Type
Solution Manual
Book Title
Interviewing: Principles and Practices 15th Edition
ISBN 13
978-1259870538

978-1259870538 Chapter 18

June 10, 2020
Chapter 18 Advertising, Public Relations, and Sales Promotions M: Marketing 6th
Instructors Manual: Implementation
Guide
This improved Instructor’s Manual (IM) contains more than just summaries of key concepts and features from the
sixth edition of M: Marketing that can be used as springboards for class discussion; it also provides best practices for
how to utilize the full product suite (from the textbook to SmartBook® to Connect®). In addition, this manual
includes a variety of supplemental teaching resources to enhance your ability to create an engaging learning
experience for your students. Regardless of whether you teach in face-to-face traditional classrooms, blended
(flipped) classrooms, online environments, or hybrid formats, you’ll find everything you need in this improved
resource.
The IM follows the order of the textbook outline for each chapter and is divided into sections for each learning
objective. To ease your class preparation time, we’ve included references to relevant PowerPoint slides that can be
shown during class. Note that you can adjust slides as needed to ensure your students stay actively engaged
throughout each session.
AVAILABLE INSTRUCTOR RESOURCES
Within the Instructor Resources Tab, located in the Connect® Library, you will find the following Instructor
Resources:
Instructor’s Manual
PowerPoint Presentations (Accessible)
Test Bank
Author Newsletter Blog
Video Library
Connect Content Matrix
Instructor’s Manual
This Instructor’s Manual is posted by chapter. Within each section of the IM you will find an assortment of feature
summaries, examples, exercises, and Connect® Integration assignments intended to enhance your students’ learning
and engagement.
Chapter 18 Advertising, Public Relations, and Sales Promotions M: Marketing 6th
PowerPoint Presentations
A set of ADA-accessible PowerPoints is available with each chapter and covers:
Chapter Learning Objectives
Key examples
Key exhibits
Key concepts and frameworks
Progress checks
Glossary terms
Some slides include teaching notes to guide your discussion of the content that appears on each slide.
Test Bank
Test Bank questions are posted by chapter. You will find a variety of question types within the test bank such as
Matching, Ranking, Multiple Choice, Select-All-That-Apply, True/False, Short Answer, and Essay to test student
mastery across Bloom’s Taxonomy (i.e., Understand, Apply, and Analyze). Due to the evolving needs around
generating high-quality print test experiences, McGraw-Hill Education provides a free copy of the industry-leading
test generation software TestGen® to users (more details can be found within the Instructor Resources tab under
“Test Bank”). Furthermore, due to its limitations to function with the latest browsers and operating systems,
McGraw-Hill Education has discontinued EZ-Test Online. Some of the robust new features present in TestGen®,
include:
Cross-platform software compatibility with Windows and Mac
Multiple LMS export formats, including Blackboard, Moodle, Desire2Learn, and Sakai
Highly customizable formatting and editing option
Video Library
The Video Library provides links to all the assignable videos in Connect®, as well as legacy videos that are no
longer available as assignments, but that remain available as an additional resource. These videos can be directly
streamed from within the library that is located in the Instructor’s Resource tab. Accompanying each video is a brief
video guide that summarizes the key concepts of the video.
Chapter 18 Advertising, Public Relations, and Sales Promotions M: Marketing 6th
Connect Content Matrix
The Connect Content Matrix provides a brief overview of all the application exercises available in the course. It
lists the Learning Objectives, topic tags, Bloom’s levels, and difficulty levels associated with each exercise.
Connect®, McGraw-Hill’s online assignment and assessment system, offers a wealth of content for both students
and instructors. Assignable activities include the following:
USING SMARTBOOK® TO ENHANCE STUDENTS
PERFORMANCE
The LearnSmart®-powered SmartBook® is assignable through Connect. One of the first fully adaptive and
individualized study tools designed for students, it creates for them a personalized learning experience, giving them
the opportunity to practice and challenge their understanding of core marketing concepts. The reporting tools within
SmartBook® show where students are struggling to understand specific concepts.
