Marketing communication exam pre

Marketing communication is a process that organizations deliver messages about their

products, messages or brands directly or indirectly to customers with the intension to
persuade them to purchase.
Engagement is an activity that involves two-way interaction between customers and
organizations. It’s the main role of marketing communication, by engaging audience it
becomes easier to drive relevant conversation.
3 dimensions of engagement: cognitive, emotional, behavioral
The tasks of MC are based on the need to differentiate, reinforce, inform or persuade
audience to think and behave in particular ways
The marketing communication mix consists of various tools, media and messages that
are
used to reach and engage audience-centered conversations.
5 tools: advertising, sales promotion, public relations, direct marketing, personal
selling
3 categories of media: media by form, media by source, media by functionality
4 types of message: informational, emotional, user generated, branded content
The MC in international markets need to observe and respect local culture, which
includes
values, beliefs, customs, symbols, languages and religious properties.
The marketing mix is a combination of factors that can be controlled by a company to
influence consumers to purchase its products.
4Ps: product, place, price, promotion
7Ps of service: product, place, price, promotion, people, process, physical evidence
7 tools of marketing mix:
-Advertising
-Public relations
-Sponsorship
-Personal selling and Direct marketing
-Sales promotion
-Events and experience
-Interactive marketing
Marketing is the activity, set of institutions, and processes for creating,
communicating,
delivering and exchanging offerings that have value for customers, clients, partners
and
society at large
User generated content (UGC) is any form of content that created by consumers or
end-
users of an online system which public to other consumers.
Branded content is the practice of marketing via the creation of content that funded
and
produced by advertiser. It’s focus on the value of brand instead of products or service.
It
seeks to generate conversation around the brand and develop brand image.
Global consumer culture theory states that the globalization of markets has led to the
emergence of a global consumer culture, with consumers share similar beliefs and
consumption values. These consumers are not bounded by where they live and the
market segment exist across borders.
Issues concerning online advertising: transparency, view ability, brand safety and ad
fraud Basic decision making:
Need recognition
Information search
Evaluation of alternatives
Purchase decision
Post purchase behavior
Organizations use marketing communications in different ways to influence these
stages.
The organizational buying decision process consists 6 main stages:
Need/problem recognition
Product specification
Supplier and product search
Evaluation of proposal
Supplier selection and evaluation
Consumer learning: the process that consumers acquire purchases and consumption
knowledge and experiences that they apply to future decisions and behavior
Fast moving consumer goods (FMCG): products that are sold quickly and at a
relatively
low cost

Audience segmentation is a method to divide audience into different groups based on

various criteria.
4 key ways to segment:
Demographic: based on age, race, religion, gender and so on
Geographic: based on consumer location
Psychographic: based on shared personality traits, beliefs, values, attitudes, interests
Behavioral patterns: based on the way that consumers interact with the organization or
make a purchasing decision
The influencer model describes information flowing via media channels from
particular
types of people to other audience. Through interpersonal networks, opinion leaders
have
the ability to reach target audience who have not exposed to the message, and
reinforce the
impact of the message for who have received the message.
Opinion leaders are members of a peer group who have informal expertise and
knowledge
about a specific topic. Opinion formers have formal expertise based on their
qualifications,
experiences and careers. Opinion followers value and use information from these
sources in
their decision making.
Word-of-Mouth (WoM) is an interpersonal communication regarding product or
service
that the receiver regards the communicator as impartial. It’s an important form of
effective
communication because it’s relatively cost-free and very credible.
Blue ocean strategy is the pursuit of differentiation and low cost to open up a new
market
space and create new demand. It’s about creating and capturing new market space and
making the competition irrelevant.
Importance of objectives: They provide direction and an action focus for all those
participating in the activity.
3 main ways of defending objectives:
Sales stream: market share, profitability, sales, ROI
Communication stream: awareness, comprehension, perception, attitudes
Corporate stream: performance, image, reputation, attitudes
Behavioral economics is grounded in the belief that people make irritation rather than
rational decisions and the central platform is about actual behavior, not attitudes or
opinions. People choose according to what is available, not what they absolutely want.
