Chapter 12 Marketing Communications QUESTIONS AND ANSWERS TO END-OF CHAPTER MATERIAL Hands-on…Apply Your Knowledge Promotion Assignment Assume that Western Union wishes to create a new IMC campaign that focuses on the same target audience but wishes to increase participation by testing a promotion during the summer months. Review the opening vignette on Western Union and the varied marketing communications approaches discussed in this chapter. Brainstorm on an IMC campaign for the summer months and outline the following factors: (1) IMC objectives, (2) target market profile, (3) central promotional idea, (4) recommended promotional mix, and (5) how the promotion will be evaluated. Assume that your promotional budget is similar to that from the previous campaign. Answer: This assignment gives students the opportunity to apply chapter material to a real-life example, using the chapter’s opening vignette as a foundation. There are no specific answers. 1. IMC Objectives: Increase Western Union’s brand awareness and drive summer promotions by 20%, boosting engagement and transactions among the target audience. 2. Target Market Profile: Focus on young adults aged 18-35 who are tech-savvy, travel frequently, and have international connections, with a strong presence on social media. 3. Central Promotional Idea: "Summer Connections" – Promote international transfers with special summer discounts and a referral program, highlighting the ease of sending money globally during travel. 4. Recommended Promotional Mix: Utilize social media ads, influencer partnerships, email marketing, and in-app promotions. Incorporate a summer-themed contest or giveaway to engage users. 5. Evaluation: Measure success through increased app downloads, higher transaction volumes, social media engagement metrics, and tracking referral program participation rates. Video Clip...Questions Review the video Next Generation Day from CONNECT to get a glimpse inside this event. Answer the following questions: • What is the benefit of attending this event? Answer: Attending Next Generation Day offers students direct exposure to industry professionals, networking opportunities, and hands-on experience with real-world advertising projects, which can significantly enhance career prospects. • What element of this event do you think will provide the most insights to students? Answer: Students who attend this event are able to better understand the advertising business and the various roles that exist within an advertising agency. They will also network with people in the industry. The agency visits will provide the most insights. The agency-immersion sessions, where students participate in brainstorming and strategy sessions with actual advertising professionals, will likely provide the most insights, offering practical experience and industry-specific knowledge. Infographic ... data analysis Review the infographic that details information on the Ski Canada magazine and navigate to its website at http://skicanadamag.com/ to see issues of its magazines and updated infographics. Based on the data you have retrieved, determine a list of potential advertisers that may be appropriate for this publication. Answer: Students can find updated statistics on the Ski Canada magazine by navigating to its website at http://skicanadamag.com/. Potential advertisers for Ski Canada magazine could include ski equipment manufacturers, winter apparel brands, travel agencies specializing in ski resorts, and outdoor adventure gear companies. QUESTIONS AND ANSWERS TO ONLINE ACTIVITIES: APPLYING MARKETING CONCEPTS AND PERSPECTIVES 1. Explain how the promotional tools used by an airline would differ if the target audience were (a) consumers who travel for pleasure and (b) corporate travel departments that select the airlines to be used by company employees? Answer: a. In promoting to pleasure travelers mass advertising would be used because of the large number of potential customers and their wide geographical dispersion. b. An airline selling to corporate travel departments may rely more on a personal sales call, since the number of potential customers is relatively small and they are likely to require complex information that could not be addressed in advertising. 2. Fisher Price, well known as a manufacturer of children’s toys, has introduced a line of clothing for children. Outline a promotional plan to get this product introduced in the marketplace. Answer: Fisher Price should begin by generating interest with the trade (wholesalers and retailers). The sales force should start to conduct presentations to retailers so that they list the product and carry the product at retail. An introductory price discount should be offered to encourage immediate purchase. When the product is launched to the market, print and TV advertising should be considered as well as database marketing approaches such as e-newsletters sent to current Fisher Price consumers, and social media campaigns. Sales promotions could be used in the form of coupons and product information placed inside boxes of Fisher Price toys and also provided through Fischer Price’s social media accounts to followers of the brand. 3. Identify the sales promotional tools that might be useful for (a) Tastee Yogurt - a new brand introduction, (b) 3M self-sticking Post-It notes, and (c) Wrigley’s Spearmint gum. Answer: a. Tastee Yogurt – this product is in the introductory stage of its product life cycle. As a result, the introduction may be helped by building awareness through advertising campaigns and boosting trial through the dissemination of coupons and an in-store sampling program. b. 3M self-sticking Post-It notes - these are in the mature stage of their product life cycle. As a result, point-of-purchase displays will serve as a reminder to purchase the product. c. Wrigley’s Spearmint Gum - this gum is a mature, well-known brand. A premium, which ties the brand into another product, may encourage additional purchases. Additionally, a point-of-purchase display at retail will encourage impulse purchases. 4. Each year Bausch and Lomb evaluates the advertising option for its contact lenses. What advantages and disadvantages should they consider? Which media do you recommend? Answer: Media choices would depend largely upon budget as well as the target market’s use of the various forms of media. The advantages and disadvantages of advertising media include the following:
MEDIUM ADVANTAGES DISADVANTAGES
Television · Reaches a large audience · Wide reach of target audiences · Uses sight, sound, and motion to communicate · High cost of production and media · Difficult to convey complex messages
Radio · Low cost · Can tie in local retailers · Lack of visuals · Local media · Difficult to convey detailed information
Magazines · Ads can convey detailed information · Ads last a long time and can be saved · Highly targeted readers · High-quality color reproduction · High cost · Long lead-times required to place an advertisement
