4. Communication Objectives

Question 1

brand awareness

Answer 1

connecting category need to the brand

• brand recognition
• brand recall
• brand-recall-boosted brand recognition

Question 2

brand recognition

Answer 2

in BSM the consumer delays consideration until point of purchase

communication sequence: brand pack/logo -> category need

Question 3

brand recall

Answer 3

if in BSM the consumer is:
1. prior to POP
2. not looking at/listening to a direct response ad

communication sequence: category need -> brand name

Question 4

brand-recall-boosted brand recognition

Answer 4

in BSM where the consumer must:
1. recall the brand prior to POP
2. then later recognize it at POP

communication sequence: category need -> brand name recall -> brand pack/logo recognition

Question 5

communication objectives recap

Answer 5

category need
brand awareness
brand attitude
brand purchase intention
purchase facilitation

Question 6

brand attitude: motivations

Answer 6

negatively originated motives (informational)
- problem removal
- problem avoidance
- incomplete satisfaction
- mixed approach-avoidance
- replenishment

positively originated motives (transformational)
- sensory gratification
- intellectual stimulation
- social approval

Question 7

brand purchase intention

Answer 7

buyer’s self-instruction to purchase the brand

need to generate brand action intention when:
- high involvement decisions;
- promotional offer.

Question 8

brand purchase facilitation

Answer 8

buyer’s assurance that other factors such as availability + payment ease will not inhibit purchase

• brand may need to omit or incorporate purchase facilitation in marcoms

Question 9

category need: decisions

Answer 9

omit category need
remind the buyer of category need
sell category need

Question 10

hierarchy of brand awareness

Answer 10

1. top of mind
2. brand recall
3. brand recognition
4. unaware of brand