Unit 9 - Assigned Reading & Discussion Question

Assignment Reading:

Read Chapters 21 and 22

Advertising and Promotion by Belch and Belch

Discussion Question:

What is the role of ethics in advertising and promotion? How do ethical considerations differ from legal considerations in developing an integrated marketing communications program?

Discusion Answer:
The role of ethics in advertising and promotion is making the decision regarding appropriate and responsible actions on the basis of moral consideration than legal or within guidelines. Ethical considerations differ from legal considerations when developing an integrated marketing communications program by being a responsible company and being cautious to the needs and cultures of your consumers in addition to the legal requirements of your business.

MK230: Unit 8 - Assignment & Quiz

Assignment Question:


Pick 2 ads to write about, one that is effective, one you feel is not. These ads can be whatever media you would like; however, be sure they are the same media. For example, compare 2 print ads, not 1 TV ad and 1 print ad. Answer these questions as the ADVERTISING OR MARKETING MANAGER for the companies and products advertised, as if it was your budget being spent and your company's objectives to grow awareness and sales.

1. What are the names of the companies and products that were being promoted? Include a short description of the ads.
2. Who is the target market? (Chapter 2)
3. What types of appeals were used? (Chapter 9)
4. What type of advertising execution was used? (Chapter 9)
5. How effective do you feel the ad is? (Chapter 19)
6. Would you, as the Advertising/Marketing Manager approve this ad campaign? Why or why not?

Assignment Answer:

Links:
Action Plumbing: ActionToThe Rescue.com
TITAN: TitanAir.net


Quiz:
7.5/25 points

MK230: Unit 8 - Reading & Discussion Question

Assigned Reading:

Read Chapters 19 & 20 (Page 620-689)
Advertising And Promotion by Belch and Belch

Discusion Question:
What examples of advertising and promotion have you seen recently that have been done by companies outside the U.S.? Did they do a good job of communicating with an American audience? If they did, what was good about it (using what we've learned in this class)? If not, how did it fail? 
NOTE: The focus is on examples of companies from outside of the US as they advertise in the US. It is not about US companies advertising overseas.


Discussion Answer:
FIAT, an Italian brand, recently became a US brand through a contract. Before then, FIAT was known worldwide as a small sporty car. For the launch of this contract, they have updated the design of their cars and their logo as well. To communicate with an American audience through social media and a playful website. They are communicating well through Facebook and YouTube. Building the excitement through showing events and news in those venues.

MK230: Unit 7 - Assignment & Quiz

Assignment Question:

Chapter #17:

Page #588

Question #2 Question:

The chapter discusses the lack of coordination that often exists between marketing and public relations departments. Discuss some if the reasons this might occur. What can be done to reduce this conflict to achieve greater coordination?

Question # 7 Question:

The chapter discusses the increasing use of advocacy advertising and issue advertising. Explain what these advertising forms are, and why there has been such an increase in their use by profit and nonprofit organizations.

Chapter #18:

Page #610

Question #6 Question:

Describe what is meant by Relationship Marketing. Explain the reasons why it is so important for companies to engage in this practice.

Assignment Answer:

Chapter #17:

Question #2 Answer:

Some reasons that a lack of coordination that often exists between marketing and public relation departments are because either can be the dominant function, they have a lot of overlapping roles  and they may have different agenda because they are separate entities.

Question # 7 Answer:

Advocacy Advertising is concerned with propagating ideas and elucidating controversial social issues of public importance in a manner that supports the interests of the sponsor. While Issue Advertising may have no affiliation with a corporate or trade sponsor, they may be sponsored by an organization to bring attention to what they consider to be an important issue. There has been an increase in their use by profit and nonprofit organizations because these organization want to show their customers that they enjoying giving back to their communities and associating themselves with these issues and organizations are a way to do that.

Chapter #18:

Question #6 Answer:

Relationship Marketing is described as “an organization’s effort to develop a longterm, cost-effective link with individual customers for mutual benefit.” The reasons why it is so important for companies to engage in this practice are developing trust between the company and customer, using the consumers information to estimate profitability at the account level, and developing non traditional strategies to reach similar demographics.

