MKT 570 Integrated Marketing Communications

Task 

1.The text describes a number of different positioning strategies. Give examples of products or brands that utilise each of these different strategies. 

2.It has been said that benefit segmentation should be the starting point for determining which market segments to target and that other segmentation strategies may just be descriptors of the segment. Discuss whether you agree or disagree with this position, citing specific examples to support your case. 

3.A number of companies have tried to reposition themselves in the marketplace. Some have been successful; others have not. Cite examples of both. What are the factors that you think led to their success or failure? 

4.Changing lifestyles can create both opportunities and threats for the marketer. Provide an example of a change in lifestyle that poses a threat to marketers and one that provides an opportunity. Give an example of a product or brand that has been affected in both of these ways. 

5.There are differences between communication objectives and sales objectives. Explain the difference. What are the strengths and weaknesses of each? 

6.Describe three methods of media scheduling and give examples of products or services that might employ each method. 

7.Explain the relationship between reach, frequency, continuity and the media budget. 

8.The phrase ‘I think, therefore I am’ is a familiar one. Thinking rationally is what separates us from other species. Yet Du Plessis suggests that we are first and foremost emotional creatures, and how we perceive things emotionally determines how we respond rationally. What do you think of that? Or should I ask how you feel? 

9.Consider the different kinds of message strategies used in IMC strategies. Now, thinking about a product or service that you are familiar with, list examples of the 

kinds of messages used in communicating with the various stakeholders. 

10.If growth is dependent on accurate measurement for each member in the marketing communication industry (brand owners, agencies and media owners), what 

innovations in measurement are needed in the future?