chapter 6 textbook

Question 1

Advertising and other communication options serve to

Answer 1

serve to contribute to brand equity
According to cbbe model: they can help create awareness, link points of parity and points of difference to the brand in consumers memory, eliciting positive brand judgemmts, creating a strong consumer brand connection and brand resonance

Question 2

Challenges in designing brand building communications

Answer 2

The new media environment has further complicated marketers’ peretnial challenge to build effective and efficient marketing communication programs. Skillfully designed and implemented marketing communications programs require careful planning and a creative knack
The simplest way to judge any communication option is by its ability to contribute to brand equity

Question 3

For a person to be persuaded by any form of communication, six steps have to happen

Answer 3

Exposure : A person must see or hear the communication
Attention: a person must notice the communication
Comprehension: A person must understand the intended message or arguments of the communication.
Yielding : A person must respond favorably to the intended message or arguments of the communication
Intentions: A person must plan to act in the desired manner of the communication
Behaviour: A person must actually act in the desired manner of the communication.

Question 4

increase the likelihood that each of the six steps happen

Answer 4

make sure the right consumer is being exposed to the right message at the right time, be creative but dont distract from the message, ad reflects the consumers level of understanding about the product, ad correctly positions the brand in terms of desirable and deliverable points of difference and points of parity, ad motivates consumers to consider the purchase of the brand, ad creates string associations

Question 5

how to know how much to spend on communication channels

Answer 5

Marketers use multiple communication tools because no single one can reach everyone or achieve all objectives. While economic theory suggests allocating budgets based on marginal returns, in practice, firms rely on factors like brand stage, objectives, budget, and competition. The ultimate goal is to integrate these tools effectively so they work together to build brand equity.
use different tools for different segments , use different communication types

Question 6

Three major marketing communication options

Answer 6

Advertising and promotion
Interactive marketing
Events and experiences

Question 7

Advertising

Answer 7

Advertising is any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor.
Although it is a powerful means of creating strong, favorable, and unique brand associations and eliciting positive judgments and feelings, advertising is controversial because its specific effects are often difficult to quantify and predict.
Its hard to provide a comprehensive set of detailed managerial guidelines

Question 8

television

Answer 8

Television is a powerful advertising medium because it allows for sight, sound, and motion and reaches a broad spectrum of consumers.

Question 9

pros of television

Answer 9

it can be an effective means of vividly demonstrating product attributes and persuasively explaining their corresponding consumer benefits. Second, TV advertising can be a compelling means for dramatically portraying user and usage imagery, brand personality, emotions, and other brand intangibles

Question 10

cons of television

Answer 10

high cost of production and placement, consumers can overlook product related messages and the brand itself

Question 11

In designing and evaluating an advertising campaign, marketers should

Answer 11

distinguish the message strategy or positioning of an ad (what the ad attempts to convey about the brand) from its creative strategy (the way the ad expresses the brand claims).

Question 12

Designing effective advertising campaigns are both an art and a science:

Answer 12

The artistic aspects relate to the creative strategy of the ad and its execution; the scientific aspects relate to the message strategy and the brand claim information the ad contains

Question 13

Two main concerns in devising an ad strategy

Answer 13

Defining the proper positioning to maximize brand equity, Identifying the best creative strategy to communicate or convey the desired positioning

Question 14

When creating ads, marketers generally choose between two creative approaches:

Answer 14

informational advertising
transformational advertising

Question 15

informational advertising

Answer 15

Focuses on product-related facts or benefits.
It tells consumers what the product does and why it’s useful.
Example: A toothpaste ad showing that it “removes 99% of plaque” or a detergent ad demonstrating cleaning power.
→ Goal: Emphasize rational appeal — to make consumers believe the product is better or more efficient.

Question 16

trasnformatioanl advertising

Answer 16

Focuses on nonproduct-related benefits, emotions, or imagery.
It aims to transform how consumers feel about using the product.
Example: A Coca-Cola ad showing happy friends sharing a drink on a sunny day — selling the feeling of happiness, not the product’s ingredients.
→ Goal: Create emotional appeal — to build emotional connections and positive feelings toward the brand.

