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business
essentials of marketing communications

Questions and Answers of Essentials Of Marketing Communications

Why are consumers highly sceptical of marketing messages?
In terms of websites, what is ‘stickiness’?
What is the future for texting?
When this book comes to be revised in a few years’ time, where will the biggest changes be seen in marketing communications?
The development of technology has created choices now that did not exist a few years ago. One of these is the use of huge high definition screens to replace traditional poster sites. What advantages
Texting increased from 58% in 2007 to 80% in 2012. To what extent do you think that this change in behaviour has influenced the way in which people respond to and interact with traditional forms of
How might you cope with message overload?
Why did the governments noted lose control of the media?Nabil Sharif has had a distinguished political and media career. He was editor-in-chief of Jordan’s Ad-Dustour newspaper, was Jordan’s
Does new technology promote democracy or could it become a means of control?Nabil Sharif has had a distinguished political and media career. He was editor-in-chief of Jordan’s Ad-Dustour newspaper,
What effect might ‘citizen journalism’ have on news media?Nabil Sharif has had a distinguished political and media career. He was editor-in-chief of Jordan’s Ad-Dustour newspaper, was
What is the difference between a symbol and an icon?
If ideas can be transmitted through symbols, why are there so many cases of misunderstood communications?
What are the factors in the success of Coca-Cola’s global communications strategy?
Why are most advertisements ignored by consumers?
How does celebrity endorsement work?
What are the main advantages and disadvantages of integrated marketing communications strategies?
When might a marketer not carry out pre-testing on a communications campaign?
Why should marketers continually monitor the effect of their communications activities?
What are the critical factors in planning a communications exercise?
Why have the distinctions between above-the-line and below-the-line communications become blurred (or even irrelevant)?
Why is the creative brief so important?
How might print advertising be used to back up other media?
Why is the approach used for unsought communications different from that for sought communications?
What methods exist for tracking the effectiveness of press advertising?
What criteria might be used when choosing a print medium to advertise a prestige hi-fi system?
Why is radio similar to word-of-mouth communication?
Why do viewers zap (or zip) TV advertisements? What might be done to prevent this?
If the CPT for TV is unfavourable compared with a press advert, why should anyone use TV?
Explain the purpose of using off-the-screen selling.
How might radio adverts be used to support other media?
What categories of product might best be advertised in the cinema?
In terms of communications theories, why are cinema advertisements likely to be more effective than TV advertisements?
How could billboard adverts be made more interactive?
What products might best be advertised on eggs? Why?
Why might inside transport advertising be more effective than outside transport advertising?
In terms of perception theory, why are billboard adverts likely to be less effective than TV advertising?
What factors mitigate the unreliability of hot-air balloons?
How can senior management prepare for media events?
What are the main pitfalls of using sponsorship for image building? How might these be avoided?
Why might a firm prefer to use corporate image advertising rather than press releases?
What are the advantages of involving pressure groups in discussions?
How might product placement benefit film makers?
How might brand architecture be developed to link food company brands?
What factors need to be taken into account when designing packaging if customer complaints are to be minimised? What might be done to the package to maximise contact with dissatisfied customers?
How might positive word of mouth be encouraged for a pizza delivery service?
What would be the issues surrounding the branding, packaging and merchandising of a baby food product?
Who are likely to be the most important groups of opinion leaders for the hi-fi market?
If exhibitions are such powerful medicine, why is there an increasing trend to use road shows and other promotional means instead?
How might a small firm maximise its impact at a major trade show, where stand space is expensive?
What can an exhibition do that the salesforce can’t do better?
What possible courses of action are open to an exhibitor who finds that the event failed to meet its objectives?
What is the difference between direct marketing and junk mail?
How might database marketers avoid accusations of invasion of privacy?
Why do direct marketers segment bottom-up?
Why is customer retention gaining precedence over customer acquisition?
How can marketers help the customer get close to the firm?
How might sales promotion be used in the launch of a new nightclub?
What are the main reasons for the growth in sales promotion at the expense of advertising?
What might be an appropriate self-liquidating promotion for hot-dog sausages? Give three examples, with reasons.
What might be an appropriate partner for a firm manufacturing canned meats such as corned beef and chopped pork? Give three examples, with reasons.
How does sales promotion help the salesforce to sell?
If selling is about problem solving, why do most marketers include it under promotion?
How can salespeople ensure that they are offering the right product to the client?
Why should sales managers accompany salespeople on visits?
Why are salespeople paid commission as well as a salary when other employees are only paid a salary?
Why is it that salespeople often take the customer’s side in disputes with the company?
What might be the key success factors in website design?
How does the Internet empower consumers?
Why might an online storefront be more successful than a presence site?
What are the main strategic issues that arise for marketers in the twenty-first century?
What effect will the rise in individualism have on marketing communications?

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