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Integrated Marketing Communications Strategic Planning Perspectives 4th edition Keith J. Tuckwell - Solutions
Explain the relationship between brand positioning and the development of an effective marketing communications strategy.
Evaluate the marketing situation for one of the following companies or brands. What makes this company (brand) unique and what is its differential advantage(s) compared to the primary competitors? Based on what you know of this company (brand) and what you see or hear in terms of marketing
Using a company or brand of your choosing, examine the relationship between its name, logo, and advertising slogan. Are these brand and communications ele-ments permanently entwined or can any of them change in order to build the brand’s image? What are the benefits and risks associated with any
Which answer best illustrates the relationship between marketing research, the marketing concept and marketing strategy?Marketing Strategy -> Marketing Research -> Marketing ConceptMarketing Concept -> Marketing Research -> Marketing StrategyMarketing Research -> Marketing Strategy
Briefly explain the behavioural stages a consumer passes through prior to making the decision to buy a particular product.
What is a creative brief, and what role does it play in the development of an advertising campaign?
In the context of creative planning, what is meant by the “big idea”?
Ad campaigns should have focus and aim toward an overall goal. Identify and briefly explain three specific goals a campaign may try to achieve.
How important is a positioning strategy statement, and what role does it play in creative planning?
What is the difference between a key benefit statement and a support claims statement?
Briefly explain the following creative execution terms: a) testimonial and endorsement b) tagline and slogan
Are humorous advertising campaigns effective? Conduct some online secondary research on humour in advertising and present a case for or against the use of humour.
“Lifestyle advertising strategies are ineffective because they communicate little about the product.” Is this statement true or false? Conduct some online secondary research about lifestyle advertising and present a position on this issue.
Good execution of a poor creative strategy will create positive results for the brand (company).” Is this statement true or false? Assemble some data that either support or refute this statement.
Clip an ad that catches your attention from a magazine in your household. After assessing the ad, try to determine the advertising objective, the creative objective (key benefit statement), and the creative strategy (appeal technique). Can you figure out what the advertiser intended when the ad was
Select two brands that compete directly against one another. Assess the creative strategies and creative executions used by each brand. Since both brands are trying to reach and influence the same target market using advertising, which brand has more impact on consumers? Which style of advertising
What is your assessment of each of the above strategies in terms of potential impact on the target market? Justify your position.
Assess a brand advertising campaign that features a celebrity spokesperson. Will that spokesperson have an influence on the intended target? What are the benefits and drawbacks of using a celebrity spokes-person?
What is the difference between product placement and branded content?
Briefly describe the following media terms: a) Format (of a radio station) b) Broadsheet and tabloid c) Paid circulation and controlled circulation d) Posters and backlit posters (outdoor) e) Clutter and cluster
What is the difference among a profile- matching strategy, a shotgun strategy, and a rifle strategy? What media are best suited for each strategy?
What is the difference among the following market coverage strategies: national coverage, regional coverage, and key market coverage? What media are best suited for each strategy?
Briefly describe how the timing and amount of spending vary in the following media schedules: pulse, skip, blitz, and build- up.
Briefly describe the impact of reach, frequency, continuity, and engagement on strategic media planning.
What role does CPM play in media selection? How is it calculated?
Identify two key strengths and weaknesses for each of the following media: television, radio, magazines, newspapers, outdoor boards, and transit.
In television advertising, what is the difference between a network spot and a selective spot?
How will technological advances affect media strategy and media execution in the future?
Should the budget determine the media plan or should the media plan determine the budget? Briefly explain and establish an opinion on this issue.
Is it possible to implement a rifle media strategy by using television advertising? Justify your position by providing branded advertising campaigns that are scheduled effectively or ineffectively on television net-works and channels.
Assuming you can’t have both high reach and high frequency, under what circumstances should reach take precedence? Under what circumstances should frequency take precedence? Be specific and provide examples.
Given the nature of Canada’s population and where the bulk of the population is located, when is it practical to implement a national media campaign? When do regional media campaigns or key market media campaigns make economic sense?
Assume you are about to devise a media plan to launch a new luxury automobile (such as a BMW, Audi, Lexus, or Infiniti). The new model is a very sleek-looking sporty car. The target market is males aged 35 to 49 living in urban markets. What media (be as specific as possible) would you use to reach
What is the difference between direct marketing and direct response advertising?
What is the difference between a solo direct response campaign and a cooperative direct response campaign?
Identify and briefly explain how dimensional mail is different from other forms of direct mail.
Identify and briefly explain the various direct response television alternatives.
What is the difference between an insert and a tip- in?
What is the difference between inbound telemarketing and outbound telemarketing?
What are the major forms of direct response advertising?
Explain the concept of data mining. What impact does data mining have on marketing and marketing communications?
What is the role of the list broker in direct response advertising?
What are the differences among a response list, a circulation list, and a compiled list?
Briefly explain two advantages and two disadvantages of direct mail advertising.
Identify and briefly explain the components of a typical direct mail piece. .
Will direct response communications play a more significant role in the marketing communications mix in the future? Through secondary research, identify those factors that will encourage or discourage the use of direct response communications and formulate your position on the issue.
Direct mail advertising remains a popular medium for many profit-based and not- for- profit organizations. Why? What are the benefits and drawbacks of using direct mail? Identify some organizations that success-fully use direct mail advertising to help achieve their marketing goals.
What is behavioural targeting, and how is it applied in online marketing communications programs?
Briefly explain the following email advertising terms: a) Permission- based email b) Sponsored email c) Opt- in list d) spam
What is a cookie, and what role does it perform in online communications and marketing?
What are the primary marketing and marketing communications roles that the Internet can provide marketing organizations? Identify and explain each role briefly.
In the context of online marketing communications, briefly explain what viral marketing is. Is it a worth-while pursuit for marketing organizations?
Explain the following terms as they relate to online advertising: a) Impressions b) Clicks c) Click rate d) Visits.
What is banner advertising, and how does it work?
What does rich media refer to, and how does it work? What does streaming media refer to
Briefly explain how an online advertising sponsorship works. What benefits does it provide? Illustrate the benefits with some examples.
Identify and briefly explain two advantages and two disadvantages of Internet- based advertising.
What future lies ahead for email advertising? Will it continue to grow, or will consumers and businesses turn away from it? Conduct some online research on the issue and present a brief report on your findings.
“Persistent invasions of consumer privacy will be the undoing of online advertising.” Is this statement true or false? Conduct some online secondary research on this issue. Report on your findings.
Visit some commercial websites of your choosing. Evaluate these websites in terms of their ability to achieve certain marketing and marketing communications objectives such as building brand image, offering incentives, generating leads, and providing customer service. Are communications on the
Assess how consumer goods marketing organizations are using social media communications to their advantage. Can it be an effective medium for building relationships with customers?
Will consumers accept or reject the notion of delivering advertising messages via cell phones and other portable devices? Examine the issues surrounding this emerging practice and formulate a position on the matter.
Is it possible to launch a new product using online communications as the primary medium for creating awareness and interest? What strategies would be necessary to make such a plan work?
What is the difference between a pull strategy and a push strategy, and how do sales promotions complement both strategies?
What is the objective of a consumer premium offer, and when is the best time to implement such an offer?
What are the benefits and drawbacks of loyalty promotions?
How do trade allowances, performance allowances, and cooperative advertising funds complement each other when implementing a trade promotion plan?
Briefly describe the following trade promotion terms: a) Spiff b) Dealer premium c) Collateral materials d) Point- of- purchase material
Briefly explain how sales promotion strategies are integrated with advertising strategies. Why is such integration essential?
In sales promotion planning, what is meant by logistics and fulfillment?
Briefly describe the following consumer promotion terms: a) Redemption rate b) In- pack self- coupon c) Cross- ruff d) Instant- win promotions e) Slippage f) Bonus pack
What types of coupon distribution are appropriate for the early stages of the product life cycle? What distribution is appropriate for the later stages? Why?
