COMM 216 EXAM 1 COFC STUDY GUIDE
Tom's - Answers - Shoes for tomorrow. Millionth pair give away. Thanking the people
who bought the shoes to help provide for kids getting the shoes. Pro-social campaign.
Con Edison - Answers - (hurricane sandy) NYC company used "honesty is the best
policy" for letting people know when the power would most likely be back on
Samsung - Answers - phones blowing up
Target - Answers - Security Breach of 47 states in 2013, paid back ($18.5) millions in
settlements
Coca-Cola - Answers - changed Coke formula b/c of surveys and focus groups to "New
Coke" but it failed b/c no one liked it so they went back to "Classic Coke". Nostalgia
factor.
Purell - Answers - Based on data and it reported we are "germophobes" in nature, free
publicity for purell.
we are more worried about shaking hands than touching a public toilet seat...(fist bump
is preferable)
"Up For Whatever" - Answers - Bud Light campaign intended to promote fun with friends
then putting "removing 'no' from your vocabulary for the night." quickly apologized
"I'd hit it" - Answers - McDonald's ill-conceived dollar menu campaign of the marketing
departments misunderstanding of the term.
Go Red - Answers - AHA - Red Dress Campaign (Laura Bush) a passionate, emotional,
social initiative designed to empower women to take charge of their heart health. B/c
heart disease & stroke as the number one killer of women
Carnegie Mellon - Answers - famous for arts (partnered with the Tony awards)-
networking advantages are results / higher education partner
Declare Yourself - Answers - American campaign encouraged young people to vote.
CofC 250th birthday/challenges - Answers - Theme "History.Made.Here." A year-long
celebration started Jan 30th at Cofc + 60 Alumni chapter parties.
challenges: primary audiences, advertising/publicity, resources, $
Super Bowl ads/impact - Answers - Groundhog Day - Jeep
Smaht Pahk - Hyundai
Loretta - Google
, The cool ranch - Doritos
Comfortable - Rocket Mortgage
Before Alexa - Amazon
That Guy/DOD - Answers - Department of Defense Campaign- rising rate of binge
drinking in males 18 and 24 (military programs)
PEEPS - Answers - Dunkin' and Peeps.. usually an easter candy/decoration after
Qualitative and Quantitative Research made them look different for different holidays
like Halloween to expand uses
KOA - Answers - affect opinion or call for action (glamping case study)
WestJet - Answers - had a virtual Santa waiting for passengers as they scanned their
tickets and asked what they wanted for Christmas and delivered during the flight.
This dubbed the "Christmas Miracle" campaign aimed to increase clicks and revenue. It
was successful.
REI - Answers - Closed on Black Friday- they're an outdoor brand. Wanted people to be
outside on Black Friday rather than shopping in their stores.
Tobacco Free NY - Answers - aimed to get ppl to stop smoking b/c the average age
was 13 in NY
Minimally Adequate/P&C series - Answers - poor quality of SC public school system by
-provided a look at the state of SC schools.
-examined history of segregation/racism in public schools.
-reasons SC student are often unprepared for a changing workforce.
-held legislators accountable for failing to reform SC public schools.
-provided possible solutions.
Johnson & Johnson - Answers - "so much more" baby ad. Products to make us feel
better and safer.
Allstate - Answers - two different ads targeting very diff audiences.
1. mayhem guy
2. gay couple
Dove - Answers - 1. "talk to your daughter before the beauty industry does"
2. older women "beauty has no age limit"
Tide - Answers - Seasonal labor day ad, honoring the uniform, and all the people who
sacrificed for us.
Caribou Coffee - Answers - use TAP (Target Audience Profiles) to see who their top
users are + how much they spend
Tom's - Answers - Shoes for tomorrow. Millionth pair give away. Thanking the people
who bought the shoes to help provide for kids getting the shoes. Pro-social campaign.
Con Edison - Answers - (hurricane sandy) NYC company used "honesty is the best
policy" for letting people know when the power would most likely be back on
Samsung - Answers - phones blowing up
Target - Answers - Security Breach of 47 states in 2013, paid back ($18.5) millions in
settlements
Coca-Cola - Answers - changed Coke formula b/c of surveys and focus groups to "New
Coke" but it failed b/c no one liked it so they went back to "Classic Coke". Nostalgia
factor.
Purell - Answers - Based on data and it reported we are "germophobes" in nature, free
publicity for purell.
we are more worried about shaking hands than touching a public toilet seat...(fist bump
is preferable)
"Up For Whatever" - Answers - Bud Light campaign intended to promote fun with friends
then putting "removing 'no' from your vocabulary for the night." quickly apologized
"I'd hit it" - Answers - McDonald's ill-conceived dollar menu campaign of the marketing
departments misunderstanding of the term.
Go Red - Answers - AHA - Red Dress Campaign (Laura Bush) a passionate, emotional,
social initiative designed to empower women to take charge of their heart health. B/c
heart disease & stroke as the number one killer of women
Carnegie Mellon - Answers - famous for arts (partnered with the Tony awards)-
networking advantages are results / higher education partner
Declare Yourself - Answers - American campaign encouraged young people to vote.
CofC 250th birthday/challenges - Answers - Theme "History.Made.Here." A year-long
celebration started Jan 30th at Cofc + 60 Alumni chapter parties.
challenges: primary audiences, advertising/publicity, resources, $
Super Bowl ads/impact - Answers - Groundhog Day - Jeep
Smaht Pahk - Hyundai
Loretta - Google
, The cool ranch - Doritos
Comfortable - Rocket Mortgage
Before Alexa - Amazon
That Guy/DOD - Answers - Department of Defense Campaign- rising rate of binge
drinking in males 18 and 24 (military programs)
PEEPS - Answers - Dunkin' and Peeps.. usually an easter candy/decoration after
Qualitative and Quantitative Research made them look different for different holidays
like Halloween to expand uses
KOA - Answers - affect opinion or call for action (glamping case study)
WestJet - Answers - had a virtual Santa waiting for passengers as they scanned their
tickets and asked what they wanted for Christmas and delivered during the flight.
This dubbed the "Christmas Miracle" campaign aimed to increase clicks and revenue. It
was successful.
REI - Answers - Closed on Black Friday- they're an outdoor brand. Wanted people to be
outside on Black Friday rather than shopping in their stores.
Tobacco Free NY - Answers - aimed to get ppl to stop smoking b/c the average age
was 13 in NY
Minimally Adequate/P&C series - Answers - poor quality of SC public school system by
-provided a look at the state of SC schools.
-examined history of segregation/racism in public schools.
-reasons SC student are often unprepared for a changing workforce.
-held legislators accountable for failing to reform SC public schools.
-provided possible solutions.
Johnson & Johnson - Answers - "so much more" baby ad. Products to make us feel
better and safer.
Allstate - Answers - two different ads targeting very diff audiences.
1. mayhem guy
2. gay couple
Dove - Answers - 1. "talk to your daughter before the beauty industry does"
2. older women "beauty has no age limit"
Tide - Answers - Seasonal labor day ad, honoring the uniform, and all the people who
sacrificed for us.
Caribou Coffee - Answers - use TAP (Target Audience Profiles) to see who their top
users are + how much they spend
