Chapter Questions
Why do organisations use objectives as part of their planning processes?
What should a mission statement clearly identify?
Suggest three reasons why the setting of promotional objectives is important.
Write a brief report arguing the case both for and against the use of an increase in sales as the major objective of all promotional activities.
Repeat the exercise as for the previous question, but this time focus on communication-based objectives.
How and from where are promotional objectives derived?
Why is positioning an important part of marketing communications? Use the Juan Valdez mini case to illustrate your response.
What is perceptual mapping?
Select four print advertisements for the same product category and comment on the positions they have adopted.
What are the main positioning strategies?