Integrated Marketing Communications Module 4
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Questions and Answers

Which attribute of the TEARS Model relates to the consumer's perception of an endorser's honesty and reliability?

  • Attractiveness
  • Similarity
  • Respect
  • Trustworthiness (correct)

    • Which attribute of the TEARS Model involves the physical appeal and charisma of the endorser?

  • Similarity
  • Attractiveness (correct)
  • Expertise
  • Respect

    • What do Q-scores measure in relation to celebrity endorsements?

  • Physical appeal
  • Consumer trust levels
  • Popularity and likability (correct)
  • Endorser's knowledge

    • What is one negative effect of using humor in advertising?

    <p>Alienates certain audience segments</p> Signup and view all the answers

    How does humor in advertising primarily function?

    <p>To capture attention and enhance message retention</p> Signup and view all the answers

    What is one key element of an effective advertisement according to the CAN elements?

    <p>Appropriateness</p> Signup and view all the answers

    Which of the following best describes 'Connectedness' in advertisements?

    <p>How well the ad reflects audience motivations</p> Signup and view all the answers

    What does the concept of 'Novelty' signify in creative advertising?

    <p>The uniqueness and originality of the advertisement</p> Signup and view all the answers

    Which quality is NOT listed as part of successful advertising?

    <p>Clarity</p> Signup and view all the answers

    What is a characteristic of effective advertising, especially emphasized in the content?

    <p>Being creative with a purpose</p> Signup and view all the answers

    What is suggested about the creativity in advertisements like Apple iPod's campaign?

    <p>It emphasizes simplicity and uniqueness</p> Signup and view all the answers

    Which factor affects whether an advertisement is considered successful in terms of its connection to the audience?

    <p>The understanding of audience motivations</p> Signup and view all the answers

    What is the primary purpose of advertising as outlined in the creative brief?

    <p>To influence target audience decision-making</p> Signup and view all the answers

    Which element of advertising aims to define the target market?

    <p>Target Audience</p> Signup and view all the answers

    In the Means-End Chaining model, which of the following values is related to the attribute of low fat?

    <p>Self-respect</p> Signup and view all the answers

    What does the MECCAS model stand for in relation to advertising strategy?

    <p>Means-End Conceptualization of Components for Advertising Strategy</p> Signup and view all the answers

    Which universal value is characterized by the desire for independence and creativity?

    <p>Self-Direction</p> Signup and view all the answers

    What is the relationship between high quality attributes and consumer feelings according to the Means-End model?

    <p>High quality contributes to happiness and pleasure</p> Signup and view all the answers

    Which option best reflects the potential consequence of offering a variety of choices to consumers?

    <p>Greater freedom of choice</p> Signup and view all the answers

    Which motivational factor is linked to the need for an exciting life?

    <p>Stimulation</p> Signup and view all the answers

    In the context of advertising strategy, what does 'primary outcome' refer to?

    <p>The most significant takeaway for the audience</p> Signup and view all the answers

    What characterizes a generic creative style in advertising?

    <p>It makes claims that could be made by any company in the category.</p> Signup and view all the answers

    Which creative strategy asserts superiority while making a generic claim?

    <p>Preemptive Creative Style</p> Signup and view all the answers

    What is the primary goal of a Unique Selling-Proposition (USP) creative style?

    <p>To showcase a specific attribute that leads to a meaningful consumer benefit.</p> Signup and view all the answers

    What does the brand image creative style primarily rely upon?

    <p>Psychological differentiation and symbolic associations.</p> Signup and view all the answers

    How does resonance in advertising relate to its effect on consumers?

    <p>It creates a lasting emotional impact by echoing consumer experiences.</p> Signup and view all the answers

    Which statement best describes the transformational aspect of brand image advertising?

    <p>It connects the brand experience to unique psychological characteristics.</p> Signup and view all the answers

    Which creative strategy would be least effective for a brand without significant functional differences?

    <p>Unique Selling-Proposition Creative Style</p> Signup and view all the answers

    When would a generic creative style be most advantageous for a brand?

    <p>When the brand dominates its product category.</p> Signup and view all the answers

    What is a potential drawback of using a preemptive creative style?

    <p>Competitors may easily replicate the brand's message.</p> Signup and view all the answers

    Which creative strategy focuses on longevity in competitive advantage?

    <p>Unique Selling-Proposition Creative Style</p> Signup and view all the answers

    What does the value of Achievement primarily emphasize?

    <p>Success and capability</p> Signup and view all the answers

    Which of the following values is associated with social status and dominance?

    <p>Power</p> Signup and view all the answers

    What does the value of Security primarily relate to?

    <p>Stability and safety</p> Signup and view all the answers

    Which value encourages self-discipline and adherence to social norms?

    <p>Conformity</p> Signup and view all the answers

    What is the primary focus of the value of Tradition?

    <p>Respecting cultural and religious customs</p> Signup and view all the answers

    Which value promotes the welfare of all people and nature?

    <p>Universalism</p> Signup and view all the answers

    Which of the following values is less typical in advertising and consumption situations?

    <p>Universalism</p> Signup and view all the answers

    Which creative strategy involves creating a brand identity?

    <p>Brand image strategy</p> Signup and view all the answers

    What does the Affective (emotional) strategy in advertising typically utilize?

    <p>Emotional connections and feelings</p> Signup and view all the answers

    Which alternative creative strategy involves distinguishing a product by its unique features?

    <p>Unique selling proposition</p> Signup and view all the answers

    Study Notes

    Course Information

    • Course title: Integrated Marketing Communications
    • Course code: MM 5713
    • Pre-requisite: MM 579
    • Module 4: Agency and Ad Campaign

    Module 4: The Role of Persuasion in IMC

    • The module explores the role of persuasion in IMC.

