978-0133506884 Chapter 13 Solution Manual

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REVIEW QUESTIONS

13-4. Explain the differences between owned and earned media. Give an example of

each.

Owned brand messages are delivered from a company to consumers through

channels controlled by the company, like a company website or brochure. These

media represent a constellation of contact points that can be strategically designed to

present a consistent brand image. The biggest advantage of owned media is control,

but there are other reasons to consider using this category of media. They are

13-5. What are branded media, and why are they important?

Branded media tools bear the brand’s name. To take advantage of the value-added

power of branding, companies find endless opportunities to put their name on

anything from a napkin to a building to create a consumer connection. The use of the

13-6. Explain how interactive owned media differ from owned media. Give an

example of interactive owned and explain why the interactive element is important.

Owned brand messages are delivered from a company to consumers through

channels controlled by the company. It can be anything from the environmental

design of the building, signage, branded media, games or packaging. Interactive

media are those forms that invite users to participate in or respond personally to the

13-7. In the owned category, what are the media of personal contact?

Employees and other stakeholders can deliver brand messages. When a friend, family

member, or someone you respect tells you something about a brand, you are likely to

believe it. That includes employees who are often asked for their advice or opinions

13-8. What are the primary types of owned digital media? How are they used?

E-mail– many users are always online, and messages are constantly streaming into

their personal media. That has changed the function as well as the speed of online

A company’s website is a communication tool that blurs the distinction between

Corporations use blogs to engage stakeholders of all kinds. Corporate blogs are a

way to keep employees and other stakeholders informed, but employees may also be

A Facebook site can be set up by a company to feature a brand with a brand profile

13-9. What is mobile marketing? Why is it important?

Mobile marketing makes the cell phone a personal point-of-sale device with a

strategy designed to contact people on the run. With branded mobile websites or

apps, mobile users can access product information and make transactions anywhere

and anytime. Mobile users can compare product prices in stores with offerings

13-10. What are online communities, and how are they used in brand

communication?

Fans are an example of an online virtual community organized around a topic,

brand, or shared interest. Brand communities are also ways to develop loyalty and

strong brand relationships in partnership with the brand. Other sites that engage

communities include Flickr, which is an online image and video management

website; YouTube, the giant video posting service; and Tumblr, which is a

DISCUSSION QUESTIONS

13-11. Does your school have a naming rights program? Where do you see it operating on

campus? Can you find out how much revenue was or is produced by this program? How

does the association help or hinder the school or academic program’s image?

Check out the names on stadiums, arenas, buildings/wings, recreational areas, are

they named after brands, companies or people that have supported the school

13-12. This chapter used the Geico Gecko YouTube photos as an example of expressing a

brand personality online. Find another brand that uses YouTube to create a brand

personality. Critique its effectiveness.

Search YouTube for brand- related videos. Things to think about: What are they

promoting? What type of company vibe/image does it present? How does the video

13-13. Your small agency works for a local retailer (pick one from your community) that

wants to make the most effective use of its tool kit of owned media. The retailer has very

little money to use on advertising. Your agency team agrees that there might be more the

firm could do to strengthen the media it controls. Brainstorm among yourselves and come

up with a list of at least five ideas for making better use of these opportunities.

Ideas can include anything from starting a blog, tweeting information about the

company, and e-mail blasts, to joining a chatroom to discuss the retailer and the

available products. The company could also focus on great customer service. Retail

13-14. You are the media planner for a cosmetics company introducing a new line of

makeup for teenage girls. Your research indicates that the Internet might be an effective

medium for creating awareness about your new product line. How do you design a brand

communication strategy that will reach your target market successfully using owned and

earned forms of social media? What other media would you recommend using as part of

this campaign and why?

Teens spend a lot of time online and texting. The Internet advertising strategy would

include a combination of search ads with social media. A variety of teen health and

beauty sites as well as social networks (Facebook, Twitter) could be utilized. The

campaign would integrate conversation and customer relationship building

13-15.A new restaurant is planned that specializes in low-fat and low-carb healthy food.

You have been asked to create a multiplatform campaign for the grand opening. Evaluate

various media and platforms in terms of strengths and weaknesses for this marketing

situation. Identify how well each connects with the people you think would be the target

market for this restaurant. What more do you need to know to determine the

appropriateness of these media ideas for this new restaurant? In your response, begin by

stating your brand communication goals and your presumed target audience profile, then

put together your proposal for a multiplatform media mix for this restaurant.

Before starting to create your multiplatform campaign, you need a clear

understanding of the low-fat and low-carb marketplace, as well as their consumers.

This will help you to determine your target audience. Information needed to evaluate

the strengths and weakness of each medium (traditional, owned, interactive and

must also compare audience delivery, impressions, and production and advertising

costs before determining and recommending the media. The multiplatform use of

TAKE-HOME PROJECTS

13-16.Portfolio Project:Portfolio Project: Collect online mentions for three major media

outlets. Choose from such media as the New York Times (www.nytimes.com), the Wall

Street Journal (http://online.wsj.com/home-page), FOX News (www. foxnews.com),

ABC News (http://abcnews.go.com), the Washington Post (www.washingtonpost.com),

USA To- day (www.usatoday.com), MSNBC (www.msnbc.msn. com), AOL

(www.aol.com), Yahoo! (www.yahoo.com), NPR (www.npr.org), and PBS

(www.pbs.org). What is being said about each one? From what you find, develop a brand

reputation profile for each.

