Chapter 5 Questions

1. Why is each of the 5 steps in the strategic planning process needed, and why
must they be considered in this order?
5 Steps
1. Select the target audience based upon the overall marketing strategy
2. Understand how the target audience makes decisions in this category
3. Determine the best positioning for the brand within its marketing communication
4. Develop a communication strategy based upon the communication objective
selected
5. Set media strategy to deliver the message and satisfy the communication
objectives
The planning process is needed because
There are more people involved in the communication process other than the
customer. So we need to ensure that everyone is on the same page
(everyone knows their role)
Helps managers understand the dynamic at work in the marketplace and how
people make decisions
Helps the manager decide with whom to communicate (target
audience./market)
Helps the manager decide how to communicate to the target audience/market
Helps the manager decide what to communicate
Helps
Ensure that the communication is aligned with the overall marketing strategy
and that the communication is reflective of the brands positioning and is able
to convey the key benefits that the target audience is looking for
Ensure that the execution of the communication is based on the companys
positioning and reflects the correct brand awareness and brand attitude
objective and that the media selected is consistent with this.
Ensure that the message is consistent with the target audiences involvement
with the purchase and the motivation driving the brand decision.
The 5 steps should be followed in sequence because:
Each step builds on the previous step
By doing each one in order, you ensure that you get a thorough
understanding of how to set up your communications
It ensures that the communication is aligned with the brands positioning and
is suitable for target audience

2. How should the roles people play in a purchase or usage decision influence a
managers thinking about a strategic plan for a brands advertising and other
marketing communication?
However the marketer should also consider the roles people play in the decision making
process
Initiators who propose purchase or usage
Influencers who recommend (or discourage) purchase or usage
Deciders - who makes the actual choice
Purchasers who make the actual purchase
Users who use the product or service
One person can play all five roles in the decision making process or there may
be different people playing different roles. It is important to understand who is involved
and what roles they are playing. This is important because when we address our target
audience we are talking to them as individuals in a role instead of just individuals.
Identifying the various people involved in the purchase or usage decision , along with
the roles they plays, helps to target messages more effectively to the appropriate
audiences in their appropriate roles.
The consumer decision making process provides us with a dynamic view of the
process a target audience is likely to go through in making a decision to buy or use a
product and provides us with valuable insights into the motives that drive behavior.
Understanding why people do what they do is critical in establishing an appropriate
brand attitude strategy and the brand attitude strategy is at the heart of successful
advertising and promotion.
Using this consumer decision making model, the manager is in a position to
determine how best to influence the decision process positively in order to maximize the
opportunity for your brand to be chosen. With this mode in hand, a manager will know
where in the decision process it is most important to communicate with the target
audience, and the type of message that will be required.

3. Why is it important to understand the difference between recognition and recall
brand awareness?
Brand recognition is when someone sees the brand at the point of purchase and is
reminded of a need for it
Brand recall awareness occurs when someone has a need and must remember the
brand as something that will satisfy that need.
Since each type of brand awareness is different (recognition vs. recall) it requires
a unique creative strategy and tactical decisions. As such depending on what type of
brand awareness a marketer wants to create in his/her target audience he should shape
his/her communications strategy. Additionally whether the marketer chooses to employ
brand recognition or awareness should be in accordance with the type of product
he/she is trying to promote.

4. When are sales likely to be specific objective for advertising messages?
Non-users based target objective trail action objective
Users - based target objective - repeat purchase objective
Depending on the type of consumer the marketer should tailor their message so as to
meet one of the above mentioned objectives. Accordingly in these objectives the implied
objective is sales as they want the customer to buy again or buy for the first time. Sales
is also a specific objective for advertising messages when the objective is brand
purchase intention along with brand awareness and brand attitude and the objective is
to get the consumer to act now.

5. Why is an understanding of consumer decision making critical for an effective
brand attitude study?
This is important because when we address our target audience we are talking to them
as individuals in a role instead of just individuals. Identifying the various people involved
in the purchase or usage decision , along with the roles they plays, helps to target
messages more effectively to the appropriate audiences in their appropriate roles.
The consumer decision making process provides us with a dynamic view of the
process a target audience is likely to go through in making a decision to buy or use a
product and provides us with valuable insights into the motives that drive behavior.
Understanding why people do what they do is critical in establishing an appropriate
brand attitude strategy and the brand attitude strategy is at the heart of successful
advertising and promotion.

6. How do involvement and motivation affect brand attitude strategy?
Rossiter and Percy suggest that brand attitude strategy is a function of 2 fundamental
considerations
A. Whether there is low or high involvement with the purchase or use decision,
based primarily upon the target audiences perceived risk (either in fiscal or
psychological terms)
B. Whether the underlying motivation that drives behavior in that category is
positive or negative.
Combining these two considerations produces the brand attitude strategy
quadrants of the grid: low involvement with negative motives; low involvement with
positive motives; high involvement with negative motives a high involvement with
positive motives. Understanding these constructs is critical for identifying the
appropriate brand attitude strategy, which in turn is critical for creative strategy.
The creative tactics that maximize the likelihood of an effective message are directly
linked to the brand attitude strategy that follows from the appropriate quadrant defined
by the Rossiter-Percy grid. These tactics differ significantly for each quadrant.
Strategies associated with negative motives require information to help solve or avoid a
problem. While, those associated with positive motives must help to transform the
consumer. For informational strategies, the focus will probably be on benefits
associated with the brand, while for transformational strategies the focus will generally
be centered around the emotions associated with attitudes towards the category or
brand.
Creative tactics also differ as a function of involvement. Because involvement is defined
in terms of risk, when there is low involvement it is not necessary for the target audience
to be really convinced before buying. If people make a mistake, they have not suffered
much of a loss. However, when involvement is high, the potential buyer does not want
to make a mistake. In this case the target audience must be convinced by the marketing
communication before buying.
What we have are 4 potential brand attitude strategies based upon involvement and
motivation: low-versus- high involvement informational strategies and low-versus high-
involvement transformational strategies. The quadrant that best reflects the decision
process of the target audience is what determines the brand attitude strategy.

7. When should promotion be considered as part of the communication strategy?
In order to build brand purchase intention as the primary strength of promotion is
brand purchase intention.

8. What must the manager consider when matching media options with
communication objectives?
One of the most important things the manager will need to think about at this point is the
different relative strengths of advertising and promotion in satisfying the 4 possible
communication objectives : - brand awareness, brand purchase intention, brand
attitude, category need.
Both advertising and promotion should have a significant effect upon brand awareness;
the primary strength of advertising is brand attitude, while the primary strength of
promotion is brand purchase intention, and neither advertising nor promotion can have
much of a direct effect upon category need.
After this basic consideration of how best to integrate advertising and promotion
communication options in the marketing communication options in the marketing
communications program for the brand, specific media are considered in terms of the
communications objectives. For the media choice to be effective it must be consistent
with the communication objectives, especially for brand awareness and brand attitude
strategies. For example, we know that for recognition brand attitude strategies the
product must be shown as it will be seen at the point of purchase. This means that radio
is not an option.
Setting media strategy requires a careful consideration of the processing requirements
of the message, and the selection of communication options that will help to facilitate
that processing.

