Questions and Answers of Marketing Strategy

What is a subhead’s job?
Body copy can be broken down into three specific areas. What are they, and what needs to be expressed in each one?
What affects copy’s overall length?
What is the difference between an emotional and a rational copy tone of voice? What factors determine choice?
Why is it important that the visuals and layout styles used in an ad match what is said in the copy?
Why are guarantees considered interactive devices?
How does an advertising agency use the marketing plan, creative brief, and copy and layout to sell the final idea to the client? What are the steps?
How is an IMC campaign different from a traditional campaign?
What role does the media plan play in campaign development?
How is the key consumer benefit employed in an IMC campaign?
What needs to be considered to ensure an IMC campaign is consistent and cohesive across multiple media?
Why would a brand use single-view ads?
What is the promotional mix, and why is it important to have a synergistic mix in an IMC campaign?
Why are synergistic visual and verbal elements important to IMC?
There are four types of campaigns discussed in the text. What are the characteristics of each type, and when should each be used?
For a campaign to be successful, why is it important to have both visual and verbal uniformity?
What is the difference between a spokesperson and a character representative? Define the different options. When should each be used if at all?
What is public relations, and how is it used in an IMC campaign?
How is marketing public relations different from traditional public relations?
What are the external vehicles employed by public relations?
What are the internal vehicles employed by public relations?
What strengths does public relations have when used as a marketing tool?
How does public relations employ a two-way dialogue with consumers? Why is this so important?
How is public relations best used in an IMC campaign?
Define and explain the difference between these terms: publics, shareholders, and target audiences.
When is the best time to use newspaper?
What are the differences/similarities between mass media and niche or alternative media?
What is retail advertising and how is it used in an IMC campaign?
What other media could also be defined as retail advertising?
Why is displaying prices so important in newspaper advertising?
To make a sale, newspaper advertising must instill a sense of urgency. In what ways can this be accomplished?
How are coupons used to bridge the gap between newspaper and sales promotion? What are the strengths of their use?
How does newspaper advertising help IMC be more consumer focused?
There are numerous pros and cons to using newspaper advertising. Define and explain each.
Explain the strategy behind using newspaper in an IMC campaign.
What is cooperative advertising? How can it help move or highlight a brand?
How can newspaper be made more interactive and engaging?
Why is it important to evaluate the results of an IMC campaign?
Define magazine advertising.
Why should prices be avoided in magazine advertising?
There are several categories of magazines. Define each.
How does magazine advertising help IMC be more consumer focused? Define importance.
Why are magazines considered highly targetable?
How does magazine advertising build brand loyalty?
Why is it difficult for advertising to develop a dialogue with the target audience?
What brands are best suited to use magazine advertising and why?
When should brands consider using magazine advertising?
What are some of the ways to make magazine ads interactive?
When is using magazine advertising a bad choice?
What are the pros and cons of using magazine advertising in an IMC campaign?
What is the strategy behind using magazine advertising?
What should be avoided and what should be included in magazine advertising?
What are some of the ways to turn a one-way monologue with the target into a two-way dialogue?
What components should be included and avoided in magazine advertising?
What copy and design elements should be included in magazine advertising? Explain how to involve the target.
How is cooperative advertising used in magazines?
What are the strategic uses of radio advertising in an IMC campaign?
Why is radio considered handicapped when compared to other media vehicles within the promotional mix?
Explain the diversity of radio advertising’s voice.
How can radio be personalized?
To strengthen radio’s verbal ties to other ads in the media mix, what elements need to be repeated?
Radio is considered a passive medium. How can it be made more interactive?
How does radio advertising help IMC be more consumer focused?
What are the pros and cons associated with radio advertising?
What is the strategy behind using radio in an IMC campaign?
What are the execution techniques used in radio advertising? Explain each.
To be successful, what must radio advertising accomplish?
What are the ways radio can be delivered?
What are sound effects?
What are the components that make up a radio script?
How can a brand come alive over the radio?
Why does radio copy need to be both visually and verbally expressed?
What are the strategic uses of television advertising in an IMC campaign?
What is the use of television advertising ideally suited for?
There are three things that will help steer the target audience away from Internet viewing and back to traditional television viewing. What are they?
What is the difference between traditional advertising and interactive advertising?
Define an infomercial and explain the differences between an infomercial and a traditional television advertisement.
How does television advertising help IMC be more consumer focused?
What needs to be considered when deciding to use television advertising in an IMC campaign to ensure a cohesive visual and verbal message?
How can television be successfully integrated into the media mix?
What are the pros and cons of using television in an IMC campaign?
What is the strategy behind using television in an IMC campaign?
How do scripts and storyboards work together to produce a television ad?
What are the tones used in television advertising? Define each.
Explain the different types of speakers and sounds used in television commercials?
There are six steps that must be considered when developing a script. What are they and how are they used?
What types of brands can best employ television advertising?
What are the strategic uses of out-of- home and transit advertising in an IMC campaign?
Why is out-of-home considered a mass medium?
Why is out-of-home growing?
Explain why out-of-home does not need to compete for audience attention.
Define the role of out-of-home vehicles.
Define support media. As a support medium, when does out-of-home work best?
What is the most effective way for out-of-home to both show and tell the advertised message?How can this be done most effectively?
Why is it particularly important for many out-of-home vehicles to be memorable?
How do LED boards work? How do they compare/contrast visually and verbally with traditional outdoor boards?
What are some of the most common transit vehicles?
How does out-of-home advertising help an IMC campaign be more consumer focused?
What are the pros and cons associated with out-of-home advertising?
What is the strategy behind using out-of-home in an IMC campaign?

Showing 400 - 500 of 633