Soal Pert. 07 & 08:
1. Advertising objectives can be classified by primary purpose: to inform, persuade,
or remind. Using your local newspaper, find examples of ads that address each of
these objectives.
2. Until recently, television viewers were considered a captive audience for
advertisers. How has this changed? How do you think the changes in consumer
television viewing habits will impact advertising? What actions should advertisers
consider to regain the consumer audience?
3. Select three national television commercials, identify the objectives each appears
to be attempting to accomplish, and then propose a procedure for how you would
go about testing the effectiveness of each commercial. Be specific.
4. In your own words, specifically explain the meaning of the statement that “ad
weight without persuasiveness is insufficient.” Illustrate your discussion with the
Dunkin’ Donuts commercial in the Opening Vignette.
5. A number of retailers have explicit policies that prevent their managers or
salespeople from receiving any form of incentives from manufacturers. Are these
policies wise? Under what conditions might manufacturer-sponsored incentives
benefit the retail firm above and beyond their obvious material benefits for
individual managers or salespeople?
6. Assume you are the marketing manager of a company that manufactures a line of
paper products (tissues, napkins, etc.). Your current market share is 7 percent, and
you are considering offering retailers an attractive bill-back allowance for giving
your brand special display space. Comment on this promotion’s chances for
success.