Chapter 16 – Advertising, Sales Promotion, and Public Relations
16–41
Answers to Questions
1. Describe several unique characteristics about Google and its business practices.
Answer:
One of the most unique characteristics about Google may be its name. Google is a
2. What is Google’s philosophy about advertising? How can less advertising be
preferred to more advertising?
Answers:
a. Philosophy. Richard Holden, Director of Product Management at Google, explains the
philosophy: “So what we did, in essence, is we said advertising should be useful to a
b. Less rather than more advertising. According to Holden, the goal is to show “fewer
3. Describe the types of online advertising available today. Which type of advertising
does Google currently dominate? Why?
Answers:
a. Types of online advertising. There are five key categories of online advertising: search
4. How can Google be successful in the display advertising business? What other areas
of growth are likely to be pursued by Google in the future?
Chapter 16 – Advertising, Sales Promotion, and Public Relations
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Epilogue
Google recently announced a partnership with Facebook that now allows DoubleClick
clients to purchase ads on Facebook. In the past, the competition between Google and Facebook
In addition to assessing click-through rates for online shoppers, advertisers seek
information allowing them to determine if people who see ads for local stores do in fact visit
them. Google has implemented a new tracking system to respond to this issue. Now, if someone
Finally, Google faces increasing competition from Microsoft. First, Microsoft’s Bing
Chapter 16 – Advertising, Sales Promotion, and Public Relations
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ICA 16-1: IN-CLASS ACTIVITY
What Makes an Award-Winning Commercial?
Learning Objective: To have students identify the factors that make an award-winning
television commercial.
Nature of the Activity: To have students (1) observe three TV ads in class, (2) classify the type
of each TV ad, (3) identify the appeal used, and (4) discuss why the ad was an award winner.
Estimated Class Time and Teaching Suggestions: About 15 minutes, which allows the
students time to evaluate the three TV ads.
Steps to Teach this ICA:
1. Bookmark the Clio award website on your classroom computer to view current and
• For this exercise, select the following categories:
o Year: 2017
o Medium: Film
o Category: Commercials between 30 and 60 seconds
• The site address should now be:
3. There are two options for the class: (1) Professor selects and shows the ads, or (2)
Chapter 16 – Advertising, Sales Promotion, and Public Relations
4. Give the following questions to the students for analysis:
Q1: Is the selected commercial a pioneering (informational), competitive
(comparative), reminder (reinforcement), or advocacy ad?
Q2: What kind of appeal does the ad use? (Fear, humor, sex, or combination)
Q3: What is the key message of the ad?
Q4: Who is the target market for the ad?
Q5: Why is this ad memorable and worthy of an award?
Answers: The answers to these questions for the first five ads of the Clio Winners
(2017/Film/Commercials) might look like the following table:
Ad
Q1:
Type of Ad
Q2:
Appeal
Q3:
Message
Q4:
Target
Market
Q5:
Why
memorable?
VW:
Laughing
Horses
Product:
Pioneering
Humor
Precision
Parking,
Tiguan with
Trailer Assist
Potential auto
and VW
owners
Use of horses
and humor
IKEA: Every
Other Week
Institutional:
Reminder
Fear
Where Life
Happens
Divorced
Parents
Child
emotions
AA:
Designated
Driver
Institutional:
Advocacy
Humor
You wouldn’t
drink and
drive. Don’t
text and
drive.
Drivers with
phones
New
perspective
on texting.
Netflix:
Spanish
Lessons
Product:
Pioneering
Humor
Learn
Spanish with
Narcos
Netflix users
Use of humor
to learn
Spanish
Chick-Fil-A
Product:
Pioneering
Humor
Chicken for
breakfast
Fast food
breakfast
consumers
Reference to
Michelangelo
Marketing Lessons: Marketers and advertisers struggle with the problem of creating memorable
16–45
ICA 16-2: IN-CLASS ACTIVITY
Recognizing Advertising Slogans/Taglines
Learning Objective: To have students comprehend the great difficulty advertisers face when
trying to help consumers remember their company or brands.
Definition. The following marketing terms are referred to in this in-class activity (ICA):
• Slogan: The verbal or written portion of an advertising message that summarizes the
Nature of the Activity: To have students identify the company or product associated with some
classic advertising slogans or taglines.
Estimated Class Time and Teaching Suggestions: This ICA runs about 15 minutes and can be
done as individuals or 4-person teams to develop some friendly competition.
Materials Needed. Copies for each student of the “Match Each Slogan/Tagline to the Company
or Product” handout.
