QUESTION 1

Explain the six steps in the Hierarchy of Effects Model.

QUESTION 2

Explain the use of SMART goals in a Marketing Communications Plan. Provide an example of a SMART goal.

QUESTION 3

What is customer relationship management (CRM) and how is database marketing used to enhance CRM?

QUESTION 4

Explain the difference between brand equity, brand awareness, and brand image. Choose one product and explain how each of the terms relate to that brand.

QUESTION 5

Explain how Marketing Communications is different from Marketing. What is Integrated Marketing Communications?

QUESTION 6

List and explain the steps in the Brand Adoption Process.

QUESTION 7

Explain the four components to a SWOT analysis and provide an example of each.

QUESTION 8

Explain the reasons why a product might need to be re-positioned. Provide an example for each.

QUESTION 9

What are the three ways to determine a marketing communications budget? Explain each method.

QUESTION 10

Explain the four main ways marketing communication professionals use to determine a target market.