Newspapers · Solid coverage of local markets · Ads can be saved · Ads can convey detailed messages · Short life span · Poor reproduction quality · Readership is declining among young adults
Internet · Ads can be interactive and link to a website · Detailed information can be communicated · Surfers are not interested in viewing advertisements on the Internet
Outdoor · Reaches a wide cross-section of the population quickly · The media cannot be turned off · Only a short message can be communicated · Visual interest is needed
Direct Mail · Can target specific consumers · Can convey complex information · High cost per contact; low response rates · Poor image of “junk mail”
5. Direct mail flyers and unaddressed envelopes containing retail coupons are periodically sent to homes. How effective do you consider these direct mail programs? Do you think there is a specific target market that uses coupons like this? How can these direct mail efforts be improved? Answer: This is a successful form of sales promotion for consumers who are price driven but being paper-based it is expensive for marketers. It is important to realize that the Internet is a cheaper form of coupon distribution that can be used in conjunction with social media sites or using database marketing techniques that e-mail offers to consumers. 6. A baby car seat manufacturer had to recall this year’s model because the seat belt buckle was faulty. Suggest a public relations approach for this situation. Answer: A news conference and press releases should be used to communicate this hazard to the community. It is important that the national and local press be informed of this issue and to pass this information along to their viewers, listeners, and readers. The information should also be posted on the company websites and communicated to its database of customers via e-mail. All stores that sell the product should be contacted and the merchandise returned to the manufacturer. A printed announcement should be made available to these stores for posting at retail. Periodic updates need to be sent out to the media, consumers, and stores. 7. Suppose someone said to you, "The only real measure of a salesperson is the amount of sales produced." How might you respond? Answer: Other measurements of sales success might include accounts generated, profit achieved, customer satisfaction, sales leads, and sales-call ratios. While sales volume is a key metric, it doesn't capture the full scope of a salesperson's effectiveness. Factors like customer satisfaction, retention rates, and the ability to build relationships are also crucial. Success should be measured holistically, including both quantitative and qualitative aspects of performance. QUESTIONS AND ANSWERS TO ONLINE ACTIVITIES: DISCUSSION FORUM You are the marketing director of a new private college operating in Montreal. Your target market is new immigrants to Canada and international students who want to become proficient in English and French. 1. Identify the problems that may occur in the communications process with your target market. Answer: Problems in Communications Process: Language barriers might prevent effective messaging, cultural differences could lead to misunderstandings, and unfamiliarity with the Canadian education system may hinder engagement. Additionally, new immigrants might have different priorities and concerns compared to international students. 2. Specify how you would deal with these problems. Answer: Dealing with Problems: Offer multilingual marketing materials and support services. Tailor messages to different cultural contexts and provide clear, concise information about the educational system. Engage with community organizations and create informational webinars to bridge knowledge gaps. 3. Select the promotional mix and indicate the importance of each element. Answer: Promotional Mix and Importance: • Advertising: Essential for building awareness and reaching a broad audience through digital ads and local media. • Public Relations: Important for establishing credibility and fostering relationships with community groups. • Sales Promotions: Useful for attracting attention through limited-time offers or discounts. • Direct Marketing: Effective for personalized communication through email campaigns and targeted outreach. • Social Media: Crucial for engaging with both prospective students and their families, offering interactive content and updates. Note: These discussions are meant to generate class discussion and a lively debate of issues raised, as well as a general review of concepts discussed within the chapter. There are no correct or incorrect answers. QUESTIONS AND ANSWERS TO ON-LINE ACTIVITIES INTERNET EXERCISE The Canadian Marketing Association (CMA) provides guidelines for the marketing industry in Canada. Visit its website at http://www.the-cma.org/ and review its code of ethics and comment on the unethical practices discouraged by the CMA that you see in the marketing industry today? Answer: Many companies intentionally or unintentionally mislead consumers through their advertising messages. Telemarketers contact people despite the do-not-call list, with many calls coming from outside the country. Spam e-mail is abundant. The Canadian Marketing Association (CMA) code of ethics discourages several unethical practices, including misleading advertising, which can deceive consumers about the true nature or benefits of a product. It also addresses privacy concerns, prohibiting the misuse of personal data without consent. Additionally, the CMA condemns practices that exploit vulnerable populations, ensuring that marketing strategies do not manipulate or take advantage of such groups. These guidelines are crucial for maintaining trust and integrity in the marketing industry. BRING IT TO LIFE: VIDEO SYNOPSIS & TEACHING SUGGESTIONS ICA NEXT GENERATION DAY Synopsis (This video case is also included in the text book as a NewsFlash for chapter 12) FFWD Advertising and Marketing Week is an annual event put on by the Institute of Communication Agencies (ICA) in Canada. It puts a spotlight on the advertising industry and celebrates its achievements and creativity. The event includes association workshops, keynote speakers, awards, boot camps, student outreach, and social hubs. It runs in varying degrees in Toronto, Montreal, Halifax, Vancouver, Edmonton, and Calgary during the last week of January. It uses sponsorship and public relations tools to help market the event and relies on market research and metrics to evaluate the event for future improvement. Next Generation Day is a day-long event that runs during FFWD Advertising and Marketing Week in Toronto that is dedicated to students. In 2014 it hosted 260 college and university students interested in the advertising business and shared insights into how to get into the industry and the