Posted: June 3rd, 2016
The following are the questions to prepare for your second exam. On the two exam days we will randomly select among the four questions – the quantity of questions will be determined on exam day. Please answer each question as thoroughly as possible, providing rich detail from our lectures, readings, and discussions. The organization of your answers, the complexity of your analysis, and the clarity of your critical thinking are the key elements of your evaluation. You will need a clean blue book for each day.
On Promotion – a. Provide a concise and precise overview of the five elements of the promotion mix as they apply to your project company. i. Additionally, how might the leveraged sales approach strengthen your current sales strategy? Be specific to your project company. b. Recalling our earlier theme of brand’s driving business and marketing, clarify your project company’s brand vision, brand personality and brand positioning – be specific as you describe this important brand management model. c. When launching a new brand, we discussed in lecture that it is best to build the brand first with PR, and then sustain it with advertising if necessary. Explain this reasoning by providing support from the readings. i. Pull from Berger’s Contagious to further support your discussion.
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