Typically, SmartBook® is assigned by module (chapter), and you can set which learning objectives to cover as well
as the number of probes the student will see for each assignment. You can also set the number of points a
SmartBook® module is worth in the course. Usually, applying a minimal number of points for completion of each
module is enough to encourage students to read the chapter. Many instructors assign these modules to be completed
before the class or online session.
SmartBook® provides several diagnostic tools for you to gauge which concepts your students struggle to understand.
Below is the set of adaptive assignment reports available in SmartBook®:
Progress Overview: View student progress broken down by module
Student Details: View student progress details plus completion level breakdown for each module
Module Details: View information on how your class performed on each section of their assigned modules
Practice Quiz: This gives you a quick overview of the quizzes results for your students
Missed Questions
Metacognitive Skills
The Module Details report shows you the results for the students in the class overall. These details reveal where in
the chapters students might be struggling. The module gives the chapter section, average time spent, average
questions per student correct/total, and the percentage of correctness (based in number of assigned items).
Information about the most challenging sections for students can help you refine the focus of the next face-to-face,
hybrid, or online session.
The Metacognitive Skills report captures students’ confidence in their competency of the materials. Below you will
find a recreation of the Metacognitive Skills report. In it, you can see that the second student is confident and mostly
Chapter 18 Advertising, Public Relations, and Sales Promotions M: Marketing 6th
correct (see the 91% in the Correct and Aware column) while the first student “doesn’t know what she doesn’t
know” (see the 39% in the Incorrect and Unaware column).
STUDENT
CORRECT
and
AWARE
CORRECT and
UNAWARE
INCORRECT
and
AWARE
Student 1
61%
0%
0%
Student 2
91%
0%
3%
Student 3
81%
0%
0%
Student 4
83%
0%
0%
Student 5
76%
0%
3%
Student 6
66%
0%
9%
Student 7
77%
0%
3%
Student 8
91%
0%
2%
Student 9
93%
0%
2%
Student 10
70%
0%
6%%
APPLICATION EXERCISES, QUIZZES, AND TEST BANK
Book-level Resources
Application Exercises require students to apply key concepts to close the knowing and doing gap; they provide
instant feedback for the student and progress tracking for the instructor. Before getting into chapter-level
assignments, let’s first look at the book-level assignments available.
Three exercise types are available for instructors to assign beyond the chapter materials. These are 1) Marketing
Plan Prep Exercises, 2) Marketing Analytics Exercises, and 3) Marketing Mini Simulation.
1) Marketing Plan Prep exercises use guided activities and examples to help students understand and
differentiate the various elements of a marketing plan.
2) Marketing Analytics exercises are data analytics activities that challenge students to make decisions using
3) Marketing Mini Simulation helps students apply and understand the interconnections of elements in the
marketing mix by having them take on the role of Marketing Manager for a backpack manufacturing
company. The simulation can be assigned by topic or in its entirety.
Chapter-level Resources
Chapter-level Application Exercises are built around chapter learning objectives, so you can choose which ones to
assign based on your focus for each specific chapter. Several types of Application Exercises are available in each
chapter. These are 1) iSeeit! Animated Video Cases, 2) Case Analyses, 3) Video Cases, and 4) Click-and-Drag
exercises.
1) The iSeeit! Video series comprises short, contemporary animated videos that provide engaging
introductions to key course concepts. These are perfect for launching lectures and assigning as either pre-
or post-lecture activities. Each animation is accompanied by three to four multiple-choice questions to
check student attention and comprehension.
2) Case Analyses and Video Cases each feature real-world firms and industries different than those discussed
in the textbook. Each case analysis and video case is accompanied by questions that ask students to analyze
and apply marketing theory and concepts.
3) Click-and-Drag exercises help students actively demonstrate their understanding of the associated learning
objectives. Some require students to match examples to concepts, to place series of steps in the correct
sequence, or to group examples together under their correct categories.
