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business
marketing strategy

Questions and Answers of Marketing Strategy

Why is displaying prices so important in newspaper advertising?
To make a sale, newspaper advertising must instill a sense of urgency. In what ways can this be accomplished?
How are coupons used to bridge the gap between newspaper and sales promotion? What are the strengths of their use?
How does newspaper advertising help IMC be more consumer focused?
There are numerous pros and cons to using newspaper advertising. Define and explain each.
Explain the strategy behind using newspaper in an IMC campaign.
What is cooperative advertising? How can it help move or highlight a brand?
How can newspaper be made more interactive and engaging?
Why is it important to evaluate the results of an IMC campaign?
Define magazine advertising.
Why should prices be avoided in magazine advertising?
There are several categories of magazines. Define each.
How does magazine advertising help IMC be more consumer focused? Define importance.
Why are magazines considered highly targetable?
How does magazine advertising build brand loyalty?
Why is it difficult for advertising to develop a dialogue with the target audience?
What brands are best suited to use magazine advertising and why?
When should brands consider using magazine advertising?
What are some of the ways to make magazine ads interactive?
When is using magazine advertising a bad choice?
What are the pros and cons of using magazine advertising in an IMC campaign?
What is the strategy behind using magazine advertising?
What should be avoided and what should be included in magazine advertising?
What are some of the ways to turn a one-way monologue with the target into a two-way dialogue?
What components should be included and avoided in magazine advertising?
What copy and design elements should be included in magazine advertising? Explain how to involve the target.
How is cooperative advertising used in magazines?
What are the strategic uses of radio advertising in an IMC campaign?
Why is radio considered handicapped when compared to other media vehicles within the promotional mix?
Explain the diversity of radio advertising’s voice.
How can radio be personalized?
To strengthen radio’s verbal ties to other ads in the media mix, what elements need to be repeated?
Radio is considered a passive medium. How can it be made more interactive?
How does radio advertising help IMC be more consumer focused?
What are the pros and cons associated with radio advertising?
What is the strategy behind using radio in an IMC campaign?
What are the execution techniques used in radio advertising? Explain each.
To be successful, what must radio advertising accomplish?
What are the ways radio can be delivered?
What are sound effects?
What are the components that make up a radio script?
How can a brand come alive over the radio?
Why does radio copy need to be both visually and verbally expressed?
What are the strategic uses of television advertising in an IMC campaign?
What is the use of television advertising ideally suited for?
There are three things that will help steer the target audience away from Internet viewing and back to traditional television viewing. What are they?
What is the difference between traditional advertising and interactive advertising?
Define an infomercial and explain the differences between an infomercial and a traditional television advertisement.
How does television advertising help IMC be more consumer focused?
What needs to be considered when deciding to use television advertising in an IMC campaign to ensure a cohesive visual and verbal message?
How can television be successfully integrated into the media mix?
What are the pros and cons of using television in an IMC campaign?
What is the strategy behind using television in an IMC campaign?
How do scripts and storyboards work together to produce a television ad?
What are the tones used in television advertising? Define each.
Explain the different types of speakers and sounds used in television commercials?
There are six steps that must be considered when developing a script. What are they and how are they used?
What types of brands can best employ television advertising?
What are the strategic uses of out-of- home and transit advertising in an IMC campaign?
Why is out-of-home considered a mass medium?
Why is out-of-home growing?
Explain why out-of-home does not need to compete for audience attention.
Define the role of out-of-home vehicles.
Define support media. As a support medium, when does out-of-home work best?
What is the most effective way for out-of-home to both show and tell the advertised message?How can this be done most effectively?
Why is it particularly important for many out-of-home vehicles to be memorable?
How do LED boards work? How do they compare/contrast visually and verbally with traditional outdoor boards?
What are some of the most common transit vehicles?
How does out-of-home advertising help an IMC campaign be more consumer focused?
What are the pros and cons associated with out-of-home advertising?
What is the strategy behind using out-of-home in an IMC campaign?
Out-of-home is used primarily as a support medium; it has an abundance of visual and verbal options. How can a medium that says little be seamlessly tied to other media options?
What are ways to make out-of-home vehicles both interactive and engaging?
What are the strategic uses of direct marketing in an IMC campaign?
Define and explain the difference between advertising and promotion.
Why is direct marketing considered a medium that encourages a two-way dialogue between the brand and the target?
Why is a more personalized dialogue considered more important in today’s advertising methods than a one-way monologue?
How are direct marketing methods different from traditional advertising methods?
Why are direct marketing methods more expensive than traditional methods but still considered a viable media choice?
When used in an IMC campaign, direct marketing’s goal may not be to make a sale. So what role(s) might it play?
How are databases used in direct marketing? What is their importance?
Databases track varied forms of consumer data. How is this considered a privacy issue?
Direct marketing has a very diverse array of contact vehicles. What are some of the most commonly used, and how can they each help to visually and verbally express the key consumer benefit?
Why is direct mail often referred to as “junk mail,” and how can that perception be turned around?
What are the differences/similarities between infomercials and traditional advertising?
Why are the Internet and social media important aspects of direct marketing?
How does direct marketing help an IMC campaign be more consumer focused?
What is the role of the visual and verbal message throughout the varied media vehicles in an IMC campaign?
What are the pros and cons associated with direct marketing?
What is the strategy behind using direct marketing in an IMC campaign?
What are the strategic uses of sales promotion in an IMC campaign?
What is sales promotion and how is it used in conjunction with direct marketing?
What is the difference between sales promotion and advertising?
What are some of the most common incentives used in direct marketing?
What is the most distinctive characteristic of sales promotion compared to public relations, advertising, and direct marketing?
Like direct marketing, sales promotion has a very diverse array of contact vehicles. What are some of the most common and how can they each help to visually and verbally express the key consumer
What is the difference between in-store and out-of-store promotions? What are some of the most common types of vehicles and how can they be promoted and tied to an IMC campaign?
Only a small number of coupons are ever redeemed. What can the visual and verbal message say/do to ensure their use? Explain.
How does sales promotion help an IMC campaign to be more consumer focused?
What are the pros and cons associated with sales promotion?

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