Session 5

Question 1

Communication objectives:

Answer 1

1. Inform – to create brand awareness and knowledge of new products or new features of existing products.
2. Persuade – to create liking, preference, conviction, and purchase of a product or service.
3. Reinforce – to convince current purchasers that they made the right choice.
4. Remind – to stimulate repeat purchase of products and services.

Question 1

Communication objectives:

Answer 1

1. Inform – to create brand awareness and knowledge of new products or new features of existing products.
2. Persuade – to create liking, preference, conviction, and purchase of a product or service.
3. Reinforce – to convince current purchasers that they made the right choice.
4. Remind – to stimulate repeat purchase of products and services.

Question 2

The 5 ‘W’s model for marketing and communication planning:

Answer 2

1. Who is our target audience?
2. What do we need to communicate to achieve?
3. How should we communicate this?
4. Where should we communicate this?
5. When should the communication take place?

Question 3

3 key sources of messages to the target audience:

Answer 3

1. Marketing communication channels
2. Services delivery channels
3. Message originating from outside the organisation

Question 4

Marketing communication channels:

Answer 4

1. Advertising
2. Direct marketing
3. Sales promotion
4. Personal selling
5. PR

Question 5

Service delivery channels:

Answer 5

1. Service outlets
2. Frontline employees
3. Self-service delivery points
4. Websites and apps
5. Corporate design

Question 6

Message originating from outside the organisation:

Answer 6

1. Word-of-mouth
2. Online social networks
3. Media-iniated coverage in online media
4. Media-iniated coverage in traditional media