2.2. Establishing Communication Objectives

Question 1

Communication objectives should be consistent with overall marketing objectives by…

Answer 1

• supporting overall marketing objective
• not conflicting with other elements of the mix

Question 2

Marketing objectives

Answer 2

• generally stated in the firms marketing plan
• achieved through the overall marketing plan
• quantifiable (sales, market share)
• To be accomplished in a given period of time
• must be realistic and attainable to be effective

Question 3

Communication objectives

Answer 3

• derived from the overall marketing plan
• more narrow than mark. obj.
• based on particular communication tasks
• designed to deliver appropriate messages
• focused on a specific target audience

Question 4

good communication objectives should be…

Answer 4

• specific
• consistent
• realistic
• measurable
• attainable

Question 5

Information Processing model

Answer 5

exposure => attention => comprehension => acceptance => retention/ retrieval => decision making => action

Question 6

AIDA

Answer 6

Attention
Interest
desire
Action

Question 7

AIDMA

Answer 7

Attention
Interest
desire
Memory
Action

Question 8

DAGMAR

Answer 8

Awareness
Comprehension
Conviction
Action

Question 9

Hierarchy of effects

Answer 9

Awareness
Knowledge
Liking
Preference
Conviction
Purchase

Question 10

AISAS

Answer 10

Attention
Interest
Search
Action
Share

Question 11

Hierarchy of Effects - Awareness

Answer 11

Teaser campaigns

Question 12

Hierarchy of Effects - Knowledge

Answer 12

Announcements/ Descriptive Copy, Classified ads, slogans, jingles, skywriting

Question 13

Hierarchy of Effects - Liking

Answer 13

“Image” copy, status, glamour appeals

Question 14

Hierarchy of Effects - Preference

Answer 14

Competitive ads, argumentative copy

Question 15

Hierarchy of Effects - conviction

Answer 15

Testimonials

Question 16

Hierarchy of Effects - Purchase

Answer 16

Points of purchase/ retail store ads, deals, “Last chance” offers/ Price appeals

Question 17

Hierarchy of Effects - CAC

Answer 17

Cognitive (Realm of thoughts, ads provide info and facts)
Affective (Realm of emotions, ads change attitudes and emotions)
Conative (Realm of motives, Ads stimulate or direct desires)

Question 18

Communication Effect Funnels

Answer 18

Category need => brand awareness => brand attitude => brand purchase intention => purchase facilitation

Question 19

Category need

Answer 19

• buyers perception of “requiring” something
• to remove/ satisfy perceived discrepancy btw current and desired motivational state

Question 20

Brand awareness

Answer 20

• buyers ability to identify the brand in the product category
• sufficiently to make a purchase
• motivation is irrelevant for becoming aware of a brand

Question 21

brand attitude

Answer 21

• buyers overall “evaluation” of the brand with respect to its perceived ability to meet a currently relevant motivation
• not sufficient to induce purchase intention (it is relative, not absolute - needs to be compared against other brands to be truly meaningful)

Question 22

Brand attitude is made up of both…

Answer 22

• an analytical (cognitive or rational) component
• an affective (emotional) component

Question 23

Brand attitude - diff actions

Answer 23

• create brand attitude (goal for new category users if they are unaware)
• increase positive brand attitude (brand switchers who are experimenting, brand loyalists who are positive)
• change negative brand attitude
• modify brand attitude (repositioning - volvo from safe to sporty, amex from utility to prestige)

Question 24

Hypotheses on attitude formation

Question 25

Affect Transfer

Question 26

Dual Mediation

Question 27

Reciprocal Mediation

Question 28

Independent Influence

Question 29

Brand purchase

Answer 29

• purchase intention (self directed move toward purchase-related action; not sufficient to induce actual purchase)
• Purchase facilitation (chiefly related to other elements of the marketing mix; but communication program has a role)