The Campaign for Real Beauty is an integrated marketing communication program that Unilever has been using for its Dove brand since 2004. Do you view this campaign as movement in a positive direction with regard to the portrayal of women in advertising or as a creative way for Dove to sell more beauty products? Defend your position.
> The chapter discusses the use of neurosciences to assess viewers’ evaluation of commercials. What are the pros and cons associated with these methods? When should advertisers use them?
> Explain why different metrics may be more useful to marketers in determining the effectiveness of their advertising at different times. Give examples of which metrics may be useful as consumers go through the purchase decision process.
> Describe the Starch Ad Readership Report and the measures provided therein. Discuss how Starch has had to adapt this report due to changing market conditions, and the new metrics now provided.
> How have marketers employed the methodology of eye tracking? Give examples of companies that have employed this methodology. When does eye tracking seem to be most useful?
> Marketers have turned to physiological measures in an attempt to determine the effectiveness of their advertising. Discuss some of the methods being used, and the advantages and disadvantages of each.
> Most managers believe that they should be measuring the effectiveness of their advertising programs. However, studies have shown that they usually do not do so. Cite some of the reasons managers should measure effectiveness, and why they do not.
> Digital advertisers seem to want to have their own effectiveness measures, while eschewing those of traditional advertisers. What are the pros and cons of this position? Argue for one side or the other.
> Explain why it is important to pretest. When should this testing take place? Give examples of what might make ads or commercials that are pretested more successful.
> Social media has been shown to play an important role in business to consumer markets, and now is being used for assisting personal selling effort in business to business markets. Explain how marketers are using social media in this regard.
> Explain why it is so difficult to measure the overall IMC program effectiveness.
> A/B testing has been used by marketers for decades to evaluate two different versions of finished ads and/or web pages. Some experts now believe that A/B testing would be more effective if employed earlier in the campaign development process. Explain wha
> Discuss the role of sales promotion tools such as sampling and coupons in international marketing. What challenges might marketers face in using these tools in various countries around the world?
> What are the three basic options a company has for organizing its international advertising and promotion function? Discuss the pros and cons of each
> Many large multinational companies are consolidating all of their worldwide advertising with one large agency. Evaluate the pros and cons of this approach.
> What is meant by the “think global, act local” approach to global marketing and advertising? Discuss some of the ways marketers can adapt their advertising to local markets.
> Discuss the arguments for and against the use of global marketing and advertising. What types of products and services are best suited for global advertising? What developments have taken place in recent years that support the use of global advertising a
> Why do you think Facebook has become so popular in countries around the world? Discuss the importance of social media in the IMC programs of international ¬marketers.
> Discuss the evolving role of the Internet and other digital media in the IMC program of international marketers. How can marketers make effective use of digital and social media in marketing their products and service in various countries?
> Discuss some of the differences in media that exist across various countries and how they might impact the media strategy used by marketers.
> One might expect that personal salespeople are evaluated strictly on how much they sell. However, the chapter discussed some other criteria that might be used. Discuss some of these other criteria and why they might be useful or not useful for evaluating
> Discuss the advantages and disadvantages of using a global advertising campaign. For what type of products/services is a global advertising approach appropriate?
> What is meant by a country-of-origin effect? Discuss the implications of the results found in the survey conducted among college students in the United States, which found that they have limited knowledge of the country-of-origin of most brands. Does thi
> Discuss how global marketers might use the 2022 FIFA World Cup soccer tournament that will be held in Qatar as an integrated marketing communications opportunity. What types of companies are best suited to use the World Cup as an IMC opportunity?
> Discuss the factors that are leading to the economic growth of China and the market opportunities that are evolving. What challenges do marketers and their agencies face in developing IMC programs for the Chinese market?
> Why are international markets becoming so important to companies in the United States as well as other nations? Discuss the various factors that companies must consider in developing IMC programs for various countries.
> The chapter opener discusses the "Taste the Feeling" global marketing launched by the Coca-Cola Company in 2016. Evaluate the creative strategy being used for this campaign as well as the “one-brand” approach that will unite various brands such as Coca-C
> A number of states are considering legislation that would create Do Not Mail list registries, which would allow consumers to keep unsolicited direct mail out of their mailboxes. Discuss the arguments for and against legislation that would prohibit market
> What is corrective advertising? Why do you think corrective advertising is so controversial? Evaluate the arguments for and against corrective advertising?
