1. IMC Overview & Marketing Objectives

Question 1

marcoms

Answer 1

marketing communications
- marketer-originated messages

Question 2

schematics of the marketing process

Answer 2

1. marketing analysis (5 C’s)
2. aspiration: STP process
3. action plan: 4P’s
4. customer acquisition + retention
5. profits

Question 3

value associated to the marketing process

Answer 3

creating value: STP + product/place/promotion

capturing value: price

sustaining value: customer acquisition + retention

Question 4

communication budgeting methods

Answer 4

marginal analysis (only works in theory)
inertia
affordability
arbitrary allocation
% of sales (next year’s sales)
competitive parity (SOV v SOM)
objective and task

Question 5

relation between SOV and SOM

Answer 5

SOV > SOM: brands grow

market leader: high SOV + high SOM
follower: high SOV + mid SOM
niche: low SOV + low SOM

Question 6

advertising vs. promotion

Answer 6

advertising (indirect)
- aim to turn consumer’s minds toward purchase
- create brand awareness + attitude

promotion (direct)
- aim to immediately stimulate purchase

Question 7

ad/promotion processing model

Answer 7

1. attention
2. learning
3. emotions
4. acceptance

Question 8

brand communication objectives

Answer 8

1. category need
2. brand awareness
3. brand attitude
4. brand purchase intention
5. purchase facilitation

Question 9

customer decision stages

Answer 9

1. not in market
2. need arousal
3. search + evaluation
4. purchase
5. usage

Question 10

different types of promotion

Answer 10

manufacturer promotion (sales force, trade promotions, direct-to-customer promotions)

retail promotion (store layout, retail ads, displays…)

direct-marketing promotion (loyalty programs)

personal selling (face-to-face)