textbook ISBN-13: 978-1-337-28265-9 Advertising, Promotion, and other aspects of Integrated Marketing Communications

Chapter 1 DQ

1. Explain how your college or university uses marketing communications to recruit students. How are their needs first determined?

3. Explain what it means to say that the consumers are in control of marketing communications. Provide an example from your own experience that supports the contention that marcom is becoming increasingly consumer-centric.

9. Assume you are in charge of advertising a product that is directed specifically to college students. Identify seven contact methods (include no more than two forms of mass media advertising) you might use to reach this audience.

Chapter 2 DQ

1. With reference to the Marcom Insight segment that opened the chapter, and in view of the detailed section on brand equity later in the chapter, explain why brand awareness is a necessary, but insufficient indicator of brand equity.

5.Provide several examples of co-branding or ingredient branding other than those presented in the chapter.