Chapter 1. LaunchPad for Media and Culture 11e

Advertising Activity
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You must read each slide, and complete any questions on the slide, in sequence.

Author Name:

Richard Campbell

Activity Objective:

Students will gather and analyze informations from consumers of various generations about the effectiveness of brand advertising.

Let’s get started! Click the forward and backward arrows to navigate through the slides. You may also click the above outline button to skip to certain slides.

Interview 5–10 people from different generations (in other words don’t just talk to people your own age). For the following product categories, ask them to guess the leading brand and its share of the ad spending in that category in 2017 (no using Google!):

Use the space below to answer the following question.

1. Personal Care brands (Correct Answer: #1 L’Oreal Paris, 7.4%; #2 Maybelline NY, 4.5%)1

2. RX drug brands (Correct Answer: #1 Humira, 7%; #2 Lyrica, 6.4%)

3. Household products (Correct Answer: #1 Tide 10.4%; #2 Downy, 6%)

4. Wireless service (Correct Answer: #1 AT&T, 32.1%; #2 Verizon, 31.8%)

5. Insurance brands (Correct Answer: #1 Geico, 23.9%; #2 State Farm, 11.1%)

6. Credit cards (Correct Answer: #1 American Express, 22.1%; #2 JP Morgan Chase, 19.3%)

7. Beer (Correct Answer: #1 Anheuser-Busch, 42.7%; #2 Molson Coors, 24.6%)

8. Beverage brands (Correct Answer: #1 Coke, 12%; Pepsi, 5.6%)

How many answers did they get right? If they got a category or two right, ask them how they knew the answer.
Which kinds of games are most popular in your group?

1. Ad Age Marketing Fact Pack 2018, December 18, 2017, pp. 12–13.

Use the space below to answer the following question.

Next, ask them what brand they use in each category. Does brand advertising have any influence on them? If they say no, ask them to explain why not.

See if you can find patterns in their answers. Then discuss whether brand advertising influences you. Why or why not? If yes, how? Write about your findings. What surprised you?
Which kinds of games are most popular in your group?

Use the space below to answer the following question.

Extra Credit: Do some research online and find out who owns all these top brand “big spenders.”
Which kinds of games are most popular in your group?