Ulster Bank Chapter 4 review question 1. With regard to the challenges presented in the Ulster Bank minicase at the beginning of the chapter, what positioning strategies would you use and which media should be selected to support the positioning strategy? 2. What are the Key Differences between the planning and emergent schools of strategy? 3. Why is integration considered to be important in the development of strategic communications plans? 4. Explain the significance of distinguishing between business and communications objectives. Provide examples of each. 5. Prepare notes for developing a context analysis for an organization of your choice. 6. How do pull, push and profile positioning strategies differ in terms of their target audience? Provide examples. 7. Using secondary research, prepare a presentation showing the key stages of a plan for advertising the launch of a new consumer product in the country of your choice. 8. Why are customer perceptions important in developing effective positioning? 9. Create a perceptual map for the main competitors in one of the following market sectors: beer, airlines and banks. 10. Using www.nmauk.co.uk or www.tellyads.com or by reviewing media in a country of your choice, provide a list of examples to illustrate the positioning platforms suggested in table 4.4. Chapter 7 Review question 1. Advise how The Help Agency, described in the minicase might develop an effective remuneration system that would be attractive to potential small charity-sector clients. 2. Explain the advantages and disadvantages of the standardized and adapted approaches when appointing an advertising strategy. 3. Make notes outlining ways in which advertising agencies can differentiate themselves. 4. What factors need to be considered in appointing an advertising agency by a major supplier of personal care products in China? 5. Explain how the role of the account planner has changed as a result of growth of an integrated approach to marketing communications. 6. What is the purpose of holding a chemistry meeting when searching for an advertising agency? 7. Discuss the main factors that might lead to conflict between a client and their advertising agency. 8. Write a short profile of a leading individual in advertising. 9. Why has payment by results become more common basis for agency remuneration? 10. Compare the benefits of share of voice and objective and task methods of setting advertising budgets.