Archives: Solution Manual
978-0133506884 Chapter 14 Lecture Note Part 3
Step 4: Media Metrics and Analytics Media plans are driven by questions of accountability. And because media decisions are based on measurable factors, identifiable costs, and budget limitations, media planners are engrossed in calculating the impact and efficiency of their […]
978-0133506884 Chapter 14 Lecture Note Part 2
Key Steps in Media Planning The media plan is a written document that summarizes the objectives and strategies pertinent to the placement of a company’s advertising messages. The goal of a media plan is to find the most effective and […]
978-0133506884 Chapter 14 Lecture Note Part 1
CHAPTER CONTENT Chapter Key Points 1. What is the role of media research in developing media plans? 2. What are the four steps in media planning? 3. What are the responsibilities of media buyers? . Chapter Overview Media planning […]
978-0133506884 Chapter 13 Solution Manual
REVIEW QUESTIONS 13-4. Explain the differences between owned and earned media. Give an example of each. Owned brand messages are delivered from a company to consumers through channels controlled by the company, like a company website or brochure. These media […]
978-0133506884 Chapter 13 Lecture Note Part 3
EARNED INTERACTIVE MEDIA: LET’S LISTEN Earned media are mentions or stories about a brand, through either publicity, social media, personal contact, or word of mouth. The term has been used in public relations to distinguish between paid advertising messages and […]
978-0133506884 Chapter 13 Lecture Note Part 2
Personal Sales In addition to conversation with employees, word-of-mouth communication can occur in more structured selling situations. Salespeople in stores are trained to answer product questions and help customers find things. Retail sales employees use personal communication to relay information […]
978-0133506884 Chapter 13 Lecture Note Part 1
Chapter 13 Owned, Interactive, and Earned Media uCHAPTER CONTENT CHAPTER KEY POINTS 1. What do we mean by owned media that organizations control and manage? 2. What are the interactive owned media that are also managed by organizations, and why […]
978-0133506884 Chapter 12 Solution Manual Part 2
TRACE NORTH AMERICA CASE Multicultural Advertising Media Read the TRACEcase in the Appendix before coming to class. 12-19.In what ways do traditional advertising media contribute to the “Hard to Explain, Easy to Experience” campaign? Why? 12-20.How can online advertising be […]
978-0133506884 Chapter 12 Solution Manual Part 1
REVIEW QUESTIONS 12-4. Explain how newspapers vary based on frequency of publication, format and size, and circulation. Most newspapers are published either daily or weekly. Daily newspapers are usually Newspapers typically are available in two sizes. The first, called the […]
978-0133506884 Chapter 12 Lecture Note Part 3
Video Game Advertising Marketers and media planners have been frustrated trying to reach young people with traditional ads on mainstream media. That has led to an increased focus on unusual media that are clearly the province of young people, such […]
978-0133506884 Chapter 12 Lecture Note Part 2
Broadcast Media: Radio The reason advertisers like radio is that it is as close as we can come to a universal medium. Most every American listens to radio in some form either over the air or streaming from Internet-based services, […]
978-0133506884 Chapter 12 Lecture Note Part 1
Chapter 12 Paid Media CHAPTER CONTENT CHAPTER KEY POINTS 1. What should marketers know to make effective decisions about advertising in published media, such as newspapers and magazines? 2. How do radio and television work as marketing communication media? 3. […]
978-0133506884 Chapter 11 Solution Manual Part 2
TRACE North America Case Multicultural Media Read the TRACE case in the Appendix before coming to class. 11-15. What medium do you believe would be most impactful in the “Hard to Explain, Easy to Experience” campaign? Why? 11-16. What target […]
978-0133506884 Chapter 11 Solution Manual Part 1
REVIEW QUESTIONS 11.4. Trace the evolution of media forms and explain how the new Digital Era is different from previous media environments. We can summarize the evolution of media forms through the following eras: The Broadcast Era: Visual and audio […]
978-0133506884 Chapter 11 Lecture Note Part 2
WHAT ARE THE FUNDAMENTALS OF MEDIA STRATEGY? Media is often the largest single cost item in a marketing communication budget, especially for consumer goods and services. The Media Plan The challenge that marketing communicators face is how to manage all […]
978-0133506884 Chapter 11 Lecture Note Part 1
Part 4 Practice: Where Are Media Headed? We talked about creating messages in Part 3. In Part 4 we turn to the delivery of messages. Note that people consume media, as well as products. They push buttons, touch screens, click […]
978-0133506884 Chapter 10 Solution Manual Part 2
