advertising question and need an explanation and answer to help me learn.
Please write an essay answering these questions per video associated with it
1. In 1989, Anheuser-Busch signed an agreement with the NFL giving the brewer exclusive rights to advertise alcohol nationally during the Super Bowl. After 33 years of having a monopoly over big game beer ads, however, AB InBev decided not to renew their license this year. And as the video below shows, the field is now wide open for companies like MillerCoors to reach a big national audience that has previously been unavailable to them. Video: Q:
Questions:
Do you think it was wise for AB InBev not to renew their exclusive rights to advertise alcohol during the Super Bowl? Why or why not?
How did companies like MillerCoors get around AB InBevs exclusive rights to advertise during the Super Bowl in previous years?
2.OVERVIEW:
Influencers or Advertisers Full Disclosure:
Do you work with brands to recommend or endorse products? If so, you need to comply with the law when making these recommendations. One key is to make a good disclosure of your relationship to the brand.
Suppose you meet someone who tells you about a great new product. She tells you it performs wonderfully and offers fantastic new features that nobody else has. Would that recommendation factor into your decision to buy the product? Probably.
Now suppose the person works for the company that sells the product or has been paid by the company to tout the product. Would you want to know that when youre evaluating the endorsers glowing recommendation? You bet. That common-sense premise is at the heart of the Federal Trade Commissions (FTC) Endorsement Guides.
This video is from the business publication Forbes and is part of its business of influence series. The video focuses on when influencers do or dont disclose when they are being paid to promote a product or make a post and how warning letters are being sent out by the Federal Trade
Commission (FTC) to those who are not following the rules.
INSTRUCTIONS:
1. Do you believe that influencers should be required to disclose whether they are being paid by a company or brand to promote or post about it? Why or why not?
2. Evaluate the guidelines used by the FTC requiring bloggers and social media influencers to disclose any material connection to a company whose product or service they are endorsing. How might this affect companies that use influencers as part of their digital marketing
programs?
3. If you noticed that a post made by one of your favorite social media influencers was sponsored or paid for by a brand, would that diminish your interest in the product or service? Would it negatively impact your attitude toward the social media influencer?
3.
WATCH THE VIDEO BELOW AND RESPOND TO THE FOLLOWING QUESTIONS.
Questions:
1. How does Lego benefit its toy business by producing movies, TV shows, and video games?
2. What role does licensing play in Legos business strategy? Do you think the company would be as successful as it is today if not for the popularity of properties like Star Wars and Marvel?
4.
OVERVIEW:
This video provides an insightful explanation of the elaboration likelihood model (ELM) and suggests that there are two routes to persuasion: the central and peripheral route. The central route is used when people take the time to stop and think critically about the message being
received and process the information contained in the message. The peripheral route occurs when people when people are distracted or when they do not have the motivation or opportunity to process a message. Factors that may affect which route an individual will take include a persons
need for cognition, credibility of the source, or the importance of the topic to the individual For example, if the source of the message is highly credible the person may decide that that is sufficient reason to accept the message. However, if a topic is particularly important to an
individual or the product advertised is a large or expensive purchase, a person may process the message through the central route, placing more importance on the quality of the arguments and thinking critically about the persuasion attempt. The video also talks about the importance of
need for cognition as well as emotions and mood and how they influence the processing of an advertising message.
RESPOND TO THE FOLLOWING QUESTIONS, ELABORATE AND EXPLAIN YOUR RESPONSE:
1. HOW ARE ADVERTISING MESSAGES PROCESSED DIFFERENTLY USING THE CENTRAL OR PERIPHERAL ROUTE OF
THE ELABORATION LIKELIHOOD MODEL? GIVE AN EXAMPLE OF AN ADVERTISEMENT CONSUMERS WOULD
MOST LIKELY PROCESS USING THE CENTRAL ROUTE AND AN AD THEY WOULD LIKELY PROCESS USING THE
PERIPHERAL ROUTE TO PERSUASION?
2. EMOTIONS CAN PLAY A LARGE ROLE IN INFLUENCING OPINIONS WITHOUT HAVING THE VIEWER ACTIVELY
THINK ABOUT THE PERSUASION ATTEMPT. EXPLAIN HOW EMOTIONS AND MOODS CAN SHAPE OPINIONS AND
INFLUENCE THE EFFECTIVENESS OF AN ADVERTISING MESSAGE.
3. DISCUSS THREE FACTORS COVERED IN THE VIDEO THAT WILL AFFECT WHETHER AN ADVERTISEMENT OR A
MESSAGE RECEIVED THROUGH SOCIAL MEDIA WILL BE EFFECTIVE IN PERSUADING YOU. HOW CAN
MARKETERS USE THESE FACTORS TO CREATE MORE EFFECTIVE MARKETING MESSAGES?
5.
OVERVIEW:
Select an ad (can be from an earlier chapter/module in the book). What do you believe is the sponsors advertising and message strategy? What is the ads boom factor?
Discussion guidelines:
Advertising theory consists of:
Target audiencecomprised of resellers, consumers, and centers of influence
Product conceptunique selling qualities
Mediatype of media used (print, electronic, out-of-home, etc.)
Message strategy is a simple description and explanation of an ad campaigns overall creative approach, what the advertising says, how it says it, and why. Message strategy consists of three components: verbal, nonverbal, and technical.
An ads boom factor, the punchline, is that precise moment when the joke culminates in a clever play on words or turn of meaning or when the viewer or reader gets that aha? feeling.
6.
1. What are the central tenets of Apples brand positioning? How are these reflected in its advertising?
2. Find a current ad for an Apple product such as the iPhone or Mac and evaluate it with respect to the three central tenets of the companys brand positioning.
3. Why do you think Apple has become the worlds most valuable brand? Discuss the factors that have contributed to the companys success and it brand value.
7.
1. Why do advertisers such as L.L. Bean, Nivea and Old Spice spend so much money to develop unique and creative print ads such as those shown in the video?
2. Do you think these magazine ads warrant the money spent by advertisers to create and run them in the magazines? Why or why not?
3. Which of the five ads shown in the video do you think is most creative and likely to be most effective?
Requirements: