Part D: Online Discussion
On the Discussion board, post your comments about the following topics:
- What are the privacy issues involved in any permission marketing?
- What are the ethical decisions that surround permission marketing when you consider the fine line between privacy and advertising?
- What issues do marketers need to be aware of?
| Part B: Online Discussion and Journalling
Consider how marketers appeal to tire consumers in Canada and the United States and how well they cater to those who are exhibiting situational involvement in their product offerings. Explore www.canadiantire.ca. (Under “Departments” at the top of the page select “Tires & Wheels.”) Look at other sites, including those of manufacturers such as Michelin: http://www.michelin.ca/. (Watch the TV commercials if available, especially the classic “Canadian Police Chase” commercial which Midas, not normally thought of a tire seller, uses to capture a share of the crowded Canadian snow tire market: https://www.youtube.com/watch?v=fueV2yDqTKU). Also, explore the United States Michelin site: http://www.michelinman.com/. Post to the Discussion board your observations of how tire retailers and manufacturers are appealing to consumers in terms of Maslow’s Hierarchy of Needs. Cite specific examples (briefly describe in addition to providing a URL since web ads change frequently), identifying the motivational needs that are being appealed to. Comment on any differences between Michelin’s Canadian and United States sites and why those exist. Also comment on how well the websites serve the needs of consumers who have taken the time to visit the site and are likely involved in making a purchase decision. Is there readily available information that enables consumers to compare product offerings? In your journal, note observations made by other students. |
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Part B: Discussions
Consider how your clothing preferences differ from those of your friends. What personality traits might explain why your preferences are different from those of your friends? Reflect and post your thoughts to the discussion board. Read postings from other students and exchange observations as warranted.
Part D: Online Discussion (Ad Research)
Make a list of three commercials that have used popular songs. Post why you think the advertiser chose to include these songs in the commercial. Describe each of the target markets the advertiser is trying to reach.
Hint: If you’re stuck, try a Google search using key words like “popular songs ads” or take a peek at what others have posted for this activity and add your comments.
Part C: Online Discussion
Provide a description, and a URL link, digital photo, or scanned image of at least one example of a magazine or newspaper advertisement for each of the four functions of attitudes:
- Utilitarian
- Ego-defensive
- Value-expressive
- Knowledge
Post these to the Discussion board. If you’re stuck, visit sites like www.adflip.com (includes historical ads back to the 1940s).
Include observations and remarks in your postings about how each function is employed in the advertising message, and respond to some postings of other students.
Part D: Online Discussion
Reflecting on your reactions to the reading and above questions, post your comments on the following to the Discussion board and respond to others’ postings.
Many women use movie stars and entertainment artists as reference groups and /or role models. As a reaction to this, Dove soap initiated their “Campaign for Real Beauty” (now “The Dove Self-Esteem Project”) at http://www.campaignforrealbeauty.ca/ (click the “Our Mission” tab) in order to provide a venue for women to discuss and improve self-esteem.
- Do you think this is a useful tool for women?
- Do you think it will change women’s reference groups? Why or why not?
- Are there web pages for men’s self-esteem in a similar vein?
Part C: Online Discussion
Post your comments about how to appeal to frugal consumers to the Discussion board.
Part E: Online Discussion
Post your views about Subaru appealing to the female consumer to the Discussion board.
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