Bonus questions

Question 1

Question 1 part 1
“Through a process called anthropomorphism, consumers can come to see brands as being relatively human. In seeing a brand as human, consumers can then form human-like relationships with brands. Describe what you know about how brands become anthropomorphized—Specifically, what intentional strategies can marketers use to anthropomorphize their brand?”

Answer 1

Brand become anthropomorphized through deliberate identity development, storytelling, and visual elements, which evoke human-like characteristics and emotions. They can have human-like physical features (ex: Bottles in the shape of women’s bodys by Dove, Mascots…), they can speak in a human-like way (ex: The product is described using first-person pronouns, Giving the product a human-like name (and/or gender) like Auntie Anne’s…) and they can engage with the world in a human-like way (ex: Engaging in human behaviour like drinking through a straw, following human behavioural archetypes (the rebel, the underdog like Underarmor positions itself as an underdog brand by working with athletes that are not yet the “stars” of the sport). Brands can also have a personality that reflects them.

Question 2

5Cs of storytelling :

Answer 2

Context: Sets the background where the story unfolds. It provides the environment and conditions under which the plot and the characters exist. Context helps frame the narrative, making it relevant to the audience.

Characters: Characters are central to storytelling because they serve as the emotional connection point for the audience. Viewers often see themselves in the characters or relate to their journeys, which increases engagement and empathy.

Conflict: The driving force of most stories, conflict introduces challenges or obstacles that the characters must overcome. Conflict is essential as it introduces tension and suspense, making the story engaging and dynamic.

Climax: This is the turning point of the story, usually the most intense and exciting moment, where the main conflict reaches its peak. The climax is crucial for grabbing the audience’s attention and ensuring they stay engaged until the resolution.

Conclusion: The conclusion resolves the story, answering key questions and resolving the conflict. It provides closure and often conveys the moral or message of the story, leaving a lasting impression on the audience.

Question 3

Why is storytelling an effective strategy?

Answer 3

Emotional Engagement: Stories can evoke a wide range of emotions, making the communication more impactful and memorable. Emotional connections can influence consumer behavior more effectively than traditional factual messaging.

Enhanced Recall: Narratives are easier to remember than non-narrative content because our brains are wired to process and retain stories more effectively. This enhances brand recall and aids in long-term brand recognition.

Builds Brand Loyalty: Consistent storytelling that aligns with brand values can build and reinforce brand loyalty. It helps in forming a narrative that consumers want to follow and be part of, fostering a stronger emotional commitment to the brand.

Question 4

You work at a skincare company — Happy Face. Happy Face regularly uses sales promotions to encourage consumers to try their product. Your boss explains to you that sales promotions are really effective at getting new consumers to try the product. However, he struggles to understand why his strategy of frequent sales promotions isn’t leading to long-term profit. After every sale ends, profits seem to decrease!

Explain to your boss (1) why profits are decreasing after every sale

Answer 4

Decreasing after every sale :
Short-Term Focus: Sales promotions generally attract customers who are motivated by the deal rather than loyalty to the product. Once the promotion ends, these customers may not return until another promotion is offered, leading to sales dips.

Brand Perception: Regular discounts can lead customers to perceive the brand as lower quality or always available at a lower price. This perception might deter customers from purchasing at full price.

Question 5

(2) What are the long-term effects of him regularly providing sales promotions,

Answer 5

Long-Term Effects of Frequent Promotions:
Customer Expectations: Over time, customers might come to expect constant sales and withhold purchasing until a promotion is available, disrupting regular buying patterns.

Brand Dilution: Constant discounts can erode the brand’s image, reducing its ability to command higher prices. This can make it difficult to build brand loyalty, which is crucial for long-term profitability.

Question 6

3. Your advice for how he might use sales promotions in the future.

Answer 6

Strategic Use: Use promotions sparingly and strategically to boost sales during slow periods or to clear out inventory without making them a regular expectation.

Focus on Loyalty: Develop a loyalty program or incentives that reward repeat customers rather than one-time purchases. This encourages long-term engagement rather than sporadic visits driven by discounts.

Value Addition: Instead of lowering prices, add value to purchases (e.g., bundling products, offering free trials for other products) to maintain price points and profit margins while still appealing attractively to customers.

Question 7

Brands can craft messages intended to change consumers’ affect, cognitions, or behaviour. Which of the following is not an example of consumer cognitions about a brand?

A consumer is aware that Nike exists

A consumer feels positively about the brand Nike

A consumer thinks Nike shoes are cool

A consumer knows about Nike’s sponsorship with Colin Kaepernick

Answer 7

A consumer feels positively about the brand Nike

Question 8

Which of the following is true about emotions?

Emotions coordinate thoughts and physiology into an “action tendency”

The same stimulus (e.g., ad) will create the same emotion in everyone who encounters it

As a result of a single stimulus, a consumer can feel an emotion from anywhere between an hour to an entire day

Being in a good mood is the same as (i.e., a synonym for) feeling a high-arousal positive emotion.

