Category Archives: Chapter01

Having Fun (Chapter 1)

Carnival Cruise has introduced a new advertising campaign focused on the idea of having fun. These videos would be a great way to introduce the concepts outlined in Chapter 1.

Television ads:

Discussion Questions:

  1. What are your thoughts on this advertising campaign for Carnival?
  2. Which ad did you like the best? Why?
  3. How does “having fun” fit into the concepts of needs, wants, and demands?
  4. Which marketing philosophy is Carnival using? Explain why.

Fundamentals of Marketing (Chapter 1)

I thought this was an excellent video for explaining the basics of marketing. It can be used to introduce Chapter 1, or as a review for the chapter 1.

Discussion Questions:

  1. Explain the concept of the consumer-side of marketing? Do you agree that this is important? Why or why not?
  2. Explain the concepts of positioning and targeting.
  3. What is meant by the term “value proposition?” Why is it important?

What is Marketing? (Chapter 1)

I thought this video was a great way to introduce the concept of marketing and can be used during the first class period. I would suggest you first ask students to identify what marketing is to them and write the various answers on a blackboard. Then watch this video “What is Marketing” featuring Spiderman as a prop. The video was produced by a group of students, but is very good!

Discussion Questions:

  1. What activities or concepts did the video present about marketing?
  2. After watching the video, how would you describe marketing?
  3. What brand sticks out in your mind as having the best marketing? Why?

Super Bowl and Doritos (Chapter 1)

If you are thinking about how to kick off your spring marketing course, you may want to use this article about Doritos consumer-generated Super Bowl ad and the 3 finalists. If you do this before the Super Bowl, you can see how well your class predicts the winner.

Discussion Questions:

  1. Which of the three consumer-generated ads do you like the best? Why?
  2. What do you think of Doritos using consumers to generate Super Bowl ad ideas?
  3. How important is advertising in the Super Bowl?
  4. What types of Super Bowl ads do you prefer? Why?

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.

Morse Code and Dodge (Chapter 1)

If you are looking for an interesting ad and article to launch this marketing class, you may find this useful. It is the newest ad by Dodge where the headlights of the car flashes a Morse code – which says “I’d rather walk than drive your car.”

Discussion Questions:

  1. Before reading this article, did you know what the Morse code said?
  2. A primary goal of the ad was to drive buzz on social media. Do you think this ad did that effectively? Why or why not?
  3. Do you think most people took time to learn what the Morse code was, or did they just watch the ad and ignore the Morse code? For the latter group, do you think the ad was still as effective? Why or why not?
  4. When you look at the marketing philosophies presented in Chapter 1, which one do you think is being used in this ad? Justify your answer.

Coca Cola Ad (Chapter 1)

I think this advertisement by Coca Cola is a good one to use to introduce marketing and the impact advertising can have.

Discussion Questions:

  1. What do you think is the primary message Coca Cola wants to convey with this ad?
  2. Does the ad have any impact on “social bullying?” Why or why not?
  3. Is this ad a good example of societal marketing? Why or why not?
  4. What is your overall opinion of this ad?