Quiz:

Score: 15/25

MK230: Unit 7 - Reading & Discussion Question

Assigned Reading:

Chapter 17 & 18

Pages 558-611

Discussion Question:

Organizations are becoming increasingly concerned about dishonesty within their sales organizations. Describe some of the ways that sales people may engage in dishonest activities. What can managers do to avoid such problems?

Discussion Answer:

Some of the ways that sales people may engage in dishonest activities are providing an inconsistent message to clients that may go against a particular marketing strategy or strategies but benefits the salesperson, as well as bribing or exchanging gifts for the clients business.

Managers can avoid such problems by providing consistent training and training materials that consistently reenforce the companies goals and strategies, as well as following up with the sales person's clients to see if the message has been forwarded to them correctly.

MK230: Unit 6 - Discussion Question A & B

Discussion Question A:

Find an example of what you feel is a guerilla marketing effort being used by marketers. Explain the objectives you believe are being sought through the use of these techniques, who they are targeting, and whether you feel they will be effective. Discuss the ethics of the stealth technique being used by the marketer.

Discussion Answer A:

While researching to answer this question, I found numerous examples if the same concept. The basic concept is using the crosswalk lines as part of their product (McDonald's, as fries) or a result of using the product (Mr. Clean, a "clean" crosswalk). The objectives that these marketers are trying to achieve is to capture their customers in their everyday days and make them think twice about their products and purchase them. These particular products has a general   customer base to target because they are everyday products. The McDonald's example is slightly less effective, than the Mr. Clean because the is just cute and Mr. Clean shows a "cleaned" product. I don't think ethics are an issue here because there is nothing offense about the products. Although, there might be a traffic safety issue.

Discussion Question B:

Chapter 16 discusses how sales promotion can be used to contribute to the development or maintenance of brand equity by developing a promotional offer that is consistent with the image or positioning of a product or service. Find an example of a contest, sweepstakes or premium offer that a marketer is currently running and analyze the promotion with respect to how it contributes to brand equity. You can find examples of contests, sweepstakes or premium offers in magazine ads, free standing inserts (FSIs) in the Sunday newspaper, or on the Internet. What image or positioning is the marketer using for the brand? How does the promotional offer support the advertising campaign being used for the brand?

Discussion Answer B:

Every year McDonald's, about this time of year (if I'm not mistaken) conducts their MONOPOLY sweepstakes giving away prizes, cash, and food. The game pieces are on the package of many of their meals and drinks. The larger prizes are provided by an array of companies (cars, recreational vehicles, etc.) but the majority of the prizes are food provided by that location. The marketer is creating the excitement to come eat at McDonald's with the possibility being awarded an amazing prize. The promotion supports the McDonald's brand by being fun, exciting and something that part of your lifestyle already.

MK230: Unit 5 - Assignment

Assignment Questions:

Click on the Assignment Files link and download the file which contains a case study on the California Cheese marketing campaign. (The file is also available from the text's web site under Case Studies.) Read the case and answer Discussion Questions 1-4 at the end of the case. Complete your work in a Word file. 

California Milk Advisory Board Case

1. Analyze the “Happy Cows” campaign that was developed for the California Milk Advisory Board to promote Real California Cheese from an integrated marketing communications perspective.  Why do you think the campaign has been so successful? 
2. What was the role and importance of the Real California Cheese certification mark in implementing the positioning and IMC program elements?  How and where was it implemented?  Do you think it made a difference to the program?
3. What was the role of advertising in establishing the Real California Cheese brand personality?  What were the constraints the advertising agency had to work around in developing the campaign?  How would you describe the personality that was created?  What are the pros and cons of the advertising approach?  Can the campaign be continued indefinitely?  If not, how might it be changed or adapted going forward?
4. What role did consumer promotion play in generating trial and awareness of Real California Cheese?  Which tactics were used?  Which were most effective and why?  How did the consumer promotion tactics reinforce or supplement other marketing elements such as advertising, trade promotion, or public relations?

