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Answers To End Of Chapter Learning Aids
Marketing Applications
1 Assume that the contemporary apparel company Juicy Couture has embarked on a new IMC
strategy. It has chosen to advertise on TV during the NBC Nightly News and in print in Time magazine.
The message is designed to announce new styles for the season and uses a 18-year-old woman as the
model. Evaluate this strategy, and if appropriate propose an alternative.
2 Using the steps in the AIDA model, explain why a potential consumer in question 1 who views
Juicy Couture’s advertising may not be ready to go out and purchase a new pair of jeans.
3 Suppose a snack company introduces a new product called SumSeeds—sunflower seeds with
energy boosters like caffeine, taurine, lysine, and ginseng. How would you expect this product’s IMC
program to differ from that for regular sunflower seeds sold as snacks?
4 It’s holiday time, and you’ve decided to purchase a box of chocolates for the person of your
choice. Evaluate how Godiva’s advertising, personal selling, public relations, and electronic media
might influence your purchase decision. How might the relativeimportance of each of these IMC
elements be different if your parents were making the purchase?
Student must imagine the relative weight they, as well as their parents, might put on each element of
Tiffany’s IMC strategy. Student likely will weight on public relations and electronic media more
heavily, whereas their parents probably appreciate personal selling more.
5 Suppose you saw your instructor for this course being interviewed on TV about the impact of a
big storm on an upcoming holiday’s sales. Is this interview part of your college’s IMC program? If so,
do you believe it benefits the college? How?
6 A retail store places an ad in the local newspaper for yoga wear. The sales of the featured items
increase significantly for the next two weeks. Sales in the rest of the sportswear department go up as
well. What do you think are the short- and long-term objectives of the ad? Justify your answer.
7 As an intern for Coca-Cola, you have been asked to help with developing an IMC budget. The
objective of the IMC strategy is to raise Diet Coke’s market share by 2 percent in the United States in
the next 18 months. Your manager explains, “It’s real simple; just increase the budget 2 percent over
last year’s.” Evaluate your manager’s strategy.
8 You were sitting in the school cafeteria yesterday, and a young man from your marketing class,
whom you don’t know well, asked if he could sit down. He then started telling you about this very cool
new Apple product that allows you to record class lectures and play them back on an MP3 player.
Although you recognize the merit in the product, you later find out that he works for Apple. Do you
believe his action constitutes an ethical IMC strategy? How will it affect your attitude toward Apple
and the potential that you will purchase the product?
These scenario forces students to question to what degree the classmate’s behavior might violate their
own ethical standards. Using the ethical decision-making framework, students can determine an
appropriate course of action.
Net Savvy
1 Visit http://www.thephelpsgroup.com and click on the “Our Work” tab at the top. In the Work
Portfolio, compare the IMC for the different companies. What were the goals of the integrated
marketing campaign? Which IMC components were used in that particular campaign? How do those
components contribute to the success of the IMC campaign in achieving its stated goals?
1 Which IMC components do Volvo’s business and consumer advertising efforts use? How are
they integrated?
IMC
Consumer
“New Luxury”
Business
“Engineering Precision”
Online Marketing
YouTube Marketing Films
Twitter Marketing Films
Facebook Advertising Marketing Films
Company Website Marketing Films
Advertising Television
Outdoor Media
2 What step(s) in the AIDA process do each of these marketing communications attempt to
achieve?
AIDA Model
Consumer
“New Luxury”
Business
“Engineering Precision”
Awareness
Interest
Desire
Action
Additional Teaching Tips