Steps to Teach this ICA:
1. Give students this background mini-lecture on advertising slogans or taglines:
“Organizations invest billions of dollars in advertising to get you to notice and
hopefully buy their products or services. In many instances, the message they create
What should marketers consider when (or if) to use a slogan?
Chapter 16 – Advertising, Sales Promotion, and Public Relations
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2. Pass out copies of the Match Each Slogan to the Company or Product Handout to
each student.
4. Spend 5 minutes and have students or teams identify the company or product for
5. To add an element of friendly competition, ask the class by show of hands how many
Marketing Lesson. One of the challenges of a successful advertising campaign is to break
through the clutter with a slogan or ad that is remembered favorably by consumers.
Chapter 16 – Advertising, Sales Promotion, and Public Relations
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Answer Key to Match the Company and Tag Line/Slogan
Company
Tag Line/Slogan
1.
Apple
Think Different
2.
Target
Expect More. Pay Less.
3.
Coca-Cola
Taste the Feeling
4.
Walmart
Save Money. Live Better.
5.
KFC
Finger Lickin’ Good
6.
7 Up
Mix it Up a Little
7.
Disney
The Happiest Place on Earth
8.
Nike
Just Do It
9.
McDonald’s
I’m Lovin’ It
10.
Capital One
What’s in your Wallet?
11.
American Express
Don’t Leave Home Without It
12.
Wheaties
Breakfast of Champions
13.
Taco Bell
Think Outside the Bun
14.
Bounty
The Quicker Picker Upper
15.
Dollar Shave Club
Shave Time. Shave Money.
16.
L’Oreal
Because You’re Worth It
17.
M&M
Melts in Your Mouth, Not in Your Hands
18.
Bounty
The Quicker Picker Upper
19.
De Beers
A Diamond is Forever
20.
Lay’s Potato Chips
Betcha Can’t Eat Just One
16–48
ICA16-2 Handout: Match The Slogan/Tagline to the Company
Company
Tag Line/Slogan
1.
Apple
___ Save Money. Live Better.
2.
Target
___ The Quicker Picker Upper
3.
Coca-Cola
___ A Diamond is Forever
4.
Walmart
___ The Happiest Place on Earth
5.
KFC
___ Don’t Leave Home Without It
6.
7 Up
___ Shave Time. Shave Money.
7.
Disney
___ The Quicker Picker Upper
8.
Nike
___ Because You’re Worth It
9.
McDonald’s
___ Think Outside the Bun
10.
Capital One
___ Mix it Up a Little
11.
American Express
___ Finger Lickin’ Good
12.
Wheaties
___ Just Do It
13.
Taco Bell
___ What’s in your Wallet?
14.
Bounty
___ Expect More. Pay Less.
15.
Dollar Shave Club
___ I’m Lovin’ It
16.
L’Oreal
___ Think Different
17.
M&M
___ Betcha Can’t Eat Just One
18.
Bounty
___ Breakfast of Champions
19.
De Beers
___ Taste the Feeling
20.
Lay’s Potato Chips
___ Melts in Your Mouth, Not in Your Hands
Chapter 16 – Advertising, Sales Promotion, and Public Relations
16–49
ICA 16-3: IN-CLASS ACTIVITY
Coupon Sales Promotions
Learning Objectives. To (1) have students learn about the practice of couponing, an important
Nature of the Activity. To have students (1) learn about the coupon industry, (2) evaluate
couponing as a sales promotion activity, and (3) propose couponing as a sales promotion strategy
for a favorite brand.
Estimated Class Time and Teaching Suggestions. About 20 minutes, taught in class in 4-
person teams.
Materials Needed. For each team:
Steps to Teach this ICA.
1. OPTIONAL: Bookmark the following websites on your classroom computer:
a. About Valassis Video [TRT = 1:31]. Click on this link to view the YouTube
3. Ask each team to review the newspaper or direct mail advertising they brought to
class for this activity (or pass out examples if provided by the instructor).
4. Give the following mini-lecture on the sales promotion industry:
Approximately 310 billion coupons worth $533 billion are distributed in the United
Chapter 16 – Advertising, Sales Promotion, and Public Relations
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6. OPTIONAL: Click on the Internet icon to play a video clip “About FSIs.” [TRT =
7. Ask students to evaluate the coupons in the newspaper or in the direct mail examples.
8. Spend 5 minutes and have student teams complete the Coupon Handout. Ask
students to list the advantages and disadvantages of the sales promotion strategy for
one of the coupons in their sample. The responses will vary by product and team.