Assignment Answer:

1. After analyzing the "Happy Cows" campaign, that was developed for the California Milk Advisory board to promote Real California Cheese, I feel the campaign has been so successful is because they found a way to connect with customer base by creating character (the cows) that everyone can relate to. Another reason, is that is was advertised nationally as opposed t just California, which gave the campaign a larger audience.
2. The role and importance of the Real California Cheese certification mark in implementing the positioning and IMC program elements is that the mark  assures them that consumers that the cheese they are purchasing is natural and is made in California, exclusively from California milk. The seamark was placed just about everywhere including assortedcheese packages,coupons and point-of-sale materials and even on restaurant menus and table tents.  I believe the use of certification mark made a difference and was successful in the campaign because it showed the depth of the use of the product and sales where increased on numerous levels.
3. The role of advertising in establishing the Real California Cheese brand personality was to show everyone the product was a natural product, coming from health cows and provided them in in a quality manner. I would describe the personality created as a take on the beauty pageant circuit with stage moms and stereotypes of selected areas of the country like Minnesota and Texas. Pros of this advertising approach are the characters are relatable because they are based on people, quotable lines and very funny. Cons are the potential to offend the group of people you are making fun of and possible lack of interest. I don't believe this campaign could be carried on indefinitely, the humor would lose its welcome the second time around. The ways that the campaign could be updated would put the characters into situations that are more current like a gameshow similar to The Amazing Race or have them audition for cow remakes of classic Hollywood films.
4. The role consumer promotion played in generating trial awareness of Real California Cheese was to generate 
   trial and repeat purchase for all cheeses bearing the RCC Seal. The tactics used to accomplish this were including cross promotions inside stores the would utilize instant redeemable coupons, product samples and self liquidating premium offers. The most effective promotion was cross promoting with other products that are compatible with cheese such as breads, crackers, pizza and tortillas. The cross promotion increased awareness of the other products that use or compliment the product and is visivle where it might now usually be.

Link: 
Real California Cheese


Video:

MK230: Unit 5 - Discussion Question

Discussion Question:

Preview the advertising podcasts link in Unit 5. After listening to an advertising podcast, post a summary of the key points you learned from the podcast. Explain why you feel it is an important concept for advertisers and marketers. Be sure to identify the podcast you watched heard.

The Advertising Show

Discussion Answer:

I chose to listen to The Advertising Show, where they covered alot of topics but the part that interested me was the middle section of the program where they weren't doing an entertainment program. 

In the middle section discussed the current status and future of online video streaming. The discussion started with the 60% price increase with Netflix. Then evolved into a conversation about Hulu being for sale. They wrapped up the conversation, looking forward with Amazon, Apple, Google and Walmart's entering into the market as well.


It is important for advertisers to be aware of the status of this type of market because most of the service have advertising as a major part of the service, especially Hulu.

Links:

• Amazon Instant Video
• Apple iTunes & AppleTV
• Hulu
• Netflix
• Walmart Vudu

MK230: Unit 4 - Discussion Question

Discussion Question:

What is an ad that you have seen that had high reach? An ad with high frequency? An ad with both? Which influences you more - a high reach ad or a high frequency ad? Why?

Discussion Answer:

An ad that I have seen that has high reach is for semi truck awareness. It is prominently displayed in a major section along our major freeway I-15 and contains a shocking graphic of a semi hitting a car from behind. What makes the ad so spectacular is that it is done in three dimensions and kinda graphic (I will try to get a picture for everyone to check out). The only ads that I can really think of that have a high frequency are the GEICO Insurance ads. I am always either hearing them on the radio and online or seeing them on television. I even see them from time to time on billboards. Some are ok, but most tend to annoy me. Of the two types of ads, I would have to say that the high reach ads have more influence on me because if I see or hear things too much I tend to block them out.


GEICO Ad: ...Annoying.

MK230: Unit 3 - Assignment

MK230 - Unit3: "Chicken of Sea" Case Study

Case Study Discussion Questions

1. Discuss the consumer decision making process for a product such as canned/packaged tuna and the response hierarchy model this is most likely to be applicable in the purchase of this product. 
2. Discuss the role integrated marketing communications plays in the marketing of canned/packaged tuna for a company such as Chicken of the Sea International. How might the company use the various IMC tools as part of its marketing program?
3. Discuss how Chicken of the Sea’s marketing personnel and advertising agency might evaluate the appropriateness of using Jessica Simpson as a spokesperson for the company and whether she is a good fit for the brand. 
4. Discuss the pros and cons of Chicken of the Sea International hiring Jessica Simpson as a spokesperson for the company.  Can the company afford to hire her and spend the money on TV advertising to use her effectively?
5. What would you do if you were Don George?  Would you recommend that the company hire Simpson as a spokesperson? Why or why not?

