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business
contemporary advertising and integrated marketing communications

Questions and Answers of CONTEMPORARY advertising and Integrated Marketing Communications

Explain the notion of congruency benefit in promotion and give reasons for its effect.
What is the difference between positive- and negative-oriented sales promotions(POPs and NOPs)?
Using a diagram, explain the difference between trade and consumer promotions.Show how they are related to each other.
What is hyper-local marketing (sometimes called location-based advertising)? Would you employ this tactic if you are a marcoms manager? Explain your answer.
How can we use mass media in making a direct response marketing offer?
How might direct response marketing undermine brand equity?
Explain how direct response marketing, unlike general advertising, is immediately accountable, adjustable and testable.
Why is it important to have a good customer database in direct response marketing?
Can experiential promotion build brand equity? Justify your answer.
Why does Cadbury Australia bother to go to all this trouble with experiential promotion? Why not just cut price which is simpler? Justify your answer.
After reading this case study, do you think this is a positive- or negative-oriented promotion?Justify your answer.
In terms of creative execution, what lessons did you learn from this case study, if any?
This case study shows how online videos when combined with social media can be used as a direct response tactic. This integrated approach is seldom used. Why aren’t more brands adopting this tactic?
Generally, it is a challenge to address two target audiences in a campaign.Why do you think this is so, and how did Weiden and Kennedy mitigate this problem?
How is the attribution style for success and failure relevant for a salesperson?
What is the difference between trust and trustworthiness?
What are the principles of compliance-seeking tactics? Give examples of how they can be misused.
Describe how artificial intelligence can be harnessed for personal selling.
Will you make a good salesperson? Do you think a salesperson is born or made?
Give an example of a multi-attribute framing technique in a sales presentation that you have experienced recently.
Explain the four common ways of handling objections and give an example of each.
Suggest five ways to create an effective sales presentation. Which of these are the most challenging to you and why?
How does corporate reputation assist or hinder a salesperson?
Outline the eight steps of high-involvement selling. Which step may benefit the most from other IMC tools?
Why do we need salespeople? Why can’t we just use advertising to sell?
Of the 10 best practices of selling faster, discussed above, which of these is the most and least interesting to you? Discuss why.
Which part of the decision journey should be devoted to high-touch, and which part to hightech? Justify your answer.
Now that you understand how high-touch and high-tech can be blended in selling, provide an example in which this was, or was not, carried out properly in a recent experience you might have had with a
Is there another way to solve this problem outlined here instead of reallocating the budget?
In the analyses and modelling carried out by the home improvement company, what was the most interesting finding? Explain your answer.
What is the main lesson in this case? Draw a sales cycle diagram showing how the lack of synchronisation between various marcoms led to problems.
How is brand awareness different from brand salience and issue salience?
What is agenda-setting, and how does this concept apply to marketing and political issues?
Imagine you are running a small business and cannot afford TV advertising, what tools would you use to build your reputation? Choose a business and say how the various tools you use can be integrated
What is the difference between native advertising and content marketing? In your opinion which of these two tactics is potentially unethical, and why?
In crisis communication, when should a firm refute and deny responsibility? When should it apologise and accept responsibility?
Explain the concept of ‘fit’ between CSR initiatives and the image of the firm. Why is fit not enough in itself to enhance corporate reputation when it comes to CSR initiatives?
Your firm is sponsoring an event. How would you evaluate whether ambush marketing has had any effect on your brand?
Under what conditions are CSR initiatives and sponsorship more likely to enhance a firm’s reputation?
What is a firm’s main objective when it seeks to engage in corporate social responsibility (CSR) initiatives?
What are the benefits of having a good corporate reputation?
Why was Donald Trump more capable of garnering free media than Hilary Clinton in the 2016 US presidential election, even though Clinton was more credible?
Why do you think Virgin’s Richard Branson is able to garner consistent, free publicity for his company’s brand? Why might other CEOs be unwilling or unable to do this?
In what ways is publicity more credible than advertising?
What are the advantages and disadvantages of trying to get free publicity?
What is public relations (PR)? How is this different from marketing-oriented public relations and publicity?
Richard Branson was clever in using events (but not Twitter) to generate free publicity for the Virgin brand. Can you name a business owner who is well-versed in using Twitter to publicise his or her
Why do you think Hillary Clinton was not able to obtain as much free media as Donald Trump, even though she also used Twitter and had a far greater marketing budget and volunteers?
Why do you think Twitter was so effective for Donald Trump compared to say other social media?
What lessons can be learned from this case study for a marcoms manager?
Speculate why you think the Minister decided to make a captain’s pick, after having spent$100 000 on the survey.
Soliciting names from the public is not an uncommon practice. What are the pros and cons of using this method?
In the current digital age, the image of a brand can be hijacked or parodied on the internet. What can a marcoms manager do about these issues?
Why do people engage in WOM even when there is no financial incentive to do so?
What is product seeding and how is it different from normal sampling of the sort seen in supermarkets?
