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essentials of marketing communications

Questions and Answers of Essentials Of Marketing Communications

Security, on the Internet and elsewhere, within direct marketing, highlighting in particular the problems arising through the use of credit cards.
Targeting and direct marketing generally and more specifically geodemographics, making sure to show how the management of databases affects performance.
Put yourself in the marketer’s shoes. You want information on customers and prospects and you want to use it to its fullest potential, to beat the competition.Think about the consequences of
The value of direct marketing to financial services is clear from this mailshot.The direct marketing process can be seen to be working well in this example. Think about the optimum number of pieces
The value of direct marketing to Goldfish is clear. What might surprise the reader is the leading role direct marketing had to play in the integration process, or that the campaign had more than one
The financial sector uses direct marketing a lot. Why is this so? In what ways can a company use direct response? Is the next logical step to move to Internet banking, or is this too problematic in
understand how database marketing adds value and how it can be used to improve marketing performance
explain the emergence of database marketing and appreciate how it has evolved
outline the direct marketing process and explain this in relation to other marketing communications elements and media
explore the nature and role of direct marketing in relation to the marketing communications planning process
9 Outline the rationale behind co-operative marketing in terms of relationships between manufacturers and middlemen such as dealers and retailers.Use at least one example to illustrate.
Assume you are an fmcg marketer engaging with a network of wholesalers and retailers. Choose a product category within which you are intent upon building a brand franchise.You have seen the statistic
Getting it right is difficult but different kinds of loyalty or frequent use schemes are available for very different products or services. Think about how the right kind of sales promotion can add
There is clearly a problem when marketers do not really know their market. How can a marketer communicate effectively unless he or she is aware of needs, sensitivities and so on? Think about targets
It is interesting to note that Hoover’s current offer, at the time of writing, is a free mountain bike but only on selected models. This promotion was designed to run through the summer of 2003,
consider sales promotions beyond the usual tactical level and consider how sales promotions are implemented.
explain and explore the various types of promotion available to marketers, both consumer and trade
explain the role of creativity in providing the key notion of added value through promotions
discuss the objectives behind the use of sales promotions
highlight the advantages and disadvantages when using sales promotions
discuss the changing, dynamic role of sales promotion within the integrated communications mix
10 Comment on the idea of advertising as an investment not a cost in relation to building brands.
9 Discuss the logic behind pre-, concurrent and post-testing within advertising.
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 appeals.
5 Creative strategy is part of ‘How do we get there?’ Discuss the different advertising appeals available.
4 Explain the usefulness (or not) of perceptual mapping in planning advertising.
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 an advertising
2 Outline what you consider to be the important elements of the analysis stage of an 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 advertisers to operate within.
Using the final section of the DSM, the control section, suggest what monitoring, evaluation and research methods and techniques you would employ to maximize efficiency and effectiveness of the
Provide ideas on the implementation of an advertising campaign by using the parameters in the implementation section of the DSM framework and show clearly what you would recommend in terms of
From the information available establish possible objectives and positioning for the promotion of Scotch whisky generally and White Horse in particular.Write an outline advertising strategy proposal
Outline what you feel to be the key background points to the Scotch whisky case from an advertiser’s perspective. From this information establish the likely target(s).
explain the elements of the APIC system, as applied to advertising, in broad DSM terms
10 ‘Despite the wonders of technology the effects on communications are evolutionary rather than revolutionary.’ Explain why this is the case using examples to illustrate.
9 The valuation of brands has finally arrived with brand equity on the balance sheet. Discuss this in relation to the view that communication is an investment rather than a cost.
8 Explain why the advertising to sales ratio method is limited to particular contexts and cannot be used by the marketer setting budgets across the board.
7 Theoretical approaches continue to haunt the media planner as an ideal that is unreachable but so desirable. Explain in depth marginal analysis in the media-planning context.
6 Outline the theoretical and practical approaches available to the marketer.Explain the difference between appropriation and budgets. In terms of setting budgets, explain why the objective/task
5 Scheduling can use the ideas of continuity, flighting and pulsing among other things. Discuss scheduling in the context of a new brand launch. Use examples to illustrate.
4 Explain why the cost per thousand method is so flawed.
3 Explain the terms reach, frequency and weight in the media-planning context.Explain what a GRP is and illustrate this in terms of TVRs.
2 Write a job specification for media planners and media buyers, outlining the main tasks facing each.
1 Explain why the various characteristics of the media such as interactivity, dramatic effect or imagination are important considerations during the process of media selection. Use examples to
Choose a large company such as Procter and Gamble or Boots. Research one of this company’s brands with a view to determining which media are used and why, and how such media might be planned and
The magazine medium has a lot of dimensions to it but, despite the changes that have taken place in terms of the Internet, satellite and cable and so on, it still has much going for it. Consider in a
The issues that brands such as Seiko and Nike raise apply to many others.What should brand owners such as these be looking to get out of media planning to help get (and stay) on top? What are the key
The advent of QVC came as part of the changing characteristics of the media, especially television and the way we consume its output. Is the QVC–Bon Jovi alliance the epitome of interactivity? What
