Chapter Questions
Name two strengths and two weaknesses of brand placement.
Identify four examples of brand placement. Evaluate their effectiveness.
Evaluate the differences between consumer- and business-oriented trade shows.
As sales manager for a company making plastic mouldings for use in the manufacture of consumer durables, set out the reasons for and against attendance at trade shows and exhibitions.
Write brief notes explaining the role exhibitions might play in a company's integrated marketing communications strategy.
The development of inter-organisational relationships is best undertaken through personal selling rather than through exhibitions and trade shows. Discuss.
Find three brands where the shape of a package is an integral part of the product.
What is the difference between active and passive packaging?
Find three examples of brand licensing. What do you believe might be the goals associated with each of the licensing arrangements?
Make notes about the ideal context for the use of licensing.