advertising and promotional communications

advertising and promotional communications

1. Establishing objectives for advertising and promotional communications with consumers is important for a variety of reasons. Please demonstrate your understanding of course content by responding to the following: (a) discuss why objectives are important, (b) come up with five examples of different types of advertising or promotional objectives (e.g. sales objective, communication objective…), and (c) describe how the effectiveness of each type you identified could be measured. (20 points)

2. Advertisers often use celebrities as their spokes person to enhance their brand image. Find a celebrity who is currently appearing in an ad for a particular company or brand and use McCracken’s meaning transfer model to analyze the use of this individual as a spokesperson. Avoid examples presented in the textbook, case and throughout class discussion (20 points) Can’t use because in the book: Tiger Woods and Nike, Kobe Bryant, LeBron James, Kelly Ripa, Bill Cosby, Yao Ming, Micheal Jordan, Tom Brady, Payton Manning, Kate Moss, Paula Deen, Lance Armstrong, Sofia Vergara,

3. Many companies have recently made an effort to “reposition” their brand using their promotional strategies. Some have succeeded; some had to suffer greater criticism after the repositioning. Cite one case where the company has successfully repositioned their brand in recent years and one case where the company’s repositioning effort did not meet the expectation. Provide (1) detailed information on their repositioning strategies (2) how consumers responded and (3) the factors that determined the success or failure of each company. Avoid examples presented in the textbook (30 points) Can’t use companies because in the book: Gatorade, Frosted Flakes, Volkswagen, Axe shower gel, American Appeal, JCPenney, Gap

4. What is meant by “global market segment”? Provide an example of a company that has identified a global market segment and advertises its product or service that same way around the world to this market. Discuss (1) who their global market segment are (2) how they determined their global market segment based on different segmentation strategies and (3) how their advertising campaign suits the defined global market segment. Avoid examples presented in the textbook (30 points)
Can’t use because companies in book: McDonalds, Coca-Cola, BMW, Facebook, Mike NiNTENDO Wii, H&M retailer, Nescafe, Asics sports wear, HTC mobile phone company
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