Deck 16: Using Social Media to Connect With Consumers

Question 1

To augment your promotion strategy from Chapter 14:
Use Figure 15-2 to select the advertising media you will include in your plan by analyzing how combinations of media (e.g., television and Internet advertising, radio and Yellow Pages advertising) can complement each other.
FIGURE 15-2 Advertisers must consider the advantages and disadvantages of the many media alternatives.

Answer 1

Combination of media complements each other in the sense that the combination of all is a successful achievement of business plan. The different forms of media would help in attracting audiences according to their skills and capabilities. Social media would help in giving natural links that in turn would help in giving relevant, valuable and useful feedback concerning the product.
Television, internet advertising and radio advertising would attract customers from valuable contents, pictures, words, video and audios. The range if channels available on the internet could help the clients to go through the overall benefits and features of the product. Information lost on one medium could be gathered from another source. All the sources together would help in creating awareness among the customers regarding the product.

Question 2

Describe several unique characteristics about Google and its business practices

Answer 2

Company G is an internet giant and makes record breaking revenues of $22.9 billion in advertising. The company's mission is to organize the world's data and make it universally accessible and useful.
Some of the unique features of company G and its business practices are listed below:
• Powerful Search engine: The internet giant has had received critical acclaim with prominent magazines such as "PC Magazine" naming the company in "Top 100 Web Sites and Search Engines". Moreover, company G handles more than 3 billion searches daily, that accounts for a market share of about 67%.
• Extensive Portfolio of Products and services : The Company has acquired over 100 companies to expand its services. Some of the notable popular video sharing website such as YouTube in 2006 and Motorola Mobility in 2011 were launched recently.
• Employee motivation : Company C encourages its staff to provide creative ideas that can contribute to the formation of new products and services. The company has the best culture across the country in terms of social events, monetary incentives, perks and employee benefits.
• Business tools : The Company has recently developed the use of Adwords and Adsense to help advertisers create adverts and earn greater revenue from them.
• Customer-centric : Company G's marketing strategy has always been to put the customer needs first. This is why they provide products that are usually essential to the user by focusing on their needs and the main interests. The company also keeps improving the search engine and aims to make it a perfect and deliver data that the customer wants.
• Use of Algorithm : Company G has developed an algorithm that evaluates the link structure of the web and uses the available link construction in determining the importance of each page.
• Data driven decisions : At Company G, every decision is based on quantitative analysis. They have built systems to manage information not only on the internet but also internally. The company has hired dozens of analysts that grind through the data and analyze performance metrics. The research analysts also plot trends to keep the data up to date.

Question 3

Suppose you are the advertising manager for a new line of children's fragrances. Which form of media would you use for this new product

Answer 3

Being an advertising manager for a new line of children's fragrances, one would advertise the new product though television advertising because it reaches to large number of audience by using motions, pictures, print and pictures. This advertising helps to convey information at a minimal cost. This provides coverage in almost all the local as well as national regions.
This form of advertising provides repetitive exposure in a simple and short way.

Question 4

To augment your promotion strategy from Chapter 14:
Select your consumer-oriented sales promotion activities.

Question 5

What is Google's philosophy about advertising How can less advertising be preferred to more advertising

Question 6

You have recently been promoted to be director of advertising for the Timkin Tool Company. In your first meeting with Mr. Timkin, he says, "Advertising is a waste! We've been advertising for six months now and sales haven't increased. Tell me why we should continue." Give your answer to Mr. Timkin.

Question 7

To augment your promotion strategy from Chapter 14:
Specify which trade-oriented sales promotions and public relations tools you will use.

Question 8

Describe the types of online advertising available today. Which type of advertising does Google currently dominate Why

Question 9

A large life insurance company has decided to switch from using a strong fear appeal to a humorous approach. What are the strengths and weaknesses of such a change in message strategy

Question 10

How can Google be successful in the display advertising business What other areas of growth are likely to be pursued by Google in the future

Question 11

Which medium has the lowest cost per thousand (CPM)

Question 12

Some national advertisers have found that they can have more impact with their advertising by running a large number of ads for a period and then running no ads at all for a period. Why might such a flighting schedule be more effective than a continuous schedule

Question 13

Each year, managers at Bausch and Lomb evaluate the many advertising media alternatives available to them as they develop their advertising program for contact lenses. What advantages and disadvantages of each alternative should they consider Which media would you recommend to them

Question 14

What are two advantages and two disadvantages of the advertising posttests described in the chapter

Question 15

Federated Banks is interested in consumer-oriented sales promotions that would encourage senior citizens to deposit their Social Security checks with the bank. Evaluate the sales promotion options, and recommend two of them to the bank.

Question 16

How does competitive product advertising differ from competitive institutional advertising

Question 17

How can public relations be used by Firestone and Ford following investigations into complaints about tire failures