All Matches

Solution Library

Expert Answer

Textbooks

Search Textbook questions, tutors and Books

Oops, something went wrong!

Change your search query and then try again

Result Not Found

Books FREE
Tutors
Study Help
Hire a Tutor
AI Study Help New

Search
Sign In
Register

study help
business
contemporary advertising and integrated marketing communications

Questions and Answers of CONTEMPORARY advertising and Integrated Marketing Communications

10 The ‘quality of integration assessment profile’ is described as a process control rather than an output control. What is meant by this?
9 The ‘quality of integration assessment profile’ proposes nine dimensions of integration. Identify and describe them.
8 What factors make it difficult for total integrated marketing communications to be achieved?
7 In your own words, describe what is meant by ‘levels of integrated marketing communications’.
6 In quantitative post-testing, what is the difference between unaided and aided recall, and how do they both work in practice?
5 Compare and contrast qualitative, physiological and quantitative approaches to pre-testing marketing communications in the UK.
4 What are the main reasons for pre-testing marketing communications?
3 Identify the role played by lagged variables, cumulative effects, individual differences in perception and other intervening variables in evaluating a sales effect and a communications effect.
2 What types of evaluation are carried out at each stage of the marketing communications plan?
1 What are the five benefits of evaluating the campaign?
3 By so doing, to reduce the risk of failure (sub-optimal combinations of the above), and the consequent waste of resources (e.g. time and money, especially).
2 To provide information that will assist those responsible for such a marketing communication in achieving the optimum combination of visual imagery and copy for that product at a point in time.
1 To evaluate if the message conveyed by the marketing communication in question is being perceived by target consumers as intended by those responsible for it. This can be in terms of the visual
5 Accumulated wisdom – based on the idea that learning about one campaign can help you with another.
4 Cost savings – based on better effectiveness and efficiency.
3 An improved campaign – based on evaluating as many elements of the marketing communications plan as possible.
2 Risk reduction – based on a greater understanding of the market and intended campaign.
1 Improved decision-making – based on the best available information that can be afforded.
● To provide an understanding of the various facets of integrated marketing communications and how these may be used to measure the extent integration has been achieved
● To introduce the concept of ‘levels of integrated marketing communications’ as a means of understanding the strategic and tactical implications of integration
● To review the process of pre-testing, post-testing and tracking marketing communications
● To present the criteria against which marketing communications campaigns are evaluated and the associated issues
● To outline the evaluative issues at each stage of the marketing communications plan
● To identify the benefits of evaluating marketing communications campaigns
● Marketing communications ‘quality of integration’ assessment profile
● Dimensions of integrated marketing communications
● Continuum of integrated marketing communications
● Levels of integrated marketing communications
● Evaluating marketing communications planning process
● Evaluation of specific campaign elements
● Evaluation before, during and after the campaign
● Effectiveness, efficiency and economy
● Evaluation issues for the marketing communications campaign
● Why evaluate the marketing communications campaign?
7 When would in-line finishing be used, and when would off-line finishing be appropriate?
6 What are the five main printing processes?
5 Why do you need to use process colours when printing a photograph?
4 What are the four factors you need to be aware of when evaluating a proof?
3 Outline the five main types of non-colour and colour proofing systems available to a marketer.
2 What is digital printing?
1 What are the seven key planning stages in a print job?
Take your copy of the final approved and marked up proof if passing the job at the printers.
7 Ensure a second proof (if required) is created to check that your corrections have been made. Sign and date this proof or any further proofs that may be required.
6 Always retain a copy of the marked-up proof before returning it to the printers.
5 Sign and date the proof.
4 Check the proof against a made-up dummy, and make sure the printer understands how the product folds.
3 Remember, proofs are ‘sold as seen’. Allow yourself time to give them the attention they require.
2 Write comments which are clear, unambiguous and that can be understood by a third
1 Mark up in permanent ink everything which has appeared on the proof that you are not happy with, no matter how minor the fault may appear.
12 What range of factors affect the rates and costs when using poster sites as marketing communications media?
11 Is it always the case that the medium with the lowest CPT will be the best to choose?
10 How is CPT calculated? Why is it important to use target audience figures rather than total audience figures in the calculation?
9 What are drip and burst scheduling patterns?
8 What nine factors can be taken into consideration when selecting media?
7 What is ‘share of voice’?
6 What are TVRs, GRPs and OTS?
5 Why is it important to recognise the difference between exposure to the medium and exposure to an advertisement?
4 Name and define the three most essential considerations when setting media objectives.
3 Why is the concept of DMU important in media planning?
2 How would you describe the difference between target markets and target audiences?
1 Why is it so important to have a clear understanding of target audiences?
● Were there any environmental factors influencing the outcomes?
● What were the competitors doing?
● Was the scheduling effective?
● Has the media performed as an ‘equal partner’ within the total marketing communications effort? Was it properly integrated?
● Have we stayed within budget?
● Have the media been bought well? Have cost savings been achieved?
● Did the secondary media fully support the primary medium?
Was the balance of media allocations right?
● Was the media mix the best that could have been achieved?
● Were the best media selected?
● Has the media selected performed as expected?
● Did the media create the right impact?
● Have we achieved the reach and frequency required –TVRs, GRPs, OTS?
● To provide an understanding of selected media terms
● To describe each of the stages of media planning and implementation
● To present media planning and implementation as an interrelated, multistaged cycle of activity
● To identify the need to see media decisions as part of the overall marketing communications process
● To emphasise the importance of target audience identification
● To emphasise the important media aspects of reach, frequency and impact, and examine how they are assessed
● To complement and extend earlier chapters on media
● Media evaluation
● Media buying – factors affecting purchase
● Media buying – seeking economy, efficiency and effectiveness
● Media scheduling
● Media selection
● Media budget
● Media objectives
● Target audience decisions
● Marketing communications objectives and strategy
● The media implementation cycle
● Using marketing communications media
8 Describe the eight creative strategies based on Patti and Fraser’s proposals.When should creative ideas be assessed?
7 Identify and describe the five-step process to creativity proposed by James Web Young.
6 Describe the brainstorming technique.
5 What are ‘trigger words’?
4 Who typically writes creative briefs within agencies?
3 What is the difference between creative briefs and creative briefing?
2 What two rules did White suggest can be applied to creativity?
1 In what ways might creative thinking be applied to media planning?

Showing 1200 - 1300 of 2211

First
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
Last

Services

Sitemap
Fun
Definitions
Become Tutor
Study Help Categories
Recent Questions
Expert Questions

Company Info

Security
Copyrights
Privacy Policy
Terms & Conditions
SolutionInn Fee
Scholarship

Get In Touch

About Us
Contact Us
Career
Jobs
FAQ
Campus Ambassador

Secure Payment

Download Our App

© 2024 SolutionInn. All Rights Reserved