Question 17

Because consumers are often distracted (especially in today’s cluttered media environment), advertisers use

Answer 17

will use attention grabbing elements to make ads more engaging
Cute babies or animals
Popular music
Famous celebrities
Humor
Sex appeal
Fear appeals (e.g., “Smoking kills” ads)
These elements can attract attention and increase emotional involvement — especially when people are not deeply focused on ads (known as low-involvement processing).

Question 18

While attention-grabbing tactics are useful, they can backfire:

Answer 18

Consumers may remember the funny scene or the celebrity, but forget the brand or message.
The ad becomes entertaining but fails to build brand equity.
So, the real challenge is balance:
Create an ad that stands out and clearly communicates the intended brand message or benefi

Question 19

An effective TV ad must:

Answer 19

Contribute to brand equity — strengthen brand awareness, image, or associations.
Deliver a clear, memorable message tied to the brand.
Combine creativity (to grab attention) with strategic focus (to reinforce brand meaning).

Question 20

Before launching an ad, companies often use copy testing:

Answer 20

A sample group of consumers watches several versions of an ad.
Researchers measure their reactions — what they remember, how they feel, what attitudes they form, and whether they intend to buy.
This helps marketers evaluate:
Whether the message is clear,
Whether the ad enhances brand equity, and
Which version works best

Question 21

Radio pros

Answer 21

Its a pervasive medium
he main advantage to radio is flexibility—stations are highly targeted, ads are relatively inexpensive to produce and place, and short closings allow for quick response
Radio is a particularly effective medium in the morning and can effectively complement or reinforce TV ads. Radio also enables companies to achieve a balance between broad and localized market coverage

Question 22

radio cons

Answer 22

are the lack of visual image and the relatively passive nature of consumer processing that results.

Question 23

What makes an effective radio ad:

Answer 23

Identify your brand early in the commercial, Identify it often, Promise the listener a benefit early in the commercial, Repeat it often.

Question 24

print media has declined bc of

Answer 24

Consumers now get information and entertainment online.
As a result, print circulation and advertising revenue have dropped sharply.

Question 25

how has print media adapted

Answer 25

To adapt, publishers are innovating digitally — for example: Creating iPad apps and digital magazine editions. Building a stronger online presence with web-based articles and interactive ads

Question 26

print still offers advantages

Answer 26

they provide detailed info high engaging --> ads are seen as less intrusive, more relevant and credible great for communicating user and usage imagery --> showing who uses the product and what kind if lifestyle Example: A Vogue ad for Ralph Lauren conveys sophistication and elegance rather than product features

Question 27

weaknesses of print media

Answer 27

Static visuals: Unlike TV or digital media, print can’t show movement or demonstrations (e.g., how a product works). Passive medium: Readers must actively engage — the ad doesn’t “come to them” like a video ad would. Declining readership: Newspaper and magazine subscriptions continue to fall. Short lifespan: Especially for newspapers, which are quickly discarded. Quality issues: Poor print reproduction can reduce impact (e.g., faded colors, bad image clarity).

Question 28

Print ads can build both product-based and image-based associations:

Answer 28

Product Benefits → Information-focused ads (e.g., Ford explaining safety features). User or Usage Imagery → Emotion-focused ads (e.g., Calvin Klein showing stylish, confident people). Combination of Both → Some brands mix the two (e.g., Maybelline shows both product benefits and aspirational beauty).

Question 29

direct response

Answer 29

direct response uses mail, telephone, Internet, and other contact tools to communicate with or solicit a response from specific customers and prospects. Direct response can take many forms and is not restricted to solicitations by mail, telephone, or even within traditional broadcast and print media Its remained popular

Question 30

why had direct marketing stated popular

Answer 30

its bc consumers want convenience and its easy to set up toll free numbers and websites

Question 31

precision marketing

Answer 31

Some direct marketers employ what they call precision marketing—combining data analytics with strategic messages and compelling colors and designs in their communications

Question 32

goal of direct response

Answer 32

As the name suggests, the goal of direct response is to elicit some type of behavior from consumers; given that, it is easy to measure the effects of direct marketing efforts—people either respond or they do not

Question 33

To implement an effective direct marketing program, marketers need the three critical ingredients

Answer 33

To implement an effective direct marketing program, marketers need the three critical ingredients of (1) developing an up-to-date and informative list of current and potential future customers, (2) putting forth the right offer in the right manner, and (3) tracking the effectiveness of the marketing program.

