Building a Brand: Marketing Programs

Question 1

What are digital era trends that implicate brand management?

Answer 1

• changes in the consumer decision journey
• sharp increase in buying via online retail channels
• shift in advertising and promotion expenditures towards digital channels
• rise of many-to-many communications (information shared within groups)
• dramatic increases in consumer touchpoints
• tremendous increase in data availability
• use of digital personalization
• loss of control over brand message and co-creation of brand meaning
• role of user experiences
• growth of brands as a cultural symbol

Question 2

What is it called when you are asking customers to engage with your brand and you are at the mercy of your customer?

Answer 2

Loss of control over brand message

Question 3

What is loss of control over brand message?

Answer 3

When asking them to engage with the brand you are at the mercy of your customers

Question 4

What’s important when you have a loss of control over the brand message?

Answer 4

Post-purchase advocacy

Question 5

What is one-to-one communication?

Answer 5

when the brand talks to each individual and vice versa

Question 6

What is many-to-many communication?

Answer 6

when the brand talks to each individual and vice versa and the individuals also talk to each other

Question 7

Audiences are what types of recipients

Answer 7

passive recipents

Question 8

What has fueled the increase in consumer touchpoints?

Answer 8

Digital marketing and social media channels and the ability to communicate with others

Question 9

What is Attribution?

Answer 9

a set of user outcomes that set actions and assign value to these events. Which events and in what order to get consumers to follow a certain behaviour pattern

Question 10

What is marketing attribution?

Answer 10

The practice of determining the role that any given channel plays in informing and influencing the customer journey

Question 11

What is marketing attribution important?

Answer 11

It is critical to the success of customer marketing (before buying)

Question 12

What is single touch?

Answer 12

give credit to individual instances (understand why they choose it and see why it’s not successful)

Question 13

What is multi-touch?

Answer 13

Give credit to multiple elements. More accurate and less relevant

Question 14

What is digital personalization?

Answer 14

• Targeting individual consumers with varying offers to try to ensure that they complete a purchase
• digital tools have allowed for unprecedented personalization
• dynamic pricing
• same product can become available at different prices based on expressed customer interest

Question 15

What forces co-produce with brand meaning?

Answer 15

1. Firm-generated brand meaning
2. Consumer-generated brand meaning
3. Media and cultural influences

Question 16

How to coordinate brand meaning?

Answer 16

Ask customer to be a co-creator

Question 17

What is firm-generated brand meaning?

Answer 17

You can’t be the only storyteller in the brand. There need to be other storytellers shaping the customer conversations and contributing to the brand’s meaning. All socials are amplifying positive and negative stories about the brand.

Question 18

What is key to digital brand success?

Answer 18

User experience

Question 19

What are the 3 levels of customer engagement?

Answer 19

1. Low brand engagement
2. Moderate brand engagement
3. High brand engagement

Question 20

How can negative brand engagement influence a brand?

Answer 20

There is a trickle down effect where those who are negative can influence those who are not very engaged who you are trying to attract

Question 21

What is negative brand engagement?

Answer 21

Hatred and dissatisfaction with a brand

Question 22

How can companies redress customer grievances?

Answer 22

Brand ambassadors

Question 23

Why are brands more readily ridiculed and parodied?

Answer 23

Due to the online nature of communication

Question 24

Digital Marketing Communication Channels?

Answer 24

1. Paid
2. Owned
3. Earned

Question 25

What is a paid digital marketing communication channel?

Answer 25

- search advertising - display advertising - social media advertising - email marketing - paid bloggers/ influencers - mobile in-app advertising

Question 26

What is an owned marketing communication channel?

Answer 26

- company website - company-owned social media (e.g facebook, youtube, Instagram) - mobile apps

Question 27

What is an earned marketing communication channel?

Answer 27

- review websites (e.g amazon reviews, Yelp) - public relations - media coverage

Question 28

What is content marketing?

Answer 28

a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience— and, ultimately, to drive profitable customer action

Question 29

What are the 3 lines?

Answer 29

Above the Line (ATL) Below the Line (BTL) Through the Line (TTL)

Question 30

About is Above the Line

Answer 30

The untargeted and massive campaigns to raise brand awareness (mass media). Reach a lot of people, cover large chunk of the population. Throwing something out there and hoping it sticks. Expensive and might not contribute to conversion rather than personalization approach

Question 31

Pros of Above the Line?

Answer 31

May be ideal for building brand awareness with a large group of people because your messaging is spread across several large platforms, creating repetition with your audience. Maybe impactful because it combines visual and audible elements to augment customers’ attention.

Question 32

Cons of Above the Line?

Answer 32

Hard to measure the exact impact and ROI, Cost

Question 33

What is Below the Line?

Answer 33

Smaller highly targeted ads, easier to track, definitive customers. Limited in terms of reach, and higher conversion rates. Niche. Potential to develop customers. Doesn’t cover modes of unconventional marketing in terms of asking people to spread the message.

Question 34

What are the pros of below-the-line?

Answer 34

- Aimed at those specifically identified - More focused than ATL on ROI, user conversions and quantifying success - Highly trackable results

Question 35

What are the Cons of below-the-line?

Answer 35

- Risk - No knowledge of how much traffic will be received until after the ad campaign has begun - Need to consider costs and time involved when deciding whether to use paid traffic campaigns

Question 36

What is through the line?

Answer 36

Combination of widespread awareness and focused targeted returns. You have to consider intent, direct response can’t be ATL.

Question 37

What are the pros of through the line?

Answer 37

attacking two fronts simultaneously improving general awareness and also aiming to increase traffic and sales

Question 38

What are the cons of through the line?

Answer 38

more expensive to use than either ATL or BTL alone. For this reason, it is normally used only by large, established companies