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Marketing Communications Management Analysis Planning Implementation 2nd edition Paul Copley - Solutions
Examine advertising message design considerations and comment on tools such as conclusion drawing and one- or two-sided messages.
Examine advertising message presentation order and discuss the notions of primacy and recency effects.
Creative decisions may include use of the source as part of the creative effort. Explain why this might be so and provide examples to illustrate.
Discuss the importance of integration of elements of a message with particular reference to creative appeals and brand recall.
Explain why the various characteristics of the media such as interactivity, dramatic effect or imagination are important considerations during the process of media selection.
'Despite the wonders of technology the effects on communications are evolutionary rather than revolutionary'. Explain why this is the case using examples to illustrate.
Write a job specification for media planners and media buyers, outlining the main tasks facing each.
Explain the terms reach, frequency and weight in the media-planning context. Explain what a GRP is and illustrate this in terms of TVRs.
Explain why the cost per thousand method is so flawed.
Explain how scheduling can use the ideas of continuity, fighting and pulsing.
Outline the theoretical and practical approaches to appropriation available to the marketer. Explain the difference between appropriation and budgets. In terms of setting budgets, explain why the objective/task method appeals to marketers.
Theoretical approaches continue to haunt the media planner as an ideal that is unreachable but so desirable. Explain in depth marginal analysis in the media planning context.
Explain why the advertising to sales ratio method is limited to particular contexts and cannot be used by the marketer setting budgets across the board.
The valuation of brands has finally arrived with brand equity on the balance sheet. Discuss this in relation to the view that communication is an investment rather than a cost.
Define interactivity in communications terms using examples to illustrate.
Examine the use of social media by marketers seeking to target a particular type of customer using examples to illustrate.
Examine the Internet and its relationship with intra and extranets.
Highlight the benefits of the Internet in terms of branding and relationships, illustrating with pertinent examples.
Briefly explain IMC in relation to online marketing. Use examples to illustrate the role of two online marketing communications tools such as email, search engine marketing or video.
Discuss the importance of the 'electronic frontier' in terms of technological change.
Assess the impact of the transient nature of advertising on the Internet using relevant examples.
Explain, in broad terms, the strategic options available to marketers regarding advertising on the Internet. Discuss in particular the difference between banner advertising and pop-ups and how these work in relation to click-through and web pages using examples to illustrate.
Discuss website creation in terms of design and the practical implications for navigation.
Search engine optimisation is now a key issue for any organisation, large or small, from a marketing perspective". Discuss the veracity of this statement using examples to illustrate.
Discuss the changing, dynamic role of sales promotion within the integrated communications mix and qualify this with the use of an example, industrial, trade or consumer, of your choice.
Discuss the notion of price wars in relation to promotions wars. Explain how a marketer can avoid becoming involved in such situations.
Highlight the advantages and disadvantages when using sales promotions paying particular attention to potential brand damage.
Added value is key to understanding how sales promotions should work. Illustrate the role of creativity in providing added value with examples from industrial and consumer promotion campaigns.
Discuss the objectives behind the use of sales promotions. Find examples of the objective of trial to illustrate.
Explain and explore the various types of promotion available to marketers, both consumer and trade. Choose one such type using at least one example to illustrate.
Consider sales promotions beyond the usual tactical level and discuss strategic possibilities. Discuss how this can be part of an integrated campaign.
Consider how sales promotions are implemented. Discuss this using a campaign of your choice.
Discuss evaluation of campaigns generally, explaining why it is important to be constantly vigilant when using techniques such as money-off coupons or competitions.
Outline the rationale behind co-operative marketing in terms of relationships between manufacturers and middlemen such as dealers and retailers.
Explain the difference between direct and database marketing using examples to illustrate.
Explain the overall ethics of direct marketing practice using examples to illustrate.
Outline the factors that have driven the resurgence of direct marketing in recent years and use examples to illustrate.
Explain the key role incentives play in direct response advertising and provide examples to illustrate.
Explain the workings of loyalty schemes using a specific example to illustrate.
Discuss the rationale for setting up a club such as a wine club explaining the advantages to both club owner and consumer.
Outline creative approaches to direct response copy and design.
Outline the disadvantages and advantages of each media used with direct marketing techniques.
Explain how database marketing can improve marketing performance.
Explore the issues around Internet privacy and discuss the way that regulation is likely to develop.
Distinguish between marketing PR and corporate PR. Explain, using examples, why the techniques used at both levels might be similar if not the same.
Explain how PR tools can be used on the Internet. Illustrate your answer with actual instances you are aware of, including those involving social media.
Explain what the word propaganda means and why is it such a `dirty' word. Give your considered view on the opportunities and problems propaganda may provide for PR practitioners, illustrating with examples.
Distinguish between advertising and PR in terms of control. Discuss, using examples, the very different qualities PR has to those found in other communications tools.
Comment on the notion that the internal feel of an organisation will reflect its external reality. Provide practical examples of instances where this is the case.
Explain where PR fits in the marketing communications' scheme of things.
