SYNERGIZING MARKETING COMMUNICATIONS (SMC) MARKING GUIDELINE PGDIP JUNE 2017 EXAMINATION PGDIP

Transcription

1 SYNERGIZING MARKETING COMMUNICATIONS (SMC) MARKING GUIDELINE PGDIP JUNE 2017 EXAMINATION PGDIP

2 PART ONE CASE STUDY Qu Expected Answer esti on No 1 a. Media Advantages Disadvant ages Outdoor advertisi ng, especiall y bill boards Newspa per Can locate in critical points where people s attention will be captured without clutter It will stay for a longer period and as creating brand awareness is an issue here would be an advantage It is seen over and over again, good for building brand awareness Strong visual impact can be made with happy faces using soap Longer copydetails possible, Comparative advertising cognitive strategies possible and are Entry coupons to the competition can be added Less words and some of the product attributes cannot be highlighte d It is difficult to convey emotions to the same extent as in TV Does not stay long and therefore advertise Page 2 of 1 Allocati on Chapt er Page Num ber

3 Magazine Specific target groups such as hoteliers and beauty conscious consumers can be targeted Radio TV A promotional activity such as beauty pageant could be better advertised in a magazine Less costly and can reach a substantial target group Repeated ads are possible with the lesser cost Promotions can be announced with ease and with a less cost Emotions can be better exhibited; good at ads with emotional appeals and therefore suited for the product in question Larger target group can be reached ments have to be repeated for results Cannot reach the average consumer s Not all target audience listen to the radio Costly 1 b. Advantages Disadvant ages Page 3 of 1

4 Free samples of small size distributed in super markets Attributes such as soap fragrance, softer on the skin, dries up quickly after use can be experienced through a sample Emotional attraction can be created over the fragrance effect and the softer foam through this It would be misused by the people assigned to distribute the same. Accountin g would be difficult Price-offs for purchase of more than three tablets Price conscious consumers will get attracted This is OK with a known product but not with a introducto ry product It would be costly Free sample attached to the detergent packets company sells The people who are loyal to the company is rewarded and will get attracted to the packs increasing the sales of the detergent while exposure to the new product Cost would be a deterrenc e if the soap sales does not pick up Opportunity is given to participate in a series of quiz contests This will be an attraction to the target group; one because of the TV coverage they get It is costly Page 4 of 1

5 in TV for the lucky 00 people who get the soap cover which has the invitation for the quiz. Finalists will get premium prizes. and the other due to the prices Quiz programs are popular among viewers and they too will come to know the new soap Trade allowance for stocking the product Product would be displayed more prominently by the traders This would be costly and may not be that necessary given the brand name of the company 1 c. It is a mix of promotions and advertising to enrich each to get the maximum exposure and brand awareness using the strengths of the company name A large bill board campaign at critical locations in Colombo and 8 other provincial capitals and small bill boards at all major supermarkets. Free samples of small size distributed in super markets during weekends at the prime time only for an hour with beautiful ladies dressed like traditional queens offering it amidst decorations and banners about the soap, with drums played by traditional dances, which will be then filmed and shown in the TV as a commercial in the form of a breaking news. Announcement will be made that the same event will be repeated in other places in the coming weeks. It is also advertised in the newspapers as Page of 1

6 a news with an advertisement featuring the attributes of the new product. Free sample attached to the detergent packets, which company sells will be the second round of promotions with a radio announcement to buy the detergent to enjoy the new soap free of charge. This will be for a limited period and announcement will convey that it will be available for a limited period. Opportunity is given to participate in a series of quiz contests in TV for the lucky 00 people who get the soap cover which has the invitation for the quiz. Premium prizes are announced to the finalists and the event is advertised in TV, newspapers and magazines. Total 40 PART TWO ESSAY TYPE QUESTIONS Question No Expected Answer Allocation Chapter Page Number 2. a a) Six steps a. Awareness b. Knowledge c. Liking d. Preference e. Conviction f. Actual purchase b Actual purchase is done, most often, after convincing of the logic and the emotions at the time of buying. Before actual purchase is done one has to be convinced, that she will be better off having this than not having it. For that to happen not only one has to be sure that it will give value for money but also she prefers this over the Page 6 of 1

7 others because of several unique attributes. Before one prefers something over the others she should have a liking of the product and then only she will compare with similar other products that she equally likes. To like a product she should know the product with its attributes. To be knowledgeable of the product she should be aware of such a product being available. Hence everything starts from being aware. 2. c Attributes of a product that we want to highlight should address one of the concerns of buyer Product Means End attribute Low fat Smart High self figure esteem Calcium Vitamin enriched Fresh milk Healthy bones Enhanced sexual ability Taste Comfortable life Fun and Pleasure Pleasure and happiness Total 20 Page 7 of 1

8 Question No Expected Answer Allocation Chapter Page Number 3. a Affective strategy and Conative strategy; Affective Strategy While cognitive strategy addresses the rational mind of the consumer affective strategy addresses the emotional mind. People always don t buy things for rational reasons, but for the emotional appeal. The feeling one gets by having the product or in the act of getting the service. It is some pleasant association the unconscious/ subconscious mind forms with the product or the service. Affective strategy tries to build such associations in the subconscious. Conative strategy Conative strategies uses tactics such as limited time discounts, buy one and get one free within a certain time period or a person suggesting one as the offer of the day. It get the customer to buy on an impulse. It suggests, using one particular tactic, that if you decide now and immediately you will be better off b While affective strategies bank on emotions and attract people to the product/service conative strategies bank on impulses and push people to buy on impulses c Following are four of the five cognitive strategies a. Generic messages (Promotes product attributes without comparing with competitive brands) b. Pre-emptive messages (A claim of superiority first so that the competitors cannot claim) Page 8 of

