Posted: September 13th, 2017

Integrated channel planning: Effective integration

Please read these three articles (Cox 2011; Cox et al. 2011a; Cox et al. 2011b) and answer any three questions. Paste a question with question number into “Subject”.

– use normal words
– do not go too deep
– write like international student
– do not use any difficult words
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150 words each question.

Q1. How do you understand the four different types of marketing campaigns? Do you think this is a useful typology for you? Why or why not?
Q2. Some “clear conclusions which apply broadly” are presented in the paper. Select three with which you agree or disagree and then elaborate why.
Q3. “Hard” and “soft” business metrics are discussed and used in both papers. Why the effectiveness of the campaigns in different sectors (e.g., financial services, automotive/industrial) often varies on the measures of different metrics?
Q4. What in the articles has inspired you the most and why?
Q5. Do you notice any common themes that exist among these articles?
Q6. What in the articles do you think should be discussed in class?

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