Quiz 5: Advertising Management
Question 1 Guitar Hero should do the advertising in-house since their product has a high degree of technology in it and it would be better for a company person to understand and appreciate the nuances of this technology. An in-house person would be better in conveying the Unique Selling Proposition to the general audience than someone who was from an external agency. Question 2 Guitar Hero's marketing team may ultimately decide to hire an external agency. They should then concentrate on the agency's experience in advertising of not only digital games but in particular console games which are radically different than other computer games. They also must display a strong bias towards understanding how a firm's technological edge can drive their product in the market. Question 3 Searching for suitable agencies that would fit the required profile is a very difficult and time consuming job. One would first search for agencies in Mountain View, CA which is where Red Octane the parent company of Guitar Hero is located. The following agencies where chosen in the first scrutiny: 1) Marquette Group 2) ASCI Advertising Publishing 3) Mike Cobb Creative 4) Global Fluency 5) Marken Communications This choice was made based on a search of agencies that were in the near vicinity of the Red Octane office. Also only those agencies whose website gave any information of their clients were studied and any relevant experience was sought. Ultimately Global Fluency was chosen because of its wide reach and a varied experience in the technology business. This is not the ideal fit but the best among the rest. Question 4 Guitar Hero 5 The target market for this product is the more mature audience and the advertising planning should target the 30+ age group through TV and online advertising. The research would be a customer-specific research since one is looking for a particular target market for the product. Band Hero The target market for this product is the teenage market or the under 20's crowd. This would be the target both through online and TV advertising. The research for this product would be a customer-specific research since one is looking for a particular target market. DJ Hero This is a new product. It requires a product-specific research to determine the exact market for this product. The advertising planning would be based on the research although one can feel that this would appeal to both the markets for the other two products. Question 5 The company has three products which cater to three different market segments. Ideally it should develop different advertisement for each product. This will ensure that the buyer does not decide on one of the three when he sees the advertisement. By keeping the advertisements separate one is also separating out the buying decisions. Question 6 The company should adopt a pulsating strategy since it can wait a watch the effect of one "pulse" of its campaign before committing to the next. The continuous or fighting strategy would mean that the resources would be committed without knowing the end result.
The magazine chosen for this exercise is Astronomy October 2013 Issue. 1) This is an excellent advertisement that uses the scarcity appeal. It plays on the fact that this comet ISON will be seen soon in the skies and time is short. This will be one of the few comets that will be visible to the naked eye or through low level optics like binoculars or a low powered telescope. 2) This is another advertisement that uses the scarcity appeal. However it draws attention of the viewer by striking out Halley's Comet, which is very well known and substituting the ISON 2013 Comet. The copy mentions that this is the only chance to see this comet since it will not return in one's lifetime. They have also very cleverly re-branded some of their lower level optics by the Cometron brand. 3) In this advertisement the store is trying to establish itself as a supplier for astronomical equipment. They are trying to remove the image that they are only a camera store. They have punned on the word "scope" to introduce a humor appeal as well as demonstrate that they have a large range. This uses the humor as well as rational appeal. 4) This is another Celestron advertisement that is aimed at a different segment. It is for the serious astronomer and hence the advertisement is heavy in copy explaining why this company's products are superiors to others. This is definitely an example of excellent use of a rational appeal. 5) This is a very good example of humor having gone wrong. They are trying to entice people with their "Save the Planet" message when all they are talking of saving that you could get through discounts. They are a reputed dealer and carry most of the major brands. The message that they want to sell their equipment is totally missing. 6) This is an example of a company trying to use an emotional appeal to sell products which normally do not sell well Oberwerk is well known for its large aperture binoculars (www.bigbinoculars.com) which are popular for astronomy. They also manufacture binocular telescopes which are not very popular. This is an attempt to piggy-back these products on the reputation of their fast selling items. 7) This is a very understated advertisement. However it conveys the message that the seller wishes to convey. Astrophysics is a well-known manufacturer of very precise tracking mounts. These are used by professional astro-photographers and very committed amateurs. Their mounts are very expensive. So the message they are conveying is that they have a new model since their limited audience knows what to do next. 8) This is a very rational appeal with a lot of the attributes of the two models shown being mentioned in the copy. They have also shown the multiple use aspect of the models by attaching an eye-piece to one, for visual observing, and a camera to the other for astro-photography. 9) This is a rational appeal advertisement where they have made a clever use of an inter-mix between the copy and the visual to create a multiple use appeal. They have advertised the LX600 TM as a system for visual observing and the LX850 TM as a system for astro-photography. This is in the copy. However in the visual they have attached a camera to the LX600 TM and an eye-piece to the LX850 TM to demonstrate that the use is not restricted to either visual or photography. 10) This advertisement is what many magazine publishers do to fill unused advertising space. However since this magazine is also available on the newsstands this space has been used to appeal to the viewer to buy a subscription and save on the newsstand price. The major selling idea is very clear.
The website www.aaaa.org is very useful for any organization that is planning to hire and external advertising agency. Even if this is not the first time that this is being done, a study of the various articles may be eye-openers to the prevalent practices and where one may not get a fair deal in the past. The most important set of articles deals with agency billing practices and client payment terms. This enables the hiring organization to know what to expect when it decides on the financials that would underlie its advertising campaign. There are also many other articles that enable both the agency and client to structure their negotiations to ensure that nothing is missed out. Most important in today's world are articles on how to monitor and evaluate social media responses both if the agency has to do it and if the client is doing it. Some of the articles are available free to members only but one can purchase the same from their book store at a nominal price of $50.
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