various opportunities that exist. The event includes interacting with panels of speakers, visits to advertising agencies, involvement in an agency project, and networking with industry professionals. Teaching Suggestions This video focuses on Next Generation Day and showcases this vibrant event for students. Navigating to the ICA website and also the FFWD Advertising and Marketing Week website at http://www.icacanada.ca and http://www.advertisingweek.ca/ can reveal recent highlights. Unfortunately, Internet links are changed from time to time so be sure to check whether these links are still available. BRING IT TO LIFE: VIDEO CASE – PRINTOUT ICA - NEXT GENERATION DAY The theatre at the Bell Lightbox buzzed with anticipation as 260 college and university students waited for the Institute of Communication Agencies (ICA) to kick off 2014 Next Generation Day, a day-long event that annually inspires and motivates dozens of young people interested in the advertising industry. Students from various programs, such as marketing, advertising, media, and copywriting, spend the morning listening to seasoned experts who share their perceptions of the industry and to fresh-faced professionals who more recently entered the field. The afternoon hosts the anticipated agency-immersion sessions, where 26 advertising agencies welcome the students (now divided into small groups), conduct agency tours, and involve them in brainstorming and strategy sessions on a live project. “Don’t be shy,” advises Gillian Graham, president and CEO of the ICA. “This is your opportunity to shine and get involved in an innovative industry that touches and influences popular culture. For some, this event is a game-changer, a catalyst that attracts many of the best and the brightest marketing minds to the industry.” The day ends with a casual networking event where students and agency folk mingle to socialize and exchange information. So how does a student get into the advertising industry? Seasoned experts at Next Generation Day explain that the task is not linear and the answers are many—knock on doors, check online job boards, intern, network, start in a related field. Often, it is being at the right place at the right time, standing out, and proving yourself. The industry looks for smart, inventive, curious, and energetic people who can think on their feet and have a passion for the industry. They need to be genuine, authentic team players, and be able to build lasting relationships. They must also be hard-working, self-motivated, resilient, and adept at selling themselves and their ideas. However, this business is not for everyone. The challenges lie in unpredictable days, long hours, a frenetic pace, and frustration when ideas are rejected. Nevertheless, for those who are resilient, thrive on change, have a passion for the industry, and possess the skills and personality that fit, this business provides an adrenaline rush that works. Next Generation Day gives students a taste of what it is like to work in this business. Next Generation Day runs during FFWD Marketing and Advertising Week, an annual week-long event hosted by the ICA in Canada. FFWD Marketing and Advertising Week runs during the last week of January to shine a spotlight on the marketing and advertising industry, and celebrates its achievements and creativity through high-profile speaking events, workshops, marketing awards, boot camps, student outreach, and social hubs. You can see more details on its website at www.advertisingweek.ca and catch updates on its Twitter and Facebook streams at @adweekcdn and www.facebook.com/advertisingweekcdn. FFWD Marketing and Advertising Week is highly recommended for marketing and advertising professionals, and Next Generation Day is tops for students interested in the advertising business. Questions 1. What is the purpose of FFWD Advertising and Marketing Week? Answer: Purpose of FFWD Advertising and Marketing Week: The purpose of FFWD Advertising and Marketing Week is to spotlight the marketing and advertising industry, celebrating its achievements and creativity. The week features high-profile speaking events, workshops, awards, and networking opportunities, aimed at professionals and students alike. 2. What are the characteristics of people that will flourish in the advertising industry? Answer: Characteristics for Success in Advertising: Individuals who thrive in advertising are smart, inventive, and energetic, with a passion for the industry. They should be genuine team players, resilient, adaptable to change, and skilled at building relationships and selling ideas. BRING IT TO LIFE: VIDEO CASE WORKSHEET ICA - NEXT GENERATION DAY Name: Section: This video will review the ICA Next Generation Day event which is part of the annual FFWD Advertising and Marketing Week events in Canada. Please answer the following questions once you have watched the video and read the case: 1. What is the purpose of FFWD Advertising and Marketing Week? Answer: Purpose of FFWD Advertising and Marketing Week: FFWD Advertising and Marketing Week aims to highlight and celebrate the achievements and creativity within the marketing and advertising industry. It features events like speaking engagements, workshops, awards, and networking opportunities for professionals and students. 2. What are the characteristics of people that will flourish in the advertising industry? Answer: Characteristics for Success in Advertising: Successful individuals in advertising are inventive, energetic, and passionate about the industry. They are resilient, genuine team players, adept at relationship-building, and skilled in selling ideas while adapting to a fast-paced and challenging environment. BRING IT TO LIFE: VIDEO CASE – ANSWERS TO QUESTIONS ICA - NEXT GENERATION DAY 1. What is the purpose of FFWD Advertising and Marketing Week? Answer: The purpose of this week-long event is to showcase the achievements of the marketing and advertising industry in Canada, to provide updates on the latest developments in the industry, to provide networking opportunities for people, and to highlight the leadership qualities and relevance of the ICA to the marketing and advertising business. 