Application Exercises can be assigned as preparatory exercises due before class (this is especially good for flipped
classrooms), or after class as concept comprehension checks. Consider assigning two or three Application Exercises
per chapter.
Applications Exercises will generally be assigned as homework or practice as part of the overall class grade. A
general rule of thumb would be to make application exercises worth 5 to 10 points each, since these require more
time and thought than a test bank question might.
To find the Applications in Connect®, go to “Add Assignment” and select “Question Bank.” Within this question
bank will find a drop-down menu of all the book-level assignments and chapter-level assignments. You can then
select the ones you wish to assign.
Chapter-level quizzes and full chapter test banks are also found in the Question Bank’s drop-down menu. Apply a
relatively low value to each questionfor example, 1 or 2 points eachsince numerous questions are typically
assigned for each chapter. You can decide when to surface the feedback to students. Selecting to display feedback
after the assignment due date helps to prevent cheating; that is, it keeps students from sharing the correct answers
with other students while the questions are still open and available. For this reason, it is suggested that no feedback
to quizzes and test bank exams be made available until after the assignment is due.
ASSIGNING EXERCISES AND GRADING POLICIES: BEST
PRACTICES
To fully utilize the power of the digital components, it is recommended that you assign the SmartBook® reading and
adaptive learning probes before class meets. Application Exercises can be completed either before or after class; if
they are completed before class, they can sometimes serve as good springboards for class discussions. The chapter
quiz makes a good check on comprehension of the material and may work best if assigned after each class period.
The test bank serves as a good resource for building mid-term or final exams.
More detailed information on SmartBook® and Connect® is available through several resources at McGraw-Hill. A
good starting point is your local Learning Technology Representative, who can be found here:
http://www.mheducation.com/highered/platforms/connect/features-educators.html
Connect® gives instructors a wide array of flexibility in making assignments and creating grading policies.
Instructors may choose to:
assign as many assignments as appropriate given the level and time commitment expected for the class,
determine point values for each question/application that works within the total course percentages,
Chapter 18 Advertising, Public Relations, and Sales Promotions M: Marketing 6th
make available multiple attempts per assignment with options of accepting the highest score or averaging all the
attempts together (several attempts are particularly good for homework assignments),
deduct points for late assignment submissions (percentage deduction per hour/day/week/etc.) or create hard
deadlines thus accepting no late submissions,
show feedback on application/questions immediately upon submission or at the time the assignment is due for
the whole class, create new assignments or questions from scratch, or edited versions from a variety of provided
resources.
Throughout the IM for each chapter, we integrate materials from the PowerPoint slides and provide summaries for
each of the Connect® Application Exercises at the end of each chapter. These summaries are intended to give you a
Chapter 18 Advertising, Public Relations, and Sales Promotions M: Marketing 6th
Chapter 18
Advertising, Public Relations, and Sales Promotions
Tools for Instructors
Chapter Overview
Brief Chapter Outline
Learning Objectives
Extended Chapter Outline
PowerPoint Slides
Additional Resources
Connect Application Exercises
Chapter Overview
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.
Brief Chapter Outline
Step 1: Identify Target Audience
Step 2: Set Advertising Objectives
Step 3: Determine the Advertising Budget
Step 4: Convey the Message
Step 5: Evaluate and Select Media
Step 6: Create Advertisements
Step 7: Assess Impact Using Marketing Metrics
Regulatory and Ethical Issues in Advertising
Public Relations
Sales Promotion
Learning Objectives
LO18-1 Describe the steps in designing and executing an advertising campaign.
LO18-2 Identify three objectives of advertising.
All advertising campaigns are designed to inform, persuade, or remind customers. Informative advertising
LO18-3 Describe the different ways that advertisers appeal to consumers.
Advertising appeals are either informational or emotional. Informational appeals influence purchase
Chapter 18 Advertising, Public Relations, and Sales Promotions M: Marketing 6th
LO18-4 Identify the various types of media.
Firms can use mass media channels like newspapers or television to reach large numbers of anonymous
LO18-5 Identify agencies that regulate advertising.