TAKE-HOME PROJECTS 10-17. Portfolio Project: Select a product that is advertised exclusively through print. Examples of such products are business-to-business and industrial products, school supplies, many over-the-counter drugs, and some food items. Your objective is to develop a 30-second television […]
978-0133506884 Chapter 10 Solution Manual Part 1
REVIEW QUESTIONS 10-4. Explain in what ways visuals add impact to brand communication. Visual impact in an advertisement has the ability to: Stick in memory: Visuals persist in the mind because people generally remember messages as visual fragments, that is, […]
978-0133506884 Chapter 10 Lecture Notel Part 2
WHAT DO YOU NEED TO KNOW ABOUT PRODUCTION? Art directors need to understand print media requirements and the technical side of production because these aspects affect both the look of the printed piece and its costs. Print Media Requirements Different […]
978-0133506884 Chapter 10 Lecture Note Part 1
Chapter 10 VISUAL COMMUNICATION CHAPTER CONTENT CHAPTER KEY POINTS 1. What is the role of visual communication in brand communication messages? 2. What is the difference between layout and composition, and why are those concepts important? 3. How are art […]
978-0133506884 Chapter 9 Solution Manual Part 2
ADDITIONAL MATERIAL WEB REVIEW QUESTIONS 1. What is a copywriter and what is their job? The person who shapes and sculpts the words in an advertisement is called a copywriter.Copy is the text of an ad or the words that […]
978-0133506884 Chapter 9 Solution Manual Part 1
REVIEW QUESTIONS 9-4. What qualities make a good tagline or slogan? Slogans are a long term brand or corporate identity effort. They must be catchy and memorable. It is a distinctive catchphrase that serves as a motto for a campaign, […]
978-0133506884 Chapter 9 Lecture Notes Part 2
Body Copy The body copy is the text of the ad and its primary role is to maintain the interest of the reader. It is the persuasive heart of the message. It develops the sales message, states the argument, summarizes […]
978-0133506884 Chapter 9 Lecture Notes Part 1
Chapter 9 Promotional Writing CHAPTER CONTENT CHAPTER KEY POINTS 1. What are the basic word, language, and writing skills that distinguish brand communication? 2. How is advertising copy written? 3. Which copy elements are essential to a print media pieces? […]
978-0133506884 Chapter 8 Solution Manual
REVIEW QUESTIONS 8-4. This chapter argues that effective advertising is both a science and an art. Explain what this means and give examples of each. Effective advertising is a product of both science (persuasion) and art (creativity). The message plan, […]
978-0133506884 Chapter 8 Lecture Note Part 2
CREATIVE THINKING: SO HOW DO YOU DO IT? Professor Mark Stuhlfaut has identified the significant elements of creativity, which begins with novelty but include appropriateness as well as authenticity and relevance. He adds that, “if it’s creative, it is also […]
978-0133506884 Chapter 8 Lecture Note Part 1
Part 3 PRACTICE: DEVELOPING BREAKTHROUGH IDEAS IN THE DIGITAL AGE The new century has created a huge challenge for brand communication creatives who have to develop breakthrough messages that will not get lost in the media explosion of the 21st […]
978-0133506884 Chapter 7 Solution Manual
REVIEW QUESTIONS 7-4. Define objectives, strategies, and tactics and explain how they differ. For marketing communication, strategic planning is the process of identifying a problem that can be solved with marketing communication, and then determining 7-5. What information does a […]
978-0133506884 Chapter 7 Lecture Note Part 2
Brand Identity Strategy • A brand identity must be distinctive. In other words, it represents only one particular product within a category, so it needs to be recognizable and therefore memorable. Recognizing the brand means that the consumer knows the […]
978-0133506884 Chapter 7 Lecture Note Part 1
Chapter 7 Strategic Planning CHAPTER CONTENT CHAPTER KEY POINTS 1. What are the differences between objectives, strategies, and tactics in strategic planning, and how are the four levels of planning connected? 2. What are the key strategic decisions, and why […]
978-0133506884 Chapter 6 Solution Manual
REVIEW QUESTIONS 6-4. Distinguish between marketing research and market research. Why is it important to understand the difference? Formal research used by the marketing department for strategic planning is called marketing research. It includes surveys, in-depth interviews, observational methods, focus […]
978-0133506884 Chapter 6 Lecture Note Part 2
WHAT ARE THE MOST COMMON RESEARCH METHODS? This section focuses on the types of research used in message development and the research situations where these methods are typically applied. Consumer research methodologies are often described in terms of the ways […]
978-0133506884 Chapter 6 Lecture Note Part 1
Chapter 6 Strategic Research CHAPTER CONTENT CHAPTER KEY POINTS 1. What are the basic types of strategic research, and how they are used? 2. How do brand communicators use research? 3. What are the most common research methods used in […]
978-0133506884 Chapter 5 Solution Manual