9. How can direct marketing contribute to a brands marketing communications?
Rather than trying to influence brand purchase intentions over multiple exposure, direct
marketing usually relies upon a single exposure to generate a response. Whether the
desired response is to place an order, to call for more information, or to visit a dealer,
the target audience is expected to do it now. Target audiences are much more tightly
targeted with direct marketing than with traditional advertising. You address the target
audience in a more precise way about its particular and needs and never in the third
person. Another difference is the way in which distribution is treated. With direct
marketing, distribution itself can become a benefit claim, as in not available in stores.
In a very real way direct marketing media are used as the marketplace, in contract to
advertising, in which distribution is used to define the marketplace.
10. Find an example of direct marketing that does not involve a promotion
Sampling


Chapter 6 Questions

1. What is the best way in which to select a target audience?
Brand-specific level describes target audience groupings in terms of such things as
brand loyalty, beliefs about the brand and brand buying intentions.
Antonides and van Raaij look at possible target audience groupings in terms of their
overall descriptive characteristics: how they behave generally in the product category,
and how they behave towards specific brands.
Rossiter and Percy, however, discuss target audience groupings primarily in terms of
their brand purchasing behaviors. They suggest that a brand could potentially be
purchased by any of 5 buyer groups- brand loyal, who regularly buy your brand in the
category; favorable brand-switchers, who buy your brand, but also buy competitor
brands; other brand switchers, who buy more than one competitor brand, but not your
brand; other brand-loyal, who regularly buy a competitor brand; and new category users
who are entering the category for the first time or re-entering after a long time.

2. In what way should brand loyalty play a part in target audience selection?
Understanding the loyalty of the consumer will help marketers decide whom they can
target. For example for loyal customer it may be hard to switch them, however
vulnerable, frustrated or switchable consumers can be switched and you can get them
to use your brand. Thus, it is important to know who you can influence and who u cant
by understanding the loyalty of the consumer. Additionally since loyalty is a function of
attitude, it can be said that by studying loyalty one could also understand the
consumers attitude about competitor brands. (pg 103-105)

3. How would you distinguish between a target market and a target audience?
The target market is the general market you are looking to communicate with while the
target audience relates to a specific type of person and their brand attitudes to
distinguish them from other audience members.

4. Why should demographic factors never be used as the primary criteria in target
audience selection?
Because it is not enough and only gives you a vague understanding of the target
audience, it does more to help understand the target market rather than the target
audience. Furthermore, the target audience should be selected on attitudinal factors not
demographic factors.
They can also be misleading , individuals in a category are not the same and do not act
the same or have the same preferences; they also do not share beliefs/ attitudes even if
they are in the same category.
5. How should the manager use audience characteristics such as demographics
and psychographics or lifestyle when considering a target audience?
A manager could use audience characteristics such as demographics and
psychographics or lifestyle to define their target market and this will help them
understand their target audience to a certain extent. Establishing the market strategy
and target market are key variables that need to be established prior to the target
audience being selected and the above characteristics can be used to establish the
target market which can then later be narrowed down to the target audience.

6. Why is it important to distinguish between customers and non-customers when
planning communication strategy?
We must deal with brand loyalty groups for both customers and non customers.
Obviously, those loyal to our brand must be treated differently from those loyal to
competitor brands. While the general brand attitudes will hold for our customers in the
target audience, when the target audience included non-customers, as well, the
attitudinal assumptions will be different. It is unlikely that those loyal to a competitive
brand will be in our target audience, but if they are, it will be necessary to modify their
brand attitude, changing it if negative. For frustrated non-customers we need to
increase positive attitudes towards our brand but also to address their barriers to
switching. With switchable non-customers, it will be important to build or increase
positive brand attitude for the vulnerable, we must modify their attitudes or change them
if negative.



Chapter 7 Questions

1. Why is it important to understand the roles that people play in a purchase or usage
decision?
It is important to understand the idea of roles in the decision making process because in
advertising and other marketing communications, the message is aimed not only at
individuals but also at individuals in a role. The marketing manager must be concerned
with the individual and the role he/she is playing in the decision when developing
advertising and other marketing communication strategies. Advertising and other forms of
marketing communications do not influence groups; they influence individuals in their roles
as part of the group decision making process. Constructing a target audience decision
making model enables the manager to see that many people may be involved in a decision
as individuals in a role.
Initiator suggests the purchase
Influencer recommends or discourages the purchase
Decider makes the actual choice
Purchaser does the actual purchasing
User who consumes or uses the product or service
The decision roles can be played by more than 1 person.

2. When might the manager use the same message regardless of the role involved?
Role in decision Communication objective
Initiator Brand awareness, initial brand attitude
Influencer Brand attitude
Decider Brand attitude and brand purchase intention
Purchaser Brand purchase intention
User Brand attitude
For the influencer and the user brand attitude is the communication objective, while for the
initiator and for the decider brand attitude plays a role thus a manger can use the same
message to promote brand attitude as it influences all the roles and can lead to brand
purchase intention.

3. Why is it also important to consider the roles that outsiders may play in a purchase
or usage decision?
Outsiders can influence the decision roles, of the individuals; they can affect the decision
making of the individuals. Outsiders may a role in the decision making process as in
influencer to provide the decider with information to make the decision. Evaluating the
options they help choose the appropriate option and help the consumer develop their
attitude/belief towards the product.

4. Why do consumers seek more information when making a high involvement
purchase decision than when making a low involvement purchase decision?
There is more risk involved when making a high involvement purchase than a low
involvement purchase. The consumer is more concerned about making the right/correct
decision and if the decision is wrong then risk losing a lot, so they seek to gather enough
information to justify their purchase decision.

5. How does advertising influence group decisions?
Advertising can influence individuals in a role, they can affect that individuals, affect their
brand attitude which in turn can affect their brand purchase intention. By influencing the
individuals brand attitude and purchase intention the marketer can influence the individual
who in turn can play their role in the group decision making process thereby influencing the
group.

6. In what ways can the behavioral sequence model help the manager make better
strategic decisions?
The BSM utilizes a grid format that requires you 1
st
to identify the probable stages involved
in making a decision, then for each stage in the process determine who is involved, where
that stage in the decision is likely to occur; when each stage occurs in relation to the other
stages; and how the stage is likely to occur. The result is a detailed flow chart that identifies
where potential members of the target market are likely to be making decisions and taking
actions that lead to actual purchase and use of a product or service.
The BSM offers a dynamic view of the target market and suggests opportunities for
delivering targeted messages to different people who may be involved in affecting the
outcome of the decision.



Chapter 8
1. What is meant by positioning?
Positioning entails identifying and defining the market in which you compete, and then
seeking a differential advantage. Overall positioning strategy is generally outlined in the
marketing plan and takes into account all aspects of the marketing mix.

2. How do you determine the best basis for defining a market?
The actual basis for what defines the true market for a brand is how consumers see a
group of products or brands competing for the same usage situation. If the majority of
consumers regard a group of brands as being close substitutes for each other, or as
purchase alternatives then this group of brands defines the market.
The reason why we are so very much concerned about knowing the true definition of a
market is that, without it, the strategic direction for the brand, especially in terms of
market share objectives, could well be misleading. If the strategic direction is wrong,
you can bet the communication strategy will also be wrong, because it will be based
upon a misleading definition of the market.
The market actually defines itself by how consumers see the market. The way in which
consumers look at a market will determine how they behave, and for us to develop
effective advertising and marketing communication strategy we must understand why
and how consumers behave as they do.
Another important reason to understand how markets are defined is that is permits you
to make more effective positioning decisions for new products. To the extent that a
company positions a new product or brand within the same market as other products
sold by the same company it encourages cannibalization.
Cross elasticity how does change is price in your product affect demand for
competitor products looks as substitutability
Perceived similarity - how similar consumers perceive the brands in a particular
category to be. Consumers perceive similarities of products/ brands in the
category. (simple ask consumers) perceptual map brands/products are
placed on map similar products/brands are grouped together more distinct
products are far apart

3. In what ways can using hierarchical positioning help the manager in developing
advertising?
It helps break down how the consumer sees the brand and how the brand is
categorized in the consumers mind. It also helps with establishing the nearest
competitors and overall market in which the brand/product will be competing.
Furthermore, the hierarchical positioning helps the marketer realize the tendency of
consumers to view brands as more or less alike as they move down the hierarchy.
Thus allowing the marketer to choose the most appropriate communication strategy to
position the brand against its competitors.

