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MARKETNG 2503 Marketing Communications II

tag 1 Download 8 Pages / 1,785 Words tag 26-07-2021


1. Watch Internet Everywhere: The Future of History's Most Disruptive Technology (World Science Festival) This video was produced and first released in 2012, the same year as the timeline above ends. 
What do you believe are the key digital technology and communication innovations / changes that have occurred since 2012?
2. Read
(a) What are the differences between actual and perceived interactivity? 
(b) Why would a marketer choose interactivity over traditional marketing communication? 
3. How can the use of digital marketing be integrated with the use of magazine advertising?
4. Considering the Nike ‘She Runs the Night’ IMC Challenge again from the previous question: 
(a) Explain how the unique features of Internet marketing underpinned its success.
(b) Some observers have gone so far as to claim that traditional advertising is on its deathbed and will eventually be completely replaced by Internet advertising. Is there any evidence for this or are they merely caught up in the hype of digital marketing? 
Comment on the future of advertising 
5. Read
(a) How do emerging communication channels give more control to consumers? 
(b) What can marketing communicators do to take advantage of this phenomenon?
6. Undertake your own research on any social media activity, and find examples of how social (earned) media overlaps (converges) with owned and paid media (for your selected activity).
7. Select a high-involvement product that appeals to you. Enter the name of your selected product into the search engine and then analyse the paid versus organic search results.
8. (a) What is personalised advertising? 
(b) Can personalised ads be sent to consumers who do not necessarily provide permission to marketers directly? 
Give examples from your own experience to help illustrate your answer.
9. (a) The role smartphones could play in a hypothetical campaign, from a social (earned), owned and paid perspective.
(b) Three implications of smart phones for developing digital marketing campaigns.
10. Media planners need to carefully select and integrate multiple media, with a thorough understanding of the target audience in mind. As noted above, ads placed in multiple media are likely to reach more members of the target audience, more effectively than 
using a single medium. 
(a) Rate each of the following media out of 100%, based on the likelihood of you being exposed to an advertising message: television, magazine, cinema, radio and out-ofhome.
(b) What mix of media would be most effective in reaching you? This can include traditional and new media.
11. (a) Why do marketers use billboard advertising? 
(b) Discuss billboard advertising with regards to recency planning. Use your own examples to illustrate your answer.
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