9. Ask students to identify a favorite brand that was not included in their sample that
would benefit from couponing
Chapter 16 – Advertising, Sales Promotion, and Public Relations
Coupon Handout
ADVANTAGES
DISADVANTAGES
•
•
•
•
•
•
•
•
•
•
16–52
ICA 16-4: IN-CLASS ACTIVITY
Product Placement in Movies and TV
Learning Objective: To have students learn about the growing popularity of product placement
or ‘brand entertainment’ in movies, television programs, and other media as a promotional tool
for marketers.
Nature of the Activity: To have students match a list of movies with a list of products that were
used or displayed in these movies.
Estimated Class Time and Teaching Suggestions: About 10 minutes, with students able to
Steps to Teach this ICA:
1. Pass out copies of the Match Each Product to the Movies or TV Show Handout to
each student.
2. Give students this background mini-lecture on product placement:
“Product placement in movies, TV shows, and other media has exploded. Product
placement as a sales promotion strategy that ‘took off’ in 1982 with the placement of
3. Ask students why marketers would place their products in a movie or television show.
Responses should include the following:
• Increases sales. By showing the product in a realistic scenario, sales increase.
• Gives a sense of realism. Characters in movies and TV eat, drink, and wear
Chapter 16 – Advertising, Sales Promotion, and Public Relations
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• Endorsement value. Creates an implied endorsement by the characters and the
high-profile celebrities who play them.
4. Have students spend 5 minutes to match the product with its movie or TV show.
Chapter 16 – Advertising, Sales Promotion, and Public Relations
Answer Key to Match the Product Placement and Movie/TV Show
Movie/TV Show
Product Placement
1.
James Bond: Skyfall (Movie)
Heineken
2.
White House Down (Movie)
Nike
3.
Zombieland (Movie)
Twinkies
4.
Sex and the City (TV)
Manolo Blahnik shoes
5.
Transformers (Movie)
General Motors
6.
The Lego Movie (Movie)
Legos
7.
Hidden Figures (Movie)
IBM
8.
Big Bang Theory (TV)
Xbox
9.
Ant Man (Movie)
Baskin & Robbins
10.
Deadpool (Movie)
Chevy
11.
Top Chef (TV)
Whole Foods
12.
Orange is the New Black (Netflix)
Dunkin’ Donuts
13.
Will & Grace (TV)
Starbucks
14.
Fate of the Furious (Movie)
Razer Computers
15.
Stranger Things 2 (Netflix)
Science Museum of Minnesota
16.
I, Robot (Movie)
Converse
17.
La La Land (Movie)
Toyota
18.
Portlandia (TV)
Hanger 1 Vodka
19.
Anthony Bourdain & Parts
Unknown (TV)
Land Rover
20.
House of Cards (Netflix)
General Motors
21.
Top Gun (Movie)
Ray Ban sunglasses
22.
Castaway (Movie)
Fed Ex
23.
Seinfeld (TV)
Junior Mints
24.
Modern Family (TV)
iPad
25.
ET: The Extra-Terrestrial (Movie)
Reese’s Pieces
16–55
ICA 16-4 Handout: Match the Product Placement to the Movie/TV Show
Movie/TV Show
Product Placement
1.
James Bond: Skyfall (Movie)
___ Toyota
2.
White House Down (Movie)
___ Manolo Blahnik shoes
3.
Zombieland (Movie)
___ Nike
4.
Sex and the City (TV)
___ General Motors
5.
Transformers (Movie)
___ Baskin & Robbins
6.
The Lego Movie (Movie)
___ IBM
7.
Hidden Figures (Movie)
___ iPad
8.
Big Bang Theory (TV)
___ Whole Foods
9.
Ant Man (Movie)
___ Junior Mints
10.
Deadpool (Movie)
___ Converse
11.
Top Chef (TV)
___ Reese’s Pieces
12.
Orange is the New Black (Netflix)
___ Heineken
13.
Will & Grace (TV)
___ General Motors
14.
Fate of the Furious (Movie)
___ Science Museum of Minnesota
15.
Stranger Things 2 (Netflix)
___ Razer Computers
16.
I, Robot (Movie)
___ Chevy
17.
La La Land (Movie)
___ Dunkin’ Donuts
18.
Portlandia (TV)
___ Twinkies
19.
Anthony Bourdain/Parts Unknown (TV)
___ Starbucks
20.
House of Cards (Netflix)
___ Fed Ex
21.
Top Gun (Movie)
___ Ray Ban sunglasses
22.
Castaway (Movie)
___ Land Rover
23.
