1.
Question:
The following appeared in a memo from the marketing director of a new beverage company.
"Advertising the company's new beverage during the Super Bowl will be a key factor in its success. The Super Bowl has a massive viewership, and our target demographic is highly represented among its audience. By investing in a Super Bowl commercial, we can ensure widespread exposure and establish our brand as a major player in the beverage industry."
Model Answer: The marketing director's argument for advertising the new beverage during the Super Bowl makes several assumptions that require careful examination. While the Super Bowl indeed attracts a large viewership and a diverse audience, it is essential to critically assess the feasibility and cost-effectiveness of such an advertising strategy.
Firstly, the marketing director assumes that the high viewership of the Super Bowl guarantees exposure to the target demographic. However, it is crucial to consider whether the cost of a Super Bowl commercial is justified, especially if the target demographic represents only a portion of the total audience. Alternative, more targeted advertising platforms might offer a more cost-efficient approach.
Secondly, the argument implies a direct correlation between advertising during the Super Bowl and success in the beverage industry. However, success in the market depends on various factors, including the quality of the product, pricing, and competition. A Super Bowl commercial alone cannot ensure sustained success without a comprehensive marketing and business strategy.
In conclusion, while advertising during the Super Bowl may offer significant exposure, it is essential to critically evaluate the assumptions underlying this strategy. Considering alternative, more targeted advertising methods and developing a comprehensive marketing plan are crucial steps in ensuring the success of the new beverage in the competitive market.
Question for Reflection:
Do you agree with the marketing director's argument, or do you see potential weakness in the reasoning? Additionally, how might you approach the promotion of a new product in a competitive market?
2.
Question:
The following appeared in a memo from the marketing director of a new beverage company:
"Advertising the company's new beverage during the Super Bowl will be a key factor in success. The Super Bowl has a massive viewership, and our target demographic is highly represented among its audience. By investing in a Super Bowl commercial, we can ensure widespread exposure and establish our brand as a major player in the beverage industry."
Model Answer:
The marketing director's argument for advertising the new beverage during the Super Bowl makes several assumptions that require careful examination. While the Super Bowl indeed attracts a large viewership and a diverse audience, it is essential to critically assess the feasibility and cost-effectiveness of such an advertising strategy.
Firstly, the marketing director assumes that the high viewership of the Super Bowl guarantees exposure to the target demographic. However, it is crucial to consider whether the cost of a Super Bowl commercial is justified, especially if the target demographic represents only a portion of the total audience. Alternative, more targeted advertising platforms might offer a more cost-efficient approach.
Secondly, the argument implies a direct correlation between advertising during the Super Bowl and success in the beverage industry. However, success in the market depends on various factors, including the quality of the product, pricing, and competition. A Super Bowl commercial alone cannot ensure sustained success without comprehensive marketing and business strategy.
In conclusion, while advertising during the Super Bowl may offer significant exposure, it is essential to critically evaluate the assumptions underlying this strategy. Considering alternative, more targeted advertising methods and developing a comprehensive marketing plan are crucial steps in ensuring the success of the new beverage in the competitive market.
Question for Reflection:
Do you agree with the marketing director's argument, or do you see potential weaknesses in the reasoning? Additionally, how might you approach the promotion of a new product in a competitive market?