4. What is the difference between a central vs. differentiated positioning and why is
it important?
To be centrally positioned, a brand must be able to deliver on all of the main benefits of
the category. In effect it will be positioned as the best brand in a category. Because a
centrally positioned brand more or less defines the category it should be limited to
brands with a strong market position.
For a differentiated positioning we must look for another benefit the brand offers
different from the primary category benefit that helps to position the market leader
centrally. Creating a distinct positioning is what helps to differential a brand from the
others.
Important because they help define the brands market position and helps establish an
appropriate communications strategy. helps us decide how the brand should be
positioned with regard to the product category.

5. What are the key questions a manger must ask when first developing a
positioning strategy?
How should the brand be positioned with regard to the product category
Whether the brands position in relation to other brands should be in terms of
product users or the product itself
o What is it
o What does it offer

6. How can the expectancy value model of attitude help in positioning a brand?
You can use the expectancy value model to identify the importance of benefits to you
target audience, the degree to which they believe that you or your competitors can
deliver those benefits and which benefits one brand is seen to deliver better than its
competitors.
In using the model, include those benefits seen by the target audience as being
important or potentially important and have the target audience evaluate your brand and
2 or 3 key competitors. Remember that this exercise must be done for the appropriate
target audience, not the population at large. As you work out the numbers it will be
possible to evaluate positioning options in terms of:
Reinforcing or building a uniqueness for your brand on important benefits
Capitalizing upon competitive weaknesses on important benefits
Emphasizing important benefits that you brand delivers better than others
Increasing the importance of benefits that you brand delivers better than others
(if not already seen as essential)
Decreasing the importance of benefits that your brand does not deliver better
than others

7. What should the manager be looking for in selecting the best benefit to focus
upon in positioning a brand in advertising?

Attribute An objective component of a product


Negative
motivation
Draw attention to an attribute or attributes if dealing with an expert target
audience
Draw attention directly to a subjective characteristic of the brand
Use an attribute to support a subjective characteristic of the brand
Dispel a negative emotion or problems with a subjective characteristic
associated with the brand
Positive
motivation
Use a subjective characteristic to draw attention to the emotional
consequences of using the brand
Simply deliver an emotion

8. What are the important considerations needed for getting the benefit focus right
in advertising and other marketing communication?
Step
1
Make initial positioning decisions
With regard to the product category choose central vs. differentiated
With regard to other brands choose user vs. product orientation
Step
2
Select appropriate benefits
Identify the benefits that
o Are important to the target audience
o The brand can deliver
o Can be delivered better than other brands
Step
3
Use the correct benefit focus
When the purchase motivation is positive emphasis is on the emotional
consequences
When the purchase motivation is negative focus directly on the
benefits





Chapter 9

1. Under what circumstances should the manager consider including category need
as a communication objective?
There are 2 cases when category need must be a communication objective; when it is
necessary to remind the target audience of its need for products in the category, or
when you must sell the target audience the need for the category.
Characteristic A subjective claim about a product
Emotion A feeling associated with the product
Reminding the target audience of a category need applies to product categories
that are infrequently purchased, such as pain remedies. It also applies to one time
purchases that are infrequently used, at least in the opinion of the advertiser.

2. When should brand purchase intention be considered as a specific
communication objective?
Brand purchase intention is not often a specific objective for advertising except when
brand attitude is positive and a reason to buy now is required, but it is always an
objective for promotion. For example when advertising cold remedies the message is
positive relives sore throat pain or helps you sleep and the reason to buy now is
established as such brand purchase intention can be a specific communication
objective.

3. What are the important considerations the manager must use in setting the brand
awareness strategy?
2 types of brand awareness brand recognition and brand recall
Brand awareness is about the link between category need and the brand
Failure to brand effectively is a common problem in advertising
The creative tactics used need to be appropriate to the type of brand awareness
most likely involved in the brand choice decision
o Utilize the behavioral sequence model (identifies how, when & where a
brand choice is made) to identify how the brand is used in the purchase
decision
When primarily seen at the time of purchase (for brand recognition
awareness)
When linked to the need for the product when that need occurs (for
brand recall awareness)
For brand recall repeat the name as often as possible and
link it with the category need
Not Concerned with whether or not the customer can remember the
advertisement but if they can remember the brand
Type of media determines how you will achieve the brand awareness objective

4. Why is it important to think about brand attitude as a relative concept?
The below factors are why brand attitude is a relative concept:
Brand attitude depends upon what the target audience wants now from the
product
Brand attitude is made up of what someone knows about a product ad what he
or she feels about a brand
What someone knows is usually made up of a number of different beliefs
Thus because brand attitude is a subjective concept and depends on the
perception of the customer, brand attitude is a relative concept.

5. In what ways are involvement and motivation involved in driving brand attitude
strategy?
Involvement Motivation
High high risk
Psychological
Financial
Negative motives (want to avoid)
Problem solution (you have a headache want to
relive it)
Problem avoidance (dont want a flat tire so you buy
good tires)
Incomplete satisfaction (not satisfied with the
cleaning ability of the detergent you bought so you
would like to find one that does a better job)
Low low risk
Psychological
Financial
Positive Motives (want to do it because)
Sensory gratification (want to enjoy new clothes, ice-
cream appeals to your senses)
Social approval (buy something to impress others)

The reason why the idea of involvement is so important is that, in processing a
message, when involvement is low and there is little if any risk involved, you do not
really need to believe that the message is true. If advertising merely excites your
curiosity or interest, that will be enough. On the other hand, when the decision is high
involvement and fiscal or psychological risk is involved you must accept the message as
true before you will consider the brand.
Turning now to motivation, the reason why it is so critical to communication strategy is
that if we do not know why someone wants to purchase a product or use a service, we
will not be able to identify effectively the appropriate brand attitude and associated
benefits. And if we cannot identify these, we will not be able to come up with tactically
optimal creative executions.


6. What are the key strategic differences between informational and
transformational strategies?
Informational strategies Transformational strategies
Based on negative motive Based on positive motives
Uses information, ration and logic to
convince the customer.
Uses, emotions, social appeals and sensory-
gratification to convince the customer

7. How should the manager look at corporate advertising in terms of communication
strategy?
Brand awareness and brand attitude must be communication objectives the
brand here is the company
Corporations want their names to be recognized, so recognition brand
awareness strategies need to be used.
Brand attitude the primary objective is to build and sustain overall positive
attitude towards the company in almost all cases, corporate image advertising
should follow a transformational brand attitude strategy.
Transformational brand attitude strategies are needed when dealing with positive
motives. - As such because the primary objective of corporate communications
strategies is to provide customer with information without any agenda to make
them purchase anything the motive is positive.
If the corporations objective is to build and maintain positive attitudes towards
the company, then a low involvement transformational strategy will suffice
If the effect of the negative publicity is slight again a low involvement
transformational strategy should work
If the companys image has been seriously affected then the target audience
needs to be convinced by the message, this means using a high involvement
transformational strategy.

8. Why are some incentive promotions more appropriate for trail action objectives
and others for repeat purchase action objectives?
Trail Strength Repeat Purchase Strength
Coupons Loyalty and loading devices
Refunds and rebates Sweepstakes, games and contests
Sampling Premiums
Premiums

Sales promotions are broadly classified as either immediate or delayed and they are
closely associated with the two target audience actions of trail and repeat purchase.
The types of incentive promotions under trail strength offer an immediate reaction thus
they are ideal for the trail action objective. The incentives listed under repeat purchase
strength offer a delayed reaction thus they are ideal for the repeat purchase action
objective.




Chapter 10
1. What must the manager consider in developing an effective media strategy?
Media must be selected based upon communication objectives with special attention paid
to the processing requirement of brand awareness and brand attitude strategy.
Consideration in matching media with communications objective
Visual content
Critical for recognition brand awareness and transformational brand
attitude.
Time to process
message
Important for high involvement informational brand attitude
Frequency
Higher frequency is needed for recall brand awareness and low
involvement transformational brand attitude

2. How does the trade-off between reach and frequency influence media planning?
The ideal media plan, of course, would enable you to reach everyone in your target
audience as often as necessary to ensure a positive response to your message. But you
never have this luxury, because it would require an unlimited budget. The reality of set
budget requires careful trade-offs between how many members of your target audience you
can successfully reach, how many times you reach them, and when. If you emphasize
reach, frequency suffers and if you emphasize frequency, reach suffers. While the timing of
a schedule is an important consideration, the key is the trade-off between reach and
frequency. This is a critical strategic issue. To solve this one can use minimum effect
frequency it is the point at which we can reasonably expect that our advertising will begin
to work and it is the point at which the target audience would have had enough opportunity
to process the message successfully.

