Reference no: EM132943985
1. Conduct some research on famous product brands that have launched a failed brand extension. In your main post:
-Provide a summary of the brand and the brand extension that failed.
-Discuss what you believe to be the cause for the brand extension failure?
-What effect do you believe this had, if any, on the overall brand image?
2. Go to the Internet and pick two (2) different company websites that interests you. For each website:
-Provide the URL (web address)
-Describe what segmentation strategy the company is using.
-Describe the target market for the website and justify your answer.
-Define what communication objective you think the company is trying to accomplish?
-Which company do you believe has the most effective approach and why?
3. Let's imagine you are the marketing creative for a smaller less known running shoe manufacturer. You have been tasked with the goal of building more brand awareness for a new line of running shoes - how would you use the advertising management process and relevant theory to help you compete with a top competitor like Nike? List and define the steps in the advertising management process as you understand them and 1 theory that might help guide your brand awareness goal.
4. The campaign included original music, a strong traditional media presence, and the addition of social media.
Go to the internet and search for a 100th Oreo birthday advertisement. Your media can be either traditional or digital format. Share the item in your post (e.g., if a video/TV Commercial provide the link, if an image/Ad provide the image link or scan of ad.
When thinking about the advertisement media you selected above, what reaction did you have?
Who do you think is the target market for the advertisement?
From the perspective of a marketer, can you think of a better way to advertise Oreos than this 100th birthday campaign mentioned above? Can you think of an alternative way to advertise Oreos? Provide your reasons for your choices/combinations of strategies and state why you think your strategy would be effective.
5. Share an example of a brand that you think uses social media marketing very effectively. What techniques do they use and what makes them so effective? Is it important for brands to listen to social media chatter? Why or why not? Can this "chatter" add value to your IMC program? If yes, describe how it adds value, and if no, explain why not.
6. What is the marketing value in having a database with customer information? How can this data be used to create relationships with customers? Provide an example of a company you believe is using customer data well in their marketing efforts.
7. Go to the internet and find a marketing campaign that used an athlete, singer, actor, or other type of celebrity. Discuss the campaign and what it was about then discuss whether it was effective or ineffective and why. Do you think the use of celebrity created excitement for the customer? Why or why not? Was the campaign trying to create new customers or build brand loyalty? Support your position with evidence.
8. Search the internet or library resources for an article about a company that used deceptive marketing practices. Provide the article link (or citation) and summarize the article. Discuss what agencies were involved in determining the deceptive claims and what actions were taken against the company. How did the company respond, and what actions did they take to rectify the situation with their customers?