Use Discussion Questions 15-1, 15-2, and 15-3 here
Use Critical Thinking Exercise 15-6 and 15-7here
Use Marketing Ethics here
Use Real Marketing 15.1 here
Use Additional Projects 1 and 2 here
Use Small Group Assignment 1 here
Use Individual Assignment 1 here
Use Outside Examples 1 and 2 here
Use Video Case here
Message execution is also a key concept. Many
students will have trouble with the various
execution styles and will particularly have difficulty
with slice of life versus lifestyle. There may also be
difficulty in understanding the difference between
fantasy and mood or image. Again, use examples of
your own, as well as those shown in the text.
Consumer-Generated Content. Taking advantage of
today’s interactive technologies, many companies are now
tapping consumers for message ideas or actual ads.
If done well, consumer-generated advertising efforts can
produce big benefits.
For little expense, companies can collect new
These campaigns can boost consumer involvement
and get consumers talking and thinking about a
brand and its value to them.
Selecting Advertising Media
The major steps in advertising media selection are: (1)
defining reach, frequency, impact and engagement; (2)
choosing among major media types; (3) selecting specific
media vehicles; and (4) choosing media timing.
Defining Reach, Frequency, Impact, and Engagement.
Reach is a measure of the percentage of people in the
target market who are exposed to the ad campaign during a
given period of time. Frequency is a measure of how many
times the average person in the target market is exposed to
The advertiser must determine the desired media impact—
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