3. Why are visuals content, time to process, and frequency of media important to
consider in media selection?
Visual content is essential for recognition brand awareness because you must able to
present the brand as it will be seen at the point of purchase, and for transformational
brand attitude.
The time available to process a message is important for high-involvement informational
brand attitude strategies because of the need for acceptance of the message.
The ability to deliver high frequency is important for recall brand awareness as well as
for low-involvement transformational brand attitude strategies.


4. What are primary media?
Primary Media is the media that satisfies the three criteria (visual content, frequency, and
times to process) in terms of the appropriate communication objectives. Primary media
must be capable of delivering the appropriate brand awareness and brand attitude
communication objectives, as well as category need and brand purchase intention if
applicable.
Television
Radio
Newspapers
Magazines
Posters
Internet
Direct mail

5. What are the media implications associated with brand awareness strategy?
The difference between brand recognition and brand recall has important implications for
media selection. Brand selection requires an emphasis on the visual representation of the
pack or logo, while brand recall puts the emphasis on frequency to build an association
between the brand name and category need. This difference, of emphasis for example
would lead to the conclusion that radio is unsuitable for brand recognition, but offers cost
efficient high frequency repetition.
When brand recognition is a communication objective, we are looking for good visual
content, not much time should be required for processing, and low frequency will do.
Television, magazines, posters, the internet, and direct mail could be considered. Radio is
out because you cannot see the package, and, while newspapers might be a possibility, we
must be sure that good color reproduction can be counted on.

If brand recall is our communication objective, our biggest concern is with frequency. Good
repetition of the linkage category need and brand name is necessary and this requires high
frequency. Television, radio, newspapers and the internet offer the potential for high
frequency. Magazines and direct mail gave obvious frequency limitations. Posters have a
potential frequency limitation because they are stationary media.

6. What are the media implications associated with brand attitude strategy?
Use the Rossiter-Percy grid to check what kind of media makes sense for specific brand
attitude communication objectives.

For Low-Involvement informational strategy, there is no strong visual requirement, only a
brief processing time is needed, and high frequency is not necessary because the benefits
used in adverts following this type of brand attitude strategy must be learned in one or two
exposures if it is to be effective. This is why almost any medium can be selected. A
possible exception would be if the benefit must be demonstrated, in which case the
medium selected must be capable of presenting the demonstration.

For Low-Involvement Transformational strategy, good visual content is critical. Although
only brief processing time is required, a relatively high frequency is necessary because of a
generally slower brand attitude development. Here TV is the ideal medium, and all the
other primary media with the exception of the internet, are a potential problem because of
processing time and/or frequency limitations. The exception here is radio because it needs
to be excluded because of its lack of visual content. However, a creative advertiser can
overcome this by being able to allow the customer to see the product through the radio
(description).

For High-Involvement (negative) Informational, processing time is required for the more
extensive information content necessary to convince the target audience. In addition,
frequency is not an issue, because the benefits must be accepted in one or two exposures.
The media selection emphasis is likely to be on print media and almost any print medium
will do including the internet.

For High-Involvement (positive) Transformational strategy, visual content is critical and
there is no need for high frequency. With high-involvement brand decisions, we are usually
dealing with brand decisions for products with long product life cycles. This is what permits
the low importance on frequency. Of the primary media TV and most print media could be
selected. Newspapers have the potential color limitations and radio would not be
appropriate. In addition, even though we are dealing with positive motives, because the
brand decision is high involvement, eventually it will be necessary to provide a certain
amount of detailed information. According time to process can also be an important
consideration when picking media.

7. Why is direct matching better than demographic matching in selecting media?
Demographic matching is the practice of defining a target audience in terms of specific
demographic characteristics, then matching that demographic profile with the demographic
profile of a media vehicles audience. But there is a fundamental flaw in all of this, the
likelihood of finding a user randomly would be 1 in 10. The odds of locating a user will be much
greater if we can find the media that can appropriately reach the target audience. In order to do
so we can use direct matching. Direct matching requires directly surveying your market to
measure its media habits, but in most cases it will be worth the effort to identify directly the
media habits of those who are attitudinally and behaviorally consistent with your target
audience.

8. Discuss the difficulties involved in building an effective media strategy?
There is seemingly an almost infinite number of circumstances that could have an
effect upon how to optimize the media schedule picking the right ones depend on
the company and may prove to be difficult
Most media models, by their very nature make general assumptions and tend to
average. It is virtually impossible for anyone model to take into account all of the
many variables involved.
Every brands situation is different, with changes from campaign to campaign so
following a well-known formula may not lead to the most effective media
strategy/schedule.

9. What is meant by brand ecology, and how does it affect media strategy?
Brand ecology entails going beyond simple demographics to understand the relationship
that smaller audiences have with their chosen media. Brand ecology considers not only the
attitudinal, emotional and behavioral aspects of brand consumption, but also explores how
this brand related behavior integrates with wider social and cultural experience in the world
(reality) of the active customer.
The close relationship between consumers and their personal media architecture is at least
as important as any brand-consumer relationship, because it is from our trusted media that
we construct our view of the world, and gain enjoyment, entertainment, stimulation and
information. A deeper understanding of the consumer-media relationship can also be the
prompt for great creative work, as it informs the creative brief with a 3-dimensional picture
of the target audience.
In addition, to develop a really effective media strategy, we require information on the
emotional aspects of media consumption, its social and cultural context and the meaning
that it carries in consumers lives. In order to match our brand attitude strategy with media
consumption we need to know how and why people are consuming the media, not only that
they are in the same room as the TV. Finally, we need to be able to profile the members of
our target audience on emotional, social, and cultural factors and be able to relate them to
their brand relationships in order to maximize our ability to make appropriate media
choices. The use of brand ecology can help with all of this.

10. What are the advantages versus disadvantages of using new media?
Advantages
New media is much like old media can still use traditional communication
objectives
Increases the sharing of content
More mediums to share content
Advertisements can be stored and watched later
Allow more connectivity with consumer
Disadvantages
Rapidly changing media environment is a challenge to keep up with for media
planning and placement agencies
Advertisements can be skipped
Media companies have to adapt quickly to match the rapidly changing media
environment
Consumers do not trust web-based advertisements/promotions unsure of the
credibility of the advertisement/promotion (who is it from?)

11. What problems are associated with the use of social media? What are its
advantages?
Disadvantages
Social norms for social media has not yet been established anything goes -Social
media users cannot be sure when seeing an advert if it actually came from the
brand.
Negative WOM can be quickly spread through social media.
They are not channels for selling things not persuasive media channels
Social media is marketing pyrite fools gold everybody doing it because everyone
else is
Advantages
Way in which people can maintain social contact in an increasingly impersonal
world. negotiated media channel
Large number of people and business on social media large reach
Can help enhance existing media channels enhance marketing and PR
Allows for interaction between organizations and consumers.

12. In what way are new media likely to affect media planning and strategy in the future?
In the future marketers will have to plan for the uncontrollable factor of social media as well
as the increased connectivity it provides consumers. Marketers in the future will also have
to engage consumers in dialogue rather than monologue format and attempt to invite
customers to participate in conversations rather than remain passive targets for
messages. Finally, new media presents both opportunities and challenges for delivering
messages, but the strategic use of new media, like any media must conform to the
processing requirements of the communication strategy.






