978-1259709074 Chapter 19 Solutions Manual

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Chapter 19 – Advertising, Public Relations, and Sales Promotions Marketing 6th

Answers to End of Chapter Learning Aids

Marketing Digitally

1 Go to the website for the Children’s Advertising Review Unit (CARU), one of the major

self-regulatory bodies for children’s advertising, at www.caru.org. Click on “CARU” and then

“About Us—CARU” and examine the activities of CARU. How does this form of regulation

complement the more formal regulation of federal and state agencies? Now look under the

“Press Releases” link. Choose one of the press releases and discuss what action CARU took

against the identified company or group. What was the main issue in the case?

This exercise is designed to help students understand what kind of watchdog groups exist for children’s

advertising.

1 PR Newswire attempts to provide information for “professional communicators.” Visit its

website at www.prnewswire.com and click on the “PR Newswire Services” link to explore the

services it has to offer. What would you consider this organization’s primary purpose to be?

To whom does PR Newswire address the advertising appeals on its website?

PR Newswire provides electronic distribution of broadcast services for breaking news. It solicits news

Marketing Applications

1 What are the objectives of the McDonald’s ad in the chapter opener? Does the ad have more

than one objective? Explain your answer.

All advertising campaigns aim to achieve certain objectives: to inform, persuade, and remind customers.

2 Using the same ad, explain what kind of appeal it uses.

The ad uses an informational appeal to help consumers make purchase decisions by offering information

3 Verizon spends millions of dollars each year on advertising for many different purposes.

Provide an example of how it might design an informative ad, a persuasive ad, and a reminder

ad.

Informative ads communicate to create and build brand awareness, with the goal of moving the consumer

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Chapter 19 – Advertising, Public Relations, and Sales Promotions Marketing 6th

4 Name a current advertising slogan you believe is particularly effective for developing a unique

selling proposition.

Students’ answers will vary. A unique selling proposition is the common theme or slogan in an advertising

5 Bernard’s, a local furniture company, target markets to college students with apartments and

households of young people purchasing their first furniture items. If you worked for Bernard’s,

what type of media would you use for your advertising campaign? Justify your answer.

To reach the target consumer segments, Bernard’s should use a combination of local television

advertising, newspaper ads, and Internet marketing. Local television ads would give the firm wide reach in

6 Should Bernard’s use continuous, pulsing, or flighting for its advertising schedule? Why?

This question asks students to think about the three different schedules and which will be most effective

in this case.

7 Suppose Porsche is introducing a new line of light trucks and has already created the

advertising campaign. How would you assess the effectiveness of the campaign?

Rather than designing a campaign, students must assess the existing efforts of a company like Porsche.

To test its effectiveness, students must assess the campaign before (pretesting), during (tracking), and

after (posttesting) it has run.

8 Suppose now that Porsche is planning a sales promotion campaign to augment its advertising

campaign for the new line of light trucks. Which push and pull sales promotion tools do you

believe would be most effective? Why?

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9 Consider all the diet products that are currently advertised on television today, including

weight-loss supplements, weight-loss programs, and fitness equipment. Do you believe that

some of these ads overstate what the product or service can actually do? Do you think any of

these ads are actually deceptive or puffery?

Many diet products show customers who have achieved significant weight loss (often, it seems these

customers have also gotten tanner too). Some of these ads may overstate what the product can do.

10 You are invited to your 6-year-old niece’s birthday party and bring her the new superhero doll

being advertised on television. She’s thrilled when she unwraps the gift but is in tears a short

time later because her new doll is broken. She explains that on TV, the doll flies and does

karate kicks, but when she tried to play with the doll this way, it broke. You decide to call the

manufacturer, and a representative tells you he is sorry your niece is so upset but that the ad

clearly states the doll does not fly. The next time you see the televised ad, you notice very

small print at the bottom stating that the doll does not fly. You decide to write a letter to the

FTC about this practice. What information should you include in your letter?

The FTC is the primary enforcement agency for most mass media advertising. Although the FTC is

conducting investigations into whether claims in some advertisements are deceptive, it remains the

is.

