Marketing Communications Quiz
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Questions and Answers

Which of the following is NOT considered a form of marketing communications?

  • Product pricing (correct)
  • Advertising
  • Exhibitions & trade fairs
  • Public relations

What characteristic is NOT essential for a brand name to be effective?

  • Confusing (correct)
  • Transferable
  • Likeable
  • Memorable

Which type of brand is characterized by being produced by the retailer themselves?

  • Own-label brands (correct)
  • Premium brands
  • Generic brands
  • Manufacturer brands

Which of the following describes a brand strategy of extending an existing brand into a new category?

<p>Brand Extensions or Brand Stretching (B)</p> Signup and view all the answers

Which component is NOT included in the marketing mix?

<p>Persuasion (C)</p> Signup and view all the answers

Which of the following forms of communication is considered direct marketing?

<p>Email campaigns (A)</p> Signup and view all the answers

What does the term 'point-of-purchase' refer to in marketing?

<p>The location where a consumer makes a purchase (D)</p> Signup and view all the answers

Which marketing communication method is most associated with sponsorship?

<p>Funding events or activities to promote a brand (B)</p> Signup and view all the answers

What does the Rossiter-Percy Grid primarily classify based on involvement and motivation?

<p>Buying motivations (B)</p> Signup and view all the answers

Which of the following is NOT a stage in brand attitude formation?

<p>Recognition (D)</p> Signup and view all the answers

What disadvantage of hierarchy-of-effects models is highlighted in the content?

<p>They do not account for consumer interactions. (C)</p> Signup and view all the answers

Which motivational category in the Rossiter-Percy Grid is associated with reducing negative emotions?

<p>Informational buying (B)</p> Signup and view all the answers

What is the primary advantage of using hierarchy-of-effects models in marketing?

<p>They offer a clear communication framework. (D)</p> Signup and view all the answers

What does TOMA stand for in the context of brand awareness?

<p>Top-of-Mind Awareness (A)</p> Signup and view all the answers

In the brand attitude formation process, what comes immediately after 'Liking'?

<p>Preference (B)</p> Signup and view all the answers

Which type of buying motivation is described as providing happiness?

<p>Transformational buying (C)</p> Signup and view all the answers

What is the correct sequence of stages in the traditional hierarchy-of-effects model?

<p>Cognitive, Affective, Conative (B)</p> Signup and view all the answers

In the low-involvement hierarchy-of-effects model, what is the correct sequence?

<p>Cognitive, Conative, Affective (D)</p> Signup and view all the answers

What primary factors influence consumer behavior according to the content?

<p>Consumer goals, product characteristics, and social factors (C)</p> Signup and view all the answers

Which model suggests a sequence of 'Feel-Do-Think'?

<p>Experiential hierarchy-of-effects model (C)</p> Signup and view all the answers

What key distinction does the Foote-Cone-Belding (FCB) grid present?

<p>High involvement versus low involvement based on dimensions (C)</p> Signup and view all the answers

What is the primary challenge mentioned about the hierarchy-of-effects model?

<p>Disagreement on the sequence of the stages (D)</p> Signup and view all the answers

Which stage is characterized by awareness and knowledge?

<p>Cognitive (D)</p> Signup and view all the answers

Which of the following best describes the conative stage?

<p>Action taken towards purchasing a product (A)</p> Signup and view all the answers

What does the cognitive component of attitudes refer to?

<p>Knowledge, beliefs, and evaluations of the product (B)</p> Signup and view all the answers

In the context of brand management for Nike, which attitude component is most important for change?

<p>Affective (A)</p> Signup and view all the answers

Which route of the Elaboration Likelihood Model involves deep processing of a message?

<p>Central route (B)</p> Signup and view all the answers

What is the first stage in attitude formation as described in the Hierarchy of Effects model?

<p>Cognitive stage (A)</p> Signup and view all the answers

Which process does the Elaboration Likelihood Model emphasize in attitude change?

<p>Dual route processing (C)</p> Signup and view all the answers

What does the behavioral component of an attitude refer to?

<p>Readiness to take action regarding the object (D)</p> Signup and view all the answers

For a marketing director of Chanel perfume, which component should be prioritized for change?

<p>Affective (A)</p> Signup and view all the answers

What are the two levels of elaboration in the Elaboration Likelihood Model?

<p>Low and high (C)</p> Signup and view all the answers

What is the primary purpose of marketing communication?

<p>To carry over information about brands (A)</p> Signup and view all the answers

Which of the following is a unique feature of marketing communication in the digital age?

<p>Ability to connect individuals interactively (A)</p> Signup and view all the answers

Which framework focuses on gradually persuading consumers to purchase a brand?

<p>Persuasion Framework (A)</p> Signup and view all the answers

What type of content allows consumers to partially take control of brand communication?

