Building A Brand: Marketing Programs Promotion, IMC, + TB Chapter 6

Question 1

Promotion to build brand equity through nodes (CCSA)

Answer 1

Create new node
Create new link
Strengthen existing link
“Attack” unwanted link

Question 2

Promotional mix (ADDPSP)

Answer 2

Advertising
Digital marketing
Direct marketing
Public relations/Publicity
Sales promotion
Personal selling

Question 3

Advantages of promotion

Answer 3

Permit manufacturers to charge different prices to different customers
Convey a sense of urgency to consumers
Can build brand equity through actual product experience

Question 4

Disadvantages of promotion

Answer 4

Decreased brand loyalty and increased brand switching
Decrease quality perceptions and increased price sensitivity
Inhibit the use of franchise
Divert marketing funds sales promotion
Increase the importance of price as a factor in consumer decisions
May subsidize buyers who would have bought the brand anyway

Question 5

Brand amplifiers

Answer 5

Efforts made to engage consumers and the public via:
Word of mouth
Public relations and publicity

Question 6

Marketing communications

Answer 6

Contributes to brand equity by:
Creating brand awareness of the brand
Linking POP and POD associations to the brand in consumers memory
Eliciting positive brand judgements or feelings
Facilitating a stronger consumer brand connection and brand resonance

Question 7

Persuasion occurs from communication from 6 steps (EACYIB)

Answer 7

Exposure
Attention
Comprehension
Yielding
Intentions
Behaviour

Question 8

Challenges in designing brand building comms - Challenges from an advertising standpoint

Answer 8

The right consumer is exposed to the right message under the right conditions
The creative strategy causes consumers to notice and attend to the ad
The ad properly reflects the consumers level of understanding
The ad correctly positions the brand in terms of desirable and deliverable POD and POP
The ad motivates consumers to consider purchase of the brand
The ad creates string brand associations to all these stored communication effects

Question 9

Simple test for marketing communication effectiveness

Answer 9

Communication brings customers from “current brand knowledge” to “desired brand knowledge”

Question 10

Advantages of multiple communications

Answer 10

Optimal utilization of monetary and other resources
Different communication options also may target different market segments

Question 11

Marketing programs to build brand equity

Answer 11

Brand equity needs a product or services that satisfies consumer wants and behaviours
Pricing can shape attitudes and beliefs through perceptions of quality
Distribution also influences BE
Promotion ads, digital comms, sales promos, sponsorships, publicity, etc build BE by affecting brand awareness and strengthening SURF

Question 12

6Cs/components of integrated marketing comms (IMC)

Answer 12

Coverage
Contribution
Commonality
Complementarity
Conformability
Cost

Not all six are required to be used

Question 13

Coverage

Answer 13

The proportion of the audience reached by each comms option

Question 14

Contribution

Answer 14

The ability of marketing comms to create desired response and comms effects from consumers in the absence of exposure to any other comms

Question 15

Commonality

Answer 15

Creatign a consistent and cohesive brand image where different marketing comms share brand associations, content, and meaning

Question 16

Complementarity

Answer 16

Comms are often more effective when used in tandem. Describes the extend to which different associations and linkages are emphasized across comms options

Question 17

Conformability

Answer 17

Refers to the extent that a marketing comms option is robust and effective for different groups of consumers
Two ways to achieve dual communications (multiple information provision strategy, broad information provision strategy)

Question 18

Cost

Answer 18

Evaluations of marketing comms must be weighted against their cost to arrive at the most effective and efficient comms program

Question 19

Multiple information provision strategy

Answer 19

Provide different information within a communication option to appeal to the various types of consumers

Question 20

Broad information provision strategy

Answer 20

Provide information that is rich or ambiguous enough to work regardless of prior consumer knowledge