MARKETING
null Edition
ISBN: 9780135286487
Author: Armstrong
Publisher: PEARSON
expand_more
expand_more
format_list_bulleted
Concept explainers
Question
Chapter 12, Problem 12.15VC
Summary Introduction
Case summary:
The widespread “ship my pants” advertisement, Company KM again hit with a promotion that was viewed as humorous by few, a stroke of brilliance by advertising criticizers and aggressive by others. It is the most recent advertisement, “Big Gas Saving” that was propelled on Website YT preceding to airing on television and similar to that of “ship my pants” advertisement that became sensational.
In addition to pull its sales out, Company KM struck a very timely note in the tune of customer’s value “saving money on gasoline” where customers can think of saving $30 on gas than spending $50 or more it stores. The main benefit for customers is relief from traffic into KM Stores.
Characters in the case:
- Company KM
Introduction:
An advertising message conveys a meaning or message to the customers through words or pictures. It should be a message that attracts customer’s attraction.
To determine: Company KM advertisement message on “Big Gas Savings” advertisement.
Expert Solution & Answer
Want to see the full answer?
Check out a sample textbook solution
Students have asked these similar questions
On the heels of its wildly popular “Ship My Pants” ads, Kmart struck again with an ad that was considered hilarious by some, offensive by others, and a stroke of genius by advertising critics. Its latest ad, “Big Gas Savings,” was launched on YouTube prior to airing on television. And like its “Ship My Pants” predecessor, the ad also went viral. In addition to relying on potty humor to pull its sales out of the toilet, Kmart struck a very timely note in the tune of customer value—saving money on gasoline. Customers could save 30 cents a gallon on gas by spending $50 or more in its stores. Millions of customers took advantage of the offer, driving traffic into Kmart stores. Is this Kmart ad effective? Explain.
On the heels of its wildly popular “Ship My Pants” ads, Kmart struck again with an ad that was considered hilarious by some, offensive by others, and a stroke of genius by advertising critics. Its latest ad, “Big Gas Savings,” was launched on YouTube prior to airing on television. And like its “Ship My Pants” predecessor, the ad also went viral. In addition to relying on potty humor to pull its sales out of the toilet, Kmart struck a very timely note in the tune of customer value—saving money on gasoline. Customers could save 30 cents a gallon on gas by spending $50 or more in its stores. Millions of customers took advantage of the offer, driving traffic into Kmart stores. What is the advertising message in the Kmart “Big Gas Savings” ad?
Procter & Gamble’s ads for Head & Shoulders Intensive Solutions system designed to treat the symptoms of dandruff and seborrhea emphasize the brand name and how effectively it heals the scalp. In addition, its ads demonstrates how easy it is to use the system, which looks complicated but isn’t. This is an example of _____
advertising.comparativedifferentiationalpioneeringinstitutionalcompetitive
Knowledge Booster
Learn more about
Need a deep-dive on the concept behind this application? Look no further. Learn more about this topic, marketing and related others by exploring similar questions and additional content below.Similar questions
- Instructions: Find a print advertisement and answer the questions that follow. 1. What type of advertising is being used? (1 mark) What, in your opinion, is the frequency and durability of the ad? (2 marks) 2. Describe the general mood or feeling of the ad: what emotions does the ad evoke in the viewer? (2 marks) 3. Who do you believe is the intended target market for this ad? Explain why. (2 marks) 4. Describe how colour reinforces the overall message of the ad. (2 marks) 5. What commonly used advertising techniques are present in this ad? Explain how each one is being used. (2 marks)arrow_forwardMany of Target’s competitors are attempting to imitate aspects of its advertising and promotional program. (a) Does this present a threat to Target? Why or why not? (b) Given your answer in (a), how should Target respond?arrow_forwardTopic 1 – Targeting Vulnerable Consumers Some marketers target vulnerable groups by their ads. Vulnerable groups are consumers who are unable to make prudent purchasing decisions due to personal or situational influences. This may include children, elderly, homeless and disabled people.a) In your opinion, should Marketers target these groups?b) Should the type of product marketed be an issue?c) Share with us one commercial that you think violates ethics and justify to what extent the commercial is unethical.arrow_forward
