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Questions and Answers of Marketing

In what ways are consumer media patterns changing and how does that affect marketing communication.
Why have product placement, guerilla marketing, and branded entertainment become popular?
Discuss the impact of the Internet on the newspaper industry.
What are some pro and cons of advertising in newspapers?
What are the key advantages and disadvantages of using magazines as an advertising medium?
What are the types of magazine? What contributes to the continued success of the magazine industry?
Define broadcast media. How do its media messages differ from print advertising messages?
What are the four types of television delivery systems and how are they different?
What types of television commercials can an advertiser choose among when considering a media buy?
What are the disadvantages for advertisers who use a ratings system that measures program viewing? What would be a better measurement?
How is new technology impacting the TV industry?
You are the media planner for an agency handling a small chain of upscale furniture outlets in a medium-sized metro market that concentrates most of its advertising in the Sunday supplement of the
A new radio station is moving into your community. Management is not sure how to position the station in this market and has asked you to develop a study to help make this decision. What key research
You are the media planner for a cosmetics company introducing a new line of makeup for teenage girls. Your research indicates that television advertising might be an effective medium for creating
You have been asked to advise on where advertising should be placed for a new restaurant in town that specializes in low-fat and low-carb healthy food. Consider newspaper, magazine, outdoor,
You are a major agency media director who has just finished a presentation to a prospective client in convenience food marketing where you recommend increasing the use of local radio and television
You have been asked by the director of your school’s student union to make a chart of all the traditional media serving your market to use in promoting the center’s 50th anniversary events.
Aflac has been an award-winning campaign for years. Explain how its media use has contributed to its success. In particular, describe the changes in the new strategy and how the media mix has
Explain how newspapers vary based on frequency of publication, format and size, and circulation.
Explain how newspaper readership is determined and measured.
How is magazine readership measured?
Explain how advertising impact is measured for outdoor advertising.
What is the greatest advantage of outdoor advertising? Directory advertising?
How can radio be used most effectively, and what are the advantages and limitations of advertising on radio?
How can television be used most effectively, and what are the advantages and limitations of advertising on television?
What are trailers and how are they used as an advertising form?
How can movie advertising be used most effectively, and what are its advantages and limitations?
Describe the phenomenon known as “Web. 2.0.” What does it mean for consumers and advertisers?
Define the Internet audience. Who is online, and who is of the most interest to advertisers?
What are the primary purposes of Internet advertising?
What is the most important advertising-related role played by the Internet?
From what you have read in this chapter, how are interactive media defined? How do these media differ from traditional advertising media?
What are two of the most important issues facing online advertisers?
List and discuss one major problem that Internet advertisers face in reaching consumers.
One interesting way to combine the assets of print and broadcast is to use the visuals from a print ad or a television commercial in an Internet ad. Why would an advertiser consider this creative
You are the media planner for a cosmetics company introducing a new line of makeup for teenage girls. Your research indicates that the Internet might be an effective medium for creating awareness
You are a sales rep working for a college newspaper that has an online version. How would you attract advertising? One of your colleagues says there is no market for online advertising for the paper,
The Army’s traveling Virtual Army Experience was deemed to be effective and won numerous awards. In analyzing the success of this effort, consider the following questions:1. What made the Army’s
What is a website, and how does it differ from other forms of advertising?
Describe search engines, chat rooms, and blogs, and explain how they can be used in a company’s advertising program.
Define and describe a banner ad. Some experts say the effectiveness of banner ads is declining. Is that an accurate assessment? Why or why not?
Explain the concept of offline advertising. What is its primary objective?
How is the Internet audience measured?
What are the advantages and disadvantages of Internet advertising? Of e-mail advertising?
What are some of the new forms of alternative media with which advertisers are experimenting? Explain how they work and what advantages they provide.
Describe the current state of media planning and buying. How are unbundling and consolidated services affecting this situation?
What is the importance of research in advertising and media planning?
What are the five sources of information compiled by media researchers and how are they used in media planning?
Explain the concept of effective frequency.
What are the six primary functions of a media buyer?
What are reach and frequency, and how do they differ?