> What is meant by advertising substantiation? Should advertisers be required to substantiate their claims before running an ad or only be required to provide documentation only if their advertising claims are challenged?
> The text discusses the decision by the California Supreme Court in the Nike case to view statements about a company’s labor policies or operations in ads or press releases as commercial, rather than political in nature and thus not subject to First Amend
> The lead-in to this chapter discussed how some feel that the sales force may cease to exist in the future. Discuss some of the reasons that support this prediction. Now provide reasons why this is not likely to be the case.
> Discuss the role the media play in the self-regulation of advertising. Do you view self-regulation as an effective way of protecting consumers from offensive or misleading advertising?
> Discuss how regulatory agencies such as the FTC are responding to the increased use of digital and social media by marketers. What are the key areas that are requiring regulation to protect consumers from online marketing practices of companies?
> What are some of the regulatory issues marketers must take into consideration in developing contest, sweepstakes and other types of promotions that will be offered online or through social media?
> Discuss how the Do-Not-Call Registry developed by the Federal Trade Commission is impacting the direct marketing industry. What arguments might direct marketers use in trying to have this program rescinded?
> Do you think the U.S. Food and Drug Administration should consider adopting the type of cigarette packaging being used in Australia that requires graphic images and removes all branding elements? How effective do you think this type of packaging would be
> Ethical Perspective 20-1 discusses the controversy surrounding the direct-to-consumer (DTC) advertising of prescription drugs. Evaluate the arguments both for and against pharmaceutical companies being allowed to advertise their drug products directly to
> Evaluate the charges the Federal Trade Commission brought against Volkswagen Group of America for deceptive advertising. How might this issue affect consumer perceptions of Volkswagen and how should the company handle this controversy?
> Find several examples of advertising claims or slogans that are based on puffery rather than substantiated claims. Discuss whether you feel these advertising claims can be defended on the basis of puffery.
> IMC Perspective 20-1 discusses how Skechers and Reebok were fined for making advertising claims for their toning shoes that the Federal Trade Commission argues were false, misleading and unsubstantiated. Evaluate the claims made by these companies in the
> Do you agree with the DISCUS argument that advertising for hard liquor should be treated the same as advertising for beer and wine? Should advertising for spirits be confined to late-night programs on the networks or should the ads be permitted to run ea
> Where in the consumer decision process would personal selling likely be most effective? Explain why.
> Discuss the role the Advertising Self-Regulatory Council plays in the self-regulation of advertising. Discuss the arguments for and against self-regulation as an effective way of protecting consumers from misleading or deceptive advertising as well as co
> Discuss the need for regulation of advertising and other IMC tools. Do you advocate more or less regulation of advertising and other forms of promotion by governmental agencies such as the Federal Trade Commission and the Food and Drug Administration?
> The chapter opener discusses the rules and regulations the Federal Trade Commission (FTC) uses for online endorsements. Do you agree with the new guidelines from the FTC requiring bloggers and endorsers to disclose any material connection to a company wh
> Discuss how advertising can affect product costs and the prices consumers pay for products and services.
> With which position do you agree? “Advertising determines American consumers’ tastes and values and is responsible for creating a materialistic society.” “Advertising is a reflection of society and mirrors its tastes and values”
> Discuss the role of ethics in advertising and promotion. How do ethical considerations differ from legal considerations in developing an integrated marketing communications program?
> Discuss the arguments for and against advertiser influence and/or control over the media. How might a newspaper or magazine avoid being influenced by advertisers?
> Economists argue that advertising can be a barrier to entry for many companies that simply cannot come up with the money required to initiate an effective advertising campaign. At the same time, SPANX has succeeded without spending any money to promote t
> Discuss how attitudes toward the use of sex in advertising differ between men and women. Discuss the implications of these attitudinal differences for marketers who are developing ads for each sex.
> It has been said that the importance of the sales force varies at various stages in the communication hierarchies. Discuss this idea, providing examples to support your position.
> Groups such as Commercial Alert are concerned about the intrusion of advertising and other types of marketing messages into all aspects of consumers’ lives. Discuss some of the reasons consumer watchdog groups are critical of advertising and other types
> There are conflicting positions as to whether the government should get involved in issues regarding issues such as obesity, cigarette smoking, and vaping by passing regulations, restrictions, and/or taxes. Present both sides of the argument and take a p
> The use of ads that use interracial and gay and lesbian themes appear to be on the increase. There seems to be a relaxed atmosphere regarding the use of these groups in advertising. Explain the benefits and pitfalls inherent in this strategy.