5 ways that marketing communication working
Sequential buying process: this approach assumes that marketing communication
needs
to take consumer through the decision making process in a series of logical steps
Attitude change: the main way to influence audience through MC, MC can be used to
focus on one of three elements: cognitive, affective, cognitive component
Relationship making: based on the frequency and intensity of the exchange between
buyers and sellers, the improvement of exchange can strengthen the relationship
between
consumer and brand.
-Customer relationship lifecycle: customer acquisition, development, retention, decline
Developing significant value: the concept of ad likability states that the marketing
message need to be meaningful, relevant and perceived to be suitably credible. The net
effect of these elements would make the message significantly valuable to audience.
Cognitive processing: this model assume that people would processing information in
a
logical rational way.
-3 types of cognitive response: attitudes towards product/message/ad and its
execution
4 types of marketing communication strategy
Positioning: based on the STP process
-Market segmentation: divide the mass market into specific segments, each segment
consists by consumers that has common characteristics and needs, and response to
marking actions in a similar way
-Target market selection: a process to define the target marketing segment for
marketing
communication activities.
-Positioning: define the visibility and recognition of a product to consumers
Audience: 3Ps of MC strategies
-Pull strategy: intended to influence end-user customers to increase awareness or
change
attitudes
-Push strategy: intended to influence who sell or distribute the product
-Profile strategy: intended to influence a wide range of stakeholders to improve profile
Platform: can be advertising-led (around creative idea) or brand-led (around core brand
characteristic)
Configuration: managing the structural elements of an intended communications event
MC Planning Framework (MCPF): a sequence of decisions that marketing managers
undertake when preparing, implementing and evaluating communications strategies
and
plans
DAGMAR (Defining Advertising Goals for Measured Advertising Results): to
communicate
to a defined audience information and a frame of mind that stimulates action.
SMART model for developing objectives:
Specific: the variable that to be influenced in the MC activity should be clearly
determined
Measurable: the objective should be measurable to assess the performance
Achievable: the objective need to be attainable
Realistic: actions must be founded in reality
Targeted and timed: the target audience and time period of the MC activity should be
determined
Reasons for repositioning:
Market opportunities and development
Mergers and acquisitions
Changing buyer preferences
Declining sales
Brand identity prism: 6 factors
Physique
Relationship
Customer reflection
Personality
Culture
Self-image
The evaluation of MC plan is a key part of the planning process, it provides rich
source of
material for future campaign. The evaluation consists 2 elements: the first one
concerned
with the development and testing of individual message, the second one concerns the
overall impact and effect that a campaign has on a target audience.
Promise gap: the measurable gaps between the customer’s perception of the brand and
their actual experience. The Promise Index and the Net Promoter Score (NPS) are two
approaches to evaluate the delivering of brand promise.
Brand is a name, term, symbol, or design or a combination of them, intended to
identify
the product or service of an organization and to differentiate them from competitors.
Brand consists 2 parts, the first one is the identity that the managers wish to represent,
the second one is the image constructed by audience of the identities they perceived
through user generated content.
2 main types of attributes for brands:
Intrinsic: the functional characteristics of the product such as performance and
physical
capacity
Extrinsic: the non intrinsic elements that not affect Intrinsic elements, such as brand
name
and packaging
Brand equity defines the value of brands to organizations and shareholders, brand can
influence the financial performance of the company and strong brand is considered to
outperform others in the market. Brand equity consists 2 perspectives: financial and
marketing.
Integrated marketing communication (IMC) is concerned with the development,
coordination and implementation of the organization’s strategies, resources and
messages.
It enables coherent, consistent and meaningful engagement with target audience.
Advertising is a paid, mediated form of communications from an identifiable source,
designed to persuade the receiver to take some action immediately or in the future.
The emotional advertising message is considered to be more important and effective
than
information-based message, feelings and emotions play an important role in
advertising
especially for advertising that used to build brand awareness and brand strength.
The elaboration likelihood model (ELM) used to explain how cognitive processing,
persuasion and attitude change occur when different levels of involvement are present.
The
elaboration is linked with the individual’s ability to develop and refine information for
decision making. The higher level of ability leads to higher elaboration and central
route
processing is used. The lower level of ability leads to lower elaboration and peripheral
processing is used.
Consumer-generated advertising (CGA) is the ads developed by public members about
the recognized brand. 3 fundamental motivations for consumers to creating and
broadcasting ads: intrinsic enjoyment, self-promotion and perception change. The
critical
issue about CGA concerns the ability of organizations to control the messages
surrounding
the brand.