Advertising is regulated by a plethora of federal and state agencies. The most important federal agencies
LO18-6 Describe the elements of a public relations toolkit.
LO18-7 Identify the various types of sales promotions.
Extended Chapter Outline
I. Step 1. Identify Target Audience (PPT 18-05)
II. Step 2. Set Advertising Objectives (PPT 18-06, 18-07)
A. Informative Advertising (PPT 18-08)
B. Persuasive Advertising (PPT 18-09)
Ethical & Societal Dilemma 18.1 Volkswagen Tries to Put Emission Woes Behind as It Vows to
“Think New” describes how Volkswagen is using advertising to try to persuade consumers to trust it
again after several recent scandals. Do students think this campaign is successful?
C. Reminder Advertising (PPT 18-10)
D. Focus of Advertisements (PPT 18-11)
III. Step 3. Determine the Advertising Budget (PPT 18-14)
IV. Step 4. Convey the Message (PPT 18-15)
Chapter 18 Advertising, Public Relations, and Sales Promotions M: Marketing 6th
A. The Message
B. The Appeal (PPT 18-16)
2. Emotional Appeals (PPT 18-17)
V. Step 5. Evaluate and Select Media (PPT 18-18)
A. Mass and Niche Media (PPT 18-19)
B. Choosing the Right Medium (PPT 18-20, 18-21)
Social & Mobile Marketing 18.1: What Comes Around: Just as Digital Has Pushed Out Traditional,
Mobile Is Pushing Out Digital Advertising describes the increasing importance of mobile advertising.
What are the advantages and disadvantages of mobile advertising?
C. Determining the Advertising Schedule (PPT 18-22)
VI. Step 6. Create Advertisements (PPT 18-23)
Adding Value 18.1: Selling Out or Selling Well? The Use and Choice of Popular Music in
Advertising Campaigns highlights the pro and cons of using popular music in television advertising
campaigns. Do students like hearing their favorite songs in commercials? What are the benefits and
drawbacks for both the artist and the marketer when using a song in a commercial?
VII. Step 7. Assess Impact Using Marketing Metrics (PPT 18-24)
Progress Check: Several questions are offered for students to check their understanding of core
concepts.
1. What are the steps involved in planning an ad campaign?
2. What is the difference between informational, persuasive, and reminder advertising?
3. What are the pros and cons of the different media types?
Answer: The advantages of television are that it has wide reach and incorporates sound and
Chapter 18 Advertising, Public Relations, and Sales Promotions M: Marketing 6th
4. How can the effectiveness of advertising be evaluated?
VIII. Regulatory and Ethical Issues in Advertising (PPT 18-26, 18-27)
IX. Public Relations (PPT 18-29)
Progress Check: Several questions are offered for students to check their understanding of core
concepts.
1. Why do companies utilize public relations as part of their IMC strategy?
2. What are the elements of a public relations toolkit?
X. Sales Promotion (PPT 18-34)
A. Types of Sales Promotion (PPT 18-35, 18-36)
1. Coupons
Marketing Analytics 18.1: How CVS Uses Loyalty Data to Define Coupons describes how the
drugstore chain CVS tracks customers’ purchases when they use their ExtraCare loyalty card and gives
them coupons that are tailored just for them and their unique needs. Ask if any students have an
ExtraCare card. What do they like and dislike about this program?
2. Deals
4. Contests
6. Samples
8. Point-of-Purchase Displays
Chapter 18 Advertising, Public Relations, and Sales Promotions M: Marketing 6th
10. Product Placement
B. Using Sales Promotion Tools
Progress Check: Several questions are offered for students to check their understanding of core
concepts.
1. What are various forms of sales promotions?
2. What factors should a firm consider when evaluating a sales promotion?
Additional Resources
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 18.1. 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.
