Site MapHelpFeedbackAdvertising and IMC Planning
Advertising and IMC Planning

Key Point 1: IMC Zero-Based Planning
  1. What is zero-based planning? What assumption does it challenge?
  2. How do strategies, objectives, and tactics differ?
  3. How did Hewlett-Packard use strategic planning in its SoftBench Suite campaign?
  4. What are objectives and strategies? What does it mean to make integration an attitude?
Key Point 2: The IMC Planning Process
  1. Using the six-step planning process, reconstruct the key planning decisions behind the GMC Envoy campaign.
  2. Why is SWOT analysis the first step in zero-based planning?
  3. What internal and external factors are involved in a SWOT analysis? Give an example of each from the Snapple case, and explain how they were addressed or leveraged.
  4. Convert the six "tasks" that McCann-Erickson faced in the GMC Envoy case into measurable objectives.
  5. Explain the four different ways to develop a marketing communication budget.
  6. How do marketers know whether an IMC campaign is effective?
Key Point 3: Internal Marketing
  1. Define internal marketing.
  2. What is the role played by communication in internal marketing?
  3. Analyze the HP SoftBench Suite campaign in terms of its internal marketing dimensions. What was done? What other activities and programs would you recommend?







To learn more about the book this website supports, please visit its Information Center.
(c)2005 McGraw-Hill Higher Education
Any use is subject to the Terms of Use and Privacy Notice.
McGraw-Hill Higher Education is one of the many fine businesses of The McGraw-Hill Companies.


DuncanOnline Learning Center

Home > Chapter 6