kaplan GB531 all discussions

Unit 1
Can advertising be
successful in an economy in which demand is greater than supply? What are
the pros and cons of using advertising instead of other marketing methods?
Unit 1 discussion 2

Marketers
are sometimes criticized for targeting vulnerable consumers. For example
critics point to ads for malt liquor in inner-city neighborhood billboards. Do
marketers have a responsibility to limit to who they target or are all
potential market segments fair game?

Unit 2

Select and evaluate at least three ads for products that represent all three
stages of the product life cycle. Support your evaluation with an
assessment of why you think the products fit in these stages. Compare
your examples with those of your classmates.

Unit 2 discussion 2
Select and evaluate at least
three brand names and defend each brand’s supporting branding and positioning
strategy. Include a relevant quote from your textbook within the response.
Unit 3

Should
companies use advertising agencies or do their own advertising? Support your
position. Within your response, include a relevant quote from your textbook.

Unit 3 discussion 2

Reach and frequency are
both emphasized when doing media planning. What is the difference between the
two concepts? Which is more important and why? Within your response, include a
relevant quote from our textbook.

Unit 4
Out-of-home advertising is
not as targeted as some other forms of advertising. Should companies engage in
more out-of-home advertising?

Unit 4 discussion 2
Many comment that sales
promotion only creates short-term sales and does not do enough to create
long-term customers. Do you agree with this statement? Explain.

Unit 5
In Unit 4 we you read
about Media Strategy, including Digital and Direct Response as forms of
advertising. This week we you will learn about television, radio and
print media. If you were a media planner for a large Fortune 500 company
(your choice) what would be your top three strategic considerations when
developing a media schedule? Support your response with at least one
quote from your textbook.

Unit 5 discussion 2
What are the pros and cons
of limiting an advertising strategy to television, radio, and print media?
Explain.

Unit 6
What are the
responsibilities of advertising from a social perspective, a legal perspective,
and an economic perspective? Within your response, include a quote from
your textbook.
Unit 6 discussion 2
Is it okay that companies
use puffery in their ads? What is puffery and why does the FTC allow it occur
in advertising?