Summary: Marketing Communications & Consumer

Read the summary and the most important questions on Marketing communications & consumer

• HC 1

  This is a preview. There are 8 more flashcards available for chapter 01/10/2018
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• Describe 3 steps of IMC perspective.

  1. Identify most effective ways of communication.
  2. Coordinate various promotional elements
  3. Enabling marketeers to create a consistent and unified image

• What are the differences between old and new marketing?

  Old: sell more, interrupt and persuade people, what brand does, channel most conductive to influencing people, presents the brand positively, impact on transactions. 
  New: build sustainable relationships (sell more and increase trust), engage people, why brand exists (e.g. Apple: be different or Dove "Choose beautiful" campaing".), channels most conductive (dienstbaar) to engage people, presents the brand authentically, impact on both transaction and trust.  

• What are four basic touch points of IMC?

  1. Company created touch points
  2. Intrinsic touch points
  3. Unexpected touch points (can't manage, e.g. a short movie about a guy who love BMW, in the end was good advertisement for BMW + song about United Airline caused a failssement)
  4. Consumer-initiated touch points (can manage)

• What are elements of the promotional mix? (Belch et al.)

  1. Advertising
  2. Direct marketing
  3. Digital internet/marketing
  4. Sales promotion
  5. Publicity/public relations
  6. Personal selling

• HC 2

  This is a preview. There are 18 more flashcards available for chapter 02/10/2018
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• What are three responses to marcom's?

  1. Cognitive (thinking)
  2. Affective (feeling)
  3. Conative (doing)
  
  Oldest example: AIDA model. 

• What are shortcomings of hierarchy-of-effects models?

  1. No empirical support for fixed stages (cognitive, affective & conative)
  2. Models don't allow interaction between stages (cognitive, affective & conative)

• What are advantages of hierarchy-of-effects?

  1. Recognition of importance of brand awareness -> TOMA
  2. Simulated theory development -> attitude formation & change. 

• What are MAO factors?

  Motivation: willingness to engage in behavior, make decisions, pay attention, process information.
  Abilty: resources needed to achieve particular goal
  Opportunity: extent to which situation enables person to obtain goal.

• Where is TPB (theory of planned behavior) about?

  Marketing could change certain attitudes and behavior by different aspects, such as: change perceived power, change attribute evaluations, add attributes, change control beliefs etc.

• When do you use peripheral processing?

  When consumers don't have time to compare all available brands on relevant attributes, they might use an easier way to come to an attitude, a part of periphal processing is: heuristic evaluation.