Chapter 18 Advertising, Public Relations, and Sales Promotions M: Marketing 6th
Connect Application Exercises
This section summarizes each Application Exercise available with this chapter. Each summary comprises
an introduction to the exercise, concept review, and follow-up activity. Associated details related to the
learning objectives, activity type, AASCB category, and difficulty levels are also included. These
summaries are intended to guide your course planning; perhaps you want to assign these exercises as
homework or practice, before or after class. For best practices on how and when to assign these
exercises, see the IM Implementation Guide at the beginning of this chapter.
Activity
Type
Learning Objectives 18-
01
02
03
04
05
06
07
Conveying the Message
Case Analysis
X
X
X
Steps in Planning an Ad Campaign
Click & Drag
X
Types of Sales Promotions
Click & Drag
X
Advertising: Ford
Video Case
X
MasterCard’s Priceless Campaigns
Case Analysis
X
X
X
X
X
ISeeIt Video Case: Advertising,
Promotions, and Public Relations
Video Case
X
X
X
X
Conveying the Message
Activity Type: Case Analysis
Learning Objectives: 18-01, 18-02, 18-03
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 line of packaged foods. In the mid-1990s, Dole developed a new product line to meet
consumers' evolving needs, and along with the new product line came new advertising
challenges. Review the case and answer the corresponding questions about Dole's advertising
strategy.
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 category or industry, or for a specific brand, firm, or item. To create a successful
campaign, a firm needs to identify its target market, set advertising objectives, depict its product,
evaluate and select media, create the ad, and assess the ad's impact.
By the end of 2003, volume growth at Dole also was sweet as customers continued to choose Dole's
healthy snack over more traditional ones. Today, Dole is the world's largest producer and marketer of
fresh fruit, fresh vegetables, fresh-cut flowers, and a growing line of packaged foods. Dole does business
in more than 90 countries and employs 36,000 full-time employees as well as 23,000 full-time seasonal
(or temporary) employees worldwide. By understanding the needs of consumers, modifying the product to
Chapter 18 Advertising, Public Relations, and Sales Promotions M: Marketing 6th
meet those needs, and using advertising to convey the benefits of the product to different consumer
segments, Dole was able to create a successful product.
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
splashy graphics) and view product videos. What does the target market appear to be? Identify a different
target market, and describe an ad that would be appropriate for that target market.
Steps in Planning an Ad Campaign
Activity Type: Click & Drag
Learning Objectives: 18-01
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 process Dole went through to develop the advertising campaign and then assemble the
advertising development process as instructed.
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 must get the person's attention. This job has been made difficult by the increasing number of
communication channels and changes in consumers' media usage. Advertisers are attempting to
use creativity and a mix of media that offer better opportunities to reach their target markets.
In the activity, examples of activities are provided, and the student must associate each example to the
appropriate step of the advertising planning process.
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
“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 splashy graphics) and view product
videos. What does the target market appear to be? Identify a different target market, and describe an ad
that would be appropriate for that target market.
Chapter 18 Advertising, Public Relations, and Sales Promotions M: Marketing 6th
Types of Sales Promotions
Activity Type: Click & Drag
Learning Objectives: 18-07
Difficulty: Medium
Activity Summary: The student classifies different examples of sales promotions according to
the category each one represents.
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 other sales promotions programs, like loyalty programs and contests, have become
integral components of firms' long-term customer relationship management programs. Billy's
Sporting Goods store is considering offering a sales promotion to stimulate sales and build long-
term relationships. The following exercise examines some of the different types of sales
promotions and their advantages and disadvantages.
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
focused on either channel members such as wholesalers or retailers or end-user consumers.
There are many types of sales promotion, including: coupons, deals, premiums, contests,
sweepstakes, samples, loyalty programs, POP displays, rebates, and product placement.
The student is asked to classify eight examples of sales promotions according to the category to which
each one belongs.
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
promotions would be most appropriate for each of the two products, and give some specific examples
(with a level of detail like those in the activity).
Advertising: Ford
Activity Type: Video Case
Learning Objectives: 18-02
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.
