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business
contemporary advertising and integrated marketing communications

Questions and Answers of CONTEMPORARY advertising and Integrated Marketing Communications

2 Is there a benefit in the headline? contain an ad reference number for subsequent
1 Is the message clear at a glance? Can you quickly tell 10 If there is a coupon or clip-out, is it large enough to what the ad is all about? easily complete, is it easy to remove or obtain, does it
5 Is the copy believable
4 Does the copy attract the audience?
them to identify with the copy, to be involved? to the campaign and the brand as a whole.
2 Is the copy easy to see and read? 6 Has the copy stressed what is unique or different?
1 Does the copy offer a big benefit? 5 Is the copy believable?
In my book How Advertising Works (Advertising Association, 1992), I ended with a number of conclusions about the nature of advertising. I think these still hold true, and a brief restatement of some
8 Do you think that companies should be allowed to market their products directly at children by sponsoring school activities and/or facilities?● What is advertising? How does it differ from the
7 What is cause-related marketing and how does it differ from other aspects of sponsorship?
6 Why does sponsorship’s ability to transcend cultural and linguistic barriers make it a popular marketing communications tool? Which companies are likely to benefit most from this?
5 Given the ease with which ambush marketing can be implemented, does sponsorship represent good value for money?
4 In what ways can a firm engage in ‘ambush’ marketing? Is this unethical practice, or just effective marketing?
3 What factors need to be present, according to Amis et al. (1997), in order for sponsorship to have the potential to lead to a position of competitive advantage?
2 Why should sponsorship be considered a resource that can be exploited for competitive advantage?
● Concern over traditional promotional methods. First, many corporations have become concerned about the value of traditional forms of marketing.Concomitantly, technological advancements have
● Ethical issues
Sponsorship developments
● Too much sponsorship?
● Integrating sponsorship into the marketing mix
● The strategic nature of sponsorship
● The benefits and risks of sponsorship
● Forms and levels of sponsorship
● What is sponsorship?
● Reasons for the growth of sponsorship
10 How might the effectiveness of publicity be measured?
9 Identify a range of advantages and limitations of MPR compared with other forms of marketing communications.
8 What is lobbying? How may it be used by an organisation?
What are the main components of a press release?
6 What are the eleven areas that have been identified within the scope of MPR?
5 What is the relationship between MPR and PR?
4 What is meant by two-way asymmetrical communications?
3 Why is it difficult to control publicity?
2 Why should publicity not be considered as free advertising?
1 What is meant by the term ‘publics’? Identify the major publics to any commercial organisation.
Is the level of resources required to use the tool acceptable given the total resources available and the resources needed for other activities?
● Is the risk of failure associated with the tool acceptable?
● Will there be an acceptable level of control over the use of the tool?
● Will the nature of the impact created meet the campaign’s objectives?
● Is the tool likely to achieve an acceptable level of coverage of target publics?
● Whether the organisation has the expertise needed to use the tool (or can hire it in).
● Whether the organisation has the technology needed.
● The extent to which use of the tool is likely to achieve the objectives set.Feasibility Whether the available budget is adequate for the tool to be used.
● The influence and credibility the tool is likely to have with particular publics being targeted.
● The extent the tool allows particular strengths and opportunities to be exploited.
● The compatibility of the tool with other promotional and communication elements being employed and the overall image the organisation is seeking to achieve.
The extent to which the characteristics of the tool are suited to delivering the type of message the organisation wishes to communicate in terms of content, tone, and creative requirements of the
Can I work comfortably with the people?
8 What is the budget?
7 How much work would be generated?
6 Would the activity have the support of top management?
Should the agency be a young, bright and brash agency or one which would help project a more statesmanlike corporate personality?
4 Should the agency provide high-level strategic counselling and planning? Do they have the skills to do so?
3 Would the agency be required to write press releases and generate media coverage?
2 Is the agency to be my ‘arms and legs’ and take on the responsibilities of an inhouse press office?
1 Do I need an agency or can the activities be handled internally?
● Research and analysis.
● Crisis management
● Events management
● Sponsorship/donations
Lobbying
Public affairs and community relations
● Corporate communications
● Publications
● Publicity
● MPR planning and management
● development of rapport, goodwill, understanding and acceptance as the chief result sought.
● execution of an action or communication programme;
● steps taken to ensure that policies, procedures, and actions are in the public interest and are socially responsible;
● an organisation’s policies, procedures and actions as they relate to the organisation’s publics;
● evaluation of public attitudes and opinions;
● the relationship between an organisation and its publics;
● a planned effort or management function;
● arranging events, and many more.
● helping to develop and maintain the corporate image,
● the preparation of press releases and publications,
● dealing with negative publicity and ‘crisis management’ situations,
● sponsorship and donations,
● publicity,
● monitoring public opinion
developing goodwill among all publics, and
lobbying,
relations with the local community and interest groups,
● relations with employees during redundancy and closure,
● advice and counselling,
● To propose examples of how marketing public relations may be evaluated
● To highlight the major advantages and limitations of marketing public relations
● To describe each of the principal elements of marketing public relations
● To identify the scope and breadth of marketing public relations as a range of activities
● To define and focus on the area of marketing public relations
● To dispel the myth that publicity is ‘free advertising’
● To define the broad realm of public relations and show its relationship to marketing
● Measuring the effectiveness of marketing public relations
● Advantages and limitations of marketing public relations
● Implementing marketing public relations
● Marketing public relations audiences – the ‘publics’
Scope of marketing public relations
● Marketing public relations (MPR)
● Public relations and marketing
● Defining public relations

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