Web Exercise 4 Focus Text Chapter 7 Please Review Three Item

Web Exercise 4 Focus Text Chapter 7 Please Review Three Items That A

Web Exercise 4 Focus Text – Chapter 7 Please review three items that accompany these questions – the NYT article about Nike, the Dry Idea ad, and the Chevy ad. All are located in this folder. Successful completion of the following questions will require you to integrate information from the Chapter 7 readings. Please provide your answers to the following questions in the Web Exercise submission area within this folder.

1. In periods of downturns in the economy (like the recent recession), many companies greatly reduce their advertising and promotions budgets (think of the Nike article). However, this is not always the best strategy to pursue—think about this and briefly explain the downside of slashing these budgets.

2. Chapter 7 addresses how budget allocations to various media are expected to change over the next few years. Why are some media likely to receive more monies while others stay the same or decline? How does this apply to the Nike article? How will they refocus their media attention if they reduce their budget?

3. Different companies believe that various media are more important than others for their marketing purposes. Briefly discuss the various perspectives taken by these companies, and explain why everyone may not agree on the same level of importance for media.

4. View the Dry Idea ad image in this folder as an example of an ad with a sales objective. Briefly discuss the specific types of objectives the marketer has for this ad.

5. View the Chevy ad image in this folder as an example of an ad with a communications objective. Briefly discuss the specific types of objectives the marketer has for this ad.

Paper For Above instruction

In the face of economic downturns such as recessions, companies often resort to reducing their advertising and promotional budgets as a cost-saving measure. While this approach might seem logical to preserve cash flow during challenging times, it can have significant downsides that may negatively impact long-term brand equity and market share. One primary risk is that decreased advertising exposure diminishes consumer awareness and recall, potentially leading to a decline in sales that hampers recovery when the economy improves. Furthermore, cutting back on advertising can erode brand visibility, allowing competitors to occupy the consumer’s mind space, which creates a difficult uphill battle once the market stabilizes. Additionally, reduced promotional activities can weaken brand loyalty, especially for products that rely heavily on advertising to sustain consumer interest.

Chapter 7 highlights that media budget allocations are expected to shift significantly over the coming years, influenced by technological advances and changing consumer behaviors. Digital media, including social media platforms, search engines, and online streaming, are anticipated to receive increased funding due to their growing reach and targeted capabilities. Conversely, traditional media such as print newspapers and magazines might see declines in advertising revenue, as consumers shift to digital channels. For Nike, this trend implies a focus on reallocating advertising dollars toward digital and social media platforms to maintain engagement with their youthful, tech-savvy audience. If Nike reduces its overall advertising budget, they are likely to concentrate on highly targeted, data-driven digital campaigns that maximize ROI, rather than broad-based traditional media campaigns. This shift enables Nike to sustain brand presence and consumer engagement with fewer resources by leveraging technology-driven marketing strategies.

Different companies prioritize various media channels based on their target audiences, marketing goals, and brand strategies. Some firms place a high value on television advertising due to its ability to reach mass audiences quickly and efficiently. Others may emphasize digital and social media platforms, valuing their detailed targeting capabilities and interactive nature. For instance, a luxury brand may rely heavily on print and high-end magazines to maintain an upscale image while a tech company might prioritize online channels for direct engagement. Disagreements about media importance often stem from differences in target demographics, budget constraints, and campaign objectives. Optimally, companies align their media choices with their overarching marketing strategy, whether aiming for broad visibility or precise targeting. This diversity in perspectives underscores that media effectiveness is context-dependent, and there is no one-size-fits-all approach.

The Dry Idea advertisement exemplifies a sales-oriented objective aimed at immediate purchase and product trial. Its primary goal is to stimulate consumer action by highlighting product benefits such as long-lasting freshness and odor control, encouraging consumers to choose their product over competitors. The ad likely emphasizes persuasive elements to drive immediate sales, using visual and textual cues that appeal directly to consumer needs or desires for freshness and confidence. The focus on product features suggests a direct sales objective rooted in motivating consumers to make a purchase decision.

Conversely, the Chevrolet ad exemplifies a communication-oriented objective centered on building brand awareness and shaping positive perceptions. Its purpose is to communicate brand values, such as reliability, innovation, or family-friendly features, to the audience. This type of advertising aims to create an emotional connection with consumers, foster brand loyalty, and establish a favorable brand image that influences future purchasing behavior. The emphasis on storytelling, imagery, and messaging that resonate emotionally with viewers indicates a focus on long-term brand equity rather than immediate sales. Both approaches are strategic, with the Dry Idea ad focusing on short-term sales goals and the Chevy ad on strengthening the brand’s position and recognition in consumers’ minds.

References

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• De Pelsmacker, P., Geuens, M., & Van den Bergh, J. (2018). Marketing Communications. Pearson Education.