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business
contemporary advertising and integrated marketing communications

Questions and Answers of CONTEMPORARY advertising and Integrated Marketing Communications

Taking any one of the cases in the appendices, establish how successful or otherwise companies or brands have been in assessing ROI or ROCI relative to specifc campaigns over time?
IMC originally commenced by simply bundling promotional mix elements together so they looked or sounded the same. Why not just stay there? What has happened to change this simplistic approach?
The percentage-of-sales method of budgeting is criticised for treating advertising as an expense rather than an investment, thus reversing the communication and sales relationship. Explain what this
Figure 9.2 focussed a revised brand management structure. Is there an argument that this structure should be focussed upon customers and market segments instead or in conjunction with brand
Isn’t a simple solution to marcoms measurement simply to integrate or own and manage all phases of the supply chain? Is this possible, desirable or feasible?
In what way do budgeting and the attempt to measure return on investment constitute a “search for the holy grail” in marketing communications?
Is “speaking the language of the listeners” merely just a polite nod to customers or stakeholders or is there more to this than meets the eye?
Surely, in global markets, advertising will always be “king” in campaigns?Assess the relevance of this statement for a brand of your choice.
Using case material of your choice, justify the importance of data—and understanding it, for media planning and implementation.
Is IGMC possible in the world of 2020 and beyond? Justify your response either way.
What are the steps of media planning? Discuss how the planning and promotional program would differ for a global brand versus a national brand?
What may be best suited for local, that is, national communications?
Discuss the advantages and disadvantages of global marketing and advertising.What types of products and services are best suited for global advertising?
What cultural dimensions must marketers consider in IGMC campaigns? Choose one of these dimensions and discuss how it has created an opportunity or challenge for a company in developing an
Should politicians also be brands or branded? Explore the communication strategies of two or three current self-styled global leaders?
Is globalization itself fragmenting and splintering? How and in what ways is globalization benefcial to customers and consumers?
Choose a current environmental issue. Assess how and in what ways it may impact communications?
Can creativity be developed by computers? Do we really need the human element? Does this take away one of the hallmarks of successful agencies?
Why is so much advertising “banal and uninteresting”?
As social factors change, so must communications. Discuss in the context of ideas in this chapter.
Using a campaign of your choice, illustrate how environmental forces trigger new and exciting initiatives.
In your view, which of the Effectiveness and Creativity elements are the most important? Offer an explanation.
One requirement for effective advertising is that it needs to extend from sound marketing strategy. Explain what this means, and provide several examples of advertisements and/or campaigns that have
Analyze three magazine advertisements in terms of which elements of Effectiveness and Creativity elements each ad satisfes.
However, there is always an alternative view. Please see:https://www.youtube.com/watch?v=kePiQ0PGvzU (accessed September 2020)In the context of this chapter… how can these alternate views be
Relating to Dow Chemical, the frst reference is to “The Human Element”Campaign and Dow leaders’ justifcation and
Using the core text, online resources, and/or the cases at the end of the book, assess the value and signifcance of ONE crucial competency in the success (or otherwise)relative to a company or brand
Surely, the task of senior management is strategic, while marketing communication is tactical? Should marketing communications be strategic? Or, is this heretical?
What is persuasive? (Be careful.)
Why isn’t inside-out/outside-in IMC insuffcient to develop a fully integrated campaign?
Does IMC offer a way in which image and brand meaning meld into a unifed message?
Is the brand indeed the “best psychological vehicle” for conveying meaning?
“All organizations (companies) should be integrated in terms of their communication.” Critically discuss.
Argue for or against the statement that IMC initially appeared to be “simply marketing and advertising dressed up in new clothes.”
Does the statement represent an end to mass marketing? Justify.
“Enter a new age in advertising: respectful, not patronizing; dialogue-seeking, not monologic; responsive, not formula driven.” Critique this statement.
Is IMC likely to be more applicable to companies of specifc types? (Give examples.)
In a historical sense, explain the difference between the fragmentation of promotion versus the move toward IMC.
How does this refect on the communications process?
Drawing upon online sources, assess what the chosen company did well (or otherwise) with its communication strategy
Explore the relevance of each of the following for a corporation of your choice and assess the extent to which they are built into the communication strategy?a. Semioticsb. Cognitive information
Can the claim be supported that the move toward globalization is something in favor of consumers?
Explore issues and ramifcations surrounding the interconnected global economy.
What forces resist globalization and why?
What is the impact of globalization on marketing communications? Are the elements of the promotional mix transferable globally? Explain either way.
What does it mean to say that “jobs are global”? How does this impact national economies?
Why should national frms take globalization seriously?
Is there a difference between MNCs and global corporations or is it mere semantics?
What, if anything, is wrong with Levitt’s 1983 Harvard Business Review polemic?
Is “geocentricity” desirable? Are there any shortfalls with this approach?
Explore the view that the marketing mix and marketing principles are not synonymous.
Is the customer-dominated economy a myth or reality? Or, are these NOT mutually exclusive?
Is transition accelerating? Explain either way.
How and in what ways can marketers move forward? Is “imagination”suffcient?
What “threats” face marketers today?
Why should communication/promotion issues impact—eventually—organizational structure?
