Question: Chapter 15 - Integrated Marketing Communications

1. Briefly explain the philosophy and rationale for using integrated marketing communications. What is trade promotion and which marketing tasks does it address?

2. What is product placement and what are its pros and cons?

3. If your job was to generate awareness and trial of the latest iPhone and you could only choose three ways to promote it, which three marketing communications forms would you use? Explain.

4. Describe a brand that has built a good relationship with you. Describe the marketing communications functions used and the messages that have helped build and sustain your relationship with the brand.

5. Innovative companies like Intel, Nike, Coca-Cola and many more are embracing social media and using it to their advantage. Name some of the different ways social media can be used to enhance a traditional marketing communications plan.

6. Conduct a Google search for a story about a new product launch. In addition to the story placement itself, what other traditional and digital/social media tactics were used to introduce this product? What tactics could have been used that were not?

7. Describe an effective sales promotion involving both traditional and digital/social media that captured your attention and offered an incentive to purchase that ultimately led you to choose that brand over another. Detail the promotion and tell us how it impacted your purchase decision.

Chapter 16 - Traditional Media

1. Based on the subjective analysis, choose at least three media types you would select to communicate mouthwatering food imagery for Chipotle Mexican Grill? Explain your reasoning.

2. Which three media types would be most appropriate for communicating product benefits and features that would persuade your target audience that the newest iPhone is superior to the newest Android? Why?

3. If Target were having a Black Friday sale, which three mediums would you use to communicate sales prices and immediacy? Why?