Promotions and IMC

Question 1

Promotion to build Brand Equity

Answer 1

• Create new node
• Create new link
• Strengthen existing link
• “Attack” unwanted link
• Promotion to build brand equity

Question 2

Marketing Communication

Answer 2

• Creating awareness of the brand
• Linking points-of-parity and points-of-difference associations to the brand in consumers’ memory
• Eliciting positive brand judgments or feelings
• Facilitating a stronger consumer-brand connection and brand resonance

Question 3

For a person to be persuaded by any form of communication the following steps must occur:

Answer 3

• Exposure
• Attention
• Comprehension
• Yielding
• Intentions
• Behavior
• Needs to be added: Satisfaction

Question 4

From an advertising standpoint, the ideal ad campaign would ensure that:

Answer 4

The right consumer is exposed to the right message at the right place and at the right time

The ad properly reflects the consumer’s level of understanding

Question 5

Carry Over Effect

Answer 5

when you see an ad, you don’t need it now but 9 months later you need that product and remember that ad and go buy that product

Question 6

Role of Multiple Communications

Answer 6

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

Question 7

IMC

Answer 7

Integrated marketing communication

the process used to unify marketing communication elements, such as public relations, social media, audience analytics, business development principles, and advertising, into a brand identity that remains consistent across distinct media channels.

Question 8

Criteria for IMC

Answer 8

• Coverage
• Contribution
  To create desired response from communication
• Commonality
  Information is delivered across communication
• Complementarity
  Communicating Differences
• Conformability
  Ability of communication to communicate with diverse group of customers
• Cost

Question 9

Two key steps of IMC Criteria

Answer 9

o Evaluating communication options
o Establishing priorities and trade-offs
 I can’t reach everyone so how can I get the best bang for my buck

Question 10

WASTE COVERAGE

Answer 10

Reaching outside audience with communication

Question 11

Audience Communication Option Overlap

Answer 11

People who don’t need or want your product

Complementarity and commonality are inversely related

Question 12

Brand Amplifiers

Answer 12

Efforts made to engage consumers and the public via word-of-mouth and public
relations and publicity

Question 13

Amplify the effects created by other marketing activities through:

Answer 13

o Public relations and publicity
o Word-of-mouth
o Investor Relations