Marketing & Communications Exam (PDF)

**Marketing & communications exam** **BARGENDA** ### **Exam Structure Overview** - - - - - - - - - - 1. Study of signs and symbols in communication and how they create meaning. **Steps**: - - - **Ad Critique Framework**: - - - **Critical Evaluatio...

**Marketing & communications exam** **BARGENDA** ### **Exam Structure Overview** - - - - - - - - - - 1. Study of signs and symbols in communication and how they create meaning. **Steps**: - - - **Ad Critique Framework**: - - - **Critical Evaluation of Campaigns** - - - - - ### 1. - - 2. - - 3. - - 4. - - 5. - - **DE GENDRE** ### **1. Understanding Products and Brands** #### **What is a Product?** - - - - - - #### **What is a Brand?** - - - - - ### **2. Strategic Brand Management (SBM)** - - - - - - - - - ### **3. Brand Equity** - - - - - - ### **4. Emotional Branding** - - - - - ### **5. Branding Strategies** - - - - - ### **6. Key Trends and Concepts** - - - ### **7. Strategic Tools and Frameworks** - - ### **Chapter 2: STP (Segmentation, Targeting, and Positioning) and Brand Positioning** #### **Targeting Strategies:** 1. - 2. - - 3. - #### **Positioning:** - - - - - - - #### **Global Positioning:** 1. 2. ### **Chapter 4 Part I: Branding Strategies and Architecture** #### **Brand Architecture:** - 1. 2. 3. #### **Brand Portfolio Roles:** - - - - - #### **Key Considerations:** - - ### **Chapter 4 Part II: Leveraging and Growing Brands** #### **Growth Strategies:** 1. - - 2. - - - #### **Extension Types:** - - #### **Co-Branding:** - - - #### **Kernel Theory:** - - ### **Key Takeaways Across All Topics:** - - - ANSWERS: ### **Angela Bargenda's Overview** #### **Key Focus Areas: Marketing Communication and Semiotics** **1. Semiotics in Communication**: - - - - - - - - - **2. Semiotics in Advertising**: - - **3. Campaign Analysis Framework**: - - - **4. Integrated Marketing Communication (IMC)**: - - **5. Insights on Luxury and Heritage Branding**: - - - **6. Practical PR and Marketing Notes**: - - - **7. Campaign Planning**: - - ### **Mary de Gendre's Overview** #### **Key Focus Areas: Strategic Brand Management and Brand Equity** **1. Strategic Brand Management (SBM)**: - - - - **2. Brand Equity Models**: - - - - - **3. Brand Positioning**: - - - - - **4. Brand Architecture**: - - - - - - **5. Growth Strategies**: - - - - - - **6. Brand Awareness and Perception**: - - - - - - **7. Segmentation, Targeting, and Positioning (STP)**: - - - - **8. Extensions and Leveraging**: - - - - ### **Comparative Key Points** **Aspect** **Angela Bargenda** **Mary de Gendre** --------------------------- --------------------------------------------- --------------------------------------------- **Focus** Marketing communication, semiotics, and IMC Strategic brand management and brand equity **Main Concepts** Semiotics, PR, luxury branding, heritage Brand positioning, equity, and extensions **Practical Examples** Rouen Cathedral perfume campaign Line/category extensions (e.g., GAP) **Brand Equity Approach** Emotional and cultural resonance Head and heart alignment via CBBE **De Gendre info from the class:** ### **1. Keller\'s Brand Positioning Model (Part I)** - - - - - 1. 2. 3. - - - ### **2. Brand Resonance Pyramid (Part II)** - - - - - - - ### **3. Brand Architecture** 1. - - - 2. - - - 3. - - - ### **4. Extensions** - - - - ### **5. Product vs. Brand** - - - - - ### **6. Awareness** - - - - ### **7. Positioning** - - - - ### **8. Segmentation, Targeting, and Positioning (STP)** - - - - - - - - - - ### **9. Roles of Brands in a Portfolio** 1. - 2. - 3. - 4. - 5. -