Chapter 18 Advertising, Public Relations, and Sales Promotions M: Marketing 6th
Activity
Introduction: Ford's recent relaunch of its Ford Fiesta stands as a great marketing success. As
you will see, it helped to reposition the product to a new target market by using the target's love
for technology and social networking.
Concept Review: This video explores an advertising campaign that Ford has used to incorporate
social networking and the use of technology in reaching its target market. The campaign was very
effective because it met the goal of reaching its target market in ways that far exceeded the
company's original goals.
Video: The video is presented to the student below the introductory information. The video plays
embedded on the page, after which questions are presented.
Follow-Up Activities
Since many of the students will be about the same age as the Fiesta target market, ask them to
assess this campaign. Regardless of what the video says, what aspects of the campaign do they
think were most (and least) appropriate to appeal to young adults, and why?
Use this case in combination with the Scion case in the Integrated Marketing Communications
chapter (Chapter 18). Compare and contrast the IMC efforts of the two companies. It is an
interesting comparison given that they have essentially the same target market.
MasterCard’s Priceless Campaigns
Activity Type: Case Analysis
Learning Objectives: 18-01, 18-02, 18-03, 18-04, 18-05
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
precious moments with the tagline, "There are some things money can't buy. For everything else,
there's MasterCard." The campaign was hugely successful, saving MasterCard from disaster.
However, as consumer values and needs changed and the marketplace evolved, MasterCard
faced a new challenge: how to retain customer loyalty and brand identification while reinvigorating
its advertising. The solution was the Priceless Cities campaign.
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
receiver to take some action, now or in the future. When marketers plan and execute an
advertising campaign, there are a series of steps they need to go through. Among these are
determining the overall advertising objectives and deciding how to convey the message. Firms
Chapter 18 Advertising, Public Relations, and Sales Promotions M: Marketing 6th
also need to evaluate and choose from a variety of mass and niche media. As part of an overall
IMC strategy, most firms also combine various types of sales with advertising.
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.
Two current examples (as of this writing) are direct competitors in the online insurance market:
Geico and Progressive. Geico’s primary spokes-animal has been the gecko, though they have
also branched out with other types of ads. Progressive has used Flo as their spokesperson, with
only occasional diversions.
Alternatively, you can discuss a classic example: the Energizer Bunny ads. Each ad started with
an apparent ad for some other product, which was then interrupted by a motorized stuffed rabbit
banging a drum with the Energizer logo. The tagline: “Energizer—it keeps going and going.” Over
time, consumers started to wonder, each time an ad started, if it would be interrupted by the
bunny. In this way, Energizer managed to sometimes get consumers’ attention even during other
products’ ads! Several of the ads are available on YouTube; just search on “Energizer Bunny
Ads.”
Another classic example was the Taster’s Choice series, which consisted of a series of small
vignettes in which two neighbors in an apartment building became acquainted, and slowly a
romance developed. Some of these are available on YouTube. Any students who have watched
the Buffy the Vampire Slayer TV series will also find them interesting because the male character
was played by Anthony Stewart Head, who was Giles the librarian on the show.
ISeeIt Video Case: Advertising, PromotionS, and Public Relations
Activity Type: Video Case
Learning Objectives: 18-02, 18-04, 18-06, 18-07
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,
promotions to entice customers to switch brands, and public relations to create awareness,
businesses can influence customers' decision-making behaviors. Take for example the Coffee
Collective and its newest offeringpatio seating. Developed with its dog-loving customers in
mind, Martha decides to promote this value-added offering by partnering with the local humane
society. She leverages advertising, in the form of radio and social media, to create awareness of
the pet adoption event hosted on her new patio. By offering a free dog treat for each coffee
purchased, she leverages promotion to entice customers to switch to her coffee shop. Finally, by
partnering with the humane society, she hopes to create awareness by having diverse media
outlets talk about her unique event free of charge. While each of these techniques has their
Chapter 18 Advertising, Public Relations, and Sales Promotions M: Marketing 6th
strengths and weaknesses, by all accounts her integrated strategy of using all three channels has
been successful.
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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