2. What are the characteristics of people that will flourish in the advertising industry? Answer: People that do well in the advertising industry have a passion for the business, and are resilient and thrive on change. They need to be smart, inventive, curious, and energetic. They can think on their feet and are hardworking, self-motivated, resilient, and adept at selling themselves and their ideas. They need to be genuine, authentic, team-players, and be able to build lasting relationships. They must be able to deal with unpredictable days, long hours, a frenetic pace, and frustration when ideas are rejected. BRING IT TO LIFE: VIDEO SYNOPSIS & TEACHING SUGGESTIONS RAISING THE ROOF - REPACKAGING HELP Synopsis (This video case is also included in the text book as a NewsFlash for chapter 12) Raising the Roof is a small non-profit organization that works with partners across Canada at the grassroots level to reduce homelessness. Its purpose is to provide long-term solutions to homelessness so that individuals have access to safe and stable homes as well as the support needed to thrive. It uses the advertising agency Leo Burnett to help increase awareness about homelessness and to dispel the myths that these people are lazy, trouble-makers, or drug addicts. The video and write-up focus on Repackaging help, a marketing communications campaign which very creatively put a focus of homelessness. Teaching Suggestions This video case can be used as a lively opener to the topic of creativity and how to break through the clutter of competing messages. It can also start discussions on the characteristics of out-of-home advertising and the fact that it cannot be turned off. You may want to also discuss whether this is also a form of experiential marketing. BRING IT TO LIFE: VIDEO CASE – PRINTOUT RAISING THE ROOF - REPACKAGING HELP Raising the Roof is a small non-profit organization that works with partners across Canada at the grassroots community level to reduce homelessness. Its purpose is to provide long-term solutions to homelessness so that individuals have access to safe and stable homes, as well as the support needed to thrive. It embraces diversity and believes that everyone should be met with compassion, respect, and without discrimination. It encourages businesses, community groups, schools, and individuals to get involved to help reduce homelessness. Since its inception in 1996, Raising the Roof has provided over $3.5 million to agencies across Canada that work to reduce homelessness at the community level. Since 2010, it has worked with advertising agency Leo Burnett to raise awareness on homelessness. Leo Burnett provides its services pro-bono (free) for this charitable organization and works with media organizations and other marketing companies and organizations so that media time, media space, and marketing services and support are also provided at no cost. Its “Repackaging Help” campaign focused on the charity’s annual fund-raiser that sells winter hats to raise donations for homelessness. Annually, and for over 17 years in the middle of winter, Raising the Roof runs its Toque Tuesday to raise funds to combat homelessness in Canada. It sells toques (winter hats) for $10 each, now allowing people to also buy them online. However, recognizing that the charity suffers from low awareness and that people are hesitant to purchase toques from an organization with low recognition, Raising the Roof and Leo Burnett created a campaign, “Repackaging Help,” that pointed out how funds are used and why people should donate to this cause. The campaign created special packaging for the toques to explain the fund-raiser and used a mobile street-level billboard as a pop-up type store to communicate and sell the toques that were displayed on the billboard. Each hat was packaged in transparent cellophane with large letters sprawled across the front with messages such as “This hat will help a homeless woman find a job,” or “This hat will help a homeless man eat tonight,” or “This hat will help a homeless teen connect with a mentor.” Many other messages were created that focused on different homeless situations, whether for an adult, a child, or a family trying to get back on its feet. The hats were mounted on the mobile street-level billboard with a bold headline that stated, “Every hat sold helps the homeless. Find the toque that connects with you.” Rows of hats with individual messages supported this headline and encouraged people to purchase a toque. The messages explained that funds would help provide basic necessities for homeless people such as medication for a child, a warm shower, or a safe place to sleep. In three months, Raising the Roof reached its annual sales goal of 40,000 hats by demonstrating that every hat makes a difference. Questions 1. What forms of marketing communication were integrated into this campaign? Answer: Forms of Marketing Communication: The campaign integrated several marketing communication methods, including special packaging with impactful messages, a mobile street-level billboard as a pop-up store, and direct sales through the billboard. These elements combined to highlight the cause and drive sales. 2. How could social media be used to further spread awareness? Answer: Using Social Media for Awareness: Social media could amplify the campaign by sharing impactful stories and images of how the hats help the homeless. Engaging posts, user-generated content, and collaborations with influencers could increase visibility and encourage more donations. BRING IT TO LIFE: VIDEO CASE WORKSHEET RAISING THE ROOF - REPACKAGING HELP Name: Section: This video will review the Raising the Roof - Repackaging Help marketing campaign that puts s spotlight on homelessness. Please answer the following questions once you have watched the video and read the case: 1. What forms of marketing communication were integrated into this campaign? Answer: Forms of Marketing Communication: The campaign used special packaging for toques with impactful messages, a mobile street-level billboard as a pop-up store, and direct sales at the billboard to promote the cause and engage with consumers. 2. How could social media be used to further spread awareness? Answer: Using Social Media for Awareness: Social media can further spread awareness by sharing compelling stories and visuals of the impact of each purchase, leveraging hashtags, and encouraging user-generated content to boost engagement and reach. BRING IT TO LIFE: VIDEO CASE – ANSWERS TO QUESTIONS RAISING THE ROOF - REPACKAGING HELP 1. What forms of marketing communication were integrated into this campaign? Answer: The forms of marketing communications that were used for this campaign were public relations, out-of-home, as well as the packaging itself. Forms of Marketing Communication: The campaign integrated special packaging with impactful messages, a mobile street-level billboard for pop-up sales, and direct communication through the billboard to promote the toque sales and their impact. 