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Belch: Advertising and
Promotion, Sixth Edition
III. Analyzing the
Communication Process
Discussion Questions
1. The opening vignette to the
chapter discusses how EDS developed
a new branding and positioning
campaign around the “EDS
Solved” theme. Analyze the
decision by EDS to use high profile
commercials such as “Cat
Herders,” “Running with the Squirrels,”
and the “Airplane” spots as
part of its efforts to remake its
identity and change the image of
the company.
2. Discuss the challenges
marketers face as they develop
advertisements and other forms of
marketing communications for
young Hispanics. Do you think
marketers should advertise to
bilingual Hispanics teens in
English or Spanish?
3. What is meant by encoding and
decoding? Discuss how these two
processes differ for radio versus
television commercials.
4. Discuss how semiotics can be of
value to the field of integrated mar-
5. The Communication
Process
keting communications. Select a
marketing stimulus such as an
advertisement, package, or other
relevant marketing symbol and conduct
a semiotic analysis of it such
as the one shown in Exhibit 5-3.
5. The study discussed in IMC Perspective
5-2 suggests that ageism
is a problem in the advertising
business. Do you think young creative
professionals can connect
with and create ads that are effective
for communicating with the
mature market? What are some
things that might be done to
ensure that agencies do create ads
that are relevant to older
consumers?
6. Discuss how a company introducing
an innovative new product
might use the innovation adoption
model in planning its ingegrated
marketing communications
program.
7. Assume that you are the marketing
communications manager for a
© The McGraw−Hill
Companies, 2003
brand of paper towels. Discuss how
the low-involvement hierarchy
could be of value in developing an
advertising and promotion
strategy for this brand.
8. Evaluate the “Just Imagine” campaign
for Whirlpool appliances discussed
in IMC Perspective 5-3. Do
you think this campaign will be
effective in connecting with the
working women Whirlpool is
targeting? Why or why not?
9. Find an example of a print ad
and evaluate it using the cognitive
response model shown in Figure
5-8. Identify the specific types of
cognitive responses that the ad
might elicit from consumers and
discuss why they might occur.
10. Explain what is meant by a central
versus peripheral route to persuasion
and the factors that would
determine when each might be
used by consumers in response to
an advertisement.
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