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Integrated Advertising, Promotion, and Marketing Communications

Kenneth E. Clow, Donald E. Baack

Chapter 5

Advertising Campaign Management - all with Video Answers

Educators

Chapter Questions

Problem 1

Define advertising campaign management.

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Problem 2

What are the six stages of the hierarchy of effects model? Do they always occur in that order? Why or why not?

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Problem 3

Distinguish between cognitive, affective, and conative advertisements. What are each useful in achieving?

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00:33

Problem 4

What is meant by the Means-End Conceptualization of Components for Advertising Strategy (MECCAS) model?

Kaylee Mcclellan
Kaylee Mcclellan
Numerade Educator

Problem 5

Why are visual elements in advertisement important? What is the relationship between visual and verbal elements? Can there be one without the other?

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Problem 6

Outline the range of visual images.

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Problem 7

Why do business-to-business ads tend to be verbal or written?

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Problem 8

Why do communication goals differ at various stages of the buying process?

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Problem 9

What are the advantages of using in-house advertising resources that make it suitable for those involved in the process?

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Problem 10

How do you build brand loyalty?

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Problem 11

What is crowdsourcing? What are its advantages and disadvantages?

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Problem 12

What steps should be taken in selecting an advertising agency?

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Problem 13

What evaluation criteria should be used in selecting an advertising agency?

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01:03

Problem 14

What is a creative pitch?

Narayan Hari
Narayan Hari
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Problem 15

Describe the various roles within an advertising agency.

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03:45

Problem 16

What advertising campaign parameters were described in this chapter?

Jennifer Stoner
Jennifer Stoner
Numerade Educator

Problem 17

Describe the terms top of mind brand and top choice.

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03:23

Problem 18

What is a tagline, and what role does a tagline play in an advertisement?

Akash M
Akash M
Numerade Educator
02:12

Problem 19

Explain how variability theory can be used to create consistency in an advertising campaign.

Prashant Bana
Prashant Bana
Numerade Educator
00:13

Problem 20

What elements are included in a creative brief?

Ahmed Shalaby
Ahmed Shalaby
Numerade Educator
03:45

Problem 21

Select two of the print ads in this chapter. Identify the part of the hierarchy of effects model the advertisement targets. Explain why. In terms of attitude formation, which sequence is being used? Justify your answer. Discuss the relationship of the visual and verbal elements in the ad. Which is prominent?

Jennifer Stoner
Jennifer Stoner
Numerade Educator
02:11

Problem 22

Pick one of the following brands. Develop a means-ends chain similar to the two that are shown in this chapter.
a. Singapore's BreadTalk Group (www.breadtalk .com)
b. South Africa's First National Bank (www.fnb .co.za)
c. Dubai's Orton Middle East (www.ortonmiddleeast .com)
d. Finland's Veen (www.veenwaters.com)

Nick Johnson
Nick Johnson
Numerade Educator
03:45

Problem 23

Explain means-end theory and why it is important in advertising design. Pick two ads in this textbook, other than the milk and ReRez ones used to explain meansend theory. Identify the attribute(s) featured in the two ads and the benefits derived from those attributes. Construct a means-end chain for one of the ads. (Be sure to provide the page number of the two ads you selected).

Jennifer Stoner
Jennifer Stoner
Numerade Educator

Problem 24

Think about recent advertisements you have seen or watched. Explain each of the concepts listed below, then give an example of an advertisement you believe illustrates the concept. Explain why you believe the ad fits the category.
$\bullet$ Threshold effects
$\bullet$ Diminishing returns
$\bullet$ Carryover effects
$\bullet$ Wear-out effects
$\bullet$ Visual Esperanto

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Problem 25

What is it that personally appeals to you in an advertisement? What attracts and maintains your attention? Ultimately, does the advertisement work as far as the business is concerned? Are you influenced enough to base a purchasing decision on the advertisement alone? Does the stimulus change?

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02:36

Problem 26

How do you think you would fit into an advertising agency environment? What aspects of the work best suit your skills and interests?

Stacy Storey
Stacy Storey
Numerade Educator
03:45

Problem 27

Identify and briefly describe the five advertising goals presented in the chapter. Examine each advertisement in this chapter and identify the primary advertising goal you believe is being used for the ad. Justify your choice.