Chapter 11

1. Why is it important to understand how advertising is processed?
We define processing as that which goes on in a persons mind when he or she is exposed
to an advert or any form of marketing communication. It is a response to adverts or other
forms of marketing communication. It is important to understand processing because it
suggests what we must include in the message / execution of the advert or marketing
communication, if it is to be correctly processed.

2. What are the different aspects of attention and how might they affect the way in
which an advert is processed?
The concept of attention implies that somehow we focus a mental spotlight on some
activity in our external environment or internally on a memory or something that we are
thinking about. Attention can be split into unconscious and conscious or reflexive and
selective attention.

Reflective attention initiates when a change in the environment occurs and is a wholly
involuntary reaction. For example, when a commercial comes on TV even if you were
only half attending the program, the switch in programming from the show to the
commercial will cause you to notice the commercial. If you then jump up to run to the
kitchen in order to get something to eat because of the commercial break, it is because
the change in the stimulus involuntarily attracts you attention. The same thing occurs
every time you turn a page in a magazine. Even if you are only skimming the magazine,
each time the page turns, you attention will involuntarily be drawn to the page. If there is
an advert on the page you will process it at least far enough to identify it as an
advertisement and in most cases choose not to spend time actually reading it.
Unconscious attention is being paid to the things in your immediate environment, but it
nevertheless results in some cognitive processing.

In selective attention you voluntarily pay attention to advertising. This could occur, for
example, if you saw an advert for a laptop when you were actively thinking about buying
one. This is top down conscious processing, as you would first reflexively attend to the
advertising itself and assuming that there is enough there to link the advert to your
category need for a new laptop, you would probably pay further attention to the
advertising. If the execution draws attention to one thing, it could very well be to the
exclusion of other information. In effect, inattention to something is necessary fallout
from the focusing of attention on other specific information.

So selective attention allows you to process information more thoroughly where as in
reflexive attention the information is not thoroughly processed.
3. In what ways is memory involved in learning?
in order to learn one needs to gather and store information memory allows you to
do that
Memory allows proper learning because it organization information in terms of its
associations so the information can be accessed easily.
Have working memory helps you store information while you process it.

4. Does it matter if advertising is processed consciously or unconsciously?
Yes it does matter, because one cannot process advertising unconsciously. Advertising
can only be processed consciously, because the consumer needs to pay attention to it,
if they do not pay attention to it they will not process it. One needs to process
information consciously for it to be processed.

5. What are the important differences between declarative and non-declarative
memory, and how these effect the processing of advertising?
Declarative memory deals with facts and events and is reflective. There are two
fundamental features of declarative memory:
1. First it is composed of a combination of even based memories known as episodic
memory and of fact based memory known as semantic memory. We acquire
declarative memory through everyday experiences. For example we can
accumulate facts about a brand by gathering new information for
advertisements for example with our experiences of the brand. Together these
semantic and episodic memories combine to form declarative memory what we
known about the brand
2. The second fundamental feature of declarative memory is that it is available to
conscious recollection and we can talk about it. This means that declarative
memories for both episodic and semantic information are special because a
person cans access and express these memories and use them to solve
problems by making inferences from them. This is how we would make
judgments about a new brand extension. We have access to appropriate
memories of or relevant experiences and knowledge and use these memories to
help us to form our judgments about the new product.
Non-declarative memory is normally inaccessible to the conscious mind, and is typically
reflexive. This includes what is known as procedural memory, the learning of skills and
habits and basic associative learning. It is not likely to be involved in the processing of
advertising. It involves unconscious change in behavior as a result of some previous
experience. And because of the generally passive role of the encoding involved, voluntary
recall of the memory is unlikely.
Only declarative memory can affect advertising because it affects our perceptions and
attitudes towards a brand,
Differences
Declarative memory Non -Declarative memory
Conscious explicit memory Unconscious explicit memory
Can recall Cannot recall
Reflexive Reflective

6. How can memory interfere with the successful processing of advertising?
Absent-mindedness Results from not paying
proper attention to
something.
Likely to occur for more
routine experiences, such
as exposure to advertising
for which there is no
compelling reason to
carefully process the
message,
Misattribution Remembering something,
but attributing it to the
wrong source
In advertising this can
occur when the message
does not bond in memory
with the brand because it
is too similar to
information already in
memory associated with
something else, or
because we link it to a
previous personal
experience unrelated to
the brand
Suggestibility Attributing something from
an outside source to a
personal experience
Bias When current beliefs and
feelings distort the
processing of new
information
Occurs when our current
beliefs and feeling distort
how we interpret what we
see in advertising
Blocking When appropriate retrieval
cues are in place, but the
association is just not
made
This can be a real problem
with brand names, and
especially abstract brand
names or the names of
new brands, if there is no
strong association made
in the brands advertising
with the appropriate
category need.
Transience Natural shift over time
from specific recollection
to more general
description
This is why in advertising
studies people are likely to
recall general ideas from
advertising rather than
specific details
Persistence Remembering something
you would like to forget
Not a problem for
advertisers

7. What role does emotion play in message processing?
Emotional responses frame our conscious cognitive processing. In advertising if the
emotional response elicited is consistent with experiences associated with using the
product, any positive emotions activated on behalf of the brand by an advert should help
reinforce brand purchase intentions made as a result of that advertising.
Emotions frame our conscious memory by organizing with associations. If the past
associations are brought up then will recall their emotional memory, and recollect. When
processing a message emotions can allow a person to draw on feelings of nostalgia or past
experiences to associate with the message.

8. Is the processing of adverts in new media different from the processing of
adverts in more traditional media?
First the advertisements structure can be broken down into micro and macro
structures
New media shares common micro structure with traditional media and can be
processed in the same way
Macro-structure for new media is different than traditional media
Allow for more customer interaction and the customer can control how they
interact/navigate through the advertisements
This causes a lack of control for the advertisers and they cannot control the
emotional responses of the consumer






Chapter 12

1. How can the insights gained from the fields of psycholinguistics and visual
imagery help to create more effective advertising?
When psycholinguistics and visual imagery are followed the likelihood of attention and
learning increases. The reason it is so important to understand this sort of thing is that
the easier we make it for our target audience to process and understand our message
the more likely we are to achieve the desired communication effect.

2. What can be done to minimize the effects of memory malfunctions on processing
advertising?
Minimizing
misattribution
Create a unique brand-benefit claim link
Minimizing absent-
mindedness
Establish links in memory to appropriate category
need
Use distinctive cues not likely to be associated with
other long term memories
Ensure a consistent look and feel over time to
encourage familiarity
Minimizing blocking Make sure the link to category need is well integrated with
obvious associations
Minimizing transience Ensure message is carefully integrated with how the
brand is understood
Encourage elaboration of points the target audience
is interested in remembering
Minimizing bias Imply positive brand attitudes are of long standing
Use personal references, especially to positive
memories

3. What is the fundamental differences between the create tactics for recognition vs.
recall brand awareness strategies?
Recognition Package must be shown as seen at the point of purchase
Category need must be obvious
Recall Category need must be clearly linked to the brand, and in that
order
Repeat association
Personalize the association between the need and the brand


4. What is the fundamental differences between the create tactics for information vs.
transformational brand attitude strategies?
Informational brand attitude strategies key is the benefit claim support
Present the problem first, resolved by the brand
Use only one or possibly 2 benefit claims for low-involvement decisions
Present benefit claim in the extreme for low involvement decisions
Be careful not to over claim for high involvement decisions staying within the
target audiences acceptable level of attitude toward the category, product and
brand.
Consider a reputational (disagree) approach if the brand can deliver the benefit,
but the target audience does not believe it.
Ensure that the execution elicits an emotional sequence that first associates the
problem with some level of fear or anxiety and then delivers a sense of relief as
the brand provides the solution
Utilize an attribute to characteristic or negative emotion to characteristics benefit
focus; or for low involvement decisions a simple presentation of a subjective
characteristic of the brand
Transformational brand attitude strategies key is the emotional portrayal
Emotional authenticity is required for both low and high involvement
transformational brand attitude strategies
Creative execution must be unique to the brand, employing a strong visual
components
The target audience must like the advertising
The emotional portrayal must seem authentic, eliciting a strong positive
emotional response consistent with the motivation involved.
Some information may be needed for high involvement decisions
Utilize a characteristic to negative emotion or positive emotion benefit focus
leading directly to the appropriate emotional response.

