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marketing strategy

Questions and Answers of Marketing Strategy

What is the strategy behind using sales promotion in an IMC campaign?
Why is sales promotion a great pairing with multiple vehicles in an IMC campaign?
What must sales promotion do both visually and verbally to be successful within an IMC campaign?
What is the difference between IMC, advertising, and integrated brand communication (IBC)?
What are the strategic uses of Internet marketing in an IMC campaign?
How has the Internet changed the way brands do business?
Why is the Internet considered a direct selling tool?
What role does the Internet play as a primary and secondary advertising/promotional vehicle?
When is Internet advertising best used in an IMC campaign?
Internet marketing adds another dimension to advertising efforts. What is it?
What does interactive media focus on?
Internet marketing, like other vehicles we have looked at, has a diverse array of advertising options. What are some of the most common, and how can they each help to visually and verbally express
What makes the Internet interactive?
What does interactive mean to creative teams versus marketers?
What are the strategic uses of social media in an IMC campaign?
Hoes does social media create a relationship between buyer and seller?
How does social media differentiate itself from mass media advertising vehicles?
Why is it important for the strategy employed elsewhere in the IMC campaign to remain consistent across multiple vehicles?
What is typically shown/seen on social media sites?
How are databases employed in social media?
Why is it important that social media efforts talk to, rather than at, the target audience?
What makes social media unique?
How can social media influence and/or encourage a two-way dialogue between buyer and seller?
What do creative teams need to know before adding social media to an IMC campaign?
Social media has a diverse array of promotional vehicles. What are some of the most common, and how can each help promote the key consumer benefit?
What are the differences between viral marketing and word of mouth? Define when it is best to use each.
Discuss the pros and cons to a brand of a message going viral.
What can help make a message go viral?
Why is word of mouth more powerful than an advertised message?
How does Internet marketing and social media help an IMC campaign be more consumer focused?
Why might the Internet be considered a great niche-marketing tool?
Why is customer service considered a must for an IMC campaign?
What are the pros and cons of Internet and social media marketing?
What is the strategy behind using Internet marketing in an IMC campaign?
Why is Internet marketing considered an extension of traditional tactics?
What do creative teams need to know about designing for the Internet?
What is the strategy behind using social media in an IMC campaign?
Why is social media considered technology’s answer to personal selling?
How does a social media site represent a brand?
What role does social media play as a support vehicle?
What are the strategic uses of mobile media marketing in an IMC campaign?
How has mobile grown from a one-way communication between the brand and target to one that is both interactive and engaging?
How do consumers use mobile?
What does mobile add to the promotional mix?
When should brands employ mobile advertising?
Mobile has a diverse array of advertising options. What are some of the most popular, and how can each help visually and verbally express the key consumer benefit?
How are quick response (QR) codes employed in mobile advertising?
How does mobile media marketing help an IMC campaign be more consumer focused?
There are four categories of app users. Define each.
The marriage of mobile and social is known as SoLoMo. Define what it is and how it is used.
How does mobile employ location-based capabilities?
Location-based capabilities bring what additional advertising opportunities to the promotional mix?
What do brands want to accomplish with mobile media?
To be effective and relevant to the target, mobile must do what?
What are the pros and cons of using mobile media marketing?
What is the strategy behind using mobile media marketing in an IMC campaign?
What is cause marketing, and why is it important to have it be a part of an IMC campaign?
What is important when writing and designing for mobile?
What are the major differences between designing for mobile and tablets?
What are the strategic uses of alternative media in an IMC campaign?
Define alternative media.
What are some of the ways alternative media can be integrated into traditional media vehicles?
Why has alternative media often been referred to as the “creative economy”?
How do creative teams versus marketers feel about alternative media use?
Why is alternative media good for both large and small brands?
What needs to be considered before determining whether to use alternative media as a primary or secondary media source?
Alternative media vehicles have more diverse options than any other advertising and promotional category. What does the advertised message need to relay visually and verbally to strategically express
What are some of the most successful engagement devices used in alternative media?
How can the unique visual and verbal solutions often found in alternative media vehicles help extend the life of the advertised message?
How does alternative media marketing help an IMC campaign be more consumer focused?
What is media multitasking?
Define brand-centric vehicles.
Why are more brands incorporating alternative media into their promotional mix?
What are the pros and cons of using alternative media?
What is the strategy behind using alternative media in an IMC campaign?
What does alternative media do best when included in a brand’s promotional mix?
What should be considered before including alternative media in an IMC campaign?
Creatively, what is important to alternative media use?
What determines the choice to use alternative media in an IMC campaign?
Define guerrilla marketing.
What is one of guerrilla marketing’s biggest strengths?
What makes guerrilla marketing an active versus passive form of advertising?
What do brands want to accomplish with guerrilla marketing?
If guerrilla marketing is not used to immediately encourage a sale or passively tell a story, what is it used for?
What are some of the more commonly used forms of guerrilla marketing?
To be a successful member of an IMC campaign, guerrilla marketing must accomplish four specific things. What are they? Define and explain each.
Define experiential marketing and its use.
How can guerrilla marketing ensure return on investment?
Define and explain the differences between presence, grassroots, and influence marketing.
Shadow a salesperson for a day and talk about how his or her activities integrate with other promotional elements used by their firm. How does the salesperson set objectives? How is he or she made
Review the steps in the AIDA model. In what ways has promotion affected you in various stages of this model? Does promotion affect you differently based on the type of product in question? Does the
Using the brand attribute framework in Exhibit 7.1, construct an overall branding statement about yourself. How would others, especially potential employers, look at your brand? What areas do you
Look at several print, broadcast, online, or outdoor advertisements and try to find an ad that you believe is questionable from an ethical perspective. Defend why you believe the ad is ethically
Review each of the mission statements listed in Exhibit 2.2. Do they follow the guidelines discussed in this chapter? How well does each answer the five basic questions? What do you make of the
The pace of change in our economy was frenetic from 1999 to 2001 (the so called dot-com boom) because of rapidly expanding technology and the growth of the Internet. Shortly thereafter, the bubble
The text argues that marketing possesses very few rules for choosing the appropriate marketing activities. Can you describe any universal rules of marketing that might be applied to most products,
Choose a specific product that you use on a daily basis (such as food items, toiletries, or your car) and apply the 5W model in Exhibit 3.4 to yourself:a. Who are you (demographics, psychographics,
Think about all of the exchanges that you participate in on a weekly or monthly basis. How many of these exchanges have their basis in long-term relationships? How many are simple transaction-based
Review the sociocultural trends in Exhibit 3.7. What other trends could be added to the list? What trends are specific to your generation that cannot be universally applied to all Americans? EXHIBIT
Talk with a small business owner about the strategic planning process he or she uses. Do they have a mission statement? Marketing goals and objectives? A marketing plan? What are the major issues he

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