3 main ways of classifying the media:
Form
Source
Function of a media vehicle
Media classified according to their functionality:
Linear media: media that only enable one-way communication
Interactive media: media that enable two-way or interactive communication
Search engine marketing (SEM) is to drive traffic to website, the ranking of the search
results is achieved through two different ways:
SEO ranking: searches are based on content
PPC ranking: entirely based on the price
Social networks are about people using Internet to share their lifestyle and experience.
The participants use interactive capacity to build relationships. The content is user-
generated so that the user own, control and develop the content based on their own
needs.
Media or channel planning is concerned with the selection and scheduling of media
vehicles designed to carry the advertising message.
Ecosystem represents all touch-points that customers experience when following their
purchasing journey. POE media and content are designed to meet the different needs
that
customers have at individual touch-points.
Involvement theory states that consumer’s level of involvement of product or
purchasing
process is a key factor when making purchasing decisions.
High involvement occurs when a consumer perceives an expected purchase has high
personal relevance with a high level of perceived risk.
Low-involvement occurs when an intended purchase represents little threat or risk.
Brand personality scale: the set of human characteristics that consumers associate with
a
brand, consists of 5 main dimensions:
Sincerity, excitement, competence, sophistication, ruggedness
Questions from past exam
多项选择
1. Marketers developed different models in the attempt to understand how does
marketing
communication work. The most known sequential model is AIDA. The main
assumption of
the sequential models is that customers move through the stages in a logical, rational
manner:
Learn – feel – do
2. DRIP stands for:!
differentiate - reinforce - inform - persuade
3. Which statement is not true for advertising:
Advertising has a very low level of control over message content.
4. Pupil dilation, eye tracking, galvanic skin response, and electroencephalograms
have
been used for pretesting finished ads, as a response to advertisers' increasing interest in
the
emotional impact and partly because many other tests rely on respondents' ability to
interpret their reactions. ______________________ are designed to measure the
involuntary responses to stimuli to avoid bias inherent in other tests.
Physiological measures
5. Approach in interactive media advertising that involves the use of information about
an individual's web-browsing behavior in order to display ads that are relevant and of
particular interest to the user is called:
Behavioural targeting
6. _______________________________________ are individuals who are able to
exert
personal influence because of their authority, education or status associated with the
object
of the communication process:
Opinion formers
7. Permission marketing is:
when consumers give their explicit permission for marketers to send them various
types
of promotional messages.
8. The process in which company takes a storyboard, with as many as 20 sketches,
depicting key scenes of a future advertisement, and shows these to a sample of
customers
with the intention to support advertising creative development process, is called:
Concept testing
9. Which one of interactive media belongs to interactive media advertising:
Behavioral targeting
Short Answer Question
At the basic level, marketing communications are perceived as planned,
communicating
elements of an organization's offering to a target audience. However, these planned
marketing communications, are too narrow to other types of communication
influencing
the target audience. Explain the scope of marketing communications on an own
example.
The scope of marketing communication includes 4 parts, all these parts are intended to
influencing audience:
Planned marketing communications: the planned marketing communication events,
such
as Apple is planning to lunch a marketing campaign to promote its new iPhone
Unplanned marketing communication: the communications arising from unplanned
brand-related experiences, such as empty stock shelves or accidents
Product experience-based communications: the marketing communications
experienced
by audiences relating to their experience from using product, such as how tasty is the
Burgerking’s chicken burger
Service experience-based communications: the marketing communications
experienced by
audiences relating to their experience from the consumption of services, such as how
good
was the service in Hilton Hotel
Explain three main forms of word-of-mouth (the first one being voluntary WoM...)
Voluntary WoM – the most natural form of interpersonal conversation, free from any
external influence, coercion or intent.
Prompted WoM – occurs when organizations deliver information to specific opinion
leaders
and formers with the intention of encouraging them to forward and share the
information
with their followers.
Managed WoM – occurs when organizations target, encourage and reward opinion
leaders
for recommending their offerings to their networks of followers.
Explain briefly Eclectic Model of Advertising.
The model contains four main advertising frameworks, these frameworks state four
key
ways that advertising works, depending on context and goals.
