TIE IT ALL TOGETHER Now that you have read this chapter, you should be able to understand the advertising, promotion, and marketing essentials necessary to win the msnbc.com account: You can define the term advertising. You can differentiate advertising from other marketing communication forms. You have reviewed the colorful history and background of advertising. You can classify the various types of advertising and promotion in use today. You can identify the four cornerstones of marketing (e.g., the Four Ps). You can recall how the advertising industry is structured and recognize the different types of advertising agencies found in today’s marketplace. You can describe how agencies have been compensated historically and in present times. You can indicate the type of clients that are available to advertisers and their agencies. You can list the different careers in advertising available to students and professionals. USE WHAT YOU’VE LEARNED If you were to build the perfect laptop computer, how would you design it? This is the very question faced by any company that wishes to compete in today’s highly competitive laptop computer market. Two heavyweight competitors, Lenovo and Apple, are betting that their products will win the market share race in the laptop market. Lenovo has the superthin ThinkPad X300 positioned against Apple’s MacBook Air. Comparison tables show that each of these highly desirable products has very similar features and characteristics with a slight positive edge going to the ThinkPad X300. Prices are also similar. Considering the facts you have been given and the types of advertising and promotion discussed in this chapter, recommend the forms of advertising and promotion that Lenovo should use to exploit its slight advantage over Apple’s product. Be sure to consider whom you would address with your message and the best way to reach them as you write your recommendation. Let’s assume that you and a few close friends have just invented a new video game that has all the people you know raving about it. It’s a spin-off from the wildly popular Guitar Hero concept where the music player can become a keyboardist (keyboard sold with game unit), bass player, or drummer (complete with drumsticks and simulated drumhead pad). Given what you know about the video game market and
TIE IT ALL TOGETHER Now that you have read this chapter, you should be able to understand the advertising, promotion, and marketing essentials necessary to win the msnbc.com account: You can define the term advertising. You can differentiate advertising from other marketing communication forms. You have reviewed the colorful history and background of advertising. You can classify the various types of advertising and promotion in use today. You can identify the four cornerstones of marketing (e.g., the Four Ps). You can recall how the advertising industry is structured and recognize the different types of advertising agencies found in today’s marketplace. You can describe how agencies have been compensated historically and in present times. You can indicate the type of clients that are available to advertisers and their agencies. You can list the different careers in advertising available to students and professionals. USE WHAT YOU’VE LEARNED If you were to build the perfect laptop computer, how would you design it? This is the very question faced by any company that wishes to compete in today’s highly competitive laptop computer market. Two heavyweight competitors, Lenovo and Apple, are betting that their products will win the market share race in the laptop market. Lenovo has the superthin ThinkPad X300 positioned against Apple’s MacBook Air. Comparison tables show that each of these highly desirable products has very similar features and characteristics with a slight positive edge going to the ThinkPad X300. Prices are also similar. Considering the facts you have been given and the types of advertising and promotion discussed in this chapter, recommend the forms of advertising and promotion that Lenovo should use to exploit its slight advantage over Apple’s product. Be sure to consider whom you would address with your message and the best way to reach them as you write your recommendation. Let’s assume that you and a few close friends have just invented a new video game that has all the people you know raving about it. It’s a spin-off from the wildly popular Guitar Hero concept where the music player can become a keyboardist (keyboard sold with game unit), bass player, or drummer (complete with drumsticks and simulated drumhead pad). Given what you know about the video game market and