Question

5. The Internet and Interactive Media

a) A number of Internet marketers have been criticized as engaging in unethical practices. Discus some of the practices that might be considered unethical. What should be done to curtail these practices

b) While some believe that the Internet poses a threat to traditional media, others disagree , arguing that it is just another medium available to marketers. Explain some of the arguments on both sides. What is your conclusion?

6. Sales Promotion

The sales promotion chapter in your textbook discusses how sales promotion can be used to contribute to the development or maintenance of brand equity by developing a promotional offer that is consistent with the image or positioning of a product or service. Find an example of a contest, sweepstakes or premium offer that a marketer currently running and analyze the promotion with respect to how it contributes to brand equity. You can find examples of contests, sweepstakes or premium offers in magazine ads, free standing inserts (FSIs) the Sunday newspaper, or on the Internet. Your analysis should include a discussion of the image or positioning the marketer is using for the brand and how the promotional offer supports the advertising campaign being used for the brand.

7. Public Relations , Publicity, and Corporate Advertising

Assume the role of a Public Relation Manager of a car manufacturing company that has experienced public relations problems resulting from product recalls and product failures. Describe some of the measures your company can take to minimize the impact of this negative publicity.

Answer 1

5) (a)- internet is becoming the first choice of marketers for marketing and selling of goods and services. but some internet marketers makes wrong use of online medium because consumers can be physical present to catch their unethical practices. the unethical practices conducted by these internet marketers are-

online shopping is that customers cannot see the products and the real goods may not be the same as what they have seen on the computer. For example, after image processing, the color of the products become worm and beautiful, actually the goods quality and color is really bad and completely different what customer see on site.

Use of original logo and brand of company on their products and sell them by calling them original while they are copy of products which is illegal and unethical.

use of photoshoping famous celebrity to show that these celebs uses their products or services so that customers can buy their products.

to stop these activities, Government should put restriction on their activities and banning their sites or products which violate copyrights of others. Legal suits and fine thousands and millions of dollars of charges to these marketers so that they can set example to others and think twice to do such practice.

Consumer can also be more attentive and beware of such marketers and do proper research and gather information if product is original and marketers are giving actual promise and fulfilling that.

5 (b)

Internet poses a threat to traditional media in some ways but not in entirety as millenials who are more tech savvy use the internet a lot of more and hence the ads on internet becomes a great resource for marketers to sell their product to them while on the other hand people born before 1980's tend to use internet a bit less and traditional media still plays a part in order to woo them but the reality is as use of internet is going to increase marketers will pose their ads on internet more and slowly but surely the balance will shift in a decade as the coming generations will be more and more tech savvy and probably will be wooed through internet ads rather then the traditional media but the people who watch TV and read newspapers will be there as there is a charm associated with these mediums which means that traditional media will continue.

So, in conclusion i can easily say that the internet ads will gain more percentage in the coming years but the traditional media will be there.

6)

Brand Identified: Burger King

Currently, burger king is running a sweepstake contest where they are rewarding the customers with their signature burger “Whopper” who come forward to help a road bystander who is in need.

The image positioning which brands wants to put out in the campaign is that they are king of burger and generosity is the one of the important trait of the king. Hence they are rewarding the generosity of the customers by positioning them as the king and hence positioning brand equity against their competitors as the king in the segment.

The thing to note in the promotional offer is the sweepstake is a two way offer where they are highlighting the importance of social engagement & generosity where if you help out someone in need, you will ultimately be rewarded for that. Hence positioning the brand of King with the traits of the actual king and making customers feel like a king when they will have burger king burgers.

7)

The car manufacturer company can take following measures to reduce the effects of this negative publicity-

Acknowledge mistakes.

If you’re receiving negative publicity because you made a mistake, people will trust you more if you own up to any issues, rather than if you attempt to cover up what happened. Public likes people or company which owns their mistakes and try to solve them not cover them or impose on others.

Make amends.

Going above and beyond to fix the problem makes people feel like your company cares about them.the car manufacturing company can use Social media sites like Twitter or held a press event to make amends to public and say that they would do their best to make Cars of high quality as per customer's expectations so that there will be high sales and no recalls.

Do philanthropic work like Donations and Charity to social causes and try to show them to public so that they can forget about their negative events of Recalling cars and perceive them as socially responsible company as they move forward.

Try to compensate to people-

By recalling cars many customers suffered loss from purchasing cars so company should compensate them so that they can have a hope of trust in the company that even cars are recalled but Company is providing the money.

if above measures are taken then this negative publicity will be reduced at very minimum in future.

If it's helpful, a thumbs up, pls