Quiz Yourself

1 Firms often use _____ advertising to convince consumers to take action such as switching brands,

trying a new product, or even continuing to buy the advertised product.

a. pull

b. push

c. reminder

d. persuasive

e. informative

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11 _______ is a tool used to communicate the distinct attributes of a product; it can be used as a slogan

or a theme and often becomes a snapshot of the entire advertising campaign.

a. The media mix

b. A unique selling proposition

c. An informational appeal

d. Puffery

e. A headline

Chapter Case Study: Making MasterCard Priceless

1 What is the primary objective of the “Priceless” campaign?

MasterCard’s Priceless campaign was designed to persuade shoppers to keep their MasterCard at the

2 Does the “Priceless” campaign use an informational or an emotional appeal?

The campaign uses an emotional appeal. An emotional appeal aims to satisfy consumers’ emotional

3 Given its various target markets, which media are most appropriate for each market?

Retailers

Television

Consumers

Television

12 How can MasterCard integrate the “Priceless” campaign into a public relations program?

Public relations people can help orchestrate different events to get the maximum benefit for MasterCard.

The company should attempt to get as much media coverage generated through public relations.

Consumers find this type of communication as more credible and objective than any other aspects of an

IMC program.

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MasterCard can partner its “Priceless” campaign with a national organization (e.g., Susan G. Komen for

the Cure) to sponsor an event.

4 Which sales promotion tactics could MasterCard employ?

Deals—MasterCard has a deal that offers a short-term 0% interest rate for new customers.

Premiums —MasterCard offers free sports apparel for customers who spend a certain amount

during a larger sporting event.

Additional Teaching Tips

This chapter addresses the steps in planning an advertising campaign, the elements of an effective

advertisement, and sales promotions. Instructors should review the advertising budget strategies in detail.

Students generally have a good idea of sales promotions as consumers.

Students often see advertisements but do not realize that the ad as well as the ad message has

undergone a comprehensive process before the consumer ever sees or hears it. This process is reflected

in Exhibit 19.1. Instructors may want to divide students into 7 groups and assign each group one role that

corresponds to one of the steps in the ad campaign planning process. Students will learn that they need

to work cooperatively in order for the ad to be successful. After group 1 identifies the target audience for

one particular product (perhaps a new cereal) they hand it over to group 2 who sets the advertising

objectives. This may take a bit of time (step 6 can be a rough sketch due to time constraints) but it is

interesting to observe the class and see what the final outcome is.

Online Tip: Have students in the online platform also go through the process in either teams or

individually using the discussion board. One online class could be divided into 3 or 4 representing a

product with 7 parts within which represent the steps in the ad campaign. Product A has a discussion

thread where the person assigned “identify target market” posts, then the person who is assigned Product

A, step 2, then posts, etc. which will culminate into a full process of going through the steps. Product B

would have a discussion thread, as would Product C and Product D.

In teaching design concepts of an ad, assign students a familiar product, such as a new candy bar that

also keeps you awake, and have each group design an ad incorporating all the elements of the ad into

their work. Each group then presents and explains the elements to the class stimulating class discussion

on the topic and enhancing understanding of how critical the components are. Students really enjoy the

hands-on creativity that this teaching tip brings.

Students can also design a sales promotion for the above ad stating the purpose of the sales promotion

and the value it brings to both the manufacturer and the consumer.

Connect Activities

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Activity Type Learning Objectives 19-

01 02 03 04 05 06 07

Conveying the Message Case Analysis X X X

Steps in Planning an Ad Campaign Click & Drag X

Conveying the Message

Activity Type: Case Analysis

Learning Objectives: 19-01, 19-02, 19-03

Difficulty: Hard

Activity Summary: This case explains Dole’s advertising strategy for the introduction of Dole Fruit

Bowls. The student answers questions applying chapter concepts to the case.

