Questions from Advertising and Promotion

Q: Discuss the role that IMC assumes in the marketing mix. That

Discuss the role that IMC assumes in the marketing mix. That is, how is this element of the mix coordinated with pricing, distribution, and product functions?

Q: As the media environment changes, explain how this impacts the role

As the media environment changes, explain how this impacts the role of advertising and promotion. Why is the IMC process different than it was, say, 20 years ago?

Q: Discuss the difference between benefit and demographic segmentation. Give examples of

Discuss the difference between benefit and demographic segmentation. Give examples of companies employing each. Is it possible for a company to employ both forms of segmentation simultaneously?

Q: IMC Perspective 2–1 discussed the millennial generation. Discuss some

IMC Perspective 2–1 discussed the millennial generation. Discuss some of the ways that this market segment is different from previous age cohorts.

Q: IMC Perspective 2–2 discusses the importance of the Hispanic market

IMC Perspective 2–2 discusses the importance of the Hispanic market. What makes this subculture different, and what must marketers do to successfully target them?

Q: What is meant by repositioning? Discuss some companies that have successfully

What is meant by repositioning? Discuss some companies that have successfully employed this strategy.

Q: Many companies have maintained their same brand identity for years by keeping

Many companies have maintained their same brand identity for years by keeping the same logos, packaging, and so on, while others have made changes. Give examples of companies employing both of these s...

Q: Discuss how disruptions being created by the digital revolution are impacting advertising

Discuss how disruptions being created by the digital revolution are impacting advertising agencies. What changes do advertising agencies need to make to respond to the impact of digital technology?

Q: Discuss the role of specialized marketing communication organizations such as sales promotion

Discuss the role of specialized marketing communication organizations such as sales promotion, public relations, and digital agencies in the IMC process. Why are marketers likely to use these speciali...

Q: Most marketers choose an advertising spokesperson or source with high credibility.

Most marketers choose an advertising spokesperson or source with high credibility. Discuss some reasons why it may be unnecessary, or even detrimental, to use a source who is high in credibility.