N500 : Marketing : Advertising Assessment Answers

3). Read the paper  "Humorous threat persuasion in advertising: the effects of humour, threat intensity and issue involvement". To locate this, click on the reading list tab in Blackboard. Answer these two questions: 1). How can humour be used to increase the appeal of advertisements? 2). How effective is the use of humour to communicate threatening information?

4). Read "Creative strategies of Super Bowl commercials 2001-2009: an analysis of message strategies", (in the reading list tab in Blackboard). Answer the following question: What are the differences between low-involvement and high-involvement products in advertising?

5). Go to the Coles, Woolworths and Aldi Supermarket websites. Discuss how each supermarket is establishing a point of difference over its competitors and how you view each brand is attempting to position themselves in the minds of consumers.

6). Read the paper  "Using social media to reach consumers: a content analysis of official Facebook pages" (click on the reading list tab to locate this reading). Answer the following question: 'Do you have a favourite Facebook, Twitter or Instagram page? Describe the advertising strategy of this page.

7). Discuss when it is appropriate to use pulsing, flighting and continuous advertising schedules and provide examples of businesses that use each of these approaches.

8). Do you feel print media still has a role to play in an IMC campaign - or is print media becoming less relevant each year?Support your answer with justification and supporting examples,

9). Discuss an experience you have had where a marketer attempted a high pressure sales technique (such as through knocking on your door or approaching you when you walked past a corridor at a shopping mall). How do you respond to this technique and how effective do you believe this technique is?

10). In October 2016, four people tragically died in Dreamworld on Australia's Gold Coast. The accident occurred at the Thunder River Rapids ride which was considered to be a safe family ride. Discuss the effectiveness of how Dreamworld management handled the disaster. How do you think management of Dreamworld should have responded to this tragedy?

 

Answer:

1). The advertising industry is dying as most of the audiences do not even pay attention to the promotional messages now a day. This is because people are becoming so busy with their lives that the advertisers fail to engage them. However, online advertisements are very trending now and recently; a display advertisement of FedEx China-Australia has grabbed my attention. The advertisement is trying to convey a message to its target audience that it is the best and fastest courier service (Carpenter, 2015).

2). Quintis Sandalwood uses celebrities as its major source because of the major communication processes and functions, encoding, decoding, response and feedback. It is true that if the sender is an effective leader or celebrity, consumers tend to focus on those advertisements more and easily decodes the message. Moreover, they even respond and give their valuable feedback over the social networking sites. The packaging of the promotional video is very attractive as it gives a detailed analysis of the product is being prepared (Quintis.com.au, 2018).

3). Humor advertising can help in improving brand recognition and is more likely to secure the attention of the target audience. However, using humor to communicate a threatening message in advertising is often practiced by the advertisers. The effectiveness of the humor combination totally depends on the individual’s involvement with the issues (Yoon & Tinkham, 2013).

4). The high involvement products in advertising are generally caused at the time when the customers notice the major differences between its alternatives. The consumers tend to spend more time in order to evaluate the differences for arriving into the right decision. On the contrary, in lower involvement products, the customers do not display their loyalty to the brand. They can switch their brands at any time (Kim & Cheong, 2011).

5). Coles’ ability to respond to its competitors lies in their abilities for innovation in order to shed the ‘second mover’ status. Woolworths is growing faster than Coles because of its diversification of the strategies. It has maintained a high as well as low pricing strategy. It established itself as Fresh Food People, in front of its customers. On the other hand, Aldi’s key competitive points include innovation, new business practices and introducing new practices of business (Sutton-Brady, Kamvounias & Taylor, 2015).

6). My favorite page on the social networking site is mad over marketing, which is a platform to promote the marketing summit. The founders of the page have gone deep and created a huge base of subscribers by sharing some meaningful ideas and contents over the social networking sites. The positive side of the page is that it promotes all brands and presents it in such a way that the viewers are highly entertained (Parsons, 2013).

7). Scheduling is referred to the overall pattern of advertising timing and plots. In the advertisement scheduling, the classic scheduling models are flighting, pulsing and continuity. The flighting refers to the categorization of seasonal products. It helps the advertisers in buying heavier weight than the competitors. Continuous model refers to the non-seasonal products and pulsing is the combination of both continuous and flighting scheduling (Carpenter, 2015).

8). Print media are mostly declined by the marketers, due to less subscription and other forms of media. However, it should not be neglected as it still has a major role to play in the integrated marketing communications. There are people who are not that tech-savvy and prefer reading newspapers. Therefore, the marketing strategies should also cover the print media as well.

9). This particular technique refers to the direct marketing, personal selling and sales promotion. In these techniques customers are directly approached with a product or service. According to me, this technique is not that effective as it is time-taking and a large number of consumers cannot be reached at the same time (Kim & Cheong, 2011).

10). The tragic incident of Dreamworld occurred in the year 2016 and the management handling was not effective. The details of the long standing safety issues and insensitive responses were being investigated. It was found that the management was highly inefficient and did not handle the crisis in an effective manner. According to me, the management could have undertaken crisis management strategies beforehand. It was important for them to communicate often and quickly (Benton, 2017).

References:

Benton, N. (2017). Time to talk about dreamworld. Australasian Leisure Management, 120(120), 42.

Carpenter, S. (2015). Marketing and Advertising Strategies: What’s it all About?. In Japan Inc. on the Brink (pp. 148-157). Palgrave Macmillan, London.

Kim, K., & Cheong, Y. (2011). Creative strategies of Super Bowl commercials 2001-2009: an analysis of message strategies. International Journal of Sports Marketing and Sponsorship, 13(1), 2-17.

Parsons, A. (2013). Using social media to reach consumers: A content analysis of official Facebook pages. Academy of Marketing Studies Journal, 17(2), 27.

Quintis.com.au. (2018). Retrieved from https://quintis.com.au/our-story/

Sutton-Brady, C., Kamvounias, P., & Taylor, T. (2015). A model of supplier–retailer power asymmetry in the Australian retail industry. Industrial marketing management, 51, 122-130.

Yoon, H. J., & Tinkham, S. F. (2013). Humorous threat persuasion in advertising: The effects of humor, threat intensity, and issue involvement. Journal of Advertising, 42(1), 30-41.