Allstate bringing mayhem to the auto insurance advertising wars

Allstate: Bringing Mayhem to the Auto Insurance Advertising Wars

Management Case Rubric

Company Case 12, Appendix1, pp. 541 - 543

(Answer only questions 2, 3, & 5!!)

Point breakdown

Content 90/90

News Event (please place in a separate section!) 5/5

G/S (grammar, spelling, questions) 5/5

Total 100/100

General Requirements:

a. There are 100 points per case

b. Ninety points will be divided equally among the questions (e.g., 5 questions @ 18 points each, 4 questions @ 22 points each, etc.)

c. Five points will be granted for indicating one recent (within the last six months) news event for that company/product. This can be simply a 2-3 sentence statement describing the news event.

d. Five points will be based upon correct use of grammar, spelling, neatness, and inclusion of the case question.

e. Full credit will be given if you meet the following requirements:

· Your answer addresses the questions directly

· Your answer addresses all parts of a multiple-part question

· Your answer includes terms and concepts from the text

· Your answer includes examples from the case

f. Please see the rubric for each management case for specific question requirements

Q1: Why has Allstate’s “good hands” slogan withstood the test of time to become advertising’s longest –running slogan?

SKIP THIS QUESTION

Q

Full Credit

30 points

75% Credit

22 points

50% Credit

15 points

25% Credit

8 points

1.

Q2: Analyze Mayhem ads based on the process of creating an advertising message as outline in the text?

Q

Full Credit

30 points

75% Credit

22 points

50% Credit

15 points

25% Credit

8 points

2.

This question has four components. (ps. 379-383)

Please go on-line and choose one of the many Allstate Mayhem TV commercial (try www.allstate.com/mayhem-is-everywhere.aspx

Clearly identify the commercial you chose, and then address the following advertising steps as they relate to the commercial you chose (minimum 3-4 sentences per step):

1. Breaking through the clutter (i.e., what makes this commercial stand out from the others; p. 379)

2. Merging advertising and entertainment (i.e., why might this commercial be classified as entertainment; (p. 380)

3. Message and Content Strategy (i.e. what is the “big idea”; ps. 381-382)

4. Message execution (i.e. what execution style(s) are used; ps. 382-383)

PLEASE NUMBER YOUR RESPONSE TO EACH STEP OR YOU WILL LOSE POINTS!!

Fully address any three components.

Fully address any two components.

Fully address any one component.

Q3: Discuss issues of selecting advertising media for the Mayhem campaign. How might this process differ from that of campaigns for other companies?

Q

Full Credit

30 points

75% Credit

22 points

50% Credit

15 points

25% Credit

8 points

3.

This question has multiple components.

Please read the section on Selecting Advertising Media (ps. 384 – 387).

Now, using the four questions below, evaluate the following media types (see Table 12.2, p. 386) as to how they are used with the Mayhem campaign:

· Television (TV)

· Radio

· Digital/Social/Mobile

· Print (mags, newspapers)

Address the following questions:

1. Which medium do you feel is the most important to the campaign and why (3-4 sentences)?

2. Which medium do you feel is the least important (perhaps least effective) to the campaign and why (3-4 sentences)?

3. Explain how the four mediums can work together (connections, links, etc. – 3-4 sentences).

4. Do you feel the selection process for the Mayhem campaign would be different for other campaigns for other companies (i.e., how might it be different vs. Geico, Progressive, State Farm, etc.)? Explain your reasoning in 3-4 sentences.

PLEASE NUMBER YOUR RESPONSE TO EACH QUESTION OR YOU WILL LOSE POINTS!!

Evaluate TV and two other media types.

Evaluate TV and one other media type.

N/A

Q4: Based on the information in this case, how might Allstate measure the effectiveness of the Mayhem campaign?

SKIP THIS QUESTION

Q

Full Credit

30 points

75% Credit

22 points

50% Credit

15 points

25% Credit

8 points

4.

Q5: Has the Mayhem campaign been effective? Support your answer.

Q

Full Credit

30 points

75% Credit

22 points

50% Credit

15 points

25% Credit

8 points

5.

From what you have read in the case AND from some outside research, do you feel Allstate’s Mayhem campaign has been successful? Offer a TOTAL three reasons why or why not, with each reason being 3-4 sentences in length.

Please consider Allstate’s objectives for the campaign, market share increase of decrease, and the “buzz” it has created.

PLEASE NUMBER EACH REASON OR YOU WILL LOSE POINTS!!

Offer two reasons.

Offer one reason.

N/A