SBM 8 FLASHCARDS
(36 cards)
What are the two key decisions in designing a brand communication programme?
Role + importance of each promotional mix element
Communication approach (creative + media strategy)
These decisions set the foundation for effective brand communication strategies.
What does the creative strategy define in advertising?
The core message and appeal (the “big idea”) that guides execution.
This is crucial for aligning all advertising efforts.
What are the two components of creativity in advertising?
- Divergence
- Relevance
These components help in crafting unique and impactful advertising messages.
What are the benefits of creative advertising?
- Higher attention
- Better recall
- Greater motivation to engage
- Deeper message processing
Creative advertising helps in making a lasting impression on consumers.
What are the advantages of Super Bowl-type advertising?
- Wide reach
- Low cost per viewer
- Targets hard-to-reach audiences
- Builds prestige
- Can influence stock returns
This type of advertising is often seen as a high-impact opportunity.
What are the disadvantages of Super Bowl advertising?
- Can be wasteful (reaches non-targets)
- Not efficient for new brands
- May distort objectives due to pressure to win awards
These factors can limit the effectiveness of such campaigns.
How does repetition affect brand communication effectiveness?
- Awareness ↑ with repetition
- Attitude = inverted U-curve
- Recall = logarithmic curve
- Max attitude ~10 exposures, recall levels off after ~8
Understanding these dynamics can optimize advertising strategies.
What false assumptions do marketers often make about consumers?
- Consumers care about brands
- Want to learn about them
- Pay attention
- Seek loyalty/relationships
These misconceptions can lead to ineffective marketing strategies.
What percentage of people say they have no relationship with brands?
77% (IBM / Harvard Business Review)
This statistic highlights the disconnect between brands and consumers.
What percentage of Facebook fans actually talk about brands?
Only about 0.5%
This shows low engagement levels despite brand followings.
What percentage of a brand’s knowledge is held by only 20% of its buyers?
50%
This emphasizes the concentration of brand awareness among a small group of consumers.
What is the main reason people interact with brands on social media?
To get a discount
This highlights the motivation behind social media engagement with brands.
What is the main reason consumers don’t engage with brand content?
Learning about brands is perceived as boring and unimportant.
This presents a challenge for brands in creating engaging content.
What do brands actually compete with for attention?
Everything in consumers’ lives — not just other brands.
This broadens the context of competition beyond traditional market rivals.
What does ‘duplication of brand purchase’ mean?
Most people buy from multiple brands in the same category (e.g., 72% of Pepsi drinkers also buy Coca-Cola).
This reflects consumer behavior in brand selection.
What drives most consumer purchase behavior?
Personal needs — not brand loyalty.
Understanding this can influence marketing strategies.
What is ‘autopilot’ behavior in consumer purchasing?
Fast, habitual decision-making without deep reflection (e.g., wine chosen in <1 min).
This describes a common purchasing behavior among consumers.
What does brand health mostly rely on?
Many casual users who:
* Don’t know the brand well
* Don’t think about it
* Don’t buy it often
This indicates the importance of understanding casual consumer interactions.
In a cluttered market, what should brands focus on?
Distinctiveness (mental shortcuts), not just differentiation.
This can enhance brand recall and consumer recognition.
What assets contribute to brand distinctiveness?
- Colours
- Logos
- Taglines
- Symbols
- Celebrities
These elements help create a unique brand identity.
What does high mental + physical availability help with?
Being easily noticed and recalled at the moment of purchase.
This is crucial for successful brand positioning.
What does the UK cola market show about purchase frequency?
Most Coke/Pepsi buyers purchase infrequently → brand strength relies on reach.
This illustrates the importance of broad reach in brand strategy.
What made Finish Tablets a strong example of distinctiveness?
Visual consistency in packaging, colour, and branding kept it top of mind.
Consistency helps in maintaining consumer awareness.
What makes Lurpak a distinctive brand?
- Unique tone of voice
- Storytelling
- Use of music, visuals, rhythm in ads
These elements contribute to Lurpak’s brand identity.
