Questions from Advertising and Promotion

Q: Discuss how the digital revolution is impacting the way marketers plan and

Discuss how the digital revolution is impacting the way marketers plan and implement their integrated marketing communications programs. Identify three specific technological developments and discuss...

Q: Discuss the opportunities and challenges facing marketers with regard to the use

Discuss the opportunities and challenges facing marketers with regard to the use of mobile marketing. What are some of the ways marketers can use mobile marketing as part of their IMC program?

Q: What is meant by a customer contact or touch point?

What is meant by a customer contact or touch point?

Q: What is meant by the categorization of touch points into paid,

What is meant by the categorization of touch points into paid, owned and earned media?

Q: Find an example of company or brand that has reduced its spending

Find 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...

Q: Why is it important for those who work in marketing to understand

Why is it important for those who work in marketing to understand and appreciate all the various integrated marketing communication tools and how they can be used effectively?

Q: The lead-in to this chapter discusses Buick's attempt to reposition

The lead-in to this chapter discusses Buick's attempt to reposition its cars to a younger audience. Explain why this may or may not work.

Q: Some marketers feel that grouping consumers into age cohorts like millennials,

Some marketers feel that grouping consumers into age cohorts like millennials, baby boomers, and so forth, results in unreliable generalizations and that such strategies might not be successful. Give...

Q: Discuss the ethics of celebrities endorsing products in foreign countries but not

Discuss the ethics of celebrities endorsing products in foreign countries but not in the United States to protect their image. Do you think celebrities hurt their reputations by doing endorsements and...

Q: Many companies compete in a number of market segments. Discuss an

Many companies compete in a number of market segments. Discuss an example of one such company and describe how it communicates with its customers in different market segments.