REVIEW QUESTIONS 5-4. In what ways does the culture in which you grew up affect your consumer behavior? Describe and explain one purchase you have made recently that reflects your cultural background. The culture and the society in which you […]
978-0133506884 Chapter 5 Lecture Note Part 2
PROFILING MARKETS AND TARGET AUDIENCES Profiles are built for typical customers or prospects in order to make the brand communication more personal and relevant. Profiles are descriptions of the target audience that read like a description of someone you know. […]
978-0133506884 Chapter 5 Lecture Note Part 1
Chapter 5 Segmenting and Targeting the Audience CHAPTER CONTENT CHAPTER KEY POINTS 1. How does the consumer decision making process work? 2. What cultural, social, psychological, and behavioral influences affect consumer responses to advertising? 3. How does targeting work and […]
978-0133506884 Chapter 4 Solution Manual
REVIEW QUESTIONS 4-4. What are the key components of a communication model and how do they relate to brand communication? Mass communication is usually thought of as a process that begins with a source, a sender who encodes a message […]
978-0133506884 Chapter 4 Lecture Note Part 2
The Cognitive Facet: Think/Understand Cognition refers to how consumers search for and make sense of information, as well as learn and understand something. It’s a rational response to a message. Some call this a left-brain approach, based on the left-right […]
978-0133506884 Chapter 4 Lecture Note Part 1
Part 2 Principle: Be True to Thy Brand – and Thy Consumer Part II of this textbook focuses on how brand communication works, why and how consumers make the decisions they do, and how a winning strategy – one that […]
978-0133506884 Chapter 3 Solution Manual
REVIEW QUESTIONS 3-4. Explain the debate over whether advertising shapes or mirrors society. If you were to take a side in this debate, which side would you choose? The second half of the 20th century was notable for the rise […]
978-0133506884 Chapter 3 Lecture Note Part 2
COMMUNICATOR’S ETHICAL RESPONSIBILITIES Ethicsare the “shoulds” and “oughts” of behavior. They are “the right thing to do.”Morals are frameworks for right actions and are more the domain of religion and philosophy. When faced with an ethical decision, the difficulty often […]
978-0133506884 Chapter 3 Lecture Note Part 1
Chapter 3 Brand Communication and Society CHAPTER CONTENT CHAPTER KEY POINTS 1. What is the social impact of brand communication? 2. What ethical and social responsibilities do communicators have? 3. Why and how is advertising regulated? CHAPTER OVERVIEW This chapter […]
978-0133506884 Chapter 2 Solution Manual
Review Questions 2-4. What is the difference between marketing communication and brand communication? Marketing communication (marcom) involves the use of a variety of tools and functions, such as advertising, public relations, sales promotion, direct response events and sponsorships, point of […]
978-0133506884 Chapter 2 Lecture Note Part 2
WHAT IS THE ROLE OF COMMUNICATION IN BRANDING? A brand is more than a product. Responsibility for developing and maintaining a successful brand lies with the marketing or corporate function called brand management. Branding is a communication function that creates […]
978-0133506884 Chapter 2 Lecture Note Part 1
Chapter 2 Integrated Brand Communication CHAPTER CONTENT CHAPTER KEY POINTS 1. What is the difference between marketing communication and brand communication? 2. How is marketing the marketing mix related to marketing communication? 3. What is integrated marketing communication? 4. How […]
978-0133506884 Chapter 1 Solution Manual Part 2
Discussion Questions 1-11. Many industry experts feel that Apple’s “1984” commercial is the best television commercial ever made. Watch it online on Youtube.com and analyze how it works. How many of the basic advertising practices and concepts that we introduced […]
978-0133506884 Chapter 1 Solution Manual Part 1
REVIEW QUESTIONS 1-4. Analyze the Old Spice campaign discussed in this chapter and compare its key aspects to the modern definition of advertising. The Old Spice campaign illustrates how advertising has evolved in complexity over the past four decades. When […]
978-0133506884 Chapter 1 Lecture Note Part 2
THE ADVERTISING WORLD Who Are the Key Players? As we discuss the organization of the industry, consider that all of the key players also represent job opportunities they may wish to consider. The players include the advertiser or client, the […]
978-0133506884 Chapter 1 Lecture Note Part 1
Part 1 Principle: Back to Basics This is one of the most exciting times to take an advertising course because of all of the changes in the industry – new technology, new media, new types of consumers and media users, […]
978-0133484175 Chapter 28-31 Review Question Chapter 28-31
Chapter Twenty-Eight – Promoting Safety 1. What messages should a company’s safety policy convey? The policy should make it clear that safe work practices are expected of all employees at 2. Explain why promoting safety by example is so important. […]