Marketing Case Homework Stx Entertainments Legal Position The Publics Eye The Time The Writing This

PART VI

CASE SOLUTIONS

CASE 6-1 IS CRUDE PUPPET MOVIE HITTING A DEAD END ON

SESAME STREET?

1) Chapter 20 discusses corrective advertising. Sesame Workshop demanded that

STX Entertainment run corrective advertising as part of the lawsuit.

a) Why would Sesame Workshop want the corrective advertising?

b) Do you think corrective advertising would be effective? Why or why not?

2) Use YouTube to look up and view the trailer for The Happytime Murders. (Note: there is

some adult and offensive content, so skip viewing it if you feel uncomfortable to do so.

You can still answer this question based on the case content alone). Pay special attention

to the written copy that mentions “Sesame” and “Muppets” on the trailer and the style of

the felt puppets. Although the tagline says “No Sesame,” would you as a consumer have

the impression that there is actually not an association or endorsement by Sesame Street?

Why or why not?

Answers will vary on this opinion-based question. However, it is likely that most students

3) Chapter 20 discusses the CARU guidelines. Examine the actions of STX Entertainment

from the perspective of the CARU guidelines. Which of the guidelines (if any) most

relate to the situation presented in this case?

4) Chapter 3 discusses several key values in American society. Which of these values

is most relevant to the situation described in this case?

Multiple values could be correct answers here. Sensual gratification versus abstinence is

5) Chapter 7 describes Word-of-Mouth (WOM) and buzz marketing. How did STX

Entertainment use this type of marketing to capitalize on this legal dispute with Sesame

Workshop?

6) At the time of the writing of this case, Sesame Workshop had lost the first round of the

lawsuit to STX Entertainment with the denied request for a temporary restraining order

from using the tagline “No Sesame. Just Street.” However, the lawsuit was set to

continue. Perform an internet search to research the final outcome of this case. What was

it? How do you feel about it? Was the final outcome the best decision? Why or why not?

The answer to this question will depend on events that are yet to happen at the time of

CASE 6-2 COPPA EVOLVES, BUT TECHNOLOGY INDUSTRIES

EVOLVE FASTER

1. Do you feel that the COPPA provisions found in The Rule are sufficient to safeguard

children’s privacy online? Why or why not?

2. Do you feel that the Federal Trade Commission’s enforcement of COPPA is sufficient?

Why or why not? What policy recommendations would you make that could improve

industry compliance and government enforcement?

Answers may vary. However, most students will feel that the enforcement of COPPA by

3. What advice would you have for parents of young children in regard to using websites

and apps?

Answers will vary. A good possible answer is for parents to remain involved and vigilant

4. Visit at least three websites that are designed to appeal to children under 13 and complete

the COPPA Evaluation Grid.

Students should be encouraged to justify their recommendations based on the specific

5. Download and use three apps that are designed to appeal to children under 13 and

complete the COPPA Evaluation Grid.

Students should be encouraged to justify their recommendations based on the specific

6. Prepare a report using the COPPA Evaluation Grid results from the previous two

questions and discuss the following:

a. How well did the websites you researched in #4 appear to be adhering to The

Rule under COPPA?

b. How well did the apps you researched in #5 appear to be adhering to The Rule

under COPPA?

c. Draw comparisons and contrasts among the websites versus the apps.

d. Are there areas in which you see room for improvement? Explain.