Activity

Introduction: Dole Food Company has been selling pineapples since 1851 and today is the world’s

largest producer and marketer of fresh fruit, fresh vegetables, fresh-cut flowers, and a growing

Concept Review: All advertising campaigns are designed to inform, persuade, or remind customers

about a product, company, or category. Ads can be used to stimulate demand for a particular

Follow-Up Activity

This can be done individually, in small groups, or as a class. Visit the Dole website and choose a fairly

new product mentioned there (the “Videos” page is a good place to look—find one for which they’ve

posted a video). Review the product information on the website (which may be minimal, or may include

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Steps in Planning an Ad Campaign

Activity Type: Click & Drag

Learning Objectives: 19-01

Difficulty: Medium

Activity Summary: The student classifies a set of activities according to the steps of the advertising

planning process they represent.

Activity

Introduction: During the process of marketing a new product to address shifting consumer needs,

Dole found itself pursuing a new target market and creating a new product line. Read about the

Concept Review: Designing a successful advertising program requires much planning at each step

in the process, helping to ensure that the intended message reaches the right audience and has

the desired effect. To get a consumer to remember both the ad and the brand, advertisers first

Follow-Up Activity

(Same as for the previous activity, since both activities relate to Dole). This can be done individually, in

small groups, or as a class. Visit the Dole website and choose a fairly new product mentioned there (the

Types of Sales Promotions

Activity Type: Click & Drag

Learning Objectives: 19-07

Difficulty: Medium

Activity Summary: The student classifies different examples of sales promotions according to the

category each one represents.

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Activity

Introduction: Firms, especially retailers, are constantly trying to develop promotions that stimulate

sales and drive purchases. Many sales promotions attempt to build short-term sales, whereas

Concept Review: Sales promotions are special incentives or excitement-building programs that

encourage consumers to purchase a particular product or service, typically used in conjunction

with other advertising or personal selling programs. The tools of any sales promotion can be

Follow-Up Activity

Pick two products that offer a significant contrast (perhaps a car and a pair of shoes, both with college

students as the target market). In small groups, ask the students to decide which types of sales

Advertising: Ford

Activity Type: Video Case

Learning Objectives: 19-02

Difficulty: Medium

Activity Summary: This case explores the social marketing campaign to support the relaunch of the

Ford Fiesta. After the video ends, students are asked questions about the video and related

course concepts.

Activity

Introduction: Ford’s recent relaunch of its Ford Fiesta stands as a great marketing success. As you

Concept Review: This video explores an advertising campaign that Ford has used to incorporate

Video: The video is presented to the student below the introductory information. The video plays

embedded on the page, after which questions are presented.

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Follow-Up Activities

Since many of the students will be about the same age as the Fiesta target market, ask them to

MasterCard’s Priceless Campaigns

Activity Type: Case Analysis

Learning Objectives: 19-01, 19-02, 19-03, 19-04, 19-07

Difficulty: Hard

Activity Summary: This case describes a campaign building on the long-standing MasterCard

Priceless campaign. The student answers questions applying chapter concepts to the case.

Activity

Introduction: In 1997, MasterCard International and the advertising agency McCann Erickson

Worldwide launched the emotion-based Priceless campaign, which celebrated life’s most

Concept Review: Advertising is a paid form of communication, delivered through media from an

identifiable source, about an organization, product, service, or idea, designed to persuade the

Follow-Up Activities

Individual writing prompt: Ask students to identify another advertising campaign that has been used

over a long period of time but has changed slightly to maintain consumer interest. Ask them to

explain how it has changed, and assess how effective the changes have been in keeping the

campaign fresh and getting consumers’ attention.

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ISeeIt Video Case: Advertising, PromotionS, and Public Relations

Activity Type: Video Case

Learning Objectives: 19-02, 19-04, 19-06, 19-07

Difficulty: Medium

Activity Summary: This video case considers different tools to promote a coffee shop.

Activity

Introduction: Organizations have a variety of valuable tools and techniques to reach customers and

communicate the unique value they provide. By using advertising to create awareness,

Video: The video is presented to the student below the introductory information. The video plays

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