Chapter 10: Marketing Communications, Social Media, and Customer Response

Question 1

brand image communications

Answer 1

– Establish an emotional connection

• Impact- Attitude

Question 2

Brand- Information Communications

Answer 2

– Interest arousing
– Motivate target to retain and acquire more information

• Impact- Cognitive

Question 3

Brand-Action Communications

Answer 3

– Seeking customer action (Buy or Try
the product)
* Impact- Behavioural

Question 4

what are the three overall social media marketing objectives and outcomes

Answer 4

1. brand building
2. information exchange
3. problem solving

Question 5

describe brand building

Answer 5

• deepen customer relationships
• engage in community conversations

Question 6

describe information exchange

Answer 6

• share experiences
• encourage word-of-mouth
• understand product usage and benefits

Question 7

describe problem solving

Answer 7

• gather & provide customer feedback
• resolve customer complaints

Question 8

describe relationship between advertising awareness and message frequency

Answer 8

diminishing growth –> 60% was already attained after 3 days

Question 9

what are the 3 components of effective communications?

Answer 9

1. Build awareness
2. Creating comprehension among T.M.
3. Creating an intent to purchase among a good portion of the target

Question 10

formula for customer response index

Answer 10

CRI= % exposed x % aware x % comprehend x % intention to buy x % purchased

Question 11

what are the 5 causes of low levels of customer response

Answer 11

1. Poor media selection and/or limited exposure frequency
   – Low ad exposure (TM does not see it)
2. Ineffective ad content and/or Insufficient ad frequency
   – Low ad comprehension
3. Insufficient ad frequency and/or ineffective ad content
   – Low ad recall
4. Weak value proposition and or Insufficient ad frequency
   – Low intentions to take action
5. Insufficient ad frequency and or action not clearly specified
   – Low levels of desired action (Steps clearly indicated)

Question 12

what are the 3 components of building customer awareness and comprehension to target market

Answer 12

1. Media Selection
2. Message Frequency
3. Ad Copy

Question 13

Media selection

Answer 13

– Reach- % of TM that will be exposed to the
message at least once in a given period
– Which one fits? Golf Market

Question 14

Message frequency

Answer 14

– Too many = irritation
– Too few = low awareness & comprehension
– Concentrated vs Distributed

Question 15

Ad copy

Answer 15

– Based on customer (TM) needs
– Familiar situations
– Integrated with “benefits”

Question 16

describe brand-image communications in terms of objective, customer response, and performance metrics

Answer 16

• Objective: Build the brand.
• Customer Response: Affective – creates a feeling or emotion tied to the brand.
• Performance Metrics: High ad and brand recall, and positive attitude toward the brand.

Nike, Lexus, Estée Lauder, Calvin Klein, and Victoria’s Secret

Question 17

describe brand-information communications in terms of objective, customer response, and performance metrics

Answer 17

• Objective: Communicate brand uniqueness and differentiation.
• Customer Response: Cognitive – creates interest in the information being presented.
• Performance Metrics: High recall of key content and positive brand attitude.

Question 18

describe brand-action communications in terms of objective, customer response, and performance metrics

Answer 18

• Objective: Brand engagement and motivation
  to buy.
• Customer Response: Behavioral – creates a sense of urgency and call to action.
• Performance Metric: High rate of purchase or response to requested action.

“Deal of the Month” ad

• promotional giveaways
• promotional gifts
• minimum purchase

Question 19

The paradigm has fundamentally shifted from a _______-to-many to a _______-to-many marketing environment.

Answer 19

one-to-many to a many-to-many

Question 20

Customer use of social media can also pose a problem, as marketers no longer have ______________.

Answer 20

complete control over their brands

Question 21

. One way for companies to reduce possible brand damage is to

Answer 21

identify issues early and address them proactively

This potential problem also presents an opportunity: marketers can gain insights into improv- ing operations, customer service, and product offerings by being attentive to the online conversations.

Question 22

e comments that existing and potential customers post can also help marketers improve ________________________

Answer 22

search engine optimization and determine the best keywords for paid search term

Question 23

In television advertising, the combined impact of message frequency and reach produces an index called gross rating points (GRPs)

What is the formual

Answer 23

Gross Rating Points = Reach * Frequency

Question 24

describe pulsing

Answer 24

One cost-effective approach to message reinforcement that maintains awareness and reduces copy wear-out is called pulsing. Pulsing involves the use of alternating exposure periods

An example of pulsing is a television advertisement that achieves 150 GRPs over a 4-week exposure period and is run in alternating 4-week periods.

Question 25

benefits of pulsing

Answer 25

1. If a business can maintain a desired level of awareness with pulsing, it can reduce the cost of advertising because it incurs no advertising costs in the alternating 4-week periods of no exposure.
2. A secondary benefit of pulsing is that it reduces copy wear-out due to overex- posure to the same messaging. Because the marketing message is not seen on a continual basis, the ad copy’s novelty and appeal wear out at a slower rate.
3. Pulsing also reduces the potential for overexposure, which can cause customer irritation and reduce ad effectiveness.

Question 26

describe heavy-up message reinforcement

Answer 26

the business elects to maintain a certain level of base awareness throughout most of the year and to heavy-up its message frequency just before and during the prime buying period for its product.

(The business could also com- bine a heavy-up strategy for its primary promotion period with a pulsing strategy for the rest of the year)

Question 27

pull communications objectives

Answer 27

Build End-Customer:
- Awareness
- Interest
- Purchase
- Loyalty

Question 28

pull communications examples

Answer 28

• Media Advertising
• Social Media
• Sales Promotions
• Direct Marketing

Question 29

pull communications target audience

Answer 29

Customers and Potential Customers

Question 30

push communications objective

Answer 30

Build Channel:
- Interest
- Purchase
- Inventory
- Marketing Efforts

Question 31

push communications examples

Answer 31

• Sales Incentives
• Channel Financing
• Co-op Advertising
• Channel Marketing

Question 32

push communications target audience

Answer 32

channel intermediaries

(Channel Customers and Influencers)

Question 33

advertising elasticity formula

Answer 33

Advertising Elasticity = % change in sales / % change in ad expenses

Question 34

what do we call the long-term effect of advertising?

Answer 34

carry-over effect