Reference no: EM133795742

Online Principles of Marketing and Advertising

Discussion 5.1
You are in a meeting about the strategy for an automotive client who is proposing a new upscale luxury version of an electric car. One of your team members says positioning is an old strategy and no longer useful for modern products because the market is so complex and changes so fast. Another person argues strongly that you need to understand the position in the consumer's mind before you can even begin to develop an advertising strategy. Discuss one side of this issue for the launch of this new product and develop your position to present and defend in a class debate. Book your online tutor now!
(250 words min.)

Discussion 5.2
The following are from actual brand communication campaigns.  If you were involved in a go/no go decision, what would you decide?  For each idea, explain your analysis.

You are assigned to develop a Super Bowl ad for the Groupon Internet coupon website that advertises daily deals in local media.  The company has been using a "Save the Money" campaign with Hollywood stars talking about a cause they support and then connecting that to a deal they got off Groupon.  So what to do for the Super Bowl? A colleague suggests using a star speaking about the plight of the Tibetan people and their culture with pictures of snow-capped mountains and dancing children, followed by a scene with the star in a Himalayan restaurant talking about what he saved on his meal.  What do you think about this idea?

Zappos, an online apparel retailer with a quirky, brash culture, has received a proposal from its agency.  You are on the Zappos management team.  The idea is to show naked models doing everyday things, such as jogging, playing Frisbee, hailing a cab, and riding a Vespa - all with censor bars strategically placed.  Although using naked people to sell clothing is a little literal, the agency argues that it also is highly attention-getting. What do you think?