IMC Planning What stages does a consumer pass through prior to making the decision to buy a particular product? How important is a positioning strategy statement, and what role does it play in creative planning?

Media Planning and Assessing Media Alternatives - Identify and briefly describe the key issues usually covered by media objective statements. - Brief describe the impact of reach, frequency, continuity, and engagement on strategic media planning. - Identify key strengths and weaknesses of media examples in the traditional and nontraditional media categories (i.e. tv, radio, social media). - How will technological advances affect media strategy and media execution in the future? - Should the budget determine the media plan or should the media plan determine the budget? Explain your thoughts. - Given the nature of Canadas population and where the bulk of the population is located, when is it practical to implement a national media campaign? When do regional media campaigns or key market media campaigns make economic sense?

Direct Marketing, Direct Response Advertising & Data - Explain the concept of data mining - What impact does data mining have on marketing and marketing communications? - Will direct response communications play a more significant role in the marketing communications mix in the future? Why or why not? Examples? - Direct mail advertising remains a popular medium for many profit-based and not-forprofit organizations. Why? What are the benefits and drawbacks of using direct mail? Identify some organizations that you have seen successfully use direct mail advertising to help achieve their marketing goals.