chapter 1 Strategic brand communication

Question 1

Marketing communication

Answer 1

(part of brand communication) Marketing and messages including a variety of tools and functions:
- Advertising
- Public relations
- promotion
- Direct response
- Events and sponsorships
- Point of sale
- Digital media
- Packaging
- Personal sales

Question 2

Brand communication

Answer 2

More General includes all mkt com as well as personal experiences that create and maintain a coherent brand. includes Word of mouth

Question 3

Marketing Mix

Answer 3

(four p’s, also include people
product (Branding/packaging)
Place(channels, push-pull)
Price(sales, value)
Promotion(brand communication)

Question 4

Pull strategy

Answer 4

Incentives being pulled by consumer demand

Question 5

Push strategy

Answer 5

pushing incentives downstream through the supply chain through distributors for example.

Question 6

Brand promise

Answer 6

• Identify key selling points for the product. what customers expect from company.