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business
contemporary advertising and integrated marketing communications

Questions and Answers of CONTEMPORARY advertising and Integrated Marketing Communications

apply communication design concepts into creative projects.
– How many edit and revision sessions do they perform on shorte ?
– What styles do they use?
– How do they research and outline writing projects?
create simple writing pieces exhibiting technical, persuasive, and news focus.
analyze how marketing communications writing connects to design.remember syntax-critical grammar rules.
apply newswriting, technical writing, and persuasive copywriting techniques to print and web projects.
identify and define how news writing, persuasive copywriting, and technical writing drive marketing communications.
apply research strategies to writing.
create a semiotic sign system to communicate an idea.
evaluate signs to determine their value on communication.
analyze how research and writing unites with design.
understand differences and connections between a text, a document, and a work.
Discuss the role of integrated marketing communications in the marketing program of automobile manufacturers such as Volkswagen. How can Volkswagen use the various IMC tools to achieve its objectives
Discuss how integrated marketing communications differs from traditional advertising and promotion. What are some of the reasons more marketers are taking an IMC perspective to their advertising and
Compare the new defi nition of integrated marketing communications developed by Don Shultz with the original defi nition that was developed by the American Association of Advertising Agencies. How do
Identify three specifi c technological developments that are having an impact on the integrated marketing communications. Discuss some of the ways this technology is impacting the IMC program of
Discuss the role integrated marketing communications plays in the brand building process. Find an example of a company that has been able to build and maintain its brand equity without relying
Discuss the challenges companies face with respect to building and maintaining a favorable brand image during a recession such as the one the global economy has been facing for the past several
Discuss the opportunities and challenges facing marketers with regard to the use of mobile marketing. Discuss the various ways marketers might send messages to consumers on their mobile phones. (LO4)
Why are companies such as Procter & Gamble moving away from the use of traditional mass-media advertising and looking for other contact points that can be used to connect with consumers? How can
Why is it important for those who work in marketing to understand and appreciate all the various integrated marketing communication tools and how they can be used? (LO6)
Discuss the role that integrated marketing communications plays in creating a brand image. How do media contribute to the development of these images? (LO1)
Choose a company and discuss how it communicates with its customers in different market segments. (LO4)
Discuss the strategy of market segmentation, and some of the reasons marketers are employing such techniques.Are there any ethical issues involved in this strategy?(LO4)
Marketing strategies are placing more and more effort on target marketing. What is target marketing? Give examples of companies currently employing this strategy.(LO3)
Discuss the difference between demographic and psychographic segmentation. Give examples of companies employing each. (LO4)
The lead-in to this chapter discussed GEICO’s successful market strategy. What factors have led to the success of this company? (LO1)
A number of companies were mentioned as having recently undergone repositioning strategies. Cite additional examples of brands that you know have been repositioned in recent years. Discuss the pros
Many brands have made little or no changes to their packages over the years. Arm & Hammer Baking Soda is one such company. Provide a list of some companies that have held their packaging and brand
The opening vignette discusses how Under Armour has been able to grow its sales and build a strong brand by doing all of its advertising creative and other IMC work in-house rather than using an
Who are the various participants in the integrated marketing communications process? Briefl y discuss the roles and responsibilities of each. (LO1)
Discuss the pros and cons of using an in-house advertising agency. What are some of the reasons why companies might change from using an in-house agency and hire an outside agency? (LO2)
IMC Perspective 3–2 discusses the changing role of account representatives in advertising agencies. Discuss how the role of account representatives is changing and the developments that underlie
