International Marketing 1st edition Daniel W. Baack, Eric G. Harris, Donald Baack - Solutions

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Why might an advertiser use a mixed media approach?
Select an ad from an earlier chapter in the book. What do you believe is the sponsor's advertising and message strategy? What is the ad's boom factor?
What are the important things to remember about making a presentation?
What are the most important elements of a creative brief?
What are the elements of message strategy and how does it differ from advertising (or creative) strategy?
What quality characterizes the two main styles of thinking?
What are the four roles of the creative process? Have you played these roles in preparing a term paper? How?
What is the difference between a strategy statement and a big idea? An advertising strategy is a statement of direction consisting of four elements: the target audience, the product concept, the communication media, and the advertising message. This is usually presented as a multiple page brief.
What is a layout? What is its purpose?
What guidelines can you cite for preparing an ad in a foreign language?
What are the steps in the design process for a print ad?
What color is white space?
What kind of headline does the ad from question 4 have?
What is a storyboard and what is its role?
Give examples of television spots that typify the eight major types of television commercials.
What are some ways an advertiser such as McDonald's could use digital media to enhance its IMC program? Explain.
What is the primary role of the print production manager?
What does copy casting mean? Explain how it is done.
What is a halftone? Why is it important, and how is it produced?
How are color photographs printed? What are the potential problems with printing color?
What are the advantages and disadvantages of animation?
What leads to the greatest waste of money in TV commercial production? Explain.
When is it better to use film and when is it better to use videotape? Why?
What are the most common forms of digital media? How do they differ from media in the past?
If you worked in the advertising department of a premium-priced furniture manufacturer, would you recommend magazine advertising? Why or why not?
How could a local newspaper use an online database service or the Internet to help itself or its advertisers?
If you were the advertising manager for a magazine aimed at senior citizens, what advantages would you cite to potential advertisers?
What is the importance of the Audit Bureau of Circulations?
Why do retailers advertise so heavily in local newspapers?
How can advertisers improve the selectivity of their newspaper ads?
What factors should advertisers consider in deciding among several local papers (including dailies and weeklies)?
Should national advertisers be charged a higher rate than local advertisers? Support your position.
Should agencies be liable for their clients' advertising bills? Why or why not?
What is the significance of day parts in radio and TV advertising? What are the best day parts for each?
What steps can advertisers take to overcome zipping and zapping?
Why has advertising on network TV become less desirable in recent years?
In what ways is cable TV's selectivity a strength? A drawback?
What are the various ways to buy broadcast television time?
How can TV be best used in an integrated marketing communications program?
How can radio be best used in an IMC program?
What is the difference between average quarter-hour and cume audiences? Which is the better?
How did the Internet evolve to its present status as an advertising medium?
What are the different ways of advertising online?
What are cookies, and what are they used for?
What are the different ways Web publishers charges for advertising?
How would you describe the advantages the Internet offers advertisers over traditional media?
What is the importance of interactive media to small advertisers?
What is the difference between out-of-home media and outdoor advertising?
How does specialty advertising differ from premiums? How could a local computer store use these media, and which would be better for the store to use?
Why is outdoor advertising sometimes referred to as the last mass medium?
Is outdoor an effective advertising medium for a local political candidate? Why?
How do gross rating points for outdoor media differ from GRPs for electronic media?
What is a brand train and what advantages does it offer over less expensive forms of transit advertising?
Which are the exhibitive media and why are they called that?
What is the principal benefit of trade shows and exhibitions?
Do you believe the goal of protecting children justifies banning advertising for legal products? Which products specifically?
Should ads in spillover media be censored for sexually explicit content? If so, who should the censors be, and what specifically should they prohibit?
What alternatives might be available to fight teenage smoking, drinking, and sexual promiscuity besides banning advertising for legal adult products?
Who are a company's best prospects for additional sales and profits? Why?
Why is there a trend away from push strategies and toward pull strategies?
How could you use direct-mail in an integrated marketing communications program? Give an example.
How should a large insurance company view integrated marketing communications?
What are the basic strategic and tactical decisions that direct marketers face?
How can an advertiser use a newspaper for direct-response advertising?
What distinct communications functions do salespeople provide?
What are the three things salespeople must do to build relationships?
What are the main purposes of sales promotion?
Why is trade promotion controversial?
What are the most common pull strategies? Which would you use if you wanted to launch a new soft drink?
Voters want information that helps them distinguish between two political candidates. Is there a way to communicate this information without being negative?
Some critics would like to hold political advertising to the same regulations as commercial advertising. Would you agree with this? In addition, how would you justify it in light of the First Amendment and our heritage of free political speech?
How does public relations differ from advertising?
What is the purpose of recruitment advertising? Why is it under the domain of corporate advertising and public relations?
How is the perspective of advertising practitioners different from that of PR professionals? How is marketing public relations used?
What is the role of public relations in relationship marketing and integrated marketing communications?
What are some activities used in reputation management?
Why is it important to establish a crisis-management plan? What types of companies are most likely to need one?
What types of sponsorship activities are available to marketers today?
Which sponsorships are likely to offer the best return on investment, and how can that be measured?
What are the various types of corporate advertising? Describe them.
What is the purpose of corporate identity advertising?
Define international marketing and marketing. What is the difference between them?
Describe how language might influence marketing.
Compare and contrast economic systems with political and legal systems.
Define sustainability.
What are the five stages for leveraging sustainability?
Define cultural relativism and the justice approach to ethical issues.
What components are included in the promotional mix?
Define a market and give an example.
What is the difference between needs and wants?
What is the market segmentation process?
What is the relationship between positioning and differentiation?
The marketing mix is manipulated to meet target market needs and wants. How might the following companies use this process to satisfy consumers?
There are four main drivers of globalization: 1) Channels of Communication, 2) Lower Transportation Costs, 3) Immigration and Emigration Patterns, and 4) Governmental Actions. How have these forces influenced your own life? Consider both your social life and your interaction with businesses.
Identify differences, in simple terms, differences in the factors creating international marketing complexity for the following countries. These factors are culture, language, political and legal systems, economic systems, and infrastructure.
Sustainability is increasingly viewed as a potential driver of firm success. What are the implications of this perspective? Incorporate the framework into your answer.
Define the terms market economy, planned economic systems, and mixed systems.
Describe exporting and note which makes exporting the lowest cost, risk, and level of control international marketing option.
How is licensing different from exporting?
What are the features of a franchising arrangement?

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International Marketing 1st edition Daniel W. Baack, Eric G. Harris, Donald Baack - Solutions

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