Chapter 1:

Q1: What is the major difference between advertising and promotion?

The major difference between advertising and promotion is that advertising is aimed towards the long
term building of positive brand attitude by turning the customer towards the brand by providing
information and creating a positive feeling; whereas promotion is aimed at the more short term
tactical goals of moving forward brand sales at the given time. Promotion focuses on immediate
sales.
Advertising goes way beyond the public announcement of products. It is about inclining the client
towards an offering by making information available of the product that leads a customer to develop
a positive sentiment towards the brand. . Advertising generates long lasting brand image that
enhances consumers loyalty towards the brand. It aids in selling the offering even before the
salesmen try to sell the offering. Marketers benefit long term by successfully creating a well-known
brand equity that significantly will boost sales in the long term.
Promotion aims at grasping the market share. The main message is not brand oriented but to
accelerate brand sales immediately. It is unemotional in nature and persuades consumers to act
immediately to buy the product. Marketers at times provide incentives such buy 2 for price of 1,
distribute free samples, etc. The main objective of promotion is brand purchase intention that causes
the target market to immediately try out the offering or purchase the offering immediately.
Moreover, Prentice claimed that promotion is a consumer franchise building that creates brand
awareness, builds favorable brand attitude and augments sales immediately.

2: What is necessary for persuasive communication to work?
In order for a persuasive communication to work, a person must have the opportunity to see or hear the
message, must pay attention to it, must understand what is being presented, and must then act upon
the message in the desired manner. This sequence is the same whether the message is from a parent, a
boss, a friend, or an advertiser. This sequence is known as consumer response sequence necessary for
persuasive communication to work.
For example, Kinder Bueno advert shows a women relaxing and claims A little bit of what you
fancy. This shows that Kinder Bueno will be more satisfying and enjoyable than any other
chocolate. It will provide a sensual experience. The advert aims at creating a positive emotional
authenticity among the woman towards the brand. Marketers should place the advert in a
magazine that their target market, women browse through. As the women browse through the
magazine, they would notice the advert, comprehend the meaning behind the advert. The
favorable brand attitude will encourage the consumer to look out for the product and try out the
product.


3. Why are brand awareness and brand attitude always communication objectives?
Brand awareness and Brand attitude are always communication objectives given their importance to
the brand and that under particular circumstances either of the 2 communication effects may also
serve as a communication objective.
A consumer might consume a certain product category but he or she might not be aware of the brand
that a marketer is communicating; brand awareness is therefore one of the more important objective
because it educates the consumer about the brand. The consumer must be able to identify the brand
through recognition or recall. Recognition aids in identifying the product on the shelf at the point of
purchase. While recall lets the consumer think of the brand own their own before purchasing it.
One of the jobs of advertising is to generate a communication effect and that brand attitude is one
effect that is always a communication objective. Correct brand attitude strategy will reflect the
involvement in the decision by the target audience as well as the motivation for its choice. It leads to
a potential buying behavior in a consumer. The attitude includes the gained knowledge about the
brand and the feelings linked to the brand.



1. What is the basic difference between informational and transformational brand attitude
strategies?
Informational is logos appeal- brand attitude strategies dealing with negative motivation is called
informational because one provides information to help to solve or avoid a problem.
When brand attitude strategy deals with positive emotions, where a persuasive message involves
creating a feeling in the person receiving the message, this strategy is called transformational because
the message is meant to transform the target audience to have an emotional experience. This is
Pathos appeal.
An informational brand attitude strategy presents factual, relevant, and verifiable information about the
brand which the consumer accepts as being verifiable and important whereas; a transformational brand
attitude strategy is aimed at making experience of using the product richer and more enjoyable than
that obtained solely from the product description advertised whereby connecting both in a manner that
a consumer can associate with the experience as they recall the brand.
5. What problems, if any, do social media pose for advertising?
Social Media provides a very different context for a message and this may require some attention by
the manager when considering media strategy. In traditional media, the message is framed by the
advertiser while in social media, the consumers are also allowed to frame the message- which is user
generated and not under the control of the brand , including the adverts. These user generated
adverts can look like the real thing and easily be assumed to come from the brand which can be a
problem. The problem with social media in terms of advertising is that the nodes can create adverts of
their own and make it look like the real thing often misleading the brand image and positioning.
(Internet)

2. Discuss the issues of ethics in advertising?
Ethics imply a code of behavior. There are written codes of behavior throughout the world of advertising
. Broadcasters, newspapers and other media have codes of behavior for advertisers, advertising trade
groups have codes for members.
Advertisers are likely to be more interested in their own self interest and the success of their brand than
the good of the consumer. Deliberately misleading in advertising when the consequences are going to
be harmful is wrong and unethical, especially in health related products and drugs where there are
potentially serious side effects.
The best advertisers can do is strive the truth in advertising allowing a certain degree of exaggeration
that is readily understood. Deliberate lying would be wrong , whether considered unethical or not.
Additionally if the advertiser is aware of the harmful effects, whether or not it actually occurs there is an
obligation to make the consumers aware.
Advertisers should aim to tell the truth to consumers about their products. They can engage in a certain
level of puffery (exaggeration) but should not lie intentionally, which would be considered unethical.
Conscious omission is not right. If the advertisements are not truthful or are misleading, competitors will
soon find out and spread the word among consumers. This would cause consumers to lose trust over
the brand.

