CH12: Managing Marketing Communications

Question 1

marketing communications

Answer 1

how firms inform, persuade, and remind consumers about the products and brands they sell

Question 2

macromodel of marcom

Answer 2

articulates the interaction between the sender (company) and recipient (consumer) of the communication message

Question 3

micromodel of marcom

Answer 3

concentrates on consumers’ specific responses to communications

Question 4

the 6 steps of developing a communication program

Answer 4

• setting objectives
• identifying audience
• crafting message
• deciding on media
• developing creative approach
• measuring performance

Question 5

communications objective

Answer 5

specific task and achievement level to be accomplished with a specific audience in a specific period

Question 6

what does it mean to create awareness?

Answer 6

fostering the consumer’s ability to recognize or recall the brand in sufficient detail to make a purchase

Question 7

what does it mean to build preferences?

Answer 7

communicating an offering’s ability to meet a currently relevant consumer need

Question 8

what does it mean to incite action?

Answer 8

motivating consumers to decide to purchase the brand or take purchase-related action

Question 9

the 2 types of communications benchmarks

Answer 9

• quantitative
• temporal

Question 10

objective-and-task budgeting

Answer 10

developing a communication budget by defining specific objectives, identifying the tasks that must be performed to meet those objectives, and estimating their costs

Question 11

objective-and-task budgeting considerations

Answer 11

• stage in product life cycle
• product differentiation
• market share
• message complexity
• reach
• competitive communication
• available resources

Question 12

3 considerations when identifying the target audience

Answer 12

• new to category or current user
• loyal to brand, competitor, or no loyalty
• brand usage rate

Question 13

the 3 things a communications message must do

Answer 13

• resonate with consumers rationally and emotionally
• distinguish the brand from competitors
• be broad and flexible enough to translate into different media, markets, and time periods

Question 14

the 9 major modes of communication

Answer 14

• advertising
• mobile comms
• events and experiences
• public relations and publicity
• packaging
• personal selling
• online and social media
• direct marketing
• word of mouth

Question 15

the 4 main considerations for a media plan

Answer 15

• audience quality
• audience attention probability
• editorial quality
• ad placement policies and extra services

Question 16

total number of exposures formula

Answer 16

• E for exposures
• R for reach
• F for frequency

Question 17

weighted number of exposures formula

Answer 17

• WE for weighted exposures
• R for reach
• F for frequency
• I for impact

Question 18

macroscheduling

Answer 18

media timing policy related to seasons and the business cycle

Question 19

microscheduling

Answer 19

media timing policy for allocating communication expenditures within a short period to obtain maximum impact

Question 20

buyer turnover

Answer 20

the rate at which new buyers enter the market; the higher this rate, the more continuous the communication should be

Question 21

purchase frequency

Answer 21

the number of times the average consumer buys the product during the period; the higher the purchase frequency, the more continuous the communication should be

Question 22

forgetting rate

Answer 22

the rate at which the buyer forgets the brand; the higher the forgetting rate, the more continuous the communication should be

Question 23

the 4 main strategies for launching a new product

Answer 23

• continuity
• concentration
• flighting
• pulsing

Question 24

continuity media plan

Answer 24

exposures appear evenly throughout a given period; useful in expanding markets, with frequently purchased items, and in tightly defined buyer categories

Question 25

concentration media plan

Answer 25

spending all the communication dollars in a single period; for products with one selling season or one related holiday (e.g. Halloween costumes)

Question 26

flighting media plan

Answer 26

communication during a period, followed by a period with no communication, followed by a second period of communication activity; useful when funding is limited, the purchase cycle is relatively infrequent, or items are seasonal

Question 27

pulsing media plan

Answer 27

continuous communication at low levels, reinforced periodically by waves of heavier activity; continuity plus flighting

Question 28

informational message appeal

Answer 28

elaborates on product or service attributes or benefits; one-sided or two-sided

Question 29

transformational message appeal

Answer 29

elaborates on a non-product related benefit or image; can be positive or negative

Question 30

the 3 attributes of source credibility

Answer 30

• expertise
• trustworthiness
• likability

Question 31

principle of congruity

Answer 31

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

Question 32

components of the ADPLAN framework for creative briefs

Answer 32

• attention
• distinction
• positioning
• linkage
• amplification
• new equity

Question 33

the 4 stages of sales impact of advertising

Answer 33

• share of expenditures
• share of voice
• share of mind/heart
• share of market