watch 2 videos, answer questions

Exercise 1

Watch the California Milk Advisory Board video (posted as the second file, no link).

1. What were the promotional mix elements (or IMC tools) used in the “happy cows” campaign?

2. What was the market opportunity identified by the California Milk Advisory Board? What made it a market opportunity?

3. What was the unifying symbol of the campaign? Why was it important?

4. What was/were the market segment(s) targeted by the campaign? What segmentation approach do you think they used? Briefly explain why.

5. Which consumer promotion tactics were used in the campaign?

Exercise 2

In this exercise, you will identify elements of the communication process and then analyze the source, message, and channel factors for Toyota’s Sienna campaign. First, watch the “Swagger Wagon” video for the Toyota Sienna, which you can view at

https://www.youtube.com/watch?v=pUG3Z8Hxa5I

(If clicking the link above doesn't work, please copy and paste the URL in a new browser window instead)

1. Who is the source for the Sienna “Swagger Wagon” ad?

2. Who are the receivers and audience of this campaign?

3. What is the meaning that the company is trying to convey in the Sienna campaign?

4. What appeal is being used in this campaign?

5. How can feedback for this entire Sienna campaign be collected, and how would it determine effectiveness of the campaign?