What are the benefits and drawbacks of a free sample offer?
What elements contribute to the success of a contest offer?
Assume you are a brand manager launching a new snack food or confectionary product. What balance would you recommend among consumer promotion, trade promotion, and media advertising? What specific sales promotion activities would you recommend? Justify your choices.
Conduct some secondary research on consumer and trade promotion budgets and spending patterns in various industries. Is there undue pressure placed on marketing organizations to spend more on trade pro-motions and less on other activities? Does the situation vary from one industry to another?
A common criticism of consumer premium offers is that they only encourage temporary brand switching. Once the offer is over, consumers switch back to their regular brand. Therefore, in the long run, the promotion will not contribute to sales objectives. Conduct some secondary research on this issue
Consumers could be suffering from “loyalty promotion fatigue.” Conduct some secondary research on loyalty promotions to find out how organizations view loyalty promotions. Do loyalty promotions provide real benefits to consumers and the sponsor? What are the elements that make a loyalty
What forms of sales promotion are best suited for the following brands? Justify your position. a) Secret deodorant b) Quaker Chewy Granola Bars c) Blue Mountain Resort (or any similar ski or golf resort) d) Valvoline motor oil e) Gatorade f) New Balance running shoes
Evaluate the sales promotion strategies employed by Canadian Tire. What marketing and marketing communications objectives do they meet? How effective are the programs? How does Canadian Tire integrate sales promotions with other components of its marketing communications plan?
Evaluate the sales promotion strategies used by Tim Hortons. What marketing and marketing communications objectives do they meet? How does Tim Hortons integrate sales promotions with other components of the marketing communications mix?
Automobile manufacturers have used rebate programs for years to provide consumers with an incentive to buy (and buy now!). Is this an effective sales promotion strategy? Conduct some secondary research on rebate incentives and develop some kind of cost– benefit analysis for using this form of
What are the essential differences between media advertising and public relations communications?
Identify and briefly explain the role of public relations in the following areas: a) Corporate communications b) Reputation management c) Product publicity d) Product seeding e) Community relations
What is the difference between product placement, branded content, and product seeding?
What are the key elements of a public relations strategy?
What is a media kit, and what role does it serve?
What are the roles of special interest newsletters and special interest reports that are distributed by companies, organizations, and associations?
Public relations effectiveness is measured based on outputs, outgrowths, and outcomes. Briefly explain each form of measurement.
What are the advantages and disadvantages of using public relations as a marketing communications medium? Briefly explain.
Considering the nature of the business environment today, do you think that public relations will play a more significant role or less significant role in future marketing communications strategies? State your position and justify it, based on your vision of the future business environment.
What is your opinion of the newer PR techniques such as product placement, product seeding, and social media communications? Will these techniques continue to grow in importance as PR tools? Review the IMC Highlight: Special Events and Social Media Create Buzz for Brands for essential insights into
What role will social media play in future public relations practice? Will it change the very nature of the way an organization communicates with its publics? Conduct some secondary research on this issue and formulate an opinion on it.
Conduct some secondary research that involves an organization using public relations strategies to launch a new product. How important was public rela-tions in the marketing communications mix? What were the objectives of the public relations effort? Was the plan effective in achieving its goals?
Identify two different companies that compete with each other (Coca- Cola and Pepsi- Cola, Nike and Adidas, and so on) in the same industry or markets. Analyze the information they provide on their Facebook pages in terms of public relations value. Are these companies maximizing the potential of
Visit a company website of your choosing. Usually, there is a link to the press release section of the site. Review that company’s five latest press releases. What subject matter did they deal with? Try to determine how the company uses public relations to its advantage.
Briefly explain how experiential marketing is different from other forms of marketing communications activities. What benefits does it offer?
Developing the event concept is the initial stage of planning an event. What are the key decision areas in this stage? Briefly explain each.
Designing the event is the second stage of event planning. What are some of the key decision areas in this stage? Briefly explain each.
Briefly explain the purpose of the following planning tools: a) Timeline chart b) Run sheet 12.
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