2. How could social media be used to further spread awareness? Answer: The answers to this question will vary, but Facebook, Twitter, Instagram and YouTube could be used to help spread the word about this campaign and its message. Using Social Media for Awareness: Social media can enhance awareness by posting stories and images of how the toques help, using hashtags to engage a broader audience, and encouraging shares and interactions to amplify the campaign’s reach. BRING IT TO LIFE: NEWSFLASHES / FOCUS ON ETHICS SYNOPSIS AND DISCUSSION QUESTIONS Three NewsFlashes / focus on ethics boxes are included in this chapter on Dove’s Real Beauty Sketches Ignites Debate and Inspiring - Next Generation Day. They can be used as ice-breakers to launch a relevant subject. Many of the topics are interesting to students and may be familiar. A. DOVE’S REAL BEAUTY SKETCHES IGNITES DEBATE Dove uses its Campaign for Real Beauty to prompt public debate about the media’s portrayal of women’s beauty. In 2013 Dove used short films and billboards to draw attention to the issue. The short films, Dove’s Real Beauty Sketches used a forensic artist to sketch women based on how they describe themselves and then based on a stranger’s description. It showed that women are overly critical of their appearance. The campaign was praised for boosting women’s self-confidence and prompting a provocative discussion. It was criticized for hypocrisy - given that Axe deodorant, marketed with sexy young girls, is also owned by the same company, Unilever. Questions 1. Navigate to Dove’s YouTube channel at www.youtube.com/user/DoveCanada to view Dove’s Real Beauty Sketches and point out why you think these short films resonate highly with women. Answer: These short film are very authentic and understated and ring true to the viewer. Dove’s Real Beauty Sketches: The films resonate with women because they visually demonstrate how self-perception is often harsher than how others see us, promoting a message of self-acceptance and challenging societal beauty standards. The emotional storytelling and real-life interviews make the message personal and impactful. 2. Navigate to the AXE YouTube website at www.youtube.com/user/AXE to view its approaches to marketing AXE products and comment on whether you think it is hypocritical for Unilever to be using these two diverse approaches to marketing it products. Answer: Yes there is a degree of hypocrisy in these the marketing approaches. Many students will point out that the two products have different target markets. Other will discuss whether advertising can really change societal attitudes. AXE Marketing: Unilever’s use of sexually suggestive imagery in AXE ads contrasts sharply with Dove’s empowering messages. This approach can be seen as hypocritical, as it undermines Dove’s campaign by perpetuating objectification while promoting self-esteem and authenticity. B. INSPIRING - NEXT GENERATION DAY FFWD Advertising and Marketing Week is an annual event put on by the Institute of Communication Agencies (ICA) in Canada. It puts a spotlight on the advertising industry and celebrates its achievements. Next Generation Day is dedicated to students and runs during FFWD Advertising and Marketing Week. In 2014 it hosted 260 college and university students interested in the advertising business and shared insights. Questions 1. What is the purpose of FFWD Advertising and Marketing Week? Answer: The purpose of this event is to showcase the marketing and advertising industry in Canada. FFWD Advertising and Marketing Week: The purpose is to highlight and celebrate the achievements and innovations within the advertising industry. It features speaking events, workshops, and awards to showcase creativity and progress in marketing and advertising. 2. What are the characteristics of people that flourish in the advertising industry? Answer: People that do well have a passion for the business, are resilient and thrive on change. They are smart, inventive, curious, energetic, think on their feet, are hardworking, self-motivated, resilient, and adept at selling ideas. They are genuine team-players and able to build lasting relationships and deal with unpredictable days, long hours, a frenetic pace. Characteristics for Flourishing in Advertising: Individuals who succeed in advertising are creative, energetic, and adaptable. They are strong team players, resilient to rejection, and have a genuine passion for the industry. C. REPACKAGING HELP RAISES FUNDS FOR NON-PROFIT Raising the Roof is a small non-profit organization that works with partners across Canada to provide long-term solutions to homelessness so that individuals have access to safe and stable homes as well as the required support. It uses the advertising agency Leo Burnett to help increase awareness about homelessness and to dispel myths that homeless people are lazy, trouble-makers, or drug addicts. Questions 1. What forms of marketing communication were integrated into this campaign? Answer: The forms of marketing communications that were used for this campaign were public relations, out-of-home, as well as the packaging itself. Forms of Marketing Communication: The campaign used special packaging for toques, a mobile street-level billboard pop-up store, and targeted messaging to highlight the impact of each purchase. It also included visual storytelling through transparent cellophane packaging to convey how each hat supports the homeless. 2. How could social media be used to further spread awareness? Answer: The answers to this question will vary, but Facebook, Twitter, Instagram and YouTube could be used to help spread the word about this campaign and its message. Social Media Utilization: Social media could amplify the campaign by sharing compelling stories and images of the hats and their impact. Platforms like Instagram and Facebook can host live events or behind-the-scenes content, engage users with hashtags, and encourage sharing. Additionally, collaborating with influencers and community leaders can expand reach and drive more donations. BRING IT TO LIFE: FOCUS ON ETHICS PRINTOUT AND WORKSHEET Name: Section: DOVE’S REAL BEAUTY SKETCHES IGNITES DEBATE The skincare brand Dove uses its Campaign for Real Beauty to prompt public debate about the media’s portrayal of women’s beauty and to nurture an emotional bond with women who relate to its cause. After 10 years in the spotlight, the campaign is still going strong with periodic peaks from new campaigns that reignite the debate. The campaign uses actual women (not models) to show that real beauty does not come in the form of skinny, tall supermodels and celebrities. It uses thought-provoking online short films, TV spots, and billboards, as well as websites and workshops, to show that inner and outer beauty come in all forms, colours, shapes, and sizes. Communication elements are designed to improve women’s self-esteem and to create a lasting emotional bond between Dove and the women who relate to its message. In 2013, Dove used short films and billboards to draw attention to the issue. The short films, Dove’s Real Beauty Sketches, were the focal point and prompted considerable media attention and discussion by individuals, the press, women’s advocates, and media critics. These powerful clips focused on the tagline “You Are More Beautiful Than You Think,” and portrayed a forensic composite artist sketching women based on how they describe themselves and then based on a stranger’s description. The final portraits highlight that the women were overly critical of their appearance