The persuasion framework
The involvement framework
The salience framework
The sales promotion framework

Each of these frameworks has two components. One refers to the original
interpretation of
advertising, and another refers to incorporate the impact of digital media and
interactivity.
***Design of the message includes four specific structural elements. Explain
applicable
structural elements of the message in ONE of the following examples
Message balance:
It states that the effectiveness of any single message is dependent on a variety of
factors. So
the style of a message should reflect a balance between the need for information and
the
need for pleasure or enjoyment.
Conclusion drawing:
Concerns whether or not a firm conclusion should be drawn for the receiver
One-sided and two-sided messages:
This concerns how the case (or justification) for an issue is presented.
Order of presentation
Concern the order in which important points are presented.
We consider that there are three groups of environmental influences that impact the
management of marketing communication. Define these three groups and briefly
explain
them.
Internal influences: the internal environment refers to the organization and the way it
works, what its values are, and how it wants to develop. Including brand strategy,
organizational culture, available resources, and socio-political climate.
Market influences: characterized by partial levels of control and typified by the impact
of
competitors. Including political, economic, social, technological, legal, and
environmental.
External influences: characterized by the organization’s near lack of control. Including
customers, agencies, competitors, media and messages.
Explain the linear communication model. What type of the media best fits with this
model?
The linear or one-way communication process suggests that messages are developed
by a
source, encoded, transmitted, decoded and meaning applied to the message by a
receiver.
The noise in the system may prevent the true meaning of the message from being
conveyed,
while feedback to the source is limited. The effectiveness of this model is determined
by the
strength of the linkages between different components. The mass media like TV and
radio
is the best type of media that fits linear model, since mass media doesn’t require
feedback
and response.
Informational or rational appeals can be presented through four main types of appeals,
identify them and explain:
Factual: the objective of this appeal is to provide detailed information. Commonly
associated with high-involvement decisions to help the receiver make the purchasing
decision.
Slice of life: present the message that the receiver can identify immediately with the
scenario being presented, usually used to help the receiver to realize the problem and
provide them with a solution.
Demonstration: present the problem to the audience as a demonstration.
Comparative advertising: Messages are based on the comparison with competitors,
with
the aim of establishing and maintaining superiority.
emotions- and feelings-based appeals: fear, humor, shock, animation, sex, music and
fantasy and surrealism.
Essay Question
A) How does consumer make buying decisions on high involvement product/low
involvement product? Explain what types of media/message would be particularly
useful through different steps of the decision process.
B) Explain the brand identity prism.
C) Explain perceptual mapping as a tool to manage companies positioning.
D) What are the roles of personal selling?
E) Explain sales promotion.
a) When the individual is highly involved in a purchase, Extended Problem Solving
(EPS)
is the appropriate decision sequence, it includes following 5 steps, each of steps has its
own primary media/message type:
Awareness: printed advertising with high information, low frequency, and rational
message
Extensive information search: websites, it can be updated quickly and allows visitors
to
control the speed of search and process information
Attitude development: websites, literature, word-of-mouth
Trial/experimentation: promise and benefit expectation
Long-run behavior: promise fulfillment , warranties
When the individual is lowly involved in a purchase, Limited Problem Solving (LPS)
is the
appropriate decision process:
Awareness: broadcast advertising with low information, high frequency and emotional
message
Short internal information search: sales promotions, packaging, web/social media
Trial/Experimentation: point of purchase merchandising
Attitude development: product purchase, word-of-mouth
Long-run behavior: advertising, sales promotions
b) Brand identity prism consists 6 factors:
Physique: the main physical strength of the brand and its core added value
Relationship: the way that a brand behaves and acts towards others.
Customer reflection: the way customers see the brand
Personality: The human characteristics that best represent the identity
Culture: A set of values that are central to a brand’s aspirational power and essential
for
communication and differentiation
Self-image: how individuals feel about themselves, relative to the brand
c) Perceptual mapping is an important tool in the development and tracking of
market-
ing communications strategy. It enables brand managers to identify gaps and
opportunities
in the market and allows organizations to monitor the effects of past marketing
communications.
d) Personal selling is a sales and marketing technique that intend to create a unique
seller-buyer relationship through personal communication to reach sales objectives.
e) Sales promotion offers buyers additional value, as an inducement to generate an
immediate sale. These inducements can be targeted at consumers, distributors, agents
and
members of the sales force.