marcom lect 1

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Questions and Answers

What is emphasized as crucial for engaging customers effectively?

Ignoring customer preferences

Delivering messages at specific times and places (correct)

Utilizing only digital platforms

Targeting through paid advertisements only

What do marketers increasingly consider themselves in the context of modern marketing?

Content marketing managers (correct)

Sales managers

Advertising agents

Market researchers

Which of the following best describes the current view of media in marketing?

Digital content and traditional advertising have distinct boundaries.

Only earned media is relevant for brand communication.

Traditional advertising is more effective than digital content.

Lines between traditional and digital content are becoming blurred. (correct)

What should marketers determine after identifying their target audience?

Communication objectives for desired responses (D) Signup and view all the answers

What approach is suggested for the creation and sharing of brand messages?

Create and curate content across a mix of channels (A) Signup and view all the answers

Which aspect is not considered a part of developing an effective marketing communication strategy?

What visual design elements to use (A) Signup and view all the answers

What are the five stages a consumer passes through when engaging with a product?

Awareness, Appeal, Ask, Act, Advocacy (B) Signup and view all the answers

What defines the desired response in the context of marketing communication strategy?

The clarity of communication objectives (A) Signup and view all the answers

Which type of appeal is designed to evoke feelings from the audience?

Emotional appeal (B) Signup and view all the answers

What is NOT one of the considerations for messaging in marketing communication?

The language used (B) Signup and view all the answers

When structuring a message, which issue involves deciding whether to present the strongest arguments first or last?

Argument order consideration (C) Signup and view all the answers

What is a characteristic of personal communication channels?

They facilitate direct interaction. (B) Signup and view all the answers

Which communication channel involves no personal contact?

Television advertising (B) Signup and view all the answers

How does the credibility of the communicator affect the message?

More credible sources are often more persuasive. (A) Signup and view all the answers

Which of the following is NOT one of the types of appeals considered in marketing?

Visual (A) Signup and view all the answers

What should a marketer consider when deciding whether to draw a conclusion in their message?

The target audience's prior knowledge (A) Signup and view all the answers

What is the primary purpose of marketing communications?

To communicate value to customers (D) Signup and view all the answers

Which of the following is NOT one of the major changes affecting integrated marketing communications (IMC)?

Increased reliance on mass marketing (B) Signup and view all the answers

How do consumers' changing behaviors impact marketing strategies?

Consumers expect engagement and relationship building (B) Signup and view all the answers

What does IMC emphasize for effective marketing?

Choreographing various communication channels for a unified message (D) Signup and view all the answers

What is a crucial requirement for marketers in today's communication environment?

To identify suitable tools for the target audience and objectives (D) Signup and view all the answers

Which of the following best describes 'superior value' in marketing?

Creating added benefits that exceed customer expectations (B) Signup and view all the answers

How are companies adapting to changes in communication with consumers?

By embracing new technologies for better connections (D) Signup and view all the answers

What is a result of consumers’ ability to connect with other customers?

Decreased trust in marketer messages (A) Signup and view all the answers

What is a primary objective when developing a buyer persona for a new student at Hanze?

To understand and target prospective students effectively (C) Signup and view all the answers

Which stage comes directly after the awareness stage in the customer journey?

Consideration (D) Signup and view all the answers

What distinguishes multichannel marketing from omnichannel marketing?

Multichannel encompasses various potential contact points; omnichannel integrates them effectively. (A) Signup and view all the answers

Which of the following is NOT a touchpoint that might be identified for Hanze?

Internal faculty meetings (A) Signup and view all the answers

What should be the focus when designing visual identity touchpoints for Hanze?

Aligning with the brand's message and target audience's interests (A) Signup and view all the answers

In the context of the Hanze student customer journey, which strategy is essential during the retention phase?

Providing continuous support and engagement through various channels (B) Signup and view all the answers

What is the purpose of creating awareness and consideration strategies in the customer journey?

To attract attention and inform potential students about options (A) Signup and view all the answers

Which of the following represents effective advocacy strategies within the Hanze student customer journey?

Encouraging satisfied students to share their experiences (C) Signup and view all the answers

Study Notes

Integrated Marketing Communications (IMC) Strategies

The course is about integrated marketing communications strategies.
The Hanze University case study will be used to practice skills.

Course Structure

Each session begins with a recap of the previous session.
Students will learn marketing theory.
There will be practical exercises using the Hanze case study.

Weekly Schedule (Block 2, Week 1.1)

Lecture 2.1: The buyer persona, customer journeys, and touchpoints.
Lecture 2.2: Visual identity design.
Lecture 2.3: Customer journey strategies: Awareness, consideration, purchase, retention, and advocacy.
Lecture 2.4: Practical class exercise analyzing the Hanze case study, developing a buyer persona, and identifying touchpoints.
Lecture 2.5: Hanze Student Customer Journey: awareness and consideration strategies.
Lecture 2.6: Hanze Student Customer Journey: purchase, retention, and advocacy strategies.
Mid-Term Break: No classes.
Lecture 2.7: Multi-channel vs. Omni-channel Marketing, a seamless Hanze experience.
Lecture 2.8: Recap and Mock Exam.
Lecture 2.9: Exam Week.

Learning Objectives

Develop a deep understanding of integrated marketing communications strategy.
Develop a deep understanding of how companies and customers communicate.
Gain an understanding of how consumers are changing and marketing strategies are changing.
Understand the importance of managing brand communications across all channels.
Applying this knowledge to the Hanze case study to deliver practical applications.

General Information

House Rules: Active participation, willingness to learn, and asking questions encouraged.
IMC Definition: Carefully integrating and coordinating company communication channels for a clear, consistent message.
Marketing vs. Marketing Communications: Marketing creates customer value; marketing communications delivers it using various promotion tools.
Customer-Centricity: Understanding changing consumer behavior.

Hanze Case Study

The students need to identify IMC tools utilized, then evaluate their effectiveness.
The result shall be presented in a presentation.

Marketing Concepts

Content Marketing: Blending traditional and digital strategies to create and share engaging content.
Paid, Owned, Earned, Shared channels.: A modern mix of content marketing, communications. Strategies include: Paid ads, company's own website/blog, earned media, and shared conversations amongst consumers.

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Description

This quiz focuses on Integrated Marketing Communications (IMC) strategies, highlighting the use of the Hanze University case study for practical application. Students will explore buyer personas, customer journeys, and visual identity, while engaging in exercises to enhance their understanding of marketing concepts.