Soal Pert. 03 & 04:
1. Discuss the role integrated marketing communications plays in relationship
marketing. How might the mass customization of advertising and other forms of
marketing communication be possible?
2. Discuss the role of direct marketing as an IMC tool, giving attention to the
various forms of direct marketing.
3. Are promotions able to reverse a brand’s temporary sales decline and/or a
permanent sales decline? Be specific.
4. The allocations of marketing communications dollars to advertising and
promotions is influenced by a variety of factors, including life cycles stage, the
degree of brand differentiation, and the degree of brand dominance. Explain how
these factors influence the allocation decision.
5. How can promotion techniques generate enthusiasm and stimulate improved
performance from the sales force?
6. It is desirable that the measurement of advertising effectiveness focus on sales
response rather than on some precursor to sales, yet measuring sales response to
advertising is typically difficult. What complicates the measurement of sales
response to advertising?