1. (a) Define integrated marketing communications. How is coordination of media achieved through integrated marketing communications?...
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1. (a) Define integrated marketing communications. How is coordination of media achieved through integrated marketing communications? (b) Discuss the role that integrated marketing communications assumes in the marketing mix. That is, how is this element of the mix coordinated with pricing, distribution, and product functions? (c) Discuss the difference between a push and pull strategy. Give examples 2. (a) Explain the concept of brand equity. From the customer's perspective, what is meant by the terms "brand awareness" and "brand image? Give examples. (b) Brands can be thought of having their own unique personalities. Explain the term brand personality and give examples of at least three different brand personalities 3. (a) Explain what is meant by creative strategy and creative tactics in marketing communications. Discuss characteristics of unique selling propositions. What are factors a marketing communications decision maker must consider in developing a campaign that uses a unique selling proposition as the basis for the major communication idea? (b) What is meant by "positioning" the product or service in a particular place in the consumer's mind? Regarding positioning, explain points-of-parity and points-of- difference. In choosing points-of-difference, one of the primary considerations is that consumers find points-of-difference desirable. Give key consumer desirability criteria for points-of-difference. 4. (a) Describe how marketing communications objectives are set to reflect the product class. Why is it important for marketers to set objectives for marketing communications? (b) Describe typical marketing communication objectives and intended effects for the four elements of advertising, sales promotion, Internet communications, and direct marketing. Explain how each of the four elements can build up a long-term image for a product or trigger quick sales. Give examples. 5. (a) The media landscape is rapidly changing. What is meant by this statement? Discuss reasons why this is occurring. What can traditional media (like TV, print, radio, etc.) do to continue to exist? Describe factors that are taking place that might change the advantages or disadvantages of various media. (b) Describe commonly used methods of promotional spending (e.g., pulsing, flighting, etc.). Give examples of products and/or services that employ each of the methods. 6. Regarding perspectives on consumer behavior: (a) Explain classical conditioning. How is it used by marketing communication decision makers? Give examples. (b) Explain what is meant by cognitive dissonance. Why is this concept important to marketing communication decision makers? Give examples. 7. (a) How does the Elaboration Likelihood Model (ELM) account for attitude formation and change? (b) Explain the ELM's central and peripheral routes to persuasion. Use the ELM to explain the impact of at least two different marketing communications (e.g., advertising, sales promotion). 8. (a) Explain the importance of the target market's level of involvement with the product and their level of involvement with the marketing communication. (b) Explain what is meant by the marketing communication's "fit" with the product and its "connectedness" with the product's target market. Give examples. Does involvement play any role in perceptions of the marketing communication's "fit" and its "connectedness"? Explain 9. (a) Discuss the difference between consumer-oriented sales promotions and trade- oriented sales promotions and the role each plays in integrated marketing communication programs. Give examples. (b) What are reasons brand managers are allocating more of their marketing communications budgets to sales promotion rather than media advertising? Does the increased use of sales promotion undermine brand equity? Explain. What is meant by a sales promotion trap and spiral? What are the options for companies in deciding whether to participate in promotional wars? 10. (a) Regarding the impact of marketing communications, explain what is meant by behavioral, cognitive, and affective parts of the communications. Give examples. (b) Concerning the effects of advertising, is it easy or difficult to directly measure the effects of advertising on actual sales? Explain. Concerning sales promotion, what is meant by the term "consumer franchise building"? Give examples of franchise building' sales promotions and non-franchise building' sales promotions. 11. (a) Regarding the role of ethics and sustainability issues in marketing communications, discuss the impact of free toys on consumers' fast food restaurant selection. Are there any ethical/sustainability issues associated with offering free toy promotions? Explain. (b) Concerning package advertising, do you think the U.S. Food and Drug Administration should consider adopting the type of cigarette packaging being used in Australia that requires graphic images and removes all branding elements? How effective do you think this type of packaging would be in reducing cigarette smoking? 12. (a) Explain deceptive marketing communications. Give examples. What is corrective advertising? Is corrective advertising controversial? Explain. (b) Discuss the need for regulation of advertising and other marketing communications. Do you advocate more or less regulation of marketing communications by governmental agencies such as the Federal Trade Commission and the Food and Drug Administration? Regarding advertising and industry self-regulation, discuss the role that the media play in the self- regulation of advertising. Discuss the arguments for and against self-regulation as an effective way of protecting consumers from misleading or deceptive advertising as well as companies competing against one another. 