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business
principles of marketing
Questions and Answers of
Principles Of Marketing
Repeat the exercise as for the previous question, but this time focus on communication-based objectives.
How and from where are promotional objectives derived?
Why is positioning an important part of marketing communications? Use the Juan Valdez mini case to illustrate your response.
Select four print advertisements for the same product category and comment on the positions they have adopted.
What are the main positioning strategies?
What are the main types of organisation that make up the marketing communication industry?
Identify some of the issues that prevail in the industry. What are the key issues at stake in the Diageo mini case?
Write notes for a presentation explaining the different types of agency available to clients.
Outline the arguments for and against using an agency.
What factors should be taken into consideration and what procedures might be followed when selecting an agency?
What problems might be encountered in agency/client relationships?
What are the basic dimensions for the development of good agency/client relationships?
Write brief notes about the briefing system.
Explain the commission payment system, and outline alternative approaches.
How can an organisation best acquaint itself with the relevant controls in a chosen area of marketing communications?
How might Honda, as set out in the mini case at the beginning of this chapter, divide their annual budget across the media? What issues might arise in this process?
What problems might be encountered when setting communications budgets?
Write a brief paper outlining the essence of marginal analysis. What are the main drawbacks associated with this approach?
Why is the objective and task method gaining popularity?
What is a payout plan?
Discuss the view that if the A/S ratio only measures average levels of spend across an industry then its relevance may be lost as individual organisations have to adjust levels of promotional spend
How might the notion of SOV assist the appropriation-setting process?
What are ‘profit-taking’ and ‘investment’ brands?
Determining the level of spend for sales promotion is potentially difficult. Why?
How might understanding brand value assist in developing a communications budget?
Why should the ‘Still Killing Jill?’ campaign, presented at the start of this chapter, have tried to measure attitude change to organ donation?
What are pre- and post-testing?
Write a brief report comparing recall and recognition tests.
What are the principal dimensions of likeability as a measure of advertising effectiveness?
Write brief notes explaining why media comparison techniques are inadequate measures of public relations.
Explain in note form the core characteristics of the Promise I ndex and the N et Promoter S core.
What are the techniques used to measure website effectiveness? A re they any good?
What is the core activity of online communications? S ketch out the social media measurement process.
M any organisations fail to undertake suitable research to measure the success of their campaigns. Why is this and what can be done to change this situation?
Comment on the view that, if a method of evaluation and testing lacks objectivity and measurability, then the method should not be used.
Discuss the main reasons for the development of IMC .
Prepare brief notes explaining four different elements that should be part of the integration process.
Explain how various definitions of IMC have evolved.
What are the reasons for interest in IMC and is it a valid concept?
Appraise the main reasons offered for the failure of organisations to develop IMC.
Identify three different interpretations of IMC and make brief notes explaining the principles which underpin each of them. Which of these is best at interpreting the WIRS PA campaign?
Explain the ideas concerning media-neutral planning. What is open planning?
Discuss the view that IMC is essentially the same as relationship marketing.
What are the structural issues that can accelerate or hinder the development of IMC ?
Prepare the outline for an essay exploring whether IMC is a strategic approach or just a means to correct internal operational difficulties and reduce media costs.
Write brief notes explaining what branding is.
How do brands assist customers and brand owners?
Summarise Biel’s concept of ‘brand magic’.
Select five consumer brands and evaluate their characteristics.
Explain the concept of a brand portfolio and set out what you understand by the terms ‘architecture’, ‘bastion’ and ‘fighter brands’.
Discuss the relative importance of the three elements that determine the strategic aspect of branding. Which of these was used by D omino’s?
Explain four different ways in which marketing communications can be used to develop brand associations.
Find three non-FMCG brands and evaluate how their brand strength has been developed without the aid of advertising. How might you improve the strength of these brands?
How might online branding complement offline branding activities?
Discuss two approaches to brand equity.
Explain what a corporate brand is. How does it differ from a product brand?
Discuss the characteristics of corporate branding and corporate identity. How are they related?
What are the building blocks of corporate reputation? What might be the building blocks of the BBC?
What are the main facets of the BBC’s corporate personality?
Describe the personality or defining characteristics of five organisations. What are their distinctive differences?
What is the role of corporate communication?
Suggest ways in which planned and unplanned corporate identity cues are presented to stakeholders. Use an organisation with which you are familiar to illustrate your answer.
What are the elements that make up the corporate communication mix?
What is corporate image and how does it differ from corporate identity and corporate reputation?
Draw the CIMP model, paying particular attention to the linkages between the components
Write a short definition of internal marketing and explain how marketing communications needs to assume both internal and external perspectives.
What is the role of internal marketing communications?
Write short notes explaining why organisational boundaries appear to be less clear than was once thought.
What is organisational identity and what do A lbert and Whetten (1985) consider to be the three important aspects of identity?
Write a brief paper explaining why an understanding of corporate culture is important for successful marketing communications.
Why should marketing communications accommodate corporate strategy?
What are the elements of strategic credibility?
Select three different CEOs from a variety of organisations and evaluate their strategic credibility. What is your justification for selecting these individuals?
Prepare a communications matrix for an organisation (or brand/product) with which you are familiar.
Why might the functional capabilities of an organisation affect an organisation’s marketing communications?
Write brief notes outlining the differences between a U SP and an E SP.
Find advertisements and write notes explaining how they depict the thinking and feeling aspect of advertising, and the behavioural aspect of advertising.
Select an organisation of your choice and find three ads it has used recently. A re the ads predominantly trying to persuade audiences or are they designed to reinforce brand values?
Find four ads and write notes explaining how the elaboration likelihood model can be used to interpret how they might work.
What are the essential differences between the involvement and salience frameworks of advertising?
Find four advertisements (other than those described in this book) that are examples of these two approaches.
Which of the eclectic models of advertising explains how the A pple ‘Think Different’ads work? These ads are presented in the minicase at the start of the chapter.
Write a short presentation explaining the differences between the Strong and Weak theories of advertising.
Draw the FC B grid and place on it the following product categories: shampoo, life assurance, sports cars, kitchen towels, a box of chocolates.
Write brief notes outlining the strategic role advertising plays within an organisation’s overall promotional activities.
Briefly compare and contrast the two main types of exchange transaction. How does communication assist the exchange process?
What is the role of marketing communications? Identify the key tasks that it is required to undertake. What is the role of marketing communications at LV=?
Define marketing communications. What are the key elements in the definition?
Name the three main elements that make up the marketing communications mix.
How does the external environment influence an organisation’s marketing communications?
How might public relations contribute to a marketing communications programme?
How do each of the tools compare across the following criteria: control, communication effectiveness and cost?
What does POE M stands for?
How does the content delivered through traditional media differ from that delivered through digital media?
Explain how marketing communications supports the marketing and business strategies of the organisation.
Name the elements of the linear model of communication and briefly describe the role of each element.
Make brief notes explaining why the linear interpretation of the communication process is not entirely satisfactory.
Draw the Influencer model of communication.
Discuss the differences between linear, influencer and interactional models of communications. Which of these best illustrates how communication worked for MTV , as presented in the mini case?
How do opinion leaders differ from opinion formers and opinion followers?
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