Managing Marketing Communications

Question 1

Marketing and Promotions Process Model

Answer 1

1. a) Opportunity analysis
   b) Competitive analysis
   c) Target market
2. a) Identifying markets
   b) Market segmentation
   c) Selecting a target market
   b) Selecting a target market
   c) Positioning through marketing strategies
3. a) Product decisions
   b) Pricing decisions
   c) Channel-of-distribution desiciions
4. Promotional decisions (to the buyer or to the reseller)

Question 2

The standard-learning hierarchy

Answer 2

Assumes that the consumer will conduct extensive research and establish beliefs about the attitude object.

Attitude is based on cognitive information processing

Beliefs –> Affect –> Behaviour

Question 3

The low-involvement learning hierarchy

Answer 3

Attitude based on the behavioural learning process.

Beliefs –> Behaviour –> Affect

Question 4

The experiential hierarchy

Answer 4

Attitude based on hedonic consumption

Affect –> Behaviour –> Beliefs

Question 5

The cognitive response model

Answer 5

1. Exposure to advertisement –>
2. Cognitive response
   a) product message thoughts
   b) source-oriented thoughts
   c) ad execution thoughts
3. Attitudes
   a) brand attitudes
   b) attitude toward the advertisement
4. Purchase intention

Question 6

McKinsey Model

Answer 6

Trigger –> active evaluation –> purchase –> post purchase experience –> Loyalty loop

Question 7

Customer life cycle and communications

Answer 7

1. Reach
2. Acquisition
3. Conversion
4. Retention
5. Loyalty

Question 8

Selective process theory

Answer 8

Selectivity
1. Selective exposure
2. Selective attention
3. Selective comprehension
4. Selective retention

Question 9

Objectives

Answer 9

Establish brand positioning by following marketing communication plan - hit top 5 on reputation research in 1 year time.

Question 10

Communication objectives

Answer 10

• Awareness
• Image
• Increasing the demand
• Changing the attitudes
• Changing the behaviour