1. Read Chapter 15 in the Essentials of Marketing textbook. 2. Review the Chapter 15 Presentation found at the course Web site. 3. Review the Subway Case Study on pages 391 – 3922 in Chapter 15. 4. Go to the http://www.adbrands.net/us/subway_us.htm Web site and review the Subway commercials located there for use in the Case Study (see below). 5. Go to the Advertising Age Web site article “Behind Subway’s Post-Jared Strategy: No More Discount Ads, Fewer Celebs” and review the article and TV ad campaign example. 6. Login to your WSJ account and read the Wall Street Journal article titled “Trump’s Win Has Ad Agencies Rethink How They Collect Data, Recruit staff’
Requirements 1. Develop written responses for the two Online Toolkit exercise found in Chapter 15 on page 410 and page 432 (click on the OUR WORK link and then click on Live Campaigns link to see samples of the company’s work). 2. Develop written responses as required for the MARS COM Application Exercise for Chapter 15 found at the Assignment 15 Outline organizer page. 3. Complete the following for Case Study: A. Select three (3) different Subway ad spots from the six reviewed from above. B. Develop written responses describing each of the following: 1. Explain what you feel the advertising objective(s) is (are) of each selected spot (give brief description of each selected spot) and the type of advertising it represents. Support your response. 2. Discuss which step of the AIDA message planning concept each selected ad is attempting to achieve. 3. Describe who you feel the target audience(s) is (are) for each selected spot and why. 4. What is your opinion of the new “Founded on Fresh” advertising campign strategy? What do you think the objective of the campign might be? 4. Develop written responses for the Ethical Dilemma found in Chapter 15 on page 409.