Should Nike switch from a focus
Advertising Management 1
VENKY’S OF VENKATESHWARA HATCHERIES
Q1. Comment on the advertising strategy adopted previously and currently.
Q2. Comment on branding of food products, and their promotion.
Q3. Can you think of a different creative strategy for a product like chicken?
Lip-sticks with permitted colours can also damage the lips since the stainers are tetra-bromo-fluorosine. When rubbed against the palm, darkness of the stain will indicate the quantity of stainer present. Darkening of lip colour also depends upon the bio-chemistry of individual’s lips.
Q1. The complete product knowledge is given in the above write-up. What do you think should be the copy platform for these products? Indicate the theme, the appeal and the buying motives.
Q2. Indicate a suitable media mix for advertising these products. Give your reasoning.
Case No : 2
ALEMBIC CHEMICAL WORKS LTD.
DIRECT MAILINGS OF ALCEPHIN: THE LEGEND AMONG ANTIBIOTICS
Q1. Which other businesses/products can be suitable candidates for direct marketing? What promotional techniques can be employed?
Q2. Please do some research of your own on direct mailings of pharmaceutical companies. What are your reactions?
Q3. Put on your thinking cap. Identify a there for a campaign of one general tonic.
CASE : 3 : IS SUPER BOWL ADVERTISING SUPER EFFECTIVE ?
Q1. What kind of research design would you recommend for determining the effectiveness of M & M/Mars advertising during the Super Bowl?
Q2. If the research design involves a survey of households, which survey method would you recommend and why?
Q3. What kind of measures and scales will you employ in your survey?
Q4. Can the observation method be used to determine the effectiveness of M & M/Mars advertising during the Super Bowl? If so, which observation method would you recommend and why?
Q5. Which syndicated services discussed in the book can provide useful information ?
CASE NO : 4 : NIKE SPRINTS AHEAD OF THE COMPETITION,YET HAS A LONG WAY TO RUN
Q1. Should Nike switch from a focus on celebrities to a focus on its products in its advertising? Discuss the role of marketing research in helping Nike management make this decision. What kind of research should be undertaken
Q2. How would you describe the buying behavior of consumers with respect to athletic footwear?
Q3. What is the management decision problem facing Nike as it attempts to retain its leadership position?
Q4. Define the marketing research problem facing Nike, given the management decision problem you have identified.
Q5. Develop two suitable research questions and formulate two hypotheses for each.
Q6. How can the Internet be used to help Nike in conducting marketing research, and in marketing its products?
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