and missed how their inner beauty and personalities were also etched in their features. The campaign was designed to go viral on the Internet with online ads and public relations activities directing people to watch the short films on the brand’s website or on its social media assets. In a few short weeks, the films had secured 163 million views and 4.6 billion media impressions. The campaign, however, was not without controversy. Its detractors vocally criticized Dove and its parent company Unilever for hypocrisy, given that Axe deodorant, marketed with sexy young girls, is also a Unilever brand. The campaign was also negatively viewed by people who saw Dove’s campaign as patronizing, perpetuating beauty as an aspirational value for women, and using women’s insecurities to sell more beauty products. Ultimately, on the positive side, the campaign was praised for attempting to boost women’s self-confidence and prompting a provocative and open dialogue about society’s unrealistic standards of beauty and the resultant self-esteem issues. Questions 1. Navigate to Dove’s YouTube channel at www.youtube.com/user/DoveCanada to view Dove’s Real Beauty Sketches and point out why you think these short films resonate highly with women. Answer: Dove’s Real Beauty Sketches Resonance: The short films resonate with women by highlighting the discrepancy between how they perceive themselves and how others see them. They showcase real women’s stories, emphasizing genuine beauty and boosting self-esteem. This relatable and emotional approach connects deeply with viewers. 2. Navigate to the AXE YouTube website at www.youtube.com/user/AXE to view its approaches to marketing AXE products and comment on whether you think it is hypocritical for Unilever to be using these two diverse approaches to marketing it products. Answer: Hypocrisy of Diverse Approaches: Unilever’s use of Dove’s empowering campaign alongside Axe’s provocative marketing can be seen as hypocritical. While Dove promotes self-esteem and realistic beauty standards, Axe’s approach focuses on sexualized imagery, creating a conflict between their brand values and marketing strategies. BRING IT TO LIFE: NEWSFLASH PRINTOUT AND WORKSHEET Name: Section: INSPIRING - NEXT GENERATION DAY The theatre at the Bell Lightbox buzzed with anticipation as 260 college and university students waited for the Institute of Communication Agencies (ICA) to kick off 2014 Next Generation Day, a day-long event that annually inspires and motivates dozens of young people interested in the advertising industry. Students from various programs, such as marketing, advertising, media, and copywriting, spend the morning listening to seasoned experts who share their perceptions of the industry and to fresh-faced professionals who more recently entered the field. The afternoon hosts the anticipated agency-immersion sessions, where 26 advertising agencies welcome the students (now divided into small groups), conduct agency tours, and involve them in brainstorming and strategy sessions on a live project. “Don’t be shy,” advises Gillian Graham, president and CEO of the ICA. “This is your opportunity to shine and get involved in an innovative industry that touches and influences popular culture. For some, this event is a game-changer, a catalyst that attracts many of the best and the brightest marketing minds to the industry.” The day ends with a casual networking event where students and agency folk mingle to socialize and exchange information. So how does a student get into the advertising industry? Seasoned experts at Next Generation Day explain that the task is not linear and the answers are many—knock on doors, check online job boards, intern, network, start in a related field. Often, it is being at the right place at the right time, standing out, and proving yourself. The industry looks for smart, inventive, curious, and energetic people who can think on their feet and have a passion for the industry. They need to be genuine, authentic team players, and be able to build lasting relationships. They must also be hard-working, self-motivated, resilient, and adept at selling themselves and their ideas. However, this business is not for everyone. The challenges lie in unpredictable days, long hours, a frenetic pace, and frustration when ideas are rejected. Nevertheless, for those who are resilient, thrive on change, have a passion for the industry, and possess the skills and personality that fit, this business provides an adrenaline rush that works. Next Generation Day gives students a taste of what it is like to work in this business. Next Generation Day runs during FFWD Marketing and Advertising Week, an annual week-long event hosted by the ICA in Canada. FFWD Marketing and Advertising Week runs during the last week of January to shine a spotlight on the marketing and advertising industry, and celebrates its achievements and creativity through high-profile speaking events, workshops, marketing awards, boot camps, student outreach, and social hubs. You can see more details on its website at www.advertisingweek.ca and catch updates on its Twitter and Facebook streams at @adweekcdn and www.facebook.com/advertisingweekcdn. FFWD Marketing and Advertising Week is highly recommended for marketing and advertising professionals, and Next Generation Day is tops for students interested in the advertising business. Questions 1. What is the purpose of FFWD Advertising and Marketing Week? Answer: Purpose of FFWD Advertising and Marketing Week: The event highlights the achievements and creativity of the marketing and advertising industry. It features high-profile speakers, workshops, awards, and networking opportunities to celebrate and advance industry practices and innovations. 2. What are the characteristics of people that flourish in the advertising industry? Answer: Characteristics of Successful Advertising Professionals: They are smart, inventive, curious, and energetic. They should also be genuine, resilient, self-motivated, and adept at building relationships and selling ideas, thriving in a fast-paced and challenging environment. BRING IT TO LIFE: NEWSFLASH PRINTOUT AND WORKSHEET Name: Section: REPACKAGING HELP RAISES FUNDS FOR NON-PROFIT Raising the Roof is a small non-profit organization that works with partners across Canada at the grassroots community level to reduce homelessness. Its purpose is to provide long-term solutions to homelessness so that individuals have access to safe and stable homes, as well as the support needed to thrive. It embraces diversity and believes that everyone should be met with compassion, respect, and without discrimination. It encourages businesses, community groups, schools, and individuals to get involved to help reduce homelessness. Since its inception in 1996, Raising the Roof has provided over $3.5 million to agencies across Canada that work to reduce homelessness at the community level. Since 