Case Study Discussion Answers

1. The consumers making process for a product such as canned/packaged tuna varies depending on previous exposure such as eating it as a child and growing up using it (regular use) or being introduced to via a commercial or ad and the consumer trying it out (trial). The response hierarchy model that is most likely to be applicable in the purchase of this product is the Innovation-Adoption Model. That model starts with awareness and proceeds into interest / evaluation, then trail and adoption.
2. After taking a look at the "Chicken Of The Sea" website, I see that they use numerous Integrated Marketing Communications. They have commercials on their YouTube channel, updates of all sorts on their twitter and a avatar creator on their website to Mer-Yourself. Each of these opinions covers a specific demographic and I believe create a great marketing strategy.
3. The marketing personnel and advertising agency might consider if attracting a younger crowd by using Jessica Simpson as a spokesperson would scare away older long-turn consumers. They might also consider how it will attract more of a male audience to their product.
4. Some "pros" of using Jessica Simpson as spokesperson are exposure to a younger demographic, at the time she was topical and because of her comments, she is linked to the product. Some cons are the older demographic will not be accepting of her, as well as her fame might run out  during the contracted time. I believe the company could afford to take the risk and spend the money effectively.
5. If were Don George I would recommend hiring Jessica Simpson because she was a very popular celebrity at the time and they already had a built in connect to her, I believe it would have be unwise not to bring her in to be a representative of the company.

Links: "Chicken Of The Sea"

Website / Facebook / Twitter / YouTube

MK230: Unit 1 - Assignment

Chapter 1, Question #10

Why is it important for those who work in marketing to understand and appreciate all the various integrated marketing communication tools and  how they can be used?

It is important for those who work in marketing to understand and appreciate all the various integrated marketing communication tools because the tools are an avenue to send a consistent message about the company and/or it’s brands to customers are become less responsive to traditional advertising.

Chapter 2, Question #9

A number of companies have tried to reposition themselves in the marketplace. Some have been successful: other have not. Cite examples of both. What are the factors that you think led to their success or failure?

Apple is an amazing example of a business who repositioned themselves very strong after some downfall. The factors that I think led them to their success are strong products, relatable advertising and clean yet classic product and store design. Although PEPSI is the second largest soft drink company they lack the long  running success that Coca-Cola had when it comes to branding. They are constantly changing focus and updating their logo. The factors that led them to their (perceived) failure, (at least in my eyes) is the lack of a consistent feel for their brand. Coca has the contoured bottle and their basically unchanged logo as icons of their company.

Chapter 2, Question #10 

Companies price their products at different levels. Some are positioned as “price” products while others take on a position of “Luxury goods.” Describe how the price positioning of a product or brand leads to different strategies for each of the other marketing variables of product, distribution, and promotion.

Price positioning leads to different strategies for products by using their high quality showing the consumers specific characters or benefits offered ad comparing them to competitors and how their products are superior. Price positioning leads to different strategies for distribution because a product developed in another country generally is priced to cover the import  costs. Price positioning leads to different strategies for promotions by giving the producers of the products the ability to reduce the cost for a sale or combining prices with other products to make package deals.

MK230: Unit 2 - Discussion Question

Discussion Question:

Describe two ads that used celebrity endorsers, one in which the celebrity was a source bolster to you and one in which the celebrity was a source derogation. Explain why they were a source bolster and a source derogation to you. How does the appearance of the celebrity in this ad impact your purchase decision towards this product? Would you buy it or not? Why?

Discussion Answer:
When I first read this discussion question,  I immediately knew which ads exactly to explore that use celebrity endorsers. The ad that came to mind that with a celebrity source bolster is the Feeding America ads featuring Matt Damon as well as others. These ads feature these celebrities acting as everyday people who come into the need for a food bank or other services, with the ad ending in asking you to "find your role" in volunteering with Feeding America. Matt Damon is a well respected actor and people relate with him because he is done to earth and feels like an old friend. On the opposite end of the spectrum, the ad that came to mind featuring a celebrity as the source derogation is the Carl's Jr ad featuring Paris Hilton washing a car in a provocative manner followed by eating a burger. The ad played upon her limited abilities and featured he perceived best quality, her body. The appearance of celebrities in ads rarely impact my decision to purchase a product, I generally refer to reviews and word of mouth. The appearances do make the ads memorable and in the long run may inspire a later purchase.

