Questions and Answers of Fundamentals Of Organizational Behaviour

Describe the creative strategy planning process.
Summarize the idea and impo忱ance of creativity in an adve 同ising context.
5. How can brand positioning decisions be applied to new category users and brand loyal users of smart phones?
4. Develop market partition diagrams for beverages. What repositioning options are available for any brand?
3. Explain why a central positioning is feasible. Do any brands currently use this approach in their marketing communication?
2. Examine the social media presence of a brand and assess whether it clearly identifies a brand positioning strategy.
1. Explain how McDonald's market positioning strategy has changed with the new developments in its menu and outlets.
5. Why is it important to consider unique brand positioning decisions at each of the buyer decision stages? Is it feasible to implement this approach for all product categories?
4. 认That factors would lead a marketer to use a repositioning strategy?
3. What problems would a brand encounter if it communicated with an incorrect motive?
2. Why is it useful to distinguish between brand positioning strategy and brand position?
1. Describe how the market positioning s仕ategy adopted for a brand would need to be supported by all other elements of the marketing mix.
1. Compare the previous and the current brand positioning strategy decisions for Cracker 8arrel cheese and comment on whether the new one will be effective. Sliced havarti, grated mozzarella, and a
1. How effective is the brand positioning strategy for McDonald's? Going beyond the success of its "Our Food.Your Questions." campa ign, McDonald's Canada moved toward a "Welcome to McDonald's" theme
Interpret brand positioning strategy decisions in other contex恒.
Demonstrate brand repositioning strategy opp。忱unities.
lIIustrate how to formulate brand positioning strategy decisions.
Apply the positioning concept in an advertising context by defining brand positioning strategy and brand position.
Identify the concepts of market positioning strategy and market position.
4. After assessing the objectives for some of the ads of this chapter, check out the brand's Internet site or social media offerings and determine if the objectives 缸e the same or different.
3. Assess what the communication objectives would be for each ad in this chapter.
2. Assess what the behavioural objectives would be for each ad in this chapter.
1. In meeting with a client for an energy drink, you are informed that the only goal of advertising and promotion is to generate sales. As an account planner for a marketing communication agency,
5. A firm is running a campaign with advertising, sales promotion, and public relations. Why might it have different communication objectives for each IMC tool?
4. If a firm cannot afford large market research studies to quantitatively assess whether communication objectives have been achieved, why should the firm bother setting communication objectives?
3. Some claim that promotion is all about communication, so we should focus only on communication objectives and not worry about behavioural objectives. Convince them otherwise.
2. What are the strengths and weaknesses of using traditional hierarchy models for setting communication objectives?
1. Discuss the value of setting objectives for the integrated marketing communications program. What important functions do objectives serve?
1. Why is it important fo r promotional planners to consider specific communication tools at each stage of consumer decision making? promotional manager looking to make effective decisions. Strategy
1. Do the digital innovations, sponsorship, and advertising appear to be good IMC strategy for Canadian Tire reta il? Beyond its namesake retail store, Canadian Tire Corporation(CTC) includes
1. Does the new approach retain the previous distinctiveness of past ads to ensure positive brand communication effects? With its 50th anniversary on the horizon, Boston Pizza's creative and
Assemble the best combination of behavioural and communication objectives for each stage of the consumer decision-making process.
Choose among the options for setting communication 0问jectives and apply them when designing IMC recommendations.
Evaluate the options for setting behavioural objectives and apply them when constructing a promotional plan.
Describe the historical approaches for setting communication 0问j ectives for adve叫is i ng.
Distinguish among marketing, behavioural, and communication 0问jectives and identify the value of setting each type of objective.
4. Find an example of a print ad and evaluate it using the response model shown in Figure 4-7. Identify the specific types of cognitive and emotional responses that the ad might elicit from consumers
3. Select an ad that would be processed by a central route to persuasion and one where peripheral processing would occur. Show the ads to several people and ask them to write down the thoughts they
1. Consider ads found in social media like Fac巳book， Twitter, and YouTube, and assess whether the model in Figure 4-1 is useful for explaining how marketing communication works in these digital
4. What are the key differences between traditional response models and the response model shown in Figure 4-7?
1. Recall the elements of Figure 4-1 and identify them for all aspects of an IMC plan-advertising, sales promotion, direct marketing, public relations, and Internet marketing.
1. Is the focus on social issues in advertising a good long-term message for building the Cheerios brand? General Mil ls turned its marketing communication approach toward socially significant
1. Do you agree with the strategy of VW to have some similarities and differences in its marketing communication across its multiple vehicle models?
Construct ideas on how the knowledge of response models can be used for IMC planning.
IIlustrate a response model for managerial decision making.
Develop the response processes of receivers of marketing communication through two models of cognitive processing.
Contrast traditional communication response models and alternative response hierarchies.
Explain the elements of the communication process and identify the role of marketing communication.
6. Which segmentation variables are more useful or appropriate for profiling a t缸get market for an automobile like the Mini? Similarly, which are more useful or appropriate for profiling the
5. Examine the ads in this chapter and identify the t缸get audience each ad is directed toward using the model of five customer groups. Suggest other relevant segmentation variables to further
4. In what situations are the target audience and the target market the same? In what situations is the size of the target audience larger or smaller than the t征get market?
