Please use these questions to guide your preparation. You do not need to turn in your answers
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- Section 2-1 “Marketing Communications Strategy”
- Describe the six components in the 6M model of marketing communications and map them into the three broad phases of a marketing communications plan.
- Section 2-2 “Strategic Intent: Mission and Market”
- Explain the three different consumer responses that marketers try to create with marketing communications? What is the desired effect of these responses?
- Explain what it means for an audience (the “market” in the 6Ms) to be characterized as “passive” or “participatory”. What is the implication for marketers?
- Explain how “push” vs “pull” marketing campaigns differ in strategic intent (mission and market).
- Section 2-3 “Strategic Execution: Message and Media”
- Explain the classification of media as “inbound vs outbound”, “mass vs addressable”, “synchronous vs asynchronous”, and “paid, earned, or owned”
- Apply the above classifications to the seven different types of media described in the reading: advertising, direct marketing, sales promotion, personal selling, public relations, events and sponsorships, social media.
- How would you apply these classifications to web content? mobile app content?
- Section 2-4 “Strategic Impact: Money and Measurement”
- Describe the two important elements of measuring the effectiveness of marketing campaigns and the frequent metrics used to measure these elements
- Explain McKinsey’s functions of social media for marketers.
- How do you think McKinsey’s functions of social media differ from the mission of other marketing communications media in connecting with consumers on their decision journey?