Integrated Advertising Promotion And Marketing Communications 8th Edition Kenneth E. Clow, Donald E. Baack - Solutions

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How can we build our own mailing lists?
What are the five types of secondary data available to direct marketers?
List five uses of market research.
List five characteristics of a good questionnaire.
What are the two broad types of original research?
What are the two broad types of marketing research?
Where is information available?
What information do we need to acquire in business-to-business markets?
What are the two broad types of data we need in consumer markets?
What is the benefit of segmentation?
What is the value of customer data?
Consider the five stages of communications planning in delivery of a retention programme.Gather and analyse marketing material which you think attempts to deliver against each of the five stages. How effective do you think they are in encouraging loyalty?Explore how the retention process might work
List and critically assess five loyalty building techniques.
What are the five elements of the communications planning process in delivery of a retention programme?
According to Price Waterhouse, a 2% increase in retention will reduce cost by how much?
What are the two types of customer communications?
Discuss the importance of measuring customers’ satisfaction levels.
Why is it important to encourage dialogue with customers?
What are the five stages of a retention programme?
Why should companies encourage complaints?
What do customers value in a relationship with a company?
What are the five things a company should do before investing in a loyalty programme?
List six factors that make customers loyal.
Describe the role of the database in evolving a retention strategy.
Where does profit come from? Describe the contribution of retained customer to cost revenues and profit.
List three companies you would recommend to friends or family.Why are you happy with their service? How do they provide you with satisfaction? What are the characteristics of these companies and how do they deliver added value?Now list three companies with which you are dissatisfied. What has
What is added value?
What factors must we consider when deciding the optimum point of profit?
Describe the sequence of allocating marketing communications budget.
Why is it important to target existing customers first?
What is the guard file? Why is it advisable to run a print version of this control mechanism?
List the four stages in the production of communications material.
List two broadscale media and two targeted media.
List the decision we must make when identifying our target market.
List five objectives for a direct marketing campaign.
What does the acronym SMART stand for?
Throughout the book I will draw on experiences in my career as a direct marketing specialist. It will be very useful for you to start your own case file.To start this process, I would like you to collect three or four direct response advertisements from the press or from magazines. Follow their
What are the three benefits of budgeting in marketing communications planning?
What is junk mail?
What is Pareto’s principle and how is it used in customer analysis?
Why do direct marketers test?
What are the four key objectives of marketing communications?
List five major applications of the customer databases.
What were described as the two major barriers to the introduction of customer databases?
What is the contribution of market research to the direct marketing process?
Explain briefly the role of information in the delivery of direct marketing.
What is Moore’s law?
What are the reasons for the growth of direct marketing? How has IBM benefited from the use of a direct approach to customers?
What are the key differences between direct and traditional marketing?
Define direct marketing. What are its links to traditional marketing?
What roles do social media and hand-held technologies such as smart phones play in today’s marketing environment?How will they evolve in the future?
What roles do “emotions” and “logic” play in the Spych approach to marketing communications?
Compare the concepts used by Spych with the terms“behavioral response” and “attitudinal response.”
Would the concepts used to measure marketing success match with the message evaluation methods presented in this chapter? Why or why not?
Which behavioral evaluations would be most useful for evaluating the healing project campaign?
Which digital and social media metrics would you use to evaluate the campaign? Explain why.
Describe how cognitive neuroscience could be used in developing and evaluating the healing project campaign.
Describe how advertising tracking research could be used to evaluate the Vaseline Healing Project commercials.
What message evaluation techniques could be used in evaluating the Vaseline Healing Project advertising campaign?Be specific.
Access the specific information on the AG Analytics website related to advertisement evaluation(aganalytics.dk). What is involved in the process?How much of the evaluation should have already been considered by the potential client? What questions would you want AG to address if you were a
Ipsos-South Africa (www.ipsos.co.za) is an advertising research firm with a high level of expertise in ad testing and measurements. Access the company’s products and services. What services are offered?When could the various services be used to evaluate marketing and advertising campaigns? Be
In some Asian countries, it is improper to talk about oneself. Therefore, people often are too embarrassed to answer questions about feelings and emotions. Those who do answer the questions would tend to provide superficial answers. Explain the advantages of a simulated purchasing test methodology
A clothing manufacturer spends $6 million on trade promotions and $3 million on consumer promotions.How would you measure the impact of these expenditures?If an agency were hired to manage these expenditures, what type of measures would you insist the company utilize?
Are sales figures important when evaluating integrated marketing communications? How should marketers use hard data such as redemption rates, response rates and store traffic in the evaluation of marketing communications? In terms of accountability, how important are behavioral measures of IMC
Use the following data to calculate the appropriate percentages for a sales funnel efficiency analysis of a banner ad campaign. The average click-through rate for banner ads is 0.5 percent. There were 40,000 visits/impressions and 450 click-throughs. 260 browsed products on the website, 225 placed
Organize a small focus group of four or five other students in your class or individuals you know. Pick a daily newspaper and identify a group of competing print ads. Are there common features? Which ads are more effective and why? Write a summary of the evaluation of the ads and criteria used.
As a marketing professional, what instructions might you give a social influencer in private to support your brand?
How could a set of guidelines to control the actions of bloggers and other influencers?
Do you consider the use of social media influencers to be a fair marketing tool? Defend your answer.
What role should the government play in controlling social media influencers?