Explain why the relationship between PR and marketing theory is best illustrated by use of the marketing theory such as that of the Product Life Cycle or Innovation Theory.
The PR Transfer Process as advocated by Jefkins is a simple but effective guideline for use by the PR practitioner when critically assessing PR problems". Discuss and illustrate.
Explain the concept of a 'public'. Choose an internal and external public and illustrate using actual examples how each could be reached directly and indirectly.
Discuss codes of ethics in PR practice using examples to illustrate key points. Explain why there are obvious and clear links to other areas of business.
Explain why organisations need to develop a culture that is innovative and participatory. Include in your answer consideration of the generation of new ideas within the organisation.
Outline the kinds of issues an organisation might wish to research in order to monitor true levels of corporate image and reputation.
In terms of the employees of an organisation, discuss why it is important to make people feel that their ideas and opinions count and why passion about the job and the organisation and opportunity to work as a member of a team matter.
The IMC concept is misleading when consideration of the corporate level is made. The acronym IMCC is more appropriate in today's competitive world." Discuss this statement in relation to the idea of 'total corporate communications'.
With reference to a particular example, explain how an organisation might seek to communicate its corporate brand identity.
Explain why an organisation might use the colours red, blue or green in its identity. Using examples to illustrate bring into your discussion consideration of shape and form and any other devices that are used for identity development.
Discuss how the creation of a new brand identity might help an organisation to steer its way through difficult as well as easy times. Explain the relationship between identity, communications and behaviour.
Examine the relationship between corporate personality and corporate image. Explain where the notion of reality comes into the picture.
Corporate reputation is said to be the result of past and present actions and results. Discuss corporate reputation.
Impression management involves strategic and tactical activity. Discuss in detail one of the tools of impression management at an organisation's disposal.
Distinguish between marketing sponsorship and corporate sponsorship. Explain why the techniques used at both levels might be similar if not the same.
Explain how the effectiveness of sponsorship can be evaluated. Illustrate your answer with actual instances you are aware of.
Explain what the word sponsorship means. Distinguish between this and other forms of communication such as advertising or PR.
Discuss how sponsorship works in theory, using examples to illustrate.
Comment on the notion that sponsorship is changing and evolving using examples of instances where this is the case to illustrate.
Discuss how different types of sponsorship can be used to reach different target audiences and achieve different objectives. Provide in your answer at least two examples of targets and objectives such as those behind sponsoring a sporting event or the arts.
Sponsorship comes in a number of forms. Explain the interface between sponsorship and other elements of the communications mix.
Cause-related sponsorship can be used to achieve very different objectives than those of sports-, arts- or media-related sponsorship. Discuss this notion and illustrate with examples.
Explain the concept of television programming sponsorship. Choose an example of such sponsorship to illustrate why an organisation might engage with this form of communication.
Discuss sponsorship practice in terms of the dangers of ambush marketing.
Discuss the difference in meaning between the terms personal communications and personal selling.
Discuss the importance of measuring sales performance. Include in your discussion examples of both qualitative and quantitative measures.
Examine how personal selling can best be incorporated into the IMC mix.
Discuss changes that have taken place in the personal selling function and the impact of relational ideas on these changes.
Outline the personal selling process, highlighting, with examples, the fundamental importance of interactivity.
Discuss the importance of closing the sale, illustrating with at least one closing method.
Write a brief account of emerging roles within the selling function taking account of the impact of new technology.
Examine the relationship between frequency and cost per contact.
Discuss the balance that can be achieved between fixed salary, bonuses and incentives and the link with motivation of salespeople.
Account for the interfaces between selling and other marketing communications mix elements.
Explain what is meant by the term 'research and evaluation' in marketing communications' terms.
Discuss other elements of the communications mix, such as sponsorship, in relation to the kinds of research that might be advocated in order to assess effectiveness.
Write a typical research brief for an fmcg brand and explain what a research company would have to put in a proposal to have a chance of getting the account.
Explain the difference between primary and secondary research in marketing communications, using examples to illustrate
Explain the difference between quantitative and qualitative (both on and offline) research in marketing communications, using examples to illustrate.
Discuss the kinds of 'off the peg' research a marketer can buy in to that is useful in marketing communications' terms.
Outline media (including social media) research issues that are relevant for today's marketing communicator.
Outline the kinds of research typical to sales promotion campaigns.
Discuss PR in relation to research, and in particular image studies.
Distinguish between qualitative and quantitative research that might be used in sales person and sales force research.
Define international communications. Examine how a historical perspective can give an insight into current day change for marketers using marketing and corporate communications.
Explain the use of the APIC decision sequence model as an aid to international integrated marketing communications.
Highlight what is likely to be different about the communications process in the international context as opposed to the domestic situation.
Briefly explain the standardisation/adaptation debate as applied to marketing communications. Explain, in broad terms, the strategic options available to marketers.
Broadly distinguish between laws and self-regulatory codes that affect company communications. Use examples to illustrate this difference in the international context.
Explain the relationship between branding and communication at the international level using examples to illustrate.
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