Marketing Communications Management Analysis Planning Implementation 2nd edition Paul Copley - Solutions

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Kenneth Cole believes that his controversial tweets improve business and provoke conversation and awareness. Is this an effective use of social media to engage customers with the brand? Why or why not? According to one survey, 92 percent of U.S. companies now claim that social media marketing is
Many marketers are still learning how to use social media platforms effectively to engage customers in meaningful relationships. Locate three social media platforms used by the Kenneth Cole brand to engage customers. Is the brand's marketing message consistent across all platforms? Explain.
In a small group, search the internet to locate a controversial or failed social media campaign. Present an analysis of the failed campaign. Make a recommendation on how to address the controversy?
What competitive advantage does Pinterest (www.pinterest.com) have over other social media that might make its "Buy" button more successful? Amazon is the big gun in e-commerce that has disrupted traditional retailing. But now, it seems, Amazon is in for some disruptive competition itself. With
The University of Phoenix's "online campus" was established in 1989, well before the advent of and widespread use of the World Wide Web. Since then, the University of Phoenix has exploded, and more and more adults are earning their Bachelor's, Master's and even Doctoral degrees online. Because this
Define competitive advantage. How do companies go about finding their competitive advantage?
In late September 2015, Volkswagen found itself in the midst of a firestorm. The company, which captures 70 percent of the U.S. diesel-powered passenger-car market, was caught cheating on diesel emissions tests. Over the past many years, Volkswagen had installed software on more than half a million
What competitive thinking moved Volkswagen, one of the world's major automakers, to cheat on emission standards rather than comply with them? How could Volkswagen have prevented this scandal, and what are the lessons for other firms?
Refer to Appendix 2, Marketing by the Numbers, and calculate Nestlé's Pure Life and the company's overall market share in the bottled water industry. Bottled water is a hot industry with sales of $11.8 billion in the United States. Big players in this industry include Nestlé, PepsiCo,
Describe the strategies market challengers can adopt and explain why challengers might have an advantage over market leaders?
Compare the evolving company orientations used to adapt to the fast-changing competitive environment. Is there one orientation that companies should be following?
1. Define YouTube in terms of competitive advantage. 2. Of all Google's competitors, which ones should it attack? Which ones should it avoid? 3. Which basic competitive strategy does Google follow? 4. How would you classify Google in terms of competitive position? Why? 5. Is Google a
What is the "blue-ocean strategy"? Cirque du Soleil has used this to strategy to great advantage. Find another company that you believe has used this strategy and discuss them.
Treacy and Wiersema have offered a classification of competitive strategies that are decidedly customer oriented. They suggest that companies gain leadership positions by delivering superior value to their customers. One of those strategies is known as "customer intimacy." What is "customer
Suppose that your company is preparing to enter the Chinese market with a product line that you believe will have great success. What is the best mode of entry for your company? Review the economic and political climates. Is the timing right for entering China?
Discuss world organizations that assist companies in developing and abiding by global standards to protect consumers worldwide?
Research the Great Firewall of China. How will such government control affect social media marketing in China? Report on a Western online company now operating in China. How is it able to work within and around Chinese regulations?
What are the disadvantages to L'Oréal's global approach? L'Oréal is a French company that successfully markets products all over the world, selling more than $28 billion worth of cosmetics, hair care products, skin care concoctions, and fragrances each year in 130 countries, making it
Review the history of Disneyland Paris. Why was it initially such a failure? What lessons can we take away from their experiences in France?
Global organizations are companies that have stopped thinking of themselves as national marketers who sell abroad and have started thinking of themselves as global marketers. Name two global organizations and justify your answers?
Is it wrong for marketers to create wants where none exist in the marketplace in order to make profits? Support your answer.
What are the major social criticisms of marketing? How do marketers respond to these criticisms?
Describe the sustainability principles marketers can use to operate in a responsible and ethical manner?
Suppose that you are leading PepsiCo's environmental sustainability efforts. How would you gauge the effectiveness of these programs? How would you communicate your efforts to loyal consumers of your brand?
A lot of things have changed since the advent of the Internet. Communication is much different than it used to be. Consumers have a lot more access to information. But, is everything as it seems on the Web? Guerilla marketing is the practice of applying unconventional marketing techniques in order
Outline the different kinds of exchange that might exist in marketing. In particular, explain relational exchange, using examples to illustrate.
