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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, broadly, the difference between rational and emotional appeals.
4 Explain the usefulness (or not) of perceptual mapping using illustrations of your choice to aid the explanation.
3 The planning stage of a DSM involves consideration of ‘where do we want to go?’ and targets. Discuss the importance of establishing targets early on in campaign planning and managing.
2 Outline what you consider to be the important elements of the analysis stage of a marketing communications’ DSM.
1 Explain why you agree or disagree with the contention that the APIC-type model is useful as a framework for communicators to operate within.
What are the similarities and the differences between the APIC approach and the IPA system? Map these out and begin to build a framework in your own terms using language that has meaning to you.
Consider the prospects and problems for this brand and its owners. Think about the financial limitations that are common to all SMEs, especially when it comes to advertising costs. Other, less
Perhaps the only way to have effective communications is through some form of system to first help establish the target(s) and then help devise branding and communication messages that will fit,
Consider the importance of analysis for companies with brands like Club 18–30.Knowing the customer is one important thing but others are just as important.Draw up a list of the kinds of issues you
provide a framework for the management of the marketing communications function.
provide some critique of the adoption of such an approach
explain the elements of the APIC system in broad DSM terms
explain what the DSM is and what it offers to marketing communicators
10 Discuss the likely variations in consumer and buyer decision-making and illustrate with examples of communications implications.
9 Explain the five stages of the conventional consumer decision-making process. Contrast this with the organizational buyer decision-making process.
8 Compare and contrast the consumer and organizational buyer in terms of the hierarchy of effects sequence.
7 Differentiate between ordinary and subliminal advertising using examples to illustrate.
6 Explain selective perception and retention in terms of a communicator’s effort to ‘get through the clutter’.
5 Explain the role that family members might have within the consumer buying decision-making process.
4 Critically examine the usefulness or not to marketers of Holbrook and Hirschman’s hedonic and experiential theory of buyer behaviour. Contrast this with the more traditional ELM.
3 Illustrate the importance of ‘word of mouth’ and opinion leadership in terms of buyer behaviour. Explain how peer group pressure might be made to work in magazine advertising.
2 Using an example of a values and lifestyle model, explain why understanding of cultural elements alone is not enough for effective marketing and marketing communications practice.
1 Distinguish between beliefs, attitudes, opinions and interests. Explain the elements of culture that are likely to be important in any given situation using examples to illustrate.
Review consumer and trade/business and management magazine advertisements and identify and provide an analysis of one exhibit you feel is aimed at each of the types of consumer or buyer, and comment
Starbucks has clearly been a success with consumers. Consider the decisionmaking process and the communication used by Starbucks. What type of consumer uses Starbucks? What would you speculate would
There has been due consideration as to how Fentiman’s can get a clear message across to general public end-users about what the product can do, and about its quality and authenticity. The trade has
What makes a global brand if cultures and subcultures are so very different around the globe? Should marketers focus on differences or look towards similarities?How have IKEA managed to satisfy the
10 Critically examine the usefulness or not to marketers of the theory of adoption and diffusion of innovations.
9 Explain the basic idea behind ‘step flow’ models. Illustrate the importance of word of mouth and opinion leadership.
8 List the key management benefits to using communications theory, illustrating the kinds of theory that could be useful at different stages of the management process.
7 Explain and expand upon the ‘source characteristics’ model using examples from both consumer and industrial/business-to-business fields.
6 Discuss ‘noise’ as an integral part of the communications process. Use a key source of ‘noise’ to illustrate your discussion.
5 Explain the role of feedback in the communication process. Illustrate why the situation is more complex than the simple feedback loop looks on communications diagrams.
4 Elaborate, using examples, on the use of semiotics in the communication process generally, and in terms of encoding and decoding in particular.
3 Explain what a message is in terms of its social context and its elements.Illustrate the kinds of signals that can be transmitted to different targets by the same marketer.
2 Discuss the kinds of problems the marketer has when attempting to encode particular ideas. Give examples of the kinds of tools and choices at the marketer’s disposal.
1 Explain the basic model of communication. Illustrate how this can help marketers in their communications’ decision-making.
Write a paper of approximately 2000 words that illustrates how management might benefit from the consideration of communications theory. Include in your response ideas around: relationships and
The plain, no nonsense personality of Jack Dee was for a while a perfect match for that of the John Smith’s Bitter brand. Consider how important this matching is when considering employing the
Consider word of mouth and personal influence in the world of the Jack Daniel’s brand. Why is it that actors, poets, artists and rock stars appear to want to be unofficial yet potent spokespeople
The Oxo family as a credible and likeable message source was clearly of value to marketers for a good number of years. For obvious reasons, this would no longer be the case and to carry on using the
Think about the credibility of getting participants to cut up pieces of magazine images in order to get at the personalities of brands such as All Gold and Dairy Box. How does research like this
It is easy, with hindsight perhaps, to see what went wrong with the Sainsbury campaign. The use of Cleese in this way was an error of judgement, especially given the wonderful opportunity to exploit
explore other communications models and theories that can help inform practitioner decision-making
explain the basic model of communication within an historical context
discuss communications in terms of the needs of practitioners
10 Choose any element of the macro environment and put it in the context of a brand of your choice. Discuss the likely communications issues that would have to be dealt with by a brand or category
9 ‘The natural or green environment is the most important element in any environmental scanning exercise for any company these days.’ Explain why you agree or disagree with this statement.
8 The demographic environment clearly interfaces with the economic environment.Explain this interface and illuminate your response with examples.
7 Explain the relationship between the micro and macro environments.Discuss the effect of this on marketing communications outputs.
6 Explain why distributors are of interest to the marketing communicator. Illustrate your response with examples from consumer and organizational markets.
5 The marketing communications company has a vital role to play in the achievement of IMC on behalf of clients. Explain this role using examples of your choice.
4 ‘The absence of IMC now is the equivalent of having marketing myopia in the 1960s.’ Explain why you either agree or disagree with this sentiment.
3 The communications mix is potentially made up of many things and is constantly mutating. Choose two contrasting product categories and highlight the likely communications mix differences when
2 Discuss the notion of power shift from manufacturer to consumer. Use relevant examples to illustrate your discussion.
1 Outline the different kinds of exchange that might exist in marketing. In particular, explain relational exchange, using examples to illustrate.
It has been said that the organization has little or no control over the forces of the MAE but can influence them. Select one of the following organizations and make a list of environmental factors
Consider which side of this particular fence you come down on. Where do you stand with images and slogans of a sexually explicit nature to sell packaged holidays to relatively young people? How do
Much is written about BBH’s advertising campaign on behalf of Haagen-Dazs, but much less on the fact that they created a textbook IMC/integrated marketing campaign. The advertising in fact came
Whether Philip Morris was forced to do this kind of promotion or not is in a sense irrelevant. Restrictions of one sort or another are part of the marketer’s environment(see ‘The marketing
Late 1997/January 1998 saw the beginning of the economic crisis for the ‘tiger’economies. Compare the optimism of 1994 with the pessimism regarding the Pacific Rim then. In addition, the current
There appear to be two opposing viewpoints. On the one hand, there is the now traditional view of power, conflict and co-operation in channels whereby reward and punishment are the norm, i.e. there
discuss marketing in the twenty-first century in terms of exchange and change
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Relevant experience.
Meeting budget and time scales.
Sound methodology.

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