Chapter 7 - Market communication

Question 1

Why is market communication important?

Answer 1

Market communication is important because having a strong, powerful brand is a critical success factor to gain competitive advantage

Question 2

How to build a strong brand?

Answer 2

By curing and developing:
1. Corporate identity
2. Corporate brand
3. Corporate reputation

Question 3

What “Corporate identity” refers to?

Answer 3

Strategic choices, mission and vision of the company

Question 4

What “Corporate brand” refers to?

Answer 4

1. Visual identity
2. Brand purpose
3. Brand personality
4. Brand communication

Question 5

What “Brand image” refers to?

Answer 5

1. Brand experience
2. Brand relationship
3. Brand communities

Question 6

Which are the communication objectives?

Answer 6

Communication objectives help in understanding how to use the various communication tools in a marketing program. They are:

1. Awareness
2. Interest
3. Desire
4. Trial

Question 7

What is Integrated Communication Strategy?

Answer 7

Is a strategy that aim in building a strong and coherent corporate reputation through different communication tools (adv, pr, personal selling, …)

Question 8

How to budget?

Answer 8

1. Objective and task
2. Percentage of sales
3. Competitive parity
4. All that can be afforded