Discussion Questions

one-sided message, 181 two-sided message, 181 refutational appeal, 181 comparative advertising, 183

8. What is meant by one-sided versus two-sided messages? Discuss some of the reasons marketers may or may not want to use a two-sided message.

9. Discuss the pros and cons of using a comparative advertising message. Find an example of a cur rent campaign where a marketer is using a comparative ad and evaluate the decision to do so.

10. Evaluate the pros and cons of using humor as the basis for an advertising campaign. Find an example of an advertising campaign that supports your argu ments for and against the use of humor.

11. What is meant by a qualitative media effect? Choose a specific magazine and discuss the nature of the media environment in that publication.

Belch: Advertising and I IV. Objectives and I 7. Establishing Objectives I I © The McGraw-Hill

Promotion, Sixth Edition Budgeting for Integrated and Budgeting for the Companies, 2003

Marketing Promotional Program Communications Programs

Belch: Advertising and I IV. Objectives and I 7. Establishing Objectives I I © The McGraw-Hill

Promotion, Sixth Edition Budgeting for Integrated and Budgeting for the Companies, 2003

Marketing Promotional Program Communications Programs

Imc Planning Process

1. To recognize the importance and value of setting specific objectives for advertising and promotion.

2. To understand the role objectives play in the IMC planning process and the relationship of promotional objectives to marketing objectives.

3. To know the differences between sales and communications objectives and the issues regarding the use of each.

4. To recognize some problems marketers encounter in setting objectives for their IMC programs.

5. To understand the process of budgeting for IMC.

6. To understand theoretical issues involved in budget setting.

7. To know various methods of budget setting.

Belch: Advertising and IV. Objectives and 7. Establishing Objectives O The McGraw-Hill

Promotion, Sixth Edition Budgeting for Integrated and Budgeting for the Companies, 2003

Marketing Promotional Program Communications Programs

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Responses

  • Libera
    What is two sided refutational marketing?
    4 years ago
  • ryan
    Why marketers may not want to use twosided messages in marketing communications?
    3 years ago

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