Marketing Communications Integrating Online And Offline Customer Engagement And Digital Technologies 8th Edition PR Smith, Ze Zook - Solutions

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Check whether the agency care for their staff (and do their staff leave or stay) – how do they avoid staff burnout and deal with mental health, the gender pay gap, diversity, parental leave and the#timeTo campaign against sexual harassment?
Check the agency’s references. References from past clients must also be requested.
What are the agency client retention rates?
Is the agency GDPR compliant if any campaigns integrate with data collection?Note the research agency will be the data controller or joint data controller.
What is the agency’s ‘purpose’ beyond making money? Ask what feedback comes from their staff and client exit interviews.Ask do they have a learning and development plan for staff – what does it look like? How many days training per staff member per annum? Do not allow soft answers such as
What is the agency process (not just a bunch of arrows in a fancy PowerPoint slide)?How does it intend to allocate resources(time and people) to particular aspects of the campaign, including planning, concept development, testing and evaluation, etc?This helps in making interesting comparisons with
How much experience does the agency have in marketing integration (particularly with the tech stack)?
Does it have a good track record? Do clients stick with it and place repeat business with the agency? If not, why not?
Are we a small fish in a big pond? Is it too small or too big for us? Do we have contact with the principal partners? Will it fire us if a competitor offers it a bigger account(should we insist on a five-year contract)?
Is the agency agile – can they adapt quickly if results not coming in? Can they make changes in real time?
How will it measure its effectiveness?High-performing agencies measure their results constantly – do this agency?
How is my ‘investment’ going to be returned? (This should feature prominently in the agency’s pitch.)
Does it display cost-consciousness?
How does it allocate resources in the planning, testing and evaluation process?
What will it charge? And on what basis?How much time will it spend on the account?
Is it international? Can its headquarters force it to resign the account should it decide to seek business in the same industry overseas?Alternatively, can it take on a lot of our coordination work through its own international management network?
Is it full-service, or does everything get subcontracted out? How much integration experience with above-, through- and below-the-line as well as online does it have?
Who will work on our account? Will the pitch team be involved? Are the people who worked on the case histories still with the agency? How stable will our account team be? Are we likely to get on together(chemistry)?
Does it know the best media to use? Will its media-buying skills make my budget go further?
Has it got strong research and planning capability?
Has it got creative flair? Does it win awards?Does it suggest new ideas?
Does the agency understand and use Big Data, AI, IoT, AR, VR, marketing automation, chatbots?
Have they got a great solution to the problem/challenge/issue?
Does the agency really have a feel for my product and market? Does it really understand my brand’s situation and potential?
Do customers see things differently on their mobile?
What percentage of your visitors view your site on a mobile?
When is the best time to post content and engage customers?
Which ones bring you the best traffic (that converts to say repeat sales)?
Which routes or channels bring you the most traffic?
How many pages are ideal during a visit?
What stage are your visitors at in the buying process?
Did customers move between online and offline?
How many channels do your visitors use and how long do they stay?
How do customers buy – what is their online journey/what route did they travel (eg from Facebook to website or email to website)?
Will marketers always need websites (or even landing pages) or will AI and the many communications channels we have allow direct, personalized messaging to answer all our needs (and sometimes even before we realize we need it)?
Voice search has been around for some time now, yet, it still has not galvanized into mass use. Put forward a vision as to the type of conditions you think will accommodate it to achieve mass adoption.
Websites are likely to be superseded by landing pages for niche consumer brands. Outline whether you agree with this and state your rationale if you do not.
Do any of the seven design variables of packaging ever clash with the four basic functions of packaging? If yes, explain how, with examples. If no, explain how they all support each other, with examples.
With the advent of RFID, Bluetooth, NFC chips and IoT, how do you believe the future of packaging might unfold?Give clear examples.
Discuss the merits and demerits of the importance of vibrant packaging of an FMCG product when competing for shelf space in a national chain store.
If ‘retail is theatre’ what does this mean for virtual worlds experiences?
Shopping malls and high street changes – will we see more social spaces that are non-commercial in the shopping malls and high streets? Is this a threat or an opportunity for retailers? Discuss both options.
How effective will the integration of the metaverse be for B2C and B2B brands in the not-so-distant future and how might this reconfigure business models?
If you are running a virtual world event in the metaverse, how can you leverage the event to get more publicity?
You have newly been appointed CEO of an SME based in Paris and you have to sign off an exhibition strategy for your presence in the medical instruments industry. How will you set the objectives for the event?
Exhibition tactics are more impactful than strategy. Discuss
Direct mail delivered to your home or office can break through the clutter of noise (other emails, messages, ads)if it is creative and cost-effective. Explore and list examples of (a) creative direct mail campaigns that have worked and (b) future possible campaigns.
Integrated systems are a key component in successful direct marketing campaigns. Outline some of the critical challenges necessary to integrate systems such as social media’s unstructured data needing to be utilized with CRM structured data.
Predictive Analytics, when harnessed correctly, have the potential to evolve not just the marketing element of an organization but the whole business. Discuss.
