Review Questions (with clues for answering)

Chapter 19 Promotion Policy and Management

1. Summarise Schramm’s model of communication and discuss the conditions for success in communication associated with it. (pg 429-430)
2. What is ‘integrated marketing communications’ (IMC) and why is it claimed to be giving way to ‘integrated brand promotion’ (IBM)? (pg 430-431)
3. Explain the growing importance of direct marketing. (pg 431)
4. How does advertising work? (pg 431-434)
5. What is the difference between high and low involvement purchases? What implications does this have for promotional policy? (pg 432)
6. How can you measure advertising effectiveness? (pg 444-445)
7. What role do publicity and Public Relations have to play in promotional policy? (pg 437-439)
8. Describe the five basic approaches to setting the promotional budget and the advantages/disadvantages of each. (pg 440)