MKT568 - Advertising and Promotion Final Exam

Questions (25 points each): 1. Clearly identify and then explain how the work of Dr. Martin Lindstrom has effectively updated the content of the classic advertising and promotion research article entitled In Search of the Buy Button. Dr. Martin Lindstrom has changed the way companies and consumers interact. According to the In search of the buy button, more and more companies are using neuromarketing to determine the buying and shopping patterns of the consumers. Lindstrom study the human mind and the effects that commercials, advertisements and companies logos or brand had on them (Wells, 2003). The study focused on the subliminal message that the brain waves were sending back to the receiver. Companies are constantly research and studying different methods to determine the likelihood of consumers purchasing their products or services. Researchers in the pass has relied on surveys, test markets, observations,, and other testing to determine the buying behavior of their audiences. It was widely believed that the buying behavior of the consumer was more of an art instead of a science (Wells, 2003). However, Lindstrom has develop a method of research that relies on scientific data to determine and depict the buying behavior of the consumers. His new invention or studies have given companies another avenue to gauge the shopping and buying habits of the consumers. According to Lane, King, and Reichert market research can aid the company in developing their strategy by allowing them to understand the consumers lifestyles, values, and buying habits (2011). Lindstrom created a marketing tool that can assist marketing

managers in appealing to the shoppers emotions as well as their needs. Lindstrom discovery has also made it possible for companies to predict brand loyalty by measuring eye movement and brain wave activity. 2. Reflecting on your readings on the subject, contrast the challenges and rewards that marketing managers of Snapple versus Motorola experienced in creating the message as they planned and executed their respective advertising and promotion campaigns. Snapple and Motorola marketing managers realized that in order for a product to be successful, the product must be advertised to the correct targeted audiences. It is the marketing managers job to ensure that the planning and execution of the product concept come into actualization. Snapple marketing mangers was handle on an inside base. The strategy that Snapple developed was one that identified them as being an alternative beverage or a new age drink to compete with the Cokes and Pepsi generation. Snapple was very efficacious at marketing their brand as a fun loving drink that invented new beverage flavors annually. The Snapple group used new and innovated technology to become the leader in the new age beverage market. According to Snapple online video, the hot pack technology was first used by the Snapple Corporation. Although, the marketing manager knew the dynamics that cause Snapple to become the number one performer in this industry, changes were made that was not in the best interest of the company. Snapple was sold to the Quaker Company which quickly departed for the corporate strategy of the company. The marketing managers switch the distribution system, cut back on the number of products being produced, and ignore the connection that the

consumers had with the product (Snapple Online). This resulted in a decrease in revenue and a 5% loss in market share. According to Lane, et al, any changes in advertising and promotion must be performed to support or reinforce the brand image (2011). The Snapple Company was eventually sold to the Triarc Group; they recognized the need to reconnect the products to the consumers. The message was revamp to reach the target audience. New promotional campaign was launch to build goodwill and enhance the company image (Lane, King, and Reichert, 2011). Without the proper research, the Quakers Company committed serious error, they did not meet the needs of the consumers. In direct contrast, Motorola marketing managers decided to use the proper research technology to shop around their core ideas. Lane, et al states that research is needed to help identify the consumers, to help improve what is offered in a product, to cultivate new ideas, to monitor the activities, and to aid in communication and development (2011). Motorola used various aspects in the advertising agency to arrive at their goal, for example the account planner was instrumental in determining who buys the brand and why. By performing market research, Motorola was able to determine the needs and wants of their consumers, to understand the lifestyle of their audiences, and design or revamp their products to meet their needs. Motorola marketing managers were able to create a product that the consumers build an emotional attachment with. 3. As an outcome of the dialogue in the Module 6 discussion, identify and explain the factors that students decided were most important in creating a (a) successful TV commercial advertisement and (b) successful print advertisement.

There are several factors that are important in creating successful television commercials and print advertisements. The most important elements for creating successful TV commercials as identified by the class are great story lines, emotional appeal, engage the audiences, easy to follow, and keep the audiences interest. The consensus of the class believed that the story line must be simple and easy to follow. According to Lane, King, and Reichert, the storyline must have a beginning, middle, and an ending; this allows the viewer to follow the commercial with ease (2011). The commercial must appeal to the viewer in an emotional manner. The audience should be able to connect with the message that they are viewing. Since the television set depends on sight, sounds and motion, the audiences should be able to feel that the message is targeted at their wants, desires, needs, and interest. Lane et al, states that the television is more effective at showing the message then telling the message (2011). The television commercial does not needs words to be effective, but through pictures, music, or the use of various techniques it must engage the audiences and develop a connection with the viewers. The elements that are important in creating successful print advertisements are keeping the message simple (few words), quick easy communication, vivid ads with the correct amount of contrast (typography) and having a message that will be remembered. The printed advertisement must be able to capture the reader attention. It should be brief and to the point with excellent visual depiction (Lane, et al, 2011). The communication needs to be easy to follow using simplicity as much as possible. The fonts, type set and the lay-out of the advertisement should not distract from the message of the advertisement. The message from the printed ad should also have an emotional connection with the viewers. According to

