Questions and Answers of Advertising And Promotions

Identify the points of differentiation of the VIP brand from its prime competitor Samsonite. How sustainable do you think the differentiation is?
What strategy of segmenting and targeting the market has VIP followed? What segment(s) is the mother brand targeting? In what alternative ways can the luggage market be segmented?
Can you identify VIPs prime source of competitive advantage from this case? If yes, what do you think it is?
The study by Farris and Reibstein states, The positive relationship between high prices and high advertising was the strongest in the later stages of the product life cycle, for market leaders, and
Why is it that the intangible characteristics of a product are difficult to replicate? Do you think product symbolism is relevant for all product categories? Why or why not?
What come first marketing communication strategies or product, price and distribution strategies? Should a marketer begin with a product and fit communication strategies to match its characteristics,
Visit the online job site www.monsterindia.com. How do you see the brand packaging its products? Comment on its distribution strategy and analyse the brand image that it portrays.
Big Bazaar is a department-format retail store with strategies revolving around the low price advantage. Its tagline reads, Isse sasta aur achcha kahin nahi. Visit a local Big Bazaar in your city
Analyse the marketing mix strategies followed by Coca-Cola and Pepsi for their cola drinks in India.What are the competitive advantages of each and what competitive strategies have they been
Identify three Indian brands whose competitive advantages lie in their unique marketing communication. Explain how their communication has been different from others and why it has been sustainable.
What is a brand? Must all products be branded? In an age where products are attaining parity and purchase decisions are often based on price, how can companies achieve and maintain brand equity?
As mentioned in the McDonalds geographic segmentation example in the chapter, some of the popular products launched by McDonalds in India (Rs. 7 Soft Serve Cone and Rs. 20 Happy Price Menu) are
It can be seen from the examples of Intel, Bank of Baroda and Dabur discussed in the chapter that whenever companies go for an extensive repositioning exercise, one of the first things they change is
Tea industry experts are concerned that tea is losing its appeal among younger audiences owing to a number of reasons. A prominent one among those is that tea dominates in-home consumption whereas a
The chapter talks of Tantras point of differentiation. Do you think its differentiation is vulnerable to competitive attacks? If yes, to what extent? Also explain why it is important to
The chapters states, VALS helps marketers analyse important behaviours like product purchase, usage patterns, trial, early adoption, etc. and segment consumers based on their motivations,
What is segmentation and why is it a useful process? Can all markets be segmented? Also, while demographic segmentation is the easiest to undertake, what do you think of its soundness? Find out
In the opening vignette, what are the tangible vs. intangible product characteristics of Archies? How do you see Archies packaging itself to tangibilise its brand experience? How is it positioned in
How do you compare Tanishqs brand equity with that of other family-owned jewellery stores?Undertake a research to evaluate Tanishqs brand equity vis-â-vis other prominent jewellery brands.
Do you see a consistency between the marketing and communications activities and Tanishqs brand promise?
What is the promise of the brand Tanishq?
Besides communication, what other marketing initiatives were taken by the company to mitigate the crisis?
What tools were used in the campaign and what were their individual objectives? Which tool did you think played the biggest part in mitigating the crisis? How do you think was it integrated with the
Evaluate the role of integrated marketing communications in the worm crisis management by Cadbury.What was the objective of the campaign?
Which of the following types of organisations do you think is more equipped to implement IMC? Why?a. Large vs. small organisationsb. Goods vs. service organisations
Research indicates that IMC is used more in companies that encounter a high level of competition.57 Do you think this is true? Give reasons and examples to support your claim.
Find an example for each of the common types of advertisements discussed in the chapter. What purpose do they serve?
Form groups of five to six students and contact a local communications agency. Interview a couple of key people in the agency regarding how they use integrated marketing in practice.
Become an interloper and join an online community/egroup of your choice. Indulge in discussions with the community for at least a month. Summarise your observations. Do they seem to be endorsing any
Identify three leading Indian advertising professionals and explain their contributions to the field.
Critics argue that Internet in India as a communications medium will not be able to yield the same results as in developed countries due to poor PC and Internet penetration. How far do you think the
The chapter talks about fairs and haats as innovative media used by marketers like HLL. What other such unconventional media are used in India? Make a list of such media and evaluate their strengths
Discuss the role of public relations as an IMC tool. Give an example of a company that has integrated public relations in its communications strategy. Was the company able to achieve desired results?