3. Consider a group purchasing siωation you have previously experienced, like going out for the evening. What role did each person play during prepurchase, purchase and consumption, and postpurchase?
2. How 缸e ads or brand messages experienced in social media influenced by consumers' selective perception system?
1. Explain the difference between functional, performance, and experiential benefits. Why might the messages recommended in an IMC plan for sm缸t phones focus on each one separately or together?
5. What are the five customer groups? Explain in terms of a beverage product like soft drinks or beer.
4. When defining a target audience for marketing communication, why is it a good idea to use consumer behaviour with respect to your brand as the primary variable before using other variables such as
3. How do the stages of the consumer decision-making process model differ with the three types of problem solving?
2. What are the primary psychological processes associated with each stage of the consumer decision-making process model? How does marketing communication influence each stage?
1. What are the stages of the consumer decision-making process model? Why are they important for planning marketing communication?
1. Do you agree that targeting millennials is a good decision for the two brands described? Those born from 1980 to 2000 are often referred to as millennials, and marketing planners and marketing
2. Has the "Campaign for Real Beauty" run its course and Dove should reconsider its message? What drives women away from a brand?According to one industry study, a brand should do the following if it
1. Is the criticism of the "Campaign for Real Beauty" warranted? What drives women away from a brand?According to one industry study, a brand should do the following if it wants to drive away half
Express why a profile of the target audience is important for message, media, and IMC tool decisions.
Identify the options for making a target audience decision for marketing communication.
Compare the similarities and differences of target market and target audience.
Contrast how the consumer decision-making process varies for different types of purchases and the effects on marketing communication.
Distinguish interna l psychologica l processes, their influence on consumer decision making, and implications for marketing communication.
Describe the consumer decision-making process and demonstrate how it relates to marketing co m 门lunicati on.
4. Given the evaluation of different agencies in the above questions, is the use of a full-service agency or the use of multiple specialized agencies the recommended approach for sm缸t phone brands?
3. Again, using Figure 2-1 as a guide for different agency names based in Canada, examine the websites of different specialized marketing communication agencies. U sing the websites as the main
2. Which type of agency compensation system characterizes an environment where a young advertising graduate would most like to work?
1. The chapter distinguished between full-service and specialized agencies. Using Figure 2-1 as a guide for different agency n缸nes based in Canada, examine the websites of different full-service
4. What 缸e the issues of using one full-service agency versus multiple specialized agencies?
3. What 缸e the similar and dissimilar functions of each of the specialized marketing communication agencies?
2. Why is compensating with the performance by results approach optimal in comparison with other methods?
1. How are the characteristics of a full-service agency contrasted with the characteristics of specialized marketing communication agencies?
1. Explain why a media agency is so critical for advertising.
In what new direction would you anticipate Sid Lee moving in the future? Sid Lee is an anagram for the agency's original name。f Diesel to distinguish it from the stylish fashion producer. From its
Evaluate the perspectives on the use of integrated services across agencies or within one agency, and agency-client responsibilities and partnerships.
Contrast the role and functions of specialized marketing communication organizations.
Describe methods for compensating and evaluating advertising agencies.
Identify the role of the advertising agency and the services it provides.
5. How does one of your favourite brands link or integrate its different IMC communication tools? 1s it done effectively?
4. Why is it important for those who work in the field of advertising and promotion to understand and appreciate all IMC tools, not just the area in which 由ey specialize?
3. Find one example where all promotional tools of a brand have the s缸ne look and feel, and find another example of a brand where the promotional tools have a different look and feel. Why did these
2. 1dentify all the possible m町keting communication tools that a favourite brand or performance artist is using.Try to expl臼n why these tools were selected. In what ways did the tools suppo口one
1. Consider how a university or college communicates value in its m町keting communication to its prospective students and cu町ent students. In what ways are the two approaches s让nilar or
5. How is the struct旧e of the book consistent with the content of an IMC plan?
4. What parts of the IMC planning model 缸e similar to and different from a m缸keting planning model?
3. What are the reasons why marketers 町'e taking an IMC perspective to their advertising and promotion programs?
2. How do sm缸t phone brands use each m町ke由19 communication tool for communicating messages?
1. Whyism缸keting communication important for communicating value to consumers?
1. What advertising and marketing communication suggestions can be made to assist McCain to build sales? Within its frozen food po 时'o lio of products, McCain faced considerable indirect
Why would the marketing communication tools be a useful approach for the gaming industry?
Identify how the IMC planning process is continued throughout all chapters.
Explain the IMC planning process model and express the steps in developing a marketing communications program.
IIlustrate the concept of integrated marketing communications (IMC) by distinguishing its evolution, renewed perspective, and impo同ance.
Identify the tools of the promotional mix-adve同ising ， sales promotion, public relations, direct marketing, Internet marketing, and personal selling-and summarize their purpose.
Describe the impo同ance of marketing communication within the marketing mix.
Fxplain why organizations exist and the purposes they serve. LO.1

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