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Strategic Communication Exam 1 - Review 2 questions with answers.
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Strategic Communication Exam 1 -Review 2 questions with answers.
IMC (Integrated Marketing Communications) ANS - A concept of marketing communications planning
that recognizes the added value of a comprehensive plan that evaluates the strategic roles of a variety
of communication disciplines and combines these disciplines to provide clarity, consistency, and
maximum communications impact
Relationship between advertiser and agency for managing IMC ANS - For the IMC plan, the advertisers
hire, monitors and pays the advertising agency
How are agencies paid? ANS - (THREE MAIN SOURCES)
Commissions: based on media billings. (tradition: 15%)
Fees: based on an hourly rate or project. Also covers travel and various expenses.
Retainers: a regular amount billed each month, based on projected work.
(TWO RECENT TRENDS)
Performance incentive: the agency is paid a percentage of the client's sales or marketing budget.
Value billing: the agency is paid for its creative and strategic ideas rather than for executions and media
placements.
The complexities of the market when identifying IMC opportunities: ANS - Target audience complexity,
Product service complexity, Distribution complexity
, Target Audience Complexity ANS - How many people are involved in decision making of purchasing our
product. Whether audience is a single consumer group, or multiple consumer groups having conflicting
interests. Types of different media habits audience has
Product Service Complexity ANS - whether our product is highly technical or innovative. Whether our
product has a variety of models. Whether our product has multiple product attributes. More
communication process needed.
Distribution Complexity ANS - whether the distributional channel is highly influential in consumer's
decision making. Whether the distributional channel is limited to provide our products to our target
audience. Whether the distributional channel can provide specialized opportunities for our brand.
Brand ANS - - A name, term, sign, symbol, or a combination of them intended to identify the goods and
services of one seller or group of sells or group of sellers and to differentiate them from those of
competitors.
Also, a perception loaded with emotions and feelings (intangible elements), not just a name, trademark,
logo, package design, and other visual cues (tangible elements)
Brand equity ANS - the set of assets linked to a brand's name that adds to or subtracts from the value
of that product or service. In short, it is what consumers think and feel about the brand. Often described
as a brand concept map.
Brand positioning in IMC ANS - the art of staking out a particular piece of mental real estate for a brand
in the consumer's mind by crafting and communicating a differentiated positioning statement.
- lays the foundation for building a strong brand with IMC; it decides "what to say" about our brand to
our target audience.
- in marketing communication involves how a brand is to be positioned within message executions to
the target audience.
The three elements of a positioning statement ANS - 1. Target market (to whom)
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