28 Jun DeVry mktg410 all week discussions
Question
Week 1 discussion
DQ1-EFFECTIVE IMC WORLD
IMC enables companies to effectively build a brand in the marketplace. IMC is about integrating all of the company’s promotional efforts to provide a consistent brand experience for each touch point the consumer has with the brand—review Figure 1-2 in the textbook to see of all the elements in the promotional mix. Which companies would you suggest have implemented an effective IMC strategy? Which companies have not? (There are no rights and wrongs here; this is based on your judgment.)
DQ2- BRAND IDENTITY IN IMC
Many companies have maintained their same brand identity for years by keeping the same logos, packaging, and so on, while others have made changes. Give examples of companies employing both of these strategies and discuss their results.
Week 2 discussion
DQ1 – BRAND BUILDING
Discuss how technology and the emerging role of digital and social media are impacting the role of brand managers. What can companies do to train brand managers so they can keep up with the changes occurring in digital and social media?
DQ2 – MARKET SEGMENTATION
What is market segmentation and why is it important? What characteristics do we use to describe segments, and what criteria do we use to assess the attractiveness of a segment?
Week 3 discussion
DQ1 – IMC OBJECTIVES, STRATEGIES, AND GOALS
What is the difference between objectives, strategies, and goals? How do these things improve our planning process?
DQ2 – IMC BENCHMARKS AND BUDGETS
Explain why it is so difficult to directly measure the impact of advertising on sales. What factors may inhibit this determination?
Week 4 discussion
DQ1 – CREATIVE PROCESS
How can we create an environment that stimulates the creative process and still deliver a project on-time and on-budget to a client?
DQ2 – EFFECTIVE REACH
One of the more popular metrics now being used in nontraditional media (Internet, social media, etc.) is engagement. This term has also been used in evaluating traditional media. Explain what is meant by engagement. Is this term being used the same way in referring to both traditional and nontraditional media?
Week 5 discussion
DQ1 – MEDIA IMPACT
From the consumer’s point-of-view, which of the media (Internet marketing, direct marketing) we are discussing this week are likely to make you change your buying behavior and why?
DQ2 – MEDIA CHANNELS
Discuss the digital disruption that is impacting the traditional print media of newspapers and magazines. What are some of the ways publishers can respond to these changes and attract and retain advertisers?
Week 6 discussion
DQ1 – CONSUMER SALES PROMOTION
What do we mean by sales promotion? Does this add value or take it away?
DQ2 – PR
How have charities learned to compete for our donation dollars? How are they using PR? What charities are succeeding? What charities are failing?
Week 7 discussion
DQ1 – ETHICAL ISSUES
Please discuss the different ethical issues surrounding advertising to children. Discuss the social and ethical issues as to whether advertising to children should be permitted. Support your position.
DQ2 – MEASURING SOCIAL MEDIA
Select a brand that you prefer and visit its website. Please suggest a more effective social media strategy for connecting with current customers and a means of measuring the effectiveness of your strategy. Please give feedback to your classmates on the strategies they have suggested.
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