mktg 12-19

Question 1

brand talking to the consumer

Answer 1

macro

Question 2

consumer talking to the brand

Answer 2

micro

Question 3

audience quality, audience attention probability, editorial quality, ad placement services & extra services

Answer 3

consider

Question 5

Media reach (R), frequency (F) and impact (I)

Answer 5

Total number of exposures (E)

Question 6

Exposures = Reach x Frequency

Answer 6

exposures formula

Question 8

exposures * impact

Answer 8

weighted number of exposures

Question 9

elaborate on product/service attributes or benefits
one sided vs two sided arguments

Answer 9

informational appeals

Question 10

elaborate on a non-product related benefit or image
Negative/fear vs positive appeals

Answer 10

transformational appeals

Question 11

expertise, trustworthiness, likability

Answer 11

source credibility

Question 12

communicators can use their good image to reduce some negative feelings toward a brand but might lose some esteem with the audience

Answer 12

principles of congruity

Question 13

Horizontal integration involves coordinating all relevant marketing actions— including packaging, pricing, sales promotions, and distribution—with the communication campaign to achieve maximum customer impact.

Answer 13

horizontal integration

Question 14

involves aligning the communication objectives with the higher- level goals that guide the company’s overarching marketing strategy.

Answer 14

vertical integration

Question 15

involves sharing the relevant information from different
departments— including product development, market research, sales, and customer service—with the communication team to create an effective and cost-efficient campaign.

Answer 15

internal integration

Question 16

coordinates a company’s communication activities with those of the external collaborators—including advertising, social media, and public relations agencies; event organizers; and campaign co-sponsors.

Answer 16

external integration

Question 17

advertising, online and social media marketing, word of mouth, events and experiences + more

Answer 17

marketing communications mix

Question 18

TV advertising, print advertising, Radio advertising, Online and Social media advertising, Mobile advertising /communication, Events and experiences, Publicity - PR does press, corp communications and
engages in lobbying, Product Packaging

Answer 18

Advertising options

Question 19

public affairs, government relations to keep on track of policies to make sure they are advantageous

Answer 19

lobbying

Question 20

awareness, appeal, ask, act, advocate

Answer 20

5-a customer acquisition funnel

Question 21

customer conversion rates and retention rates

Answer 21

estimated by 5 a’s

Question 22

satisfied customers

Answer 22

customer relationship capital

Question 23

process of carefully managing detailed information about individual customers and all customer touch points to maximize loyalty

Answer 23

customer relationship management (CRM)

Question 24

Stays loyal longer
Buys more
Talks favorably about the company
Pays less attention to competing brands
Less sensitive to price
Offers ideas to the company
Costs less to serve than new customers

Answer 24

highly satisfied customer qualities

Question 25

Set up a 24/7 hotline
Reach out to dissatisfied customers
Accept responsibility
Resolve the complaint

Answer 25

make it easy for customers to complain

Question 26

aka customer equity: the monetary equivalent of the value that customers will create for the company during their tenure with the company

Answer 26

customer lifetime value (CLV)

Question 27

activity based costing, Aims to identify the real costs associated with serving each customer, the costs of products and services based on the resources they consume

Answer 27

Customer profitability analysis

Question 28

bottom line financial value

Answer 28

customer equity focus

Question 29

brand strategy

Answer 29

brand equity focus

Question 30

Improve customer service
Engage customers
Enhance growth potential of each customer
Manage unprofitable customers
Reward the most profitable customer

Answer 30

building customer lifetime value

Question 31

competence, honesty & benevolence

Answer 31

3 building blocks of customer loyalty