Question 34

place

Answer 34

Place advertising, also called out-of-home advertising, is a broadly defined category that captures advertising outside traditional media. Increasingly, ads and commercials are showing up in unusual spots, sometimes as parts of experiential marketing programs using billboards and posters

Question 35

product placement

Answer 35

Cameo appeanrances in movies People pay a lot Streaming services are now more popular so product plaecmebt can be personalized

Question 36

Point of purchase

Answer 36

There is in store advertising The appeal of point-of-purchase advertising lies in the fact that, as numerous studies have shown, consumers in many product categories make the bulk of their final brand decisions in the store. In-store media are designed to increase the number and nature of spontaneous and planned buying decisions

Question 37

What Is Nontraditional or Out-of-Home Advertising

Answer 37

Nontraditional media refers to advertising outside of traditional channels like TV, radio, or print. It includes ads that appear in unexpected or everyday places, such as: Billboards and posters Ads on buses, taxis, elevators, or airport lounges Product placements in movies or shows Ads on shopping carts, coffee cups, or even bathroom mirrors

Question 38

advantages of non traditional

Answer 38

✅ Captive and Targeted Audiences These ads reach people in specific locations or situations, where they can’t easily ignore them (e.g., a subway platform or gym). This allows advertisers to target precisely — for example, a sports drink ad at a fitness center. ✅ Cost-Effective Compared to TV or magazine ads, out-of-home media can be cheaper to produce and place. A single well-placed ad can reach many people repeatedly. ✅ Engaging and Creative Because these ads appear in unexpected places, they often grab attention and make a strong impression. Marketers can use innovative formats, like digital billboards or interactive screens, to create memorable experiences.

Question 39

guidelines for non traditional

Answer 39

Because people only have a few seconds to notice an ad in these environments, the message must be: Clear – instantly understandable Short – easy to read or interpret quickly Visually striking – grabs attention fast Example: A McDonald’s billboard showing just golden arches and an arrow toward the nearest restaurant — simple but effective

Question 40

challenges with non traditional

Answer 40

⚠️ Measuring Effectiveness It’s hard to prove how many people saw the ad or how it influenced their behavior. There’s a lack of credible, independent research to quantify its impact. ⚠️ Overcommercialization If ads appear everywhere (e.g., in schools, bathrooms, or elevators), people may feel overwhelmed or annoyed. However, consumers today are somewhat more tolerant of this because advertising has become so common and expected in daily life

Question 41

sales promotions

Answer 41

Sales promotions: are short term incentives to encourage trial or usage of a product or service Marketers can target sales promotions to either the trade or end consumers Advertising provides consumers a reason to buy, sales promotions offer consumers incentive to buy

Question 42

Sales promotions are designed to:

Answer 42

Change the behavior of the trade so they carry the brand and actively support it Change the behavior of consumers so they buy a brand for the first time,buy more, or buy the brand more often/earlier

Question 43

two types of sales promotions

Answer 43

Consumer promotions → Trade promotions

Question 44

Why Sales Promotions Became More Popular

Answer 44

Several economic and behavioral changes made promotions more appealing: Advertising costs increased, while media became more fragmented (so ads reached fewer people effectively). Consumers became less brand loyal and more price-sensitive. More purchase decisions were being made in-store, where promotions could directly influence buying. As a result, marketers began viewing promotions as a stronger short-term tool to drive action.

Question 45

Benefits of Sales Promotions

Answer 45

Sales promotions can actually help build brand equity when used strategically, by: Creating strong, favorable, and unique brand associations. Offering rewards that reinforce positive feelings toward the brand (e.g., loyalty points, free gifts). Encouraging trial and word-of-mouth when consumers enjoy the experience. Examples: Reward programs (like Starbucks Rewards) increase purchase frequency. Bonus packs or premiums (e.g., “Buy 1, Get 1 Free”) can temporarily raise market share.

