Monthly Archives: December 2014

Kellogg’s Hopes to Change Buyer Behavior (Chapter 4)

While this New York Times article was written before the Kellogg’s campaign launched, it has useful information about Kellogg’s strategy. Since 93% of Americans eat cereal getting them to eat more is extremely challenging, unless you can encourage consumers to eat cereal in the evenings, not in the mornings. That is the goal of this campaign. Here are two TV ads that were produced.

Discussion Questions:

  1. Do you ever eat cereal in the evening or at non-breakfast time?
  2. Do you think this campaign will increase sales for Kellogg’s by getting consumers to eat cereal in the evenings? Why or why not?
  3. Is this campaign designed to impact attitude or beliefs, or both? Justify your answer.
  4. Which level of Maslow’s Hierarchy of Needs does this campaign utilize? Justify your answer.
  5. Examine the various social influences on consumer buyer behavior presented in the chapter. Which social influences do you think impacts the purchase of cereal? Explain how it influences the brand chosen.

Zurich Snowmen (Chapter 12)

Here is a great ad for Zurich Insurance.

Discussion Questions:

  1. What is your initial reaction to this ad?
  2. Which component of the AIDA concept do you think this ad features? Explain why.
  3. Look at the communication objectives presented in the chapter. Which objective(s) would this ad fulfill? Explain why.
  4. In terms of ad design, which type of appeal is being used? Justify your choice.
  5. In terms of message strategies, which message strategy does this ad use? Justify your answer.

Liberty Mutual (Chapter 9)

Liberty Mutual Insurance has developed an interesting campaign for car insurance. Watch these ads then answer the questions below.

Discussion Questions:

  1. Discuss where you think car insurance would be on the continuum of pure good to pure service. Justify your answer.
  2. What are your thoughts about these ads? Do you like them or dislike them? Why?
  3. What do you think of the dialogue approach used?
  4. Who do you think is the target audience for these ads? Justify your answer.
  5. What are your thoughts about the better car replacement and accident forgiveness policies of Liberty Mutual? Both of these cost extra and have to be added to your p0licy. Do you think the ad makes this clear? Why or why not?
  6. Examine the various types of risks discussed in the chapter. Which risk or risks do these ads address? Explain.