What characteristics cause an internet video to have high viral content? How easy or difficult is it to create these characteristics?
Describe the five product-related characteristics that will aid the diffusion of a viral marketing campaign.
What is the difference between ‘buzz’ and ‘viral contagion’? Should a marcoms manager capitalise on good buzz when it occurs, or should he or she create the buzz?
What is a branded conversation and how is it related to a brand’s share of conversation(SOC)? How are these similar or dissimilar to branded messages in advertising?
Do you think it is important to draw a distinction between customers and a community of users? Could this explain why social media is not as effective a channel for marketing as first thought?
There are many forms of social media. What elements do they all have in common?
According to Facebook, its users are now separated from each other by 3.57 degrees of separation. Do you think this is good or bad for a marketer? Explain your answer.
Explain ‘six degrees of separation’, ‘three degrees of influence’ and ‘the strength of weak ties’. What are the implications of these concepts for marketing communications?
In the light of #MeToo and success of the Singaporean campaign, what did you learn about developing a social movement for a brand? How different is this from a typical advertising ad campaign?
An education-style anti-smoking campaign would not work in Singapore, but would it work in Australia? Explain your answer.
Do you agree or disagree with Ogilvy’s strategy of separately targeting Singaporean youths and smokers who intend to quit (i.e. would-be quitters)? Explain your answer.
What lessons of integration can you learn from this case study?
Involving social media can be unpredictable. Many things could go wrong (e.g. the brand becomes parodied). How do you think that McDonald’s mitigated the film from becoming a disaster?
After reading this case and watching the film, discuss how well the McDonald’s product and brand were integrated into the film.
Explain the cognitive processing (CP) model and discuss in what ways it is important for advertising, if any. What are the implications of CP for executional tactics in advertising?
What is the difference between the Foote, Cone & Belding (FCB) and Rossiter–Percy(RP) models of advertising? How are each related to the notion of HOE?
There are many variants of the hierarchy of effects (HOE) model. What do they all have in common? How would you apply HOE to the purchase of a car and a packet of potato chips?
Imagine that you are running a company that sells a brand of coffee. Which celebrity would you enlist to help, and why? Assume now that your company cannot afford to use a celebrity. What kind of
If using celebrities are fraught with problems, speculate about why this is such a popular tactic. Choose one weakness in using celebrity and discuss how you would mitigate this risk.
With so many executional tactics available, what considerations should guide your selection? Discuss why they are important.
In the age of social media, topical advertising may become more important. Do you agree or disagree? Explain your answer.
Explain the radio advertising tactic of creating a ‘theatre of the mind’. How is this different from an announcement? Give an example of how you would create such an ad for Starbucks coffee.
Under what circumstances should you use two-sided arguments in an ad? How might you combine this with comparison advertising?
Give an example of advertising based on fear. What are the major considerations to ensure that such advertising will be effective?
What is the difference between a ‘slice-of-life’ and ‘problem solution’ format such as might be used in TV advertising?
What are the similarities between the use of humour and sex in advertising?
What is the difference between a creative idea and creative execution? Which should take precedence, and why?
What is the single most important benefit the campaign has achieved in helping Acer launch its online store?
How is it different using a celebrity to sell a computer versus using an Olympic athlete in this way? In what way is it better or worse compared to a normal straight endorsement?
Early in this chapter, the point was made that it is difficult to build a brand with a one-off execution. Since KFC’s ‘We’re Sorry’ ad was a one-off execution developed for the crisis, does
The apology ad was celebrated for its creativity and won major awards.But do you think the apology campaign was also well integrated? Explain your answer.
High-quality creative output can be dampened at the organisational level. What would you do if you were a marcoms manager in charge of a yet-to-be developed campaign?
What four basic principles of brainstorming did Alex Osborn suggest 60 years ago?What are the four inhibitive factors that hamper the productivity level of group brainstorming, and how can we counter
Explain what falling into a ‘mental rut’ means in the creative thinking process. What is a potential solution to this issue?
Choose one example from today’s media to illustrate each of the divergent thinking advertising principles. Discuss each in terms of whether it is creatively integrated.
How is it possible to tell whether the execution of a creative idea is creatively integrated?
Why is it important to generate lots of ideas while thinking of a creative idea (the ‘go for quantity’ principle)? How does this relate to convergent and divergent thinking?
Why do you think it is important to have accurate input before thinking of a creative idea for a brand?
How does a good creative brief relate to the creative idea and the creative strategy? Do you think is it important to have one? Explain your answer.
What is the difference between a creative idea and a creative strategy?
Using the RAM model, explain how a creative ad can go wrong in terms of how people process it.
What is the theory of remote associate thinking (RAT) developed by Sarnoff Mednick?How is RAT related to the remote associative matching (RAM) model of advertising creativity?
How does the use of social media and celebrity further amplify the message? Do you think this is a cost-effective campaign? Explain your answer.
Do you think luck played a role here in finding the creative idea? Explain your answer.
What was the insight about the buying behaviour of chips that allowed the agency to come up with a winning idea that unlocked growth?

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