Chapter Questions
Explain the role that marketing communications plays within relationship marketing.
Write brief notes outlining the difference between three sequential models and evaluate the ways in which they are considered to work.
Which element in McGuire's model separates it from other similar models?
How do Rolex, as set out in the minicase, use marketing communications to change attitudes?
Set out how marketing communications can work by influencing transactional and collaborative exchange-based relationships.
Sketch the customer relationship lifecycle and show how marketing communications can be used to influence each of the stages.
Describe the creative magnifier effect. Why is it important?
Evaluate the concept of significant value.
Cognitive processing consists of three main elements. Name them.
Why might cognitive processing not be an entirely acceptable approach?