2010, it has worked with advertising agency Leo Burnett to raise awareness on homelessness. Leo Burnett provides its services pro-bono (free) for this charitable organization and works with media organizations and other marketing companies and organizations so that media time, media space, and marketing services and support are also provided at no cost. Its “Repackaging Help” campaign focused on the charity’s annual fund-raiser that sells winter hats to raise donations for homelessness. Annually, and for over 17 years in the middle of winter, Raising the Roof runs its Toque Tuesday to raise funds to combat homelessness in Canada. It sells toques (winter hats) for $10 each, now allowing people to also buy them online. However, recognizing that the charity suffers from low awareness and that people are hesitant to purchase toques from an organization with low recognition, Raising the Roof and Leo Burnett created a campaign, “Repackaging Help,” that pointed out how funds are used and why people should donate to this cause. The campaign created special packaging for the toques to explain the fund-raiser and used a mobile street-level billboard as a pop-up type store to communicate and sell the toques that were displayed on the billboard. Each hat was packaged in transparent cellophane with large letters sprawled across the front with messages such as “This hat will help a homeless woman find a job,” or “This hat will help a homeless man eat tonight,” or “This hat will help a homeless teen connect with a mentor.” Many other messages were created that focused on different homeless situations, whether for an adult, a child, or a family trying to get back on its feet. The hats were mounted on the mobile street-level billboard with a bold headline that stated, “Every hat sold helps the homeless. Find the toque that connects with you.” Rows of hats with individual messages supported this headline and encouraged people to purchase a toque. The messages explained that funds would help provide basic necessities for homeless people such as medication for a child, a warm shower, or a safe place to sleep. In three months, Raising the Roof reached its annual sales goal of 40,000 hats by demonstrating that every hat makes a difference. Questions 1. What forms of marketing communication were integrated into this campaign? Answer: Forms of Marketing Communication: The campaign used special packaging, a mobile billboard pop-up store, and clear, impactful messaging on the toques to communicate the cause and encourage sales. It also utilized online sales platforms to broaden reach. 2. How could social media be used to further spread awareness? Answer: Using Social Media for Awareness: Social media could amplify the campaign by sharing the impactful stories behind each hat, engaging users with interactive content, leveraging influencers to boost visibility, and encouraging user-generated content to create a viral effect. BRING IT TO LIFE: IN-CLASS ACTIVITY ADVERTISING SLOGANS – INSTRUCTIONS Learning Objective To have students understand the importance and relevancy of advertising slogans to an advertising campaign. Description of In-Class Activity • Distribute a handout which contains questions on three advertising campaigns. Review the questions and then show the campaigns. Continue the activity by distributing the second handout on advertising slogans. Have students identify the company to which the slogans belong. Continue the activity with the third handout which identifies the characteristics of strong slogans. Have students rank their top 5 slogans from the list. • This activity should be conducted in pairs. Estimated class time: 30 minutes. Preparation before Class View the following ads for Telus, Dove and Energizer from the Cassies' website at www.cassies.ca. The ads can be specifically found as follows: • Telus - http://cassies.ca/winners/2007Winners/media/sr_telus/default.asp • Dove - http://cassies.ca/winners/2007Winners/media/sr_dove/default.asp • Energizer - http://cassies.adbeast.com/2005winners/media/sr_case482/?&w=1014&h=710 You may wish to bookmark these or create a PowerPoint slide which includes these links. In-Class Implementation • Relevant Chapter Content – Explain the use of slogans in advertising and how in many instances they are not actually remembered. • In-Class Instructions – Distribute the handout and read the opening quotation with the class. Then review the questions on the handout and proceed to show the three advertising campaigns for Telus, Dove, and Energizer. Ask the students to spend a few minutes answering the questions and then review their answers with the class. Continue with the second page of the handout and ask students to identify the company or product associated with each slogan. Students are then asked to rank their top 5 slogans from the list based on the information provided in the handout. • Handout – Distribute the handout and worksheet for students to complete. • Evaluation – Collect the worksheets from this activity for evaluation purposes. They can be evaluated for completion, or graded for quality of the work completed. BRING IT TO LIFE: IN-CLASS ACTIVITY ADVERTISING SLOGANS – HANDOUT AND WORKSHEET Name: Section: Read the following quotation, watch the ads shown in class, and answer the following questions. “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 must be reduced to a memorable word or phrase that encapsulates the benefits of brand. These are called ‘slogans’ or ‘taglines,’ and are what marketers want you to remember about their brand when you make a purchase decision.” “Marketers have used slogans since the late 1880’s when Proctor and Gamble (P&G) used ‘99 and 44/100% Pure’ tagline for its Ivory Soap. Today, many organizations use slogans, but only a few are memorable.”1 Questions A. Telus • What features in its advertising make the ads distinctively recognizable? Answer: Telus ads are distinctively recognizable for their use of playful and friendly animal characters, such as the "Telus T-Bo" and its companions. These ads often feature bright, vibrant colors and emphasize community and positive messages. The distinctive animation style and engaging, heartwarming stories contribute to the ads' unique appeal. • What is its slogan? Answer: Telus's slogan is "The Future is Friendly." This tagline emphasizes the company's commitment to positive, forward-thinking customer experiences and innovative technology solutions. It reflects Telus's brand values of friendliness and customer-centric service. B. Dove • What features in these Dove ads make them distinctively recognizable? Answer: Dove ads are distinctively recognizable for their focus on real, diverse women rather than models, highlighting natural beauty and authenticity. The ads often feature simple, honest portrayals with minimal makeup and everyday settings, reinforcing Dove's commitment to real beauty. The use of empowering