Q1) Trout and Ries suggest six questions that will help develop a company's positioning strategy. Using those six questions as guidelines, walk through an example using McDonald's and their attempt to become a healthier food choice (i.e., offering kids apples instead of fries, fresh salads, etc.). Be sure to weigh in on obstacles the chain will have to overcome of they want to hold that position.
Q2) In meeting with your new boss, she informs you that the only goal of advertising and promotion is to generate sales. Present arguments as to why communications objectives must also be considered.