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Advertising Agencies (Chapter 5)
Selecting an advertising agency is a challenging and time-consuming task for a client company. The first two videos deal with the selection process, the third video looks at how an agency tackled the...
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John Deere (Chapter 5)
Recall from Chapter 2 that John Deere has the longest lasting logo of any brand. It was created in 1837. The John Deere brand is well known and has obtained a high level of brand equity. Advertising is...
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Oreo Cookies (Chapter 5)
Oreo cookies has been a favorite for millions of consumers over decades. The brand’s advertising makes an interesting topic for Chapter 5. Resources: Television ad “Cookie Balls” Television ad...
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Creative Brief Exercise (Chapter 5)
This ad for Centrum Silver would be excellent for going through the components of a creative brief. You may want to divide students into groups for this exercise. I would suggest having students...
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Does Advertising Destroy Creativity? (Chapter 5)
An interesting article appeared in Advertising Age based on the idea that many creatives inside the advertising industry feel advertising destroys creativity and artist freedom. Research of consumers,...
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Apple Praises Itself (Chapter 5)
I found this article and ads by Apple intriguing. Apple created two new ads patting itself on the back with the tagline “If it’s not an iPhone, it’s not an iPphone.” Adweek article “Loved” ad “Hardware...
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Gap’s New Campaign (Chapter 5)
The Gap has struggled recently and in an attempt to reverse slumping sales has launched a new campaign. Gap’s new campaign is described in this Business Insider article while this December 5 article...
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Gatorade’s New Scare Campaign (Chapter 5)
I found this new Gatorade campaign intriguing. While it fits well with Chapter 5, you may want to use it to introduce your course. The tagline of the campaign is “Sweat It to Get It” but the theme...
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Arby’s Focus on Meat (Chapter 5)
After several years of declining sales, Arby’s admitted its advertising was not working. They fired their agency and hired Fallon. The campaign moved from happy people running around with sandwiches to...
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Stain Maker Campaign (Chapter 5)
Saatchi & Saatchi created a new “Stain Maker” ad campaign for Tide that can be used to illustrate concepts in advertising campaign management. Adweek Article Mudpies Tide Ad Meatballs Tide Ad Mud...
View ArticleOreo Cookies (Chapter 5)
Oreo cookies has been a favorite for millions of consumers over decades. The brand’s advertising makes an interesting topic for Chapter 5. Resources: Television ad “Dippers” Television ad “Princesa”...
View ArticleE-Trade (Chapter 5)
Online trading of stocks by individual investors required the E-Trade company to first capture the attention of individuals and then build sufficient confidence that the website could deliver a quality...
View ArticleLeg Shaving (Chapter 5)
Convincing women that they need to shave their legs and armpits has a rich history in the world of marketing. Some claim it is nothing more than pure marketing manipulation, creating an unnecessary...
View ArticleUndergarments and Advertising Theory (Chapter 5)
An argument can be made that the newest trend in marketing undergarments is a focus on comfort over stylish sexiness. Resources: Duluth Trading Post Commercial Hanes Commercial ABC News Women’s...
View ArticleIntegrated Marketing Communications Careers (Chapter 1, Chapter 5)
The field of marketing communications continues to experience rapid growth and major transitions. Consider these job titles: Digital advertising specialist Digital media planner Interactive media...
View ArticleAd Agency Selection (Chapter 5)
Selecting the right advertising agency is a challenging process. Chapter 5 describes important issues to consider when making the choice. The marketplace of agencies is as cluttered as advertising...
View ArticleFlu Treatments (Chapter 5)
Winter is the height of the cold and flu season. Several options are available to those who have the illness. Marketers seek the best methods for convincing consumers that certain products offer the...
View ArticleViral Social Media Ad Versus Network Television (Chapter 5, 9)
A controversy arose when an advertisement for post-partum depression relief was not allowed to run on a network television program. Resources. CNN Story ET Commentary Social Media Versus TV and Radio...
View ArticleBeat The Heat Car Seat (Chapter 5)
An ingenious 12 year old girl has created a car seat designed to prevent deaths in children who are left in hot cars. Resources: Good Morning America Story YouTube video 1. Create an advertisement for...
View ArticleDoritos Post Limon (Chapter 5)
This Doritos Post Limon advertisement clearly targets a more distinct audience. Doritos Ad Develop a creative brief that would explain how this advertisement was prepared. Select the media you...
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