What role should advertising and marketing communications play in explaining the health benefits of basic products such as yogurt?
What ethical or moral guidelines, if any, did Dannon violate?
Do you agree that the term “clinical studies show” is significantly different from “scientifically proven” or “clinically proven”? Should the judge have been more specific about what wording could or could not be used?
Could Dannon’s executive team have avoided such an expensive outcome? If so, how?
How do the concepts of deception, puffery, and substantiation apply to this case?
Access the “Ad Alerts” section of the ASASA website.Look through the recent cases the ASASA has highlighted.Find two of interest to you. Investigate the situation and the problems with the advertisement.Based on your own judgement, what might the outcome be?
Access the Advertising Standards Authority of South Africa (ASASA) website at www.asasa.org.za. Locate the “Rulings” section. Look through the recent cases the ASASA has investigated. Find two of interest to you. Write a report about each case, discussing the issues and the findings of the
Access the CASE website again. In the “Company Alert” section of the site, select one of the businesses that are featured. Read the information for that business. Provide a screenshot of the report or save it as a file. Evaluate the business based on the report provided and discuss its
The Consumers Association of Singapore (CASE)is a not-for-profit, non-governmental organization that has the responsibility of protecting consumers in Singapore.Access their website (www.case.org.sg)find the case study section, and write a short report on CASE rulings in these examples.
Access the ASA website (www.asa.org.uk) and locate the “News” section. Read through the list of recent news items. Find two that are interesting to you. Write a brief report about each case and comment on the benefits to either consumers or businesses. Provide the URL for the two news items in
The Advertising Standards Authority (www.asa.org.uk)regulates advertising in all media in the United Kingdom and is responsible for applying advertising codes.They also handle complaints and check advertising to ensure they are not misleading, harmful, or offensive.Each year, the ASA releases a
Access the UAE consumer rights website (www.consumerrights.ae) Access two of the following components of the site. Explain the consumer rights involved and compare it to those of another country.a. Refundsb. Complaint Handlingc. Prices, tags, and store signsd. Damaged goodse. Shopping advice
The Australian Competition and Consumer Commission(ACCC) has the responsibility of enforcing compliance with the Australian Competition & Consumer Act (2010) as well as a range of fair trade and other consumer protection legislation. At the state level, there are other organizations with similar
The Advertising Standards Council of India is the primary agency that oversees advertising and other marketing-related communications. Access the website at www.ascionline.org. The ASCI is a proactive user of social media. Choose one of the current stories featured and write a short report on it.
Do you believe that ethics can be learned, or is it something an individual has internally? Why or why not? Suppose a company has hired you to teach ethics to its employees. Discuss the concepts of hedonism, homeostasis, law, religion, and common sense as it would relate to teaching a seminar to
What is stealth marketing? Do you believe stealth marketing is an ethical marketing practice? Why or why not? Under what circumstances would it be acceptable for a brand to use stealth marketing?Explain.
What is ambush marketing? Describe each type of ambush marketing that can be used by brands. What are your thoughts about ambush marketing? Is it unethical? Why or why not? Which forms of ambush marketing do you believe are legitimate? Why?
You have seen advertisements by attorneys and medical professionals. Discuss your opinion about these advertisements. Do you think ads by attorneys just increase the number of lawsuits and bankruptcies?Why do medical professionals such as doctors and dentists advertise? Does it affect your opinion
Using sex to sell products is another area that many consumers find offensive. Locate two print ads or ads on television that are highly sexual in nature, one that you consider offensive and one that you consider to be appropriate. What makes the difference? Are there too many ads that use sexual
What is your opinion of alcohol and tobacco advertising?Should alcohol and tobacco companies have the same freedom to advertise as other product manufacturers?Do you think it is a danger for children to see alcohol or tobacco ads? Does it influence their desire to use these products?
Think about advertisements you have seen or heard recently and identify one that you believe is offensive.Why was it offensive? Why do you think the advertiser ran the ad if it is offensive? Do you think offensive ads can be effective? Why or why not?
Advertising does increase the cost of goods and services, but a common defense is that advertising provides people with knowledge about availability of products, which allows consumers to make more intelligent decisions. Do you think this is a valid defense of advertising? Why support the
One of the criticisms of advertising is that it causes people to buy more than they can afford. Each year, a large number of people in United States declare bankruptcy, often because they have overspent. Do you agree that advertising causes people to buy more than they can afford, or is advertising
Advertising directed toward children remains a hot topic among parents and educators. Many feel that advertising unfairly targets children and creates materialistic desires. By the time a child is three years old, she already knows many brands of products, such as McDonald’s. What is your opinion
One of the industries closely watched by the FTC is the weight-loss industry. Find three advertisements from magazines, newspapers, or television that deal with weight loss. What claims were made? Do you believe the claims are truthful and legitimate? How do you, as a consumer, distinguish between
Should grossly misleading advertisements be stopped before they are ever broadcast or printed? What are the checks and balances in place in your own country to perform this task? Is it a fool-proof system?
Manufacturers of processed foods need to pay particular attention to ensuring that full ingredients are listed on the packaging. These need to be accurate and list the ingredients in order of their weight or contribution to the overall volume of the product.Some products need to be marked as
Name the three types of ethics programs that can be used to help marketing professionals cope with moral challenges.
What is stealth marketing? How does it create an ethics debate?
Describe all of the forms of ambush marketing.

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