Questions from Advertising and Promotion

Q: Explain some of the factors that might lead to success in increasing

Explain some of the factors that might lead to success in increasing sales and achieving communications objectives when competitors decrease their budgets.

Q: Why is it important for marketers to set specific objectives for advertising

Why is it important for marketers to set specific objectives for advertising and promotion? What criteria must these objectives meet to be valid?

Q: Discuss why the allocation of media dollars to digital and social media

Discuss why the allocation of media dollars to digital and social media at the expense of traditional media is considered by some marketers to be a “knee-jerk reaction.”

Q: Why are the affordable and arbitrary allocation budgeting methods considered to be

Why are the affordable and arbitrary allocation budgeting methods considered to be very poor budgeting methods?

Q: Explain why communications measures may be better to use than sales or

Explain why communications measures may be better to use than sales or market share objectives when developing the IMC plan.

Q: Explain the S-shaped response curve and the concave-downward

Explain the S-shaped response curve and the concave-downward curve as they relate to budget setting. What are the differences in these two curves? Give examples of how each might be more appropriate f...

Q: The text describes a number of different positioning strategies. Give examples

The text describes a number of different positioning strategies. Give examples of products and/or brands that utilize each of these different strategies.

Q: Companies like P&G and Kraft Foods have found success by

Companies like P&G and Kraft Foods have found success by increasing their IMC budgets while other companies reduce theirs during a recession. Explain why they have likely achieved this success.

Q: Some marketers feel that the hierarchy of effects models may no longer

Some marketers feel that the hierarchy of effects models may no longer reflect the characteristics of the consumer decision-making process. Discuss the pros and cons of these arguments.

Q: Explain why it is so difficult to directly measure the impact of

Explain why it is so difficult to directly measure the impact of advertising on sales. What factors may inhibit this determination?