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essentials of marketing communications

Questions and Answers of Essentials Of Marketing Communications

5 Creative strategy is part of ‘how do we get there?’ Discuss the different creative approaches to crisis management and avoidance.
4 Explain the usefulness (or not) of perceptual mapping in planning a response to a crisis.
3 The planning stage of a DSM involves consideration of ‘where do we want to go?’ having already established targets. Discuss the importance of establishing targets early on in a crisis
2 Outline what you consider to be the important elements of the analysis stage of a crisis management DSM.
1 Explain why you agree or disagree with the contention that the APIC-type model is useful as a framework for PR generally and crisis management in particular.
Planning for a crisis or even negative publicity is seen as the province of PR, which is then often used in conjunction with other forms of communication.Assume you have been asked to help devise a
• explain the communications mix that helped salvage Perrier and other brands from crises that enveloped them
• provide a framework for the management of the PR function
• provide some critique of the adoption of such an approach
• explain the elements of the APIC system, as applied to PR, in broad DSM terms
10 Explain how the effectiveness of sponsorship can be evaluated. Illustrate your answer with actual instances you are aware of.
9 Discuss sponsorship practice in terms of the dangers of ambush marketing.
8 Explain the concept of television programming sponsorship. Choose an example of such sponsorship to illustrate why an organization might engage with this form of communications.
7 Cause-related sponsorship can be used to achieve objectives very different from those of event sponsorship. Discuss this notion and illustrate with examples.
6 Sponsorship comes in a number of forms. Explain the objectives behind sponsoring a sporting structure such as a football league.
5 Explain where sponsorship fits in the marketing communications scheme of things. Provide in your answer at least two examples of the interface between sponsorship and other elements of the
4 Comment on the notion that sponsorship is changing and evolving using examples of instances where this is the case to illustrate.
3 Discuss how sponsorship works in theory, using examples to illustrate.
2 Explain what the word ‘sponsorship’ means. Distinguish between this and other forms of communication such as advertising or PR.
1 Distinguish between marketing sponsorship and corporate sponsorship.Explain, using examples, why the techniques used at both levels might be similar if not the same.
Choose a car company that you feel would benefit from a sports sponsorship deal. Map out the communications objectives behind the sponsorship programme and the reasons why sponsorship would be a
Everything points to the Cadbury-Corrie consumer sponsorship deal being just about the perfect match. Think about this matching process and the nature of target markets and television audiences.What
Explain the difference between the two forms of sponsorship – sports and arts –as outlined above. Distinguish between the NTL and Guinness approaches to these sporting events. Think about
Think about this alliance (as opposed to relationship) model. Think also about why donors should consider actually segmenting/categorizing the potential causes, why market causes too should
Think about why Vodafone sponsored Manchester United and why Manchester United wanted the association. Think about whether or not the partnership has resulted in objectives being met. A key question
• explain the notions of ambush marketing and product placement in relation to sponsorship.
• discuss the nature of sponsorship practice in relation to strategy
• discuss the various types of sponsorship in the three broad areas of causes, sports and arts events and television programming
• discuss sponsorship in terms of marketing theory and relationship marketing
• explain sponsorship in relation to other marketing communications tools
• discuss the nature and role of sponsorship
10 Projective techniques are some of the tools at the disposal of the psychologist or semiotician. Discuss the credibility of the use of such techniques, bearing in mind their somewhat chequered
9 ‘Traditional research into corporate identity can deal with meaning, but only in a superficial way. The only way to get beneath the surface and get to true meaning is through the use of semiotic
8 Corporate reputation is said to be the result of past and present actions and results. Discuss corporate reputation in the context of an organization of your choice.
7 Examine the relationship between corporate personality and corporate image. Explain where the notion of reality comes into the picture.
6 Discuss how the creation of a new brand identity might help an organization to steer its way through difficult as well as easy times. Explain the relationship between identity, communications and
5 Explain why an organization might use the colours red, blue or green in its identity.Using examples to illustrate, bring into your discussion consideration of shape and form and any other devices
4 With reference to a particular example, explain how an organization might seek to communicate its corporate brand identity.
3 ‘The IMC concept is misleading when consideration of the corporate level is made. The acronym ICMC is more appropriate in today’s competitive world.’ Discuss this statement in relation to the
2 In terms of the employees of an organization, discuss why it is important to make people feel that their ideas and opinions count, and why passion about the job and the organization and the
1 Explain why organizations need to develop a culture that is innovative and participatory. Include in your answer consideration of the generation of new ideas within the organization.
Select a corporate identity and explain its composition in terms of shape, colour, form and so on, and comment on what it symbolizes. Explore other forms of communication and behaviours currently
Think about the different approaches taken to measuring image or identity in the above cases. The more conventional approach may provide acceptable data to management but does it really say very much
Consider the key components of the AA’s marketing and corporate communications.While the AA is clearly committed to marketing communications, it is also acutely aware of and committed to corporate
Cummins has successfully re-energized its existing culture by encouraging people to say what they value about the existing culture and by creating a more innovative company that is better placed to
outline major corporate communications tools that are at the disposal of the marketer within the framework of an identity and image plan.
