Marketing Chapter 6: Integrating Marketing Communications
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Questions and Answers

What is the primary goal of marketing communication?

  • To create brand awareness
  • To persuade consumers about the brand
  • To build brand equity
  • To inform, persuade, and remind consumers about the brand (correct)

    • What is the main change in the new media environment?

  • Increased consumer interest in print media
  • Decreased use of digital media
  • Changing media landscape forcing marketers to re-evaluate communication strategies (correct)
  • Increased use of traditional advertising media

    • What is the role of multiple communications in building brand equity?

  • It is necessary to create brand awareness
  • It is a minor factor in building brand equity
  • It is essential to link points-of-parity and points-of-difference associations to the brand (correct)
  • It is not effective in building brand equity

    • What is the first step in the information processing model of communications?

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

    What is the ideal goal of an advertisement campaign?

    <p>To ensure the right consumer is exposed to the right message at the right place and time</p> Signup and view all the answers

    What is the primary objective of a marketing communication program?

    <p>To build brand equity</p> Signup and view all the answers

    What is the purpose of a marketing communication program?

    <p>To inform, persuade, and remind consumers about the brand</p> Signup and view all the answers

    What is the final stage in the information processing model of communications?

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

    What is a key benefit of using radio advertising?

    <p>Flexibility and targeted advertising</p> Signup and view all the answers

    What is a disadvantage of television advertising?

    <p>Ability to skip commercials</p> Signup and view all the answers

    What is the main goal of positioning in advertising?

    <p>To maximize brand equity</p> Signup and view all the answers

    What is a benefit of using print advertising in magazines?

    <p>Building user and usage imagery</p> Signup and view all the answers

    What is a disadvantage of newspaper advertising?

    <p>Poor reproduction quality</p> Signup and view all the answers

    Why is copy testing important in advertising?

    <p>To evaluate the effectiveness of message and creative strategies</p> Signup and view all the answers

    What is a benefit of using radio advertising in the morning?

    <p>Effective in complementing or reinforcing TV ads</p> Signup and view all the answers

    What is a key characteristic of television advertising?

    <p>Fleeting nature of the message</p> Signup and view all the answers

    What are the three guidelines for creative print ads?

    <p>Clarity, consistency, and branding</p> Signup and view all the answers

    What is the primary advantage of direct response marketing?

    <p>Establishing relationships with consumers</p> Signup and view all the answers

    What is the goal of precision marketing?

    <p>Combining data analytics with strategic messages</p> Signup and view all the answers

    What is out-of-home advertising also known as?

    <p>Non-traditional advertising</p> Signup and view all the answers

    What is the primary advantage of out-of-home advertising?

    <p>Reaching a precise and captive audience</p> Signup and view all the answers

    What is the primary purpose of promotion?

    <p>Encouraging trial or usage of a product or service</p> Signup and view all the answers

    What is the goal of consumer promotions?

    <p>Encouraging consumers to try a product for the first time</p> Signup and view all the answers

    What is the goal of trade promotions?

    <p>Supporting retailers in carrying the brand</p> Signup and view all the answers

    What is one of the advantages of social media for brands?

    <p>To establish a public voice and presence on the Web</p> Signup and view all the answers

    What is the primary focus of event marketing?

    <p>To engage consumers' senses and imagination</p> Signup and view all the answers

    Why do companies participate in event sponsorship?

    <p>To enhance corporate image dimensions</p> Signup and view all the answers

    What is a criterion for choosing sponsorship opportunities?

    <p>The event must meet the marketing objectives and communication strategy</p> Signup and view all the answers

    What is a benefit of social media for consumers?

    <p>To provide an easy means for consumers to learn from and express attitudes and opinions to others</p> Signup and view all the answers

    What is an example of an event marketing activity?

    <p>In-store product demonstration</p> Signup and view all the answers

    What is a goal of event sponsorship?

    <p>To create or reinforce consumer perceptions of key brand image associations</p> Signup and view all the answers

    What is important for a sponsorship event?

    <p>The event must closely match the ideal target market</p> Signup and view all the answers

    What is the purpose of strategically identifying a sponsor at an event?

    <p>To provide visibility to the brand through banners and signs</p> Signup and view all the answers

    What is the focus of the demand-side method in measuring sponsorship activities?

    <p>Focusing on reported exposure from consumers</p> Signup and view all the answers

    What is the purpose of geotargeting in mobile marketing?

    <p>To advertise to users based on their location and activities</p> Signup and view all the answers

    What is the primary goal of brand amplifiers?

    <p>To engage consumers and the public through word-of-mouth and public relations</p> Signup and view all the answers

    What is included in public relations?

    <p>Annual reports, fund-raising, lobbying, and public affairs feature articles</p> Signup and view all the answers

    Why is word-of-mouth important in brand building?

    <p>It is a critical aspect of brand building through consumer sharing</p> Signup and view all the answers

    What is the purpose of publicity in brand amplifiers?

    <p>To communicate nonpersonally through press releases and media interviews</p> Signup and view all the answers

    What is the focus of marketing communication in brand building?

