Topic 5: Communicating Brand Position

Question 1

What are the 4 types of Relationship Marketing?

Answer 1

PERM
Permission marketing- the practice of marketing to consumers only after gaining their permission

Experiential marketing- promotes a product by communicating features and benefits and connect it with unique and interesting consumer experiences

Relationship marketing- transcend product or service to create stronger bonds with consumer to maximize brand resonance

Mass customization- make products to fit customers exact specifications

Question 2

What are the 4 Brand Experience Scale?

Answer 2

SABI
Sensory
Affective
Behavioral
Intellectual

Question 3

The ideal ad campaign would ensure that:

Answer 3

1. The right consumer is exposed to the right message at the right place and at the right time
2. The ad reflects consumers level of understanding
3. The ad motivates consumers to consider purchasing the brand
4. The ad correctly positions the brand in terms of desirable POD and POP.

Question 4

What are the 4 Marketing Communication Options? Explain.

Answer 4

AOEB
Advertising and Promotion- Advertising is any paid form on nonpersonal presentation and promotion.
Promotion is the short-term incentives to encourage trial and usage of product or service.

Advantage of Promotion is that it can convey a sense of urgency to consumers and can build brand equity through actual product experience

The disadvantage of Promotion is the decreased brand loyalty and increased brand switching, and decrease quality perceptions and increase price sensitivity

Online Marketing Communication- primary advantage of marketing online is low cost, high detail and customization.

Events and Experiences- focuses on engaging consumers senses and imagination as part of brand building

example are public sponsorship of events and it ranges of extravagent sponsorship events to a simple local in-store product demonstration

Brand Amplifiers- efforts made to enagage consumer and public via word-of-mouth, public relations (annual reports and photographs) and publicity (press release, media interview)