Question 46

promotions can have downsides

Answer 46

⚠️ Subsidizing Regular Buyers Some consumers who already planned to buy the product simply take advantage of the discount — meaning the brand loses revenue without gaining new customers. ⚠️ Attracting the Wrong Customers New customers may buy only because of the promotion, not because they actually like the brand. When the promotion ends, they may switch back to another brand. ⚠️ Trade Promotion Problems Retailers have started to expect regular discounts and may pressure brands to offer them. Some engage in forward buying — stocking up during the discount period to sell later at higher prices. Others may divert products to other markets where the promotion wasn’t intended, hurting fairness and brand control.

Question 47

consumer promotions

Answer 47

Consumer promotions are short-term incentives designed to influence how, when, or how much consumers buy a product. Marketers use them to: Encourage trial of a new product, Increase purchase quantity, or Speed up timing (get consumers to buy sooner). Examples include coupons, samples, sweepstakes, loyalty programs, and discounts.

Question 48

two types of consumer promotions

Answer 48

consumer franchise building promotions non consumer franchise building promotions

Question 49

Consumer Franchise-Building (CFB) Promotion

Answer 49

These are designed to strengthen brand loyalty and enhance brand equity — meaning they help build a long-term relationship with the brand. Examples: Samples: Let consumers try the product firsthand, increasing confidence and liking. Educational materials: Teach consumers about the product’s benefits or usage. → Goal: Create positive associations and repeat purchases. For example, a skincare brand offering free samples helps consumers experience the product’s quality, leading to stronger brand trust and word-of-mouth

Question 50

b. Non–Consumer Franchise-Building Promotions

Answer 50

These focus more on short-term sales rather than long-term loyalty. Examples: Price-off packs Sweepstakes and contests Premiums (free gifts) Refund offers → Goal: Provide immediate incentives to buy, but they may not always strengthen brand attachment.

Question 51

sampling

Answer 51

Sampling is one of the most effective franchise-building promotions because it: Lets consumers personally experience the product. Creates strong and relevant brand associations (e.g., good taste, quality feel). Often triggers word-of-mouth when people like what they try. Marketers are now more precise with sampling — giving samples at the point of use, where consumers are most likely to appreciate them (e.g., protein bar samples at a gym, or beauty samples in Sephora). This targeted sampling approach helps maximize brand equity by ensuring the sample reaches the right audience at the right tim

Question 52

Marketers assess the success of promotions based on two main criteria:

Answer 52

Their contribution to brand equity (do they build loyalty, trust, and associations?). Their ability to generate sales (do they boost short-term revenue?). A strong promotion achieves both — encouraging purchase and reinforcing positive brand meaning.

Question 53

A good promotion strategy must reflect consumers’ attitudes and habits:

Answer 53

How they shop What motivates them How they respond to incentives

Question 54

trade promotions

Answer 54

Trade promotions are often financial incentives or discounts given to retailers, distributors, and toher channel members to stock, display and in other ways facilitate the sal eof a product through slotting allowances, point of purchase displays, contests and dealer incentives, training programs, trade shows and cooperative advertising Usually designed to secure shel space or achieve prominence Shelf and aisle positions in the store are important→ placing a brand on a shelf at eye level may double sales Many firms are failing to see the brand building value in trade promotions are are seeking to reduce as much of their expenditures as possible

Question 55

Events and experiences

Answer 55

Real world events nad experiences are important Brand building in the virtual world must be complemented with rband building int he real or physical world These experiences will allow brands to engage the consumers’ senses and imagination, changing brand knowledge in the process Example: to create awareness of insights generated from facebooks IQ platform, it crated an event series called IQ live which launched a kikoff event Grey Goose example Event marketing can be defined as public sponsorship or events or activities related to sports, art,entertainment or social causes The survey highlighted various reasons that event marketing is sued such as educating customers, generating leads and receiving donations 80% of markets believe event marketing is key to the success of their business with tech like event management software, mobile event apps and jmpre Global sponsorship spending was very large, a lot fo sports receive corporate backing

Question 56

event sponsorship

Answer 56

Event sponsorship is when a company financially supports an event — such as a sports game, concert, festival, or charity gala — in exchange for brand exposure and association. It’s a powerful marketing communication tool because it allows brands to connect with consumers in real-life, emotional, and memorable ways, going beyond traditional advertising.

