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Belch: Advertising and
Promotion, Sixth Edition
V. Developing the
Integrated Marketing
Communications Program
Discussion Questions
1. Transit advertising takes a
variety of forms, and many advertisers
may be reluctant to use these
media. Discuss some of the various
forms of transit advertising and
their relative advantages and disadvantages.
Give examples of which
products and/or services might
effectively utilize this medium.
2. Describe what is meant by
“stealth marketing.” Give examples
of products and/or services that
you know have employed this strategy.
Then describe some of the
characteristics of companies that
might most benefit from stealth
marketing.
3. There seems to be a growing
interest among marketers to
engage in the use of product
placements. These marketers
are attracted by the success
experienced by prior product
placements. Give examples of
product placements that you have
seen. Then discuss what factors
13. Support Media © The McGraw−Hill
Companies, 2003
impact the success or lack of success
of product placements.
4. Advertising in movie theaters
is on the increase. A variety of reasons
as to why this medium may
be effective are offered in the
chapter. Discuss the reasons why
movie theater advertising may be
advantageous. Then discuss some
of the reasons why it might not be
as successful as planned.
5. As advertisers engage in
stealth marketing tactics, many
companies are taking action to
prohibit such activities. Ethical
issues are raised on both sides—
one side claiming free speech,
while the other argues that such
activities are unfair to paying
advertisers, sponsors, etc. Discuss
the positions of each side. Which
do you favor?
6. Some advertisers claim that virtual
ads are bad for the advertising
industry in general. Explain some
of the reasons why they feel this
way. Are these reasons valid?
7. What are promotional products?
List some of the advantages and
disadvantages of this medium.
Provide examples where the use of
this medium would be appropriate.
8. Discuss some of the merits of
in-flight advertising. What types
of products might most effectively
use this medium?
9. Support media have also been
called alternative media, nonmeasured
media, and nontraditional
media. Why has the medium been
assigned these titles?
10. Explain how various support
media might be used as part of an
IMC program. Take any three of the
media discussed in the chapter
and explain how they might be
used in an IMC program for automobiles,
cellular telephones, and
Internet services.
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