Q. What is Integrated Marketing Communication?

Ans:
A comprehensive plan to achieve marketing campaign objectives, through different
promotional tactics which reinforce each other(Integrated), It makes sure that all types of
marketing communications are linked together (Integrated)
Other way of saying same is that:
Make all aspects of marketing communication such as advertising, sales promotion, public
relations, and direct marketing work together as a unified force, rather than permitting each
to work in isolation
Companies shifted from standard advertising approach to the IMC approach because of:
> Decreasing message impact and credibility (numerous inconsistent message bombardment
causing lack of interest)
> Decreasing costs of databases (so IMC cost wont be high)
> Increasing client expertise
> Increasing global marketing
> Increasing media and audience fragmentation (some accessing one media others accessing
some different media)
> Increasing number of overall products
Importance:
Media are fragmented, making it more difficult to communicate a message clearly, according
to the scientific journal "Facta Universitatis." Consumers are bombarded by thousands of
pieces of information every day. Not having a consistent message makes communicating with
the consumer even more difficult
Q. Explain Marketing Communication Tetrahedron diagram from Kevin Keller's
Marketing Communication Mix?
Ans:
Talks about marketing communication effectiveness along four broad
dimensions (consumer, communication, response, situation)

> Analyse effects

of integrated marketing communication programs
Consumers:
Age, gender, race, attitudes
towards self, others, possessions, brand choices, usage,
loyalty often serve as the basis of market segmentation and
development of distinct marketing programs, these
characteristics may impact consumers response to marketing communications
Communication:
Sight, sound, motion, spoken or written words,
static, dynamic, interactive, customized. Its
extremely important how we interact with consumer and
surrounding It gives different responses
Response:
Reflects the state changes that a consumer experiences either temporally or permanent basis
Situation:
All the factors external to the communication itself that may affect consumers and impact
communication effectiveness (exposure location, communication exposure etc)

Q. Explain media planning wrt Reach, Frequency, Media category, Coverage?

Ans:
Has details of "How the ad will work" and "why this strategy and implementation was
chosen"

Includes:
> Target audience selection
> Target audience analysis (media habits)
> Media objectives
> Media and vehicle selection, timing with its reasons
> Media strategy
> Budget, spending
> Reach and frequency
For the specific cases, a media plan might need to contain the followings:
> CPM analysis
> Seasonality
> Details of broadcasting costs
> Not recommended actions with reasons (media selection, spending)
> Alternative plans in for scheduling and/or budget
> All what can be an issue based on previous discussions with the client
Reach: How many individuals (different) people saw your ad e.g. unique ip address hist on
website
Frequency: How many times people saw an ad in a timeframe e.g. (Average) number of hits per
person (Frequency = total duplicated audience/Reach)
Coverage(%): Percentage of the target audience is reached by a
media, (Achieved/Targeted) X 100 = %
Target audience: Selected segment of everyone (potential costumers) Done by: age, sex,
occupation, income, media consumption habits or educational levels
Media objectives: Determine target audience, needed reach and frequency (what needs to be
done)
Media strategy: Set of best actions (which media to use, which vehicles to use, timing of ads)
(how it needs to be done)
Q. 5 Scale of responses posted by Stephan King?
Ans: Not found
Q. Explain Thompson T-Plan (a.k.a Planning Cycle) (Complex Qn)
Ans:
Thompson T-Plan (a.k.a. Planning Cycle) was formed in an agency (J Walter
Thompson (JWT) London Office) in 1960 in attempt of restructuring. They created

new under the name account planning department), In an internal JWT document,
Stephen King wrote in 1968:
Why we set up this dept:
(1) integrate campaign and media objectives,
(2) develop specialist skills in advertising research and planning and
(3) link technical planning and its information sources.
Responsibilities of the account planners were to:
(1) set objectives for creative work, media scheduling and buying, merchandising and
to help develop the objectives into action,
(2) plan, commission and evaluate advertising research,
(3) plan advertising experiments,
(4) evaluate advertising and experiments and
(5) present work to account groups and clients. (King, 1968)
JWT version of account planning:
The three people mentioned were:
> The account director, providing the perspective of the client and the clients
marketing strategy, also responsible for executing decisions.
> The creative group head, responsible for the development and implementation of
creative ideas.
> The account planner, principally representing the consumer or the group the client
wishes to reach, with added responsibilities for advertising research, strategy
development and the direction of media planning.
The T-Plan was created in 1964 and account planning began in 1968.
Q. What are BDI-CDI Indexes?
Ans:
Media planners assess geographic concentration. either by Brand Development
Index (BDI) of a geographic region, (concentration of sales of a company's brand in
that region) or by Category Development Index (CDI) (concentration of sales of the
product category (across all brands) in that region)
Compare BDI with its average BDI (all markets BDI), BDI ratio= Brand's sales in a
given geographic market / Average of its sales in all markets
Market X's Share of Total Brand Sales
BDI = ---------------------------------------------------------------X 100
Market X's Share of U.S. Population

BDI doesn't reflect the concentration of potential sales as measured by sales of the
entire product category
CDI gives product category's performance in a given market in comparison to
its average performance in all markets in same country. Sales of a product category
include the sales of all the brands (the company's and competitors' brands) or at least
all major brands that fall in the category
Market X's Share of Total Category Sales
CDI = ----------------------------------------------------------------- X 100
Market X's Share of U.S. Population

Q. What is concept of Augmented Reality(AR)?

Ans:
Environment when supported (augmented) by computer-generated sensory input such
as sound, video, graphics or GPS data is called augmented reality, it is live, direct or
indirect view of real world which is supported by tech

