BUS 317 AU Product Packaging & Media Planner in Advertising Questions

Question 1:

For this discussion, summarize the role of the media planner in advertising. Then, select one of the factors below and discuss its role in the process of media planning, as well as how an organization can determine whether it has been used effectively.

• Reach
• Frequency
• Continuity
• Cost per thousand

In addition to the media planner, there are other prominent careers and roles in the advertising industry, including account executive, media buying, copywriting, production, and research. Using Ashford University’s Career Services (Links to an external site.), the Internet, and this week’s lecture, select one that you believe would be the best fit for you and explain why, specifically noting the skills and knowledge that would be needed.

Your initial post must be a minimum of 300 words and be supported by your textbook. Your post must also be organized using APA style headings as outlined in the Ashford Writing Center.

Question 2:

As discussed in your textbook, product packaging is “not only the last ‘ad’ a consumer sees before purchasing the product, it is the only ‘ad’ the consumer sees when using the product” (p. 380). With that, there is also a growing concern among the public for environmentally-friendly packaging, making packaging an important point of consideration for advertisers. For this discussion, choose one of the following perspectives, and discuss the role it plays in the use of environmentally-friendly packaging, noting the benefits, challenges, and ethical aspects. Use the “Product Packaging” section in Chapter 15 of the textbook for support.

• Consumers
• Manufacturers
• Marketing intermediaries (retailers/wholesalers)
• Consumer advocacy groups
• Government agencies

Finally, state your own opinions on the use of and regulations around environmentally-friendly packaging. Your initial post must be a minimum of 300 words and be supported by your textbook. Your post must also be organized using APA style headings as outlined in the Ashford Writing Center.

Question 3:

In Week 3, you analyzed an advertisement for a global product based on a set of advertising concepts. You are going to use your week three assignment and build on that in your final paper.

For your Final Paper, locate one additional advertisement for the same product, using the same medium, but targeted for a different country (e.g., if you chose a print ad for Pepsi in the United States for Week 3, you might choose a print ad for Pepsi in Japan for this assignment).

Although these two advertisements were designed for the same product and the same medium, you should notice a few differences, based on the target market. Examine the similarities and differences between the two advertisements.

In your eight- to 10-page paper,

• Provide a brief overview of the two countries selected (e.g., location, general characteristics, etc.), the company, and the product being advertised (note: this should be the same product for both advertisements).
• Describe the segmentation strategy of the target market in each country.
• Describe each of the four types of segmentation strategies (i.e., demographic, psychographic, geographic, and behavioral).
• Describe which type(s) of segmentation strategy is used in the two advertisements and why.
• Identify where the product is in the product life cycle curve.
• Discuss the company’s marketing mix strategies of the product (based on where the product is in the product life cycle curve).
• Describe at least five elements of the creative strategy statement you identified by looking at each advertisement (refer to pp. 195-196 in your textbook, in the “Writing the Creative Strategy” section.).
• Describe the medium used for both advertisements (both advertisements should use the same medium).
• Discuss some of the pros and cons of medium used (i.e., was it an ideal medium for the product, based on the FCB grid on p.139 of your textbook?).
• Examine how both advertisements reflect the two cultures, specifically in relation to color scheme, general design, and imagery.
• Explain the ethical considerations that should be kept in mind when advertising for each of the two countries.
• Describe what concerns, issues, and societal impacts might result if each of the two advertisements were presented to the opposite countries.
• Explain the legal and cultural aspects of each advertisement.
• Recommend additional suggestions that would make these advertisements more effective for their targeted countries based on the concepts above (imagine you are the advertising manager for this product for this section).