Branding and Marketing Communications

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What should marketing communications' decisions be grounded in?

Implementation decisions
Positioning
Budgeting
Objectives (correct)

What is the key feature that represents a brand's position in the consumer's mind?

Budgeting importance
Image (correct)
Resource allocation
Telemarketing

Which type of budgeting involves specific financial resources allocated to marcom elements?

Bottom-up Budgeting
Direct mail
Top-down Budgeting (correct)
Combination - BUTD or TDBU

In what order of importance do B2B companies typically emphasize their marketing communication tools?

Online marketing, trade shows, brand advertising, direct mail, telemarketing (B) Signup and view all the answers

What is a fundamental issue confronting all companies when deciding how to allocate resources among marketing communication tools?

Resource allocation (C) Signup and view all the answers

For consumer goods marketers, what major decision involves determining resource allocation between?

Brand advertising and sales promotions (A) Signup and view all the answers

What should guide the content of marketing communication messages?

The brand's positioning strategy (A) Signup and view all the answers

What is the primary purpose of measuring the results of marcom efforts?

To determine if the objectives established at the outset have been accomplished (B) Signup and view all the answers

What is the role of continuity in the effectiveness of advertising messages?

It maintains the momentum of the message (B) Signup and view all the answers

What is the concept of media relevant to in marketing communications?

All marcom tools (D) Signup and view all the answers

What is the term 'momentum' referring to in the context of marketing communications?

The force or speed of movement of an object (A) Signup and view all the answers

What is a potential consequence of focusing on short-term sales promotion rather than long-term brand equity?

Trouble for the brand's future (C) Signup and view all the answers

What is the ultimate objective of marketing communications according to the content?

Affecting behavior and moving people in action (A) Signup and view all the answers

What are the specialized services that brand managers use for managing marketing communications?

Both A and B (C) Signup and view all the answers

What is the greatest obstacle to integration in marketing communications?

Few providers have the far-reaching skills to plan and execute programs that cut across all major forms of marketing communications (A) Signup and view all the answers

What is the purpose of targeting in marketing communications?

To deliver messages more precisely and prevent wasted coverage to people falling outside the intended audience (C) Signup and view all the answers

What is the goal of experiential marketing programs?

To create special events or develop exciting venues that attempt to build the sensation that a sponsoring brand is relevant to the consumers life and lifestyle (D) Signup and view all the answers

What are the two types of loyalty programs mentioned in the content?

Creating customers who are committed to a brand and encouraging them to satisfy most of their product or service needs from offering organizations (C) Signup and view all the answers