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essentials of marketing communications

Questions and Answers of Essentials Of Marketing Communications

What are the limitations (factors that could not be studied or were not studied)of this research?
An inverted U-shape relation between market age and referrals was found.How does this relate to the wear-in and/or wear-out effect of advertising?
Why do you think service advisers, in contrast to service providers, in advertising have a significant effect on referrals?
Describe the interaction effects found in this study, using Figures 1–5.
Why was the analysis conducted at the hourly level? Redefining the unit of analysis to a daily measurement could lead to what mistakes?
Describe the analytical procedure in this study.
What are the advantages and limitations of the data set used in this study?
The authors claim that, given the characteristics of their data set, the effects modelled can be measured validly. Which characteristics do they refer to? Do you agree with them?
How were the independent variables of the study defined and measured?
In this study, motivation and ability to process advertising information are discussed at the market level, while in fact they are characteristics of individuals. How could this have affected the
The authors propose a number of hypotheses with regard to the interaction effects between creative ad content and age of the market. Do you think the motivations for their hypotheses are correct and
What are the unique contributions of this study?
of this book, three new streams of marketing metrics are described, i.e. value added marketing, customer-based equity and marketing return on investment. What impact do you think these new marketing
Great strides have been made in the development of databases, customer information gathering methodologies and various forms of customer identification and valuation. For example, in Chapter
When the Nowak and Phelps article was written, the Internet and World Wide Web were just emerging as marketing communication distribution methods and consumer information sources. What impact and
Nowak and Phelps use advertising theory as the basis for their discussion of IMC. Over the past few years, this has proved to be a most difficult comparison.What other communication theory base might
In the article, Nowak and Phelps identify three broad conceptualizations of IMC, i.e. (a) one voice, (b) integrated communications and (c) co-ordinated marketing communications campaigns. Which do
Public relations was ignored by Nowak and Phelps in their approach to building a framework for IMC. Does PR have a role to play in IMC? If so, how might it be included in the Nowak and Phelps
Nowak and Phelps, in their framework, use behaviour as their basis for measurement, rather than a consumer attitude-change approach. While this offers greater opportunity to measure the financial
=+What kinds of content would you include in each post (such as text, audio, photo, and video)?
=+To which websites would you link?
=+4. Write two different kinds of blog posts. For example, write a new product announcement and a “Top 5” blog post.
=+be created (such as blog post and Facebook update), the audience it targets, and how you will track the performance of each piece of content.
=+3. Develop an editorial calendar that outlines the types of content that should
=+purchase process, you should be able to easily pause or delete your ad before incurring a charge for it.
=+you inadvertently complete the purchase process. If you do complete the
=+ Be sure to set your budget to the smallest possible amount to avoid incurring a large cost should
=+Explore available targeting options and the cost benefits of targeting a small, well-defined audience rather than a broader group.
=+2. Create (but do not complete a purchase for) a Facebook ad to promote the page.
=+benefits to configuring a “Username” and “Admin Roles.” Be sure to delete this Facebook page after your instructor has evaluated it.
=+profile photos. Review every available configuration option. Describe the
=+1. Create a Facebook page for a fictitious organization without making it public.Use a consistent visual style on all page elements including the cover and
=+Give your opinion on how these changes are affecting public relations.
=+5. What has changed in the digital landscape since this book was published?
=+and manage digital communications campaigns? Defend your answer.
=+4. Do you agree that public relations practitioners are well placed to develop
=+3. How is the role of public relations practitioner changing in light of digital communications?
=+In which ways are they different?
=+2. In which ways are digital communications similar to traditional communications?
=+1. What distinguishes digital communications from social media?
=+• understand the risks associated with digital communications.
=+• explain the key elements of a digital communications plan;
=+• describe the skills and tools needed for effective digital communications;
=+• understand how public relations practitioners and journalists use digital communications;
=+• explain the similarities and differences between traditional and digital communications;
=+• correct common assumptions made about digital communications;
=+• explain the concept of digital communications;
=+the spokesperson appeared to have media training or was lacking in it.
=+6. Explore the merits of media training. Describe recent news stories in which
=+What stops a good campaign from succeeding?
=+5. In your opinion, what is the biggest barrier to successful media relations?
=+news media and describe which criteria made them newsworthy.
=+ Examine three recent stories in the
=+4. Describe what makes a story newsworthy.
=+What challenges does the news fence pose for media relations practitioners?
=+3. What is the news fence?
=+do you think is the most important today? Defend your answer.
=+2. Describe the five principles of successful media relations. Which principle
=+1. Compare and contrast proactive and reactive media relations.
=+• Human interest: How much of the focus is on people?
=+• Novelty: Is this new or simply a regurgitation of something from the past?
=+How contentious is it?
=+• Conflict: How many sides are involved in an issue?
=+• Prominence: Does it speak for itself ?
=+• Timeliness: Is it happening now?
=+• Proximity: Is it locally important? Nationally important?
=+• Impact: What impact will the story have on society or one of its facets?
=+• explain the importance of media training.
=+• describe how to monitor media coverage of your PR campaign;
=+• list the steps to create a media relations plan;
=+• identify criteria that makes a story newsworthy;
=+• describe the principles that govern successful media relations;
=+• explain the difference between reactive and proactive media relations;
=+• define media relations;
=+What recommendations would you make to a public relations professional about the specific media you have chosen?
=+strengths of the media the associations represent. Imagine you are a media buyer.
=+ Review any information you find on the websites regarding the
=+Newspaper Association, the Interactive Advertising Bureau of Canada, the Television Bureau of Canada, or the Out-of-Home Marketing Association of Canada.
=+3. Visit the websites of three media industry associations, such as the Canadian
=+what might you suggest to the sponsoring organization to improve the effectiveness of their public relations campaign?
=+does this content support or detract from the public relations message? If not,
=+ Is there any editorial content in the paper related to the campaign? If so, how
=+2. Review a section of a local newspaper. Identify advertisements you think are affiliated with a public relations campaign. What appeal are they using?
=+media choices you would make for public relations and advertising. Explain the reasons for your choices.
=+1. Imagine you are introducing a new video game. Compare and contrast the
=+c. You were wishing to expand an industrial site near a city. Near a small town.
=+b. You were introducing a new product or service.
=+a. You were developing a public relations campaign for a food bank.
=+7. In your opinion, which advertising appeal would be particularly effective if:
=+6. Why do you think many people think to public relations as “free” advertising?
=+5. What are some questions you can ask to distinguish between paid and unpaid media space?
=+4. Describe examples of communication you have seen that made it difficult to tell if it was advertising or public relations.
=+3. Describe the three criteria that media buyers use to choose specific media for a campaign.
=+2. In your opinion, what are the similarities and differences between roles in public relations and advertising?
=+1. Why is it important for public relations practitioners to understand advertising?
=+• identify media vehicles that are particularly useful to public relations.
=+• describe the components of a creative plan;
=+• explain the advantages and shortcomings of the different types of media;
=+• describe the criteria for selecting different types of media for advertising;
=+• explain the difference between paid media space and unpaid media space;

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