1.

a. Marketers rely heavily on demographics when purchasing media. Discuss some of these factors and why they might impact media usage?

b. What are GRPs? Explain what this term means?

c. Explain TWO (2) strengths and TWO (2) weaknesses of using Gross Rating Points (GRPs)?

2.

a. Define Direct-marketing?

b. Explain the role that direct marketing can play in the IMC program?

c. Can direct marketing be used for anything other than a behavioural response? If so, give TWO (2) examples of brands or companies or products?

3.

a. Explain why it is so difficult to measure the overall IMC program effectiveness?

b. Marketers have turned to physiological measures in an attempt to determine the effectiveness of their advertising. Discuss some of the methods and tools being used?

c. Briefly discuss Two (2) reasons managers should measure effectiveness of the elements of the IMC Campaign?

4.

a. Define 'Cause-related advertising' and 'Advocacy advertising'?

b. Explain the differences between these forms of communication and give One (1) example of each?

5.

Choose an example of company or brand that has reduced its spending on traditional mass-media advertising and is allocating more of its IMC budget to digital media. Do you agree with this decision or do you think this company or brand should be maintaining its spending on traditional media advertising?

6.

Choose three of the advertising execution techniques discussed in the chapter and find examples of advertisements that are using them. Discuss why the marketers might be using these particular Ad execution techniques?

7.

Television is often described as a mass medium that offers little selectivity to advertisers. Do you agree with this statement? What are some of the way's selectivity can be achieved through TV advertising?