Marketing Chapter 7 Apparel Often Promoted With Degree Sex Appeal Promoting The Idea Dont Drink

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apparel is often promoted with a degree of sex appeal. Promoting the idea of “Don’t Drink

and Drive” often uses fear appeals. Humor appeals can be used when promoting almost all

types of products and services. In fact, humor appeals are often used to increase the

12. Describe the terms serial position effect, primacy effect, and recency effect. In your

opinion, which type of effect would be most influential for you? Why? Think of an

example of an ad that you’ve seen that has tried to elicit one of the effects.

Group Activity

Divide students into teams and have them visit a local shopping mall and some popular retail

stores. Have them take note of the music that is played in each retail store. Popular clothing

retailers like American Apparel, PacSun, and Hollister are great for this exercise. Have each

group assess how well the music in the store matches its image. Have the students focus

specifically on any music that is played from their favorite bands. Does this music influence their

attitudes toward the stores? Have them visit stores that they do not like. What do they find? Do

they like the music that is played in stores that they don’t like? Have the groups present their

results to the class. This exercise can encourage some great class discussions.

Assignments

1. After shopping at a grocery store, select three products that you have purchased and apply

the ATO model to each of them. Does the model accurately describe your attitude toward

each of the products? Why, or why not?

2. Pick one of the four functions of attitudes and ask friends when they think they have used

it. Have they mentioned examples that you didn’t think of before?

3. While watching television over the course of a week, keep a log of commercials that use a

violent theme. Do any of the commercials also include humor? Do you think that the ads

were effective? Why, or why not?

4. *Visit the popular website Pinterest. How does, or how could, this site influence your

attitudes toward the products or hobbies that are being suggested? Do you think sites like

Pinterest can be effective in changing your attitude about a product?

5. Think of three celebrities that you consider controversial. They do not need to be

celebrities that you personally follow. Conduct a web search to find the various products

that they endorse. Do you think that they are good endorsers? Why, or why not?

Difficulty: Challenging

Chapter Video Summary

To view the video case on Southwest Airlines, access the Chapter 7 Media Quiz in CB8 Online

(create a course at login.cengage.com).

Southwest Airlines

For more than 40 years, Southwest Airlines has remained true to its goal of being a low-cost

carrier that provides excellent customer service. A large part of the Southwest culture is its fun-

loving employees, who enjoy working at Southwest and encourage customers to enjoy their

Ask your students:

1. Explain how Southwest’s marketing message performs each of the four functions of

consumer attitude.

Answer: The slogan of Southwest Airlines reads as follows: “You are now free to move

about the country.” This message covers all the functions of consumer attitudes.

• Utilitarian function of attitudes: Southwest’s customers are offered smooth non-stop

travel experiences. The airline also offers customers low fares, great customer

service and a fun-filled flight experience.

BUSPROG: Analytic

DISC: Customer | Strategy

2. Explain Southwest’s strategy and positioning in the context of social judgment theory.

CB Scenario Video

An advertisement for Coca-Cola has a group of polar bears slipping and sliding on the ice in

pursuit of a bottle of Coke.

Ask your students:

1. Which function of attitudes would you be best associated with if you were a member of the

Super Bowl fan club?

2. Identify the type of hierarchy that can be associated with this advertisement.

3. Which kind of message appeal is portrayed through the advertisement?

Part 2 In-Text Case Answers

1. What types of programs or tactics would you suggest the owner institute to reduce Baby

Boomers’ fear of and change their attitudes toward rock climbing?

2. What do you think motivates one to rock climb or try this sport? Is the value provided

utilitarian or hedonic? If you never tried rock climbing, would you now consider it? If so,

what would be your motivation?

3. Explain how the intrinsic motivation state of flow might occur in rock climbing.

4. Using the multiple trait approach to consumer behavior, analyze which specific consumer

traits would explain one’s motivation to rock climb. For example, the five factor model of

personality traits is one framework that can be used.

5. Using the ABC approach to attitudes, explain why a Baby Boomer might feel that rock

climbing is a “young person’s sport.” Then, create a program for Rock Sport that attempts

to change this negative attitude and invites Baby Boomers to try indoor rock climbing.

Case 2-2 Plasma, LCD, LED, Ultra HD TVs—Much Ado About Nothing?

1. In what ways are TV manufacturers practicing the total value concept? What features are

consumers coming to expect in a modern TV?

2. Say you manage the electronics department at your local Best Buy. Would you tweak the

TV settings so each TV displays an ideal picture or would you leave them as they are out

of the box? How would your decision influence returns and customer satisfaction?

3. Apple has made a case for the “retina” display on the latest iPhone and iPad, saying the

pixels are so small the human eye cannot detect them. This gets away from official

statistics like 2048-by-1536 screen resolution. In what ways is this positive or negative for

consumers?

4. Say you are the product manager for a line of plasma televisions. What features would you

emphasize the most with customers? Why?

5. Given what you now know about HDTVs, in what ways does marketing influence

consumers’ perceptions of products such as TVs?

Case 2-3 Virtually Free!

1. Consumers, whether adults or children, have to learn how to play online games like Tiny

Zoo or Castleville. In this part of the book, learning is described as being either intentional

or unintentional. Explain your opinion on whether these games are learned more by

intentional or unintentional learning mechanisms.

2. Brand loyalty is an important marketing concept. Define the concept of schema. How

important is the brand schema in consumer decision to play these games? Do you think

consumers think of the company (Zynga), the game (Cityville), or the host (Facebook)

when playing the games?

3. All consumer behavior is motivated by something. What motivations underlie online

gaming and purchasing of online games? In the case of parents paying for virtual goods

used by their kids, what value is involved in the consumption?

4. Do consumer attitudes play a role in online gaming?

Part 2 Online Case Answers

Visit www.login.cengage.com to access the online case studies for CB.

Are Three Wheels Better than Two? The Can-Am Spyder

1. Describe the motivations that may lead to a Spyder purchase. Do purchasers of the Can-

Am Spyder have utilitarian motivations? Hedonics motivations? Both?

2. BRS states that it delivers “paradigm–shifting vehicles that push the envelope.”