Questions and Answers of Marketing Strategy

Out-of-home is used primarily as a support medium; it has an abundance of visual and verbal options. How can a medium that says little be seamlessly tied to other media options?
What are ways to make out-of-home vehicles both interactive and engaging?
What are the strategic uses of direct marketing in an IMC campaign?
Define and explain the difference between advertising and promotion.
Why is direct marketing considered a medium that encourages a two-way dialogue between the brand and the target?
Why is a more personalized dialogue considered more important in today’s advertising methods than a one-way monologue?
How are direct marketing methods different from traditional advertising methods?
Why are direct marketing methods more expensive than traditional methods but still considered a viable media choice?
When used in an IMC campaign, direct marketing’s goal may not be to make a sale. So what role(s) might it play?
How are databases used in direct marketing? What is their importance?
Databases track varied forms of consumer data. How is this considered a privacy issue?
Direct marketing has a very diverse array of contact vehicles. What are some of the most commonly used, and how can they each help to visually and verbally express the key consumer benefit?
Why is direct mail often referred to as “junk mail,” and how can that perception be turned around?
What are the differences/similarities between infomercials and traditional advertising?
Why are the Internet and social media important aspects of direct marketing?
How does direct marketing help an IMC campaign be more consumer focused?
What is the role of the visual and verbal message throughout the varied media vehicles in an IMC campaign?
What are the pros and cons associated with direct marketing?
What is the strategy behind using direct marketing in an IMC campaign?
What are the strategic uses of sales promotion in an IMC campaign?
What is sales promotion and how is it used in conjunction with direct marketing?
What is the difference between sales promotion and advertising?
What are some of the most common incentives used in direct marketing?
What is the most distinctive characteristic of sales promotion compared to public relations, advertising, and direct marketing?
Like direct marketing, sales promotion has a very diverse array of contact vehicles. What are some of the most common and how can they each help to visually and verbally express the key consumer
What is the difference between in-store and out-of-store promotions? What are some of the most common types of vehicles and how can they be promoted and tied to an IMC campaign?
Only a small number of coupons are ever redeemed. What can the visual and verbal message say/do to ensure their use? Explain.
How does sales promotion help an IMC campaign to be more consumer focused?
What are the pros and cons associated with sales promotion?
What is the strategy behind using sales promotion in an IMC campaign?
Why is sales promotion a great pairing with multiple vehicles in an IMC campaign?
What must sales promotion do both visually and verbally to be successful within an IMC campaign?
What is the difference between IMC, advertising, and integrated brand communication (IBC)?
What are the strategic uses of Internet marketing in an IMC campaign?
How has the Internet changed the way brands do business?
Why is the Internet considered a direct selling tool?
What role does the Internet play as a primary and secondary advertising/promotional vehicle?
When is Internet advertising best used in an IMC campaign?
Internet marketing adds another dimension to advertising efforts. What is it?
What does interactive media focus on?
Internet marketing, like other vehicles we have looked at, has a diverse array of advertising options. What are some of the most common, and how can they each help to visually and verbally express
What makes the Internet interactive?
What does interactive mean to creative teams versus marketers?
What are the strategic uses of social media in an IMC campaign?
Hoes does social media create a relationship between buyer and seller?
How does social media differentiate itself from mass media advertising vehicles?
Why is it important for the strategy employed elsewhere in the IMC campaign to remain consistent across multiple vehicles?
What is typically shown/seen on social media sites?
How are databases employed in social media?
Why is it important that social media efforts talk to, rather than at, the target audience?
What makes social media unique?
How can social media influence and/or encourage a two-way dialogue between buyer and seller?
What do creative teams need to know before adding social media to an IMC campaign?
Social media has a diverse array of promotional vehicles. What are some of the most common, and how can each help promote the key consumer benefit?
What are the differences between viral marketing and word of mouth? Define when it is best to use each.
Discuss the pros and cons to a brand of a message going viral.
What can help make a message go viral?
Why is word of mouth more powerful than an advertised message?
How does Internet marketing and social media help an IMC campaign be more consumer focused?
Why might the Internet be considered a great niche-marketing tool?
Why is customer service considered a must for an IMC campaign?
What are the pros and cons of Internet and social media marketing?
What is the strategy behind using Internet marketing in an IMC campaign?
Why is Internet marketing considered an extension of traditional tactics?
What do creative teams need to know about designing for the Internet?
What is the strategy behind using social media in an IMC campaign?
Why is social media considered technology’s answer to personal selling?
How does a social media site represent a brand?
What role does social media play as a support vehicle?
What are the strategic uses of mobile media marketing in an IMC campaign?
How has mobile grown from a one-way communication between the brand and target to one that is both interactive and engaging?
How do consumers use mobile?
What does mobile add to the promotional mix?
When should brands employ mobile advertising?
Mobile has a diverse array of advertising options. What are some of the most popular, and how can each help visually and verbally express the key consumer benefit?
How are quick response (QR) codes employed in mobile advertising?
How does mobile media marketing help an IMC campaign be more consumer focused?
There are four categories of app users. Define each.
The marriage of mobile and social is known as SoLoMo. Define what it is and how it is used.
How does mobile employ location-based capabilities?
Location-based capabilities bring what additional advertising opportunities to the promotional mix?
What do brands want to accomplish with mobile media?
To be effective and relevant to the target, mobile must do what?
What are the pros and cons of using mobile media marketing?
What is the strategy behind using mobile media marketing in an IMC campaign?
What is cause marketing, and why is it important to have it be a part of an IMC campaign?
What is important when writing and designing for mobile?
What are the major differences between designing for mobile and tablets?
What are the strategic uses of alternative media in an IMC campaign?
Define alternative media.
What are some of the ways alternative media can be integrated into traditional media vehicles?
Why has alternative media often been referred to as the “creative economy”?
How do creative teams versus marketers feel about alternative media use?
Why is alternative media good for both large and small brands?
What needs to be considered before determining whether to use alternative media as a primary or secondary media source?
Alternative media vehicles have more diverse options than any other advertising and promotional category. What does the advertised message need to relay visually and verbally to strategically express
What are some of the most successful engagement devices used in alternative media?
How can the unique visual and verbal solutions often found in alternative media vehicles help extend the life of the advertised message?
How does alternative media marketing help an IMC campaign be more consumer focused?
What is media multitasking?

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