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business
contemporary advertising and integrated marketing communications

Questions and Answers of CONTEMPORARY advertising and Integrated Marketing Communications

IMC implementation and its barriers
important underlying themes of IMC efficiency and effectiveness
how to evaluate synergistic effects.
benefits of, and issues in, campaign tracking
the uses of measuring ad recognition and ad recall
the concepts of brand awareness, brand consideration, and brand associations
how campaign tracking works, and the difference between ad-diagnostic measures and outcome measures
the Starch methodology for post-testing print ads
estimating ROI of ad pre-testing
criticisms and best practices of ad pre-testing
the four persuasion styles and their executional requirements
how to use principled evaluation in subjective judgement of ads
the difference between concept exploration and quantitative advertising pre-testing
how to use consumer sales promotions more effectively.
the notion of congruency benefits in promotion and the reasoning behind it
when to use monetary or non-monetary consumer sales promotion
the difference between positive- and negative-oriented sales promotions
types of trade and consumer promotion
how trade and consumer promotions are different yet related
what sales promotion is
the different methods for delivering the offer
the principles underlying a good direct response marketing campaign
what direct response marketing is
the different persuasion paths to influence, and ethical considerations in using compliance-seeking tactics.
why trust and trustworthiness are important
the four common ways of increasing liking
the principles of compliance-seeking tactics
how artificial intelligence assists in personal selling
how to use selling influence tactics (SITs) contingently
how to sell ‘improved value’ and the ‘vision’
how to use the multi-attribute framing technique in a sales presentation or in handling objections
the expectancy-value model of human behaviour
the four common ways of handling objections, and their disadvantages
how to create an effective sales presentation
the eight steps of high-involvement selling
the advantages and disadvantages of personal selling
the important functions of a salesperson (or sales agent)
how to plan and use PR, corporate advertising, sponsorship and content marketing in a coherent way.
how to use brand architecture to understand the relationship between corporate advertising and product or service advertising
what native advertising and content marketing are, and the ethics of their usage
what crisis communication is, and how to respond effectively to a crisis
what sponsorship is, its advantages, and how to use it effectively
how corporate social responsibility (CSR) initiatives and brand purpose campaigns can enhance corporate reputation
when corporate advertising should take precedence over product or service advertising
what constitutes corporate reputation, and the advantages of having a good reputation
Richard Branson’s and Donald Trump’s strategy of gaining free publicity
what makes a story newsworthy
the symbiotic relationship between media organisations and firms
the usefulness of public relations (PR) and its advantages and disadvantages
what social commerce is.
what viral contagion is, what its preconditions are, and why it is so difficult to create a viral campaign
the rise of social movements and #hashtag
the concept of a branded conversation
distinctions between WOM, recommendations, buzz marketing and viral marketing
differences between opinion leaders, market mavens, brand loyalists and brand communities
the principles of social influence, including six degrees of separation, three degrees of influence and the strength of weak ties
what social media is, its contingent usage and integration
what social ties are, and why they are influential
how information flows in marketing
the decision model for selecting a celebrity endorser.
three different theoretical perspectives of celebrity endorsement
the two important considerations in deciding which executional tactics to use
the need to customise online videos
the strengths and weaknesses of different executional tactics
what ‘wear-out’ is, and how multiple executions can prevent it
when to use a single (‘one-off’) execution and when to use multiple executions
the difference between an advertising creative idea and its executions
the role of ideation principles in the development of a creative idea.
why a creative brief is important, and the characteristics of a good one
the importance of developing a sound creative strategy first (using convergent thinking)before coming up with a creative idea (using divergent thinking)
what a creative idea is, and how it can be creatively integrated
how processing can go wrong with creative advertising
theories of remote associate thinking (RAT) and remote associative matching (RAM)
a range of theoretical perspectives of creativity
why creativity is important
a theoretical framework of communication
that these measures are often about the media vehicles (programs) and not the ad.
the different media terminologies used to measure audiences of programs and the logic behind their usage
pros and cons for each of the media options
the difference between a medium and a vehicle
the vast number of media options available
the principles of guiding consumers to purchase
the pros and cons of programmatic media buying.
how to balance short- and long-term goals in media planning
the importance of reach, distinctiveness and salience in increasing market share
what questions to ask when developing a media strategy, and the relationship between media strategy and media neutrality
the role of experimentation, scale effects and post-buy evaluation in media planning
the concept of recent exposure and its implication for recency media planning, frequency and continuous schedules
differences between the s-shape and convex sales-to-advertising response functions and their implications for media planning
the relationship between opportunity to see (OTS), media weight, average frequency and reach
the share of voice (SOV) and share of market (SOM) budgeting methods
the importance of assessing communications objectives and sales simultaneously
the theory of weak versus strong advertising
what DAGMAR (Defining Advertising Goals for Measured Advertising Results) is and how to use it
what advertising is supposed to do
the relationship between brand associations, brand ‘building’, brand positioning and brand equity.
ways of conceptualising brand equity
the concepts of point of difference, point of parity and frame of reference
the challenges of repositioning a brand
tactics for brand positioning, and their advantages and disadvantages

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