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essentials of marketing communications

Questions and Answers of Essentials Of Marketing Communications

Revisit the concept of the appreciative system. Use this to explain the planning process in marketing communication management.
Discuss the strategic importance of research in designing the marketing communication system.
Plans often languish in desk drawers and are not used to make decisions that have strategic consequences for marketing. Why might this happen, and what can be done to overcome this management
How does planning motivate?
‘Marketing communication planning is itself a form of marketing communication.’ Explain this notion.
Planning may be no more than mindless ritual. How might this arise, and what are the benefits to be gained from managing a sound strategic thinking process?
How can the communication plan contribute to integration of communication policies, decisions, and activities?
Write a concise rationale for managing a marketing communication planning system.
Design a communication objectives statement for those communication subsystems that are necessary to contribute to the marketing system in terms other than immediate sales.
List as many marketing communication objectives as you can think of and separate out those that are really specific to advertising. What does this tell you about the scope of marketing communication?
Write an outline task list for marketing planning in a business with which you have contact.
How, in practice, can marketing communication strategies be linked to marketing strategies that contribute constructively to business strategy?
Why is VHI investing so much money and effort into their new brand campaign? Who will benefit from this?
‘Strategy follows objectives.’ Explain.
Why is ‘marketing’ taken to be synonymous with promoting product sales by so many people?
What distinguishes a communication objective from a marketing objective?
Schultz et al. (1993) suggest that marketers spend far too much time talking about themselves. What do they mean by this?
According to Vickers’ levels of communication analysis, we could imagine such communication objectives as: connect, inform, persuade, learn, invent. Think through other appropriate objectives and
Advertising is used for propaganda and persuasion in commercial and political arenas. One encourages product consumption, while the other encourages conformity to ideology. How do these perspectives
We should not concern ourselves with what advertising does to people, but rather with what people do with advertising? What is meant by this?
When advertising can be linked directly to purchases, it is termed ‘retail’.When, and how, is ‘image’ advertising justifiable?
Internet advertising accountability is being measured by ‘click-throughs’.How is this threatening traditional media?
Despite US advertising spend increasing by almost 75 per cent in the period 1986–96, more people than ever believe that most products in most categories are exactly alike. How can this be? What
William Randolph Hearst once said: ‘News is something someone is trying to hide. Everything else is just advertising’. What did he mean?
Advertising has been called the ‘strategy of desire’. What is meant by this?
Likeable advertisements seem to sell more products. Try to explain this finding from advertising research.
To what extent are knowledge and experience really the same thing? How do advertising agencies manage their knowledge capital?
Even supermarkets now capture customers’ details and mail out product catalogues. ASDA, for example, recently ran a George clothing competition and have built a mailing list. How do you see this
What, specifically, would you advise the Toyota marketing team to do next?
How might IMC fail, and what counter measures could be taken?
How does IMC link to corporate strategy and organization design?
How could a provider incrementally adopt IMC?
Some corporations are operating a form of IMC that is little more than consolidation for cost reduction. What benefits are they missing?
At the regular Toyota launch-planning meetings, what topics and issues would be discussed?
If you were the Marketing Communication Manager at Toyota, what would you prioritize for enhancement to their communication system?
There is an excellent case study on the IMC programme of the Fruit of the Loom corporation on the WWW. Find it by using the Google search engine, review the plan and discuss it with your class.
How do you, as a consumer, actually benefit from the management of an IMC system of a provider from whom you regularly purchase a product?
Explain how IMC provides the managerial bridge between internal marketing and relationship marketing.
As the newly appointed Marketing Communication Manager at National Geographic, what will be your priority for further developments?
Marketing communication has both planned and unplanned (word-ofmouth)elements. How can favourable WOM be planned for in a Relationship Marketing programme?
How could loyalty programmes undermine brands?
Are ‘loyalty’ and ‘affinity’ synonymous with close continuing relationship?
Try to identify some examples of providers rewarding people for providing information to them that is subsequently transformed into satisfying products (Dell Computers is but one example!).
Relationship marketing requires a continuing conversation between provider and consumer/buyer. How can/do customers benefit from this?
How does the marketing communication system contribute to total customer satisfaction?
Is there any need (and justification) now for mass communications?
How do affinity cards add value for the co-branders and for customers who use them?
How might database (or data-driven) marketing support a relationshipmarketing strategy?
As marketing manager, how can you apply the concept of internal marketing to enhance the outcomes of your work?
How well does the ‘marketing mix’ managerial framework explain what is required for internal marketing?
Professor Grönroos summarizes internal marketing as attitude and communication management. What does he mean?
