WEEK 12

Week 2: Chapter 1

Q10. Why is it important for those who work in marketing to understand and
appreciate all the various IMC tools and how they can be used effectively?
Answer: Is there a replacement for traditional media. Ways to engage with the
younger generation.
 Mass marketing for awareness and then move towards a targeted digital
marketing
 Providing value for money to the client - why we are spending and what we
are spending

Week 3: Chapter 4

Q1. Start with what are Neuroscience and various stimuli, why we are interested
in it.
 Emotional response cannot be manipulated;

Q2. Different decision-making process while looking at cars at home or in store

 High social class -> high income, social class is defined by how much you earn
 More money -> more disposable income -> more spending power
 Market different services to different groups e.g. luxury holiday to Europe -
Gourmet products, wonderful experience
 Value based discussion - low budget holidays

Q3. People don’t want to have kids and how pets are becoming the new children
 Pet insurance
 Pet day-care center
 Emerging market - opening new opportunities in new market e.g. diet food
for pets
 Understand how we cater to the needs of the new market and the emotional
bond it can form

Week 4: Chapter 5

Q1. E.g. Sydney waters - Water saving commercial advertising to Chinese due to
presence of various cultural groups -> Language
 Important if the ethnicity color and language should be used in that context

Q2. Message is what actually important

Central route to persuasion - person is persuaded by the content of the message.
E.g. in toothpaste ad they talk about the benefits of the product
Peripheral route to persuasion - he looks the part (actor as a dentist in the
advertisement)

Not In book question - The sender, receiver and the message

Look for feedback - may not have an instantaneous response
Chapter 6

Q6. Media fragmentation - bombarded with all the information

 Challenge for the marketers is how to get the message to stand out of the
other communications
 How to make an ad memorable - use humor, scary, music and others

Week 5: Chapter 7

Q2. Traditional media - Newspapers, Radio and TV

 If trying to reach a younger media - Digital works best
 Know who are the segment to reach out to e.g. who are the 3 am Facebook
users
 Two way flow of information using both traditional and Digital media.
Traditional for first contact awareness and digital for further recall

Q3. Communication measures - how we measure the various communication

means
E.g. FMCG - Frequent purchase - Instant response to communication e.g. milk.
Short life of product they will just buy it as it only couple of bucks, Low
involvement product
Different categories of products - e.g. cars or computers - No instant response to
communication, it is expensive, High involvement product. Measure for this type
of product is brand awareness leading to recall and recognition e.g. Apple.
Brand opinion - looking at the strength and weakness

Q4. Specific objective - Low involvement product - Sales

High involvement product - Brand Awareness and Brand opinion

Not in book question - Two key issues that marketers face in regard to budgeting
1. How much money you got to spend
2. Where to spend the money - Traditional or Digital media
3. Top down - decide based on objective
4. Down up - determine the underlying costs - individual department of an
organization and then total up each department.

Week 6: Chapter 8

Q5 and Q6. Do we want our ad to be very informative or should it be

transformational
 Story telling
 Tagline - know what the brand is talking about. E.g. Nike - Just do it - crisp,
easy to understand and deliver the message

Q7. Music - Cheerful, scary, suspenseful - to generate an emotional response

Week 7: Chapter 10
Q4. Consumers don’t get the message for the first time
 If you advertise to 30% of the target market and give them 4 exposure you
would have 120 GRP
Q8. Like on Facebook page.

Week 8
Advertising (Broadcast, print and support)

Chapter 11

Q2 and Q3. TV - integrated with the digital platforms

Radio - still powerful as it is cheap, people power

Chapter 12

Q3. Magazine - Still sitting on the table after it is read once or twice

Chapter 13

Guerilla marketing

Week 9 Direct marketing, the Internet and sales promotion

Chapter 15

New media - more curated to the receiver

e.g. message catered in the language that is easily recognizable to the segmented
market

Trational media

Chapter 16

Consumer oriented promotion

Trade oriented

Week 10

Chapter 17

Q8. Generate publicity - raising the profile

Some people might hear about it and not go the game

Chapter 18

Q2. Why is it so difficult to measure the overall IMC program effectiveness?

Not in textbooks - Do you think advertising is manipulative? Why or why not?