Summary: Marketing Communications A European Perspective | 9781292135762 | Patrick De Pelsmacker, et al
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Read the summary and the most important questions on Marketing Communications A European Perspective | 9781292135762 | Patrick De Pelsmacker; Maggie Geuens; Joeri Van Den Bergh
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1 Integrated communications
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Of how many layers does the product tool of the marketing mix consist?
3 = core product, tangible product, augmented product. -
What is the augmented product?
Gives the tangible product more value and customer appel. The ''service layer''. Prompt delivery, installation, service are included. -
Where does IMC stand for?
Integrated marketing communications -
What is the goal of IMC?
To influence or directly affect the behaviour of the selected audience. -
2 Branding
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What is a trademark?
The legal designation indicating that the owner has exclusive use of the brand. -
Which 3 different categories of brands can be distinguished?
1. Manufacturer brands: developed andmarketed by the manufacturers.
2.Own-label brands:marketed by wholesalers or retailers, no link with manufacturer.
3. Generic brands: indicate the product category, brandless products which are sold at the lowest price. -
What are 2 disadvantages of line extension?
1. Loss of clear positioning.
2. Risk at cannibalisation. -
What is corporate branding?
The name of the company is used for all the company's products. Often used with bank and insurance companies. It is relatively inflexible. -
What is a disadvantage of multi-branding?
Individual brands cannot benefit from the leveraging effect of existing brands. -
What are some dual branding strategies?
1. Endorsement branding: two brand names of the same company are used, one of them serving as a quality label or endorsement.
2. Ingredient branding: a brand of a basic ingredient of the product is mentioned next to the actual product's brand name: ABN-AMRO = MoneyYou.
3. Co-branding: two or more brands are simultaneously presented on one product.
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