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ADVERTISING MANAGEMENT
VENKY’S OF VENKATESHWARA HATCHERIES
Questions (A)
(a) Comment on the advertising strategy adopted previously and
currently.
(b) Comment on branding of food products, and their promotion.
(c) Can you think of a different creative strategy for a product like
chicken?
Lip-sticks with permitted colours can also
damage the lips since the stainers are tetra-bromo-fluorosine. When rubbed
against the palm, darkness of the stain will indicate the quantity of stainer
present. Darkening of lip colour also depends upon the bio-chemistry of
individual’s lips.
Questions (B)
(a) The complete product knowledge is given in the above write-up.
What do you think should be the copy platform for these products? Indicate the
theme, the appeal and the buying motives.
(b) Indicate a suitable media mix for advertising these products. Give
your reasoning.
Case No : 2
ALEMBIC CHEMICAL WORKS LTD. DIRECT MAILINGS
OF ALCEPHIN: THE LEGEND AMONG ANTIBIOTICS
Questions
(a) Which other businesses/products can be
suitable candidates for direct marketing? What promotional techniques can be
employed?
(b) Please do some research of your own on
direct mailings of pharmaceutical companies. What are your reactions?
(c) Put on your thinking cap. Identify a there
for a campaign of one general tonic.
CASE : 3 : IS SUPER BOWL ADVERTISING SUPER
EFFECTIVE ?
Questions:
1. What kind of
research design would you recommend for determining the effectiveness of M
& M/Mars advertising during the Super Bowl?
2. If the
research design involves a survey of households, which survey method would you
recommend and why?
3. What kind of
measures and scales will you employ in your survey?
4. Can the
observation method be used to determine the effectiveness of M & M/Mars
advertising during the Super Bowl? If so, which observation method would you
recommend and why?
5. Which
syndicated services discussed in the book can provide useful information ?
CASE NO : 4 : NIKE SPRINTS AHEAD OF THE
COMPETITION,YET HAS A LONG WAY TO RUN
Questions:
1. Should Nike
switch from a focus on celebrities to a focus on its products in its
advertising? Discuss the role of marketing research in helping Nike management
make this decision. What kind of research should be undertaken /
2. How would you
describe the buying behavior of consumers with respect to athletic footwear?
3. What is the
management decision problem facing Nike as it attempts to retain its leadership
position?
4. Define the
marketing research problem facing Nike, given the management decision problem
you have identified.
5. Develop two
suitable research questions and formulate two hypotheses for each.
6. How can the
Internet be used to help Nike in conducting marketing research, and in
marketing its products?
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