Questions and Answers of Advertising and Promotion

Why is understanding consumer behavior of such importance to marketers? Give examples of how marketers apply their understanding of consumer behavior to their marketing strategies.
Explain the differences between functional and psychosocial consequences. Give examples of advertisements that focus on both types.
Figure 4–1 presents a basic model of consumer decision making. Describe the model, and explain what happens at each step of the process.
In attempting to segment the market, marketers often will segment on the basis of subcultures. Citing the chapter, explain the advantages and potential pitfalls of this strategy.
Explain what is meant by cognitive dissonance. Why is this concept important to marketers?
Explain what a multiattribute model is and how a marketer might use it in an attempt to reach the consumer.
Neuroscience has been attacked by many as an invasion of privacy. Describe how marketers are using neuroscience research and discuss the pros and cons of this ethical argument.
Discuss the responsibilities and duties of an advertising or marketing communications manager in a company that uses a centralized organizational system versus a company that uses a decentralized
Discuss the changing role of account representatives in advertising agencies. Discuss how the role of account representative is changing and the developments that underlie these changes. Do you think
Why might a company choose to use a creative boutique rather than a larger, full-service agency? Find an example of a company that uses a creative boutique and discuss why the decision to use a
Discuss the role of specialized marketing communication organizations such as sales promotion, public relations, and digital agencies in the IMC process. Why are marketers likely to use these
Discuss the various criteria that might be used by an automotive marketer such as Ford or Honda in evaluating its advertising agencies versus a consumer packaged-goods marketer such as Procter &
IMC Perspective 3-1 discusses the outstanding creative work done by the Droga5 agency. Find an example of an award-winning campaign Droga5 has created for companies/brands such as Google, Under
Who are the various participants in the integrated marketing communications process? Briefly discuss the roles and responsibilities of each and how they are changing given the changes occurring in
What are the challenges facing traditional, full-service advertising agencies given the changes occurring in the area of integrated marketing communications? It has been argued that the traditional
Discuss how disruptions being created by the digital revolution are impacting advertising agencies. What changes do advertising agencies need to make to respond to the impact of digital technology?
The text describes a number of different positioning strategies. Give examples of products and/or brands that utilize each of these different strategies.
Discuss the difference between a push and a pull strategy. What kinds of firms would be more likely to employ each strategy? Give examples.
As noted, packages are now becoming communications tools, serving as advertising vehicles. At the same time, packages are changing the other marketing mix elements as well. Discuss how packages are
Marketers continue to increase their marketing efforts to the Hispanic market, while at the same time evidence suggests that younger Hispanics are becoming more integrated into the mainstream. What
In recent years a very good example of a successful IMC strategy is GEICO’s successful market approach. What factors have led to the success of this company?
Discuss the difference between benefit and demographic segmentation. Give examples of companies employing each. Is it possible for a company to employ both forms of segmentation simultaneously?
As the media environment changes, explain how this impacts the role of advertising and promotion. Why is the IMC process different than it was, say, 20 years ago?
Discuss the role that IMC assumes in the marketing mix. That is, how is this element of the mix coordinated with pricing, distribution, and product functions?
Many companies compete in a number of market segments. Discuss an example of one such company and describe how it communicates with its customers in different market segments.
The lead-in to this chapter discusses Buick's attempt to reposition its cars to a younger audience. Explain why this may or may not work.
What is meant by primary versus selective demand advertising? Provide examples of each. Discuss when a marketer might focus on primary demand stimulation versus selective demand stimulation.
Why are marketers putting so much emphasis on developing strong brands? Choose one of the Best Global Brands listed in Figure 1-1 and discuss how the company has used integrated marketing
Choose a company and discuss how it communicates with its customers at the corporate, marketing, and marketing communications levels.
Compare the definition of integrated marketing communications developed by Don Schultz with the original definition developed by the American Association of Advertising Agencies. How do they differ?
Why is it important for those who work in marketing to understand and appreciate all the various integrated marketing communication tools and how they can be used effectively?
Find an example of company or brand that has reduced its spending on traditional mass-media advertising and is allocating more of its IMC budget to digital media. Do you agree with this decision or
What is meant by the categorization of touch points into paid, owned and earned media? Choose a specific company or brand and discuss how it is using these three categories of media.
Discuss some of the ways technology is making it possible for consumers to avoid advertising messages and the impact this is having on the advertising and media industries.
Discuss the role integrated marketing communications plays in the marketing program of companies and organizations. Discuss some of the ways the use of the various promotional mix tools has changed
Evaluate Procter & Gamble's decision to make digital and social media such an important part of the IMC program for Charmin. Why do you think P&G has been successful in using social media in
Discuss the role of integrated marketing communications in the marketing program for a brand such as Charmin. Discuss how Procter & Gamble uses various IMC tools to market Charmin and maintain

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