Lane, King, and Reichert, a strong emotional or controversial message of an advertisement may allow the message to go viral. This will also get the message more exposure (2011). 4. Marriott has dramatically expanded its stable of hospitality brands over recent years. Thoroughly identify and explain the steps that a detail-oriented marketing manager would undertake to protect and defend the trademarks, trade dress, and other intellectual property associated with these brands. A detail-oriented manager at the Marriot Hotel will used a plethora of tools to protect and defend their trademarks, trade dress, and other intellectual property. The Marriott Corporation has a stable of hotels, motels, resorts, and extended stay facilities. Most of their establishments are known by the name or logos that represent the business. Therefore it is necessary that the manager use care that no trademark infringement exists. The company manager should pay close attention to any business that has a similar design or logo as theirs, they must also notice if the company is in the same line of services as their business. They must also be aware of the sophistication of the infringer knowledge and advertising channels. The manager must register the trademark or trade dress; this will let others know that the name is protected. The trade name or mark should always be distinctive; it should not be used in a plural or possessive manner unless it is the intent of the brand (Lane, et al, 2011). Since Marriott Corporation has a stable of different hotels that have their own trademark it is necessary for the company to cover their investments by using a house mark to distinguish their products. Still, another method in protecting the brand trade mark and trade dress is to know the laws that governs the infringement of the company name, logo or signatures. According to

Lane, et al, certain exclusives rights are granted to the owner of the trade mark. The trademark identifies the commercial source or origin of products or services; the trade mark or trade dress is basically the company in a nutshell. Therefore as a manager one must ensure that no similarities exists in the names, the products or service offered are in different markets, and that the law will be used to enforce any trade mark infringements. 5. Identify and explain, in a depth and consistent with graduate marketing education, the chief advantages and disadvantages of standardization versus adaptation as approaches to international advertising. In deciding to venture into the international market, companies have to determine the methods to use in getting their products or services in the global market. It may to the companys advantage to perform the necessary research to adopt the correct strategy for their firm. The decision to present the product without changing it from the home company is consider standardization and to change the product to adapt to the needs and culture of the new country is defined as adaptation. There are pros and cons in using both methods.

The standardization of a product allows the product to be international uniformed. This allows the product to have the same features throughout the international market. The product will have the same benefits and standard. Even though this method may cut down on cost, it does not take into consideration the needs and culture difference of a country or region. The one size method may not work in the international market as well as it does in the local market.

Standardization of a product allows the consumer to keep the positive image or perception of the products. The reputation of the product is already established, the positive

reviews that was received internationally has been established. The consumers already know the benefits of the product and what to expect from the brand. Still, there are disadvantages in using this approach. Consumers are multicultural, the benefits that were established in the international market may not be a fit for the consumers in another market. Therefore, it is important that research be performed to determine the needs and benefits of the market in the country where the product will be sold.

A company may be able to cut their cost due to standardization. If a company is able to product one product for the masses, it will be able to develop economies of scale that will allow them to save cost and produce a quality product. The research and development team will not be needed to accomplish new and innovated products for other markets.

A company must be able to offer products that are indigenous to the region or area being targeted. The product must meet the standard for the culture and values of the consumers. An undifferentiated product will not meet the needs of the market. According to Lane, King, and Reichert a company must be able to adopt the customs, and value of the country to their products. The companies have to be able to keep their core values but adapt to their customers needs (2011).

Adaptation will allow the product to fit the needs of the clients. Oftentimes, the products can be alter in a small way to fit the values of the clients. The stage of the products is another important factor in determining whether to use standardization or adaptation.

6. Distill the consensus best recommendations for Niveas senior international marketing team that emerged from the dialogue in the Module 8 discussion. According to the outcome from module eight the best recommendations for Niveas senior international marketing team are to keep the advertisement message consistent, gain knowledge of the culture, launch fewer products in the U.S., and build on the brand image and message. Niveas products are widely used in the European and South American countries. They have a product line that includes over 12 products. The consensus of the group for the senior marketing team of Nivea is to launch fewer products in the U.S. In order to be successful Nivea must launch a product that is able to compete with their strongest competitor (Dove). The product can be differentiated by building on the strong brand message and image that Niveas launch in Europe, the message that embrace the we concept. This will place them with a different strategy of marketing their product to the entire family instead of women only. Nivea must also study and gain knowledge of the consumers and culture of the U.S. The U.S. culture and values are different than those in Europe, knowing how to market the products and the message to offer value to the consumer may allow Nivea to gain a share of the market. The message that Nivea convey must be consistent. Niveas stronghold is their ability to embrace the inclusive concept within their products. If they are able to spread the same message in the U.S. that has allowed them to be effective in their home country, then they should be able to capture the trust of some American consumers. The message of Nivea can be used to show the company strengths in being consistent, even while signifying the difference in the branding image of Nivea and the U.S. product Dove.

Finally, it is the recommendation of the group that Nivea produce new innovate products but maintain their tradition culture and value. Nivea is known for producing innovated products that appeal to the entire family. They are constantly launching products that use the cutting-edge technology. However, their power is in their ability to maintain the traditional values of the brand (Nivea online). Nivea must continue to product products that are on the leading-edge for the market, yet, they must maintain their cultural context. According to Lane, King, and Reichert culture is the lens through which people view products." (2011).

References

Lane, R., King, K., & Reichert, T. (2011). Kleppner's Advertising Procedure, 18th Edition. Upper Saddle, NJ: Prentice Hall. Motorola on line video, Snapple on line video Prentice Hall. Wells, M (2003). In search of the buy button. Retrieved on December 15,2012 from http://www.forbes.com/forbes/2003/0901/062.html