Discussion Questions

OMM615: Discussions

Marcom is short for a company's marketing communication. Amazon, the world's largest online retailer realizes one clear benefit of integrated marketing communication (IMC) is creating messages that are clear, concise, and integrated.

With advances in technology and social media, the functions within marketing communications have become more integratedForbes writer, Judy Begehr, states that “In addition, a carefully orchestrated, well-planned content marketing program can and should become the central organizing principle that guides integrated plan development and messaging across channels”. This is important because Consistent messages build the customer base and may lead to increased sales and profits for the organization.

References:

Begehr, J. (2014, February 3). How content will impact the future of integrated communications. Retrieved from http://www.forbes.com/sites/gyro/2014/02/03/how-content-will-impact-the-future-of-integrated-communications/

Ogden, J. R., & Ogden, D. T. (2014).  Integrated marketing communications: Advertising, public relations, and more.  San Diego, CA: Bridgepoint Education, Inc.

Week Two Discussions To participate in the following discussions, go to this week's Discussion link in the left navigation.

1. Buying Process What are the steps a buyer passes through when making a buying decision? What other factors might influence a purchase? Think about something you recently purchased and discuss each buying decision step and other factors that influence your decision to buy. Incorporate concepts and examples from this week’s lecture in your post.  Respond to at least two of your classmates’ posts.

2. Market Opportunity Analysis (MOA)  What is the outcome of conducting a market opportunity analysis? Examine two components of the MOA and assess how each contributes to an effective IMC. Incorporate concepts and examples from this week’s lecture in your post.  Respond to at least two of your classmates’ posts.

Week Three Discussions To participate in the following discussions, go to this week's Discussion link in the left navigation.

1. Advertising Strategy Look at the different types of advertising shown in Table 4.2 of the text. Select one product and determine how each type of advertising strategy would be used. Incorporate concepts and examples from this week’s lecture in your post. Respond to at least two of your classmates’ posts.

2. Ethics in Advertising Select three advertisements from three different countries using traditional advertising venues and Internet advertising venues. Assess how culture and ethics influence understanding the ad from each country.Incorporate concepts and examples from this week’s lecture in your post. Respond to at least two of your classmates’ posts.

Week Four Discussions To participate in the following discussions, go to this week's Discussion link in the left navigation.

1. Trade Promotions What are the biggest advantages of trade promotions and why? Compare and contrast trade promotions vs. consumer promotions. Incorporate concepts and examples from this week’s lecture in your post. Respond to at least two of your classmates’ posts.

2. Sales Promotion Strategies What are three sales promotion strategies? Compare and contrast the three strategies and use one product to illustrate each strategy. Compare and contrast which strategies would be appropriate with each of the four major types of selling (trade, retail, telemarketing, and e-marketing). Incorporate concepts and examples from this week’s lecture in your post. Respond to at least two of your classmates’ posts. 

Week Five Discussions To participate in the following discussions, go to this week's Discussion link in the left navigation.

1. Direct Marketing Define direct marketing. Does direct marketing help with relationship marketing? How does direct marketing supply an organization’s integrated marketing communications plan? Support your position. Incorporate concepts and examples from this week’s lecture. Respond to at least two of your classmates’ posts.

2. Electronic & Internet Marketing  How do electronic and Internet marketing support the IMC objectives? List the types of electronic marketing you would use if you were try to target members of the Baby Boomers, Gen X, Gen Y, and Gen Z. The approximate dates of the generations are listed below: 1946-1964 Baby Boomers 1965-1983 Gen X or the Busters 1984-2002 Gen Y or the Millennials 2003 – Current Gen Z or the Digital Generation (http://askville.amazon.com/cut-birth-dates-generations-baby-boomers-gen-Gen-generation/AnswerViewer.do?requestId=9298486) Incorporate concepts and examples from this week’s lecture. Respond to at least two of your classmates’ posts.

Week Six Discussions To participate in the following discussions, go to this week's Discussion link in the left navigation.

1. Public Relations What is the role of public relations within an organization’s integrated marketing communications (IMC) plan? Evaluate how the success of a PR campaign can be measured. Support your position. Incorporate concepts and examples from this week’s lecture in your post. Respond to at least two of your classmates’ posts.

2. Content Marketing An increasing trend in marketing communications is to use “content marketing.” Discuss the components of content marketing and how each component contributes to the integrated marketing communications (IMC). Support your position. Incorporate concepts and examples from this week’s lecture in your post. Respond to at least two of your classmates’ posts.