International Advertising can be very tricky in its implementation. What problems can happen and how could they be avoided?

o The degree to which global advertising should be adapted to the unique characteristics of various country markets

o Standardization

§ Benefits: lower costs, greater coordination, consistent image

§ Drawbacks: countries differ in culture, demographic, economies, laws

o Avoid problems by: creating strategies that make worldwide efforts more efficient and consistent, adapt programs to make them responsive to needs and expectations in different markets

o "think globally but act locally"

What is the role and purpose of a public relations department in the company?

o Design activities that engage and build good relations with company's touch points: press relations, product and brand publicity, public affairs, investors, government and donors

o Power to engage consumers and make a brand part of their lives and conversations

Why was the ad campaign, "CVS quits" launched in a very high profile manner?

o Show customers they're adhering to brand mission of "helping people on their path to better health" and although they lost billions in tobacco sales, people trust them and are more inclined to shop there

o Received a lot of attention and led to other retailers to do the same

What new role has Public Relations Departments had to take with the development of Social Media? What is a Social Media Command Center?

o Public Relations: build good relations with public by obtaining favorable publicity, building image, handling rumors, stories and events

o With social media, PR uses websites, blogs and social media to connect with customers

o Has to make sure these sites don't have negative content and that they portray the brand's unified identity

o Command Centers: make sure brand's marketing exposure is positive

Marketers are often asked about the "return on advertising investment". What is the problem and why is this important to track?

o People who react and engage with an ad are more likely to actively pursue the product

o Companies care what people are saying and how they are reacting

o Return on Investment: net return on investment divided by the costs

o Communication effects: ad message

When selecting advertising media, companies are no longer happy with being told how many have viewed their commercial but what is the "consumer expressions". Why?

o Measuring the communication effects whether they are getting the message across

o Need to see people's perception

Converse lets the customer be involved in creating the ad campaign. What do they do?

"Made By You" campaign that celebrates individuality and self-expression and features unique customized converse all stars along with backstories

Of the ten different "execution styles" of advertising, what do you think are the three best?

o Execution style: the approach, style, tone, words, and format used for executing an advertising message

o Slice of life: shows "typical" people using the product in a normal setting (IKEA features people in rooms with furniture)

o Lifestyle: shows how a product fits in with a particular lifestyle (Athleta activewear shows woman in complex yoga pose)

o Personality Symbol: character that represents the product. (Mr. Clean, Flo)

o Testimonial evidence or endorsement: highly believable or likeable source endorsing the product. (Taylor Swift for Diet Coke)

What are the elements of a good advertising strategy?

o Creating advertising messages

§ Engage customers, communicate well

o Selecting advertising media

§ Which media to use

What is the definition of Content Marketing? How is the Tecate Gentleman Campaign and effective use of clear Content Marketing?

o Content marketing: creating, inspiring and sharing brand messages and conversations with and among consumers across a fluid mix of paid, owned, earned and shared channels

o Tecate did TV ads and then continued on Facebook, offered the letter, made it interactive, made it a story line that continued and people wanted to know what happened next

Why is a "comparative" advertising tactic effective and what problems can it cause? How did Microsoft use it against Apple?

o Attack advertising

o Directly or indirectly compare to other brands

o Create controversy, exclude other brands from consumers' choice set, shake things up.

o Invite consumer responses which can result in an advertising war

o Microsoft vs Apple

§ Microsoft products were used by regular everyday people and that Apple was too expensive and out-of-touch. Campaign/ad "I couldn't do that on my Mac" and "I'm a PC" "laptop Hunters"

What is Informative, Persuasive and Reminder advertising methods?

o Informative: used heavily when introducing a new product category. Build primary demand. Suggest new uses, inform of quality, benefits, price changes. Describe available services and support, correct false impressions.

o Persuasive: more important as competition increases. Objective is to build selective demand once established. Persuade to purchase now, create customer engagement, build brand community.

o Reminder: important for mature products. Maintain relationships and keep consumers thinking about them, where to buy, off-season.

What are the major advertising decisions a firm has to make?

o Setting advertising objectives

§ Specific communications tasks to be accomplished with a specific target audience during a specific period of time. To inform, persuade or remind

o Setting advertising budget

o Develop advertising strategy

§ Creating advertising messages and selecting advertising media

o Evaluating advertising effectiveness

GEICO pounds away with one, simple message. Why was this effective and how did they move up to second place with double-digit revenue growth?

o Have used "15 minutes could save you 15% or more on car insurance" slogan for 20 years.

o Has led to increased revenue growth because the ads are "unskippable" because they are short, unique, to the point and funny

o Creative as compared to other insurance companies

o Innovating on content and characters