1. (a) Define integrated marketing communications. How is coordination of media achieved through integrated marketing communications? (b) Discuss the role that integrated marketing communications assumes in the marketing mix. That is, how is this element of the mix coordinated with pricing, distribution, and product functions? (c) Discuss the difference between a push and pull strategy. Give examples 2. (a) Explain the concept of brand equity. From the customer's perspective, what is meant by the terms "brand awareness" and "brand image? Give examples. (b) Brands can be thought of having their own unique personalities. Explain the term brand personality and give examples of at least three different brand personalities 3. (a) Explain what is meant by creative strategy and creative tactics in marketing communications. Discuss characteristics of unique selling propositions. What are factors a marketing communications decision maker must consider in developing a campaign that uses a unique selling proposition as the basis for the major communication idea? (b) What is meant by "positioning" the product or service in a particular place in the consumer's mind? Regarding positioning, explain points-of-parity and points-of- difference. In choosing points-of-difference, one of the primary considerations is that consumers find points-of-difference desirable. Give key consumer desirability criteria for points-of-difference. 4. (a) Describe how marketing communications objectives are set to reflect the product class. Why is it important for marketers to set objectives for marketing communications? (b) Describe typical marketing communication objectives and intended effects for the four elements of advertising, sales promotion, Internet communications, and direct marketing. Explain how each of the four elements can build up a long-term image for a product or trigger quick sales. Give examples. 5. (a) The media landscape is rapidly changing. What is meant by this statement? Discuss reasons why this is occurring. What can traditional media (like TV, print, radio, etc.) do to continue to exist? Describe factors that are taking place that might change the advantages or disadvantages of various media. (b) Describe commonly used methods of promotional spending (e.g., pulsing, flighting, etc.). Give examples of products and/or services that employ each of the methods. 6. Regarding perspectives on consumer behavior: (a) Explain classical conditioning. How is it used by marketing communication decision makers? Give examples. (b) Explain what is meant by cognitive dissonance. Why is this concept important to marketing communication decision makers? Give examples. 7. (a) How does the Elaboration Likelihood Model (ELM) account for attitude formation and change? (b) Explain the ELM's central and peripheral routes to persuasion. Use the ELM to explain the impact of at least two different marketing communications (e.g., advertising, sales promotion). 8. (a) Explain the importance of the target market's level of involvement with the product and their level of involvement with the marketing communication. (b) Explain what is meant by the marketing communication's "fit" with the product and its "connectedness" with the product's target market. Give examples. Does involvement play any role in perceptions of the marketing communication's "fit" and its "connectedness"? Explain 9. (a) Discuss the difference between consumer-oriented sales promotions and trade- oriented sales promotions and the role each plays in integrated marketing communication programs. Give examples. (b) What are reasons brand managers are allocating more of their marketing communications budgets to sales promotion rather than media advertising? Does the increased use of sales promotion undermine brand equity? Explain. What is meant by a sales promotion trap and spiral? What are the options for companies in deciding whether to participate in promotional wars? 10. (a) Regarding the impact of marketing communications, explain what is meant by behavioral, cognitive, and affective parts of the communications. Give examples. (b) Concerning the effects of advertising, is it easy or difficult to directly measure the effects of advertising on actual sales? Explain. Concerning sales promotion, what is meant by the term "consumer franchise building"? Give examples of franchise building' sales promotions and non-franchise building' sales promotions. 11. (a) Regarding the role of ethics and sustainability issues in marketing communications, discuss the impact of free toys on consumers' fast food restaurant selection. Are there any ethical/sustainability issues associated with offering free toy promotions? Explain. (b) Concerning package advertising, do you think the U.S. Food and Drug Administration should consider adopting the type of cigarette packaging being used in Australia that requires graphic images and removes all branding elements? How effective do you think this type of packaging would be in reducing cigarette smoking? 12. (a) Explain deceptive marketing communications. Give examples. What is corrective advertising? Is corrective advertising controversial? Explain. (b) Discuss the need for regulation of advertising and other marketing communications. Do you advocate more or less regulation of marketing communications by governmental agencies such as the Federal Trade Commission and the Food and Drug Administration? Regarding advertising and industry self-regulation, discuss the role that the media play in the self- regulation of advertising. Discuss the arguments for and against self-regulation as an effective way of protecting consumers from misleading or deceptive advertising as well as companies competing against one another.
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ISBN: 978-1439042236
8th Edition
Authors: O. C. Ferrell, John Fraedrich, Linda Ferrell
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