1. Identify and explain the three areas marketing communication is responsible for.
2. Identify and explain each of the promotional mix elements.
3. Describe the evolution of IMC.
4. Describe a purchase you made by applying the Consumer Decision Making Process to that purchase. Number and start a new line for each step in your response.
5. Describe what noise is in the model of communication process. Using a personal example, describe how you experienced noise in a communication you were having and how you and the other person overcame that noise.
6. Describe and compare two models that have been developed to examine the nature of consumers' cognitive processing of advertising messages.
7. Describe the four communication effects that provide a lasting impression of a brand. Next, describe a brand that comes to your mind and relate the recognition of this brand to one of the four communication effects.
8. Describe what DAGMAR is and what it intends to accomplish. Next, describe how using DAGMAR would help a company in its marketing communications?
9. Referring to the Trial Purchase Objectives and brand switching, describe a personal experience of when you switched from using one brand to another. In your description, identify the marketing or advertising that influenced your switch.
10. Identify and describe one of the four brand positioning strategy decisions. Then identify a product you feel is positioned based on that strategy and provide reasons why you feel this product is positioned using that strategy.