Sales promotions can boost sales and brand value, but equally they can damage the brand. How? List examples of sales promotions that have gone wrong.
Chat GPT is an AI tool that will enhance marketers’ skills but it will also make some of them redundant, particularly in content marketing and sales promotions. Do you agree or disagree? Explain why, or why not.
What are the key ingredients of a content marketing strategy, and how do they work?
Sponsorship has less message control than advertising but more message control than PR. Do you agree or disagree? Explain why.
How did the pandemic force marketers to think about sponsoring gaming?
What are they and how do they align with other elements of the communication mix?
As the very nature of sponsorship is evolving, how are sponsorship objectives commonly set?
PR is more than press releases. There are many publics in public relations. Do you think these publics are similar to (a) the stakeholders we mentioned elsewhere in this book, and (b) the broader business perspective discussed in ‘Industry 5.0’, page 14? Explain your answer.
Credibility in PR can be bolstered by CSR. What is CSR and what is its association with the PR department?
A picture tells a thousand words. What is the significance and potency of this to PR?
In the last century advertising was great for building awareness levels but not so much for actually making people get up and buy a product after seeing the ad. This century advertising can do both, i.e. build awareness and trigger an immediate purchase. Is there anything that advertising cannot do
The Advertising Strong Theory will become largely irrelevant as AI becomes much more prevalent all marketing fields. Discuss
Advertising engines that monitor people’s emotional states based on their search queries may cross the ethical line of acceptance for a post-millennial generation but not for others. Summarize both points of view.
How can AI be used in telesales to help marketing?
Salespeople make sales but they also gather critical information. What information would you want your salespeople to share with you?
What is key account management and what are some of the critical stages towards its development?
There are many planning frameworks and methodologies; what do you particularly like about the SOSTAC®planning methodology?
What is the difference between strategy and tactics?
Why bother planning? Why not spend the time making more sales? Why do you need a plan?
AI can save humanity (and ecosystems). AI can destroy humanity. How can you ensure AI helps the world?
How can all organizations embrace sustainability?
The PESTEL variables can affect customer buying behaviour. How is PESTEL analysis different to customer analysis?
How can we avoid making a massive marketing mistake when entering international markets?
Can a single brand satisfy a global market when we have so many cultural idiosyncrasies?
What is the worst kind of cultural insult a brand has ever made in an overseas market? Research and present the worst example you have found to your colleagues.
How might AI enhance client/agency relationships?
Can the FANG large platform companies be stopped from becoming the dominant global communications agencies of tomorrow?
How might an ad agency really use AI in a very creative way?
What impact will AI have on creative departments and production departments?
Check whether the agency care for their staff (and do their staff leave or stay) – how do they avoid staff burnout and deal with mental health, the gender pay gap, diversity, parental leave and the #timeTo campaign against sexual harassment?
Check the agency’s references. References from past clients must also be requested.
What are the agency client retention rates?
Is the agency GDPR compliant if any campaigns integrate with data collection?Note the research agency will be the data controller or joint data controller.
What is the agency’s ‘purpose’ beyond making money? Ask what feedback comes from their staff and client exit interviews.Ask do they have a learning and development plan for staff – what does it look like? How many days training per staff member per annum? Do not allow soft answers such as
What is the agency process (not just a bunch of arrows in a fancy PowerPoint slide)?How does it intend to allocate resources(time and people) to particular aspects of the campaign, including planning, concept development, testing and evaluation, etc.?This helps in making interesting comparisons
How much experience does the agency have in marketing integration (particularly with the tech stack)?
Does it have a good track record? Do clients stick with it and place repeat business with the agency? If not, why not?
Are we a small fish in a big pond? Is it too small or too big for us? Do we have contact with the principal partners? Will it fire us if a competitor offers it a bigger account(should we insist on a five-year contract)?
Is the agency agile – can they adapt quickly if results not coming in? Can they make changes in real time?
How will it measure its effectiveness?High-performing agencies measure their results constantly – do this agency?
How is my ‘investment’ going to be returned? (This should feature prominently in the agency’s pitch.)
Does it display cost-consciousness?
How does it allocate resources in the planning, testing and evaluation process?
What will it charge? And on what basis?How much time will it spend on the account?
Is it international? Can its headquarters force it to resign the account should it decide to seek business in the same industry overseas? Alternatively, can it take on a lot of our coordination work through its own international management network?
Is it full-service, or does everything get subcontracted out? How much integration experience with above-, through- and belowthe-line as well as online does it have?
Who will work on our account? Will the pitch team be involved? Are the people who worked on the case histories still with the agency? How stable will our account team be? Are we likely to get on together(chemistry)?
Does it know the best media to use? Will its media-buying skills make my budget go further?
Has it got strong research and planning capability?
Has it got creative flair? Does it win awards? Does it suggest new ideas?
Does the agency understand and use big data, AI, IoT, AR, VR, marketing automation, chatbots?

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Marketing Communications Integrating Online And Offline Customer Engagement And Digital Technologies 8th Edition PR Smith, Ze Zook - Solutions

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