Chapter 3: Communication Policy PROMOTION

Question 1

Give 5 implications

Answer 1

Improvement of Company/ performance image
Support for short-term demand management
Reference to capacity sharing measures
Exploitation of cost-selling potentials
Cooperation of Service Providers

Question 2

What are the goals of Communication Policy?

Answer 2

1) Cognitive: creating awareness and knowledge
2) Affective: Building emotional connections
3) Conative: Encouraging actions

Question 3

What are the different communication tools?

Answer 3

Advertising
Sales promotion
Public Relations
Personal Selling
Social Media Marketing

Question 4

Define Direct and Indirect Sales Promotion

Answer 4

Direct Sales Promotion: aimed directly at end customers to influence buying decisions
Indirect Sales Promotion: target distributors, intermediaries, agents to help sell to end customers

Question 5

Define Public Relations

Answer 5

Company’s public image with positive relationships with stakeholders

Question 6

What are Qualitative and Quantitative changes in communcation?

Answer 6

Qualitative: improvement in content, tone, creativity
Quantitative: increase in frequency of campaigns

Question 7

Define Integrated Communication

Answer 7

It ensures consistency across all communication channels to deliver unified message and aim to reduce confusion, and strengthen brand identity

Question 8

How to implement Integrated Communication?

Answer 8

Align messages
Establish central team to oversee communication efforts
Brand style guide to maintain uniformity