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essentials of marketing communications

Questions and Answers of Essentials Of Marketing Communications

● Understand the regulatory environment governing marketing communications and evaluate the need for regulation of marketing communications.
● Recognise changes in the industry and how these affect marketing functions.
● Understand the external environmental factors that impact on marketing communications for tourism and hospitality.
● Defi ne the marketing function and the structure of the marketing communications industry.
4. Discuss the process by which signs are created and meanings are understood.
3. Explain three key differences between psychological theories of communication and sociological theories.
2. Discuss the factors which might affect how communication is received by target individuals.
1. Explain the differences in linear transmission models and multistep, relational and network approaches.
● Identify the relationships between mass media, marketing communications in tourism and hospitality and semiotics.
● Discuss contemporary debates in communication theory in relation to tourism and hospitality products and services.
● Identify and relate the development of models of communication within their historical context.
● Understand different perspectives on communication theory.
3. Outline the range of types of organisations in the tourism and hospitality sector. What are the current issues facing the sector? What is the impact of these trends on marketing?
2. What are the main elements included in a defi nition of marketing communications? Why is each element important to successful marketing of tourism and hospitality organisations?
1. Outline the special characteristics of tourism and hospitality services and explain why and how these impact on marketing communications for these services.
● Describe the changing role of marketing communications in the tourism and hospitality system.
● Understand the importance of communications in tourism and hospitality services.
● Defi ne tourism and hospitality marketing communications.
3 Identify an advert for a job of your choice. Make a note of the key words they use. Write a targeted cover letter and CV.
2 What future fashion marketing communications and applications can you envisage?
1 Mention a brand in a Facebook post and see how you are targeted by them or their competitors.
11. What is next for Jaeger now it has been restored to iconic British heritage brand status?
10. How is Tillman ‘doing a Jaeger’ on Aquascutum?
9. Financial success is just one measure of effectiveness; what are other measures?
8. What aspects of the communications strategy were used and to what extent were they integrated into the repositioning strategy?
7. Which other people were involved in the repositioning of Jaeger?
6. What were the major objectives of Jaeger ’s integrated campaign?
5. Design some research tools to test consumer perceptions of Jaeger.
4. What types of research are appropriate for this investigation?
3. What sort of research would have been carried out to establish the perception of the brand prior to 2003–4?
2. What happened to Viyella?
1. What could Coats Viyella have done to revitalise rather than divest the brand?
ª uses a case study on Bahrain to explore issues in mounting a communications campaign.
ª discusses the regulatory frameworks for international communications
ª gives examples of cultural, consumer and climatic constraints as points of difference for marketing communications
explains the factors that infl uence fashion companies to venture into overseas markets
4 Describe how you might organise an event for the trade, an exhibition space, a fashion show, a meeting in a showroom or a breakfast event. Fully cost the event.
3 Write two types of press release: one aimed at the trade and one aimed at the consumer journalist.
2 Access trade and consumer communications for some brands of your choice. Make a list of the key words the trade uses when communicating with other businesses (B2B) that differ from the ones it uses
1 Access some of the websites of trade shows and companies mentioned in this chapter.
gives examples of fashion trade marketing communications and channels of communication.
describes the difference in the message, treatment and audience needs
explains how a fashion business communicates with other businesses
examines the role of sales personnel in communication and transactions.
examines the role of the Internet and online shopping in relation to real stores
describes the role of design and visual merchandising in supporting the brand image
defi nes the elements of the retail environment which provide these prompts to purchase
demonstrates the importance of the retail environment in consumer behaviour and communicating the total brand image
3 Use the case study of Kate Moss as a basis to build on. Look at her past, present and perhaps future activities and endorsements.
2 Calculate the advertising value equivalent (AVE) of a celebrity story or picture in the press.
1 Identify a number of brands and celebrities (use visual images) and ask a small group to describe the personality of the brand and celebrities and suggest some ‘fi ts’.If some are already
speculates on the end of celebrity.
considers how to measure the effectiveness of celebrity endorsement
describes the celebrity lifecycle
considers how celebrity works
defi nes celebrity and types of celebrity endorsement
3 How far should PR people go in courting journalists?
2 Is PR a covert activity that should be made overt within media?
1 To what extent do you think the average consumer of media is aware of the PR ‘machine’?
what future strategies are being brought into operation.
what the company has done about the revelations
how subcontracting may have occurred without the company ’s knowledge
how factories are audited
discusses measuring the value and effectiveness of public relations.
describes the difference between in-house public relations departments and public relations agencies
explains how public relations supports fashion communication strategies
defi nes public relations
ª explains the role and value of product placement.
ª explains the relationship between costs, circulation and context
ª explains the relationship consumers have with magazines
ª explores the importance of magazines in fashion
7 Subscribe to a number of fashion websites and monitor their communications in general and those focussed on you personally. Do some retailers bombard you with messages? Do some get it about right?
6 On your daily commute, make a note of the advertising to which you are exposed over a week or so. At what point do you screen out and what changes do you notice?
5 Who tends to advertise on radio stations to which you listen?
4 Select newspapers directed at different audiences and compare the types of advertising.
3 Look at the types of ‘fashion’ adverts in magazines which are related to hobbies or interests.
2 Visit the cinema and make some observations on the length, sound, creative treatment and subject or brands of the advertising in relation to the fi lm genre.
1 Monitor advertising aimed at different segments of the population on terrestrial and satellite TV. Consider programmes that are also directed at clearly defi ned markets.
ª gives examples of tools and media channels in the fashion industry.
ª explains the advantages and disadvantages of each tool and media channel
ª explores the marketing communications tools available to companies
ª How do we get there or achieve it?
ª Where do we want to be?
ª Where are we now?
Distinguish guardian and trading actions in the management of marketing communication.
In preparing for a job application and interview for the newly created post of marketing communication manager, what would you offer to indicate your advantageous credentials for the role?
What is the connection of ethical communication with green marketing?
In what circumstances may the marketing communication manager be faced with an ethical dilemma?
What other forms of regulation may be significant in the job of marketing communication manager?
List externalities that may arise in a marketing communication campaign.
When does marketing intervention cease to be persuasion and become seduction?
Production is dependent on consumption. The consumer is the lawful prey of the producer, and the job of the marketer is to seduce the consumer. Is this a fair and complete explanation of almost all
What examples of deceptive and irresponsible advertising have you seen recently. Discuss these cases with your colleagues/fellow students. Do you all agree on the criteria for honest and responsible
Do people get, through marketing, what they want, or are they merely encouraged to want what they get?
Do consumers consider the origins of the commodities they simply have to have?
Is the market-based system of consumerism ethically terminally unhealthy?
What forms of consumption are ethically questionable and damaging to the environment?
Do marketers reflect on the externalized costs of their decisions and actions?
Carry out a small survey of recent marketing literature. What are the‘new’ evaluation methods offered by consultants and agencies, and what benefits are claimed for them by their vendors?
Evaluation is the control function of marketing communication management. How is this so?

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