Just want you to know my examples needed to be given from Calvin Klein brand because my indivudal project is about Calvin Klein.

Midterm

This midterm is in essay form. Please make sure you define the concepts and that you provide an example which illustrates your understanding from your individual work, your group work (your entire group is NOT permitted to work together on the midterm and any identical midterms will be failed), or something which you have seen in the news or in a recent advertising age or WWD that illustrates your point.

a. Explain how advertising and promotion fits into Integrated Marketing Communications. Using a specific example drawn from the above, define and provide an example of tools that could be used in the promotional mix for your brand, including: Make sure you give specific examples for each and in doing so, explain what a customer touchpoint is and why it is important. Please also define the concept of a campaign in advertising and promotion and in integrated marketing. What are the key elements that make a campaign a campaign. Remember to illustrate this with your brand.

i. Advertising

ii. Direct Marketing

iii. Digital and Internet Marketing

iv. Sales Promotion

v. Publicity and Public Relations

vi. Personal Selling

b. How do you develop a customer profile of a target consumer? What are the elements you use to describe a customer? How do you learn about customers and describe them? What is segmentation and how is it used to define a customer or market? When you describe segmentation, review the definitions of undifferentiated marketing, differentiated marketing, and concentrated marketing and describe which are currently being used by the brand or company you are discussing and give examples. Make sure you identify the tools and resources that marketers can use to help in this process.

c. What is positioning? Describe the elements of positioning and how it relates to a unique selling proposition. Make sure you read the book’s definitions and also provide examples that are related to the work you have done so far in your individual and classwork. Looking at chapter 8, identify how focus groups, ethnography and online communities can be used to help identify a problem or point of difference for a brand; and can be used to identify how well a particular communications vehicle works in communicating the problem-solution, and can be used to help revise an ad.

d. What is a situation analysis and how does it help you identify your competition, their strengths, weaknesses and your ability to compete against them? What is a benchmark and how do you use it when you set objectives? Give an example of what a benchmark is for your brand or company. When you develop objectives for your brand, please give examples of (look at Chapter 7) specific objectives you could use for your brand for:

i. Awareness (and what is the difference between, first brand awareness and advertising awareness)

ii. Sales objectives

iii. Promotion objectives

Ideally, all the objectives you set for your brand, advertising, promotion, and other related actions and perceptions should be measureable. What does this mean and why is it important? Please give examples that you might use for your brand or category. How does measurement against objectives help you decide whether or not you are successful in your advertising and promotion and marketing objectives?

Extra credit: Examining Chapter four in the text book, please review the following stages in the consumer decision making process and describe how different advertising and promotion strategies and elements can affect them. Remember, it is not just the definitions that matter, but your ability to understand and implement them.

The stages and psychological processes in consumer decision making as listed in the book are here. The stage is listed with the psychological process in parentheses. (Like this)
a. Problem recognition (Motivation)
b. Information search (Perception)
c. Alternative Evaluation (Attitude formation)
d. Purchase Decision (Integration)
e. Post purchase evaluation (Learning)