MK230: Unit 1 - Discussion Questions A-C

Discussion Question A:

Introduce yourself and tell the class a little about your background, your level of experience with distance education, and your level of expertise with advertising and promotion. You can find my background information in the Meet Your Instructor section of the course room. Share with the class one of your favorite advertising or promotional campaigns.

Discussion Answer A:

My name is Dylan John Mazziotti, I am a Utah based freelance Graphic Designer & Artist. I have founded my own freelance firm called Lennon Design in 2009. I have been interning at a local radio station (x96), working on small design projects since May of 2010. 

As for previous experience that I have had with "distance education," I had a few classes at my previous school (Eagle Gate College) where I earned two associate degrees. Then, 2 of my 3 classes last term were online.

Apple's Mac vs. PC advertising campaign is one of my favorite campaigns. What I enjoyed about the commercial is the way that Apple used comedy to show how Apple products are better than Microsoft's. I also commend them for even poking fun at themselves. I was deeply saddened when the campaign was discontinued.

Discussion Question B:

Why is it important to develop promotion and advertising for a product? What part does advertising and promotion play in Integrated Marketing Communications (IMC)? Briefly describe a promotional and advertising campaign that you have recently seen or heard. Was it a success or a failure? Why?

Discussion Answer B:
It is important to develop promotion and advertising for a product because the consumers need to know the service the product provides or the solution the product solves. The consumers also need to know the importance the product will serve in their way of life.
The parts advertising and promotion plays in Integrated Marketing Communications (IMC) are the content for all the forms of communications via Facebook or Twitter, as well as television, radio and/or print.
The recent campaign that comes to mind the that uses IMC is Old Spice campaign. The campaign started as a television commercial, with an amazing response and media coverage. Old Spice then took advantage of their YouTube channel to do spinoffs. They also sell t-shirts and other products through their website.

Old Spice Links:
Facebook
Twitter
YouTube

Discussion Question C:

Many industries are finding that consumers are turning away from using middlemen and doing more things for themselves. For example, prospective home buyers can use the Internet to view listings and find a home without using a real estate broker. Investors are making their own choices using services such as E Trade. What do you think of the future of advertising agencies? Will companies turn more towards producing their own ads? (Don’t think just in terms of TV, either. Ads come in a variety of media – TV, Radio, Print, Internet). Will their own marketing departments take on the role of the advertising agency or are agencies here to stay? Support your position.

Discussion Answer C:
There are arguments to support both sides of this argument out there. But, I think the future of advertising agencies are safe because not every business out there will be able to develop these departments. Some don't have the budget, space or know-how to do an effective job. With Facebook and Twitter is very possible for companies to produce some of their campaigns on their own. Overall though, larger scaled promotions will need outside agencies to provide high quality work. I believe agencies are here to say!

MK230: Advertising & Promotion (Syllabus)

COURSE DESCRIPTION AND PREREQUISITE:

Prerequisite: MK205. 

This course introduces advertising and promotion management, emphasizing the role of advertising and promotion in an organization's marketing and communications. Topics include regulatory, social and economic aspects of advertising.

TEXT/SUPPLIES:

Advertising and Promotion

Belch, 8e, McGraw-Hill, 2008

ISBN: 9780073381091


OBJECTIVES:

Upon completion of this course you will be able to:

1. Analyze the target audience.
2. Create and effectively apply advertising and promotion objectives to meet organizational goals.
3. Describe the advantage and disadvantages of various media.
4. Develop an integrated marketing communications plan.
5. Identify and analyze the ethical, legal and social issues involved in advertising and promotion.
6. Demonstrate the creative process in developing an advertisement.

Meet Your Instructor: Jon Stanbaugh

I have worked for a number of large corporations the past 15 years. I have taught a variety of business related classes, both residentially and online for over eight years. I have an MBA from Metropolitan State University, in Minneapolis. My undergrad degree is in Marketing. I like you am a student, currently working on my Doctorate at St. Mary's University. I finished my course work in April and completed my comprehensive exam in September. I now need to complete my dissertation. The number listed above is for a voicemail service. If you leave me a message, it will prompt me on email that you have done so. I look forward to working with you this quarter as we learn about advertising and promotion. If you have specific questions during the course, please let me know.