Chapter Four

8 important questions on Chapter Four

Building up a brand consists of the following stages:

1. preintroduction stage
2. introduction stage
3. elaboration stage

Types of loyalty programmes:

1. Saving campaigns
2. Club programmes
3. Relation marketing programmes

Why is it impossibleto distinguish general aims for marketing communication on a strategic level?

Because Marketing communication is an instrument at the implementation level for the benefit of the functional area of marketing.
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What is the surplus value the brand name has for a product?

The brand distinguishes itself form other products and refers to the significance (product image) consumers attach to it

What communication aims can be distinguished in relation to the product?

Promoting the brand policy, interest for the brand and the inclination to buy it

What is a 'me-too' brand?

This is an imitation brand which benefits from the fimiliarity of the brand it resembles.

Why is the buyer not the only target in marketing comm?

In the decision-making about the purchase others have influence, such as the initiater, influences, decision-maker and user

How can the 'DAGMAR' model be sued to determine advertising aims?

DAGMAR indicated stages which enables market research to decide how many consumers are a which stage. It is then possible to decide on the desired situation, decide on and implementation strategies and subsequently measure the division of consumers once again

The question on the page originate from the summary of the following study material:

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