Choose any element of the macro environment and put it in the context of a brand of your choice. Discuss the likely communications issues that would have to be dealt with by a brand manager.
Discuss the notion of power shift from manufacturer to consumer. Use relevant examples to illustrate your discussion.
The communications mix is potentially made up of many things and is constantly mutating. Choose two contrasting product categories and highlight the likely communications' mix differences when launching a product within each category.
The absence of IMC now is the equivalent of having marketing myopia in the 1960s". Explain why you either agree or disagree with this sentiment.
The marketing communications' company has a vital role to play in the achievement of IMC on behalf of clients. Explain this role using examples of your choice.
Explain why distributors are of interest to the marketing communicator. Illustrate your response with examples from consumer and organizational markets.
Explain the relationship between the micro and macro environments. Discuss the effect of this on marketing communications outputs.
The demographic environment clearly interfaces with the economic environment. Explain this interface and illuminate your response with examples.
The natural or green environment is the most important element in any environmental scanning exercise for any company these days". Explain why you agree or disagree with this statement.
Explain the basic model of communication. Illustrate how this can help marketers in their communications' decision-making.
Critically examine the usefulness or not to marketers of the theory of adoption and diffusion of innovations.
Discuss the kinds of problems the marketer has when attempting to encode particular ideas. Give examples of the kinds of tools and choices at the marketer's disposal.
Explain what a message is in terms of its social context and its elements. Illustrate the kinds of signals that can be transmitted to different targets by the same marketer.
Elaborate, using examples, on the use of semiotics in the communication process generally and in terms of encoding and decoding in particular.
Explain the role of feedback in the communication process. Illustrate why the situation is more complex than the simple feedback loop looks on communications diagrams.
Discuss 'noise' as an integral part of the communications process. Use a key source of 'noise' to illustrate your discussion.
Explain and expand upon the 'source characteristics' model using examples from both consumer and organisational marketing fields.
List the key management benefits to using communications theory illustrating the kinds of theory that could be useful at different stages of the management process.
Explain the basic idea behind 'step-flow' models. Illustrate the importance of 'word-of-mouth' and opinion leadership.
Distinguish between beliefs, attitudes, opinions and interests. Explain the elements of culture that are likely to be important in any given situation using examples to illustrate.
Discuss the likely variations in consumer and buyer decision-making and illustrate with examples of communications implications.
Using an example of a values and lifestyle model, explain why understanding of cultural elements alone is not enough for effective marketing and marketing communications practice.
Illustrate the importance of 'word-of-mouth' and opinion leadership in terms of buyer behaviour. Explain how peer group pressure might be made to work in magazine advertising.
Critically examine the usefulness or not to marketers of Holbrook and Hirschman's Hedonic and Experiential theory of buyer behaviour. Contrast this with the more traditional ELM.
Explain the role that family members might have within the consumer buying decision-making process.
Explain selective perception and retention in terms of a communicator's effort to 'get through the clutter'.
Differentiate between ordinary and subliminal advertising using examples to illustrate.
Compare and contrast the consumer and organisational buyer in terms of the hierarchy of effects sequence.
Explain the five stages of the conventional consumer decision-making process. Contrast this with the organisational buyer decision-making process.
Explain why you agree or disagree with the contention that the APIC type model is useful as a framework for communicators to operate within.
Comment on the idea that the battle to view marketing communication as an investment not a cost has been won. Explain what you understand the terms such as ROCI and ROBI to mean.
Outline what you consider to be the important elements of the analysis stage of a marketing communications' decision sequence model.
The planning stage of a DSM involves consideration of 'where do we want to go?' and targets. Discuss the importance of establishing targets early on in campaign planning and managing.
Explain the usefulness (or not) of perceptual mapping using illustrations of your choice to aid the explanation.
Creative strategy is part of 'How do we get there?' Discuss, broadly, the difference between rational and emotional appeals.
Discuss the importance of involvement with particular reference to creative appeals.
Media strategy is also part of 'How do we get there?' Explain why you agree or disagree that a firm understanding of media characteristics should be the first step in this part of the framework.
There are a number of practical issues when considering how to put a campaign into practice. Discuss at least one method of arriving at expenditure levels for a product of your choice.