5. In what way can creative tactics be used to elicit specific emotions?
Another important aspect of the role of emotion is to ensure that the correct sequence of
emotional response is elicited by the advertising. For most situations in life we
experience an ongoing series of emotional reactions and good advertising executions
will reflect this by eliciting a dynamic sequence of emotions that parallel what is
experienced in using the advertised product. In effect, advertising should elicit emotions
that will not only encourage a positive affective response to the message but also be
consistent with the emotions that are associated with the underlying purchase
motivation. For example, this emotional sequence should be reflected in advertising a
pain reliever. The initial imagery in the execution should make you feel the pain,
reminding you of the problem; then you should experience the relief that comes with
using the brand.

6. What is the relationship between motivation and emotion in advertising, and why
is it important to understand?
Informational brand attitude strategy
Negative motive Emotional sequence
Problem solution Mild anxiety relief
Problem avoidance Fear relaxation
Incomplete satisfaction Disappointment hope
Transformational brand attitude
strategy

Positive motive Emotional sequence
Sensory gratification Dull (neutral) joy
Social approval Apprehension flattered
Ashamed - proud
Emotions are related to motivations, and it is important to understand because it will
help elicit the appropriate emotional response to your advertising to make it effective.

7. In what way does the viscid model help creatives in development of advertising?
The VisCap model can help creative to create an effective advertisement that can achieve
the desired communication objective match the component with the desired
communication objective
Communication objective Characteristic to look for
Brand awareness Visibility How recognizable is the
person or character?
Informational brand attitude

Low and high involvement

High involvement
Credibility

Expertise

Expertise and objectivity
Person or characters
perceived knowledge of the
product category/
Sincerity or trustworthiness
of person or character
talking about the product
category
Transformational brand
attitude
Low involvement
High involvement
Attractiveness
Likeability
Similarity
Person or character is seen
as attractive
Target audience sees
person or character as
similar to them
Brand purchase intention Power Perceived ability of the
person or character to instill
compliance with the
message on the part of the
target audience.





Chapter 13

1. Discuss how the creative process is evolving
In todays advertising world, and especially is Europe, many advertisers no longer use their
advertising agency for traditional media planning and buying functions. Rather they are
turning more and more to specialized media institutes using their agencies only for the
development and exaction of creative ideas. These media institutes are beginning to have
a hand in overall strategic planning and are even advising marketers on their creative
product. It is almost as if the media institutes are beginning to morph into traditional full
service advertising agencies. But regardless of where the advertising is created 2 basic
functions will be involved; writing the copy and laying out a print advert or developing the
visual content of a commercial.
With smaller advertisers, the entire creative function may rest with a single individual. At
large advertising agencies there may be teams of copywriters and art directors working with
production experts and directors to develop and execute a campaign. And in todays digital
world, these traditional functions are in flux, with the addition of new creative players and
roles. Perhaps the biggest change is now creative departments work today may be
summed up in 2 words: increased collaboration. While some version of the traditional art
director/copywriter team is still the norm, the team is now expanding to include any number
of other specialists. For example, now there are creative technologists who provide
expertise on what is creatively possible from a technical standpoint. Agency producers are
increasingly part of the creative team as the lines between creation and production have
blurred.

2. Why is it important to understand the roles being played by the target audience
when creating adverts?
For an effective marketing communication it should understand and match a message with
the roles that an individual plays. When we are trying to arouse interest in a product, we are
talking to the consumer in his role as an initiator. We want him to initiate the process that
will lead to purchase or usage of our product or service. This could be the same execution
that is also used to address the consumer in his or her role as an influence, but it need not
be. In appealing to the consumer's role as decider, advertising and other marketing
communication must stimulate a positive intention to buy or use the product. For consumer
role as decider, the marketing communication must stimulate a positive intention to buy or
use the product. The last role played in the decision process is that of user where marketer
is looking to encourage repeat purchase or usage
.
It is important because what you say in marketing communications is related to whom you
say it to, in terms of the roles that they play and not as individuals. Executions may need to
accomplish different things depending upon where you are and what role you are playing in
the decision process. Thus, understanding the roles is important because it helps
marketers effectively influence people in roles.

3. How does consistency in advertising and all other marketing communication
improve the overall effectiveness of a campaign?
Consistency is one of the most important aspects of effective creative execution within a
marketing communication program where all executions must have a consistent look and
feel. When consistent look and feel to a brand's creative execution is established, brand
awareness will be triggered by itself without actual reference to the brand name being
necessary. In addition consistency amongst a brands marketing communications will
enable the target audience to recognize it immediately as coming from the brand. Also
consistency in creative execution with appropriate visual image facilitates brand attitude
and reinforce a favorable attitude towards the brand. A consistent visual or pictorial feel in
marketing communication has been found to be a faster trigger for brand identification than
the actual brand name or company logo.

An example of Consistency in adverts is Silk Cut (a UK tobacco brand), for years its
advertising was about combination of purple silk and a ' cut . The consistent imagery of the
purple silk and ' cut' automatically communicated the brand name.

4. What is the role of consistency in advertising and promotion executions over
time?
Consistency in advertising and promotion execution over time reinforce brand attitude and
make significant contribution to the health and growth of the brand. A good example for this
is Oxo stock cubes; it ran for over sixteen years, beginning in 1983, the advertising featured
a family's day to day life experiences, centered around mealtimes. The campaign features
the same actors over the years, and the scenarios played out easily identified with the
target audiences own family lives. The consistency of look and feel evolved with the times
as the actor family grew older and it was identifiable as Oxo advertising. - Consistency
amongst a brands marketing communications will enable the target audience to recognize
it immediately as coming from the brand.

5. What are the advantages and disadvantages of crowd sourcing?
Using crowd sourcing brings some genuine advantages to companies and individuals
looking to complete defined tasks with affordable price. The main attraction so far has been
its fairly lower price, compared to the price for hiring a dedicated professional. Also
the competition in crowd sourcing brings creative idea for ads and leads to successful
commercial adverts.
There are disadvantages: cheap labor results less credible product, compared to
professionals. You pay professionals for their expertise, experience and dedicated spirit,
but you buy labor for completing simple tasks. Any complicated task is risky for crowd
sourcing. With crowd sourcing also comes the issue of management. In most cases you
have to manage a large scale of workers, which pretty much waste more of your time
for management. Worst of all, theres no employee loyalty and ideas can be shared
with other companies you dont have control over the knowledge generated by the
crowd sourced employees.

6. How does social marketing communication differ from brand marketing
communication?
Social marketing communication is looking to do more than just build positive attitude, it is
looking to change attitude and behavior this is difficult. This has a unique process to
influence change in attitude and behavior
Andersons modified
stags
Communication goal
Pre-contemplation Raise awareness of the desired change and build interest in
values associated with new behavior.
Contemplation Persuade and motivate
Action Help initiate new behavior
Maintenance Maintain new behavior

7. Find and contrast good vs. bad social marketing communication executions

8. Why is a creative brief one page?
In preparing a brief, there are really only two areas in which a lot of detail may be needed:
the description of the target audience and the support for the benefit claim, otherwise keep
the creative brief to the bare essentials. There will always be plenty of back up available
from marketing plan and the communication strategy plan if the creatives want more. The
key to an effective creative brief is that it is brief. This helps to ensure that the information
provided has been carefully considered.