(Image) Mr. Pranav Mistry's SixthSense augmented reality system lets you project a
phone pad onto your hand and phone a friend without removing the phone from your
pocket

Another example can be showing fielding position or attack/defense pattern during

soccer or cricket match (where science/digital technology augments the real time sports
view)
Virtual reality replaces the real world with a simulated one. Augmentation is
conventionally in real-time and in semantic context with environmental elements, such
as sports scores on TV during a match. With the help of advanced AR technology (e.g.
adding computer vision and object recognition) the information about the surrounding
real world of the user becomes interactive and digitally manipulable. Artificial
information about the environment and its objects can be overlaid on the real world.
Q. What Chris Anderson's Theory of Long Tail? Mention three forces which form
base of these theory?
Ans:
Long Tail Theory was explained by Chris Anderson in his Wired Article.
It talks about describing niche marketing and the way it works on the Internet. It says
how internet allows people to find less popular items and subjects. He says
that there's profit in those "misses," too. Amazon sells obscure
books, Netflix rents obscure movies, and iTunes sells obscure songs. That's all
possible because the Internet has taken geographic location out of the equation

It's basically a retailing strategy of selling a large number of unique

items with relatively small quantities sold of each usually in addition to selling fewer
popular items in large quantities. Chris Anderson in an October 2004 Wired
magazine article mentionedAmazon.com, Apple and Yahoo! as examples of

businesses applying this strategy. Anderson elaborated the concept in his book The
Long Tail: Why the Future of Business Is Selling Less of More
Long tail signifies plenty of products (long) each of which are low in general
demand (see the popularity in y axis is minimum at tail)

Three forces:

> "democratizing the tools of production: e.g. personal computer, (cost of making
the first copy of something, and marginal cost of making each additional copy) basically
revolving around economies of scale and use of technology to bring down marginal cost
> "cutting the costs of consumption by democratizing distribution": Amazon and
Netflix exploit the Internet to more effectively distribute goods (Chris says "Internet
makes everyone a distributor), sourcing from supplier as and when that item is
demanded by customer helps reduce cost by huge margin, use of technology and
database tracking has made locating item and its movement much simpler
> "connecting supply and demand": enables consumers to find those high-quality,
produced and aggregated niche products, (by reviews, likes, favorites,
recommendations, links, and so on help us to find things we like on the Internet where
trust is a major issue when we see list of may suppliers)
Q. What is FCB grid?
Ans:
Integrative model by Richard Vaughn dividing goods and services into four
categories, along two axes: the Think/Feel axis, and theHigh Involvement/Low
Involvement axis

He says that the marketer should put consumer decision process in each of these four
quadrants, for example:

> High involvement and feel: (psychological)

Products fulfilling self-esteem, subconscious, ego-related impulses
Requires perhaps more emotional communication
Feel Learn Do

> High involvement and think: (economic)

Classical hierarchy-of-effects
Awareness Knowledge Liking Preference Conviction Purchase
Learn Feel Do
> Low involvement and think: (responsive)
Routine consumer behavior
Learning occurs most often after exploratory trial purchase
Learning by doing
Do Learn Feel
> Low involvement and feel: (social)
Personal taste
Lifes little pleasures
Peer-oriented items
Do Feel Learn
Q. What is brand value pyramid?
Ans:
Tells how to turn your brand into the driving force behind your companys growth,
operational success, and long-term profitability.
Once the functional benefits are met, the customers mind moves to other needs,
which are intangible, emotional and often irrational, It is only at the pinnacle of the
Brand Value Pyramid that a brand achieves highest level of loyalty. Hence, it is
important for scompanies to relate to these needs by interacting with consumers at a
more emotional level and ultimately becoming a trustworthy partner and sustain brand
loyalty in the long run.
s
Two principles:
> Content must reflect the Voice of the Customer:
To speak in the customers voice, you need to capture the customers
1) beliefs and values up front, ahead of the
2) product benefits, and
3) features and attributes, effectively making use of the Brand Value Pyramid shown
above.
> Allow the customer to drill down and research:
Your case can then be briefly supported by testimonials, statistics and data that allow
the customer to confirm for him/herself what peers are saying about the product.

Q.What is DAGMAR model of advertising communication?

Ans:
Defining Advertising Goals for Measured Advertising Results abbr. DAGMAR was
an advertising model by Russel Colley (1961)
According to DAGMAR, each purchase prospect goes through 4 steps:
1. Awareness
2. Comprehension
3. Conviction
4. Action
These steps are also known as ACCA advertising formula. ACCA/DAGMAR is a
descendant of AIDA advertising formula and considered to be more popular and
comprehensive than AIDA. Important parts of the DAGMAR model
are definitions of target audience, (people whom the advertising message is
addressed to) and objectives (goals of advertising message).
<<AIDA: For Ref>>
List of events that may occur when a consumer engages with an advertisement.
A - Awareness: attract the attention of the me
I - Interest: raise my (customer) interest by focusing on and demonstrating
advantages and benefits
D- Desire: convinces me that I want/desire product/service since it
will satisfy my needs

A- Action: leads me towards taking action and/or purchasing

Its a general understanding of how to target a market effectively, Companies move from
step to step closer to purchase by prospects
Q. Explain Kellers Customer-Based Brand Equity Pyramid for Red Bull?
Ans:
Below is generic Brand Equity Pyramid:

Below is Redbull's Brand Equity Pyramid:

Q. What is perceptual mapping, give an example?

Ans:
Diagrammatic representation of perceptions of customers/potential customers,
Position of a product, product line, brand, or companyis displayed relative to their
competition
Respondents are asked questions about their experience with the product in terms
of its performance, packaging, price, size, etc. Thesesqualitative answers are
transferred to a chart (called a perceptual map)
Example: