Market Communication

Question 1

Integrates Process-Oriented (IPM) Approach

Answer 1

1. Integrated
2. Process-oriented
3. Marketing

Question 2

IPM - Integrated

Answer 2

All stakeholders, but especially the customers, are the aim of all marketing measures & an integrated part of the provider-demander relationship

Question 3

IPM - Process-oriented

Answer 3

Management of the whole exchange process // we have different stages/phases: prestige, consideration, purchase, after sales)

Question 4

IPM - Marketing

Answer 4

Analysis & arrangement of the exchange process between the offering and demanding party. This makes marketing and instrument, market-oriented thinking as well as market-oriented action.

Question 5

4 P’s of the Marketing Mix

Answer 5

Product, Price, Place, Promotion

Question 6

Challenges of Market Communication

Answer 6

1. Budget
2. Understand Market Trends
3. Crisis Management

Question 7

Stages of the customer journey

Answer 7

1. (Pre-)Awareness
2. Consideration
3. Evaluation (Preference)
4. Purchase
5. Usage & After-Sales-Service

Question 8

Moment Marketing

Answer 8

• The art of mattering right now!
• Allows companies to connect with companies in moments that matter for them
• Create positive customer experiences and engagement by hitting these moments

Question 9

Receptivity Moments

Answer 9

• Receptivity is the consumers’ willingness to receive a message from a brand
• Identify the moments or places consumer will be more receptive to your message

Question 10

Meaningful Relationship

Answer 10

• A company may communicate clearly what is wants to say without accomplishing a meaning for consumers
• Customer relationship need to be considered from a customer’s perspective to be meaningful

Question 11

AIDA

Answer 11

Attention
Interest
Desire
Action

Question 12

Promtional Triad

Answer 12

Advertising, Customer (Sales) Promotion & Public Relations

Question 13

PR Techniques

Answer 13

1. Sponsoring
2. Product Placements
3. Event managing
4. Crisis Management

Question 14

Golden Rules of Communication & Advertising Design

Answer 14

1. Activation
2. Comprehensibility
3. Credibility
4. Avoidance of Reactance
5. Reduction of cognitive Dissonance

Question 15

Activation

Answer 15

• The activation process stimulates inner excitement & tension and is the foundation for human behavior in general
  -It nourishes an individual with energy & helps to overcome barriers of selective perception inherent in each individual and thereby facilitates the absorption, transmission, and storage information

Question 16

Emotional Impulses

Answer 16

• Small children pattern
• Erotic dummies

Question 17

Cognitive Impulses

Answer 17

• Conflicts
• Contradictions
• Surprises

Question 18

Physical Impulses

Answer 18

• Size
• Color
• Sound

Question 19

Credibility

Answer 19

Convince your target group that you’re the best but be transparent –> show it by contingency

Question 20

Avoidance of Reactance

Answer 20

Reactance occurs when recipients of advertising feel manipulated by the sender and/or when society strongly disapproves the message of an advertisement (Example: H&M monkey)