the ref book is
South-Western Cengage Learning
2nd edition, 2013
Select one question from Chapter 3 and one question from Chapter 4 and address thoroughly.
1. The practice of brand promotion has steadily evolved over the past century, adapting to the culture’s
social and economic changes. Following the directions below, analyze distinctions between some of the
key eras in brand promotion inside the United States using the online database http://www.adflip.com,
which features advertisements from the 1940s to the present.
a. Browse Adflip’s extensive database, and select two ads from different decades of advertising history.
Briefly describe the ads and explain how they fit the general characteristics of other advertising during
that era as defined in the chapter.
b. Select an ad from the site that does not seem to reflect its era’s general characteristics. How does it
differ from ads typical of this period? If it would it fit better in a different era, what might have been the
intentions of the advertiser?
2. As early as the 1920s, marketers recognized that women had authority over as much as 80 percent of
household purchases. From that point forward, women have been primary targets for brand
promotion—even in product categories that might traditionally be viewed as male oriented.
To evaluate how that remains true today, locate a prominent brand promotion message for a product
or service in each of these three categories: home improvement, automotive, and financial. For each
message, identify how the brand is appealing to women and why. Do you believe the campaign is likely
to be successful in attracting female consumers? Why or why not?
1. Compose value proposition statements for Starbucks Coffee and Levi Strauss jeans. Each value
proposition should crystallize what the brand offers consumers and should serve as a clear mission
statement for all subsequent stop marketing efforts.
2. The Folgers campaign featured in this chapter’s introductory scenario was distinctive, in part, because
the company spent no money on media, instead allowing the new ads to circulate for free through user
sites such as YouTube. That strategic decision reflected an understanding that its young target market
was more likely to be online than watching the evening news. What might be the most effective media
to reach each of the following target segments?
a. Upper-income men, ages 45 to 60, for a financial services product.
b. Young homeowners, ages 30 to 40, for a new interior paint product.
c. Teenage boys who live in rural areas for a new basketball shoe.
d. Senior citizens for a new denture-paste product.
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