- Many of Target's competitors are attempting to imitate aspects of its advertising and promotional program. (a) Does this present a threat toTarget? (b) Why or Why not, and howshould Target respond?arrow_forwardweek’s Journal, reflect on an advertising campaign that you feel was unethical and should never have been allowed to run Do you believe all advertising campaigns should be reviewed by some sort of government agency before being allowed to run? Or should consumers be the ultimate review board, deciding if they dislike an ad campaign, they simply do not buy the product?arrow_forwardAs pet the ANA report... “The use of labor-based fees and performance incentives by marketers is decreasing as advertisers look to simplify their agency compensation practices.” What do you think leads to the transition of the existing compensation methods of ad agencies. . Question 2) With reference to the apple hierarchies of emotional branding chooses a product brand of your own choice and explain the concept of how emotional branding leads to greater connect for emotional appeal in advertising.arrow_forward
- Course Name: Advertising (Marketing) Write a concise answer between 140 to 150 words for each question. 19. Briefly describe the major types of online advertising.20. How ethical issues are related to advertising and product placement?arrow_forwardRogain was the first branded prescription drug to be directly targeted to males with early signs of balding. Rather than go through a traditional ad channel, the firm made the decision to aim the ads directly at the consumer, prompting the consumer to ask his doctor for a prescription. This is an example of using a ___________ promotional channel strategy. a. push b. pull c. IMC d. None of the abovearrow_forwardVerizon spends millions of dollars each year on advertising for manydifferent purposes. Provide an example of how it might design aninformative ad, a persuasive ad, and a reminder ad.arrow_forward
- Question 2.3) Focusing on Promotion, critically analyse the gaming company Activision Blizzards current online and offline promotionalcampaigns, including a discussion of how they are being discussed in the media due to theirreputational crisis. In your analysis: • Remark on the communication channels used by the organisation to deliver their ‘message’,clearly distinguishing between online and offline channels.arrow_forwardCookies produced by Paris-based manufacturer Michel and Augustin are nowbeing sold in all US Starbucks stores. In a new cheeky ad campaign, thebrand is using humour and its unique success story to lure Americanconsumers.Extracted from France24.com April 2016The holiday gathering hosted by the French ambassador to Washington,usually a rather staid affair, this year involved electronic music and apresentation of the American success story of Michel and Augustin, a Frenchcookie brand now distributed in 23 countries.The firm’s success shows how "French innovation and entrepreneurial spirit[can] conquer the US market", French Ambassador Gérard Araud said in hisspeech at the January 14 event.The brand has used an innovative approach to expand its presence on theAmerican market. Charlotte C., the French communications manager forMichel and Augustin’s US division, has headed a social media campaign thatuses humour (the brand’s tagline is "Two…arrow_forwardCampaign 1Television commercials are run with the slogan, “Chicken is the healthier and less expensive option to red meat.” The goal is to increase the demand for chicken. No specific brand is mentioned in the commercials.Campaign 2Perdue is a brand of chicken. Perdue runs television commercials that stress the freshness of their chicken. Which campaign is an example of pioneer advertising? Which campaign is an example of competitive advertising? Explain your answers.arrow_forward
arrow_back_ios
SEE MORE QUESTIONS
arrow_forward_ios
Recommended textbooks for you
Principles Of MarketingMarketingISBN:9780134492513Author:Kotler, Philip, Armstrong, Gary (gary M.)Publisher:Pearson Higher Education,
MarketingMarketingISBN:9781259924040Author:Roger A. Kerin, Steven W. HartleyPublisher:McGraw-Hill Education
Foundations of Business (MindTap Course List)MarketingISBN:9781337386920Author:William M. Pride, Robert J. Hughes, Jack R. KapoorPublisher:Cengage Learning
Marketing: An Introduction (13th Edition)MarketingISBN:9780134149530Author:Gary Armstrong, Philip KotlerPublisher:PEARSON
Contemporary MarketingMarketingISBN:9780357033777Author:Louis E. Boone, David L. KurtzPublisher:Cengage Learning
Principles Of Marketing
Marketing
ISBN:9780134492513
Author:Kotler, Philip, Armstrong, Gary (gary M.)
Publisher:Pearson Higher Education,
Marketing
Marketing
ISBN:9781259924040
Author:Roger A. Kerin, Steven W. Hartley
Publisher:McGraw-Hill Education
Foundations of Business (MindTap Course List)
Marketing
ISBN:9781337386920
Author:William M. Pride, Robert J. Hughes, Jack R. Kapoor
Publisher:Cengage Learning
Marketing: An Introduction (13th Edition)
Marketing
ISBN:9780134149530
Author:Gary Armstrong, Philip Kotler
Publisher:PEARSON
Contemporary Marketing
Marketing
ISBN:9780357033777
Author:Louis E. Boone, David L. Kurtz
Publisher:Cengage Learning