Question: Question 2: -a. Explain the process of marcom objective setting and the requirements for good objectives. -b. Discuss the hierarchy-of-marcom-effects model and its relevance for

Question 2:

-a. Explain the process of marcom objective setting and the requirements for good objectives.

-b. Discuss the hierarchy-of-marcom-effects model and its relevance for setting marcom objectives.

-c. Discuss the integrated information response model and how it helps determine the integration of advertising and direct product experience under different levels of involvement.

-d. Understanding the role of sales versus communication as a marcom objective and the logic of vaguely right versus precisely wrong thinking. Discuss the relation between a brands share of market (SOM) and its share of voice (SOV) and the implications for setting an advertising budget.

-e. Describe the various rules of thumb, or heuristics, that guide practical budgeting.

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