You are required to write an essay in which you explain the marketing communication planningframework.In your essay make sure that you use integrated examples to show your understanding.Your essay should cover the following aspectsIntroductionExplanation of the term marketing communicationWhy marketing communication planning is importantThe marketing communication planning framework.●●Conclusion

Marketing essentially is a process or an activity of creating, communicating, delivering, and…

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Principles Of Marketing

17th Edition

ISBN:9780134492513

Author:Kotler, Philip, Armstrong, Gary (gary M.)

Publisher:Kotler, Philip, Armstrong, Gary (gary M.)

Chapter1: Marketing: Creating Customer Value And Engagement

Section: Chapter Questions

Problem 1.1DQ

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Describe each of the three components in the AIM planning process for business messages: audience analysis, idea development, and message structuring. 2. Describe the nature of framing for business messages.
Evaluation is most useful when based on a model of advertising response. Why is that so? Finally, why are diagnostic research methods becoming more important?
Indicate the type of sales promotion that a producer might use in each of the following situations and briefly explain your reasons: a. A firm has developed an improved razor blade and obtained distribution, but customers are not motivated to buy it. b. A competitor is about to do a test market for a new brand and wants to track sales in test market areas to fine-tune its marketing mix. c. A big grocery chain won’t stock a firm’s new popcornbased snack product because it doesn’t think there will be much consumer demand.
9 Assume that you are a marketing consultant. Provide detailed advice to the marketing department on how to build an effective direct marketing campaign.
Explain the problems and pitfalls of allowing the audience to have control over the promotion in operations ?
The marketing director for a furniture (or refrigerator) manufacturer has been assigned the task of developing an integrated marketing communications program to emphasize the furniture’s natural look (or refrigerator's newest functions). Discuss the problems the director may encounter in developing this message and in ensuring that consumers understand the message correctly. What type of noise may interfere with the communication process?
Explain , How can companies strike a balance between offering attractive sales promotions to attract new customers and maintaining customer loyalty and satisfaction among existing customers?
You have taken a consulting position with a big beverage producer. As part of your overarching marketing plan, make sure to address and describe the steps that may be performed to boost the company's online visibility. Before making any websites public, make sure you've given them a full round of testing.
What are some limitations of using metrics to measure advertising effectiveness, and how can they be addressed?
To be successful today, a firm must do more than just provide consumers with information. Their marketing communication activities must engage the consumer, must provide something of value (in addition to infor- mation about the product) and must make the cus- tomer's life better. Describe how your communication activities will do these things.
Explain to your friend the importance of building consistency in marketing communication of her gym's marketing communication using the consistency triangle.
Citizen action publics such as The National Council on Drug Abuse and the National Road Safety Council utilize commercial marketing tools and programmes to influence individuals’ behavior to improve their well-being. This is an example of a. Social Marketing b. Organization Marketing c. Place Marketing US Based, Kroger is a famous franchise designed to serve its customers at as a self service, low margins, high volume operation. They fall in the category of a a. Supermarket b. Convenience Store c. Retailer d. Discount Store Which of the 4P’s generates revenue and has a direct impact on the company’s bottom line? a. Place b. Product c. Price d. Promotion A set of firms that supply the raw material, components, parts, information, finances and expertise needed to create the product or service are known as a. Channel distributors b. Intermediaries c. Upstream…

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