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business
principles of marketing
Questions and Answers of
Principles Of Marketing
List five reasons why organisations choose to sponsor events such as the Olympics.
To what extent is sponsorship more a leap of faith than a calculated marketing investment?
I f the objective of using sponsorship is to build awareness (among other things), then there is little point in using advertising. Discuss this view.
Name four types of sponsorship.
Why is sport more heavily sponsored than the arts or television programmes?
Choose eight sporting events and name the main sponsors. Why do you think they have maintained their associations with the events?
Consider five television programmes that are sponsored and evaluate how viewers might perceive the relationship between the programme content and the sponsor.
How might sponsorship have a persuasive impact on its target audiences? What is the formula used to measure this impact?
Explain the role of sponsorship within the marketing communications mix.
How might sponsorship develop in the future?
Identify the key success factors underpinning the 2011 C ensus campaign featured in the minicase opening this chapter.
Explain the different levels of direct marketing, highlighting the key differences.
Write brief notes explaining the reasons why usage of direct marketing has grown in recent years.
Why does direct mail continue to have a strong role to play in the direct marketing activities for many organisations?
Why might permission marketing be seen as an unnecessary cost and an infringement of civil liberties?
Which industries might use personal selling as a primary element of their marketing communication mix?
What are the different types of personal selling and what are the tasks that salespeople are normally expected to accomplish?
Describe the role of personal selling and highlight its main strengths and weaknesses.
Identify the main difference between house or major accounts, key accounts and global account management.
Explain the concept of key account relationship cycles using the McDonald (2000)framework.
Explain the role that marketing communications plays within relationship marketing.
Write brief notes outlining the difference between three sequential models and evaluate the ways in which they are considered to work.
Which element in McGuire’s model separates it from other similar models?
How do Rolex, as set out in the minicase, use marketing communications to change attitudes?
Set out how marketing communications can work by influencing transactional and collaborative exchange-based relationships.
Sketch the customer relationship lifecycle and show how marketing communications can be used to influence each of the stages.
Describe the creative magnifier effect. W hy is it important?
Evaluate the concept of significant value.
Cognitive processing consists of three main elements. N ame them.
Why might cognitive processing not be an entirely acceptable approach?
Write brief notes explaining some of the key approaches to understanding strategy.
Explain the role strategy plays in marketing communications, using the Cravendale mini case to illustrate your points.
Compare strategy with planning. In what ways might planning be the same as strategy?
Which of the four interpretations of strategy presented in this chapter might best be used to explain the success of the Cravendale brand, described at the beginning of this chapter?
What are the 3Ps of marketing communications strategy? E xplain the differences between each of them and use the marketing communications eclipse to support your answer.
Explain the key characteristics associated with a pull strategy.
Draw two diagrams depicting the direction of communications in both the push and the pull strategies.
Make notes for your friend in which you explain the differences between an advertising-led and a brand-led platform for marketing communications strategy.
Explain the configuration approach to marketing communications strategy.
Sketch the marketing communications planning framework – from memory.
Why do organisations use objectives as part of their planning processes?
What should a mission statement clearly identify?
Suggest three reasons why the setting of promotional objectives is important.
Write a brief report arguing the case both for and against the use of an increase in sales as the major objective of all promotional activities.
Repeat the exercise as for the previous question, but this time focus on communication-based objectives.
How and from where are promotional objectives derived?
Why is positioning an important part of marketing communications? Use the Juan Valdez mini case to illustrate your response.
Select four print advertisements for the same product category and comment on the positions they have adopted.
What are the main positioning strategies?
What are the main types of organisation that make up the marketing communication industry?
Identify some of the issues that prevail in the industry. What are the key issues at stake in the Diageo mini case?
Write notes for a presentation explaining the different types of agency available to clients.
Outline the arguments for and against using an agency.
What factors should be taken into consideration and what procedures might be followed when selecting an agency?
What problems might be encountered in agency/client relationships?
What are the basic dimensions for the development of good agency/client relationships?
Write brief notes about the briefing system.
Explain the commission payment system, and outline alternative approaches.
How can an organisation best acquaint itself with the relevant controls in a chosen area of marketing communications?
How might Honda, as set out in the mini case at the beginning of this chapter, divide their annual budget across the media? What issues might arise in this process?
What problems might be encountered when setting communications budgets?
Write a brief paper outlining the essence of marginal analysis. What are the main drawbacks associated with this approach?
Why is the objective and task method gaining popularity?
What is a payout plan?
Discuss the view that if the A/S ratio only measures average levels of spend across an industry then its relevance may be lost as individual organisations have to adjust levels of promotional spend
How might the notion of SOV assist the appropriation-setting process?
What are ‘profit-taking’ and ‘investment’ brands?
Determining the level of spend for sales promotion is potentially difficult. Why?
How might understanding brand value assist in developing a communications budget?
Why should the ‘Still Killing Jill?’ campaign, presented at the start of this chapter, have tried to measure attitude change to organ donation?
What are pre- and post-testing?
Write a brief report comparing recall and recognition tests.
What are the principal dimensions of likeability as a measure of advertising effectiveness?
Write brief notes explaining why media comparison techniques are inadequate measures of public relations.
Explain in note form the core characteristics of the Promise I ndex and the N et Promoter S core.
What are the techniques used to measure website effectiveness? A re they any good?
What is the core activity of online communications? S ketch out the social media measurement process.
M any organisations fail to undertake suitable research to measure the success of their campaigns. Why is this and what can be done to change this situation?
Comment on the view that, if a method of evaluation and testing lacks objectivity and measurability, then the method should not be used.
Discuss the main reasons for the development of IMC .
Prepare brief notes explaining four different elements that should be part of the integration process.
Explain how various definitions of IMC have evolved.
What are the reasons for interest in IMC and is it a valid concept?
Appraise the main reasons offered for the failure of organisations to develop IMC.
Identify three different interpretations of IMC and make brief notes explaining the principles which underpin each of them. Which of these is best at interpreting the WIRS PA campaign?
Explain the ideas concerning media-neutral planning. What is open planning?
Discuss the view that IMC is essentially the same as relationship marketing.
What are the structural issues that can accelerate or hinder the development of IMC ?
Prepare the outline for an essay exploring whether IMC is a strategic approach or just a means to correct internal operational difficulties and reduce media costs.
Write brief notes explaining what branding is.
How do brands assist customers and brand owners?
Summarise Biel’s concept of ‘brand magic’.
Select five consumer brands and evaluate their characteristics.
Explain the concept of a brand portfolio and set out what you understand by the terms ‘architecture’, ‘bastion’ and ‘fighter brands’.
Discuss the relative importance of the three elements that determine the strategic aspect of branding. Which of these was used by D omino’s?
Explain four different ways in which marketing communications can be used to develop brand associations.
Find three non-FMCG brands and evaluate how their brand strength has been developed without the aid of advertising. How might you improve the strength of these brands?
How might online branding complement offline branding activities?
Discuss two approaches to brand equity.
Explain what a corporate brand is. How does it differ from a product brand?
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