Week 4

Question 1

explain persuasion

Answer 1

is a function of the central message arguments and the peripheral cues

o E.g. What you say and how you say it
If you are elaborating (thinking/processing) relatively more, you will be relatively
more influenced by the message arguments
o If you are elaborating relatively less, you will be relatively more influenced by the peripheral cues
o E.g. the source, your mood, background aesthetics, etc.

Question 2

You can increase the likelihood that someone will elaborate by:

Answer 2

1. Increasing Motivation - Make the message relevant and important to the person
2. Increase Opportunity – Provide consumers the ability to process the message
3. Increase Ability – Help consumers comprehend the message (e.g. transfer meaning)

Question 3

define cooperate advertising

Answer 3

Focuses not on specific products or brands but on a corporation’s overall image, or an economic or social issue relevant to the corporations interests
o Image advertising
o Issue/advocacy advertising
o Can be controversial

Question 4

define market segment

Answer 4

A group of customers who share a similar set of wants and needs (e.g. dividing entire market into groups of 2/3)

Question 5

explain market segmentation

Answer 5

– The act of dividing a market into distinct groups of customers who might require separate products and or marketing mixes
o Allows marketers to effectively deliver their marketing messages to a defined market segment
o Prevents waste of media coverage for people who are not part of that target market segment (non buyers)
o Ensures that a target segment has measurable, assessable, profitable and actionable characteristics

Question 6

market segmentation must be

Answer 6

measurable, assessable, profitable and actionable characteristics

Question 7

goal of segmentation

Answer 7

Align points of differentiation with specific needs, wants and values of the target consumer
o Allows you to define you message
o Choose the appropriate elements
o Choose the appropriate channels

Question 8

explain segmentation

Answer 8

1. Establish points of differentiation e.g. functional, symbolic or experiential features
2. Identify consumers based on specific needs e.g. mobile camera for instargram vs chatting with family
3. Group those consumers e.g. demographics, psychographics and values
4. Determine which groups are large enough to support customized marketing communications

Question 9

explain behavioural segmentation

Answer 9

1. Behavioral segmentation e.g. occasion, usage rates, loyalty
2. Determine underlying reasons for differences e.g. awareness, trial, attitudes
3. Group those consumers e.g. Demographics, psychographics and values
4. Determine which groups are large enough to support customized marketing communications

Question 10

explain brand positioning

Answer 10

The key feature, benefit or image that a brand stands for in the target audience’s mind
o How the focal brand is positioned in the consumers’ mind
o How the competitor brands are positioned in the consumers’ minds
e.g. BMW = fast, strong safe etc.

Question 11

define positioning statement

Answer 11

Position statement – Reflects how a marketer wants customers to think and feel about a particular brand
1. Should reflect a brand’s competitive advantage
2. It should motivate customers to action
e.g. difference between Coles & Woolworths
Generally speaking, successful brand positioning requires a communication stratergy that satisfies a single type of consumer need

Question 12

Types of segmentation

Answer 12

undifferentiated
focused
differentiated segments

Question 13

explain undifferentiated segmentation

Answer 13

Sending the same promotional message to everyone
o Mass Marketing, no segmentation
o Mass Advertising (TV, Billboards, etc.), P-O-S, Sales promotion

Question 14

explain focused segmentation

Answer 14

Niche marketing
o Efforts are on a single tightly defined market
o Direct marketing (digital, specific magazines, etc.)

Question 15

explain differentiated segments

Answer 15

two or more niches,
o Efforts are focused on two or more tightly defined markets
o Caution is needed to make sure messages are not inconsistent

Differentiation:
o Different positioning among segments is risky
o Messages should never be in conflict
o Differences are a function of context emphasis, or the attributes/benefits/specific product being communicated
e.g. Marketing travel companies provides a good examples of different attributes and benefits can be positioned differently e.g. status and luxury, taking a break, friends trip, embracing life

Question 16

What are the advantages with aligning the target market and positioning?

Answer 16

1. Allows you to define your message in a clear, consistent and concise way
2. Choose the appropriate elements inline with the current objective (e.g. awareness, attitude, trial etc.)
3. Choose the appropriate channels effectively to deliver their marketing messages to a defined market segment.

Question 17

IMC elements

Answer 17

o	Sales promotion
o	Personal selling
o	Sponsorship
o	Public relations
o	Advertising
o	Point of purchase
o	Direct marketing
o	Digital marketing

Question 18

setting objectives

Answer 18

Objectives must detail:
o Who: identify a target audience
o What: detail the specifics goal (awareness, knowledge, sales)
o When: the relevant time frame

Question 19

when setting marketing objective they must be

Answer 19

o Objectives must be quantitative and measurable
o Objectives must specify the amount of change
o Objectives must be realistic
o Objectives must be internally consistent
o Objectives must be clear and in writing

Good example = Within six months of the beginning of the campaign, research should show that 25 per cent of the target market are familiar with the service as an alternative to other types of accommodation booking services.