<p>User-generated content (B)</p> Signup and view all the answers

What is one of the measurable tools mentioned for analyzing marketing communication effectiveness?

<p>Google Analytics (B)</p> Signup and view all the answers

How do marketers engage the internet community regarding their brands?

<p>By activating discussions through word-of-mouth (B)</p> Signup and view all the answers

In the context of brand communication, what does the Involvement Framework address?

<p>How to involve consumers with the brand (B)</p> Signup and view all the answers

What is a significant distinction of communications in the digital age compared to traditional channels?

<p>An exponentially larger interactive audience (D)</p> Signup and view all the answers

Flashcards

What are the 4Ps of Marketing?

The four Ps of marketing are Product (customer need), Price (cost to the customer), Place (convenience), and Promotion (communication).

What is Marketing Communication (MC)?

Marketing Communication (MC) covers all the strategies you use to communicate with your target audience about your brand and products.

What is Brand Activation?

Brand activation refers to the promotional efforts that directly engage consumers with a brand, creating memorable experiences and driving brand affinity.

What is a Line Extension?

A line extension introduces new versions or flavors within an existing product category, aiming to expand the brand's reach and appeal to a wider audience.

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What is Brand Stretching?

Brand stretching involves applying a brand name established for a specific product category to a new, unrelated product line.

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What is Corporate Branding?

Corporate branding aims to build a positive image and strong associations for the entire company, regardless of individual products or services.

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What is Multi Branding?

Multi branding involves creating and managing multiple distinct brands within the same company, each targeting different segments of the market.

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What are the components of Marketing Communications?

Marketing communications encompass a range of strategies like advertising, public relations, direct marketing, and online communication, all aimed at communicating a brand's message and influencing consumer behavior.

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Hierarchy-of-effects model

A series of steps consumers go through when responding to marketing communications, starting with thinking, moving to feeling, and ending with action.

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Cognitive stage

Focuses on the cognitive (thinking) stage, emphasizing gaining awareness and knowledge about a product.

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Affective stage

Deals with the affective (feeling) stage, focusing on developing emotions and attitudes towards a product.

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Conative stage

Involves the conative (doing) stage, focusing on the actual purchase decision and behavior.

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Low-involvement hierarchy

Suggests a different order of the stages, prioritizing thinking, then doing, and finally feeling.

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Experiential hierarchy

Prioritizes feeling, doing, and then thinking. This model is often associated with products driven by emotions or experience.

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Foote-Cone-Belding (FCB) grid

A tool to categorize products based on involvement level (high vs. low) and thinking vs. feeling dimensions. It helps marketers understand the different strategies needed for each category.

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Impulse buying

A purchasing situation driven by emotions or impulses. It doesn't necessarily follow a traditional hierarchy-of-effects model.

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Purchase (in marketing context)

The consumer makes their first purchase of a specific brand or product.

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Affective component (Attitude)

This refers to the feelings, emotions, and sentiments a consumer has towards a brand or product.

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Cognitive component (Attitude)

This component reflects a consumer's knowledge, beliefs, and evaluations about a brand or product.

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Behavioral component (Attitude)

This refers to the consumer's actions or intentions related to a brand or product.

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Elaboration Likelihood Model (ELM)

This model explains how consumers process marketing messages with varying levels of thought or 'elaboration'.

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Central route (ELM)

The consumer carefully analyzes the message, considering its content and arguments.

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Peripheral route (ELM)

The consumer processes the message passively, focusing on superficial cues like the source or visuals.

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Elaboration (ELM)

The level of thought and effort a consumer puts into processing a message.

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Rossiter-Percy Grid

A grid that categorizes consumers based on their motivation (informational or transformational) and their level of involvement (high or low) when making a buying decision.

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Informational Buying

Driven by problem-solving, seeking information to reduce negative emotions.

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Transformational Buying

Driven by positive emotions and a desire to experience happiness and fulfillment.

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Awareness (Hierarchy of Effects)

The first step in the hierarchy-of-effects model; the consumer has heard of the brand but doesn't have much knowledge.

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Knowledge (Hierarchy of Effects)

The second step in the hierarchy-of-effects model; the consumer understands what the brand is and how it differs from competitors.

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Liking (Hierarchy of Effects)

The third step in the hierarchy-of-effects model; the consumer perceives positive benefits associated with the brand.

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Preference (Hierarchy of Effects)

The fourth step in the hierarchy-of-effects model; the consumer considers the brand a suitable option for future purchases.

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Persuasion Framework

This framework emphasizes a gradual process of persuading consumers by highlighting product benefits and brand propositions. It involves encouraging consumers to learn more about the brand through various channels.

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Involvement Framework

This framework focuses on active consumer involvement in brand building and communication. Consumers create content, share reviews, and participate in online communities, contributing to the brand's reach and reputation.

