Question 1

Discuss the importance of managing negative public relations and give examples of how firms have handled negative events. What can we learn from these examples? What do you believe is the key to successfully managing a negative event?

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Question 2

Identify and discuss the issues and challenges involved in measuring the effectiveness of an advertising campaign. Is it relatively easier to measure effectiveness before or after the campaign has been implemented? Explain.

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Question 3

Discuss the steps involved in the AIDA model of outlining promotional goals. How does IMC strategy shift from one step to the next in the model? How does the important of various promotional elements vary across the steps?

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Question 4

Discuss the issues associated with the increasing fragmentation of mass media audiences. How are advertisers and media companies coping with the issue?

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Question 5

Discuss the role of sales promotion in consumer markets. In your answer, identify several types of consumer sales promotion activities and how they might be used in an overall IMC program.

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Quiz 10: Integrated Marketing Communications

Discuss the importance of managing negative public relations and give examples of how firms have handled negative events. What can we learn from these examples? What do you believe is the key to successfully managing a negative event?

Identify and discuss the issues and challenges involved in measuring the effectiveness of an advertising campaign. Is it relatively easier to measure effectiveness before or after the campaign has been implemented? Explain.

Discuss the steps involved in the AIDA model of outlining promotional goals. How does IMC strategy shift from one step to the next in the model? How does the important of various promotional elements vary across the steps?

Discuss the issues associated with the increasing fragmentation of mass media audiences. How are advertisers and media companies coping with the issue?

Discuss the role of sales promotion in consumer markets. In your answer, identify several types of consumer sales promotion activities and how they might be used in an overall IMC program.