As a media buyer, how would you go about multiplying various media strengths? Provide an example.
Describe the differences in a pulsing strategy and a flighting strategy with regard to advertising continuity.
Analyze the statement, “The media planner begins and ends a media plan with the budget.” How does this statement impact the media planner’s job duties?
Temporary snags in scheduling and production are sometimes unavoidable. What are some possible scenarios that the media buyer should anticipate, and how can they be handled?
You have just begun a new job as a media planner for a new automobile model from General Motors. The media planning sequence will begin in four months, and your media director asks you what data and
The marketing management of McDonald’s restaurants has asked you to analyze the aperture opportunity for its breakfast entrees. What kind of analysis would you present to management? What
You have been asked to develop a media plan for a new reality show that you have created. Focus on the Internet as a primary medium for this launch. Go to both www.google.com/adsense. Indicate how
Outline the key decisions in the Dove “Real Beauty” campaign. What were the media strategies that contributed to the success of this campaign? Dove’s Men Care personal care product line was
Explain the differences between media planning and media buying.
What is aperture, and how is it used in media planning?
How are gross impressions and gross rating points calculated?
What are some of the strategic considerations that determine the level of reach? Level of frequency?
Explain the differences among continuous, flighting, and pulsing schedules.
Explain the differences between GRPs and TRPs. How are they used to estimate the impact of a media plan?
Explain the differences among CPMs, TCPMs, and CPPs. How are they used to estimate the cost efficiency of a media plan?
In what ways do IMC and global marketing plans add complexity to media planning?
What do media buyers do?
Provide a basic definition for public relations.
How are publics and relationships important to the practice of public relations?
What role do reputation, goodwill, and integrity play in a public relations program?
How does the media relations process work in public relations?
What are the keys to effective crisis management and planning?
What are the key strategic decisions in public relations planning?
Discuss the role of research in public relations.
Explain the connection between advertising and public relations in IMC.
How has online communication impacted public relations?
Why is public opinion so important to the success of public relations? In how many different ways does it affect the success of a program like Hampton Hotels’ “Save-A-Landmark” campaign?
What is reputation management, and how does it intersect with advertising programs? Find a corporate reputation campaign and analyze its effectiveness.
Three-Minute Debate Think about a publicity stunt that backfired, such as the Aqua Teen Hunger Force bomb scare in Boston. Is all publicity good publicity? Or was this just a bad idea that hurt the
Explain why public opinion is important to the success of public relations.
Compare and contrast the practice of advertising and the practice of public relations.
What is marketing public relations, and how does it differ from other forms of public relations, such as corporate relations?
In analyzing PR tools, compare the use of controlled and uncontrolled media. Explain the difference between the two categories.
What are the primary tools of publicity?
In evaluating the effectiveness of public relations, explain the difference between output and outcome evaluations.
How do your textbook authors define direct-response marketing?
How does direct-response advertising provide greater ability to measure ROI?
Are there cases in which a two-step offer might be more useful to marketers than a one-step offer? If so, when?
Explain the “circular process” of database use in direct marketing.
Discuss the purpose and objectives of database marketing.
Describe the four types of agencies involved in direct marketing.
Discuss a few of the social criticisms associated with direct mail. What kinds of questions does the practice raise?
What are the different types of lists that direct marketers use? How are new lists created?
What are some of the global considerations in direct-marketing communication?
Most people hate telemarketing. Say you work for the local campus environmental organization. How could you conduct a campus and community telemarketing effort that would not generate resistance?
Kali Johnson, a recent college graduate, is interviewing with a large garden product firm that relies on television for its direct-response advertising. “Your portfolio looks very good. I’m sure
One of the smaller, privately owned bookstores on campus is considering a direct-response service to cut down on its severe in-store traffic problems at the beginning of each semester. What ideas do
The success of infomercials helps validate direct marketing as a revenue generator. What characteristics of a product must you consider when determining whether to use an infomercial to promote it?
How does the recent fervor surrounding personal privacy affect direct marketing— specifically, telemarketing and e-mail advertising? You are designing a direct-marketing campaign for a local record

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