Jennifer Stoner
Jennifer Stoner
Numerade Educator
03:45

Problem 28

Use the information in this chapter to prepare a creative brief for a new Italian-themed restaurant opening in your capital this year. Ensure that you provide information in each of the following categories.
a. Objective
b. Target Audience
c. Message theme
d. Support
e. Constraints

Jennifer Stoner
Jennifer Stoner
Numerade Educator

Problem 29

Making the decision to use an external advertising agency as opposed to an in-house program for advertising or some other aspect of the advertising function can be difficult. Access the American Association of Advertising Agencies website at www.aaaa.org. What type of information is available at this website? How would it benefit companies looking for an advertising agency? Explain your answer. How would it benefit advertising agencies? Explain your answer.

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Problem 30

A number of agencies assist business organizations with integrated marketing communications programs. Whereas some firms try to provide a wide array of services, others are more specialized. Access the following association websites. What type of information is available on each site? How would the information provided be useful in building an IMC program?
a. International Social Marketing Association (www.i-socialmarketing.org)
b. Brand Activation Association (www.bbalink.org)
c. Outdoor Advertising Association of America (www.0aaa.org)
d. Direct Marketing Association (www.the-dma.org)
e. Digital Marketing Association (www.digital marketingassoc.com)

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Problem 31

For an advertising management program to be successful, it is vital that the business understands the media usage habits of consumers and their attitudes toward various media. Investigate possible sources of data covering these habits and attitudes in your own country. Industry or government data may be available, but check the dates and coverage first. What type of information is available at this website, and how could it be used in developing an advertising campaign?

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03:22

Problem 32

The most common forms of advertising contain visual and verbal or written elements. A visual ad places the greatest emphasis on a picture or an optical element to get the message across. A verbal or written ad places more emphasis on the words contained in the message. Visual and verbalelements should work together. If this is achieved, then an advertisement is created that meets the desired stage of the hierarchy-of-effects model or the attribute-benefitpersonal value chosen from a means-end chain. Visual images tend to mean more favorable attitudes toward both the advertisement and the brand. Visuals tend to be more easily remembered than spoken words. They are stored in the brain as both pictures and words. This dual-coding process makes it easier for people to recall the message. For each of the following websites, discuss the balance of visual, verbal and written messages.
a. Australia's Telestra (www.telstra.com.au)
b. Egypt's Talaat Moustafa Group (www.talaat moustafa.com)
c. Brazil's Petrobras (www.petrobras.com)
d. The United Kingdom's British Airways (www .britishairways.com)

KS
Kathleen Snyder
Numerade Educator

Problem 33

You have been asked to select an advertising agency to launch a new consumer brand in mainland China. For operational reasons, you will use a Hong Kong-based agency. Study the websites of the following advertising agencies. Follow the selection steps outlined in the chapter. Narrow the list down to two agencies and justify your decision. Then choose between the two agencies and justify your choice.
a. Adbrownies (www.adbrownies.com)
b. The Gate Worldwide (www.thegateworldwide.com)
c. Alchemy Asia (www.alchemyasia.com)
d. Brand Union (www.brandunion.com)
e. Icicle (www.iciclegroup.com)

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Problem 34

Your $\mathrm{CEO}$ has just attended a marketing symposium in the United States and is very taken with the concept of crowdsourcing your next major advertising campaign. Your brands, a range of cleaning products that are stocked across the region, have a rather old-fashioned image. The brand has changed very little over the past decade, and there is no immediate desire to make radical changes. Your $\mathrm{CEO}$ has tasked you with putting together a crowdsourcing checklist and guidelines necessary to launch a competition to attract television ad entries. Instinct tells you that you will not attract just a handful of proposals but perhaps thousands of ideas. The exciting prospect is to be able to work with new people. The CEO wants the process to be public from the start and to provide an opportunity to extend the brand's visibility beyond the competition and the broadcasting of the winner.

