integrated marketing communication

Question 1

approaches to challenges of service communication

Answer 1

1. address service intangibility
2. manage service promises
3. manage customer expectations
4. manage customer education
5. manage internal marketing communication

Goal: service delivery greater than or equal to
promises

Question 2

factors that contribute to servie communication challneges

Answer 2

1. management of service promises
2. service intangibility
3. customer education
4. management of customer expectations

Question 3

evaluating creativity

Answer 3

1. is it engaging
2. is it believeable
3. is it relevant
4. is it simple to understand
5. is the product the hero

Question 4

approaches for managing service promises

Answer 4

1. create strong service brand
2. coordinate external communication

Question 5

whats a brand?

Answer 5

-what people believe about your product or service
-exsists between the ears of a customer
- visual identity: logos, selling line, colours,
typeface

Question 6

brand equity

Answer 6

a set of beliefs, attributes, and associations connected with a brands name in consumers minds, “how the customer currently sees the brand”

can be positive or negative

Question 7

4 pillars of brand equity

Answer 7

1. Difference
2. Relevance
3. Esteem
4. Familiarity

Question 8

approaches for managing customer expectations

Answer 8

-make realistic promises
- offer service gaurentees
- offer choices
- create tiered-value service offerings
- communicate criteria and levels of service
effectiveness

Question 9

approaches for managing customer education

Answer 9

• prepare customers for service process
  -confirm performance to standards and
  expectations
• clarify expectations after the sale

Question 10

approaches for managing internal marketing marketing commnication

Answer 10

1. everyone has a role:
   
   • create effective vertical communication
   • create effective horizontal communication
   • create effective upward communication
2. sell brand inside company
3. align back office and support personell with
   external customers through interaction or
   measurement
4. create cross-functional teams

Question 11

why things catch on

Answer 11

principal 1: we share things that make us
look good (Social Currency)
principal 2: top of mind, tip of tounge (
triggers)
principal 3: when we care, we share (emotion)
principal 4: built to show, built to grow (Public)
principal 5: news you can use (practical value)
principal 6: info travels under the guise of idle
chatter (stories)