Discuss the logic behind pre, concurrent and post testing within the marketing communications arena.
Players in the marketing communications industry's agencies and firms need to address what clients want and client-driven change. Discuss this notion using examples to illustrate.
Specialised agencies and marketing communications companies exist to service client need yet there is a desire to have a campaign that is fully integrated. Discuss the use of specialists in the marketing communications industry in the light of integrated marketing communication.
Marketing communications professionals know they need to continually evolve to stay relevant. They also need to rethink ideas and re-imagine strategies in the knowledge that clients will pay for things they cannot do as well themselves. Discuss the challenges agencies face in negotiating
The management of an organisation's marketing communications programmes normally requires the efforts and inputs of a number of individuals both internally and externally. Discuss the changing role of the account executive in advertising or other agencies. Include in your discussion a reference to
Explain why agencies now need, more than ever before, effectiveness credentials. Include in your discussion examples where agencies have lost accounts and the reasons why.
Discuss the brand management and its relationship with marketing communication campaigns using examples to illustrate.
Discuss why the adoption of an in-house function is a consideration in choosing and using communications agencies or companies.
Explain the role of the media specialist company and suggest reasons why a client might choose such a company to handle media buying and planning.
Agency selection issues include relationships, remuneration and the evaluation of performance. Discuss agency selection criteria in the context of an industry or sector of your choice using examples to illustrate.
Explain why there is a need to rethink the notion of communications doing things to consumers and to think about what consumers do in terms of interactivity.
In terms of ethical standards, discuss the differences between being legal, decent, honest and truthful.
Critically assess the role of consumer and accountability groups in the context of regulation and self-regulation.
Critically assess the similarities and differences between the marketing communications mix elements when it comes to influence on society.
Explain what is meant by Corporate Social Responsibility (CSR). Discuss the importance of understanding CSR to companies wishing to become involved with cause-related marketing.
Critically assess environmental marketing as a marketing tool, illustrating with both positive and negative examples of actual practice.
Outline the reasons why business, especially big business, is often perceived as being unethical using examples of your choice to illustrate.
Discuss the dangers of brand damage or loss of reputation when organisations are seen to use advertising that is seen as misleading, dishonest or deceptive using examples to illustrate.
Outline the reasons why either targeting vulnerable groups or using shock tactics in advertising can cause an outcry using examples to illustrate.
Explain either why the use of stereotyping in advertising can be dangerous practice or why the subliminal images in advertising are not allowed in most cases?
Discuss the notion that advertising can be said to shape society or merely reflect societal mores.
Explain what USP, brand image and positioning mean and provide examples from each of these practitioners' views on how advertising works.
Advertising is not and could never be a science. At best it is managed art". Discuss this statement using examples to illustrate why you agree or disagree.
Explain the characteristics that distinguish advertising from other elements of the marketing communications mix. In particular highlight the differences between advertising and publicity.
Distinguish between business, marketing and advertising objectives by using examples of your choice. Discuss the requirement to be SMART with advertising objectives.
Return on communications investment is more important a measure than the effects of communication on behaviour". Explain what this means.
Explain, using examples to illustrate, why the context of advertising makes advertising more or less important in the communications and marketing mix.
Brand values and proposition are fundamental to advertising. Explain the role, if any, advertising might have in this area.
Explain what is meant by core, tangible and intangible attributes in relation to brand equity. Explore the relationship between loyalty, trust and commitment for a consumer brand of your choice.
Explain the link between mission, vision and branding in the context of a major consumer brand such as Levi.
Explain what you understand creativity to be. Discuss the idea that creativity can be planned and managed, using examples to illustrate.
Distinguish between the advertorial and infomercial. Using examples to illustrate, explain the advantages and disadvantages of their use.
Discuss the notion of planning and managing creative ideas against the notion of creative freedom.
Outline what you consider to be the important elements of a creative brief. Say why, using examples, it might or might not be possible to transfer creative ideas from one context to another.
Discuss the kinds of creative appeals that are available to communicators. Consider the usefulness of combining emotional and rational appeals in some instances. Illustrate your response with an example of one such combination.
Explain the range of creative executions available to marketers. Choose one such execution in particular and discuss its pros and cons in relation to a particular brand.

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