Discuss the various criteria that might be used by an automobile company such as Ford or Honda in evaluating its advertising agencies. Which of these criteria do you think would receive the most
Discuss the pros and cons for a marketer having one company handle all of its integrated marketing communication needs versus using specialized marketing communication fi rms to handle the various
Consumers experience different forms of problem recognition. Explain each type of problem recognition and give an example of a purchase of this type. (LO2)
The chapter discusses the role of neuroscience in understanding consumer behavior. Discuss what is meant by neuroscience and provide examples of how this fi eld of study may be useful to consumer
How might one’s social class infl uence their consumer behaviors? Give examples of products and/or services that might be infl uenced by social class standing.(LO5)
There has been controversy over the existence and impact of subliminal advertising for quite some time.Explain why. Why do you think this topic continues to hold so much interest? (LO3)
Explain the process of selective perception, and the various ways in which consumers may fi lter information.What is the relevance of this for consumer behavior?(LO3)
Recently, there has been a great deal of attention paid to environmental issues resulting in a number of companies embarking on “green” campaigns. Discuss some of the reasons why companies are
One of the fastest growing market segments in the United States are Hispanics. Discuss how marketers have attempted to appeal to Hispanics. Do Hispanics require a different set of IMC strategies than
Explain the differences between functional and psychosocial consequences. Give examples of advertising that focus on both types. (LO3)
Discuss some of the problems associated with psychoanalytic theory and its applications to understanding consumer behavior. Also, discuss some of the contributions made to our understanding of
Discuss some of the ways marketers can deal with communication problems such as mistranslations when developing advertising messages in different languages.(LO1)
What is meant by encoding? Discuss how encoding differs for radio versus television commercials as well as for print ads. (LO2)
Discuss how marketers are using various techniques to generate word-of-mouth discussion and buzz for their brands. Discuss the pros and cons of these techniques.(LO2)
Do you think a company that recruits consumers to participate in an online brand community such as Procter& Gamble’s Vocalpoint programs should encourage participants to disclose their association
Do you agree with critics who argue that many of the younger people who work in the creative departments of advertising agencies cannot develop ads that connect with older consumers because of the
Discuss how one of the consumer response models presented in Figure 5–3 could be used by a company such as Apple in planning the introduction of a new product such as the iPad. (LO3)
Discuss how marketers of low-involvement products such as soft drinks or paper towels would use various IMC tools differently than a marketer of a high-involvement product such as a personal computer
IMC Perspective 5–1 discusses the results of a study showing how men and women differ in their visual processing of sexual imagery in print ads. On the basis of these fi ndings, what suggestions
Explain what is meant by a central versus peripheral route to persuasion and the factors that might determine when each might be used by consumers in response to an advertisement or other form of
The chapter opener discusses the negative publicity Tiger Woods has had resulting from the extensive media scrutiny of his extramarital affairs. Choose one of the companies or brands that Woods is
Discuss how marketers can use the persuasion matrix shown in Figure 6–1 to plan their integrated marketing communication programs. Choose a TV commercial or print ad and use the persuasion matrix
Discuss the pros and cons of a company using one of its top executives such as the founder, CEO or president as an advertising spokesperson. Find an example of a corporate executive who you feel is a
IMC Perspective 6–1 discusses how NFL quarterbacks Peyton Manning, Tom Brady, and Brett Favre have become popular endorsers. Compare Manning, Brady, and Favre as advertising spokesmen. Why might a
Do you agree with the Coca-Cola Company’s decision to use NBA star Kobe Bryant as an advertising spokesperson for its Vitamin Water brand? Discuss the pros and cons of using him. (LO2)
Discuss the factors that lead to commercial wearout giving attention to some of the reasons marketers often run the same ad repeatedly. What are some strategies for delaying or even avoiding wearout?