Question 57

why event sponsorship matters

Answer 57

identify with a target market or lifestyule--> attract specific audiences, a brand can associate itself with the people or lifestyle of the event by geography, demographics, psychographics, behaviour to increase awareness and recakl--> build brand recognition to create or reinforce brand associations --< events have their own unique image and emotions to enhance corporate image--> how the company is perceived to create experiences and evoke feelings--> events are immersive experiences that engage senses and emotions and these feelings can transfer to the brand to express commitment to a community or social cause s-->< shows the company cares about more than profits to entertain clients or reward employees--> large events have VIP areas, to enable merchandising and promitoanl tie ins --> integrating sales and brand management t

Question 58

Guidelines for choosing events:

Answer 58

first the event must meet the marketing objectives and communication strategy defined for the brand , additionally the event must have sufficient awareness, possess the desired image and be capable of creating teh desired effects with thet target market and a big concern is the type of attributions consumer make to the sponsori

Question 59

disadvantages to sponsorship

Answer 59

the success of an event can be unpredictable and out of the sponsors control although many consumers will credit sponsors for providing necessary financial assistance to make an event possible some consumers resent the commercialization of these events

Question 60

ideal event

Answer 60

An ideal event is one whose audience closely matches the ideal target market that generates much favorable attention, that is unique, that lends itself to ancillary marketing activities and reflects brand image of the sponsor

Question 61

Two basic apporchaes to measuring effects of sponsorship activites

Answer 61

supply and demand side

Question 62

supply side

Answer 62

Supply sude methods attempt to approximate the amount of time or space devoted rto the brand in media coverage of an event (ex: how long a brand is visible on a television screen, etc)--> this can be translated to potential impressions and translate this to value ina advertising dollars They can also evaluate the traffic to one’s web site based on public relations campaigns and examine the impact on social media Equating media coverage with advertising exposure ignores the content of the communications the cmonsumers receive ( ex: the company is not the star of the ad the game or event is and the brand only appear visually for a few secondes, whereas in a television ad the ad is devoted to highlighted the brands positive attributes)

Question 63

demand side

Answer 63

The demand-side method attempts to identify the effects that the sponsorship has on consumers brand knowledge, they can identify and survey event spectators after th event to measure recall of the events sponsor as well as attitudes toward the sponsor

Question 64

Public relations and publicity

Answer 64

PR and publicity relate to a variety of porgrams designed to promote or protext a companies image or its products Publicity is nonpersonal communications such as press releases, media intertiews, press conferences, feature articles, newsletters, etc PR: includes annual reports, fun-raising and membership drives, etc PR is invaluable during a crisis but also just as a marketing program→ frito lays example: changed their bag so it could be used as a breathalizer, they partnered with MADD and a famous football player and uber to give money off of rides on superbwol sunday

Question 65

word of mouth

Answer 65

Word of mouth is critical to brand building as consumers share their likes, dislikes and experiences with brands and with each other Word of mouth has credibility and relevance If product can deliver desired benefits to consumers people will talk about the brand and therefore the marketing effects will increase, companies are using influencer marketing to do this

Question 66

Developing integrated marketing communication programs

Answer 66

Integrated marketing communications is regarded as a process of strategically managing stakeholders, content, channels, and results of brand communication programs Marketers should mix and match communication options to build brand equity Integrated marketing communication increases brand’s financial performance through more effective communication campaigns However things can go wrong: miscommunication, compartmentalization of duties and loss of trust One approach says to combine a bottom-up communications matching model-Integrated marketing communications is regarded as a process of strategically managing stakeholders, content, channels, and results of brand communication programs A top down communications model is when a marketing communications program is judged in terms of its ability to drive sales and equity Brand ambassadors is a broad based approach sued by lulu lemon

Question 67

ciriertia for IMC programs

Answer 67

Coverage Contribution Commonality Complementarity Conformability Cost

Question 68

coverage:

