Instruction
Paper 1 Instructions: After reading chapter 1, review questions 1-11 at the end of the chapter. Submit a 2.5-3 page paper, double-spaced, 1" margins, using Times New Roman Font, to address question 1-11. You do not need a header, simply include your first and last name, date, and class on the top of the first page. Your responses should discuss concepts from the chapter and how they relate to the questions asked. Use the textbook and other sources as needed, and cite references used.
Writing Assignments
1-1. This chapter stressed integration of advertising with other components of the marketing mix. A class-mate argues that advertising is a small part of the marketing process and relatively unimportant; another says advertising is the most important communication activity and needs to get the bulk of the budget. If you were in marketing management for Kellogg’s cereals, how would you see advertising supporting the marketing mix? Does advertising add value to each of these functions for Kellogg’s? Do you think it is a major responsibility for the marketing manager? What would you say either in support of or in opposition to your classmates’ views?
1-2. Explain why two brands in the same category—such as Pepsi and Coke—that are essentially the same can have customers that are fanatically loyal to one or the other.
REVIEW QUESTIONS
1-3. What is the difference between marketing communication and brand communication?
1-4. What is the definition of marketing, and where does marketing communication fit within the operation of a marketing program?
1-5. Outline the general structure of the marketing industry and identify the key players.
1-6. Explain how marketing communication relates to the four key marketing concepts and to the marketing mix.
1-7. Define integrated marketing communication and explain what integration contributes to brand communication.
1-8. Explain how brand meaning and brand value are created and how they relate to brand equity.
DISCUSSION QUESTIONS
1-9. Apple is one of the most recognized brands in the world. How did the company achieve this distinction? What has the company done in its marketing mix in terms of product, price, distribution, and marketing communications that has created such tremendous brand equity and loyalty? How have advertising and other forms of marketing communication aided in building the brand?
1-10. When identical products carry different labels, people will pay more for the recognized brand. Explain why that is so.
1-11. List your favorite brands and, from that list, do the follow-ing analyses:
a. Think about the categories where it is important to you to buy your favorite brand. For which catego-ries does the brand not make a difference? Why is that so?
b. In those categories where you have a favorite brand, what does that brand represent to you? Is it some-thing that you’ve used and liked? Is it comfortable familiarity—you know it will be the same every time? Is it a promise—if you use this brand, some-thing good will happen? Is it something you have always dreamed about owning? Why are you loyal to this brand?
Paper 2 instructions: After reading chapter 5, review questions 5-10 at the end of the chapter and research Wisk detergent's "Ring around the collar" advertisement. Submit a 1.5-2 page paper, double-spaced, 1" margins, using Times New Roman Font, to address questions 5-10. You do not need a header, simply include your first and last name, date and class on the top of the first page. Your responses should discuss your research on Wisk's advertisement as well as concepts from the chapter and how they relate to the questions asked. Use the textbook and other sources as needed, and cite references used.
2-5. What are the four components of advertising, and what key concepts and practices do they represent?
2-6. Trace the evolution of advertising and the current devel-opments that shape the practice of advertising. In your
2-7. Who are the four key players in the world of advertising, and what are the responsibilities of each?
2-8. We discussed five categories of agency jobs. Explain each one and identify where your own personal skills might fit.
2-9. What challenges are affecting the current practice of advertising? Discuss why effectiveness is important to advertisers.
2-10. Many industry experts believe that Apple’s “1984” com-mercial is the best television commercial ever made. Watch it online on YouTube and analyze how it works. How many of the basic advertising practices and concepts that we introduced in the historical time line in Figure 2.2 does it demonstrate? Why do you think the experts are so impressed with this ad?
please let me know if you have any questions.