This is “Exercises”, section 11.3 from the book Advertising Campaigns: Start to Finish (v. 1.0).
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Now that you have read this chapter, you should be able to determine how to execute on media platforms:
The big winner at the 2008 Summer Games in Beijing, China, was the American “swimming machine” Michael Phelps. Phelps has won fourteen Olympic gold medals in swimming, and eight of those came in the 2008 games. Phelps has signed endorsement deals with companies such as Visa, Speedo, Omega, Hilton, and AT&T. According to Facebook, more than 750,000 people have declared themselves to be fans of Mr. Phelps.
Examine the various mass media reviewed in the first part of the chapter for execution characteristics. After learning more facts about Mr. Phelps and his skills, devise a media mix that would make the best use of Mr. Phelps’s endorsement for any of the given companies listed previously (pick one company). What do you believe is the key to effective execution in Michael Phelps’s case? What should potential advertisers guard against in using Michael Phelps to endorse products? What do you think the future holds for Michael Phelps as an advertising spokesperson and personality? Share your comments and findings in a class discussion.
Daniel Starch was one of the advertising industry’s first researchers. He developed the famous Starch test that has been used to test advertising effectiveness. The Starch test is still in existence today. Using Google or another search engine, research Daniel Starch and his famous readership effectiveness test (see http://www.starchresearch.com). Using the information you find, compare the Starch test with other advertising readership effectiveness tests you will find mentioned during your general search. Summarize your findings on Starch and other sources of readership effectiveness. What are the similarities and differences between the tests? Which one do you think has the most potential for advertising research? Explain. Bring in an example of the Starch test to class (it can be downloaded from most search sources).
Critics point out that cookies are data sources that just “keep on giving.” Many consumers complain that cookies never go away and are the source of endless viruses. This little back door into the consumer’s purchasing habits, preferences, and demographics has become a big issue. Consumers with health problems (e.g., cancer), risky behavior (e.g., sky diving), addictions (e.g., alcohol or smoking), or alternative lifestyle choices claim that cookies allow them to be profiled and discriminated against by product, health, and insurance companies. In some instances, the U.S. government even uses this technology to track consumer actions and preferences.