Answer 68

Coverage is the proportion of the audience reached by each communication option, as well as how much overlap exists among communication options to what extent do different communication options reach the designated target market, and the same or different consumers making up that market? Communication effects from consumer exposure to one communication option can be enhanced when consumers have had prior exposure to a different communication option If there overlap in communication marketers must determine how to design their programs to reflect the fact that consumers may have communication effects in their memory A communication option can either reinforce associations and strengthen linkages that are also the focus of other communication options, or it can address other associations and linkages marketers can design a communication option to reflect the fact that consumers may or may not have seen other communication options marketers can design a communication option to reflect the fact that consumers may or may not have seen other communication options

Question 69

contrubtuon

Answer 69

Contribution is the inherent ability of a marketing communication to create the desired response and communication effects from consumers in the absence of exposure to any other communication option Contribution describes the main effects of a marketing communication option in terms of how it affects consumers processing of a communication and the resulting outcomes Marketing communications can build awareness, enhance companies image, elicit responses but this depends on how well the communication option role is played

Question 70

commonality

Answer 70

Marketers should coordinate the entire marketing communication program to create a consistent and cohesive brand image and in which brand associations share content and meaning Important because the image determines how easily consumers can recall existing associations to the brand and how easily they can link additional associations to the brand Commonality is the extent to which common information conveyed by different communication options shares meaning across communication options Heineken example: made a campaign then turned it into a tv ad then placed relevant pieces of the ad all over Amsterdam then incorporated it into festivals Another commonality: the extent to which we convey nonproduct-related information in different communication options The more coordinated execution information is, the more likely it is that this information can serve as a retrieval cue to other communication effects→ this will help trigger thoughts, feeling and images stored from previous exposure

Question 71

complementary

Answer 71

Complementarity describes the extent to which different associations and linkages are emphasized across communication options The ideal marketing communications program would ensure that the communication options chosen are mutually compensatory and reinforcing to create desired consumer knowledge structures Marketers should capitalize on the marketing communications options that best suited to getting the particular consumer response or establishing a particular brand association

Question 72

comfortabiltuy

Answer 72

Conformability refers to the extent that a marketing communication option is robust and effective for different groups of consumers There are two types of conformability: communication and consumer. Two types of consumers→ ones who has been exposed to other types of marketing communication effort and ones that havent been, ended to effectively target both broader consumer conformability is important that is, how well does it inform or persuade consumers who vary on dimensions other than communication history There are 2 possible means of achieving this dual communication ability: 1. Multiple information provision strategy: Provide different information within a communication option to appeal to the various types of consumers, consumers may get annoyed or confused if there is too much detail in the information the brand is giving 2.broad information provision strategy: provide info that is rich or ambiguous enough to work regardless of consumer knowledge

Question 73

Cost

Answer 73

Must evaluate marketing communications on all proceeding criteria against cost Using IMC choice criteria: The imc choice criteria and two steps to evaluate communication options and establish priorities and tradeoffs

Question 74

Evaluating communication options

Answer 74

We can judge marketing communication options or communication types according to the response and communication effects they can create and how well they rate on IMC choice criteria There is no inherent difference in contribution and complementary, any ad, pr, sales prompt can do both of these things if designed well (neither is better) Cost is relative→ there is differences in cost per thousand impressions The main differences are in audience coverage and modality use→ the differences are within the breadth and depth of the audience coverage, some tools reach a wide audience (TV, social media) other are narrower but more targeted The final IMC mix involves tradeoffs, marketers must balance the 6cs, no single communication type will win on all fronts, depends on marketers priorities

Question 75

possible tradeoffs

Answer 75

Marketers must make tradeoffs when looking at the IMC choice criterial, The objectives of the marketing communications program, and whether they are short run or long run and more Commonality and complementarity will often be inversely related: The more various marketing communication options emphasize the same brand attribute or benefit, all else being equal, the less they can effectively emphasize other attributes and benefits Conformability and complementarity will also often inversely related: The more a communication program accounts for differences in consumers across communication options, the less necessary it is that any one type of communication be designed to appeal to many different groups Commonality and conformability do not share an obvious relationship: it may be possible to develop an abstract message to effectively reinforce the brand across multiple communication types including advertising, interactive, promotions and sponsorships