Seinfeld (TV)
___ Legos
24.
Modern Family (TV)
___ Hanger 1 Vodka
25.
ET: The Extra-Terrestrial (Movie)
___ Xbox
Chapter 16 – Advertising, Sales Promotion, and Public Relations
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Connect Exercises
Exercise 1: Product Advertising at Kellogg’s
Activity Summary: In this case analysis, students read about Kellogg’s use of advertising to
support the launch of its new product, Blue Ginger Multi-grain Blue Rice Chips. The mini-case
contains a product overview, market summary, and advertising objectives. After reading the
Exercise 2: Advertising Media Alternatives
Activity Summary: In this click and drag activity, students analyze five different types of
advertising media (television, radio, magazine, outdoor, and direct mail), matching a strength
and weakness to each type. Additionally, students match an example to each of the advertising
media (Miller Lite, Wendy’s Nike AirMax, Polo Ralph Lauren, Credit card offers).
Chapter 16 – Advertising, Sales Promotion, and Public Relations
16–57
Exercise 3: Developing the Advertising Program
Activity Summary: In this click and drag activity, students learn about the development and
implementation of an advertising program. Students are provided with the six steps in developing
an advertising program (identifying the target audience, specifying the advertising objectives,
setting the advertising budget designing the advertisement, setting the right media, and
Exercise 4: Google: An Integrated Marketing Communications Perspective
Activity Summary: In this 8-minute video case, students learn about Google’s AdWords
LO 16-03 Explain the advantages and disadvantages of alternative
advertising media.
AACSB: Knowledge Application
Blooms: Understand
Difficulty Level: 2 Medium
Follow-Up Activity: Instructors could ask students to learn more about the creation and
16–58
Exercise 5: Sales Promotion Alternatives
Activity Summary: In this click and drag activity, students learn about consumer-oriented sales
promotions and trade-oriented sales promotions. Students then classify sales promotion examples
as either consumer-oriented or trade-oriented by dropping the dragable items (Subway, Giant
Exercise 6: iSeeit! Video Case: Advertising, Promotions, and Public Relations
Activity Summary: In this straightforward whiteboard animation video, students learn about
advertising, promotions, and public relations decisions at the Coffee Collective. After watching
LO 16-04 Discuss the strengths and weaknesses of consumer-oriented and
trade-oriented sales promotions.
LO 16-05 Recognize public relations as an important form of
communication.
Chapter 16 – Advertising, Sales Promotion, and Public Relations
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Follow-Up Activity: Instructors could ask students to act as marketing consultants for the
Coffee Collective by asking students to create a promotional plan for the Coffee Collective. Tell
students that the Coffee Collective has decided to open a new location in the airport close to the
domestic travel gates at a busy airport. This new location means that the Coffee Collective will
have a brand-new target market, travelers, who know nothing about the brand. Assuming that the
Coffee Collective has a modest promotional budget, what promotional elements should it use to
get the word out to its newest target market?
Marketing Analytics Exercise: Selecting Advertising Media
Activity Summary: In this analytics activity, students read a mini-case about Chemise
Company, a manufacturer of high-quality professional men’s shirts. The owner would like to
Tagging (Topic, Learning Objectives, AACSB, Bloom’s, Difficulty)
Topics: Marketing Analytics
Learning Objectives: LO 16-02 Describe the steps used to develop, execute, and evaluate an
advertising program.
AACSB: Analytical Thinking
Blooms: Analyze
Difficulty Level: 3 Hard
Follow-Up Activity: Instructors could ask students to imagine that they are the owners of a new
coffee shop opening in the Buckhead neighborhood of Atlanta. Buckhead is an upscale Atlanta
Media Type
Audience
Size
Cost
CPM
Formula
Wall Street Journal
Newspaper (full page color)
1,321,827
$354,823
$268
(Cost/Audience
Size) X 1000
People Magazine (full page
color)
3,400,000
$371,500
$109
(Cost/Audience
Size) X 1000
Super Bowl Television Ad
111,000,000
$5,000,000
$45
(Cost/Audience
Size) X 1000
Chapter 16 – Advertising, Sales Promotion, and Public Relations
Hand-out Flyer (full page
color, from FedEx printing)
3,500
$2,420
$691
(Cost/Audience
Size) X 1000
Radio (Atlanta market)
232,270
$1,567
$7
(Cost/Audience
Size) X 1000
Billboard (Atlanta, GA, 4
weeks)
5,224,128
$52,640
$10
(Cost/Audience
Size) X 1000