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03:45

Problem 35

Go to the authors' website for this textbook at clowbaack.net/video/ads.html and watch the TV ad for JD Bank. Examine the two JD Bank ads featured in the chapter section "Advertising Campaign Parameters." Discuss how well the TV ad matches the print ads. What do you think is the primary goal of the TV and print ads? Discuss the concept of consistency, variability theory, and positioning as it relates to the TV ad and two print ads.

Jennifer Stoner
Jennifer Stoner
Numerade Educator

Problem 36

Access the authors' blog for this textbook at the URLs provided to complete these exercises. Answer the questions that are posed on the blog.
Oreo Cookies: blogclowbaack.net/2014/05/07/ oreo-cookies-chapter-5

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Problem 37

Access the authors' blog for this textbook at the URLs provided to complete these exercises. Answer the questions that are posed on the blog.
John Deere: blogelowbaack.net/2014/05/07/ john-deere-chapter-4

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Problem 38

Access the authors' blog for this textbook at the URLs provided to complete these exercises. Answer the questions that are posed on the blog.
Advertising Agencies: blogclowbaack.net/2014/ 05/07/advertising-agencies-chapter-5

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Problem 39

As an account executive for an advertising agency, discuss the creative brief in terms of the completeness of the information provided and whether the objective is realistic. What additional information should Porsche provide before a creative can begin working on the account?

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01:57

Problem 40

The media planner for the Porsche account suggests a media plan consisting of cable television, print advertising, internet ads, and network advertising on FamilyGuy, CSI, Monday Night Football, Big Bang Theory, and American Idol. Evaluate this media plan in light of the creative brief's objectives. Can these shows reach the target audience? What information does a creative and the account executive want from the media planner before starting work on actual commercials?

Kaylee Mcclellan
Kaylee Mcclellan
Numerade Educator

Problem 41

Using the information provided in the creative brief, prepare a magazine advertisement. Which magazines might match the target audience? Why?

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05:54

Problem 42

Explain how the hierarchy of effects model would apply to the four main trophy-buying groups.

Ameer Said
Ameer Said
Numerade Educator
01:54

Problem 43

Would threshold effects, diminishing returns, and wearout effects apply to Jake's upcoming advertising program? Explain why or why not.

Daniel Cisneros
Daniel Cisneros
Numerade Educator

Problem 44

Should Jake utilize a local advertising agency or do as much of the work as he could by himself? Defend your response.

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Problem 45

Would the concepts of top of mind and top choice apply to advertising for the second location of Jake's Trophy Shop? If so, how? If not, why not?

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Problem 46

Design two creative briefs. The first should seek the goal of enticing customers in the south end of town to visit the new store, seeking especially to reach business-to-business buyers. The second should emphasize the "gag" gift line of trophies for both stores in order to increase sales following the launch of the second store.

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Problem 47

How does the concept of integrated marketing communication apply to the Incredible India campaign?

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Problem 48

What is the key challenge in maintaining the effectiveness of a campaign for a long period of time?

Emily Himsel
Emily Himsel
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Problem 49

Identify the advertising campaign parameters in the Incredible India case.

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Problem 50

How was the recent Incredible india campaign different from the previous ones?

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Problem 51

Identify the components of the creative brief for the most recent campaign in the case.

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03:45

Problem 52

Explain in your own words the three primary advertising concepts presented in this chapter: hierarchy of effects, means-end theory, and relationship of verbal and visual elements. Examine the two JD Bank ads shown in the "Advertising Campaign Parameters" section of the chapter. Discuss each of the concepts as it relates to the JD Bank ads.

Jennifer Stoner
Jennifer Stoner
Numerade Educator
05:34

Problem 53

You have been asked to select an advertising agency to handle an account for Red Lobster, a national restaurant chain. Your advertising budget is $$\$ 30$$ million. Study the websites of the following advertising agencies. Follow the selection steps outlined in the chapter. Narrow the list down to two agencies and justify your decision. Then choose between the two agencies and justify your choice.
a. The Richards Group (www.richards.com)
b. Leo Burnett (www.leoburnett.com)
c. $\mathrm{DDB}$ (www.ddb.com)
d. Lucas Design \& Advertising (www.aladv.com)
e. mcgarrybowen (www.mcgarrybowen.com)
f. Zehnder Communications (www.z-comm.com)

Linda Hand
Linda Hand
Numerade Educator