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Midterm Preparation

1) The document provides guidance for students taking the midterm exam for MKM803, including noting that lecture materials will be covered. It emphasizes using correct marketing terminology and avoiding both right and wrong answers. 2) It lists the steps to take in strategic order: diagnosis first, then strategy, tactics, and hoping for results. The right message, audience, time, and place are also key. Strategy involves choosing what not to do and where not to invest resources. 3) Sample exam questions cover topics like the role of integrated marketing communication, how advertising contributes to brand strategy, changes in advertising agencies, the importance of consumer insight, and distinguishing between communication objectives, strategies, and

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84 views

Midterm Preparation

1) The document provides guidance for students taking the midterm exam for MKM803, including noting that lecture materials will be covered. It emphasizes using correct marketing terminology and avoiding both right and wrong answers. 2) It lists the steps to take in strategic order: diagnosis first, then strategy, tactics, and hoping for results. The right message, audience, time, and place are also key. Strategy involves choosing what not to do and where not to invest resources. 3) Sample exam questions cover topics like the role of integrated marketing communication, how advertising contributes to brand strategy, changes in advertising agencies, the importance of consumer insight, and distinguishing between communication objectives, strategies, and

Uploaded by

jasmeet
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
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MIDTERM PREPARATION

MKM803 –

Please note: Lecture/session power points, summary notes, illustrations and creative IMC campaigns
presented during online ‘remote live lectures’ Tuesday and Thursday are subject to be tested on the
midterm examination.

Quality of your answers will be based on accurate use of marketing terminology. Your grade will be
compromised if your answer contains both correct and incorrect answers.

Diagnosis First – Strategy Second – Tactics Third – Results - hopeful

Taking the Right Steps in The Right Order.

Remember – The Right Message, Right Audience, Right Time, Right Place.

Strategy is choosing what you will not do! Focus as much on what you will avoid as much as what you
intend to do.

Make sure that choices are evident at every stage of the strategic progress.

Ensure that the maximum resources are invested into the most rewarding places.

Without ‘Research’ or understanding of Research the ‘ask’ is unreasonable.

1) The role of Integrated Marketing Communication in Building Brands. An Effective IMC


protects the integrity of the brand’s strategy - consistent purposeful and meaningful message;
amplify the brands positioning through a deliberate communication strategy. Every contact
/consumer touchpoint reinforces and builds a strong positive brand attitude. What does the
brand stand for? Brand DNA. Which segues to Brand Values, Brand Purpose, Attributes, Tone of
Voice, Appeal Style of Message technique/style and character.

2) The Power of Brand Communications: Stimulate awareness and positively contribute to the
brand’s equity. One of the biggest dangers in IMC is the assumption that people are going to
see it/ action it/ understand it.
3) Changes in Practices of Advertising Agencies and Client Relationships (Full service versus
Creative Boutique)
4) Factors that Drive Persuasion – Facets Model of Effectives – Code of Effectiveness –
Communication Model – Sender – Message – Channel – Decode – Feedback.

MKM803/ Midterm Prep. K. Faubert


5) Consumer Insight- Finding the moment of truth. (Customer Centric Focus – Significance)

6) Marketing Objectives: SMART (Make sure you can write correctly)

7) Marketing Communication Objectives:

8) Client Brief: Critical Components –


9) Writing Communication Objectives. S.M.A.R.T.

10) The Creative Side: Creative Objectives, Creative Strategy and Creative Execution. Appeals/
Execution Design Techniques/ Tone, Style. Lecture Notes provided.

SAMPLE QUESTIONS
• Briefly explain the value and role of Integrated Marketing Communications.

• Explain how effective advertising communication contributes to Brand Strategy

• Explain how brand meaning and brand value are created and how they relate to brand

equity.

• Briefly explain 2 (Two) Significant Changes in the Practice of Advertising. Support your

answer with examples.

• Why is public relations important to the success of an Integrated Marketing

Communication Campaign? Justify your answer with an example using any of the

campaigns presented discussed during class lectures.

• Explain how targeting differs from segmentation. Defend your answer with an example.

• Explain the value of ‘insight, and how is it uncovered?

• Explain the differences between communication objectives, strategies, and tactics in

IMC planning.

MKM803/ Midterm Prep. K. Faubert


• Identify the key strategic decisions and explain why they are central to brand

communication planning.

• Explain why a distinctive positioning statement is critical to Integrated Marketing

Communications.

MKM803/ Midterm Prep. K. Faubert

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