Questions from Advertising and Promotion

Q: Compare the definition of integrated marketing communications developed by Don Schultz with

Compare the definition of integrated marketing communications developed by Don Schultz with the original definition developed by the American Association of Advertising Agencies. How do they differ?...

Q: Discuss the responsibilities and duties of an advertising or marketing communications manager

Discuss the responsibilities and duties of an advertising or marketing communications manager in a company that uses a centralized organizational system versus a company that uses a decentralized sy...

Q: What are GRPs and target GRPs? Explain what these terms mean

What are GRPs and target GRPs? Explain what these terms mean and discuss some of the strengths and weaknesses of using them.

Q: The media landscape is rapidly changing. Explain what is meant by

The media landscape is rapidly changing. Explain what is meant by this statement. Then discuss some of the reasons why this is occurring. What can traditional media do to continue to exist? A number o...

Q: Explain the differences between CPM and readers per dollar. Which is

Explain the differences between CPM and readers per dollar. Which is the most valuable relative cost comparison for advertisers to use? Why?

Q: Figure 10–27 discusses the advantages and disadvantages of media.

Figure 10–27 discusses the advantages and disadvantages of media. Describe any factors that may be taking place that might change the disadvantages or advantages of various media.

Q: One of the more popular metrics now being used in nontraditional media

One of the more popular metrics now being used in nontraditional media (Internet, social media, etc.) is engagement. This term has also been used in evaluating traditional media. Explain what is meant...

Q: Discuss the differences between CDI and BDI. When would an advertiser

Discuss the differences between CDI and BDI. When would an advertiser use these indexes?

Q: The chapter opener discusses the major developments impacting the television industry.

The chapter opener discusses the major developments impacting the television industry. Discuss these developments and how they are likely to impact TV’s role as an advertising medium. How might these...

Q: Discuss the advantages and disadvantages of advertising on radio. Discuss how

Discuss the advantages and disadvantages of advertising on radio. Discuss how radio advertising might be used by national versus local advertisers.