Marketing Programs + IMC

Question 1

Criteria for IMC:

Answer 1

Coverage
Contribution
Commonality
Complementarity
Conformability
Cost

Question 2

Brand amplifiers

Answer 2

efforts made to engage consumer and public via word-of-mouth and public relations and publicity

Question 3

What do brand managers decide?

Answer 3

objective of the communications and what the brand values / brand narrative should be

Question 4

What’s in a promotional mix?

Answer 4

advertising, digital marketing, direct marketing, PR, sales promotion, personal selling

Question 5

Advantages of Promotion

Answer 5

• Permit manufacturers to charge different prices to groups of consumers
  who vary in price sensitivity
• Convey sense of urgency to consumers
• build brand equity through actual product experience
• Encourage the trade to maintain full stocks and support the
  manufacturer’s merchandising efforts

Question 6

Disadvantages of Promotion

Answer 6

• Decreased brand loyalty and increased brand switching
• Decreased quality perceptions and increased price sensitivity
• Inhibit use of franchise
• Divert marketing funds sales promotion
• Increase the importance of price as a factor in consumer decisions
• May subsidize buyers who would have bought the brand anyway

Question 7

Steps for Persuasion by Any Form of Communication

Answer 7

1. Exposure
2. Attention
3. Comprehension
4. Yielding
5. Intention
6. Behaviour

Question 8

core (simplified) challenges in designing brand-building communications

Answer 8

correct positioning
strong associations
motivating to purchase

Question 9

Advantages of Multiple communications

Answer 9

• Optimal utilization of monetary and other resources
• Different communication options also may target different market
  segments

Question 10

IMC Choice Criteria

Answer 10

• Evaluating communication options
• Establishing priorities and trade-offs