APR 423 Exam 1

Question 1

Definition of Communication

Answer 1

Sending and recieving messages

Question 2

Planned message

Answer 2

• Advertising, sales, promotion, sponsorship, packaging, etc.
• Promotes brand or company
• Intended for customers

Question 3

Product message

Answer 3

Include all messages sent by product design, performance, pricing and distribution

Question 4

Service message

Answer 4

Service representatives, receptionists, secretaries, delivery people and all representatives of a company

Question 5

Unplanned messages

Answer 5

News stories, Gossip/rumor, actions of special interest groups, comments by competitiors, findings by gov. or research

Question 6

Media

Answer 6

Any person, event or thing that provides exposure to a brand

Question 7

BCP

Answer 7

Brand Contact Point: any brand-related info-bearing interaction that a customer or potention a potential customer has with a brand

Question 8

3 types of BCP

Answer 8

1. Brand or company-created contacts
2. Intrinsic (experience with brand)
3. Customer-created

Question 9

3 Approaches to brand decision making

Answer 9

1. Habit/Repeat model
2. Experiential Model
3. Cognitive

Question 10

Habit/Repeat model

Answer 10

Recognize problem or opportunity–>make brand decision–>Review decision

Question 11

Experiential Model

Answer 11

Recognize Problem or opportunity–>Search and evaluate feelings about choices/benefits–>Make buying decision–>Review Decision

Question 12

Cognitive Model

Answer 12

Recognize problem or opportunity–> Search for info. –>Evaluate choices–> Make buying decision–> Review decision

Question 13

AIDA & Think feel/do model

Answer 13

Attention –> Recognize problem or opportunity
Interest –> Search for Info
Desire –> Evaluate choices
Action –> Make buying decision/ Review

Question 14

Think

Answer 14

Attention and Interest

Question 15

Feel

Answer 15

Desire

Question 16

Do

Answer 16

Action

Question 17

4 M’s of Marketing Communication

Answer 17

1. Motivations
2. Message
3. Media
4. Maximization

Question 18

Problems of marketing culture

Answer 18

1. Knowing vs. Doing gap
2. Distorted lens of marketers
3. Fear of Failure
4. Marketing as magic and myth that you can’t measure branding

Question 19

3 Steps to accomplish COP (Communication Optimization Process)

Answer 19

1. Consensus- Clear definition of what success will look like
2. Decision Tree- Scenario planning where we map out possible outcomes and agree on next step
3. Measurement - Link marketing effectiveness measurement with action plans

Question 20

Brand

Answer 20

perception resulting from experiences with and info about a company or line of products

Question 21

Branding

Answer 21

Process of creating a brand image that engages the hearts and minds of customers

Question 22

One cannot NOT communicate

Answer 22

No matter what you do, or what a brand does, we are always communicating. Wheather it’s vocal, facial expressions, etc. or a brand plans on communicating something or not, it always is.

Question 23

Information Rot

Answer 23

Marketing insights that rots instead of stored in an information storehouse

Question 24

4 criteria to typically describe users of a product

Answer 24

1. Demographics
2. Pyschographics
3. Degree of product/brand usage
4. Degree of brand loyalty

Question 25

Why advertising should e kept as important marketing tool

Answer 25

• increases value of brand and company

- expands # of customers

Question 25

Cotton Kills

Answer 25

Expression used by mountaineers. Embracing failure, learning from it, and applying the lessons can improve survival.

Question 26

Problems of marketing culture

Answer 26

1. Knowing vs. doing gap
2. Distorted view of consumers relationship with advertising
3. Fear of failure
4. Marketing is “magic” can’t measure branding