Answer 8

Emotions coordinate thoughts and physiology into an “action tendency”

Question 9

Janine posts a video of herself doing a spa day at home. She feels very serene in the video. Which of the following is true?

In order to feel serene, Janine must have appraised the situation as novel but ultimately non-threatening or overwhelming

Janine’s serenity will likely rub off on her audience and they will feel it too

The action tendency related to serenity is to share the emotion with others, explaining why
Janine posted the video

Janine is only likely to feel serene for a couple of minutes.

Answer 9

In order to feel serene, Janine must have appraised the situation as novel but ultimately non-threatening or overwhelming

Question 10

Which of the following is false about communication channels?

Both channel prestige and expertise are important when assessing the technical capabilities of a channel

The channel a speaker chooses affects how the speaker communicates

Message recipients infer meaning from the chosen channel

Information-heavy messages are better communicated in text than in spoken-word

Answer 10

Both channel prestige and expertise are important when assessing the technical capabilities of a channel

Question 11

The brand Vitamin Water ran an ad with the tagline: “The antidote to feeling meh”. Which of the following is false about the message characteristics of this ad?

This is a one-sided message

This message is prevention-focused

This message has a concrete construal level

A & C

Answer 11

A scheduling tool used—among other things—to plan the timing of events in a marketing campaign

Question 12

What is a Gantt chart?

A chart of progress on key performance metrics

A scheduling tool used—among other things—to plan the timing of events in a marketing campaign

A tool for examining when/why consumers leave your website without purchasing

A budgeting tool used—among other things—to budget for costs across different channels in a marketing campaign

Answer 12

A scheduling tool used—among other things—to plan the timing of events in a marketing campaign

Question 13

6. When studying for this test, you were trying to store information about marketing communication in your long-term memory. Which of the following strategies would not help with long-term memory storage and retrieval?

A. Reading the same material many times

Relating the material to marketing knowledge you already have

Testing yourself on the material without reading it first

Chunking the information so that it is <7 pieces of discrete information

Answer 13

A. Reading the same material many times

Question 14

Your boss asks you to take over the content marketing campaign for Milkbone dog treats. Which of the following is not information you would need to know before beginning?

Strategies that have been effective in the past for selling this product (e.g., in ads, in personal selling)

A 3Cs analysis for the company and product

The marketing communication objectives: are we generating awareness or purchase?

What content has already been produced for this campaign and how is it performing?

Answer 14

A 3Cs analysis for the company and product

Question 16

10. Giver-recipient asymmetry is a term used for when consumers choose to give gifts that are different from what they would prefer if they were receiving a gift. Which of the following is not a primary driver of giver-recipient asymmetry?

A. Gift givers are less concerned with signalling their knowledge of the recipient (i.e., are less thoughtful) than recipients would prefer.

B. Gift givers are more concerned with following gift-giving norms than gift recipients are.

C. Gift givers are more focused on the moment the gift is exchanged, while recipients are more focused on long-term use & value.

D. Gift givers are more risk-averse than recipients

Answer 16

A. Gift givers are less concerned with signalling their knowledge of the recipient (i.e., are less thoughtful) than recipients would prefer.

Question 17

Consumers often make decisions for others in their lives. Name three categories of choices consumers make for others. Then, choose one of these categories and design a marketing message geared toward this type of choice. Keeping in mind the way choosing for others biases consumers thoughts

Answer 17

Gift Purchases: Deciding on gifts for occasions like birthdays, weddings, and holidays.

Household Decisions: Making choices about household necessities like groceries, appliances, or home improvements that affect all household members.

Health and Wellness Decisions: Choosing health-related products and services for family members, like selecting a health insurance plan, medications, or wellness products.

Marketing Message:
“Making the right choices for your home shouldn’t be stressful. With [Your Brand], discover products that bring everyone together. Whether you’re picking out the perfect sofa that fits the whole family, the safest cleaning products, or the most energy-efficient appliances, we make your household decisions easy and rewarding. Our expertly curated range ensures that there’s something for every room and every family member. Trust [Your Brand] to enhance your living space and simplify your life. Visit us online or in-store and experience the joy of stress-free shopping where every choice is the right one!”

Key Elements of the Marketing Message:

Simplification: Focuses on easing the decision-making process for household necessities, reducing the stress associated with these choices.

Inclusivity: Highlights products that cater to the needs of every family member, reinforcing the idea of making inclusive decisions that consider everyone’s preferences and needs.

Trust and Expertise: Positions the brand as a trusted advisor by offering expertly curated products that promise safety, comfort, and efficiency.
Emotional Connection: Builds an emotional appeal by emphasizing products that enhance family time and home life, making the household a harmonious space.

This message aims to address the biases consumers have when making decisions for others by promoting products that align with the collective needs and values of the entire household, thereby making the decision-maker feel confident and responsible.