Differentiate between supply and demand-side excellence and explain their necessity.
Bad brand managers die! How does this help or hinder brand managers?
Which of the three marketplaces is preferred today? Why? Is there a fourth marketplace underlying the others?
Consider the four building blocks: Are these suffcient to underpin transition?
How does transition affect brands?
For this chapter, we consider the questions asked in the text of this chapter, a useful way to engage with the subject in the broader context of current environmental circumstances.
Is Raymond’s has undertaken recently, and whether these are in sync with its current image.
What kind of regulatory issues would Raymond have had to take care of while shooting the commercial with puppies? What Acts and organizations would be involved, if any?
Comment on the media strategy of Raymond. What kind of alterations would you make to the plan?
What were the communication objectives of the 2007 campaign? What tools did Raymond adopt to measure the performance of its communication? What other tools could have been used?
What kind of new-age unconventional communication tools can Raymond use to reach its new target audience?
According to you, has Raymond been correct in continuing with an emotional theme for its suiting range now also targeted at the younger generation? Why or why not? In your opinion, how would
Do you think P&G has a valid case against HUL for disparagement, unfair trade practice, and trademark infringement? What Acts can be evoked in support of these claims?
Review Chapter IV of ASCI. Does the HUL ad satisfy the conditions laid out by the organization for fairness in competition?
Comparative advertising is not bad provided it is substantiated. Failing this should call for high penalty. Argue for or against.
Do you think that self-regulation is the answer to the many ills that plague the promotion industry or should more laws be enacted to curtail these practices? Comment on the pros and cons of
Proponents of ban on advertising of alcohol and tobacco products argue that restricting advertising will lead to fewer sales and hence, lesser detrimental effects. Opponents of the ban counterargue
Amul Butter has been frequently coming out with outdoor ads that are a spoof, take or spin on other advertisements, movies, current issues, etc. Find out instances of such ads and if Amul has ever
Find examples of 1-2 ads each thata) do not back a claim they make,b) use sex as a gimmick to attract attention,c) are on the edge of a sensitive cultural issue,d) are in questionable taste,e) can be
Find out what organizations similar to ASCI exist in some of the Western countries and compare their powers with that of ASCI.
What aspects of Internet marketing are currently not governed by legislation? Compare the extent of regulation on Internet marketing in India and abroad.
What role does the media play in self-regulation of advertising? Do you think it is effective in safeguarding the interests of consumers?
What do you think about the decency of the Amul Macho and Neo Sports ads discussed under Chapter II of ASCI? With whom does the responsibility for airing these commercials lie - the advertiser, ASCI,
What is the difference between 'palming off' and 'passing off"? Find out if unregistered trademarks have been granted protection and to what extent. If it is true that protection can be granted even
In the opening vignette, do you think Zydus' claim of Amul's infringement of its trademark was justified given thata) the trademark had not been registered, andb) 'sugar free' is a generic word?
Do you think that communication managers are justified in measuring the behavioural impact of tools such as publicity or public relations? Why or why not?
Some campaigns that have been torn apart in pretests have turned out to be phenomenal successes after their implementation. Does this suggest that research cannot be taken as a sacrosanct indicator
Visit 1-2 communication agencies in your city and find out if they test their campaigns before, during or after their launch. What aspects of the campaign do they commonly test? What tools and
Find out examples of campaigns that failed because of lack of pre-launch research. What went wrong in their cases? Do you think research could have avoided this situation? How? What tools or
Why is the measurement of all promotional tools through a single measurement technique difficult? Why is this a deterrent in the current IMC scenario? What is being done to address this problem?
How can communication managers increase the effectiveness of various tests used in evaluative research?
List all the evaluation tools and techniques discussed in this chapter and mark whether they can be used for measuring communication impact, behavioural impact, or both. Also indicate the tests
To what extent do you think the physiological measures can be relied on for evaluating the performance of ads? Do you think they would always yield consistent results? Can these results be fully
What is the difference between strategic and evaluative research? How are they both useful?
The treatment of communication expenditure as an investment has an adverse impact on the profitability and ROI of a company. Whether agree or disagree, justify giving reasons.
Do you agree with the criticism that the use of DAGMAR approach stifles creativity? And do you think that setting measurable objectives is always possible? Why or why not?
Provide examples of products that might follow the different sales response curves discussed in the chapter. Critical Thinking Questions
For the companies you visit in 1 above, find out what factors influence their sales. How strong or weak do you think is the impact of their promotion on sales? Why?
Visit 2-3 large companies located in your city. Find out what methods they use for setting their advertising and promotion budgets, and why. How scientific are these methods? What factors do you see
What are the difficulties associated with strategy-based budgeting methods that limit their use?
What is the relevance of theoretical approaches such as marginal analysis and sales response models in budget setting? Do you see a practical application of these concepts in the industry?
What is DAGMAR? How is it useful in establishing objectives?
In what situations does an incompatibility arise between marketing and communication objectives? How can it be resolved?
In the opening vignette, do you agree with Ms. Sheorey's viewpoints or Mr. Dixit's? Why?

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