Why do communications managers attach so much importance to integrated marketing communications? Choose a well-known brand and discuss how it uses IMC to give consistent messages.
Select a brand of your choice and spell out the elements of its marketing mix. Describe the features of the product, its packing, services, various price points, channels of distribution, various
Review the entire tool list. Do you think there are any tools that were not necessary? Are there other tools that might have been useful? Explain.
Why do you think Kingfisher used so many marketing communication tools to promote its airline?
Briefly compare the extent of legislation in India vis-à-vis certain developed countries.
Review the various acts and codes that govern other areas of promotion such as sales promotion, direct marketing, Internet marketing and packaging.
Identify areas where legislation is insufficient in dealing with unethical practices and understand some of the ethical issues haunting advertising.
Understand the difference between legislation and self-regulation and review the various acts and codes that govern advertising.
Identify areas where legislation is insufficient in dealing with unethical practices and understand some of the ethical issues haunting advertising.
Recognize the limitations of evaluative research and the work done to improve their efficiency,
Learn about the various tools and techniques available to measure advertising and other promotional tools,
Answer questions related to what should be measured in communication, when, where and how,
Understand the role and importance of evaluative research in communication,
Realize that budgets may be allocated amongst various promotional tools, markets and time periods.
Comprehend the theoretical approaches to budget setting, factors affecting communication budgets, and the methods to estimate budgets,
Learn the principles and importance of the DAGMAR approach to setting objectives and measuring advertising effectiveness,
Distinguish and choose between sales- versus communication-oriented objectives,
promotional programme,
Understand the importance of setting communication objectives for
How does one decide how much to spend and also how does one allocate funds across media?
How does one evaluate the use of various media and determine the media mix for the brand?
What are the steps involved in the media planning process and the information requirements to perform the task well?
What is the importance of media planning in the development of the overall advertising strategy of the brand?
How does one evaluate the performance of outdoor media?
What is the scope for creativity in the outdoor media?
What are the different kinds of outdoor media one can use and what are the relative strengths and weaknesses of each?
brand?
What is the importance of out of home advertising in the overall communication mix of
Learn about players in the radio industry, radios strengths and weaknesses, and the processes of buying radio time and measuring radio audiences.
Recognize the various alternative film media available for promotion.
Learn about players in the television industry, televisions strengths and weaknesses, and the processes of buying television time and measuring television audiences.
Understand the concept of broadcast media and the popular broadcast media used by advertisers.
niche print medium, understand its strengths and weaknesses, get familiar with the various parties involved in the magazine industry, comprehend the procedure for buying magazine space, and gauge the
Recognise the importance of magazines as
Recognise the importance of the newspaper as the biggest contributor to print media revenues, understand its strengths and weaknesses, get familiar with the various parties involved in the newspaper
Understand the role of print media as mass media in the marketing communications mix and the reasons for its growth in India,
Know uncrating and use of Mobile advertising.
Understand the rapid growth of Communication through Worldwide web
Know the importance of village fairs and van promotions
Understand the Unconventional Promotional avenues
public relations programme.
Plan, implement and evaluate
Comprehend the different kinds of public relations and the tools available
Know the essential differences between public relations, publicity and corporate advertising
Understand public relations and its role in integrated marketing communications
Grasp the ethical issues in Direct Marketing
Know the various media that can be used for Direct Marketing
Understand the concept of Direct Marketing, in the context of Integrated Marketing Communications, its advantages and the differences from Mass Marketing
sales promotion campaign.
Know how to Evaluate the effectiveness of
sales promotion campaign
Understand the steps involved in designing
Know how to determine the sales promotion objectives and fix budgets
Know the different kinds of sales promotion activities and tools commonly employed
Understand sales promotion and its relative importance in achieving the companys marketing objectives
Understand the use of some newer communication tools like virals and blogs.
Comprehend pop-ups and their evolution,
Realise what Internet direct mail is and if it is necessarily spam. Learn how it can be designed,
Understand what banner advertisements are and how advertisers can design and use them for online advertising. Recognise if text links better than banners,
Comprehend what Search Engine Marketing is and discover its principles to improve upon the effectiveness of online communication,
website,
medium of online advertising and learn the steps in designing
Answer if the website can be used as
Understand Internet as an advertising medium,
television commercial.
Understand the process of conceptualising and producing
television commercial,

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