Module 6 – Discussion Board Activity
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Discussion Board #4: Bias in Advertising
Think about the brands associated with your morning routine ?? Starbucks, Dunkin?? Donuts, Pantene, Carol??s Daughter, Dove, Crest, Oral B, Sonic, Toyota, and so on. Make a list of them. Now go to YouTube and spend 10 minutes viewing ads for five of your brands. If they don??t have ads, visit the company??s website and poke around whatever interests you. Respond to the following questions:
- Do the people in the ads/on the website physically mirror the way they look, dress or act? Why might that be/not be?
- Who is the intended target audience?
- Who might be left out?
- Is there an opportunity to add more people of color or another gender, age group or ethnicity?
- Do you think add ads should be equally representative, or should there be separate ??male ads? and ??female ads? (e.g., for the same brand)? Why/why not?
Strategy & Branding
Chapter 2
Learning Objectives
?¢ Identify the various components of an integrated marketing campaign
?¢ Define objectives, strategies and tactics in a marketing campaign and plan how to
prioritize them
?¢ Discuss the role of research as an essential component of ideation
?¢ Explain the difference between features and benefits of a product
?¢ Compose a brief and copy platform successfully
?¢ Describe tone, resonance, and positioning
?¢ Review the strategies of researching various generational groups
?¢ Compare the benefits and limitations of branding
3-Part Media Strategy to Consider in Advertising
Paid Media
?¢ Any marketing that you pay for to promote a product
?¢ TV ads
?¢ Radio sports
?¢ Print advertising
?¢ Sponsored social media ads/posts (much cheaper than traditional
advertising)
?¢ Banner ads on a website
?¢ Billboards
Owned Media
?¢ Content you create and publish on channels you own
ï??Websites
ï??Blogs
ï??eBooks
ï??Apps
ï??Content you distribute on social media
Earned Media
?¢ PR practitioners love this one
?¢ Where brands/organizations earn mentions without paying for it.
?¢ Published on channels not owned by you
?¢ Gained as result of efforts in paid and owned media.
ï??When bloggers do a review on products and services
ï??Influencers mention your brand
?¢ You generally ask permission to share the information
?¢ But sometimes your product or service is picked up without a request
Native Advertising
?¢ When the ad message is blended with other content
?¢ E.g., in movies
Traditional Advertising
?¢ Covers newspaper, magazines, television, radio, banner ads, and
outdoor ads
?¢ Most of your budget will go to these this form of advertising
MarCom
?¢ Non- traditional forms of promotion
?¢ Contention about whether this is advertising
?¢ However, MarCom, also called integrated marketing communication (IMC)
unites traditional and non-traditional elements into a single campaign
?¢ Doing whatever it takes to:
ï??bring awareness to the product
ï??increase the bottom line
Marcom Tactics
?¢ Direct marketing
?¢ Sales promotion
?¢ Point of sale
?¢ Content marketing
?¢ Search Engine Optimization (SEO)
?¢ Mobile advertising
?¢ Social advertising
?¢ Experiential advertising
?¢ Specialty advertising
?¢ Anything else you can stick your logo on
What is the Problem
?¢ One of the biggest mistake a lot of people make is to think about the tactics
first.
?¢ However, you must first decide:
?¢ What is the problem to be solved with the campaign
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