I.

              DISSCUSION:

1. Find an example of company or brand that has reduced its spending on

traditional mass-media advertising and is allocating more of its IMC
budget to digital media. Do you agree with this decision or do you think
this company or brand should be maintaining its spending on traditional
media advertising?

An example of a company that has reduced its advertising spending on

traditional media is PessiCo. They realized this when Kate Brady, PepsiCo's
head of media innovation and partnership development, said: "We recognize
how much of a shift we've seen and an acceleration that we 've seen in
streaming viewership over the past few months, especially in light of COVID,'
since then PessiCo has started to invest in digital media more. But they also
haven't completely cut out traditional media spending.

I completely agree with the way of the company PessiCo because digital
media is now very developed, it helps businesses spend less money to
promote. Not only young people, but now older people are also starting to use
social networks and movie websites, so PessCo can reach more potential
customers.

2. Discuss the importance of logos. Why have logos for brands such as
Nike, Apple, McDonald’s, and Coca-Cola become so widely recognized
and memorable? Chap 5

Logos of typical brands such as Nike, Apple, McDonald's and Coca-Cola have been
widely recognized and easy to remember because of the following factors:
 Simple and uncomplicated: These brands' logos typically have a straightforward,
not overly complex design. The logo is simple, which makes it simple to
recognize and recall.
 An aesthetic balance and harmony are achieved by the subtle and bold use of
color in the logo. Color has the power to arouse feelings and leave an impact.
 Discipline and perseverance in use: Over time, these brands developed and kept
consistent logos that didn't change all that much. Customers can more easily and
quickly recognize the brand and its logo as a result.
 Contrast: The images, characters, or symbols used in the Nike, Apple,
McDonald's, and Coca-Cola logos are all distinctive and contrast their respective
industries. This distinguishes and elevates the logo.

3. Why is it important for marketers to set specific objectives for

advertising and promotion? What criteria must these objectives meet to
be valid? Chương 7

Setting specific objectives for advertising and promotion is crucial for marketers
because it provides a clear direction and measurable goals to work towards. Here are a
few reasons why it is important:

 Focus and Clarity: By setting clear goals, marketers can align their strategies and
tactics more effectively.
 Measurement and Evaluation: Specific objectives provide a benchmark for
measuring the effectiveness of advertising and promotion efforts.

 Resource Allocation: It enables marketers to prioritize tasks and allocate

resources to areas that align with the defined objectives.

To ensure the validity of these objectives, they should meet the following criteria:

 Specific: The objectives should be clearly defined, leaving no room for ambiguity
or confusion.

 Measurable: Objectives should be quantifiable, allowing marketers to track

progress and evaluate success. This can be achieved by using specific metrics
such as sales figures, website traffic, or brand awareness surveys.

 Achievable: Objectives should be realistic and attainable within the given

resources and constraints.

 Relevant: Objectives should be aligned with the overall marketing and business
goals.

 Time-bound: Objectives should have a specific timeframe or deadline for

achievement. This allows marketers to set priorities, monitor progress, and make
necessary adjustments within a defined time period.

By ensuring objectives meet these criteria, marketers can effectively plan, execute,
and evaluate their advertising and promotion efforts.

Case Study
1.
The consumer decision making process for a product such as canned/packaged
tuna
 Step 1: Problem recognition
This is when a consumer identifies a need or desire for a particular product. For
example, they may recognize a need for a quick and convenient source of protein.
 Step 2. Information search
Once the need is recognized, the consumer will typically search for information about
various brands and types of canned or packaged tuna. They may seek information
from sources such as online reviews, product descriptions, nutrition labels, or
recommendations from friends and family.
 Step 3. Alternatives evaluation
After gathering information, consumers will evaluate the different options available to
them. They may consider factors such as price, brand reputation, sustainability
practices, ingredient quality, and taste.
 Step 4. Purchase decision
At this stage, the consumer makes a decision to purchase a particular brand or type of
canned or packaged tuna.
 Step 5. Post-purchase evaluation
After purchasing and using the product, the consumer will evaluate their satisfaction
with the chosen tuna. If the consumer is satisfied, they are more likely to repurchase
the product in the future. If unsatisfied, they may switch to a different brand or type
for their next purchase.