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Salience Framework

This framework highlights the importance of making a brand stand out and be easily recognized in a crowded marketplace. It focuses on creating memorable experiences and fostering positive associations with the brand.

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Sales Promotion Framework

This framework emphasizes short-term incentives and promotions to drive immediate sales. It typically involves offering discounts, freebies, or limited-time offers to encourage quick purchases.

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What is the customer journey?

The way consumers interact with a brand and make purchasing decisions. It encompasses all stages from initial awareness to post-purchase engagement.

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What are the tools of digital marketing?

Includes digital platforms and tools for measuring and understanding consumer behavior, such as Google Analytics.

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How does digital marketing impact communication?

The ability of digital platforms to create connections between individuals and brands on a larger scale, fostering interaction and engagement.

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How does digital marketing activate communities?

The process of leveraging online communities to spread awareness, generate positive conversations, and build brand loyalty.

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Study Notes

Brand Communication Overview

  • Communication theory and brand communication were discussed in a presentation.
  • The presentation covered various types of marketing communications.
  • Promotion or marketing communications include advertising, brand activation, point-of-purchase communications, online communications, direct-marketing communications, sponsorship, exhibitions & trade fairs, and public relations.
  • The marketing mix is made up of product (customer need), price (cost to the customer), place (convenience), and promotion (communication).
  • Promotion is equal to marketing communications.
  • A brand is a name, term, sign, symbol, design, or a combination of these, intended to identify goods or services of one seller or group and to differentiate them from competitors.

Brand Names

  • Brand names should be memorable, meaningful, likeable, transferable, and protectable.
  • There are three categories of brands: manufacturer brands (A-label brands), own-label brands (or private label brands), and generic brands (or white labels).

Brand Strategies

  • Line extensions
  • Brand extensions or brand stretching
  • Corporate branding
  • Multi-branding

Integrated Communications (Lesson 1)

  • The presentation covered integrated communications (book pages 1-41).

Marketing Communications Theories

  • Hierarchy-of-effects model
    • Oldest model in marketing communications (1898)
    • Involves cognitive, affective, and conative stages (Think, Feel, Do)
    • Disagreements exist regarding the sequence of these stages, such as impulse buying
    • Alternatives include low-involvement and experiential hierarchy-of-effects models.
  • Foote-Cone-Bedding (FCB) grid model (1980)
    • A model that classifies consumer situations based on high/low involvement and think/feel dimensions.
  • Rossiter-Percy Grid Model (Alternative to FCB)
    • Classifies consumers based on high/low involvement and informational/transformational motivation.
  • Advantages to these frameworks:
  • Providing a framework for communication objectives and campaign effectiveness measurement.
  • Recognition of the importance of brand awareness leading to top-of-mind awareness (TOMA).
  • Grids function as positioning tools not product categories, based on characteristics of consumers in buying decisions, and part of advertising strategies.

Brand Attitude Formation and Change

  • Brand attitude is a person's overall evaluation of an object, product, person, or organization.
  • Marketing communications aim to change attitudes toward their company's brand.
  • Brand attitude formation involves stages from awareness of the brand and its benefits, to liking, preference, conviction, and finally purchase.
  • Attitude components include: cognitive (knowledge, beliefs and evaluations of the product), affective (feelings associated with the product), and behavioral (action readiness).
  • These components can be targeted by marketers to change attitudes toward brands.

Elaboration Likelihood Model (ELM)

  • A dual process theory explaining attitude change.
  • Two routes of message processing:
    • Central route: consumer finds the message important and focuses on the information.
    • Peripheral route: consumer is less involved and focuses on less significant aspects, such as humor, music or the image of the product.
  • ELM distinguishes different aspects in customer processing, such as low degree and high degree of elaboration.

How Communications Work in the Digital Age

  • Purposes of marketing communication include carrying information about the brand, brand valuation and positive brand evaluation, and activating consumers.
  • The involvement framework facilitates consumers' brand content creation and partly takes control of brand-building and communication.
  • Models of communication incorporate persuasion, involvement, salience, and sales promotion frameworks, aiming to gradually lead consumers through stages to persuade purchase behaviors.
  • Digital age consumer journeys and marketing communications include channels such as websites, social media (Facebook), blogs, direct mail, media, and newsletters.
  • Tools like Google Analytics provide measurable data in the digital age, allowing for a better understanding of consumer interactions and the exponentially bigger audience in online communications.

Other insights

  • Communications differ greatly in the online environment compared to traditional channels.
  • Marketers need to activate the internet community to communicate with the brand and with other consumers.

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Test your knowledge on various aspects of marketing communications with this engaging quiz. Explore topics like brand strategies, marketing mix components, and direct marketing methods. Challenge yourself to differentiate between effective branding characteristics and stages of brand attitude formation.

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