Question 18

Managing consumer emotions is particularly important in marketing communications. First, describe why emotions are important in marketing communiations. Then using the appraisal–tendency framweork, describe how marketers can elici consumer emotions

Answer 18

Importance of Emotions in Marketing Communications
Emotions play a crucial role in marketing communications for several reasons:

Decision Making: Emotions significantly influence consumer decision-making processes. People often make purchases based on how they feel about a product or brand, rather than solely on rational analysis.

Brand Association: Emotional responses help form stronger connections between consumers and brands. Positive emotions can lead to brand loyalty and advocacy, while negative emotions might cause brand rejection.

Memory and Recall: Emotional experiences are more likely to be remembered than those that are neutral. Marketers aim to create memorable ads that evoke strong emotional responses to enhance recall.

Differentiation: In a crowded market, brands often use emotions to differentiate themselves from competitors. An emotional appeal can make a brand stand out more effectively than features or price alone.

Engagement: Emotional content tends to increase consumer engagement. Ads that evoke feelings (like happiness, sadness, or surprise) are more likely to be shared, discussed, and acted upon.

Appraisal-Tendency Framework in Marketing

The Appraisal-Tendency Framework (ATF) suggests that specific emotions are elicited through cognitive appraisals of events or information, leading to corresponding action tendencies. Marketers can use this framework to strategically evoke certain emotions that align with their marketing goals. Here’s how they might apply the ATF:

Identify the Desired Consumer Action: First, determine what action you want consumers to take—whether it’s purchasing a product, sharing content, or subscribing to a service.

Select an Emotion that Drives that Action: Choose an emotion that naturally leads to the desired action. For example, joy might encourage sharing and engagement, while fear could motivate consumers to seek solutions from a product.

Craft Messages to Elicit Specific Appraisals:
Joy: Use bright, upbeat imagery and success stories to evoke feelings of happiness and contentment, which can increase consumers’ likelihood to share positive experiences and recommend the brand.
Fear: Highlight the risks of not using the product or service (without overdoing it to avoid backlash) to evoke fear that motivates protective behaviors, such as purchasing insurance.
Sadness: Use poignant, emotionally charged stories that can increase empathy and charitable giving, suitable for campaigns related to causes or non-profits.
Surprise: Incorporate unexpected elements in ads to grab attention and pique interest, leading to higher engagement and memorability.

Measure and Adjust: Continuously measure the effectiveness of emotional appeals and adjust strategies based on consumer feedback and behavioral data. This can involve A/B testing different emotional appeals to see which resonates best with your target audience.

Question 19

User
create a conceptual mapo linking the principles of the STEPPS model to other content you learned in the course

Answer 19

1. Social Currency
   Brand Equity: Social currency enhances brand equity by making a brand more discussable and seen as valuable among peers.
   Word of Mouth: Social currency is all about what makes content shareable and talkable among communities, enhancing word of mouth.
2. Triggers
   Top of Mind Awareness: Triggers ensure that the product or brand is at the forefront of consumers’ minds by associating with everyday cues in the environment.
   Consumer Behavior: Understanding what contextual cues trigger consumer thoughts about the brand can guide marketing strategies to capitalize on or create these triggers.
3. Emotion
   Consumer Emotion: As previously discussed, emotions significantly influence consumer decisions and brand associations. Marketing that evokes emotions tends to be more effective and memorable.
   Brand Personality: Emotional content helps shape a brand’s personality in the minds of consumers, making it more relatable and human-like.
4. Public
   Viral Marketing: Concepts that are built to show and grow will likely go viral. This involves making the brand use or engagement visible to others, which can be a form of social proof.
   Brand Visibility: Ensuring that the brand or product is seen in use can encourage others to adopt it too.
5. Practical Value
   Consumer Perceived Value: Content or products that offer practical value are more likely to be shared because they are useful. This supports marketing strategies focused on highlighting the functional benefits of a product.
   Informational Content: Providing practical, valuable information or tips can boost content marketing efforts, making the brand a valuable resource in its industry.
6. Stories
   Brand Storytelling: Effective storytelling can make a brand more memorable and create emotional connections with consumers. Stories are also more likely to be shared, providing natural promotion.
   Consumer Engagement: Engaging consumers with compelling narratives can enhance their involvement with the brand, encouraging deeper relationships and loyalty.
   Conceptual Map Layout:
   Center Circle: STEPPS Model
   Surrounding Circles: Each principle of the STEPPS model.
   Connecting Lines: Each line would connect a STEPPS principle to relevant marketing concepts (e.g., Social Currency linked to Brand Equity and Word of Mouth).
   Annotations: Brief explanations on how each connection supports or enhances the marketing strategy.
   This conceptual map helps integrate the STEPPS model with broader marketing concepts, illustrating how a strategic framework like STEPPS can influence various aspects of marketing communications and consumer behavior. This kind of visualization can be especially useful for understanding how to apply academic concepts in real-world marketing scenarios.