Discuss what is meant by clutter in the context of television advertising. Watch a one-hour television program and assess the amount of clutter that appears during the show. How might advertisers
What is meant by a qualitative media effect? Select a magazine and discuss the nature of the media environment in that publication. (LO4)
Why is it important for marketers to set specifi c objectives for advertising and promotion: What criteria must these objectives meet to be valid? (LO1)
What are some of the problems associated with setting communications objectives? How can marketers overcome these problems? Cite examples. (LO4)
What are the values associated with setting objectives for IMC? How can marketers improve their communications programs by establishing specifi c objectives? (LO1)
What are the two key issues that marketers must make in regard to budgeting? Explain the differences, and give examples of each. (LO5)
There have always been attempts to directly measure the effects of advertising on sales. At the same time, there are many who believe that this is rarely possible. Why is it so diffi cult to
Explain the difference between the S-shaped response model and the rapidly diminishing returns model. Some believe that the former of these may be best suited for low involvement products, and the
Hierarchy of effects models have been adopted by a number of fi rms (though sometimes under different titles, for example, funnel models). Discuss the value of using hierarchy of effects models for
In periods of downturns in the economy, many companies slash their advertising and promotions budgets.Explain why this is not always the best strategy to pursue.(LO7)
The chapter opener discusses the popular “The man your man could smell like” commercial the Wieden 1 Kennedy agency has created for Old Spice body wash.Analyze this commercial from an advertising
Advertising creativity is viewed as the ability to generate unique and appropriate ideas that can be used as solutions to communication problems. This defi nition suggests that a creative ad is one
What is your opinion of advertising awards, such as the Cannes Lions, that are based solely on creativity?If you were a marketer, would you take these creative awards into consideration in your
Many advertising creative personnel are opposed to focus group research as they argue that they may inhibit the creative process. Discuss the problems, as well as the value, of using focus groups to
Assume that you have been hired as an account planner by an advertising agency and assigned to work on the advertising campaign for a new brand of bottled water.Describe the various types of general
Briefl y describe the fi ve major communication interfaces and decision points in the model of marketing information fl ow shown in Figure 8–4. Discuss how breakdowns in communication can occur at
Find an example of an ad or campaign that you think refl ects one of the approaches used to develop a major selling idea such as unique selling proposition, brand image, inherent drama, or
The chapter opener discusses the DEWmocracy social media campaign used by PepsiCo to select a new fl avor to add to the Mountain Dew product line. Discuss the pros and cons of using social media and
Some advertising creatives argue that the distinction between rational and emotional advertising is irrelevant since nearly all advertising includes aspects of both. Evaluate this argument. (LO1)
Find an example of an advertisement that uses a feature appeal and analyze it giving attention to the type of product or service attributes discussed in the ad and the benefi ts they provide to
IMC Technology Perspective 9–1 discusses the need for a creative revolution in online advertising. Discuss how online advertising differs from the type of advertising done in traditional media such
What is meant by the mere exposure effect? Discuss how banner ads that appear on various websites might take advantage of the mere exposure effect. (LO1)
What is meant by transformational advertising? Analyze the cinematic-themed ad for Skyy vodka shown in Exhibit 9–6 from a transformational advertising perspective.(LO1)
Discuss the use of slice-of-life execution techniques in advertising. For what types of products and services might this execution technique work best? (LO2)
IMC Perspective 9–1 discusses how “The Most Interesting Man in the World” campaign was able to increase sales for Dos Equis imported beer. Discuss the reasons for the success of this campaign
Discuss the role of headlines in a print advertisement.What is the difference between a direct headline and an indirect headline and when might each type be used. (LO3)
Discuss the role of music in advertising. Find an example of a television commercial that is using a song and discuss the role the music plays in delivering the message.(LO3)
One well-known media planner has noted that media buying is a combination of art and science with a defi nite bias toward art. Explain what this means and give examples of circumstances of situations
GfK MRI and Experian Simons both provide indexes to describe profi les of product users. Using the index provided in Figure 10–5, describe the profi le of the energy drink user. Who is least likely
What does it mean for a company when they discover that their product has a High BDI but low CDI? What about a Low CDI and Low BDI? (LO2)
What is meant by engagement (in media terms)?Explain the relevance of engagement to media planners.(LO1)
A criticism of the current rating system for TV is that the numbers are based on sweeps periods. Some argue that a more accurate picture is provided by the meter system.Discuss some of the advantages
Some marketers estimate that the average consumer may be exposed to as many as 3,000 to 5,000 ads per day. Current estimates of effective frequency are based on 1,500 exposures per day. Discuss how,
Explain what is meant by BDI and CDI. How do advertisers use these indices in their media planning?(LO2)
The opening vignette discusses how various technological changes have been impacting the television industry and TV’s role as a major advertising medium. Discuss the key developments that have
Discuss the advantages and limitations of television as an advertising medium and how these factors affect its use by both major national advertisers as well as smaller local companies. (LO2)3
IMC Technology Perspective 11–1 discusses the debate between the television networks and advertisers over the measurement of TV viewing audiences. Evaluate the changes that have been made to
Evaluate the use of sweeps rating periods as a method for measuring local television viewing audiences. Do you think sweeps ratings provide reliable and valid estimates of local television viewing
Discuss the advantages and disadvantages of advertising on radio. Discuss how radio advertising can be used by national versus local advertisers. (LO2)
Discuss some of the developments that are impacting the traditional print media of magazines and newspapers.What are some of the ways magazine and newspaper publishers can respond to these changes

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