The advent of differing formats is nothing new. The expectation is that science and technology will on a continual basis provide new and exciting ways to communicate and so on. What is new is the
explain the theoretical and practical approaches to allocation and budget-setting.
discuss scheduling in relation to cost and cost per thousand (CPT)
explain reach, frequency and weight of media and discuss the relationship between these
outline the media planning process and explain this in relation to other marketing communications elements
explain the role of media planners and buyers
explain the emergence of the ‘new media’ in relation to the ‘old’
appreciate the nature and role of media within marketing and marketing communications
10 Discuss the possibility of combining projective techniques with semiotic research. Use an example to explain and illustrate the use of projective techniques within the semiotic arena.
9 Explain what is meant by the term ‘semiotics’. Compare and contrast more traditional approaches to evaluating creativity with semiotic analysis.
8 Explain in principle what projective techniques are. Discuss how such techniques can help develop creative strategy using examples of brands to illustrate.
7 Distinguish between the advertoral and infomercial. Using examples to illustrate, explain the advantages and disadvantages of their use.
6 Discuss the importance of integration of elements of a message with particular reference to creative appeals and brand recall. Illustrate with examples.
5 Creative decisions may include use of the source as part of the creative effort. Explain why this might be so and provide examples to illustrate.
4 Explain the range of creative executions available to marketers. Choose one such execution in particular and discuss its pros and cons in relation to a particular brand.
3 Discuss the kinds of creative appeals that are available to communicators.Consider the usefulness of combining emotional and rational appeals in some instances. Illustrate your response with an
2 Outline what you consider to be the important elements of a creative brief.Say why, using examples, it might or might not be possible to transfer creative ideas from one context to another.
1 Explain what you understand creativity to be. Discuss the idea that creativity can be planned and managed, using examples to illustrate.
And the sandwich? Well the next time you attend a meeting and someone brings a sandwich with them and your natural tendency would be to think that it just their lunch, then think again. What is that
What role do you think that the ‘source’ will have in whisky/whiskey or bourbon marketing communications message strategy decisions? Consider the viability of the proposed position using
And is the ‘writing on the wall’ for the use of such techniques as society changes and they are no longer the devices they were to grab and hold attention and get through the clutter of thousands
Is there a difference between marketing communications content and images and that of television programmes, since with the former an attempt is being made to change (purchase behaviour) while with
Consider the use of sex, nudity, eroticism and other such devices by marketers and others. When considering advertising in particular the argument goes back to the fundamental question asked in
explain the basic nature of semiotics and how marketers can use this as an aid to creative strategy development.
discuss the execution and evaluation of creative ideas
highlight the commonest creative appeals available to marketers
discuss creative strategy and explain the nature and role of the creative brief
10 Explain what USP and brand image mean. Provide examples from each and also an example of a brand position.
9 Explain the link between mission, vision and branding in the context of a major consumer brand such as Levi.
8 Explain what is meant by core, tangible and intangible attributes in relation to brand equity. Explore the relationship between loyalty, trust and commitment for a consumer brand of your choice.
7 Brand values and proposition are fundamental to advertising. Explain the role, if any, advertising might have in this area.
6 Explain, using examples to illustrate, why the context of advertising makes advertising more or less important in the communications and marketing mix.
5 ‘Return on customer investment is more important a measure than the effects of communication on behaviour’. Explain what this means.
4 Distinguish between business, marketing and advertising objectives by using examples of your choice. Discuss the requirement to be SMART with advertising objectives.
3 Explain the characteristics that distinguish advertising from other elements of the marketing communications mix. In particular highlight the differences between advertising and publicity.
2 ‘Advertising is not and could never be a science. At best it is managed art.’Discuss this statement using examples to illustrate why you agree or disagree.
1 Discuss the notion that advertising can be said to shape society or merely reflect societal mores.
Choose a city – Milan, Glasgow, Kuala Lumpur, London, Newcastle, Athens –and apply the branding framework that would help reshape its image. Make a list of the things that would allow you to
If Gordon’s were looking for distinct target groups out of this, what would you advise? Think about what would appeal to the young, mid-twenties, male and female, slightly upmarket target, seeking
There is some speculation as to what, these days, constitutes a special occasion and some suspicion of ‘crusty lords and bejewelled hostesses’. Does the modern woman have a different set of
Consider what the BMW brand proposition is. What role does BMW advertising have in emphasizing brand values? How does BMW’s advertising integrate with other elements of the communications mix?
outline the major practitioner influences on current day advertising and to establish a link between past and present.
explain the relationship between advertising and branding decisions and how advertising is used to create brand value
define advertising in comparison with other elements of the communications mix
discuss the nature of advertising in the twenty-first century in terms of theoretical development
10 Comment on the idea that the battle to view marketing communication as an investment not a cost has been won. Explain what you understand the terms ROCI and TEASE to mean.
9 Discuss the logic behind pre-, concurrent and post-testing within the marketing communications arena, using examples to illustrate.
8 There are a number of practical issues when considering how to put a campaign into practice. Discuss at least one such issue for a product of your choice.
7 Media strategy is also part of ‘how do we get there?’ Explain why you agree or disagree that a firm understanding of media characteristics should be the first step in this part of the framework.
6 Discuss the importance of involvement with particular reference to creative appeals.

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