9. How will an effective creative brief improve an advert?
A creative brief involves:
Market characteristics
Consumer characteristics
Product characteristics
Brand positioning\
Competitors advertising
Communication objectives
Media considerations
A creative brief will help improve an advertisement because it represents a holistic
briefing of the factors that will influence a successful execution. The above mentioned
factors act as considerations to ensure that the advertisement will be appropriate for its
objective. It also helps ensure that outside agencies and creatives have a good
understanding of what is required and can the appropriate advertisement that will meet
the needs of the company and not simply a flashy advert to show-off what they can do.

10. Why is it important to pre-test creative executions?
To improve the chances that the advertising will work as planned when placed in the
media. Also it will ensure consistency with the communication strategy. It lets you know if
the execution is likely to achieve the communication objectives set for the brand and
enables you to predict how it will work in the market. A good pre testing provides the
manager the understanding that can be used to revise or improve the execution if
necessary.
Pretesting deals only with the creative content of the execution and tests for 3 factors:
a. The creative content of the executions
b. Correct media placement and scheduling
c. Competitive advertising activity




Chapter 14

1) In what ways do sales promotions provide a means of delivering a brands key
benefit? Find example of this.
Sales promotions techniques (like personal selling, sponsorship), in addition to
providing a stimuli for purchase, also provide an opportunity for communicating the
brands benefits. Sales promotions refer to the promotion including an incentive. It is
important for the manager to think about the communication potential of sales promotion
beyond their immediate objective of trial or repeat purchase.
For example samples are a way of delivering a message about the brand as well as an
opportunity for trial; coupons deliver a price off message and when well executed they
key benefit as well. After it is delivered the promotion itself may continue to be a part of
the communication mix. A coupon that is clipped or saved continues to deliver a
message every time it is referred to.

2) What are the similarities and differences between trade and retail promotion and
consumer sales promotion
Trade promotion: they are relatively not expensive, also they can be implemented
quickly and easily but the regulation in that trade segment limit the type of incentive
promotion they will accept. There are 3 basic categories of trade promotion techniques
1. Allowance promotion: provide the trade with a monetary allowance of some kind in
return for buying or promotion a specific quantity of a brand
2. Display material promotion: usually involve the manufacture in providing specific
display material to be used in featuring the brand.
3. Trade premiums and incentives: special gift or opportunity to earn or win valuable
trips or prizes in return for purchasing specified quantities of the brand or meeting
specific sales quote.

Retail promotion techniques: trade promotion (above) are also used by retailer, retail
promotion are always price related, while they tend to be categorized in terms of
specific price-off promotion, point of purchase display promotion and retail adverts. The
promotion itself almost always includes a price reduction.

Consume sales promotion: consumer promotions are initiated by the brand, not the
retailer, and the brand controls the content. There are 6 basic consumer sales
promotions: (coupons, refunds and rebates, sampling, loyalty and loading devices,
sweepstakes, premiums)
Coupons Are low cost, and the most common form
of promotion
Refunds and rebates Offer large price discounts usually with
more expensive products
Sampling Provides an opportunity to try or use the
brand at little or no cost
Loyalty and loading devices Encourage repeat purchase or use
(loyalty) or change normal purchasing
patterns (loading device)
Sweepstakes Help to create excitement and reinforce
brand image at a relatively low cost
Premiums Help to facilitate purchase by offering a
reward or bonus
Trade promotion techniques B2B, retail and consumers promotions B2C all
involve discounts and incentives for purchase,

3) How can public relation contribute to a brands overall marketing communication
program
Public relation strategy may be thought of as being either proactive or reactive.
Proactive public relation involves planned activity that is designed to attract attention to
a brand and to help to build positive brand attitude. Reactive public relation occurs when
a company experiences negative publicity and must deal with damage controls which
happen when there are product recalls. Public relation must be consistent with a brands
overall positioning. The link between the brand and the category need must be present
and clear and the key benefit must be communicated. The appropriate brand t category
need link is critical for establishing brand awareness and this will only happen if an
event or publicity clearly reinforces this link. With PR it can be difficult to specifically
present the key benefit. It must be communicated indirectly by the nature of the PR
campaign- another problem would be getting the brand name mentioned. PR can add to
overall marketing strategy but not substitute it, it can build brand awareness and brand
image- through associating ideas/beliefs with the organization and in turn the brand.

Advantages of PR
Compared with traditional forms of marketing PR has the ability to reach highly
segmented markets effectively
Because PR messages are not delivered as advertising or promotion even when
placed in traditional media, they avoid the clutter associated with advertising like
messages
Because they are not seen as advertising or promotion the message is likely to
be seen as more credible



4) What is the difference between public relation and marketing public relation
PR is the planned and sustained effort to establish and maintain goodwill and mutual
understanding between an organization and it public. Most Public relation practitioners
prefer not to think of what they do as part of marketing, they tend to look upon what they
do as more concerned with enhancing the image and reputation or an organization.
MPR is the process of planning, executing and evaluating programs that encourage
purchase and consumer satisfaction through credible communicators of information and
impressions that identify companies and their products with the needs, wants, concerns,
and interest of consumers.

5) Identify examples of sponsorships and event marketing? And discuss how they
are contributing to the brand attitude?
Sponsorships can play an important role in a brands overall marketing
communication mix. It involves a brand providing support for a particular event,
organization, cause, or even a specific individual, using its brand name or logo in
association with the sponsored activity or individual and the ability to reference the
sponsorship in its other brand marketing communication. This enables the brand to
be presented in a favorable environment in which it has the potential of benefiting
from the existing positive attitude toward the sponsored activity.
Event Marketing involves support for a single event rather than an ongoing
relationship.
Example: if a company were to have an ongoing relationship with a foundation for
aid research that would be a sponsorships. Sponsoring the Olympic is event
marketing.
They can contribute to brand awareness and brand attitude by which there should
be an association in memory that can trigger a link between the brands position
especially its brand benefits and what is being sponsored.
The brand manager must look carefully at the fit between the brand and any
potential candidate for sponsorship. Just as the management of an organization or
an event should ask if there is a good fit between them and the brand.
Sponsorships and events help the audience associate the brand with particular
attributes that contribute to building, maintaining and enhancing their perception,
belief and in turn attitude towards the brand.

6) Weight the advantages and disadvantages of personal selling as part of a brand
marketing communication?
Personal selling involves direct contact with consumers, or direct links to retailers or
dealers in B2B and industrial marketing. The difference between personal selling and
other components of the communication mix is that the messages go directly from the
marketers to a specific member of the target audience, thus providing an opportunity for
interaction and modification of the basic message to address specific concerns of that
individual or company. The personal, interactive nature of the personal selling permits a
certain amount of probing to ensure a good understanding of how the target audience
sees the brand.
Personal Selling
Advantages Disadvantages
Allows for direct contact with
consumers (B2B/B2C) allows for
interaction
Expensive needs a lot sales people
have to spend time on each person
not sure who will buy who wont.
Messages go directly from the marketer Marketers/sellers do not have total
to a specific member of the target
audience
control over the selling process
consumer has either half or all of the
control
Allows for personalization to the
individual
Easy to make mistakes, sales person
need to be trained to handle the
customer, and use the correct
techniques
Allows for probing to understand the
target audiences attitude, perception of
the brand.

7) Discuss how trade shows and fairs contribute to a brand communication
objectives?
Helps with brand purchase intention by providing consumers with incentives to
visit the trade show, their booth , also the personal selling aspect of the selling
process can also help with increasing brand purchase intention
It provides a chance to identify and meet new customers, and an opportunity to
nurture existing customers
They are an excellent forum for introducing new products, and for demonstrating
products.
The principle advantages of trade shows and fairs are that all of this can be
accomplished with a relatively short period of time and directly to members of the
brands target audience.
Helps create brand awareness by directly building an image of the brand in the
consumers mind and linking it to the category need
The personal selling process also helps the brand to personal the service to the
customer and allows them to build their brand image by affecting the
customers perception of the brand.

