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120) What are the elements of the marketing communications mix?
121) Briefly describe the macromodel of the marketing communications process.
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123) Alan is an executive with an ad agency that has been entrusted with accounts for a used-car
showroom, a home appliances maker, and a soap company. With reference to response hierarchy
models, how does Alan plan communication strategies for the three accounts effectively?
124) Derek is working on promoting his company’s Glazer brand of electronic razors.
Preliminary surveys have revealed that even though a sizable portion of the target market has
developed a liking for the product due to innovative advertising, few customers would actually
consider replacing their current razors with Glazers. How can Derek modify the communications
program to get customers to favor Glazers over other brands?
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125) Derek is working on promoting his company’s Glazer brand of electronic razors. Market
research suggests that the target audience possesses an intent to use Glazers, but is dithering over
actually making the purchase. How can Derek modify the communications program to get
customers to purchase Glazer razors?
126) Provide a general description of the four classic response hierarchy models.
127) What are the features of an ideal advertising campaign?
128) What are the steps involved in developing effective marketing communications?
129) When asked about their preferred brand of instant noodles outside a supermarket setting,
customers could not remember Nissin’s name, but relied on the distinct packaging to help them
spot the noodles while shopping. Describe how this problem can be addressed through the
objective of Nissin’s marketing communications.
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131) Compare and contrast the use of negative and positive appeals in advertising messages.
132) An ad agency has landed an account for Savola, a brand of healthy cooking oil. Describe
how the ad can incorporate negative appeals in its messages effectively.
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133) Tiger Woods’ endorsement deals were terminated by a host of sponsors, including
Accenture, Gillette, AT&T, and General Motors. What are the reasons for these companies
dropping Woods from their promotional efforts?
134) Name a few products for which personal influence plays a significant role in marketing
communications.
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135) Derek is working on promoting his company’s Glazer brand of electronic razors. The
company estimates 50 million potential users and sets a target of attracting 8 percent of the
market. Derek hopes to reach 80 percent of the potential customers with an advertising message.
He would be pleased if 25 percent of the prospects that were aware, tried the Glazer. According
to further estimates, 40 percent of all triers will become loyal users. If the cost of exposing 1
percent of the target population to one impression is $4500 on an average, determine the
necessary advertising budget, according to the objective-and-task method.
136) What are the major characteristics of sales promotions as an element of the marketing
communications mix?
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137) What is the role of advertising as a communications tool in marketing for business markets?
138) How do the stages of buyer readiness affect the composition of a product’s marketing
communications mix?
139) How do the stages in a product’s life cycle influence the marketing communications mix?
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140) Karl Lipton is marketing communications coordinator for a major electronics manufacturer.
He is assigned with charting out a communications strategy for a new range of mobile phones
developed by his company. How will Karl’s communications strategy look like over the course
of the mobile phones’ life cycle?
141) Briefly describe the process of measuring the results of marketing communications.
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142) What is integrated marketing communications? What is its significance in the current
marketing environment?
143) How is coordination of media achieved through integrated marketing communications?