Chapter #9: Marketing Comms, Social Media & Customer Response

Question 1

Why do marketing communications need a measurable customer-response objective?

Answer 1

To be justifiably effective

Question 2

What are brand image communications?

Answer 2

Designed to trigger an emotional response that builds strong connection between the brand and image the company wants to create

Question 3

What is brand-information communications?

Answer 3

Designed to create interest and offer information to achieve high recall of key product ttributes

Question 4

What are brand-action communications?

Answer 4

Designed to stimulate potential customers to take action - contacting the company, visiting the company’s website, obtaining a free sample, trying or buying the product

Question 5

What are the performance metrics for brand image communications?

Answer 5

High ad and brand recall, high positive attitude towards the brand

Question 6

What are the performance metrics for brand information communications?

Answer 6

High recall of key content and positive brand attitude

Question 7

What are the performance metrics for brand action communications?

Answer 7

High rate of purchase of response to requested action

Question 8

What are the 3 main social media marketing objectives and outcomes?

Answer 8

Brand building - deepen customer relationships and engage in conversations with the brand community

Information exchange - Share experiences and exchange information to encourage WOM (product usage and benefits)

Problem Solving - Gather customer feedback, provide customer service and resolve customer complaints.

Question 9

From 2008 to 2010 - advertising spending across the board has declined with which form of advertising being a noticeable exception?

Answer 9

Digital Advertising

Question 10

The fundamentals of marketing communications have the same core objectives of any MKT communications. They are:

Answer 10

1. Building the brand image
2. Creating interest in the product/service
3. Motivating customers to act

Question 11

Outline the customer response tree.

Answer 11

Exposed to ad > aware of ad > comprehend > intend to buy > buy the product

Question 12

What are some of the causes of low customer response/customer response deficiency?

Answer 12

Low ad exposure
Low ad awareness
Low ad content recalll
Low intentions to take action
Low levels of desired action