Discussion questions:
1. List and explain the steps in the Brand Adoption Process.
2. Explain the reasons why a product might need to be re-positioned. Provide an example for each.
3. Explain how Marketing Communications is different from Marketing. What is Integrated Marketing Communications?
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. Explain the four main ways marketing communication professionals use to determine a target market.
6. What is customer relationship management (CRM) and how is database marketing used to enhance CRM?
7. Explain the six steps in the Hierarchy of Effects Model.
8. What are the three ways to determine a marketing communications budget? Explain each method.
9. Explain the four components to a SWOT analysis and provide an example of each.
10 Explain the use of SMART goals in a Marketing Communications Plan. Provide an example of a SMART goal.