    Module 4: Agency and Ad Campaign

    • The module covers agency and ad campaign concepts.

    Themes

    • The Academe Theories Meet the Industry Practice
    • The Goal, Your Role, The Audience and the Situation is a topic for study

    Case Study

    • The text describes a hypothetical case study where students are asked to develop a Client Brief (CO1_G_20%) and an IMC Plan (CO4_G_20%) for FY 2025 Marketing Planning.
    • The focus company and brand, product or service are for academic use only.
    • It comes from pre-requisite course MM 579 Product Management.
    • Maintaining a group in a pre-requisite course can be advantageous.

    Client and Advertising Agency

    • Develop Integrated Brand/Marketing Communications Plan (Brand Level) using the PO Vs of a Brand/Marketing Leader.
    • The text describes the POV of the client and the agency.

    Launch/Re-Launch

    • Students are to launch/re-launch a product or extension.
    • The target market is the Philippine market for FY 2025.
    • The products/brands listed were given as possible choices.

    Advertising Campaign

    • Create an advertising campaign (static or video) that supports the company's cascaded Client Brief. (10%)
    • Develop and present the Integrated Brand/Marketing Communications Plan for Brand/Marketing/Management Approval. (10%)

    Attitude Components and Hierarchy of Effects

    • Attitudes have three components: cognitive (knowledge/thoughts/beliefs), affective (feelings/evaluation), and conative (behavioral intentions).
    • Learning hierarchy (high involvement): cognition -> affect -> conation
    • Low involvement hierarchy: minimal cognition -> conation -> affect

    Predicting Behavior from Attitudes

    • Measurement specificity considerations (TACT): target, action, context, and time
    • Direct versus indirect experience issue

    TACT in Action

    • Students are asked for their attitude toward obtaining an MBA at Marquette after graduation.
    • This is measured using a rating scale from unfavorable to favorable.

    The Role of Persuasion in Integrated Marketing Communications

    • Various touch points or channels are mentioned (advertising, sales promotion, sponsorships, personal selling, IMC tools, public relations, social media, mobile marketing, direct marketing.
    • The module covers drivers and supporters of integrated marketing communications (e.g., PR agency account supervisor, content strategist, marketing director, agency project manager, digital and social media manager, marketing specialist, creative director, business development consultant).

    Cialdini's Six Tools of Persuasion Influence

    • Reciprocation: samples, gifts, sincerity
    • Commitment and Consistency: commit to something (car purchase)
    • Social Proof: if unsure, take lead from others
    • Liking: attractiveness, similarity via identification
    • Authority: via power (authority figures)
    • Scarcity: psychological reactance theory

    Important Persuasion Factors

    • Message strength
    • Peripheral cues
    • Receiver involvement
    • Receiver initial position
    • Communication modality

    Communication Modality

    • Most advertising is group-oriented, not individual-oriented.
    • Delivery methods include television, radio, newspapers, and increasingly, the internet.
    • Impressions measure the number of times a consumer is exposed to an advertisement.

    Why Setting Marcom Objectives Is Important

    • It expresses management consensus.
    • It guides budgeting, message, and media aspects of advertising strategy.
    • It provides measurable standards for advertising results.

    Effective Ad Messages

    • Objectives for learning after the chapter are defined.

    Advertising Plan

    • Provides framework for systematic execution of advertising strategies.
    • Tied to brand marketing plan.
    • Development of an advertising message.
    • Five-step program for developing advertising strategy.

    Advertising Strategy

    • An advertising message that communicates brand benefits. -Five-step advertising model for developing advertising strategy:
      • Specify the key fact
      • State the marketing problem
      • State the communications objective
      • Implement the creative message strategy
      • Establish mandatory requirements

    Constructing a Creative Brief (steps)

    • Advertising objectives
    • Why are we advertising
    • Target audience
    • Motivations, thoughts, and feelings
    • Brand positioning
    • Primary outcome
    • Target audience motivatiors
    • Proposition
    • Single most important takeaway"

    Means-End Chaining

    • An illustration showing how attributes are linked to consequences, which are linked to values, to create a desired purchase response.
    • The model uses arrows with labels showing the relationships.

    MECCAS Model

    • A means-end framework for understanding relationship of elements in advertising.

    Universal Values

    • List of ten values related to consumer motivations.

    Alternative Creative Strategies

    • Generic strategy
    • Preemptive strategy
    • Unique selling proposition
    • Brand image strategy
    • Positioning strategy
    • Resonance strategy
    • Emotional strategy

    Corporate Image and Corporate Issue Advertising

    • Attempts to gain name recognition and build goodwill for a company.
    • Paid communication promoting ideas and explaining controversial issues.

    Endorsers and Message Appeal

    • Celebrity endorsements are a prevalent strategy to promote products.
    • Effectiveness is analyzed by the TEARS Model:
      • Trustworthiness
      • Expertise
      • Attractiveness
      • Respect
      • Similarity
    • Q-scores measure celebrity popularity and likability, useful metrics for marketers
    • Role of Humor and Music in Advertising
      • Humor enhances attention, message retention, brand attitudes and engagement.
      • Music enhances emotional resonance and brand recall.

    Traditional and Non-Traditional Media

    • List for identifying different types of advertising mediums as a part of the students' preparation for the final exam.

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    Related Documents

    MM 5713 Integrated Marketing Communications PDF

    Description

    This quiz covers Module 4 of Integrated Marketing Communications, focusing on the role of persuasion in IMC and concepts related to agency and ad campaigns. It also emphasizes the integration of academic theories with industry practice, providing students an opportunity to apply their knowledge through a hypothetical case study involving the development of a Client Brief and IMC Plan.

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