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business
contemporary advertising and integrated marketing communications

Questions and Answers of CONTEMPORARY advertising and Integrated Marketing Communications

11 What is share of voice?
10 How do push and pull strategies differ?
9 What are the main strategic approaches to marketing communications?
8 What are Mintzberg et al.’s five strategy Ps?
7 Should objectives be sales or communications orientated? Explain your answer.
6 What are the hierarchy of effects models?
5 Explain what the SMARRTT framework stands for and why objectives should be SMARRTT.
4 Why is the setting of objectives important?
3 What is an umbrella branding strategy?
2 Describe how objectives and strategies can be viewed at different levels of the organisation.
1 What are the differences between objectives, strategy and tactics?
9 Why is budget setting described as a negotiation process?
8 Why may the percentage of sales budgeting method be said to incorporate elements of the other methods?
7 Identify the five budgeting methods and briefly describe each.
6 What are the four marketing communication effects identified on the ‘S’ curve?
5 What does the ‘S’ shaped response curve measure?
4 What is meant by top-down and bottom-up?
3 Why is it important to assess the effectiveness of marketing communications from a budget setting point of view?
2 What aspects of the marketing communications mix tend to be excluded from the marketing communications budget?
1 Why are budgets said to be resources and constraints?
● the pressures on managers to prove performance.
● the pressures on managers to set optimal budgets;
● the budget approval mechanism and channels of negotiation – who is involved, how many are involved, in what part of the process, and when;
● what preferences and experience ‘experts’ bring to decision-making;
● how traditionally ‘expert’ (external agencies) opinion has been utilised;
● the persuasiveness of marketing managers in obtaining/defending budgets;
● the power and politics within the company (especially between the senior executive, finance and marketing);
● custom and practice – what has seemed to work before – past behaviour, past performance;
● To indicate that budgeting is far from being an exact science and that negotiation forms a part of the process
● To suggest that there is no single best budgeting approach
● To establish methods that can be utilised to set budgets and review those methods
● To clarify the need for budgeting and emphasise budgets as an investment
What are the main differences between geodemographic and lifestyle data?
7 Why should marketing communicators use psychographic segmentation?
6 Differentiate between the two main definitions of psychographics.
5 What is behavioural segmentation?
4 How can lifestage segmentation be used for marketing communications?
3 Explain the rationale behind geodemographic segmentation.
2 What is mass customisation marketing?
1 What is mass marketing?
5 How can I reach them?
4 Where can I find them?
3 What do they buy?
What are they like?
1 Who are my customers?
● When is the best time in the consumer’s life to apply the tools?
● How can they be reached most efficiently with marketing communications tools?
● Where are they located?
● Who exactly are the consumers most likely to become users of a brand?
● To demonstrate the applications of segmentation and profiling
● To discuss the main segmentation products commercially available
● To present the five key types of market segmentation
● To outline the concept and uses of market segmentation
● To introduce the context in which targeted marketing is taking place
7 Find and outline one particular point of care that needs to be exercised in relation to the TGI.
6 What difference has the advent of EPOS made to audit data services?
5 Why is sampling error a ‘fact of life’?
4 Explain what you understand by ‘cold calling’ in relation to quantitative research methodology.
3 How does a group discussion (or focus group) differ from other possible qualitative research methodologies?
2 What is the difference between primary and secondary research?
1 What sort of a document is a research proposal, and what purpose does it serve?
7 Prepare research report.
6 Analysis and interpretation of data.
5 Data collection.
4 Sample design.
3 Data collection method design.
2 Determine research design.
1 Problem formulation.
● To provide a review of the sources available to marketers for understanding markets, and to relate these to marketing communications
To explain a number of important, subsidiary issues in relation to methods of data collection
To establish the main types of research available
● To define the role of market research in marketing communications planning, in terms of rationale, relationships, procedures and responsibilities
● Perceptual mapping
● Test marketing
● Media measurement
● Market monitoring: continuous research and syndicated surveys
● Issues in data collection
● Types of market research
● The use of research in integrated marketing communications
The role of research in integrated marketing communications
7 What are the key elements to maintaining a healthy client–agency relationship?
6 Why might a media commission-based system of payment be inappropriate for a PR agency?
5 What are the pros and cons of the alternative remuneration systems from both client and agency perspectives? Include in your considerations the major advantage and major difficulty in applying
4 What criteria should a client use to shortlist and appoint an agency?
3 What should be included in a briefing document to an agency?
2 Evaluate the alternative agency types available to a client wishing to develop an integrated through-the-line campaign.
1 What are the key issues an organisation should consider when deciding whether to use an agency or manage their marketing communications in-house?
5 Why is database management considered to be an important aspect of integrated marketing communications? Refer also to Chapters 2 and 12 to answer this question.
4 There are numerous organisational barriers that prevent or detract from integration. Identify and describe, in your own words, each of these.
What does Schultz mean when he refers to an ‘outside-in’ approach to marketing communications integration?
2 The process of integration has been referred to as ‘orchestration’. What does this mean?
1 Identify the six factors suggested that make the task of integration more complex.
● To emphasise the importance of database management within the organisational structure for today’s integrated marketing communications
● To offer some outline suggestions of ways in which integrated marketing communications may be organised
● To identify the major barriers to organisational integration of marketing communications
● To emphasise the fragmented nature of marketing communications
● The role and importance of the database in integrated marketing communications
● Organising for integrated marketing communications
● Organisational barriers to integration
● Who should be organised for integrated marketing communications – client or agency?

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