3. In what ways does advertisement make a positive contribution to the economy?
Pg 18 (Advertising and the Economy)
Most marketers believe that advertisement does make a positive contribution to the economy. If, by no
other way than pumping a great deal of money into the economy. For example; it was estimated that
spending on advertisement for the year 2010 was US$ 104 billion in Western Europe, US$ 106 billion in
Asia Pacific, and US$160 billion in Northern American.

8. Do you feel that theres a merit to any of the traditional criticism of advertising?
Subjective. (Internet) Page 16 Criticism Of advertising

9. Why is it important for an advertiser to be aware of the trends in public attitudes towards advertising
in general?
The trends in public attitudes measure the response of the consumers to a product in terms of
perceiving the message in the advertisement. Which is why it is important for the advertiser to have a
grasp of the general consumer attitudes towards advertising. This would help to alter the way the
message is delivered to the consumer in order to make sure the intended meaning in the message is
perceived by the consumer.

Chapter 2:
1. Why is it important to think about alternative perceptions of how advertising works?
Internet.
2. In what ways do you see the different perspectives discussed in this chapter adding to our overall
understanding of advertisement?
Internet.

3. Which of the specific alternative perspectives discussed in this chapter do you feel offers the most
insight into how advertising works?
Internet.

4. How can these different perspectives be used by managers in a practical way to ensure more effective
advertising for their brand?
To develop really effective advertising a manager must pay really close attention to the rich social and
cultural environment in which people consume products, services and advertisements and seek to use
this knowledge to build connections between individuals, social groups, and brands.

Chapter 3
1. How might differences in ethnicity, religion, and family organization affect the marketing of
financial services?
Ethnicity:

As an industry , financial services have negative history and associations to overcome.
Because of the complex and ongoing nature of financial services, the ability to establish relationships
with communities takes on increased importance. The financial services have had a negative past
because of redlining (Redlining is the practice of denying, or charging more for, services such as banking,
insurance, access to health care, or even supermarkets, or denying jobs). To overcome this past , active
steps towards demonstrating a companys commitment towards the community will help erase some o
the negative perceptions.
Many advertisements for financial services example retirement planning , aimed at non minorities
portray retired couple as enjoying a carefree fun lifestyle. This approach would not be as effective for
targeting Hispanics because it does not conform to the cultural ideal of the dignified elder.
As ethnic communities have only recently come under the close scrutiny of many companies, consumers
in these communities have not received the same level of exposure to certain products. Some
consumers have negative perceptions in the financial industry , as they believe that banks are very
forbidding and only the rich went to banks and had accounts. Therefore there is a need to educate
consumers, increase the awareness of the financial services and demonstrate the value of this industry.



Religion : Islamic Beliefs against interest on loans create the need for specialist Islamic banking practices
For example : Al Rajhi Bank of KSA

Family :???


2. As traditionally collective societies become wealthier through globalization, might this lead to a
change towards individualism? What might be the implications for advertising strategy?

With Globalized communications , there are indicators that traditional values are becoming less
ubiquitous in some east Asian societies. Example : Values of modernity and individualism are becoming
prevalent in advertising aimed at younger affluent Chinese people.



3. Identify two creolized brands in your cultural location and consider how they have combined
elements of the foreign with the local. Hs this been carried through to their advertising strategies?

When a brand integrates the foreign with the local to create a new culturally rooted product, this is
called as Creolization.
Example : Shawarma vs Mexican Shwarma
Mc Donalds vs Mc Arabia



4. What are the implications of developing creative strategy in a Polychronic versus a Monochronic
society?
In a highly individualistic culture, advertisement is more likely to include information and less likely to
make use of psychological appeals or symbolic language and images. If what they call uncertainty
avoidance dominates a culture, advertising appeal should be more likely to utilize arguments or
imitation and less likely to use drama or symbolic language or images. When power distance is the
primary cultural factor, psychological appeal will be more likely to be used and argument and symbolic
language less likely. Finally, when the dominant cultural factor in a market is polychronic, advertising is
more likely to be informative and use symbolic language and imagery.