> Companies like Old Navy and Cheerios have employed the use of interracial ads, and have stirred up both controversy and support. Comments have been made that while some believe that we are in a post racism era, whereas others disagree. Provide arguments
> The CEOs of Abercrombie & Fitch and American Apparel have both been variously characterized as either manipulators of the media for their ability to generate publicity for their companies or petulant. Both have lost their jobs in the face of declining sa
> The chapter discusses how many marketers are struggling with their multicultural marketing efforts and suggests that one reason may be the lack of diversity in advertising agencies. What are some of the reasons for the low number of minorities, such as A
> The chapter discussed the empowerment of females in advertising. Give examples of some of the companies that have used this form of advertising. Why do you think they have done this? Is it for altruism or financial gain?
> What are some of the different ways companies use shock ads? Do you think they are designed to create sales, or to bring attention to specific issues? Do they work? Give examples.
> Describe some of the criteria used to evaluate qualitative aspects of the effectiveness of the salesperson. How might these be used to support the IMC program?
> Discuss some of the advantages and disadvantages of personal selling versus other media—both traditional and nontraditional.
> Describe the various forms of cooperative advertising and the reasons they are used by marketers.
> What is a slotting allowance or fee? Evaluate the arguments for and against retailers charging slotting fees to manufacturers.
> Discuss how samples and coupons can be used to generate trial of a new product or increase consumption of an established brand.
> CRM is not new to marketers. However, the text shows that the definition as well as the requirements of CRM have changed over the years. Explain the differences in the way companies employ CRM now versus previous years.
> The growth of the Internet has brought about many changes that have had a direct impact on the sales force. Give examples of these and discuss how salespeople have had to react.
> This problem can be used in conjunction with Problem 2-61A. Refer to Problem 2-61A. Requirements 1. Journalize the June transactions of Mason Resources, Inc. Explanations are not required. 2. Prepare T-Accounts for each account. Insert in each T-accou
> The following amounts summarize the financial position of Mason Resources, Inc., on May 31, 2010: During June 2010, Mason Resources completed these transactions: a. The business received cash of $9,200 and issued common stock. b. Performed services fo
> The trial balance of Luxury Specialties, Inc., follows. Ashley Richards, your best friend, is considering investing in Luxury Specialties, Inc. Ashley seeks your advice in interpreting this information. Specifically , she asks how to use this trial bala
> During the first month of operations (March 2010), Silver Entertainment Corporation completed the following selected transactions: a. The business received cash of $32,000 and a building valued at $52,000. The corporation issued common stock to the stoc
> During the first month of operations, OShea Plumbing, Inc., completed the following transactions: Requirements 1. Record each transaction in the journal. Key each transaction by date. Explanations are not required. 2. Post the transactions to the T-ac
> During December, Swanson Auction Co. completed the following transactions Swansons business uses the following accounts: Cash, Accounts Receivable, Supplies, Land, Accounts Payable, Notes Payable, Common Stock, Dividends, Service Revenue, Salary Expense
> Smith Real Estate Co. experienced the following events during the organizing phase and its first month of operations. Some of the events were personal for the stockholders and did not affect the business. Others were transactions of the business. Requir
> This problem can be used in conjunction with Problem 2-68B. Refer to Problem 2-68B. Requirements 1. Journalize the transactions of Rodriguez Resources, Inc. Explanations are not required. 2. Prepare T-accounts for each account. Insert in each T-accoun
> Summarized versions of Espinola Corporations financial statements follow for two recent years // Requirement 1. Complete Espinola Corporations financial statements by determining the missing amounts denoted by the letters.
