Principles Of Marketing
17th Edition
ISBN: 9780134492513
Author: Kotler, Philip, Armstrong, Gary (gary M.)
Publisher: Pearson Higher Education,
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Chapter 15, Problem 15.16VC
Summary Introduction
Case summary:
One of the most popular advertisement of Company K is “ship my pants.” Later, the “big gas savings” became a huge hit. The company’s customers saved about 30 cents on gallon of gas; though they spent $50 in the stores.
To discuss: Reason to choose to air the advertisement video in Website Y.
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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?
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. Why did Kmart choose to air this video on YouTube?
Best Ad -- Worst Ad
Describe your favorite advertisement, and why. Do you think it is effective in getting people to buy this product?
Describe an advertisement that you think is bad for whatever reason, and why you think so. Is it offensive? Ineffective? Unethical? Who do you think this ad is aimed at? Why would a company use "bad" advertising? Do people buy the product anyway? Why?
Chapter 15 Solutions
Principles Of Marketing
Ch. 15 - Prob. 15.1DQCh. 15 - Prob. 15.2DQCh. 15 - Prob. 15.3DQCh. 15 - Prob. 15.4DQCh. 15 - Prob. 15.5DQCh. 15 - Prob. 15.6CTECh. 15 - Prob. 15.7CTECh. 15 - Prob. 15.8CTECh. 15 - Prob. 15.9ACCh. 15 - Prob. 15.10AC
Ch. 15 - Prob. 15.11ACCh. 15 - Prob. 15.12ACCh. 15 - Prob. 15.13ACCh. 15 - Prob. 15.14ACCh. 15 - Prob. 15.15VCCh. 15 - Prob. 15.16VCCh. 15 - Prob. 15.17VCCh. 15 - Prob. 15.18CCCh. 15 - Prob. 15.19CCCh. 15 - Prob. 15.20CCCh. 15 - Prob. 15.21CCCh. 15 - Prob. 15.22CCCh. 15 - Prob. 15.23MMLCh. 15 - Prob. 15.24MML
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