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.