9 c. Unique selling prepositions (Uniqueness no competitor can claim) d. Comparative Advertising (Comparing attributes of the product with other products) 3. d Relationship Cognitive Affective Conative Awareness Knowledge Liking Preference Conviction Purchase Total 20 Question No Expected Answer Allocation Chapter Page Number 4. a Advantages a. High credibility b. High flexibility due to short lead times where advertisements can be changed quickly c. Longer copy more details could be provided and specially for cognitive strategies it is the best d. Possibility of including coupon and special discount features along with the advertisement e. Strong audience interests as the target group is good readers Page 9 of 1

10 Disadvantages a. Clutter b. Poor quality reproduction compared to magazines c. Internet competition and becoming less important d. Difficulty of reaching certain segments like youth e. Short life span unlike its counterpart the magazines 4. b Reasons why the margin between business to business and consumer ads a. Business decision makers also consume goods and services (no need to search only business audiences) b. What applies to general consumers applies to them as well (psychology is the same) c. Business decision makers are difficult to reach at work (opening ups in nonbusiness environments will make the reach better). d. Creating a brand requires reaching a wider audience not only the current business (it helps to position the product in the minds of many who would be joining business in future as well) 4. c Media multiplier effect is getting more than one channel to promote the product. It could be used to position the product in the minds of the consumer in all possible ways (with both rational and emotional appeals combined with conative strategies -getting them to purchase it directly). Sometimes giving links to other channels Page 10 of 1

11 for further information and necessary access to use promotions, is also done to supplement and complement the weaknesses of the channels, while making use of the strengths in each. Total 20 Question No Expected Answer Allocation Chapter Page Number. a Advantages for consumers 1. Can shop from home 2. Can compare the attributes with comparative products leisurely and get further information on line if necessary 3. Can check how others have reviewed the product (consumer reports) Advantages for sellers 1. No need to have bigger space in show rooms, can operate even without a proper show room 2. Less sales staff and therefore can operate the business at a lesser cost 3. Business reach is not limited by geographical location. b Three concerns of the customers a. Cannot have a 3D view, hear, touch or feel the product (sensory barrier) b. Security issues with their credit cards c. Privacy issues leaking of personal information. c Three different incentives that could be provided to move the consumers to e- commerce Page 11 of 1

12 Correct description about how providing such incentives are possible with e- commerce. d Two reasons why shoppers abandon the shopping cart prior to checking out a. Hidden charges only revealed at the end creating feeling of misguided and not trustable b. Requiring customers to register providing personal information Total 20 Question No Expected Answer Allocation Chapter Page Number 6. a Ad tracking methodology is used to check effectiveness of an ad campaign, by getting respondents to identify the company, brand or the ad by showing part of the ad; such as posting few stills from a TV ad or a portion of a newspaper ad b It is used to check whether the campaign was a success, how deep it had gone; awareness, knowledge, likability, etc c Other impacts they measure would include a. Whether the ad campaign had made a memorable impact; b. Whether the respondents liked it, c. Whether they could recall the message d. Whether they could recall the ad campaign Page 12 of 1

13 6. d Most people when asked to respond do it to make an impression of political correctness (socially acceptable answers), though subconsciously they would be feeling entirely a different view. However the brain scans tell what they truly feel and is considered a better way of knowing the truth. In other words psychological reactions could be faked but not physiological reactions which therefore is a better predictor. Brain scans can identify such reactions. It not only gives us whether there is arousal but how strong the arousal is and therefore can be used for comparative evaluations too Total 20 Question No Expected Answer Allocation Chapter Page Number 7. a The five components of a creative brief is given below a. Objective b. Target group c. Message theme d. Support e. Constraints 7. b Objective Creative brief gives guidance to the designers on the expectations they need to fulfil. The objectives that are expected to achieve is the most important of it. Without this, it is difficult to design the brief, decide on an executional framework and also to evaluate. For example if the Page 13 of 1

14 objective is brand awareness the name of the product has to be prominently displayed in the ad. At the end of the campaign we need to track to see how deep brand awareness is created. Target group Ad has to be designed to appeal to the target group that need to be reached. Without specific identification of the target group language, visuals, what appeals to be selected to address, what media or channels to be used, cannot be decided. It is most important thing next to objectives. More specifically it is identified more it would be successful. In tracking the effectiveness this same target group has to be used. Message theme It is the promise that is given; the unique selling point that will be highlighted in the ad. Proper identification would also help to narrow down the target group further. For example; Lowest price, the best quality or value for money are some of the message themes and based on what is selected target group is likely to change. Message theme could be purely rational, emotional or a combination of both. Clearer one is about the theme more would be the success of the campaign. Support It is the evidence or support that could be provided on behalf of the promise given in the message theme. Award won, certificate obtained, commendations given, test results, etc could be examples. Constraints this include all legal and other mandatory prohibition that need to be taken in to account in designing and executing the ad campaign. It includes disclaimers about warranties, claims or offers; conditions are under which these will be considered. Page 14 of 1

15 Total 20 Page 1 of 1