Integrated advertising, promotion, and marketing
Answer questions on paper using textbook: Clow, K. E. and Baack, D. (2012). Integrated advertising, promotion, and marketing. Upper Saddle River, NJ: 6th edition
MBA625 A IMC
Exam I: Chapters 1-4
Due: Tuesday, Jan. 26 by 6:00 pm, submit via LiveText.
1. For years, Nike’s tagline is “Just do it.” What meaning is conveyed by the tagline? Do you think this conveys a clear message about the company’s operations?
2. Brand parity has become a major issue for companies. Identify three product categories where the brand you purchase is not very important. Why is the brand name not important? Identify three product categories where the brand is important. What brand or brands do you typically purchase in each category?
3. The marketing director for a manufacturer of automobile tires has been asked to integrate the company’s marketing program internationally. Should the director use a standardization or adaptation approach? How could the company be certain that their marketing program would be effectively integrated among the different countries where you sell tires?
4. How does a corporation’s image help customers? How does it help the specific company? How will company leaders know that they have created the desired image for their firm?
5. What are the characteristics of a strong and effective brand name? Explain the role of trust in creating a strong brand.
6. What are the five steps of the consumer buying decision-making process? Which two
steps are the most important with regard to developing quality integrated marketing
communications? Describe the natures of an internal search and an external search
in a purchasing decision.
7. Define attitude. What are the three main components of attitude, and how are they
related to purchasing decisions? How do values differ from attitudes? Name some
personal values related to purchasing decisions.
8. For college students and other individuals with compulsive buying behaviors, a
primary influence was the family. Often one or both parents were compulsive
shoppers. Families that displayed other forms of dysfunctional behaviors such as
alcoholism, bulimia, extreme nervousness, or depression produced children who were
more inclined to exhibit compulsive shopping behaviors. Why would dysfunctional
behaviors among parents produce compulsive shopping behavior among children?
Another component of compulsive buying behaviors is self-esteem. Again, self-esteem
is partly inherited but also develops in the home environment. How would self-esteem
be related to compulsive shopping behaviors? What other influences other than
family might contribute to compulsive shopping behaviors? If an individual has a
tendency to be a compulsive shopper, what can (or should) be done?
9. Pick one of the following industries. Discuss the types of marketing communications used in the industry by various firms or brands. What are the similarities and differences in the communication approaches being used?
a. Tanning salons
b. Local night clubs
c. Local dine-in restaurants around your university or in a specific area of town
d. Soft drinks
e. Bottled water
10. Describe the natures of threshold effects, carryover effects, wear-out effects, decay effects and random event with regard to communications budgets. Describe the methods that can be used to establish a communications budget.
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