Source Attributes (Marketing Essay Questions)

ESSAY QUESTIONS
Chapter 6

Discuss the three primary source attributes noted by Herbert Kelman and the different processes by which they can influence attitude and/or behavior change.
Find a celebrity who is currently appearing in an ad for a particular company or brand and use McCracken’s meaning-transfer model (shown in Fig 6-3) to analyze the use of this individual as a spokesperson.
What is meant by one-sided versus two-sided messages? Discuss some of the reasons marketers may or may not want to use a two-sided message.
What is meant by a qualitative media effect? Choose a specific magazine and discuss the nature of the media environment in that publication.

Chapter 11

Television is often described as a mass medium that offers little selectivity to advertisers. Do you agree with this statement? What are some of the ways selectivity can be achieved through TV advertising?
Discuss some of the factors that media buyers should take into consideration when buying advertising time on TV.

What is a commercial rating and how does this measure differ from a program rating?

http://www.nytimes.com/2007/03/13/business/media/13adco.html
http://www.tvgrimreaper.com/2015/10/14/c3-commercial-ratings-vs-livesame-day-program-ratings-from-week-1-do-they-change-the-prediction-picture/479/

Discuss why advertisers and media planners prefer commercial ratings rather than program ratings.

Chapter 12

Discuss the role of magazines as part of an advertiser’s media strategy. What are the advantages are and limitations of magazines?

What is meant by selectivity with regard to the purchase of advertising media? Discuss the various ways magazines offer selectivity to advertisers.

Discuss the consideration you will have to keep in mind when deciding on using a magazine in your media plan. Or, How do you evaluate magazines and newspapers as part of a media plan and setting advertising rates?

Discuss the digital disruption that is impacting the traditional print media of newspapers and magazines. What are some of the ways publishers can respond to these changes and attract and retain advertisers?

https://www.pwc.com/gx/en/entertainment-media/pdf/newspapers-and-magazines-outlook-article.pdf

Chapter 16

What are some of the reasons brand managers are allocating more of their promotional budgets to sales promotion rather than media advertising? Do you agree with the critics who argue that the increased use of sale promotion is undermining brand equity for many once-powerful brands?

Evaluate the effectiveness of coupons as a sales promotion tool. How would you respond to critics who argue that they are inefficient since less than 2 percent of coupons are redeemed?

Discuss how sales promotion can be used as an acceleration tool to speed up the selling and/or purchasing process and maximize a company’s sales volume.

Discuss how the Internet and the growing popularity of social media such as Facebook and Twitter are impacting marketers’ use of sales promotion.

Explain some of the reasons managers should measure effectiveness, and why they do not.
Some companies test their commercials in rough formats described in the chapter. Others only test the commercials in finished form. Discuss some of the advantages and disadvantages of conducting tests at both stages

Discuss the various types of pretests that advertisers employ. Why do marketers pretest ads? What are some reasons why marketers may not pretest?

http://www.bms.co.in/explain-the-methods-of-pre-testing/
http://www.enotesmba.com/2012/07/mba-notes-advertisement-evaluation.html

Explain why different metrics may be more useful to marketers in determining the effectiveness of their advertising at different times. Give examples of which metrics may be useful as consumers go through the purchase decision process.