1. Promotional communications is currently going through a revolution. Proliferation of media, altemative/electronic media, fragmentation of audiences, clutter, the call for media metrics and R01. Individuals who now can control content and commerce (Tivo, satellite radio, !pods, interactive TV, etc.), competition in the market, and the list continues. From what you have learned in this course, what do you feel are the two biggest problems facing advertisers today and why?
2. There are two schools of thought in advertising that is pertinent in today's changing landscape. One is from the "creatives" who think advertisine should move people (build brand image/personality, build emotion in people, etc.), and another school of more conservative "business types" that say, Bull! - advertising should move products. What are your thoughts?
3. Many manufacturers (from automotive companies [who always did this) to pharmaceutical companies who recently are doing it) are utilizing the "pull" philosophy of advertising." What do you feel are the advantages and disadvantages of using such a strategy in sending promotional communications?
4. In your educated opinion, now that you have taken a course in promotional management, do you feel today's advertising "affects or reflects" our culture/society today? Explain your position.
5. We discussed in class a number of concerns that people have today regarding marketing and advertising. One of these is privacy issues. Advertisers today know what you read (subscription lists), what you see (set top boxes), what you are interested in (cookies and other more modem technological devices) and the list goes on again. What are your thoughts and where do you think this is headed?
6. Different consumer segments "consume" different media. These segments could be age cohort groups like Baby Boomers (could tv your parents) or Generation Y (probably yourself). Why are these groups so attractive to marketers?