Posted: January 31st, 2017

Which key concept in marketing is illustrated by Gore-Tex’s desire to create a special meaning for it, and how can advertising help accomplish this?

DISCUSSION QUESTION 3-1 MK640 Marketing and Advertising

Lesson 3: Brand Management

Discussion Question 1 (26 points)

Upon completion of the Required Readings, write a thorough, well-planned narrative answer to each of the following discussion questions. Rely on your Required Readings and the Lecture and Research Update for specific information to answer each discussion question, but turn to your original thoughts when asked to apply, evaluate, analyze, or synthesize the information. Appropriately cite all resources used to answer the discussion questions and include an APA-formatted bibliography for each. Your Discussion Question responses should be both grammatically and mechanically correct, and formatted in the same fashion as the questions themselves. If there is a Part A, your response should identify a Part A, etc.

Refer to the passage below to answer the following questions.

Gore-Tex is a revolutionary material that is used in several types of outer- and athletic-wear that can keep consumers warm and dry in the winter but also cool in the summer. It is lighter and stronger than other types of materials, such as wool or cotton, and costs more. However, many consumers of these products were not aware of the advantages of Gore-Tex when comparing products and were put off by the very high price. To change this, Gore-Tex hired an advertising agency to assist in creating a special meaning for the brand and to communicate the advantages to end-user consumers. Gore-Tex also worked with the manufacturers of the products into which Gore-Tex was incorporated to encourage them to call attention to the fact that Gore-Tex is used in their products.

a. Which key concept in marketing is illustrated by Gore-Tex’s desire to create a special meaning for it, and how can advertising help accomplish this?

b. Manufacturers of apparel products using Gore-Tex include that information on their product labels as well as in their advertising. What is this known as, and why do these manufacturers do this? (26 points) (A 1½-page response is required.)

DISCUSSION QUESTION 3-2 MK640 Marketing and Advertising

Lesson 3: Brand Management

Discussion Question 2 (24 points)

Upon completion of the Required Readings, write a thorough, well-planned narrative answer to each of the following discussion questions. Rely on your Required Readings and the Lecture and Research Update for specific information to answer each discussion question, but turn to your original thoughts when asked to apply, evaluate, analyze, or synthesize the information. Appropriately cite all resources used to answer the discussion questions and include an APA-formatted bibliography for each. Your Discussion Question responses should be both grammatically and mechanically correct, and formatted in the same fashion as the questions themselves. If there is a Part A, your response should identify a Part A, etc.

Respond to the following:

a. Explain the distinctions between ethics and morals.

b. In 1997, the Food and Drug Administration loosened its controls on pharmaceutical companies, and as a result, the amount of prescription drug advertising has skyrocketed. What is a disadvantage of this regulatory change?

c. Explain the “Reasonableness” element of the current FTC policy on deception.

d. Explain the “Injurious” element of the current FTC policy on deception. (24 points) (A 1½-page response is required.)

ACTIVITY 03 MK640 Marketing and Advertising

Lesson 3: Brand Management

Activity 3: Mattel and the Barbie Brand (100 points)

This Activity is comprised of four (4) parts. You must cite all resources used and include an APA-formatted bibliography. Your Activity responses should be both grammatically and mechanically correct, and formatted in the same fashion as the Activity itself. If there is a Part A, your response should identify a Part A, etc. (100 points) (A 3-page response is required for the combination of Parts A, B, and C.)

Use the information below to answer the following questions.

Amy is seven years old and loves to play with dolls. In fact, she has more than 20 Barbie dolls and lots of clothes and accessories, including three cars, a house with furniture, and an airplane. Mattel, the manufacturer of Barbie, also sells many other products with the Barbie brand, such as games, notebooks, and girls’ clothing, to name a few.

Part A: Amy saw a commercial on television for a newer Barbie house than the one she currently has, and of course, she wanted it. Advertising has been criticized because it is used to drive people to feel a need or want. What is this called and why is advertising criticized?

Part B: One ad for Barbie shows an animated Barbie character diving off of a diving board doing flips and twists before landing in a pool. The commercial was advertising a Barbie doll with a diving board that can be attached to the side of a bathtub. Amy begged her mother for the doll and got it, but she was very disappointed when the doll did not perform as she had seen it perform in the commercial. She realized she had to hold on to the doll to make it flip around and dive into the water. What was wrong with this ad?

Part C: What self-regulatory agencies would likely be interested in evaluating advertisements for Barbie?

Part D: Amy’s mother limits Amy’s television viewing time because she feels there is just too much advertising

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