T3 BHPR2054 INTRO TO IMC

“In one word, how would you describe the main public sentiment driving the boycott of brands perceived to support Israel?”

“How strongly do you support or oppose consumer boycotts in general as a way to influence a brand’s policies or practices?”

• • A. Strongly Support

• • B. Somewhat Support

• • C. Somewhat Oppose

• • D. Strongly Oppose

“From the brand’s perspective, what is the most crucial IMC communication objective when responding to a boycott crisis?

• Trust

• Reputation

• Clarity

• Transparency

• Apology

“When dealing with sensitive geopolitical issues, which brand positioning and messaging strategy is most likely to succeed?”

• • A. Complete neutrality: Avoid all political statements

• • B. Localize messaging: Emphasize local ownership and contributions

• • C. Social responsibility: Actively support humanitarian causes

• • D. Ignore controversies: Rely on long-term brand equity

• E. Transparent Communication: Clearly articulate the brand's values, actions, and stance on the issue to foster trust and authenticity.

“When facing consumer boycotts tied to geopolitical or social issues, which of the following IMC responses do you think are most important?

• • A. Launching a localized advertising campaign that demonstrates cultural sensitivity

• • B. Issuing a public apology or clarification about the brand’s stance

• • C. Engaging key opinion leaders or brand ambassadors to voice support for the brand

• • D. Providing transparent information on the brand’s ownership, supply chain, or charitable contributions

• • E. Temporarily rebranding or changing the brand’s visual identity to show empathy

“In times of boycott or crisis, which element of the promotional mix (advertising, sales promotion, public relations, personal selling, direct marketing, digital marketing) should brands prioritize first, and why?”

“CSR can be a powerful IMC tool. What kind of CSR initiative could a brand adopt to address boycott concerns and rebuild consumer goodwill, and what risks might accompany such an initiative?”

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“For international franchises (like Starbucks, McDonald’s, or Tesla), how can IMC campaigns balance a global brand identity with local cultural and political sensitivities?”

• A. Maintain strict uniform branding globally with minimal local adjustments
  

• B. Integrate localized cultural references while preserving the overall global brand essence
  

• C. Partner with local stakeholders and NGOs to show a genuine commitment to community needs
  

• D. Delegate messaging control to local teams, allowing them to craft market-specific campaigns freely
  

• E. Segment the approach: retain global brand visuals but localize product offerings and promotions for each market

“Assume you are a team of 4-5 IMC practitioners of a global brand under boycott. Stakeholders are demanding public apologies and clarification on your company stance. Outline a brief action plan consisting of IMC promotional mixes involving your brand stance and messaging to address the boycott issue.

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