Opening Assignment
On a sheet of paper answer the following questions:- What kind of car have you always dreamed of owning?
- When did you first see or hear about that particular model or make?
3. Why would marketers target children that don't have any earning ability?
4. Do you think their reasoning is valid? Why or why not?
5. Give examples of emotional connections Ford Motor Co. used in advertising while targeting the younger markets. Cite (write) the passage in the reading to back this up.
6. From the "Looking Further" section of the article, the author mentions that 16 year olds today are very different from Baby Boomer 16 year olds and that difference has caused them to adjust their marketing strategy. What is different about 16 year olds today and what is Ford doing to stay connected with what is important to them? Cite your evidence (write the sentence or two that proves your opinion.)
What is Institutional Promotion?
Institutional promotion puts a company or organization in a positive light. Marketers are not trying to sell a specific product. They are creating a positive image for the business. Look at the slides linked here to see examples of institutional promotion.Macy's Thanksgiving Day Parade
Why do you think Macy's puts on the Thanksgiving Day parade year after year?Look at the Macy's Event Marketing Page.
- List other events that Macy's hosts to remind consumers that they offer expertise in many of the areas that are important their loyal customers.
- What benefits do you think Macy's receives for these events they host?
- How have social media tools been used for Macy's promotion efforts?
Using Social Media
The Tonight Show host Jimmy Fallon has a weekly segment on his show using Twitter hashtags that he collects from viewers. After hearing the selected hashtags on the show or reading ones sent in, you may have an image of the humor of the show which may or may not cause you to want to watch the show on a regular basis.Student Research Presentation Project (40 points) -
Create a PowerPoint Presentation with the following slides
- Find a prominent example (other than the ones we have talked about) of "Institutional Promotion." Name the company sponsor.
- Identify any nonprofit benefactors or company foundations and who benefits from it.
- What factors contributed to the launch of the promotion (example: hurricanes hitting Texas and Puerto Rico caused Budweiser to bottle or can water and deliver it to victims). Is the promotion on-going or just a one-time event?
- Address how social media tools have been leveraged to support your selected example.
