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business
the leadership experience

Questions and Answers of The Leadership Experience

Why is it unlikely that unconscious attention to advertisements will affect brand attitude?
What is the difference between semantic and episodic memory? Find examples of advertising that are likely to involve each.
Why is it important for managers to understand the role of memory in processing marketing communication?
Look at some advertisements and record your ‘feelings’ as you look at them.Where do they come from? What is it about the executions that elicit those emotions?
Discuss the two ways in which emotion can affect the way in which marketing communication is processed.
What is the role of emotion in message processing?
How does learning differ for high- and low-involving product decisions?
What is the role of learning in building brand awareness?
Discuss attention and its role in message processing.
Can unconscious processing of marketing communication be effective for a brand?
How can processing advertising for a competitor help a brand?
Why is it so difficult for marketing communication to lead to a brand purchase?
What must happen for a message to be successfully processed?
Find examples of buzz marketing, and discuss whether you think it works for the brand or not.
What is the biggest weakness of public relations in terms of IMC, and how can this be overcome?
How can public relations be used successfully in IMC?
What role does personal selling play in an IMC campaign?
What are the strengths and weaknesses of trade shows and fairs for consumer packaged goods brands? What about for business-to-business marketers?
In what ways is direct marketing similar to, and in what ways different from, other ways of delivering advertising and promotion?
How would you define direct marketing?
What are the strengths of content marketing, and what are its potential problems?
Why is the package an important venue for advertising messages?
Discuss the ethics of product placement, and discuss their effectiveness.
Find examples of sponsorships or event marketing, and discuss whetheryou think they are likely to be effective for the brand. How might Wilson and Till’s idea of fixed versus mobile be important
What is programmatic buying, and what problems are associated with it?
Discuss the potential long-term effects of adblocking on brand advertising.
How would you use mobile marketing as part of an IMC programme?
Why is social media creating problems for advertisers, and can they be overcome?
Discuss the ethics of installing tracking devices through the internet without the user’s knowledge.
In what ways do you feel digital media have made a positive versus negative impact on delivering advertising?
How might Wilson and Till’s idea of fixed versus mobile be important for IMC media selection?
What is effective frequency, and how does it differ from average frequency?
Discuss the problems inherent in using average reach and frequency for media planning.
Why can a too-successful promotion be harmful for a brand?
What might be a good premium for a beer brand? What about for a major appliance, a tanning salon, a restaurant?
Find examples of sweepstakes where the prize is not consistent with the brand’s image, and discuss the implications.
How can promotion be used to help build positive brand attitude?
Discuss situations where it would be effective to use loading devices.
When would you be likely to use a coupon rather than a rebate, and when a rebate rather than a coupon?
Discuss the advantages and disadvantages of both printed and electronic coupons.
Why are some incentive promotions more appropriate for gaining trial and others for repeat purchase?
What are the similarities between trade promotion and consumer promotion?
How do retail promotions differ from consumer promotions?
What is the role of promotion in IMC?
How would you describe promotion?
Find examples of advertisements for each of the four quadrants of the Rossiter–Percy Grid, and discuss why you selected them.
Why is it important to know if a purchase decision is high or low involvement and negatively or positively motivated?
Whyis it important to understand if a purchase decision involves recall versus recognition brand awareness?
How does branding strategy inform corporate image advertising?
Discuss B2B advertising and how it differs from other types of advertising.
How does co-op advertising differ from tactical marketing?
Why are co-op advertising programmes not always good for a brand?
Find examples of retail advertisements that address the store’s image and examples that deal with the products they sell.
In what ways might new media offer advantages in creating brand awareness and attitudes for COBA?
Why is television the strongest medium for COBA?
Why is it important to distinguish between different types of advertising?
What is the primary role of advertising in IMC?
What is the fundamental difference between advertising and promotion?
Find examples of good corporate advertising.
Create a corporate story for a company with which you are familiar.
What is the role of IMC in corporate communication?
How does corporate communication differ from brand communication?
Under what circumstances would a company want to be seen as similar to other companies in their industry?
Discuss the interrelationships between a company’s corporate brand equity and the brand equity of its products.
How is a corporate brand different from a product brand and in what ways are they alike?
What is corporate meaning and what role does IMC play in it?
In what ways does a company’s reputation have a strategic advantage over its image?
Identify companies that you feel share your values and companies that do not.
Discuss the problems associated with establishing corporate image.
Find examples of corporate communication that address the company’s identity.
Identify examples of corporate identity.
Discuss the difference between a company’s image and its identity. How does this differ from a company’s reputation?
What is the role of IMC in strengthening companies as opposed to brands?
Identify examples of stand-alone, source and endorser brands, and discuss how IMC should be used to support their brand strategy.
How does a brand’s portfolio management impact on IMC strategy?
Select a brand that you feel has strong brand equity and discuss the role of brand attitude in building and sustaining it.
What is the role of IMC in establishing and building brand attitude?
How would you define brand attitude?
What is the relationship between positioning and brand awareness and brand attitude?
Identify brands that use a user-oriented positioning and discuss its appropriateness.
Is there likely to be a centrally positioned brand in the beer category? What about household cleaners, computers and designer fashions?
Identify competing brands that are clearly positioned differently and discuss which position is likely to be more effective.
Why is positioning so critical to effective IMC in building brands?
Identify brands that you feel have created social meaning and discuss how IMC is likely to have contributed.
How is IMC involved in creating social meaning for a brand?
In what way is a celebrity or politician a brand?
How does IMC help build brands?
Is IMC appropriate for all brands?
What are the important keys to identifying IMC opportunities for a brand?
Identify companies you believe practise IMC, based on their marketing communication, and discuss what it is about their marketing communication that makes you choose them.
How can the barriers to IMC be overcome?
Why is it so difficult to implement effective IMC?
What are the unique roles of advertising and promotion in IMC strategy?
How is trade involved in a brand’s IMC?
What is required for effective management of IMC?
Discuss why you feel recent definitions of IMC are or are not an improvement on earlier definitions?
How would you define IMC?
What do they need to do differently?
What do they not do so well?
What do they do well?

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