    <p>To engage consumers and the public through word-of-mouth and public relations</p> Signup and view all the answers

    Study Notes

    Marketing Communication

    • Marketing communication is a means by which firms attempt to inform, persuade, and remind consumers about the brands they sell.
    • It contributes to brand equity by: • Creating awareness of the brand • Linking points-of-parity and points-of-difference associations to the brand in consumers' memory • Eliciting positive brand judgments or feelings • Facilitating a stronger consumer-brand connection and brand resonance

    The New Media Environment

    • The media environment has changed dramatically in recent years, with traditional advertising media losing their grip.
    • The digital revolution has changed the way consumers learn and talk about brands.
    • The changing media landscape has forced marketers to re-evaluate how they communicate with consumers.

    Challenges in Designing Brand-Building Communications

    • Skilfully designed and implemented marketing communications programs require careful planning and creative knack.
    • They should be efficient and effective.

    Information Processing Model of Communications

    • The information processing model of communications involves the following steps: • Exposure: Seeing or hearing communication • Attention: Noticing communication • Comprehension: Understanding the intended message • Yielding: Responding favorably to the message • Intentions: Planning to act in the desired manner • Behavior: Actually acting in the desired manner

    Advertising

    • An ideal advertisement campaign should ensure: • The right consumer is exposed to the right message at the right place and time • Compelling means for dramatically portraying user and usage imagery, brand personality, emotions, and other brand intangibles
    • Disadvantages of advertising include: • Fleeting nature of the message • Clutter of ads and non-programming material on television • Fragmentation of channels and the widespread existence of digital video recorders

    Guidelines for Advertising

    • Define the proper positioning to maximize brand equity
    • Identify the best creative strategy to communicate the desired positioning
    • Effective TV ads should contribute to brand equity in some demonstrable way
    • Copy testing can be conducted to evaluate the effectiveness of message and creative strategies

    Radio Advertising

    • Advantages of radio advertising: • Flexibility and targeted stations • Relatively inexpensive to produce and place • Effective in the morning and can complement or reinforce TV ads • Enables companies to achieve a balance between broad and localized market coverage
    • Disadvantages of radio advertising: • Lack of visual image • Relatively passive nature of consumer processing
    • Guidelines for radio advertising: • Identify your brand early in the commercial • Identify it often • Promise the listener a benefit early in the commercial • Repeat it often
    • Advantages of print advertising: • Self-paced and provides detailed product information • Magazines are particularly effective at building user and usage imagery • Newspapers are more timely and pervasive
    • Disadvantages of print advertising: • Poor reproduction quality and short shelf life diminish the impact of newspaper advertising
    • Guidelines for print advertising: • Clarity, consistency, and branding

    Direct Response

    • Advantages of direct response: • Makes it easier for marketers to establish relationships with consumers • Allows marketers to explain new developments with their brands to consumers on an ongoing basis • Allows consumers to provide feedback to marketers about their likes and dislikes
    • Guidelines for direct response: • Develop an up-to-date and informative list of current and potential future customers • Put forth the right offer in the right manner • Track the effectiveness of the marketing program

    Place (Out-of-Home Advertising)

    • Advantages of out-of-home advertising: • Can reach a very precise and captive audience in a cost-effective and increasingly engaging manner • More effective at enhancing awareness or reinforcing existing brand associations than at creating new ones
    • Guidelines for out-of-home advertising: • The message must be simple and direct • Stress on creative means of placing the brand in front of consumers

    Promotion

    • Definition: Short-term incentives to encourage trial or usage of a product or service
    • Designed to change the behavior of: • Trade, so that they carry the brand and actively support it • Consumers, so that they buy a brand for the first time, buy more of the brand, or buy the brand earlier or more often

    Social Media

    • Advantages of social media: • Allows brands to establish a public voice and presence on the Web • Complements and reinforces other communication activities • Helps promote innovation and relevance for the brand • Provides an easy means for consumers to learn from and express attitudes and opinions to others
    • Disadvantage of social media: • Not everyone actively participates in social media

    Events and Experiences

    • Definition: Focus on engaging the consumers' senses and imagination as a part of brand building
    • Rationale: • To identify with a particular target market or lifestyle • To increase awareness of the company or product name • To create or reinforce consumer perceptions of key brand image associations • To enhance corporate image dimensions • To create experiences and evoke feelings • To express commitment to the community or on social issues • To entertain key clients or reward key employees • To permit merchandising or promotional opportunities
    • Guidelines for events and experiences: • Choosing sponsorship opportunities • Designing sponsorship programs • Measuring sponsorship activities

    Mobile Marketing

    • Definition: Product advertising on various mobile platforms
    • Geotargeting: Marketers send messages to consumers based on their location and the activities they are engaging in
    • Opt-in advertising: Users agree to allow advertisers to use specific, personal information to send them targeted ads and promotions

    Brand Amplifiers

    • Definition: Efforts made to engage consumers and the public via word-of-mouth and public relations and publicity
    • Amplify the effects created by other marketing activities through: • Public relations and publicity • Word-of-mouth
    • Public relations and publicity: • Publicity: Nonpersonal communications such as press releases, media interviews, press conferences, films, and tapes • Public relations: Include annual reports, fund-raising and membership drives, lobbying, special event management, and public affairs feature articles, newsletters, photographs, films, and tapes
    • Word-of-mouth: • Critical aspect of brand building • Consumers share likes, dislikes, and experiences with each other

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    Description

    This quiz covers the changes in the new media environment, major marketing communication options, and key tactical issues in evaluating different communication options. It also identifies the choice criteria in developing an integrated marketing communications plan.

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