Daily Archives: July 6, 2021

Access Diageo’s drinkiq website. Select three different markets and compare the different initiatives related to promoting responsible drinking.

The appropriateness of promoting products such as alcoholic drinks and cigarettes has long been the source of debate due their potentially health-damaging characteristics. In the case of alcohol, this also extends to the antisocial behaviour that may result from excessive drinking. This has manifested itself in what has more recently been described as ‘binge drinking’. The situation to which this term refers arises from the large numbers of mainly young people who frequent town and city centres on weekend evenings, consuming large amounts of alcohol within a short period of time. This causes problems as a result of the numbers of and behaviour of people moving from bar to bar during the course of the evening. In worst cases, at the end of such evenings, as bars and….

What are the benefits of brands collaborating in this type of advertising exercise?

Start Today is a new marketing initiative, bringing together some of the UK’s leading brands to inspire their customers to live more sustainably. Launched on 1 November 2011, the campaign encourages people throughout the UK to ‘do more with less’, and be more aware of their resource use. Participating brands include Aviva, B&Q, British Gas, EDF Energy, Eurostar, IBM, M&S, MORE THN, P&G, Thames Water, Start and Virgin Money, who will each promote a simple sustainable behaviour that their consumers can relate to and immediately adopt. This covers a range of issues from sustainable food choices and the joys of exploring on foot, to easy ways to start saving energy and creative ideas around reusing and sharing. The aim of Start Today is to defy the trend of….

What is the difference between the CAP and BCAP Codes of Practice?

1. With regard to the Aircel minicase set out at the start of this chapter, how would you propose that they develop a CRM programme and in particular an advertising campaign, in order to address the three objectives?

2. Why is public opinion important to the advertising industry?

3. To what extent is self-regulation an effective way of controlling advertising practice?

4. Should advertisers be allowed more freedom in how they communicate with their target audiences?

5. Are there too many rules and regulations governing advertising? If so, how would you change the situation?

6. What is the difference between the CAP and BCAP Codes of Practice?

7. How might the complaints procedures about advertising be made more robust?

8. Why should ambush marketing be considered a problem?

….

What are the potential dangers for a brand promoting CSR as a positioning strategy?

Kenco had established a significant presence in the instant coffee market dominated by leaders Nescafé and General Foods. In 2007 sales of instant coffee had started to decline as consumers became more demanding, influenced by the quality of coffees available from the increasing numbers of specialist coffee shops such as Starbucks, Costa and Caffè Nero. Sales of ground and roast coffee for home consumption were increasing. Kenco’s positioning had emphasised the brand as the next best thing to ‘real’ coffee and to date had been successful. The changing market environment was putting pressure on instant coffee suppliers with little evidence of brand differentiation. In addition to promoting the taste aspects of the coffee, Kenco had also incorporated the sources of their coffee in their advertising, filming on location….

Why is public opinion important to the advertising industry?

1. With regard to the Aircel minicase set out at the start of this chapter, how would you propose that they develop a CRM programme and in particular an advertising campaign, in order to address the three objectives?

2. Why is public opinion important to the advertising industry?

3. To what extent is self-regulation an effective way of controlling advertising practice?

4. Should advertisers be allowed more freedom in how they communicate with their target audiences?

5. Are there too many rules and regulations governing advertising? If so, how would you change the situation?

6. What is the difference between the CAP and BCAP Codes of Practice?

7. How might the complaints procedures about advertising be made more robust?

8. Why should ambush marketing be considered a problem?

….

To what extent has advertising played an integral role in the Morrisons campaign?

With the economy becoming increasingly harsher in 2008, Morrisons wanted a campaign that would help avoid the looming price wars and communicate their brand values in order to strengthen relationships with customers and young families. The growing interest in food, whether it be the source, freshness, or quality, is associated with societal concern about obesity. Morrisons’ brand values are rooted in fresh food and so it was natural to develop a programme anchored around schools and schoolchildren. This was the seed for the ‘Let’s grow’ community engagement programme. For each £10 spent in Morrisons, customers earned a voucher. This was redeemable as gardening tools, equipment and seeds for schools. The goal was to help children to learn about and of course grow their own fruit and vegetables. Following….

Why does behavioural economics resonate with advertising agencies?

Various organisations have adopted behavioural economics, partly as a result of the IPA championing it by providing visibility, information and insight. Here are a few examples. Hyundai – Consumer fear at the huge depreciation incurred when buying a new car prompted Hyundai into reframing the choice car buyers are faced with. Instead of shying away from the issue Hyundai offered new car buyers a guaranteed price for their car, valid for four years after purchase. Television advertising was used to communicate the deal and so reduce the perceived risk. Transport for London (TfL) had been telling people about the advantages of cycling to work for many years, but the communication had not been very successful. So, rather than keep telling people, TfL installed a bicycle hire scheme, sponsored….

Find three apps used by other transport-based organisations and make notes about their role within the overall marketing communications

Virgin Atlantic’s Flight Tracker iPhone app enables users to access a range of flight-related content. This includes tracking the exact location of any of its planes in real time, plus viewing videos of flight destinations, checking-in remotely and accessing flight schedule information. However, in order to raise awareness and generate engagement, Virgin decided to use an online film. This would enable demonstration of the features and benefits of the latest version of the app. With the goal of boosting Flight Tracker app downloads and increasing longer-term brand engagement, the launch of the app was an integral part of Virgin Atlantic’s marketing investment. The film was initially targeted at Virgin Atlantic customers and was designed to engage audiences who were not familiar or necessarily comfortable with iPhone apps and….

Find two other ways that are used to measure engagement.

Intel is an ingredient brand, and only sell to OEMs such as Dell and HP. Intel’s online advertising and media mix are complex due to the nature of their highly technical products and the length of time it takes to sell into clients. Intel use advertising to increase brand awareness and preference, and to improve category relevance. Unfortunately the attitudinal data necessary to measure performance were infrequent and invariably late. This made performance measurement a challenge and delayed the chance to make real-time changes to current activities. All of this meant that it was difficult to measure engagement and to judge the value of online advertising and user behaviour. To correct this situation OMD and Intel developed the Value Point System (VPS). This is a weighted digital engagement….

How might advertising be adjusted if it is known that a preferred media vehicle experiences high levels of clutter?

1. In consideration of the use of social media outlined in the Radiotjänst minicase, how would you recommend the Swedish television licensing organisation develop their next campaign?

2. Write notes about the extent to which organisations have a duty to present their goods and services as truthfully and accurately as possible.

3. Identify two campaigns and compare the degree to which integration has been undertaken.

4. How might advertising be affected if low attention processing became more widely accepted?

5. Prepare a short presentation explaining behavioural economics. Use examples to illustrate your points.

6. Explain the differences in cultural context between traditional media and contemporary digital media.

7. How might advertising be adjusted if it is known that a preferred media vehicle experiences high levels of clutter?

8…..