The various media in the earned category carry conversations, complaints and

criticisms, praise, and questions about a brand. They all impact the brand reputation,

13-17.Mini-Case Analysis:Troy Library’s levy campaign was deemed to be successful

even in a period of strong anti- tax sentiment.

What made the Library supporters’ effort effective in delivering their

message?

What elements contributed to a change in the perceptions about voting for a

levy?

This was a low-budget campaign. How was it able to be so successful? What

have you learned from this case?

The library supporters’ efforts were effective because the campaign “was

audacious”. The thought of a “book-burning party” enflamed the citizens and

prompted them to act. The campaign focused on saving the library and away from

the tax hike. The campaign began with word of mouth and inexpensive yard signs

TRACE NORTH AMERICA CASE

Multicultural and Multiplatform Communication

Read the TRACE case in the Appendix before coming to class.

13-18. Develop an idea that you believe would reach the Nissan target market of

Multicultural Millennials (ages 18–29) for these media types:

a. Owned media

b. Owned but interactive media

c. Earned interactive media

d. Multiplatform brand communication

ADDITIONAL MATERIAL

WEB REVIEW QUESTIONS

1. What are the advantages and limitations of owned media?

Owned brand messages are delivered from a company to consumers through channels

controlled by the company. The biggest advantage of owned media is control, but there

are other reasons to consider using this category of media. They are versatile and can be

A limitation of owned media is that although you may own the publication or website,

you have little or no control over consumer exposure to it. Supplemental efforts are

2. Describe the kinds of media that are used in the retail environment.

Packages proclaim brand identities and merchandising materials attract attention and

deliver motivating sales messages. Packaging is the last ad a customer sees before

making the decision to buy a brand. In an attempt to win over undecided consumers at

the point of purchase, many manufacturers create innovative, eye-catching packages.

Merchandising materials are the media used in promotions for a store, product, or event.

Manufacturers often provide brand-related window banners, posters, and freestanding

displays. In addition to posters and banners, other media used by retailers include shelf

talkers (signs attached to a shelf that give brand information and also can invite the

consumer to take away some piece of information, such as a recipe or coupon). Point-of-

3. Discuss some of the different types of interactive promotional material used as media by marketers to communicate with

others about their brand.

Interactive promotional material used by companies to communicate with others about

their brand includes the following:

Speeches, Conferences, and ToursThese are events that can generate questions and

answers about an organization’s programs, policies, and actions. An informational tour

Interactive publicity media such asnews conferences are designed as interactive

Media tours are a conference on wheels for media representatives that involve an

itinerary and a traveling spokesperson. They may tour a location associated with a news

A Trade Shows is a promotional event where B2B companies within the same industry

Displays and exhibits, along with product literature and signage, are the media used in

these sales and meeting events. Booths are spaces that are designed to showcase the

4. What does the term ‘socialtizing’ mean? What management issues must first be

considered in order to use this media effectively?

Socialtizing refers to the use of the media of social marketing as a promotional tool. It’s a

hybrid between advertising and corporate-driven social chatter. Facebook and Twitter,

are sites that allow users to share personal information with friends. But a Facebook site

can also be set up by a company to feature a brand with a brand profile just like any

To successfully place a brand within a communication environment like Facebook,

planners have to think strategically about the unique voice of the brand. The point is that

every brand has a personality and that needs to come through in online posts. Experts

recommend that a company have a plan for being present regularly on its social media

5. What can mobile phone marketers do to appear less intrusive?

Mobile phone advertising is sometimes seen as an invasion of privacy. The way to be

ASSIGNMENTS

Individual Assignments

1. Find two blogs that are part of an organization’s website. Evaluate each one.

Then, write a paper that describes the content and subject matter of each, and also

addresses the following questions:In what way(s) is this blog contributing to

overall brand communication? Which groups of stakeholders is it attempting to

engage? Could this blog be accused of “stealth advertising?”

2. Review the A Matter of Principlefeature entitled “Using Chinese Folk Arts in

Promotional Designs” in this chapter. Identify a product or campaign the

successfully or unsuccessfully integrates cultural elements into their advertising

campaign. Summarize your findings in a one-page paper.

Think-Pair-Share

1. Promotional efforts also involve campaigns for good causes. With a classmate, search

the Internet for a social media project/campaign, then review the Inside Storyfeature

in this chapter entitled Farmers Ending Hunger. Compare and contrast the

communication strategy for each of the campaigns, then discuss what types of things

you would do if additional funds were added to your media budget. Prepare a

PowerPoint presentation to share with your class.

2. With a classmate, review the A Matter of Principle feature entitled Advertising at the

Intersection of Digital and Physical Media in this chapter. Then, debate the main

concerns that David Rittenhouse outlines in it. One of you will assume the role of an

overwhelmed consumer, and the other will assume the role of a savvy advertiser. Is

there a possible intersection of interests or “middle ground” in this debate? If so, what

is it?

OUTSIDE EXAMPLES

1. The term corporate presence media refers to things you might not think of as media,

such as the design of a building or a delivery truck. Within each of three categories of

corporate presence media outlined in this chapter (environmental design, signage, and

appearance), find at least two examples. Explain how each of your examples is

contributing to the brand’s overall communication strategy. Give a fifteen minute

presentation to your class that discusses your findings.

2. Find at least two examples of branded entertainment on the Internet. (Do not use any

of the examples cited in this textbook, please!) Analyze the communication strategy

behind your examples and explain how they add value to the brand. Give a fifteen

minute presentation to your class that discusses your analyses.