Chapter 10 COMPLETED

Question 1

3 types of brand communications (IIA)

Answer 1

Brand image communications
Brand information communications
Brand action communications

Question 2

3 types of promotions businesses can communicate (PG, PG, MP)

Answer 2

Promotional giveaways
Promotional gifts
Minimum purchase

Question 3

Social media marketing metrics

Answer 3

Includes but not limited to followers, comments, ratings, likes, clicks, leads generated, buzz, virality, uploads, downloads

Question 4

Customer response index (CRI)

Answer 4

CRI = %exposed * %aware * %comprehend * %wtp * %purchase

Question 5

Distributed ad frequency strategy

Answer 5

Campaign is pushed to customers for certain durations in intervals over a period of time

Question 6

Concentrated ad frequency strategy

Answer 6

Campaign is pushed to customers over an extended duration in one period of time

Question 7

Pulsing message reinforcement

Answer 7

Cost-effective campaign deployment strategy where an ad is pushed in intervals, reinforcing the level of awareness every other interval

Question 8

Heavy-up message frequency

Answer 8

Heavy message reinforcement used leading up to a certain point in time

eg: holiday sales

Question 9

Pull communications

Answer 9

Media ads
Social media
Sales promos
Direct marketing

Question 10

Push communications

Answer 10

Sales incentives
Channel financing
Co-op advertising
Channel marketing

Question 11

Advertising elasticity

Answer 11

%change in sales/%change in ad spend

Question 12

Advertising carryover effect

Answer 12

Short-run advertising has a long-run carryover effect, with an average carryover coefficient of 0.5 every period

eg: Spending $100M on ads leads to 1 impact on sales, next period no spend = 0.5 impact on sales, next period no spend = 0.25 impact on sales, etc