1. You have recently been appointed to the role of Marketing Research Officer for an organisation that manufactures toys and retails them throughout Australia via major department store chains. You have been asked by the Sales and Marketing Manager of the firm to conduct a formal marketing research study to determine whether independent retailers are likely to stock and sell the company's line of toy soldier action figures, which will be released onto the market in three months. The firm does not currently sell their products through independent retailers. Explain how you might go about conducting the research.
2. Contrast and compare how these two competing service providers create tangible evidence of the services they offer. Based on their web sites alone, which organisation does a better job? Why?
3. The Sony Corporation started a well-regarded (by fellow advertisers) campaign for Bravia televisions. The campaign theme was 'Colour like no other'. The first ad is on Youtube at The second featured paint exploding and the third featured rabbitrs in New York and dominos in India. These commercials and a commentary on their creation can also be found on Youtube. Although not seen in Australia, there was also an advertisement featuring the great pyramids in Egypt. In your opinion was this campaign successful in terms of the theory you have learnt in this chapter? Did the advertisements communicate the message accurately? Did the campaign satisfy the role of promotion to inform, persuade and remind?
4. The advertising industry is struggling to move away from conventional media such as TV and radio and into the electronic media and gain access to Generation Y. Social websites such as Facebook and Twitter have been used by advertising agencies to build brands with little success. Discuss the possible reasons that the agencies have not been successful with these new mediums, considering the positives and negatives of new technology.