> The following data come from the financial statements of The High Tide Company at the year ended May 31, 2011 (in millions). Requirements 1. Prepare a cash flows statement for the year ended May 31, 2011. Not all the items given appear on the cash flow
> This and similar cases in each chapter are based on the consolidated financial statements of Foot Locker, Inc., given in Appendix B at the end of this book. As you work with Foot Locker, Inc., you will develop the ability to analyze the financial stateme
> During the first month of operations (November 2010), Stein Services Corporation completed the following selected transactions: a. The business received cash of $28,000 and a building valued at $52,000. The corporation issued common stock to the stockho
> Jeana Hart is a realtor. She organized her business as a corporation on September 16, 2011. The business received $95,000 from Hart and issued common stock. Consider these facts as of September 30, 2011. a. Hart has $15,000 in her personal bank account
> Refer to Exercise 2-34B. Requirements 1. Prepare the trial balance of Linda Conway , Attorney , at January 31, 2010. Use the T-accounts that have been prepared for the business. 2. How well did the business perform during its first month? Compute net
> The accounts of Grand Pool Service, Inc., follow with their normal balances at June 30, 2010. The accounts are listed in no particular order. Requirements 1. Prepare the companys trial balance at June 30, 2010, listing accounts in proper sequence, as i
> This exercise should be used in conjunction with Exercises 1-36B through 1-38B. The owner of Carson Copy Center now seeks your advice as to whether he should cease operations or continue the business. Complete the report giving him your opinion of net in
> Refer to the data in Exercises 1-36B and 1-37B. Requirement 1. Prepare the statement of cash flows of Carson Copy Center, Inc., for the month ended July 31, 2011. Also explain the relationship among income statement, statement of retained earnings, ba
> Refer to the data in Exercise 1-36B. Requirement 1. Prepare the balance sheet of Carson Copy Center, Inc., at July 31, 2011. From exercise 36: Assume a Carson Copy Center ended the month of July 2011 with these data: Payments of cash: Acquisition
> Fortune, Inc., began 2010 with $83,000 in cash. During 2010, Fortune earned net income of $440,000, and adjustments to reconcile net income to net cash provided by operations totaled $60,000, a positive amount. Investing activities used cash of $390,000,
> Green Tree Cellular, Inc., completed the following transactions during April 2010, its first month of operations: Requirement 1. Record the transactions in the journal of Green Tree Cellular, Inc. Key transactions by date and include an explanation fo
> Compute the missing amount in the accounting equation for each company (amounts in billions): Which company appears to have the strongest financial position? Explain your reasoning. Assets Liabilities Owners' Equity DJ Video Rentals Ernie's Bank $ ?
> Refer to the Foot Locker, Inc., financial statements in Appendix B at the end of the book. Suppose you are an investor considering buying Foot Locker, Inc., common stock. The following questions are important: Show amounts in millions and round to the ne
> Assume T. Crew opened a store in San Diego, starting with cash and common stock of $90,000. Barbara Breen, the store manager, then signed a note payable to purchase land for $91,000 and a building for $120,000. Breen also paid $62,000 for equipment and $
> Assume Facebook is expanding into Ireland. The company must decide where to locate and how to finance the expansion. Identify the financial statement where these decision makers can find the following information about Facebook, Inc. In some cases, more
> Refer to Exercise 2-18A. Requirements 1. After journalizing the transactions of Exercise 2-18A, post the entries to the ledger, using T-accounts. Key transactions by date. Date the ending balance of each account April 30. 2. Prepare the trial balance
> Brent Landry Company reported these ratios at December 31, 2010 (dollar amounts in millions): Brent Landry Company completed these transactions during 2011: a. Purchased equipment on account, $6 b. Paid long-term debt, $11 c. Collected cash from cust
> Refer to Exercise 3-46B. Requirements 1. Use the data in the partial worksheet to prepare Wallace Production Companys classified balance sheet at December 31 of the current year. Use the report format. First you must compute the adjusted balance for s
> The unadjusted trial balance and income statement amounts from the December 31 adjusted trial balance of Wallace Production Company follow. Requirement 1. Journalize the adjusting and closing entries of Wallace Production Company at December 31. There
> Prepare the closing entries from the following selected accounts from the records of East Shore Corporation at December 31, 2010: How much net income did East Shore earn during 2010? Prepare a T-account for Retained Earnings to show the December 31, 201
> Direct, the British wireless phone service provider, collects cash in advance from customers. All amounts are in millions of pounds sterling ( ), the British monetary unit. Assume Direct collected 400 in advance during 2010 and at year end still owed cus
> This question deals with the items and the amounts that two entities, Mother Elizabeth Hospital (Mother Elizabeth) and City of Portland (Portland) should report in their financial statements. Fill in the blanks. Requirements 1. On July 1, 2010, Mother
> The adjusted trial balances of Victory Corporation at March 31, 2010, and March 31, 2009, include these amounts (in millions): Victory completed these transactions during the year ended March 31, 2010. Compute the amount of sales revenue, insurance exp
> Scruffy Murphy is the president and principal stockholder of Scruffys Bar & Grill, Inc. To expand, the business is applying for a $250,000 bank loan. To get the loan, Murphy is considering two options for beefing up the owners equity of the business: Opt
