Final Exam Flashcards
(91 cards)
1
Q
Marketing Communication
A
All the means/tools available to a company (profit
or non-profit seeking) in order to communicate
to all its target groups
2
Q
What is the evolution of communication?
A
- Loss of faith in mass media (general attit = neg)
- Hybrid forms of communication
- New supports
- High investments for the non-profit sector
- More communication between consumers
- Two-ways communication
- Multiple screens viewing behavior
- Integrated Marketing Communication
3
Q
Why is there loss of faith in mass media?
A
- Advertising clutter
- Zapping (change channels) and zipping (fast-forward - 1st and last more money)
- General negative attitude regarding advertising in mass media
- Development of new media and new media habits (TV on the web)
4
Q
what are examples of Hybrid forms of communication?
A
- Product/ brand placement in movies, TV shows, video games
- Sponsorship; event communication
5
Q
what are examples of new supports for communication?
A
- New specialized media (Finance; technologies; running; psych; ….) - Cars, bikes, etc. (ads on cars) - Social media - Mobile phones
6
Q
why is there high investments for the non-profit
sector?
A
- Increased competition between actors
- Specialized agencies
- Use of new media (social networks)
- Social marketing campaigns
7
Q
why is there more communication between consumers &
two-ways communication?
A
- Web and social media/ C2C communication
- Two-ways communication (dialogue between the company/organisation and the consumer)
8
Q
what are the effects of multiple screens viewing behavior
behavior?
A
attention is divided
- not zapping, just shifting attention
- may not remember the brand but may have some brand familiarity
- depends no cognizance
techniques = the voice kids Belgium - encourage them to go online/ goes around regulation
9
Q
What is key for sending messages in integrated marketing communication ?
A
- similar communication across channels
- need to send the same message or else may cause confusion
- difficult to organize!
10
Q
what is a brand?
A
« A name, term, sign, symbol, or
design, or a combination of them, intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of competition »
11
Q
what can be a brand name?
A
- A person
- A location
- A quality
- A lifestyle
- An artificial name
12
Q
branded house
A
one brand creates a single powerful image, sometimes with a descritor
Fedex, Fedex freight, Fedex ground, etc
13
Q
sub-brands
A
- combining the corporate brand with strong sub-brands
- sub brands help differentiate and boost corporate brand
- example (iPhone, iPad, etc - all with the apple logo)
14
Q
endorsed brands
A
leading with a strong sub-brand but leveraging corporate brand as endorser
- example = Marriott, courtyard Marriott, residence inn Marriott
15
Q
house of brands
A
decentralized companies targeting diverse markets
- example = p&g
16
Q
what are brand elements?
A
- name (google)
- character (mr. clean)
worded logo (coke) - package design (Perrier)
- symbol (tesla)
- tag line (apple - think different)
(scale of recognition = each give idea of brand strength)
17
Q
What meaning and utility do brands have for consumers?
A
- Identification of source of product
- Assignment of responsibility to product maker
- Risk reducer
- Search cost reducer
- Promise, bond, or pact with maker of a product
- Symbolic device
- Signal of quality
18
Q
What meaning and utility do brands have for manufacturers?
A
• Means of identification to simplify handling and tracking
• Means of legally protecting unique features
• Signal of quality level to satisfied customers
• Means of endowing products with unique
associations
• Source of competitive advantage
• Source of financial return
19
Q
what is brand equity?
A
Consists of the marketing effects uniquely
attributable to the Brand
= explains why different outcomes result from the marketing of a branded product or service than if it were not branded
20
Q
what does brand equity provide?
A
provides a common denominator for
interpreting marketing strategies and assessing
the value of a brand
• There are many different ways in which the value
of a brand can be exploited to benefit the firm
21
Q
advertising
A
Any paid, non-personal communication through
various media by an identified company, non-profit
organisation or individual”
- Source: clearly identified, sometimes more
than one source (co-branding ads) or
comparative
22
Q
Sponsorship
A
Investment in cash or kind in an activity, in
return for access to the exploitable potential
associated with this activity
• Hybrid communication
• Money or …. competencies
• Sports (sponsorship) ; Culture & Arts
(“Mécénat”); TV shows (“parrainage”)
23
Q
Brand activation
A
“Action communications to generate extra sales, both
from existing consumers purchasing more products
and by (temporarily) attracting new customers, on the basis of a temporary incentive or deal”
• Short-term impact
• May lead to brand-switching for low involving
product categories
• Price reductions; additional quantity; 2 for 1;
first trial reimbursed; free trial, and so on.
24
Q
Direct marketing
A
Contacting customers and prospects in a direct way with the intention of generating an immediate and measurable response or reaction
Direct = mailings, catalogues, telephones or
brochures (no intermediaries such as retailers
or sale staff)
• Immediate response = answering coupons,
phone, personal visit of the customer to the
store, etc.
• Implies the use of databases
short term communication
25
Exhibitions and trade fairs
“Place where manufacturers and retailers of a
certain product category or sector meet each
other to talk about trade, to present and
demonstrate their products and services, to
exchange ideas and network and actually to buy
and sell products”
One of the oldest communication tool
• Public (general) fairs versus trade fairs (B2B)
increases credibility
26
Personal selling
“Two-way, face-to-face communication used to inform, give demonstrations to, maintain or establish a longterm relationship with, or persuade specific members of
a particular audience”
* Always implies interaction with the customer
* In B2C and B2B
27
PR
• Communication to all publics (targets and non
targets)
• Induce a positive climate / attitude regarding
the company
• Key in case of crisis about a product/brand
very important for crises!
28
what makes a cool brand?
are perceived to be
extraordinary, aesthetically
appealing, energetic, high status, rebellious, original, authentic, subcultural, iconic, and popular
29
what are cool brands to a niche market?
Small subculture (niche cool)
- Original
- Authentic
- Rebellious
- Aesthetically pleasing
30
what are cool brands to a mass market?
Broader subculture (mass cool)
- Popular
- Iconic
31
what are the four essential features of brand coolness?
1. subjective (consumers)
2. has a positive valence
3. are autonomous
4. it is dynamic
32
what are the outcomes of the brand coolness survey?
- Brand Attitude
- Brand Love
- Self-brand connection
- Willingness to pay
- Word-of-mouth
33
brand equity
Consists of the marketing effects uniquely attributable to the Brand
= explains why different outcomes result from
the marketing of a branded product or service than if it were not branded
34
Customer-based Brand Equity (CBBE)
1. Differences in consumer responses
2. Brand knowledge: what consumers have learned,
felt, seen and heard about the brand as a result of their experience over time
3. Responses: perceptions; preferences; behaviors
related to all aspects of brand marketing (responses to sales promotions, recall of an ad,
etc.)
35
why does a brand decline?
3 KEY GROUPS OF REASONS:
1. Managerial Actions (mistakes)
2. Environmental Factors
3. Competitive Actions
36
define the conclusion on product quality
- The top performing companies rarely compete on price or lowest cost
- Companies should focus
on delivering exceptional value in order to generate a profitable and sustainable business
37
what are some issues of managerial actions?
- Product Quality (Harley Davidson)
- Price Increases (Volkswagen)
- Price Cuts (dilute the brand .- Lacoste)
- Brand Neglect (start looking at its core brands as cash cows, and neglect to invest in them)
- Inability to Stay with the Target Market (Gap - alienated core customers)
- Inability to anticipate change (blockbuster)
38
what are some possible strategies for declining brands?
1. Harvesting = Cash Cow
2. Selling it
3. Discontinue
4. Relaunch/revitalisation
39
what does harvesting cash cows mean?
When the product has a very strong but limited consumer base of very loyal consumers that will continue to buy it anyway even without marketing
support while the product is not attracting anymore for new consumers
```
This typically involves:
1. Avoiding any additional investment
2. Greatly reducing operating
expenses,
3. Raising prices.
```
40
When should a company sell a brand?
When the brand is not anymore in line with the company’s current strategy, not anymore part of what is normally called “core business”
- IBM laptop brand Thinkpad was sold to Lenovo a chinese computer manufacturer once IBM decided to exit the computer manufacturing business
41
When should a company discontinue or kill a brand?
For brands that suffer from negative image
ex) enron - a famous energy company. At the end of 2001, it was revealed that
its reported financial condition was sustained substantially by an institutionalized, systematic, and creatively planned accounting fraud
42
what is Product/Brand Placement? why did it develop?
- Development due to the increased easiness to avoid
advertising content
= Integration of editorial content and brand message
- The paid inclusion of branded products or brand
identifiers through audio and/or visual means
within mass media programs
- Brand placement started in the 30s when Tobacco
Companies signed contracts with movie stars to
smoke in their films
43
where do product placements happen?
```
Movies
TV Shows
Series (TV, Netflix)
Books
Music vidéos (clips)
Influencers (blogs, Youtube)
```
44
define product placement
- Balasubramian (1994): « a paid inclusion of product messages in a movie or television program to unobtrusively influence the audience »
- Later, other definitions with three common characteristics:
1. Planned and deliberate integration
2. The ability to unobtrusively deliver an intention to persuade
3. Purposeful integration for money or other valuable assets
45
what are the benefits of product placement?
- Can not be avoided (zapped)
- Long shelve life
- Viewers highly involved in the program
- Implied endorsement by actors
46
what are the disadvantages of product placement?
Some claim that the practice of brand placement is
inherently deceptive: audience do not perceive it as
advertising and develop no counter-arguments
- In some countries, brand placement in TV shows is
banned
- The case of The Voice Belgium
47
what is advertising?
one of the oldest, most visible tool
of the communication mix
• Huge amounts of money spent on advertising
• Many public debates and controversy
48
what is the message strategy for advertising?
What are we going to say to the consumers ?
• What to communicate ?
• To develop a good message strategy: good understanding
of the consumers and of what the product can do for them
• Promoting one unique benefit of the brand to avoid
confusion
- Unique Selling Proposition (functional benefit)
- Emotional Selling Proposition (emotional benefit)
49
what are rational appeals in advertising?
- Demonstration - Problem solution - Testimonial - Slice of life - Comparative ads - Etc.
• Rational ads contain one or several information cues
• Resnik and Stern’ information classification has been
used for decades (15 different types of information)
50
Demonstration (rational advertising)
show how a product works (focus on product attributes)
51
Problem solution (rational advertising)
show how a problem can be solved or avoided (ex: Head & Shoulders)
52
Testimonial (rational advertising)
```
ordinary people saying how good the
product is (sometimes leads to irritation)
```
53
Slice-of-life-ads (rational advertising)
feature the product being used in
real-life settings
example - Nutella (breakfast)
54
what are direct comparative ads?
explicitly names the comparison brand and claims that the comparison brand is inferior with respect to a specific attribute
55
what are Indirect comparative ads?
no direct mention of another brand but argues to be superior on a certain attribute in comparison to other brands
56
what are advantages of comparative ads?
- more attention; better brand and message awareness;
| - more elaborate processing; association with comparison brand; differentiation; etc.
57
what are disadvantages of comparative ads?
- less credible
- comparison of similar brands confuse people
- less favorable attitude toward the ad
- agressive media wars
- costs due to law cases
58
what are emotional appeals in advertising?
Aim at triggering emotions rather than to make
consumers think
• Emotion of the appeal may differ from the emotion elicited
• Affect intensity vary among people
• Humor: appeal created with the intent to make people
`laugh
• Humor = the most frequently used emotional technique across the world (humorous ads = 10-30% of all ads)
59
in emotional appeals, what is eroticism?
* Eroticism: one of the following elements
* Partial or complete nudity
* Physical contact between two adults
* Sexy or provocatively dressed persons
* Provocative or seductive facial expression
* Suggestive words or sexually laden music
60
are erotic ads efficient?
* Attracts attention
* Reduces brand and message recall
* Negative impact on the image of the advertiser
* The more intense the eroticism, the more negative the responses to the ad become (opposite results)
61
in emotional appeals, what is warmth?
warm appeals = advertising that consists of elements
evoking mild, positive feelings such as love, friendship,
cosiness, affection and empathy.
• Warmth leads to more positive affective responses, less
negative feelings such as irritation, more positive ad and brand attitudes.
• Females are more responsive to warm appeals than males as well as individuals with a lot of cognitive empathy.
62
in emotional appeals, what is fear?
Fear : threat-based appeals refer the consumer to a certain type of risk (threat) that he/she might be exposed to and that he/she can reduce by buying (e.g. an insurance) or not buying (e.g. not drinking when driving) the product advertised.
• Effective ? : yes (behavior change observed)
• Types of fear: Physical, Social, Product performance
should have a solution present proposed !
63
in emotional appeals, what are shock tactics?
deliberately startles and offends an audience
• Main advantage: they secure audience’s attention
• Often generate (on-line) word-of-mouth and media publicity, increasing their reach and impact
64
how is music used in emotional appeals?
Music: heavily used in TV and radio ads
• Music attracts attention, creates a mood, a sense of relaxation and can set an emotional tone that enhances product evaluations and facilitates message acceptance
• +: Music induces more positive feelings
• -: Music may distract the consumer from the
message
65
what are endorsers?
Experts can be used to demonstrate the quality or high technology of a product
• The effectiveness is based on perceived credibility of the experts’ judgment
• Celebrities can also be used to endorse a product
• Attract attention
• The endorser should be trustworthy
• A fit between the endorser’s image, personality, lifestyle and the product is necessary.
66
what is sponsorship?
investment in cash or kind in an
activity in return for access to the exploitable
commercial potential associated with this activity
67
what is sponsorship and what is it not?
* is NOT Maecenatism (De Medici family)
* is NOT Event marketing (= the use of a number of elements of the promotion mix to create an event for the purpose of reaching strategic marketing objectives). Ex: The Oxfam trail
* is NOT Value marketing (or societal marketing) (a strategy in which a company links its activities to a philosophy & a general societal interest). Ex: no animal testing for The Body Shop products
68
what are sponsorship objectives for general public?
General Public
• Increase awareness of the company
• Promote or enhance corporate image
69
what are sponsorship objectives for channel members and trade relations?
• Build trade relations
70
what are sponsorship objectives for employees?
* Enhance employee relations and motivations
* Assist staff recruitment
* Facilitate prospecting for the sale force
71
what are sponsorship objectives for opinion-formers and decision-makers?
* Increase media attention
* Counter adverse publicity
* Reassure policy-holders and stakeholders
72
who are the audiences of sponsorship?
active participants in the event + live spectators who attend the event + media followers of the event
73
what is event-related sponsorship?
- Sport: competition; team; athlete; match; ball; etc.
• Exhibition
• Concert
• Artist
74
what is broadcast or program sponsorship?
- weather forecast
- Increasingly important phenomenon
- In some countries, on government-owned TV, Tv channels are not allowed to broadcast advertising messages but are allowed to have their programmes sponsored
- Usually takes the form of billboarding: « this program was
produced with the kind co-operation of company « X »
75
what is cause related sponsorship?
* MUSH = Municipal, University, Social, Hospital
* Transaction-based = the company invests a pre-specified amount of money in a “good cause” every time a consumer buys one of the company’s products
- Combination of PR, sales promotions and corporate philanthropy
- Transaction-based : different to the extent that a company’s contribution to a designated cause is linked to customers’ engagement in revenue-producing exchanges with the firm
- More emphasis put on the impact on corporate or brand image as a result of the link between the company/brand and the good cause sponsored
- Can motivate and engender loyalty by employees
76
benefits of event-related sponsorship?
- Cost-effective instrument in terms of reaching a particular audience
- Possibility to reach both broad and very specific market segments in terms of demographic and psychographic characteristics
- Extensive media coverage of sport events : high levels of exposure of broad target groups to the sponsor’ name
- Effective in achieving different kinds of objectives
- Enables to avoid advertising bans
77
disadvanatges of event-related sponsorship?
- Spending large amounts on sponsorship can cause
trouble with employees
- A company sponsoring a sportsman or woman can alienate fans of the opponent
- Sportsmen and women lead their own lives and
sometimes attract media attention not always
favorable to the sponsor
- If the team or the sportsman/woman performs badly, it could be negative to the sponsor image
78
how are arts and cultural sponsorships fundamentally different from sport sponsorship?
- Older and smaller audience
- Attracts less media coverage
- More suited to niche market segments than sports
- More seen as a PR tool than a marketing communication tool
79
what is the Budweiser case?
* In January 2018, Budweiser Canada was considering the use of influencers in order to target young people aged from 19 to 24
* Budweiser is number 1 in Canada while being seen as « old » and targeting « old » people
* They were wondering how to retribute the influencers and finally opted for paying them by giving them access to specific sport events Budweiser was sponsoring
80
what is co-creation?
* Integration of consumers into the development and promotion of products and services
* Value Co-Creation = the increase of customer value through customers’ interactions and collaborations with other stakeholders
81
what is the link between co-creation with brand and communication?
* Co-Creation leads to Consumer Engagement
| * Engaged customers show greater brand trust, loyalty and satisfaction
82
what is customer engagement?
the level of intensity of the connections that customers develop with focal objects such as brands, communities, activities, platforms, and processes
83
what are some co-creation tools?
• Open innovation = encourage consumers to send ideas on different platforms
• Co-creation community
-- Enables members to submit their best ideas and compete to be selected to develop the ideas further.
-- Offers members opportunities to collaborate with others and jointly
create value
• Co-creation marathon (hackathon) - limited time
• Co-creation contests
• Online platforms: they enable members to share information, learn new skills and co-develop solutions through social interactions
84
what is gamificiation in co-creation?
= the application of lessons from the gaming domain in order to change stakeholder behavior and outcomes in non-games situations
• Gamification mechanisms: Competition versus
collaboration
• !!!!!! Loosing versus winning a gamified co-creation…
Impact on the Brand ! (image of losing hurts people!)
85
what are innovation tournaments?
• Firms outsource idea generation and development to a large and undefined group (« the crowd ») in the form of an open call
• After a prescribed time period following the idea call, firms select at least one winning idea from those submitted
* outsource and give feedback
* examples of successful new products generated through this = lays, lego, etc.
86
what is the impact of feedback for innovation tournaments?
Importance of the feedback during the tournament
(moderators needed)
• Negative feedback has to be delivered early in the process (can help to work better)
• Early negative feedback increases participants’ involvement; participation intensity; the quality of the ideas; and the market success of the co-created idea/product
• Positive feedback does not have the same impact
87
what is the best way to communicate a co-created idea?
best way to do it: a mix a co-created narratives (UGC) and firm-generated persuasive messages.
• « I was cooking breakfast one Saturday morning and was playing around trying to create a bacon turtle. I wove a basket out of the bacon trying to make the body, and through the process, I thought of the Bacon Bowl pan. I made a prototype. »
88
how to communicate co-created idea?
• Consumers creation stories can be grouped into
categories:
-- Approach-oriented = achieving new or desired outcomes
-- Avoidance-oriented = avoiding unpleasant or undesirables outcomes
• The communication mixing UGC and firm-generated
messages has to adopt the same strategy
89
example of matching condition (starbucks case)
Match condition
• Starbucks Doubleshot Mexican Mocha – What we would desire this winter
• It begins with the bold taste of Starbucks coffee and a blend of ginseng, cinnamon and B vitamins. Then we top it all with Mexican chocolate.
• One sip makes you say bye bye to the winter chill and blues
• 15 oz can
90
example of MISmatching condition (starbucks case)
• Starbucks Doubleshot Mexican Mocha – What the
world can’t miss this winter
• It begins with the bold taste of Starbucks coffee and a
blend of ginseng, cinnamon and B vitamins. Then we
top it all with Mexican chocolate.
• One sip makes you say bye bye to the winter chill and
blues
• 15 oz can
91
what is the best solution for co-creation communication (starbucks case)?
- best to use same valence as narratie
- desire some outcomes = positive
- want to avoid = use avoidance