Internal-marketing outcomes are the necessary inputs for effective external marketing. What is meant by this assertion?
Imagine that all of your colleagues could be regarded as marketing resources. What specific actions might be necessary to realize this notion?
Why, traditionally, would employee communication not be seen as based on exchanges?
How might internal marketing be used at Koch Industries to further their Market-based Management Capability?
How might the absence of an internal-marketing system hinder the development of marketing communication?
What would obstruct the adoption of a market-based management process in your corporation?
Do you have any internal-marketing practices in your workplace or college?
Consider the notion of the marketing communication system enabling and fostering impressions of both marketer (provider) and marketer(buyer/consumer). How might this be managed in practice?
How does marketing communication impact upon brand name?
It has been said that corporations can do well by doing good. What might be meant by this?
Consider the idea that image and reputation may arise for corporation, product, or person. How does this differ from the concept of brand?
How would you rate your local supermarket’s reputation? At what level is the main influence on your judgement?
Try to explain the nature of a corporate personality. Why is this significant for marketing communication?
Given that Shell has been working on their corporate identity and reputation for several years, what benefits seem to have accrued to the corporation and their customers and other stakeholders?
How do you distinguish the concepts of identity, image, and reputation?
In 2000 BP announced a change of logo style for all their petrol stations. Speculate, based on a review of available published material, on the management process that led to this decision.
new designs portraying the airline as British and modern, rooted in their UK heritage but at home wherever they travel. What impact, do you think, this design intervention might have had on the
In 1997 British Airways famously changed the livery of their aircraft with
Some people are today arguing that the media are not merely‘communications channels’. What is meant by this?
What media options are available for the generative part of the marketing process? How would you evaluate their effectiveness and efficiency?
Why is media selection a critical part of the marketing manager’s job?
Some selection criteria are degree of interactivity, content format, cost, and availability. Examine several rather different media options and identify realistic benefits and limitations for several
‘New media generally do not replace “old” media, they simply offer another option.’ What implications does this have for marketing communication managers?
As product and corporate branding efforts increase, arguably advertising will have to be increased in volume and impact to promote and protect brands against more competition in the minds of
What might be the symbolic value to a marketer and to a consumer respectively, of a web presence for the provider?
What are the advantages and disadvantages for consumers/buyers and providers, respectively, of the proliferation of media options?
With ‘e-tail’ (online retail shopping) accounting for only a tiny portion of total retail sales value, why all the attention?
Consider the advent of artificial agents (‘intelligent search engines loaded with consumer preference data’) in online shopping. What are the implications for the management of marketing
million households).
million mailing packs were sent to
Why are people in the UK so inert to the onslaught of promotional marketing messages?(In 1999 more than
Does the consumer credit card finance market need regulating? (See the Cruickshank Report).
What should they do next?
What is the reason that the Royal Bank of Scotland is not able to build a strong brand?
Royal Mail clearly have a vested interest in direct mail. What is their response to Internet advertising and trading?
What is the impact on direct mail for the adoption of the Internet?
Who else has built a product brand with only direct mail? (Names that come to mind include Reader’s Digest, Which? Magazine, and the International Masters Publishers (IMP)series of specialist
I have elsewhere suggested that a brand is a form of trope. Go back to your English lessons and work out what I might mean by this (why not send your answer to me by e-mail?).
Think of some people who are prominent in your life. List what you think might be their favourite brands. On what basis can you/do you make such judgements?
If there were no brands, how would your life be affected?
Try this game. Write a list of ten familiar products. Ask your colleagues to name spontaneously a brand for each, including the manufacturer and a main provider. Why are these names so prominent?
Brands may be based on the following:euphemism; metaphor; analogy; totem; fetish; metonym; substitute;catalyst; icon; synecdoche; symbol; corollary; syllogism.Find a dictionary definition of each
Advertising transforms a product into a mirror of its consumer. Explain this in terms of branding.
Try to explain human cognition processes using Vickers’ idea of an appreciative system. In what ways does this help in understanding the product brand from the cognitive and communication
Brands enable consumers to communicate something about themselves.Explain how this might work.
How would you characterize the brand personalities of Virgin Atlantic, EuroDisney, Nestlé, and British Airways?
If Professor Ehrenberg is right, that mostly advertising is a means for brand publicity, how would the widespread adoption of the concept of saliency impact on the global advertising industry?
Where might significant differences arise in the communication needs of the provider and the consumer or buyer? How might managers deal with this problem?
Write a succinct statement that distinguishes marketing communication from marketing communications.

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