Advertising

Review this chapter, which you read earlier in the course. It discusses different methods of communication employed by businesses to reach their customers, the types of message strategies commonly used, and budgetary issues that companies must consider. This time, answer the discussion questions at the end of the chapter.

DISCUSSION QUESTIONS

  1. Provide an example of how an organization, such as your university, uses different media to present a consistent message using integrated marketing communications (IMC). Who is their target, what is their message, and what media should they use?
  2. In your opinion, what are the advantages and disadvantages of advertising on the radio, in magazines, on television, through direct marketing, and on the Internet?
  3. Give an example of an organization's promotional strategy and how it gets consumers to select it, pay attention to it, and retain it as intended.
  4. Give an example of the unique selling proposition for one of your favorite brands. What is your unique selling proposition?
  5. Explain why companies might use different budgeting methods to set their promotional budgets.
  6. Think about and provide examples of two different message strategies you've seen in commercials in the last year. Why do you think they were or were not effective?
  7. As the manufacturer of small appliances, explain how you might plan to use both a push strategy and pull strategy.
  8. What type of sales promotions do you feel are most effective for college students?