messages and a soft, relatable tone further sets them apart. • What is its slogan? Answer: Dove's slogan is "Real Beauty," which emphasizes their commitment to showcasing natural, unretouched beauty in their advertising. The slogan underpins their campaign message that beauty comes in all shapes, sizes, and colors, and aims to boost self-esteem by challenging traditional beauty standards. C. Energizer • What features in Energizer ads make them distinctively recognizable? Answer: Energizer Ads: Energizer ads are distinctively recognizable for featuring the iconic Energizer Bunny, a pink, drum-playing rabbit that symbolizes the brand’s long-lasting battery life. The ads often highlight the Bunny’s tireless energy and persistence, emphasizing durability and reliability through a humorous, memorable mascot. • What is its slogan? Answer: Slogan: Energizer’s slogan is "Keeps Going and Going." This slogan underscores the brand's focus on long-lasting power and endurance, reinforcing the message that Energizer batteries provide extended performance. D. Do you think slogans are important in advertising? Why or why not? Answer: Yes, slogans are important in advertising because they encapsulate the essence of a brand or product in a memorable and concise way. A well-crafted slogan can enhance brand recall, differentiate the brand from competitors, and communicate key benefits or values effectively. It helps create a lasting impression and reinforces the brand’s message in the minds of consumers. Advertising Slogans Some well-known advertising slogans are outlined below. Identify the brand that matches the slogan. 1. Makes your hamburger a beautiful thing _________________ Answer: Makes your hamburger a beautiful thing — McDonald's 2. Just do it _________________ Answer: Just do it — Nike 3. It tastes awful and it works _________________ Answer: It tastes awful and it works — Listerine 4. Give like Santa. Save like Scrooge _________________ Answer: Give like Santa. Save like Scrooge — Canadian Tire 5. M’m M’m Good _________________ Answer: M’m M’m Good — Campbell’s Soup 6. Yours to discover _________________ Answer: Yours to discover — MasterCard 7. Always fresh at _________________ Answer: Always fresh at — Subway 8. Good to the last drop _________________ Answer: Good to the last drop — Maxwell House 9. Let your fingers do the walking _________________ Answer: Let your fingers do the walking — Yellow Pages 10. The most trusted name in news _________________ Answer: The most trusted name in news — CNN 11. Eat fresh _________________ Answer: Eat fresh — Subway 12. Maybe she’s born with it. Maybe it’s _________________ Answer: Maybe she’s born with it. Maybe it’s — Maybelline 13. Drivers wanted _________________ Answer: Drivers wanted — Volkswagen 14. Zoom Zoom _________________ Answer: Zoom Zoom — Mazda 15. We are Winter _________________ Answer: We are Winter — Winterfresh Characteristics of Top Slogans According to the website ADSlogans Unlimited2, the most important characteristics of advertising slogans are outlined below. Please rank the slogans identified on the previous page based on these characteristics. Rank your top 5 slogans with 1 being the top rated slogan. Top Characteristics of a Strong Advertising Slogan • They should be memorable • They should recall the brand name • They should include a key benefit • They should differentiate the brand • They should impart positive feelings for the brand • They should reflect the brand’s personality • They should be strategic • They should be campaignable • They should be competitive • They should be original • They should be simple Sources “Advertising A.D.D.: Majority of Taglines Go Unnoticed,” 2004 Emergence Slogan Survey. Press release dated October 15, 2004. http://www.slogansurvey.com/2004surveyreleasefinal.pdf. 2 www.adslogans.co.uk © 2002 Timothy R V Foster. BRING IT TO LIFE: METRICS ASSIGNMENT AND WORKSHEET PMB DATA Name: Section: A new free sports app has been created by the CBC that targets adult male hockey players in Canada. It wants to raise awareness of this app and to increase downloads by advertising in print publications and online on their websites. Recommend the three hard copy print publications that the CBC should use to advertise this app as well as the specific areas of their websites that should be considered for online advertising. Your recommendation should be based on a match of the publications to the target market. In order to complete this assignment please do the following: 1. Access PMB’s demographic and psychographic data on adult hockey players at this location: http://www.pmb.ca/public/e/product_data/hockey.pdf Answer: To effectively target adult male hockey players in Canada, consider these print and online options: 1. Print Publications: • The Hockey News: Focuses on hockey and has a readership that aligns with the target market. • Sportsnet Magazine: Covers a range of sports with a strong emphasis on hockey, appealing to the same demographic. • Men's Health: Offers a broad appeal to adult males, including those interested in sports like hockey. 2. Access PMB’s Topline Readership report to see data on the publications that it monitors, and to access information on circulation, readership, readers per copy, and the gender split for each publication. • You can access the latest PMB Topline Readership report at http://www.pmb.ca/. • Click on the tab with a title similar to “PMB 2014 Fall,” adjusted for the date. • Dropdown the menu and click on Topline Readership and then select either the PDF or Excel version of the files to view the report. Answer: Online Advertising: • The Hockey News Website: Advertise in the sports section and related hockey content. • Sportsnet.ca: Target the hockey news and scores sections. • Men's Health Website: Place ads in sections related to fitness, health, and sports. These choices align with the interests and demographics of adult male hockey players. 3. Navigate to the websites of your potential print publications and check the editorial environment and which specific areas of the website are appropriate for advertising the app. Answer: For the CBC sports app targeting adult male hockey players: 1. The Hockey News Website: Advertise in the hockey news and feature sections for high relevance. 2. Sportsnet.ca: Focus on the NHL and hockey scores sections where sports enthusiasts frequently visit. 3. Men's Health Website: Place ads in the fitness and sports sections, appealing to readers interested in maintaining an active lifestyle. These sections ensure visibility among users most interested in hockey and related topics. Use the above information as the basis of your recommendation. Solution Manual for Marketing: The Core Roger A. Kerin, Steven W. Hartley, William Rudelius, Christina Clements, Harvey Skolnick, Arsenio Bonifacio 9781259030703, 9781259269264, 9781259107108
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