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.

HU121: Unit 6 Discussion Question

Discussion Question:

2001: A Space Odyssey examines the benefits as well as the hazards of technology. This film was groundbreaking in its day; many films with a similar theme have followed it, including Star Wars (think of the Death Star), The Terminator films, and I, Robot. How do you feel about the current advances in technology, specifically in robotics and computers? Do you see these advancements as completely beneficial or not? Why?

Discussion Answer:

When considering the modern advancements of technology, specifically in robotics and computers, it is very exciting and frightening at the same time. Exciting because the advancement in medicine, crime investigation and mobile technology are extremely beneficial to the world by saving lives, solving crimes and improving communication. Frightening, because we could create something that would work so well that it would eliminate jobs or even worse a weapon that would destroy are planet. Most advancements benefit society, but occasionally we create something that destroys us.

MK230: Unit 6 - Assignment

Assignment Questions:
In Unit 6, part of our focus is on the Internet & Interactive Media. 

For your homework assignment, you will select a product from the list below and then identify an interactive promotional tool for this product, such as a podcast, blog, etc. You will then put together a PowerPoint presentation (minimum 8 slides) explaining what media tool you would use for this product and why you chose it. Be sure to explain what you hope to accomplish with this promotional idea (your objectives/goals). Present your work as if you were trying to get an Executive Board to adopt the idea. 

Once your presentation is complete, you have two options. You can:

1. Record your presentation using Elluminate (click on the Communication link in the gray box on the left to access this program) and include/send me the link to your presentation.Your slides should contain key bullet point information and the narration should expound on these bullet points. Do not just repeat the bullet points in the narration. NOTE: If you wish to use this option, please let me know so that I can create a session for you. or...
2. Write a reflection paper (minimum 1 page) explaining the concepts behind your presentation. Include narration for each slide in the notes portion of your PowerPoint. Your slides should contain key bullet point information and the narration should expound on these bullet points. Do not just repeat the bullet points in the narration.Here are the products to choose from:

Here are the products to choose from:

• A brand new model of mini-van
• A small "mom-and-pop" retail store 
• A bed and breakfast in a rural area
• A digital camera

Submit your work in a PowerPoint and/or Word file.

ADDITIONAL TIPS:
Your PowerPoint should have a title slide, an introduction/agenda for your presentation and a conclusion/summary for your presentation.  Use 3-5 bullet points per slide, if you are using bullet points. Do not write complete sentences. These just crowd your slide with words. The additional explanation should be in the Notes/narrative part of your presentation. If you chose to write the reflection paper, be sure you discuss the rationale behind your selection of the interactive media tool. The paper should not be a script for your presentation. Think in terms of all the concepts we've learned in our class thus far - target markets, reach, frequency, creative execution, advertising appeal, brand image and so on.

Assignment Answer:

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.

Assignment Questions:

Critical Thinking Questions (300 to 400 words): Rear Window. Submit your assignment using the link above (due on Sunday of this unit; 20 points).

1. Discuss the sound design in the film. How did the score create mood? Give examples of scenes and explain how the mood would have changed with a different score.
2. Discuss the pacing of this film. How does the pacing create tension? Give examples.
3. Hitchcock often uses a plot device called a "macguffin." Was there a macguffin in this film? What is a macguffin? Explain this in your own words. (A macguffin is defined in our text on pg. 34).

Assignment Answers:

1. Hitchcock did something different with Rear Window than what is usually done with most films and uses very little sound. Part of this is due to the distance that Jeff is away from everyone and everything. One of the many times the "score" created a mood is when the music was being played in another apartment was so beautiful, that distracted Lisa while she was in Thornwell's apartment looking around for clues to the murder. With a different and more literal score like the one in The Birds, for example, would have taken all intimacy out of the film.
2. The pacing for Rear Window is very slow, but done very literally because he tension is created by slowly giving us hints and clues to everyone's story but not giving full details until the end when everyone is revealed and our imagination has been through all the scenerios. For example, there are clues about Thornwell killing his wife but we aren't sure until he is attacked by Jeff so it doesn't get out.
3. Hitchcock's macguffin for this film was Mrs. Thornwell's wife's wedding ring is  because she wouldn't take it off for any reason and is the first major clue the to surface and needs to be given to police for them to investigate the crime further. A macguffin is an object in a film the drives the action. For example, in Back To The Future, part II, the sports almanac Marty puchases (in the future) is the macguffin because all action is to recover it from Biff (in the past) before he uses it.

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:

HU121: Unit 5 Discussion Question

Discussion Question:

Select one scene or sequence from Rear Window and discuss how Hitchcock used mise-en-scene to create suspense in that scene or sequence. Describe the scene. How was it framed? Where were the characters placed in relation to the camera and to each other? Was it open or closed framed? Was there music or other sound effects? How did all these elements come together to create suspense (or humor, or fear, or sadness, etc)?

Discussion Answer:

The scene that instantly came my mind after reading from Rear Window for this discussion question was when Lisa and Stella are hunting around the courtyard garden and the Thornwell apartment for any evidence of Mrs. Hanna Thornwell. Lisa has enters into the Thornwell apartment through the window, after having no luck searching elsewhere with Stella and begins searching there. A closed frame shot is used, taken from afar, as if it was from Jeffs point of view. Their are no sounds effects in the scene and just the soft music being played the band in another apartment. As the suspense builds so does the music. Together all these elements heightened the anxiety being experienced by Jeff and Stella, who are watching from afar, as well as the fear being experienced by Lisa.