Strayer MKt506 week 5 and 6 discussions

Week 5 Discussion 1

"Plan for the Future" Please respond to the following:

Create your own working definition for advertising creativity and project what this activity will “look” like in the next 20 years. Discuss what factors you considered that led to your prediction(s). Evaluate the role of divergence over time. Read the comments of students and comment on the perspective shared respectfully.

Assume you are an account planner for an advertising company hired to lead advertising campaigns for any one of the following product lines: baby clothing, beverages, home and garden products, or jewelry. Determine what types of general and product-specific preplanning input you might provide to your team. Then, suggest a selling proposition for the product. You will need to provide fictitious details to create the selling proposition.

Week 5 Discussion 2

"Is It Too Much? " Please respond to the following:

Select an ad featured in Chapter 9 of the textbook. Identify the advertisement. Then, evaluate its appeal to the public and whether such an advertisement can benefit from the exposure effect. Determine what type of appeal is being targeted by this ad and its success at accomplishing the goal.

Determine which function is the most difficult to implement in the creative strategy process. Assess the implications of what this means to advertising agency decision makers.

Week 6 Discussion 1

"Over Time " Please respond to the following:

Reflect upon the product category you responded to in the Week 5 discussion (baby clothing, beverages, home and garden products, or jewelry). Then, create a brief media plan for a product from that category.

Formulate a trajectory that reflects the development of the role of TV as an advertising medium. With the increased use of DVR and Internet viewing of television programming, which allows viewers to skip or reduce the amount of advertising viewers watch? Assess whether traditional television advertising is an attractive media purchase for most products.

Week 6 Discussion 2

"Turn or Click" Please respond to the following:

Evaluate the “Power of Print” advertising campaign run by the five major magazine publishers, presented in Chapter 12, to promote the viability of magazines to potential advertisers. Determine the significance of this effort and speculate what failure of this initiative can mean to print media in the next decade.

Assume you are a consultant to a group of small magazine companies. Develop a model that you would use to help you make the decision as to whether a magazine should make its publications available online. Determine the barriers or area of resistance you would need to be prepared to address.