2 Explain how Marketing Communications is different from Mar

2. Explain how Marketing Communications is different from Marketing. What is Integrated Marketing Communications?

3. Explain the use of SMART goals in a Marketing Communications Plan. Provide an example of a SMART goal.

4. Explain the difference between brand equity, brand awareness, and brand image. Choose one product and explain how each of the terms relate to that brand.

5. What are the three ways to determine a marketing communications budget? Explain each method.

6. List and explain the steps in the Brand Adoption Process.

7. Explain the four components to a SWOT analysis and provide an example of each.

8. Explain the reasons why a product might need to be re-positioned. Provide an example for each.

9. Explain the four main ways marketing communication professionals use to determine a target market.

10. Explain the six steps in the Hierarchy of Effects Model.

Solution

2.

Marketing Communications is a different term than marketing. Marketing is a broader term that covers several activities from development of new products, selection of target customers, pricing strategy, development of brand, as well as effective management of distribution channels. Furthermore, marketing also helps in making strategy regarding the selection of various marketing communication channels.

Marketing communication strategies include the planning and management of advertising, promotional activities, social media management, and public relations. Hence, it can be concluded that marketing communication is a part of the term “marketing”.

Integrated marketing communication refers to the approach used by the companies to achieve their marketing objectives with the help of different communication channels including advertising, promotional techniques, sales promotion, and personal selling.