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 editionMBA625 A IMCExam I: Chapters 1-4Due: 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 twosteps are the most important with regard to developing quality integrated marketingcommunications? Describe the natures of an internal search and an external searchin a purchasing decision.7. Define attitude. What are the three main components of attitude, and how are theyrelated to purchasing decisions? How do values differ from attitudes? Name somepersonal values related to purchasing decisions.8. For college students and other individuals with compulsive buying behaviors, aprimary influence was the family. Often one or both parents were compulsiveshoppers. Families that displayed other forms of dysfunctional behaviors such asalcoholism, bulimia, extreme nervousness, or depression produced children who weremore inclined to exhibit compulsive shopping behaviors. Why would dysfunctionalbehaviors among parents produce compulsive shopping behavior among children?Another component of compulsive buying behaviors is self-esteem. Again, self-esteemis partly inherited but also develops in the home environment. How would self-esteembe related to compulsive shopping behaviors? What other influences other thanfamily might contribute to compulsive shopping behaviors? If an individual has atendency 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 salonsb. Local night clubsc. Local dine-in restaurants around your university or in a specific area of townd. Soft drinkse. Bottled water10. 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.