8) Why are product placements seen by some as unethical, and how do you see this
issue?
Because there is no guarantee that the audience will understand that an attempt is
being made to persuade them. Even if the audience did understand, it is still unethical
because the marketer intends to deceive. Even while the use of product placements
increases less and less attention is paid to them by regulatory agencies. Product
Placement also distort the perception of what brands are popular because people are
not likely to make the connection between a brand appearing in a movie, or video game
and the fact that it was put there by the marketer. Product place in the back-ground
takes unconscious attention and is almost like subliminal messages, this is unethical, if
not in effective.

9) Find example of packages that do a good job of communicating the brands key
benefits
Marmite (Chapter 2 case study). Made a bottle with a nozzle so people can spread it
easily communicated the key benefit of being easy to use
Axe spray use bold colorful images and designs on their bottles, with catchy names to
attract their male audience this illustrates their key benefit of allowing males to make a
statement to attract the opposite gender.
Dunkin doughnuts packing has image that says UAE runs on Dunkin doughnuts
this is reflective of their key benefit of providing sustenance.

10) How does channels marketing different from co-op?
Channel Marketing describes all level of marketing communication to the retail trade. It
is a result of the increasing importance of trade promotion, coupled with the increasing
power of retailers. It basically combines co-op marketing with tactical marketing.

Co-Op is an agreement between retailer and a brand to cooperate in part to the brands
marketing communication. The brand offers to produce Advertising or promotion that
includes the retailers name and the retailers agrees to participate in funding the
Advertising or promotion along with the brand. Traditional co-op advertising is generally
broad in scope and passive in nature. Typically it is open to a brands entire retail base,
conditioned on sales volume; the more of the brand sold the more money available for
co-op advertising. The adverts and other merchandising material are provided by the
brand, but used by the retailer as it wishes. Then on a periodic basis, the retailer is
reimbursed for its expenditures according to the co-op agreement. . With their
expanding power the brands were using the traditional co-op method as a profit center
and were beginning to force brands to participate in retailer-initiated promotions that
often were not consistent or integrated with the brands overall marketing
communication.

Tactical marketing grew out of the desire on the part of brand to assume more control
over the use of their co-op monies. Tactical marketing unlike traditional co-op is always
proactive. Programs are designed for particular retailers, tailored to their specific needs.
With the cooperation of the retailer the brand fund the program, in accordance with the
retailer meeting specific sales goals, and implements the program. The benefit for the
brand is control. Tactical marketing offers the retailer complete coordination of the
program and production of materials used, while giving the brand control over the
content and timing of the advertising and promotions. The pay of for the retailer is the
ability to go beyond the basic print orientation or simple broadcast executions of most
traditional co-op programs and the ability to utilize the full marketing communication
range of the brand within a plan optimized for each retailer.

Channel marketing uses the co-operation of a co-op but the tactical nature of tactical
marketing to organize and ensure the fairness of the co-operation between the retailer and
the brand.




Chapter 15

1) How would you define integrated marketing communication (IMC)?
IMC is the planning and execution of all types of marketing communication needed for a
brand, service, or company in order to satisfy a common set of communication
objectives -or put more simply, to support a single positioning. IMC means planning,
and the ability to deliver a consistent message, all with a consistent look and feel.

2) What are the roles of Advertising and promotion in IMC?
All forms of marketing communication maybe considered in IMC planning. Advertising &
Promotion each contribute unique strengths to a campaign. The primary strength of
traditional Advertising is building long-term positive brand attitude. That of traditional
strength of promotion is creating brand purchase intention for accomplishing short-term
brand objectives. In todays world the line between advertising and promotion are
blurred, advertisements are looking more like promotions and promotions more like
advertisements. Nonetheless, how advertising and promotion relate to the
communication objectives is described as below:

Category
need
Neither advertising nor promotion is especially strong in stimulating
category need. Advertising would have a hard time trying to create a
motivation. Its strength would be in positioning a category so it is seen
as satisfying an existing motivation. Promotions have the ability to
accelerate category need, but again are not likely to generate category
need.
Brand
awareness
Brand awareness is the traditional strength of both advertising and
promotion. The manager must remember to consider what type of
awareness is involved. While advertising can deal effectively with both,
recall and recognition brand awareness, promotions are likely to be
more effective for recognition brand awareness.
Brand
attitude
Here we have the traditional strength of advertising. By its very nature it
offers the message flexibility that is so very well suited for brand attitude
objectives. But good promotions should also work on brand attitude; if
proper attention is paid to how a promotion is executed (especially in
terms of words and images in the message), it will be able to contribute
something to the brand attitude. Nevertheless, advertising is still the
strongest contributor to brand attitude communication effects.
Brand
purchase
intention
This is the traditional strength of the promotion. Because of their
generally short term tactical nature, promotions are geared towards
eliciting immediate action on the part of the customer. Advertising can
contribute to brand purchase intention, but if it is truly an advertisement
and not a hybrid advertising message that includes a promotion.

3) In what way do Advertising and promotion each contribute to an effective overall
campaign?
Category
need
Neither advertising nor promotion is especially strong in stimulating
category need. Advertising would have a hard time trying to create a
motivation. Its strength would be in positioning a category so it is seen
as satisfying an existing motivation. Promotions have the ability to
accelerate category need, but again are not likely to generate category
need.
Brand
awareness
Brand awareness is the traditional strength of both advertising and
promotion. The manager must remember to consider what type of
awareness is involved. While advertising can deal effectively with both,
recall and recognition brand awareness, promotions are likely to be
more effective for recognition brand awareness.
Brand
attitude
Here we have the traditional strength of advertising. By its very nature it
offers the message flexibility that is so very well suited for brand attitude
objectives. But good promotions should also work on brand attitude; if
proper attention is paid to how a promotion is executed (especially in
terms of words and images in the message), it will be able to contribute
something to the brand attitude. Nevertheless, advertising is still the
strongest contributor to brand attitude communication effects.
Brand
purchase
intention
This is the traditional strength of the promotion. Because of their
generally short term tactical nature, promotions are geared towards
eliciting immediate action on the part of the customer. Advertising can
contribute to brand purchase intention, but if it is truly an advertisement
and not a hybrid advertising message that includes a promotion.

In addition if advertising and promotion are used together they have increased benefits.
For instance, when advertising has been effective in generating a strong brand attitude,
all of the brands uses of promotion becomes much more effective without a strong
brand attitude, promotion effectiveness suffers. Promotions are needed for the tactical
support of the brand.
While advertising is of critical importance to a brand, because without advertising
it is very difficult to maintain strong brand equity, the over strength of a brand is
increased when it is used along with a promotion. When advertising and promotion are
used together the overall communication effects are stronger.


4) Why is it important to track advertising over time?
The best way to track advertising is continuous tracking (tracking over time), which
utilizes ongoing interviews of small samples of consumers, rolling the results, with
moving averages for weekly, fortnightly or 4-weekly (monthly) periods. This permits a
relatively continuous measure of what is going in the market, offering a sensitive
measure of actual Advertising effects. This provides the managers with a powerful
diagnostic tool and avoids the dangers inherent in other methods of misreading the
effects of campaign. The results will be as good as your measures and analysis. The
measures used in tracking a campaign reflect the four stages of the communication
response sequence exposure, processing, communication effects and target audience
action. In tracking, a marketing communication campaign the manager is not only
interested in the results (i.e. the target audience action) but also in each step that led to
that result. It is only by looking at the entire sequence that one is able to understand the
result, and to be in a position to correct any aspect of the campaign that is not working
as planned.

5) Why is it so difficult to implement IMC successfully?
Decision making
structure

Organization structure too often is not conductive to
sharing information.
Too often marketing communication has a low priority
and is headed by specialists with a narrow focus.
Organization character inhibits a common culture.
Manager
perceptions on IMC

Resistance to change and politics associated with power
inhibit sharing
Belief company already implements IMC
Niche-and micro marketing are thought not to need
common themes.
Compensation Worries about position and salaries in a restructured
IMC-oriented group.
Compensation is based upon individual budgets, not
contribution to total good.