Apply the AIDA model to a canned/packaged tuna product:

 Attention: In this stage, the goal is to attract the consumer's attention towards the
canned tuna. Methods to achieve this could include eye-catching packaging,
promotional offers, or advertisements highlighting the product's key features such
as freshness, quality, or sustainability.

 Interest: Once you have the consumer's attention, you want to stimulate their
interest in the product. This can be done by showcasing the various ways canned
tuna can be used in recipes, emphasizing its nutritional benefits like being a good
source of omega-3 fatty acids, protein, and vitamins, or highlighting any unique
selling points such as being dolphin-safe or responsibly sourced.

 Desire: During the desire stage, the aim is to create a strong desire or preference
for your canned tuna product. This can be achieved by demonstrating the
convenience and versatility of the product, showcasing testimonials or positive
reviews from satisfied customers, or emphasizing how it can cater to different
dietary preferences like low-fat, gluten-free, or keto-friendly options.

 Action: The final stage is to encourage the consumer to take action and make a
purchase. This can be facilitated by providing clear call-to-action instructions,
such as visiting a website, finding the product in nearby stores, or offering online
purchasing options. Promotions like discounts, limited-time offers, or loyalty
programs can also motivate consumers to make a purchase.
2.
Here's how Chicken of the Sea might use IMC tools as part of its marketing program:
 Advertising: To reach a large audience, Chicken of the Sea could develop multi-
media advertising campaigns that included TV, radio, print, and online
advertisements. They could emphasize the nutritive advantages, practicality, and
adaptability of their canned or packaged tuna.
 Public Relations: The business could take part in PR activities to increase brand
recognition and trust. This might entail press releases, media relations, and
sponsorship of culinary, sustainable, or health-related events.
 Sales Promotions: To encourage customers to buy their products, Chicken of the
Sea may run sales promotions. This could include one-time offers, coupons,
loyalty plans, or collaborations with merchants for unique promotions and
displays.
 Social media marketing: By utilizing social media sites, Chicken of the Sea was
able to interact with their target market, share recipes, cooking advice, and health
advantages, as well as respond to customer inquiries. To raise brand awareness,
they could also work with influencers or hold competitions.
 Packaging and labeling: IMC calls for uniformity at every touchpoint. In order to
effectively communicate the features and advantages of their product while
adhering to all applicable laws, Chicken of the Sea should make sure that their
packaging and labeling reflect their brand positioning and messaging.
 Direct Marketing: The business could reach out to customers directly with
personalized messages, offers, and details about new products or initiatives using
direct marketing strategies like email marketing or direct mail.
 Event Marketing: To showcase their products, give cooking demonstrations, and
interact with potential customers, Chicken of the Sea could take part in industry
trade shows, health expos, or food festivals.
 Sponsorships and Partnerships: Chicken of the Sea could increase their credibility
and promote their products as a part of a healthy and responsible lifestyle by
collaborating with health organizations, fitness facilities, or sustainable seafood
initiatives.
3.
Here are some considerations :
 Brand Alignment: Chicken of the Sea would need to evaluate if Jessica Simpson's
image, values, and persona align with the brand's positioning.
 Target Audience Relevance: It's important to assess if Jessica Simpson resonates
with Chicken of the Sea's target audience.
 Image and Reputation: Chicken of the Sea would need to evaluate Simpson's
public image and reputation and consider if it aligns with the desired perception
they want for their brand.
 Brand Awareness and Recognition: Evaluating Simpson's level of recognition
and public visibility is crucial.
 Brand Authenticity: Assessing the authenticity of the partnership is key.
Marketing personnel and the agency need to ensure that Simpson's association
with Chicken of the Sea is genuine and can be perceived as such by consumers.
 Financial Considerations: Evaluating the financial aspects, including Simpson's
compensation and the potential return on investment, is crucial.