Internet.


5. What product categories are most likely to be affected by ethnocentrism? Why?
The product categories that are most likely to be affected by ethnocentrism are food and beverages
because; food and beverages in any given culture represent their cultural values and they vary from
culture to culture.


6. How might local brands of food and drink in your cultural location develop and communicate symbols
of authenticity?

Internet.


7. How might the advertising for a luxury brand in East Asia reflect cultural values?

While the luxury goods in the west maybe primarily acquired by the self and for the self, in Eastern
Confucian culture, they are often acquired through gift exchange. It also suggests that the symbolic
meaning of a brand in the west maybe used to express elf image; in the east , it may be used to
located the individual in a social hierarchy.
Same product can have different meanings in different cultures, therefore , the advertising for
symbolic brands should be based on their cultural value and local consumption practices.

























CHAPTER 4:

1. Why is it so important to understand McGuires information processing paradigm?
According to the McGuires notion of attitude change, there are six behavioral steps through which the
information contained in any persuasive message must pass information processing paradigm. At each
of these steps, if the message is to be successful there must be a positive response. It is important to
understand McGuires notion of attitude change because if we have failure at any of these six behavioral
response steps, the communication will not be successful.
McGuires work makes good common sense in understanding advertising and promotion. Each of the 6
steps are is necessary and must occur in the order presented. For Advertising and Promotion to be
effective, we must have exposure to the msg, processing of the msg, the correct communication effect
and target audience action.
Below are the steps
1. Message must first be presented to the target audience
2. They need to pay attention to the message
3. They need to comprehend What is in the message
4. Once the msg is understood , the target audience must yield to the arguments in the msg
5. The target audience must retain the arguments
6. Once the msg is successful, the target audience will behave as urged by the message.




2. How does the communication response sequence help the manager to better understand what is
needed for effective strategic planning in communication?

In order to ensure effective strategic planning in communication, a manager must make sure all four
steps in communication response sequence are successful; if one fails the entire process fails, and
advertising is unsuccessful; if the audience does not see or hear the advertising, nothing else will
happen. There will be no processing, no communication effect, no buyer behavior to lead to sales or
profit.
Understanding the overall advertising and promotion is important, careful planning is critical to the
success of any venture and understanding what processes are involved obviously leads to better
plans.
After the company has set profit objectives, a marketing plan lays out how marketing communication
efforts will help the company to meet those objectives ( target audience) and the marketing
communication plan what message for the brand will be ( Communications effect needed) to
maximize those profits.
From the marketing communication plan, the company and its advertising agency are able to develop
a positioning and a creative strategy ( to ensure exposure to the message) to deliver the message.
A Marketing manager must begin by thinking of the action to be taken by the target audience. Then
they must consider the communication effects needed from the advertising to help facilitate that
action. They must be then concerned how the message will be processed in order to ensure those
effects and finally where to place the advertisement and promotion to optimize the likelihood of
reaching the target audience.
Step1. Objectives for target Audience Action
Step2. Communication effects
Step 3. Processing
Step 4. Exposure


3. What are the major benefits of sequential planning?

If the strategic decision made at any given step does not work , this does not invalidate decisions
made at other steps.
Unsuccessful strategies need only to be replaced by others that are better designed to meet the
objectives set out in the marketing and communication plan.

In contrast to the communication response sequence, in sequential planning the failure of one step does
not necessarily mean the failure of the whole process.


4. What is the role of the marketing plan in strategic planning for advertising and other marketing
communication?
(Pg 69 3
rd
paragraph- pg 70 till the 2
nd
paragraph)

Marketing plays a very vital role in the strategic mgt process of a firm. Failure in marketing can block the
way to goals established by the strategic plan.


A marketing plan includes certain objectives that can be related to the strategic planning for advertising
and promotion. The clearly stated objectives in a marketing plan can make possible the coordination
between advertising and promotion programs with the plans of other company units. The written
objectives in a marketing plan are also important for the advertising agencies as they clear up any
confusion or misunderstanding.





5. Why is it important to understand the difference between goals and objectives in strategic planning
for advertising and other marketing communication?
Objectives define the general ends sought by the company, while goals are more objective that have
very specific definition.
For example: A reasonable objective for a brand might be generally to increase share among a
particular target market, while a goal would be to specifically increase share from 15% to 18% in the
next year.
If only vague objective of increasing sales has been adopted , it should be clear that the important
planning decision will be very difficult, if not impossible to formulate!

Objectives are set at every level of planning, but goals are set only where they make sense and can be
measured. This means that goals are set for goals are set for an individual adverts contribution to
exposure and message processing, and for a campaign when considering communication effects and
target audience action.