Lamb Chapter 17 Web Exercise

Advertising, Sales Promotion, and Public Relations

Vignette: The "I Am Canadian" campaign and the Molson's promotions on the Web are innovative parts of a strategy for dominating the domestic beer market in Canada.

Featured URL: www.molson.ca

Drink Up!
Advertising is a powerful tool for promoting and maintaining consumers' awareness of products and services. As you read in Chapter 17, because advertising is so important-and so expensive-an understanding of advertising and sales promotion is an essential part of marketing know-how. Once customers have been attracted to the product or service, it is vital to develop good public relations.

In North America and in almost all other cultures, alcoholic beverages have always been part of the mainstream lifestyle. Because they could be called frills or luxury items, their purchase and habitual use must be promoted.

In Chapter 3, the featured URL was Labatt's, and you compared Canada's beer and wine markets. In this Web Exercise you will be thinking more globally by exploring the strategies companies have used in the market for distilled alcohol (e.g., run, vodka, gin). Go to the the Resources section and visit and explore the sites that advertise liquor.

For each of the seven types of liquor, search the Web and find one other brand of this type of beverage. For example, for vodka, you might compare Smirnoff's approach with that of Absolut.

Write a brief comparison between the listed site and the one you found. Which has the most effective advertising and sales promotion campaign on the Web? Explain. Which would you buy, based on the site you selected?

Alcoholic Beverages advertised on the Web

• Canadian: Rye Canadian Club
  
• American: bourbon Maker's Mark
  
• Mexican tequila: Tequila Sauza
  
• Irish: whiskey Tullamore Dew
  
• Scotch: whiskey Chivas Regal
  
• Russian: vodka Smirnoff
  
• French cognac Remy Martin
  

  Article: "Labatt employs dry humour" - Moderation campaign relies on insights from student target
  Article: "Top Ten Interactive Marketing Campaigns" Gives Silver to Chivas Regal and bronze to Molson Canadian.

Advertising

• Google Directory for Advertising.
  
• Yahoo Essential Marketing Solutions: Advertising.
  
• American Blimp Sales Promotions.
  
• Advertising Standards Canada.
  

Public Relations

• Yahoo Canada Press Releases, 2001.
  
• James Hoggan + Associates Inc Public relations and Investor Communications
  
• FWJ Advertising and Public Relations
  
• Advertising Marketing and Public Relations Job Bus Canada
  
• Professional Occupations in Public Relations and Communications Canada Job Futures.
  

These Web Exercises provide an additional opportunity for exploration of Chapter 17.

1. Strategies

Read the two articles by Bernadette Johnson found in Strategy Magazine-The Canadian Marketing Report. The links are provided in the Resources section. Discuss the marketing strategies that were used and how effective you think they were.

2. Ad Campaigns

1. Look at the sites listed in the Resources section under advertising. Get ideas from the Google directory. Check out the ad examples on Yahoo. Do you have an ad you want to try? Propose it! Be a part of Yahoo!'s ongoing ad research. Read about submitting something for research on Yahoo!
   
2. Create an ad for a blimp after looking at the site for blimp advertising.
   
3. Review the Advertising Standards Canada site to be sure you have written ads that are acceptable by these standards.

3. Public Relations

1. Review the press releases at the Yahoo! site in the Resources section.Write a press release about Yahoo that shows off your talent for public relations.
2. Check the job search sites in the Public Relations section of the Resources. Did you see any jobs in public relations? If so, describe the one you like best.
3. Visit the two public relations sites and decide which company you would rather work for based on the impressions you gained from the sites. On what have you based your decision?