Product Advertisement techniques

Class Discussion questions

Chapter 10:

• PowerPoint slides: Chapter 10.pptx
• Related Videos:
  • Alternative Marketing (Links to an external site.)Links to an external site.
  • Alternative Media (Links to an external site.)Links to an external site.
• In Class Discussion:
  • Read this article about a guerrilla marketing campaign by McDonald’s. Watch the video embedded in the article.
    • http://www.adweek.com/agencyspy/jcdecaux-creates-heat-sensitive-campaign-for-mcdonalds/90087 (Links to an external site.)Links to an external site.
  • Discussion Questions:
    • What did you think of the campaign?
    • One objective of guerrilla marketing is to generate free buzz. Do you think this campaign did that? Why or why not?
    • Do you think this would be a good campaign in the United States? Why or why not?
  • Watch the video clip from Wayne’s World:
    • Wayne’s World – Product Placement (Links to an external site.)Links to an external site.
  • Discussion Questions:
    • What are some of your favorite examples of product placement?
    • For you personally, are product placements effective? Why or why not?
    • Do you think product placement suffers from clutter, similar to ad clutter? Why or why not?

Chapter 11:

• PowerPoint slides: Chapter 11.pptx
• Related Videos:
  • Database Marketing, Part 1 (Links to an external site.)Links to an external site.
  • Database Marketing, Part 2 (Links to an external site.)Links to an external site.
  • Database Marketing, Part 3 (Links to an external site.)Links to an external site.
• In Class Discussion:
  • Read this article on loyalty programs from MediaPost:
    • https://www.mediapost.com/publications/article/232984/men-define-loyalty-programs-through-honor-women-s.html (Links to an external site.)Links to an external site.
  • Discussion Questions:
    • How many loyalty or frequency memberships do you have? How many do you use regularly?
    • Do you agree that men and women look at loyalty programs differently?
    • Do you believe age makes a difference in how loyalty programs are viewed? Why or why not?
    • Is brand loyalty important to you? Why or why not?
    • The article identified six loyalty segments. Which segment would you fit into? Explain why.

Chapter 12:

• PowerPoint slides: Chapter 12.pptx
• Related Videos:
  • Consumer Promotions (Links to an external site.)Links to an external site.
  • Trade Promotions (Links to an external site.)Links to an external site.
• In Class Discussion:
  • I want to hear from you. For the following types of sales promotions, do you remember seeing one recently? Did you take advantage of it? Why or why not?
    • Coupons – whether clipped from a newspaper or printed from an email or scanned from your phone.
    • Premiums – free gifts with purchase
    • Contests
    • Bonus packs or buy one get one (BOGO)
    • Price-offs – limited time price reductions

Answer preview

The McDonald‘s campaign is an excellent initiative since the main was to give people some form of motivation when the temperatures are high by offering products which would help them quench their thirst. However, the campaign gained popularity in Amsterdam when high temperatures were experienced, and the people in the city enjoyed the free promotion…

(440 words)