explore the future of corporate communications in terms of integration, social responsibility and accountability, behaviour and symbolism
outline the relationship between corporate communications and their functions
explore the concepts that underpin corporate communications and their functions
10 Explain how PR tools can be used on the Internet. Illustrate your answer with actual instances you are aware of.
9 Discuss codes of ethics in PR practice using examples to illustrate key points.Explain why there are obvious and clear links to other areas of business.
8 Explain the concept of a ‘public’. Choose an internal and external public and illustrate using actual examples how each could be reached directly and indirectly.
7 ‘The PR transfer process as advocated by Jefkins is a simple but effective guideline for use by the PR practitioner when critically assessing PR problems.’Discuss and illustrate.
6 Explain why the relationship between PR and marketing theory is best illustrated by use of marketing theory such as that of the product life cycle or innovation theory.
5 Explain where PR fits in the marketing communications scheme of things.Provide in your answer at least two examples of the interface between PR and other elements of the communications mix.
4 Comment on the notion that the internal feel of an organization will reflect its external reality. Provide practical examples of instances where this is the case.
3 Distinguish between advertising and PR in terms of control. Discuss, using examples, the very different qualities PR has to those found in other communications tools.
2 Explain what the word propaganda means and why is it such a ‘dirty’ word.Give your considered view on the opportunities and problems propaganda may provide for PR practitioners, illustrating
1 Distinguish between marketing PR and corporate PR. Explain, using examples, why the techniques used at both levels might be similar if not the same.
You are part of a team of PR consultants for a range of clients in different industries.Illustrate the kinds of work you would typically become involved with by choosing one from the list below.
Consider the three key elements of the above vignette. In terms of interactivity, how can this be achieved by organizations like Monsanto? How important is management attitude to investment in PR?
In what circumstances would news releases be best used? What is the difference between these and the feature article? In terms of acquisitions and the problems this might bring, what is a documentary
Clearly, investors and employees have been identified as targets. There appears to be a lack of momentum on the part of Wall Street as an institution, yet its constituent parts – the 600-plus SIA
Explain why it is very natural to talk in PR terms within a relationship marketing context. What would you add, if anything, to the thirteen points regarding PR and the eight points regarding
Explain the links you perceive exist between propaganda and modern PR. What is the difference between wartime and peacetime propaganda? What are the key technologies today that are used in a
What are the advantages in using an MPR approach to repositioning of a generic product such as PVC? For an organization like the ECVM the collaborative approach appears very appropriate.What
explain the impact of technology and the Internet on PR.
explain the relationship between PR and ethics, legislation and control in PR practice
explain the relationship between internal and external PR
define PR in relation to the concept of ‘publics’
discuss the nature of PR practice
discuss PR in terms of marketing theory and relationship marketing
explain PR in relation to other marketing communications
discuss the nature and role of PR in terms of its development and propaganda
10 Comment on the idea of direct marketing or sales promotion as an investment not a cost in relation to building brands.
9 Discuss the logic behind pre-, concurrent and post-testing within this case.
8 There are a number of practical issues when considering how to put a campaign into practice. Discuss these in relation to the case.
7 Media strategy is also part of ‘How do we get there?’. Discuss the key media characteristics for this case.
6 Discuss the importance of involvement with particular reference to creative approaches.
5 Creative strategy is part of ‘How do we get there?’. Discuss the different creative approaches to direct marketing or sales promotions available.
4 Explain the usefulness (or not) of perceptual mapping in planning direct marketing or sales promotions.
3 The planning stage of a DSM involves consideration of ‘where do we want to go?’ having already established targets. Discuss the importance of establishing targets early on in a direct marketing
2 Outline what you consider to be the important elements of the analysis stage of a direct marketing or sales promotions advertising decision sequence model.
1 Explain why you agree or disagree with the contention that the APIC-type model is useful as a framework for direct marketers or sales promoters to operate within.
Differentiation is seen as the only long-term sustainable competitive advantage for ASB Bank, so that ‘we deliver on the promise and create advantage’ (ASB Bank, 2003).Assume you have been asked
apply the above to the management of direct marketing and promotions for a direct banking brand, BankDirect as part of ASB Bank, New Zealand.
explain the communications mix that helped build the ASB BANK and BankDirect brands
understand the ideas behind the critique of the adoption of such an approach
explain the elements of the APIC system, as applied to promotions, in broad DSM terms
10 Explain the overall ethics of direct marketing practice using examples to illustrate.
9 Explore what the Georgetown survey on Internet privacy tells you about the way that regulation is likely to develop.
8 Explain how database marketing can improve marketing performance.
7 Outline the disadvantages and advantages of each medium used with direct marketing techniques.
6 Outline creative approaches to direct response copy and design.
5 Discuss the rationale for setting up a club such as a wine club explaining the advantages to both club owner and consumer.
4 Explain the workings of loyalty schemes using a specific example to illustrate.
3 Explain the key role incentives play in direct response advertising and provide examples to illustrate.
2 Outline the factors have driven the resurgence of direct marketing in recent years and use examples to illustrate.
1 Explain the difference between direct and database marketing using examples to illustrate.
Sensitivity and regulation addressing whether a company can be both effective and socially responsible when dealing with databases and direct marketing materials. Include an argument for the extent

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