Monthly Archives: September 2015

I Hate Everything (Chapter 6)

Here is a great ad for Tyson Chicken Nuggets that you can use for Chapter 6, Marketing Segmentation.

Discussion Questions:

  1. Describe who you think is the target market for this Tyson ad?
  2. Is Tyson using any of the behavioral segmentation strategies presented in the chapter? If not, explain why. If yes, which one? Explain why.
  3. Which of the six product positioning strategies is Tyson using in this ad? Justify your answer.
  4. What do you think of this ad? Do you like the strategy of using kids talking about what they hate? Why or why not?

Is It an Experience or a Service (Chapter 1)

StubHub has gone through a brand overhaul and a logo redesign, which was launched with a new campaign about “your inner sports fan.” According to StubHub, “People are buying more than just a ticket, they’re buying an experience.”

Discussion Questions:

  1. What do you think of the new ads?
  2. Do you agree with StubHub’s statement that people are buying an experience, not just a ticket? Why or why not?
  3. Based on the information in Chapter 1, is StubHub a service or an experience? Justify your answer.

Too Much? (Chapter 12)

DraftKings and FanDuel have spent a combined $31 million on 9,000 TV commercials in just one week. Is this too much? Is it an overload or good idea?

Discussion Questions:

  1. After reading the article, do you think spending so much money in a one-week advertising blitz was a good idea? Why or why not?
  2. Is it a wise strategy for these two brands to have ads on the same sports’ shows? Why or why not?
  3. With over 70% hating these ads, did the blitz create a negative brand impression? Why or why not?
  4. If you get annoyed at seeing an ad too much, does it impact your image of the brand? Does it impact you purchasing the brand? Why or why not?

Is the Internet Killing TV? (Chapter 13)

This article from the Washington Post should generate a lively class discussion.

Discussion Questions:

  1. Would you agree that the Internet is slowly killing TV advertising? Why or why not?
  2. Why is television viewing down, especially cable TV?
  3. What makes digital consumption attractive among young consumers? What makes it attractive to older consumers?

Abercrombie & Fitch (Chapter 2)

I found this Business Insider article about Abercrombie & Fitch interesting and think it would fit well with chapter 2 under the “sociodemographic” topic. Because of declining sales with teens, Abercrombie & Fitch is changing its focus in an attempt to reach a broader audience.

Discussion Questions:

  1. After reading the article, what are your thoughts about the move to reach a broader audience? Will it work? Why or why not?
  2. Do you agree with the statements that teens are spending more money on food than clothes and are more concerned about having a new mobile phone than brand name clothes? Why or why not?
  3. Looking at the Generations presented in the textbook, which age group do you think is the primary target for Abercrombie & Fitch? Why?
  4. Do you shop at Abercrombie & Fitch? Why or why not?